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THE WHATS AND THE HOWS OF CANNES LIONS 2015
Elena MerzlyakovaDirector of Human Experience [email protected]+7 903 137 6975
Today we will talk…
THE WHATS: what trends we see in communications this year, in what directions brands are heading, what shape communications take
THE HOWS: solutions and approaches that brands are starting to use to bring their campaigns to life
DISCUSSION WITH WINNERS:what goes into Cannes campaigns creation, challenges agencies faces and how future brand campaigns are changing because of this
21 Categories
Each category consists of 4 prize levels -with the Grand Prix at the top followed by Gold, Silver and Bronze Lion
Glass Lion – The Lion for Change is a new category that recognizes work that implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising.
GRAND PRIX
There's some tough competition out there
40,133
SUBMISSIONS >1000 LIONS
14
‘WHALE’ CAMPAIGNS
18
THE WHATS OF CANNES LIONS 2015
DATA DRIVEN
CREATIVITYData and technology are
fundamentally changing how advertising is created, bought and sold. They have become a playground for imagination to
create more emotional and meaningful connections between
brands and consumers and tell more relevant stories than ever.
Game changing campaigns at Cannes this year clearly
demonstrate creativity enhanced and enabled by the use,
interpretation, analysis or application of data.
YOUR YEARNIKE
1 BRONZE
UNITED STATES
Using data to customize content and promote brand values.
CREATIVE DATA
https://youtu.be/FsOAh3i4Ujg
CORRIDOR TARGETINGGERMANWINGS
https://youtu.be/r6Xtg9arHfA
Germanwings worked with Skype to produce banner ads that geo-targeted both sides of a Skype conversation.
GERMANY
1 SILVER, 2 BRONZE
PROMO & ACTIVATION
MEDIA
Learnings in action
Audit existing data and use is as the source for always on communication.
Take a risk and make a bold investment in data and technology.
Use data to customize products, services, messaging and content to consumers’ needs to become an integral part of their always-on lives and conversations.
REAL TIME CONNECTIONSReal-time marketing is no longer just a nice to have. Brands are working hard to stay at pace with the connected consumer by converging data, social, real time content production and distribution to meet the demands of the always-on digital world and drive social interactions with the brand.
THE GREATEST INTERCEPTION EVERVOLVO
https://youtu.be/PzejDAjoSIc
Whenever you watch a car commercial broadcasted on TV, you can tweet with the hashtag #VolvoContest to tell Volvo who they think deserves a brand new Volvo XC60.
UNITED STATES
1 GRAND PRIX, 1 GOLD
DIRECT
SPEAK BEAUTIFULUNILEVER
http://www.adforum.com/award-organization/6650183/showcase/2015/ad/34514511
In partnership with Twitter, the brand used data and tweet analysis through the platform to create a social change. An algorithm sorted negative tweets about body image out and sent supportive messages instead.
UNITED STATES
1 SILVER
MEDIA
TWEET TO EATWALKERS
https://youtu.be/P_JR7AfH23w
A vending machine dispenses a pack of new flavor Walkers crisps only if you tweet to Gary Lineker, Walkers ambassador who sits (virtually) inside this vending machine
UNITED KINGDOM
1 BRONZE
MOBILE
THE FRESHEST ORANGE JUICE BRANDINTERMARCHÉ
https://youtu.be/TKKHdOsfShI
Supermarket used the exact time of when juice was squeezed as a brand name
FRANCE
1 GOLD
DIRECT
Learnings in action
Listen in to culture to identify relevant topics for your brand and react with high quality contextually relevant content for every moment, audience and platform.
Identify topics ahead and pre-plan activation and brand response variants.
Whenever your brand has generated a content or conversation, scale it in real time to get maximum exposure and a share of culture.
BRAVE SIMPLICITYNothing ever went viral by taking
the safe route. Risks allow to tell a story and surprise people with
something new or unforeseen. This year at Cannes, a lot of winning
work showcased that disruption and business results can be
achieved by being brave enough to execute very simple ideas very
skillfully. Simplicity is increasingly more appreciated in a world of
complicated solutions and sophisticated technologies facing consumers every step of the way.
EMOJI ORDERINGDOMINO’S
GRAND PRIX
UNITED STATES
Tweet slice-of-pizza emoji to place your pizza order to Domino’s and your favorite pizza will be on its way.
TITANIUM
https://youtu.be/NtdLsJsObrU
TACO BELL BLACKOUTTACO BELL
https://youtu.be/GewHlqWKkyo
To launch of new mobile-ordering and payment app Taco Bell blacked out its social-media channels and even its website.
UNITED STATES
1 SILVER, 1 BRONZE
MEDIA
CYBER
NEWCASTLE BAND OF BRANDSNEWCASTLE BROWN ALE
https://youtu.be/D-qZFaQ-Ges
video: https://youtu.be/MaqRwWwXau0
To be able to pay for an ad spot in Super Bowl, Newcastle Brown Ale invited other brands to pay for a time in their TVC
UNITED STATES
1 GOLD
TITANIUM AND INTEGRATED
INGLORIOUS FRUITS AND VEGETABLESINTERMARCHÉ
https://yohttps://vimeo.com/107449068
Celebration of fruits and vegetables imperfection
FRANCE
1 SILVER
CREATIVE EFFECTIVENESS
Learnings in action
Do not overcomplicate things, the idea should be simple to grasp but disrupting in its thinking to wow people.
When making a creative decision, go for simple instead of big and complicated.
Take risks to surprise people with something simple, unforeseen and earn free publicity.
EMOTIONAL STORIESWhen looking at the brands that manage to stay the most relevant, instead of pushing a sale directly they build very emotional campaigns based on stories of real people. And while the ‘telling’ still very much matters, it is through the stories of real human experiences that consumers come to truly understand and connect to the premise and purpose of brands, ultimately driving loyalty.
MEETING MURILOHUGGIES
https://youtu.be/KD0AC43fc_4
The diaper brand, 3D printed the images of the first ultrasound of visual impaired women.
BRAZIL
1 GOLD, 1 BRONZE
HEALTH & WELLNESS
CREATIVE DATA
THE BACKUP MEMORYSAMSUNG
https://youtu.be/d3mv9h3nywc
Samsung developed an app, The backup Memory, to help patients remember their close ones.
TUNISIA
1 GOLD, 1 SILVER, 1 BRONZE
HEALTH & WELLNESS
MOBILE
DIRECT
HEARING HANDSSAMSUNG
https://youtu.be/UrvaSqN76h4
To launch a video call center for hearing impaired people Samsung surrounded a deaf man with experiences where people he meton streets talked to him using hand signals closing his journey with a personalized message from a digital panel announcing the service
TURKEY
2 BRONZE
BRANDED CONTENT
PR
BOSSE'S MILKLIDL
https://youtu.be/6nLUHXFt8zs
Lidl addresses the issue of selling non-local produce with a picture of one concerned shopper being placed on package and advertising materials
SWEDEN
1 GOLD
DIRECT
#ХОЧУТУДАГДЕS7 AIRLINES
https://youtu.be/aahHhlP-Si4
https://youtu.be/TQxgxdh4Zo8
S7 was asking people about dreamed places and then showed that they actually exist and S7 can take them there
RUSSIA
1 SILVER, 1 BRONZE
FILM
CYBER
Learnings in action
Think how your brand can connect with consumers in indirect ways.
Think about lateral connections that can help the brand to connect and thrive.
Disrupt the category thinking by telling real people stories.
PUBLIC SAFETY INNOVATIONS More than ever, communications are no longer about just advertising. At this year’s Cannes, we see brands innovating outside of their product or service function to make things that serve the public and make people’s lives safer, whether it’s road, cyclist or beach safety.
SAFETY TRUCKSAMSUNG
https://youtu.be/n-Bf36DLLmk
Samsung’s safety truck enriches and protects people’s lifes through advertising.
ARGENTINA
1 TITANIUM, 3 GOLD, 3 SILVER
CYBER
PROMO & ACTIVATION
OUTDOOR
TITANIUM & INTEGRATED
NIVEA DOLLNIVEA
https://youtu.be/StvAe98BfwY
A doll designed to teach kids the importance of sun block use.
BRAZIL
2 GOLD, 3 SILVER, 1 BRONZE
DIRECT
PROMO & ACTIVATION
HEALTH & WELLNESS
OUTDOOR
BACK ME APPALWAYS
https://youtu.be/cGYMZdqoiGA
BackMeApp, the new app that connects you with a friend, to protect you on your way home.
ISRAEL
1 SILVER
MOBILE
MORTAL TIMELINEINTOUCH INSURANCE
https://youtu.be/ve0ShTFNGe4
Intouch created a video of a car crush that you could see only if you fast forward the video
RUSSIA
1 SILVER
BRANDED CONTENT
Learnings in action
Surprise consumer with unexpected but meaningful communication where brand selflessly doing good for public to demonstrate brand values and to encourage brand advocacy.
Listen to people to understand their tensions and be open for solutions how brand can help to solve them.
Make things that add value and are authentically useful.
TAKING A STANDOne of the biggest stories coming out of this year’s festival is that brands are converging their brand promise with a cultural purpose, adopting social issues and leveraging key cultural trends. Done well, it creates a viral moment that gets people talking about what the brand stands for. In particular this year, issues of gender empowerment and stereotypes took
center-stage and showed consumers the
positive effect brands can have
upon shaking up entrenched
cultural norms on
a mass scale.
LIKE A GIRLALWAYS
https://youtu.be/XjJQBjWYDTs
Always offered an eye opening campaign that was aimed to re-empower women.
UNITED KINGDOM, CANADA, UNITED STATES
1 GRAND PRIX, 1 GOLD
GLASS LION
PR
BETWEEN USVODAFONE
https://youtu.be/GXdV22IxljY
Well targeted communication plant to help women.
TURKEY
1 GRAND PRIX, 2 SILVER, 1 BRONZE
MEDIA
CREATIVE DATA
PROMO & ACTIVATION
PROUD WHOPPERBURGER KING
https://youtu.be/KLao1_JA2uE
Supporting LGBT community with limited edition burger during pride week.
UNITED STATES
3 GOLD, 5 SILVER, 4 BRONZE
PR
PROMO & ACTIVATION
DESIGN
SHARE THE LOADPROCTER&GAMBLE
https://youtu.be/LqlrTGd1Imw
Addressing gender inequality at home by inviting men to take part in household chores.
INDIA
1 GOLD
GLASS LION
Learnings in action
Be brave to take a stand in culture and disrupt the status quo, but make sure it speaks true to your brand story and purpose.
Monitor culture and speak up if you find a cultural or social tension your brand premise can help to resolve.
THE HOWS OF CANNES LIONS 2015
Reinventing media
Smart rooms
Precise targeting
Scalability
Reinventing media
Combine consumer insights, product truth and new technologies to repurpose traditional media in innovative ways.
https://youtu.be/980x7vSjy1U
https://youtu.be/DrZSzFZeqEY
https://youtu.be/WRv4vsKx-Ck
https://youtu.be/hhSaqfH-Apg
https://youtu.be/cpOvAJAQJpE https://youtu.be/p3AcFpzzl7s
DRINKABLE ADVIRTISINGCOCA-COLA
https://youtu.be/jdvteFAmG_k
By ‘Shazaming’ the ad, viewers can see Coke Zero pouring in the screen of their smartphones, filling a glass, which ends up into an actual free Coke Zero that can be redeemed on big retail stores across the US.
UNITED STATES
1 BRONZE
MEDIA
WORKOUT BILLBOARDSPOWERADE
https://youtu.be/mJB4DJpq4mw
Billboards, which are an advertising and training machine at the same time.
GERMANY
2 BRONZE
OUTDOOR
PROMO AND ACTIVATION
OREO ECLIPSEOREO
https://youtu.be/cpOvAJAQJpE
Oreo uses digital billboards to broadcast a solar eclipse in Oreo style altering the movement of biscuit to the location using real astronomical data.
UNITED KIGDOM
1 BRONZE
MEDIA
SKIP AD FESTIVALTHE VOICE TV SHOW
https://youtu.be/WRv4vsKx-Ck
To promote The Voice's new season, they used the true view videos in YouTube to put the consumer as a judge in a musical contest.
BRAZIL
2 BRONZE
MEDIA
PROMO & ACTIVATION
TAP THRULOWE’S
https://youtu.be/DrZSzFZeqEY
Using Vine’s pause option, Lowe’s created 6 seconds long “How to” videos. The viewer only had to press on the vine and to stop it to see a step by step explanation.
UNITED STATES
1 SILVER, 1 BRONZE
BRANDED CONTENT & ENTERTAINMENT
MOBILE
Precise Targeting
Address your audience with a customized message not only by demographic parameters, but also by behavioral and interest data. Re-target them again with even more relevant content.
https://youtu.be/FsOAh3i4Ujg https://youtu.be/r6Xtg9arHfA
https://youtu.be/rzBTOAzB35I
https://youtu.be/45kkkX18puU
https://youtu.be/GXdV22IxljY
https://youtu.be/swifNQfu6tI
https://youtu.be/drMLZ4y9EaU https://youtu.be/z8YWNrDe8Ughttps://youtu.be/3DxuKAiRufg
THE BANNER THAT MAKES YOU LIKE BANNERSPOST-IT NOTES
https://youtu.be/swifNQfu6tI
Post-it notes used banner space to allow people to save there their notes and have them in front of their eyes as they were browsing the web
RUSSIA
1 GOLD
MEDIA
THE WORLD’S FIRST FULLY PERSONALISED TV CAMPAIGNCOCA-COLA
https://youtu.be/drMLZ4y9EaU
When a person was watching Coke TV ad he could see his name written on the bottle
UNITED KINGDOM
1 SILVER
MEDIA
Scalability
In the era of individual customization ensure to scale your idea so it reaches the masses with the culturally relevant messaging
https://youtu.be/bcuiqSlFHyo
https://youtu.be/E0k6KwOwX_Ahttps://youtu.be/1v_06b1cid4
http://www.adforum.com/award-organization/6650183/showcase/2015/ad/34514493
RABBIT RACEMEDIA MARKT
https://youtu.be/ZaXQ0p3bIL8
For Easter, Media Marktorganized a rabbit race, on which their customers could bet to regain up to 50% of their latest purchase. 21 Mviewers of the race.
GERMANY
2 GOLD
MEDIA
BRANDED CONTENT & ENTERTAINMENT
Smart rooms
A place of real-time insights and multi-skill teams creating ideas. The purpose is to monitor news as well as conversations specific to your brand in real time and respond with relevant content.
https://youtu.be/DTFZRj7yjJQ
https://youtu.be/MsUomxd13P4
BLUEBIRDMCDONALD’S
https://youtu.be/DTFZRj7yjJQ
McDonald’s leveraged people second screen behavior during the largest media event – McDonald’s incentivized consumers to share the love by giving away one product from every brand airing a Super Bowl commercial.
UNITED STATES
2 BRONZES
MEDIA
PROMO AND ACTIVATION
Use data as a source of inspiration
Listen and react to culture
Tell real people’s stories
Do good for public
Have a POV on a cultural or social
tension
WHAT… HOW…
Precision target who you want
to talk to
Scale out your ideas
Leverage technology to innovate
with traditional media
Use smart rooms to respond here
and now
Let’s start doing great job
Keep it simple
DISCUSSION WITH WINNERS
MORTAL TIMELINEINTOUCH INSURANCE
https://youtu.be/ve0ShTFNGe4
Intouch created a video of a car crush that you could see only if you fast forward the video
RUSSIA
1 SILVER
BRANDED CONTENT
THE BANNER THAT MAKES YOU LIKE BANNERSPOST-IT NOTES
https://youtu.be/swifNQfu6tI
Post-it notes used banner space to allow people to save there their notes and have them in front of their eyes as they were browsing the web
RUSSIA
1 GOLD
MEDIA
#ХОЧУТУДАГДЕS7 AIRLINES
https://youtu.be/aahHhlP-Si4
https://youtu.be/TQxgxdh4Zo8
S7 was asking people about dreamed places and then showed that they actually exist and S7 can take them there
RUSSIA
1 SILVER, 1 BRONZE
FILM
CYBER
THANK YOU
