WORLD-CLASS LESSONS ON SOCIAL MEDIA...

A White Paper by Kurio 25.8.2017Analyst in Chief: Jari Lähdevuori Contact: [email protected]

WORLD-CLASS LESSONS ON

SOCIAL MEDIA MARKETING

Cannes Lions 2017 edition

WORLD CLASS LESSONS ON SOCIAL MEDIA MARKETING

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Foreword

Six years and more than 3600 Cannes Lions winners. Our annual research has come far.

We’ve uncovered some universally applicable implications for marketers, as we set out to do. We’ve discovered clear trends in the field of marketing as a whole. We’ve preached these findings around the globe from Cannes Lions to Eurobest.

Still, with the fast-paced nature of social media, we believe there will always be new things to uncover. One just needs to pay attention and try to make sense in the midst of all the change.

This year we wanted to dig deeper into the insights and ideas of these world-class campaigns. So, in addition to looking at the surface and sheer numbers, we’ve also interviewed some of the most brilliant creative minds behind the award-winning cases of 2017, and the best bits of these videos will be available on canneslions.com this fall. Combining the quantitative data from six years with the views from this year’s winners, you have the perfect roadmap for taking home some Lions in 2018.

On behalf of a more social creative community,

STEVE LATHAM

Head of Talent & Training Cannes Lions@lathamsteve

TOMMI OPAS

CEO & Partner Kurio

@tommiopas

JARI LÄHDEVUORI

Creative Director & Partner Kurio

@jarilahdevuori


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Contents3................Executive summary

4............................Framework for research

13......................................Findings14......................................................Insights

18.............................................................Appendix 1, historical data19...................................................................Appendix 2, list of winning campaings

1 2 3Master of Ceremony.....6 Sage..........7 Muse...........8

4 5 6Pitchman..............9 Host..........10 Volunteer..........11

7 Idol..........12

The Seven Roles for Social Media Engagement:


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Executive summary

673 CANNES LIONS 2017 WINNERS WERE ANALYSEDUSING THE INTERNATIONALLY ACCLAIMED SOCIABILITY OF THE BRAND FRAMEWORK

76%OF THE WINNERS HAD SOCIAL MEDIA AT THE CORE OF THE CAMPAIGN

45%OF SOCIAL MEDIA WINNERS TAP INTO AUDIENCE’S ALTRUISM FOR ENGAGEMENT

THE NO. 2 MOTIVATOR FOR ENGAGEMENT WAS “ENTERTAINING ONESELF” AND THE NO. 3 “CURIOSITY”

64%OF SOCIAL MEDIA WINNERS HAVE A REAL-LIFE ELEMENT BUILT-IN

THE SHARE OF CONTENT MARKETING TACTICS IN SOCIAL MEDIA WINNERS DROPPED FROM 45% IN 2016 TO 36%

OF THE SOCIAL MEDIA CAMPAIGNS HAD SOCIAL MEDIA INFLUENCERS IN A KEY ROLE

ONLY 6%


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In order to find universally applicable insights from case-by-case campaigns, we’re using our Sociability of the Brand framework. The model is based on vast academic research on motivational theory 1 combined with Kurio’s expertise gained from working with a wide array of companies ranging from Fortune 500s to startups and spanning numerous indus-tries, ever since the term social media marketing was coined.

Social media is all about people-to-people communications, and thus brands need a new approach to their communications. The framework is used to define most fitted and most natural social dynamic for the brand to find, earn and gain its place in the discussions on social media. At the same time it forces the marketer to think inside out (“What does my brand’s history and persona represent?”) and especially outside in (“Why would our target group engage with us online?”).

The framework

1 Füller, Johann 2006. Why Consumers Engage in Virtual New Product Developments Initiated by Producers. Advances in Consumer Research, 33 (1), 639–646. // Hars, Alexander & Ou, Shaosong 2002. Working for Free? Motivations for Participating in Open-Source Projects. International Journal of Electronic Commerce, 6 (3), 25–39. // Wiertz, Caroline & Ruyter, Ko de 2007. Beyond the Call of Duty: Why Customers Contribute to Firm-Hosted Commercial Online Communities. Organization Studies, 28 (3), 347–376. // Dholakia, Utpal M. & Bagozzi, Richard P. & Pearo, Lisa Klein 2004. A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21 (3), 241–263. // Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J. 2005. How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory. Marketing theory, 5 (1), 33–49. // Hennig-Thurau, Thorsten & Gwinner, Kevin P. & Walsh, Gianfranco & Gremler, Dwayne D. 2004. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18 (1), 38–52. // Simmons, Richard & Birchall, Johnston 2005. A Joined-up Approach to User Participation in Public Services: Strengthening the “Participation Chain”. Social Policy & Administration, 39 (3), 260–283. // Paswan, Audhesh K. & Troy, Lisa C. 2004. Non-profit organization and membership motivation: An exploration in the museum industry. Journal of Marketing, 12 (2), 1–15. // Ko, Hanjun & Cho, Chang-Hoan & Robert, Marilyn S. 2005. Internet Uses and Gratifications. A Structural Equation Model of Interactive Advertising. Journal of Advertising, 34 (2), 57–70. // Funk, Daniel C. & Ridinger, Lynn L. & Moorman, Anita M. 2004. Exploring Origins of Involvement: Understanding the Relationship Between Consumer Motives and Involvement with Professional Sport Teams. Leisure Sciences, 26 (1), 35–61. // Mowen, John C. & Sujan, Harish 2005. Volunteer Behavior: A Hierarchical Model Approach for Investigating Its Trait and Functional Motive Antecedents. Journal of Consumer Psychology, 15 (2), 170–182


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Using this framework, each brand will find a main role which represents the best way to connect to and engage people on social media. In addition, one or two supporting roles may be chosen to broaden the approach.

A brand image is based on perceptions, and those should be as clear and unified as possible. That is why great brands can find their role on the framework rather easily. And vice versa: if a brand seems to represent all of the seven roles, it usually means that the brand isn’t in such a good form.

The role(s) guides all actions the brand takes on social media, from strategy development to campaign planning and execution. In doing so, it shifts the marketing activities from the old ways of working into the more modern mode of openness, dialogue and engage-ment.

Image 1: The Sociability of the Brand framework (CC Kurio 2017)

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Master of CeremonyDescription of the role:

As a Master of Ceremony the brand produces content that is meant to entertain and help people pass time. Usually a Master of Ceremony brand has a positive role in its customers

everyday life and its job is to bring joy to its users. A Master of Ceremony can produce either small daily pieces of content, epic “once in a lifetime” content experiences

or something in between.

Motivators for followers: Entertaining oneself, killing time, enjoying everyday things with other people

Stereotype of a Master of Ceremony Brand: An everyday low-interest brand, such as FMCG brands.

December 21st - Loterias y Apuestas del Estado

The Spanish Christmas Lottery campaign is one of the most anticipated advertising campaigns of the year in Spain, and it always comes with a heart-felt story. On TV, Carmina, a retired small-town teacher thinks she´s won the big prize, and her loved ones aren´t capable of telling her the truth. In fact, they plot to keep her happy.

The story grew from TV into 8 sub plots, which could be experienced on e.g. a group chat on FB Messenger. In 24 hours over 3 million people watched the story, and over 680 000 unique users enjoyed the experience. It was the 4th most watched video of the year in Spain, and it was also a global trending topic

Serena Williams Match Point – Gatorade

As Serena Williams headed into last year’s US Open, Gatorade wanted to celebrate the career of this prolific athlete, while attempting to put her accomplishments into perspective. However, there was a problem. The teen audience they were trying to reach had no time for a history lesson. Apps like Snapchat keep teens busy, and their attention span small.

Thus Gatorade created a 22-level, first-ever video game embedded within a standard Snapchat ad unit. The ad was placed within the ESPN Discov-er page on Snapchat and ran for the duration of the US Open. The game was a hit, garnering over 395 million impressions and shared by one in every three people who came across it.

CASE: CASE:

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Max Motor Dreams - Ford Spain

In Spain, Ford is not in consumers’ consideration set for family cars. To tackle the issue, instead of talking about the car, they created a special accessory that connects innovation and brand storytelling: Max Motor Dreams, a baby’s cradle which accurately simulates the sensation of rid-ing in a car. Parents around the world can easily relate to the insight: babies are hard to get to sleep, save for in a moving car.

The internet went mad with the product video. More than 4M people saw it organically. The number of visits to the dealerships increased up to 75% with more than 2 000 test drives sched-ules only in Madrid.

Insider view: Paulo Areas, CCO, Ogilvy Madrid

Did social media play a key role in the campaign? Yes. Mainly because the magnitude of the pro-ject depended on the social media response. We had first launched a prototype video with

the intention to be part of the conversation on social media. That was the first step.

Once the idea was strong and started massive response on different channels, we were able to convince the client to jump into the next step, which was the production of the limited edition [of the Max Motor Dreams cradle] for promo-tional and PR usage. Again, social played a key part in here, leading the campaign to thousands of requests and millions of views which finally opened the last door for the project: consider-ing the production of it in different countries due to the demand.

In general, has social media changed advertising? Completely. Not only by allowing us to have better conversations, which means more con-tent, better answers and overall more meaning-ful interactions, but especially by helping us be agile and keep the discussion going for long, in the direction the brand needs.

SageDescription of the role:

As a Sage the brand has, produces or distributes information that is in some way exclusive. Usually a Sage brand has a group of followers that are so hungry for the information it

provides that they just can’t get enough of it. Usually a Sage can identify a specific commu-nity or a group that has a special interest to the information it provides. The interest can be

either a professional or a personal one.

Motivators for followers:Curiosity, thirst for knowledge. Being able to appear as an expert.

Stereotype a Sage Brand: Information-intensive brands, or brands that deal with “never-solved” questions

(like those of wellbeing). Often a B2B brand, such as a consultancy.

CASE:

2.

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MuseDescription of the role:

A Muse brand either inspires, facilitates or provides tools for its followers to follow their own passions and unleash their creative minds. For a brand this means crowdsourcing

content or ideas, in other words, getting the followers to contribute their creative talent to the brand’s digital presence. Usually a Muse brand operates in a field that is somehow

related to our inner motivations, creativity and self-expression.

Motivators: Self-actualization, challenging oneself

Stereotype: Recreational or hobby brands, often related to things people feel passionate

about such as cooking, sports or interior design.

CASE:

3.

Cheerio Challenge – General Mills

On June 16, 2016, a California dad posted a meme introducing the world to the Cheerio Challenge, calling for dads to try to stack as many Cheerios as possible on their sleeping child. Within hours, the Cheerio Challenge had taken off, with thousands of parents around the world taking part and posting their photos. From a marketing perspective, this viral trend was unique because Cheerios and General Mills were not officially involved with the meme at the beginning.

With quickly planned and executed market-ing efforts, the Cheerio Challenge grew into a world-wide sensation over the Father's Day weekend. The #CheerioChallenge generated over 375 million impressions, over 250 major media placements and over 3.5 million social engagements. Celebrities like Macklemore, Re-ese Witherspoon and President Barack Obama all joined in, showing everyone just how great dads can be.

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PitchmanDescription of the role:

A Pitchman gets its followers over the moon with offerings and competitions or other kind of promotions. Usually a Pitchman has the opportunity to give away something people re-ally want such as trips, or to offer discounts on everyday necessities people feel reluctant

paying for, such as gas or toilet paper. A Pitchman is a brand that can make its followers go to great lengths to get the compensation it offers and it should always try to make the

most of this positive kind of madness of its followers.

Motivators for followers:Getting monetary and non-monetary compensation

Stereotype: A low-involvement brand, that you need more than want. Like detergent or electricity.

Or a brand that can offer exceptional prizes.

CASE:

4.

Hungerithm – Snickers

The “You’re not you when you’re hungry” is an insight-rich platform, putting in words well-known situations in which we turn cranky or angry. This time it was used for turning the angriest place on earth – the Internet – into a platform for clever marketing.

Enter Snickers Hungerithm: a hunger-algo-rithm that monitored online mood via Twitter and priced Snickers at 7-Eleven accordingly. The angrier the Internet was, the cheaper the bars became. The prices would change

hundreds of times per day, over the course of the 5 weeks’ campaign. People could monitor the mood online at www.snickers.com.au and generate an instant Snickers barcode directly to their mobile to redeem at a nearby 7-Eleven with just 2 clicks. No downloading apps or print-ing necessary. Which made the people a bit less angry, of course.

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HostDescription of the role:

Host brands have a special power to bring people together. They are brands that repre-sent a topic, a trend, a cause or a shared interest that a group of people have in common. They may also help people be in touch with others or meet new people with same inter-

ests. Typically Host brands are topical brands that in one way or another live in the “now”, or in other words are tightly integrated with a particular moment in time.

Motivators: Social reasons, the need to belong

Stereotype: “A brand of the moment”, event, artist, or venue

CASE:

5.

Live. From a Different World - Vodafone

Vodafone was certified as the best 4G net-work in Romania by the independent auditor P3.

To prove its network’s strength, Vodafone developed media events that connected the urban and the most isolated parts of Roma-nia, in real time. “Live from a different world” reinterprets the traditional media format of the TV talk show, using the latest innovation in social media: Facebook LIVE.

A series of 8 episodes was livestreamed on Facebook from the most remote places in Romania where the last tradition keepers live. The show was highly interactive and people from all over the country could connect to the elders from the “other Romania” and engage in a real conversation with them. The show was an online hit that gathered over 2 million partic-ipants, becoming a top talk show overpassing even some of the most viewed TV shows.

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VolunteerDescription of the role:

A Volunteer brand gets its followers to stand up and be active for a shared cause. The cause may be related to the brand’s business, history, environment, role in its community

or its mission. True Volunteer brands do not just stand for a cause but get people to do it themselves, too. They are there to issue a topic and start the conversation but

they let followers do the talking and spread the word.

Motivators: Altruism, helping others

Stereotype:Brands that have a connection to a movement, ideology, or cause. And NGOs, of course.

6.

Like My Addiction - Addict'aide

It is estimated that in France addictions account for one in five deaths and one out of every two delinquent acts, mainly among young people. It’s easy to miss the alcoholism of someone close. Addict Aide, an organisation specialised in alcohol addiction wanted to highlight this difficulty.

Through an Instagram profile created specifically for the campaign, followers were introduced to Louise Delage in 6 weeks time: a 25-year-old Pa-risian, who seems to enjoy life to the fullest. From an after work between colleagues, to holidays in Brittany, Saint Tropez, or Berlin, each her 150 photos shows the presence of alcohol in a more or less discreet way. The shocking truth was waiting her followers in the form of a video, showing she wasn’t a real person, and that each of the follow-ers had missed to not only spot that, but also her problems with alcohol.

With zero media investment the campaign got earned media for the value of 9 800 000 € and generated 1 billion impressions.

Meet Graham - Transport Accident Commission Victoria

The TAC needed to find a way to cut through to people fatigued of road safety messages and create a visceral experience that would once again get them to consider their own vulnerabilities and prioritise safe road behaviour. Introducing Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, educational tool and ultimately a catalyst for conversation, Graham shows us how humans would need to change to survive a car crash. Graham is a human infographic whose data based origins ensured everyone who saw him, across the world, immedi-ately understood the core message at his heart.

Graham sparked a global phenomenon. With over 10 million website visits in 5 days, 89% campaign message recall and 1.2 billion global impressions in the first week. This created an earned media value of over $29 million, all from a $0 outlay in paid media. Graham has been adopted by the W.H.O. as the global face of road safety for 2017. But the most important influence Graham has is on our future drivers, as he was integrated into the school curriculum and to date over 2000 educational resources have been downloaded.

CASE: CASE:

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IdolDescription of the role:

An idol brand has what they call “badge value”. It has followers, or fans to be more exact, that are prepared to go to great lengths to show their support for the brand. Followers

feel that being seen beside the Idol brand promotes their own personal brand. Idol brand is one that people feel proud to follow, like, share or interact with.

Motivators:Self-branding, visibility, recognition

Stereotype: An exclusive brand, which is premium priced and scarce.

CASE:

7.

Search for Greatness – Sony PlayStation

When PlayStation puts new content out in the world, gamers turn to their phones to devour it. They analyse every detail and race to call out their discoveries in the comments feed. This campaign set out to reward that passion.

A film was launched on Facebook, and hid-den in it were over 100 Easter eggs. These

were virtual treasures from PlayStation games that we made into real, covetable items. When gamers found them, they commented and the single post was turned into a real-time, mobile response campaign. With more than 24 million views and 19 thousand comments, the campaign helped PlayStation 4 become the best-selling console of 2016.


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AnalysisUsing the framework, we analysed winning campaigns of Cannes Lions 2017 in order find implications for success in social media marketing. Cannes Lions is the most pres-tigious festival of marketing and creativity, and thus it offers a one-of-a-kind set of data for the research. This year there were 41,170 entries from all over the world.

Our sample consists of winners in eight particular categories: Cyber, Design, Direct, Media, Mobile, PR, Promo & Activation and Titanium. All of these categories have a wide range of different types of campaigns, including social media campaigns. Some categories, such as Entertainment, were left out since they would’ve skewed our sample towards some par-ticular aspects of our framework.

All in all 673 winners were analysed. It should be noted, that since one campaign may win multiple awards, this doesn’t represent the total number of campaigns in the analysis.

76% of the winners had social media at the core of the campaign, and thus they were in-cluded in the further analysis using the Sociability of the Brand framework. Also worth not-ing is the fact that many of the campaigns in the remaining 24% of the sample did include some degree of social media, even though it didn’t play a key role.


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Measured in the awards received in Cannes Lions 2017, the role of Volunteer was in a league of its own with 389 points – almost as much as all the other roles combined. It was also the role with the most individual awarded campaigns, a staggering 76 of them in total. This came as no surprise: the role was the biggest winner in also 2012, 2014, 2015, and 2016.

The second most awards-winning role was Master of Ceremony with 191 points. This role too has been reached the top every year, peaking at number 1 in 2013. Master of Cere-mony was also the only role which had more campaigns with only the main role than with main role supported by another role(s).

Sage came in third (107 pts.) with a distinctive decline from last year’s number 2 position (with 167 pts.). Also, Sage was the most-awarded supporting role, as it has been for many years.

The fourth place went for Pitchman (84 pts.), the highest ever for the role. Idol was in the fifth place (51 pts.), with only half of the points of last year. Muse came in sixth (38 pts.), and as usual, the last spot went to Host (10 pts.), with a decline from last year’s numbers.

Image 2: The Sociability of the Brand roles and their Cannes Lions 2017 awards

With the help of the framework, we analysed the drivers of engagement of these award-winning campaigns. Using a weighted scale (4x for GP, 3x for Gold, etc.), we calculated the success of each of the different roles in the framework (see image 2 below).


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Insights

THE THREE BIG ONES

76% of Cannes Lions winners leverage social media These days it’s hard to come by a Cannes Lions winner that doesn’t have social media at the core of the campaign. Our six years of analysis shows a clear trend in how things have developed: in 2012 it was only 20% of the winners, climbing steadily to last year’s 63%, and still we’re only going upwards. It may take various forms from coming up with the idea by listening to the buzz, to spreading the word though viral videos, and from native campaigns in one channel all the way to full blown integrated campaigns with designed social-first. Rare is the campaign that hasn’t social somehow built-in.

45% of social media winners tap into audience’s altruism No denying the fact. Five times out of the six years of analysis has helping others been the number 1 driver for engagement in the winning social media campaigns. Be it helping your loved-ones, other customers, or people on the side of the globe, altruism seems to work. And it’s not for NGOs only: over the past three years one third of these types of winners have been commercial brands. Tapping into this motivation works for all kinds of organizations, as long they can credibly stand for the cause they are supporting.

64% of social media winners have a real-life element Online and offline merge in the Cannes Lions winning campaigns, more and more year over year. Two thirds of the social media winners were so called act marketing with some-thing done or happening in real-life either before the campaign or as a result of it. A good example would be “Meet Graham”, the campaign that introduced us to a sculpture of the only person who would survive our roads. This trend shows how marketing is merging with various disciplines to give us not just innovative communications but innovations that communicate a message.


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THE THREE QUESTIONSHas content marketing peaked?In the past two years, we’ve noted how much of Cannes Lions’ social media winners can also be categorized as content marketing, that is they rely on delivering such content to the audience that it is content consuming. This year, we saw a decline in the share of content marketing in social media winners from 45% in 2016 to 36%.

Has social media marketing matured?At the same time that it is becoming ever more ubiquitous, it seems to be narrowing some of its broad spectrum, headed in a rut. Using our framework for analysing the motivations for engagement, we see that this year two top motivators of the total seven drove the engagement in 66% of all the winners. This of course will only make different social media tactics look fresh.

Has marketing forgot about social media influencers?Only 6% of the social media campaigns in Cannes Lions had social media influencers playing a role in the outcome. There is a lot talk about collaborating with bloggers, vlog-gers and Instagram celebrities, but are we also walking the walk? And if not, why?

THE THREE TACTICAL ONESThe newest social media tactics of live and bots are widely usedAs always, the newest fads are well present in Cannes Lions, and this time for social media those were live videos and chat bots. The first one being mainly a supporting tactic in a wide range of different campaigns, used for on-time-publishing in brands’ own rights. The latter was mostly done using Facebook Messenger platform and without any other main campaign elements.

Your social media campaign can win big without a hashtag, tooOnly every fourth Cannes Lions winning social media campaign has a specific hashtag. And this number has been almost the same for the past three years. So, despite all the talk, not every social media action requires a hashtag of its own. Use it when needed, not because it’s there.


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Social media marketing needs seldom to be done in real-time22% of social media winners are real-time-marketing, e.g. born unplanned as a result of reacting to turns of events or coming to life in front of the audience. Despite the small growth from last year’s 18%, we still conclude that social is more about the planned and prepared than the spur of the moment.

THE THREE FOR ENGAGEMENTEntertain and you’ll engageLooking through our framework, we see clearly that people want to be entertained: campaigns that either make you laugh or cry, take home a major share of the Lions each year. To be more specific, out of the six years of the analysis, it has been the no. 2 moti-vator three times and once even the no. 1.

People want to be amazedA major trend in marketing is to do something remarkable, unbelievable even, and then share that via social media. This may take the form of an article, live video or a mini doc-umentary – something you just have to click and need to share. Some cues can even be taken from the click-bait media, who truly know how to tickle our curiosity.

Broaden your participation perspectiveOur research method forces us to see the whole wide variety of motivational factors for social media engagement. And each year we see the same outcome: all of the frame-work’s mutually exhaustive factors lead to Lions-worthy results. Figure out the best one for your brand and its audience, and embrace that.

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Appendix 1:Historical DataBased on our research since 2012, we see some trends over the years. The graphs below both have insights gained from the Sociability of the Brand analysis.

Looking at the share of winning campaigns per role, we see that both the top and bottom roles are clearly visible: Volunteer and Master Of Ceremony have been dominating always, whilst Pitchman and Host have struggled. Also, we can spot that Muse role has been on the decline.

Graph 1: Graph 1: Graph 1: The share of Cannes Lions winning campaigns per roles of the Sociability of the Brand 2012-2017

Graph 2: Graph 2: The weighted points of Cannes Lions winners per roles of Sociability of the Brand 2012-2017

MASTER OF CEREMONY

SAGE

MUSE

PITCHMAN

HOST

VOLUNTEER

IDOL

MASTER OF CEREMONY

SAGE

MUSE

PITCHMAN

HOST

VOLUNTEER

IDOL

The graph for weighted points (i.e. awards) per role shows the total domination of Volun-teer. Also, with just a quick look at the graph we see that campaigns with social media at the core have been increasing year after year.

0

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100

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200

450

20162015201420132012 2017

250

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350

2012 2013 2014 2015 20160

5%

10%

20%

25%

30%

35%

15%

2017


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Gran Prix Gold Silver Bronze TotalMASTER OF CEREMONYCOCA COLA - THE LINE UP SONG 1 3TOMCAT - FACEBOOK NOT LIVE 1 3ACTIVISION - HOSTILE TAKEOVER 1 3GEICO - CONDENSED PRE-ROLL 1 1 3ALLIANCE FRANÇAISE DE SINGAPOUR - PITCHING FRENCH FILMS TO HOLLYWOOD 1 3 9

LYFT - JUNE 1 2LOTERIAS Y APUESTAS DEL ESTADO - DECEMBER 21ST 1 2WENDY'S - #NUGGSFORCARTER 3 1 7BURGER KING - GOOGLE HOME OF THE WHOPPER 1 2 4 5 23IKEA - RETAIL THERAPY 3 3SONY PLAYSTATION - GRAVITY CAT 2 2BACARDI - INSTANTDJ 1 1GOOGLE - THROUGH THE DARK 2 2KENZO - MY MUTANT BRAIN 1 1 5INTERMARCHE - L'AMOUR L'AMOUR 1 1SAMSUNG - OSTRICH 1 1WENDY'S - TWITTER BEEF 1 1 3P&G - TIDE'S SUPER BOWL STAIN 5 2 2 21NETFLIX - EPISODE LEAK 1 1 3UBISOFT - NOSULUS RIFT 1 1 3NIKE - NIKE AIR MAX '17 — THE ART OF NEGATIVE SPACE 1 3MORTON SALT - THE ONE MOMENT 1 1 4S7 AIRLINES - OK GO UPSIDE DOWN & INSIDE OUT 1 3MILLER COORS - MILLER LITE 1 1DESPERADOS - ART HACK - PAINTING THE UNPAINTABLE CITY 1 1BURGER KING - SCARIEST BK 3 3CHIPOTLE - A LOVE STORY 1 1MARS NZ - THE CHILD REPLACEMENT PROGRAMME 2 2 10BURGER KING - BURGER CLAN 1 2 4AB INBEV - ANDES BAR 45 1 2 4IKEA - IKEA RESPONDS TO BALENCIAGA 1 2 4DOMINO'S - DOMINO'S WEDDING REGISTRY 1 1UBREW - RESPONSIBLY THE BEER 1 2 4JET.COM - INNOVATING SAVING 1 4CAMPBELL ARNOTTS - SOUPTUBE 1 1 3NETFLIX - YOU KNOW THE QUEEN. NOW MEET ELIZABETH. 2 4NETFLIX - NARCOS: ON THE RUN WITH PABLO 1 2ORANGE TUNISIA - THE HAMMAM FIGHTER 1 2MARS - SNICKERS: STOP THE HUNGER 1 1HEINEKEN - THE CLICHÉ 2 2AMAZON - RESISTANCE RADIO 1 1AJAX - CLEAN TILES 2 2CANAL+ - AIMEN 1 1INTEL - SUPER BOWL DRONES HALF TIME SHOW 1 1COCA COLA - SNAP SKATE 1 1JOHN LEWIS - BUSTER THE BOXER 1 1PEPSI CO. - SERENA WILLIAMS MATCH POINT 2 3 7ABSOLUT - ONE SOURCE: CAMPAIGN 1 1NISSAN - BATTLE TEST: A NISSAN ROGUE 360 VR EXPERIENCE 1 1SPOTIFY - PRESIDENT OF PLAYLISTS 1 1 3CAMPOFRÍO - DELICIOUS CALM 1 1P&G - HANDLE WITH CARE 2 6SONY PICTURES - NO METRO 1 2WALMART - THE RECEIPT 1 1PARAMOUNT PICTURES - THE SLO MO MARATHON 1 1TOTAL 12 54 66 59 191

Appendix 2:List of winning campaigns


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Gran Prix Gold Silver Bronze TotalSAGEAUDI - ENTER SANDBOX 1 2 7FORD - MAX MOTOR DREAMS 1 1 4MCDONALDS - SEARCH 1 2GETTY IMAGES - NOSFERATU 3 6LOTO - SKIP FRIDAY 13 2 4ADOBE - MAKE A MASTERPIECE 1 2AIR FRANCE - CINEMA TO GO 1 2 4VISIT FAROE ISLANDS & ATLANTIC AIRWAYS - GOOGLE SHEEP VIEW 1 1 1 6

GOOGLE ARTS & CULTURE - BACK TO LIFE IN VIRTUAL REALITY: RHOMALEOSAURUS & GIRAFFATITAN 2 2

HP - THE WOLF 4 4THE WILD DETECTIVES - LITBAITS 2 2KLARA - KLARAFY 1 1IBM - VOICE OF THE ART 2 2SNAPCHAT - SPECTACLES 1 1 2 7 ESTADÃO NEWSPAPER - THE CORRUPTION CONVERTER 2 4GOOGLE INC - CREATIVE LAB FIVE APPLICATION SITE 1 1SMART - CHAMALEON 1 1UNIVERSITY OF MELBOURNE - MADE POSSIBLE BY MELBOURNE 1 3 5DENTSU - INDUSTRIAL JP 1 1SONY - MOTION SONIC PROJECT 1 1KRAFT HEINZ - NEW AND NOT IMPROVED 1 1 4ARCHER+WOLF LLC - THE BIGGEST SPORTS ENDORSEMENT DEAL OF ALL TIME 1 1 3

BMW RUSSIA - ULTIMATE GIVING PLEASURE 1 3NISSAN - CAMELPOWER 1 2SPAR - THE NAME CHANGE 1 2LOTTE CO. - MR. SNIFF 1 1FOUR SEASONS CONDOMS - THE EXTENDABLES 1 1MCDONALDS - KING WILLEM 1 1PAYTM - PAYTM SWEET CHANGE 1 1SUNCORP - AAMI SMARTPLATES 3 3CAREEM - THE BETTER WAY TO GET AROUND 1 1TOURISM OF IRELAND - DOORS OF THRONES 1 1ADIDAS - ADIDAS ORIGINALS X ALEXANDER WANG 1 1ITALIA LONGEVA - CHAT YOURSELF 1 1 2 7ANANSE - AMAZON WARRIORS SAFE COLLECTION 1 2CIP - POTATOES ON MARS 1 2HANGAR 1 - HANGAR 1 FOG POINT 1 1WESTPAC BANKING CORPORATION - RESCUE RASHIE 1 1AL MUNAYES GENERAL TRADING EST. - WHO IS BU SALEM? 1 1FERRERO - GRANDMA-TESTED GOODNESS 1 1SCANIA - THE SCANIA CLOCK 1 1SMARTPOLIS INSURANCE - CAR CURLING 1 1TOTAL 0 21 42 44 107

MUSENETFLIX - SPANISH LESSONS 2 3 2 14KERRY FOODS - THE SNACKER HACKER 1 1ADIDAS - GREEN LIGHT RUN 1 1 3THE MUSE, LADIES GET PAID, PAYSCALE, REPLY.AI - ASK FOR A RAISE 1 1

SKODA - LITTLE BIT OF THE TOUR 1 1SPOTIFY - 2016 WRAPPED 3 3DEUTSCHE TELEKOM - MAGENTA UNLEASHED 2 2ADIDAS - ADIDAS NEO SNAPCHAT - #MYNEOLABEL 2 2QUANTAS - OUT OF OFFICE TRAVELOGUE 1 1US ARMY - WHITE HATS NEEDED 1 1PINTEREST - YOUR NEXT GREAT IDEA 1 1FABER-CASTELL - THE NEVER-ENDING FOREST APP 1 3LOWE'S - MADE IN A MINUTE 1 2TINYMOS - THE WORLD'S SMARTEST ASTROPHOTOGRAPHY CAMERA 1 1

GENERAL MILLS - CHEERIO CHALLENGE 1 2TOTAL 0 9 12 17 38


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HOSTALCOHOLICS ANONYMOUS - ANONYMOUS FRIEND 1 1PICKWICK - THE QUESTION TEA BAGS 2 2VODAFONE ROMANIA - LIVE. FROM A DIFFERENT WORLD 1 1GORILLAZ - OFFICIAL GORILLAZ APP 1 1 5NORTHWELL HEALTH - CONNECTED ROOM 1 1TOTAL 0 3 2 5 10TOTAL 0 3 2 5 10

VOLUNTEERÅLANDSBANKEN - ALAND INDEX / BALTIC SEA PROJECT 1 4TRANSPORT ACCIDENT COMMISSION VICTORIA - MEET GRAHAM 1 8 8 2 46

TV2 - ALL THAT WE SHARE 1 1 4VIDA MUJER ORGANIZATION - A LOVE SONG WRITTEN BY A MURDERER 1 3

ADDICT'AIDE - LIKE MY ADDICTION 5 9 5 38BLACK LIVES MATTER - UNSAFETY CHECK 3 3 3 18QQ - QQ ALERT: HOPE NEVER DIES 1 1 4LIBERATION - THE RIGHT SEARCH 2 4CANADIAN DOWN SYNDROME SOCIETY - DOWN SYNDROME ANSWERS 3 3 9

SANDY HOOK PROMISE - EVAN 3 6COCHLEAR - THE HEARING TEST IN DISGUISE 1 1 3BAYER - ASPIRIN "HEROSMITHS" 2 2HEINEKEN - WORLDS APART 3 3RECLAME AQUI - THE COLOUR OF CORRUPTION 1 1 2 7FIGLI DELLA SHOAH AND FONDAZIONE CDED - FORGETTING AUSCHWITZ, REMEMBERING AUSCHWITZ 1 1

FUNDACIÓN BANCO DE BOSQUES - ECOALARM 1 1UNICEF - THE SHARED STORY OF HARRY AND AHMED 1 1MOMONDO - THE DNA STORY 1 2 1 8DONATE LIFE - THE WORLD'D BIGGEST ASSHOLE 3 3AMNESTY INTERNATIONAL - THE REFUGEE NATION 1 5 3 5 30VEREIN FÜR BERLINER STADTMISSION - WORDS OF WELCOME 1 1 4IGNITE - WRITING OUR RIGHTS: THE EMPOWERMENT WORKBOOK 1 1 4

INTERRELIGIOUS COUNCIL OF BOSNIA AND HERZEGOVINA - ONE BOOK FOR PEACE 1 1 1 6

HEADSPACE - REWORD 1 1 2 7LEGACY BERLIN - ART BEATS HATE 1 2 5STATE STREET GLOBAL ADVISORS - FEARLESS GIRL 2 9 3 1 42ITC SAVLON - SAVLON HEALTHY HANDS CHALK STICKS 1 1 2 7ILLINOIS COUNCIL AGAINST HANDGUN VIOLENCE - TEDDY GUN 1 4 11

RETHINK BREAST CANCER - GIVE-A-CARE 1 2DAVID LYNCH FOUNDATION - SOUNDS OF TRAUMA 1 2TERRE DES FEMMES - OPEN YOUR EYES 2 2ALI GETRÄNKE UG - ALI COLA. THE COLA IN SKIN COLORS. 1 1CHILD FOCUS - COINS OF HOPE 1 2 4

Gran Prix Gold Silver Bronze TotalPITCHMANCHEETOS - CHEETOS MUSEUM 4 1 14SNICKERS - HUNGERITHM 6 9 5 41HOLLAND CASINO - TRAMROULETTE 5 5AUDI - AUDI AND AIRBNB LIVE TO DRIVE 2 2REPLY.AI - BOTBOT 3 6SODIMAC - HIJACKED HIGHWAY 2 2ADIDAS - BREAKING THE PATTERN WITH ADIDAS GLITCH 1 3 5BURGER KING - WE ARE PARILLA 1 1ROYAL JORDANIAN AIRLINES - TRUMP 1 1

MCDONALDS - SNAPLICATIONS 2 2 6

BURGER KING - WHOPPER EXCHANGE 1 1TOTAL 0 30 32 22 84


22

Gran Prix Gold Silver Bronze TotalHPCL - ROADS THAT HONK 1 1 4DOCTORS OF THE WORLD - #REALITYXMAS 2 2STACY'S - STACY'S STANDS WITH YOU 1 1SOWETO GOLD - MARKED BY BRAVERY 1 1FREE A GIRL MOVEMENT - SCHOOL FOR JUSTICE 1 3PARISIAN ROAD SAFETY - THE VIRTUAL CRASH BILLBOARD 1 1 3 DONATE LIFE AMERICA - YOUR NAME SAVES 2 2 6THE HUNGER PROJECT - A TABLE TO END HUNGER 1 1FOLKOPERAN - UNSUCCESSFUL TICKET SAMPLING 1 1LIBÉRATION - LIBÉ DES RÉFUGIÉS 1 1COMIC RELIEF - SWEAR JAR 1 3 5FIESTA - BROKEN HEARTS 1 2AIRBNB - UNTIL WE ALL BELONG 1 2DEUTSCHE TELEKOM - SEA HERO QUEST 2 4PACIFICO INSURANCE - #ZEROPOINTFIVEEFFECT 1 2OL PEJETA CONSERVANCY - MOST ELIGIBLE BACHELOR 2 2LA SIRENA - EQUAILITV 1 1FUNDACIÓN HUESPED - TALKING NUMBERS 1 1THE STEVE WAUGH FOUNDATION - THE RIDERLESS BIKE 1 1CRUZEIRO ESPORTE CLUBE AND AZMINA NGO - LET'S CHANGE THE NUMBERS 0

AACD - THE FANTASTIC PROBLEM SOLVING MACHINE 1 1VODAFONE - GET THE FLOW 4 4COLOMBIAN UROLOGY SOCIETY - RUN FOR YOUR BALLS 1 1SSEX BBOX - KISS THE KREMLIN 3 2 8WATERISLIFE - VENMO MICRO HACK 1 1 3BAYER - YASMIN'S SEX-ED REVOLUTION 1 2HUFFINGTON POST - STOP THE CYCLE 2 2GROUPAMA - SAFEST ROUTE 1 1TESTICULAR CANCER NEW ZEALAND - GO BALLS OUT 2 2HÖVDING - GIVE A BEEP 1 1PEPSICO - #RELEASETHEPRESSURE 1 2DORINA NOWILL FOUNDATION FOR THE BLIND - BRAILLE BRICKS 1 2

GREEN RIBBON PROJECT COMMITTEE - SECOND LIFE TOYS 1 2#UNDRESS522 - ABAAD RESOURCE CENTER FOR GENDER EQUALITY 2 1 5

WOMAN INTERRUPTED - WOMAN INTERRUPTED 1 2ELLE'S IMAGINE'NT - #JENESUPPORTEPASLESBLEUS 1 2ACTIONAID UK - BRUTAL CUT 1 2AKADEMIA AUTO SWIAT - THE WHEELCHAIR HOUR 1 1TV-AKSJONEN NRK, IKEA, RED CROSS - 25M2 SYRIA 2 2 6CENTRO CUESTA NACIONAL - THE INVISIBLE FISH 1 1SOLIDARITÉ GRANDS FROIDS’ - NOTFAIRBNB 1 1WHITE RIBBON - #20MINUTESOFACTION4CHANGE 2 2AMNESTY INTERNATIONAL -REFUGEES REAL-TIME TWEET RESPONSES 1 1

TOTAL 20 132 144 93 389


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Gran Prix Gold Silver Bronze TotalIDOLUNDER ARMOUR - #BREAKTHEGAME 1 1 4BUDWEISER - THE DEBUT 1 3 6SONY PLAYSTATION - SEARCH FOR GREATNESS 1 1NIKE - MAMBA DAY 1 1ADIDAS - ADIDAS ODDS 2 4NEWFEST & NYC PRIDE - TYPE WITH PRIDE 1 1 3HEINEKEN ASIA PACIFIC - TIGER TRADING CO. 1 1SKITTLES - GIVE THE RAINBOW 1 1 1 6 FOOTBALL FEDERATION AUSTRALIA - YOU'VE GOTTA HAVE A TEAM 1 1

GODIVA - THE BOX THAT KEEPS GIVING 1 1NIKE - EQUALITY SIGNS 1 3CHANNEL 4 - CHANNEL 4 PARALYMPICS 2 4BABYLOVE - PREMMIE PROUD 1 2RECLAME AQUI - ON HOLD MUSIC FESTIVAL 1 1 3BURGER KING - MANNSCHAFTS-WHOPPER 1 1CHECKERS - BUY BACK THE BLOCK 1 1ANZ - #HOLDTIGHT 2 2JETBLUE - FLYBABIES 1 1MARKS AND SPENCER -CHRISTMAS WITH LOVE 1 2HERSEY'S - #EATERNET 1 2DB BREWERIES - DB EXPORT BEER BOTTLE SAND 1 1AMPLIFY SNACK BRANDS - PAQUI ONE CHIP CHALLENGE 1 1TOTAL 0 12 20 19 51

Now go and make some social magic.Published in September 2017

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