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Watch a lot of Cannes winners to get ideas. Find stories that are similar to yours (even if it’s a different category and sector), and follow the same format. It’s essential to have a “different” challenge - “we wanted to be inclusive” won’t cut it because everyone wants to be inclusive. (Like how so many start with the objective being to increase sales.... no shit... what client doesn’t want to increase sales!) If you take examples like how Coke tries to sell you a lifestyle not a can of Coke, or how dove is about empowering women not selling soap. Find what the “spin” is. Don’t feel like you have to include every single element of the campaign in the video either - stick to the simple, clear story. I’ve watched so many cases that start off by saying the objective was to increase sales and the results are all about social media, or how there was all these insights about reaching a new target audience and then the execution was sooo standard like “we served mobile ads”! I also recommend getting advice on the script from people who have been judges before, or your marketing/comms teams as the chances are they have a lot insights from jury rooms to help out. (I used to work at a few awards shows before moving agency side - watched and created a fair few videos!)
A fashion brand that is politically progressive and running campaigns about inclusivity is already really predictable. Do something unexpected !
Film the gender reassignments of all women in the co. into bros, and start making misogynistic tees?
Study the case study videos that are out there. Almost all of them have problem-solution-results as the structure. We saw a distinct need. We developed an idea/concept/execution to fill that need. Our results were xx and yy and now the world is a little more better.
Keep it to 2min max. In video script, make sure to hit three key areas: the brief (what the client asked you to do and potentially any notable strategy), execution (literally explain what you made. You’d be surprised how often this part is left unclear! Explain how it’s different / better than similar things in market.), and results (quantitative > qualitative).
Most award shows will post winning case studies on their sites immediately following winner announcements. Watch a ton and you’ll quickly discern patterns and all the annoying, overly used phrases / jargon that make case studies stereotypically unbearable. You’ve gotta capture judges’ intrigue within the first 10sec. Good soundtrack helps.
SD1 What would constitute unexpected?
Naked fashion
@AP1 @GCD1 thank you so much!