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?!

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 | 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!
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!
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!
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!

Client!
Campaign!
Agency!
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!

Client!
Campaign!
Agency!
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!

Client!
Campaign!
Agency!
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!

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