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Sweden Opens Up with ‘Yellow and Blue Pages’


Perhaps in an effort to indulge everyone’s inner-stalker, Made @Sweden will release the Yellow and Blue Pages, a comprehensive contact list for the top creatives who work in the country’s communication industry. Before the guide comes out on June 16 at Cannes, Made @Sweden is pumping up the publicity, taking out ad space in the festival’s program and daily newspaper to promote the literal and figurative open book. Take a second to focus on how European this it. I’d be stunned if American professionals did the same thing. Farfar alum/current McCann Europe chief innovation Matias Palm-Jensen, who may or may not be a character from The Girl with the Dragon Tattoo, is even giving out the phone number to his summer home. I think Made @Sweden is underestimating how relentless and annoying people can be when given a chance to anonymously contact someone, but the openness is certainly refreshing in theory.

After the jump, you can also watch clips for Civil Rights Defenders and the Natalia Project, two ventures nominated at this year’s Cannes associated with the Made @Sweden creative academy.

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The Takeaway from the 2nd Annual MRM Contest: ‘I Am…Purple’

I don’t get Vine. I don’t get the appeal of six seconds worth of jump cuts and amateur shaky cam, when our mobile photography capabilities are so advanced. But, if Vine has any redeeming qualities, it’s unusual format does open the door for creative contests. Well, maybe more curious than creative, since how much can you really say with poor quality videos in six seconds? Nonetheless, MRM Worldwide just held its 2nd annual “I am MRM” contest where agency employees under 28 could produce a meaningful Vine and win a trip to Cannes.

The finalists, including winner Anna Chechetka, did get quite creative, incorporating text, art, sound effects, and stop-motion. You can watch all of the finalists’ videos here. My personal favorite, complete with fire-breathing dragon, comes from Yi Xiu Lim. It turns out that Chechetka, meanwhile, learned she had won in a personal call from MRM CEO, Bill Kolb. Before getting on the phone, Kolb — who was recently promoted to chairman/CEO of McCann Worldgroup’s GM account — looked at his secretary and in a grumbly old-man voice said, “What is this silly Vine business?” That last part is probably not true; I just made it up to project my Vine feelings on to someone else.

Who Needs a Personal Assistant at Cannes?

There’s not too much to say about this video. A creative advertising student, who wishes to stay anonymous at the moment, has made this one-minute digital pitch aimed at senior-level industry folks (from CDs to CCOs to CEOs) who have yet to pick out an errand boy or girl for the upcoming 2013 Cannes Lions Festival. The animated video is cloaked in some 80′s synth beats, pastel colors, and dry narration humor, which may not be your thing, but if it is, the anonymous creator wants you to find more information at the “Personal Assistant de Cannes” Facebook page. In return, the student is hoping to receive a Cannes Young Lions pass and accommodations  We’ll leave it up to you to decide if this is clever or cheesy or irrelevant. At times like this, it’s better to just report the facts and see what happens next.

DDB Claims Responsibility for ‘Ethel’s Brew’

On June 19, we received a random email from a guy named “Seth,” who wanted to tell us about how he’s in charge of advertising and marketing his 88-year-old grandmother’s eponymous beer called Ethel’s Brew (see “Ethel’s Brew Story” above). “Seth” explained that the beer was created by Ethel following the loss of her husband Burt because “it was a bit of a dream of theirs after a 1950’s visit to Oktoberfest in Germany.”

Well, we admittedly and unfortunately glanced over it because just over a week later, it’s been revealed that “Ethel’s Brew” was actually a social media effort created for the Cannes Lions by DDB worldwide CCO Amir Kassaei and his team. The DDB crew was responsible for it all, from Ethel’s story to, yes, even “Seth” and according to the agency, it was developed to “raise awareness of DDB’s successful social creativity approach.”

In a statement, Kassaei, whose team came up with “Ethel” in two weeks on a minimal budget, says, “Anyone can throw an over-the-top party, but pulling off a brand and product launch on a shoestring budget is a more exciting challenge for our teams.” Does this effort prove DDB’s social media savvy? Well, we can’t say it disproves it, but we’ll let you decide. Check out Ethel images and a Firefly cyclist enjoying a bevvie at Cannes after the jump.

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And Now, Your Final, Final Cannes Infographic

Just when we thought we were out…Well, here it is folks, our final item (promise) on the Cannes Lions that was. Once again, those number-crunchers/”idea engineers” at SapientNitro provide us with some pretty visuals and stats to give you an idea of the goings-on during the week, from awards to social media buzz to choice quotes from the event. Here are just a few items of interest that should offer some perspective. More after the jump (our apologies for making you have to squint; image sizes were ginormous).

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Working Not Working Guys Work It at Cannes


Take heed, media buyers. As you can see in the case study above, Justin Gignac and Adam Tompkins found the ideal venue to promote their joint venture Working Not Working, a platform aimed at hooking up freelance creatives, designers and developers with hiring managers. The oh-so-clever pair decided to pony up the Cannes entry fee, roll the dice and enter their site in the Titanium and Integrated category. While we assume Gignac and Tompkins knew they had no chance in hell, their idea paid off as, according to the VO, they reached 100 percent of their target audience in less than two minutes. Not too shabby, fellas.

According to Gignac, WNW now has over 700 freelancers signed up and the likes of W+K, Droga5, Mullen, CP+B and Mother on board.

Your Final Cannes Lions 2012 Report

With the 2012 Cannes Lions is in the books, we’d like to thank our roving reporter Yunilda Esquivel, EP at The Institute, for providing her take on the week-long event. Here are her final observations and thoughts from the French Riviera. Take it away.

Hello AgencySpy Readers!

After a hectic week of panel discussions, pool parties and endless warm Mediterranean nights on the Carlton’s infamous terrace, it all boils down to the much anticipated final gala in the Palais’ Grand Audi Auditorium. Highlights of the evening: MJZ won the Palm d’Or, again. Wieden + Kennedy was deemed the advertising agency of the year. BETC Paris won the Film Craft Grand Prix for ‘Bear’ for Canal+. And, the highly sought after Titanium Grand Prix went to R/GA New York for ‘Nike+ Fuelband’. Check out the full list of winners here.

And now, I leave you with a look back at some of the most memorable moments of the week:

Biggest Breakthrough:
Caviar entering the Palm D’or list, finally. Bravo!

Most Anticipated Success:
Chipotle Back to the Start, Branded Content and Entertainment Lions Grand Prix.  One of the sweetheart campaigns of the year for its beautiful execution and heartfelt message to support farming families in the United States. Check out the case study here.

And, if you haven’t yet, download Willie Nelson’s frank, raspy version of “The Scientist” here. All proceeds go to Chipotle’s Cultivate Foundation that, as their site explains, is committed to creating a more sustainable and healthful food supply and to raising awareness concerning food issues.

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Your Day 5 Cannes Report

Dear Readers, today, sitting in the Debussy Theater, I was inspired by the once-in-a-lifetime opportunity to hear one of the great visionaries of our time address our community. Former President Bill Clinton called on the advertising industry to join forces with the non-profit voices of his foundation to help make the world a better place.

Best Conference of the Day: How Advertising Can Help Build a Better World

Some of the most inspiring people I’ve met in this industry are also visionaries. They not only sell you their ideas, but also their hopes and dreams of creating work that touches our lives, inspiring and improving them. On those rare occasions, advertising transcends it’s sales oriented intentions to become a part of our cultural lexicon, occasionally changing us as a society.

A fine example of that rare, remarkable project is Crispin Porter + Bogusky’s Small Business Gets An Official Day campaign. It took home the Promo & Activation Grand Prix for its ability to inspire change, not only for American Express customers, but also provoking a social and political conversation garnering government support to help push small business and the US economy further. I encourage you to take a moment and check it out here.

The former President praised some of the entertaining ad work out there, but he asked our community to be more involved to help solve the problems the world’s facing. How to provide vaccinations for children worldwide, or how to best promote reducing our dependency on oil while promoting clean industry in Latin America. Sure they’re big issues, but he pointed out that they’re all problems that can start to be addressed with a message about change. And, that’s where we come in! His message was a call to action, and I do hope we – as an industry – take hi up on the challenge.

Go here to learn more about The Clinton Foundation and their worldwide initiatives.

Check back on Monday for a look back at the last few days of the festival and the closing gala.

xo Yunilda

Follow me on Twitter @yunilda
Follow me on Instagram @yunilda

Your Day 4 Cannes Report

As promised, our Cannes reporter Yunilda Esquivel, executive producer at The Institute, has weathered a long day and filed her latest observations from the event. Take it away.

Hello from the South of France!

Dear readers, this has by far been the longest day of the week! After a day jam packed with panel discussions at the Palais, I headed out to hit the four major events that night: MassiveMusic’s “The World’s Biggest Agency”, Indian Advertising’s event, Nunchaku + Primo, and the highlight of the week so far, a private concert on the beach hosted by Microsoft Advertising and Innocean Worldwide.

Here’s the recap:

Best Moment of the Week:

The Fireflies (below) arrived! Ending their 1000km 8 day trek from Lake Garda in Italy to raise money for Leuka, a charity, as described on their site, formed to support Research & Treatment of Leukemia at the Hammersmith Hospital, London, renowned as a world leader in treatment of Cancers of the Blood, the 50 riders Hosting their finish line party right in front of the Palais.

Check out their site to support the cause and learn more about the tour.

And, LA friends, check out the West Coast Tour. Definitely something to get involved in if you’re a cyclist!

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Here’s Your SapientNitro Cannes Infographic, Part Deux

Those seemingly diligent “idea engineers” at SapientNitro continue playing statisticians at the Cannes Lions, and now here’s their day two data. Sure, they might be lagged, but we’re imagining it takes some time to put these infographics together. Anyhow, here are just two examples that caught our eye and we’re sure the numbers have increased aplenty. Check out the rest of SapientNitro’s Pinterest-ing here and expect a Cannes report from our own roving reporter, Yunilda Esquivel, shortly. We’re hearing day four was a long one.