Amoryn — Off-Brief
Off-Brief is Cossette from the inside. Real moments, projects that inspire us, and the people who shape the tone every day. We sat down with Amoryn, Account Executive at Cossette Toronto who recently got back from the Palais des Festivals in Cannes.
Throughout the week, I had the chance to attend a few talks and conferences, and something really stuck with me: people pay to skip ads.
It made me think: if we’re all fighting for attention, how do you actually stand out amongst the crowd?
The answer to that is pretty simple. To engage, you need to entertain.
In a talk called "Stop working in advertising", Sir John Hegarty used the Netflix show Adolescence as an example. Four one-hour episodes, no cuts. With our dwindling attention spans, you would assume it would flop. Instead, it became one of the most-watched series on the platform.
So maybe attention spans aren’t the problem. Maybe it’s the way we approach storytelling.
I saw a LOT of campaigns and projects, but I’m still thinking about the SOS POS Grand Prix-winning campaign out of Peru.
The campaign started with a social problem. After your phone gets stolen, it only takes minutes for someone to drain your bank account. Banks offer emergency lines to shut down your card, but you need a phone to make that call.
So one of the largest banks in Peru turned corner store payment systems into account-blocking points.
It’s such a simple idea, but so smart. One of those ‘how hasn’t anyone done this before?’ moments.
Also, celebrities are everywhere in Cannes. And I saw OPRAH!
I started watching her show when I was 7 years old, and I idolize her to this day. Hearing her live speaking about the industry I’m passionate about was one of those once-in-a-lifetime experiences. She gave her advice on branding, relevance, and even how to consider your greater purpose in your career. I teared up when it was over.
And of course, you can’t go to Cannes and not stop by the brand activations down La Croissette.
I had to stop at Pinterest Beach when I heard they were giving out free fine-line tattoos! You chose a design from their folder on the Pinterest app, and you got tatted on the spot. Genius. Such a smart way to bring the brand to life and start real conversations.
Looking back, my time at Cannes was amazing. I learned a lot, and I enjoyed every bit of it. Opportunities like that don’t come up every day, and I feel grateful that I had the chance to experience that.
A couple of things I’m taking with me:
Know your value.
There’s often this idea that value comes with age and experience.. Don’t get me wrong, with age comes knowledge. But it’s also so important to remember that ambition, passion, and creativity are ageless.
Say yes.
If an opportunity comes your way, do your best to say yes to it. I wouldn’t have gotten to Cannes if I didn’t check my email, see a Cannes Lions competition I hadn’t heard of, and decided to just say yes.
While saying yes does come with extra time out of your days, and more work on your plate, it also has the opportunity to potentially win a ticket to France!