Cannes Digest 2013
Published on Jul 16, 2013
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PRESENTATION OUTLINE
CANNES DIGEST 2013
BY ZOLTÁN HAVASI, HEAD OF PLANNING, ISOBAR HUNGARY
THIS PRESENTATION IS NOT ABOUT ...
... THE AWARD SHOWS
... OR THE AD LEGENDS WE MET
... OR THE PARTIES WE WENT TO
BUT THE MASSIVE LEARNINGS
FROM 15 SEMINARS, 6 WORKSHOPS, 2 FORUMS AND 1 MASTERCLASSES
THIS IS WHAT WE LEARNT:
DEFINE A GREAT PROBLEM
THERE IS ALWAYS ONE BEHIND EVERY GREAT IDEA
MOONSHOT THINKING
AIM TO SOLVE A GREAT PROBLEM, EVEN IF THERE IS A SLIM CHANCE IT BEING FIXED
Aiming to make things 10x better will result a good return on your time.
Great problems are the ones the world wants to go away so they will pick up and spread your idea if it can solve it
New technology always starts being pointed at old problems in old ways. It's not enought to make a great new technology you have to see what it is for. That moment it is not a technology moment. That is a creativity moment.
Great problems are the ones the world wants to go away so they will pick up and spread your idea if it can solve it
New technology always starts being pointed at old problems in old ways. It's not enought to make a great new technology you have to see what it is for. That moment it is not a technology moment. That is a creativity moment.
LOOK FOR THE PAINFUL MOMENTS
IN OUR DAILY SCHEDULE
Hyperislad's work shop gave a good inspiration on how to find great problems.
See the results here:
http://savinggreece.hyperisland.com/
See the results here:
http://savinggreece.hyperisland.com/
MEDIA IS WHERE PEOPLE AND IDEAS MEET
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FIND A MEANINGFUL IDEA
THAT ENGAGES THE AUDIENCE AND IS RELEVANT FOR THE BRAND
IN THE PAST THE MESSAGE DEFINED THE IDEA
TODAY IT IS WHERE BRANDS' AND PEOPLE'S INTENTIONS MEET
MAKE WOMEN REALISE THEY'RE MORE BEAUTIFUL THAN THEY THINK THEY ARE
THE ORIGINAL BRIEF FOR DOVE SKETCHES WAS:
MAKE YOUNGSTERS TALK ABOUT RAIL SAFETY
THE ORIGINAL BRIEF OF DUMB WAYS TO DIE WAS:
WE'RE NOT MAKING IDEAS ANYMORE
BUT RATHER BUSINESS MODELS
The new tools allows you to design even newer thing
UNLEASH YOUR CREATIVITY
YOU ARE NOT EXPLORING ANYTHING NEW
IF YOU KNOW EXACTLY WHERE ARE YOU GOING TO END UP
CREATIVE ALCHEMY'S TOOLS
TO UNLOCK THE UNKNOWN PICK ONE OF
Kentaro Kimura (Co-CEO, Executive Creative, DirectorHakuhodo Kettle) pointed out that our conscious is like a city and our unconscious is like a forest.
Cities are mapped, known, safe while forests are unknown, dangerous, unpredictible.
Initially our mind was unconscious but over time our conscious took over.
Advertising is an activity to change unconscious desires to conscious ones through words and visuals.
Cities are mapped, known, safe while forests are unknown, dangerous, unpredictible.
Initially our mind was unconscious but over time our conscious took over.
Advertising is an activity to change unconscious desires to conscious ones through words and visuals.
CREATIVITY IS A BATTLE
BETWEEN HABITUAL AND EXPLORATIVE THINKING
CREATIVITY COMES FROM PRESSURE
YOU MUST GET THE BRIEF PRECISE AND INSPIRING
TO TAP INTO AND GET THE MOST OF CROWDSOURCED AD CREATION
MAGIC IS SCIENCE DONE IN AN ENTERTAINING WAY
THE EYE SEES EVERYTHING
SO ONLY THE BRAIN CAN BE FOOLED
CREATIVES ARE FRUSTRATED
THEIR JOB ISN'T LIMITED TO MAKING THINGS LOOK NICER
Creative's muscles are at better use in innovation.
IDEAS ARE HARD TO SELL
IT'S EASIER TO BUY NUMBERS THAN IDEAS
YOU BETTER BUILD UP YOUR ARGUMENT BEFORE GETTING TO THE CREATIVE
GOOD LISTENERS MAKE BETTER SPEAKERS
CLIENTS SHOULD FEAR MEDIOCRE IDEAS
THE ONES THAT HAVE NO EFFECT AT ALL
KEEP IT SIMPLE
WE DO STUFF AROUND STUFF
OR SOMETIMES WE DO OUR OWN STUFF
ASK NOT WHAT WILL CHANGE IN THE FUTURE
BUT WHAT WILL REMAIN
KEEP UP YOUR PASSION
NEVER FORGET WHY YOU CAME TO THE BUSINESS
TALENT ALONE IS NOT ENOUGH
HAVE TO HAVE THE COURAGE TO FIGHT FOR YOUR WORK
FORGET BIG DATA
GIVE PERSONAL DATA MEANING
AND TURN THE QUANTIFIED SELF INTO QUALIFIED
HOPES, DREAMS AND INSPIRATION
THE SEARCHBOX IS WHERE PEOPLE PUT THEIR
LEARN TO READ DATA
AND TURN IT INTO STORIES
TECH IS NOT THE ANSWER
GOOD TECH IS NO EXCUSE FOR A BAD IDEA
THE RIGHT TECH IS THERE TO BRING THE RIGHT IDEA ALIVE
AND NOT VICE VERSA
EMOTIONS MAKE ENGAGEMENT
TECH IS THERE TO HELP
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NEW TECH NEEDS TIME TO EXPERIMENT TO BECOME ARTISTS' TOOL
WHEN THE CAMERA WAS INVENTED PAINTERS THREW THEIR BRUSHES AWAY
MAKE YOUR IDEA GO VIRAL
INSTINCT REACTIONS AND EXPECTED SOCIAL VALUE
ARE THE TWO KEY FACTORS THAT MAKES ANYONE SHARE
EMOTIONS AND ENGAGEMENT WILL RESULT IN IMPACT
WE SNACK CONTENT
THE PATTERNS MAY VARY ACROSS GENERATIONS BUT THE EMOTIONS ARE THE SAME
WHY ASK IF YOU CAN MEASURE?
EKMAN'S ALL SIX BASIC EMOTIONS ARE TRACKED VIA REALEYES' AUTOMATED FACIAL CODING SYSTEM
GETTING PEOPLE TO WATCH A VIDEO IS ALL ABOUT DRAWING OUT EMOTIONS
GETTING THEM TO SHARE IT IS ABOUT THE SENDER'S PERSONALITY
IE. WHEN A BRAND LOGO APPEARS
VIEWERS QUIT WATCHING A VIDEO WHEN THEY SENSE THEY'RE BEING INFLUENCED
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Further reading on Thales S. Teixeira's (assistant professor, HBS, Marketing Unit) work:
http://hbswk.hbs.edu/item/7267.html
http://hbswk.hbs.edu/item/7267.html
