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A tale from Cannes

P-Diddy, Rosé and the International Festival of Creativity

Friday, 26 July 2013

This year, McCann Worldgroup sent four young delegates from Asia Pacific to attend the Cannes Lions Young Account Executive Academy that formed part of the International Festival of Creativity. I was lucky enough to be one of them.

My name is Jade Griffiths and for me, being based on the Gold Coast and having only been in advertising for just over a year, it was a monumental opportunity to share air let alone converse with some of the industry's most incredible minds.

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Contrary to popular belief (mine included) the festival isn't just about  the boat shoes, espressos, 6 litre bottles of French rosé on Carlton terrace, Lion  awards, that time I saw P-Diddy at the beach party, the dreaded (yet paradoxically alluring) Gutter Bar. Don't get me wrong, there were plenty of those things, and it was great. Really really great. But Cannes was so much more.

It was inspiring. Challenging. Brilliant. Educational. Completely absurd at times. Utterly exhausting.

The single most amazing experience in my career to date.

The work I saw, the people I met, the things I learnt will stay with me for a  lifetime. Here are a few things that really resonated with me…

  • The most successful campaigns are based on an honest insight into human behaviour.

    The Dove Real Beauty Campaign, which is to this day one of the most awarded advertising movements in history, is underpinned by the insight that only 4% of women believe they are beautiful.

    Dove Real Beauty Sketches is one of the most recent reinventions from Ogilvy Brasil which took out the Titanium Grand Prix award.

    And Dove Camera Shy from Ogilvy London that won a Gold Lion.

    Starhub, Third Eye created by DDB Singapore is a beautiful execution of crowd sourcing and allowing people to make a difference on a small-scale.
  • An account manager that performs the role of a messenger is effectively rendering themself and their role completely redundant.
  • Start with why.
  • "Creativity is thinking new things. Innovation is doing new things." Theodore Levitt. Here's an example of innovation from BBDO Germany for WWF called The Ant Rally.
  • The digital age is not entirely about media, it's about context. New technology creates new context. There are 10 contexts  of the digital age - information, transaction, participation, conversation, application, location, diversion, distribution, visualisation and interruption.
  • The future of technology is inspiring albeit slightly terrifying according to Contagious and Leo Burnett's Wildfire seminar.