2. This Week...
The world’s first connected racket, guilt trips, this is wholesome, pay per laugh, dill-
the restaurant
The World’s first connected racket
Babolat Play
Guilt Trips
V/Line
This is wholesome
Honey Maid
Pay Per Laugh
Aquitània Theater, Barcelona
Dill – The Restaurant
Lidl
3. The World’s first connected racket
Babolat Play
Cannes Innovation Winner
A winner in the Innovation category in Cannes this year,
Babolat brings us the world’s first connected racket.
To improve their game, tennis players need to understand
and see their game play to decode what they are not
doing right. Babolat wanted to create a new type of tennis
racket that would allow consumers to see and understand
what was happening at ball impact on the racket head.
Babolat Play is a connected racket that allows every player
to live a unique experience based on progression, fun and
sharing with the wider tennis community.
When it launched in the US, it sold out in the first 2
months. In the first month, it analysed 5m strokes, 16,000
hours of game play & 20,000 games.
4. The World’s first connected racket
Babolat Play
Cannes Innovation Winner
5. Guilt Trips
V/Line (Victoria, Australia)
Cannes Creative Effectiveness Lions Winner
This is a story about how the train line V/Line in Australia
used the extraordinary power of guilt to motivate young
Victorians to leave the bright lights of the city to visit
friends and family in the country, all with a tiny budget
(US$400,000).
Young Victorians were fleeing rural towns for the big city,
and put simply, they were just too busy with their new
lives to visit friends and relatives back home in the
country. And they felt guilty. They felt they were
neglecting their friends and family back in the country.
Enter the ‘The Guilt Trip’, a pre-purchased ticket that
people could send to someone who would feel guilty for
not visiting. Through this, they used the power of guilt to
get people back to the country and in turn increased off-
peak sales by 12%.
6. This is wholesome
Honey Maid
Cannes PR Gold Lion Winner
Generations of American families grew up with Honey
Maid, but the 90 year old cracker brand had become old-
fashioned and irrelevant.
Honey Maid launched a campaign that recognized the
changing face of American family, featuring same sex,
interracial and single parents. The message was, no
matter how things change, what makes us wholesome
never will. The campaign gained nationwide exposure, and
while most of American responded positively, they received
backlash from an outspoken minority.
They stood behind their message and created an online
film that showed how they took a negative message about
the campaign and literally turned them into ‘Love’.
They seeded the video, using social listening to respond to
everyone who had positively commented about the initial
campaign with a link to the new film.
8. Pay Per Laugh
Aquitània Theater, Barcelona
Cannes Gold Lion Winner - Mobile
Pay per Laugh (PPL) is an application that, once installed
on an iPad, is able to detect laughing, crying or any facial
expression previously programmed. The software was
developed with a simple FaceTracker and a facial
expressions detector counts, lists and generates statistics
of the amount of laughs detected. Each time it
recognizes a smile the iPad takes a picture and sends it
to the PPL server, creating and monitoring the statistics.
The first public appearance of the application Pay per
Laugh took place on the 10th of April at the Aquitània
Theater, in Barcelona during a comedy show.
Each laugh had a price (€0.30) There was a maximum
total for each show, so the audience wouldn’t have to try
and control their impulses, instead enjoying the show.
Once the show was finished, the spectators could check
the pictures that proved each and every one of their
smiles during the show.
The final result of the experience was an average of 49
laughs which would represent a total cost of €14.70 for
the ticket.
10. Dill – The Restaurant
Lidl
Cannes Bronze Lion Winner - Media
There was a disconnect in Sweden between quality and
price when it came to Lidl, the Swedes didn’t consider Lidl
a high quality offering.
So Lidl decided to show them under the disguise of a pop-
up restaurant called Dill. Michelin chef Michael Wignall
took charge. It opened up in a trendy part of town and did
some fantastic PR work before it even opened.
It opened its doors for 21 days, was a roaring success and
had a massive waiting list of people wanting to try out the
coolest new restaurant in town.
They only revealed a few days before closing, that the
food produce was all from Lidl, and people were shocked.
The following 4 months were the most profitable since Lidl
was established in Sweden 10 years ago. 2013 was Lidl’s
first profitable year ever in Sweden.
11. Dill – The Restaurant
Lidl
Cannes Bronze Lion Winner - Media
