Cannes Lions：2019年全球创造力报告（英文版）(140页).pdf

1、Global Creativity Report The leading global resource for benchmarking creativity and effectiveness By Cannes Lions with Key Trends to Resolve, which brings to life reporter Hannah Beechs investigation into the Myanmar government. Each film is written in the tone of voice of the journalist in questio

2、n. The writing also reflects the nature of each journalists mission, for example whether they were busy and on-the-go or more contemplative and paranoid. “The words were telling you what was happening and about the journalists thought processes, and then the visuals told you where they were and what

3、 they were doing, to give you a sense of being out there in the field,” explains Laurie. The final layer was the sound design. “We spent a lot of time on the sound design,” says Howell. “It tells you how you should be feeling, like whether youre scared, for example, or if youre being quiet because y

4、ou werent meant to be seen. We tried to make it feel like you were there with them.” Each film is structured in a similar manner and uses the combination of writing, visuals and sound to bring viewers into the journalists experience, but the individual films also have a unique tone and style. “Each

5、film lives its own world,” says Treyer- Evans. “In Fearless, the sound was more metallic, raw and hardcore, whereas Resolve sounds more wet and is slower.” The campaign out-performed its KPIs, delivering significant lifts against the statements that the New York Times “pursues the truth relentlessly

6、”, “has a positive impact on the world” and “is worth paying for.” The success of the project shows that exceptional craft doesnt necessarily require a huge budget. “The majority of it was found footage. There were no million dollar shoots,” says Howell. “You dont have to spend millions of dollars o