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The Latest Greatest Stories in the World: Learnings from the Cannes International Festival of Creativity 2015
You’re probably wondering…
1. Who is this guy talking to you?
Jamal Hamidi Executive Creative Director
Edelman Public Relations
• Storyteller for brands • Experience in advertising, PR,
digital marketing, promotional marketing • Worked in Australia, the UK, Hong Kong and
NZ as a copywriter and a creative director • Fortunate to be a Cannes Lions winner • And the guy who clearly forgot to wear
a collared shirt on company photo day
2. What is the Cannes International Festival of Creativity?
A celebration of the best stories from the communications and marketing fields.
The perception
Celebs Parties Rosé
The reality
Thinkers The Work Networking
The Facts
Lions awarded2407
entries
delegates
41,000
13,500attendees at the award shows
400090countries
5.87%of entries awarded
3. What can I learn from it?
The storytelling work that is awarded here will set the tone for how we tell stories next year.
And quite simply, the work can teach us how to tell better stories
These learnings come from work in a range of media and formats – from traditional broadcast to digital and social…(and from beyond the world of tourism)
And you don’t have to have massive resources or lots of money to put these learnings into practice
Let’s see some of it
JOHN LEWIS:MONTY’S CHRISTMAS
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John Lewis: Monty's Christmas
Storytelling lessons we can learn• First, work out what you’re really trying to say with
your story. Get it down to a sentence. (What’s your proposition)
• Look for an unexpected way to say it. We’ve all seen stories where someone gets their dream for Christmas. Think about how this story is a simple but powerful twist on that theme.
• Get emotional. Make your audience feel something. (And that means you have to feel it first)
CONSERVATION INTERNATIONAL:THE OCEAN
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Conservation International:The Ocean
Storytelling lessons we can learn• Look past the visuals here. Look past the celebrity voiceover.
This is all about a powerful script.• Think about how the storytelling POV (from the perspective
of the Ocean) makes it powerful. What story would your vineyard tell? Or your beach.
• The hard cost of writing something great about your product is your time. Take the time to craft your masterpiece.
• Or alternatively, there are plenty of great writers around who work at affordable rates. If you don’t have the time, get the help.
DOOM INSECTICIDE:
THE O'FLANNEGAN COCKROACHES
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Doom Insecticide: The O’Flannegan Cockroaches
Storytelling lessons we can learn• Tell the truth.• Tell the truth in an interesting way.• Words paint pictures.• Ask: how can your story put a smile on someone’s face?
“"Creativity only resonates if you infuse real life into
the work."”
Viola Davis, Actress
VISIT BRITAIN:
GREAT CHINESE NAMES FOR GREAT BRITAIN
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Storytelling lessons we can learn• It’s not just your story – it’s your audience’s story too!• Make them part of the story. • Think about how you can use simple tools such as
Facebook and Instagram to involve your audience in the story.
Visit Britain: Great Chinese Names for Great Britain
DOMINOS:
EMOJI ORDERING
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Dominos: Emoji Ordering
Storytelling lessons we can learn• Speak your audience’s language.• UNLESS: you can’t do it authentically and convincingly.
There’s nothing worse than a dad at a disco.
“
“Creativity can be a force for business, but when it’s done with heart, it can be
a force for good. ”
Phil Thomas, CEO Cannes Lions
BURGER KING:
THE PROUD WHOPPER
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Storytelling lessons we can learn• Once again, start with a simple message.• Think about how experiences are part of your story.
Remember the old adage: “I hear and I forget. I see and I remember. I do and I understand.”
• Act with heart.
Burger King: The Proud Whopper
“ The kids can tell when you’re doing
something for money. Make sure the main ingredient is intention. If your intentions are
pure – even if they don’t like what you’re doing – they will respect you.
” Pharrell Williams
Storytelling lessons we can learn• Stand for something and mean it.• Before you tell your story, think deeply about who you are,
what you care about, what you stand for. • Ask: What matters to you in this world? And who are the like-
minded people who care about the same things? Chances are, they’ll respond to your story. (We call this “brand affinity”)
• Sometimes, when you answer these questions, your story almost writes itself.
P&G: #likeagirl
CHEVROLET:
#TECHNOLOGYANDSTUFF
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Storytelling lessons we can learn• We’re all human. Own it. Embrace it.• Tell your story through social media• Tell your story in real-time• Invite everyone else to join the party
Chevrolet: #TechnologyandStuff
NTT DOCOMO:
SHRIMP FRYING CANNON
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Storytelling lessons we can learn• There’s always a way to make your story stand out.
Remember, this is a phone company that’s created this piece of content.
• Again, there’s a simple message at the core. You can sum it up with one word: faster.
NTT Docomo Shrimp Frying Cannon
“ Our attention span in 2012 was 12
seconds; today it's nine. For context, the attention span of a goldfish is
eight seconds. ”
Ryan Seacrest
GEICO:
5 SECOND PRE-ROLLS
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Storytelling lessons we can learn• Storytelling is a two-way street. You’ve got something you
want to say, people have things they want to hear. And sometimes, you’ve got to respect the fact that they won’t be in the mood to hear your story.
• Nothing beats a bit of charm• Don’t outstay your welcome –
whichever storytelling medium you’re working in
Geico: 5 second pre-rolls
THE ALS ASSOCIATION:
THE ICE BUCKET CHALLENGE
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Storytelling lessons we can learn• This one’s important. I’ll say it in all-caps• YOU DON’T HAVE TO BE (OR PAY) A BIG FANCY
MARKETING AGENCY TO HAVE A GREAT IDEA, OR TELL A GREAT STORY
• Just know your mission. Know what you’re trying to say. Invite like-minded people to get involved. And go for it!
The ALS Association: The Ice Bucket Challenge
Questions?
Thank You!
