Cannes Lions 2016: 9 Inspiring Trends

CANNES LIONS 2016
9 INSPIRING TRENDS SPOTTED
AMONG THIS YEAR WINNERS
Photo: Cannes Lions 2016 FB page

We live in the high-tech era. But it’s a myth that every problem has only a high tech solution. Sometimes
simple technologies, often of a traditional or non-mechanical kind are better option. This was proved by
this year Cannes Lions’ winners. See the following examples.
#1 LOW TECH

PAPER GLASSES
GOLD LION: PR
SAVE THE CHILDREN AND SANTILLANA
GREY MÈXICO
Case study video: https://www.youtube.com/watch?v=O2VdX1V5i0U

LIFESAVER BACKPACK
INNOVATION LION: SHORTLIST
LUKI
J. WALTER THOMPSON COLOMBIA
Case study video: https://www.youtube.com/watch?v=ZBM084yLLsw

PREPEX
GOLD LION: INNOVATION
CIRC MEDTECH
Case study video: https://www.youtube.com/watch?v=xRvahd9WsFI

SAVE ME THE SKIPASS THAT SAVES LIVES
GOLD LION: PRODUCT DESIGN
ÖTZTAL TOURISMUS
SERVICEPLAN
Case study video: https://www.youtube.com/watch?v=pUazVEt4vmE

TOUCHABLE INK
THAI SAMSUNG ELECTRONICS / THAI ASSOCIATION OF THE BLIND
J. WALTER THOMPSON BANGKOK
Case study video: https://www.youtube.com/watch?v=ErafkF2AvBQ

MOTOREPELLENT
DUANG PRATEEP FOUNDATION
BBDO BANGKOK
Case study video: http://www.adforum.com/creative-work/ad/player/34522428/moto-repellent-
saving-lives-one-ride-at-a-time/duang-prateep-foundation

According to a dictionary art is the expression or application of human creative skill and imagination. It
seems that the more we live in a digital world, the more robots take our competence, the more we turn
ourselves into art as if it was the last bastion of our humanity.
#2 ART

VAN GOGH BNB
GOLD LION: PR
ART INSTITUTE OF CHICAGO
LEO BURNETT CHICAGO
Case study video: https://www.youtube.com/watch?v=D6pkK5hIlwE

THE NEXT REMBRANDT
GRAND PRIX: CYBER
ING
J. WALTER THOMPSON AMSTERDAM
Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo

DREAMS OF DALÍ
GOLD LION: CYBER
THE DALÍ MUSEUM
GOODBY SILVERSTEIN & PARTNERS
Case study video: https://www.youtube.com/watch?v=I-Fb1lPL5WA

ART WITH WATSON
GOLD LION: DESIGN
IBM
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=Hlh2zecIjHM

ARTQUARIUM
GOLD LION: DESIGN
PAPAWIN CO.
OGILVY & MATHER
Case study video: https://vimeo.com/166157484

FALTER/INFERNO
GOLD LION: DESIGN
FALTER NEWSPAPER
JUNG von MATT
Case study video: https://www.youtube.com/watch?v=uLRUd9wMF98

SHIFTING PERSPECTIVES
GOLD LION: DESIGN
SYDNEY OPERA HOUSE
INTERBRAND AUSTRALIA
Case study video: https://www.youtube.com/watch?v=h0W9n_06gLk

We live in the era of data-driven marketing. And data is not a buzzword anymore.
#3 DATA

SEA HERO QUEST
DEUTSCHE TELEKOM
SAATCHI & SAATCHI
Case study video: https://www.youtube.com/watch?v=iAAhLFc4jtw

THE HOUSE OF CLICKS
GOLD LION: PR
HEMNET
PRIME

RAISING EYEBROWS AND SUBSCRIPTIONS
GOLD LION: CREATIVE EFFECTIVENESS
THE ECONOMIST
PROXIMITY LONDON

FOCUSMOTION
FOCUSMOTION
R/GA
Case study video: https://www.youtube.com/watch?v=DhG76JrpO-Q

WILSON X CONNECTED BASKETBALL
WILSON SPORTING GOODS
PHENOMENON
Case study video: https://www.youtube.com/watch?v=jI0dFY1DpDw

It seems like we moved back to 2013 when wearables were really hot. And to be honest - I did not expect
so many projects based on wearables computers in 2016 but, well, it seems - this is the reality.
Although I have to admit there is one difference – in 2013 there was a race for the wrist, in 2016
wearables are all over our body: on our head, feet, chest and in our ears.
#4 WEARABLES

JACQUARD
PRODUCT DESIGN: GRAND PRIX
GOOGLE
GOOGLE CREATIVE LAB
Case study video: https://atap.google.com/jacquard/

THE SOUND SHIRT
JUNGE SYMPHONIKER HAMBURG
JUNG von MATT

SAMSUNG BLIND CAP
MOBILE LION: GOLD
SAMSUNG ESPAÑA
CHEIL SPAIN
Case study video: https://www.youtube.com/watch?v=8caXvQpWFeo

BRAINBAND
PROMO & ACTIVATION LION: GOLD
SAMSUNG AUSTRALIA
LEO BURNETT SYDNEY
Case study video: https://www.youtube.com/watch?v=gUA72ag7O6E

DOT. THE FIRST BRAILLE SMARTWATCH.
GOLD LION: INNOVATION
DOT INCORPORATION
SERVICEPLAN, SERVICEPLAN KOREA, DOT INCORPORATION
Case study video: https://www.youtube.com/watch?v=CZHWjg-CXX0

HERE ACTIVE LISTENING™: CHANGE THE WAY WE HEAR THE WORLD
PRODUCT DESIGN LION
DOPPLER LABS
Więcej: https://hereplus.me/

NETFLIX SOCKS
NETFLIX
DEEPLOCAL
Case study video: https://www.youtube.com/watch?v=Fi6RLrJrjLQ

SUN HATS
EPM EMPRESAS PÚBLICAS DE MEDELLÍN
DDB COLOMBIA
Case study video: https://www.youtube.com/watch?v=0ZORWOu554Q

FREESTYLE LIBRE - TECHNOLOGY
ABBOTT DIABETES CARE
LOOOPED
Więcej: http://www.freestylelibre.co.uk/

Note 2016 as the year that virtual reality took over. In Cannes Lions as well.
#5 VR/AR/MR

NYT VR
MOBILE LION: GRAND PRIX
GOOGLE, GE, MINI, NEW YORK TIMES
T BRAND STUDIO
See more: http://www.nytimes.com/marketing/nytvr/

THE DISPLACED
THE NEW YORK TIMES
VRSE.WORKS
Case study video: https://www.youtube.com/watch?v=ecavbpCuvkI

THE SUPER BOWL DUNK
CYBER LION: GOLD
GATORADE
VML
Case study video: https://www.youtube.com/watch?v=cWWCQIDT3_k

THE LADY GAGA + INTEL PERFORMANCE
DESIGN LION: GOLD
INTEL
INTEL, GREENLIGHT MEDIA AND MARKETING

THE FIELD TRIP TO MARS
DESIGN LION: GOLD
LOCKHEED MARTIN
McCANN NEW YORK

HELP
DIGITAL CRAFT LION: GOLD
GOOGLE ATAP
THE MILL

THE MILL 'BLACKBIRD'
INNOVATION LION
THE MILL
Case study video: https://www.youtube.com/watch?v=OnBC5bwV5y0

We live in a digital world. And the longer we live like this, experiencing the world via the screens of our
smartphones, we feel an urge to experience the world physically – we want to smell it, touch it and feel it.
With all of our senses. As stated in Jaguar case study: „Some experiences can’t be simulated.”
#6 PHYSICAL EXPERIENCE

SURVIVAL BILLBOARD
OUTDOOR LION: GOLD
MICROSOFT
McCANN LONDON

THE ORGANIC EFFECT
PR LION: GOLD
COOP
FORSMAN & BODENFORS
Case study video: https://www.youtube.com/watch?v=oB6fUqmyKC8

MUSEUM OF FEELINGS
ENTERAINMENT LIONS: GOLD
SC JOHNSON
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=DTxD4TVbHMM

#OPTOUTSIDE
PROMO & ACTIVATION LION: GRAND PRIX
REI
VENABLES BELL & PARTNERS
Case study video: https://www.youtube.com/watch?v=FOVaEawGNMM

THE BABY STROLLER TEST-RIDE BY CONTOURS
PROMO & ACTIVATION LION: GOLD
CONTOURS STROLLERS
FCB CHICAGO
Case study video: https://www.youtube.com/watch?v=4pT7By3PZhU

#COMEONIN
MOBILE LION: GOLD
THE SYDNEY OPERA HOUSE
DDB

ACTUAL REALITY
OUTDOOR LION: GOLD
JAGUAR LAND ROVER NEW ZEALAND
Y&R NZ
Case study video: https://www.youtube.com/watch?v=_zpx0Eb1Tvo

BEHIND THE LEATHER
DESIGN LION: GOLD
PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=qs8yqcrqo1s

BECAUSE RECOLLECTION
DIGITAL CRAFT LION: GRAND PRIX
BECAUSE MUSIC
84.PARIS

„Scarcity is the fundamental economic problem of having seemingly unlimited human wants in a world of
limited resources.” Wikipedia
„Freshwater - the stuff we drink, bathe in, irrigate our farm fields with - is incredibly rare. Only 3% of the
world’s water is fresh water, and two-thirds of that is tucked away in frozen glaciers or otherwise
unavailable for our use. At the current consumption rate, this situation will only get worse. By 2025, two-
thirds of the world’s population may face water shortages. And ecosystems around the world will suffer
even more.” WWF
#7 RESOURCE SCARCITY

PURITY TEST
PR LION: GOLD
VALVIS HOLDING
COHNANDJANSEN J. WALTER THOMPSON
Case study video: https://www.youtube.com/watch?v=WDixRY--nr0

PEDAL PURE
WATERAID
GREY BANGLADESH
Case study video: https://www.youtube.com/watch?v=noEOndy1h8E

EDIBLE SIX PACK RINGS
PR LION: GOLD
SALTWATER BREWERY
WE BELIEVERS
Case study video: https://www.youtube.com/watch?v=-YG9gUJMGyw

BREWTROLEUM
OUTDOOR LION: GRAND PRIX
HEINEKEN NEW ZEALAND
COLENSO BBDO

LIFE IS ELECTRIC
DESIGN LION: GRAND PRIX
PANASONIC
DENTSU INC
Case study video: https://www.youtube.com/watch?v=kbkS5TcR4Kc

A report from aerospace consulting firm the Tauri Group found that space start-ups have attracted more
than $13.3 billion of investment, including $5.1 billion of debt financing, since 2000. Nearly two-thirds of
that investment funding has come in the last five years. People who were starting businesses in the
internet boom say how similar it feels now with space businesses. Space is hot topic now. But not so hot
for the advertising industry. In Cannes there were only a few – too few - projects touching this field. See
some on the following slides.
#8 SPACE

MISSION TO THE MOON
AUDI
THJNK
More: http://microsites.audi.com/mission-to-the-moon/

STARDUST FOR BOWIE
GOLD LION: PR
STUDIO BRUSSEL
DDB BRUSSELS
More: http://stardustforbowie.be/

THE FIELD TRIP TO MARS
GOLD LION: CYBER
LOCKHEED MARTIN
McCANN NEW YORK

„What was once just a figment of the imagination of some our most famous science fiction writers,
artificial intelligence (AI) is taking root in our everyday lives.” Wired, 2015
#9 AI

THE TRAIN BRAIN PROJECT
STOCKHOLMSTÅG
KÄRNHUSET

GOOGLE DEEPMIND ALPHAGO
GRAND PRIX: INNOVATION
GOOGLE DEEPMIND
GOOGLE DEEPMIND
Case study video: https://www.youtube.com/watch?v=PQCrX1sQSzY

JUKEDECK | ARTIFICIALLY-INTELLIGENT MUSIC COMPOSER
INNOVATION LION
JUKEDECK
Case study video: https://www.youtube.com/watch?v=D2lA0HlHzlc

e: natalia@hatalska.com
Want to know more about trends for 2016 and beyond?
Check out TrendBook 2016
(100-pages report available for free)
Download at: http://trendbook.hatalska.com/
@hatalskacom
facebook.com/hatalskacom

Cannes Lions 2016: 9 Inspiring Trends

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