Robert Redford talks brands at Cannes
CANNES 2011 - A good brand needs to have "authenticity" and "quality" to resonant with consumers in the 21st Century, according to Hollywood legend Robert Redford.
The star of 'Butch Cassidy and the Sundance Kid' turned independent film producer, was speaking in a wide-ranging interview with Yahoo at the Cannes 2011 Festival of Creativity yesterday (21 June).
He said: "Authenticity and quality are key to great brands. Both lead to trust, and you have to have a certain amount of integrity to achieve that."
After many years in front of the camera, Redford now manages his own brand, the Sundance Festival and Channel, which showcases smaller indie productions and recognises upcoming talent and creativity.
Redford explained the premise behind his Sundance empire is to nurture creativity and upcoming talent.
He said: "Nobody votes for a new idea. If no one believes in you, you're going to have to grind it out yourself."
In words of encouragement for those pushing the boundaries of creativity, he added: "You have to look at failure not as the end of the road, but as a step forward."
Redford went on to discuss what makes great storytelling: "Sex...It's something that will inform you in a way you haven't been informed before.
"A good story is something you haven't known. Something that hits your gut, your heart, and therefore your emotions."
Yahoo was announced as partner for the shorts contest at the 2012 Sundance Festival and will create a strong online portal to house the creative work and give audiences chance to vote and comment.
Redford later recalled his first experience of Cannes while hitch-hiking from Paris and Florence as an art student.
He slept on the beach under the pier at the Carlton Hotel and heard the sound of people enjoying themselves above him, and thought: "Man, what would it feel like being up there in a tuxedo and enjoying myself?"
Some 16 years later, he was back in Cannes showing his first film and staying at the Carlton. He said: "I remember looking out at that pier and thinking, 'Oh man'."
This article was first published on campaignlive.co.uk
- McCann and MRM panel discuss how technology is transforming creativity
- RKCR/Y&R and DDB only UK winners in Press Lions
- Everyone's at the table now and it's very exciting, says Press jury president
- Success at last as UK wins Golds for Design
- Google's Schmidt: 'We strongly believe that advertising has value'
- South Africa takes top spot at Radio Lions
- Droga5 New York wins Outdoor Grand Prix
- Outdoor is the industry's future, says Rapier's Ed Morris
- Clear Channel chief claims creatives are not utilising outdoor's full capacities
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Ecommerce Marketing Manager Michael Page Digital GBP35000 - GBP50000 per annum, Guildford
- Senior Digital Executive London Michael Page Digital GBP30000 - GBP35000 per annum, London
- Online Marketing Assistant Michael Page Digital GBP9 per hour, Hemel Hempstead
- Marketing Executive Michael Page Digital GBP24000 - GBP26000 per annum, Reading
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- ITV and Channel 4 insist they will beat declining ad market
- EE adds Dare to agency roster to develop digital
A demographic portrait of Twitter, Tumblr, Pinterest, Instagram and Facebook users
A useful study here from the ‘Pew Research Center’ taking a look at the demographic make-up of US social media users across Twitter, Tumblr, Pinterest, Instagram and Facebook. No data on LinkedIn of Google+, but great stats all the same.