Powerful new forms of communication are finding their ways to advertisement, often coming from performance, design, entertainment or the art world. Social curation, happenings, interventions, visual ethnography, modern dance, kinetic art, installations... just some of the new forms of brand communication emerging today.

1. A creative briefing by Next Wave Europe.

2. The majority of creative work lined
up at Cannes Lions 2012 cannot be
really described as “advertisement”
anymore in the traditional sense, as
simply most of these projects do
not utilize any of the formulas that
have been the identification
markers of advertisement in the
past.

3. Even the name of the nearly eight decade old festival has been
changed to reflect this shift: from “Cannes International
Advertisement Festival” to “Cannes International Festival of
Creativity.” It is not just about “advertisement” anymore.

4. The traditional advertisement is, indeed, dead. At the
same time, there is a surge of new, innovative
creative brand communication forms that are re-
shaping the face of brands and re-defining the
marketing industry.
In this presentation we’ll
showcase and highlight
some of these trends
with video examples!

5. Social curation, community film-making
Montblanc paid homage to the chronograph (a precise
instrument which could record time to the accuracy of a fifth
of a second) with a short film challenge. The “Beauty of a
Watch the
Second” was a contest curated by Wim Wenders which asked
campaign on
users to showcase beauty in a one second film or video. the next slide!

6. Rewrite history! Hack into the culture!
Banco Popular in Puerto Rico rewrote history and sparked cultural change by
reinventing a classic Puerto Rican hit salsa song about “laziness” written by
the famous El Gran Combo into an inspiring message about a positive work
ethic. The song sparked a national debate and has become the epicenter of Watch the
the movement by Puerto Ricans toward change and progress, receiving campaign on
coverage on virtually every media organization in Puerto Rico - and winning a the next slide!
golden lion at Cannes.

7. Start a movement!
American Express successfully created a movement and a new American
shopping holiday called “Small Business Saturday”, held on the Saturday
after Thanksgiving. AmEx gave small stores around America a digital toolkit
to help them participate in the day, with instructions on how to build an
effective presence in social media. AmEx also bought advertising inventory Watch the
campaign on
on Facebook and gave it all to its small business account holders. The
the next slide!
campaign won the promo & activation Grand Prix and Cannes 2012.

8. Kinetic visual street car installation
Mercedes-Benz covered an automobile in several mats of LEDs
on the driver side of the car and mounted a digital SLR camera
on the opposite side of the vehicle. The camera shoots video
on the passenger side of the car and the video is displayed in
real time on the driver side of the automobile creating the Watch the
illusion of transparency and “invisibility”. This “kinetic campaign on
installation” was designed to advertise the car’s ability to the next slide!
produce zero emissions and protect the environment.

9. Ethnography based dynamic storytelling
Prudential’s “Day One” campaign focused on retirement and
captured what it feels like to wake up on a person’s first day of
retirement. Centred on dayonestories.com, the campaign
collected and documented personal experiences from across
the country, encouraging people to start the conversation Watch the
around retirement and to pro-actively plan for their own. The campaign on
campaign, created by Droga5 has won a Gold Integrated Lions the next slide!
at Cannes 2012.

10. (Solar) Design
Printed with special “solar” ink, the annual report of Austria
Solar is only visible in sunlight. The media was definitely the Watch the
campaign on
message with this solar book from Serviceplan Gruppe. The the next slide!
idea has won a Design Grand Prix at Cannes 2012.

11. Integrated functional ecosystems
Fuelbank, a data-collection bot we can wear on our wrist was
created by R/GA for Nike. Fuelband takes the Nike+ data
collection program and combines it with a wristband so we can
Watch the
monitor our daily activity. It further elevates Nike way beyond
campaign on
the status of a “sports fashion retailer”: Nike is now an the next slide!
integrated brand ecosystem like Apple, Google or Amazon.

12. Interactive performance art
OK Go, the Youtube popcultural phenomena, has produced a
new video in collaboration with contemporary dance company
Pilobolus, and Google. Users can also visit the HTML5-power
website (only via Chrome), AllIsNotLost.com, type out a
personal message and watch the performers dance it out using
their bodies to create letters and shapes. The video and the Watch the
interactive site is an effective showcase for the Chrome campaign on
browser technology. the next slide!

13. Stunt/intervention
To promote their new global strapline, 'That Calls for a
Carlsberg', Carlsberg put together an original stunt - or
“intervention” how it would be called in the art world -
together with Brussels-based agency Duval Guillaume Modem.
A series of unsuspecting couples bought cinema tickets, only to
find as they walked in to the theater that they were surrounded
by rough looking bikers. Those brave enough to take their seats
were rewarded by cheers and a bottle of Carlsberg as the Watch the
strapline flashed up on the screen. The video went viral on campaign on
YouTube with millions of views and shares. the next slide!

14. Stunt/happening
Another stunt campaign from Duval Guillaume Modem, this
one for cable channel TNT to deliver the brand message of
“drama”. A large red button was placed in the middle of a quiet
town square in a Flemish town and challenged people to “push Watch the
to add drama”. Result: the drama of over 30 million viewers campaign on
just on YouTube. the next slide!

15. Civil resistance action
Tunisian non-government organisation Engagement Citoyen
recently arranged for the “return of dictator Ben Ali” to La
Goulette in an effort to inspire a higher turnout at the national
Watch the
elections. The arrangement built on civil engagement and the campaign on
spirit of political resistance. the next slide!

16. CCTV curation
Coca-Cola curated “content” solely from CCTV cameras -
capturing moments and acts of kindness, affection and Watch the
heroism. The viral video topped YouTube charts on the first campaign on
week of seeding. Agency: Landia the next slide!

17. Summary
In the ad world first we had the era of “uses and benefits” - the mainstream lasting about until the mid
to late 1960s.
Then we had a great period of emotional storytelling - pioneered by the “Mad Man” of the 1960s, taken to
perfection in the 1980’s and 1990’s by agencies like BBH and Wieden&Kennedy.
Now, we are again entering a new era where storytelling has become dynamic -- two-way -- and also where
powerful new forms of communication are finding their ways to advertisement, often coming from
performance, design, entertainment or the art world.
Social curation, happenings, interventions, visual ethnography, modern dance, kinetic art, installations...
just some of the new forms of brand communication emerging today.
Advertising is dead - long live advertising! We are living in a new golden age of innovation and creativity.

18. Contact Us!
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