AKQA’s Rei Inamoto argues that the thing we call advertising is over and offers four guidelines for moving into the next era, when 365-day connection, people-focused stories and business invention are key.
“How are we supposed to judge a creative idea versus a product idea?”
This was a question that surfaced during one of the many long judging sessions last week in the South of France where I got to preside over the Mobile category, one of the sixteen categories at the Cannes Lions International Festival of Creativity .
It caused quite a stir in the jury room. Some strongly argued that creative ideas and product ideas should not be in the same category while others countered that real users don’t necessarily differentiate the two. Whether it’s a campaign or a product, brands are vying for people’s time. Another juror posed a slightly more existential question: Why would we assume “campaign” ideas are “creative” and “product” ideas are not?