DR4WARD

Living Naked and Eating Savory Foods! Cannes Lions

Hello everyone! just finished my second full day here at the Cannes Lions Advertising Festival. Once again, I had an amazing day filled with inspiration and learning. I will be talking about a few different things that really excited me today.

I started today off at the savory food commercials. These were very entertaining, I didnt want to leave early for my Masters Class! I find the tv advertisements to be one of my favorite parts of the festival because every country approaches their products in different ways. This can be very influential and bring new ideas to the American plate. Comedy in commercials is something that will never get old. they are attention grabbing and memorable. Some countries advertisements had a more serious approach to food advertisement. I am sure they were affective in the given culture, but were not something I could see being aired on television in the US.
Here are a few of the commercials I really enjoyed...
">hungryman
">fresh farms dove campaign mock

">kavli kaviar mix

">pot noodles
">robertsons spices

I went to a Masters Class in the morning, "Living Naked" by Paul Woolmington. I won't go into too much detail because Stephanie's blog covers it pretty well. It basically talked about listening to the consumers, they are the important part of advertising and marketing. "You should treat your consumer as a partner", "people don't trust advertising, they trust friends". advertising is moving more toward a consumer made approach.
These are some interesting things that we looked at during this workshop.
www.brandtags.net
www.cannestags.com
burger king whopper freakout

"Don't write an ad - start a conversation" complimented the living naked workshop. during this seminar, Nick Moore spoke about 5 major things that advertisers need to do to become more successful with their consumers.
1) actively listen...we hear what we want to hear, not what people are really saying. watch digital conversations, blogs, youtube videos. this helps you to clearly listen to your consumer.
2) join and lead conversation...dont write an ad, say the next interesting thing. join and continue your conversations.
3) become a topic of conversation...the only thing worse than being talked about is not being talked about at all. people trust people. tell stories! ">bud light video was shared.
4) let go of control!!!...creatives are control freaks and need to learn to let go more. clients can also become too controlling.
5) create many conversations. the more material you have the more consumers you can reach.

and finally, im going to briefly touch on the IGA workshop. In game advertising is becoming a huge market! it is said that advertising for in game marketing will reach $54 billion by 2011.
so why advertise so much in games?
-its a lean forward medium
-totally engaging
-everyone plays video games. (the average 18-35 year old male plays 12.5 hours a week)
-30% of gamers are female
-70% of gamers feel that real brands and products make fames more realistic.
-61% favor in game advertising.
">in game advertising

--Kayla

Bromance - Cannes Lions

Monday, at the Cannes Advertising festival I attended a screening of alcohol based advertising. Commercials from all over the world were shown and seem to be going in a similar direction...BROMANCE! before i used to see a lot of sex based advertising for alcohol. "drink this beer, and get these gorgeous women", "try our liquor and girls were swarm you". now im seeing a trend in making drinking about being with your friends. i feel as if this is a more powerful and realistic way to advertise alcohol. it doesn't give false hopes and helps to create a sense of friendship. here are some of the advertisements that were really memorable for me. enjoy!!

">carling beer ad

">hahn super dry beer
">Heineken Extra Cold

hope you enjoy them as much as i did!!

--Kayla