Best of Cannes – Day 3

Manning Gottlieb OMD

As we approach the half way point of Cannes Lions 2018 there is much to discuss but even more to still explore! In our penultimate “Wake up with Flo” segment OMD APAC CEO, Stephen Li, joins us to discuss the growing presence of China at Cannes. We also celebrated last night’s award wins with OMD taking home nine trophies across outdoor, mobile and print for clients including Apple, McDonald’s, Bacardi and Gatorade. A huge well done to our teams across OMD USA and OMD Canada for bringing home one Gold, four Silver, two Bronze and a coveted Grand Prix. From the award shows to the palais, for the first time Apple took to the stage discussing delivering human experiences in retail. Their employees are not salespeople but employees hired on their empathetic abilities, tasked with humanizing technology and the role it has to play across the arts and humanities. OMD Australia’s Peita Pacey was also on hand to download from the palais. Attending sessions focused on the power of voice in brand development Peita delves into neuroscientific research to overcome bias and the future of developing voice identities.

For more videos and blogs, including our Young Lions day three wrap up and a review of Omnicom and HP’s Diversity panel, please visit cannes.omd.com and join the conversation throughout the week with #OMDCANNES

We talk to Bart Jenniches, Director, Google AR & VR, about Omnicom Media Group’s Daydream partnership with Google. Designed to activate fully immersive video opportunities that connect with consumers in new ways, where they are.

In today’s “Wake up with Flo”, OMD APAC CEO Stephen Li, joins us in the shade and cools down with some eau froide, to discuss the growing presence of China at Cannes and the varying approach between players such as Baidu and Google.

“Apple is fully committed to making the largest investment in humans.” Following Apple’s debut panel at Cannes, OMD Worldwide’s Anna Campbell explores how Apple are reimagining the retail experience through human connection.

We are live-streaming Cannes Lions to our offices around the world! OMD UK’s Lisa Johnson and Annie Jarvis tuned in to share their thoughts on two panels that explored the different ways diversity is having an effect on creativity.

Huge congratulations to OMD Canada, who take home OMD’s first Grand Prix at Cannes Lions 2018 in the Outdoor category for their work with McDonald’s. McDonald’s is one of the most recognizable and consistent brands in the world. But everywhere you go, from major cities to small towns, you’ll find signs directing you to the nearest McDonald’s that are surprisingly inconsistent. The objective of the winning campaign was to unify the design of these signs to be used anywhere. The idea focused around cropping the golden arches into a directional path and reducing the visuals to only what’s essential, to transform a forgotten media space into a simple, unified design system adaptable to any market around the world. The result was a series of wayfinding billboards along major highways and commuter routes across Toronto that are both helpful, and immediately recognizable using only the brand’s colors and a fraction of the logo. This required careful media planning to ensure the boards faced the traffic moving toward each restaurant, and that only one simple instruction was required to reach each location.

The McDonald’s ‘Follow the Arches’ series of billboards received significant media attention, helping to drive traffic and conversions for the local restaurants in combination with other promotions. The earned media coverage has also increased positive social talk for McDonald’s, helping to improve the overall image of a brand.

Some further highlights from yesterday include the Gatorade campaign from OMD USA, showcased in yesterday’s mailer, which took home a Silver and Bronze in the mobile category, whilst Apple secured a Silver for the ‘Welcome to Apple’ campaign with Instagram.

The one we’ve all been waiting for, the Media Lions shortlist, was announced today. The network has secured 29 in total, with 13 of those from OMD. With the ceremony taking place tomorrow evening, we’ll be sure to share highlights of those shortlisted in tomorrow’s wrap up.