The Cannes Lions festival was founded in 1954 and sees over 15,000 delegates attend annually. In 2016, Samsung was named Creative Marketer of the Year. A new Entertainment Lions category was added to recognize creativity that blurs the lines between advertising and entertainment. Technological achievements like Google DeepMind's AlphaGo and ING Bank's The Next Rembrandt project were highlights. Direct marketing and socially responsible campaigns also took many innovative forms at the 2016 Cannes Lions festival.

1. CANNES 2016: A
REMARKABLE ROUND-UP

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• Cannes Lions was founded in 1954
• Creative Marketer of the Year went to Samsung
• Over 15,000 delegates (officially) show up to the festival
• There are 24 awards categories
• The festival beverage of choice is rosé
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Cannes 2016 Fact File

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What happened this year?

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Entertainment got added to the list
of award categories

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The Entertainment Lions celebrate creativity that turns content into culture.
Entries will need to demonstrate ideas that are unskippable; that is work
which captivates in order to cut-through, communicate a brand message or
connect with consumers in a new way.
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Blurring the lines between
advertising and entertainment

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Probably because
of this…

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“…making content that is genuinely useful and
entertaining is hard.
The challenge for brands (and agencies) is that the bar for
what customers value as great content is so high. Your
competition isn’t other brands in your category, or even
other brands at all. It’s every piece of content being
created, uploaded and shared, by anyone, anywhere in the
world. It’s everything from a live stream of a freefall
parachute jump from outer space, to pictures from my old
school friend’s wedding on Facebook.”
Jon Davie is UK CEO at Zone

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House of Cards – FU 2016

9. SOME OUTSTANDING AND
REMARKABLE ACHIEVEMENTS
WERE MADE IN TECH

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ING Bank – The Next Rembrandt

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Google DeepMind - AlphaGo

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Google – Project Jacquard

13. DIRECT MARKETING TOOK ON
MANY DIFFERENT FORMS

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The Direct Lions celebrate response-driven and relationship-building
creativity. Entries will need to demonstrate the pursuit and
application of meaningful results; that is work created to directly
influence ongoing consumer behaviour via a call-to-action or
mechanism producing a measurable response.
How Cannes defines Direct

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MACMA - Manboobs

18. BEING SOCIALLY RESPONSIBLE
DOESN’T MEAN ‘BORING’

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Saltwater Brewer – Edible Six Pack Rings

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DB Export - Brewtroleum

21. LOYALTY SCHEMES CAN
DIFFERENTIATE A BRAND

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Harvey Nichols – Love Freebies? Get them Legally.

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24. CHRISTMAS STILL PRESENTS
ENORMOUS OPPORTUNITIES
FOR RETAILERS

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John Lewis – Monty’s Christmas

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Sainsbury’s – Mog’s Christmas Calamity

27. SUMMARY

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1. Artificial intelligence or Beneficial intelligence is an important trend this year and will continue to
be.
2. Empowering women/gender equality and inclusivity are incredibly important topics for brands to
acknowledge and do something about.
3. Many societal trends have an impact on brand work. It’s important for brands to be in touch at all
times.
4. When it comes to thinking about channels we need to think outside of our own (CRM) box.
5. Craft is incredibly important – this year saw the lowest number of entries for print, which the
advertising industry laments.
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Five things

29. THANKS