Cannes Lions 2014 is off to a great start! The Twitter festivities began with a session on #LIVE Storytelling and how it’s changing the world around us. Our VP of Brand Strategy Joel Lunenfeld (@joell) was joined on stage by legendary actor Sir Patrick Stewart (@SirPatStew), Leslie Berland from American Express (@leslieberland) and the President of Art Director’s Club Ignacio Oreamuno (@IHAVEANIDEA).
Storytelling has been around since the dawn of time, but how we share and experience stories has evolved and with it, our definition of who and what is “creative.” As that definition shifts, so does the world of advertising.
We’re set up like classical orchestras but we should be like jazz players and riff off each other to improve ideas.
— Joel Lunenfeld, Twitter
Ignacio Oreamuno (@IHAVEANIDEA) joined Joel on stage to talk about the increasingly live nature of creativity and how important it is for brands to listen to consumers.
To illustrate the power of social listening, Mr. Oreamuno showed an ad campaign from the charitable organization Water is Life, inspired by an organic trend. The video features Haitian children and adults reading “the everyday gripes and minor irritations first world citizens post on Twitter with the popular hashtag #FirstWorldProblems.”
Leslie Berland (@leslieberland) from American Express took the stage next to discuss social commerce.
Whether they acknowledge it or not, “marketers are experiencing a loss of control of their brands,” she explained. Consumers post to social media what they want to buy, what they love and what they hate about brands. American Express is embracing this change:
The company wanted to find a way to socialize commerce and capitalize on the purchase intent being expressed by consumers through social media.
This idea gave birth to the #AmexSync program on Twitter.
Finally, Sir Patrick Stewart took the stage. His presentation focused on how Twitter is changing the entertainment world and how it’s helped shift perception of him from a serious actor into a funny and entertaining guy.
Joel wrapped up the session by announcing our Project #LIVE documentary, which explores how everyone can now participate in global stories and how ideas are constantly bubbling up from the audience. The film premieres at Cannes this Friday, but it’s not done yet — today and tomorrow (Monday) we’re asking you to share your stories to help us finish the film.
What excites you the most about the new age of live storytelling? Tell us using hashtag #livestories. We may include your Tweet in our documentary!
What’s in store
We’ll be live-tweeting multiple sessions a day from @TwitterAds and sharing recaps on this blog each night.
Au revoir for now!