As the Cannes Lions International Festival of Creativity kicks off today (18 June), The Drum asked Wayne Pick, former global creative director at Rapp and now ECD at Auckland-based agency Colenso BBDO, for his top picks on what might win a Lion.
‘Probably TEDx’ by Carlsberg Group
TEDx Talks are a ubiquitous cultural phenomenon, and a little ritual of self-improvement and enlightenment for commuters around the world. So, seeing a brand get in on that space sounds disappointing. But it’s not, when it’s interesting… Resurrecting the founder of Carlsberg, who died 130 years ago, for a TEDx Talk was bold. I can’t imagine the business challenges they would’ve had to negotiate.
The first-ever posthumous TEDx Talk, ‘Why you should answer every question with probably’, was 17 minutes of inspiring and entertaining branded content, and was noted as being “worthy of a 19th century Steve Jobs”.
Do I wish I’d done this one? Probably.
‘AutoAds' by Carsales.com.au
We use big, glossy TV ads sell new cars. Why not do the same for crappy second hand cars. AutoAds is a little bit of genius - an ad generating platform that gives anyone selling their second-hand car their very own one-of-a-kind, expensive-feeling car ad. For nothing.
Brilliantly leveraging technology to weave info about their beloved old car, along with some beautifully crafted content, to create an entirely unique ad. 5 of them actually – ‘Tough’, ‘City’, ‘Adventure’, ‘Family’ or ‘Luxury’. Personalisation genuinely at scale, wrapped in humour and effortlessly crafted. Auto industry innovation that anyone can get into.
Brilliant. Definitely one I wish I’d done.
‘Trash Isles’ by The LADbible Country
Social media seems to be awash with posts about plastic bag saturated oceans, and upsetting footage of sea-life dead or dying trapped in plastic. So, it’s easy to become de-sensitised to the looming epidemic facing the planet. Creating global awareness of the floating island of plastic the size of France was an incredible feat. And it prompted action.
When you’ve got former vice president Al Gore as the ‘Trash Isles’ first honorary citizen, Dame Judi Dench as the Queen, and John Cena as the Minister of Defence – you’ve got a country that thousands want to be a part of. But one we all want to see less of.
No, wait, this is the one I most wish I had done.
Wayne Pick is the executive creative director at Colenso BBDO.