Cannes lions awards 2014 trends and implications

2014 Trends

by

& How to Lead the Way

This year's Cannes Lions contenders assert that digital is not just an appendage but rather an informant of life as

we know it.

Let’s review the key trends in how brands engaged consumers through social, mobile data, and, simply,

damn good ideas in 2014.

Overview

Social !Gaming!

Gaming the !System!

Power of the!People !

Power of!One-To-One!

Data as!Creative !

Data Driven! Creativity !

Appeal of!Uselessness !

Tech Working !for Us !

Immersive !Storytelling

Childlike !Wonder !

5 Key Trends & How We Got Here!2013! 2014!

!By kindling nostalgia, curiosity and excitement,

brands delivered simple joys that inspired us all to revisit a !childlike appreciation of the world.!

Childlike Wonder

Childlike!Wonder!

Volkswagen|Kombi Last Wishes!AlmapBBDO, São Paulo

Childlike!Wonder!

Inakadate Village|Rice-Code!Childlike!Wonder!

Hakuhodo, Tokyo

Volvo|Live Test Series!Childlike!Wonder!

Forsman & Bodenfors, Sweden

Coca-Cola|A Rainbow for the Rainbow Nation!Childlike!Wonder!

FCB Johannesburg

Childlike Wonder Thought-Starters

How can you think more simply about the qualities that set your brand apart in the marketplace? !

In what mediums and environments can you best illustrate those qualities to drive experiences that feel special and inspire awe?!

Tech Working For Us It’s not about what people can do with tech, but what technology can do

for people. Brands are forming deep relationships with consumers by using tech to power new ways for consumers to monitor, educate,

enliven, protect, give and repeat. !

Intel|Project Daniel!Tech!Working For Us!

Venables Bell & Partners, The Ebeling Group

Bischöfliches Hilfswerk Misereor|Social Swipe!Tech!Working For Us!

Nivea|Sun Kids Protection Tech!Working For Us!

FCB São Paulo

ANZ Bank|GAYTMs Tech!Working For Us!

WHYBIN/TBWA Group Melbourne London

Tech Working For Us Thought-Starters

What are your headlining brand promises, and what are new ways you can deliver them to build trust and appreciation for your mission? !

What senses or routines does your brand seek to affect, and how can technology equip you to enhance those existing experiences?!

Data as Creative!Shuffling the science, numbers or insight from under the hood to the forefront of campaigns, brands that used data as their

creative – not only to drive it -- advanced the game.!

BGH Air Conditioning|My Home is an Oven!Data!as!

Creative!Del Campo Saatchi&Saatchi

Honda|The Sound of Honda Data!as!

Creative!Dentsu

British Airways|Magic of Flying Data!as!

Creative!OgilvyOne London

Molson Canadian|Passport Beer Fridge Data!as!

Creative!

Rethink

Data as Creative Thought-Starters

How can you lift the veil on your brand’s inner workings to create a meaningful consumer experience?!

What are the data points you have used as internal insights, and how can they help consumers understand their part in your story?!

Gaming the System For all of time, brands have sought to establish emotional connections with consumers. Now, brands are getting crafty to outsmart the system and tug at hearts and heads. Those doing it best create value-based

stakes that transform consumers into advocates.!

350 Action|Climate Name Changes Gaming the

System!Barton F. Graf 9000

DHL|Trojan Mailing Gaming the

System!Jung von Matt/Neckar

Pilion Trust|F*ck the Poor Gaming the

System!

Publicis London

IFC|Spoils of Babylon!Gaming the

System!Fallon Worldwide

Gaming the System Thought-Starters

What are some of your brand’s qualities that play to consumers’ lesser-exposed emotions, and how can you inspire consumers to think differently about both? !

How can your brand flex its voice by crafting outrageous circumstances that turn consumers into advocates?!!

Power of One-to-One Instead of appealing to the masses with a “power to the people” approach, brands are winning consumer loyalty by supplying “power to the person” opportunities. !

Hindustan Unilever|Kan Khajura Tesan!Power !of!

One-To-One!

PHD India

Harvey Nichols|Sorry, I Spent it On Myself!adam&eveDDB

Power !of!

One-To-One!

Sawamninjah|Rescue Radio!Memac Ogilvy & Mather

Power !of!

One-To-One!

V/Line|Guilt Trip!McCann Melbourne

Power !of!

One-To-One!

Milka|Last Square!Buzzman

Power !of!

One-To-One!

Power of One-to-One Thought-Starters

How can you refresh your brand’s definition of success to be more inclusive of the role you play in one consumer’s life?!

How do you want consumers to interact around your brand, and how can you facilitate that new consumer experience? !

How can enact what you’ve established in the above at scale?!

360i @ Cannes Lions

Oscar Mayer|Wake Up and Smell the Bacon!360i

Mobile: Innovative Use of Technology

360i|#Mamming!360i

PR: Charity & Not for Profit

HBO|Roast Joffrey!360i

Shortlist: Direct Lions: Best Use of a Social Audience

Appendix

Appendix | Winning Categories!

Client!Campaign!

Agency!Grand Prix! Gold! Silver ! Bronze!

Volkswagen !Kombi Last Wishes!AlmapBBDO, Sao Paulo!

Branded Content and Entertainment: Integrated Campaign!Branded Content and Entertainment: Use or Integration of User Generated Content!

!Direct: Use of Social Audience!Direct: Cars & Automotive Services Promo and Activation: Use of Non-Traditional Ambient!Film: Internet Film!

Inakadate Village|!Rice Code!Hakuhodo, Tokyo!

Outdoor: Special Build!Branded Content and Entertainment!Media: Use of Ambient Media: Large Scale!

Volvo!Live Test Series!Forsman & Bodenfors, Sweden!

Cyber: Engagement Platfrorm!

Direct: Cars & Automotive Services!Promo and Activation: Online Advertising in a Promotional Campaign!Titanium & Integrated: Integrated Campaign led by PR!

Media: Cars & Automotive Services!Media: Use of Branded Content & Sponsorship!

Coca-Cola South Africa!A Rainbow for the Rainbow Nation!FCB Johannesburg!

Media: Use of Ambient Media!!

!

Media: Use of Outdoor!Outdoor: Special Build!

Promo & Activation: Use of non-Traditional Ambient in a Promotional Campaign (Large Scale)!Promo & Activation: Use of Promotional Stunts and Live Advertising!

Childlike!Wonder!

Client!Campaign!

Agency!Grand Prix! Gold! Silver ! Bronze!

Intel!Project Daniel!Venables Bell & Parners, !The Ebeling Group!

Titanium And Integrated: Titanium and Integrated!

Bischöfliches Hilfswerk Misereor!Social Swipe!Kolle Rebbe Hamburg!

Outdoor: Digital Screens!Promo and Activation: Use of Exhibitions and Digital Installations!

Media: Charities, Public Health & Safety, Public Awareness Messages!Media: Use of Screens!

Direct: Charities!Promo and Activation: Use of non-Traditional Ambient in a Promotional Campaign (Large Scale)!Promo and Activation: Charities!

!!

Nivea!Sun Kids Protection!FCB São Paulo!

Integrated Mobile Campaign! Mobile: Activation by Location or Proximity!

Mobile: Products!Promo And Activation: Use of Print or Standard Outdoor in a Promotional Campaign!

ANZ Bank!GAYTMs!WHYBIN/TBWA Group Melbourne London!

Outdoor: Special Build! PR: Corporate Responsibility!PR: Sponsorship!

Direct: Financial Product & Service!Direct: Ambient Media: Large Scale!Media: Financial Products & Services!Promo and Activation: Financial Products & Services!

Tech!Working For Us!

Appendix | Winning Categories!

Client!Campaign!

Agency!Grand Prix! Gold! Silver ! Bronze!

BGH!My Home is an Oven!Del Campo Saatchi&Saatchi!

Direct: Use of Social Audience!

Honda!Sound of Honda!Dentsu!

Titanium Grand Prix!

Cyber: Installation/Exhibit: Including Use of Interactive Screen!Cyber: Storytelling!Direct: Cars & Automotive Services!Film: Branded Entrainment Internet Film!Outdoor: Ambient!Promo & Activation!Direct: Cars & Automotive Services !

Branded Content and Entertainment: Non-Fiction: Online!Cyber: Craft!Cyber: Video/Program!Design: Sound Design!Direct: Use of Digital Marketing!Promo & Activation!

Design: Branded Environments: Installation!Billboards & Street Posters: Cars & Automotive Services!

British Airways!The Magic of Flying!OgilvyOne London!

Ambient Media: Large Scale!

Cyber: Digital Bilboard!Branded Content and Entertainment: Integrated Campaign!Branded Content and Entertainment: Use or Integration of User Generated Content!Media: Use of Outdoor!Media: Use of Screens!Outdoor: Ambient: Digital Screens!Promo & Activation!

Cyber: Innovative Use of Technology!

Promo And Activation: Use of Non-Traditional Ambient!Film: Internet Film!Promo & Activation: Use of Other Digital Platforms in a Promotional Campaign!

Molson Canadian!Passport Beer Fridge!Rethink!

Cyber: Installation/Exhibit (including Use of Interactive screens)!

Data!as!

Creative!

Appendix | Winning Categories!

Client!Campaign!

Agency!Grand Prix! Gold! Silver ! Bronze!

350 Action!Climate Name Change ChangeBarton F. Graf 9000, LLC, New York!

Film: Viral Films!

Cyber: Social Video!Cyber: Charities Public Health & Safety, Public Awareness Message!Film Craft: Script!

Cyber: Use of Video!

DHL!Trojan Mailing!Jung von Matt/Neckar, Stuttgart!

Promo & Activation: Use of Promotional Stunts!Promo & Activation: Live Advertising!

Media: Use of Special Events!Media: Stunt/Live Advertising!Outdoor: Line Advertising!Outdoor: Events!

Pilion Trust!F*ck the Poor!Publicis London!

Direct: Best Low Budget !Media: Use of Special Events and Stunt/ lIve Advertising!Promo and Activation: Charities!Promo and Activation: Use of Promotional Stunts and Live Advertising!

Direct: Charities!

IFC!Spoils of Babylon!Fallon Worldwide!

Media: Use of Integrated Media!

Gaming the

System!

Appendix | Winning Categories!

Client!Campaign!

Agency!Grand Prix! Gold! Silver ! Bronze!

Hindustan Unilever!Kan Khajura Tesan!PHD India!

Media: Use of Mobile Devices!Media: Use of Audio!

Harvey Nichols!Sorry, I Spent it On Myself!adam&eveDDB!

Integrated Campaign Led by Promotion and Activation!Film: Retail Store!Integrated Grand Prix: Integrated Shortlist!

Direct: Ambient Media: Small Scale!Outdoor: Non-standard Indoor Advertising!Promo & Activation: Retail, !e-Commerce & Restaurants!Promo & Activation: New Product Launch/re-Launch or Multi-Product Promotion!

Design: Promotional Item! Design: Consumer Products !

Sawamninjah!Rescue Radio!Memac Ogilvy & Mather!

Media: Use of Auido!

V/Line!Guilt Trip!McCann Melbourne!

Creative Effectiveness!

Milka!Last Square!Buzzman!

Direct: Fast Moving Consumer Goods!

Direct: Integrated Campaign Led by Direct Marketing!

Media: Milka Last Square!Media: Fast Moving Consumer Goods!

Power !of!

One-To-One!

Appendix | Winning Categories!