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Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014

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Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014

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As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.

Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.

As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.

Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.

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Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014

  1. 1. Think. Connect. Elevate. | shannon@libertyandco.ca | libertyandco.ca five L&Co. TRENDS 2014 TOP
  2. 2. As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view. Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes. TRENDS 2014 TOP
  3. 3. ‘Datamagination’ should have won a Lion for the best buzzword on the Croisette this year. As the industry finds its feet in the shifting sands of the creativity and data convergence, there was much debate on the importance and application of data.Ultimately, tech companies can’t ignore the beauty of creativity.And so-called creative agencies can’t ignore the measurement of data. It’s a symbiotic relationship. No surprise, really, that the swankiest events are no longer hosted by the big creative agencies but, rather, from the likes of Google, Twitter, and Microsoft. These enormous digital and tech platforms were clearly out to flaunt to the creative community that they, too, can foster compelling content and brand advertising. Yahoo’s Marissa Mayer keynote address demonstrated her love for art, including our favorite Chihuly—and how this can relate to the creation of powerful stories on Tumblr. Meanwhile, Google’s ‘Creative Sandbox’ on the beach, accelerated this year with lightning talks, coding for juice, and a trial of Google Glass. (For the record, DVF was our preferred choice.) BBH’s iconic ad man, John Hegarty, and Droga5 creative visionary, Dave Droga, agreed in a press conference that creativity must remain to be at the heart of the business,even within this big data debate. Advertising must still capture people’s imagination. Hegarty strongly suggested that big data itself isn’t the solution. Creativity must still be implemented to turn the intelligence of data into magic—for people are always most interested in what technology can do for them. There is little doubt that data alone does not equal insight. Human perception must always interpret data, and data will guide human understanding. Data should be treated as a partner of creativity, as it can help us understand, but it can’t predict the future. Datamagination Building great brands is a mix of magic and logic, a blend of art and science. KEITH WEED, Chief Marketing & Communications Officer at Unilever ONE
  4. 4. Purpose-driven, meaningful campaigns set the stage this year at Cannes. Google’s new study uncovered that consumer purchasing is all about purpose: Consumers are 1.5 more likely to choose brands that engage them on their passions and interests than items that simply urge them to buy the advertised product. There is a new consumer mindset with a perspective that has implications for purchasing behaviour: they shop with the same purpose with which they consume content. What does this mean for brands? Success will require creating content that is share-worthy. And media plans will require being spot-on points of influence. As well, brands that provide consumers with ownership-like experiences for their products will win at the point-of-purchase. BBDO’s session ‘Nice is the New Black’, extended the theme of creating purpose. David Lubars, Chairman / Chief Creative Officer, spoke of the importance in creating beautiful stories of relevancy and purpose—especially in today’s complex, and often cynical, world. Therefore, creating purpose-driven content is more important than ever before. Brands that help people to feel are the brands that win. TARA WALPERT LEVY, Director of Marketing, Google TWO Brands With Purpose Will Win!
  5. 5. Nanotechnology. Biotechnology and extended consciousness? PHD’s Mind Trip session coined ‘A Complete Reboot of the Way we See the World’ was the most talked-about, awe-inspiring session from techno-philosopher, Jason Silva. Jason’s evangelistic style and captivating theories revealed how human attention spans are a scarce resource to compete for. Understanding that, the world needs more ‘shots of awe’ to reboot, refresh and reset our imaginations. The audience was presented films on the evolution of technology and biology — seeing it not as a linear process, but at a rapid, exponential rate that will amplify the effects on human intelligence.With this intelligence — not singular, but global human intelligence — he believes that this is the time where we genuinely have the power to change the world. And that everyone has the opportunity to do so. Applying the magic of wonder ultimately opens the door to more creative thinking.This is what allows us to transcend what we ‘know’ without sinking under the weight of evaluation. In our most creative moments, it is wonder that saves us from overthinking and keeps us creatively inspired. Ben Silberman, CEO Pinterest, views stimulating creativity by putting the magical experience of discovery online. People are the ‘other’ that put the magic into digital ‘a-ha’ moments. Silberman described Pinterest as a visual search-engine to allow exploration of a database of images and ideas for inspiration — or to find other people with similar tastes as yours. He referred to the millions of Pinterest users as “curators”, depicting his company as more interested in art and beauty than as a company of pure tech. His fastest-growing, image-based, social-network site is a platform routed in technology but, according to Silberman, it’s really about visual splendor and creativity. It’s time for a reboot of how we see the world. JASON SILVA, Futurist THREE MagicThe Behind Discovery
  6. 6. Wendy Clark, SVP Integrated Marketing at Coca-Cola, was her sparkling and strategic self, focusing on the importance of real-time marketing. “The rush to real-time content generation isn’t a rush to just more content: It has to be more good content,” she said. Via Skype, Clarke brought the entire audience for her Cannes session to Coke's Consumer Interaction Center in Rio. Clarke insisted brands could not afford to ignore the conversation: "Silence is not an option. In a socially networked world you are not safe being silent.Your truths will be filled in for you.You must engage in the conversation around your brand and your company." The need for agility and flexibility was another core theme. And that speed must trump perfection. However, Clarke said this was not a call for more content: “The world doesn’t need more content, the world needs more good content.We’ve got to put out work that matters into this real-time conversation." In short, the guiding values for Coca-Cola in real-time marketing are: Speed trumps perfection. WENDY CLARK, Coca-Cola Marketing Chief Silence is not an option – if you don’t speak someone will for you. Speed trumps perfection. Develop new models of working and new ways of making. Do work that matters.The world doesn't need more content, the world needs more good content. Learn more, guess less. Measurement is real-time so we know in real-time when we haven't succeeded. Be more open, more transparent, more real, allow more humanity. Think like a global newsroom. FOUR Real-Time Marketing
  7. 7. People understand most profoundly through story. Over thousands of years, this has not changed.What has, are the tools we employ to tell our stories. Storytelling was a prominent theme at the festival. Many high-profile speakers made storytelling their topic — from celebrities like Kayne West, Bono, and Spike Jonze to brand storytellers like BBH’s Sir John Hegarty, SapientNitro’s Gaston Legorburu, and Twitter’s Joel Lunefeld. Twitter’s session on storytelling focused on the beauty of the live nature of its platform to create, share and experience stories. With the increasingly real-time nature of creativity, it is essential for brands to listen to and learn from consumers. Joel Lunefeld suggested,“We’re set up like classical orchestras but we should be like jazz players and riff off each other to improve ideas.” During Twitter’s live session, President of the Art Director’s Club, Ignacio Oreamuno, illustrated the power and importance of social listening. He referenced a thought-provoking campaign for charity: Water is Life. The video features Haitian children and adults reading “the everyday gripes and minor irritations first-world citizens post on Twitter with the popular hashtag #FirstWorldProblems”. Not only do we need good stories, we need new and interesting ways to tell them. A Grand Prix awarded content-driven campaign ‘Cultivate a Better World’ from Chipotle tells a compelling story of the brand’s journey to create a sustainable future. The brand takes on big food issues in order to highlight its own sustainability sourced brand ethos.The campaign launched on YouTube, as well as an interactive game and mobile coupon to drive consumers to Chipotle restaurants. It was the storytelling that made this campaign stand out. Through the art of gamification, the content was entertaining, memorable and share-worthy. FIVE Storytelling The intersection between linear storytelling and social engagement is the next big thing. JEFFREY KATZENBERG, CEO DreamWorks Animation
  8. 8. We believe that every company, every brand and every executive has a story to tell. And really, what’s a compelling story without the right audience to share it with? Liberty & Co. is a strategic communications consultancy dedicated to elevating your profile, both corporate and professional. By crafting impactful stories to amplify your brand in media, online, and into conversations, we’re out to win the hearts and minds of all your reputation stakeholders — your employees, clients, and the business community. Nimble and connected, at Liberty & Co. we make things happen. By leveraging our global expertise and fingertip-access to the most talented resources in media, design, and technology, we ensure your story reaches the right audience. President of Liberty & Co. Communications Shannon Lewis

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