Field Notes from Cannes Lions Festival of Creativity | Day 3 – The Branded Content Edition

On Tuesday we attended a branded content workshop with the wonderfully entertaining Patrick Collister, editor of Directory magazine & archive, Creative Director of The Zoo at Google NACE, and endless source of reference!

 

Patrick shared his all time favourite campaigns which fall under the current buzzword banner. These are some of those. Some new, some older, but all great.

 

Most people with an internet connection have seen the Van Damme Epic Split between two Volvo trucks by now, but did you know that the video is the final instalment in a series of live tests created to demonstrate the trucks’ features? Here’s an example of incredibly brave branded content: Volvo Trucks Live Tests 1 – 6

 

[youtube]https://www.youtube.com/watch?v=1zXwOoeGzys[/youtube]

[youtube]https://www.youtube.com/watch?v=7N87uxyDQT0[/youtube]

[youtube]https://www.youtube.com/watch?v=_BRoU1hw-CU[/youtube]

[youtube]https://www.youtube.com/watch?v=Jf_wKkV5dwQ[/youtube]

[youtube]https://www.youtube.com/watch?v=AoVI2KzO-_Y[/youtube]

[youtube]https://www.youtube.com/watch?v=M7FIvfx5J10[/youtube]

 

Courier company Deadline Express created a self-destructing billboard back in 2007 in Auckland, New Zealand. The billboard included a digital countdown clock and a message with the date and time that the billboard would explode. When the digital clock counted down to zero – and a crowd of people had showed up to witness it – the billboard was blown up with nitramine dry powder, strobe grenades and smoke bombs. A live streaming webcam of the countdown, was seen by thousands of people. The message throughout the campaign was, “When we give you a time we mean it.”

 

[youtube]https://www.youtube.com/watch?v=V5rktx2X4DM[/youtube]

 

To launch Deadspace 2 back in 2011, unsuspecting moms were shown clips of the game and their horrified reactions were captured to promote the new release. Besides a launch video showing a range of moms’ reactions, for extra LOLs viewers could explore further to find individual mom vids with running commentary as they witnessed the gore.

 

[youtube]https://www.youtube.com/watch?v=nKkPFDEiC6Q[/youtube]

[youtube]https://www.youtube.com/watch?v=Pcm5M-KWQnM[/youtube]

[youtube]https://www.youtube.com/watch?v=Uqd4bFzskV0[/youtube]

 

Corona ‘Save the Beach’ hotel:

 

[youtube]https://www.youtube.com/watch?v=MiZo6gB3FyU[/youtube]

 

Ikea launched a cookbook titled Homemade Is Best photographed by artist Carl Kleiner in his signature style. They followed this up with a playful series of mini Art of Cooking lessons also made by Carl.

 

Ikea recipe Ikiea recipe Ikea recipe

 

Converse x Google + ‘Hack A Chuck’

 

To celebrate the launch of their new Google+ page, Converse invited creatives to ‘Hack a Chuck’ and upload their creations.

 

[youtube]https://www.youtube.com/watch?v=BmMBkugdDdE[/youtube]

[youtube]https://www.youtube.com/watch?v=jR0GECjyKtk#t=70[/youtube]

[youtube]https://www.youtube.com/watch?v=EEQ3SkzqZSs[/youtube]

[youtube]https://www.youtube.com/watch?v=w5BWh28SxBU[/youtube]

[youtube]https://www.youtube.com/watch?v=-5jbym0HkLE[/youtube]

[youtube]https://www.youtube.com/watch?v=KX3O-zyUBBQ[/youtube]

[youtube]https://www.youtube.com/watch?v=BZ93vOH_tAE[/youtube]

 

More highlights coming soon.

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