Reviewing the winning works of the 2017 Cannes Lions Creativity Festival, I summarized 5 creative templates

If you ask me which exhibitions advertisers should pay attention to?

I would especially like you to pay attention to the annual Cannes Lions International Festival of Creativity, a creative feast of advertising media known as the " Oscars " of creative ideas. Every year, a small number of works that are acclaimed both at home and abroad stand out, including advertising, outdoor, graphic design, and other content.

This time, after studying the award-winning works of the 2017 Cannes International Creative Festival, we selected several outstanding works and talked about the five most promising creative ideas at the moment , while expanding on them in combination with daily life.

【Interactive Participation】

First of all, the picture below is Van Gogh's famous painting "Room" (Van Gogh's bedroom)

The origin of the advertisement is: Leo Burnett came up with the idea for an art gallery in Chicago , which happened to be exhibiting Van Gogh's works. Among them, "Van Gogh's Bedroom" was used as an idea to create a 1:1 replica of the room, and it was arranged on Airbnb (short-term rental website) to invite the public to experience it.

It is conceivable how popular a room that recreates a scene from a famous painting is. Soon the room's reservation times were fully booked, and the Art Institute of Chicago also received a lot of attention. (The room is shown below)

Interactive participation has now become a mainstream creative trend . In the previous analysis, I mentioned the new world view and various Internet buzzwords that fully participate in this way. The idea of ​​this kind of creativity is:

Through participation and a large amount of experience, a high-threshold content can be spread and stimulate participants' interest in subsequent attention. This is the creative technique of [interactive participation].

There are many similar cases, such as the work that also won the Creative Award: JET.COM (shopping website) launched the "Caring Calculator" in cooperation with Facebook at Christmas to provide participants with information about who has interacted with you throughout the year. This participation plug-in effectively reminds users and people around them to remember to stay in touch and not be lonely, and at the same time provides gift distribution to repair relationships.

Summary of interactive creativity:

1. Your target customers are broad and your product can be actually used;
2. Target users are active and willing to share and participate in experiences;
3. The participation experience of interactive creativity may not be completely satisfactory, and appropriate guidance and preparation of emergency plans are needed.

[Creating Problem Scenario]

Sometimes, creative personnel do not understand the selling point of a product, or have used up the selling points and gimmicks they have been working on for a long time. At this time, advertising becomes a matter of finding advantages. In fact, another approach can be taken, such as the work below - how will humans evolve in the future to prevent car accidents?

This is an advertisement produced by the Victorian Traffic Accident Commission. In order to encourage people to obey traffic rules, the creative members of the commission did not show those painful lessons. Instead, they took a different approach and used "how we can evolve to prevent traffic accidents" as the content. When you see such an outlier presenting this posture, I think 99% of people don't want to look like this in the future, right?

The same technique has been used in Snickers' advertisements in recent years. For example, there is an advertisement that goes like this: The goalkeeper on the football field is like Lin Daiyu, weak and frail, and his teammates want to beat him up. However, after eating Snickers, he immediately turns into a real man and stands alone against the enemy.

The creative idea of ​​creating extreme problems like this is:

To put it simply, this creative idea is to create a problem and then highlight that the product can solve it or attract attention. This idea is mainly aimed at products that have been displayed for a long time or whose selling points are already known to most people. It creates problems, provides scenarios, and finally makes it clear that there are advantages in solving the problem.

Another example is a work that also won a major award: an advertisement made by Publicis for the home appliance brand Whirlpool. If you want to highlight the ease of use of your washing machine, what should you do?

First of all, most families know the purpose of washing machines, and their advantages lie in whether they are convenient, whether the clothes are washed cleanly, etc. Publicis' approach is to raise a question: There is a school where 70% of the children skip classes!

The reason for skipping classes was that the children did not want others to know because their clothes were not washed cleanly. After Whirlpool delivered the washing machine, the attendance rate of students in the school increased to 89%.

Although it seems absurd, the effect is achieved. Although it is still about the cleanliness of washing, it is a good form to create and solve such a problem.

Summary of creative ideas for creating problems:

1. If the selling points are too few, it is better to create problems and solve them with products to make the selling points legitimate;

2. Problems and solutions must be irreplaceable and independent.

【Extreme trouble】

I guess everyone has eaten Burger King. The advertisements of this restaurant are as magical as those of Durex , such as this year's winning work: "Charcoal Grilling Since 1954".

Burger King used self-deprecating tactics by printing posters with photos of store fires, highlighting that they used "real charcoal grilling" which caused the fire that burned down the store, and used this extreme situation to highlight the "reality".

Also somewhat extreme is the British TV channel, in order to increase the ratings of the 2016 Rio Paralympics

TV commercial produced by: "We Are Superman":

The MV is quite joyful. It was created by 140 disabled people from different fields. It embodies the idea that although one is disabled, he or she is not necessarily weak. After it was broadcast, the ratings of the Paralympic Games increased significantly.

Just as Taobao displays a sea of ​​logistics warehouses every year, it tells everyone that many people buy a lot of things, so Double Eleven becomes more popular every year, right?

Extremely creative summary:

1. Create extreme topics, not trivial matters and highlight positive values;

2. Extreme content should be unique and not appear in the same category as competing brands.

【Accept association】

The winner of the online work is MailChimp (online RSS subscription tool ). How to create the association?

In daily life, we sometimes mispronounce or misremember some brand names, so MailChimp solemnly registered various websites with different contents according to the meaning of the mispronounced names, and of course, they all directed to the correct website in the end.

Such related ads can effectively deepen memory and correct problems without losing face.

I saw an advertisement a long time ago, which showed a kind of connection by having a famous model read out luxury goods.

Another example is SK’s skin care essence, which is associated with the Fairy Water in its advertisements. The same idea is used to use better and simpler expressions to enhance the target audience’s understanding and memory of the product.

Creative summary of relevance:

1. The associated content is more memorable or interesting than the product itself;
2. Highlight the advantages of the product as a prerequisite for association, or explain the function;
3. JD Dog, Tencent Enterprise, and Ctrip Dolphin are associated with animals, which are associated with unique and memorable images.

【Repeat & Limited】

The work selected by Ogilvy is a radio advertisement for KFC's double fried chicken burger.

"What is the saddest thing for a man?" Then a man on the radio began to talk about it, and he mentioned it several times in the middle. KFC's limited edition burgers will be taken off the shelves soon...

This repetitive form of advertising actually strengthens the status of some unimportant points through constant narration . For example, one year Hengyuanxiang’s advertisement repeated the twelve zodiac signs. Although it was annoying after seeing it too many times, people did remember the brand and it influenced their choice of purchasing thermal clothing.

This is also what “Important things should be said three times” means!

Another repetitive creative advertisement is: the TV commercial launched by PS4 before the price reduction, which kept repeating the song that the price was 5,000 yen cheaper, resulting in the PS4 selling more than 90,000 units in Japan in that week. Interestingly, the heroine in the MV played the role of Higuchi Ichiyo who was printed on the 5,000 yen banknote.

Repeated creative summary:

1. Moderate and interesting;
2. Repeated content is meaningful and important;
3. It is best to repeat a single content rather than trying to cover everything.

In addition, there are some works that have won different awards, but they are not representative enough so we will not summarize them. If you are interested, you can learn about the award-winning works of the 2017 Cannes International Creativity Festival.

Well, with these creative templates, I think you should try some experiments with the work in your hands.