MIP TV

In our continuing effort to find new places to source innovative ideas, we participated in the content 360 competition at MIP TV. This is a unique international forum that merges creaters of content ideas and digital innovation (producers, agencies and developers) with distributers, studios and for the first time marketers (that would be us)...

The pitching competition was based on briefs provided by our media team on behalf of some of our leading global brands. Ogilvy sponsored the event and asked us to participate as judges, speakers and eventually buyers of the best ideas. Participants on our side included myself and Aline Santos the Global Brand VP for OMO as well as Patrick Rona from Ogilvy Interactive and Alex Gulland from Ogilvy Entertainment. We recieved approx 70 branded entertainment ideas and sorted through all of them before agreeing on the final three ideas that would be announced as finalists, culminating with me presenting the award to the winner on stage in a big awards ceremony at MIP TV.

The final three ideas were:
- there is a myth that we all have a double somewhere in the world...someone who looks like us and has similar interests, behaviours, etc...this gallery aims to match you to your double somewhere in the world and then create webisiodes around the top stories of people meeting on this site. This was meant for Lux based on the positioning of looking in a mirror/beauty but could potentially be used as a great idea for many brands...we felt that it would generate huge buzz and could potentially engage millions of viewers around the world.

- planet omo: which was a beautifully designed dynamic community around child development with a dynamic interface that allowed you to see stories around the world just by scrolling over the pics..one of the best tactical ideas was to create a tool that would would allow you to highlight special moments in your childs life and turn it into a scrapbook on tumblr.

- me+ this was an idea for Dove (or another skin brand) where they built a tool that allows you to see what you would look like in 5 years, 10 years, etc...based on certain lifestyle choices...for example you would input certain criteria like if you smoke, excercise and moisturize and how it would impact what you would look like in the future.

The me+ idea won and will be presented to Dove...Aline also decided to use some of the planet omo ideas for their digital campaign. Here is Aline speaking of the importance of innovating and what she got out of being involved with MIP TV...


Here's me presenting the final award....


Overall a great event, that offered us plenty of great branded entertainment ideas and some that would be used immediately. Also, it highlighted Unilever as a leader in the branded entertainment space and put us in a position to be connected with some of the best and newest content creators in the world. Special thanks to Nicole Yershon, Jo Moore, Hugh Boyle and Brian Jensen of O&aM for coaching the contestants, Patrick and Alex for judging and Patou Nuytemans for leading the whole thing. And O&M in general for thinking of us among all their clients for this.