linkbizkits

http://www.campaignbrief.com/2008/06/12/CANNES-Here%20we%20go.html

Ok, that’s is for now. I’m having a glass of rosé with André on the pool terrasse, getting ready for the big show tonight. I’m so hungry… could eat a whole lion Counting on this 13th post to help us out a bit.

Wildfire ideas that spread and sale. Another conference, but this one was interesting. Roome was full (over 1000-1500 persons). A guy from Leo Burnett and another one from Contagious presented brands and apps that are changing the way we sale brands. Brands that believe not only on ROI (return on investment), but also in ROI2(return on interest). They’ve started their presentation by showing an old pizza-pizza promo spot (2 for 1 on Tuesdays). Then, the’ve showned a second spot, this one totally fucked up. Filmé à la YouTube, there’s this girl coming out of the home, her eyes blinded. Dad just bought her a nice red convertible. Then they start to sing her happy birthday, and when she removed the handkershief in front of her eyes, she see the car. And she starts swearing, cause it’s not the one she had expected. This vid was seen millions of time on youTube. Then, they’re was this second spot on youTube wherer the same girl does an à-la-lonelygil15 testimonial, telling the people that she is not the brat she seems to be. Dad has finally bought her a second car, the one she wanted, and she says that she will sale the first one on e-Bay for 9.99$ only. Turns out this gig is a big pizza-pizza promo. Let’s talk about evolution here! The brat became that popular that she even has her own Wikipedia page - look for Mackenzie Heatsu – or something like that – which makes me wonder how they did it ,since we were not allowed to do it for Goose.

Here’s a bunch of brands that they’ve put in their Wildfire list : iPone, Gaia (social network site), wii, Joost, PRET (sandwich shop in U.K.), Jetblue, innocent (smoothies) and nike +. Speaking about combo brands, they’ve illustrated a British Airways/Google activity, a Samsung/benefit activity (you could buy a girl kit that include a pink cellular and a bunch of makeup products.

They’ve also forecasted the upcoming 2008 Wildfire brands : blyk (social networking site), Stikfas (toys), lifecake (another social network site), Interface Flor (missed what they are – there was this cute Brazilian who passes in front of me) and Microsoft’s SeeDragon.

Saw this OMD conference this afternoon. Titled “Voice of the Digital Nation”. They’ve gattered a bunch of top execs from different digital companies like google, yahoo and joost. Nothing more to say. Boring, boring, boring… A big plug.

Titanium. Yesterday, I’ve watch a couple of hours of titaniums. Nothing that interested, except for the Jetblue megaphone. They’ve built this enormous mobile booth they’ve toured on the Top 10 US cities. Inside, people are being filmed on a blue background while they do a testimonial about the company. Afterward, they take the footage and they give it to numerous artist who illustrate the testimonials. Really nice, each spot has its own personnality. Sofar, they’ve made 116 tvs, dozen and dozen of youtube clips, 2 cinema ad, and so one. And of course, a website. Really well done, nice way to let people who likes you say good things about you.

Sol City. Just saw this cool website from the mexican brewer. Mind you, I’ve seen it described on a print. But hey, it’s Cannes. And Cannes is still a print & tv gig. So, here how Sol City works. Remember these stupide mexican doodle quizz : what represent this circle with a line on each side? A top shop view of a Mexican riding a bike? Well, Sol City is full of these consumer-generated mexican doodles. And they moove. And you can mouse over to see who made it. And of course, it’s full of mini-games and promotions. Simple idea, truly 2.0, and truly effective.

Interactive. Incredible, you can’t see actual interactive pieces at Cannes this year! You got a bunch of Mac screens to go trought different categories. Print’s there (although it is pinned on walls too), radio is, and so is media and direct… but for the Cyberlions, the only thing you see is the name of the piece, the name of the agency, client, and sometime credits… That doesn’t make sense. I still hope that I will find it somewhere. Maybe it’s just me, but I’ve asked the staff on many occasions, and nobody knew… Anyway, here’s a pic I took of a banner that was pinned on the walls, since it was submitted in the Media category. In this little banner, you can see a real size whale. The image behind is something like 16 meters by 5 meters. On your mark, get set, scroll!

Tonite’s the Overture party. Don’t want to piss you off, but this will happen right on the beach. Beer, girls, lighting show and DJ… boring, hey? Speaking about a DJ, at lunch’ I’ve met this Brit who will Djed MicoSoft private party, tomorrow night. Told me he will try to get me some tickets. Who knows, maybe I’ll have a beer with Bill.

Tuesday. No conferences for me today. Spent my time moving from room to room to look at different film categories. Incredible the amount of shit that agencies will present. You look at that and you ask yourself “how can they believe that these piece of craps can make it up to the big Audi”??? My guess is that it is their only way to at least see it once in a Cannes Lions room. Hope nobody tells them that when people are whistling, it’s because it’s bad, not the opposite

Third presentation of the day was on Microsoft “cool” ideas to better reach consumers on their properties. Not boring, but really close to it. Speakers were alternatelly reading their stuff, it sounded like these pompous speeches we get at the beginning of the Olympics. I left in the middle of it, and ran in the closest room to see some films. Thank god, the first one was funny. It’s sooooo good to laugh when you are bored

Creating Time.

On Monday pm, Nigel Morris from Isobar gave a conference talking about the Ad Avoiders. Pretty much the same guy than the Uploader. He was highlighting the importance on moving from an Awareness perspective to an Engagement perspective. Pretty much redundant from the previous presentation. Less interesting too. Anyways, here are his 5 rules to better reach these Ad Avoiders

#1 Don’t be a MOS (marketer over shoulder), a reference on
the sms abrev POS (parent over shoulder).

#2 Don’t expect something for nothing

#3 Do be a welcome surprise

#4 Whatever you say, say it well

#5 Do let go.