Innocean set to make splash at Cannes Lions 2012

The Korean agency is not only hosting the opening and closing dinners this year, but has also lined up a major seminar, beach party and a concert

BestMediaInfo Bureau | Delhi | June 15, 2012

Korea's Innocean Worldwide is set to make a major splash at this year's Cannes Lions. It is the sponsor of the opening and closing Gala dinners at Cannes Lions 2012 and is additionally sponsoring the Beach Party along with Microsoft.

Innocean Worldwide has also lined up branding activities for Hyundai Motor Company by exhibiting its Veloster from June 17 through 23. It will be on display at the Palais Des Festivals.

The Korean agency will hold its first-ever seminar on June 20, the fourth day of the 2012 Cannes Lions International Festival of Creativity. The topics will include a discussion of the creative platform development process and an introduction to the "Re:Generation Music Project". This DJ music-related event, which was one of Hyundai Motor Company's Veloster launching projects in 2011, suggested dramatic new directions for creative collaborations by brands and artists.

The "Veloster Re:Generation Music Project" is a music documentary targeting Generation Y. This demographic, comprising people who were born in the latter part of the 1970s, is known for its assertive and creative nature, its expertise in using the Internet, and its ability to develop extensive social networks. It is also an important new consumer market all over the world.

The seminar will be followed by a four-hour Beach Club Concert hosted by Innocean and Microsoft Advertising. Scheduled to run for four hours at the MSA Beach Club, it will feature Erykah Badu, a Grammy Award-winning American singer-songwriter, record producer, activist and actress who collaborated with DJ Mark Ronson for the "Re:Generation Music Project." Other artists will include Zigaboo Modeliste, an American drummer, and The Dap King, a soul band.

Although Microsoft Advertising has been operating the Beach Club Concert at the Cannes Lions for the past few years, this is the first time that it has done so in collaboration with another sponsor. Both companies hope that the concert will act as a venue for networking by creative people from around the world.

Tony Kim, President and CEO of Innocean Worldwide Americas, has been selected as a juror of the 'Creative Effectiveness Lions', which evaluates the effects of ad campaigns conducted among the festival's 15 categories. Established in 2008, Innocean Worldwide Americas has produced Super Bowl commercials and TV commercials for the Academy Awards since 2010.

Innocean India entries

Vivek Srivastava, Joint Managing Director, Innocean Worldwide India, said, “From the perspective of Innocean Worldwide India, we have stepped our entries for Cannes Lions. The prominent and promising ones from India pertain to the work done by Innocean for its clients Hyundai Motor and Sleepwell. The endeavour and vision is to steer Innocean into a veritable creative powerhouse in the forthcoming two years. As an interesting exercise we had conducted an internal awards show featuring work from all our 24 offices worldwide, which was judged by an external jury to inculcate a culture that heralds an orientation towards awards and recognitions. The winners of the awards have been as a part of their reward given the opportunity to attend the Cannes Lions.”

The other entry from Innocean Worldwide India is an interesting concept. There is a concept of 'Repeating Years' wherein the calendar of a future year mirrors the current year. Incidentally, the year 2040 is the 'Repeating Year' for 2013. Said Srivastava, “We designed a calendar with the theme for our client saying that Hyundai being an innovation and future driven company is bringing you 2040 in 2013. It's a quirky way to disseminate this subliminal message.”

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