DR4WARD

Reinventing the Art of Story Telling - Cannes Lions

Day 5

Tatil Design (Workshop)
The first workshop I attended today was hosted by Frederico Gelli of Tatil Design. The workshop was titled "Designing Naturally." The workshop focused on one of the fastest growing trends this decade, being environmentally aware. Gelli spoke of the influence the environment has had on the projects Tatil takes on. One of the more important taken from the workshop was that "...Nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial [sic] impact." Tatil focused it's projects on creating  products that gave consumers a positive outlook on the future, such as products that were eco-friendly. In order to create these products, Tatil evaluated them on a variety of different levels (Optimum, Cycles, and Interdependence) to create the perfect solution for their clients.  They [Tatil] understand that optimizing the environment develops a strong relationship between consumers and clients that want to do good and reduce their carbon footprint.

Crispin Porter + Bogusky (Seminar)
The first seminar I attended today was hosted by Chuck Porter and Joe Pytka of Crispin Porter+Bogusky and Ajaz Ahmed of AQKA. The seminar was titled "All That Really Matters Is The Power of The Story. If You Are Focused on Anything Else - You Are Wasting Your Time and Resources." The main idea of the presentation focused around the core philosophy that technology is NOT the powerhouse behind effective advertising campaigns, in reality, it is the story that drives the campaign. The purpose of communications is to tell a compelling story. Several ideas that drive stories have been - "Ordinary People Who Become Heroes Make Good Stories," "A Little Shock Value Makes a Good Story," and "Practical Jokes Make Good Stories." One specific example that was shown to the audience was a fan favorite during the 2007 Superbowl. Click here for the video. As Pytka went on to say, "There is no learning without emotion," just as there is no brand recognition without efficient communications. And to the dismay of marketers, "No focus group in the history of the world has ever written a good story," as Pytka stated. Although the digital age has increased the means of how we [Advertisers] deliver our messages, it is not only about going digital - it's about telling great stories that'll leave lasting impressions.

Until next time,

Cheers!

Irving Escobar

Cannes Lions 55th advertising Festival 6

Be sure to continue following me at During my experience at Fancy-jane.blogspot.com

The Cannes Lions International Advertising Festival, I had the privilege of listening to, and learning from, some of the best producers of advertising in the world. As they characterized themselves by stories of redemption, accolades, and innovation it became increasingly clear that these companies were not solely dependent on cash, or cleverness, but passion. These are the great businesses of our time and they are alive. Each technique or creative strategy was implemented to live another day. As life is to an individual, I am convinced that success is to every business - it cannot be formulated.

The most riveting experience I had at the festival was listening to the speakers on activism. They strived to connect with all walks of life, and do so freely and with such care. I am guilty of imagining marketing as a self-righteous, profit driven, sin machine. So these activist messages intrigue me. They are so closely related to the Christian message I hold so dearly. I believe we are meant to breakdown the ugly, corrupt, jaded, and unbelievable moments of our lives to find ourselves, and these people were helping others find themselves. Christianity and advertising alike try to hide these dilemmas in their attitudes, and in ignorance. These activists, however, have become martyrs for causes that I believe the Bible inspires. Among the chaos of sinfulness and injustice of organization they create an escape, reveal truth, and offer love as a peace offering.

The truth is always harder to believe, but we can learn to care. The most successful companies care about their consumers, just as activists do, and their consumers knows that they care by deliberate acknowledgements and involvement. This is where the novelties of interactive media come from. These ideas are important because it is activism of human life and just as the message of activism targets passion, the truth will always transcend the criticism of mankind.

Their greatness is obvious, but their notoriety, wealth, and achievements did not inspire me. It was their passion, the vibrancy of their words that made me wonder how their activism was related to me. I am amazed at how something as complicated as an individual’s passion could be explained through metaphors of business.

Links:

FoundationRawanda.org

TapProject.com

Unsubscribe-me.org

tapproject.org

From flowers to storytelling - Cannes Lions

Friday June 20, 2008 the morning was wonderful. With a short tweet before heading to the festival I was excited to get the day started. I attended a morning workshop- designing from nature_ or something like that. In this workshop I was exposed to a new way of designing by using nature as a source of inspiration and influence. The duel partnership of the presenters complemented their ideals- a female biologist and a designer, these two discussed their design backgrounds and link it to what they are trying to do now. By using nature as our teacher they feel that designers can learn alot about creating that projects their work with the world not against it. They used many examples of how insects pollunating flowers is a very smart and strategic method. As designers in a world that loves to waste I found their solutions to design probelms very functional, effective and helpful to the current waste problem.

After I stepped out to grab a quick bite to eat I attended the Unicef seminar and it was the most inspiring info session I have been too this whole festival.  Joining up with droga 5 the Tap project is one for the books. If you dont know about this project then you need to find out, it is the simpliest way for anyone to make a bigg impact in another persons life. By donating a dollar 40 children in a thrid world country will be able to drink clean water for one more day. One billion people in the world do not have clean drinking water,  1 in 5 children do not have access to drinking water and 80% of children die because of water related dieases. Tap is saving lifes. I want and need to be apart of companies and organizations that believe in projects like this.

Stephanie Hankins

Cannes Lions 55th Advertising Festival 5

Apple: Dialed Up Thinking

Trend 1: Technological Adoptions
There are over 300 million users of the Apple Brand.
As technology has advanced so has our technological acceptance.

Trend 2: Device Dependence
The consolidation of networks and services is the way of the present and future.

Trend 3: Media Consumption
Ex. Newspapers need to find a new delivery

Washington Post
http://washingtonpost.com
On Being

Trend 4: Generalization

                By 2010 only 1% of people will be a specialist

This philosophy is surrounded by the idea that having ultra well-rounded employees will lead to business success.

                UK Design Firm – RIPE specializes in generalization

Tools:

Http://webkit.org
Http://Frensic.org

Trend 5: Consumerization

                Through this agencies are widening standards of required media through.

It is obvious that consumers of today are becoming increasingly well versed in new technologies with greater acceptance. However the generation gap seems to be limiting to those born pre-1980; they are called Digital Immigrants. This is because they can keep up-to-date with new technology and even know how to use it, but there will still be a part of them that will never understand these technologies as do those born post-1980, or Digital Natives.

So, how do technological immigrants compensate for their inherited ignorance of technology?

They open their standards. This means more than just html and websites; opening standards is about infusing video, print, web, and mobile into every aspect of your advertising world. New agencies are being drawn to these young, diversified, and relevant because of their ability to deliver.

Links:

Http://nikeplus.com
Http://NikeFootball.com
Http://NikeSoccer.com
Http://JogaBonito.com

Go to Http://Fancy-Jane.blogspot.com to see my blog directly.

-Ashley Fantigrossi

Nature's Lesson on Design

Day 5, Friday and my last day here at the Cannes Advertising Festival. I started off the day with yet another great workshop. This workshop was called designing naturally and was presented by Frederico Gelli of Tatil Design.

"As design makes its debut in Cannes, this seminar takes advantage of the new ground to discuss the role of simple, clean, intelligent design in the industry. In this context, nature is the best place to find stimulation and perfect ideas for low impact solutions that maintain high sensorial impact. Why not observe how the atmosphere packages the earth, or how the rind of fruits protects their insides, in order to create more clever packaging solutions?"

This workshop was really interesting. Frederico discussed natures strategic design and how it must inspire projects in the future. As designers we have the ability to integrate design and nature. We need to start thinking like nature and create solutions out of the problems.

He discussed natures way of packaging. These are things that i had not thought of, like the way a woman's body packages a baby in the womb, the way a peel protects the fruit of an orange.

As designers we need to take the problems and develop solutions out of them.

Lessons from nature
• Optimum-conserve the most amount of energy.
• Cycles—everything that goes in must come out (waves)
• Interdependence (birds living on other animals)

Federico also showed photography by Peter Menzel
Peter photographed families with all their belongings outside of their houses. Americans, on average have 10,000 items in their homes.

a couple other artists were also discussed.
Justin Gignac , Justin sells garbage in air tight containers.
Brian Jungen , Brian creates art out of everday material, such as white plastic chairs.

The engineering of flowers was then brought up. I never had thought of how complex and important flowers were to our being. Architecture is now becoming heavily based on the principles of flowers. There structure and strength provide a great amount of information on how to build. Using shape, texture and color to ignite all senses and alluse the consumer. An example of this is the design of an apple store on fifth ave.

Attached our my notes from the day. Hope they are informative!!

Download cannes_friday.htm

also...please check out Tap Project

until next time...

Kayla

Roger Hatchuel Academy - Clive Challis Talk

Just to follow up with Clive's discussion yesterday, he introduce us to a "new" idea, and Helmut Krone, the first "modern" art director for VW, Avis, Polariod and Porsche.

The meaning of "new" doesn't mean who you are or what you have already.  You are doing stuff that is in the forefront of today's advertising.  That's not what "new" means at all.  That just means you are a club member or have some ownership to certain things.  You have joined up with the best of them and yours stuff looks like what is considered today to be really hot stuff. The new "NEW" is looking for something that your have never seen before.

The only quality Clive reallly has an appreciation for is newness.  To see something no  one has ever seen before. New is an inspiration that comes late at night, takes hundreds of hours working on an idea, and it means breaking the rules.  Newness is a new born idea that walks out of giant messes, and it's necessary if you want to do something creative. 

To Helmut Krone, "new" has two extreme heads and tails.  "New is when you have never seen before what you have just put on a piece of paper... when a thing is new all you know about it is that it is brand new.  It's not related to anything that you have seen before in your life.  And it's very hard to judge the value of it.  You distrust it and everybody distrusts it." At the other end, "What I have always liked to do is an existing look and give it a half twist, which makes it new - H. Krone

Since I have learned the new definition of "new", I am still trying to adopt the new perspective from Clive.  Which isn't easy, becuase it's not easy to give up what I had, and accept new ideas just in a seccond.

-Scott Liao

Cannes Lions 55th advertising Festival 4

Tatil Design: Designing Naturally

Presenters – Frederico Gelli

Briefly described beliefs:

Natures strategic design inspiring natural design.

Everything is effected by everything else.

Design vs. Nature

Packaging – a woman’s  womb, the skin of fruit, the earth’s atmosphere

When the problem becomes the solution:

The California Lotus

http://www.schubart.net/images/LotusFlower.jpeg

This flower thrives in swampy environments. The center capsule is filled with seeds, and when if falls off it hits the ground and the outer layer disintegrates – this is how the flower germinates. A couple years ago the swamps California Lotus’ were found in were flooded, so when the seedpod fell it would float on top of the water and rot. So the plant evolved, it evolved itself to full with air when it fell and float to the nearest beach.

The thing we can learn from this flower is how to work with nature, or a problem, to use the least amount of energy and maximize satisfaction.

Why does an increase in technology equal in increase in objects?

The average number of objects in the American homes is 10 times the amount it was 10 years ago.

Standard cycle of production:

Raw Materials > Manufacturing > Distribution > Usage > Upgrades

Result is planned obsolescence:

Many consume a little.

An advanced cycle of production:

Raw Materials

Upgrades   Manufacturing

Usage   Distribution

Result is efficiency:

Few consumers using many products.

Links:

http://www.happyplanetindex.org/map.htm

Facts:

99% of the materials we mine, manufacture, and process become trash within six months.

Euro RSCG Chicago: Ideas that inspire belief

http://www.canneslions.com/festival/workshop_detail.cfm?workshop_id=110

Goals:

Inspiring belief by creating mythology in brands

Imbue the same passion people have for God into brands.

Facts:

Belief is a part of the human brain, no other thing on earth has the capability to believe. Humans can also conceive to believe almost anything, but they must reason to believe in it.

Steps to belief:

1) Discovery – Finding out about the belief/product

a. Delivery of compelling rhetoric and a charismatic persona

2) Imprinting – Learning ides attached to a belief/product

a. Calls to action are an element to give power

3) Growth – Continued evolution of a given belief/product

a. Keeping customer happy by continuing a close relationship

Links:

http://www.happysoulindustry.com/

 

http://godsofadvertising.wordpress.com

Conclusion:
A lifetime of behaviors determines our beliefs.

Don't forget to check out http://fancy-jane.blogspot.com for related topics.

Ashley Fantigrossi

The Future of Marketing - Cannes Lions

Day 4

Disclaimer: Unfortunately, today's blog will be rather short due to misplaced notes. Sorry!

Getty Images (Seminar)

The first seminar I attended today was hosted by Moderator Lewis Blackwell of Getty Images. This presentation/forum discussion was titled "Advertising Activism! New Secrets for Going Beyond Propaganda." As mention in many of my previous blogs, the Advertising world is evoling rapidly with the emergence of new technologies. The way consumers are engaged with new media content, whether it be strictly visual or an interactive experience, has given Marketers and Advertisers newer and modern opportunities to engage. A key message taken from the seminar had been, "Advertisers must embrace and align all channels of communications (Both Online and Offline) with an audience whenever, whereever and however the ever-on individual desires." We must be able to work on various levels to create a unison approach to create not only a simple Ad campaign, but also a entertaining one as well.

Cows In Jackets (Workshop)

The first workshop I attended today was hosted by Daniela Kraustsack of Cows In Jackets. The workshop was titled "From Art to Urban Trends: Future Directions of Ambient Advertising." To understand the workshop completely, you must first understand what Ambient Advertising is. Like Guerilla advertising, Ambient advertising utilizes the world as a platform to create an interactive brand experience fused with entertainment. Major cities may very well represent the future of advertising through the interactivity being used to engage consumers. One example mentioned was a Installation with Phillips and the use of light. Phillips Energy utilized a national landmark to get their message of an efficient product. Ambient Advertising mixes these live experiences to reach target audiences in “hard to reach places” and keep the message fresh and clear in their minds on a day-to-day basis. The future of Advertising will rely, as Krautsack states, "...by new mixes of light, architecture, and [mass] media." These relevations will drive the way brands communicate and interact with their consumers daily. The following link showcases many of the different ways brands utlizing natural space to create an out of home experience. Ambient Advertising Media

Until next time,

Cheers!

Irving Escobar

Cannes Lions 55th advertising Festival 3

Today I went to a lecture on advertising activism and it inspired me so much. Here is a summary of what it was about:
Whether overturning governments or selling soap, the techniques of persuasion are similar. Effective communication must motivate people to do something. But new media, new visual landscapes, new moralities and new methods make for radically different challenges and opportunities. Discover how to ignite change from this revolutionary panel of advertising and cultural activists.

Inspired by this lecture I have written a blog post on Fancy-jane.blogspot.com analyzing the parallels between activist and discipleship.

The first segment of this blog entry will be focused on summarizing the seminar I attended on June 18, 2008. A future blog post for Fancy-Jane.blogspot.com,  The Boundaries of the Blur: The Digitization of Film and the ways in which it engaged me.

Advertising Activism: New Secrets For Going Beyond Propaganda

Presenters - Lewis Blackwell, Markus N. Beeko, Sam Roddick, Ted Royer, Tom Savigar, Jonathan Torgovnik

Briefly described beliefs:

Peoples’ inherent laziness inhibits their inherent goodness.

We all decide the world we live in – it’s up to us, it’s about empowerment.

What does advertising mean to activism?

Activism is a declaration of human rights and ordinary people making change; advertising has the ability to spread awareness, convey urgency, and remind us what we believe in.

Unsubscribe-me.org

Trend Research

Consumer: If you are inspiring me to do something, show me what you are doing.

Inline-  Blur of online and offline

Increased multi channel

Increased collaboration

Constant “.com”

Immersion- Engaging all parts of the consumer (No Logos)

Reciprocity- Giving back to future generations.

There is an increased difficulty in the publication of many activist movements. However, media outlets are more likely to support content if subject is link to a cause, content, and resources.

Links:

Mediastorm.org

FoundationRawanda.org

Pampers.com

Activism:

Have worked to create a program that gives school age children a cell phone; this cell phone is programmed to be an element of the learning process. With earned minutes for good grades and scheduling capabilities this cell phone is a revolutionary idea to get kids focus on the classroom.

TapProject.com

UNICEF’s largest fundraiser ever! Restaurants gave customers the option of buying tap water for 1 dollar, all across the world, to benefit those who do not have access to clean drinking water.

Wieden and Kennedy & Coca-Cola: Telling Tales

Summary: “Far, far away, nestled on the edge of an azure sea lies a city not so very different to this one. Deep in the hills of this city lives a clandestine group of people who tell tales for money. Writers by trade, they weave intoxicating stories that haunt our imaginations and are passed through our dreams over the years and across continents…”

In this talk John Norman (ECD W+K) and Ivan Wicksteed (Global CD, Coca-Cola) discuss the lost art of storytelling that led to the creation of 'Happiness Factory: The Movie'.

"What we're witnessing here is a seismic shift in our industry from short to long form storytelling," says Wicksteed. "Hollywood is simply better at it than we are – we have so much to learn from them."

'Telling Tales' discusses the change of perspective and new skill set required by the industry to face the challenges of competing in the YouTube world. "This isn't about learning how to write a film," adds Wicksteed. "It’s about learning how to create a story that will stand the test of time and that will taken up by our audience and re-told in many different places. At the end of the day it’s about engaging the depths of their imagination."

“So much of the Happiness Factory story had yet to be told” says Norman. “What you’re seeing today is just the tip of the iceberg.”

Content:

What makes a good story?

1. Timelessness

2. Revelation of character

3. Deeply immersive with multiple access point

4. Show truth

What should we care about story telling (as an industry)?

Branded entertainment is paid for – Storytelling is income generating

Branded entertainment drives awareness – Storytelling builds brand mythology

Branded entertainment is transient – Storytelling is timeless

Branded entertainment tends to be film centric – Storytelling is media neutral

Branded entertainment is one-to-many – Storytelling is peer-to-peer

Check it out

Cannes Lions 55th advertising Festival 2

The first segment of this blog entry will be focused on summarizing the seminar I attended on June 18, 2008. A future blog post for Fancy-Jane.blogspot.com,  The Boundaries of the Blur: The Digitization of Film and the ways in which it engaged me.

The Future of Marketing and Brand:     

Presenter - Jim Stengel, Global Marketing Officer for Proctor and Gamble

He briefly described his beliefs:

 

We have the potential and responsibility to make a larger impact than we are today; to life our goals and standards, to be more inspiring, and establish a higher ideal than simply transactions.

Proctor and Gamble positively impacts peoples’ lives.

    Thankyoutoouragenciesforhelpinguswinadvertiseroftheyear.com

 Beinggirl.com

 

In Jim’s opinion the top brand advertising and communications:

 Pampers - In P&G

 Apple – Outside P&G

Last Words: Creativity happens when you break compromise.

 

Sound Lounge:

Spoke about creating audio assets as a part of a complete brand experience. The sound generated in commercials, radio ads, websites, and even your companies waiting music are small pieces that contribute to the overall image created by your brand. Sound Lounge is a company that emphasizes the importance of this continuity within the brand.

Some Statistics:

People typically listen to music while…

 91% Long Travel

 82% To Boost Their Spirits

 74% When They Feel Sad

The problem with using these premade music messages is, they are written in a language of metaphors and to each consumer that song may mean a different thing (i.e. emotional connections)

The Powers of Music

Enhance Emotion

Influence Behavior

Trigger Memories

Pattern Recognition

The novelty of music is, it connects parts of your brain in way that no other thing can – it directly connects to emotional. However, the key is repetition; you will not reach the consumer if they are not aware of your product, so make the sounds of your brand frequent and consistent.

Recommendations:

Book – This is Your Brain On Music

 

The Boundaries of the Blur: The Digitization of Film

(Discourse on product awareness)

Channel Vs. Content, and their importance

For more from me visit ... Fancy-Jane.blogspot.com

-Ashley Fantigrossi (FancyJane)