Saatchi & Saatchi brought home 37 Cannes Lions at the festival this year, with Saatchi & Saatchi LA winning gold awards in PR and Promo for its Toyota – Tundra Space Shuttle Endeavour campaign. The campaign involved a Toyota Tundra truck towing the Endeavor space shuttle across the 405 in Los Angeles to the California Science Center in downtown LA.
ClickZ interviewed John Lisko, executive communications director, and Margaret Keene, executive creative director, at Saatchi & Saatchi LA during the festival to learn about the campaign and how they continue to help their clients connect with consumers in the new age of digital.
“We’ve been working with Toyota since Toyota came to the United States and we’ve had a long-standing relationship and it’s been a really special relationship and it’s allowed us to do the kind of work that’s led to [these] campaigns,” says Lisko.
“When the agency industry unbundled in the ’90s, Toyota made a decision to not follow the trends but instead stick with the integrated model, which we all know that’s what everybody’s looking to have today. And what we’ve been able to do at Saatchi is continue to hire the right talent to be able to develop the work, so it’s not just television or it’s not just a banner ad, or just a search campaign or a mobile campaign, but it’s what’s the right idea to connect with the customer,” continues Lisko.
The festival proved that more and more companies are thinking outside of the box.
“Nowadays you’ve got to have thousands and thousands of elements for a campaign and you have to create a giant bucket of content that can live anywhere on any platform at any time, and the more people you have very close to you, the quicker you can pull it off,” says Keene.
“The exciting thing too is that digitally and socially it’s becoming so artful as it progresses. So if you have a great idea, you have all these amazing platforms to make these beautiful pieces…you can create something gorgeous on Tumblr, you can create just a tiny little GIF on Cinemagram; there’s so many cool things that you can create. The more places to get your idea across in the most creative ways, the better. If you’re an idea-focused agency it’s just like a Wonderland,” says Keene.