Cheil’s Chief Creative Officer On How To Create Seamless Marketing [Cannes]

Cheil’s Chief Creative Officer On How To Create Seamless Marketing [Cannes]

Lars Bastholm discusses how to create campaigns that straddle all channels and whether this year will be year for mobile at Cannes.

Carib Guerra
  • 23 june 2012

Award-winning creative Lars Bastholm was announced as CCO for Cheil USA in late 2011. He continues to use the creative insights gleaned from his rich career while working in stride with Cheil Worldwide, the Korean based global marketing and communications company. Leading up to the company’s participation in this year’s Cannes Lion Festival, PSFK spoke with Lars Bastholm to give us his thoughts on staying seamless over diverse channels and what it means to find your “wow” moment.

Lars, You’re back at Cannes. How do you think the industry has changed over the last 12 months?

There seems to be more optimism, finally, after a couple of subdued years at Cannes. I’m hoping to see more robust mobile ideas this year. Everyone keeps saying that this is the year of mobile (I believe this has been the case since 2007), but, who knows, maybe it finally is? I’ve seen great craft in the award shows leading up to Cannes, but not a lot of breakthrough thinking that made me sit up and go, “wow.” But Cannes always has some surprises up its sleeve, so I’m sure I will get my “wow” moment.

Is there a particular piece of work your agency has produced that reflects how Cheil is evolving?

Cheil is a creative network, and we are passionate about ideas that move seamlessly across channels to help brands add value to people’s lives. Value can be realized a number of ways, but I prefer to make things that delight and entertain people. A couple weeks ago Cheil USA launched a fun online spot globally with Samsung Wireless, featuring David Beckham celebrating the spirit of the Olympics using the Samsung GALAXY Note. We only had two hours with David Beckham and I think we came up with a solution that made everyone involved look good and that consumers liked worldwide – it has over 3.5 million views on YouTube so far. And of course, last year at Cannes, Cheil Worldwide took the Media Grand Prix for the Tesco HomePlus Subway Virtual Store campaign, which was definitely one of those “wow” moments and is an example of the agency’s creative juice.

See the video below:

As a company with strong roots in Asia, how is your expansion going in new markets like South America?

Cheil Worldwide is a global ad agency network of 3,000 people, in 49 offices across 27 countries, so we are already established throughout the BRIC markets. More than expansion, Cheil is focused on building highly competitive local ad agencies. We’re approaching the business worldwide with the energy of a start-up, and the mindset of “Tuhon,” a Korean notion that translates to a relentless drive to succeed. “Tuhon” is behind Cheil’s 40-years-and-counting of experience transforming Samsung from a local brand into a global force.

What talk are you most looking forward to this year atCannes?

I’m looking forward to seeing if K-Pop can conquerCannes in its bid to take over the world. On Monday, June 18th at 17:30, K-Pop icons 2NE1 will perform during Cheil Worldwide’s seminar on what marketers can learn from the digital, social and cultural factors fueling the Korean Wave. And as the complete film geek that I am, I’m very much looking forward to seeing Sir Ridley Scott on stage. But a large part of every Cannes festival is also connecting with friends and colleagues, old and new, and learning what challenges they are facing and how they are making progress with their agencies. I always leave refreshed of mind and exhausted of body!

 Thanks Lars! 

Be sure to catch SJ Kimm, Regional President of Cheil Wordlwide in South-East Asia, and the K-Pop sensation 2NE1 at their presentation:

Cheil Worldwide: Korean Wave Through Digital Wave

Cannes Lions International Festival of Creativity


How Indiegogo Is Becoming An Adult Product Destination

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling


Get PSFK's Related Report: Future of Automotive

See All
Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Related Expert

Marcela Sapone

Subscription Chores

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 21, 2016

Creative Agency Founder: Using VR As A Race Relationship Tool

Maurice Bernstein, CEO and Founder of Giant Step, explores the value in transforming headsets from high-tech entertainment tools into empathy machines

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

Culture september 23, 2016

This Exhibition’s Crowning Jewel Is An 18k Gold-Plated Toilet

The piece, titled 'America,' is meant to raise questions about the country's wealth inequality

Culture september 23, 2016

Match Up With Dates On Tinder Based On Your Music Preferences

A new partnership with Spotify lets people pair up based on shared tastes in artists

Entertainment september 23, 2016

Capture, Cut Up, And Configure Your World In 360 Degrees

To meet a booming 360 and VR video-capturing industry, a multimedia software company bolstered its media editing suite for 360-video creation


Future Of Work
Cultivating The Next Generation Of Leaders

Advertising september 23, 2016

These Trucks Drove Around In Circles For 24 Hours To Keep Time

The giant ticking clock was created by 14 Scania vehicles in a deserted airfield

Advertising september 23, 2016

Buy Movie Tickets Directly From Your Facebook Profile

The new feature is part of a campaign from Fandango to further imbed social media into the ticket vendor's digital presence

Asia september 23, 2016

Co-Working Space Brings The Calming Atmosphere Of Nature Indoors

An architectural firm in China has designed a new type of shared office that prioritizes the natural environment

No search results found.