Making smart creative work in a small county

1. WINNING CANNES LIONS
ON SMALL BUDGETS
Copenhagen

2. Introduction
Who we are and where we’re from
Simon Naver – Art Director
Caspar Bock – Copywriter
Copenhagen

3. We’re not experts!
Copenhagen

4. Rule #1
There’s no formula for winning awards
Copenhagen

5. Rule #2
Budgets matter but they don’t rule
Copenhagen

6. Rule #3
Every case is different
Copenhagen

7. Our approach to this seminar
Because there’s no recipe for creative success
Because every case is different
- We have decided to let our work speak for itself.
Copenhagen

8. Our approach to this seminar
Afterwards:
How to sell in good work
Some general learnings from Cannes
Copenhagen

9. McDonald’s Coinoffers
Business problem:
Connect with a younger audience
Copenhagen

10. McDonald’s Coinoffers
Idea:
Make a loyalty scheme that embraced the
media platforms used by kids and teenagers
Copenhagen

11. McDonald’s Coinoffers
How it really worked
Copenhagen

12. McDonald’s Coinoffers
2 Cannes Lions (integrated mobile, integrated media)
2 Gold Creative Circles
2 Silver Creative Circles
2 Danish internet Awards
Copenhagen

13. Krak – The Chase
Business problem:
Changing people’s search behaviour.
Getting the product sampled.
Copenhagen

14. Krak – The Chase
Idea:
Make it fun to search.
Copenhagen

15. Krak – The Chase
How it really worked
Copenhagen

16. Krak – The Chase
2 Silver Creative Circles
1 Danish internet Awards
Copenhagen

17. Volkswagen – The Polo Principle
Business problem:
Building a sustainable branding platform for the Polo.
Copenhagen

18. Volkswagen – The Polo Principle
Idea:
Find a way to demonstrate
Volkswagen’s brand ethos.
Copenhagen

19. Volkswagen – The Polo Principle
The process and results
Will be submitted in 2013.
Copenhagen

20. How to sell good creative work.
Prove that it’s a good strategy, not just a good idea.
Be pro-active, write your own briefs.
Copenhagen

21. How to sell good creative work.
Invest hours in the projects you believe in,
less in those you don’t. The 70-20-10 rule.
Pick your battles and be persistent
on the ideas you believe in.
Copenhagen

22. Cannes Learnings / Boosting your case
Present the basic idea in the first 10 seconds
Have a clear concept line / campaign name
Copenhagen

23. Cannes Learnings / Boosting your case
Make the strategy feel clever and relevant for the product
”The Big Idea” / Concept
Copenhagen

24. Cannes Learnings / Boosting your case
There are no limitations when it comes to category
The case movie is a campaign in itself
Copenhagen

25. Thinking beyond advertising
Product development
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26. Thinking beyond advertising
Business development
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27. Thinking beyond advertising
Earning models
Copenhagen

28. Thinking beyond advertising
”Goodvertising”
Copenhagen

29. Do awards even matter?
Copenhagen

30. Questions?
Copenhagen

31. Thanks
Copenhagen