One no longer knows if there is a line between creatives and inventors, between iconoclasts and innovators, or between advertising and what today should have a new name. What is certain is that now online meets offline with above the line and below the line, or in a phrase, there is no line anymore, and what we find are incredible creative solutions for our clients’ businesses.
Look for example at the technological innovation craze that won Gold last night at the Cannes Lions festival:
https://youtube.com/watch?v=pHl8UEewbN8_US
Or look again at the incredible combination of technology and communication, between a machine with yellow paint on the streets and Twitts coming in from all over the world, which won Grand Prix last night as well:
https://youtube.com/watch?v=Gyb19lviNME_US
Or please look at what our dearest friends at Del Campo Nazca Saatchi Saatchi from Argentina achieved last night also the Grand Prix in Ambience, combination of idea, device and proposal worthy of Liars Anonymous, which again makes us think about our advertising:
https://youtube.com/watch?v=7WWwbBFrrSI_US
If someone still thinks that the great revolution is digital, I have with these three examples a different answer, because the word if you want it is convergence. All the resources at our disposal, to move from mass to targeted, from communication to dialogue, from product to experience.
The world has changed and these awards make us think that in effect we can no longer think that what we do is advertising, and rather, we have defined it in the world of Tribu DDB, as the network brings it, as creative business solutions. The main challenge is possibly for the client, who in countries like ours still tend to think only of press, billboards, TV and a website. Today the conditions force us to work in convergence, adding it all up and making it sound like this wonderful orchestra in Hamburg, which also won Golds, Grand Prix and applause.
https://youtube.com/watch?v=K6WPDxyOPBk_US
What did you think? Great is an understatement, and fantastic seems like a joke. Ideas have become limitless explorations, and this is what we at Tribu want to focus on with our clients, who have extraordinary brands that deserve only the extraordinary.
This is why at Tribu DDB we have taken the global approach to focus on social creativity and connect, rather than brands and people, people with people to spend time with our clients’ brands. The examples from around the world are inspiring to the farthest galaxies, while our finalist at Cannes this year, in my opinion, is an excellent example of convergence and the quest we live in with passion and commitment.
https://youtube.com/watch?v=Af_Sjsb4LtQ_US
It’s time to fire up the turbines. Paid media today is facing a great new challenge, while at Tribu we are ready to create content, to produce it and take it to influencer successes with our clients. The opportunities are countless and now is the time to take the lead.
