One thing which was really cool was that Aegis Media had a beach house where you could bring guests, press and interesting people. And with high speed internet this was the perfect spot to hang out. 

And it was really really nice..

The fun thing was actually that Radio Lions kind of surpriced me. Talking to people about chosing media vehicles I ormally have a slight problem when it comes to radio, because of the horrible quality of radio commercials in Denmark. Therefor Radio kind of has gotten a difficult position in my head. It is an interesting media, but often it fades away due to a lack of creativity in the solutions.

Hearing the Gold and silver spots I was amazed about how much inspiration I got and how it instantly started letting Radio re-enter my communication landscape.  

This was fun! And then we went out for dinner and the to the Aegis Media Party on the beach. This was really nice. Exclusive party with not to many people. More about this tomorrow…

Do or don’t do. There is no try!

So of cause we wanted to win. But we didn’t! Damn it. 

But the press conference was fun and very nice to see the Japanese girls who won for best separate idea crying and screaming in happiness. They were so nice and they really got happy…

But still; a shame, but we didn’t expect it, so we were actually able to be happy for the winning teams who were two really nice people from Italy. 

And alway a pleasure speaking to the press afterwards.. “Wy didn’t you guys win??????????” (no answer) “Hmm?” “bla bla bla bla bla” (aka of cause we don’t know – we wanted to win but obvious the judges liked the Italian solution better) . You can’t really ask people about that. We just really wanted to see what the others teams had made – but it wasn’t available yet, so no chance of knowing which truck hit us  

Of cause you can’t expect everything to be new when you spend a lot of time tracking what’s going on in the industry, but this really did a good job at continuing offering inspiration. 

Especially the “always in beta” point on how ads are o longer a finish product but an ongoing process was underlines perfect by the “Double-click to edit”-slide which I loved so much that I dedicated the title of this post to it.

I will come back to specific cases later on. But Titanium Rocks!

1. It was 1 minute after our presentation so a reason for sitting thinking and no-one asking “hoooow did it goooo in a screaming tone-of-voice”

2. I love the filosophy of Naked and Paul  Woolmington is a wonderful speaker. My heartbeat after have the most stressed 5 minutes of my career fell down listening to his calm, confident and clear voice. 

3. I get the change for tagging this blog “Naked” which will give our little Cannes blog so much more google-juice. (Perhaps it wont be the most relevant hits, but giving the facts that googling porn and still end up clicking on a communications planning blog, proofs that marketing people also surfs for porn as well as everybody else.)

This post was actually dedicated to an ode for Naked, but sometimes things do not end up as we thought. Thank god for that.

But still two words about the masterclass:

It was great! Basic intro of the heart of independency.

I was very interested in how to sell ideas and how to make so many external partners work together. But this was more inspiration and cases of how the solutions will look if thinking concepts over “were do we make money”. 

And once again – go see Noah Briers Brand Tag feature… I commented on it on my own blog channel8000 a while ago – it is really interesting. 

Thanks to Paul for setting my mind free…

So it was really a hard and learning experience… 

This really felt like bad sex. Great expectation, too short time and a strange unfulfilled feeling afterwards.

But bad sex is better than none, so after an hour or so we started smiling a bit again And we were still satisfied with the work – but would have died for 17 minutes instead of 5.

Thanks to TV2 for a perfect evening!

12 hours of laughs, coffee, near-death experiences and so much stress. 

But it was fun and very challenging. But thanks god we’re are ot working like this on a regular basis. It was really a tough job.

The last 4 hours flew – we didn’t really manage to do all the nice things we planned late in the past evening. But we finished the presentation (almost) and pressed save just 2 minutes till 8 pm were we got kicked out.

Our solution were a network strategy with focus on activating the network around the very wealthy and get their attention through personal recommendations. The campaign idea was called Backstage due to the duality in War Child’s engagement in music and the need from the target group to be able to see the outcome of their donations. The lack of transparency in the charity landscape gave a possible positioning for war child due to the small, engaged culture. So we wanted to take the connection backstage to exclusivity, music, transparency and networks. 

The key idea was parted in two: What money can’t buy and track your money. First we had The War Child secret gigs with huge bands playing for only the network at a backstage concert and a lot of PR and network activities evolving around those. And second we offered a wide range of digital connection tolls to engage the network with desktop apps, widgets and private member zones, to make it possible to customize the communication in the network. This was off cause a tool to face the discussion about the problems in charities and make War Child stand out as the personal, transparent and engaged charity having an attitude towards making everything and every penny count in a tracking of results.  

We used contextual print and online ads as well as personal placed outdoor facings, and a direct marketing postcard with a private message from the saved children targeted very strongly on these networks of wealth, to crate awareness and public attention. 

This was just a short description of some of the things we came up with and why. 

At 20pm we left the palais – exhausted but with a big smile. 

Three things that I found interesting was the cultural insight on eastern behavior where decisions are made, not by the individual, but a decision made collectively in the herds of the young people. 

Then I found the insight, as Katrine also commented on, on girls as technology drivers very interesting. When technology no longer is the goal for the fascination, but the technology as a mean to enter a social process the girls, who are far more social creatures than boys, tends to drive the technology. I actually extended this discussion to a social event where I meet Claus Moseholm from GoViral with whom I talked about how the nature of Viral campaigns in Europe right now seems driven by a masculine humour and the nature of girls, linked up to networking and sharing of information/stories/gossip, aren’t adressed in viral campaigns although their nature would be a perfect catalyst for spreading a message if it is possible to use in their social deeds.  

Third I LOVED the discussion of branded services. Let get down to business. All this talk about brand channels, viral, product placement and so on. The real key to the mayor potential would be in making services, that are so relevant to the brand, so appealing to the target group and so well carried out that the consumer sees it as a service. A little help in their life.

So these are my key take-out’s from this seminar.