How did we transform Guinness into an even more iconic brand for a whole new generation of Guinness drinkers?
Last month at Cannes Lions International Festival of Creativity, Callum McCahon summed it up perfectly:
✨ Start with social for inspiration
💯 Know your brand truths and double down
🤸♀️ Build your teams for agility and react in real-time
Head here to see more on how we reignited Guinness and transformed it into a social-first brand 👉 https://lnkd.in/emg4T8Y8
CANNES FORGOTTEN GEMS - Operation No Grey
The Dan Wieden Titanium Lions celebrate game-changing creativity.
The Brand Experience & Activation Lions celebrate creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement.
The Creative Strategy Lions celebrate the idea behind the idea – how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture.
I can't think of anything more suitable for these three categories than Operation No Grey, created by Leo Burnett Italia for Fiat.
The claim is bold: cars are equal, but we are an Italian brand, and that's unique. So our cars should reflect our origin. From that day onwards, Fiat would no longer produce grey cars.
Consider this: 25% of their cars were grey until that point. They could lose ¼ of their clients overnight with one decision. To show how bold this business decision was, they produced a film equally bold. The company's own president hopped into a (grey) Fiat 600, which were then immersed in 10,000 liters of orange paint. Wow.
This is brave, this is bold, this is 100% connected to the business and company strategy, differentiating them from all competitors. If you look up the word 'advertising' in the dictionary, this is the meaning I would like to find.
Instead, it only got a single shortlist at Cannes. In my opinion, not celebrating this work sends the wrong message to the industry: that creative, bold strategies, influencing the whole brand, are not award-worthy. It should be.
#CannesForgottenGems#CannesLions#Fiat#OperationNoGrey#LeoBurnett
Well worth the wait y’all!!! If you haven’t already… please do dive into The Creative Report of the year! Simon Cook and Team - I’ve been patiently waiting for it.
Cannes Lions International Festival of Creativity Lions has celebrated creativity for 70 years, and this year, a few things standout to me:
1️⃣ We are truly shifting towards genuine and authentic connections in marketing. It's not just about the bottom line; it's about meaningful conversations.
2️⃣ Inclusion - representation from all corners of the globe and brands of all sizes.
3️⃣ Emphasis on brand "heritage" - What's your story, and what makes you unique?
4️⃣ Connect and STAY connected for a lasting impact.
Let's keep the conversation going y’all! 🌟 #CannesLions#Marketing#Dataon.lions.co/lcr2023
Hero Brands promote the places, much better than politicians or leaders.
Real Madrid C.F., FC Barcelona sell the best football & stand for Spain,
Mercedes-Benz AG, BMW Group sell the best automobiles & stand for Germany,
Luis Vuitton, Hermès are for luxury
& stand for France,
The Coca-Cola Company, McDonald's mean
fast food & stand for USA.
They are not only selling handbag, car, burger or game.
But sell a unique culture.
Promote a life style.
People want to be a part of this invisible club, proudly.
Every country, region, city even neighbourhood is unique & special.
But they all need hero brands in order to tell it to the world.
Thanks to Simon Kuper’s article on Financial Times about The Disneyification of the national brand.
#brand#placebranding#hero#nationbrand
Cannes Lions Creativity Report on Trends & Themes: Go for Growth with Creative strategies that have been proven to help brands grow.
⚡️Reframe Barriers as Opportunities
- Consider how to reframe barriers as creative opportunities
- Don't be afraid to pivot or take a risk once in a while
Example: AB InBev Brahma Beer - The Foamy Haircut - from Africa CREATIVE where the Brazilian brewer uses a creative haircut to maintain its connection with the beautiful game after its beer is banned from stadiums.
Results / According to the agency, within two weeks of launching, the Foamy Haircut hit the brand's annual mentions and engagement goal, with 264,288 mentions, 91% of which were generated organically.
Learn more about Brand Building in our newest course
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How sports teams can share stories about where they're from in a way that really connects with people?
Take SSC Bari S.p.A. and Kappa, for example. They've done a new campaign to introduce the Third Special Edition Collection and that shows off their city.
You can almost feel like you're there, whether it's by the sea or seeing a Fiat drive by. It's not only about capturing the club but also about the city.
That feeling you get from these stories is what makes you care about a team. Whether you're from a big city or a smaller town, showing off what makes your city or town special is key.
Most sports teams only talk about training and games. But being a fan is about more than that, right? What else makes you feel like you belong to a team and a place?
By sharing these stories, you're giving your fans something to connect to. It could be a sense of pride in where they're from, or maybe even make them feel like they're part of something new where they want to go.
Good job Kappa!
I usually say that Cannes Lions International Festival of Creativity is for network, not for inspiration.
But this year I came home inspired.
I had the great pleasure of speaking about the Sounds Right initiative (https://lnkd.in/eHkwDi8A) and how we made Nature an official artist alongside Katja Iversen, Cathy Runciman and Adam Cardew hosted by Stan Stalnaker at the beautiful Hub Culture garden.
And later, participating in the awe-inspiring round table at the Goals House hosted by Earth Public Information Collaborative about The Most Important Brief (https://lnkd.in/d_q7WmTP).
Both of those sessions were filled with inspirational people who believe in the power of creativity to drive change for the better. Eager to make more brands and companies move from purpose and profit to impact and responsibility.
And looking across the winners it seems like we’re not alone in this mission. Not only did a lot of the winners involve a cause. They have also moved from the more gimmicky way of activating against a cause to creating actual long term impact.
It is obviously impossible not to mention our own Pink Chip initiative by the amazing Amsterdam crew. But I also love the Sol Cement SightWalks project by Grey Peru. As well as the Mastercard Room for Everyone campaign by McCann Poland. Just to name a few.
I do agree with Karen Howe that it is concerning how many cases – especially in the Glass Lions category – are centered on female oppression. Who would have thought that in 2024 we would have such a high need for creative problem solving within this area?
But creativity is there. Having an impact. And this year to a higher degree than we have seen in a long time.
If awarding creativity really is like smelling your own farts as Mark Ritson said on stage, this year the smell doesn’t really bother me.
Directora de Cuentas CUBO Studio Visual
1moHOLA A QUIEN OUEDI MANDAR MI HOJA DE VIDA ACA EN ECUADOR GRACIAS