The Sophisticated Marketer’s Podcast: Episode 6 – Creative Brilliance and Real-Time Marketing
The Creative Process Behind Two Cannes Lions Award-Winning Campaigns
June 29, 2015
As I’m still reveling in the creative inspiration from the Cannes Lions International Festival of Creativity, I am so very thrilled to present to you episode six of The Sophisticated Marketer’s Podcast. This new addition was recorded live at the festival and my guest is one of the most creative minds on the planet, Daniel Bonner, Global Chief Creative Officer at Razorfish.
Razorfish presented an incredible session with Contagious entitled Toolkit for Transformation which is available to view here. The enlightening session was all about data, insight and experience as these three attributes become the key ingredients for remarkable marketing campaigns moving forward. In addition, Bonner and his team took home two Cannes Lions awards for their remarkable work on two Audi campaigns.
Listen in on the conversation from the LinkedIn Cannes Lions clubhouse as Daniel and I discuss:
Real-time marketing and the story behind one of my all-time favorite campaigns; the Smart Car Poop Tweet which was led by Daniel’s team for their client Smart Car.
The creative process for being brilliant – Daniel’s process is to start with a headline and then try to simplify the idea as much as possible. Then the focus turns to solving a problem and playing a meaningful role in someone’s life.
The hybrid marketer approach - Why we all need a broader set of skills than we did previously.
The stories behind two Cannes Lions award winning campaigns:
Audi- World Cup Scoreboard – Daniel discusses the creative process behind how Audi cut through the noise during the World Cup and created the world’s largest LED scoreboard using 35 Audi A8s in New York.
Spotify – Razorfish worked on an amazing campaign with their client Spotify which landed on the Cannes Lions Creative Data Shortlist. The project analyzed the data of its 50 million users. Rather than just figuring out what was popular, this looked at your music and what you listened to and determined what was the loudest day (where users listened to rock music the most) – what was the sweatiest day (where users tuned into workout playlists) and ultimately what was the song of the summer & song of the winter using a data-driven approach that was visualized in a beautiful way.
I also got a few fun questions in, including the most unusual request Daniel has gotten from a client over the years and his desert island record and marketing metric.