Pass the Rosé; it's a special Cannes Edition of Carat Juice
WELCOME TO A SPECIAL 'CANNES' EDITION OF CARAT JUICE!
Bonjour! Unless you’ve been living under a rock and / or religiously avoiding social media these last few weeks (good idea – the FOMO was real), you will undoubtedly have caught at least some of the action live from ‘La Croisette’ at Cannes Lions 2016. The eight day festival brings together some of the biggest names (and biggest brains) in creativity from all around the world for collaboration, discussion and debate. We had a great contingent of Carat representatives attending from all corners of our global network – jump on Twitter and check out #RedefiningMedia for all their highlights. In the meantime, we’ve rounded up some of our favourite moments from the festival below for your reading pleasure.
PANEL DISCUSSION: WHAT DIGITAL VIDEO HAS TO LEARN FROM TV
Carat US CEO Doug Ray joined ESPN’s Eric Johnson, MCN’s Mark Frain, and AOL’s Dan Ackerman for a panel on the challenges facing online video and what it can learn from the legacy of TV. While much was said about the need for a ‘common currency’ to evaluate the success of online video, Doug Ray contends that the biggest challenge currently impeding clients from adopting a cross-screen approach was a lack of “fit for purpose content delivered in the right context and [via] the right platforms”.
OPINION PIECE: SPREADING THE SNAPCHAT RELIGION TO THE STREETS OF CANNES
Snapchat was a hot topic of discussion in Cannes, due in no small part to the five storey decal of the infamous yellow and white ghost featured on the beachside-facing window of The Palais. While the question on everyone’s lips was whether or not its founder, Evan Spiegel, would be making an appearance at the festival, Carat Brisbane Digital Manager and Young Lions finalist, Rosh Rafferty, busied herself promoting the tool as the perfect Cannes companion and the ‘real time’ rival to Twitter.
KEYNOTE SPEECH: 'CONTEXT IS KING' WITH MØ & CARAT’S SANJAY NAZERALI
Singer, songwriter MØ, AKA Karen Marie Ørsted, joined Carat’s Global Head of Innovation, Sanjay Nazerali, and Spotify’s VP of Product, Shiva Rajaraman, on the Inspiration Stage to talk the power of personal context – mood, physical state and environment – as the key to making content meaningful. With ever-increasing data and technology capabilities, our ability to understand the relationship between people, content, and context is unprecedented, opening up the door for endless innovation.
HOT TOPIC: CYCLONE CINDY CALLS OUT SEXISM IN THE AD INDUSTRY
Gender diversity and the portrayal of women in advertising were hot topics of discussion at this year’s festival, with former chairman of BBH New York and founder of MakeLoveNotPorn and IfWeRanTheWorld, Cindy Gallop, taking no prisoners in her quest to break the industry’s ‘closed loop of white guys’. She was vocal in her criticism of BBDO’s Bronze Lion-winning work for pharmaceutical brand Bayer, and also called out Vayner Media and Thrillist for a less-than-PC party invite seeking 'Attractive Females and Models Only'.
GRAND PRIX WINNER: NETFLIX WINS FOR FAUX 'FU 2016' CAMPAIGN AD
Netflix took out the Integrated Grand Prix for their ‘House of Cards’ campaign that cleverly played off the current American election with a faux campaign ad featuring the show's fictional front man, Kevin Spacey's Frank Underwood, as a candidate. They ran the ad during one of the most-watched presidential debates in history accompanied by the hashtag and tagline ‘FU 2016’.
CELEBRITY CAMEO: USHER & RYAN SEACREST TALK BRAND PARTNERSHIPS
International superstar, Usher, sat down with media personality, Ryan Seacrest – both in town for iHeartMedia – to discuss what makes for a powerful brand partnership today, with the overarching themes being authenticity and creativity. Uniqlo’s John C Jay echoed those sentiments in no uncertain terms, telling brands ‘Stop trying to be authentic and just BE authentic. Authenticity is the only way to scale your brand.”