
Wow. The creative work from Cannes Lions: Festival of Creative Technology has blown me away. One of the strangest outcomes was that there were campaigns that I thought I’d hate, which I absolutely loved.
Here’s what I learnt:
1) When a risk pays off, it pays off.
The World’s Biggest A**hole: Donate Life America, The Martin Agency: 3 Gold Lions, 2 Silver Lions, 5 Bronze Lions
This story isn’t what you expect. You hate the character. He disgusts you, yet by the end, you’ll probably be in tears.
Taking empathy and emotion in a new direction, this transforms your dislike of the main character and thoughts of loss into feelings of hope and the powerful message of saving lives.
What I did: Tut, laugh, cry. What an emotional rollercoaster.
2) Don’t underestimate radio.
PARIS: Duracell, Grey Africa: Gold Lion
I never thought I would write this: the radio ads were unbelievable.
One favourite was a curious look at how times change over a decade, with a hint of nostalgia and an amusing reflection on the past. Whilst times are changing, Duracell Quantum Batteries remained a constant (they can last for 10 years in storage).
Who’d have thought a radio advert about batteries could be so good? Who’d have thought a radio advert about batteries could be anything but boring? Not me, but it was brilliant.
What I felt: Inspired to create show-stopping radio ads.
- Listen to the radio campaign here -
3) “Quirk” your way through a campaign.
Did you mean MailChimp? MailChimp, Droga5 New York: Grand Prix, Silver Lion, Bronze Lion
Proving a quirky campaign can win a Grand Prix without pulling on heartstrings. In a world where we can’t watch enough funny cat videos, silliness can be a good idea.
MailChimp’s campaign is all about brand personality, something I think is crucial for software tools and start-ups. It’s a big focus for me at Mind Doodle.
What I learnt: Playfulness wins.
More than anything, these campaigns inspired me to think of innovative ways to build the brand closest to my heart, Mind Doodle, and share what I’ve learnt with my team.
Mind Doodle is an online mind map, but it’s also so much more than that.
It is a productive workspace that enhances creativity through non-linear thinking and benefits remote teams through live digital collaboration.
Try our Beta for free at https://minddoodle.com.

