Cannes Lions 2015 - communication trends spotted among this year winners. Among trends: comeback of an old good ambient, virtual reality, make tech human, empowering women, perfect imperfections and others.

1. CANNES LIONS 2015
9 INSPIRING TRENDS SPOTTED
AMONG THIS YEAR WINNERS

2. In the US and a lot of the European countries there is an ongoing debate about gay/ lesbian rights,
including same sex marriages and gay/ lesbian couples adopting children. Since it is important
social issue no wonder that this topic appears also in advertising campaigns. As we could see
among Cannes Lions winners a lot of brands show their support for this community and fight anti-
gay discrimnation in their own way.
#1 LGBT/ gay rights/ gender Pink Sherbet Photography @ flickr

3. PROUD WHOPPER
GOLD LION: PROMO & ACTIVATION, PR; SILVER LION: BRANDED CONTENT & ENTERTAINMENT, DIRECT
BRONZE LION: DIRECT, MEDIA, CYBER, OUTDOOR
DAVID MIAMI
BURGER KING
Case study video: https://youtu.be/2yohicMc4vU

4. LGBT AVATARS
SILVER LION: MOBILE; BRONZE LION: MEDIA
GEOMETRY GLOBAL Prague / OGILVY & MATHER PRAGUE
PRAGUE PRIDE
Case study video: https://youtu.be/Ao9WMQeDPYc

5. PROUDLY SEEKING PLEASURE
GOLD LION: FILM
LOLA LOWE & PARTNERS Madrid
UNILEVER / MAGNUM
Video: https://youtu.be/ei96-Breysg

6. STAY WITH PRIDE
SILVER LION: PR
WHYBINTBWA GROUP SYDNEY
AIRBNB
Case study video: https://vimeo.com/124262487

7. LOVE HAS NO LABELS
GOLD LION: DIRECT; SILVER LION: DIRECT, OUTDOOR; BRONZE LION: CYBER, TITANIUM & INTEGRATED
R/GA New York
ADCOUNCIL
Case study video: https://youtu.be/UHmbaIMQe2I

8. RELOCKLOVE
SILVER LION: DIRECT, CYBER
MARCEL Paris
ORANGE FRANCE
Case study video: https://www.youtube.com/watch?v=Bs12qLODSpI

9. RADIO PRIDE PARADE
SILVER LION: BRANDED CONTENT & ENTERTAINMENT
OGILVY BRASIL Sao Paulo
BILLBOARD BRASIL
Case study video: https://youtu.be/xxMCOpWLzDg

10. Whatever we say, advertising is about the internet now. Almost all campaigns, even in such
categories as tv, radio or outdoor have some internet part included in them. Cyber, mobile,
interactive categories are the most crowded. But surprisingly this year among Cannes Lions winners
we could also see the traditional, offline forms of advertising – the old good ambient known from
mid-90s is not yet forgotten.
#2 COME BACK OF AN OLD GOOD AMBIENT HeyRocker @ flickr

11. PROBABLY THE BEST POSTER IN THE WORLD
BRONZE LION: OUTDOOR
FOLD7 London
CARLSBERG UK

12. SCANDIC TO GO
BRONZE LION: MEDIA
PRIME Stockholm
SCANDIC HOTELS
Case study video: https://vimeo.com/109978613

13. WORKOUT BILLBOARDS
BRONZE LION: PROMO & ACTIVATION, OUTDOOR
OGILVY GERMANY Frankfurt
COCA-COLA, POWERADE
Case study video: https://youtu.be/mJB4DJpq4mw

14. „There’s more evidence that every organization — whether they are in services, manufacturing or
healthcare — is becoming a technology company as well, and this trend is accelerating. With the
rise of cloud, Software as a Service, and now, the Internet of Things (IoT), more organizations — in
all types of businesses — recognize they are evolving into technology and data companies. So they
are creating both strategic and tactical partnerships to try to make the most of this evolution.”
Joe McKendrick, www.forbes.com
#3 EVERY COMPANY IS TECHNOLOGY COMPANY svenwerk @ flickr

15. MAKEUP GENIUS
GOLD LION: BRANDED CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MOBILE
MCCANN PARIS
L'ORÉAL PARIS
Case study video: https://youtu.be/co4V5kbfKBs

16. ORAL-B SMART BRUSH AND APP
BRONZE LION: MOBILE
ICONMOBILE GROUP Berlin
PROCTER & GAMBLE, ORAL-B
Case study video: https://youtu.be/5QSs7sGalCg

17. „The promise of virtual reality has always been enormous. Put on these goggles, go nowhere, and
be transported anywhere. It’s the same escapism peddled by drugs, alcohol, sex, and art — throw
off the shackles of the mundane through a metaphysical transportation to an altered state. Born of
technology, virtual reality at its core is an organic experience. Yes, it’s man meets machine, but what
happens is strictly within the mind.”
Matthew Schnipper, The Verge
#4 VIRTUAL REALITY/ AUGMENTED REALITY/ MIXED REALITY
nan palmero @ flickr

18. MONTY'S CHRISTMAS
GOLD LION: BRANDED CONTENT & ENTERTAINMENT; BRONZE LION: TITANIUM & INTEGRATED
BLINK PRODUCTIONS London / ADAM&EVEDDB London
JOHN LEWIS PARTNERSHIP

19. THE COLLECTIVE PROJECT
BRONZE LION: FILM
POSSIBLE SEATTLE Seattle
MICROSOFT
Video: https://youtu.be/UHmbaIMQe2I

20. CARDBOARD
GRAND PRIX: MOBILE
GOOGLE MOUNTAIN VIEW
GOOGLE
Case study video: https://youtu.be/6jhmS7Enpxs

21. PRO VISION
BRONZE LION: MOBILE
GPY&R Melbourne
OAKLEY
Case study video: https://youtu.be/xtgcH9yFLOs

22. UNBELIEVABLE CAMPAIGN
BRONZE LION: BRANDED CONTENT & ENTERTAINMENT
LITTLE DOT STUDIOS London / AMV BBDO London
PEPSICO
Case study video: https://youtu.be/Go9rf9GmYpM

23. HOLOGRAMS FOR FREEDOM
GOLD LION: BRANDED CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MEDIA, OUTDOOR
SILVER LION: CYBER, PR
GARLIC TV Madrid / LA LIVINGSTON Madrid / 20 HUNGAROS Barcelona / DDB SPAIN Madrid
NO SOMOS DELITO (WE ARE NOT CRIME), NGO
Video: https://youtu.be/0jwmi6CguY0

24. LIVING WITH LAG
BRONZE LION: BRANDED CONTENT & ENTERTAINMENT, CYBER
STOPP/FAMILY Stockholm / HARD HAT Stockholm / ANR BBDO Stockholm
UMEÅ ENERGI / UME.NET
Case study video: https://youtu.be/_fNp37zFn9Q

25. AUDI TT BROCHURE HACK
BRONZE LION: MOBILE
RAZORFISH Berlin
AUDI
Case study video: https://youtu.be/qzJ9InscjA0

26. „As life expectancy increases, health is becoming the watchword for all consumers, from Millennials
to Baby Boomers. Consumers are investing heavily in fitness and nutrition, and seeing their bodies
as an ecosystem where beauty, diet, mental health and fitness are interlinked.”
The Future 100: Trends and Change to Watch in 2015 by JWT Intelligence
#5 BEING FIT alpseecamping @ flickr

27. THE PURSUIT BY EQUINOX
GOLD LION: MOBILE
R/GA New York
EQUINOX
Case study video: https://youtu.be/jh0YMbUyPMM

28. SPORTS HOMEWORK
SILVER LION: MOBILE
4 AM SAATCHI & SAATCHI Guatemala
GATORADE
Case study video: https://vimeo.com/131971069

29. SWEAT IT TO GET IT
SILVER LION: PROMO & ACTIVATION; BRONZE LION: BRANDED CONTENT & ENTERTAINMENT
TBWACHIATDAY Los Angeles / CAVIAR Los Angeles
GATORADE
Video: https://youtu.be/LUVMtarnRRQ

30. MOVE UPDATE. THE OPEN SOURCE PROJECT
BRONZE LION: MOBILE
DDB & TRIBAL Warsaw / DDB WARSAW
McDONALD´S
Case study video: https://youtu.be/62o1smHKJlA

31. THE MARATHON WALKER
GOLD LION: BRANDED CONTENT & ENTERTAINMENT, OUTDOOR;
SILVER LION: MEDIA; BRONZE LION: PR
OGILVY PARIS / GANG FILMS Paris
WATER FOR AFRICA
Case study video: https://youtu.be/1v_06b1cid4

32. For some time now we have been shifting from text to a visual vocabulary relying on different
forms of images such as photos, videos and emojis. That’s why we cane see the rise of photo
sharing platform and image based services. Communicating with images is faster and more
emotional.
#6 COMMUNICATING WITH IMAGES ali edwards@ flickr

33. WORLD GALLERY
GRAND PRIX: OUTDOOR
TBWAMEDIA ARTS LAB Los Angeles / APPLE Cupertino
APPLE, IPHONE 6
Case study video: https://youtu.be/C94ovy_WIsI

34. EMOJI ORDERING
TITANIUM GRAND PRIX
CP+B Boulder
DOMINO’S
Case study video: https://youtu.be/NtdLsJsObrU

35. The trend first started in fashion and beauty industry with women fed up with the necessity of
meeting non-realistic image of their bodies. They wanted to highlight that beauty can be seen in
women of all sizes, shapes and ages. We could see the shift from looking beautiful towards feeling
beautiful. But then more and more of us realized that we do not want to live in a photoshopped
world. That we need autheticity in our lives. That being human means being tired, being mean,
being lazy or being sweaty. We finally take off our masks that we put on our faces in social media.
#7 PERFECT IMPREFECTIONS

36. BE MORE HUMAN
SILVER LION: CYBER
VENABLES BELL & PARTNERS San Francisco
REEBOK
Case study video: https://vimeo.com/118897720

37. JOE BOXER INACTIVITY TRACKER
GOLD LION: DIRECT
FCB CHICAGO
KMART / JOE BOXER
Case study video: https://youtu.be/kcVwjp34M70

38. MESSAGE IN A BOTTLE
BRONZE LION: OUTDOOR
DEL CAMPO SAATCHI & SAATCHI BUENOS AIRES
ANDES
Video: https://youtu.be/BBzJw2qVjeI

39. A DISCOUNT TO YOUR MISFORTUNE
SILVER LION: OUTDOOR; BRONZE LION: DIRECT
DEL CAMPO SAATCHI & SAATCHI MADRID Madrid
ISLAZUL
Case study video: https://youtu.be/xUYDfxpRljY

40. Nokia and Wired has launched this year a project called #maketechhuman which is assumed to be
a global debate how we want technology to shape our world. A project that is encouraging a move
towards a human era and away from a machine one. A project which aim is to make sure that
technology serves people not the other way round. And although Nokia and Wired named their
project the idea of technology helping people everywhere is also visible in activities undertaken by
other brands.
#8 MAKE TECH HUMAN

41. THE BACKUP MEMORY
SILVER LION: MOBILE; BRONZE LION: DIRECT
3SG-BBDO Ariana
SAMSUNG TUNISIA
Case study video: https://youtu.be/1frS-O31qwA

42. LOGITECH HARMONY APP
BRONZE LION: MOBILE
R/GA New York
LOGITECH

43. HAMMERHEAD
GOLD LION: CYBER; GOLD LION: MOBILE
R/GA NEW YORK
HAMMERHEAD NAVIGATION
Case study video: https://youtu.be/IzNttbLeq9E

44. FOUND
SILVER LION: MOBILE; BRONZE LION: MOBILE
COLENSO BBDO AUCKLAND
MARS, PEDIGREE
Case study video: https://youtu.be/rttMkbO7hQk

45. BACKMEAPP
SILVER LION: MOBILE
LEO BURNETT ITALY Milan
PROCTER & GAMBLE
Case study video: https://youtu.be/cGYMZdqoiGA

46. THE NEXT PHOTO
SILVER LION: MOBILE
WUNDERMAN London
CHILDHOOD EYE CANCER TRUST
Case study video: https://youtu.be/uSSmeIFWw-8

47. HEARING HANDS
BRONZE LION: PR
LEO BURNETT ISTANBUL
SAMSUNG ELECTRONICS TURKEY
Case study video: https://youtu.be/UrvaSqN76h4

48. This is the trend we can see for a some time now. Called also #girlpower or #neofeminism. And as
JWT Intelligence underlines in their Future 100: „There’s a fundamental shift. Feminism today is less
politicized and more about community, empowerment and confidence than antagonism. It’s also
multigenerational and powered by social media.”
#9 EMPOWERING WOMEN

49. CHOOSE BEAUTIFUL
SILVER LION: PR
EDELMAN London / OGILVY & MATHER Chicago
DOVE
Case study video: https://youtu.be/7DdM-4siaQw

50. I WILL WHAT I WANT
Grand Prix: Cyber; Silver Lion: Branded Content & Entertainment, Promo & Activation, Media
DROGA5 New York / SMUGGLER New York / CATALYST PUBLIC RELATIONS New York
UNDER ARMOUR
Case study video: https://youtu.be/H-V7cOestUs

51. THIS GIRL CAN
Health Grand Prix for Good; Glass Lion; Gold Lion: Film craft
FCB INFERNO London / SOMESUCH London
SPORT ENGLAND
Video: https://youtu.be/aN7lt0CYwHg:

52. #LIKEAGIRL
Gold Lion: Promo & Activation, Cyber, Direct, Media, Titanium Lion: Titanium & Integrated
Silver Lion: Branded Content & Entertainment, Direct
CHELSEA PICTURES Los Angeles / LEO BURNETT TORONTO / LEO BURNETT CHICAGO / LEO BURNETT LONDON / HOLLER London
PROCTER & GAMBLE
Case study video: https://youtu.be/XjJQBjWYDTs

53. SPEAK BEAUTIFUL
Silver Lion: Media; PR: Bronze Lion
MINDSHARE New York / EDELMAN New York
UNILEVER, DOVE
Video: https://youtu.be/_cncxoJPwBw

54. e: natalia@hatalska.com
Want to know more about trends for 2015 and beyond? Watch videos about:
@hatalskacom
facebook.com/hatalskacom
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