June 17, 2013

Cannes highlights, from the new world of Web video to an ‘awesomer’ world

Posted by: in Europe|North America

This week Cannes is hosting its 60th annual advertising extravaganza, and we’ll be posting on some of the highlights. In a morning session today at the Cannes Lions International Festival of Creativity, Yahoo! VP Erin McPherson talked about the shift to video consumption online and on mobile. “Video is critical to Yahoo!’s vision,” said McPherson, head of video at the Web company. “We are committed to sourcing, developing, producing and broadcasting video content.” One Web series Yahoo! is bringing to life this fall is Ghost Ghirls, a comic endeavor backed by actor, producer and musician Jack Black.

McPherson pointed to the benefits of Web series, extolling the speed—the first 12 episodes of Ghost Ghirls were written in one month and shot in three weeks—and fluidity. “We’re able to experiment and listen to our audience in real time and optimize accordingly,” McPherson said, noting that brands are underwriting this kind of innovation. Black, meanwhile, talked about finding content he wants to produce: “If you ever detect a whiff of desperation, that’s usually a good sign it’s not something you should pursue. … You have to wade through a lot of shit to get to the diamond.”

In addition to video, Yahoo! is investing in what we termed News Bites—summaries of articles for on-the-go reading—in one of our 100 Things to Watch in 2013. In March, the company acquired Summly, reportedly for a hefty $30 million, from teenager Nick D’Aloisio, who also participated in the panel. The digital wunderkind, who founded Summly at age 15, said he’s trying to make the exploding digital world small again through personalization and summarization. “Time’s the new currency, right?” D’Aloisio said, explaining that he’s trying to give people back time.

Coca-Cola, named Creative Marketer of the Year at Cannes, hosted a session on “Work That Matters,” showcasing its commitment to campaigns that make a difference in the world. The presenters echoed the notion that doing good and promoting purpose makes good business sense—an ethos we spotlighted in our trend Rise in Shared Value in 2012. Coke spotlighted its new global campaign, Play Fanta, which centers around a nine-chapter story about a group’s quest to save their world after play disappears and features playable content across platforms. The campaign fits in with one of our 10 Trends for 2013, Play As a Competitive Advantage, which predicts that more adults will infuse their lives with play and unstructured time, a way to foster imagination, creativity and innovation.

Continuing on the theme of play, documentary filmmaker Mary Mazzio kicked off JWT’s seminar, “Meet the Parents,” with some thoughts on the dearth of playfulness in the lives of today’s children. “Everything is so scheduled, kids don’t play by themselves anymore,” she said. “It’s not good from a creativity standpoint.” Added Mazzio, “If your kid says, ‘I’m bored,’ too bad—find a way around it.”

The seminar looked at key lessons today’s creative minds learned early on. “Our parents are the ones who protect us from the enemies of creativity,” said JWT North America Chief Creative Officer Jeff Benjamin. The most important lessons Benjamin learned from his parents? The notion of being scrappy and the joy of doing it yourself. Among those joining Benjamin was Internet star Kid President (aka Robby Novak), whose “I am kid president” campaign champions the idea that kids can change the world and seeks to empower them to do just that. All suited up for his Cannes appearance, Novak declared, “We need to make the world awesomer!”

Image credit: Fanta

No Responses to "Cannes highlights, from the new world of Web video to an ‘awesomer’ world"

Comment Form

SIGN UP FOR OUR WEEKLY EMAIL NEWSLETTER:

10 Years of 10 Trends

The Future 100

Things to Watch

  • Bloom
    June 29, 2015 | 11:32 am

    Bloom

    A new service called Bloom aims to bridge the generation gap using stripped-down technology. The service includes a minimal tablet display interface that seniors can place in a chosen room to receive updates from family, as well as a smart wristband that activates the display automatically when users approach it. Other family members who’ve downloaded Bloom can share photos and videos to their loved one’s stream using their mobile devices.

    Continue reading “Bloom” »

  • SecondHands
    June 25, 2015 | 12:02 pm

    SecondHands Small

    British online supermarket Ocado has announced its SecondHands program: a five-year project aiming to create an autonomous robotic warehouse employee. An example of our “Cognitive Technology” trend in this year’s Future 100 report, the project could revolutionize the way factories handle repairs, logistics and more, but comes with its share of challenges. Continue reading “SecondHands” »

  • Offices for the young at heart
    June 23, 2015 | 5:59 pm

    LegoModern offices, especially in the tech sector, have become known as adult playgrounds that foster creativity and collaboration. The image of millennials playing ping pong at work is its own meme in the age of The Social Network. And there’s a prevailing idea that the younger the workforce, the more cutting edge and productive the company.

    Continue reading “Offices for the young at heart” »

  • Transparency ratings
    June 22, 2015 | 4:23 pm

    Data

    The fight for digital privacy continues to gain momentum two years after Edward Snowden’s dramatic disclosures. But while most technology companies have made progress in protecting consumer data, some are lagging behind, according to the latest report from the Electronic Frontier FoundationContinue reading “Transparency ratings” »

  • Taste rewind
    June 19, 2015 | 5:29 pm

    Britney_Small

    Spotify’s new Taste Rewind feature is a music lover’s time machine. It’s a tool designed to help listeners discover “what you’d be jammin’ out to if you were born during a different decade.”

    Taste Rewind asks you to choose three of your favorite contemporary artists, then creates a personalized playlist representing each decade from the ‘60s on. Targeting a younger user base, the app plays on Millennials’ tendency to be nostalgic even about eras they never experienced. Continue reading “Taste rewind” »

  • Menswear’s delicate side
    June 17, 2015 | 5:13 pm

    DelicateMenswear

    Recent years have seen a surge in gender-neutral fashion, from luxury heavyweights such as Prada to cult favorite Hood By Air. But this week at London Collections Men, designers are offering a new twist: lace, ruffles and velvet, constructed in distinctly masculine shapes. Continue reading “Menswear’s delicate side” »

  • Co-working gets domestic
    June 16, 2015 | 5:28 pm

    WeWork

    Popular co-working space WeWork will soon launch WeLive—a project that combines WeWork’s famously fun work spaces with dorm-style micro apartments. A press release for WeLive describes the buildings as “neighborhoods,” featuring 200+ apartments with shared commercial-grade kitchens and community spaces, along with several floors of office space. Continue reading “Co-working gets domestic” »

  • Native American dining
    June 11, 2015 | 1:56 pm

    native-american-food-truck-small

    Although it’s easy to sample the cuisines of Ethiopia or Vietnam in most major US cities, Native American restaurants are practically nonexistent. However, with the rise of locavore movements and interest in pre-industrial foods from the likes of the paleo crowd, the indigenous cuisines of the United States could be ready to claim their rightful place in today’s food culture. Continue reading “Native American dining” »

  • Time-travel media
    June 8, 2015 | 5:13 pm

    Future Chronicles

    The Future Chronicles, currently raising money on Kickstarter, bills itself as the “first magazine ever that travels through time.” Created by German agency Hyperraum, the magazine aims to explore both the past and the future through creative narration and design.

    Continue reading “Time-travel media” »

  • Invisible wearables
    June 2, 2015 | 4:12 pm

    Project Jacquard

    A new initiative announced at Google’s annual developers conference is making waves in the wearable tech world. Project Jacquard, launched in collaboration with Levi’s, makes touch interfaces more wearable than ever by weaving them directly into traditional textiles. This high-tech fabric is made of conductive thread that can respond to touch signals like swipes and taps, and sync up with a smartphone to execute basic functions. Digiday calls the innovation “Google Glass for your ass.”

    Continue reading “Invisible wearables” »

  • RSSArchive for Things to Watch »