News Corp presents the Best of the 2016 Cannes International Festival of Creativity

August 25 2016, 1:25 pm | BY Martin Trevaskis | No Comments

News_Cannes2016_BLOG1.jpgNews Corp Australia entertained numerous advertising, media and digital agencies as well as students studying advertising, at the Backlot Studios in West Perth this week, showcasing the highlights of the 2016 Cannes Lions International Festival of Creativity.

News Corp WA Digital Sales Manager Dennie Chung (pictured near left) presented a show reel of some of the most interesting, innovative and unexpected campaigns.

See NewsCorp’s Best of Cannes 2016 HERE

“Cannes is not a festival of sales uplift or a festival of media effectiveness. It is a festival of creativity,” said Chung.

He highlighted five key points and conclusions from this year’s Festival:

News_Cannes2016_BLOG2.jpgSimplicity beats complexity – With more content than ever across more platforms available to consumers, the need for brands to create simple ideas that stop people in their tracks is greater than ever.

Conviction beats causes – Rather than attaching themselves to a worthy cause, brands are starting to communicate something about themselves with absolute conviction.

People beat platforms – Ideas which brought people together either physically or virtually stood out this year. These ideas often relied on social platforms to spread, but the platforms were rarely central to the idea.

Reality beats virtual – When it comes to technology, new developments such as VR are super exciting, and offer amazing creative opportunities, but are not quite yet perfected. The ideas that really connect with people at scale are ideas very much happening in the real world.

Humans and machines -While there was a lot of talk about the impact AI could have on creativity, the work that did utilise AI and big data successfully worked by combining talented humans with clever technology.