Every year, Leo Burnett Thailand organised a Cannes Predictions event at which they showed examples of great work from around the world.
The intention was to help sharpen the creative judgement of both agency people and their clients.
However, there was a decline in the number of clients attending the event, down from 250 in 2010 to fewer than 50 in 2013.
The challenge was to get those brave marketers who accepted that creativity was changing to come to the show.
Top clients in Thailand were mailed an invitation, which was sealed within what looked like a lion’s fang.
This was not just a reference to the Cannes Lions themselves but an allusion to the Thai saying, that to break a lion’s fang meant to take a risk.
Thus the fang was not just an invitation to those brave enough to attend the event but the inspiration to expect more provocative work from their agencies.
From 300 fangs mailed out, over 200 marketers attended the event. That was an increase of 150% against the 2013 Cannes Predictions event.
Some of the clients who attended were high-profile marketers, who had never before come to the show. The lion’s fang also caught the attention of many publications online and offline, generating a PR media value of 10 million baht (£200,000 GBP, €250,000).
If Demner Merlicek’s idea for Media 1 on pages xx-xx was one way of getting through to CEOs, this is another.
The point is, if a mailing as interesting as a socking great lion’s tooth lands on your desk, it is irresistible,
no matter how high and mighty you are.
As well as outstanding craft skills, this mailing was not just culturally relevant, having a specific meaning to Thais,
but was intellectually relevant as well in directing attention to the Cannes lions. What it did was issue a challenge.
It asked Thai marketers, are you brave enough to buy great work?
In June, in the South of France, we shall see.
Leo Burnett Group Thailand
Client: Star Reachers Group Co Ltd.
Product: Leo Burnett Cannes Predictions 2014
Title: The Lion’s Fang
Media: Direct Mail
Date of campaign: May 2014
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Sanpathit Tavijaroen
Art Directors: Park Wannasiri, Pranod Thiangchaem, Sanpathit Tavijaroen, Sompat Trisadikun
Copywriter: Cholchanyarach Sansuk
Client Service: Thipayachand Hasdin, Tisirind Rochanapruk, Sirinya Chinwechkijmongkol
Computer Artist: Kanokwan Chanatipkul, Sarawut Ongchai
Graphic Designer: Krisna Chunsanong
Project Manager: Wilawan Sanguanwong