Warc, 10 June 2014
CHICAGO: As the advertising industry prepares for the
upcoming 2014 Cannes Lions International Festival of Creativity, a leading
agency network has highlighted five trends that are influencing the creative business.
According to Leo Burnett Worldwide, these are also a guide
to the likely winners in Cannes this year, and it put forward 25 contenders
from ten countries.
The first trend is "an epic take on a classic ad
format", as exemplified by Volvo Trucks' campaign featuring actor
Jean-Claude van Damme doing the splits between two reversing vehicles. The
classic ad format in this case being the product demo.
Next up is "technology with a purpose", reflecting
the new award category of Branded Technology. More marketers are harnessing
creativity to technology to solve problems, such as Nike's SB App which helps
skateboarders record and document their progress.
"Don't think, feel" is the third trend, as brands
devise experiential moments to build emotional relationships with consumers.
Honda, for example, immersed Formula One fans with the recreation of the sound
of a car driven by Ayrton Senna in 1989.
Bucking a more general trend towards brevity, Leo Burnett
Worldwide suggested that "long-form and documentary style content"
was gaining ground, whether that was Guinness exploring the world of Congo's
Sapeurs or the New Zealand Transport Agency using an Oscar-nominated director
to make an anti-drug driving message.
The final trend is "social potency". One of the
year's best demonstrations of this was a campaign from ABTO, the Brazilian
Association of Organ Transplant. Six Facebook posts from an eccentric
billionaire ignited a conversation about organ donation that reached 172m
people and boosted donations by 30%.
Data sourced from Leo Burnett Worldwide; additional content
by Warc staff
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