how do you communicate that the new mercedes benz has zero emissions? well, an invisible mercedes. this is the solution from Service Plan, Munich - won them a gold as well as contributed to them being awarded the The Direct Agency of Year.
they made this invisible mercedes with LEDs that reflected the surrounding and actually made the car seem invisible.
some of the outstanding DM and PR awards include ideas that are just so simple.The Sprite beach shower. the song for Puerto Rico Bank - getting people to vote. a similar simple poster idea to get people in Lithuania to vote - get back the dictator.
a vanishing book - ink that fades away in 2 months - getting people to read a book as fast as possible. a super idea of creating a blood bank with Israeli and Palestinian donors - a peace initiative. we are familiar with the 'book burning party' idea that got people in a small town in America to vote for their library.
a engaging idea was 'women in moustaches' - Lebanese women fighting for equality with men. the women actually came up with moustaches. in Live Stunts category was 'Push to add drama' an activation by TNT channel in Antwerp. people could actually experience a thriller by pushing a button.
and what was 'outstanding' was to get a man to model for a woman's push up bra. yes, a man model to propagate the efficacy of a woman's bra.
the facebook Iceland campaign to get people to visit Iceland is how simple honest videos can get results.
today's sessions have started with Coke partnering with consumers, influencers and more. coke believes that true power is with the 'mob'...
.. more later
From Sameer Desai, stringer at Cannes 2012
Showing posts with label Cannes 2012 Live. Show all posts
Showing posts with label Cannes 2012 Live. Show all posts
Tuesday, June 19, 2012
Monday, June 18, 2012
Cannes 2012 Live - The honest exchange
Sameer Desai
if you get time, google 'caine's arcade'.
check out how a small garage store of an 8-year old boy is financial success. a simple idea spread via twitter and facebook. not just sent one way. but also inviting people to participate.
check out 'Georges St. Pierre' - the canadian mixed martial arts sportsperson who is one of the biggest sports brands in North America and Europe - thanks to his connect via facebook and twitter.
check out the future of media in 'huffington post' and their soon-to-be-launched 'huffington live'. how viewers are collaborating in the way they consume news.
do check the PR Swedish story of 'plumbers without borders'.
So, what is the common connect? a meaningful idea, based on a consumer insight. then, do something that is genuine, which consumers will believe in you.
The mantra for branding, and all forms of communication, is to take a position. and then have a behaviour that is consistent to that position. the days of hoodwinking consumers, changing one's position as per convenience seem to be coming to an end. in a sense the engagement with consumers is becoming spiritual. an honest exchange in which if a brand fails / falters, consumers are willing to accept as long as the brand is upfront, accessible and honest.
one other movement is the increasing need and acceptance in the creative industry to embrace technology. the copywriter + art director team is being replaced by the creative director + technical director team.
finally, just attended an inspiring discussion of visa and tbwa on visa's 25 year sponsorship of the olympics. do check out the visa global cheer campaignhttp://www.blogger.com/img/blank.gif on facebook. this a 360 degree integrated campaign.
on the lighter side, cannes has a 'Darjeeling' brand lingerie store. wonder what does darjeeling have to do with lingerie?
:)...
About the author: Sameer is an entrepreneur at heart. After school at Loyola, college at Fergusson and an MBA from SIBM he did a stint in Sales and started Seagull Advertising in Pune. Wings For Profit, his agency's patent, is how he takes a client's brand to its customer, at a profit. Right now he is a stringer at Cannes.
if you get time, google 'caine's arcade'.
check out how a small garage store of an 8-year old boy is financial success. a simple idea spread via twitter and facebook. not just sent one way. but also inviting people to participate.
check out 'Georges St. Pierre' - the canadian mixed martial arts sportsperson who is one of the biggest sports brands in North America and Europe - thanks to his connect via facebook and twitter.
check out the future of media in 'huffington post' and their soon-to-be-launched 'huffington live'. how viewers are collaborating in the way they consume news.
do check the PR Swedish story of 'plumbers without borders'.
So, what is the common connect? a meaningful idea, based on a consumer insight. then, do something that is genuine, which consumers will believe in you.
The mantra for branding, and all forms of communication, is to take a position. and then have a behaviour that is consistent to that position. the days of hoodwinking consumers, changing one's position as per convenience seem to be coming to an end. in a sense the engagement with consumers is becoming spiritual. an honest exchange in which if a brand fails / falters, consumers are willing to accept as long as the brand is upfront, accessible and honest.
one other movement is the increasing need and acceptance in the creative industry to embrace technology. the copywriter + art director team is being replaced by the creative director + technical director team.
finally, just attended an inspiring discussion of visa and tbwa on visa's 25 year sponsorship of the olympics. do check out the visa global cheer campaignhttp://www.blogger.com/img/blank.gif on facebook. this a 360 degree integrated campaign.
on the lighter side, cannes has a 'Darjeeling' brand lingerie store. wonder what does darjeeling have to do with lingerie?
:)...
About the author: Sameer is an entrepreneur at heart. After school at Loyola, college at Fergusson and an MBA from SIBM he did a stint in Sales and started Seagull Advertising in Pune. Wings For Profit, his agency's patent, is how he takes a client's brand to its customer, at a profit. Right now he is a stringer at Cannes.
Cannes 2012 Live - Everybody is connected
Sameer Desai
one thing that Cannes is all about is 'ideas'.
the other is about consumer participation. We at Seagull call it consumer engagement. the entire shift in thinking is how to get consumers to participate. it's all about getting the consumer to share. so yes, every brand is listening and befriending consumers. and they are solving and sharing.
nowhere is creativity being compromised. but, it not about a one-way presentation from advertiser to consumers.
and finally, the increasing use of smart phones / tablets. eveybody here is 'connected' to some smart device. yes, and many of them type at the speed of light. all use 'apps'. what does this mean to us? well are we as connected? it is not about advertising on facebook or twitter.
watch for more.
About the author: Sameer is an entrepreneur at heart. After school at Loyola, college at Fergusson and an MBA from SIBM he did a stint in Sales and started Seagull Advertising in Pune. Right now he is a stringer at Cannes.
one thing that Cannes is all about is 'ideas'.
the other is about consumer participation. We at Seagull call it consumer engagement. the entire shift in thinking is how to get consumers to participate. it's all about getting the consumer to share. so yes, every brand is listening and befriending consumers. and they are solving and sharing.
nowhere is creativity being compromised. but, it not about a one-way presentation from advertiser to consumers.
and finally, the increasing use of smart phones / tablets. eveybody here is 'connected' to some smart device. yes, and many of them type at the speed of light. all use 'apps'. what does this mean to us? well are we as connected? it is not about advertising on facebook or twitter.
watch for more.
About the author: Sameer is an entrepreneur at heart. After school at Loyola, college at Fergusson and an MBA from SIBM he did a stint in Sales and started Seagull Advertising in Pune. Right now he is a stringer at Cannes.
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