The changes that are happening in the advertising industry as reflected by the Cannes festival 2008.

1. CANNES 2008: FUSION AND CONFUSION
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2. The Change:
This year, the Cannes Jury had a harder time judging the work –
there was quite a deal of CONFUSION.
More cutting-edge work challenged existing classifications of
“Film”, “Press” and “Promo” – showing today‟s creativity is
increasingly derived from a FUSION of genres, screens and art
forms.
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3. 10 changesCannes is reflecting
about advertising in 2008
1. The arrival of Asia on the global stage
2. The advent of design
3. The fusion of form and function: branded utilities
4. The consumer culture is now on display
5. The battle between craft and science
6. The appeal of unadulterated creativity
7. The recognition of emerging screens
8. The making of branded fiction
9. The work beyond the line
10. The remaining advertising silos

4. 1. The arrival of Asia on the global stage
With the idea that “kids are color
blind”, a concept that transcends
frontiers and races, multi-cultural
Malaysia has won its first ever Gold
Film Lion for the Petronas
“Tan Han Ming is in love” TVC.
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5. 1. The arrival of Asia on the global stage
84 awards for Asian agencies overall.
23 awards for India including:
- India‟s 1 ever Grand Prix for Times of India
- 1 Integrated Lion and 4 gold Lions.
1st Gold Lion for China for an Adidas campaign
for the Beijing Olympics by TBWA.
Times of India's “Lead India” DM
campaign, dubbed a quot;unique talent
1st Gold Film Lion for Malaysia for the Petronas
searchquot;, aimed to find men and women
with the quot;vision and ability to empower
TVC.
India with the kind of political leadership
that is so conspicuous by its absencequot;.
www.bates141.com

6. 2. The advent of design
2008 was the 1st year for the Design Lions.
The Design Lions focused on compelling design (over beautiful art direction) to
recognize the importance of design in communicating a message meaningfully
and enable designers to compare work in the wider communication context.
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7. 2. The advent of design
“Today, it is clear that courage and
Unlike the existing D&AD Awards that reward graphic
creativity are the primary assets of
design, product design, environmental design,
brands and communication companies,
packaging design and book design, The Design Lions
and that design sits at the heart of this.
include only packaging, environmental design and
Design awards are about recognizing
what is meaningful to people.” brand identity.
Mark Tutssel, CCO of Leo Burnett
and President of the Titanium &
Integrated jury at Cannes.
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8. 3. Branded utilities:
a fusion of form and function
Good work today is not only entertaining but hard to
define and put in a category. Just like modern food,
modern advertising is all about the fusion of
separate elements combined together in a
surprisingly simple result that pushes the
boundaries of branding and storytelling.
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9. 3. Branded utilities:
a fusion of form and function
“What is noticeable is the site lack of a
conventional 30 sec commercial. This is viral
branded utility, this is the future.”
Matias Palm-Jensen, Titanium Cannes
Juror, Creative President at Farfar.
“Every day we are challenged to give
Titanium Grand Prix “Uniclock” is a website and a widget that shows the entire consumers something of even greater value.
Our creativity needs to become more
retailer fashion by fusing together its catalogue with music, dance and video.
substantive and meaningful for people.”
The experience created was truly portable from one screen to another, available
on mobile, the internet, on a desktop widget or even as a screensaver.
Mark Tutssel, CCO of Leo Burnett and
President of the Titanium jury at Cannes.

10. 4. The consumer culture is now on display
New forms of advertising
feel more like real life than
marketing. The “Whopper
Freak-out” uses a traditional
qualitative research
technique and a candid
camera approach to get
focus group like responses
to prove that depriving
people from the Whopper is
much more than getting rid
of a hamburger; it is
throwing away a part of
American popular culture.
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11. “This is really a social experiment, that's the new ground
we're breaking, Using a social experiment as marketing.
There's no fake dialogue, no fake customers.”
Rob Reilly, CP+B Executive Creative Director
=
The “Whopper Freak-out” contributed to an 8
minute viral film full of brand evangelism and 1
million visits to the microsite with an average
logged time of 8:33. Online, there was no
To promote Microsoft Vista, CP+B used a
trick, no game; no interactive component, yet
similar approach to “Whopper Freak-out”, they
CP+B won the 2008 Gold Cyber Lions for the
asked people to judge Vista without telling them
campaign effectiveness.
they were actually testing the operating system.

12. 5. The battle between craft and science
Technology, which at one point looked poised to thwart
advertising, is now seen as a key facilitator of creativity
and great storytelling.
“Even in the best digital and „new media‟ work, ideas and not
technology, are at the centre. Technology only provides the backbone
for execution. What wins is the human interaction with the brand.”
ShubashKamath, CEO Bates141 India
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13. 5. The battle between craft and science
The Advertising Craftsmen The Advertising Scientists
The creation of new award categories Google uses algorithm planning to match
reflects the changes of the advertising advertisers and customers online and
industry, notably use of technology for determine which ads are seen based on
storytelling. customer behavior.
But while Cannes Lions have gone While advertising can appear ultra-scientific
„Cyber‟ and „Titanium‟, the focus in this model, Google ads are about
remains on craft and big ideas to responding to an existing search and do
generate demand. not yet enable to generate demand.

14. 6. The appeal of
unadulterated creativity
Energizer lithium batteries work by DDB
South Africa won the 2008 Press Grand Prix
Does this really deserve a Lion? 14

15. 6. The appeal of unadulterated creativity
“Gorilla is a a
courageous piece of
work. It defies the
conventions of
confectionery
advertising and
challenges all
assumptions to says
that chocolate is all
about pleasure.”
Craig Davis, Cannes jury
president & JWT CCO.
The successes of Cadbury “Gorilla”, the wordless TVC with no product
shot, demonstrate that seemingly random ideas and outburst of branded
joy can lead to great executions and business success.
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16. 6. The appeal of unadulterated creativity
Skittles “Touch”
“This is the best time for pure creativity in our industry,
ever. More than ever, clients need smart, holistic solutions
and most are ready to look at virtually anything that will lead
to success. A complete flip from maybe two years ago.
There's a big appetite for experimenting and taking quot;risks.”
Nancy Vonk, Co-Chief Creative Officer, O&M, Toronto

17. 6. The appeal of unadulterated creativity
“Increased interest is another indication A few pointers demonstrate the renewed
that agencies and clients across the
commitment of the marketing and advertising world
world are embracing showcase
to creativity:
creativity and wishing to showcase
their work at a global level. Clients are
going there to get closer to their • P&G was crowned advertiser of the year.
agencies and show their commitment
• 4 times more clients attended Cannes in 2008 vs. 2004
to creativity”
• 10% more entries in 2008 vs. 2007.
• 2008 was the 5th year in a row of record entries
Cannes Festival CEO
Philip Thomas
“People are trying hard to make great things and clients are feeling
the pressure now too. So maybe it is the perfect time to be in
advertising. Uncertainty will hopefully result in more innovation.”
Rob Reilly, co-ECD, Crispin Porter + Bogusky

18. 7. The recognition of
7. The recognition of emerging screens
emerging screens
Last year, Dove “Evolution” won the Film Grand Prix
– a testament to the growing influence of YouTube
culture. This year, 90-second quot;Gorilla” playing across
TVC and YouTube channels, and Halo 3 „Believe‟
web series both won a Film Grand Prix – emerging
screens are now king. Earned media is becoming
more important than paid media.
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19. 7. The recognition of emerging screens
2 major changes in the Film section in 2008:
1. The addition of new categories for films
created for other screens than TV and
cinemai.e. Internet Film, Mobile Film,
Interactive film, Integrated Film and Other
Screens.
2. The 1st tie ever ending up with 2 Grand Prix :
1 for broadcast TV (Cadbury Gorilla), 1 for
Internet film (Halo 3 web series).
“While quot;Gorillaquot; is a single 90-second
execution, quot;Believequot; is a different animal: several spots
From TVC to YouTube hit: Wonderbra “2 cups
and longer-form video content for the Web. The fact of joy” cleverly spoofed Cadbury's “1 ½ cup of
that is acknowledging both kinds of work for the first joy” and surfed the “Gorilla” phenomenon.
time is an important signal for the industry.”
Craig Davis, Cannes jury president & JWT CCO.

20. 8. Beyond the line
HBO‟s “Voyeur” weaved together 11 different The campaign success at Cannes is defined by its
elements, from TV to print, and from a cumulative effect in drawing people from one
massive outdoor projection onto the side of a medium to another. quot;Voyeurquot; has amassed
building to reveal an interior rife with dramatic awards in multiple mediums: Grand Prix in the
action that prompted viewers to visit the Outdoor and Promo categories, 2 Golds in
campaign video-rich website. Film, Gold in Design and Bronze in Media.
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21. 8. Beyond the line: the only line
that matters is the bottom line.
Increasingly ATL agencies are utilizing DM techniques
and vice-versa. Emotional communications are now
loaded with a response purpose.
From checking off media boxes a la „360‟ the challenge is
now to create portable experiences from one media to
another.
Modern technology enables “transmedia storytelling” i.e.
the capacity to reveal stories in phases by driving people
back and forth between the online and the offline world
through alternate reality experiences, webisodes,
mobisodes, interactive TV, digital POS and billboards,
etc…
“The old categories are irrelevant. There is still a
line, but it isn‟t horizontal. There is no longer an
above or below. The line is vertical. It runs through
Great ideas transcend media structures and the creative
everything, and the very best work does just that.”
Patrick Collister (check position) challenge today is to move beyond traditional media
and beyond the line to harness what modern
technology has to offer.

22. 9. Branded
Fiction
Halo 3 “Believe” is a work of fiction that
competes with the likes of “Star Wars” because
it totally captures your imagination.
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23. 9. Branded Fiction
“Halo 3 work was driven by an imaginative, immersive narrative.With so many
entertainment options now, if you're not giving people something
beautiful, thought-provoking, funny or inspiring you will not be seen or heard
or felt. That's true from how and where you deliver the message to the
content of the message itself. Creativity is the only thing you've got if you
want to reach anyone and have them be happy you did.”
John Patroulis, CD at McCann T.A.G. Halo 3 agency.
With no game footage, starring either
plastic figures or old men in its several
films, using classical music as its
soundtrack and almost never showing
Master Chief, the hero character the
game is based on, quot;Believequot; is a
different way to look at promoting
video games.

24. 10. The remaining advertising silos
WORK CLASSIFICATION
It’s becoming hard to categorize good work
according to existing classifications but
everyone knows when one sees good work:
good work transcends its medium.
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25. 10. The remaining advertising silos
Media-Centric
Remaining categories like “Press”, “Radio” or
“Promo” show that creative work is still pretty
much judged in context of media platforms.
The emergence of new screens and
technologies (widgets, social networking
applications) show these kinds of “The awards are not keeping pace with the infinite ways in
classifications are already obsolete. which brands reach customers in today's fractured media
landscape. Rather than honor holistic systems built for
brands to reach consumers in many places, Lions are given
to objects created within those systems.”
Brian Morrissey, Adweek
“It‟s getting harder to break things into silos, I‟d like to see
more things like the Titanium. None of us sit here and say
we‟re going to launch a new initiative with a great print idea.”
Jim Stengel, CMO P&G

26. 10. The remaining advertising illusions
Going Digital
Just like ticking media boxes never made an idea
„360‟, creating a „microsite‟ doesn‟t make an offline
campaign more „digital‟ or more engaging.
“It's pretty disheartening to see that a lot of what's being
considered integrated is still a couple of hero TV spots with a
“I think we have a long way to go before
bit of tacked-on interactive.”
we're really using technology in marketing.
Iain Tait, founder/creative planner, Poke, London
We're still only judging the things that
resemble traditional ads in their format—
microsite, ad-ons to TV campaigns. I'm
excited for the day when we see digital
work that doesn't fit the quot;campaignquot;
structure but really markets to a brand's
audience in a new way.”
Colleen Decourcy, Chief Digital
Officer, TBWA Worldwide

27. Using Cannes to look at
things differently
“I think there is a wave of quot;counter-agenciesquot;
trying not to do what clients want, but what
people, public, can feel
relevant, interesting, refreshing and
especially, valuable.”
Carlos Bayala,
“Most of the winners broke a few Founding Partner Madre, Buenos Aires
rules. They illustrate a different way of
tackling a communication obstacle
using new uncharted methods of
thinking. Hopefully they represent new
milestones in our industry.”
Paul Collins, CD,
AkestamHolst, Sweden
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28. Using Cannes for Change
• From media planning to media mixing
– This year, a great variety of campaigns were using a more
alternative approach to media planning paving the way for more
media mixing.
• From 360 to 1 degree
– Big ideas and consistency certainly are valuable in the long run
but sometimes great ideas are short bursts of magic that can‟t be
repeated. A concept does not have to be present in every possible
media, sometimes it is stronger when it goes „one degree‟ and is
tailored to a specific audience and its favorite mode of expression.
• From positioning to position
– Great work came from more courageous ideas that were less
about a brand or product positioning than taking a position on an
issue – be it playful or serious.
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29. Eager to continue the conversation?
Contact Guillaume Pagnoux
Regional Strategic Planner, SEA
Bates 141 Group
Thank You!
E-mail: guillaume.pagnoux@bates141.com
Telephone: +65-6393 5209
Mobile: +65-8161 7429
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