The festival was full of excitement. You could feel the floating around the atmosphere of the Palai. The stars were aligning in Cannes. Ben Stiller, Nick Cannon, and Common all made appearances during seminars at the festival. Stiller’s personality resonates with the character’s he plays in his films. Funny man that Ben Stiller. The one and only Blue Steel. The reason the celebrities where at Cannes was to give their perspectives on advertising and where they think the industry could be heading. The conclusion, integration is taking over interruption. Advertisers must realize that consumers no longer want to be interrupted. We must integrate our brands with entertainment while maintaining authenticity and originality.
Other than the celebrities, the seminar that really stuck me was from Draft FCB. They spoke of the reduction of complexity. We, as advertisers, must be simple enough without being too simple. According to Draft, simplicity lies in numbers. Not ordinary numbers but HOLY SHIT numbers, numbers that not only have a quantitative meaning but also a qualitative meaning. I agree with Draft’s philosophy. Through numbers that have a meaning lies the key to emotional connection. Once you find that holy shit number, you find your insight that consumers connect with. Creativity flows from that insight that sprouts from numbers. Numbers are simple and I believe that simplicity is a must. Consumers remember simple, but it has to be engaging. To end I’ll leave with a little something I learned in grade school.
KISS - Keep. It. Simple. Stupid.
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