The Awards are over. The agencies have all packed up their bags and tallied their wins against the millions of dollars of effort. Brand marketers are heading home with trophies or not. Hangovers and trucker sunburns are tended to.
And a lot of inspiration is floating through the air. No matter the pomp and circumstance of a global festival on advertising, there are great ideas that get shared. Many win awards. There were three creative ideas that caught my eye as I browsed through the tons of creative from the comfort of my new Connecticut home.
A Way to Change Deadly Behaviors
Last year, one of the big award winners was Dumb Ways To Die. Put together for Melbourne Metro Trains to promote rail safety, the campaign captured people’s attention as a clever, delightful way to spark people to think about safety around trains.
This year, VW created a theater experience that made the myriad of messages we all hear on distracted driving to life. Having spent time with a bunch of social marketing (behavior change) folks, I cannot swear that this is scientifically effective but I am guessing it is.
Thanks to Dom Heinrich and his Pinterest board of predictions (the place I discovered this gem)
Creating a Virtuous Cycle of Sharing and Giving
STIFTUNG ARTENSCHUTZ, a German conservation group, wanted to raise awareness and drive people to take action to help save the Cat-Ba Langur from extinction. Part of the job was to acknowledge and overcome the usual placebo effect of social causes in social media (they don’t often drive change).
Now this being Cannes, some type of trendy solution has to wheedle its way into the work. This time it’s 3D Printing. But before your eyes make it all the way around the “roll”, take a look at the video and think about what they have done.
They created a mobile-enabled experience that actually led to the creation of objects that could be auctioned off to raise funds and grow awareness.
Mindboggling Technology to Create an Interactive Marketing Moment
More and more we look to use data in creative ways to build relationships with customers or earn people’s attention and their advocacy. OgilvyOne and British Airways took amazing pains to create a seemingly simple and delightful interaction between outdoor billboards and the BA flights that zoomed overhead.
Here was the brief: “The objective was to raise awareness of the breadth of destinations offered by British Airways, their new routes and frequency of flights.” I am pretty sure they delivered.