Cannes Lions 2014 Predictions. What's going to win and why? It’s in no way an exhaustive list, simply an educated guess as to what might win at Cannes this year. We’ve tried to identify the emerging themes we may see coming out of the Festival.
2. Bridget Jung
Chief Creative Officer
DigitasLBi Paris
!
@bridoo
Jean-Philippe Martzel
Planning & Strategy Director
DigitasLBi Paris
!
@jpmartzel
Fred Lung
Senior Creative
DigitasLBi Paris
!
@fredericklung
Philippe Pinel
Senior Creative
DigitasLBi Paris
!
@PhilippePinel
Cannes Predictions 2014
We had fun putting this list together. It’s in no way
exhaustive, simply an educated guess as to what might
win at Cannes this year. We’ve tried to identify the
emerging themes we may see coming out of the Festival.
3. 1. Advertising inspired by the environment (in realtime)
2. Advertising re-enchants (or hacks) the everyday
3. Selfies and the importance of me
4. Advertising that reinvents the product
5. The most interesting man in the world is trending
6. Advertising that might make the jury laugh
7. Blockbusters
8. Grand Prix or nothing
Emerging Themes
4. 1. Advertising inspired by
the environment (in realtime)
Perhaps some of the most exciting digitally led
campaigns we’ve seen are in outdoor and they
combine intelligent placement with smart tech to
create truly personalised experiences between
brands and consumers. In this way advertising
has become “alive”.
Cannes Predictions 2014
8. 2. Advertising re-enchants
(or hacks) the everyday
!
Ads now bring magic into the real world. Posters
can accept credit cards and even play music. A
DIY shop uses billboards to dramatically show
how they can improve the everyday. More and
more of the filmed stunts rely on reactions from
people to some kind of magic in the real world.
Cannes Predictions 2014
15. 3. Selfies and the
importance of me
“Selfie” was the 2013 word of the year. Only a few months
ago, Ellen’s epic selfie generated over 3 million retweets.
We can see some brands leveraging this new focus on
“me”, inviting individuals not only to be part of the ad —
but to be at the centre of it. Brands are finding new and
creative ways to use individuals and personal stories
rather than scenarios.
Cannes Predictions 2014
20. 4. Advertising that
reinvents the product
This is a very interesting area. Instead of making ads,
some brands are innovating at the product level or
creating new products & services that support the brand
ambition.We’re convinced that this area will grow over the
next few years.
Cannes Predictions 2014
26. 5. Advertising that invites
action from the individual
There’s a new breed of advertising that wouldn’t exist
without someone watching it. These experiences require
people to interact, explore and experiment with the ad.
From second screening, to innovate navigation and even
ultimately being able to control a real person via a
website, these ads require action from the individual.
Cannes Predictions 2014
31. 5. Advertising that might
make the jury laugh
From beer to banks, humour always works. We even
found a PSA that breaks through with an incredible script
and amazing acting.
Cannes Predictions 2014
54. Bridget Jung
Chief Creative Officer
DigitasLBi Paris
!
@bridoo
Jean-Philippe Martzel
Planning & Strategy Director
DigitasLBi Paris
!
@jpmartzel
Fred Lung
Senior Creative
DigitasLBi Paris
!
@fredericklung
Philippe Pinel
Senior Creative
DigitasLBi Paris
!
@PhilippePinel
#Whatdidweforget
Let us know what you think or what we may have missed.