Game Changers: The evolution of advertising - Celebrating 60 years of Cannes Lions Festival of Creativity
Game Changers: The evolution of advertising
Celebrating 60 years of Cannes Lions Festival of Creativity
Ed: Cannes Lions with Peter Russell and Santa Slingerland
Pub:
Taschen 2013
Hardback; 312 pages; illustrated
Every year, the Cannes Lions Festival celebrates the most innovative creative work from around the world. The Festival began with cinema ads and only slowly evolved to include other forms of advertising. You can see this year’s shortlists and winners here:
http://www.canneslions.com/work/2013/index.cfm
HAT is delighted to add this gorgeous volume to its specialist reference library. Game Changers: the evolution of advertising has been produced to mark the Festival’s 60th birthday, spotlighting campaigns that have shaped advertising in the last six decades and changed the industry forever. The book is split into 12 chapters charting the progress of the business of creative communications. As well as showcasing significant campaigns from a particular era, each section features an Eye Witness article by someone who worked in the industry at the time, from copywriter Paula Green to David Bailey, Lee Clow and Lord Tim Bell.
Head of Creative and Digital at Cannes Lions, Senta Slingerland explains the philosophy behind the book: “We wanted to put each campaign into context. The people commenting in the book are key figures in their industry and in a sense, the title also refers to them. Game Changers isn't about campaigns that changed how consumers think, but ones that shaped the way the ad industry works - who better to comment on this than people who have worked in advertising for years?”
This definitive history of advertising features 150 examples of work that have moved the industry forward. Game-changing campaigns include Leo Burnett’s
Marlboro Man, DDB’s famous
Think Small campaign for Volkswagen, the
Guinness Surfer by AMV/BBDO and
Cadbury’s Gorilla by Fallon, and, as with any selection, what is left out will provoke as much debate as what is included. A wide-ranging group of professionals chosen by Cannes Lions made the selection, focussing on a campaign’s legacy as well as its initial impact. “There was some work put forward that was powerful, but didn't really change much,” says Slingerland. “That wasn't good enough - to be included, it had to really change how people think about advertising.”
Game Changers is not just a retrospective – it looks forward, through technological and cultural revolutions where the advertising landscape has undeniably changed, to the less predictable game of reinventing traditional media. In his
Eye Witness article, Sir John Hegarty, founder and Creative Director of BBH, makes the point that storytelling has always been at the heart of advertising; the agency’s 2009 campaign for Johnnie Walker whisky, featuring a six-minute, one-take monologue by Robert Carlyle, would seem to bear this out.
The book is now
available to buy.
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