During the five-day Cannes Lions 2023 festival, a lot of themes emerged that have been mentioned in the marketing and advertising industry - AI, purpose, Gen Z, and algorithms. Amidst these hot topics, a timeless human ability, often overlooked in the modern digital age, took center stage - the power of Imagination.
On the awards night for creative effectiveness, a global thought leader, Devika Bulchandani, the Global CEO of Ogilvy, highlighted the irreplaceable and vital importance of human imagination. In an era where AI and algorithms are revolutionizing industries, she reminded us that the essence of creativity lies in our ability to imagine - a uniquely human trait that AI, despite all its prowess, cannot replicate.
As I delved deeper into the sessions of the festival, it was obviously evident that imagination is the driving force behind some of the most groundbreaking ideas in marketing and advertising. From redefining traditional ideas to creating the most innovative strategies, imagination emerged as the indispensable catalyst for evolution and growth.
As the regulation forbid having bear brands featured in the jersey, Brahma identified a distinctive quality of beer and also a unique characteristic of its beer which was the creaminess. In their strategy twist, Brahma sponsored more than 30 teams who are having the Brahma Foamy Haircut. This innovative tactic not only kept the brand at the forefront of audiences' minds during football matches, but it also highlighted the creaminess of Brahma beer. When the brand faced the challenge, Brahma jumped out of the traditional branding cage of only having the logo or name that shows to the audiences and turned to their products’ inherent quality and taste. By doing so, they successfully strengthened their brand's visibility and highlighted the tastiness and creaminess of their beer. This example shows that imagination is not only about creating new ideas from scratch; it can also lead to the reimagining and reshaping of existing ones.
This truth is further exemplified in the groundbreaking collaboration between Chiat/Day and Apple, which dates back to the iconic 1984 Super Bowl commercial. This innovative branding strategy, which dared to challenge the status quo and position Apple as a challenger to "Big Brother," remains an enduring testament to the potency of imaginative storytelling.
One of my favorite sessions held by AMV BBDO, Colenso BBDO, and Uncommon Creative Studios emphasized the pivotal role of imagination in strategic development. They championed the notion that imagination allows brands to explore uncharted territories, place their identities in spaces where traditional logic would not venture, and formulate new logic.
Human beings’ ability to imagine, to create, and to innovate will always and continues to be at the heart of advertising's transformative potential.
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