By Patricia Condrova
Shingy is back from his French Riviera adventure and he came to OMD HQ to take us through some of his highlights.
Cannes is exhausting and huge! 15,000 people descend on La Croisette from 94 countries. There are 24 category awards, 43,000 entries considered, 400 judges, 26 Grand Prix winners (la crème de la crème) and 300+ speakers.
The brand of the year for him was Samsung. They were everywhere: events, experiences and these guys were constantly talking about VR.
For Shingy, when it comes to the Cannes Lions Awards, one of his favourite quotes comes to mind “If you obey all the rules you miss all the fun.” Here are the campaigns that caught his eye:
- Grand Prix Winner Outdoor category: Brewtroleum, Heineken New Zealand – the first brewery to make beer-based biofuel commercially available
- Grand Prix Winner Direct category: The Swedish Number, Swedish Tourist Association – “Hello, Sweden speaking! “
- Grand Prix Winner Mobile category: New York Times
- Grand Prix Winner Film category: Shoplifters, Harvey Nichols or what can you do with all that CCTV footage? Easy, promote the new reward app!
- Grand Prix Integrated Category: Frank Underwood 2016, Netflix – the faux political (but hey American politics are a joke anyway!) ad that ran during December 2015’s presidential debate, when 18 million people tuned in to watch the Republican candidates spar. Everyone will remember Netflix and Frank!
After the presentation, I asked Shingy how should a young professional be creative in media and this is what he said:
“They should play with all the platforms as consumers; experiment them all, understand how a brand could integrate with the platform before dragging the brand in to it.
“Understand where the brand should be: not all brands should be on all platforms. Not all brands should have a real time market, it’s about having a relevant market – right time, right place, right messaging.”
Check out a recent article Shingy wrote for Adweek here.
For more fun stuff follow @shingy on Twitter
Au revoir chaps! (Champagne cork popping sound!)
Originally posted at http://www.omdukblog.com/cannes-lions/david-shing-fresh-from-cannes/