The big winner at the Cannes Lions International Festival of creativity? Content.
Agencies, executives and leaders of opinion from around the world gathered on the French Riviera this week to celebrate the best in advertising and communication, and in honor of campaigns including television, print, radio, media, social, mobile and more.
It celebrates its 60th anniversary this year, the Festival received 35.765 entries from 92 countries. The big winners were campaigns that set aside the hard - sell, and focused on bringing content stimulating and entertaining audiences.
"Dumb ways to die," a campaign for subway trains in Melbourne, Australia, whose objective is to promote the safety of the railway, was the big winner of the festival, with total Grand Prix awards 5 - a new record.
His intelligent and incredibly catchy song lists in iTunes in several countries, while the video that accompanied it, representing cartoon characters die, well, dumb ways, it has already been seen by more than 50 million people (fair warning: you will not be able to get the melody of the head). It also offers a mobile game, a book, interactive posters and radio advertising.
The result? Just three months after launch, Metro saw a reduction of 21% in accidents and deaths compared with a year ago, and 1 million people signed pledges on the secure website around trains.
Do remember that Dove "real beauty" viral video of a few months ago? He was winner of the Cannes titanium Grand Prix. The video appears to an artist who drew several women based on their own descriptions and then based on descriptions of others; very different results home of hit with women around the world.
Another big winner was "Inner beauty," Toshiba/Intel that took home the Grand Prize in Branded Content and entertainment category. The social film six episodes appears a main character who woke up each morning as a different person. Topher Grace played the lead, Alex, but the campaign encouraged fans to send their own daily video to play the character. He also won an Emmy award recently to the Emmy Awards day.
"Branded Content and entertainment" are a new category, added last year, and stresses the importance of the content, in all its forms, plays in the world of modern advertising and marketing. Last year's inaugural winner was emotional to "back to the Start" commercial Chipotle, who gained national prominence during the Grammy Awards of 2012.
Find out more about the festival in the last episode of "The Brief content" Freshwire below.
To update with the video game console wars with the episode of the week here.
Shawn Amos to follow on Twitter: www.twitter.com/ShawnAmos
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