Cannes Lions 2016 Takeaways & Thought Leadership
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Transcript of Cannes Lions 2016 Takeaways & Thought Leadership
ABOUT CANNES LIONS
The warm sandy beaches of the French Riviera were once again the backdrop for the 63rd annual Cannes Lions International Festival of Creativity.
Spanning eight days, from June 18 – 25, 2016 was the biggest program in Cannes Lions history.
• 15,000 marketers, advertisers, tech companies, and celebrities • 100 countries represented • 550+ high-profile speakers, including Anna Wintour, Usher, Rashida Jones, Will
Smith, Gwyneth Paltrow, Harvey Weinstein, and Channing Tatum • Over 40,000 campaigns submitted across 23 categories • 4 Lions: Cannes Lions, Lions Health, Lions Innovation, Lions Entertainment
FACTS + STATS
ABOUT CANNES LIONS
In recent years, the rise of technology has fundamentally changed Cannes Lions.
From the programming to the awards, the Festival now reflects the fusion of technology and creativity with media and branding.
For those of you who could not attend, we’ve extracted four key takeaways from winning work, and our thought leaders have provided unique points of view.
For best results, enjoy with a glass of rosé.
INSIGHT + INSPIRATION
Mobile & Lions Entertainment Grand Prix: NYT VR, The Displaced, T Brand Studio
Titanium Grand Prix Promo & Activation Grand Prix: REI, #OptOutside, Venables Bell & Partners, San Francisco
BE BRAVE & GET COMFORTABLE WITH DISCOMFORT
Glass Grand Prix: Hindustan Unilever, 6 Pack Band, Mindshare, Mumbai
Gold Film + Film Craft: Shisedo
Click each image to watch the case study
TAKEAWAYS FROM WINNING WORK
MAKE THE WORLD A BETTER, CLEANER + HEALTHIER PLACE
The First Braille Smartwatch, Dot, Serviceplan Two Lions, Product Design / Innovation
Edible Six Pack Rings: Saltwater Brewery, We Believers Gold - PR Lions
Lions Health Grand Prix for Good: Macma, Manboobs, David, Buenos Aires
Lions Health Pharma: Philips, Breathless Choir, Ogilvy & Mather London
TAKEAWAYS FROM WINNING WORK
Media Grand Prix and Print & Publishing Grand Prix: Burger King, McWhopper, Y&R NZ
DON’T UNDERESTIMATE THE POWER OF A CHEEKY STUNT
Integrated Grand Prix: Netflix, FU 2016, BBH New York
Direct Grand Prix: Swedish Tourist Association, The Swedish Number, Ingo
Outdoor Grand Prix: Heineken New Zealand, Brewtroleum, Colenso BBDO
TAKEAWAYS FROM WINNING WORK
USE TECHNOLOGY TO SURPRISE + DELIGHT
Cyber Grand Prix and Creative Data, Lions Innovation: ING, The Next Rembrandt, JWT Amsterdam
Cyber Grand Prix: Loterías Y Apuestas del Estado, Justino, Leo Burnett Madrid
Lions Innovation Grand Prix: Google Deepmind Alphago, Google Deepmind
Design Grand Prix: Panasonic, Life Is Electric, Dentsu Inc
TAKEAWAYS FROM WINNING WORK
PIGEON AIR PATROL
DigitasLBi U.K. took home two bronze Cannes Lions in the Mobile and Cyber categories for the Pigeon Air Patrol project. It was a ground-breaking campaign which saw the first ever flock of pollution-monitoring pigeons launched across London.
Over the course of three days in March 2016, Plume Labs and DigitasLBi released ten pigeons wearing small pollution-monitoring backpacks. Lightweight pollution sensors were stitched onto small fabric vests which fitted comfortably on the pigeons and measured levels of nitrogen dioxide and ozone.
The Pigeon Air Patrol monitored air quality in the capital and reported back via Twitter. Londoners could tweet their location to the handle @PigeonAir to receive instant responses from one of the pigeons, telling them about the level of pollution in their area.
Pigeon Air Patrol Bronze - Mobile; Bronze - Cyber
OUR AWARDS
OUR AWARDS
Eleanor Howe and Lina Benmansour of DigitasLBi France won the 2016 Young Lions Health Award with UNICEF Brain Food.
To enter the competition, individuals or teams of two were given the challenge of creating either a three minute presentation film or eight image PDF that answered a communications brief issued by UNICEF and aimed at raising awareness among caregivers about the importance of play in fostering children’s cognitive, social, and emotional development in the critical early years of life.
Their idea answered the brief with innovation, by using everyday objects to stimulate play, and providing creative ways for caregivers to interact with children. It will be used as part of UNICEF’s overall communication outreach on Early Childhood Development.
UNICEF Brain Food 2016 Young Lions Health Award
UNICEF BRAIN FOOD
POVs
From The Huffington Post to MediaPost, agency executives across capabilities provided unique insights on what marketers need to know coming out of Cannes Lions 2016.
THOUGHT LEADERSHIP
LORENZO WOOD - THE HUFFINGTON POST
Want to Win an Innovation Lion? Get Real. Seriously.
ING’s "The Next Rembrandt” Inspired by Rembrandt, painted by a machine
For Lorenzo Wood (Global Chief Innovation Officer), the big Innovation winners at Cannes this year send a strong message: this festival of creativity rewards innovation that solves real problems sustainably, at serious scale.
So what should brands look for? Problems that are real, not contrived. Problems where a solution can have large and lasting impact. And problems where the brand has something credible, beyond money, to bring to the solution. How should they respond? By thinking of business models, not campaigns.
As Lorenzo puts it, “When machines are active participants in the creative process — when they surprise us — they expand the horizons of human creativity.”
“Edible six pack rings” Saltwater Brewery
Advertisers Get Happy
ANDREW CARLSON - THE HUFFINGTON POST
Design winner “Life is Electric” by Panasonic
Joy, fun, and happiness are typically under-represented in awards.
Not so this year.
For Andrew Carlson (Experience Design Practice Lead), this year’s winners of Digital Craft and Design Lions are celebrations. They delight and entertain, not pulling at your heart-strings so much as yanking away your frown lines. They inspire, wink, and smile.
It’s not manipulation, it’s an expression of joy to be shared that spans digital and physical channels.
The takeaway for brands? Have fun. It’s allowed, and you might just win something.
How Advertising Is Making The World A Better Place
According to Carlos Ricque (Creative Lead SF), who served on the Health and Wellness jury of this year’s Cannes Health Lions, good marketing can help cure what’s ailing humanity. The sweet spot is when the advertiser’s goals overlap with the needs of the human being.
It can be as simple as talking to your customers in a new way, as proven by the submission for French grocery chain Intermarché.
They offered customers a “Sugar Detox” — six-packs of reduced-sugar yogurts that step down the amount of sugar a little bit per serving, doing a lot of good.
Whether the marketing component is overt or subtle, as long as it’s transparent and handled honestly, great things can happen.
CARLOS RICQUE - THE HUFFINGTON POST
“Sugar Detox” Intermarché
VR: Moving Us from Awe to Action
Guests at Samsung Presents: a VR Creators Experience
This year’s Cannes Festival gave Dave Marsey (EVP/Managing Director, SF) a new appreciation for Virtual Reality and its ability to catalyze social change.
Take Charity: Water. They partnered with Vrse.works and Samsung to create “The Source,” a VR film about an Ethiopian girl, Selam, who gets fresh water for the first time with her family from a well that workers have drilled in the desert.
The funds raised by the film exceeded Charity: Water’s goal. It dramatically demonstrates how VR can be purposeful for charitable giving.
It’s the bridge towards empathy that moves us from awe…to action.
DAVE MARSEY - THE HUFFINGTON POST
“The Source” charity:water / Vrse.works
Branded Conflict
“The Displaced” The New York Times Vrse.works
After two years without an award in the category, “The Displaced” by The New York Times took home the Entertainment Grand Prix (formerly Branded Content & Entertainment).
According to Scott Donaton (Chief Content Officer), who led this jury in 2013, “the work that rose above didn’t shy away from conflict, tension and the (gasp!) messy complexity of human emotions. That’s a big breakthrough for an industry that often paints the world in bright, happy new-and-improved colors. It recognizes that if we want audiences to seek brand stories out rather than swat them away, those stories need to have the same elements that draw people into the greatest films, books and TV shows.”
The sooner brands become more comfortable with conflict, the sooner they will be able to collaborate with the world’s best writers and directors.
SCOTT DONATON - THE HUFFINGTON POST
The Next Wave of Big Data: Deep Intelligence
Doug Ryan, President, NA, reveals how short term trends evident at Cannes and beyond draw clear pointers towards what’s coming next in Big Data.
The advances of the future depend as much on the quality of data as the quantity. As more reliable and accurate data commands a premium, data budgets will come to rival media budgets for CMOs.
And to make full use of the sheer amount of data available and operate on a truly individual level, we’ll need to use artificial intelligence and machine learning, moving us from the Big Data Era to the Deep Intelligence Era.
If the main components of winning in Big Data were harvest and storage, the competition in Deep Intelligence will be around processing and distribution.
DOUG RYAN - MEDIAPOST