Lions Daily News 2010 Issue 1

©K

odak

, 20

10. K

odak

and

Vis

ion

are

trad

emar

ks.

I hav

e no

t ye

t do

ne a

nyth

ing

or s

een

anyt

hing

don

e on

digi

tal t

hat

coul

d no

t be

don

e on

I h

ave

not

yet

done

any

thing

or s

een

anyt

hing

don

e on

digi

tal t

hat

coul

d no

t be

don

e on

I h

ave

not

yet

done

any

thing

or s

een

anyt

hing

f

ilm a

nd b

e mo

re b

eaut

iful a

nd e

asier.

don

e on

digi

tal t

hat

coul

d no

t be

don

e on

f

ilm a

nd b

e mo

re b

eaut

iful a

nd e

asier.

Joaquin B

aca-Asay

of Park

Pictures

refuses

to comp

romise.

His comme

rcial wor

k

for UNIC

EF, Bank

of Americ

a, and V

olvo has

proven h

e can do

anything

,

anywhere

, with fil

m. Learn

more at

kodak.co

m/go/joaq

uin

Joaquin Baca-AsayDirector. Cameraman. Realist.

“THERE HAVE BEEN PROJECTS

WHERE I WOULD’VE BEEN

SCREWED IF I’D SHOT DIGITAL.”

PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 20TH 2010

4deCouv_21th:25•01 front 19/06/10 19:58 PageIV

The meek have inherited the earth.

Mat

t Ros

s & H

elen

Mar

tinTr

ibal

DDB

& H

asbr

o

The

pow

er o

f soc

ial m

edia

in th

e ne

w d

ecad

e.

20 J

une,

15

h0

0-1

5h

45

The

Mee

k H

ave

Inhe

rited

The

Ear

th.

Debu

ssy

Thea

tre, C

anne

s

4deCouv_21th:25•01 front 19/06/10 19:59 PageII

CREATIVITY in an even widerspectrum than before is focus-ing the media world’s atten-tion on Cannes this week.About 8,000 delegates — nearly40% more than last year — willbe able to immerse themselvesin more than 50 seminars fea-turing legendary names fromthe worlds of media and enter-tainment.Among the stars shining inCannes will be cutting-edgemultimedia artist Yoko Ono,speaking on Friday at the an-nual Grey New York music sem-inar. Following in the footstepsof Donovan, John Legend, Tony

Bennett and Little Steven VanZandt, she will discuss withTim Mellors, vice-chairmanand worldwide chief creativedirector of Grey Group, the im-pact of music on brands.At the Yahoo! seminar on Tues-day, under the banner Laugh,Connect And Debate, Holly-wood star Ben Stiller, advertis-ing legend Jeff Goodby and Ya-hoo!’s chief marketing officerElisa Steele will explore com-edy, creativity and commerce.Mark Zuckerberg, creator andCEO of Facebook — and now,at the age of 26, Cannes LionsMedia Person Of The Year —

takes the seminar stage onWednesday to reveal the im-pact that his social-networkingphenomenon has had on ad-vertisers and consumers world-wide.Keith Weed, newly installedchief marketing and commu-nications officer at Unilever,will pick up the company’s awardas Advertiser Of The Year andtake part in The Cannes De-bate on Friday. He will be probedby Sir Martin Sorrell, CEO ofWPP Worldwide, on global mar-keting and specifically adver-tising and marketing priorities

FIFTY-seven years after its in-ception, the Cannes Lions In-ternational Advertising Festi-val is acknowledging theimportance of the craft of film-making with the launch of anew competition category.The inaugural Film Craft awardwill honour and recognise theskills required for creating com-mercials for today’s myriad au-diovisual media platforms.While the established Film Li-ons competition has celebrated

the endless evolutions in brandcreativity, the new Film Craftcategory will emphasise the dex-terity behind film production,directing, cinematography, ed-iting, music, copywriting, sounddesign, special effects and ani-mation in commercials.“This new category is going todefine something new for fu-ture generations of filmmakersto measure themselves by,” saysJon Kamen, president and CEO

Film Craft joins awards line-up

Media A-list drawn to‘festival of creativity’

>>> TURN TO PAGE 5

>>> TURN TO PAGE 5

CANNESCHANGEAFTER last year’s ‘reset’,both for the industry and forthe Cannes Festival, 2010promises to be another yearof change. We have manynew initiatives, such as ourtwo-week Creative Leadersprogramme which sees stu-dents arrive in Cannes aftertheir week in Berlin to continue their studies. TheYoung Marketers competi-tion kicks off, with youngclients from around theworld aiming to prove thatwithout great clients, thereis no great creative work.Our new Film Craft sectionhas received nearly 1,200entries; and, this year forthe first time, we will behonouring the IndependentAgency Of The Year, as wellas the best piece of not-for-profit work with the GrandPrix For Good. But as ever,

we won’t see the full scaleof the changes until the Fes-tival wraps up next Saturday— because it is during theawards shows and at themany seminars and work-shops that we really see theway the industry is heading.The winners will point theway. The speakers willexplore different futures.And the delegates will takeaway inspiration and knowl-edge that will change theway they work for ever.And as we begin the week,we can be certain of onething at least. The world willlook just a little bit differentin seven days’ time.

Philip Thomas, Festival CEO

@radical.media’s Jon Kamen


FESTIVAL NEWS P1-5 FOCUS ON BELGIUM P7, 9 SCREENINGS P16I N S I D E

TODAY’S SEMINARPROGRAMME10.00 LBI PRESENTS: NEWFOUND POWERS: THE PRIVATISATIONOF SOCIAL ENGINEERINGChris Clarke and Lorenzo Wood present LBi’smanifesto for leadership in the post-digitalworld

11.00 DIRECTORY PRESENTS:STUFFED, STAMPED AND LICKEDMail may not be on the bleeding edge ofmedia, but it’s still one of the most powerful ifused inventively. Directory’s Patrick Collisterexplains why

12.00ABEDESIGN PRESENTS:DESIGN IN BRIC COUNTRIESDesign will be central to helping the BRICcountries — Brazil, Russia, India and China —to position themselves as competitive creativeeconomies, says Abedesign’s Luciano Deos

13.00WGSN PRESENTS:THE TRIUMPH OF BEAUTYWhat will be driving the consumer landscapein 2012? WGSN reveals the emergingconsumer trends that are shaping design andproduct development

14.00TEXTAPPEAL & COLUMBUSPRESENT: DIGITAL ACROSS CULTURES:SUSPERGLOBAL OR HYPERLOCAL?The instant global spread of messages is oneof the most exhilarating aspects of digital. Butbeware: what works in Toronto may causepanic in Tokyo

15.00TRIBAL DDB PRESENTS:THE MEEK HAVE INHERITED THE EARTHTribal DDB’s Matt Ross examines the power ofsocial media and where it will all end

16.00 SAPIENTNITRO PRESENTS:CUSTOMERS ARE FROM MARS, BRANDSARE FROM VENUSSapientNitro explores ways of infiltratingconsumers’ lives and peer connections — andturning insights into ‘experience journeys’

17.00 MAINWARING CREATIVE ANDINTERCULTURE PRESENT: THE HOW OFSOCIAL MEDIASocial media is transforming advertising. AlecRoss and Simon Mainwaring offer make-or-break lessons in today’s most powerfulinstrument of change

ALL SEMINARS ARE IN THE DEBUSSYUNLESS INDICATED

Mark Zuckerberg Yoko Ono Ben Stiller

D1 01,03,05:25•01 front 19/06/10 20:24 Page1

02_AD:25•01 front 19/06/10 19:21 Page2

SUNDAY 20TH JUNE 2010

PublisherRichard WoolleyEditor in chiefJulian NewbyReportersMarlene EdmundsJuliana KorantengGary SmithPhil SommerichJo StephensCopy editorDebbie LincolnLionsdail ynews.comSunnie AntoniaPhotographersYann CoatsaliouMichel Johner

Layout designA noir, Arnaud PaikineValerie MersierChristian ZivojinovicT: +33 (0)1 48 06 22 [email protected]

Systems co-ordinationProd EventsSophia AntipolisT: +33 (0)4 93 33 12 40

Cannes Lions Daily NewsT: Editorial04 92 59 01 89T: Advertising in Cannes04 92 59 01 [email protected]: Jerry Odlin +44 77 6886 0417T: Lisa Ray +44 77 98 662 955North AmericaNicki [email protected] AmericaKaren [email protected]

MarketingKirsty Woolley

AdvertisingProductionRoger Hall

PrinterEspace Graphic, [email protected]

Green publishingThe paper used by Boutique Editions isa natural, recyclable product madefrom wood grown in sustainable forests.The manufacturing process conformsto the environmental regulations of thecountry of origin

Published by Boutique Editions Ltd117 Waterloo RoadLondon SE1 8ULT: +44 20 7902 1942F: +44 20 3006 8796

© 2010 Cannes Lions

NEWS 3

57th INTERNATIONAL ADVERTISING FESTIVAL 20-26 JUNE 2010 CANNES

NICHE creativity, consumer em-powerment via social mediaand the innovate uses of mediahardware dominate the themesof the 19 workshops set up atCannes Lions this year. Firstup at 10.00 this morning is TheExquisite Corpse, which ex-amines creativity in guerrillaanimation and is organised byNew Zealand animation houseCirkus. This is followed at 12.30by agency Wunderman’s Mo-bile Mania: A Workshop OnThe Second Internet Revolu-tion, which analyses mobileadvertising on today’s increas-ingly sophisticated handsets.Later on, computer giant IBMjoins forces with the digital agencyEuro RSCG 4D for B2B GetsSocial, which explores how busi-ness-to-business marketers canexploit social networking.On Monday, European directand interactive marketing tradebody FEDMA lectures on theself-explanatory Writing ForDigital Media. Creativity dom-inates France-based Team Cre-atif ’s Every Action Must PayBack: How Design Is A KeyPlayer In Creating A Brand Eq-uity And A Strong Brand Value,while Eardrum, the UK radioproduction company, plans torevolutionise creativity in ra-dio ads during The Ad BreakIs Broken: An Eardrum RA-DIOlogy Workshop. Tuesdaystarts with Open Platform: BuildApplications With TheGuardian, during which theUK national newspaper showsdelegates how to develop theirown applications using its data.Later on the same day, GenevaFilm Company hopes to an-swer the question of whether

3D commercials are viable dur-ing its session, Are You ReadyFor the 3D Revolution? AndR/GA’s Brain Surgery MeetsRocket Science looks at howagencies need to amalgamatecreativity and organised work-flow for efficient brand mar-keting. TV viewers are increas-ingly being empowered byinteractive media via on-de-mand services such as Hulu,Canoe and TV Everywhere. Thatis the message from MicrosoftAdvertising’s The Rise Of RichTV: Bringing It All Into Fo-cus, which kicks off Wednes-day’s workshop programme.Dynamic sports brands’ cre-ativity is highlighted by AM-PRO, the Brazilian promotionmarketing association, at SportsPower! How Sports Events CanGenerate Huge Business Op-portunities. Also on Wednes-day is What Matters Now, or-ganised by Brandkarma. Theworkshop will demonstrate thatagencies underestimate con-sumers’ powerful influence onbrand development at their peril.Consumers’ impact on mediais highlighted again on Thurs-day at Tougher, Better, Faster,Stronger Communication De-cisions, hosted by Accenture,while Agile Advertising, heldby the US-based digital mar-keting service provider Burt,offers guidance to marketersand agencies vying to stay ontop of new industry develop-ments. Thursday’s sessions endwith LBi’s The Quest For ThePerfect Storm, which scruti-nises cross-border communi-cations with consumers. Les-sons in consumer power via socialmedia continue on Friday at

Workshops add insight and insiderknowledge to Lions’ creative mix

How To Create Location-BasedMobile Marketing (Shhhh…Without An Expert), hostedby interactive marketing con-sultancy SapientNitro. Meanwhile, the sensitivity sur-rounding people’s privacy onsocial networks is Razorfish’sfocus during Pri-va-what? AMixed Media Mashup. CAI 2— Judgement Day, by BETC

Euro RSCG, is predicting that, in future, machines willproduce ads and possibly re-place agencies’ creatives. Sat-urday sees Emotional DesignAs A Tool To Map The Digi-tal Design Interface by ESPM,followed by Cows In Jackets’Intercreativity: The SourceOf Contemporary City Brand-ing. �

D1 01,03,05:25•01 front 19/06/10 20:02 Page3

04_AD:25•01 front 19/06/10 19:22 Page4


of @radical.media and the FilmCraft jury president. “Every-thing, from movies to videogames, has influenced commer-cials. So we shall be charteringnew waters.”Kamen’s jury consists of JoaoDaniel Tikhomiroff, presidentof Brazil’s Mixer; Francois Chilot,president of France’s Les Pro-ducers/CFP-E; Calvin Soh, vice-chairman and chief creative of-ficer of Publicis Asia; RinganLedwidge, director at the UK’sRattling Stick; and DanielBergmann, managing directorof the UK’s Stink �

>>> FROM PAGE 1

SOCIAL-media strategies are driv-ing business developments inthe 21st century, according toBen Edwards, vice-presidentof digital strategy and develop-ment at computer giant IBM.His move to demonstrate IBM’scontribution to global media-marketing developments at to-day’s workshop, B2B Gets So-cial, confirms the increasingpresence of agency clients atthe Cannes Festival. By join-ing forces for the workshop withits digital agency of record, EuroRSCG 4D, IBM plans to illus-trate how marketers and agen-cies can learn from each otheras media technology evolves.“My team works very closelywith Euro RSCG 4D’s teamand we place social media atthe core of our strategy,” saidEdwards, a former journalistand executive vice-president

at The Economist Group.“IBM has developed and pi-oneered some of these [so-cial-media] technologies in-side its firewall. And becauseeveryone now finds it easierto connect, share and com-municate through social net-works, our clients want to drive

these technologies into howthey do business and drivegrowth.”Edwards pointed out that260,000 IBM users published600,000 web pages in 2009alone, and there are 175,000bloggers at IBM itself. “Thatis why we feel well placed to

hold a workshop on social me-dia to share our experiences,”he added. “Facebook threwopen its domain only in 2006,so it would be laughable foranyone to say they know every-thing about social media. Weare learning all the time.”George Gallate, Euro RSCG4D’s global chairman, saidIBM’s presence at the festivalis invaluable. “IBM, whichcelebrates its centenary nextyear, is very forward think-ing and it has embraced digi-tal media in a way that hastransformed its business,” headded. “Social media is notonly a business accelerator,but it has transformed busi-nesses and enabled them todo many things you couldn’tdo before, such as mobilisingyour own business constituen-cies.”�

NEWS 5

of a world leader in FMCG.Singer, dancer and TV person-ality Paula Abdul joins a Digi-tas-hosted panel on Tuesday todiscuss Brand Interruption vsBrand Integration. Other speak-ers include rapper and actorCommon, America’s Got Tal-ent host Nick Cannon, CurbYour Enthusiasm producer GavinPolone and Monty Miranda,director of Skills Like This.There’s more Hollywood glam-our from filmmaker and actorSpike Jonze on Wednesday, whowill be in conversation withGordon Bowen, founder and

global creative director of mc-garrybowen.Thursday’s Y&R seminar, Mu-sic Is Dead… Long Live Mu-sic, sees a panel of luminariesexplore why we should be op-timistic about the future of mu-sic. Moderator Y&R’s JohnGerzema is joined by music andtechnology pioneer ThomasDolby, now musical directorof TED; top music critic SashaFrere-Jones, who is currentlywriting a book about MichaelJackson; and Grammy-awardwinning record producer andsongwriter Trevor Horn, who

has worked with Paul McCart-ney, Robbie Williams, BryanFerry, Jeff Beck and Rod Stew-art among others. Competi-tions — the heart of the Festi-val and this year extended toembrace the Film Craft cate-gory — have attracted 24,242entries. Another innovation isthe Creative Leaders Programme,which will see around 30 par-ticipants arriving in Cannes af-ter a week’s intensive trainingat the Berlin School. Once atthe Lions, the group will be givenbespoke sessions, speeches andlectures.�

New listening skills needed to achieve social success

THE NEXT GREAT LEAP FOR MANKIND?TRIBAL DDB’s seminar at15.00 today in theDebussy features MattRoss, head of creative atTribal DDB London, dis-cussing the role of socialmedia over the nextdecade. Under the title The MeekHave Inherited The Earth,Ross will propose that thebrands that get the funda-mentals right through trust-ed conversation, referralsand advocacy will be themost powerful of the newcentury. “Social connectivi-ty is the driver behind thegreatest leap in humanand brand evolution of thiscentury,” Ross said. “Wewill be discussing how bestto leverage the phenome-non, how brands arechanging in order to incor-porate it and how the mostforward-looking client andagency relationships arechanging to accommodatesocial media.” The session will alsoinclude practical informa-tion. “I’ll be showing howbrands can harness thepower of the public by cre-ating marketing mechanicsand experiences that incen-tivise opinion in order toreach a specific campaigngoal,” Ross said. “Brandsare developing and chang-ing products based onsocial feedback. It’s a formof democratically enabledcreativity.”

Ben Edwards George Gallate

>>> FROM PAGE 1

D1 01,03,05:25•01 front 19/06/10 20:02 Page5

06_AD:25•01 front 19/06/10 19:35 Page6


7BELGIUM

LAST YEAR, BELGIUM WALKED ON THE MOON. BELGIAN AGENCIESSCORED IN MOST OF THE MAJOR INTERNATIONAL COMPETITIONS ANDEVEN REACHED SEVENTH PLACE AT CANNES LIONS 2009. WILL THEY BEABLE TO REPEAT THAT PERFORMANCE THIS YEAR? FRED BOUCHAR OFMEDIA MARKETING SPECULATES

The result was that Famous wasnot present at most competi-tions for one year. It neededthe time to strengthen its cre-ative management with Timand Joeri — the team that haswon the most prizes in the coun-try — or so some malicious gos-sips might say. Be that as it may,with the stimulus provided bythis duo, the agency has madea “famous” comeback by win-ning the Agency Of The YearAward at the CCB, ahead ofDuval Guillaume Brussels, Boon-doggle, mortierbrigade and Du-val Guillaume Antwerp. ‘Sta-tion roman’ was one of the mostremarkable campaigns in 2009.It won a Grand Prix at the CCBAwards in the Ambient cate-gory. In order to create the eventaround the inauguration of thenew Antwerp Station, Famousinduced Flemish celebrities towrite pulp novels, right in themiddle of the station. “This isa great example of the way we

work,” says Joeri Van DenBroeck, creative director, “Me-dia creates the media.”

Another remarkable campaign,‘Baby elephant’, was createdby Boondoggle. This internetnative agency based in Leuvenhas become a reliable factor inthe market in recent years. Cho-sen as Agency Of The Year 2009at the Merit Awards, organisedby Media Marketing and theAssociation of Communica-tion Companies (ACC), Boon-doggle has become liberatedfrom its interactive-agency im-age and now offers really inte-grated campaigns. The cam-paign for Antwerp Zoo is anexample.

The complicated brief wasto attract an additional 200,000visitors — an 18% increase andan enormous challenge. As enor-mous as the huge help thatMother Nature kindly provided:the birth of a baby elephant atthe zoo — something that al-

most never happens in captiv-ity. The creative artists werethus able to emphasise the roleof the client as extremely ac-tive in research and supportingzoological projects.

Result: a campaign focusedon the birth of the baby ele-phant, a first in Belgium. Thecampaign is now considered acase study of how the differentdigital channels can convergeto reinforce a message. The heartof it was a digital platform whichfunctioned as a pregnancy di-ary. Internet surfers were in-formed of every detail of theprogress of the pregnancy rightup to the birth and the first stepsof the new-born baby. Theycould even see ultrasounds ofthe pregnant elephant. The siteserved as a launch pad for a storythat became ever more thrillingas time went by: everyone waswaiting to see the birth of thebaby elephant live. Four monthsafter the birth, the zoo announced

an additional 250,000 visitors,25% more than the target fig-ure. Another favourite was theaction created by mortierbri-gade and Studio Brussel to paytribute to Michael Jackson. TheFlemish radio station and itsagency had already caused asensation at Cannes in 2008,winning one of the three Tita-nium prizes awarded. This yearthey are back with several strik-ing campaigns including ‘Eter-nal moonwalk’. This is a sitewhere fans of the King of Popcould pay their respects by danc-ing the moonwalk themselves,in the singer’s image.

Videos were assembled to formthe longest moonwalk in his-tory. In addition to press cov-erage all over the world, it wasthe most popular subject onTwitter during the three daysafter it went online: 3,160,000visitors, more than 15,000 se-quences posted — 45 kilome-tres (28 miles) of moon-

THE BIRTH of a baby elephant,pulp novels, and the famousdance steps of the King of Poprevisited... Jens Mortier (mortierbrigade)— the Belgian member of theTitanium & Integrated jurythis year — said during the Cre-ative Club of Belgium awardsnight: “From now on, nothingcan stop Belgian creative artistswhen they want to do good workfor their clients. What a joy torealise that everyone — eventhose who had been absent fora while — are once again dis-playing their talents. Belgiumis the country of innovationand we are proving it more thanever!”

In his reference to absentees,the CCB chairman was point-ing to Famous. One of the mostinnovative independent agen-cies, at the end of 2007 it causeda sensation by declaring that itwanted to free itself from “thedictatorship of creative awards”.

Belgiumshoots forthe moon

Images from Boondoggle’s campaign for Antwerp Zoo. The brief was to attract an additional 200,000 visitors, for which the agency used the birth of a baby elephant at the zoo — something that almost never happens in captivity

>>>

feature belgium+D+J:25•01 front 19/06/10 20:21 Page7


bers and deterred advertisersfrom being daring, Lemaire isconvinced that Belgium willbe hugely successful in Cannes:“In spite of the fact that thereis nothing more random thana creativity competition, par-ticularly at this level, I still thinkthat our troops once again havea good chance this year, becausethere is no one better than aBelgian creative artist to do moreand better with less money. Thishas been proved in the past andin the context of the present

crisis, this could well be to ouradvantage.”Lemaire points to another

characteristic of the Belgiancreations listed in internationalcompetitions: “Our agenciesare past-masters in the art ofself-promotion. I’m not talk-ing here about traditional cam-paigns in praise of all their mer-its and know-how, but ratherwhen they highlight their owncreations. I am referring to thefamous cases that they set upwithout fail to present their ‘off-

spring’. With technologicalprogress and its democratisa-tion, these have become verita-ble small campaigns in theirown right.”Be that as it may,with or without Lions, the Bel-gians will remain the champi-ons of self-derision. Proof ofthis is Lemaire’s favourite: the‘Cannes Lions’ spot in whichthe Boondoggle agency is seenhaving the Gold Lions that theywon last year valued by anAntwerp jeweller. Verdict: theonly gold thing about these li-

ons is their name! “For whatit’s worth, I’m prepared to betthat this short, wonderfully po-litically incorrect self-promo-tional film will score a hit withthe international members ofthe jury. “Finally, along the same lines

but more serious, I would liketo mention the ‘Virtual strike’arranged by Famous for theACC.” In order to make ad-vertisers aware of the recurringproblem of pitches, the Bel-gian agencies went on “virtualstrike” for one week. In practi-cal terms, their websites werereplaced by a page of protests.Every time a site was visited, amessage appeared explainingthe ACC action and showingpart of an open letter. At thebottom of the page, a buttontook visitors to another agencyparticipating in the campaignon whose site could be seenthe remainder of the open let-ter. This action publicised theproblematical situation of pitchesto the four corners of the globe.�

walk! There were 1,850,000search requests on Google and120,000 blogs written aboutor relaying the action. DamienLemaire, creator of the MMReport on mm.be, in additionto the GP Promo at the last Eu-robest competition, points outthat this campaign has alreadywon no fewer than three Goldsat the New York festivals, a Bronzeat the Clios, a Silver Pencil atthe One Show and the GP Cy-ber at the CCB Awards.Among Lemaire’s other

favourites are the radio spotsfrom Studio Brussel: ‘The firsttime’, ‘Opening dance’, ‘Ring-tones’, ‘Shemus, the mysteri-ous whale’ and ‘Let’s pee in thecorner’, which won the GP Ra-dio at Eurobest last year. Headds: “Similarly, mortierbri-gade has produced ‘Levi’s pop-up closet’, which has a goodchance of being successful inDirect or Design.” Anotherserious candidate would be‘Bizarre traffic updates’ fromDuval Guillaume Antwerp forTouring Mobilis, which has justwon the GP Radio at the NYfestivals.Despite the economic crisis

which has forced many agen-cies to slim down their staff num-

9BELGIUM‘Station roman’, “one of the mostremarkable campaigns in 2009”

feature belgium+D+J:25•01 front 19/06/10 20:21 Page9

Blurb is publishing “Cannes Captured 2010” the official Cannes wrap book.

!"#$%&'$()*#$%&#$+,#"-.&/(&(01"&2--3&')&4'$$-+&5&,*0)0+6&

#771+)"')#0$+&0"&)-8)6&)0&)*-&!71"/&+)'$.&0$&)*-&9'":#+&'$.&#)&;017.&

!"#$%&'()")#$%#*+"#,-.&$/'#01/2#!,,34

5"6''#!"#/&&"2*$%7#8(!9$88$,%8#*+1,(7+,(*#*+"#0""34#:*,2#!;#*,#7-'"$&<0"-=

YOUR CHANCE TOGET SOMETHING INTOA CANNES BOOK!

<'"/8"#%,*"#*+/*#0"#0$''#!"#/&&"2*$%7#(2#*,#=#8(!9$88$,%8#2"1#2"18,%4#:(!9$88$,%8#,-#2+,*,8>$''(8*1/*$,%8#"*&4#),#%,*#7(/1/%*""#/#82,*#$%#*+"#!,,34#5"#1"&,99"%)#?@@#)2$#-,1#2+,*,8#/%)#.'"8#%,#!$77"1#*+/%#=9!4#A$'"8#8+,(')#$%&'()"#;,(1#%/9"#/%)#/#8+,1*#)"8&1$2*$,%#,-#*+"#2$&*(1">/1*0,134#B''#8(!9$88$,%8#1"C($1"#/#8$7%")#1"'"/8"#-,194#D9/7"#C(/'$*;#

/%)#8$E"#0$''#!"#*/3"%#$%*,#&,%8$)"1/*$,%4#B''#0,13#8(!9$**")#,%F8$*"#0$''#%,*#!"#1"*(1%")#*,#*+"#,0%"14#

10_AD:25•01 front 19/06/10 19:36 Page10

CREATIVITY in an even widerspectrum than before is focus-ing the media world’s atten-tion on Cannes this week.About 8,000 delegates — nearly40% more than last year — willbe able to immerse themselvesin more than 50 seminars fea-turing legendary names fromthe worlds of media and enter-tainment.Among the stars shining inCannes will be cutting-edgemultimedia artist Yoko Ono,speaking on Friday at the an-nual Grey New York music sem-inar. Following in the footstepsof Donovan, John Legend, Tony

Bennett and Little Steven VanZandt, she will discuss withTim Mellors, vice-chairmanand worldwide chief creativedirector of Grey Group, the im-pact of music on brands.At the Yahoo! seminar on Tues-day, under the banner Laugh,Connect And Debate, Holly-wood star Ben Stiller, advertis-ing legend Jeff Goodby and Ya-hoo!’s chief marketing officerElisa Steele will explore com-edy, creativity and commerce.Mark Zuckerberg, creator andCEO of Facebook — and now,at the age of 26, Cannes LionsMedia Person Of The Year —

takes the seminar stage onWednesday to reveal the im-pact that his social-networkingphenomenon has had on ad-vertisers and consumers world-wide.Keith Weed, newly installedchief marketing and commu-nications officer at Unilever,will pick up the company’s awardas Advertiser Of The Year andtake part in The Cannes De-bate on Friday. He will be probedby Sir Martin Sorrell, CEO ofWPP Worldwide, on global mar-keting and specifically adver-tising and marketing priorities

FIFTY-seven years after its in-ception, the Cannes Lions In-ternational Advertising Festi-val is acknowledging theimportance of the craft of film-making with the launch of anew competition category.The inaugural Film Craft awardwill honour and recognise theskills required for creating com-mercials for today’s myriad au-diovisual media platforms.While the established Film Li-ons competition has celebrated

the endless evolutions in brandcreativity, the new Film Craftcategory will emphasise the dex-terity behind film production,directing, cinematography, ed-iting, music, copywriting, sounddesign, special effects and ani-mation in commercials.“This new category is going todefine something new for fu-ture generations of filmmakersto measure themselves by,” saysJon Kamen, president and CEO

Film Craft joins awards line-up

Media A-list drawn to‘festival of creativity’

>>> TURN TO PAGE 5

>>> TURN TO PAGE 5

CANNESCHANGEAFTER last year’s ‘reset’,both for the industry and forthe Cannes Festival, 2010promises to be another yearof change. We have manynew initiatives, such as ourtwo-week Creative Leadersprogramme which sees stu-dents arrive in Cannes aftertheir week in Berlin to continue their studies. TheYoung Marketers competi-tion kicks off, with youngclients from around theworld aiming to prove thatwithout great clients, thereis no great creative work.Our new Film Craft sectionhas received nearly 1,200entries; and, this year forthe first time, we will behonouring the IndependentAgency Of The Year, as wellas the best piece of not-for-profit work with the GrandPrix For Good. But as ever,

we won’t see the full scaleof the changes until the Fes-tival wraps up next Saturday— because it is during theawards shows and at themany seminars and work-shops that we really see theway the industry is heading.The winners will point theway. The speakers willexplore different futures.And the delegates will takeaway inspiration and knowl-edge that will change theway they work for ever.And as we begin the week,we can be certain of onething at least. The world willlook just a little bit differentin seven days’ time.

Philip Thomas, Festival CEO

@radical.media’s Jon Kamen


FESTIVAL NEWS P1 -5 FOCUS ON BELGIUM P7, 9 SCREENINGS P16I N S I D E

TODAY’S SEMINARPROGRAMME10.00 LBI PRESENTS: NEWFOUND POWERS: THE PRIVATISATIONOF SOCIAL ENGINEERINGChris Clarke and Lorenzo Wood present LBi’smanifesto for leadership in the post-digitalworld

11.00 DIRECTORY PRESENTS:STUFFED, STAMPED AND LICKEDMail may not be on the bleeding edge ofmedia, but it’s still one of the most powerful ifused inventively. Directory’s Patrick Collisterexplains why

12.00ABEDESIGN PRESENTS:DESIGN IN BRIC COUNTRIESDesign will be central to helping the BRICcountries — Brazil, Russia, India and China —to position themselves as competitive creativeeconomies, says Abedesign’s Luciano Deos

13.00WGSN PRESENTS:THE TRIUMPH OF BEAUTYWhat will be driving the consumer landscapein 2012? WGSN reveals the emergingconsumer trends that are shaping design andproduct development

14.00TEXTAPPEAL & COLUMBUSPRESENT: DIGITAL ACROSS CULTURES:SUSPERGLOBAL OR HYPERLOCAL?The instant global spread of messages is oneof the most exhilarating aspects of digital. Butbeware: what works in Toronto may causepanic in Tokyo

15.00TRIBAL DDB PRESENTS:THE MEEK HAVE INHERITED THE EARTHTribal DDB’s Matt Ross examines the power ofsocial media and where it will all end

16.00 SAPIENTNITRO PRESENTS:CUSTOMERS ARE FROM MARS, BRANDSARE FROM VENUSSapientNitro explores ways of infiltratingconsumers’ lives and peer connections — andturning insights into ‘experience journeys’

17.00 MAINWARING CREATIVE ANDINTERCULTURE PRESENT: THE HOW OFSOCIAL MEDIASocial media is transforming advertising. AlecRoss and Simon Mainwaring offer make-or-break lessons in today’s most powerfulinstrument of change

ALL SEMINARS ARE IN THE DEBUSSYUNLESS INDICATED

Mark Zuckerberg Yoko Ono Ben Stiller

ADVERTISEInterested in advertising in the Lions Dailiesor on lionsdailynews.com? Contact Jerry or Lisa at the sales office onlevel 01 of the Palais des Festivals.

Tel: 04 92 59 01 [email protected]

CELEBRATECelebrate with the world’s best in the Winners Edition of the Lions News. Contact Jerry Odlin at the sales office onlevel 01 of th e Palais des Festivals.

Tel: 04 92 59 01 [email protected]

YOUR NEWSContact Julian Newby, the editor, at the Lions Daily News office in the editorial suite on level 01 of the Palais des Festivals to make an appointment.

Tel: 04 92 59 01 89

issue 1 VISIT THE DEN:25•01 front 19/06/10 20:04 Page11

12_AD:25•01 front 19/06/10 19:36 Page12

ALE

VEL

4

LEVE

L 5

LEVE

L 3

LEVE

L 1

LEVE

L 0

PALAIS MAP:25•01 front 19/06/10 20:16 Page13

INTELLIGENCE CONFIRMED

SEEEDSONLIVE

Debussy theatre

Sunday 20 th June -13.00pmEDSON

13:07:30

0 th

Sunday thh

Debu

y 20bussy Jun

OE

ESS

VSOSO

EDDSEED

y t

EON

ESSEEDDS

ssy

E

Ethth

OE

LIsy

ONLIVE

Jun

the

SONDE

un

-1

une e13pm

00p

13.000

e -

eatre

14_AD:25•01 front 19/06/10 19:37 Page14

WWW.LIONSDAILYNEWS.COMUPDATED ALL DAY, EVERY DAYTHE OFFICIAL CANNES LIONS

NEWS WEBSITE

ACCESS:25•01 front 19/06/10 20:09 Page1

FILM CRAFT, TITANIUM AND INTEGRATED LIONS SCREENINGSThis schedule is subject to change.

CATEGORIES SUN 20 MON 21 TUES 22 WED 23 THU 24A. PRODUCT & SERVICEA01. Savoury foods 11:30 - 12:45 09:00 - 10:15 14:45 - 16:00A02. Sweet foods & snacks 13:35 - 15:40 15:55 - 18:00 14:30 - 16:35 14:35 - 16:40A03. Alcoholic drinks 14:30 - 16:00 18:00 - 19:30 18:15 - 19:45A04. Non-alcoholic drinks 14:20 - 15:55 11:55 - 13:30 16:40 - 18:15A05. Household: cleaning products 18:15 - 18:35 16:00 - 16:20 18:50 – 19:10A06. Household: other 18:35 - 18:55 16:20 - 16:40 19:10 – 19:30A07. Home appliances & furnishings 10:15 - 10:45 19:20 - 19:50 19.30 – 20.00A08. Cosmetics & beauty 12:15 - 12:40 11:20 - 11:45 12:25 - 12:50A09. Toiletries 10:45 - 11:05 11:45 - 12:05 16:40 - 17:00A10. Pharmacy 15:40 - 16:20 11:20 - 12:00 18:40 - 19:20 17:00 - 17:40A11. Clothing, footwear & accessories 12:20 - 13:30 11:05 - 12:15 12:35 - 13:45 09:00 - 10:10A12. Miscellaneous 11:20 - 11:30 12:05 - 12:15 17:40 - 17:50A13. Cars 09:00 - 11:20 09:00 - 11:20 16:35 - 18:55A14. Other vehicles, auto products & services 18:55 - 19:50 12:15 - 13:10 18:55 - 19:50A15. Home electronics & audio-visual 19:05 - 19:50 12:35 - 13:20 18:45 - 19:30 12:15 - 13:00A16. Retail stores 10:50 - 12:35 14:00 - 15:45 17:05 - 18:50A17. Restaurants & fast food outlets 09:55 - 10:50 19:05 - 20:00 17:50 - 18:45 18:50 - 19:45

A18. Travel, transport & tourism 18:55 - 19:50 09:00 - 09:55 10:20 - 11:15A19. Entertainment & leisure 09:00 - 11:55 09:00 - 11:55 14:00 - 16:55A20. Publications & media 09:00 - 11:20 15:45 - 18:05A21. Banking, investment & insurance 16:00 - 18:15 09:00 - 11:15A22. Business equipment & services 12:00 - 12:35 18:05 - 18:40 11:15 - 11:50A23. Commercial public services 13:45 - 17:10 09:00 - 12:25 10:10 - 13:35A24. Corporate image 17:10 - 19:05 16:45 - 18:40 09:00 - 10:55 16:55 - 18:50A25. Broadcast idents & sponsorships 11:55 - 12:20 18:40 - 19:05 11:50 - 12:15A26. Public health & safety 09:00 - 10:40 11:15 - 12:55 10:55 - 12:35A27. Public awareness messages 16:20 - 18:55 14:10 - 16:45 14:30 - 17:05A28. Fundraising & appeals 10:40 - 12:00 09:00 - 10:20

FILM LIONS SCREENINGSThis schedule is subject to change. Grand Audi Grand Audi Audi A Audi A Estérel

Audi K Audi K

The shortlist screenings for Film, Film Craft, Titanium and Integrated Lions are held all day Friday and Saturday morning.

Entries in the B. Other Film Content categories of Film Lions are available in the Screening Lounge on Level -1.

SHORTLIST SCREENINGS - FRIDAY 25 AND SATURDAY 26 JUNE

B. OTHER FILM CONTENT

SUN 20 MON 21 TUES 22 WED 23 THU 24FILM CRAFT LIONSA01. Production design 09:00 - 10:20A02. Direction 10:20 - 15:20A03. Cinematography 15:20 - 18:15A04. Editing 09:00 - 10:10A05. Copywriting 10:10 - 12:20A06. Best use of music 12:20 - 15:30

A07. Sound design 18:15 - 19:50A08. Special effects & computer graphics 15:30 - 17:30A09. Animation 17:30 - 19:30

TITANIUM AND INTEGRATED LIONS

A01/001-050 09:00-11:25A01/051-100 11:25-13:55 09:00-11:30A01/101-200 13:55-18:25 11:30-14:00A01/201-230 18:25-20:00 14:00-15:35A01/231-315 15:35-19:35A01/231-392 09:00-16:35A01/001-050 16:35-19:00

Film Craft, Titanium and Integrated Lions entries are also available in the Screening Lounge on Level -1.

Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1Lions screenings z.indd 1 19/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:4019/06/10 20:40

The meek have inherited the earth.

Mat

t Ros

s & H

elen

Mar

tinTr

ibal

DDB

& H

asbr

o

The

pow

er o

f soc

ial m

edia

in th

e ne

w d

ecad

e.

20 J

une,

15

h0

0-1

5h

45

The

Mee

k H

ave

Inhe

rited

The

Ear

th.

Debu

ssy

Thea

tre, C

anne

s

4deCouv_21th:25•01 front 19/06/10 19:59 PageII

©K

odak

, 20

10. K

odak

and

Vis

ion

are

trad

emar

ks.

I hav

e no

t ye

t do

ne a

nyth

ing

or s

een

anyt

hing

don

e on

digi

tal t

hat

coul

d no

t be

don

e on

I h

ave

not

yet

done

any

thing

or s

een

anyt

hing

don

e on

digi

tal t

hat

coul

d no

t be

don

e on

I h

ave

not

yet

done

any

thing

or s

een

anyt

hing

f

ilm a

nd b

e mo

re b

eaut

iful a

nd e

asier.

don

e on

digi

tal t

hat

coul

d no

t be

don

e on

f

ilm a

nd b

e mo

re b

eaut

iful a

nd e

asier.

Joaquin B

aca-Asay

of Park

Pictures

refuses

to comp

romise.

His comme

rcial wor

k

for UNIC

EF, Bank

of Americ

a, and V

olvo has

proven h

e can do

anything

,

anywhere

, with fil

m. Learn

more at

kodak.co

m/go/joaq

uin

Joaquin Baca-AsayDirector. Cameraman. Realist.

“THERE HAVE BEEN PROJECTS

WHERE I WOULD’VE BEEN

SCREWED IF I’D SHOT DIGITAL.”


4deCouv_21th:25•01 front 19/06/10 19:58 PageIV

Documents

Lions Daily News 2010 Issue 1