Lions Daily News 2014 Monday 16th June by Boutique Editions

LIONS2014 DAILYNEWS B:250 mm www.lionsdailynews.com - published by boutique editions - monday/june 16/2014 mm www.lionsdailynews.com T:240 - published by boutique editions - sunday/junes 15/2014

A brief message on behalf of the seven billion people who aren’t at Cannes. We’re going to see some brilliant and inspiring work here at Cannes.

Join Chuck Porter, Chairman of Crispin Porter and Chief Strategist

Meanwhile, in the real world, they’re over-saturated with marketing and

of MDC Partners, for some thoughts about all the stuff out there

most of it is invisible or annoying. Moreover, the big data you’re using

that’s killing creativity. And some ideas about what you can do

to craft messages is probably giving you the exact wrong answers.

to pound on its chest and bring it back to life.

Chuck Porter, CP+B Monday at 17: 00 Theâtre Debussy

LIONS2014 DAILYNEWS WWW.LIONSDAILYNEWS.COM - PUBLISHED BY BOUTIQUE EDITIONS - MONDAY/JUNE 16/2014

TODAY’S SEMINARS 10.00 FUTUREBRAND: HOW CREATIVITY CAN CREATE A BETTER FUTURE! 11.00 ADOBE: THE NEW CREATIVES

Festival inspires next generation of leaders

12.00 COSMOPOLITAN: FASHION, SEX, CELEBRITY & CHARACTER: A CANDID CONVERSATION WITH SARAH JESSICA PARKER & JOANNA COLES 12.00 SAWA: THE CINEMA MEDIUM - THE PORTAL TO THE FUTURE (ESTEREL) 13.00 FCB & FRAMESTORE: DEFYING GRAVITY: ACHIEVING THE IMPOSSIBLE 13.00 PINTEREST - THE MAGIC OF DISCOVERY (DEBUSSY) 14.00 BRAVE: THE SIN CITY CHRONICLES - HOW VEGAS CAN INSPIRE BRANDS, WITH DYNAMO 14.00 DENTSU AEGIS NETWORK: PROTOTYPING THE FUTURE - BRINGING INNOVATION PRINCIPLES TO MARKETING (DEBUSSY) 15.00 SAPIENTNITRO: MEET THE DISRUPTORS: SPIKE JONZE AND GASTON LEGORBURU ON BUILDING WORLDS WITH TECHNOLOGY AND STORY 15.00 CHEIL WORLDWIDE: LIFE SHARE: THE NEW NORMAL FOR BRANDS (DEBUSSY) 16.00 MINDSHARE: MEME TOO. HOW BRANDS CAN SUCCESSFULLY RIDE THE ZEITGEIST (DEBUSSY) 17.00 CP+B: THE CREATIVE REALITY CHECK: A BRIEF MESSAGE ON BEHALF OF THE SEVEN BILLION PEOPLE WHO AREN’T AT CANNES (DEBUSSY)

All seminars are in the Grand Auditorium unless otherwise stated

JIM STENGEL

LEARNING by inspiration and

example lies at the heart of the Cannes Lions International Festival Of Creativity. This mission is given concrete form in the Cannes Lions Academies — high-intensity educational programmes that take place throughout the Festival. Drawing on the world-class creative talent on stage in Cannes, the courses are career-changers for all concerned, with the industry’s greatest minds sharing their knowledge and experience with the next generation of creatives. This year Cannes Lions hosts 10 Academies, split into two category types: Young Lions Academies and Leadership Training.

JAMES HURMAN

BOB ISHERWOOD

The Young Lions Academies, aimed at professionals aged 28 or under (under 30 for Young Marketers) include the Roger Hatchuel Academy for students, the Young Creative Academy, the Young Account Executive Academy, the Young Media Academy, the Jim Stengel Young Marketers Academy, the Young Account Planners Academy and the Young Storytelling Academy. The Leadership Training for industry professionals who have reached management level includes the Cannes Creative Leaders Programme in a ssociation with the Berlin School, the CMO Accelerator Programme and the CEO Academy.

The Young Marketers Academy addresses the central role of creativity in communications and provides a bigger picture of a marketer’s role. The programme is led by Jim Stengel, former global marketing officer of P&G. Stengel said his aim is to introduce young marketers to new thinking in areas such as creativity, innovation and leadership: “We start the week with some pretty deep introspection about where they have got to in their careers. By the end, they have generally set themselves new standards. They go back to their companies unwilling and unable to settle for medio- TURN TO P.4

Kanye comes to Cannes MUSIC industry icon Kanye West

has been revealed as a surprise addition to the Cannes Lions International Festival Of Creativity’s conference line-up. West will appear in the Grand Auditorium tomorrow at 13.00, alongside Steve Stoute, CEO and founder of ad agency Translation, and Ben Horowitz, co-founder and partner INSIDE BOX

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of venture capitalist firm Andreessen Horowitz. Stoute, who revealed the news of West’s surprise visit exclusively to the Lions Daily News, said: “We are going to talk about the co-dependency of culture and technology. As an artist, Kanye West is a natural fit because he is working at the intersection of culture, technology and

design.” While West is best known as a music performer and producer, his entrepreneurial activities across the fields of film, TV, design and business have given him an estimated net worth of $100m (€83.8m). He is also well known for speaking his mind, leading Stoute to predict that tomorrow’s session TURN TO P.4

PROGNOSIS EXCELLENT FOR LIONS HEALTH ELCOME to the 61st Cannes Lions International Festival Of Creativity and thank you for being here. For the first time in 61 years, you are joining us just as another Lions festival finishes. Our first Lions Health Festival Of Creativity held last week here in the Palais was a huge success, with more than 800 delegates and 1,400 entries into the awards, making Lions Health the biggest global gathering of healthcare creatives in the world. And for Cannes Lions there are, as ever, lots of new things to enjoy. First, don’t miss our How To Cannes stand in the Palais, especially if it’s your first time. There is advice and information there to help you make the most of your stay. And that stay will likely be busier than ever, with many additions to all the seminars, forums and workshops, including the Innovation Lions shortlist presentations (don’t miss them!), Brazil Day, the Product Design and Design shortlist installation, and a new opportunity to hear from some of our juries straight after the awards — Insights With The Jury — which offers a unique chance to hear first-hand which work won and why. The heart of the Festival, of course, hasn’t changed. It’s about learning, networking, celebration and being inspired — inspired by some of the best work and some of the greatest thinking from the world’s biggest talents. You won’t cover it all, but that’s okay. Take everything you can from it and enjoy every minute. It only comes round once a year…

PHIL THOMAS

NEWS / JWT CELEBRATES 150 YEARS / OUTDOOR SHORTLIST / MOBILE SHORTLIST / MEDIA SHORTLIST / PR SHORTLIST / FOCUS ON COLOMBIA / FOCUS ON US HISPANIC / FOCUS ON ASIA PACIFIC / FOCUS ON FINLAND / SCREENINGS /

6/15/14 10:33 PM

DON’T ASK ME

I’M JUST AN ASTROPHYSICIST * ativit y e r c d n a s e i ndar Cosmic qua rasse T yson Neil deG by Tham Introduced

Khai Meng

Grand Audi Theatre, Thursday 19th June 2014, 14:00 – 14:45 *Unless, of course, you want to know about inspiration, the universe, and man’s unending quest for knowledge. Tweet your questions for Neil—astrophysicist, reshaper of the universe, and internet badass—to #OgilvyCannes.

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LIONS DAILY NEWS

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NEWS

You’re more likely to buy a book if you’ve had a beer

JAMES KIRKHAM, LEO BURNETT’S GLOBAL HEAD OF SOCIAL AND MOBILE JOINS JONATHAN FRASER, HOLLER’S GLOBAL HEAD OF STRATEGY AND IDEAS, ON STAGE AT THE CANNES LIONS SEMINAR HOLLER: PLANNING TO STAND UP

Planning’s a big joke to Fraser and Kirkham HOLLER’s global head of strategy and ideas, Jonathan Fraser, and Leo Burnett’s global head of social and mobile, James Kirkham, copresented Holler: Planning To Stand Up at Cannes Lions yesterday to prove the connection between the art of stand-up comedy and ad planning. The seminar threw light on Holler’s ongoing initiative to send planners on intensive stand-up comedy workshops and ask them to perform at comedy clubs. Drawing parallels between the comedic process and planning brand campaigns, Fraser and Kirkham showed successful ads alongside brilliant comedy sets to give delegates tips and tricks they can “steal and repurpose”.

“Both planners and comedians have to find a golden piece of insight,” Kirkham said. “Then they have to craft the insight and find the nuance — the twist — before working on an exciting delivery.” Fraser compared DDB UK’s 2011 Harvey Nichols ‘Walk of Shame’ Christmas spot as an example of advertising that found a truth in the embarrassing reality of waking up somewhere unfamiliar after a night out and having to return home the morning after dressed in unsuitable attire. The ad provided the twist by suggesting that girls could rather “stride with pride” if they wore a beautiful dress bought at Harvey Nichols. Similarly, a clip of April Macie showed the comedian presenting the same truism about

embarrassing mornings after the night before — however, she turned the topic on its head by observing how men always self-congratulate and celebrate. Both great comedians and great planners have to be tremendously astute observers of human beings. Kirkham said it’s vital to “stretch your thinking” — find out what experiences we have in common and then flip the subject matter. Fraser also revealed how comedians secretly love hecklers rather than fear them because it gives them an opportunity to shine — and brands similarly have an opportunity to build brilliant campaigns in response to online criticism if they move quickly and effectively.

MORIHIKO Hasebe, executive creative director of Japanese ad agency Hakuhodo, and Kentaro Kimura, co-CEO and executive creative director of subsidiary company Hakuhodo Kettle, gave a thoughtful and amusing presentation in the Grand Audi on Sunday afternoon during which they speculated on the future for ad agencies. During their discussion, entitled Agency Model 2024, they explained how Japanese agencies like Hakuhodo are exploring ways to extend their core skills into new areas. Describing this activity as “market design”, they gave examples of how the agency has been involved in the design of hospitals, hotels, learning aids for visually-impaired children and agricultural digital marketing tools. Hasebe said the underlying rationale for this is that applying agency expertise to classic business and organisational models can make them more people-centred and, as a result, more successful. In the case of hospital design, for example, the agency is not seeking to encroach on the core competence of the medical profession. But it does believe that it is able to use its consumer insights expertise to make the environment more conducive to relaxation and recovery. Hakuhodo’s market design work mostly involves partnerships with third-party businesses. But it also has a dynamic startup and investment operation. Kimura gave the example of a bookstore that the agency had set up where it was possible to buy beer. This approach proved successful because “people are more relaxed when they have drunk a beer and are more likely to buy books”. Hasebe and Kimura also discussed related projects where Hakuhodo is looking at what it calls “life design”. One project, backed by Nissan, explored whether it is possible to take a house completely off-grid, so that it is not reliant on traditional sources of energy. The aim, said, Hasebe, is “to upgrade our way of life”. Explaining why all of these current diversification projects will be relevant to the agency model in 2024, Kimura said: “The future is not something you wait for. It’s something you create.”

HAKUHODO’S MORIHIKO HASEBE (LEFT) AND KENTARO KIMURA ACT UP ON STAGE

PUBLISHER RICHARD WOOLLEY EDITOR IN CHIEF JULIAN NEWBY MANAGING EDITOR DEBBIE LINCOLN SUB EDITOR JO STEPHENS REPORTERS ANDY FRY - EMELIA JONES - JULIANA KORANTENG - GARY SMITH LIONSDAILYNEWS.COM/SOCIAL MEDIA SUNNIE & HARRIET/STUDIO A PHOTOGRAPHERS YANN COATSALIOU - MICHEL JOHNER - OLIVIER HOUEIX LAYOUT DESIGN AGENCE@ANOIR.FR ARNAUD PAIKINE - VALERIE MERSIER - CHRISTIAN ZIVOJINOVIC SYSTEMS CO-ORDINATION PROD EVENTS - SOPHIA ANTIPOLIS - T: +33 (0)4 93 33 12 40 CANNES LIONS DAILY NEWS/EDITORIAL T: 04 93 99 85 71 ADVERTISING IN CANNES 04 93 99 85 79 - JODLIN@BOUTIQUEEDITIONS.COM JERRY ODLIN +44 77 6886 0417 - LISA RAY +44 77 98 662 955 - NICKI WEBBER +1 912 308 6967 KAREN WATTS +1 949 974 71 61 ADVERTISING PRODUCTION ROGER HALL PRINTER RICCOBONO OFFSET PRESSE, LE MUY GREEN PUBLISHING THE PAPER USED BY BOUTIQUE EDITIONS IS A NATURAL, RECYCLABLE PRODUCT MADE FROM WOOD GROWN IN SUSTAINABLE FORESTS. THE MANUFACTURING PROCESS CONFORMS TO THE ENVIRONMENTAL REGULATIONS OF THE COUNTRY OF ORIGIN PUBLISHED BY BOUTIQUE EDITIONS LTD - 117 WATERLOO ROAD - LONDON SE1 8UL - T: +44 20 7902 1942 - F: +44 20 3006 8796 © 2014 CANNES LIONS

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NEWS

MONDAY / JUNE 16 / 2014

KANYE’S IN CANNES CONTINUED...

FESTIVAL INSPIRES CONTINUED...

will be a “spirited, thoughtprovoking debate”. Stoute, an author and former music executive, said the session’s subject matter has taken on a special significance following Apple’s recent acquisition of Beats. “That deal was a real shot across the bows for this industry. If you’re waiting for the relationship between culture and technology to play out, then you’re already behind the curve. Brands, content companies, artists and technology firms have to be on the frontline of this conversation.” The involvement of venture-capitalist Horowitz adds a further dimension to the seminar, the full title of which is Technology, Culture And Consumer Adoption: Learning To Read The Cultural Landscape. “Ben is a rare person — someone who is very happy to introduce a business blog with hip-hop lyrics. His involvement will demonstrate how different disciplines can work together,” Stoute added.

cre work.” A key role of the Academy, which this year has 60 delegates, is to inspire young talent by introducing them to smart and creative minds. “But it’s also about giving them actionable skills,” Stengel said. “When they get back to their companies, there’s a lot of expectation, they have to have a clear vision for how they’ll implement what they’ve learned.” The Roger Hatchuel Academy is led by Clive Challis, head of the advertising course at Central Saint Martins in London. Tim Mellors, Grey’s worldwide creative director, is Academy dean. With sessions tailored to 35 selected students, this year’s guest lecturers include R/GA’s Barry Wacksman and Art Director’s Clubs Ignacio Oreamuno. The Young Creative Academy, led by Bob Isherwood, former worldwide creative director of Saatchi & Saatchi, helps students to expand their personal creative thinking, validate new

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ideas and implement innovative strategies. This year’s speakers include UK recording artist Imogen Heap. The Young Account Executive Academy, led by Planet Jockey’s chairman and founder Kevin Allen, combines tailored talks by industry thought-leaders with one-on-one coaching on issues including leading a team and creating a killer brief. The Young Media Academy, led by Publicis Groupe Media chairman Jack Klues, aims to deliver a deeper understanding of the media landscape and how this understanding can be harnessed to connect advertisers and audiences. Keith Reinhard, chairman emeritus of DDB Worldwide Communications Group, directs The Storytelling Academy, which focuses on the art and craft of storytelling and its impact on brands and the media landscape. In an industry first, the Young Account Planners Academy, led

by James Hurman, founder and principal of Previously Unavailable, teaches young agency planners how to uncover creative insight, plan creative strategy and form the relationships with creatives that will unlock more effective work. When Stengel finishes with his Young Marketers, he dives straight into his CMO Accelerator Programme for senior marketing leaders. Once again, he calls on an all-star line-up of creatives and marketers to help him give his class of 15-20 CMOs tools to improve their performance: “I like to make sure we have diversity in the kind of CMOs invited on to the course. Then we encourage them to share their successes and failures. We explore all the issues they are wrestling with.” Still in the sphere of leadership training, the Cannes Creative Leaders Programme is a twoweek intensive training initiative taking place in Berlin and Cannes. The programme gives

LIONS DAILY NEWS

participants the tools, insights and actionable ideas to help them achieve creative excellence. Berlin School president Michael Conrad said: “The students have to lay out their strategy for creative excellence. In the third year of the Academy, one of the participants told us that he couldn’t apply his strategy with his existing company. They were incompatible. So two years later, he disbanded his company, acquired two different companies and merged them and applied the strategy. Today, the new company is very successful. Amazing things happen at the Academy.” The two-day CEO Academy focuses on three areas: how to create a creative organisation, how to deal with transformation and how to learn from innovation. The programme is delivered by Professor Jerry Wind of The Wharton School with the help of industry leaders and technologists.

6/15/14 10:33 PM

THE LARGEST MEDIA COMPANY IN THE U.S. MIGHT SURPRISE YOU.

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The Black Cuillin hills on the Isle of Skye from the road to Glen Brittle, Inner Hebrides. Photo: Ian Paterson/Scottish Viewpoint.

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

NEWS

Indian advertising is proof that everyone loves a good story THE ART of storytelling is the spice of advertising life, said Piyush Pandey, Ogilvy & Mather’s executive chairman and creative director, South Asia. He was speaking at yesterday’s Campaign Asia seminar, The Rise Of Creativity In India, where he appeared on stage with his film director brother Prasoon Pandey, founder of Mumbai-based production house Corcoise Films. The brothers discussed how the skill of narrating stories forms the foundation of the campaigns that succeed in resonating with their country’s huge multicultural population. They told the audience in the packed Grand Auditorium how centuries of recounting traditional tales from generation to generation has contributed to brands’ ability to reach consumers in a market where 100 million people speak

PIYUSH (LEFT) AND PRASOON PANDEY TELL STORIES ABOUT INDIAN ADS

16 different languages. “Someone recently summed it up when he told me that our storytelling is a bit like Indian food on a table,” Piyush Pandey said. “There is a large number of different dishes and you take a bit of everything.” But it was not always so. Back in the 1980s, when the Pandey brothers started on their careers, “clinical, cookie-cutter type” ads that belittled their audiences were the norm. “Those com-

mercials looked airbrushed and the storylines were unrealistic,” Prasoon Pandey said. A lot of that had to do with the legacy of colonial Britain. After 200 years of British rule, it took 50 years or so for Indians to develop their own voice. “But when we looked for ideas, they came from the exposure we had as kids travelling around India with out father,” Prasoon Pandey said. “We were blessed that we got to see so much. Now

I tell my kids to put away their computers once in a while. You have live TV all around you.” The brothers were inspired by observing Indians from many walks of life, which meant that a larger number of people could identify with their storylines. This approach also contradicted every type of campaign that had been produced before the Pandeys burst on to the Indian ad scene. “I used to look at other countries’ ads, such as those from South Africa, and they had their own cultural identity, when we didn’t,” Piyush Pandey added. “All my early work came from talking to all sorts of people. I used to love chatting to my barber because I learned so much. In fact, I could say I have never written anything in my life — I have stolen what I hear other people say.”

Media Young Lions Design Young Lions give World Children’s challenged with deafblind campaign Festival new identity THE BRIEFING for the Young Lions Media Competition was given by Sense International, a global charity that supports deafblind people in Bangladesh, India, Kenya, Peru, Romania, Tanzania and Uganda. “We work in places where deafblindness is not understood, where services are non-existent and where deafblind people and their families struggle on in difficult circumstances,” said James Gosling, Sense International’s PR manager. “The objective of the campaign is to develop a younger supporter base who want to actively engage with Sense International. This will include directing supporters to our website for fundraising and campaign resources, as well as to our social-media channels.” The target audience is young people aged between 18-25,

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living both in the UK and in those countries in which Sense International works. “Essentially, we are looking to invest in our next generation of supporters,” said Faye Lawson, senior PR manager for Sense International. “We know that the 18-25 demographic is successful in individual fundraising and supporting causes, particularly while at university. We want to tap into this and present Sense International as a cause where they can have a huge impact.” The campaign will seek to increase visitors to Sense International’s website and the number who engage with the charity on social media. “Success will also be measured by the number of individuals who sign up to undertake fundraising challenges for us,” Lawson added.

CREATING a logo and master identity for The World Children’s Festival (WCF) is the task confronting the Design Young Lions. At the briefing for the Young Lions Design Competition, Ashfaq Ishaq, executive chairman of the International Child Art Foundation, described the WCF as “the Olympics of children’s imagination and cocreation”. He added that the event, which has been held every four years since 1999, “provides a transformative experience that inspires children to collaboratively reconfigure a future that is brighter for all”. The fifth edition of WCF is to be held in June 2015 on The National Mall in Washington, DC. The educational programming of the three-day festival is based on t he

STEAMS education system, a pioneering approach to integrating arts and sports into the STEM disciplines of science, technology, engineering and mathematics in order to foster children’s holistic development. Ishaq wants a logo/master identity for the WCF to be used repeatedly, starting with the 2015 WCF. “It should resonate with the children, their teachers and their parents, as well as with corporate sponsors, with the key message of celebrating creativity, diversity and unity,” he told the Media Young Lions. The logo/identity should work in full colour, as well as in one colour (black and grey). The typography and logo should also be easily adaptable to 3D for marketing and merchandising purposes.

WOMEN MEAN BUSINESS EXISM must be banished from the creative side of advertising, speakers agreed at yesterday’s forum, SheSays: Why 80% Of Your Advertising Budget Is Currently Being Wasted. The session complemented the See It Be It initiative launched this year at Cannes Lions, which aims to open up more opportunities for female creative directors. The organisers of both schemes noted that women make 80% of the world’s purchasing decisions — yet the creatives working on relevant campaigns are mostly men. The speakers feared the international marketing sector would suffer if this issue is not addressed. “It’s amazing how much influence women consumers have today, but advertising has not kept pace,” said Kat Gordon, founder of the 3% Conference and marketing consultancy Maternal Instinct. “Gender issues are everyone’s issues,” said brandstrategy consultant Collyn Ahart of Bowndling Adventurewear. “Women don’t stop being women at 29, so why are women between 30 and 50 not represented [in ads] unless they are a mum or a sexpot?” Russ Lidstone, CEO of Havas Worldwide, said there are now many more senior female executives among agencies’ clients. These women “want output, results and solutions that are relevant and true”. Gordon added that all might not be lost. “Social-media networks have been the missing component,” she said. “If you exclude women from brand messages, they will tell you.”

SHESAYS’ LAURA JORDAN BAMBACH (LEFT), WITH COLLYN AHART, RUSS LIDSTONE AND KAT GORDON

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LIONS DAILY NEWS

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NEWS

THE HOFF AND PROPS: DAVID HASSELHOFF POSES WITH A BAYWATCH LIFE BUOY AND KITT, HIS FUTURISTIC CAR FROM THE TV SERIES KNIGHT RIDER

Millions help The Hoff to become more relevant GOLIN, formerly known as GolinHarris, opened the Cannes Lions International Festival Of Creativity’s 2014 seminar programme with Relevance And The Hoff, which included a live social experiment with actor David Hasselhoff. Golin president of international Matt Neale and chief creative and community officer Caroline Dettman highlighted the importance of finding the sweet spot

between what a brand wants to say and what an audience wants to hear in order to build a relevant campaign. “Being relevant is critical,” Dettman said. “If we fall the other side of relevance, then our audience can shut us down in a nanosecond.” Dettman explained the science of relevance for brands, which consists of 11 dimensions, including the three vital components of prevalence, intensity and quality. Togeth-

er, these form the magic circle. However, no brand ever achieves the perfect circle, Dettman added. She then displayed research statistics around the celebrity brand The Hoff, proving that the popular actor and musician is no exception to the rule. He has a huge international following but still lacks success in engaging people in conversation online. Bounding into the auditori-

Sir Patrick Stewart, one of the world’s best known and loved actors, speaking at yesterday’s #Live Storytelling seminar, which looked at a phenomenon that is rapidly reshaping the creative process — live storytelling on social media. “There’s a hunger for this kind of in-the-moment excitement,” Stewart said. “People are excited by the immediacy of it. It connects them to events and people instantly.”

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GOLIN’S MATT NEALE (LEFT), DAVID HASSELHOFF AND GOLIN’S CAROLINE DETTMAN AND NEIL KLEINER LAUNCH AN EXPERIMENTAL CAMPAIGN TO MAKE THE HOFF MORE RELEVANT

um holding a red rescue buoy — a nod to his role in the iconic TV series Baywatch — Hasselhoff spoke about why he thought he had survived the test of time. “I see it, believe it and live it,” he said. “I follow through. I think all those kids hustling and creating their own environment, they like that I have lasted so long. They see that they can make money and realise their dreams.“ The audience was then urged to join a social-media campaign — #Hoffornot — to create and share Hoff-based content with the aim of bolstering the star’s relevance. Delegates were also asked to

play a fast-paced online game in which players see a series of pictures and have to guess whether they feature The Hoff or a lookalike. By sharing results, players can bolster their scores, the leader board being dependent on the long tail of each player’s social footprint. The winning prize is a date with The Hoff. At the end of the session, it was announced that 12 million people had used the hashtag during the seminar — and that 60 million had joined the conversation since the campaign went live last night. It looks like The Hoff is set to score in more ways than one.

There wasn’t a free seat in the Grand Auditorium for the Twitter #Live Storytelling seminar featuring Sir Patrick Stewart, Leslie Berland, Joel Lunenfeld and Ignacio Oreamuno. The seminar had Cannes Lions delegates queuing right around the Palais des Festivals.

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

NEWS

Visa scores creatively with sports brand ambassadors ANY OLD sports star won’t do — if you want an athlete to represent your brand, he or she must embody the qualities that make your brand unique. This was the message from Visa’s chief marketing officer, Kevin Burke, talking to the Lions Daily News ahead of yesterday’s seminar Sports As A Source For Global Creative Inspiration. Burke outlined how Visa works with the sporting stars, such as Olympic freestyle skier David Wise and football legend Marcel Desailly, that it chooses to represent it. “We look for the sorts of attributes in athletes that fit the brand, and we spend time really getting to know them,” he said. “That’s how we inspire

TEAM VISA: MARCELLO SERPA (LEFT), DAVID WISE , MARCEL DESAILLY AND VISA’S KEVIN

the creative. And it’s also how we connect with our athletes’ fans in order to share those memorable moments.” The campaign around US Gold

medallist David Wise is a case in point. Burke explained that Twitter was used to create a twoway conversation. “We invited fans to tweet their congratula-

tions to David, and also built a picture of David using the avatars of everyone who tweeted him,” Burke said. “Then, of course, David tweeted his thanks to the fans. Basically, it was a people-powered campaign.” Wise said, that while Visa is not a warm, fuzzy brand, he had been impressed with the company’s empathic approach: “Right from the start, it was clear to me that the team really wanted to get to know me. They’re genuinely interested in my opinions and they listen if I have comments about what they’re doing or saying. It’s been a pleasure working with Visa, unlike some of the brands with which I’ve been associated in the past, who were only interested in using my image.” Multi-award winning creative Marcello Serpa, chairman and chief creative officer of AlmapBBDO Brazil, offered another example of good practice with sports personalities in

the form of a Pepsi spot. The ad featured Brazil’s finest-ever tennis player Gustavo Kuerten and footballer Denilson playing a hybrid game. “They are on a tennis court, and Guga is playing with a racket but Denilson is using his feet, head and chest. When Denilson heads the ball into the net, Guga starts to celebrate — but then Denilson points out that putting a ball into the net is a goal, so he’s the winner. It’s very Brazilian humour but it works because it impacts positively on the brand over the long term.” World Cup-winning French footballer Marcel Desailly has a long history of working with brands. “I’m seen as a role model but I would never allow my image to be used just to sell products,” he said. “But I understand that brands need content and I’m happy to get involved on that level, especially if that can generate meaningful exchanges with the public.”

BRING YOUR OWN SWIMSUIT

FIRST COME, FIRST SERVED (Eurobest in Helsinki 2014)

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

NEWS

Getty lays down challenge for positive images of women AN IMPORTANT contributing factor to the gender disparity in both the advertising industry and throughout society generally, is the simple fact that people are saturated with images, most of which reinforce gender stereotypes. It is an issue that anthropologist Pam Grossman, Getty Images director of visual trends, and Lean In contributing editor Jessica Bennett, are tackling head-on in Cannes this week. “Getty Images is also challenging Cannes Lions’ delegates to re-picture the world using the #RePicture hashtag. Plus, we’re inviting them to visit the iStock space,

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where interactive galleries of Getty Images’ re-pictured view of the world, based around selected themes, are on show in our interactive galleries,” Bennett said. “Often we don’t really notice images in this cluttered world, but they have an internal impact and they unintentionally break down women’s sense of worth. Whereas by creating positive images of women in positions of power, as well as in non-traditional roles, we believe that women can be inspired and given back their confidence.” The reaction from Getty Images’ photographers has been extremely positive:

“This idea is huge for the company, and has been embraced by our many photographers as it offers them a whole new visual landscape. We are also launching two new grant programmes — one creative and one editorial — aimed at creating positive images of women,” Grossman said. “We all recognise that this is a complicated layer-cake of an issue, but what it boils down to is that, just like with food, we are the sum total of what we ingest. And the effect of such a lack of empowering imagery on women’s confidence is insidious.” The issues for the advertising

AN IMAGE FROM THE REPICTURE CAMPAIGN

industry go way beyond staffing and hiring policies: “The fact that the women control the domestic budget is something that advertising agencies need to recognise and react to,” Bennett added. “This is not about men versus

women, it’s about good business practice, something that everybody here should be able to relate to.” The New Visual Language: Women, Brands And Closing The Gender Gap conference takes place at 11.00 today.

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MONDAY / JUNE 16 / 2014

LIONS DAILY NEWS

JWT WORLDWIDE’S BOB JEFFREY

150 YEARS OF JWT

JWT, ONE OF THE BEST-KNOWN AD AGENCIES IN THE WORLD, WILL BE 150 YEARS OLD AT THE END OF THIS YEAR. BUT, WRITES ANDY FRY, THERE’S NOTHING OLD ABOUT JWT’S PIONEERING INSTINCTS

WT WAS launched in 1864. To underline what a huge expanse of time that represents, the company started trading when the US was still embroiled in the American Civil War. In the same week that Union general William Sherman was laying waste to the Deep South, Carlton & Smith — later to become J. Walter Thompson and, ultimately, JWT — started to buy and sell newspaper advertising space. From those humble beginnings, JWT has grown into a global network of 10,000 employees, spanning 200 offices and 90 countries. But Bob Jeffrey, chairman and CEO of JWT Worldwide, says the agency still adheres to the same values cherished by J Walter Thompson, the young ex-marine who joined Carlton & Smith in 1868 and bought it out for $500 in 1878, renaming the company in the process. “The things that set JWT apart are its pioneering roots and spirit of inventiveness,” Jeffrey says. “They are

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in the company’s DNA.” In Jeffrey’s opinion, this inventiveness is evident every day in the creativity of JWT’s work. But he also believes it goes much deeper than that: “JWT has always had an amazing ability to build brands — an intelligence that goes far beyond individual executions. That is why we have some of the longest-standing client relationships in the industry. We have worked with Unilever for 109 years, Kimberly-Clark for 84, Nestlé for 81, Kellogg’s for 80, Rolex for 68 and Ford for 67, to cite a few examples.” JWT’s brand intelligence also explains why the company’s new business record is equally impressive. “JWT was recently named global agency of record for Puma, underlining our credentials in the sport and fashion sectors,” Jeffrey says. Other new business wins include Google, Air Canada, the Singapore Tourism Board and Energizer personal care brands, which includes well-known names such as Wilkinson and Playtex.

Against this backdrop, Jeffrey is using the 150th anniversary as a way to remind the wider industry of the agency’s prowess: “This is a competitive business, so to survive for 150 years and be successful is a powerful platform for us to work with. We see the 150th as an opportunity to engage with our clients and the industry, and to get our employees excited wherever they are based. It’s a chance to take our past into the future.” In terms of activating the 150th, Jeffrey has announced The Commodore Challenge, an internal contest that will offer cash prizes for the three most pioneering ideas. There is also going to be a scholarship for female creatives that will carry the name of Helen Lansdowne Resor, the first female creative director in the ad industry — a JWT employee. These high-profile activities will be backed by a Cannes-based seminar on pioneering and innovation, and a set of events with clients, alumni and industry icons that will be entitled the Pioneering

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

CELEBRATING 150 YEARS

JAMES WALTER THOMPSON (10/28/1847 – 10/16/1928) WAS THE NAMESAKE OF THE JWT ADVERTISING AGENCY AND A PIONEER OF MANY ADVERTISING TECHNIQUES

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Join us on an Instawalk

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Tuesday, June 17 at 4pm Thursday, June 19 at 4pm

Adjacent to the Palais Port de Cannes Accueil Plaisance Promenade de la Pantiero

*Meet at La Galerie dâ&#x20AC;&#x2122;Instagram

June 17-19, 11am to 5pm Open to badge holders

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

CELEBRATING 150 YEARS

Influencer Series. This year is not just significant because of the company’s 150th birthday, however. It is also Jeffrey’s last year as CEO before he hands over to Gustavo Martinez. Martinez, who joined JWT from McCann Worldgroup at the end of 2013, is currently global president. With six months left before BOB JEFFREY

“THE THINGS THAT SET JWT APART ARE ITS PIONEERING ROOTS AND SPIRIT OF INVENTIVENESS” he takes over as CEO, he has already travelled 90,000 miles in his quest to discover what makes JWT tick. Speaking with an outsider’s objective eye, he says: “I’ve been really impressed by the quality of talent across the business. People are pioneering, creative, nurturing and have a real love for the JWT brand.” The fact that Argentina-born Martinez is the first Hispanic CEO of a global ad agency is not insignificant. Both Jeffrey and Martinez say it is no longer accurate to characterise JWT as an Anglo-American business, despite the fact that its HQ is on Lexington Avenue in New York. “The chair of our global creative council [Lo Sheung Yan,

JWT’S VODAFONE ‘FAKKA’ CAMPAIGN WHICH WON A GOLD LION IN 2013

JWT’S 2012 GRAND PRIX CAMPAIGN FOR BANCO POPULAIRE

MAYAN ON CREATIVITY LO SHEUNG YAN, known within the industry as Mayan, joined JWT in 1996. Today he is based at JWT Shanghai, but also has a key role to play across the global network as chairman of the agency’s Asia-Pacific and Worldwide Creative Councils. Explaining JWT’s longevity, Mayan says: “We have a history of coming up with innovative ideas that build business. All of our creativity is very rooted in the need to come up with strong business solutions. That connection is why the agency has survived so many changes in the advertising market.” Historically, Mayan says, this is evident in the work the agency has done for clients including Kraft, Woodbury Soap and De Beers. “But today you can see the same process at work,” he adds. “Our 2012 Grand Prix campaign for Banco Populaire in Puerto Rico was a creative idea that addressed a key brand issue. So was our Vodafone ‘Fakka’

with a number of inspiring campaigns on show. From his own market, there is a campaign for electrical goods retailer Gome, which centres on the local tradition of sending gifts home to loved ones at Chinese New Year if work commitments mean it is impossible to be there in person. There is also an Australian breast-health awareness campaign from JWT Sydney, created on behalf of the Cancer Council. According to Mayan, creative consistency across the network is achieved through regular communication. “Our regional and global councils both meet on a quarterly basis to review ideas as they come through the pipeline and to help polish them. But there is also regular dialogue between creative heads as they work on campaigns. I know which members of the network are strong in certain channels or craft skills. So if I’m looking for help in that area, I can go to them

campaign in Egypt, which won a Gold Lion in 2013.” Mayan is hoping the agency’s run of form at the Cannes Lions International Festival Of Creativity will continue in 2014,

and seek support. “This business isn’t about going it alone like Superman or Spider-Man. The best work comes from genuine collaboration.”

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JWT HAS WORKED WITH FORD FOR 67 YEARS

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CELEBRATING 150 YEARS

known as Mayan] is from China and the head of digital worldwide [Stefano Zunino] is from Brazil,” Martinez says. “There is great creativity within all regions of our business.” Harnessing the potential of JWT’s global family is critical to Martinez’s blueprint for the agency: “There are three pillars to my strategy,” he says. “First, I want to create a seamless interconnection between all regions and disciplines around the world. Secondly, I want to make markets like Brazil, Mexico, Colombia, India and China our engines of growth. And GUSTAVO MARTINEZ

“I WANT TO CREATE A SEAMLESS INTERCONNECTION BETWEEN REGIONS AND DISCIPLINES. I WANT TO MAKE MARKETS LIKE BRAZIL, MEXICO, COLOMBIA, INDIA AND CHINA OUR ENGINES OF GROWTH. AND I WANT TO ENCOURAGE EVERYONE TO BE CREATIVE EVERY DAY.” thirdly, I want to encourage everyone to be creative every day.” Another of Martinez’s key decisions soon after joining the company was to name Claire Capeci and Lynn Power as joint managing directors of the flagship JWT New York office. While both were appointed on merit — and have the CVs to prove it — the fact that they are women is a further indication of the way JWT sees strength in diversity at senior-management level. “I think it’s more important than ever for global companies to embrace THE 1964 ‘SNAP, CRACKLE, POP’ SPOT FOR WHICH JWT AND THE ROLLING STONES’ BRIAN JONES CO-WROTE THE JINGLE — SUNG BY MICK JAGGER

THE CLASS OF 2014 SELECTION OF JWT LIONS 2014 CONTENDERS 1 - ‘ANDROID KITKAT’: JWT London/‘Have a Seat’: JWT Amsterdam JWT has worked with Nestlé for seven decades. In an effort to position the brand at the heart of the modern break, JWT London facilitated a partnership between Nestlé and Google to name the latest Android KitKat operating system. Announced by a single post, this pioneering idea generated global media coverage within minutes and garnered almost 5 billion Twitter impressions. To promote the partnership, JWT Amsterdam followed up with outdoor ads placed

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in various locations throughout Amsterdam and Utrecht. The ads invited people to take a break by sitting on the bench jutting out from the ad. 2 ‘SUPERFORMULA’: JWT Brazil In an effort to support children battling cancer, the AC Camargo Cancer Center and Warner Bros. banded together with JWT Brazil to create ‘Superformula’. The campaign involved the creation of comic books and animations in which superheroes experience the illness and treatment in tandem with children.

captures the widespread influence of cricket across India. 4 ‘FEEL FOR THE SIGNS’: JWT Dubai In the UAE, it is difficult to talk to women about breast health in public, so JWT Dubai and Friends of Cancer Patients decided to take on the challenge. In ‘Feel for the Signs’, 50 pink taxis reserved for and driven by women only featured seatbelt straps with an artificial lump designed to rest on the passenger’s chest. When passengers explored the lump, they found the message: Breast cancer isn’t always this easy to find.

3 ‘MAKE EVERY YARD COUNT’: JWT India Nike’s ‘Make Every Yard Count’

5 ‘OPS SECRETS 001’: JWT Bangkok JWT Bangkok’s latest campaign for Thai cosmetics brand Oriental Princess is based on the insight that

portrays the fervent love story between Indian spectators and cricket. Stitching together over 200,000 crowdsourced images of 1,400 cricket-crazy youths, the spot

Thai women keep their secrets for an average of 32 minutes. Using this insight, the Oriental Princess website reveals one beauty secret every 32 minutes.

6/15/14 7:08 PM

CELEBRATING 150 YEARS

diversity as a business asset,” Power says. “And this is a company that is definitely willing and able to leverage the power of diversity through its network. It’s a place that won’t shut you down for taking risks and being creative. It wants people to be entrepreneurial and push the envelope on ideas.” Power, who joined JWT after running Arnold New York, also believes female leadership provides a great role model for young women coming up through the business. “There was a CLAIRE CAPECI

“I’M LIKE A KEEPER OF THE KEYS, WITH A RESPONSIBILITY TO LEAVE THE BUSINESS IN GOOD SHAPE FOR THE NEXT GENERATION” time, a few years ago, when women were opting out of the industry at quite a young age because they didn’t see a choice,” she says. “But female leaders give them something to aspire to by showing you can run an office, have a partner, have kids.” Capeci, who established her reputation at JWT through accounts such as Macy’s, said one of the most positive things about the company’s attitude to women is “that I never really thought about it as an issue until now. That’s a testament to the fact that JWT is not a boy’s club. This is the agency

MONDAY / JUNE 16 / 2014

THE DIGITAL IMPERATIVE STEFANO Zunino, CEO of JWT Latin America and head of digital worldwide, says digital has become a key part of JWT’s business. “It’s been growing significantly year on year because it’s important to clients in every part of the world,” he adds. “With every campaign, we are thinking about how digital technologies can be in integrated into the creative execution.” Digital is also changing consumer behaviour — and that requires different business strategies. “You just need to look at the statistics for smartphone usage in markets like China to understand how quickly the media landscape is changing,” Zunino observes. With around 2,000 non-traditional specialists dedicated to delivering digital work for clients, Zunino says JWT has nothing to fear from the future: “JWT’s emphasis on pioneering and innovation makes digital an opportunity. We have been working with a number of clients on strategies that make the most of what’s going on. A fantastic example is a campaign that JWT Brazil recently put together with

‘DHARAVI – A LOOK INSIDE’

an NGO called AfroReggae.” In this case, the idea was an attempt to address the fact that Brazil’s poor urban areas — the favelas — do not appear on digital maps, instead showing up as blank areas. By mapping the favelas so they were visible on Google, it became possible for their inhabitants to promote their products and services, and for outsiders to visit them. It was a campaign that “gave dignity and empowerment to these communities”, Zunino says. A similar empowerment-based campaign took place in India. Created on behalf of Intel, ‘Dharavi – A Look Inside’ told the story of two students born in

Mumbai’s Dharavi slum. Facing problems funding their education, the pair came up with the idea of running a tour that offered visitors an opportunity to ‘look inside’ Dharavi. Intel India then launched a digital film that captured how technology helped the students connect to their customers. “Human storytelling is still really important in digital and this was a great way of tackling misconceptions about Dharavi and talking about a business that promotes cultural awareness,” Zunino says. “What’s exciting for us as an agency is the way digital allows content and ideas to transcend borders.”

JWT KEY DATES 18641878

Carlton & Smith is launched. In 1868, ex-marine James Walter Thompson joins the firm and, in 1878, buys it for $500. He renames the company J. Walter Thompson

JWT+D+z+D.indd 20

1947

1899

LATE 1800S

Thompson establishes himself as the Father of Magazine Advertising by pioneering the development of a creative department; monopolising selling rights for ad space in 30 leading publications, thereby establishing magazines as an ad medium; and recognising the importance of women as consumers

LIONS DAILY NEWS

JWT’s London office opens, making JWT the first international advertising agency

1905 JWT begins working with Unilever, commencing the longest continuing client-agency relationship in history

1945

1942

JWT creates ‘There’s a Ford in Your Future’ for Ford

JWT produces and directs the first one-hour live drama series on TV, entitled Kraft Television Theater

JWT New York promotes travel for Pan Am at a time when most people thought flying was only for pilots, not regular travellers

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

that brought through industry powerhouses like Charlotte Beers. Charlotte is still associated with us through The X Factor, a development programme for women run by our holding company WPP.” Capeci has been actively involved in the preparation for the 150th anniversary. For her, the key take-out is “how awesome it is that the company has survived so long. If we have a ‘superpower’ as a business, it’s our ability, in a creative and strategic way, to come up with big ideas for clients that JWT’s global network can then bring to life all over the world.” This capability is something that takes time to develop and needs to be cherished, she adds: “At a time when new company launches suck up all of the oxygen of PR, there are lessons to be learned about what sustains businesses like JWT. For me, the 150th has made me think of all the people who went before and the fact I’m like a keeper of the keys, with a responsibility to leave the business in good shape for the next generation.” Although he is new to the JWT fold, Martinez also believes that the success of the business going forward will require a careful balancing act between protecting existing strengths and identifying emerging opportunities. One of those strengths, he says, is Jeffrey — who will become non-executive chairman next year when Martinez takes over the hot seat: “I will keep him close to me. From

CELEBRATING 150 YEARS

my background in economics, I know that one of the most important things for any business is to keep hold of its assets — and Bob Jeffrey is one of them.” Interestingly, the agency has also decided that there are other aspects of its heritage that can play a part in its future. It has, for example, unveiled a

commemorative logo that revives the original historical mark from JWT’s earliest visual branding: the owl and the lamp. It has also decided to bring back J. Walter Thompson as the agency’s official name. That seems like a fitting tribute to a man who helped define the industry.

1972 1964

1969

JWT becomes a publicly held company

JWT+D+z+D.indd 21

IN 1915 JWT CREATED AN AD FOR WOODBURY SOAP COMPANY’S FACIAL SOAP THAT USED ‘SEX APPEAL’ — AND FEATURES IN THE ADVERTISING AGE LIST OF THE 100 MOST IMPORTANT ADS OF THE 20TH CENTURY

2013

JWT invents the Andrex toilet paper puppy

JWT and the Rolling Stones’ Brian Jones co-write the ‘Snap, Crackle, Pop’ jingle for Rice Krispies

2003

1987

In the first holding company purchase within the advertising industry, WPP acquires JWT for $556m

JWT creates the De Beers right-hand ring campaign

JWT Cairo wins Egypt’s first-ever Gold Lion with the ‘Fakka’ campaign for Vodafone Egypt

2008 JWT wins the first ever Lions Grand Prix for India with the ‘Lead India’ Times of India campaign

CANNES 2014 JWT celebrates 150 years in business

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June 16

17:00

Audi A

#CHANGE: THE POWER OF PHOTOGRAPHY NATIONAL GEOGRAPHIC PHOTOGRAPHERS

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Ketchum is proud to sponsor the 2014 Cannes Young Lions Marketers Competition.

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OUTDOOR SHORTLIST

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FRANCE

BELGIUM

A09/039 DIVORCE | CENTURY21 | REAL ESTATE | ENT/AGE PUBLICIS BRUSSELS | PROD.CO. PRODIGIOUS PARIS / ELYSIAN FIELDS CLICHY

BELGIUM

A09/040 FAMILY | CENTURY21 | REAL ESTATE | ENT/AGE PUBLICIS BRUSSELS | PROD.CO. PRODIGIOUS PARIS / ELYSIAN FIELDS CLICHY

BELGIUM

A09/063 MUSIC | MCDONALD’S AUSTRIA | MCCAFÉ | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

A09/064 RACE | MCDONALD’S AUSTRIA | MCCAFÉ | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

A09/065 ANIMALS | MCDONALD’S AUSTRIA | MCCAFÉ | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

A09/093 THINNEST DOUGH | DOMINOS PIZZA | PIZZA | ENT/AGE MEDINA TURGUL DDB ISTANBUL

TURKEY

A09/097 SOLO | LOCOMOTIVA DISCOS | LOCOMOTIVA DISCOS | ENT/AGE CHEIL BRASIL SÃO PAULO | PROD.CO. STUDIO MUTATO ART SÃO PAULO

BRAZIL

A09/098 BANDS | LOCOMOTIVA DISCOS | LOCOMOTIVA DISCOS | ENT/AGE CHEIL BRASIL SÃO PAULO | PROD.CO. STUDIO MUTATO ART SÃO PAULO

BELGIUM

BRAZIL

A09/111 BIG MAC LEGENDS - SUPERMAN | MCDONALDS | MCDONALDS | ENT/AGE DDB SYDNEY | MED OMD SYDNEY

AUSTRALIA

A09/112 BIG MAC LEGENDS - MARILYN | MCDONALDS | MCDONALDS | ENT/AGE DDB SYDNEY | MED OMD SYDNEY

AUSTRALIA

A09/113 BIG MAC LEGENDS - ALI | MCDONALDS | MCDONALDS | ENT/AGE DDB SYDNEY | MED OMD SYDNEY

AUSTRALIA

A09/128 PARTY | MCDONALDS | MCCAFE | ENT/AGE LEO BURNETT SYDNEY | MED OMD SYDNEY

AUSTRALIA

A09/129 BABY | MCDONALDS | MCCAFE | ENT/AGE LEO BURNETT SYDNEY | MED OMD SYDNEY

AUSTRALIA

A09/132 PSYKO STORE 2 | PSYKO STORE | PSYKO-STORE | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH

SWITZERLAND

A09/133 PSYKO STORE 3 | PSYKO STORE | PSYKO-STORE | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH

SWITZERLAND

A09/134 PSYKO STORE 4 | PSYKO STORE | PSYKO-STORE | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH

SWITZERLAND

AUSTRALIA AUSTRALIA

A10/009 MELBOURNE SLICES | VIRGIN AUSTRALIA | FREQUENCY | ENT/AGE CLEMENGER BBDO SYDNEY

AUSTRALIA

A10/028 BAHAMAS | GOBIERNO DE LA CIUDAD DE BUENOS AIRES | TOURISM | ENT/AGE DON BUENOS AIRES

ARGENTINA

A10/029 CUBA | GOBIERNO DE LA CIUDAD DE BUENOS AIRES | TOURISM | ENT/AGE DON BUENOS AIRES

ARGENTINA

A10/045 MOSCOW — KIEV | S7 AIRLINES | FLIGHTS: MOSCOW — KIEV, KIEV — MOSCOW | ENT/AGE GOOD MOSCOW | MED CARAT MOSCOW

RUSSIA

FRANCE

A11/060 ALDRIN | HASBRO | TRIVIAL PURSUIT | ENT/AGE DDB PARIS

FRANCE

A11/061 SNOOPY | HASBRO | TRIVIAL PURSUIT | ENT/AGE DDB PARIS

FRANCE

A11/063 E.T. | HASBRO | TRIVIAL PURSUIT | ENT/AGE DDB PARIS

FRANCE

A11/064 WASHINGTON | HASBRO | TRIVIAL PURSUIT | ENT/AGE DDB PARIS

FRANCE

A11/065 KING KONG | HASBRO | TRIVIAL PURSUIT | ENT/AGE DDB PARIS

FRANCE

A11/088 NOTRE DAME DE PARIS | MUSEUM NATIONAL D’HISTOIRE NATURELLE | PARC ZOOLOGIQUE DE PARIS | ENT/AGE PUBLICIS CONSEIL PARIS

FRANCE

A11/089 JARDIN DES TUILERIES | MUSEUM NATIONAL D’HISTOIRE NATURELLE | PARC ZOOLOGIQUE DE PARIS | ENT/AGE PUBLICIS CONSEIL PARIS

FRANCE

A11/090 QUARTIER LATIN | MUSEUM NATIONAL D’HISTOIRE NATURELLE | PARC ZOOLOGIQUE DE PARIS | ENT/AGE PUBLICIS CONSEIL PARIS

FRANCE

A11/091 JARDINS DU LOUVRE | MUSEUM NATIONAL D’HISTOIRE NATURELLE | PARC ZOOLOGIQUE DE PARIS | ENT/AGE PUBLICIS CONSEIL PARIS

FRANCE

SPAIN

GERMANY

A12/004 CAR | LANGENSCHEIDT | LANGENSCHEIDT TRANSLATION DICTIONARIES | ENT/AGE GREY DUSSELDORF DÜSSELDORF / KW43 BRANDDESIGN DÜSSELDORF | MED GREY MEDIA DÜSSELDORF

GERMANY

A12/019 MUSIC OF THE PEOPLE | AÇIK RADYO/OPEN RADIO | AÇIK RADYO | ENT/AGE HAVAS WORLDWIDE ISTANBUL ISTANBUL

TURKEY

A12/059 LOLLIPOPS | PENGUIN COMPANHIA DAS LETRAS | PENGUIN | ENT/AGE Y&R SÃO PAULO

BRAZIL

A12/060 MONKEY | PENGUIN COMPANHIA DAS LETRAS | PENGUIN | ENT/AGE Y&R SÃO PAULO

BRAZIL

A12/061 WATERMELON | PENGUIN COMPANHIA DAS LETRAS | PENGUIN | ENT/AGE Y&R SÃO PAULO

BRAZIL

A12/062 KNIGHT | PENGUIN COMPANHIA DAS LETRAS | PENGUIN | ENT/AGE Y&R SÃO PAULO

BRAZIL

A12/063 GIANT | PENGUIN COMPANHIA DAS LETRAS | PENGUIN | ENT/AGE Y&R SÃO PAULO

BRAZIL

A12/064 WINDMILLS | PENGUIN COMPANHIA DAS LETRAS | PENGUIN | ENT/AGE Y&R SÃO PAULO

BRAZIL

A12/084 CRUSADERS | APN NZ LIMITED | NEW ZEALAND HERALD / RUGBY | ENT/AGE WHYBIN\TBWA AUCKLAND

NEW ZEALAND

A12/085 HURRICANES | APN NZ LIMITED | NEW ZEALAND HERALD / RUGBY | ENT/AGE WHYBIN\TBWA AUCKLAND

NEW ZEALAND

A12/086 BLUES | APN NZ LIMITED | NEW ZEALAND HERALD / RUGBY | ENT/AGE WHYBIN\TBWA AUCKLAND

NEW ZEALAND

SWITZERLAND

SWITZERLAND ARGENTINA ARGENTINA

A15/047 SUBLIMINAL 2 | TERRA | PARENTAL CONTROL | ENT/AGE DDB MEXICO MEXICO CITY

MEXICO

A15/048 SUBLIMINAL 3 | TERRA | PARENTAL CONTROL | ENT/AGE DDB MEXICO MEXICO CITY

MEXICO

A15/058 CRAYON | ABRA | AD SCHOOL | ENT/AGE DM9RIO RIO DE JANEIRO

BRAZIL

A15/059 PENCIL | ABRA | AD SCHOOL | ENT/AGE DM9RIO RIO DE JANEIRO

BRAZIL

USA USA ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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OUTDOOR SHORTLIST

MONDAY / JUNE 16 / 2014

A17/070 GAYS | TRUTH | TRUTH | ENT/AGE ARNOLD WORLDWIDE BOSTON

LIONS DAILY NEWS

USA

A17/078 GIRL | BELGIAN GUIDE DOG FEDERATION | GUIDE DOG SCHOOLS FOR THE BLIND | ENT/AGE PUBLICIS BRUSSELS | PROD.CO. PRODIGIOUS PARIS / ELYSIAN FIELDS CLICHY

BELGIUM

A17/079 CAR | BELGIAN GUIDE DOG FEDERATION | GUIDE DOG SCHOOLS FOR THE BLIND | ENT/AGE PUBLICIS BRUSSELS | PROD.CO. PRODIGIOUS PARIS / ELYSIAN FIELDS CLICHY

BELGIUM

A17/080 JEWELRY | BELGIAN GUIDE DOG FEDERATION | GUIDE DOG SCHOOLS FOR THE BLIND | ENT/AGE PUBLICIS BRUSSELS | PROD.CO. PRODIGIOUS PARIS / ELYSIAN FIELDS CLICHY

BELGIUM

A17/107 SPEED LIMIT | SHANGHAI GENERAL MOTORS | BUICK | ENT/AGE LOWE CHINA SHANGHAI

CHINA

A17/108 NO TRUCKS | SHANGHAI GENERAL MOTORS | BUICK | ENT/AGE LOWE CHINA SHANGHAI

CHINA

A17/109 TRAFFIC LIGHT AHEAD | SHANGHAI GENERAL MOTORS | BUICK | ENT/AGE LOWE CHINA SHANGHAI

CHINA

A17/110 NO PEDESTRAINS | SHANGHAI GENERAL MOTORS | BUICK | ENT/AGE LOWE CHINA SHANGHAI

CHINA

CHINA MEXICO

A17/167 PIG | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

A17/168 FOUL | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

A17/169 COW | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

A17/170 FISH | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

MEXICO

MEXICO

MEXICO

A17/201 DAUGHTER | ALZHEIMER’S ASSOCIATION | PUBLIC SERVICE | ENT/AGE GRUPO GALLEGOS HUNTINGTON BEACH / GRUPO GALLEGOS HUNTINGTON BEACH | PROD.CO. REINO BUENOS AIRES

USA

A17/202 GRANDSON | ALZHEIMER’S ASSOCIATION | PUBLIC SERVICE | ENT/AGE GRUPO GALLEGOS HUNTINGTON BEACH / GRUPO GALLEGOS HUNTINGTON BEACH | PROD.CO. REINO BUENOS AIRES

USA

A17/203 HUSBAND | ALZHEIMER’S ASSOCIATION | PUBLIC SERVICE | ENT/AGE GRUPO GALLEGOS HUNTINGTON BEACH / GRUPO GALLEGOS HUNTINGTON BEACH | PROD.CO. REINO BUENOS AIRES

USA

AUSTRALIA

AUSTRALIA

FOODS B01/064 BALLET | SAUDIA DAIRY & FOODSTUFF COMPANY - SADAFCO | SAUDIA | ENT/AGE IMPACT BBDO DUBAI

UAE

B01/065 KARATE | SAUDIA DAIRY & FOODSTUFF COMPANY - SADAFCO | SAUDIA | ENT/AGE IMPACT BBDO DUBAI

UAE

B01/066 GYMNASTIC | SAUDIA DAIRY & FOODSTUFF COMPANY - SADAFCO | SAUDIA | ENT/AGE IMPACT BBDO DUBAI

UAE

B01/078 TANGERINE | PERFETTI VAN MELLE | BIG BABOL | ENT/AGE MCCANN WORLDGROUP INDIA MUMBAI

INDIA

B01/079 MANGO | PERFETTI VAN MELLE | BIG BABOL | ENT/AGE MCCANN WORLDGROUP INDIA MUMBAI

INDIA

B01/080 PEAR | PERFETTI VAN MELLE | BIG BABOL | ENT/AGE MCCANN WORLDGROUP INDIA MUMBAI

INDIA

B01/095 MINI FAN | HEINZ | CHILI SAUCE | ENT/AGE LEAGAS DELANEY SHANGHAI

CHINA

B01/096 KISS | HEINZ | CHILI SAUCE | ENT/AGE LEAGAS DELANEY SHANGHAI

CHINA

B01/097 HANDKERCHIEF | HEINZ | CHILI SAUCE | ENT/AGE LEAGAS DELANEY SHANGHAI

CHINA

B01/106 UNCLE | DE CABRON | FOOD (PEPPER) | ENT/AGE DM9RIO RIO DE JANEIRO

BRAZIL

B01/107 POOL | BIMBO | ANA MARIA CAKES | ENT/AGE AFRICA SÃO PAULO

BRAZIL

SINGAPORE

B02/009 TROIS | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

B02/010 QUATRE | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

B02/011 CINQ | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

B02/012 COUPLE | COCA-COLA GERMANY | COCA-COLA MINI CAN 0.15L | ENT/AGE OGILVY GERMANY BERLIN

GERMANY

B02/013 WOMAN | COCA-COLA GERMANY | COCA-COLA MINI CAN 0.15L | ENT/AGE OGILVY GERMANY BERLIN

GERMANY

B02/014 MAN | COCA-COLA GERMANY | COCA-COLA MINI CAN 0.15L | ENT/AGE OGILVY GERMANY BERLIN

GERMANY

SINGAPORE

B02/019 IF YOU LIKE BEER NAMED AFTER A CITY IN ENGLAND, THIS IS FOR YOU. | MOLSON COORS CANADA | NEWCASTLE | ENT/AGE BBDO TORONTO

CANADA

B02/020 THE WORLD’S FIRST BEER AD WITH THIS HEADLINE. | MOLSON COORS CANADA | NEWCASTLE | ENT/AGE BBDO TORONTO

CANADA

HOUSEHOLD B03/012 JOYSTICK VS. FOOTBALL | UNILEVER | OMO | ENT/AGE LOWE VIETNAM HO CHI MINH CITY | MED MINDSHARE VIETNAM HO CHI MINH CITY

VIETNAM

B03/013 TABLET VS. TREE | UNILEVER | OMO | ENT/AGE LOWE VIETNAM HO CHI MINH CITY | MED MINDSHARE VIETNAM HO CHI MINH CITY

VIETNAM

B03/014 MOBILE VS. SAND | UNILEVER | OMO | ENT/AGE LOWE VIETNAM HO CHI MINH CITY | MED MINDSHARE VIETNAM HO CHI MINH CITY

VIETNAM

B03/019 CHOO-CHOO | PROCTER & GAMBLE | DURACELL BATTERIES | ENT/AGE GREY WORLDWIDE INDIA MUMBAI | MED MEDIACOM MUMBAI

INDIA

B03/020 REMOTE CONTROL | PROCTER & GAMBLE | DURACELL BATTERIES | ENT/AGE GREY WORLDWIDE INDIA MUMBAI | MED MEDIACOM MUMBAI

INDIA

B03/094 CAT | PREMIER TISSUES | KITCHEN TISSUES | ENT/AGE MCCANN WORLDGROUP INDIA MUMBAI | PROD.CO. REMIX STUDIO BANGKOK BANGKOK

INDIA

B03/095 BEAR | PREMIER TISSUES | KITCHEN TISSUES | ENT/AGE MCCANN WORLDGROUP INDIA MUMBAI | PROD.CO. REMIX STUDIO BANGKOK BANGKOK

INDIA

B03/096 CAMEL | PREMIER TISSUES | KITCHEN TISSUES | ENT/AGE MCCANN WORLDGROUP INDIA MUMBAI | PROD.CO. REMIX STUDIO BANGKOK BANGKOK

INDIA

MEXICO

B04/012 CALLS BRIDE | CANON | HOME APPLIANCES & FURNISHING | ENT/AGE JWT MEXICO MEXICO CITY | MED MEDIACORP MEXICO CITY

MEXICO

B04/013 CALLS BOWLING | CANON | HOME APPLIANCES & FURNISHING | ENT/AGE JWT MEXICO MEXICO CITY | MED MEDIACORP MEXICO CITY

MEXICO

B04/014 CALLS CHOIR | CANON | HOME APPLIANCES & FURNISHING | ENT/AGE JWT MEXICO MEXICO CITY | MED MEDIACORP MEXICO CITY

MEXICO

MEXICO

USA USA CHINA

B04/060 PLAYBOY | LG | NEW LG HOM-BOT VACUUM CLEANER | ENT/AGE Y&R SÃO PAULO

BRAZIL

B04/070 PENTAX - 26X ZOOM / GRAND CANYON | PENTAX | X5 PHOTOGRAPH MACHINE | ENT/AGE Y&R ISTANBUL | MED MINDSHARE ISTANBUL

TURKEY

B04/072 PENTAX - 26X ZOOM / SNOWLAND | PENTAX | X5 PHOTOGRAPH MACHINE | ENT/AGE Y&R ISTANBUL | MED MINDSHARE ISTANBUL

TURKEY

ARGENTINA ARGENTINA

B05/033 MEET THE PARENTS | CORPORATIVO L’OREAL MEXICO | RADIANCE CAFFEINE EYE ROLL-ON FOR MEN | ENT/AGE PUBLICIS COMMUNICATIONS SCHWEIZ ZÜRICH | PROD.CO. CZAR BERLIN

SWITZERLAND

B05/034 JOB INTERVIEW | CORPORATIVO L’OREAL MEXICO | RADIANCE CAFFEINE EYE ROLL-ON FOR MEN | ENT/AGE PUBLICIS COMMUNICATIONS SCHWEIZ ZÜRICH | PROD.CO. CZAR BERLIN

SWITZERLAND

B05/035 BABYSITTER | CORPORATIVO L’OREAL MEXICO | RADIANCE CAFFEINE EYE ROLL-ON FOR MEN | ENT/AGE PUBLICIS COMMUNICATIONS SCHWEIZ ZÜRICH | PROD.CO. CZAR BERLIN

SWITZERLAND

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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POWERED BY DESIGN Global companies do their utmost to find new ways to differentiate, and design has assumed a prominent role in the global pursuit of differentiation and innovation.

DENMARK WILL HELP YOU DESIGN YOUR FUTURE BUSINESS Whether your company is looking for user-driven design to improve your products, ingenious functionalities, simplistic process design or design in its traditional meaning of aesthetics – Denmark will help you design your future business. Modern design is part of the Danes’ national identity and daily life. Many Danish products have become archetypes or icons of design. Denmark is internationally recognized for its long and proud design tradition. Today, Danish design is recognized and acclaimed around the globe. Architects, designers and businesses, big and small, annually flock to Denmark to study the Danish approach to design. Some of the distinctive characteristics of modern Danish design are:

BEAUTY AND ELEGANCE SIMPLICITY FUNCTIONALITY – USER FRIENDLY INNOVATIVE DESIGNED FOR MASS PRODUCTION

Leading companies are setting up new global design offices to excel in the competitive landscape of innovation. Companies like Microsoft, Samsung and Toyota have chosen Denmark as the location for developing their design, inspired by the same Danish design competencies as Bang & Olufsen, LEGO, and Novo Nordisk. They have shown the world the power of good design. We invite you to experience the power of Danish design and explore opportunities for your company by investing in Denmark and Danish design.

VISIT US AT THE HALL MÉDITERRANÉE, PALAIS DES FESTIVALS.

DENMARK, OFFICIAL CANNES LIONS SPONSOR OF THE PRODUCT DESIGN CATEGORY D2-AD.indd 29 dagens_program_pr.indd 1

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TUESDAY 9 AM OPENING OF EXHIBITION AND DANISH LOUNGE To create or not to create? Tine Aurvig-Huggenberger, CEO, The Association of Advisory Creative Businesses and Rolf Bach Christensen, CEO, Uncle Grey Denmark The table football is consecrated by Claus Skytte, Partner and Strategic Director, WeLovePeople 2 PM CREATIVITY AS THE NEW GROWTH DRIVER Mogens Jensen, Minister of Trade and Development, Thomas Busch, Group Senior Creative Manager, Carlsberg Breweries and Geoffrey Hantson, Creative Director, Duval Guillaume

WEDNESDAY 10 AM CREATIVITY AND NORDIC COOL What’s it’s all about? Anne Glad, Strategic Director, Envision

THURSDAY 11 AM MEET THE NEW CONSUMER Claus Skytte, Creative Director, WeLovePeople maps out the new capitalism and the new media landscape

How creativity can transform business, Lars Lyse, CEO Bolia, Charlotte Fly Andersen, Vice President Rosendahl Design Group 2.30 PM PRESS MEETING ON PRODUCT DESIGN AND DENMARK Meet amongst others Mogens Jensen, The Danish Minister of Trade and Development 3 PM #HAPPY BEERTIME, HAPPY HOUR 2.0, CARLSBERG We’ll take you through why and how we reinvented the happy hour for Carlsberg Group and address critical success factors and learnings with a marketing innovation like this. Nicolai Elmqvist - CEO & Partner, Konstellation ApS

#56NORDIC

WWW.KREAKOM.DK

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30/14 9:35 AM

CREATIVITY & COMMUNICATION, THE ASSOCIATION OF ADVISORY CREATIVE BUSINESSES IN DENMARK WOULD LIKE TO THANK THE CONSORTIUM OF WELOVEPEOPLE, WIBROE, DUCKERT & PARTNERS, UNCLE GREY, ENVISION, NØRGAARD MIKKELSEN, ROBERT/BOISEN, HALTELIN STAHL AND ADPEOPLE FOR THEIR HUGE SUPPORT, CREATIVE IDEAS, TABLE FOOTBALL, PROFESSIONAL ASSISTANCE, COOL DESIGN - AND FOR Æ Ø & Å. DANISH CHAMBER OF COMMERCE FOR THEIR SUPPORT, AND EXPERIENCE. TV2 DENMARK FOR GOOD TIMES AND SMOOTH COLLABORATION. THE MINISTRY OF FOREIGN AFFAIRS OF DENMARK FOR SPONSORING THE NEW PRODUCT DESIGN CATEGORY AND FOR GRABBING THE OPPORTUNITY WHEN IT MATERIALIZED. CARLSBERG FOR THEIR INTERNATIONAL FORMAT, THE ABILITY TO MAKE THINGS HAPPEN – AND FOR SERVING COOL REFRESHMENT IN THE DANISH LOUNGE. URBAN GREENHOUSE, FOR TURNING THE LOUNGE INTO A HIP URBAN FARMING, CLIMATE FRIENDLY, GREEN AND FRAGRANT PLACE TO HANG OUT. ROSENDAHL DESIGN GROUP FOR LAYING THE TABLE, FOR LIGHTNING THE FROSTED LANTERNS – AND FOR SENDING IN THE MONKEY AND HIS GOOD FRIENDS! BOLIA FOR FURNISHING THE DANISH LOUNGE WITH OUTSTANDING DANISH DESIGN – NOT LEAST FOR THE YELLOW COUCH WHICH HAS A SPECIAL PLACE IN OUR HEARTS.

AND TO AIAIAI FOR THE BEST SOUND EVER. A SPECIAL THANKS TO THE TRADE COUNCIL FOR FINANCIAL SUPPORT TO PROMOTING THE AGENCIES AND DANISH CREATIVITY IN CANNES. WE BELIEVE IN CREATIVITY, FIRST AND FOREMOST, 24/7. WE ARE CONVINCED THAT CREATIVITY IS THE MAIN DRIVER FOR GROWTH IN THE FUTURE; THANKS FOR SHARING THIS BELIEF.

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15/06/2014 19:23

LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

OUTDOOR SHORTLIST

B05/049 OFFICE | NAKORNPATANA PHARM | FECOL COLD RELIEF TABLETS | ENT/AGE MONDAY BANGKOK

THAILAND

B05/053 ALASKAN / BRAZILIAN | BIC MÉXICO | TWIN LADY RAZORS | ENT/AGE MCCANN MEXICO CITY | MED UNIVERSAL MCCANN MEXICO CITY

MEXICO

B05/054 TITANIC / LOVE BOAT | BIC MÉXICO | TWIN LADY RAZORS | ENT/AGE MCCANN MEXICO CITY | MED UNIVERSAL MCCANN MEXICO CITY

MEXICO

B05/055 JOHN / JOAN | BIC MÉXICO | TWIN LADY RAZORS | ENT/AGE MCCANN MEXICO CITY | MED UNIVERSAL MCCANN MEXICO CITY

MEXICO

B05/070 VIEWS | BAYER BRASIL | BAYER CAFIASPIRIN | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

INDIA INDIA

B05/143 ARCH | GENOMMA LAB INTERNACIONAL | ALERT DANDRUFF CONTROL SHAMPOO | ENT/AGE DDB MEXICO MEXICO CITY

MEXICO

B05/144 HALL | GENOMMA LAB INTERNACIONAL | ALERT DANDRUFF CONTROL SHAMPOO | ENT/AGE DDB MEXICO MEXICO CITY

MEXICO

B05/183 BOLD | L’OREAL | NEOGENIC ANTI-HAIRLOSS | ENT/AGE TBWA\ESPAÑA MADRID

SPAIN UNITED KINGDOM UNITED KINGDOM

B06/016 SUBWAY | RAY-BAN | RAY-BAN | ENT/AGE MARCEL PARIS | PROD.CO. ELYSIAN FIELDS CLICHY

FRANCE

B06/017 COP | RAY-BAN | RAY-BAN | ENT/AGE MARCEL PARIS | PROD.CO. ELYSIAN FIELDS CLICHY

FRANCE

B06/018 MOSHPIT | RAY-BAN | RAY-BAN | ENT/AGE MARCEL PARIS | PROD.CO. ELYSIAN FIELDS CLICHY

FRANCE

B06/020 NAKED MODEL | RAY-BAN | RAY-BAN | ENT/AGE MARCEL PARIS | PROD.CO. ELYSIAN FIELDS CLICHY

FRANCE

B06/030 MADE FROM COOL - SEWING IT UP | JACK & JONES | CLOTHING | ENT/AGE & CO. COPENHAGEN | MED OMD COPENHAGEN

DENMARK

B06/031 MADE FROM COOL - KNIT WITH WIT | JACK & JONES | CLOTHING | ENT/AGE & CO. COPENHAGEN | MED OMD COPENHAGEN

DENMARK

B06/032 MADE FROM COOL - ON THE BUTTON | JACK & JONES | CLOTHING | ENT/AGE & CO. COPENHAGEN | MED OMD COPENHAGEN

DENMARK

B06/056 SHARE BENCH | NOMAD SKATEBOARDS | SKATE COMPANY | ENT/AGE LOLA MADRID

SPAIN

MISCELLANEOUS B07/002 WIZARD VS WITCH | NEWELL RUBBERMAID | PAPERMATE LIQUID PAPER | ENT/AGE TBWA\KUALA LUMPUR

MALAYSIA

B07/003 PERSEUS VS MEDUSA | NEWELL RUBBERMAID | PAPERMATE LIQUID PAPER | ENT/AGE TBWA\KUALA LUMPUR

MALAYSIA

ROMANIA

ROMANIA

B07/022 MATILDA | MARS MEXICO/ PEDIGREE | ADOPTION DRIVE | ENT/AGE BBDO MEXICO | PROD.CO. GORILA STUDIO MEXICO CITY

MEXICO

B07/023 FAMILY | MARS MEXICO/ PEDIGREE | ADOPTION DRIVE | ENT/AGE BBDO MEXICO | PROD.CO. GORILA STUDIO MEXICO CITY

MEXICO

B07/024 TOMMY | MARS MEXICO/ PEDIGREE | ADOPTION DRIVE | ENT/AGE BBDO MEXICO | PROD.CO. GORILA STUDIO MEXICO CITY

MEXICO

B07/025 PLAY 1 | MARS BRASIL | PEDIGREE | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

B07/030 ICEBERG | FABER CASTELL | STATIONERY | ENT/AGE OGILVY & MATHER GROUP HONG KONG / OGILVYONE WORLDWIDE HONG KONG

HONG KONG

B07/031 DUCK | FABER CASTELL | STATIONERY | ENT/AGE OGILVY & MATHER GROUP HONG KONG / OGILVYONE WORLDWIDE HONG KONG

HONG KONG

B07/032 BOAT | FABER CASTELL | STATIONERY | ENT/AGE OGILVY & MATHER GROUP HONG KONG / OGILVYONE WORLDWIDE HONG KONG

HONG KONG

B07/044 JACKSON 5 | GLUE IT | STICKY NOTES | ENT/AGE MARURI GREY GUAYAQUIL

ECUADOR

B07/046 PRESIDENTS | GLUE IT | STICKY NOTES | ENT/AGE MARURI GREY GUAYAQUIL

ECUADOR

SOUTH AFRICA

B08/014 DURBAN | VOLKSWAGEN SOUTH AFRICA | TOUAREG | ENT/AGE OGILVY & MATHER CAPE TOWN | PROD.CO. REDWORKS CAPE TOWN

SOUTH AFRICA

SOUTH AFRICA GERMANY GERMANY

B08/027 FITTINGS - COUPLE 1 | RENAULT | AUTO PARTS | ENT/AGE PUBLICIS ARGENTINA BUENOS AIRES

ARGENTINA

B08/028 FITTINGS - COUPLE 2 | RENAULT | AUTO PARTS | ENT/AGE PUBLICIS ARGENTINA BUENOS AIRES

ARGENTINA

B08/029 FITTINGS - COUPLE 3 | RENAULT | AUTO PARTS | ENT/AGE PUBLICIS ARGENTINA BUENOS AIRES

ARGENTINA

B08/048 BLISSFUL DOG | PANASONIC | NANOE AUTOMOTIVE TECHNOLOGY | ENT/AGE SAATCHI & SAATCHI SYDNEY

AUSTRALIA

B08/049 WINDBLOWN DOG | PANASONIC | NANOE AUTOMOTIVE TECHNOLOGY | ENT/AGE SAATCHI & SAATCHI SYDNEY

AUSTRALIA

B08/050 CONFUSED DOG | PANASONIC | NANOE AUTOMOTIVE TECHNOLOGY | ENT/AGE SAATCHI & SAATCHI SYDNEY

AUSTRALIA

B08/053 DOORS/1 | MERCEDES BENZ | SMART | ENT/AGE CONTRAPUNTO BBDO MADRID

SPAIN

B08/054 DOORS/2 | MERCEDES BENZ | SMART | ENT/AGE CONTRAPUNTO BBDO MADRID

SPAIN

SPAIN ARGENTINA

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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Join us at the Getty Images panels

FORUM

Monday

11 - 11:30

Audi A

The new visual language:

Women, brands and closing the gender gap Learn how YOU have the power to change gender perceptions through visual language.

Jessica Bennett Journalist, Editor Lean In

Pam Grossman Director, Visual Trends Getty Images

MASTER CLASS

Tuesday

12 - 1:00

Young Lions Zone

Why I fell in love with pictures:

How images can move the world Jonathan Klein discusses how images have evolved to inspire positive change, and why we are so moved by what we see.

Jonathan Klein CEO & Founder Getty Images

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

OUTDOOR SHORTLIST

ARGENTINA

ARGENTINA

B08/078 GRANDSTAND | VW | PARK ASSIST | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

B08/079 JURY | VW | PARK ASSIST | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

B08/108 CASTAWAY | VOLKSWAGEN DO BRASIL | VOLKSWAGEN AREA VIEW | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

B08/109 SCOUT | VOLKSWAGEN DO BRASIL | VOLKSWAGEN AREA VIEW | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

B08/110 NAP | VOLKSWAGEN DO BRASIL | VOLKSWAGEN AREA VIEW | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

B08/180 BUSINESSMAN | MERCEDES-BENZ EGYPT | MERCEDES-BENZ | ENT/AGE IMPACT BBDO DUBAI

UNITED ARAB EMIRATES

B08/181 SHOPPER | MERCEDES-BENZ EGYPT | MERCEDES-BENZ | ENT/AGE IMPACT BBDO DUBAI

UNITED ARAB EMIRATES

B08/182 CHILD | MERCEDES-BENZ EGYPT | MERCEDES-BENZ | ENT/AGE IMPACT BBDO DUBAI

UNITED ARAB EMIRATES

B08/266 KID | GENERAL MOTORS - OPEL | CARS | ENT/AGE TAPSA | Y&R MADRID

SPAIN

B08/267 RUNNER | GENERAL MOTORS - OPEL | CARS | ENT/AGE TAPSA | Y&R MADRID

SPAIN

B08/268 DEER | GENERAL MOTORS - OPEL | CARS | ENT/AGE TAPSA | Y&R MADRID

SPAIN

UNITED KINGDOM

B09/020 ACCESSORIES | HARVEY NICHOLS | RETAIL | ENT/AGE ADAM&EVEDDB LONDON | MED ROCKET LONDON

UNITED KINGDOM

B09/021 CHRISTMAS LUNCH | HARVEY NICHOLS | CHRISTMAS | ENT/AGE ADAM&EVEDDB LONDON

UNITED KINGDOM

B09/022 GRAVEL | HARVEY NICHOLS | CHRISTMAS | ENT/AGE ADAM&EVEDDB LONDON

UNITED KINGDOM

B09/023 WIRE WOOL | HARVEY NICHOLS | CHRISTMAS | ENT/AGE ADAM&EVEDDB LONDON

UNITED KINGDOM

B09/024 SINK PLUG | HARVEY NICHOLS | CHRISTMAS | ENT/AGE ADAM&EVEDDB LONDON

UNITED KINGDOM

B09/025 TOOTHBRUSH | HARVEY NICHOLS | CHRISTMAS | ENT/AGE ADAM&EVEDDB LONDON

UNITED KINGDOM

UNITED KINGDOM

JAPAN JAPAN

B09/060 MUSIC | MCDONALD’S AUSTRIA | MCCAFÉ | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

B09/061 RACE | MCDONALD’S AUSTRIA | MCCAFÉ | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

B09/062 ANIMALS | MCDONALD’S AUSTRIA | MCCAFÉ | ENT/AGE DDB TRIBAL WIEN

AUSTRIA

B09/090 WASHING MACHINE | IKEA | IKEA BEDS | ENT/AGE THJNK HAMBURG

GERMANY

B09/091 KITCHEN TABLE | IKEA | IKEA BEDS | ENT/AGE THJNK HAMBURG

GERMANY

B09/092 SINK | IKEA | IKEA BEDS | ENT/AGE THJNK HAMBURG

GERMANY

B09/151 BABY | MCDONALDS | MCCAFE | ENT/AGE LEO BURNETT SYDNEY | MED OMD SYDNEY

AUSTRALIA

B09/152 STUDY | MCDONALDS | MCCAFE | ENT/AGE LEO BURNETT SYDNEY | MED OMD SYDNEY

AUSTRALIA

B09/177 FRIED EGG FAIL | DOMINO’S | PIZZA DELIVERY | ENT/AGE ARTPLAN RIO DE JANEIRO

BRAZIL

ARGENTINA

B10/016 BAHAMAS | GOBIERNO DE LA CIUDAD DE BUENOS AIRES | TOURISM | ENT/AGE DON BUENOS AIRES

ARGENTINA

B10/017 EIFFEL | TAM | TAM | ENT/AGE Y&R SÃO PAULO

BRAZIL

B10/021 CHRIST | TAM | TAM | ENT/AGE Y&R SÃO PAULO

BRAZIL

B10/022 EPCOT | TAM | TAM | ENT/AGE Y&R SÃO PAULO

BRAZIL

SPAIN HONG KONG HONG KONG

HONG KONG

HONG KONG

B11/088 HOT WHEELS FAST & FURIOUS COLLECTION - JOHN | MATTEL TOYS (INDIA) | TOYS | ENT/AGE OGILVY & MATHER INDIA MUMBAI | MED CARAT MEDIA MUMBAI

INDIA

B11/089 HOT WHEELS FAST & FURIOUS COLLECTION - KEVIN | MATTEL TOYS (INDIA) | TOYS | ENT/AGE OGILVY & MATHER INDIA MUMBAI | MED CARAT MEDIA MUMBAI

INDIA

B11/090 HOT WHEELS FAST & FURIOUS COLLECTION - MARK | MATTEL TOYS (INDIA) | TOYS | ENT/AGE OGILVY & MATHER INDIA MUMBAI | MED CARAT MEDIA MUMBAI

INDIA

CHINA

B12/037 FRANKENSTEIN | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/038 DRACULA | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/039 DON QUIXOTE | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/040 ALICE | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/041 D DAY | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/042 APPLE | PENGUIN CHINA | LADYBIRD BOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/043 SHIP | PENGUIN CHINA | LADYBIRD BOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/044 HOUSE | PENGUIN CHINA | LADYBIRD BOOKS | ENT/AGE Y&R BEIJING

CHINA

B12/068 UMBRELLA | LANGENSCHEIDT | LANGENSCHEIDT TRANSLATION DICTIONARIES | ENT/AGE GREY DUSSELDORF DÜSSELDORF / KW43 BRANDDESIGN DÜSSELDORF

GERMANY

B12/069 FLOWER | LANGENSCHEIDT | LANGENSCHEIDT TRANSLATION DICTIONARIES | ENT/AGE GREY DÜSSELDORF / KW43 BRANDDESIGN DÜSSELDORF

GERMANY

B12/071 CUP | LANGENSCHEIDT | LANGENSCHEIDT TRANSLATION DICTIONARIES | ENT/AGE GREY GREY DÜSSELDORF / KW43 BRANDDESIGN DÜSSELDORF

GERMANY

BANKING, INVESTMENT & INSURANCE B13/002 MISS ESTONIA | MEHR FUER SIE | SAFETYCARDS TRAVEL INSURANCE | ENT/AGE OGILVY GERMANY FRANKFURT

GERMANY

CHINA

B14/036 158C | PANTONE | PANTONE | ENT/AGE Y&R SHANGHAI

CHINA

ARGENTINA ARGENTINA

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

OUTDOOR SHORTLIST

B15/013 SCULPTURE | CABLEVISION | FIBERTEL | ENT/AGE DON BUENOS AIRES

ARGENTINA

B15/014 CAR | CABLEVISION | FIBERTEL | ENT/AGE DON BUENOS AIRES

ARGENTINA

B15/015 PIANO | CABLEVISION | FIBERTEL | ENT/AGE DON BUENOS AIRES

ARGENTINA

B15/016 KEYBOARD - AFRICAN GIRL | GETTY IMAGES LATIN AMERICA | IMAGE LIBRARY | ENT/AGE PUBLICIS ARGENTINA BUENOS AIRES

ARGENTINA

B15/017 KEYBOARD - GEORGE WASHINGTON | GETTY IMAGES LATIN AMERICA | IMAGE LIBRARY | ENT/AGE PUBLICIS ARGENTINA BUENOS AIRES

ARGENTINA

B15/018 KEYBOARD - SAILOR DOG | GETTY IMAGES LATIN AMERICA | IMAGE LIBRARY | ENT/AGE PUBLICIS ARGENTINA BUENOS AIRES

ARGENTINA

B15/027 BLUES | POPAKADEMIE BADEN-WÜRTTEMBERG | IMAGE - ART IN THE HISTORIC BUNKER | ENT/AGE DDB TRIBAL DÜSSELDORF

GERMANY

B15/028 POP | POPAKADEMIE BADEN-WÜRTTEMBERG | IMAGE - ART IN THE HISTORIC BUNKER | ENT/AGE DDB TRIBAL DÜSSELDORF

GERMANY

B15/032 TECHNO | POPAKADEMIE BADEN-WÜRTTEMBERG | IMAGE - ART IN THE HISTORIC BUNKER | ENT/AGE DDB TRIBAL DÜSSELDORF

GERMANY

USA USA

B15/090 STUBBLE HD | UNE EPM TELECOMUNICACIONES | B15 | ENT/AGE DDB COLOMBIA BOGOTÁ | MED PHD COLOMBIA BOGOTÁ

COLOMBIA

B15/091 GREY HAIR HD | UNE EPM TELECOMUNICACIONES | B15 | ENT/AGE DDB COLOMBIA BOGOTÁ | MED PHD COLOMBIA BOGOTÁ

COLOMBIA

B15/092 CROWS FEET HD | UNE EPM TELECOMUNICACIONES | B15 | ENT/AGE DDB COLOMBIA BOGOTÁ | MED PHD COLOMBIA BOGOTÁ

COLOMBIA

BRAZIL

B16/026 STICK | MARS BRASIL | PEDIGREE | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

B16/027 SUICIDAL | MARS BRASIL | PEDIGREE | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL BRAZIL

B16/030 FORK | PHD BIKES A.S. | HARLEY DAVIDSON | ENT/AGE Y&R PRAGUE

CZECH REPUBLIC

B16/031 EXHAUST | PHD BIKES A.S. | HARLEY DAVIDSON | ENT/AGE Y&R PRAGUE

CZECH REPUBLIC

B16/033 PISTON | PHD BIKES A.S. | HARLEY DAVIDSON | ENT/AGE Y&R PRAGUE

CZECH REPUBLIC

SOUTH AFRICA

B17/028 I’M GOING TO JAMES | VOLKSWAGEN SOUTH AFRICA | VOLKSWAGEN | ENT/AGE OGILVY & MATHER CAPE TOWN

SOUTH AFRICA

B17/035 WAVE 1 | GREENPEACE E.V. | CLIMATE PROTECTION | ENT/AGE SCHOLZ & FRIENDS BERLIN

GERMANY

B17/036 WAVE 2 | GREENPEACE E.V. | CLIMATE PROTECTION | ENT/AGE SCHOLZ & FRIENDS BERLIN

GERMANY

B17/139 LEGS | CITY OF BUENOS AIRES | PSA | ENT/AGE LA COMUNIDAD MIAMI

USA

B17/140 HEART | CITY OF BUENOS AIRES | PSA | ENT/AGE LA COMUNIDAD MIAMI

USA

B17/141 LUNGS | CITY OF BUENOS AIRES | PSA | ENT/AGE LA COMUNIDAD MIAMI

USA

B17/142 STOMACH | CITY OF BUENOS AIRES | PSA | ENT/AGE LA COMUNIDAD MIAMI

USA

B17/143 HEAD | CITY OF BUENOS AIRES | PSA | ENT/AGE LA COMUNIDAD MIAMI

USA

B17/153 PIG | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

B17/154 FOUL | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

B17/155 COW | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

B17/156 FISH | SLOW FOOD | NON-PROFIT-ORGANISATION | ENT/AGE LEO BURNETT SCHWEIZ ZÜRICH

SWITZERLAND

BRAZIL BRAZIL

AUSTRALIA

AUSTRALIA

AUSTRALIA

B17/338 FOOD X LEFT OVER | BANCO DE ALIMENTOS | BANCO DE ALIMENTOS | ENT/AGE JWT BRAZIL SÃO PAULO

BRAZIL BRAZIL SWITZERLAND AUSTRIA PERU

C01/101 RENOVATED BILLBOARDS - PINK HOUSE | OBI | OBI | ENT/AGE JUNG VON MATT HAMBURG

GERMANY

C01/102 RENOVATED BILLBOARDS - WHITE HOUSE | OBI | OBI | ENT/AGE JUNG VON MATT HAMBURG

GERMANY

C01/103 RENOVATED BILLBOARDS - YELLOW HOUSE | OBI | OBI | ENT/AGE JUNG VON MATT HAMBURG

GERMANY

C01/105 NO INTERRUPTIONS 1 | TELECLUB | PAY TV | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH | MED APG/SGA ZURICH

SWITZERLAND

C01/106 NO INTERRUPTIONS 2 | TELECLUB | PAY TV | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH | MED APG/SGA ZURICH

SWITZERLAND

C01/107 NO INTERRUPTIONS 3 | TELECLUB | PAY TV | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH | MED APG/SGA ZURICH

SWITZERLAND

C01/108 NO INTERRUPTIONS 4 | TELECLUB | PAY TV | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH | MED APG/SGA ZURICH

SWITZERLAND

C01/109 NO INTERRUPTIONS 5 | TELECLUB | PAY TV | ENT/AGE Y&R GROUP SWITZERLAND ZÜRICH | MED APG/SGA ZURICH

SWITZERLAND

C01/123 THE IKEA RGB BILLBOARD | IKEA | IKEA | ENT/AGE THJNK HAMBURG

GERMANY

MEXICO BANGLADESH BRAZIL COLOMBIA FRANCE PUERTO RICO

ADAPTED INDOOR POSTERS C02/029 VOLLEYBALL | VOLKSWAGEN SOUTH AFRICA | VOLKSWAGEN GENUINE PARTS | ENT/AGE OGILVY & MATHER CAPE TOWN

SOUTH AFRICA

C02/030 POPCORN | VOLKSWAGEN SOUTH AFRICA | VOLKSWAGEN GENUINE PARTS | ENT/AGE OGILVY & MATHER CAPE TOWN

SOUTH AFRICA

BRAZIL COLOMBIA

ARGENTINA UNITED KINGDOM SWITZERLAND

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

OUTDOOR SHORTLIST

BRAZIL NEW ZEALAND

D01/101 TATTOO SKIN CANCER CHECK | SOL DE JANEIRO | SOL DE JANEIRO | ENT/AGE OGILVY BRASIL SÃO PAULO

BRAZIL

D01/103 BALD CARTOONS | GRAACC | NGO | ENT/AGE OGILVY BRASIL SÃO PAULO | PROD.CO. PARANOID BR SÃO PAULO

BRAZIL

THE PHILIPPINES MEXICO THAILAND UNITED ARAB EMIRATES SPAIN

THAILAND AUSTRALIA SOUTH AFRICA USA

UNITED KINGDOM JAPAN

AUSTRALIA

D03/048 THE WALKING DEAD BLOOD STORE | FOX INTERNATIONAL CHANNELS | THE WALKING DEAD | ENT/AGE TORKE+CC LISBON | PROD.CO. MUSTARD LISBON

PORTUGAL

FRANCE AUSTRALIA GERMANY SPAIN SOUTH KOREA MEXICO

COLOMBIA SOUTH AFRICA CHINA UNITED ARAB EMIRATES PAKISTAN BRAZIL COLOMBIA USA

GERMANY

D04/035 THE BODYSWITCH EXPERIMENT | EUROPEAN SPEED-FIT | TEST-TRAINING | ENT/AGE BBDO BERLIN | PROD.CO. COBBLESTONE FILMPRODUCTION BERLIN

GERMANY

USA

NORWAY PERU FRANCE

D04/090 BENTLEY BURIAL | ABTO - BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION | ORGAN DONATION AWARENESS | ENT/AGE LEO BURNETT TAILOR MADE SÃO PAULO

BRAZIL

D04/109 THE HAIR FEST | CASA DE LA AMISTAD | HAIR DONATION | ENT/AGE OGILVY & MATHER MEXICO CITY

MEXICO

GERMANY

D05/006 FLASHBACK | BERLIN TOURISMUS & KONGRESS | THE VISITBERLIN MUSEUM PASS | ENT/AGE BBDO BERLIN

GERMANY

CANADA UNITED KINGDOM THE NETHERLANDS UNITED ARAB EMIRATES

NEW ZEALAND

D05/031 TUI CATCH A MILLION | HEINEKEN NEW ZEALAND | TUI BEER | ENT/AGE SAATCHI & SAATCHI AUCKLAND / APOLLONATION AUCKLAND | MED SPARK PHD AUCKLAND

NEW ZEALAND

D05/042 ALMOST IDENTICAL | MONDELEZ INTERNATIONAL | BELDENT INFINIT | ENT/AGE DEL CAMPO SAATCHI & SAATCHI BUENOS AIRES | PROD.CO. AGOSTO BUENOS AIRES

ARGENTINA

D05/066 MEDICAL EXAMINATION | PROCTER & GAMBLE | MAGISTRAL | ENT/AGE GREY ARGENTINA BUENOS AIRES | PROD.CO. REBOLUCION BUENOS AIRES

ARGENTINA

PAKISTAN ARGENTINA

TRANSIT D06/031 DEFYING DEATH VALLEY | DAIMLER | MERCEDES-BENZ B-KLASSE F-CELL/F-CELL TECHNOLOGIE | ENT/AGE JUNG VON MATT HAMBURG | PROD.CO. MARKENFILM CROSSING HAMBURG

GERMANY

D06/033 NON-VIOLENCE BUS | THE NON-VIOLENCE PROJECT MEXICO | NON-VIOLENCE | ENT/AGE MCCANN MEXICO CITY | PROD.CO. UNIDAD 59 MEXICO CITY

MEXICO

D06/034 THE CANADIAN TIRE ICE TRUCK | CANADIAN TIRE RETAIL | MOTOMASTER ELIMINATOR BATTERY | ENT/AGE TAXI CANADA TORONTO

CANADA

D06/040 LICENCE TO LIVE | CALTEX | LICENCE TO LIVE | ENT/AGE Y&R SOUTH AFRICA CAPE TOWN | MED MEC CAPE TOWN

SOUTH AFRICA

D06/047 FIAT WATERCRAFT STUNT | FIAT USA | AUTOMOTIVE | ENT/AGE THE RICHARDS GROUP DALLAS, TX | PROD.CO. DNA FILMS HOLLYWOOD

USA

D06/048 WHAT’S IN THE BOX? | NISSAN | VERSA NOTE | ENT/AGE TBWA\CHIAT\DAY LOS ANGELES | PROD.CO. FOUNDATION CONTENT CULVER CITY

USA

DENMARK GERMANY

D07/015 FRONT ROW | GOOGLE+ | GOOGLE FRONT ROW | ENT/AGE ADAM&EVEDDB LONDON | PROD.CO. GRAND VISUAL LONDON

UNITED KINGDOM

UNITED KINGDOM

FRANCE UNITED KINGDOM

JAPAN SWEDEN

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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cheil seminar ad 0601.pdf 1 14. 6. 2. 오후 1:01

CMY

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16/06/2014 01:08

TEL Cannes Ad FINAL v2.pdf

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www.theexchangelab.com D2-AD.indd 42

LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

OUTDOOR SHORTLIST

NEW ZEALAND THE NETHERLANDS SINGAPORE

COPYWRITING F01/051 IF YOU LIKE BEER NAMED AFTER A CITY IN ENGLAND, THIS IS FOR YOU. | MOLSON COORS CANADA | NEWCASTLE | ENT/AGE BBDO TORONTO

CANADA

F01/102 BILLY | IKEA | ASSEMBLY SERVICE | ENT/AGE THJNK HAMBURG

GERMANY

F01/103 EXPEDIT | IKEA | ASSEMBLY SERVICE | ENT/AGE THJNK HAMBURG

GERMANY

JAPAN

F02/034 FIDEL | TELEPIZZA | TELEPIZZA DELIVERY | ENT/AGE TAPSA | Y&R MADRID

SPAIN

F02/035 LADY GAGA | TELEPIZZA | TELEPIZZA DELIVERY | ENT/AGE TAPSA | Y&R MADRID

SPAIN SPAIN

F02/036 UN | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

F02/037 DEUX | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

F02/038 TROIS | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

F02/039 QUATRE | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

F02/040 CINQ | ASIA PACIFIC BREWERIES SINGAPORE | GUINNESS | ENT/AGE BBDO PROXIMTY SINGAPORE

SINGAPORE

F02/099 WHAT’S IN YOUR CRAYOLA?/ RED | CRAYOLA | COLORED PENCILS | ENT/AGE LEO BURNETT VIETNAM HO CHI MINH CITY | PROD.CO. RENDER MI BANGKOK

VIETNAM

F02/100 WHAT’S IN YOUR CRAYOLA?/ GREEN | CRAYOLA | COLORED PENCILS | ENT/AGE LEO BURNETT VIETNAM HO CHI MINH CITY | PROD.CO. RENDER MI BANGKOK

VIETNAM

VIETNAM HONG KONG

F02/135 PROMETHEUS | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

F02/136 MOBY DICK | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

F02/137 FRANKENSTEIN | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

F02/138 DRACULA | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

F02/139 DON QUIXOTE | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

F02/140 ALICE | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

F02/141 D DAY | PENGUIN CHINA | AUDIOBOOKS | ENT/AGE Y&R BEIJING

CHINA

F02/147 WHY DO THEY SMILE SO MUCH | SÃO PAULO ALPARGATAS | HAVAIANAS | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

F02/148 IT’S EASY TO EXPLAIN | SÃO PAULO ALPARGATAS | HAVAIANAS | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

F02/149 LAND OF CONTRASTS | SÃO PAULO ALPARGATAS | HAVAIANAS | ENT/AGE ALMAPBBDO SÃO PAULO

BRAZIL

F02/219 GRANDPA’S TEETH | COLGATE PALMOLIVE | TOOTHPASTE | ENT/AGE RED FUSE COMMUNICATIONS HONG KONG / Y&R MALAYSIA KUALA LUMPUR | MED MEC HONG KONG

HONG KONG

F02/220 CAVITIES ATTACK AT NIGHT | COLGATE PALMOLIVE | TOOTHPASTE | ENT/AGE RED FUSE COMMUNICATIONS HONG KONG / Y&R MALAYSIA KUALA LUMPUR | MED MEC HONG KONG

HONG KONG

F02/221 GOOD FOOD VS BAD FOOD | COLGATE PALMOLIVE | TOOTHPASTE | ENT/AGE RED FUSE COMMUNICATIONS HONG KONG / Y&R MALAYSIA KUALA LUMPUR | MED MEC HONG KONG

HONG KONG

F02/250 PLASTIC KIDS | SM PRIME HOLDINGS INC. | SM ECO BAG | ENT/AGE LOWE PHILIPPINES MAKATI CITY

THE PHILIPPINES

F02/251 PLASTIC GRANDMA | SM PRIME HOLDINGS INC. | SM ECO BAG | ENT/AGE LOWE PHILIPPINES MAKATI CITY

THE PHILIPPINES

F02/252 PLASTIC DUDES | SM PRIME HOLDINGS INC. | SM ECO BAG | ENT/AGE LOWE PHILIPPINES MAKATI CITY

THE PHILIPPINES

F02/288 DOG FAT PANTS - BULLDOG | JARDILAND | GARDEN CENTRE/PET CENTRE | ENT/AGE ROSAPARK PARIS | MED ZENITHOPTIMEDIA PARIS

FRANCE

FRANCE

F02/361 MINI FAN | HEINZ | CHILI SAUCE | ENT/AGE LEAGAS DELANEY SHANGHAI

CHINA

F02/362 KISS | HEINZ | CHILI SAUCE | ENT/AGE LEAGAS DELANEY SHANGHAI

CHINA

F02/363 HANDKERCHIEF | HEINZ | CHILI SAUCE | ENT/AGE LEAGAS DELANEY SHANGHAI

CHINA

JAPAN

CHINA

F03/019 CITYSCAPE 3 | INFAS PUBLICATIONS, INC. | WWD JAPAN | ENT/AGE HAKUHODO TOKYO | PROD.CO. AMANA TOKYO

JAPAN

F03/020 CITYSCAPE 4 | INFAS PUBLICATIONS, INC. | WWD JAPAN | ENT/AGE HAKUHODO TOKYO | PROD.CO. AMANA TOKYO

JAPAN

F03/021 CITYSCAPE 5 | INFAS PUBLICATIONS, INC. | WWD JAPAN | ENT/AGE HAKUHODO TOKYO | PROD.CO. AMANA TOKYO

JAPAN

SPAIN UNITED KINGDOM

F03/052 COP | RAY-BAN | RAY-BAN | ENT/AGE MARCEL PARIS | PROD.CO. ELYSIAN FIELDS CLICHY

FRANCE

F03/053 MOSHPIT | RAY-BAN | RAY-BAN | ENT/AGE MARCEL PARIS | PROD.CO. ELYSIAN FIELDS CLICHY

FRANCE

F03/061 MUSIC OF THE PEOPLE | AÇIK RADYO/OPEN RADIO | RADIO STATION | ENT/AGE HAVAS WORLDWIDE ISTANBUL ISTANBUL

TURKEY

F03/071 RUSHING | DIAGEO | GUINNESS | ENT/AGE AMV BBDO LONDON | MED CARAT LONDON

UNITED KINGDOM

F03/072 ROILING | DIAGEO | GUINNESS | ENT/AGE AMV BBDO LONDON | MED CARAT LONDON

UNITED KINGDOM

F03/073 RUMBLING | DIAGEO | GUINNESS | ENT/AGE AMV BBDO LONDON | MED CARAT LONDON

UNITED KINGDOM

F03/225 911 REAR HORSEPOWER | PORSCHE (CHINA) MOTORS | 911 | ENT/AGE FRED & FARID PARIS / FRED & FARID SHANGHAI | MED PHD SHANGHAI

FRANCE

AUSTRIA CANADA

F04/020 BEACH | UNILEVER | AXE PEACE | ENT/AGE BBH LONDON | MED MINDSHARE LONDON

UNITED KINGDOM

F04/021 JUNGLE | UNILEVER | AXE PEACE | ENT/AGE BBH LONDON | MED MINDSHARE LONDON

UNITED KINGDOM

F04/025 RENOVATED BILLBOARDS - PINK HOUSE | OBI | OBI | ENT/AGE JUNG VON MATT HAMBURG

GERMANY

F04/026 RENOVATED BILLBOARDS - WHITE HOUSE | OBI | OBI | ENT/AGE JUNG VON MATT HAMBURG

GERMANY

F04/027 RENOVATED BILLBOARDS - YELLOW HOUSE | OBI | OBI | ENT/AGE JUNG VON MATT HAMBURG

GERMANY

BRAZIL GERMANY

BANGLADESH BRAZIL

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

MOBILE SHORTLIST

GERMANY USA COLOMBIA BRAZIL AUSTRALIA RUSSIA USA AUSTRALIA SPAIN

UNITED KINGDOM PERU USA

USA UNITED KINGDOM SINGAPORE BRAZIL

FRANCE

PRODUCTS B01/010 A TRIP OUT TO SEA | GUY COTTEN | MARINE SECURITY GEAR - LIFEJACKETS | ENT/AGE CLM BBDO BOULOGNE-BILLANCOURT | PROD.CO. WANDA PRODUCTIONS SAINT-DENIS LA PLAINE CEDEX / GROUEK PARIS

FRANCE

SPAIN USA

USA USA

B02/010 MOON | ING DIRECT | ING DIRECT | ENT/AGE OGILVYONE MADRID | PROD.CO. MIOPÍA EFECTOS VISUALES MADRID

SPAIN SINGAPORE NEW ZEALAND

USA BRAZIL USA ROMANIA FRANCE

RUSSIA AUSTRALIA BRAZIL

BRAZIL UNITED KINGDOM CANADA THAILAND USA

SPAIN AUSTRALIA GERMANY USA USA

BRAZIL

E02/009 THE SCARECROW | CHIPOTLE MEXICAN GRILL | FAST CASUAL DINING | ENT/AGE CREATIVE ARTISTS AGENCY LOS ANGELES | PROD.CO. MOONBOT STUDIOS SHREVEPORT

USA

USA

CANADA UNITED KINGDOM AUSTRALIA

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

MOBILE SHORTLIST

AUSTRIA BRAZIL BRAZIL SINGAPORE BRAZIL SWEDEN MEXICO SPAIN JAPAN SINGAPORE BRAZIL USA AUSTRALIA UNITED KINGDOM USA GERMANY RUSSIA USA SPAIN USA UNITED KINGDOM DENMARK FRANCE GERMANY RUSSIA USA USA GERMANY RUSSIA USA RUSSIA

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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LIONS DAILY NEWS

I03/051 I03/055 I03/066 I03/080 I03/124 I04/001 I04/008 I04/011 I04/026 I04/034 I04/039 I05/004 I05/017 I05/026 I05/027 I05/039 J01/007 J02/004 J02/015 J02/019 J02/020 J03/005 J03/017 J03/023 J03/026 J03/027 J03/031 J03/036 J03/052 J04/002 J04/004 J04/010 J04/014 J04/026 J04/038 J04/040

MONDAY / JUNE 16 / 2014

MOBILE SHORTLIST

FRANCE AUSTRALIA USA UNITED KINGDOM FRANCE CANADA AUSTRALIA USA BRAZIL BRAZIL USA USA AUSTRALIA AUSTRALIA UNITED KINGDOM FRANCE USA NEW ZEALAND USA INDIA BRAZIL GERMANY AUSTRALIA BRAZIL USA BRAZIL GERMANY AUSTRALIA THE PHILIPPINES THAILAND DENMARK USA USA UNITED KINGDOM TURKEY USA

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

ACCESS

ALL AREAS LIONSDAILYNEWS.COM

UPDATED ALL DAY, EVERY DAY

THE OFFICIAL CANNES LIONS NEWS WEBSITE

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

MEDIA SHORTLIST

CANADA UNITED ARAB EMIRATES GERMANY FRANCE GERMANY UNITED KINGDOM CHINA TURKEY

USE OF AUDIO A02/066 CHOOSE YOUR HOST | TURNER | TNT | ENT/AGE CIRCUS MEXICO CITY

MEXICO

COLOMBIA UNITED ARAB EMIRATES ARGENTINA INDIA

JAPAN USA BRAZIL SERBIA GUATEMALA PERU ECUADOR

AUSTRALIA SWEDEN SPAIN THE NETHERLANDS SOUTH AFRICA UNITED KINGDOM USA INDIA UNITED KINGDOM COLOMBIA UNITED KINGDOM

USE OF AMBIENT MEDIA: SMALL SCALE A05/005 PUT THE MUSIC ON | SIAMMSIAMM FASHION STORE, SANSARA INDIE-BAND | SIAMMSIAMM FASHION STORE, SANSARA INDIE-BAND | ENT/AGE VOSKHOD EKATERINBURG

RUSSIA

A05/020 MESSAGE IN A BUBBLE | E. BREUNINGER | B BY M. MICALLEF | ENT/AGE JUNG VON MATT STUTTGART

GERMANY

A05/022 VERY GOOD MANNERS | POLISH RED CROSS | GOOD CHILDHOOD | ENT/AGE CHEIL POLAND WARSAW

POLAND

PERU CANADA GERMANY ITALY HONG KONG AUSTRALIA ISRAEL SOUTH KOREA THE PHILIPPINES SINGAPORE

BELGIUM

A05/175 ETERNAL SEAT | ECUADORIAN FUTBOL ASSOCIATION | ANTI VIOLENCE CAMPAIGN | ENT/AGE MARURI GREY GUAYAQUIL | PROD.CO. MARURI PRODUCTIONS GUAYAGUIL

ECUADOR

JAPAN CANADA UNITED KINGDOM GUATEMALA

SOUTH AFRICA

A06/099 HOPE ON DISPLAY | GIORDANO | FUNDRAISING EVENT | ENT/AGE INNOCEAN WORLDWIDE SEOUL | PROD.CO. PLANIT SEOUL

SOUTH KOREA

A06/113 SHUTTER BILLBOARDS | CARULLA | CARULLA 24 HORAS | ENT/AGE OGILVY & MATHER COLOMBIA BOGOTÁ | PROD.CO. DIREKTOR FILMS BOGOTA

COLOMBIA

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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YOUR SHOT AT FAME

TAKE A SPOT KICK ON THE BIGGEST SCREEN IN CANNES AND CLIMB THE INTERNATIONAL LEADERBOARD POWERED BY PIONEERING DIGITAL OUT-OF-HOME & MOBILE-INTERACTIVE TECHNOLOGY STADIUM: CROISETTE IN FRONT OF LE GRAND HOTEL MATCH DAYS: MONDAY-FRIDAY KICK OFF TIMES: 1PM, 8PM, 11PM KIT: SMART PHONE

#GRANDKICK WWW.GRANDKICK.COM

AGE

Interactive 1

MOBILE

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

MEDIA SHORTLIST

CHINESE TAIPEI

A07/018 THE STREET STORE | THE HAVEN NIGHT SHELTER | PUBLIC AWARENESS/CHARITY | ENT/AGE M&C SAATCHI ABEL CAPE TOWN

SOUTH AFRICA

GERMANY USA UNITED ARAB EMIRATES AUSTRALIA

A07/095 TAXI STOLTENBERG | ARBEIDERPARTIET (THE LABOUR PARTY) | ARBEIDERPARTIET (THE LABOUR PARTY) | ENT/AGE TRY/APT ADVERTISING AGENCY OSLO | PROD.CO. PRAVDA OSLO

NORWAY

A07/103 WENT TOO FAST. GONE TOO SOON. | BIVV / IBSR (BELGIAN INSTITUTE FOR ROAD SAFETY) | ROAD SAFETY | ENT/AGE 20SOMETHING BRUSSELS | PROD.CO. ZOOM PRODUCTION BRUSSELS

BELGIUM

SWEDEN COLOMBIA UNITED KINGDOM AUSTRALIA AUSTRALIA UNITED KINGDOM

THE PHILIPPINES

A07/209 LONDON’S EARTH HOUR GOES INTO DARKNESS WITH STAR TREK | PARAMOUNT PICTURES UK | STAR TREK INTO DARKNESS | ENT/AGE MEC LONDON | MED MEC LONDON

UNITED KINGDOM

FRANCE SPAIN BELGIUM DENMARK AUSTRIA THE NETHERLANDS MEXICO ARGENTINA USA

CANADA JAPAN USA RUSSIA UNITED KINGDOM COLOMBIA

USA UNITED KINGDOM USA SWEDEN BRAZIL USA FRANCE

INDONESIA ITALY

B01/046 GREEN PEACE TAOBAO HIJACK | GREEN PEACE | NGO | ENT/AGE SAATCHI & SAATCHI CHINA HONG KONG

HONG KONG

B01/056 BANNER SWAP | TIME OUT | MAGAZINE | ENT/AGE CHEIL HONG KONG

HONG KONG

BRAZIL AUSTRALIA

FRANCE

B01/137 INCOMPLETE BIOS | FUNDACIÓN PANIAMOR | CHILD PROTECTION (NON PROFIT ORGANIZATION) | ENT/AGE LEO BURNETT COSTA RICA SAN JOSE | MED STARCOM COSTA RICA SAN JOSÉ

COSTA RICA

THE NETHERLANDS NEW ZEALAND BELGIUM

B01/159 THE FADING NEWS | RADIKAL | NEWSPAPER | ENT/AGE TBWA\ISTANBUL

TURKEY

B01/193 MILKA LAST SQUARE | MONDELEZ INTERNATIONAL | FOOD | ENT/AGE BUZZMAN PARIS | PROD.CO. WE ARE ANONYMOUS PARIS

FRANCE

NEW ZEALAND UNITED ARAB EMIRATES

B02/055 CHANNELLING THE CHARACTER | PARAMOUNT PICTURES AUSTRALIA | JACKASS PRESENTS BAD GRANDPA | ENT/AGE MEC SYDNEY | MED MEC SYDNEY

AUSTRALIA

THAILAND

SINGAPORE FRANCE GERMANY CANADA

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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audionetwork.com/cannes-lions

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

MEDIA SHORTLIST

SPAIN AUSTRALIA INDIA BRAZIL INDIA THE NETHERLANDS BRAZIL USA UNITED KINGDOM PUERTO RICO USA MEXICO SINGAPORE USA USA SOUTH AFRICA USA ROMANIA USA

USE OF MOBILE DEVICES B03/004 KFC PHONE STACK | KFC | KFC BRAND | ENT/AGE BBDO PROXIMITY MALAYSIA KUALA LUMPUR | PROD.CO. DIRECTOR’S THINK TANK KUALA LUMPUR

MALAYSIA

B03/032 MOBILE BREATHMILLS | CADBURY INDIA LTD (MONDELEZ INTERNATIONAL) | HALLS | ENT/AGE MADISON MEDIA - PINNACLE MUMBAI | MED MADISON MEDIA - PINNACLE MUMBAI

INDIA

B03/042 TAIKANG MOMENT | TAIKANG INSURANCE | ACCIDENT INSURANCE | ENT/AGE CHEIL OPENTIDE BEIJING | MED ADWO AD NETWORK BEIJING

CHINA

B03/091 SAFE DRIVING PROGRAM | SAMSUNG | S-DRIVE | ENT/AGE LEO BURNETT SYDNEY | MED STARCOM MEDIAVEST GROUP SYDNEY

AUSTRALIA

B03/092 NIVEA SUN KIDS - PROTECTION APP | NIVEA | SUN BLOCK | ENT/AGE FCB BRASIL SÃO PAULO

BRAZIL

B03/106 DIAL A HOME | ANIMAL RESCUE ASSOCIATION OF SHANGHAI | ANIMAL WELFARE SERVICE | ENT/AGE KID DYNAMITE SHANGHAI

CHINA

B03/119 PAY PER LAUGH | TEATRE NEU | THEATER | ENT/AGE THE CYRANOS MCCANN WORLDGROUP EUROPE BARCELONA

SPAIN

SPAIN SINGAPORE

CHINA

B03/155 ELO TEDDY BEAR | AMARAL CARVALHO HOSPITAL | HEALTHCARE/CANCER HOSPITAL | ENT/AGE DM9DDB SÃO PAULO

BRAZIL

B03/165 KAN KHAJURA TESAN | HINDUSTAN UNILEVER | KAN KHAJURA TESAN | ENT/AGE PHD MUMBAI / LOWE AND PARTNERS WORLDWIDE MUMBAI | MED PHD MUMBAI

INDIA

PERU ARGENTINA BRAZIL PUERTO RICO ROMANIA THE PHILIPPINES THE NETHERLANDS

C01/140 BROKEN LIVER | NATURE´S GARDEN | HEPALIVE | ENT/AGE MARURI GREY GUAYAQUIL | PROD.CO. MASSIVEMUSIC AMSTERDAM

ECUADOR

C01/157 MILKA LAST SQUARE | MONDELEZ INTERNATIONAL | FOOD | ENT/AGE BUZZMAN PARIS | PROD.CO. WE ARE ANONYMOUS PARIS

FRANCE

CANADA BRAZIL BRAZIL SWEDEN

MALAYSIA NEW ZEALAND UNITED KINGDOM NEW ZEALAND ARGENTINA

FINANCIAL PRODUCTS & SERVICES C04/008 LOCALLY FAMOUS | MASTERCARD | BRAND | ENT/AGE UM SYDNEY | MED UM SYDNEY

AUSTRALIA

AUSTRALIA

SWEDEN CHINA PUERTO RICO FRANCE

AUSTRALIA

SINGAPORE

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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MEDIA SHORTLIST

MONDAY / JUNE 16 / 2014

LIONS DAILY NEWS

BRAZIL ROMANIA

GERMANY SPAIN UNITED KINGDOM

USA UNITED KINGDOM AUSTRALIA MALAYSIA

PUBLICATIONS & MEDIA C08/016 IFC PRESENTS THE SPOILS OF BABYLON | IFCIFC NETWORK/TELEVISION PROGRAM | ENT/AGE FALLON MINNEAPOLIS / IFC NEW YORK CITY, NY C08/018 CHANNELLING THE CHARACTERPARAMOUNT PICTURES AUSTRALIA | JACKASS PRESENTS BAD GRANDPA | ENT/AGE MEC SYDNEY | MED MEC SYDNEY

USA AUSTRALIA

C08/030 GAY MOUNTAIN | CHANNEL 4 | CHANNEL 4 / WINTER PARALYMPIC UK BROADCASTER | ENT/AGE 4CREATIVE LONDON | MED CHANNEL 4 LONDON

UNITED KINGDOM

UNITED KINGDOM

C08/051 THE FADING NEWS | RADIKAL | NEWSPAPER | ENT/AGE TBWA\ISTANBUL

TURKEY

HONG KONG AUSTRALIA GUATEMALA FRANCE THE NETHERLANDS BRAZIL

ARGENTINA

C10/074 VROOM RING BOOM | CLARO | CLARO | ENT/AGE OGILVY GUATEMALA | PROD.CO. 16MM GUATEMALA / VISUAL GUATEMALA

GUATEMALA

SOUTH AFRICA INDONESIA GERMANY THE NETHERLANDS HONG KONG

AUSTRALIA

C11/105 DUPE | YARRA VALLEY WATER | WATER UTILITIES | ENT/AGE OGILVY MELBOURNE

AUSTRALIA

C11/127 DRINKABLE BOOK | WATERISLIFE | NON-PROFIT | ENT/AGE DDB NEW YORK

USA

GERMANY PERU SOUTH KOREA

C11/201 PETS4PETS PROJECT | WWF ITALY | FUNDRAISING | ENT/AGE LEO BURNETT MILAN

ITALY

C11/204 MESSAGE BARTER | THE AKANKSHA FOUNDATION | THE AKANKSHA FOUNDATION SCHOOLS | ENT/AGE OGILVY & MATHER INDIA MUMBAI

INDIA

BRAZIL COLOMBIA AUSTRALIA UNITED KINGDOM BRAZIL ARGENTINA BRAZIL

USA INDIA NEW ZEALAND

NEW ZEALAND USA UNITED KINGDOM AUSTRALIA USA PUERTO RICO FRANCE SPAIN SRI LANKA BRAZIL

FRANCE USA FRANCE

ENT/AG: ENTRANT AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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Everyone knows Moms 25–54 like daytime talk shows TV Blueprint finds those who also love rock ‘n’ roll reality TV

AT&T AdWorks TV Blueprint SM is the most efficient way to buy targeted TV advertising at scale.

Reach more of your audience for less. Learn more at adworks.att.com and @ATTAdWorks

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THE SCIENCE OF SOCIAL MEDIA ADVERTISING

PRESENTED BY:

A RES EA RCH B RI EF

WHERE: LEVEL -1 OF THE PALAIS DES FESTIVALS IN THE YLZ WHEN: 17 JUNE – 11.00 AND 15.00 PRESENTATIONS WWW.ADAPTLY.COM/RESEARCH1 @ADAPTLY

THE INDUSTRY PROBLEM

Delivering impactful advertising across social networks requires a unique approach, and very little has been published about effective strategies that can feed back into broader media decisions. How impactful is sequencing creatives into a story versus exposing consumers to the overall message? And even if advertisers have the best creative, how can they leverage the unique characteristics of social media to drive business objectives?

During this exclusive Cannes Lions presentation, we will reveal for the first time globally the results of a joint research study by Adaptly, Facebook, and Refinery29 to help advertisers continuously improve their creative diagnostics, optimal frequency, and sequencing within Facebook. We will explore the

THE INSIGHTS

topic of optimal frequency while in flight—a common question of every media buyer. This study will also experimentally demonstrate the value of rotating creatives versus sequencing creatives, and will reveal best practices for driving core business objectives through social media advertising.

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

PR SHORTLIST

A03/009 A03/013 A03/016 A03/017

A06/010 A06/016 A06/021 A06/037 A06/051

USA ARGENTINA USA BRAZIL ITALY CANADA UNITED KINGDOM ARGENTINA BRAZIL BRAZIL SWEDEN UNITED KINGDOM ARGENTINA BRAZIL NEW ZEALAND USA USA BRAZIL CHINA UNITED ARAB EMIRATES USA USA NORWAY BELGIUM TURKEY DENMARK SWEDEN USA USA USA USA FRANCE AUSTRALIA

A10/005 A10/006 A10/019 A10/032 A10/036

A11/004 A11/008 A11/016 A11/019 A11/022 A11/024 A11/027 A11/030 A11/073 A11/124

A12/002 A12/006 A12/011 A12/023

B01/045 B01/048 B01/065 B01/067 B01/078

SWEDEN ARGENTINA ARGENTINA GERMANY ITALY

B02/011 B02/013 B02/020 B02/030 B02/039 B02/040

USA SWEDEN USA SPAIN COSTA RICA TURKEY

USA USA GERMANY

CORPORATE RESPONSIBILITY B04/009 RAIN FOR SALE | THE COCA-COLA COMPANY | RAINWATER OF LLORO | ENT/AGE OGILVY & MATHER COLOMBIA BOGOTÁ / GEOMETRY GLOBAL BOGOTÁ | PROD.CO. LOS NOTARIOS BOGOTÁ

COLOMBIA

JAPAN GERMANY INDIA ROMANIA THAILAND SOUTH AFRICA BELGIUM POLAND INDIA RUSSIA THE NETHERLANDS GERMANY UNITED ARAB EMIRATES USA ITALY JAPAN PUERTO RICO AUSTRALIA COLOMBIA

ENT/AG: ENTRANT AGENCY PR: PR AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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LIONS DAILY NEWS

B04/015 B04/018 B04/022 B04/030 B04/042 B04/057 B04/059 B04/060

MONDAY / JUNE 16 / 2014

PR SHORTLIST

UNITED KINGDOM ARGENTINA INDIA RUSSIA CHINA GUATEMALA BRAZIL AUSTRALIA AUSTRALIA UNITED KINGDOM

B07/011 B07/014 B07/017 B07/025 B07/027 B07/029 B07/043

UNITED KINGDOM RUSSIA PUERTO RICO UNITED KINGDOM NORWAY POLAND SPAIN

B08/005 B08/019 B08/021 B08/023 B08/078 B08/082 B08/089 B08/092 B08/108 B08/112 B08/114 B08/118 B08/126 B08/147 B08/152 B08/157 B08/176 B08/186 B08/213

GERMANY UNITED KINGDOM AUSTRALIA BELGIUM JAPAN SOUTH KOREA MEXICO NORWAY SOUTH AFRICA POLAND SWEDEN ARGENTINA ARGENTINA RUSSIA BRAZIL SPAIN GUATEMALA ISRAEL CHINA

B09/009 B09/014 B09/017 B09/052 B09/056 B09/058

AUSTRALIA USA GERMANY AUSTRALIA SWEDEN ECUADOR ITALY BRAZIL AUSTRALIA

B11/019 B11/046 B11/053 B11/057 B11/060 B11/067 B11/076

B12/003 B12/012 B12/018 B12/030 B12/036

USA USA INDIA USA UNITED KINGDOM

C01/004 C01/029 C01/051 C01/057 C01/061 C01/063 C01/065 C01/075 C01/080 C01/085

JAPAN USA AUSTRIA BRAZIL UNITED KINGDOM FRANCE USA BRAZIL SPAIN COSTA RICA

C02/007 C02/017 C02/020 C02/026

USA BRAZIL USA USA BRAZIL BRAZIL SWEDEN

PARAGUAY ARGENTINA BELGIUM MALAYSIA USA THE NETHERLANDS AUSTRALIA USA UNITED KINGDOM INDIA USA

ENT/AG: ENTRANT AGENCY PR: PR AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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The worldâ&#x20AC;&#x2122;s greatest home page.

The numbers that count Monthly unique visitors

180m

Stories per day

650+

Mobile monthly unique visitors

77m

Daily unique visitors

11m

Photos per day

7,000+

Video streams per month

39m

YOY TrafďŹ c Growth

60%

Journalists

200+

Page views per mobile app user 2,000+

Visit MailOnline at Cannes Lions: www.dailymail.co.uk/canneslions Source: Omniture March 2014, ComScore March 2014.

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

PR SHORTLIST

C04/051 BALD CARTOONS | GRAACC | NGO | ENT/AGE OGILVY BRASIL SÃO PAULO | PROD.CO. PARANOID BR SÃO PAULO C05/003 C05/012 C05/014 C05/039 C05/043 C05/047

BRAZIL USA USA UNITED ARAB EMIRATES AUSTRALIA USA BRAZIL

USA FRANCE FRANCE

NEW ZEALAND AUSTRALIA THE NETHERLANDS CANADA USA BRAZIL AUSTRALIA FRANCE FRANCE

C07/001 C07/027 C07/031 C07/045 C07/047 C07/050 C07/065 C07/071 C07/072

E02/035 E02/062 E02/071 E02/076 E02/079 E02/088

UNITED KINGDOM LEBANON GUATEMALA SINGAPORE NEW ZEALAND AUSTRALIA USA SWEDEN ISRAEL USA USA POLAND UNITED KINGDOM PERU USA BRAZIL BRAZIL

ENT/AG: ENTRANT AGENCY PR: PR AGENCY MED: MEDIA AGENCY PROD.CO.: PRODUCTION COMPANY

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our 300 million members Your brand inspires ideas. Our members are looking for inspiration. Share your vision within our community with LinkedIn Marketing Solutions. Visit marketing.linkedin.com to learn more.

Official sponsor of the Cannes Lions CEO Academy

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

FOCUS ON COLOMBIA

COLOMBIA PROVIDES AN INTERESTING CASE STUDY OF HOW A COUNTRY’S IMAGE CAN CHANGE DRAMATICALLY IN JUST A FEW YEARS. AND NOW RECENT MOVES SHOULD SERVE TO CONSOLIDATE A PERIOD OF GROWTH AND PROPSPERITY. FRÉDÉRIC MESSINA, INTERNATIONAL RESEARCH MANAGER AT GRUPO CONSULTORES, LOOKS AT THE LATAM COUNTRY THAT HAS GONE FROM BAD TO GOOD

READY FOR THE PEACE DIVIDEND C

OLOMBIA is a fascinating

country. Nowadays, it is one of the world’s fastest growing territories — and the third-fastest in Latam — attracting companies and investment from across the planet. Let me share some key facts. Colombia has a population of 47 million and boasts seven cities with more than one million inhabitants. Some 55% of its population is aged below 30 years, and its middle class is growing fast — from 26% of the population in 2014 to a predicted 56% by 2025. It is also the fourth-largest oil producer in the region. In terms of economic indicators, its GDP is 4.3%, its unemployment stands at 8.5% and its inflation is running at 1.94%. The potential for tourism in Colombia is huge. The only country in South America with a coast facing two oceans, it offers beaches, pre-Columbian civilisations and ruins, colonial cities, fascinating museums, cathedrals and churches, coffee and cocoa plantations, deserts, rain forest... Now that its government has signed peace treaties with the guerrillas, we will be hearing more and more from Colombia. After living in this country, I can also say that Colombians are some of the nicest people in the world. They welcome visitors warmly, and are very professional and well educated. These days, the country is a safe and charming place to visit. In terms of its communications industry, Colombia is home to big agencies and a great deal of talent — as is demonstrated by the increasing number of Colombian entries in Cannes. The communications industry is largely concentrated in Bogotá. Indeed, some 85% of the industry is to be found

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in the capital city. But there are also offices from some of the big multinationals and smaller independents in Medellin and Cali. Indeed, Medellin was recently named one of the most innovative cities in the world by the Wall Street Journal, the Urban Land Institute and Citibank. All the multinational agencies have offices in Bogotá. Some of them even operate regional hubs in Colombia. The country’s strategic location, close to Central America, Ecuador, Peru and Venezuela, makes it the natural nerve centre in the north of South America. José Miguel Sokoloff, president of Lowe Global Creative Council and co-chairman and chief creative officer of Lowe SSP3 Colombia, is a key figure in Colombian advertising. Francisco Samper — also highly regarded in the industry — comes from the same agency, where he serves as the network’s regional director. Both men worked on the Titanium-winning campaigns for the Colombian defence ministry (‘Operation Christmas’; ‘Rivers of Light’) that positioned the ministry as one of the most admired marketers in Colombia — something that would be difficult to find in any other country. Other Colombian marketers feted for their campaigns are Coca-Cola — the most admired marketer in the region — Davivienda, Bancolombia, P&G, Club Colombia, Beer Poker, Avianca, Alpina and Quala. Most surprisingly, eight of the top 10 most-admired brands are local companies, demonstrating that media investment is not always key and that creativity really does make a difference. Talent is one of Colombia’s chief assets. At the Effies last May, there were 406 Colombian entries, 150 of them from just one agency — Sancho BBDO — the

AGENCYSCOPE COLOMBIA – CLIENT-AGENCY WORKING DYNAMICS DATA IN A SCALE OF 0-10 Level of recommendation of your agency to a friend or colleague in the Industry

COLOMBIA - 7.51

MEXICO - 7.82

BRAZIL - 7.67

ARGENTINA - 7.54

SPAIN - 7.53

CHILE - 7.36

CHINA - 7.15

UK - 6.94

WORLD 7.51

biggest in the country. Grupo Consultores published the first edition of the agencyScope Colombia in November 2013. When we presented the results to agencies, we were surprised to see that Colombian marketers are the most satisfied with their agencies in the world. Chief marketing officers recommend their agency to colleagues at a rate of 8.1 (the highest of any country in which the agencyScope study is conducted), with only 5% of Colombian marketers dissatisfied with their agency (the lowest rate). Most interestingly, Colombian marketers say their agencies help them to grow their businesses at a rate of 35% — higher than in China at 29% or in Europe at 22%. Colombia is ideally positioned to become a hub for the Hispanic countries of Latam. Networks believe they can cover Latam from Brazil, but Brazil is a region in itself, and agencies cannot cover all the Hispanic countries from Sao Paulo. A vast region, it has two different languages and heritages — Spanish and Portuguese — which even if similar in some ways, at the same time they are also very different. I believe the world will hear more and more from Colombia in the coming months and years. The country has a great deal to offer and there is currently a lot of investment being made in promoting its assets. One such campaign is focused on teaching Americans — via humorous stories — that the country is Colombia, not Columbia. The CEOs and creative directors of Colombian agencies are ready to showcase their talent and successful campaigns in Cannes, promoting their work and creativity to the world. I am sure we will see them winning Lions this week.

6/15/14 7:25 PM

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15/06/2014 18:51

LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

THE ‘TOTAL MARKET’ CONCEPT IS HELPING CULTURE TO BECOME THE NEW UNIVERSAL LANGUAGE OF THE US. BUT NOT EVERYBODY IS CONVINCED THAT THE GRAMMAR MAKES SENSE, WRITES MARIA CAROLINA ALONSO OF PRODU

WHEN THE MINORITIES BECOME THE MAJORITY T

HE 2008 financial crisis in

the US not only affected the nation’s economy but also sparked an important change in its way of doing business. And it also, of course, hurt the advertising industry, which had to face tough times with slashed budgets, nervous clients, lay-offs and even agencies being forced to close their doors. Those that made it through the crisis had to practically rewrite their game book, which needed serious updating if it were to remain relevant to the market. It meant the end of traditional advertising. Then, two years later, another big event changed the US reality — the results of the Census 2010 confirmed that the country’s minorities were becoming the majority. Businessmen and company executives suddenly woke up to the importance of Hispanic consumers and their ever-greater purchasing power, which it is estimated will reach some $1.5 trillion by 2015. Since the ‘total market’ concept surfaced, not an advertising-industry summit, seminar, conference or event has gone by without it being a key topic. Every programme has to make a place for it. And there is nothing cut-and-dried about this new approach — doubts abound as to the part of both agencies and clients, and nobody seems to have a handle on the absolute truth. During the last ANA Multicultural Marketing & Diversity Conference, AHAA: The Voice Of Hispanic Marketing presented the results of a study focused on the total-market approach and how companies are using it. The research not

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only polled the Hispanic segment but also included the Asian-American and African-American markets. Among other data, the survey found that eight out of every 10 advertisers said they were familiar with the total-market concept, but only 35% of brands have activated strategies based on this new trend. Fifty-four per cent said that they had done so ‘sometimes’, and 14% said they had tried it once. Asked what the term ‘total market’ actually means, the majority defined it as a strategy for managing marketing budgets more effectively. “There’s no single, clear definition of the total-market strategy,” says Carlos Santiago, CEO of Santiago Solutions Group. As a result, AHAA is organising a group to develop guidelines and best practices. So is total market an excuse for cutting back budgets and gaining efficiency? Will Hispanic agencies be the ones to lead the discussion? Or on the contrary, will these be cannibalised by the general-market agencies? PRODU invited leaders of the Hispanic ad industry to offer their perspectives and so help create a unified action plan out of all the different ideas about this trending concept. “There are a lot of people who are nervous about the idea of a total market, but I think it’s vital to show that our multicultural agencies are better prepared to apply this approach than general-market agencies,” says Luis Miguel Messianu, president and chief creative officer of Alma. He adds that

FOCUS ON US HISPANIC

the industry must establish total market as a vision: “You can’t present a single campaign that will engage everyone because you’ll end up with very generic insights.” For his part, Gustavo Razzetti, Lapiz’s marketing executive, innovation, digital and cross-cultural strategist, considers that in some cases the concept is misunderstood. “Some agencies think that by incorporating multicultural insights they have a campaign ready for the general market, but that’s not the answer,” he says. “We’re in a much more diverse, much more complex market.” According to Razzetti, Lapiz has redesigned its strategies following that line of thinking. He adds: “Let’s stop thinking about segmentation by ethnicities and think more in terms of behaviour — because whatever ethnicity you are, it doesn’t mean that you’ll necessarily have one particular kind of behaviour.” Meanwhile, Greg Knipp, CEO of Dieste, believes that, to achieve success with the total-market approach, it should be applied at an early phase of developing the marketing strategy. This, he says, is the time to take decisions about market segmentation and optimising the target: “In the best of conditions, a holistic perspective should be employed to segment the total market, not by personal or ethnic data, but rather by shared behaviour and attitudes.” From the creative point of view, Martin Cerri, senior creative director of Walton Isaacson, translates the totalmarket idea into something very positive. “Agencies with the ability to understand the changes taking place will search for deeper, more relevant

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

insights,” he suggests. “Many Hispanic agencies, even today, simply rely on the Spanish language as enough of a difference to justify their work. But with a total-market vision, insight and a deep understanding of the consumer come to play the leading role. What that means for creativity translates into more solid briefs with more interesting content and with more original points of view. And that is the basic starting point for dreaming up big ideas and more compelling concepts.” Ciro Sarmiento, executive creative director of Dieste, agrees that this approach will lead to greater opportunities for creativity: “All too often, we see how a single ad gets bogged down by trying to fill it up with a lot of test points. By more strictly defining the segments and goals, what the creative work has to achieve will be stated more clearly and will allow the creativity to shine.” At the same time, Ivan Calle, executive creative director at Zubi Advertising, considers the term total market to be absolutist and even dictatorial: “Just because all markets are in the same pot, doesn’t mean they contain the same ingredients. We Hispanics should already be considered part of the general market, without losing what it means to be Hispanic — and above all without losing the way we should communicate with Hispanics.” Alex Lopez Negrete, co-founder, president and chief creative officer of Lopez Negrete, says that Hispanic agencies have to lead the total-market discussion. “The US is experiencing a new reality in which there is no longer a general-market separate from the multicultural markets of minorities,” he says. “It’s undeniable that Hispanics are the driving force behind the total-market approach, both economically and culturally, but now is the time to focus on the how, because we

US HISPANIC+D.indd 69

all know the what.” PRODU also gets to hear the other side of the story from the ad industry’s main driving force: the brands. “Multicultural is in Coca-Cola’s DNA — executives who used to be multicultural managers are now managing entire brands. Which means that multicultural marketing today should be an essential part of the job description of brand managers,” says Lauventria Robinson, vice-president of multicultural marketing for Coca-Cola, during the last ANA Multicultural Marketing & Diversity Conference. Robinson also said that Coca-Cola uses total marketing and a balanced approach so that all consumers feel the brand is talking directly to them. For his part, Tony Rogers, senior vicepresident of marketing and advertising for Walmart, says that when retailers and brands have a shared goal, magic happens. He also reports that Walmart focuses on macro topics, notably the multicultural market and technology. Nydia Sahagun, senior manager of multicultural brand marketing at Target, points out that it’s hard to define total marketing and “put it in a box”. She adds: “Everyone has to think in terms of the multicultural market because that’s our reality.” Among those expressing a certain scepticism about the term is Xavier Turpin, director of multicultural marketing at Dunkin’ Donuts, who says that “the total market concept is being talked about a lot because there’s not a very transparent discussion of the subject between the general market and the multicultural market”. Christopher Rivera, associate director of multicultural brand marketing at Kellogg’s, adds that the biggest mistake anyone can make is to shrink a Hispanic budget in favour of a general-marketing campaign. “The messages are not as

FOCUS ON US HISPANIC

effective if they’re only in English and don’t include cultural insights,” he says. In conclusion, what is perfectly clear is that the total-market approach is the product of a country in transition, both from a financial and a demographic point of view. As Sergio Alcocer, president and chief creative officer of LatinWorks, says: IVAN CALLE

“JUST BECAUSE ALL MARKETS ARE IN THE SAME POT, DOESN’T MEAN THEY CONTAIN THE SAME INGREDIENTS” “There is no other society where we are seeing such a marked population change as in the United States, which means the rules have yet to be written. I feel in some way that being innovative and taking risks is part of what we have to do to find the right tone of advertising in the days ahead.” Though it seems that everyone now believes in the total-market concept, what is not yet clear is how to define it — or how to implement it. Though brands continue to be cautious about the approach, they are beginning to realise that, if they do not act now, they may never get a second chance. Companies making a serious commitment to the Hispanic market have already realised that the greatest success will go to those with Hispanic business models that specifically target Hispanic consumers. The first lesson to be learned from this revolution is that culture is fast becoming the new universal language of the US. As a result, sensitivity to culture has become vitally important for designing new business models that develop brand leadership and engage consumers. Taking into account today’s demographic shift in the US, brands can no longer afford to make guesses and conjectures about their target audiences.

6/15/14 7:14 PM

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15/06/2014 18:51

LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

WHY DO AUSTRALIA, JAPAN, THAILAND AND INDIA DOMINATE ASIA’S CREATIVE LANDSCAPE? IT’S NOT BECAUSE OTHER ASIAN MARKETS LACK TALENT OR SOPHISTICATION, WRITES CAMPAIGN ASIA-PACIFIC’S EMILY TAN — IT’S BECAUSE UNIQUE AND PROVOCATIVE CREATIVE DOES BETTER IN THESE KEY MARKETS THAN DIRECT SELLING

FOCUS ON ASIA PACIFIC

OGILVY’S ‘WORDS AS WEAPONS’ DEMONSTRATES THE DAMAGING EFFECTIVE NEGATIVE WORDS CAN HAVE ON CHILDREN

WHAT’S HOLDING ASIA BACK? W

HAT’s holding back

creativity in Asia? Perhaps two of the main reasons are rapid growth and multiculturalism. As long as growth is sure and swift, advertisers see little need to move beyond the direct sell and on to branding. Meanwhile, in multicultural markets such as Malaysia, Indonesia and Singapore, advertising tends to play safe to please the largest number. And that can be a real handicap to creativity. “The best work, I believe, has an element of sacrifice about it,” says Rob Campbell, head of planning at Wieden + Kennedy Shanghai. “Some viewers will love it and some may hate it. But this part of the world [Asia] doesn’t want to alienate anyone.” Whether the desire to please everyone stems from the agencies or the clients,

ASIA PACIFIC+D.indd 71

Campbell declines to say. But his view serves to explain the rise of awardwinning, cause-based marketing in Asia-Pacific as agencies grab the chance to stand out and be provocative for a good cause. Last year, China took home 26 Lions (up from 11 in 2012), multicultural Singapore nabbed 22 (up from 15) and the Philippines won 13 (up from five). Beyond improving craft and digital skills, work from these markets has been climbing up the awards ladder thanks to creatively brave, cause-based work. “The brands making a difference are the ones with a strong point of view, who can commit to it and go for it,” Campbell says.

At Cannes 2013, the runaway winner was McCann Melbourne’s ‘Dumb Ways to Die’ for Metro Trains, which embraced quirky dark humour in a bid to stop train-related deaths. Another much-praised initiative was DDB DM9 JaymeSyfu’s ‘TXTBKS’ on behalf of Smart Communications in the Philippines — an ambitious project to turn recycled SIM cards into educational materials. This year’s list of top Cannes contenders from Asia-Pacific also shows innovation getting behind a stance. Pampers’ ‘ZZZ Radio’ by Ace Saatchi & Saatchi Philippines, for example, branded an empty radio station in a bid to help parents to get their babies to sleep; and ‘Words as Weapons’ by Ogilvy China cast insulting words into steel and then transformed them into deadly weapons for the Shenyang Centre for Psychological Research, to demonstrate the damaging effective negative words can have on children. The difference when brands in Asia try to copy cause-based marketing instead of truly embracing it is stark. As Campbell says: “There’s an awful amount of stunts being done, to gain coverage rather than shaping and impacting behaviour and change. Instead, brands should find out what people are interested in and have a point of view [on that].” Few markets in Asia have catapulted themselves up the awards ladder as high as the Philippines in the past two years. The market’s 100 million-strong population has started to attract the investment and attention of both brands and agencies. “Our young, vibrant population, combined with a mobile and internet penetration rate of over 60%, makes this a favourite testing ground for startups, and outsourcing and web companies,” says David Guerrero, chairman and chief creative officer of BBDO Guerrero. Havas Media Asia-Pacific’s mobile advertising arm Mobext, for example, road tested its Atom fund initiative in the Philippines before rolling it out to the rest of Asia. Tired of waiting for brands to invest in mobile, the agency started a fund to match first-time mobile-client investments into the medium up to $5,000. The Philippines market has always been strong creatively, but a combination of technology adoption and greater regional interest has really jump-started

6/15/14 7:12 PM

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LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

its advertising industry. “It’s a wonderful combination of factors that signals a new maturity and confidence for one of Asia’s earliest adopters of Western marketing,” Guerrero says. Consumers in the Philippines, like most of Asia, have also taken to social media like ducks to water and are voicing their views on just about everything. So while some brands still put out terrible ads targeting the country, such as one by the Singapore Tourism Board that was so badly mocked for its poor production quality, terrible dialogue and ham acting that it was pulled, the brightest marketers are listening, Guerrero adds. “There may be some who aim for the lowest common denominator, but the best clients are now making their budgets go further with innovative thinking and responsive strategies that take the conversation forward rather than back,” he says. Advertisers in China, too, have been listening to its ever more vocal consumers — to the benefit of creativity. While brand communicators have resisted change and generally care more about price than brand value, Chinese consumers are not only demanding higher standards from brands, they are even prepared to riot for it. In 2011, when Siemens ignored customer complaints over fridge doors that did not shut properly, they saw their fridges dragged out into the streets and pounded with hammers. More recently, unhappy with treatment received from Malaysia Airlines, families of passengers on the missing MH370 organised rallies and even starved themselves. “A comment I hear too often is: ‘People in China are not there yet and they don’t appreciate quality creative as in the West’,” Campbell says. “That’s bullshit.

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It’s the oldest culture on the planet. The standards are there — they’re different but they’re there. Some brands have hit those standards and the response has been powerful.” Some brands have realised this and have been running campaigns that share brand values and involve storytelling, interactivity and engagement. Burberry, for example, used WeChat to give its fans a behind-the-scenes ‘personalised’ peek at London Fashion Week. Rather than focusing on its products, The North Face encouraging urban Chinese to go exploring — and even Unilever’s fabric softener brand, Comfort, created a mobile app to ‘rate’ selfies on the brightness and freshness of their clothes. Most, however, are failing to take advantage of a “huge opportunity” and are still confusing branding with the simple desire to “sell short term”, believes Nils Andersson, chief creative officer of Y&R Greater China and regional head of art. “The Chinese consumer now sees what brands do in the rest of the world. In comparison,

FOCUS ON ASIA PACIFIC

VINAMILK IS, VIETNAM’S STRONGEST HOME-GROWN BRAND PAMPERS’ ‘ZZZ RADIO’ BY ACE SAATCHI & SAATCHI PHILIPPINES (TOP LEFT) BURBERRY’S ‘WECHAT’ GIVES FANS A BEHIND-THE-SCENES PEEK AT LONDON FASHION WEEK (BOTTOM LEFT)

ROB CAMPBELL

“THE BEST WORK HAS AN ELEMENT OF SACRIFICE ABOUT IT. SOME WILL LOVE IT AND SOME MAY HATE IT. BUT ASIA DOESN’T WANT TO ALIENATE ANYONE” advertising in China seems behind the times, particularly for domestic brands. Creating desire through long-term thinking and dialogue is still rare.” What’s holding China back, Andersson suggests, is that advertising has yet to truly become part of the nation’s pop culture. “China has always had its own voice. However, it’s one that doesn’t

easily translate to an international audience. A lot of it’s to do with the language and how a single character can have many meanings. There’s a directness to the work here. When advertising is embraced, things will change dramatically.” As China develops into a mature advertising market with a distinct voice, emerging markets such as Vietnam, Cambodia and Myanmar have started to develop nascent advertising industries of their own. While much of the work from these markets is derivative, some clients have started to push the envelope, especially in Vietnam, says Andre Nair, chief creative officer of DatVietVAC Group. “Most [advertising] in these markets still holds a mirror up to reality, showing people as they are and what they are, taking them nowhere and failing to inspire. But there are some clients, for example Vinamilk, who are really using advertising to build equity that is transformational,” he adds. Vinamilk is, in Nair’s view, Vietnam’s strongest home-grown brand. “Their iconic singing-cow advertising, much of which came out of Lowe, with its gentle humour and catchy jingles, is actually very human. It makes a category plagued by dull ingredient claims engaging, fun and memorable. And the consistency of the advertising over many years has made it instantly recognisable.” Indochinese advertising, in general, has started to enter a more respectful, conversational and inspiring place, according to Warwick Olds, chief creative officer of Nair’s sister agency riverorchid: “It’s finding its own voice [with] communication that truly resonates locally rather than bland adaptations.”

6/15/14 7:12 PM

LIONS DAILY NEWS

XXXXXDAY / JUNE XX / 2014

FOCUS ON XXXXXXXXXXXXXXXXXXXX

III

LIONS2014 DAILYNEWS WWW.LIONSDAILYNEWS.COM - PUBLISHED BY BOUTIQUE EDITIONS - SUNDAY/JUNE 15/2014

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Star names, Big Macs and Cosmic Quandries THE 61ST edition of Cannes Lions

International Festival Of Creativity has once again seen a record number of campaigns submitted to competition, with an all-timehigh total of 37,427 entries from a record 97 countries across the 17 awards categories. Overall entries are up close to 5% on last year. Cyber Lions is now the thirdlargest category at the Festival with +39% growth, which is attributed to the restructuring of the category to embrace Social, Branded Technology and Branded Games. PR Lions has also increased dramatically (+43%) as the category is

embraced by agencies around the world. Other categories that seen significant growth include Branded Content & Entertainment, now in its third year (+22%), Design (+11%), Mobile (+12%) and Promo & Activation (+9%). Special honours go to veteran director Joe Pytka, this year’s recipient of the Lion Of St Mark; HBO’s Richard Plepler who is Media Person Of The Year; McDonald’s, which has been named Advertiser Of The Year; and Bono, the activist lead singer of Irish rock band U2, who receives the first-ever Cannes LionHeart Award for pioneering

(RED), a creative fusion of branding, activism and philanthropy that has generated more than $250m for the fight against AIDS in Africa. The Festival also boasts an A-list cast of speakers throughout the week. Bono will join Jonathan Ive, Apple’s senior vice-president of design, in a discussion moderated by VICE Media’s Shane Smith, and introduced by Anne Finucane, global strategy and marketing officer of (RED) partner, Bank of America. Bono and Ive will discuss the success of (RED) and its unique collaboration with global partners — including Apple, TURN TO P.6

CancerTweets is Good choice THE WINNER of the Cannes Lions

International Festival Of Creativity’s 2014 Grand Prix For Good is ‘CancerTweets’, a not-for-profit campaign created by Leo Burnett Bogota for The League Against Cancer. ‘CancerTweets’ was selected by a jury of seven, including Kathy Calvin, president and CEO of United Nations Foundation, an organisation that partners Cannes Lions on the prestigious award that honours work with INSIDE BOX

a charitable or public-service message. Explaining why ‘CancerTweets’ was selected, Calvin said: “This was a very creative campaign that tackled the silent nature of cancer by helping people realise that the best way to prevent the disease is to stop ignoring its symptoms. Although it was a low-budget campaign that only used Twitter, it introduced this globally important health issue to millions of people around the

world.” This year’s Grand Prix For Good was selected from campaigns that had been awarded a Gold Lion in either the Health & Wellness Awards category or the Pharma Awards category. These are new categories that were introduced this year as a central element of the inaugural Lions Health festival. The Health & Wellness category received 906 entries from 48 countries — a remarkable achievement for its TURN TO P.6

OST consumers will not M be aware of how product design — the new awards category for the Cannes Lions International Festival Of Creativity 2014 — has revolutionised lifestyle and communication brands, says jury president Dong-hoon Chang. As executive vice-president of Samsung Electronics, he is responsible for the design strategy for Samsung’s Galaxy S smartphones and Galaxy Tablets, currently the world’s best-selling mobile devices. Strategy Analytics estimates that Samsung has the biggest market share — 31% — for smartphones in terms of global shipment, followed by Apple iPhones at 15%. The two brands have given consumers and business executives a friendly means to access and harness computers and the internet via compact, pocketsized gadgets — something that was unimaginable less than a decade ago. The mobile-device touchscreen’s rippling effect and the ability to zoom text by pinching the screen are the result of understanding why product design matters. Now Cannes Lion is acknowledging the skills required to add product design to a brand’s success. “As designers, having such influence on and intimate access to people’s lives is a privilege and responsibility,” Chang said. “Designers must TURN TO P.6 strive to create

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15/06/2014 20:29

LIONS DAILY NEWS

MONDAY / JUNE 16 / 2014

FOCUS ON FINLAND

DON’T GO TO FINLAND FOR FUSS, FRILLS AND COCKTAILS, VILLE BLÅFELD AND EKA RUOLA ADVISE — STRONG, PURE AND FUNCTIONAL ARE THE FINNISH INDUSTRY’S WATCHWORDS

PURE CREATIVITY T

HE FINNISH classical

composer and cultural icon Jean Sibelius (1865-1957) once famously said: “Whereas most other modern composers are engaged in manufacturing cocktails of every hue and description, I offer the public pure cold water.” The quote embodies something essential in the Finnish cultural heritage and mentality. We are not a cocktail country. We are not the colourful ones; not the ones making a fuss about things. We are the ones actually making the things. Making them work. Finding what does the trick in the most efficient way — pure cold water, in many cases. As our media and marketing industries naturally grow from the same heritage, this love of simple, functional and effective ideas is a defining feature of Finnish marketing. Combined with our strong engineering heritage and matter-of-fact mind set, this means that even if the lay-out of a campaign is a bit rugged and produced on a little-league budget, the campaign structure and customer journey are world class in their efficiency and effectiveness. We know how to deliver results. Of course, it would be wrong to box Finland as a non-creative country. Yes, we have our engineers, but we also have a great gallery and history of creative minds in the fields of art, music, design and architecture. And when you look at today’s Finnish media landscape, it would be tempting to add marketing communication to the list. There’s clearly something good cooking. Or, to add some colour to the cocktail, the Finnish marketing communication field is about to flourish. Of course, in Finland as around Europe, times remain tough. But light can be seen at the end of the tunnel — and at the end of the purchase funnel as well. For example, there has been a significant shift in the value of integrated campaigns. This value can be seen in three areas: creativity, bang for bucks, and the use of technology and digital. Because of all this, Finland is becoming a forerunner in advertising efficiency. In Finland, ad spend per capita is significantly lower than, for example, in

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LEFT: EKA RUOLA IS CEO AND CHIEF CREATIVE OFFICER OF HASAN & PARTNERS RIGHT: VILLE BLÅFIELD IS A JOURNALIST AND CO-FOUNDER OF RÄTY-SALOVAARABLÅFIELD

Sweden. Also, marketing as a function is not significantly represented on the management boards of large companies. Traditionally, marketing has been seen as a service function, but not as a strategic instrument for bringing success to a company. Things are improving. However, in the recent years, the global transformation of media and advertising has hit the market in Finland, just like everywhere else. Yes, the industry is suffering — but at the same time, it is re-inventing itself. It is constantly developing and perhaps now more than ever creating something new. Another characteristic about the Finns is that we seem to function well under pressure and during hard times. We obviously enjoy the challenge. The latest trend within the industry has been for traditional agencies and digital agencies to join forces. As the world becomes more and more integrated, so Finnish agencies are starting to update themselves and increase their digital offer. Examples include Dynamo and SON Helsinki (Dynamo & SON), Bob Helsinki and Robot (Bob the Robot), King and Valve (Valve King) and hasan & partners, which has acquired a majority stake in the world-famous Swedish digital agency Perfect Fools. Finland has not traditionally been a big winner at the Lions or Eurobest, whereas our neighbour Sweden is a superpower — especially in digital. However, in Cannes last year, TBWA\Helsinki brought home

multiple Lions with their ‘Window Shopping’ campaign for Adidas. The same thing happened at Eurobest. hasan & partners, SEK & Grey and DDB Helsinki have also been successful — hasan with campaigns for the Kiasma Museum of Contemporary Art and World Design Capital Helsinki; SEK & Grey for promoting Lapland; and DDB Helsinki for McDonald’s. Helsinki playing host to Eurobest this December may well be the catalyst for great things in terms of marketing communication in this small but tough northern country. We are thrilled that this prestigious creative award show has found its way to our neck of the woods. Helsinki will be ready to show its best sides. The venue is the historical Finlandia Hall, created by the legendary architect Alvar Aalto, located close to the heart of the city. Before you arrive at Eurobest, winter will already have arrived in Finland. But we will make sure your stay is a warm one. We think you’ll be surprised to see how a European city, quite probably covered in snow, can create an event to write home about. What we can say for sure is that you’ll find loads of friendly people in Helsinki, who may not talk that much, but who are honest and know how to throw a great party. People who will be happy to show you work that you won’t have seen before, based on insights that are surprisingly acute. And people who will be truly happy that you came to their city.

6/15/14 7:11 PM

FILM LIONS / SCREENING SCHEDULE THIS SCHEDULE IS SUBJECT TO CHANGE.

SUNDAY 15 AUDI K

MONDAY 16 09.00 - 20.00

AUDI K

09.00 - 20.00

FRIDAY 20

A07

Toiletries, Cosmetics & Beauty

09:00 - 09:30

A05

Household

09:00 - 09:30

AUDI K

A11

Cars

09:30 - 12:10

A10

Miscellaneous

09:30 - 09:40

FILM LIONS SHORTLIST

A13

Home Electronics & Audio-Visual

12:10 - 13:10

A14

Retail Stores

09:40 - 11:45

A20

Business Equipment & Services

13:10 -13:30

A07

Toiletries, Cosmetics & Beauty

11:45 - 12:12

A22

Corporate Image

13:30 - 15:30

A16

Travel, Transport & Tourism

12:15 - 13:05

A18

Publications & Media

15:30 - 17:15

A01

Savoury Foods

13:05 - 13:50

A24

Public Awareness Messages

17:15 - 19:15

A04

Non-Alcoholic Drinks

13:50 - 15:10

A23

Public Health & Safety

19:15 - 20:00

A15

Restaurants & Fast Food Outlets

15:10 - 15:50

A02

Sweet Foods & Snacks

15:50 - 17:15

A18

Publications & Media

17:15 - 19:00

A13

Home Electronics & Audio-Visual

19:00 - 20:00

AUDI J FILM LIONS SHORTLIST

ESTEREL

09.00 - 20.00

09.00 - 20.00 TBC

09.00 - 20.00

FILM LIONS SHORTLIST

DEBUSSEY

09.00 - 20.00

FILM LIONS SHORTLIST

TUESDAY 17 AUDI K

09.00 - 20.00

AUDI J

A06

Home Appliances & Furnishings

09:00 - 09:25

A08

Pharmacy

09:00 - 09:30

A04

Non-Alcoholic Drinks

09:25 - 10:50

A03

Alcoholic Drinks

09:30 - 11:10

AUDI K

A01

Savoury Foods

10:50 - 11:30

A09

Clothing, Footwear & Accessories

11:10 - 11:45

A10

Miscellaneous

11:30 - 11:45

A12

Other Vehicles, Auto Products & Services

11:45 - 12:10

FILM LIONS SHORTLIST

A08

Pharmacy

11:45 - 12:15

A05

Household

12:10 - 12:35

AUDI J

A17

Entertainment & Leisure

12:15 - 13:45

A25

Fundraising, Donations & Appeals

12:35 - 13:55

A19

Banking, Investment & Insurance

13:45 - 16:00

A21

Commercial Public Services

13:55 - 16:25

FILM LIONS B INTERNET FILMS & OTHER SCREENS SHORTLIST

A16

Travel, Transport & Tourism

16:00 - 16:50

A15

Restaurants & Fast Food Outlets

16:25 - 17:05

A11

Cars

16:50 - 19:30

A24

Public Awareness Messages

17:05 - 19:05

A12

Other Vehicles, Auto Products & Services

19:30 - 20:00

A23

Public Health & Safety

19:05 - 20:00

09.00 - 20.00

SATURDAY 21

ESTEREL

09.00 - 20.00

FILM LIONS SHORTLIST

WEDNESDAY 18 AUDI K

09.00 - 20.00

AUDI J

A02

Sweet Foods & Snacks

09:00 - 10:25

A12

Other Vehicles, Auto Products & Services

09:00 - 09:25

A23

Public Health & Safety

10:25 - 11:20

A15

Restaurants & Fast Food Outlets

09:25 - 10:05

A07

Toiletries, Cosmetics & Beauty

11:20 - 11:50

A01

Savoury Foods

10:05 - 10:50

A24

Public Awareness Messages

11:50 - 13:50

A18

Publications & Media

10:50 - 12:30

A25

Fundraising, Donations & Appeals

13:50 - 15:10

A13

Home Electronics & Audio-Visual

12:30 - 13:30

A22

Corporate Image

15:10 - 17:10

A16

Travel, Transport & Tourism

13:30 - 14:25

A06

Home Appliances & Furnishings

17:10 - 17:40

A11

Cars

14:25 - 17:05

A09

Clothing, Footwear & Accessories

17:40 - 18:15

A17

Entertainment & Leisure

17:05 - 18:35

A07

Toiletries, Cosmetics & Beauty

18:15 - 18:45

A03

Alcoholic Drinks

18:35 - 20:00

A08

Pharmacy

18:45 - 19:15

A05

Household

19:15 - 19:40

A20

Business Equipment & Services

19:40 - 20:00

09.00 - 20.00

THURSDAY 19 AUDI K

09.00 - 20.00

AUDI J

09.00 - 20.00

A25

Fundraising, Donations & Appeals

09:00 - 10:20

A01

Savoury Foods

09:00 - 09:40

A21

Commercial Public Services

10:20 - 12:45

A14

Retail Stores

09:40 - 11:45

A04

Non-Alcoholic Drinks

12:45 - 14:10

A04

Non-Alcoholic Drinks

11:45 - 13:10

A17

Entertainment & Leisure

14:10 - 15:40

A02

Sweet Foods & Snacks

13:10 - 14:30

A19

Banking, Investment & Insurance

15:40 - 17:50

A09

Clothing, Footwear & Accessories

14:30 - 15:10

A03

Alcoholic Drinks

17:50 - 19:30

A23

Public Health & Safety

15:10 - 16:05

A05

Household

19:30 - 20:00

A21

Commercial Public Services

16:05 - 18:30

A10

Miscellaneous

18:30 - 18:45

A25

Fundraising, Donations & Appeals

18:45 - 20:00

ESTEREL

09.00 - 20.00

A03

Alcoholic Drinks

09:00 - 10:40

A11

Cars

10:40 - 13:15

A21

Commercial Public Services

13:15 - 15:45

A08

Pharmacy

15:45 - 16:15

A12

Other Vehicles, Auto Products & Services

16:15 - 16:40

A15

Restaurants & Fast Food Outlets

16:40 - 17:20

A06

Home Appliances & Furnishings

17:20 - 17:45

A20

Business Equipment & Services

17:45 - 18:10

A18

Publications & Media

18:10 - 20:00

*Entries from the ‘B. Internet Film’ and ‘C. Other Film Content’ sections will be available throughout the Festival in the Screening Lounge on Level -1

Screenings-BAT.indd 1

6/15/14 3:56 PM

FILM CRAFT LIONS / SCREENING SCHEDULE THIS SCHEDULE IS SUBJECT TO CHANGE.

TUESDAY 17

WEDNESDAY 18

AUDI B

09.00 - 20.00

AUDI B

09.00 - 20.00

A04

Cinematography

09:00 - 14:40

A11

Casting

09:00 - 14:45

A06

Script

14:40 - 20:00

A09

Visual Effects

14:45 - 17:40

A08

Sound Design

17:40 - 20:00

THURSDAY 19

FRIDAY 20 AUDI B FILM CRAFT LIONS SHORTLIST

TBC

SATURDAY 21

09.00 - 20.00

AUDI B

A07

Use of Music

09:00 -15:20

FILM LIONS SHORTLIST

A01

Art Direction/Production Design

15:20 - 20:00

AUDI B

09.00 - 20.00

09.00 - 20.00 TBC

TITANIUM & INTEGRATED LIONS / SCREENING SCHEDULE THIS SCHEDULE IS SUBJECT TO CHANGE.

TUESDAY 17

THURSDAY 19

AUDI C

09.00 - 20.00

AUDI C

09.00 - 20.00

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