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Blog: Taking inspiration from awards

The 2018 Cannes Lions Awards have been won and run for another year and it’s worth checking out some of the great campaigns and ideas.

Despite the ongoing debate and disappointment that many of the PR campaigns continue to be attributed to advertising agencies, there are some great ideas that are a tribute to the continued evolution of the practice of public relations.

Grand Prix Winner Trash Isles is clearly a great campaign, centred around the creative idea of transforming a pile of trash in the middle of the ocean into an officially recognised country – complete with a currency!

A few other personal favourites were:

  • Turning Beer into Water where Anheuser-Busch re-tooled its production line to produce canned water (rather than beer) to deliver fresh drinking water to people caught up in natural disasters from California to the Gulf Coast.
  • KFC ‘FCK’  where simply changing one letter in their name, and authentically responding to (literally) running out of chicken, turned a crisis into a great PR stunt.
  • The Most German Supermarket saw a German supermarket, to showcase the importance of diversity in this age of Trump and Brexit, open a store with groceries it would sell if they banned ingredients from other countries (i.e. not many)

As we’ve heard across a number of podcasts, creativity is an important currency for all PR practitioners. So awards like these provide a great source of inspiration to keep challenging the status quo.

Next month I’ll be judging the PRIA Golden Target Awards and look forward to seeing many great local campaigns.

A Public Relations Podcast: Smoke Signal Episode 2: The Creativity Coach

In this episode Andy Eklund, a.k.a. the Creativity Coach, takes us into the wonderful world of creativity.

Listen now or subscribe on iTunes

According to Andy, who defines business creativity as the act of combining two different ideas in an unusual way to create something unique, useful or new, creativity is one of the most important life skills that everyone should learn. He believes it should also be taught in schools!

Creativity seems and ever more important skill for PR practitioners where creativity is becoming more and more vital as brands look to differentiate themselves and cut through the clutter.

Andy currently runs his own creativity coaching business, having held both in house and agency roles, including Global Creative Director for Burson Marsteller in the 1990’s where he was involved in 4-6 brainstorms a day.

According to Andy brainstorming gets a bad wrap. In reality brainstorming is simply the act of your brain coming up with an idea – whether that’s in a formal team setting or a chat in the hallway.

Some of his tips on brainstorms that he discusses in this podcast are:

  • You need ice breakers to help participants become creative
  • Understand 90/10 rule – it’ll take at least 10 ideas to get one good one
  • To brainstorm in the absence of the audience is a complete waste of time

We also discuss the fact that while creativity is a right side of the brain, it also requires discipline and consistency that is left brain thinking. And relax, creativity can be taught, you just have to really want to learn.

In the news this week we look at what feels like the only story going around – the Facebook Cambridge Analytica controversy. The story has continued to roll on since I wrote this blog and it shows no sign of since Mark Zuckerberg appeared in front of Congress to admit guilt and apologise.

There is no doubt a lot more to come on this story but restoring trust will be a key challenge now for Facebook.

If you enjoy this podcast then do be sure to check out Andy’s blog www.andyeklund.com where you can get a lot more tips on creativity.

 

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