Cannes 2015: ‘Invest in Creativity’
25-02-2015 (07:39) - Bureaus
Gisteren is de nieuwe reclamecampagne voor de Cannes Lions 2015 gelanceerd. De pay-off is ‘Invest in Creativity’. De campagne is bedacht en ontwikkeld door McCann London.
Senta Slingerland, director of brand strategy van Cannes Lions: ‘As campaigners for creativity, it’s the goal of Cannes Lions to celebrate and share great creative that inspires the creative community and its talent to do better and aim higher. So in this series of films and prints, we want to stress the point that not looking after your talent is a much more expensive exercise than developing it: it creates wasted opportunities, you risk losing clients, demotivating the rest of your team, and firing and rehiring is very expensive indeed.’
'Many creatives only go to Cannes as a reward for good performance. The campaign challenges that idea by asking bosses to invest in their staff that desperately need creative inspiration as a stimulus to perform better. And where can they find that inspiration? At Cannes Lions.'
Slingerland: 'Our video and print executions focus on five different profiles that aren’t fulfilling their maximum potential at work. The campaign message challenges bosses to invest in their underperformers, rather than facing the alternative: severance. So the tagline is “Invest in creativity. Cheaper than severance”. It’s a brave but compelling idea that investing in a delegate pass for Cannes Lions is the smarter business decision.'
