June 24th, 2015 By Jack Morton
Most people come to Cannes to see incredible work, but this week James Bennett and I are being tasked to create some, as part of our “Masters of Creativity” Cannes Lions Academy course. The Academy is a new intensive workshop led by some of the industry’s biggest creative legends (i.e. Mark Tutssel, David Droga). We got assigned a real brief from Mondelez for their Bubblicious brand, with 5 days to craft our responses. The challenge: How to make bubblegum more relevant to today’s US teens and help rejuvenate the declining category. What was once seen as a small act of teen rebellion has lost its meaning with today’s tech-obsessed, hyper-connected youth. What a fantastic problem to crack!!
See if you can crack the brief here:
My team’s idea focused on re-embedding Bubblicious in teen culture through a shareable brand experience, and – we won bronze! Mondelez may use the idea in future marketing to rejuvenate this brand and the declining bubblegum category.
Want more insights from the Cannes Lions Festival? Read our white paper Cannes guide to buzzwords: 8 newbies on what’s real and what matters to brand experience to learn about the marketing trends you can’t afford to miss.