Since the next few days will undoubtedly be all about parties and hanging out in the late evenings, I take try to take advantage of the start of a new week with a jog along the Croisette Beach for 45 minutes before heading off to the Palais des Festivals to meet up with Paul, our ECD of Cheil HK. After a good two hours of trying to do register ourselves (it’s too long of a story to get into) we go to the Grand Audi screening room to catch a bit of Sarah Jessica Parker’s talk. We only catch the final 10 minutes where she’s talking about her initiatives about bringing more art and culture back to schools and gender equality. We’re rushed off then to have a quick lunch with the Cheil Beijing guys at La Potiniere across the Palais.
At 3 pm is our Cheil /Samsung seminar which talked about ‘Life Share – the agile consumer’ which was presented by Daniela Fiancada, Head of Innovation at Cheil and YH Lee, EVP at Samsung Electronics. We still got an almost full house, despite the fact that Spike Jonz was speaking at the same time. One cool part of the seminar was showing Samsung’s approach in making mobile fit into everyone’s lives by showcasing a campaign which was done in Portobello in London or as the quote goes, “Lifeshare – agility must be a characteristic of our brands, our brand managers and of our agencies”.
Another highlight was when an actual ‘robot’ came out on stage which takes photos while travelling around the world. This was to exemplify the technology direction of Samsung.
After a few interviews and meetings on my schedule, it was time to head to the Grand Hotel for the first ever Cheil party at the Grand Hotel. We arrived to find out that Cheil Poland had picked up a Bronze Lion for its ‘Good Manners’ campaign in the Direct category – a really clever idea to make diners think about the hungry. Congratulations, Daril Kim and team for the accolade.
The Cheil party was a success – it was all in the details, from serving home-made Bibimpab (Korean mixed rice dish) and a tree decorated with Korean traditional key chains. The only thing missing was the soju! It was great to see Cheil HQ people, plus meet the network leaders from Austria to US.
Tomorrow will be more about seeing the work and more parties…
Signing off for now!