MERCADEO Versión en español

WARC reveals insights from the 2021 Cannes Creative Effectiveness Lions winners

Claudia Smolansky| 12 de agosto de 2021

Cannes Lions 2021

WARC has released a report identifying trends and themes common to the award-winning campaigns of this year’s Cannes Creative Effectiveness Lions, which celebrate the measurable impact of creativity. Commenting on the “Insights from the 2021 Cannes Creative Effectiveness Lions winners” report, Chiara Manco, Commissioning Editor, Case Studies, WARC, says: “Our findings, together with the award-winning case studies included in this report, will help agencies and advertisers alike use the power of creativity for greater effectiveness”. The four key themes highlighted in the report are: 1. Tech is creativity’s invisible enabler Tech’s role in communications is evolving from protagonist to support act, working behind the scenes to enrich creative ideas. From Burger King’s geofencing to German Rail’s programmatic targeting, winners used tech as a spark-plug and force multiplier in their activities. Work by Pernod Ricard and Huggies also highlighted how science, data and technology can all work in service of emotional storytelling. Jury member Jean-Paul Burge, Chairman and CEO, BBDO Asia, says: “There’s a nuanced but important differentiation between developing a new piece of tech that we argue is ‘the great idea’ and using tech to amplify, enable or catalyse our idea, which is where the genius really lies.” 2. Amplified experiences drive cultural impact Several winners looked beyond the visual and the verbal to create culturally-relevant experiences which relied on influencers and PR for amplification. Often making use of unconventional touchpoints – from O.N.E.’s sleeping bags to KMSZ’s DNA-testing lollipop – such work showed how unexpected creativity drives media coverage as well as cultural and business impact. Judge Neil Dawson, Chief Global Strategy Of Wunderman Thompson, comments: “It’s important to showcase that creativity is not just the visual and the verbal: it can be a product, an experience, the changing of a word. There’s no singular definition of creativity”. 3. Agile creativity benefits the whole funnel Among this year’s winners were brands that tackled apparently mundane briefs through agile, short-term initiatives. Applying creativity and challenger thinking to lower-funnel activities, winners Huggies, Burger King and German Rail proved how such an approach can work alongside long-term efforts to strengthen brands in the face of competitors. Jury president Ann Mukherjee, Chairman and CEO, Pernod Ricard North America, says: “In today’s world of performance marketing, creativity has to go from the top to the bottom of the funnel. You may get briefs that are not the sexiest, but there is opportunity for exciting creativity in mundane tasks too”. 4. Belief-led bravery leads to commercial impact Grand Prix winner Nike showed how brands can reap the commercial benefits of standing up for issues that matter to their consumers and are true to their business. As Jury President Ann Mukherjee, said: “It’s a virtuous cycle that we wish to see more brands embracing: touching lives is what makes people come to your brand”.

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.