CHI’s Laura Rogers: my Top Tips for Cannes

Laura Rogers is a creative director at CHI&Partners.

My Top Tips for Cannes

My top tip for Cannes is to go to the festival. Yes, drink rosé until dawn, but then turn up at the Palais in the morning. It’s cool and dark in there, which is heaven for a hangover, and you’ll learn things that will keep you going all year. And agencies, buy your people passes. You’re the only ones who can afford it and they’ll thank you in Lions next year.

Nike – Breaking2

This is an idea that makes me rethink what advertising means. I don’t know what to call it – a product launch? An event? History in the making? I couldn’t tell you. But what I can say is that everyone in my running club was arguing about it. And then one day I woke up and it was in every paper and across all my feeds. That’s genius thinking that will win across loads of categories.

Sick Kids VS – Undeniable

Why pull heart strings when you can chest beat? Fighting cancer and saving lives is badass business and that exactly what you get in this film for SickKids hospital in Toronto. Great strategy, gorgeous execution. I hope this wins them tons of prizes and raises bags of money for the hospital.

Ubisoft – Nosulus Rift

More and more each year, Cannes celebrates brands that save forests and cure diseases. But not all brands should be so worthy. Some marketers, like the ones at Ubisoft who launched the new South Park game, make fart jokes. And when they are the finest, most high-tech, most immersive fart jokes the industry has ever smelled, give them a Lion. Because if this wins, we’ve all won.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.