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Time of India
15 hours ago
- Entertainment
- Time of India
Eyes that scroll: A Cannes Lions Social and Creator Special: BE Extraordinary
These are campaigns that stood out for use of social media and creator-led strategies . From playful "sonic branding" challenges, to a B2B strategy disguised as consumer engagement or leveraging a social media platform's community, each one had a unique story to tell. Oreo "Name this Oreo', VML Oreo transformed its iconic cookie into a playful exercise in "sonic branding" and social engagement. The campaign leveraged the simple act of twisting, licking, and dunking an Oreo, translating these actions into a "Morse code" for the brand. Different combinations of cookie and cream created distinct auditory responses, challenging a community of Oreo lovers to "guess the sound." This innovative use of social media didn't just showcase the product; it invited active participation and interpretation, turning the familiar cookie into an auditory puzzle. It bordered on sonic branding, demonstrating how the very act of consuming an Oreo could be playfully interpreted through sound, galvanizing a community around a shared, multisensory experience. Lay's Bar Crawl, Slap Global Lay's amplified its "No Game Without Lay's" slogan with a clever social media campaign featuring football legends Thierry Henry and Lionel Messi on a pub crawl. The premise was simple: the stars would attempt to watch a game at various pubs. Upon entering, their first question would be, "Do you have Lay's?" If a pub didn't stock the chips, the celebrity duo would simply leave and move on. This highly engaging social experiment was designed to be filmed and shared, creating immediate, viral content. It leveraged the immense fan base in pubs, turning every potential sighting of the stars into a demand for Lay's. The implicit message was clear: if you want football legends to watch the game at your establishment, you better have Lay's on hand. This was a brilliant B2B strategy disguised as consumer engagement, driving demand for Lay's in pubs by appealing directly to the desires of their patrons and the influence of iconic athletes. US Navy "Subreddit Hunt", VML The US Navy faced a dual challenge in recruitment: a high benchmark for candidates and difficulty reaching this niche audience. They devised an incredibly intelligent and targeted recruitment campaign using the popular online platform Reddit. Playing on the homophone between "submarines" and "subreddits," the Navy began hiding intricate clues, quizzes, and IQ tests within various subreddits. These challenges were designed to appeal to individuals with the specific skills, intensity, and knowledge required for Navy service. Finding and solving these hidden puzzles demanded significant intellect and persistence, effectively pre-qualifying potential recruits. This highly innovative approach turned a digital space into a sophisticated recruitment tool, leveraging an online community's characteristics to identify and engage a highly specialised talent pool for the US Navy. (At BE Extraordinary, a series about the winners at Cannes Lions written in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix winners, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
a day ago
- Business
- Time of India
From brand to hand: A Cannes Lions Direct Special
The Direct Lions at Cannes Lions celebrate campaigns that demonstrate groundbreaking precision and effectiveness in reaching and engaging consumers. At BE Extraordinary , a series that spotlights innovation that's not floating on the surface, we look at three campaigns that blend audacious creativity with direct impact. From Ikea Toronto's cheeky late-night DMs that transformed curiosity into mattress sales, to Barbecue Plaza Thailand's emotionally resonant frowning mascot that spurred a wave of customer returns, and finally, to Vogels New Zealand's meticulous "toaster certification" that solved a universal breakfast dilemma, these winners exemplify the power of direct communication to forge unforgettable connections and drive tangible results. These are campaigns that defied conventional approaches and captured consumer attention. Ikea, U Up, Rethink Ikea in Toronto, which faced a curious challenge: many customers weren't aware that the furniture giant even sold mattresses. To bridge this knowledge gap, Ikea Toronto employed an audacious tactic. In the dead of night, they scrolled through Instagram and whenever they spotted someone online, they'd slide into their DMs with a simple, culturally loaded question: "You up?" This phrase, carrying a dual meaning of both "are you awake?" and a suggestive "booty call," initially surprised recipients. Yet, upon receiving a response, Ikea's follow-up was anything but scandalous. Instead, they offered a personalised, discounted offer on a mattress. The genius of this approach lay in its indirectness; it leveraged cultural slang and an unexpected late-night interaction to pique curiosity, ultimately guiding people toward their mattress offerings in a memorable, non-intrusive way. The bold, yet playful, "swagger" of this direct messaging campaign was a key factor in its success, subtly suggesting that if you're up late, a comfortable mattress might be just what you need. B&Q, Sad Kama Chan, Grey Thailand Bar-B-Q Plaza in Thailand was home to the beloved "Barbecue Gons" character. This cute, smiling mascot was an icon for the popular barbecue restaurant chain. However, as competition intensified and new eateries emerged, the chain saw a downturn in sales. Instead of introducing new dishes or aggressive discounts, the brand took a drastic, yet emotionally resonant, step: they changed their iconic smiling mascot to a frowning face. This simple alteration, understood deeply within Thailand's "culture of cute," conveyed the restaurant's sadness at declining patronage. The message was clear and direct: the mascot's smile wouldn't return until customers came back to eat. This ingenious emotional appeal created a direct call to action, reminding people that their presence could bring happiness back to their beloved Barbecue Gons, and by extension, to the restaurant itself. The dramatic flip of an icon sparked conversation and drew customers back, proving the power of emotional connection in marketing. Goodman Fielder Baking, Certified Toasters, DDB NZ Every toaster, it seems, has its own personality, often leading to frustratingly burnt toast even on familiar settings. Vogels, New Zealand's favorite bread company, decided to tackle this common household dilemma head-on. They embarked on an extensive, painstaking project: testing their bread in every single toaster model they could get their hands on. Their goal was to determine the precise settings for a perfectly golden, unburnt slice of Vogels bread. The results were then meticulously cataloged and released to the public, both online and in stores at major retailers. This meant that a Vogels customer could look up their specific toaster model and find the "certified" settings—for example, "down once on three, then once on four" for a perfect toast from frozen. This innovative approach transformed the often-annoying experience of toasting into a foolproof process. By taking on the responsibility of perfecting the toast, Vogels not only demonstrated a deep understanding of their product's interaction with everyday life but also forged a unique and helpful partnership with its consumers, effectively certifying toasters for optimal bread enjoyment. (At BE Extraordinary, a series about the winners at Cannes Lions written in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix winners, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
a day ago
- Business
- Time of India
Mouth to market: A Cannes Lions B2B Special
The Cannes Lions International Festival of Creativity recognises a wide spectrum of creative work, extending beyond Grand Prix winners to include notable campaigns that earn silvers and bronzes. In " BE Extraordinary ," a series collaborating with Harsh Kapadia, CCO, Grey India, we highlight work that warrants discussion for its execution and results. This segment focuses on B2B campaigns, examining their strategic approaches and impact on businesses. Still Open - JCDecaux, DAVID Madrid "Still Open" was a B2B initiative from Madrid that addressed the significant impact of severe flooding on small, street-level businesses, many of which were forced to cease operations. JCDecaux, an outdoor advertising company, in collaboration with DAVID Madrid, responded by converting closed physical storefronts into active commerce channels using their Out-of-Home (OOH) ad spaces. They displayed images of the affected shops and their owners on billboards, particularly in high-traffic areas like Madrid's subway system. Commuters could then donate the price of a product that the shops typically sold, directly to the owners. This initiative utilised premium ad space to support struggling entrepreneurs, demonstrating OOH's capacity to maintain business continuity during emergencies and showcasing its value beyond traditional advertising. This B2B initiative from Madrid addressed the significant impact of severe flooding on small, street-level businesses, many of which were forced to cease operations. JC Decaux, an outdoor advertising company, responded by converting closed physical storefronts into commerce channels using their Out-of-Home (OOH) ad spaces. They displayed images of the affected shops and their owners on billboards, particularly in high-traffic areas like Madrid's subway. Commuters could then donate the price of a product that the shops typically sold, directly to the owners. This initiative utilised premium ad space to support struggling entrepreneurs, demonstrating OOH's capacity to maintain business continuity during emergencies and showing its value beyond traditional advertising. Estibadores - Mibanco, Circus Grey Perú In Peru, a government law was enacted to limit the weight that 'handcart' workers, often informal port or market workers, could carry. While intended to improve their health, this measure inadvertently reduced their income, as their remuneration was directly tied to the weight transported. Mi Banco, a leading bank focused on entrepreneurs and financial inclusion, in collaboration with Circus Grey Perú, addressed this issue by transforming these handcarts into mobile advertising mediums. By making the carts' surfaces available as ad spaces, workers could secure additional income through the sale of advertising. This allowed them to comply with the new weight limits, carry a lighter physical load, and still maintain their earnings. The initiative not only provided a steady income source but also aimed to foster financial inclusion for this essential but often overlooked segment of the workforce. By integrating its services into the daily operations of these small-scale entrepreneurs, Mi Banco positioned itself as a tangible supporter of their well-being and economic progress. Act Like You Know, GoDaddy Airo - GoDaddy (USA) GoDaddy, a recognised provider of website creation tools, launched "GoDaddy Airo - Act Like You Know" to demonstrate the ease of building websites using its new AI-powered features within a complex technological landscape. The campaign's core involved GoDaddy creating a fictional brand to showcase the simplicity of its GoDaddy Airo AI platform. This was achieved by launching a real product: Walter Goggins' Goggle Glasses. Partnering with actor Walton Goggins, GoDaddy established an entire sunglasses company. This included everything from product development to a fully functional e-commerce website and integrated social media content, all constructed using GoDaddy Airo. The campaign functioned as a direct product demonstration, illustrating GoDaddy Airo's practical application by making professional website creation accessible to a broader user base, even those without prior experience. GoDaddy, known for its website creation tools, aimed to demonstrate the ease of building websites using its new AI-powered features amidst a complex technological landscape. GoDaddy created a fictional brand, "Airo," and then showcased the simplicity of its AI platform by launching a real product: Walter Goggins' Goggle Glasses. Partnering with actor Walton Goggins, they established an entire sunglasses company, from product development to a fully functional e-commerce website and social media content, all built using GoDaddy Airo. This campaign functioned as a direct product demonstration, illustrating AI's practical application by making website creation accessible to a broader user base. The Deskbreak Clause - Asics (Golin London / LePub Milan) Asics, a well-known sports footwear company, expanded into the B2B sector with "The Deskbreak Clause," an initiative designed to address the health implications associated with prolonged sitting in professional environments. Recognising that extended sedentary behavior is a significant modern health challenge, Asics, in collaboration with Golin London and LePub Milan, developed a practical solution for corporate wellness. The core of the campaign involved encouraging businesses to incorporate a specific "Deskbreak Clause" directly into their employment contracts. This clause formally encouraged employees to take a 15-minute movement break during their workday. Asics supported this recommendation with data from King's College London, which indicated that just 15 minutes of physical activity could mitigate some of the negative effects of extended sitting. By promoting this concrete, data-backed approach, Asics encouraged businesses to adopt healthier policies for their workforce. The B2B campaign subtly connected Asics' products to tangible health benefits, presenting movement as an essential component of a healthy work-life, thereby positioning the brand as a partner in corporate well-being. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
2 days ago
- Entertainment
- Time of India
All ears to entertainment
At the Cannes Lions International Festival of Creativity , the entertainment category celebrates campaigns that creatively engage audiences through content and experiences. In "BE Extraordinary," our series in collaboration with Harsh Kapadia, CCO, Grey India , we peer outside the Grand Prix, focusing on clutter-breaking work that picked silvers and bronzes, often overlooked despite their significant impact and innovative approach. This segment highlights campaigns that masterfully combine brand messaging with compelling entertainment. Collateral Stains - Tide, Saatchi & Saatchi New York Tide, a brand synonymous with stain removal, partnered with Marvel Studios to launch its Tide Ultra Oxi Boost Power PODS. Instead of focusing on superheroes, the campaign ingeniously spotlighted the "collateral damage" suffered by background actors and extras in action-packed Marvel films. The insight was that these individuals, caught in the chaos of superhero battles, often end up covered in various stains from dust, debris, ketchup, or ice cream. Tide created a series of "Collateral Stain Stories," featuring these often-unseen characters. The campaign went as far as creating limited-edition action figures of "guac stain journalists" or "ketchup stain business guys," and produced short films showing these everyday heroes using Tide Ultra Oxi Boost Power PODS to clean up. This highly observant and humorous approach demonstrated the product's power by tackling the dirtiest consequences of superhero antics, proving it could clean even the most epic messes. View this post on Instagram A post shared by Saatchi & Saatchi (@ Paris 2024 Olympic Games Opening Ceremony - KitKat, VML Czechia The opening ceremony for the Paris 2024 Olympic Games, an event recognised for its immense scale and profound messaging, was a notable entry for its entertainment value, involving KitKat and VML Czechia. Diverging from the conventional stadium-based spectacle, the ceremony ingeniously transformed every corner of Paris into a dynamic stage, utilizing the entire city as its backdrop. Beyond its striking visual grandeur, the performance delivered a powerful and timely message that stood in defiance of prevalent global conversations. It emphatically emphasised themes of unity, togetherness, and inclusivity. In a world frequently grappling with cultural divides and fragmentation, Paris chose to celebrate diversity and underscore its importance through this monumental public performance. The ceremony was lauded not merely for its breathtaking production values and artistic ambition but also for its courageous and resonant statement on universal values, solidifying its status as a globally impactful piece of entertainment. The girl who played the tutari - Coca-Cola's Coke Studio, VML India Coca-Cola, through its established Coke Studio platform in India, sought to maintain the freshness and relevance of its music content. The campaign focused on the 'tutari ,' a traditional Indian wind instrument historically associated with announcing war, and largely believed to be exclusively played by men. The initiative identified and showcased a female artist who performed the tutari , defying this age-old myth and outdated notion. By providing a prominent stage and platform to this artist, the campaign subtly championed women's empowerment without being overtly didactic. The project beautifully integrated traditional music with a modern social message, crafting an entertainment piece that was both culturally significant and musically compelling. View this post on Instagram A post shared by Coke Studio Bharat (@cokestudiobharat) Tracking Bad Bunny - Rimas Music, Bad Bunny, DDB Latina Puerto Rico This campaign leveraged the influence of global music sensation Bad Bunny to create a unique blend of music launch and tourism promotion. In response to a politician's negative remarks about Puerto Rico, Bad Bunny launched his album by naming his song tracks after the longitude and latitude coordinates of various locations across Puerto Rico. This innovative approach engaged his massive fanbase, who eagerly deciphered these coordinates to explore the island virtually via Google Maps, and in some cases, physically visit the locations. The campaign effectively transformed an album release into an immersive experience and a powerful, organic tourism initiative for Puerto Rico, showcasing how product (the music) and marketing can be intricately intertwined. It demonstrated a high degree of confidence in the artist's ability to drive fan engagement beyond traditional promotional methods. Project Memory Card - PlayStation, Six Inc Tokyo / Hakuhodo Tokyo To commemorate its 30th anniversary, PlayStation chose an unconventional approach that centered on its community rather than just its history. Instead of producing a commercial highlighting past achievements, PlayStation launched "Project Memory Card," inviting fans to submit their personal connections and playing memories associated with the brand. The core of the campaign involved an open invitation for fans to submit their personal connections and cherished playing memories associated with the PlayStation brand. This initiative resonated strongly with the community, resulting in a collection of over 26,000 fan-contributed posts. PlayStation then partnered with a director to meticulously transform these authentic, user-generated memories into an original branded entertainment film titled 'Players.' The resulting film was praised for its surreal and beautifully crafted interpretation of these collective memories. It was notably not a traditionally scripted piece, instead deriving its narrative and visual direction directly from the wealth of shared fan experiences. "Project Memory Card" exemplified how a brand can leverage its community's deep connection to create a highly personaliaed and emotionally resonant piece of entertainment, truly reflecting years of shared history and fostering a sense of collective ownership over the brand's legacy. Avani's Gold - Britannia Marie Gold, Talented India Britannia Marie Gold, an Indian biscuit brand, launched "Avani's Gold" to shine a spotlight on a sport often overshadowed by cricket in India: shooting. The campaign centered on an Indian Olympian, Avani Lekhara , who achieved significant success in shooting. The Avani Lekhara Special Edition stands as a testament to Britannia Marie Gold's unwavering commitment to empower women for decades. The core idea ingeniously linked the physical size and circular shape of a Marie Gold biscuit to a shooting target. This made the niche sport of shooting instantly relatable and more viewer-friendly for a mass Indian audience. The campaign aimed to break through the cricket-obsessed media landscape, making shooting more accessible and understandable, and in turn, building a wider fanbase for the sport. This creative integration allowed Britannia to play an active role in sports promotion beyond conventional celebrity sponsorships, demonstrating brand involvement through an insightful product connection. Signed by Fanatics - Fanatics NewYork "Signed by Fanatics" innovatively expanded the traditional merchandising business into the digital realm, specifically within American college sports. Recognising the significant role of college athletes and the lucrative NIL (Name, Image, Likeness) deals, Fanatics, a sports merchandising company, tapped into the popular EA Sports video game. In these games, millions of fans create and play as their own virtual college athletes. Fanatics identified an opportunity to extend its product portfolio beyond physical merchandise by offering the first-ever real NIL deals to these virtual athletes created by fans. The campaign, encapsulated by the line "Players created by fans, now signed by Fanatics," enabled fans to monetise their digital creations and allowed Fanatics to enter the digital merchandise space, effectively expanding its business by integrating with digital gaming culture. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
2 days ago
- Business
- Time of India
Voice of reason: A Cannes Lions Industry Craft Special
At the Cannes Lions International Festival of Creativity , " Industry Craft " recognises the meticulous skill and expertise in bringing creative ideas to life. In " BE Extraordinary ," our series in collaboration with Harsh Kapadia, CCO, Grey India , we look beyond the Grand Prix winners to highlight clutter-breaking work that stands out for its exceptional execution, often earning silvers and bronzes, but may not always receive widespread discussion opportunities. This segment delves into campaigns where the attention to detail and flawless production elevate the message. The Hidden Eye Test campaign - 1001 Optometry, VML Australia and AI artist Prospex Park 1001 Optometry, in collaboration with VML Australia and AI artist Prospex Park, unveiled "The Hidden Eye Test" campaign, an innovative application of industry craft focused on vision support. This initiative transformed traditional outdoor billboards into functional diagnostic tools, leveraging a subtle yet impactful design insight. The core concept involved meticulously crafting billboard designs where the embedded text or message would vary in readability depending on the viewer's visual acuity. From a standard distance, the visuals and text might appear as abstract artistic elements. However, for individuals who have specific vision needs or move closer to the advertisement, a clear, hidden message—such as an "eye test"—would distinctly emerge. The campaign's effectiveness lay in its precision: the dual-layer messaging required highly accurate design and printing techniques to ensure that the intended message was revealed only to the target audience, effectively communicating, "if you see it, you need it." This approach exemplifies exceptional industry craft by utilising static outdoor media in a dynamic and interactive way. It demonstrates a keen awareness of audience interaction and specific health needs, making the advertisement not just a visual display but a direct, personalised call to action for those who might benefit from an eye examination. The simplicity and artistic execution of the concept made it both eye-catching and uniquely effective in reaching its intended demographic. Project 4270 - Banco de Chile, BBDO Chile Banco de Chile, in collaboration with BBDO Chile, embarked on "Project 4270" with the strategic aim of encouraging domestic tourism. The initiative sought to address a prevalent sentiment among Chileans who often underestimated the natural beauty within their own country, believing external destinations offered more. To counter this, Banco de Chile wanted to vividly showcase Chile's internal splendor, with a specific focus on its extensive 4,270-kilometer coastline. The core of the campaign involved an unprecedented feat of aerial photography : executing what was described as the longest continuous drone flight ever undertaken, spanning the entire length of the Chilean coast. This monumental effort generated breathtaking aerial photography and video footage, capturing the diverse and stunning landscapes from a unique perspective. The visual output was then integrated into a compelling campaign designed to reveal the country's beauty to its own citizens. "Project 4270" was specifically recognised for its outstanding photography, underscoring the meticulous planning and advanced aerial cinematography required for such an endeavor. The campaign demonstrated how the precise application of industry craft in visual storytelling can redefine perception, offering a fresh and captivating angle on local tourism. By presenting familiar vistas from an entirely new vantage point, it created a profound connection between the audience and their country's natural heritage, showcasing the artistry and technical skill involved in bringing such an ambitious vision to life. Made to Share - Cadbury, VCCP and Bulletproof Cadbury, a globally recognised chocolate brand deeply associated with moments of celebration, unveiled its "Made to Share" limited-edition packaging line. Developed in collaboration with VCCP and Bulletproof, this initiative ingeniously integrated a humorous and highly relatable insight into the everyday dynamics of sharing. The campaign's core brilliance lay in its redesigned chocolate bar packages, which featured pre-defined divisions based on common social scenarios, using playful "equations" to determine portions. For instance, a bar might be sectioned with labels like "who drove," "who navigated," and "who slept" during a car trip, or "who brought snacks," "who brought drinks," and "who brought the wipes" for an outing. Another example involved proportions for "who pays the subscription" versus "viewer two, viewer three, and viewer four." This approach tapped directly into the unspoken thoughts and internal calculations people often make when sharing, leveraging a classic British tongue-in-cheek humor. This initiative showcased exceptional industry craft in package design, transforming a simple consumer product into a clever commentary on human behavior. The design was not only aesthetically beautiful but also culturally relevant and remarkably simple. It allowed Cadbury to connect with widely understood social interactions in a lighthearted and profoundly relatable way, making the brand feel more human and observant of its audience's realities. The packaging effectively articulated common sharing dilemmas, making the act of dividing chocolate bars a moment of fun and recognition. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
