Creative thinking considers global events, brand purpose, behavior, repercussions and the potential to engage people
Taking the stage at the Palais to receive a Lion at the Cannes Lions International Festival of Creativity is cause for celebration, but not everyone applauding the achievement understands the creative path that leads to one of the most coveted awards in the world of advertising.
Repercussion is a mandatory part of the journey. This can be aimed at companies and decision makers, in the case of Terr4, or at the public in general, as was the action in the game we did for All out during the World Cup, exemplifies Marco Giannelli, CCO of AlmapBBDO.
The agency won a Grand Prix and Bronze in Creative B2B Lions with Eart4, created for B3 and the UN Global Compact, which made planet Earth a public company under the acronym Eart4 to raise awareness of the depletion of natural resources.
AlmapBBDO also won a Gold in Media Lions with Guarded bus stop, made for Eletromidia, which also won Bronze in Brand Experience & Activation alongside Unbanned armband, created for All Out, which also won Bronze in Entertainment for Gaming. Another Bronze went to Vladmir/Elon/Francis/Boris, created for CNN, in the Print & Publishing area.
In the case of Eletromidia, it was even crazier because we wanted to reach primarily advertisers and agencies to show the company’s capacity for innovation. But, in the end, the idea broke the bubble and reached countless WhatsApp groups, explains the CCO of the fourth most awarded Brazilian company in the 70th edition of the festival.
Although increasingly driven by technology, the creation process has not changed. perspiration, effort, determination and insane resilience. Because having a great idea is already very, very difficult. But putting her on her feet dozens of times more exhausting. That’s why these things only happen within the agency with the commitment that goes from the intern to the president, observes Giannelli.
AlmapBBDO has professionals to register the parts and carry out the operational work. But the involvement of creatives is essential. Any little text on a form that we have to write talking about the idea can be decisive between winning or not. And I think we need to be more and more aware of this, guides Giannelli.
Diamante
The third most awarded Brazilian company, VMLY&R studies the categories, response forms and works that have already won so that we can enter the works in the most powerful way possible, points out Sleyman Khodor, the agency’s CCO. Putting the idea on the street is the first part of the job. Telling what was done in an impactful way is as essential as launching the Leo candidate project.
The thinking behind the award-winning ideas is the same as the ones that end up not being awarded. The secret is to look for an opportunity in each briefing, says Khodor.
In mining, there is a search for valuable ideas. You search and search until you arrive at something. Once you’ve found it, it’s polished until it’s as shiny as possible, compares Khodor. According to the executive, Leo is a consequence.
There is no creative process designed to get there. What exists, yes, is the definition of a clear criterion on what is good or not so good, he ponders. According to him, Cannes Lions enters to position the ruler that helps us measure how creative our ideas are, he points out.
VMLY&R won Gold with Dogs without borders in Sustainable Development Goals. Created in partnership with the operations in New York and Madrid, the case was created for KDog, an association dedicated to the detection of cancer in dogs, and Sociedade Franco Brasileira de Oncologia. The work also won Silver and Bronze in Brand Experience & Activation.
With Los Santos +3C, for Greenpeace, he also won Gold and Silver in Entertainment for Gaming, the same category in which he took another Silver with The gaming cap, for Dell.
The short film Buscap. Back to the City of God, for Vivo and Motorola, earned Silver in Film Lions and Media Lions, in addition to Bronze in Film Craft. The agency even returned to Brazil with Silver in Entertainment for Sport for Black coaches, created for Vivo; and Bronze in Outdoor with Smiles everywhere, for Colgate.
You provoke
Owner of 16 Lions with nine different projects, Africa Creative emphasizes the connection of the brands with the current moment and purpose. In addition to Titanium, Bring home the Bud – created in partnership with Wieden+Kennedy So Paulo and New York for Budweiser – won Silver in PR and Bronze in Creative Strategy. The action was launched after the ban on the sale of beers in the World Cup stadiums in Qatar, in November and December 2022.
The foamy haircut, for Brahma, won Gold in Creative Effectiveness. The Trucss case took Silver in Direct and Bronze in Design, while The exiled team, another work by Brahma, secured Silver in Entertainment for Sport and Bronze in Social & Influencer. Developed for Vivo, The Autism journey brought Bronze in Brand Experience & Activation, Design and in Health & Wellness Lions.
The Brahma medical department case was also awarded Bronze in the Brand Experience & Activation and Outdoor competitions. More Bronzes came to Salla 2032, from House of Lapland, in Creative Effectiveness; and for Other MCs, from the Heinz brand, and Atura o baile (Put Up With the Dance), for Budweiser – the latter with participation from Ghana -, both in Social & Influencer.
The route taken by the second best placed among Brazilian companies ranges from responses to global events, capturing consumer behavior and using humor to captivate and engage people, to the application of artificial intelligence with the objective of personalizing cards that help children communicate. on the autistic spectrum, experience worked on in The Autism journey. A project that combines technology with the purpose of creating connections, recalls Juliana Leite, VP of special projects and creative content at Africa Creative.
The briefing presented by the clients is the starting point of the projects. Several possibilities are explored, but throughout the creative process provocations arise that differ from the final idea that won Leo. We like to unfold the needs of our customers and partners. When we evaluate together and bring the client to the center, we invariably arrive at more robust and assertive ideas, stresses Juliana.
When arriving at the special projects area, the ideas undergo a feasibility assessment. It is often at this point that they gain power with other platforms and connections. As soon as we explore the possibilities to materialize the idea, creation has new tools to expand them, or even completely transform them, explains Juliana.
One of the parameters that must be considered is responsibility in creation, supported by partners capable of endorsing the initiative. Knowing the history and behavior of customers is also fundamental, whether working on the purpose of the brands or capturing the organic behavior of consumers. Pertinence to enter into conversations and effectiveness are other bases of the work.
Read the full story in the July 3, 2023 issue
