The spirit of collaboration

02-10-2014 (08:05) - Gastcolumn

This year our Cannes Lions event, ‘Best of Breed’, celebrates creative collaborations and blends. The creative industry in the Netherlands is packed with examples of how these blends, driven by the spirit of collaboration, lead to creative innovation. 
 
Here are three fresh examples.
 
In January this year, TNT announced that they had outsourced their marketing department to Etcetera/DDB. Meaning that the international creative agency acted as an extension of their marketing department, and as the agency. By working closely with the key management of TNT throughout the creative process, Etcetera/DDB created their own brief. 
 
Peter van Leeuwen, Creative Director at Etcetera/DDB, says: “We started off by really getting to know the client. We conducted interviews with TNT employees, intense research and analysis searching for what TNT’s brand really stands for. This way we gathered knowledge, and moved on to strategy. Finally, we created our own brief.” 
 
The new campaign, “The People Network”, is the result of a collaborative way of working and shows how an agency can tackle business challenges in a strategic way together with the client, in order to create something epic and memorable. 
 
Agencies and clients are increasingly willing to take risks and do things differently, as demonstrated by the new campaign from ABN AMRO, “Verder met Financieren”. It represents one of the first TV commercials where Selmore has asked The Ambassadors to take a lead role in production, bringing in production company Fat Fred as partners on the project. 
 
The result reflects how relationships like these can bring life to a campaign, making sure the right partners get involved in order to secure the most effective and powerful outcome. 
 
Finally, The Dutch Ministry of Infrasture and Environment has collaborated with various telecom operators such as KPN, T-Mobile and Vodafone, to increase awareness for bike and road safety. Together with N=5 they created the campaign “Aandacht op de weg”  - the first part being the launch of the ‘bike mode’ app. 
 
The aim of the campaign is to get cyclists ‘offline’, and the collaboration is a beautiful example of how working together often leads to unexpected, new and innovative initiatives. 
 

Want to hear more about stellar collaborations? On the 7th of October, Cannes Lions jurors past and present introduce their favourite award-winning work from this year's festival – both homegrown and international. Learn from their insights, soak up some inspiration, and hear what makes the best in the creative industry want to keep evolving - and blending. 


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