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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Cannes Lions 2018 – festival that returned among the real people

The stories that print, radio, and outdoor are long dead are so debunked that no one even jokes about it anymore

22/06/2018
in Opinion
2 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Igor Mladinović, Creative Director, Imago Ogilvy

If we had to summarize what this year’s Cannes Lions represents, we would definitely say it is the return to real life.

After last year’s glamor, exaggeration, alienation, and climax of greediness, Cannes this year is relaxed, more intimate, realistic, and considerably more modest. Humility doesn’t mean that this year something is missing – on the contrary, all that makes this festival the greatest in the world is now placed in the foreground, and that is, above all, creativity and works.

Cannes Lions has been a lot more than an advertising festival for a long time, and advertising today is far more than mere promotion of a finished product or brand. Advertising agencies are actively involved in the development and creation of the product itself, or often create completely new products that serve to promote the brand. So Cannes is the place where all the most creative work from the world of technology, music and film production, design, social networks, show business is mixed … in other words, ideas that shape the world as we know it, or as we will know it, are gathered or created here.

The impression that Cannes Lions has returned to real life is visible in lectures as well. The topics that are unavoidable on each panel are Diversity, Equality and AI (artificial intelligence). Those are the topics that occupy the world today, and this is the proof that Cannes mirrors the current image of the world – but it’s a mirror that uses the prism of creativity to enlarge that image, and presents it to us in the most remarkable way possible.

Works are approached by the same principle, especially those awarded the Golden Lions or Grand Prix. In addition to the well-known criteria of freshness and creativity, the main question that is raised is ‘what change did this idea make in the world’. This is not just about socially responsible campaigns, but the vast majority of award-winning works in all categories. Such an environment requires brands to choose sides, to clearly state what their values are, and which world views they promote, regardless whether it’s about the right to same-sex marriages, gender equality, or elections in America. Because, as one of the jury president said, “if you don’t choose sides, you will be stuck in the middle of the road, and there you will surely get run over.”

 

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Cannes Lions 2018 – festival that returned among the real people
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The stories that print, radio, and outdoor are long dead are so debunked that no one even jokes about it anymore. What’s more, it’s incredible to see how these classic media offer a chance for creative advertising using the latest technology.

Good communication has always been creating emotions through stories and this is something that will never change, however, with the expansion of new technologies and artificial intelligence, storytelling channels are being converted into story-experiencing channels, and the storytelling is slowly transforming into story-teching. There is less and less talk, and more and more experiencing through technology. However, the point always remains the same, and it is to find a fresh, unpredictable, creative way of conveying brand values to the consumer. And here is where a human being remains irreplaceable. As long as they are creative.

And this is exactly what this Cannes Lions is dedicated to – the creative person who creates daily to make the world better.

Tags: Cannes LionsIgor MladinovićImago OgilvyImago OgilvyImago Ogilvy
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