Courting creativity in Cannes

Posted June 30th, 2009 at 12:30 am by Elisa Steele, Chief Marketing Officer

Number of Comments One Comment / Filed in: Conferences/Events, Those Crazy Yahoos, Video

Every year, thousands of creative people from around the world descend on Cannes, France, to mingle, learn, and celebrate great works of advertising genius. Inspired by the film festival that Cannes is most famous for, the 56th Cannes Lions International Advertising Festival is truly the meeting of the most creative minds in the business, with the goal of pushing the collective innovation envelope.

This year, delegates from 90 countries gathered to hear distinguished speakers like the UN’s Kofi Annan, Microsoft’s Steve Ballmer, Twitter’s Biz Stone, Bob Geldof, and the heads of the world’s largest advertising agencies. And jury members judged more than 22,000 pieces of the most creative advertising from every corner of the globe. In short, it was the place to be for ad types.

Since advertising is one of our passions at Yahoo!, you can imagine we wanted to support the festival, Yahoo!-style. Our goal was to communicate that the world’s biggest ideas should live on the world’s biggest stage –- the online arena. So, Yahoo! had an innovative, local presence at the festival. Naturally, we placed ads in local media saluting the creatives, but we also deployed an awesome purple van and hit the streets with a giveaway that literally declared “Nothing Creative Happens in Penny Loafers.”

Our Mission: Project Flip Flop
How do you show the creative community that you really love them? You make them comfortable, of course! Members of Project Flip Flop canvassed the Croissette with pairs of purple Yahoo!-branded Havaianas flip flops, slipping them on the weary feet of anyone with a festival badge. Meanwhile, our purple van circled the streets and our own Purple Pedals bike rode the promenade to document the mission. By the end of the week, thousands of feet were happier.

The response was très fantastique!

Fast Company wrote that the flip flops were the most sought after prize at Cannes;
The Cannes Daily covered the campaign (page 12);
A creative director from a global agency said to me, “Thanks for letting us be free!”;
The head of marketing for one of the largest global brands in attendance asked for pairs for her children;
Even the Twitterverse played along. One tweet suggested that we put this campaign up for a Lion next year. Another from halfway around the globe asked to add a pair to a Yahoo! footwear collection.

To see the mission in action, check out this short video (below), view our Flickr album, and see some of the images that our Purple Pedal picked up.

Creativity is the secret sauce in the best advertising and we want your Yahoo! experience to be well seasoned with it. For a look at the creativity that snagged the Lions, check out the official site at canneslions.com.

Elisa Steele
Chief Marketing Officer

Tagged: conference, online advertising, Video