The document discusses how to win Lions at Cannes by understanding and tapping into digital culture. It analyzes digital culture as being playful, spontaneous, authentic, tailor-made, social, alienable, experiential, and empowering. It provides examples of award-winning campaigns that embodied these traits by letting people play, doing things live, making things real, personalizing experiences, connecting people, letting people own things, enabling people to try things out, and empowering people. The key lessons are that digital culture is a pervasive culture that serves as a new creative canvas, and that campaigns should embrace the traits of digital culture in order to be successful.

1. DIGITAL CULTURE
FTW*
A 2016 CANNES LIONS REVIEW
*For The Win

2. HOW TO WIN LIONS IN 2016?
UNDERSTAND DIGITAL CULTURE
>
TAP INTO DIGITAL CULTURE
>
WIN LIONS

3. DIGITAL CULTURE IS
PLAYFUL
SO LET THEM PLAY

4. LET THEM PLAY
Lowe’s are DIY retail specialists. Last time
we’ve seen them in Cannes, they were
using vines as a way to showcase DIY
tips and tricks. This year, they focused on
Snapchat.
Using the « Story » feature the brand
build a custom interactive game straight
into Snapchat.
By tapping in the right place, people
were able to advance through a complete
DIY project showcasing the different
products sold by the store.
The Snapchat stories got 300k views in 3
days.
LOWE’S
-
IN A SNAP
X 0
X 0
X 1
X 1

5. The Hockey Club of Davos needed a way
to increase merchandise and cathering
sales.
So they created the « Rink Bingo ».
The game allows you to bet on the rink
panels you think the players will crash
into during the game.
You bet right, you win vouchers on food,
drinks and merchandising.
+34% sales on beverages, +46% on food,
+128% on merchandising.
LET THEM PLAY
HOCKEY CLUB DAVOS
-
RINK BINGO
X 0
X 0
X 3
X 1

6. DIGITAL CULTURE IS
SPONTANEOUS
SO DO IT
LIVE

7. DO IT LIVE
Live advertising is gonna be big really
soon. This campaign for the new Tomb
Raider Xbox game caught the trend
before everyone else did.
They put 8 people in front of a billboard,
survivor style, and broadcasted it live.
The spectators could throw rain, wind
and snow at them using a digital
platform. After a bit less than 24 hours,
the last man standing won.
The 2M+ viewers of the live event stayed
an average of 8 minutes in front of the
billboard.
MICROSOFT
-
SURVIVAL BILLBOARD
X 0
X 4
X 5
X 1

8. The Sydney Opera House is the most
instagrammed icon in Australia.
But only a minority of people who takes
and posts pictures from outside the
building ever go inside it.
So the Opera House decided to catch the
attention of all those lazy photographers
by responding in real-time to their
Instagram shots.
To do so, they created live personalized
videos addressed specifically to each
instagrammer and inviting him/her to
come have a look inside.
DO IT LIVE
THE SYDNEY OPERA HOUSE
-
#COMEONIN
X 0
X 1
X 4
X 4

9. DIGITAL CULTURE IS
AUTHENTIC
SO MAKE IT
REAL

10. To launch the new season of House of
Cards, Netflix decided to turn their
fictional president, Frank Underwood,
into a real presidential candidate.
They broacasted a presidential campaign
ad during the GOP debate to hijack the
conversation.
They created a website for the campaign,
t-shirts, pins and even build campaign
headquarters for people to visit.
At the end, the fictional character got
almost realer than the real ones, making
the launch of the season 4 of HoC the
most talked about launch in Netflix
history.
MAKE IT REAL
NETFLIX
-
FU 2016
X 1 GP
X 2
X 2
X 1

11. Ever since Youtube was created, video on
digital has always been more about
amateur footage than professional stuff.
And that’s why it works.
People like to see the real deal : real
people, real places, real action.. It’s our
voyeuristic side…
So when Harvey Nichols wanted to
promote their reward app, they didn’t
made up an elaborate list of arguments.
They just showcased real CCTV footage
of people stealing in their store and
getting caught. So you can understand
that the Harvey Nichols Reward app may
be a better solution to get freebies than
stealing.
MAKE IT REAL
HARVEY NICHOLS
-
SHOPLIFTERS
X 1 GP
X 0
X 0
X 1

12. DIGITAL CULTURE IS
TAILOR-MADE
SO MAKE IT
PERSONAL

13. To make kids think about drinking Anchor
milk when they need it the most, the
brand created the x-ray casts.
Kids had to upload their x-ray picture on
a website to receive their personal x-ray
casts showcasing their broken bones.
On it they could also find a barcode to
get free Anchor Millk at supermarkets,
and a nice logo of the brand J.
X 0
X 1
X 1
X 1
MAKE IT PERSONAL
ANCHOR MILK
-
X-RAY CASTS

14. Using all kind of datas, Canon creates a
network of digital billboards able to
speak directly to photographers all
around New-York and help them take
better pictures depending of the context
they were in.
Interesting to see that you don’t have to
know personally the people you’re talking
to to get personal.
Knowing their context or the way they
behave can easily do the trick.
MAKE IT PERSONAL
CANON
-
PHOTO COACH
X 0
X 0
X 1
X 0

15. DIGITAL CULTURE IS
SOCIAL
SO CONNECT
PEOPLE TOGETHER

16. Want to know more about Sweden,
before travelling there?
Well, just call the + 46 771 793 336.
This number will connect you to a
random, yet volontary, Swede.
You may even have the chance to have a
little chit-chat with Swedish Prime
Minister Stefan Löfven.
With more than 128k calls coming from
178 countries, the campaign manage to
prove how open Sweden is, and how nice
Swedes are.
X 1 GP
X 3
X 5
X 2
CONNECT PEOPLE
TOGETHER
SWEDISH TOURIST ASSOCIATION
-
THE SWEDISH NUMBER
+ 1 Titanium

17. Oscar Mayer is on mission : redefining
people’s relationship with bacon.
To do so, they created a dating app
literally matching bacon lovers with each
other, depending on the way they like
their bacon.
54.000 downloads, 2.8 millions
interactions and a date in a wiener mobile
later, the brand increased sales of its
bacon by 5,4%. All of this in a decreasing
market.
CONNECT PEOPLE
TOGETHER
OSCAR MAYER
-
SIZZL
X 0
X 0
X 1
X 2

18. DIGITAL CULTURE IS
ALIENABLE
SO LET THEM
OWN IT

19. « Make it viral » they say.
Nope. Make it ownable.
To promote the 2015 MTV VMAS, MTV
launch an advertising campaign designed
to be owned by people.
How they did it? Well, they simply put
green screens behind every assets of the
campaign so that people could re-use
them, personalise them, meme them,
etc…
The campaign generated more than 541
social engagements.
LET THEM OWN IT
MTV
-
MTV VMA GREEN SCREENS
X 0
X 1
X 3
X 2

20. For the launch of Dr. Dre’s autobiographic
movie « Straight Outta Compton », Beats
invited people to represent their own city
by using the famous slogan.
A palftorm allowed them to create their
own « Straight Outta Compton » by
uploading a picture and changing the
name of the city.
The campaign was first launched using
Beats ambassadors channels, and then
quickly turned into a massive social
movement.
Simple stuff made pretty big.
LET THEM OWN IT
BEATS BY DRE
-
STRAIGHT OUTTA
X 0
X 3
X 2
X 1

21. DIGITAL CULTURE IS
EXPERIENTIAL
SO LET THEM
TRY IT OUT

22. Few people has the chance to be a
football trainer.
Fewer people has the chance to be a
football trainer at a Super Bowl game.
And even fewer people has the chance to
be a winning football trainer at a Super
Bowl final game.
So when Gatorade enabled everyone to
get to try the usually exclusive Super
Bowl Dunk through a snapchat filter,
people went pretty crazy with it.
LET THEM TRY IT OUT
GATORADE
-
THE SUPER BOWL DUNK
X 0
X 1
X 1
X 1

23. For Peace Day, Burger King decided to
end the Burger War momentarily.
They asked McDonald’s to join forces to
create the ultimate burger : the
McWhopper, a mix between a Big Mac
and a Whopper.
Unfortunately, McDonalds refused.
Probably their worst communication
decision yet.
But it didn’t stop people to want to try it
out. Thousands of them made their own
DIY version of the McWhopper and
shared it online, generating more than
138M$ of earned media.
LET THEM TRY IT OUT
BURGER KING
-
MCWHOPPER
X 2 GP
X 5
X 4
X 3
+ 1 Titanium

24. DIGITAL CULTURE IS
EMPOWERING
SO ENABLE THEM

25. Spending quality time with dads is key to
raise daughters’ self confidence and self
reliance.
The problem is that most dads don’t
know how to spend quality time with
their daughters.
So Pantene created #daddo, a campaign
designed to help dads learn how to do
hair-dos to their daughter through a
series of how-to videos embodied by
NFL players.
The tutorials got more than 45M views
and the campaign generated more than
250M social impressions.
ENABLE THEM
PANTENE
-
#DADDO
X 0
X 1
X 2
X 1

26. Not only REI took a stand against
consumerism, they enabled people to do
the same.
By inviting people to not participate in
Black Friday, they empowered them.
For one day, REI made people bigger
than one of the most rooted
consumption tradition in the US.
Digital is constantly putting more power
into people’s hands.
REI acknowledged this. And it was pretty
darn successful.
ENABLE THEM
REI
-
#OPTOUSIDE
X 2 GP
X 5
X 1
X 1

27. SO WHAT TO LEARN ?

28. DIGITAL IS NOT A MEDIA.
IT’S A PERVASIVE CULTURE.

29. THIS DIGITAL CULTURE IS
THE NEW CANVAS
FOR ADVERTISING
CREATIVITY
Playful
Spontaneous
Authentic
Tailor-made
Social
Alienable
Experiential
Empowering

30. SO
Let them play
Do it live
Make it real
Make it personal
Connect people
Let them own it
Let them try it out
Enable them

31. THANK YOU
JEREMY MASSELIS
Strategic Planner @ DigitasLBi Paris