mobile lions 2102 - mobilize breakfast
TRANSCRIPT
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SOBRE O QUE VI(VI) EM CANNES
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OOOPS! AGORA SIM…
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Pré-julgamento
Longlist: peças avaliadas em Cannes
Shortlist: matemática
Definição de Leões
O Grand Prix
5 FASES DO JULGAMENTO
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O QUE APRENDI?
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Muito bem produzido
Leve (internet no Palais é uma porcaria)
No máximo 1’30’’ (são mais de 250 videos/dia
julgados)
Direto ao ponto central da IDÉIA
Locução em inglês é fundamental e legendas, quando
bem aplicadas, podem ser uma boa opção, pois nem
todos jurados são fluentes em inglês
VIDEOCASE: O QUE É IMPORTANTE
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OS JURADOS NÃO SÃO IMBECIS
Ninguém quer saber o briefing da sua campanha
Todos apps de sucesso “ultrapassaram Angry Birds na App
Store”
Nós pesquisamos na App Stores o número de reviews e
estrelas
Cases “fabricados” para Cannes geram enorme antipatia
Não contate um jurado antes de Cannes em hipótese alguma
(exceção para aquele do seu país), pois gera um bode
grande
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ALGUMAS DICAS
Vai inscrever a mesma peça em diferentes categorias?
Então considere fazer edições específicas.
Número de downloads não é métrica de sucesso
Enviar amostras de produtos, posters, etc pode ser uma boa
Craft é uma das categorias menos concorridas
Apps, por sua vez, foi a categoria julgada com maior rigor
Mobile Sites, teve apenas um Leão (e de Bronze)
Apesar do Ouro da AlmapBBDO em Richmedia (Ads para
Tablets na verdade), não estamos é Cyber em 2002
Pontos extras: explique porque aquela campanha “só poderia
ser feita no ambiente mobile”
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TOP 5
CAMPAIGNS
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MOBILE APPLICATIONS
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PARKING DOUCHE | THE VILLAGE [GOLD]
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CREATIVE USE OF TECHNOLOGY
ACTIVATION BY LOCATION OR PROXIMITY
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BACKSEAT DRIVER | TOYOTA [GOLD]
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CREATIVE USE OF TECHNOLOGY
ARGMENTED REALITY EXPERIENCE
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BAND-AID MAGIC VISION | J&J [GOLD]
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TABLETS AND OTHER DEVICES
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FAKE AD | BRADESCO SEGUROS [GOLD]
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CREATIVE USE OF TECHNOLOGY
USE OF INNOVATIVE TECHNOLOGY FOR
MOBILE
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VIP FRIDGE MAGNET | RED TOMATO PIZZA [GOLD]
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TOP 5 CAMPAIGNS
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CREATIVE USE OF TECHNOLOGY
ARGMENTED REALITY EXPERIENCE
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SUNNY SALE | E-MART [SILVER]
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CREATIVE USE OF TECHNOLOGY
USE OF MULTIPLE SCREENS
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CHEVY GAME TIME | CHEVROLET [GOLD]
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MOBILE APPLICATIONS
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PAIN SQUAD | HOSPITAL FOR SICK CHILDREN [GOLD]
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GAMES
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LIFE OF GEORGE | LEGO [BRONZE]
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BEST INTEGRATED CAMPAIGN LED BY
MOBILE
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BE THE COACH | CARLING BLACK LABEL [SILVER]
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O GRAND-PRIX
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HILLTOP RE-IMAGINED | COCA-COLA [GRAND-PRIX]
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BLOG
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@LEOXAVIER