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.
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?
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
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