"...Because communication done well can be called art and because art is a beautiful form of communication that goes beyond any prejudice and constraint. Because It’s Art Darling, It’s Art!"

It’s Art darling, it’s Art !

by Anca Ungureanu

ART / COMMUNICATION

Day#1 #adiary@CannesLions

It’s my third year attending the Cannes Lions Festival of Creativity and I am already overwhelmed after day #1. I think this year’s edition is the most crowded and concentrated one yet and with a mounting pressure to be everywhere all at once, you just can’t help but feel a bit fatigued. It’s my first year as a blogger and that is why I’ve decided, for the sake of history, to create #adiary@CannesLions.

I must admit, there is some selfish motive behind it. First of all, I am doing it for me because the amount of valuable knowledge, ideas, and inspiration you accumulate in just one short week calls for notes that can be revisited from time to time. Second, I’m doing it to fulfill my purpose as a blogger. As I declared when I created my site, my purpose is to share all the knowledge I acquire in different circumstances; so here it is: day#1 @CannesLions.

I will start by summarizing some words that got my attention today: sharebility, empathy, sound, purposeful, and content.

Although they apparently have no meaning strung together, the words of the day#1 somehow created music in my mind that started from a specific purpose: building content driven by empathy, by targeting different audiences including the millennial’s mind, and by engaging artists & brands.

Yes that sounds really complicated, I know, that’s why we should take it step by step; especially because its day#1 after all.

The first seminar tried to tackle “The Millenial Mind” through the aims of creativity. Developed as an interview hosted by Joanna Coles, Editor-in-chief at Cosmopolitan, with the co-founder of Snapchat, Evan Spiegle, the one-hour discussion tried to explain “how brands adapt to this generation that changes habits over night, and manages to build credibility & loyalty with them in a contextual way”. Evan said, “a brand should act like a person”. Brands tend to maintain the same messages for years, while people change every day. Most of the time brands do not express their creativity because of fear. That’s when social media comes along and allows your peers to push you into creativity. . “Its all about empathy”, Evan added, and understanding the world we live in by listening to people. When you are a technology brand, where everyone is so serious, a little bit of fun & play takes the pressure off the necessity to be creative and thus fuels it.

I literally ran to the next seminar, since I promised the main speaker, Uli Resse, co-founder of sound identity agency iV2 and also my colleague at Berlin school, that I would record his lecture session about audio branding and the impact of music on brand and their consumers. Starting from Carl Jung’s theory about the 12 archetypes, the seminar aimed to explain with real life examples how these 12 characters offer a powerful playground for understanding and communicating brand values up to the purchase intent. Studies show that music impacts the purchase intent on 35% of the consumers, that 16% of the brands are more effective with music and that 96% of the customers have a better recall of visuals and verbal messages when music is used. Therefore, by using a strategic approach, a brand audit, and matching audio moods to each archetype, we can create music that shapes brand experiences and communicates the brand identity to its consumers, no matter the typologies.

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“If content is king than context is the emperor” was my favorite quote of the day. For the duration of the 1.5 hours workshop delivered by Socialdeviant, I was carried away by the fundamentals of content marketing and how important is to start from scratch when thinking of creating valuable contextual content. Ideas have become the new commodity; therefore the act of having an idea no longer defines success. Success is about the redefinition of success. Creativity is considered content and you can’t separate the two things since they’re both driven by a brand purpose with a context as the emperor. Today is all about the democratization of content by respecting the 10 traits for being successful.

1. Know your why! What’s your brand’s purpose and be clear about it since capturing and sharing content is happening as we speak.

2. Transform your goals from general ones to the most actionable or quaintifable ones. In this way you change behaviors and subsequently, attitudes. A brand is a promise that must be fulfilled. The first moment of truth is when you choose to buy it. The second is when you try it.

3. Segment the audience since we have so many. That’s why good content helps us express the purpose through multiple stories for a specific audience. When you produce organic content, you can begin to create your own segment and compliment it with your paid media.

4. Diversifying the platform by being audience centric. Targeting specific audiences is great no matter if technologies are changing. as long as you stay true to the fundamental human need: stay informed, capture the moment and connect with the other.

5. Create core values inspired by social needs to align your brand with altruistic principles that drive our society. Always combine functional needs with the emotional needs.

6. Curate the community from storytelling to story doing: a 2 way conversation that helps the brand.

7.  Consider technologies and test them as a fuel for creativity for an idea. You can have content ideas or you can have ideas that produce content.

8. Be big by going small: it’s not about a big idea, it’s about the impact of the idea.

9. Reinvent content ownership through sharebility. Viral is so yesterday.

10. Reinvent the brand manager role by building a governance model, and move from linear approvals to flexibility through guidelines. Is the best way to be fast and responsive?

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Content is about everything your brand does. So start now because It’s Cannes darling, it’s Cannes!



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