Brand Storytelling: A Big Theme At Cannes This Year

cannes lions

With the prestigious 2014 Cannes Lions festivities coming to a close, it’s almost sinful not to blog about a major theme during this year’s “Oscars of the Advertising industry” event… Brand Storytelling.

The importance of brand storytelling in this year’s Cannes Lions was highlighted by another Chipotle story-styled campaign win.

This time, the company won the PR Grand Prix for “The Scarecrow” campaign, which was developed by the Creative Artists Agency with Edelman.

This comes on the heels of their 2012 win for “Back to the Start”, a campaign I wasn’t overly fond of.

Here are some highlights and mentions of Brand Storytelling in Cannes this year…

Miles Young – Why storytelling is the big theme at Cannes

Miles Young , chief executive at Ogilvy and Mather, talked about the importance of storytelling and content in the digital age.

[Brand Storytelling] “Narrative techniques are critical as a component of creativity and were not given a lot of attention before.”

OMD Worldwide’s de Nardis on the rise of storytelling and data

OMD Worldwide’s Mainardo de Nardis talked to Brand Republic News about the rise of storytelling and data.

“Storytelling is the capacity to create and distribute content which is relevant for audiences across whatever platform.  Without storytelling, we go back to 30 second spots”

Cannes Lions Meets: Rob Lowe

Actor Rob Lowe and Gordon Bowen talked storytelling and branding following the McGarryBowen seminar.

Gordon Bowen: “We no longer have the ability in advertising to have a captured audience, they can zap us away in a nano second.We have a lot to learn from the entertainment industry about how you keep people engaged by entertaining them not by owning them”.

Facebook’s Sheryl Sandberg Said “Stop Posting Boring Ads”

FaceBook SEMINAR Sheryl Sandberg (4) (1)Facebook chief operating officer Sheryl Sandberg has told marketers to stop posting “boring” ads on the social media platform and think more carefully about the art of storytelling.

She talked about Facebook’s power of “bringing people’s stories to life”, which can “give real identity” and positively change the world.

She also described Facebook’s relationship with advertising agencies as hugely important “because of the storytelling”.

CANNES LIONS LIVE: YouTube: The Art of Storytelling

A discussion panel with VICE‘s Eddy Moretti and Jeffrey Katzenberg of DreamWorks Animation about the art of storytelling on YouTube.

Katzenberg on what should brands and agencies take away from this discussion about the migration of audiences from traditional media channels to digital ones:

“It’s a whole new game. With it comes an unprecedented opportunity for advertisers to become storytellers with us.  The idea that you’re going to take a traditional commercial and drop it into what we are doing, that’s not the way to do it today.”

He goes on to provide Pepsi’s Jeff Gordon campaign as an example of new age brand communication that works.

Moretti: “At the end of the day it is about human connection and you have to bring the human into the storytelling.”

Were you at Cannes this year?  Did I miss anything?  Remind me in the comments below…


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