Cannes 08 Part Deux

 

Every year Cannes recognizes some of the biggest, game-changing advertising ideas in the world. Alongside those huge ideas are smaller ones that still haul home hardware. Here are a couple of those.

 

This idea, for a men’s deodorant from Rexona, is simple and well-produced, but doesn’t involve a lot of interactivity and would probably not incite guys to visit it more than once. It is a one-hit wonder. The premise is simple: a Spanish guy named Fermin is in Pamploma, which is famous for the running of the bulls. He is running from things, too, and obviously needs a very strong deodorant.

 

Then there is this banner for the Brazilian furniture polish, Poliflor. It feels like it should be a 15-second TV spot. But it’s a strong, funny idea.

 

These ideas for CPG companies are not necessarily moving the industry forward, but they moved the judges at Cannes, and there’s a good chance they’ll move consumers, too.

 

 

Our Second Annual Cannes Report

 Loyal readers of Attention Shoppers! can’t help but have noticed that we have been strangely silent the past two weeks or so. A series of circumstances has made posting difficult to impossible. But we are now back and better than ever.

 

In fact, we are back just in time to celebrate the first anniversary of Attention Shoppers! And what a year it has been. Filled with massive changes and serious upheaval. What fun!

 

The first days of summer, of course, mean that it is time for the advertising industry’s annual migration to Cannes, to worship at the alter of the almighty creative idea.

 

I will spend the next few posts discussing notable work winning Cannes Cyber Lions. This year, like last year, the judges awarded the Cyber Grand Prix to three different entries. One of these Attention Shoppers! has already covered: the quirky, wonderful work done for Japanese clothing retailer Uniqlo. Here is what we said about it. And here is the site for those of you who missed it. And here is their Cannes entry.

 

As far as I can tell, the only Gold Lion in the CPG space was awarded to this Japanese work for Axe (see here for their entry). I find the design, interface and overall idea very innovative (the Japanese continue to do some of the most compelling work in the online space). This work combines online, out-of-home and consumer generated content in a way that nicely represents how dramatically our business has changed in a very short time.

Another Reason to Love Chocolate

 

There is a very good chance that you love chocolate. A lot. And I love this new site from Cadbury quite a lot. A fine mix of interactivity and video, it features awesome 360 navigation and plenty of surprises. Enjoy—like you enjoy a bit of their scrumptious product..

 

Baby (Brain) Food

We all want our kids to be smart, right? Well, the intelligent people at Plum (high-end baby food in the UK) are giving us a hand, via this site that encourages Moms—or Mums, in this case—to watch and learn with their babes.  

 

Since Attention Shoppers! is always encouraging advertisers to offer something of value to consumers, as opposed to simply messaging at them and hoping we can push people  into buying our incredible products, we applaud this work for Plum. Here is what a fellow WordPress blogger, DIGICYNIC, had to say about the site.

 

Unfortunately, my babies are grown, and I cannot take advantage of the site. Wahh!