CCO of Leo Burnett Tailor Made said that the evolution of narratives will ensure that print never loses its relevance
CCO at Leo Burnett, Vinícius Stanzione believes that creation in Print and Publishing, a category that he will judge and which has been shrinking in Cannes in recent years, must go beyond the four lines of what is printed.
For the creative, the evolution of narratives for print will ensure that the area never loses its relevance.
“With each passing year, the category has managed to extrapolate the four lines that surround it, both in the use of technology and in the stories that are told beyond what is printed”, he points out.
Relevance
Print is constantly changing. Pure advertising as we know it is still a reality, but in smaller numbers. The very definition of what an advertisement is, nowadays, is being rewritten. With each passing year, the category has managed to extrapolate the four lines that surround it, both in the use of technology and in the stories that are told beyond what is printed. The Grand Prix in Print and Publishing for Annahar Newspaper exemplifies this evolution very well. The newspaper stopped printing a full day’s circulation with the aim of donating the paper for the production of electoral ballots (the government said it did not have paper for the elections). The evolution of narratives for print will ensure that the category never loses its relevance. Good print remains alive and strong in the minds of creatives and still attracts the attention of everyone who appreciates the concise power of an insight, a reasoning, a good idea. And, if you think about it, there are a lot of posts that we like that are, in fact, a print in disguise.
Stories
I hope to see this category telling stories that go beyond paper, the four lines and bring the use of new technologies, such as artificial intelligence. And, of course, that they have a modern and well-executed craft in all its details. I’m curious to see the new narratives and how new trends will be reflected in the work of the coming years.
Artificial intelligence
The use of artificial intelligence has already become routine here at Leo Burnett. The ease of creating images, storyboards, jingles and voiceovers for films is surreal, a huge efficiency gain in our daily lives. Here, we use Midjourney, Chat-GPT4, Krea.ai, Run Away and Eleven Lab, among others (when this article is published, I’m sure new generative tools will have emerged). This use is still restricted to layouts, to pieces that do not go to the final consumer, because we still need to define the issue of copyright more clearly, but I believe that there is no other path to be followed. The art of the prompt is a reality that is here to stay.
Lion
Architecture has the Pritzker Prize, journalism has the Pulitzer and advertising also has its recognition awards, and one of them is the Cannes Lions. Winning a Lion is a celebration of the best ideas, it is having a seal of quality in your work, it is the certainty that you are part of a global creative elite and it demonstrates that both the agency and the brands are on the right path. Clients know that a creative campaign has the power to drive results. So it’s natural that they are also after these long-awaited Lions.
Read the full article in the May 13, 2024 edition
