Sixty-seven percent of marketers invest in video on Facebook, 51% spend on YouTube video and a quarter invest in video on Instagram and Twitter each, per Animoto. Sixty-three percent of respondents plan to up their spend on Facebook video in the next year, 62% intend to invest more in YouTube video, 52% will spend more on Twitter video and half say they're increasing Instagram video spend.
Allstate tapped Serena Williams to raise awareness of its Purple Purse initiative, which seeks to help the victims of domestic abuse through empowering them to become financially independent. A spot from Leo Burnett Chicago and MSLGroup Chicago provides insights into domestic violence through a woman's purse discarded in a Lyft, and the campaign will be promoted by Williams on her Instagram, Twitter and Facebook accounts.
Unilever Ventures and WPP have invested $15 million in Celtra to access the company's Creative Management Platform, extending the technology to Unilever's worldwide marketing group and third-party providers. "We believe the market is due for a creative management solution that can deliver real-time data driven creative at scale and tailored for every individual, across media channels," WPP's Martin Sorrell said.
Spike has teamed with Amazon to tout its adaptation of Stephen King's short novel "The Mist," with two humorous spots that feature a sinister-voiced Alexa. One ad shows a couple about to watch the series and asking Alexa about that night's weather forecast, to which Alexa answers in a growling tone, "there's a sudden chance of fog."
Barba, with Terri & Sandy, has launched a "Strands for Trans" campaign to eliminate discrimination against the transgender community, which has so far attracted the support of more than 60 salons and barbershops. The push includes a dedicated site, digital spots, testimonials from victims and a social push with #strandsfortrans.
Top executives at Cannes Lions discussed diversity in the industry, talking about the importance of leadership, giving women confidence and influencing partners to make diversity a priority. "We need to put pressure on agencies and vendors, but most importantly, we need to believe that it's going to help [our] business," Blackrock Chief Marketing Officer Frank Cooper said.
Royal Caribbean, with MullenLowe, has unveiled a scuba mask that incorporates Snapchat Spectacles called "SeaSeekers" as part of its new #SeekDeeper campaign. The mask allows users to live-stream from depths up to 150 feet and is part of the company's strategy to reach out to a younger demographic by showcasing the more adventurous opportunities its cruises provide.
Forsman & Bodenfors has created a campaign for Procter & Gamble's SK-II that spotlights the pressure of Asian women to marry before their 30th birthday. A spot features young women in Japan, South Korea and China growing up with an expiration date branded on their skin, with a voiceover asking, "Are we worth less after we turn 30?"
Cannes juries were tasked with putting empathy at the center of their decision-making this year, and DigitasLBi's Jill Kelly writes about some of the most empathetic creative from the festival. JetBlue empathized with both parents and those disrupted by giving all those traveling on a flight with a crying baby 25% off a future flight, and Hygiene's "Long-Lasting Uniform" brought financial relief to underprivileged schoolchildren in Thailand.
Why has the word "advertising" become a negative buzzword for creative while "branded content" has become revered as the answer to all of the industry's challenges, asks FCB Global's Susan Credle. "Let's take back advertising and define it for what it really is -- one of the best economic-drivers, problem-solvers, dream-makers in the world," she writes.
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