Cannes Lions 2015: 9 inspiring trends

CANNES LIONS 2015

9 INSPIRING TRENDS SPOTTED

AMONG THIS YEAR WINNERS

In the US and a lot of the European countries there is an ongoing debate about gay/ lesbian rights,

including same sex marriages and gay/ lesbian couples adopting children. Since it is important

social issue no wonder that this topic appears also in advertising campaigns. As we could see

among Cannes Lions winners a lot of brands show their support for this community and fight anti-

gay discrimnation in their own way.

#1 LGBT/ gay rights/ gender Pink Sherbet Photography @ flickr

PROUD WHOPPER

GOLD LION: PROMO & ACTIVATION, PR; SILVER LION: BRANDED CONTENT & ENTERTAINMENT, DIRECT

BRONZE LION: DIRECT, MEDIA, CYBER, OUTDOOR

DAVID MIAMI

BURGER KING

Case study video: https://youtu.be/2yohicMc4vU

LGBT AVATARS

SILVER LION: MOBILE; BRONZE LION: MEDIA

GEOMETRY GLOBAL Prague / OGILVY & MATHER PRAGUE

PRAGUE PRIDE

Case study video: https://youtu.be/Ao9WMQeDPYc

PROUDLY SEEKING PLEASURE

GOLD LION: FILM

LOLA LOWE & PARTNERS Madrid

UNILEVER / MAGNUM

Video: https://youtu.be/ei96-Breysg

STAY WITH PRIDE

SILVER LION: PR

WHYBIN\TBWA GROUP SYDNEY

AIRBNB

Case study video: https://vimeo.com/124262487

LOVE HAS NO LABELS

GOLD LION: DIRECT; SILVER LION: DIRECT, OUTDOOR; BRONZE LION: CYBER, TITANIUM & INTEGRATED

R/GA New York

ADCOUNCIL

Case study video: https://youtu.be/UHmbaIMQe2I

RELOCKLOVE

SILVER LION: DIRECT, CYBER

MARCEL Paris

ORANGE FRANCE

Case study video: https://www.youtube.com/watch?v=Bs12qLODSpI

RADIO PRIDE PARADE

SILVER LION: BRANDED CONTENT & ENTERTAINMENT

OGILVY BRASIL Sao Paulo

BILLBOARD BRASIL

Case study video: https://youtu.be/xxMCOpWLzDg

Whatever we say, advertising is about the internet now. Almost all campaigns, even in such

categories as tv, radio or outdoor have some internet part included in them. Cyber, mobile,

interactive categories are the most crowded. But surprisingly this year among Cannes Lions winners

we could also see the traditional, offline forms of advertising – the old good ambient known from

mid-90s is not yet forgotten.

#2 COME BACK OF AN OLD GOOD AMBIENT HeyRocker @ flickr

PROBABLY THE BEST POSTER IN THE WORLD

BRONZE LION: OUTDOOR

FOLD7 London

CARLSBERG UK

SCANDIC TO GO

BRONZE LION: MEDIA

PRIME Stockholm

SCANDIC HOTELS

Case study video: https://vimeo.com/109978613

WORKOUT BILLBOARDS

BRONZE LION: PROMO & ACTIVATION, OUTDOOR

OGILVY GERMANY Frankfurt

COCA-COLA, POWERADE

Case study video: https://youtu.be/mJB4DJpq4mw

„There’s more evidence that every organization — whether they are in services, manufacturing or

healthcare — is becoming a technology company as well, and this trend is accelerating. With the

rise of cloud, Software as a Service, and now, the Internet of Things (IoT), more organizations — in

all types of businesses — recognize they are evolving into technology and data companies. So they

are creating both strategic and tactical partnerships to try to make the most of this evolution.”

Joe McKendrick, www.forbes.com

#3 EVERY COMPANY IS TECHNOLOGY COMPANY svenwerk @ flickr

MAKEUP GENIUS

GOLD LION: BRANDED CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MOBILE

MCCANN PARIS

L'ORÉAL PARIS

Case study video: https://youtu.be/co4V5kbfKBs

ORAL-B SMART BRUSH AND APP

BRONZE LION: MOBILE

ICONMOBILE GROUP Berlin

PROCTER & GAMBLE, ORAL-B

Case study video: https://youtu.be/5QSs7sGalCg

„The promise of virtual reality has always been enormous. Put on these goggles, go nowhere, and

be transported anywhere. It’s the same escapism peddled by drugs, alcohol, sex, and art — throw

off the shackles of the mundane through a metaphysical transportation to an altered state. Born of

technology, virtual reality at its core is an organic experience. Yes, it’s man meets machine, but what

happens is strictly within the mind.”

Matthew Schnipper, The Verge

#4 VIRTUAL REALITY/ AUGMENTED REALITY/ MIXED REALITY

nan palmero @ flickr

MONTY'S CHRISTMAS

GOLD LION: BRANDED CONTENT & ENTERTAINMENT; BRONZE LION: TITANIUM & INTEGRATED

BLINK PRODUCTIONS London / ADAM&EVEDDB London

JOHN LEWIS PARTNERSHIP

THE COLLECTIVE PROJECT

BRONZE LION: FILM

POSSIBLE SEATTLE Seattle

MICROSOFT

Video: https://youtu.be/UHmbaIMQe2I

CARDBOARD

GRAND PRIX: MOBILE

GOOGLE MOUNTAIN VIEW

GOOGLE

Case study video: https://youtu.be/6jhmS7Enpxs

PRO VISION

BRONZE LION: MOBILE

GPY&R Melbourne

OAKLEY

Case study video: https://youtu.be/xtgcH9yFLOs

UNBELIEVABLE CAMPAIGN

BRONZE LION: BRANDED CONTENT & ENTERTAINMENT

LITTLE DOT STUDIOS London / AMV BBDO London

PEPSICO

Case study video: https://youtu.be/Go9rf9GmYpM

HOLOGRAMS FOR FREEDOM

GOLD LION: BRANDED CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MEDIA, OUTDOOR

SILVER LION: CYBER, PR

GARLIC TV Madrid / LA LIVINGSTON Madrid / 20 HUNGAROS Barcelona / DDB SPAIN Madrid

NO SOMOS DELITO (WE ARE NOT CRIME), NGO

Video: https://youtu.be/0jwmi6CguY0

LIVING WITH LAG

BRONZE LION: BRANDED CONTENT & ENTERTAINMENT, CYBER

STOPP/FAMILY Stockholm / HARD HAT Stockholm / ANR BBDO Stockholm

UMEÅ ENERGI / UME.NET

Case study video: https://youtu.be/_fNp37zFn9Q

AUDI TT BROCHURE HACK

BRONZE LION: MOBILE

RAZORFISH Berlin

AUDI

Case study video: https://youtu.be/qzJ9InscjA0

„As life expectancy increases, health is becoming the watchword for all consumers, from Millennials

to Baby Boomers. Consumers are investing heavily in fitness and nutrition, and seeing their bodies

as an ecosystem where beauty, diet, mental health and fitness are interlinked.”

The Future 100: Trends and Change to Watch in 2015 by JWT Intelligence

#5 BEING FIT alpseecamping @ flickr

THE PURSUIT BY EQUINOX

GOLD LION: MOBILE

R/GA New York

EQUINOX

Case study video: https://youtu.be/jh0YMbUyPMM

SPORTS HOMEWORK

SILVER LION: MOBILE

4 AM SAATCHI & SAATCHI Guatemala

GATORADE

Case study video: https://vimeo.com/131971069

SWEAT IT TO GET IT

SILVER LION: PROMO & ACTIVATION; BRONZE LION: BRANDED CONTENT & ENTERTAINMENT

TBWA\CHIAT\DAY Los Angeles / CAVIAR Los Angeles

GATORADE

Video: https://youtu.be/LUVMtarnRRQ

MOVE UPDATE. THE OPEN SOURCE PROJECT

BRONZE LION: MOBILE

DDB & TRIBAL Warsaw / DDB WARSAW

McDONALD´S

Case study video: https://youtu.be/62o1smHKJlA

THE MARATHON WALKER

GOLD LION: BRANDED CONTENT & ENTERTAINMENT, OUTDOOR;

SILVER LION: MEDIA; BRONZE LION: PR

OGILVY PARIS / GANG FILMS Paris

WATER FOR AFRICA

Case study video: https://youtu.be/1v_06b1cid4

For some time now we have been shifting from text to a visual vocabulary relying on different

forms of images such as photos, videos and emojis. That’s why we cane see the rise of photo

sharing platform and image based services. Communicating with images is faster and more

emotional.

#6 COMMUNICATING WITH IMAGES ali edwards@ flickr

WORLD GALLERY

GRAND PRIX: OUTDOOR

TBWA\MEDIA ARTS LAB Los Angeles / APPLE Cupertino

APPLE, IPHONE 6

Case study video: https://youtu.be/C94ovy_WIsI

EMOJI ORDERING

TITANIUM GRAND PRIX

CP+B Boulder

DOMINO’S

Case study video: https://youtu.be/NtdLsJsObrU

The trend first started in fashion and beauty industry with women fed up with the necessity of

meeting non-realistic image of their bodies. They wanted to highlight that beauty can be seen in

women of all sizes, shapes and ages. We could see the shift from looking beautiful towards feeling

beautiful. But then more and more of us realized that we do not want to live in a photoshopped

world. That we need autheticity in our lives. That being human means being tired, being mean,

being lazy or being sweaty. We finally take off our masks that we put on our faces in social media.

#7 PERFECT IMPREFECTIONS

BE MORE HUMAN

SILVER LION: CYBER

VENABLES BELL & PARTNERS San Francisco

REEBOK

Case study video: https://vimeo.com/118897720

JOE BOXER INACTIVITY TRACKER

GOLD LION: DIRECT

FCB CHICAGO

KMART / JOE BOXER

Case study video: https://youtu.be/kcVwjp34M70

MESSAGE IN A BOTTLE

BRONZE LION: OUTDOOR

DEL CAMPO SAATCHI & SAATCHI BUENOS AIRES

ANDES

Video: https://youtu.be/BBzJw2qVjeI

A DISCOUNT TO YOUR MISFORTUNE

SILVER LION: OUTDOOR; BRONZE LION: DIRECT

DEL CAMPO SAATCHI & SAATCHI MADRID Madrid

ISLAZUL

Case study video: https://youtu.be/xUYDfxpRljY

Nokia and Wired has launched this year a project called #maketechhuman which is assumed to be

a global debate how we want technology to shape our world. A project that is encouraging a move

towards a human era and away from a machine one. A project which aim is to make sure that

technology serves people not the other way round. And although Nokia and Wired named their

project the idea of technology helping people everywhere is also visible in activities undertaken by

other brands.

#8 MAKE TECH HUMAN

THE BACKUP MEMORY

SILVER LION: MOBILE; BRONZE LION: DIRECT

3SG-BBDO Ariana

SAMSUNG TUNISIA

Case study video: https://youtu.be/1frS-O31qwA

LOGITECH HARMONY APP

BRONZE LION: MOBILE

R/GA New York

LOGITECH

HAMMERHEAD

GOLD LION: CYBER; GOLD LION: MOBILE

R/GA NEW YORK

HAMMERHEAD NAVIGATION

Case study video: https://youtu.be/IzNttbLeq9E

FOUND

SILVER LION: MOBILE; BRONZE LION: MOBILE

COLENSO BBDO AUCKLAND

MARS, PEDIGREE

Case study video: https://youtu.be/rttMkbO7hQk

BACKMEAPP

SILVER LION: MOBILE

LEO BURNETT ITALY Milan

PROCTER & GAMBLE

Case study video: https://youtu.be/cGYMZdqoiGA

THE NEXT PHOTO

SILVER LION: MOBILE

WUNDERMAN London

CHILDHOOD EYE CANCER TRUST

Case study video: https://youtu.be/uSSmeIFWw-8

HEARING HANDS

BRONZE LION: PR

LEO BURNETT ISTANBUL

SAMSUNG ELECTRONICS TURKEY

Case study video: https://youtu.be/UrvaSqN76h4

This is the trend we can see for a some time now. Called also #girlpower or #neofeminism. And as

JWT Intelligence underlines in their Future 100: „There’s a fundamental shift. Feminism today is less

politicized and more about community, empowerment and confidence than antagonism. It’s also

multigenerational and powered by social media.”

#9 EMPOWERING WOMEN

CHOOSE BEAUTIFUL

SILVER LION: PR

EDELMAN London / OGILVY & MATHER Chicago

DOVE

Case study video: https://youtu.be/7DdM-4siaQw

I WILL WHAT I WANT

Grand Prix: Cyber; Silver Lion: Branded Content & Entertainment, Promo & Activation, Media

DROGA5 New York / SMUGGLER New York / CATALYST PUBLIC RELATIONS New York

UNDER ARMOUR

Case study video: https://youtu.be/H-V7cOestUs

THIS GIRL CAN

Health Grand Prix for Good; Glass Lion; Gold Lion: Film craft

FCB INFERNO London / SOMESUCH London

SPORT ENGLAND

Video: https://youtu.be/aN7lt0CYwHg:

#LIKEAGIRL

Gold Lion: Promo & Activation, Cyber, Direct, Media, Titanium Lion: Titanium & Integrated

Silver Lion: Branded Content & Entertainment, Direct

CHELSEA PICTURES Los Angeles / LEO BURNETT TORONTO / LEO BURNETT CHICAGO / LEO BURNETT LONDON / HOLLER London

PROCTER & GAMBLE

Case study video: https://youtu.be/XjJQBjWYDTs

SPEAK BEAUTIFUL

Silver Lion: Media; PR: Bronze Lion

MINDSHARE New York / EDELMAN New York

UNILEVER, DOVE

Video: https://youtu.be/_cncxoJPwBw

e: natalia@hatalska.com

Want to know more about trends for 2015 and beyond? Watch videos about:

@hatalskacom

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Generation Z

https://www.youtube.com/watch?v=RF4WuVRGiZM

Off the grid

https://www.youtube.com/watch?v=Vi7H0YYiv58

Living in the moment

https://www.youtube.com/watch?v=-OJngV7RUBU