The fourth of six 2013 Cannes Lions and SapientNitro infographics
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The document summarizes Lee Clow's reflections on the iconic 1984 Apple "1984" commercial. Clow explains that Steve Jobs believed in advertising and marketing even though Apple's existing products were "boring beige boxes." The commercial featured a sledgehammer-wielding woman destroying a Big Brother-like figure, representing Apple breaking IBM's dominance. Though only aired twice, it won the Grand Prix at Cannes Lions in 1984 and has continued winning industry praise for TBWA\Chiat\Day since by changing the landscape of advertising.
The fourth of six 2013 Cannes Lions and SapientNitro infographics
- 3. game changer: The 1980s Lee Clow With the 60th anniversary of Cannes Lions comes a celebration of the iconic work that changed the landscape of advertising. “Steve believed in advertising. Marketing Communications. Marcom. And yes, we met every week. He hated most of the existing Apple products, they were boring beige boxes, and he was many months away from a new product. But we had to say something. Think Different. It was a celebration of Steve’s Apple. The old Apple. And the new Apple he envisioned.” Winning Work: The 1980s Apple ‘1984’ Apple's ‘1984’ commercial was transmitted only twice, but that was enough. It won the Grand Prix at Cannes Lions in 1984 and has continued to win industry plaudits for TBWAChiatDay since. Featuring a Big Brother character (representing IBM), and a young model with a sledgehammer who shatters the order (representing Apple), the commercial almost didn’t air at all, and caused much controversy within Apple itself.
- 4. Quote of the day conan o’brien
- 5. PRide of Place 11 most awarded countries USA 106 Brazil 96 Australia 71 UK 71 India 32 New Zealand 31 South Africa 31 Germany 59 France 39 Sweden 33 Japan 32
- 6. 14 remaining categories ? Film Craft Lions ? Branded Content & Entertainment Lions ? Titanium and Integrated Lions ? Palme d'Or ? Creative Marketer of the Year ? Independent Agency of the Year ? Grand Prix for Good ? Lion of St. Mark ? Holding Company of the Year ? Network of the Year ? Agency of the Year ? Cannes Chimera Winners ? Young Lions Film Winners ? Young Lions Marketers Winners Festival Mentions 2012 v. 2013 (approximate) Pin of the day pinterest.com/canneslions
- 7. One of the biggest mistakes is that brands don't listen enough to what's important to this generation. If you empower them, you'll get your return ten times over. – Sean Combs Steer clear of cliche. Fight the instinct to go to the safe place. – Jack Black The minute you start to back away from authenticity because you see an opportunity for profit, you end up losing. – Conan O’Brien Building on culture and its values is how you get hypergrowth. – Jeff Weiner, LinkedIn AUTHENTIC 810COMMUNITIES BUILT ON CULTURE 244 76 STRAY FROM SAFE 65 MILLENNIALS 180 CONTENT 1,699 I don't give a shit about user-generated content; I care about user-generated communities. – David Droga, Droga5 Trending in sessions and social
- 8. High Scorers Most-Attended Sessions SapientNitro Stories are more than a narrative. And fashion is more than design. – with Vivienne Westwood mcgarrybowen Iconic Storytelling Frame by Frame: Annie Leibovitz, Disney & mcgarrybowen Adobe You Can't Trust Marketers – with Tina Brown Yahoo! The New World of Online Content – Appealing to the Habits of Today’s Consumer – with Jack Black Time Warner Inc. What Connects in Comedy – with Conan O'Brien and Anderson Cooper Video game titles & consoles have won 56 awards at Cannes Lions since 2001.
- 9. Social activity VOLUME BY COUNTRY (1 SIDE OF CUBE = 1%) USA Australia France Other Spain Mexico Germany Portugal SwedenBrazil India United Kingdom
- 10. 1989 3,582 1990 3,749 1991 3,778 1992 5,909 1993 6,269 1994 7,142 1995 8,547 1996 9,248 1997 11,151 1998 12,425 1999 13,102 2000 16,347 2001 19,014 2002 17,258 2003 16,392 2004 18,706 2005 22,101 2006 24,863 2007 25,569 2008 28,284 2009 22,652 2010 24,242 2011 28,860 2012 34,301 2013 35,765 number of entries since 1989
- 11. style spotting back to the 80s @Nikita_ershov @TeodoraBlindu @gerryhuman @MaxdeCastro
- 12. WWW.SAPIENTNITRO.COM/CANNESLIONS 1950s 1980s1960s 1970s 1990s 2000s