Cynopsis at Cannes Lions: Day Four

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Cynopsis at CANNES LIONS: DAY FOUR
Cynopsis at Cannes Lions: Day Four
06/21/18
 
It’s the fourth day of Lions and the facades are starting to give way to real talk. Well, in some corners of the Palais. In others it’s still buzzword central. And the celebs are still popping up like whack-a-moles. Last night, Kylie Jenner attended the Spotify Beach Party to watch her boyfriend Travis Scott perform. Elsewhere, at a Chateau not so far away, Kylie Minogue played a set at the News UK party. In a luxe villa up in the hills, Billy Joe Armstrong played an intimate set of Green Day’s greatest hits. Game of Thrones’ Nikolaj Coster-Waldau appeared on stage this morning to introduce the Lion’s Share initiative and Ridley Scott introduced the New Directors’ Showcase. But what’s really on the participants’ minds after four days of talks? Well, why don’t we ask the people on the street (Happy Hour, that is)!  
 
QUICK TAKES FROM CANNES
 
A panel called “Five Campaigns that Shook the World,” looked at TV ad campaigns that had a major impact on culture – for better or worse. Lisa Gilbert, CMO of IBM in the UK and Ireland, picked Red Bull’s “Stratos”. “It’s an amazing piece of theatre that started a broader conversation,” she said pointing out, “there is so much branded content out there, if you don’t take a risk you’ll get lost in the digital landscape.” Lisa Jedan, the Global Head of PR at Bacardi Martini, chose the BMW film series from directors like Tony Scott and Guy Ritchie featuring James Brown, Madonna etc. “Today looking at it, it seems commonplace, but in 2001 it was ballsy,” she said about the campaign that resulted in a 12% sales increase for BMW and 11 million views in an era of no streaming. The future, she thinks is all about companies taking a stand: “It’s no longer good enough for brands just to have a good product, consumers are asking them to have a role in culture.” Lars Silberbauer, Senior Global Director at Lego, chose the recent Pepsi ad where Kendall Jenner resolves racial tension with a can of soda. “This is how you f*** things up,” he said. “You can’t fake it, you have to be honest and authentic. This is an example on how not be authentic – a very expensive testament.” Andrew Canter, Global CEO of BCMA, picked the dancing silhouettes of iPod+iTunes, Apple and the iPod shuffle and “The Future is Orange,” from Ridley Scott. Said Canter: “We always want to know what the future is, but we sometimes we need to look back.”
 
Film director Chris Nelius announced the launch of Lion’s Share, an initiative to protect wildlife. “We use animals to help us tell stories,” said Nelius. “Animals are a tried and true way for us to sell products, but there is a big disconnect. Animals are not doing well in the wild. If we’re going to use a cheetah, why couldn’t they see something in return?” The Lion’s Share initiative suggests that companies using animals in their ads donate 0.5% of their media spend to the trust, which would mean an annual donation of 47 million dollars.
 
Can a partnership between Hollywood and Madison Avenue work? According to actor/producer/recording artist Common, yes. The appeal of hitching his wagon to Microsoft was all about the passion his collaborators, Andrew Panay and Brian Klugman from Blk-Ops and Kathleen Hall, CVP of Brand, Global Advertising and Research at Microsoft, had for the project. “I love the creative ideas you all had, and the heart and soul – this is what I want to be part of as an artist who’s driven by the passion for the art,” he said. For the musician it was also important that he felt a genuine connection to the brand. “As an artist you don’t want to feel like a whore, you want to connect with a brand that has some type of integrity and that’s what I found with [Microsoft],” he said. “It’s been the most authentic relationship I’ve had with any brand.”
 
Valerie Vargas, Senior Vice President, Advertising and Creative Services, AT&T Mobility and Entertainment Group, joined award-winning writer/actor Lena Waithe to talk about the AT&T Hello Lab Mentorship Program in a panel about “Diversity Beyond Empowerment to Execution.” Waithe joins Common, Tessa Thompson, Taika Watiti, Cary Fukunaga, Rachel Morrison and Shelby stone in mentoring filmmakers from groups that are traditionally underrepresented in the film industry, helping them produce films of their own. “For us it’s really about providing opportunity to nurture the next generation of talent that’s going to create entertainment, and bring those stories to our customers,” says Vargas. “Our customers love this. And the inspiration for this comes from the heart and soul of AT&T. We’re one of the most diverse companies. Being able to provide stories that reflect our employee base, means we will in turn reflect the community we serve.” Added Waithe, “The entertainment we watch should feel like a mirror and if a colored person only sees people that look like the status quo, they will feel like they’re invisible. So, I think we have to be able to see ourselves – but we have to go beyond ‘I want to see myself.’ I want to see my own trauma, my own brokenness and turn it into something beautiful. It’s important for us as artists to not write something self-serving, but something brutally honest.”  
 
“A lot of people think I’ll do anything with a horse in it,” Kevin Costner joked about the roles he chooses at panel this afternoon. “The thing I’m most gratified about is that my career hasn’t drilled down to certain movie.” Costner said he’s not necessarily opposed to making sequels. “It’s not that I don’t want to do sequels, I do. I want the truck to back up with all the money. I’m not dumb,” he said as the audience laughed. “But not enough that I don’t understand the movie I just made. I don’t want to make a bad one and then make a third one to apologize for the second one.” In town to talk about his new Paramount Network series Yellowstone, Costner reflected on an illustrious career. “I got to run with a buffalo. I try to save the world in my movies, I get the girl – I got to kiss Whitney. I get to do a lot of things,” he says. “There is a chance when you make a movie or a series that you can create images and moments that you never forget.”

Heard: Tech platforms are more of a threat to the creative industry than an opportunity, was the conclusion of an audience poll at a panel session about the power of big tech platforms. The result showed a significant downward shift compared to an opening poll which revealed overwhelming support for tech platforms. The panel event was hosted by The Economist and featured Carolyn Everson, VP Marketing Solutions at Facebook, Evgeny Morozov, author and journalist, Kasha Cacy, Chief Executive Officer USA at UM, and Keith Weed, CMO at Unilever. Those attending the debate were asked “Are the big tech platforms a threat or an opportunity for the creativity industry?” Initially, 68% saw them as an opportunity, while 21% said they were a threat, but when the question was asked again at the end of the debate, the number who saw them as an opportunity dropped to 43% and those who saw them as a threat rose to 54%.  
 
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Truth from the Mouths of Lions – Happy Hour Edition
 
“I think the industry is in bad shape because of the rise of the big tech companies. I think there is a huge risk that the Amazons and the Apples will sweep away what is still, today, our industry.” – marketing director.
 
“Concerns? There’s just opportunities. The whole advertising industry realized that we’re moving straight forward into a digital world and making huge steps. A couple of years ago no one recognized that, and now it’s here and they see that.” – digital director.
 
“When I see the award-winning work, a lot of stuff is super bold and tells me people are following their guts more than data, but all the presentations go on about how we know all about our consumers just using algorithms, so I’m torn about what exactly I’m taking away.” – marketing director.

“This whole theme about the tension between technology and creativity, we were saying, is kind of bull****. It’s like a media story that everyone’s getting really concerned with, that’s actually a really symbiotic relationship. There’s too much focus on it, and I think it’s just getting boring. Let’s get on with it.” – brand director. 
 
“Nothing has surprised me this week. Nothing.” – digital director.   
 
Product Design

Grand Prix
Kingo

KINGO
OGILVY COLOMBIA, Bogotá / KINGO ENERGY, Guatemala City / OGILVY GUATEMALA, Guatemala, Central America
OGILVY COLOMBIA, Bogotá / OGILVY GUATEMALA, Guatemala, Central America
POWELL COMMUNICATIONS, New York
COLOMBIA
 
Gold Lion
Futurecraft 4D
ADIDAS
ADIDAS, Amsterdam
EXPOSURE NY, New York / RESN, Amsterdam / 4D MAX, Bedfordshire
EXPOSURE NY, New York / RESN, Amsterdam / 4D MAX, Bedfordshire
THE NETHERLANDS
 
PR

Grand Prix
Trash Isles

PLASTIC OCEANS/LADBIBLE
AMVBBDO, London
LADBIBLE, London / LADBIBLE, London
LADBIBLE, London
LADBIBLE, London / LADBIBLE, London
UNITED KINGDOM
 
Gold Lions
Turning Beer Into Water
ANHEUSER-BUSCH
FLEISHMANHILLARD, New York / ANHEUSER-BUSCH, New York
FLEISHMANHILLARD, New York / ANHEUSER-BUSCH, New York
FLEISHMANHILLARD, New York / ANHEUSER-BUSCH, New York
USA
 
This Coke is a Fanta
COCA-COLA
DAVID THE AGENCY, São Paulo
MYND8, Sao Paulo / JAMUTE, São Paulo
MYND8, Sao Paulo / JAMUTE, São Paulo
BRAZIL
 
Trash Isles
PLASTIC OCEANS/LADBIBLE
AMVBBDO, London
LADBIBLE, London / LADBIBLE, London
LADBIBLE, London
LADBIBLE, London / LADBIBLE, London
UNITED KINGDOM
 
Nature Represented
SAMBITO
MARURI GREY, Guayaquil
MARURI GREY, Guayaquil
MARURI GREY, Guayaquil
ECUADOR

Pay With Views
OPEL
WALTER THOMPSON AMSTERDAM
ISOBAR , Amsterdam / SHARPEN, Amsterdam
CARAT, Amsterdam
ISOBAR , Amsterdam / SHARPEN, Amsterdam
THE NETHERLANDS
 
The Most German Supermarket
EDEKA ZENTRALE AG & CO. KG
JUNG VON MATT, Hamburg
GERMANY
 
Start Your Impossible
TOYOTA MOTOR CORPORATION
TOYOTA USA, Plano / SAATCHI & SAATCHI TOYOTA AGENCY, Torrance / DENTSU INC., Tokyo
SAATCHI & SAATCHI TOYOTA AGENCY, Torrance / DENTSU INC., Tokyo
SAATCHI & SAATCHI TOYOTA AGENCY, Torrance / DENTSU INC., Tokyo
USA
 
KFC ‘FCK’
KFC
MOTHER, London
BLUE 449, London
FREUDS, London
UNITED KINGDOM
 
Price On Our Lives
MARCH FOR OUR LIVES – PARKLAND STUDENTS
McCANN NEW YORK
USA
 
KFC ‘FCK’
KFC
MOTHER, London
BLUE 449, London
FREUDS, London
UNITED KINGDOM
 
#shedrives
NISSAN SAUDI ARABIA
TBWA\RAAD, Dubai
TBWA\FULLSTOP, Jeddah
OMD, Dubai
TBWA\FULLSTOP, Jeddah
UNITED ARAB EMIRATES
 
The Flip
MCDONALD’S
WE ARE UNLIMITED, Chicago
RESOLUTION MEDIA, Chicago
OMD USA, Chicago
RESOLUTION MEDIA, Chicago
USA
 
Bihor Couture
BEAU MONDE STYLE
BEAU MONDE MAGAZINE
MRM//MCCANN BUCHAREST
UM BUCHAREST
MRM//MCCANN BUCHAREST
ROMANIA
 
This Coke is a Fanta
COCA-COLA
DAVID THE AGENCY, São Paulo
MYND8, Sao Paulo / JAMUTE, São Paulo
MYND8, Sao Paulo / JAMUTE, São Paulo
BRAZIL
 
Creative Data

Grand Prix
JFKUnsilenced
THE TIMES/NEWS UK & IRELAND
ROTHCO | ACCENTURE INTERACTIVE , Dublin
CEREPROC, Edinburgh
THE TIMES, London
THE TIMES, London
CEREPROC, Edinburgh
IRELAND
 
Gold Lions
Destination Pride
PFLAG CANADA
FCB/SIX, Toronto
INITIATIVE, Toronto
GLOSSY, Toronto
CANADA
 
Project Revoice
THE ALS ASSOCIATION
BWM DENTSU, Sydney
HAYSTAC, Sydney
AUSTRALIA
 
Know What Your Data Knows
GOOGLE
ELEVEN, San Francisco
OPTIMUM SPORTS, New York / PHD, New York
OPTIMUM SPORTS, New York / PHD, New York
USA
 
Gene Project Case Study
UNILEVER
adam&eveDDB, London
UNITED KINGDOM

Innovation

Grand Prix
My Line
MINISTRY OF COMMUNICATIONS & TECHNOLOGY
MULLENLOWE SSP3, Bogotá
COLOMBIA
 
Gold Lion
Making the World Accessible, Dot by Dot 
DOT
SERVICEPLAN GERMANY, Munich / SERVICEPLAN KOREA, Seoul / DOT INCORPORATION, Seoul
CLOUDANDCO, Seoul
CLOUDANDCO, Seoul
GERMANY

Social & Influencer

Grand Prix
Nother Beats a Londoner
NIKE
WIEDEN+KENNEDY, London
MINDSHARE, London
UNITED KINGDOM
 
Gold Lions
Exclusive the Rainbow
MARS WRIGLEY CONFECTIONERY
DDB CHICAGO
STARCOM, Chicago / MEDIACOM, Chicago
OLSON ENGAGE, Chicago
USA
 
Dundee: The Son of a Legend Returns Home
TOURISM AUSTRALIA
DROGA5, New York
EXILE EDITORIAL, New York
UM, New York / UM, Sydney
DROGA5, New York / KOVERT CREATIVE, Santa Monica
EXILE EDITORIAL, New York
USA
 
FIFA 18 More Than a Game
EA SPORTS
adam&eveDDB, London
UNITED KINGDOM
 
Google Home of the Whopper
BURGER KING
DAVID, Miami
BURGER KING, Miami
BURGER KING, Miami
USA
 
Dundee: The Son of a Legend Returns Home
TOURISM AUSTRALIA
DROGA5, New York
EXILE EDITORIAL, New York
UM, New York / UM, Sydney
DROGA5, New York / KOVERT CREATIVE, Santa Monica
EXILE EDITORIAL, New York
USA
 
Ski the World
AUDI
CANDIDE THOVEX, Hamburg / THJNK, Hamburg
GERMANY
 
To the Last Tree Standing
GREENPEACE POLAND
OGILVY POLAND, Warsaw / SHOOTME VISUAL ARTISTS, Warsaw / AMP POLAND, Warsaw / SOUNDS GOOD, Warsaw
OGILVY POLAND, Warsaw / GAMESET, Warszawa / LIFETUBE, Warsaw / NEW AGE MEDIA, Warsaw
OGILVY POLAND, Warsaw / GREENPEACE POLAND, Warsaw
POLAND
 
Ski the World
AUDI
CANDIDE THOVEX, Hamburg / THJNK, Hamburg
GERMANY
 
Welcome to @Apple
APPLE
TBWA\MEDIA ARTS LAB, Los Angeles
OMD USA, Los Angeles
USA
 
Talk Social To Me
WENDY’S
VML, Kansas City
SIX COURSE, Los Angeles
SPARK FOUNDRY, New York
KETCHUM, New York
SIX COURSE, Los Angeles
USA
 
NIKE – Nothing Beats a Londoner
NIKE
MINDSHARE, London / WIEDEN+KENNEDY, London
MINDSHARE, London
UNITED KINGDOM
 
NIKE – Nothing Beats a Londoner
NIKE
MINDSHARE, London / WIEDEN+KENNEDY, London
MINDSHARE, London
UNITED KINGDOM
 
Dundee: The Son of a Legend Returns Home
TOURISM AUSTRALIA
DROGA5, New York
EXILE EDITORIAL, New York
UM, New York / UM, Sydney
DROGA5, New York / KOVERT CREATIVE, Santa Monica
EXILE EDITORIAL, New York
USA

Direct
 
Grand Prix
Palau Pledge
PALAU LEGACY PROJECT
HOST/HAVAS, Sydney
RED AGENCY, Sydney
AUSTRALIA
 
Gold Lions
Tagwords
AB INBEV
AFRICA, São Paulo
BRAZIL
 
Deisel – Go With the Fake
DIESEL
DIESEL, Breganze / PUBLICIS ITALY, Milan / PUBLICIS, New York
PARK PICTURES, New York
ITALY
 
Black Supermarket
CARREFOUR
CARREFOUR, Massy / MARCEL, Paris
FRANCE
 
BVG X Adidas – The Ticket-Shoe
BERLINER VERKEHRSBETRIEBE (BVG)
JUNG VON MATT, Hamburg
GUD.BERLIN / VIRUS, Hamburg / MARKENFILM CROSSING, Hamburg
ACHTUNG!, Hamburg
GUD.BERLIN / VIRUS, Hamburg / MARKENFILM CROSSING, Hamburg
GERMANY
 
It’s a Tide Ad Campaign
PROCTER & GAMBLE
PROCTER & GAMBLE, Cincinnati / SAATCHI & SAATCHI, New York
PLATINUM RYE ENTERTAINMENT, Chicago / MKTG, Cincinnati / PROCTER & GAMBLE, Cincinnati
HEARTS & SCIENCE, New York
TAYLOR, New York / MARINA MAHER COMMUNICATIONS, New York
PLATINUM RYE ENTERTAINMENT, Chicago / MKTG, Cincinnati / PROCTER & GAMBLE, Cincinnati
USA
 
My Line Powered by Google
MINISTRY OF COMMUNICATIONS & TECHNOLOGY
MULLENLOWE SSP3, Bogotá
COLOMBIA
 
XBox Design Lab Originals: The Fanchise Model
MICROSOFT
McCANN LONDON
HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond
McCANN LONDON
HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond
UNITED KINGDOM
 
Scary Clown Night
BURGER KING
LOLA MULLENLOWE, Madrid
WEBER SHANDWICK, London / ALISON BROD MARKETING AND COMMUNICATIONS, New York
SPAIN
 
Sindoor Khela – No Conditions Apply
TIMES OF INDIA
FCB INDIA , Mumbai
FCB INDIA , Mumbai
INDIA
 
Price on Our Lives
MARCH FOR OUR LIVES – PARKLAND STUDENTS
McCANN NEW YORK
USA

Media
 
Grand Prix
Tesco’s Food Love Stories
TESCO
MEDIACOM, London / BBH LONDON
MEDIACOM, London
UNITED KINGDOM
 
Gold Lions
This Coke is a Fanta
COCA-COLA
DAVID THE AGENCY, São Paulo
MYND8, Sao Paulo / JAMUTE, São Paulo
MYND8, Sao Paulo / JAMUTE, São Paulo
BRAZIL
 
To the Last Three Standing
GREENPEACE POLAND
OGILVY POLAND, Warsaw / SHOOTME VISUAL ARTISTS, Warsaw / AMP POLAND, Warsaw / SOUNDS GOOD, Warsaw
OGILVY POLAND, Warsaw / GAMESET, Warszawa / LIFETUBE, Warsaw / NEW AGE MEDIA, Warsaw
OGILVY POLAND, Warsaw / GREENPEACE POLAND, Warsaw
POLAND
 
Fresh Prints
ALDI
McCANN BARCELONA / McCANN SPAIN , MADRID
McCANN BARCELONA
HAVAS MEDIA , Barcelona
McCANN BARCELONA
SPAIN
 
Project 84
CALM
adam&eveDDB, London
W COMMUNICATIONS, London
UNITED KINGDOM
 
David Bowie is Here
SPOTIFY
SPOTIFY, New York
LEISURE INC, Brooklyn
USA
 
XBox Design Lab Originals: The Fanchise Model 
MICROSOFT
McCANN LONDON
HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond
McCANN LONDON
HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond
UNITED KINGDOM
           
Aussie News Today
TOURISM AUSTRALIA
CLEMENGER BBDO SYDNEY
UM, Sydney
ONE GREEN BEAN SYDNEY
AUSTRALIA
 
INTEL Re-Imagines the 2018 Pyeongchang Olympics
INTEL
OMD USA, New York / INTEL CORPORATION, Santa Clara
OMD USA, New York
USA
 
80 Days of Argos
ARGOS
THE&PARTNERSHIP, London
MINDSHARE, London
UNITED KINGDOM
 
Media Network of the Year
WPP’s Mediacom
 
 
Tomorrow at Cannes Lions
Tomorrow is the last day and we’re discussing Miss America in the #metoo era, the power of confidence with David Oyelowo and redefining femininity with creativity. And probably more quotes from conference participants, because we like those. Tune in!

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