This document discusses the results of the Cannes Lions International Festival of Creativity and argues that South Africa needs to improve its storytelling and embrace new technologies and mediums. It notes that campaigns from emerging markets that solved social problems through storytelling and audience participation won numerous awards. The document calls for South African agencies to move beyond traditional briefs and adopt "moonshot thinking" to solve real problems through powerful stories that integrate new technologies.

1. MetropolitanRepublic
Creative Director Aviv Weil Strategy Director Brent Tollman
WhySouthAfricahasalotfurtherthan7,983kms
togettoaCannesGrandPrix

2. SO HOW WAS CANNES?

3. CANNES WAS
A WAKE-UP CALL

4. AND WE SHOULD ALL
BE PISSED OFF

5. FOR THE 2ND YEAR RUNNING THE GRAND PRIX FOR FILM AND CONTENT
WERE THE SAME CAMPAIGN

6. A GOOD STORY
IF CONTENT IS KING
IS ITS QUEEN

8. 1# MICROPROCESSORS ARE A HARD, UNSEEN
PRODUCT CATEGORY
2# WHY ISN’T SOUTH AFRICAN STORYTELLING
FEATURING AS POWERFULLY?
TWO THINGS OCCUR TO US

9. IT GETS WORSE
(AUSTRALIA WHIPPED US)

12. “BECAUSE YOUNG PEOPLE
PREFER MUSIC TO PREACHY
THEY MADE A MUSIC VIDEO
PSA MESSAGES”

13. WHATMADETHIS
CAMPAIGNPOWERFUL?
YOUNGPEOPLEDON’TLIKEBEINGPREACHEDTO.BUTTHEYDOLIKEMUSIC.SOTHEYMADEAN
EXCEPTIONALLYGOODMUSICVIDEO.
THEYUSEDARANGEOFSTORYTELLINGCHANNELSLIKEKAREOKE,MUSICCHARTS&MOBILE
GAMESINSTEADOFEXPENSIVETRADITIONALMEDIA
THEYLETTHEIRCAMPAIGNBECOMEIMITATEDANDREINTERPRETEDBYTHEAUDIENCESOTHE
AUDIENCETOOKOWNERSHIPOFTHEMESSAGE
Itfoundonecriticalinsightandfocusedonit
Theyinvestedinanintegrated,content-drivencampaign
Theyinvitedthepublictosingalong

14. FOR 3 REASONS
THIS SHOULD PISS US OFF

15. SA HAS LOTS OF YOUNG PEOPLE UNDER 30
WHO ALSO LIKE MUSIC
1.
So why is every PSA-Vuka Awards ad we do a tearjerker?
Are we stuck in a default medium rut?

16. THE MEDIUM
IS
THE MESSAGE

17. THE MEDIUM
SHAPES
THE MESSAGE

18. ARE WE BEING A
LITTLE TOO PRECIOUS
ABOUT THE BIG IDEA?

19. WE HAVE ONE OF THE MOST DIVERSE
MUSICAL MELTING POTS IN THE WORLD
2.
Is corporate culture dominating audience culture?

20. NONE OF THIS STOPPED US FROM GETTING
BEATEN BY AUSTRALIA IN THE FINALS
3.
FML

21. TITANIUM INTEGRATED

23. INDIE FILM
SERIES
MUSIC
VIDEO
SOCIAL
EXPERIMENT
MINIMAL OR NO PAID MEDIA
MULTIPLE ENTRY POINTS INTO THE STORY
CULTURE OVER CORPORATE

24. SA WON
GOLD IN
RADIO
BRAZIL WON
GOLD IN FILM,
CONTENT,
TITANIUM,
RADIO, PRESS,
OUTDOOR

25. SA WON
GOLD IN
RADIO
AUSTRALIA
WON GOLD IN
FILM, CONTENT,
TITANIUM,
RADIO, PRESS,
OUTDOOR

26. WE’RE NOT USING THE
EVOLVING MEDIUMS OF
STORYTELLING

27. LET’S WAKE THE F**K UP
SOUTH AFRICA

28. EMERGING MARKETS ARE
INNOVATING SO FAST
WE MAY AS WELL BE
MOVING BACKWARDS
ALARM BELL #1

29. OGILVY BRASIL
BRAZILIAN CLIENT
BRAND HQ IN BRAZIL
BRAZILIAN CREATIVES
AUSTRALIAN PLANNER
BUT DIDN’T SHOUT BRAZIL
DOVE

30. INDIA WON
4 GOLDS IN
PRESS

31. AND UNITED
ENEMIES

32. EVERYWHERE

33. WHATMADETHIS
CAMPAIGNPOWERFUL?
IF ENEMIES SHARE A MOMENT OF HAPPINESS, IT CAN CREATE A BREAKTHROUGH OF
EMPATHY. ONE GIANT STEP TOWARDS UNITY.
COCA COLA INVESTED IN A TECHNOLOGY THAT HAD NEVER BEEN TESTED TO SOLVE
A CULTURAL PROBLEM
THEY USED THE RIGHT BRAND ASSETS AS ICONS OF UNITY - THEIR PRINT NEEDS NO
COPY, THEIR TECHNOLOGY NEEDS NO EXPLANATION
Itfoundonecriticalinsightandfocusedonit:happinessunites
Theyreinventedtheirretailpointasabrandexperience,anddroveWordofMouth
Acontentideathatdidn’ttrytokeepeveryonehappy

34. FOR-PROFIT BRANDS
SOLVING SOCIAL AND
POLITICAL PROBLEMS
EMERGING MARKETS WINNERS’ THEME

35. EMERGING MARKETS WINNERS’ THEME
SOCIAL
VALUE
BRAND
VALUE
SOLVE A REAL
PROBLEM
EARN YOUR PLACE IN CULTURE

36. MACEDONIA PUT
MUSLIMS &
CHRISTIANS 10
METRES APART
CANNES TITANIUM

37. PHILIPPINES WON
GRAND PRIX FOR
MOBILE
SOLVING THE CHALLENGE OF
TEXTBOOK DISTRIBUTION BY PUTTING
THEM ON OLD SIM CARDS

38. THE PEOPLE’S CAR OF CHINA
DESIGNED AND VOTED
BY THE NETIZENS,
FOR THE CITIZENS
VW GAVE CHINESE
CITIZENS THE MOST
POWERFUL VOTE IN
THEIR HISTORY

39. BRANDS SOLVING SOCIAL
AND POLITICAL PROBLEMS
BY ORCHESTRATING
SOCIAL PARTICIPATION

40. BRANDS SOLVING SOCIAL
AND POLITICAL PROBLEMS
BY PACKAGING IT INTO
A POWERFUL STORY

41. AND WE SHOULD KNOW
EMERGING MARKETS
HAVE THE BEST STORIES
AFTER ALL,

42. WHAT ELSE DID OUR CANNES
LUMINARIES REALISE?

43. THE PRIMARY COMPETITION
ISN’T THE PRIMARY COMPETITION

44. THE REAL COMPETITION

45. BEAT THEM BOTH
AND YOUR CATEGORY COMPETITORS ARE DUST

46. TO BE PRODUCT SELLERS
WE NEED TO BE
STORYTELLERS

47. TO BE PRODUCT SELLERS
WE NEED TO BE
CODERS

48. SOUTH AFRICA IS NOWHERE
IN DIGITAL & TECHNOLOGY
SPEAKING OF WHICH
ALARM BELL #2

49. NOT ONE OF
THESE LIONS IN
SOUTH AFRICA
NOT EVER

50. THE LAST ALARM BELL

51. INSANITY:
DOING THE SAME THINGS OVER
AND OVER AND EXPECTING
DIFFERENT RESULTS
ALBERT EINSTEIN

52. ALSO INSANITY:
DOING THE SAME THINGS ‘BETTER’
AND EXPECTING
BREAKTHROUGH RESULTS
HARDLY AN EINSTEIN

53. ALSO INSANITY:
DOING THE SAME THINGS ‘BETTER’
AND EXPECTING
BREAKTHROUGH RESULTS
ANOTHER
TV BRIEF
ANOTHER
RADIO BRIEF
ANOTHER
PRINT BRIEF
ANOTHER AD
BANNER BRIEF
WE’RE STUCK IN DEFAULT AGENCY BRIEF PARADIGM

54. WE NEED TO BE
MOONSHOT THINKERS

55. MOONSHOT THINKING

56. Changing the world by seeking out
massive unsolved problems that, when
solved, will profoundly and positively
alter the way we live.

58. “Peter Pans with PHD’s
and a healthy disregard for the
impossible, while still maintaining a
level of practicality.”

59. SolveForX.com

60. Everyone in front of this screen
is a moonshot thinker

61. DO AGENCY BRIEFS ENABLE
MOONSHOT THINKING?

62. SOLVING THE BRIEF ISN’T THE
SAME AS SOLVING THE PROBLEM

63. AN EXCELLENT ANSWER
TO THE WRONG QUESTION

64. NOT ANOTHER
OUTDOOR BRIEF

68. THANK YOU