1. ЭТО НЕТРЕНИНГ
МОСКВА, 2013

2. THE AVERAGE PERSON HAS
140’000 DREAMS IN A LIFETIME...
ADVERTISING CREATIVES HAVE
ONLY ONE!

4. Главное правило фестиваля
WHAT HAPPENS IN СANNES
DOESN’T STAY IN CANNES

5. • КЛЮЧЕВЫЕТРЕНДЫ
• ЛЮБИМЫЕ КАМПАНИИ
• РОССИЯ, ВПЕРЕД!
• ДАВАЙТЕ ОБСУДИМ
Хотела рассказать обо всем… но вспомнила о времени

6. STORYTELLING
• The world is too complicated to understand
without storytelling.
• Stories are the way the brain organizes itself.

7. STORYTELLING
7

8. FINDYOUR ENEMY
• If there isn’t problem – how brand can be
solution?
• Throughout the history, art, music and design,
if there is no enemy, there’s no story

9. If you want to be engaged with the world, fight for something

10. # work that matters
WHAT UNITES US IS GREATERTHANTHAT DIVIDES US
http://www.youtube.com/watch?v=ts_4vOUDImE

11. RESPONSIBILITY
we will be looking for highly innovative ideas that have the
human touch and the power to make people act
MarkTutsell, Direct Lions jury president

12. SOMETIMES
FAILURES ARETHE
PRACTICES…
SAY SORRYAND
MOVE ON!

13. FROM AWARENESSTO EXPERIENCE. IT’S ALL ABOUT
PARTICIPATION
What we’re trying to build is a world beyond
advertising that’s immersive and interesting to consumers , as
opposed to being distracting. The age of online banners and
buttons is over!
Think less as advertisers,
more as content providers
From storytelling to story-whispering.
Let people to turn their imagination on

14. DRIVE ENGAGEMENT, SCALEWITH MEDIA
http://www.youtube.com/watch?v=j5Ftu3NbivE
We live in the era of
participation – people
want to see their
contribution

15. ALWAYS ON = NEVER-ENDING STORY
Cannes Lions Grand-Prix 2012
http://www.youtube.com/watch?v=W8xMurdO4Tk

16. SOCIAL MEDIA PLATFORMS
• Entirely different and spontaneous
dialogue
• CULTIVATE COMMUNITY
• DON'T LEAVE THE
CONVERSATION

17. TRANSPARENCY
THE MOST SUCCESSFUL BRANDS ARETHE MOST RESPONSIVE ONE
http://yourquestions.mcdonalds.ca/#/

18. HOWTO BE SUCCESSFUL IN SOCIAL MEDIA
• Be creative in a most transparent way
• Respect your consumers – they are intelligent and smart
• Honesty is the best currency
• To be social it should be socially-designed

19. REALTIME DATA PROCESSING
• With social media we can quantify and demonstrate
impact as never before
• Big data is not only big opportunities… its increasingly
big expectations from consumers.
• Users will tell you what’s sucks and they will do it really
fast

20. Sorry, picture is unavailable for today
SCHOOL KIDS CORRECT CELEBRITY GRAMMAR MISTAKES ONTWITTER

21. 30’’ seconds spot are
not dead as it talks to
all senses
Why be the 30 second
spot when you can be
the whole show?
SCREENS

22. UNDERSTAND PEOPLE BEHAVIOR WITH SCREENS
JWT second screen study, May 2012
http://www.slideshare.net/jwtintelligence/tv-5-8?from_search=1

23. MULTI-SENSORY PLANNING
• Affective interfaces
• Flue 2.0.
• Seamless journey
• Projected visualization
• Human body is interface
LEO BURNETT SEMINAR
It will take around two years to get
to the market
More here: http://wildfirecannes.tumblr.com/page/2

25. TECHNOLOGIES
it has given us so many opportunities to communicate straight to the
customer and the ability to ignite and influence people’s behavior

26. GOOGLE PROJECT LOON
BACK TO VINYL - THE OFFICE TURNTABLE KONTOR RECORDS

27. GOOGLE PROJECT LOON
http://www.google.com/loon/

28. EMOTIONS
ARE
FUNDAMENTAL
PART OF
STORYTELLING

29. EMOTIONS DELIVER RESULT
http://www.youtube.com/watch?v=08ODNMuyhYQ

30. up to 5’340’000
entries per section
30

31. INTHE ERA OF
SNACKING
CONTENT,
STORIES HAVETO
CUTTHROUGH
THE JUNGLE

32. STORYTELLING IS CRUCIAL
BUT NOTTHE WHOLE STORY.
IT IS IMPORTANTTO BUILD SYSTEM
ASWELL AS BUILD STORIES

33. http://www.youtube.com/watch?v=XpaOjMXyJGk
we didn’t put a copy on
YouTube and just
waited for a magic …
As of begging we had a
strategic PR plan and
smart planned paid
media
DON’T RELY ONLY ON BUZZ… EVEN IF GREAT IDEA

34. 11 COMPONENTS OF SUCCESS
by Cannes Lions Media jury

35. http://www.youtube.com/watch?v=YTwCDj3Ui24
MelVarley:
‘… it took UGC to new
level. It’s the first time
I’ve seen it used do well
as mainstream medium’
WHY WAIT UNTILTOO LATE

36. http://www.youtube.com/watch?v=DNjfw_waYyQ
• compelling plot
• unforgettable characters
• social commentary
• responsibility
• entertaining
DUMB WAYSTO DIE
5 Grand-Prix

37. http://www.youtube.com/watch?v=A9UqFGKcNWg
People demand a direct
reward from the time
they spend with a
brand.They want
instant gratification,
emotional engagement
and new experience
OREO 100TH BIRTHDAY

38. http://www.youtube.com/watch?v=4tYMMXiH_hs
MY BLOOD IS RED AND BLACK/ DONATION

39. http://www.youtube.com/watch?v=35yeVwigQcc
POTABLE WATER GENERATOR

40. CLEAR INSIGHT
CLEVER STRATEGY
IMPRESSIVE RESULTS

41. David Droga, CEO Droga 5
I’d argue there’s no other business better-suited to this
challenge. After all, we are not just storytellers and
communicators.We are an industry of problem-solvers and
inventors.

42. NEW-COMER: INNOVATION AWARD
The ideas we have awarded are not about something done in
the last year that will now sit on a shelf and gather dust. You
are all going to see these ideas out in society, serving on a
purpose.They are only now gaining momentum.

43. MASTERCARD DISPLAY CARD
GETIN NOBLE BANK
TWO SCREENSARE BETTERTHAN ONE
NEWTYPE OF PHONE

44. WE FORGOT ONE
VERY-VERY
IMPORTANTTHING….

45. “… healthy intellectual stimulating dialogue. And positive
confrontation with respect”

46. MINDS ARE LIKE
PARACHUTES:
THEY ONLY FUNCTION
WHEN OPEN

47. IMPOSSIBLE IS NOTHING

48. http://www.youtube.com/watch?v=zHIPuiIweb4
ЗАСТАВЬЧИНОВНИКОВ РАБОТАТЬ
5 Golden Lions

49. http://www.youtube.com/watch?v=UOMj6i6OC94
ANTI DOPING FORYOUNG SPORTSMEN

50. ЗАКЛЮЧЕНИЕ

51. THE ONLYWAYTO MEASURE
MARKETING EFFECTIVENESS
IS IF PEOPLE CARE ENOUGH
TO SHARE INFORMATION

52. I have never answered questions…
I tell stories