For the first time in the competition’s history, a French jury served at this year’s Immortal Awards.
Meeting on Monday October 9th, leading names from across the market joined forces online to pore through a 20 project shortlist and decide which, if any, would be crowned the Immortal’s inaugural French Finalists.
The finalists are:
CANAL Group - Papa (submitted by BETC Paris)
Honda Moto - The Beautiful Fail (submitted by DDB Paris)
Lacoste - Unexpected Encounters (submitted by BETC Paris)
Renault Group - Plug-Inn (submitted by Publicis Conseil)
Renault - Time Fighters (submitted by Publicis Conseil)
Solar Impulse Foundation - Prêt à Voter (submitted by Publicis Conseil)
TAG Heuer - The Chase for Carrera (submitted by DDB Paris)
Volkswagen Group France - Inside Jobs (submitted by DDB Paris)
View the full works, paywall-free and with fully clickable credits, here: https://lnkd.in/e6Qh_SeD#mmortalAwards#ImmortalAwards2023
A lot of people in our industry will look at this and go: "Wow, a great TV ad", "Brilliant creative idea", "This can win so many awards", "They'll increase sales for sure" etc. ....Sadly, this narrow view does not cut it the world today.
Because the true value behind a polished and well produced film is a story that matters. A story that the brand feels the need to tell, and the people feel the need to hear. A story that's a statement – whether written as a sentence or told as a two minute film. The impact it has is the same. And for a few of us, that is the main reason why after all these years in this industry, we still love doing what we do.
This is what "branding" is really about. This is how a brand understands itself, the world around them, and is aware of the constant cultural changes society is going through. This is how a brand is relevant.
This is how a brand connects to people.
#branding#brandcommunication#casestudy#storytelling#sportsmarketing#inspiration#adidas
Chapter 2 of Backlash's Future of Sport report has landed 🏂
Created by TBWA's cultural intelligence unit Backslash and creative agency Dark Horses, The Future of Sport unpacks the major forces that are upending tradition in sport.
In our second chapter, we explore how and why expressions of fandom are evolving, offering guiding principles for brands looking to make an impact.
Download the report - https://lnkd.in/gAhMkvtk#FutureOfSport#TheDisruptionCompany#Sports#Paris2024
The magic of macro to micro thinking:
Exhibit 1 bellow: the new ad for Heinken by LePub => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team scored => called wife => repeat calling wife to ensure future wins => invite others to call wife for more luck
Exhibit 2 in the first comment: the 2023 Cannes Lions award winning Tide ad by Saatchi & Saatchi (We Are Saatchi) => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team won => lucky jersey => can’t wash jersey to keep the luck inside => repeat wearing lucky stinking dirty jersey
Same starting point. Different brand narrative. Different thinking destination. One of many destinations. Lovely to see it in action.
Every macro observation is just the beginning of a magical journey to a unique micro observation which leads to a different savvy insight. KEEP DIGGING! 😊
#StructuredCreativeThinking#MicroCreativeThinking#Macro2Micro#KeepDigging#Insights#CreativityCannes Lions International Festival of CreativityThe HEINEKEN Company#HardcoreFans
𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 is the nucleus of marketing efforts.
On Valentine’s Day 2023, Betclic, a French company’s effort stood out.
Picture this: A Champions League clash between Paris Saint-Germain and Bayern Munich, coinciding with countless romantic dinners worldwide.
Fans faced a dilemma – love or football. But not for the fortunate few in Warsaw, Poland, thanks to Betclic's groundbreaking idea.
The company didn't just solve a problem; they crafted an unforgettable experience. A selected group of users and their partners were treated to a 10-course meal where each dish mirrored real-time match events – goals, cards, offsides, and even VAR moments.
This campaign seamlessly blended the thrill of football with the romance of Valentine's Day, turning a potential conflict into a memorable, shared experience.
Betclic showcased technical prowess and a deep understanding of their audience's passions.
The unique approach didn’t just capture attention but crafted an emotional connection through a unique, unexpected blend of sports and gastronomy.
How else do you define 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗶𝗻 𝘁𝗵𝗲 𝗳𝗮𝗰𝗲 𝗼𝗳 𝗮𝗱𝘃𝗲𝗿𝘀𝗶𝘁𝘆?
#innovationinmarketing#gamechangingideas#marketing
The diversity #brands are bringing to their #marketing plans as #paris24olympics partners is eye opening. For Visa, the mix includes Louvre music concerts broadcast in Roblox athletes as #creators. For Cadbury, it's #AI-powered posters of sporting and unsung heroes. Over at NRMA Insurance, a first-time Olympics play sees it harnessing 70-plus Nine broadcast channels integrated into a simultaneous reach-personalisation play. For Old El Paso Says “Cheese!” it's all about making Good noise with ambassadors and mealkits. But even with the dynamic toolbox of tactics in play this year, marketers are all singing from the same hymn sheet when it comes to seeking opportunities that inspire community, authentic human connection, positive values and virtuous brand storytelling over pure sales targets. We take a dive into the marketing plans of four very different, well-known brands in Australia lining up alongside the sporting tournament to find out why they’re backing the games and what ROI they’re looking to achieve: https://lnkd.in/eiZRDeXY#creatoreconomy#marketingstrategy#marketing#sportsmarketing
Referring to An amazing ad perfectly matches the quote "Humans are driven by emotions, not logic" by The HEINEKEN Company where they touched the emotions of all the gamers and connected that to beer promotion.
In the beginning, it seemed like a group of friends were planning to meet out and spend time together. But the twist?
They're convening virtually to participate in video game sessions. For these gamers, a 'night out' translates to a night spent in front of their screens, fully immersed in thrilling adventures."
When Heineken aimed to engage with the gaming community, they set their sights on a location known for its pleasant climate, robust soccer culture, and thriving gaming scene, where a staggering 87% of the population enjoys gaming on various devices. This place happens to be Brazil.
They not only exhibit a 12% higher likelihood of having engaged in online gaming with their real-life friends in the past month, but they also have a greater inclination towards consuming Heineken compared to gamers in Mexico, Colombia, and Argentina.
Heineken effectively merges the social aspect of gaming with a touch of indulgence, creating a perfect blend that resonates with their target audience. This is what we refer to as effectively connecting with your audience.
#creativeadvertising#touchingemotionthroughmarketing#digitalmarketing#digitalmarketingagencyuk#heinekenhttps://lnkd.in/gZJES-fu
Consider this - your lovely partner, your favourite colleague, or your cool boss wanting to take you on a concert - not on any night, but on the night of your favourite team's most crucial football match.
Dilemma right?
In 2010, The HEINEKEN Company and J. Walter Thompson Worldwide Italy took live brand engagement to a whole new level in Milan during a UEFA Champions League match between Real Madrid C.F. and AC Milan.
What did they do?
They staged a fake concert concurrent with a crucial UCL match between these two clubs. Through girlfriends, colleagues, and bosses, they convinced a thousand hardcore Milan fans to skip the match and attend the concert instead.
The attendees did not know that the concert being a setup until 15 minutes into the performance, at which point it was unveiled as a clever trick orchestrated by Heineken. The fans were then treated to the match on a big screen, transforming the evening into a memorable brand experience.
What was the result?
The event not only captivated those who were "trapped" but also secured significant media coverage, watched live by 6.6 million people on Sky Sports, 10 million on TV news, and 5 million on the web.
Why did they do it?
This operation was part of a broader strategy to reinforce Heineken's association with enjoyable and memorable moments among friends. The ingenious bait-and-switch not only showcased the brand's playful spirit but also its profound understanding of its target audience's passions.
So, how well do you know your target customers? And, how far would you go to create an unforgettable experience for them? :)
#ThrowbackThursday#KathaAds#Advertising#IntegratedAdvertising#BrandExperience
The diversity #brands are bringing to their #marketing plans as #paris24olympics partners is eye opening. For Visa, the mix includes Louvre music concerts broadcast in Roblox athletes as #creators. For Cadbury, it's #AI-powered posters of sporting and unsung heroes. Over at NRMA Insurance, a first-time Olympics play sees it harnessing 70-plus Nine broadcast channels integrated into a simultaneous reach-personalisation play. For Old El Paso Says “Cheese!” it's all about making Good noise with ambassadors and mealkits. But even with the dynamic toolbox of tactics in play this year, marketers are all singing from the same hymn sheet when it comes to seeking opportunities that inspire community, authentic human connection, positive values and virtuous brand storytelling over pure sales targets. We take a dive into the marketing plans of four very different, well-known brands in Australia lining up alongside the sporting tournament to find out why they’re backing the games and what ROI they’re looking to achieve: https://lnkd.in/eiZRDeXY#creatoreconomy#marketingstrategy#marketing#sportsmarketing
excellent