Monthly Archives: June 2013

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What if beauty was entirely on the inside?

The killer film of the day is “The Beauty Inside”, a star-studded 6 episode series, that took home 3 Grand Prix at the 2013 Cannes Lions (in the category of Branded Content, Cyber (alongside Oreo), and film (alongside “Dumb Ways to Die” for the Australian metro). Created by Intel and Toshiba (who had already launched The Inside experience in 2011) the “Beauty Inside” series was directed by Drake Doremus starring Topher Grace and Mary-Elizabeth Winstead, alongside some lucky Facebook contest winners.  The series tells the story of Alex, a young antiques dealer who lives in LA, and who wakes up every morning in the skin of a different person.  Each time his alarm goes off, he finds himself in a foreign body, even though he is the same man on the inside.  A complicated life to begin with, that is made only more complicated by his love of the beautiful Leah. I won’t give anymore spoilers because every episode is worth watching, and reminds us that as St-Exupéry said “the essential is invisible to the eyes.”

 

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What if your phone had two screens?

The newest category at Cannes is

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for Innovations. The Gold Lion went to

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the Russian company YOTA who created the Yotaphone: a mobile phone with two screens a classic HD LCD on one side, and an e-reader screen on the other. This allows the user to save battery life. You can even keep information saved on e-reader screen when the battery is not on (for example, a road map). This innovation has also won a prize at this year’s CES and it will be on the market at the end of the year thanks to a partnership with Qualcomm.

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What if advertising was the art of renewing?

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Last night was the 3rd and penultimate award ceremony at CANNES LIONS 2013 and Lions for Press, Cyber, Design, and Radio were given out.  The Grand Prix in Press was giving to TBWA\Media Arts Lab in Los Angeles, for the iPad Mini campaign which used the front pages of magazines as the back-cover ad.

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The Cyber category received two Grand Prix. The first went to Draft FCB for Oreo and its Facebook campaign where the brand celebrated various events in the form of “special” Oreo cookies (see below for the Mars Rover, the Gay Pride Parade, and the “Talk Like a Pirate Day”).

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The second Cyber Grand Prize went to San Francisco agency Pereira O’Dell for its campaign for Intel+Toshiba titled “The Beauty Inside”, an experimental webseries where over the course of 6 episodes, the hero changed to a different character (trailer below, to see all 6 episodes, click here). An experience that can be renewed by Internet users.

The Grand Prix for Design design went to the German agency ServicePlan its Self Scan Report Auchan in Italy, that puts a new face on sustainable development through a fun mobile application (video below). The Radio Grand Prix was given to Mc Cann Melbourne for Metro Trains (« dumb ways to die » ), a campaign that also won the Grand Prix Direct and the Grand Prix for PR, (see my post from Monday). With 3 Grands Prix, this campaign  has matched the record-breaking campaign “Best Job in the World” in 2010. The next award ceremony will happen on Saturday, and may tur, “Dumb Ways to Die” into a record-breaking campaign. Of course, this record will surely be broken again, as advertising constantly renews itself!

PS : Justice has been served– TBWA\Helsinki was awarded two Lions (Gold and Silver) in Innovation and Cyber for the adidas NEO campaign. What if NEO renewed shopping?

 

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What if we rewarded creative media use?

Yesterday evening, at the Cannes Lions 2013 awards, prizes were given out in the categories of Media, Outdoor, Mobile, and Innovation. The Media Grand Prix for 2013 went to Ogilvy Amsterdam for their moving campaign “Why wait until it’s too late?” for DELA insurance (video above) that cleverly used many different online and offline media. The Outdoor prize, went to Ogilvy Paris for the “Smart Ideas for Smarter Cities” campaign for IBM. This campaign could very well have won a Media Grand Prix for its use of the media as the message (what we call Media Arts at TBWA\).

The Grand Prix for mobile went to the Philippine agency DDB DM9, for its TXTBKS campaign (video below) that allows stocking text books on sim cards from old cell phones. The Grand Prix in Innovation (which I personally would have given to the Window Shopping operation by TBWA\ which was shortlisted) went to the Barbarian Group for its creative open source coding CINDER whose ambition was to make media even more reactive.

 

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What if we already knew who the big winner at Cannes was?

Featured on my blog last November, “Dumb Ways to Die” could become the most awarded campaign in the history of Cannes. McCann Melbourne’s wonderful campaign for train safety, featuring a video that has garned over 50 million views is registered in 12 categories, and last night “Dumb Ways to Die” took home the Grand Prix in Direct and the Grand Prix in PR. In addition to the very catchy song, the website, and tumblr are worth a look. Of course, thus far, the most awarded campaign at Cannes was the 2010 “Best Job in the World” for Queensland tourism authority, which took home three Grand Prix. This evening, Ogilvy Brazil took home the

Grand Prix in the Promo & Activation category for the “Immortal Fans” campaign for the Recife Sports Club organ donation drive.