The power of creativity Cannes Lions 2014

RECORD NUMBERS FOR 2014 76.000 ENTRIES 1.589 WINNERS 18 CATEGORIES

Emerging trends

STORY TELLING

CELEBRATION OF “ME”

TECHNOLOGY BECOMES INVISIBLE

PRODUCT INNOVATION

Story telling

We live in a SHARE state of mind, where brands look to move fans, users and customers to share their

experience with the brand. And to share we need exceptional storytelling and content.

VOLVO “THE EPIC SPLIT” Remarkable integration of the product USP in a campaign that generated an impressive amount of UGC https://www.youtube.com/watch?v=qWontXrHtwo&feature=youtu.be

Skype “stay together” Beautiful story telling, following the real life advertising trend https://www.youtube.com/watch?v=CTCvm6u7z3w&feature=youtu.be

GUINnESS “SAPEURS” The documentary style hits a very strong cord with Guinness https://www.youtube.com/watch?v=CScqFDtelrQ

Chipotle “the Scarecrow” The Scarecrow delivers big emotion through the online film and the educational mobile gaming platform around processed food https://www.youtube.com/watch?v=reDRAHn3XkY&feature=youtu.be

Celebration of “me”

2013 was the year of the Selfie and in 2014 there are more and more brands

focusing on the importance of the individual

SAMSUNG “OSCAR SELFIE” Most re-tweeted image ever https://www.youtube.com/watch?v=dnzwZMwiTs8&feature=youtu.be

Harvey nichols “sorry, I spent it on myself” The most self centered campaign that disrupted Christmas https://www.youtube.com/watch?v=Sl1r5bnNmtc&feature=youtu.be

Megafon megafaces First 3D Selfies https://www.youtube.com/watch?v=_ZvUe5UTtB8&feature=youtu.be

TOURISM VICTORIA “REMOTE CONTROL TOURIST” Beautiful integration of digital with real world to create experience https://www.youtube.com/watch?v=rg74NzJlGp0&feature=youtu.be

Technology becomes invisible

Technology drives a new kind of creativity, but its focus is on the experience, not on

the set up.

BA “Magic of Flying” Connecting data in an emotional way https://www.youtube.com/watch?v=k3JucPPqd40&feature=youtu.be

Honda “Ayrton Senna 1989” Creating a beautiful event to celebrate the Honda engineering https://www.youtube.com/watch?v=nWJpRudDuhU&feature=youtu.be

Theatre new “pay per laugh” Turning emotion into a payment method with technology https://www.youtube.com/watch?v=V0FowbxEe3w&feature=youtu.be

Misereor “social swipe” Attaching emotion in donation with technology https://www.youtube.com/watch?v=ZcqsRhMHo8o&feature=youtu.be

Product innovation

We are witnessing the birth of a new type of advertising that innovates at product level that drives on the communication

milka “the last square” Bringing to life the “Dare to be tender” brand promise at the product level https://www.youtube.com/watch?v=daymv7QXq-E&feature=youtu.be

cna “speaking exchange” A beautiful insight and execution that sparked a real connection https://www.youtube.com/watch?v=-S-5EfwpFOk&feature=youtu.be

anz “gaytm” Using a sponsorship to drive the brand https://www.youtube.com/watch?v=L-Oxzv5QOgg&feature=youtu.be

Thank you!