Cannes Lions International Advertising Festival is one the most famous festival where the biggest advertisers, advertising and media companies compete and present their best ads… This year was the social media year. I think everybody from now have understood that social media is an absolute necessity in advertisement, is not necessarily a long term relationship brand-clients but a very clever and specific campaign and social media is integrated (online/offline together is the secret of the success.
Nike won the award for a campaign done by Wieden+Kennedy. They played around the Tour de France. They wrote messages on the way of the Tour and those messages mechanically pulled from networks as Twitter.
The future is obviously social but integrated and in continuous….