Together We Cannes: Day 3, The Power Observation

Stop. Pause. Look. Listen. Learn. Arthur Zambone , assistant copywriter at BETC/Havas São Paulo says he spent his third full day at the Cannes Lions observing everything big and small. Here, Arthur shares what he learned.

11:03 GMT: The Forum, The Lego Social Media Journey

This morning I decided to head back to the Palais and kicked off the day with a good session from Lego about creativity. The talk highlighted social media and its proven effectiveness for Lego. Lars Silberbauer, senior global director at Lego Group, showcased some incredible examples of the brand’s social marketing. He also talked about Kronkiwongi, a successful Lego campaign that asked children around the world to create imaginary characters and inventions from Lego bricks. The campaign was designed to celebrate children’s imagination and creativity.

11:47 GMT: Lumière Theatre, Appetite Creativity: Creating a Desire in the Social Era 

We are in the social media age. We post on Facebook and Instagram; we retweet; we snap. It can certainly feel like information overload. From fast food to the Japanese bento, the Appetite Creativity panel used several food metaphors to talk about information in the age of social media.

13:05 GMT: Palais des Festival, The Shortlist Hall 
For me, it was especially exciting to see “Woman Interrupted,” a mobile app created by my colleagues at BETC Havas São Paulo that counts how many times a man, perhaps unwittingly, interrupts a woman’s speech. In fact, my friend Ricardo Dolla, creative director at Havas Brazil, was the creator some of the prints that were featured in the hall of the shortlisted ad materials. I spent a lot of time looking for my teammate’s work, and I felt the power of observation. Sometimes we just need to stop, pause, and observe to get the most from creative, innovative work.

15:00 GMT: Havas Café 

The Havas Café opened Monday, but on Sunday I came today to meet Sulaiman Beg, global internal communications director at Havas, and the entire newsroom team at Havas Café. It was such a great moment. We talked as the cabana was still being constructed for the festival. We both agreed how great it was finally meeting each other in person after a long string of e-mails.

17:09 GMT: A Worldwide Movement Is Happening Now

The speakers in this panel were impressive: Geoff Edwards, ‎co-head of creative at Creative Artists Agency; Keith Cartwright, executive creative director at Butler, Shine, Stern & Partners; Jimmy Smith, advertising veteran and CEO at Amusement Park Entertainment; and Global Group Creative Director at Twitter Jayanta Jenkins.

They started with a bold statement: This is not a panel. This is a real conversation. Entitled “A Worldwide Movement Is Happening Now,” the poignant discussion had a theatrical element and strong presence at the Lumière stage. The quartet talked about the impact and importance of Black Lives Matter. They emphasized how the movement reverberated with the simple use of a hashtag. Take a listen to the emotive opening statements: