18.07.2008
About what the Cannes lions growl …

The founder and leader of World Web Studio Maxim Gaev and Managing Director of World Web Studio Nataly Budkevich have visited the 55-th Cannes Lions Festival. As souvenirs from Cannes they have brought news about last trends of the main advertising festival on the planet.

Trends 

Marketing is everything.If everyone has iPOD than how come it can't be a communication channel!? 

Tell a story! Making brand legends  as the basic tool of the interest development  and  buyer involvement. "There's no need to advertise a brand, it is necessary to create only a fascinating story about it and then tell this story to audience 

Example: advertising from Coca-Cola — the coin falls into the sparkling water machine and inside of this automatic device was a whole world with little men which deliver the Coca-Cola bottle to a consumer.  

Example: The movie "NeverEnding Story" when the main movie hero becomes the character of the book which he reads. 

Uniqueness of each presented project — even accurately verified banality and standardization is interesting to nobody. "If you do not show something new you do not show anything".  

Presentation of projects in a format: "problem-challenge-decision-result" — show what results were brought by your project.  

Clearness and "standardization" of images which are used in the projects — the "standardized" tool kit for creation of atmosphere or a rise of certain emotions of an audience. 

An example: if it is necessary to create atmosphere of night calm in the video, the sound of crickets and the sky of stars will be surely used. 

The possibilities for decisions creation and advertising carriers due to the modern tools and technologies are unlimited. 

Example: during the presentation the representative of Apple, using products of the company in 45 minutes has created about 65 various communication decisions. 

Quotations 

Maxim Gaev, the leader and founder of World Web Studio says: 

"Analyzing the festival results and in particular the Cyber Lions nomination shorts-lists I’ve noticed that web-communications model  presented at the Marketing Directors Forum became one of the key elements of the majority of web-solutions presented at Cannes Lions this year". 

Both agencies and clients apply the integrated communication approach during realization of marketing campaigns — Youtube, MySpace, GoogleMaps, Flickr and many other  Internet-services, social platforms and blogs are actively used as communication tools". 

Nataly Budkevich, the Managing Director of World Web Studio says: "In European countries a trust to traditional kinds of advertising  flags  day by day. The Cannes Lions 2008-2007 winner projects confirm it and distinctly show the evolution of advertising formats and communication channels. The interactive opportunities are used even more actively. And   more often the innovative tools are added to marketing-mix". 

Nowadays any communications can not be successful without direct consumer participation  that’s why  the Internet and mobile communication are the most effective communication channels at this stage. Its role quickly grows in complex campaigns. The digital content  for today is an effective advertising  vehicle and the main component of virus effect of communication campaigns. 

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