With a pink, glowing pyramid on center stage dubbed the Dream Object, the show began with an ethereal future-voice greeting the audience with “You have made it to the other side”. As a group of flying mini-drone machines started a riveting choreographed lighted dance the voice continued, “You need not fear the great unknown anymore. Soon all will be revealed.”
While the space lady literally meant the year’s chosen directors were to be revealed, the body of work selected by Saatchi & Saatchi’s global creatives tells a story about the brave new world that modern upstart directors face, one where invention and proactive creativity prevails.
Nike+ Fuelband and Curators of Sweden win the top prize for digital marketing at Cannes.
Principles of interconnectedness and interactivity were the guiding forces for the jury of the Cyber Lions in Cannes, said jury president, Google Creative Lab executive creative director Iain Tait as Curators of Sweden from the Swedish Institute and Nike+ Fuelband from Nike and R/GA were revealed as the two Grand Prix winners for the category—in other words, the best digital marketing initiatives that the brand world has to offer.
They’re a necessary evil, and when done right, are crucial in telling a creative story. But still, case study films have become the stuff of eye-rolling parody and the risk is that the focus is on the stat-packed overview, not the actual creative idea and experience. Here, top agency leaders—and award show jurors—weigh in on how to make the best case.
Can you teach creativity? The Cannes Lions festival says yes. Read all about the “Creative Academy” right here.
Over the past several years, Cannes has gone from “spring break for ad creatives” to a more structured and serious forum on marketing and brand creativity (albeit one with Nick Jonas weighing in). Last year, Cannes also quietly rebranded itself from an advertising festival to a Festival of Creativity, to reflect the show’s, and the industry’s expanding mandate.
Fast Company will be on the ground in Cannes this year to make sense of it all, and to report on the state of global marketing and advertising today.
If you’re at Cannes share your pictures with us! We’ll feature you on FastCompany.com. All the details here.