The Cannes Lions International Festival of Creativity has just ended. The week-long event featured celebrities such as Kim Kardashian, Pharrell Williams, Steven Yuen from The Walking Dead and who's-who of the creative, media and advertising world.
It was not so much about creativity but the ability to invoke emotions especially through familiarity everyone can relate to that sparked good commercials and campaigns.
If it ain't broke, don't fix it.
People embrace familiarity, that's why we derive pleasure and take comfort in nostalgia from time to time.
Here are three takeaways from the award ceremony and it's relevance to present day iconic brands that not only survived but thrived due to the keyword - Familiarity.
1. People crave familiarity
Apple's iPhone 6 billboards won the Cannes Lion award for the Outdoor category of advertising.
The campaign focused on a simple concept of using user generated content or in this case photos from iPhone 6 users.
The idea is not original yet the execution and results were stunningly beautiful and the campaign resonated with it's audience.
2. People are a creature of habit
Geico's "Unskippable" ad won the Film category award by tapping into the fact that people have a habit of skipping commercials.
Learning how people behave, what they do (basically habits in front of the television or mobile/ tablet screen - skipping ads), and being able to turn that into a daily life scenario most can relate to certainly helped the incumbent agency win an award.
3. People love culture, trends and a relatable past (history)
The fashion world is ultra competitive so how does a brand remain relevant?
An example of a brand whose product possesses the three requisites of embracing culture, trends and history is luxury designer brand Valentino.
Valentino is our favourite comeback winner. The Italian brand was founded in 1965 and became immensely popular in the nineties. What's remarkable about Valentino is that the fashion house has not only fought to remain relevant till this very day but also amassed a huge following of fans in the digital age, demonstrating the fact that it's never too late to welcome change into our lives.
Valentino has over 2 million fans on Facebook, 3.8 million followers on Instagram, which is on par with digitally savvy fashion house Burberry, 1.3 million Twitter followers and not to mention an incredibly high rate of engagement on social media channels with an average of 1000 to 5000 likes per post on Facebook.
Relevance + Innovation = Revelation
Inspired by a simple accessory from the seventies - punk rock/ glam rock, the creative team at Valentino turned their cultural inspiration into a concrete idea. Using pyramid studs, they developed the wildly popular "rockstud" collection.
Why is Valentino so successful even when studded items are not mainstream?
Fans can appreciate how this traditional brand is willing to embrace something new by refreshing their image yet still remaining relevant and staying true to their brand's philosophy of class, creating contemporary and elegant products.
We love doing what we strongly believe in. To find out how we can help you transform your business into one that people would look up to, yet stay relevant through powerful visual and messaging, contact us today.