e/spyer

I lived in the U.S. from 17 to 14 years old. I could feel the racial segregation. At school there was a place where were the white people; the Mexicans / Latinos elsewhere; African Americans in other place. I was mixed a little with each group. I played basketball with blacks and made friends, we had a small group of Brazilians, and also had good vibes with Latinos and White people. But I felt there was a bond between them. No preconception: but something like: I belong to that group, here is where I’m staying.

It is impressive in a country like this, an African descendent with a Muslim name, going for election. Still intrigues me. Barack Obama had a great strategy that goes beyond marketing. I wanted to know more and I found a very interesting lecture on TED: Clay Shirky shows exactly how social media can make history.
He comments about how the idea has motivated individuals and the concept of spreadability. Makes a parallel with a political campaign in Nigeria, which uses SMS technology compared to the U.S. which uses a complete technology platform. He talks about the transfer of social capital and not the technological capital. Goes on the evolution of media. Twitter in China … The Great Firewall of China … a very interesting talk.

Internet is the first media in history that has native support for groups and conversation at the same time. Where the phone gave us the one to one power; television, books, magazine gaves us the one to many pattern; the internet gives us the many to many pattern.”

Here goes the complete talk:

I have also remembered Droga5 New York case that was in Cannes this year… Obama’s strategy to get the Orthodox Jewish votes in Florida. Fantastic.

The Great Schlep: Jewish Council for Education and Research

And finally I’ll link to the campaign’s music video:

and the poster that in such a short time has made history:

If you have time go see  TED, ideas worth spreading. View by category of interest. It ha always one talk better than another.

The media has changed. Yes we can!

This year Cannes was supposed to be a dog, and its name is Tura. It was subscribed in all campaigns as Creative Advisor by Chacho – Creative Director of Leo Lisbon. If you surf Tura’s website (http://www.turathedog.com) you’ll see everything that the dog has earned at the biggest advertising award and in many other competitions.

Was it a satire about the competition?

Where Leo won awards, there was the dog, wearing the right badge and everything. Nice idea!

I have never been very eager to advertising awards because I knew that most were ghosts. That is, almost everything we see was never approved by the client, and not even inserted in real media.

But this year, Dm9 creative – Murilo Melo did an interesting speech that was propagated by Flavio Proença, and that changed my idea about the award: “imagine that Cannes is our fashion week, and we are creating campaigns that normally do not leave to the street but are trends for future seasons. ”

I agreed with his thought. But what I think is the coolest this year were the ones that really happened, especially the campaigns for Burger King:

Freakout:

Virgins:

And also, the best job in the world campaign:

And of course the Tura’s campaigns:

Red Cross:

Efêmero Museum:

What I am most upset is that I know that the results in the vast majority of cases going to Cannes are increased or invented.

But it has one, I consider the best of all times, and that the numbers do not lie. A campaign that was pure strategy, marketing / communication / positioning: The Barack Obama political campaign.

It is worth reading a little more on the subject at AdAge. Also see this interview with Kotler:

This year, DDB has invited the Obama’s campaign strategist, David Plouffe, to speech at the Cannes Festival. And also took the award for second best global network of advertising.

DM9DDB celebrates the title of Agency of the Year! It was a job made on the basis of fashion week, which meant that the creative team had to think outside the box for a year for this award. And brought the agency back to the top of the advertising world.

Even with all this talk on Cannes, an award that is truly relevant to both agencies and to the client is the Effie Awards and I am happy to know that this award begins to be important in Brazil.

In addition, of course, the most non-sense and fun Brazilian advertising award: o desenlions.