Results tagged “Cannes Lions 2012”

Young Lions from Australia on Creativity, Then and Now

We are back from Cannes Lions and continuing to sit down with this year’s Young Lions Competition winners to get their thoughts on Creativity, Then and Now. Next up, we spoke with Sirisha Pulapaka and Helen Luong from Australia, Silver medalists in the Young Marketers category. See what they had to say below.

Have you always been compelled to create? Was the instinct there from a young age or did this happen later in life?

We believe creativity is in our genes and we continue to develop and nurture it through our experience and learning’s. Creativity needs to be harnessed by developing talent and skill, which are two very different things as creativity is a potential in all human beings. Sirisha said that in her childhood, analysing and rating ads during commercial breaks was a treasured pastime. She says “It’s all about keeping the inner child alive. We ‘ve continued to train our talent by gaining industry exposure and improving our skills by learning from those that have gotten it right through sheer hard work.”

What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between Then (such as the 1960’s, “Mad Men” style) and Now?

The digital revolution has drastically shaped the marketing and advertising space over the last few decades. In an amazing talk at Cannes; VP, Johnson and Johnson, Kimberley Kadlec introduced 4 new P’s to the marketing mix to include digital; purpose, presence, proximity and partnership. The 1960’s approach was more about connecting emotionally with the customer and influencing their thought process. Advertising today has taken a dramatic shift, focusing more on consumers as individuals with purchasing power. Marketing mediums have changed with the shifts in consumer behaviour and the technological evolution, defining marketing strategies today.

What are your thoughts on how creativity and marketing data have to work together? Page views, clicks, and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men?”

Creativity is the dark knight of marketing data; it’s that hidden saviour that finds a way for raw numbers and insights to become something that deserves the 1000 likes or tweet mentions. It’s no longer about the top ranking search results. To become successful marketers, you need to engage the community. People of today want to be a part of the conversation, be it around a brand, not for profit or a subject of interest. They want to see how they are benefitted, can be interactive or know how their contribution has helped achieve results. It’s the marketing strategy that ties creative and data together, finding solutions to a math problem using a new creative canvas. 

Conversations from Cannes Lions – Day 3

On day 3 at Cannes Lions, we got a chance to speak with with talented creative professionals from across the world, including the youngest application developer in Europe!

During the day, we got a chance to catch up with the Young Lions winners from last year’s Cyber category, Alex Newman and Patrice Pollack. Alex and Patrice shared how their lives changed dramatically after their win; within two weeks, they had new job offers in New York City and were planning their move from their hometown in Canada.

The Adobe team with Jordan at our tent.

The Adobe team with Jordan at our tent.

We were also lucky to meet Jordan Casey, who is 12 years old and the youngest application developer in Europe. Jordan taught himself how to code at 9 years old and has his own company called Casey Games. He truly amazed us – watch his interview in the video below.

Next, we made our way over to the MOFILM awards reception. We’re always inspired by the amazing submissions we receive each time we sponsor MOFILM, and this year was no different. Congratulations to the winners, Jon Doss and Austin Albany. Check out their winning piece here.

We also got to congratulate the winners of the Creative Effectiveness Lionscompetition, another category we are sponsoring this year. The Creative Effectiveness category honors creativity that shows a measurable and proven impact. Congratulations to the winner, Duval Guillaume Modem, Antwerp.

Our Then and Now polls are still going strong, and we’re loving your responses. When we asked you guys what your competitive edge was, data or creativity, 51% of you said creativity while 49% of you said data. That was a close one. However, with yesterday’s question on preference between dress shoes and Converse, 67% of you preferred Converse while only 33% of you preferred dress shoes. Converse is a clear winner!

Our scriberia artists are continuing to illustrate the sights of the festival. The illustration below is their latest, a depiction of the Croisette.

Be sure to cast your vote in today’s question, “How do you prefer to capture ideas, on a notebook or a tablet?” Tweet us with #ThenAndNow, and festival attendees, come by our tent to get a prize and make yourself eligible to win one of four Creative Cloud annual memberships that are up for grabs.

Video highlights from yesterday below – enjoy!

Monday at Cannes Lions: Great Conversations with Attendees

We just wrapped up day 2 at Cannes and so far, so great! Yesterday, the festival kicked off with a cocktail sponsored by Adobe, and we got a chance to interview attendees about their thoughts on creativity, Then and Now, and whether or not today’s increasing focus on data is killing or cultivating creativity. Watch highlights from our favorite moments below.

This morning, we hosted a panel to a full house, titled “Is Data ‘Killing or Cultivating Creativity?” The panel was moderated by our SVP of Global Marketing, Ann Lewnes. She was joined by fellow panelists Jon VeinLinus Karlsson, and Jim Stengel who shared their thoughts on how we need to strike a healthy balance between focus on data and our own gut and intuition.  During the panel, scriberia artists illustrated the conversation. Check out the cool scribe illustration below and stay tuned for panel highlights and a full recap, which we’ll post tomorrow.

Scribe illustration of panel created by scriberia artists

Scribe illustration of panel created by scriberia artists

And don’t forget, each day we’re asking you a different question about creativity, Then and Now. Today’s question is, “What’s your competitive edge? Data or Creativity?” Tweet your answer using #ThenAndNow and we’ll feature it on our digital billboards here at the festival. You can also vote in our daily polls on Facebook. Believe it or not, the response to yesterday’s question, “How do you prefer to communicate, through the phone (Then) or Twitter (Now), was tied! 50% of people chose to communicate via phone while 50% chose Twitter.

If you’re at the festival, be sure to stop by the Adobe booth and get your picture taken with the Adobe ampersand as a souvenir of your visit.

Example of a photo souvenir at the Adobe booth

Example of a photo souvenir at the Adobe booth

Signing off for now – more tomorrow! In the meantime, enjoy the highlights below.

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