????戛納電影節(jié)對(duì)于好萊塢的意義正如戛納國(guó)際創(chuàng)意廣告節(jié)一直以來對(duì)于紐約麥迪遜大道的意義——以及如今對(duì)于硅谷的意義。Facebbok、谷歌（Google）和雅虎（Yahoo）的高管們正在法國(guó)里維埃拉沐浴著陽(yáng)光，與來自可口可樂（Coca-Cola）、IBM、以及許多其他手握巨資的財(cái)富500強(qiáng)企業(yè)的營(yíng)銷主管們談笑風(fēng)生。

????在海灘的討論中，有一個(gè)問題已然迫近：當(dāng)傳輸平臺(tái)不斷改變——而手機(jī)屏幕不適合觀看廣告時(shí)，營(yíng)銷人員如何實(shí)現(xiàn)那些偉大的創(chuàng)意呢？Facebook的兩位高管——“創(chuàng)新型”老板馬克?達(dá)西和工程總監(jiān)安德魯?博茲?博斯沃思，還有廣告界的全明星——Droga5創(chuàng)意公司的大衛(wèi)?德羅格，在周二與我相約主臺(tái)，探討“量化創(chuàng)意”。他們說，偉大的創(chuàng)意需要專注度（簡(jiǎn)約制勝）、參與性（交流決定規(guī)模）、可持續(xù)性——最優(yōu)秀的營(yíng)銷活動(dòng)能推動(dòng)運(yùn)作，形成粉絲團(tuán)體。

????不過即便是科技達(dá)人，也需要從過去吸取商業(yè)教訓(xùn)。作為開場(chǎng)白，F(xiàn)acebook的達(dá)西講了一個(gè)故事，說的是某營(yíng)銷人員在希望渺茫的情況下進(jìn)行了一次豪賭，以接觸大眾。這個(gè)故事非常與眾不同，極好地切合了主題，因此我問他能否與大家分享。以下便是Facebook全球創(chuàng)意產(chǎn)品總監(jiān)馬克?達(dá)西在戛納對(duì)大家講述的故事。

????今年是戛納國(guó)際廣告節(jié)60周年慶典。我問自己：過去60年中最偉大的創(chuàng)意是什么？哪位營(yíng)銷家進(jìn)行了史無前例的造勢(shì)豪賭？

????我的答案涉及到一家非常傳統(tǒng)的全球化機(jī)構(gòu)，他們即將面臨史上最重大的一次發(fā)布會(huì)。公司年僅27歲的新任CEO想選用全新的信息傳播平臺(tái)，而許多專家認(rèn)為這個(gè)想法過于繁瑣，可行性未經(jīng)證明，還是避免為好。

????猜猜這人是誰(shuí)……

????這位年輕而勇敢的領(lǐng)袖是女王伊麗莎白二世。

????這家機(jī)構(gòu)是英國(guó)皇室。

????而這次“發(fā)布會(huì)”是即將在威斯敏斯特教堂舉行的神圣的千年加冕儀式。

????她想要使用的全新信息傳播技術(shù)是什么？電視。具體說來，是現(xiàn)場(chǎng)直播。

????1953年6月2日，女王在威斯敏斯特教堂加冕。這個(gè)儀式對(duì)圍坐在電視機(jī)前的數(shù)百萬(wàn)英國(guó)公民全程直播，之后傳遍全球。這是技術(shù)和文化的一次革命。

????很難相信，我們不以為然的電視直播在60年前是一個(gè)革新的試驗(yàn)性想法。當(dāng)時(shí)，英國(guó)廣播公司（BBC）的技術(shù)人員和工程師不得不用上國(guó)內(nèi)每一條電視電纜。史上第一次，更多的人通過電視、而不是收音機(jī)見證了一場(chǎng)典禮。

????What the Cannes Film Festival is to Hollywood, the Cannes Lions International Festival of Creativity has long been to Madison Avenue—and now to Silicon Valley too. Executives from Facebook (FB) and Google (GOOG) and Yahoo (YHOO) are here on the French Riviera, soaking up sun and connections with the marketing chiefs of Coca-Cola (KO), IBM (IBM), and lots of other Fortune 500 giants that have millions of dollars to spend.

????A question looming seaside: How does a marketer scale big ideas when delivery platforms are shifting constantly—and a mobile screen is a lousy way to view ads? Two executives at Facebook, "creative" boss Mark D'Arcy and director of engineering Andrew "Boz" Bosworth, and an ad-world all-star, David Droga of Droga5, joined me on the main stage Tuesday to talk about "Creativity at Scale." Big ideas, the panelists said, need to be focused (simplicity wins), participatory (connections drive scale) and sustainable--the best marketing campaigns build movements and communities of fans.

????But even tech folks derive business lessons from the past. To kick off our session, Facebook's D'Arcy told a story about an a very unlikely marketer who made a wild bet to reach the masses. The story is so odd and wonderfully relevant that I asked him if I could share it. So here's the story that Mark D'Arcy, Facebook's Head of Global Creative Solutions, told the crowd in Cannes:

????The Cannes Lions advertising Festival is celebrating its 60th anniversary this year. So I asked myself: What was the biggest idea of the last 60 years? Which marketer took the biggest bet to drive scale like never before?"

????My answer involves a very traditional global organization that arguably faced its biggest launch in history. It had a brand new CEO, 27 years old, who wanted to choose a new storytelling platform that many experts said was trivial, unproven and best avoided.

????Guess who it was…

????The brave, young leader was Queen Elizabeth the Second.

????The organization was the British Royal Family.

????And the "launch" was the sacred, 1000-year-old coronation ceremony to be held in Westminster Abbey.

????The radical storytelling technology she employed? Television. Or to be specific, live television.

????On June 2, 1953, as the Queen was crowned in Westminster Abbey, the coronation was shown on live television to millions of people huddled around screens across Great Britain, and then around the world. It was a technical and cultural revolution.

????It's hard to believe that something we all take for granted like live TV was, 60 years ago, a radical, experimental idea. BBC technicians and engineers had to use every single piece of TV cable that existed in the country. And for the first time ever, more people experienced an event through television than on radio.