Creating a Strong Content Submission for LIONS
'WELCOME HOME' | APPLE
TBWA\MEDIA ARTS LAB LOS ANGELES | GRAND PRIX 2018
What makes a good synopsis?
A Single, Clear, Idea
A BIG universally understandable idea: beauty, purpose, happiness, wonder. Simple and expressed eloquently. The idea can be summarised in one clear message.
Creativity at the Heart and in the Description
The description itself is creative at its core. It features brand new, original thinking or a unique perspective on an age-old topic.
A Provocation/Twist
Thought-provoking, challenging of the status quo. Often slightly contrary to wider industry belief.
Answering Key Questions and Offering Real Value and Practical Takeaways
Our audience are looking for valuable content just as much as inspiration. The stuff that changes what you do when you return to the office.
Who makes a good contributor?
Engaging/Likeable
They are often: funny, jokey, self-deprecating. They don’t hide behind gimmicks and they tell personal stories to highlight a point.
Relaxed, Not Corporate
Typically, they are not suited and booted. They seem relaxed, even casual, but never dispassionate.
Highly Opinionated
It’s one of the reasons that we ask people to come back! These are people who are not afraid to speak out, but not in an offensive or arrogant way.
Extremely Honest
Candour goes down extremely well. All of our best content talent so far, even the big brands, give away what might be seen as proprietary information.
Relevance Over Seniority
Often, our audience want to hear from those in your organisation who have a really interesting story, background or point of view, not necessarily the most senior job title. Sometimes your CEO or Chief Marketing Officer may not be the best person to tell the story.
"We wanted to own a conversation within the industry and Cannes is THE place to do it"