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Cannes 2019: Inside the Palais - Day 2

Cannes 2019: Inside the Palais - Day 2

Danielle Smith

Danielle Smith

June 18, 2019

The art of activism, Coca-Cola’s content marketing, The Attack, and culture’s genesis

"Put yourself at the service of the organizations you’re working with. For them to leave the message and you become just a platform for that organization."

Day two at the Palais offered lessons from some of the biggest brands, a crash course on the art of activism, a blockbuster film that pushed boundaries for the client, and a conversation about where culture will come from as we move forward.

 

10:30am: It’s the Real Thing

Authenticity in content marketing is imperative to success. Islam ElDessouky, Head of Middle East Integrated Marketing Communications for The Coca-Cola Company and Sasan Saeidi, Gulf CEO of J. Walter Thompson, started the morning session with a story about the creation of the iconic glass contoured Coke bottle. For that brief the KPI’s were that if the bottle broke into pieces you could still recognize the brand and that it be recognizable in the dark.

How that translates to content marketing involves opening the vault to the secret formula of Coca-Cola’s global approach to content marketing.

“The best content marketing in the world connects with people at a human level,” says Saeidi.

ElDessouky added, “If you want to be committed you have to take risks. Content marketing is a commitment not a campaign. It’s a relationship between brands and people.”

The duo showed some of their favorite campaigns from Coca-Cola throughout the years as the audience took notes from the beverage behemoth’s playbook. “If you want to stand out and represent your audience’s values you have to show you are listening,” said Saeidi.

 

11:0oam Defining Art + Activism

A packed house awaited Oscar-winning filmmaker Alfonso Cuarón. Hosted by Participant Media, the conversation explored the activist impact beyond his film, Roma. 

Have you heard of the #RomaEffect? This phrase has been used by governments, celebrities and yesterday, our panelists, to outline how a film at the service of a movement inspired real world change.

Roma has been the catalyst behind bills getting passed that improve the lives of domestic workers whose labor and human rights are underrepresented and frankly, unfair.

“People believe in a brand because they can borrow equity from it. I think we are on the verge of a crisis where we have to ask if we’re giving as much as we are borrowing,” said Colleen DeCourcy, Co-President and CCO of Wieden+Kennedy.

Cuarón punctuated the conversation with a sentiment of service and passion for driving change through his art.

“We were not following the conversation, we were creating the conversation,” he said. “The only way to do this is to put yourself at the service of the organizations you’re working with. For them to leave the message and you become just a platform for that organization.”

 

2:00pm: An A-Z on Creating a Blockbuster Film for AZ

At the pace of one letter per minute, Tom Richards, CCO of Havas Lynx Group, took the audience through the alphabet describing the pitch, push back, production and ultimately, the success of “The Attack,” a Cannes Lion-winning campaign for AstraZeneca, a client of 15 years.

“Without a great client there’s no great work. And without great work there’s no life-saving creativity,” said Richards.

Thea Burrows, Managing Director and Creative Producer at Maker Projects and Kyriakos Konstantinidis, Global Strategy Director at AstraZeneca, helped shed light on the collaboration between agency, client and production company that uses creativity to educated HCPs and possible even save lives.

“I’m a big believer that the difference between rational and irrational thinking is that rational leads to a conclusion, while irrational makes us more confused,” Konstanindis said as he discussed the emotional nature of facing death. “We are not selling drugs, we are selling life.”

 

3:15pm: The New Creative Capitals

With the rise of technology and the ubiquity of trends there is an arguably depressing consistency going around the globe. This panel highlighted how the change-makers and shapers of culture are coming from emerging markets, and argued the ability to embrace the nuances of local culture is crucial to originality.   

Moderated by Gordon Young, co-founder of The Drum, the panel included Andrea Siqueira, BETC/Havas’ Executive Creative Director, BBDO’s David Guerrero, and Forsman & Bodenfors Silla Levin.

“To start a conversation that is engaging you have to be inside the context of the culture you’re speaking to,” said Siqueira.

The panelists showed campaigns they were proud of from their agencies and discussed the specific cultural insights that gave the ads their edge.

A crowd favorite was Recipeoke from BBDO Guerrero in the Philippines. Guerrero said: “You get unique solutions from different perspectives and that’s rooted in the unique elements of culture.”

Levin summed up the conversation when she said, “culture wherever it comes from is a great treasure chest for creativity.”

 

Follow our live coverage from the Palais to the Café at this year’s Cannes on Twitter and Instagram @havas, and with the hashtags #havascannes #havascafe #canneslions and #meaningfuldifference

"Put yourself at the service of the organizations you’re working with. For them to leave the message and you become just a platform for that organization."

Day two at the Palais offered lessons from some of the biggest brands, a crash course on the art of activism, a blockbuster film that pushed boundaries for the client, and a conversation about where culture will come from as we move forward.

 

10:30am: It’s the Real Thing

Authenticity in content marketing is imperative to success. Islam ElDessouky, Head of Middle East Integrated Marketing Communications for The Coca-Cola Company and Sasan Saeidi, Gulf CEO of J. Walter Thompson, started the morning session with a story about the creation of the iconic glass contoured Coke bottle. For that brief the KPI’s were that if the bottle broke into pieces you could still recognize the brand and that it be recognizable in the dark.

How that translates to content marketing involves opening the vault to the secret formula of Coca-Cola’s global approach to content marketing.

“The best content marketing in the world connects with people at a human level,” says Saeidi.

ElDessouky added, “If you want to be committed you have to take risks. Content marketing is a commitment not a campaign. It’s a relationship between brands and people.”

The duo showed some of their favorite campaigns from Coca-Cola throughout the years as the audience took notes from the beverage behemoth’s playbook. “If you want to stand out and represent your audience’s values you have to show you are listening,” said Saeidi.

 

11:0oam Defining Art + Activism

A packed house awaited Oscar-winning filmmaker Alfonso Cuarón. Hosted by Participant Media, the conversation explored the activist impact beyond his film, Roma. 

Have you heard of the #RomaEffect? This phrase has been used by governments, celebrities and yesterday, our panelists, to outline how a film at the service of a movement inspired real world change.

Roma has been the catalyst behind bills getting passed that improve the lives of domestic workers whose labor and human rights are underrepresented and frankly, unfair.

“People believe in a brand because they can borrow equity from it. I think we are on the verge of a crisis where we have to ask if we’re giving as much as we are borrowing,” said Colleen DeCourcy, Co-President and CCO of Wieden+Kennedy.

Cuarón punctuated the conversation with a sentiment of service and passion for driving change through his art.

“We were not following the conversation, we were creating the conversation,” he said. “The only way to do this is to put yourself at the service of the organizations you’re working with. For them to leave the message and you become just a platform for that organization.”

 

2:00pm: An A-Z on Creating a Blockbuster Film for AZ

At the pace of one letter per minute, Tom Richards, CCO of Havas Lynx Group, took the audience through the alphabet describing the pitch, push back, production and ultimately, the success of “The Attack,” a Cannes Lion-winning campaign for AstraZeneca, a client of 15 years.

“Without a great client there’s no great work. And without great work there’s no life-saving creativity,” said Richards.

Thea Burrows, Managing Director and Creative Producer at Maker Projects and Kyriakos Konstantinidis, Global Strategy Director at AstraZeneca, helped shed light on the collaboration between agency, client and production company that uses creativity to educated HCPs and possible even save lives.

“I’m a big believer that the difference between rational and irrational thinking is that rational leads to a conclusion, while irrational makes us more confused,” Konstanindis said as he discussed the emotional nature of facing death. “We are not selling drugs, we are selling life.”

 

3:15pm: The New Creative Capitals

With the rise of technology and the ubiquity of trends there is an arguably depressing consistency going around the globe. This panel highlighted how the change-makers and shapers of culture are coming from emerging markets, and argued the ability to embrace the nuances of local culture is crucial to originality.   

Moderated by Gordon Young, co-founder of The Drum, the panel included Andrea Siqueira, BETC/Havas’ Executive Creative Director, BBDO’s David Guerrero, and Forsman & Bodenfors Silla Levin.

“To start a conversation that is engaging you have to be inside the context of the culture you’re speaking to,” said Siqueira.

The panelists showed campaigns they were proud of from their agencies and discussed the specific cultural insights that gave the ads their edge.

A crowd favorite was Recipeoke from BBDO Guerrero in the Philippines. Guerrero said: “You get unique solutions from different perspectives and that’s rooted in the unique elements of culture.”

Levin summed up the conversation when she said, “culture wherever it comes from is a great treasure chest for creativity.”

 

Follow our live coverage from the Palais to the Café at this year’s Cannes on Twitter and Instagram @havas, and with the hashtags #havascannes #havascafe #canneslions and #meaningfuldifference

Danielle Smith is the Communications Manager of Havas Group. She’s believes every meal can be tacos if you have tortillas and the heart to try.

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