A CONSUMER PERSPECTIVE ON CANNES LIONS 2015 Can brands change the world?

2Introduction

CANNES LIONS 2015 The art of personal and social change

Every year The Cannes Lions International Festival of Creativity recognises the creative output of the advertising and communications industry. After the corks were popped, we examined the

winners through our own unique lens – behavioural insights.

One clear theme underpinned 2015’s winners – improving the world by encouraging personal and social change. Changing attitudes is hard, and changing behaviour even harder, yet this year’s

winners were able to harness a variety of techniques, from social shaming to intimate influencers, to offer an exceptional example of how communications can deliver positive change.

Personal Change Shame Changers | New Tricks | Human Shields | Hidden Help

Social Change Equal People | Communal Codes | Virtual Activism | Social Systems

#1 SHAME CHANGERS Using shame to spur positive behaviour change

Shame is uncomfortable, but it can be a force for good – doctors who shame patients into changing bad habits claim it works around half the time. According to psychologists, it’s because

people’s desire to be accepted overrides their internal values.

At Cannes Lions 2015, shaming bad behaviour was a recurring theme; mothers shamed grocery stores about pro-gun policies, Indians shamed outmoded taboos and feminine care brand Always

shamed anyone who has ever used the phrase “like a girl” in a derogatory way.

Personal Change | Social Change Shame Changers | New Tricks | Human Shields | Hidden Help 3

I WILL WHAT I WANT When fitness brand Under Armour signed supermodel Gisele Bündchen, it knew people were going to judge. So it took people’s reactions from Twitter – “Gisele is just a model” – and integrated them into the advert itself, using the comments to fuel her workout and shame her haters. Now, Under Armour is the second largest sports apparel brand in the US behind Nike.

Under Armour Droga5

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TOUCH THE PICKLE As Indian superstition tells it, women who are menstruating are impure and unholy. P&G’s Whisper shamed those perpetuating this myth by shedding light on one of its more ridiculous taboos; that menstruating women shouldn’t touch pickle jars, for fear of spoiling its contents. The campaign saw 2.9 million women pledge to ‘touch the pickle jar’.

P&G BBDO India

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GROCERIES NOT GUNS US grocery chain Kroger allows loaded guns in-store, but not pets or skateboards. Moms Demand Action For Gun Sense In America shamed the store by showing armed shoppers alongside people breaking Kroger rules, asking viewers to guess who wouldn’t be let in. The boycott saw the chain lose over $400,000.

Moms Demand Action For Gun Sense In America Grey Canada

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LIKE A GIRL The phrase ‘like a girl’ often implies that girls are weaker, slower or somehow less. P&G Always asked people to demonstrate what running or throwing ‘like a girl’ would look like, before using the perspective of young girls to call people out on their ideas of what the phrase really means. The resulting video saw 60 million views on YouTube.

Always Leo Burnett

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#2 NEW TRICKS Tricking people into swallowing a new message

People are drawn to the familiar. As a result, when they hear ideas that contradict their worldview, they tend to switch off. For communicators looking to challenge people’s deeply-held views, the

biggest barrier is actually getting the audience to listen.

Some of the most awarded campaigns at Cannes Lions 2015 did exactly this. From confronting gun-lovers about violence to warning teenagers about stoned driving, these campaigns challenged people’s worldviews by wrapping an unfamiliar idea in a familiar package.

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LOVE HAS NO LABELS To demonstrate how the love different couples share – across race, age, gender, religion, sexuality or disability – is the same as anyone else's, the Adcouncil erected an X-Ray screen in a Santa Monica shopping centre behind which couples kissed, before emerging and revealing themselves to surprised onlookers. The resulting video saw over 50 million YouTube views.

Adcouncil R/GA

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TINNYVISION In New Zealand, where young weed smokers are warned not to smoke and drive (but rarely listen), the New Zealand Transport Agency launched a Snapchat account featuring a gang of giggly smokers – and then shocked viewers when its intoxicated stars accidentally ran over a pedestrian. Packaging the message this way helped them reach 15% of drug drivers.

NZ Transport Agency Clemenger BBDO Wellington

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THE GUN SHOP Six out of ten Americans think owning guns makes homes safer. So when States United to Prevent Gun Violence wanted to raise awareness of the dangers of gun crime in the US, it opened a gun shop in New York selling second-hand weapons. The twist? Each gun had a history of their death tolls attached.

States United to Prevent Gun Violence Grey New York

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#3 HUMAN SHIELDS Talking to people through their nearest and dearest

When it comes to convincing people to make changes, nobody is more effective at influencing a person’s behaviour than the people closest to them; friends and family. Persuading these

intimate influencers to pass on the message is always going to soften the blow.

In these campaigns, overweight fathers were sent healthy recipes by their wives, football hooligans were pacified when security guards were replaced with mothers and overworked

matriarchs in India were given the tools to push chores onto their husbands.

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SECURITY MOMS In 2014, fights at Brazilian football matches led to 19 deaths and 132 injured, with security staff able to do little to help. For the most violent game of the season, Sport Club Do Recife replaced guards with someone no-one would dare fight in front of – fans’ mothers. At the end of the match, the club announced there were no arrests.

Sport Clube Do Recife Ogilvy Brasil

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TAKE IT FROM A FISH Pharmaceutical company Astrazeneca wanted to encourage men to eat healthier. But with an understanding that “guys who love beer and hotdogs don’t always listen”, the campaign targeted wives and kids with healthy recipes on Pinterest and Twitter conversations with teens. As a result, it became one of the top five performing Twitter campaigns ever in the category.

Astrazeneca DigitasLBi

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SHARE THE LOAD While the growth of the female workforce in India is a good thing, there’s still inequality when they return home at the end of the day. P&G’s Ariel drew attention to how little men contribute in the home by sparking an online conversation with women at its core, seeing 1.5 million men pledge to help ‘share the load’.

Ariel P&G

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#4 HIDDEN HELP Understanding how people live in order to improve it

“Good branding is about framing your market around what the customer does instead of around what you do,” says innovation expert Peter Fisk. The most successful products and services fit into

life so seamlessly, the people using them barely even notice.

Encouraging behaviour change is no different; the key is to ‘go with the grain’ and make changes as seamless as possible. These campaigns showed deep understanding of how to frame a message

within the existing symbols, languages and behaviours of the cultures they’re targeting.

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INTIMATE WORDS

In some parts of Mexico, intimate female body parts are unnamed because they’re considered taboo. Given that cervical cancer is a leading cause of death in these areas (this myth makes diagnosis difficult), P&G’s Always set about creating the language to ease that conversation, which women in Mexico City are now able to pass down to their children.

Always Leo Burnett Mexico

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LIFE SAVING DOT

Many illnesses Indian women commonly suffer from are linked to iodine deficiency. But while there are oral supplements, many aren’t in the habit of taking them. Talwar Bindi took an item these women wear every day – the bindi – and transformed them into iodine patches. Now, the Life Saving Dot is being distributed to villages across the country.

Talwar Bindi Grey Group

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LUCKY IRON FISH

The typical Cambodian diet of fish and rice has little iron in it, and as many as two-thirds of native children are anaemic. Cooking with a block of iron in the pot can make a difference, but many weren’t doing it – until the block was carved into the shape of a fish, the nation’s symbol for luck. Early trials show a staggering 50% of villagers were cured of anaemia after 12 months.

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#5 EQUAL PEOPLE Diversity has become the new normal

In 2015, diversity has never been more scrutinised – and celebrated. The gender pay gap is the slimmest it’s ever been, gay marriage has been legalised in the US and the most successful US TV

show in years – Fox’s Empire – features a predominantly black cast. And it’s changing the way brands communicate with their audiences.

Whether encouraging women to love the way they look when they work out, celebrating racially diverse families or backing LGBT rights, equality was an overarching theme at Cannes 2015.

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THIS GIRL CAN

Many women are worried about how they look when they exercise. This fear of judgement means they exercise less than men. This Girl Can changes that by reframing the raw reality of ‘sweating like a pig’ as something social, aspirational and inspiring, creating a movement of ‘normal’ women who can celebrate their imperfections.

Sport England FCB Inferno

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THIS IS WHOLESOME

Over a third of the US population and more than half of under-fives are non-white, yet advertising is still mostly populated by caucasians. This Is Wholesome celebrates the diversity of the modern family, featuring interracial and gay parents. While just 2% of Twitter mentions were negative, the brand responded with a video called ‘Love’, which gained over four million views.

Mondeléz International Droga5

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PROUDLY SEEKING PLEASURE

With Caitlyn Jenner at the eye of the storm, transgender women have taken centre stage in the LGBT conversation throughout 2015. Unilever’s Magnum showcases trans-beauty in a high-finish ad spot, concluding with the tagline “Pleasure has more than one layer.” It’s been received with positivity from the LGBT community, and viewed more than three million times on YouTube.

Unilever Lola Lowe & Partners

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#6 COMMUNAL CODES Visualising our values through simple, social symbols

In the age of oversharing, everyone has an opinion. But when it comes to voicing our values, sharing in public can trigger others to follow. As influence expert Jonah Berger points out, “making

things more observable makes them easier to imitate.”

Whether it’s the millions who participated in the ALS Ice Bucket Challenge, the Egyptian men breaking taboos with the #MyMothersNameIs hashtag or the Lebanese women painting their

thumbs red to combat domestic abuse, there’s a new emphasis on people signifying that they are part of a broader social movement.

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#MYMOTHERSNAMEIS

Egyptian men believe that revealing their mother’s name could bring them ridicule. To combat this outmoded taboo, UN Women encouraged them to give their mothers their names back by telling the world on Twitter alongside the #MyMothersNameIs hashtag. The video was viewed more than 300,000 times on YouTube.

UN Women Impact BBDO Dubai

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ALS ICE BUCKET CHALLENGE

Two years ago, filming yourself pouring an icy bucket of water over your head and uploading it to social media might’ve seemed insane. But after it was done in the name of ALS, friends were nominated to follow suit and celebrities started getting involved. Its success earned the ALS Association $98.2 million in a single year.

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RED THUMB

Domestic violence is rife in Lebanon, but there’s no law to protect women. NGO Kafa asked women to upload images of their thumbs painted red to social media, promising that if the government approved the law, they would vote them back in. More than 20,000 people posted their red thumbs online, resulting in a 700% increase in online discussion about domestic abuse.

Kafa Leo Burnett Beirut

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#7 VIRTUAL ACTIVISM Online protests with real world impact

While often condemned as lazy, studies show that clicktivism – changing profile pictures for a good cause or following charities on Twitter – can have real-world effects. And with the possibilities of

new technologies, digital activism has never been more effective.

Virtual activism was championed at Cannes Lions 2015 as a counter to oppressive physical environments. A neo-Nazi march was hacked and ended up raising money against its own cause,

Vodafone used smartphones to covertly connect victims of domestic abuse and, in Spain, a virtual protest arose when public protests were banned.

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RED LIGHT

Keen to address the problem of domestic abuse in Turkey, Vodafone launched an app that enabled women to seek help via messages hidden in lingerie tags and beauty tutorials. Not only has it helped women in need, but it showed how smartphones can liberate the oppressed. The app has been downloaded by 24% of all women with smartphones in Turkey.

Vodafone Y&R

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VIRTUAL PROTEST

In Spain, protests are banned in front of congress. NGO No Somos Delito responded by projecting a hologram of a march in front of congress; the faces of each hologram were the faces of those who uploaded their images online. It reached a global audience of more than 800 million, with 330,000 signing an online petition to change Spanish laws on protests.

No Somos Delito DDB Spain

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NAZIS AGAINST NAZIS – GERMANY’S MOST INVOLUNTARY CHARITY WALK

In a bid to raise awareness, NGO Exit Deutschland transformed a neo-Nazi march into an involuntary charity walk – for every metre marched, €10 was donated to Exit Deutschland, meaning neo-Nazis were forced to either raise money against their movement or stop marching. By the end of the campaign, neo-Nazis had raised more than €10,000 for Exit Deutschland.

Zdk Gesellschaft Demokratische Kultur Grabarz & Partner, Ggh Lowe

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#8 SOCIAL SYSTEMS Building social good into everyday brands

With the overarching theme of personal and social change dominating this year’s Cannes, it’s fitting that the desire for a strong moral compass saw brands baking social good into their products, too.

Winners like Volvo, Starhub and Hewlett-Packard displayed something deeper than ‘random acts of kindness’ and instead delivered ‘thoughtfully planned altruism’; uniting people and brands in new

systems of social change.

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#4G4GOOD

Singapore-based mobile provider Starhub launched 4G4Good, which enabled people to turn unused minutes, data and texts on their phone contracts into prepaid top-ups to donate to those in need, paying forward what they haven’t used to somebody who could really benefit. Some 500 beneficiaries from selected charities received a year’s worth of free calls.

Starhub DDB Singapore

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PRINT FOR HELP

Each year, 200,000 people in Brazil go missing. And when it happens, spreading the word is of utmost importance. This ‘helping social network’ of HP printers makes it easier than ever to do that, enabling NGOs to print hundreds of posters remotely to all printers on the network as soon as someone goes missing.

Hewlett-Packard FCB Brasil

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VOLVO LIFEPAINT

Over 19,000 cyclists in the UK are involved in road accidents each year. Volvo Life Paint is a spray that increases the visibility of cyclists and other vulnerable road users, demonstrating Volvo’s dedication to safety – even for those who don’t buy its cars. While the cans were snapped up straight away, the campaign saw 130 million impressions with no media spend.

Volvo Grey London

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DISCOVER MORE Selected from the Canvas8 Library, the articles opposite provide members with a starting point for a deeper analysis of the insights revealed in this deck.

The Canvas8 Library is an unrivalled resource of more than 14,000 articles that analyse and explain global consumer behaviour.

The Library is available exclusively to members at www.canvas8.com If you would like to learn more about the Library, or discuss any of the bespoke solutions we offer, then please get in touch with Olly or Nick.

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Nick Morris Strategy Director & Founder nick@canvas8.com +44 (0)207 392 2201

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Who wants to read a branded magazine?

Despite 1,394 entries, this was the second

year in a row that the jury decided not to

award a Grand Prix in the Branded Content

category. In a world full of noise, how can

brands create compelling content that grabs attention?

Why we want our values to be visible

Public displays of philanthropy have

become a symbol of status and a means to

express identity through the causes we

support. Motivating people to make a

difference means building a platform to

show just how good we can be.

A sector snapshot of Citizenship

The best campaigns at Cannes put personal

and social change at their heart.

Understanding what matters to people and

how they interact with wider society enables

brands to connect with an audience through

shared values.

Can shame save the world?

Modern technology has transformed the

age-old mechanism of shame and

magnified its impact. With social media

exposing unacceptable behaviour to a

global audience, shame is now being

harnessed as a force for positive change.

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