For the past week, we had the privilege of being in a most beautiful location: Cannes, France. Yes, beautiful because of all of its beaches, its sunshine and its landscape, but even more beautiful because it marks the spot where creativity is recognized, analyzed and where it flourishes.
Experiencing the conference from both the perspective of a presenter (SOCIALDEVIANT presented at Lions Health on driving creativity within regulated industries and Cannes Lions on how to be a best-in-class content marketer) and an attendee not only reinforced SOCIALDEVIANT’s philosophy and work, but also drove some clear learnings:
Lean Into Cultural Tensions
Some of the best creative at Cannes was a clear expression or challenge of a current cultural tension. Whether around our perception of beauty, our obsession with tracking our every movement, or our increasing tardiness, brands that find a way to deliver distinct value within these scenarios not only gain a lot of attention, but also push creative boundaries.
Great examples: Joe Boxer Inactivity Tracker, Dove #ChooseBeautiful,Editions Points #ThanksforBeingLate), Hpa Not Beersies
Use Technology to Fuel the Unexpected
Technology fuels great creativity, but doesn’t replace it. This year, the greatest uses of technology pushed creativity to unexpected levels and provided powerful new experiences to people across the globe.
Great examples: Holograms for Freedom, Valspar Color for the Colorblind, Dolmio Pepper Hacker
Simplify to Amplify
A big idea isn’t big because of its budget, but because of its impact. And sometimes the simplest ideas can be the most powerful, especially in crowded markets and with unengaged audiences.
Great examples: Volvo Interception, Automobile Club of Romania #seatbeltb00bing, Netflix GIF Campaign
Use Your Product as a Canvas
A brand is a promise that must be fulfilled. Therefore, getting creative with the product itself, from adding new features to creating new experiences to launching a spinoff, can create some of the most powerful and engaging experiences.
Great examples: Delta Innovation Class, The Xbox Loophole, VW Reduce Speed Dial
Create a Natural Twist
Every good story has a plot twist and great creative incorporates natural twists that keep audiences engaged. This year, twists were used to highlight topics such as the power of will, the effects of deforestation and climate change, and the need for road repairs.
Great examples: Under Armour I Will What I Want, WWF Content Extinct,The Tweeting Pothole