{"id":11451,"date":"2024-06-26T10:45:56","date_gmt":"2024-06-26T13:45:56","guid":{"rendered":"https:\/\/blog.publicidade.uol.com.br\/?p=11451"},"modified":"2024-06-26T10:45:56","modified_gmt":"2024-06-26T13:45:56","slug":"cannes-lions-festival-destaca-ideias-do-sul-global-para-criar-solucoes-locais","status":"publish","type":"post","link":"https:\/\/registrodemedicos.club\/uol\/insights\/cannes-lions-festival-destaca-ideias-do-sul-global-para-criar-solucoes-locais\/","title":{"rendered":"Cannes Lions: festival destaca ideias do Sul Global para criar solu\u00e7\u00f5es locais"},"content":{"rendered":"<p>Para al\u00e9m dos le\u00f5es, o Festival Cannes Lions, maior premia\u00e7\u00e3o da publicidade mundial, traz recados importantes ao mercado publicit\u00e1rio. Em sua 71\u00aa edi\u00e7\u00e3o, chama a aten\u00e7\u00e3o a maneira como ag\u00eancias e marcas, especialmente do Sul Global, impulsionam os trabalhos com an\u00e1lise e plataformas de dados para, de forma criativa,\u00a0<strong>conectar marcas com necessidades locais<\/strong>, segundo a curadoria da GoAd Media.<\/p>\n<p>Direto do Palais des Festivals, a GoAd Media compartilhou insights em suas redes, em collab com o UOL Para Marcas. Ap\u00f3s o festival, o trabalho de curadoria ser\u00e1 consolidado\u00a0no\u00a0Cannes Insights,\u00a0um\u00a0<strong>relat\u00f3rio de tend\u00eancias e aprendizados<\/strong>, para ser oferecido gratuitamente ao mercado. Roadshows sobre os principais temas do ano tamb\u00e9m est\u00e3o sendo preparados para visitar marcas e ag\u00eancias parceiras.<\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/C8fIkEsPXd2\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<div style=\"padding: 16px;\">\n<p>&nbsp;<\/p>\n<div style=\"display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">Ver essa foto no Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"><a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/C8fIkEsPXd2\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">Uma publica\u00e7\u00e3o compartilhada por GoAd Media (@goad_media)<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>No saldo de pr\u00eamios, este ano,\u00a0<strong>o Brasil somou 92 Le\u00f5es nas 30 categorias da competi\u00e7\u00e3o<\/strong>, sendo dois Grand Prix, 14 Le\u00f5es de Ouro, 31 de Prata e 45 de Bronze. Os trabalhos mais criativos do globo produzidos no \u00faltimo ano foram premiados no Palais des Festivals, em Cannes, entre os dias 17 e 21 de junho.<\/p>\n<p>Em termos de desempenho, a DM9 lidera o ranking nacional. A ag\u00eancia retornou ao Cannes Lions com 4 Ouros, 4 Pratas e 8 Bronzes. Entre os anunciantes mais premiados com cases brasileiros, Coca-Cola lidera (3 Ouros, 4 Pratas e 1 Bronze), seguida por Mercado Livre (1 Grand Prix, 5 Pratas e 3 Bronzes), Consul (3 Ouros e 2 Pratas), Ambev (1 Ouro, 3 Pratas e 2 Bronzes) e Volkswagen (1 Ouro, 2 Pratas e 4 Bronzes).<\/p>\n<p>Veja trabalhos do Sul Global que conquistaram Le\u00f5es e tiveram dados como elementos estrat\u00e9gicos para cria\u00e7\u00e3o, distribui\u00e7\u00e3o e resultados locais:<\/p>\n<h3>Blood Aid (DASA &#8211; Brasil)<\/h3>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-11452\" src=\"https:\/\/blog.publicidade.uol.com.br\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9.jpg\" alt=\"\" width=\"1024\" height=\"554\" srcset=\"https:\/\/registrodemedicos.club\/uol\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9-200x108.jpg 200w, https:\/\/registrodemedicos.club\/uol\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9-300x162.jpg 300w, https:\/\/registrodemedicos.club\/uol\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9-400x216.jpg 400w, https:\/\/registrodemedicos.club\/uol\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9-600x325.jpg 600w, https:\/\/registrodemedicos.club\/uol\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9-768x416.jpg 768w, https:\/\/registrodemedicos.club\/uol\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9-800x433.jpg 800w, https:\/\/registrodemedicos.club\/uol\/wp-content\/uploads\/2024\/06\/Blood-aid-DM9.jpg 1024w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>A partir da constata\u00e7\u00e3o de que 40% dos brasileiros n\u00e3o conhecem seu tipo sangu\u00edneo e os riscos que isso representa para os bancos de sangue,\u00a0<strong>a rede de laborat\u00f3rios DASA criou um curativo capaz de revelar o fator Rh dos pacientes em poucos segundos<\/strong>. Conectando dados com transpar\u00eancia e consentimento das pessoas, as informa\u00e7\u00f5es passaram a alimentar uma base de dados integrada com demandas dos sistemas de sa\u00fade locais. O projeto levou tr\u00eas Le\u00f5es de Bronze nas categorias Creative Data Lions, Design Lions e Direct Lions.<\/p>\n<h3>Turn Finder (Gatorade &#8211; \u00cdndia)<\/h3>\n<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container hundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;border-width: 0px 0px 0px 0px;border-color:var(--awb-color3);border-style:solid;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"width:calc( 100% + 0px ) !important;max-width:calc( 100% + 0px ) !important;margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-flex-align-self-flex-start fusion-column-no-min-height\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\">\n<div class=\"video-shortcode\"><iframe title=\"Gatorade Turf Finder powered by Google Maps\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/kBw2IdYYdvE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>Para solucionar a falta de espa\u00e7os p\u00fablicos para a pr\u00e1tica esportiva em grandes cidades indianas, a Gatorade analisou em parceria com Google Maps dados de tr\u00e1fego de vias urbanas nos \u00faltimos 20 anos, come\u00e7ando por Mumbai.\u00a0<strong>Os locais mais ermos foram transformados em quadras modulares de esporte<\/strong>, em um esfor\u00e7o viabilizado por meio de parcerias p\u00fablico-privadas. O trabalho faturou um Le\u00e3o de Ouro em Creative Data Lions e um Le\u00e3o de Bronze em Entertainment Lions<\/p>\n<h3>Adoptable (Pedigree &#8211; Nova Zel\u00e2ndia)<\/h3>\n<\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-0{width:100% !important;margin-top : 0px;margin-bottom : 0px;}.fusion-builder-column-0 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 0px;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 0px;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-0{width:100% !important;}.fusion-builder-column-0 > .fusion-column-wrapper {margin-right : 0px;margin-left : 0px;}}@media only screen and (max-width:640px) {.fusion-body .fusion-builder-column-0{width:100% !important;}.fusion-builder-column-0 > .fusion-column-wrapper {margin-right : 0px;margin-left : 0px;}}<\/style><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-flex-align-self-flex-start fusion-column-no-min-height\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\">\n<div class=\"video-shortcode\"><iframe title=\"Pedigree - Adoptable (case study)\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/ZgRQ5UCbMBg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>Para estimular a ado\u00e7\u00e3o de c\u00e3es na Nova Zel\u00e2ndia, a Pedigree criou uma ferramenta de IA capaz de tratar e transmitir imagens dos pets em tempo real, que foram distribu\u00eddas em an\u00fancios da marca em telas digitais de OOH espalhadas pelo pa\u00eds. Cada pe\u00e7a direcionava interessados para p\u00e1ginas com perfis dos animais,\u00a0<strong>promovendo um aumento de 50% nas ado\u00e7\u00f5es<\/strong>. Levou o Grand Prix em Outdoor Lions e um Le\u00e3o de Ouro em Direct Lions Data.<\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-1{width:100% !important;margin-top : 0px;margin-bottom : 0px;}.fusion-builder-column-1 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 0px;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 0px;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-1{width:100% !important;}.fusion-builder-column-1 > .fusion-column-wrapper {margin-right : 0px;margin-left : 0px;}}@media only screen and (max-width:640px) {.fusion-body .fusion-builder-column-1{width:100% !important;}.fusion-builder-column-1 > .fusion-column-wrapper {margin-right : 0px;margin-left : 0px;}}<\/style><\/div><\/div><style type=\"text\/css\">.fusion-fullwidth.fusion-builder-row-1 { overflow:visible; }.fusion-body .fusion-flex-container.fusion-builder-row-1{ padding-top : 0px;margin-top : 0px;padding-right : 0px;padding-bottom : 0px;margin-bottom : 0px;padding-left : 0px;}<\/style><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Para al\u00e9m dos le\u00f5es, o Festival Cannes Lions, maior premia\u00e7\u00e3o [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":11453,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[156],"tags":[251,181,69,166],"class_list":["post-11451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-cannes-lions-2024","tag-criatividade","tag-festival-de-cannes","tag-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - 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