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Cannes Predictions 2014
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Bridget Jung Chief Creative Officer
DigitasLBi Paris !
@bridoo
Jean-Philippe Martzel Planning & Strategy Director
DigitasLBi Paris !
@jpmartzel
Fred Lung Senior Creative DigitasLBi Paris
!@fredericklung
Philippe Pinel Senior Creative DigitasLBi Paris
!@PhilippePinel
Cannes Predictions 2014We had fun putting this list together. Its in no way
exhaustive, simply an educated guess as to what might win at Cannes this year. Weve tried to identify the
emerging themes we may see coming out of the Festival.
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1. Advertising inspired by the environment (in realtime) 2. Advertising re-enchants (or hacks) the everyday 3. Selfies and the importance of me 4. Advertising that reinvents the product 5. The most interesting man in the world is trending 6. Advertising that might make the jury laugh 7. Blockbusters 8. Grand Prix or nothing
Emerging Themes
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1. Advertising inspired by the environment (in realtime)
Perhaps some of the most exciting digitally led campaigns weve seen are in outdoor and they combine intelligent placement with smart tech to create truly personalised experiences between brands and consumers. In this way advertising has become alive.
Cannes Predictions 2014
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http://youtu.be/k3JucPPqd40
British Airways
The Magic of Flying
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http://youtu.be/b8OOCU8zZSs
Apotek
Blowing in the Wind
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http://youtu.be/80indhABZwo
Neue Zrcher Zeitung
Digital Newspaper Holder
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2. Advertising re-enchants (or hacks) the everyday !
Ads now bring magic into the real world. Posters can accept credit cards and even play music. A DIY shop uses billboards to dramatically show how they can improve the everyday. More and more of the filmed stunts rely on reactions from people to some kind of magic in the real world.
Cannes Predictions 2014
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http://youtu.be/LuRXqdVvLjs
OBI
The Renovated Billboard
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http://youtu.be/cKj1RdsG8as
Honda
The Sound of Honda
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http://youtu.be/ZcqsRhMHo8o
Misereor
The Social Swipe
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http://youtu.be/gclJe_kSnd4
Becks
Playable Poster
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http://youtu.be/vHVWegNfQl0
DHL
Trojan Mailing
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http://youtu.be/aGlRyMITXMc
Google
Night Walk in Marseille
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3. Selfies and the importance of me
Selfie was the 2013 word of the year. Only a few months ago, Ellens epic selfie generated over 3 million retweets. We can see some brands leveraging this new focus on me, inviting individuals not only to be part of the ad but to be at the centre of it. Brands are finding new and creative ways to use individuals and personal stories rather than scenarios.
Cannes Predictions 2014
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http://youtu.be/ZgGNDhCnjzQ
Prudential
Chapter 2
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http://youtu.be/JtxLmInvFcw
Nike
Make Every Yard Count
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http://youtu.be/XokGFN86ljc
Coke
This is AHH
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http://youtu.be/IpbDHxCV29A
Wren
The Kiss
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4. Advertising that reinvents the product
This is a very interesting area. Instead of making ads, some brands are innovating at the product level or creating new products & services that support the brand ambition. Were convinced that this area will grow over the next few years.
Cannes Predictions 2014
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http://youtu.be/H6NWTJyWHqc
Milka
Last Square
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http://forgotify.com/
Spotify
Forgotify
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http://youtu.be/8eSkHeTIhS0
Nar Mobile
Life Saving Cable
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http://youtu.be/gsXg2uBQhIA
RipCurl
Watch
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http://youtu.be/P8DOZ_rK8rI
Harvey Nichols
Sorry, I spent it on myself
http://youtu.be/ITyeI3YyYw8
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5. Advertising that invites action from the individual
Theres a new breed of advertising that wouldnt exist without someone watching it. These experiences require people to interact, explore and experiment with the ad. From second screening, to innovate navigation and even ultimately being able to control a real person via a website, these ads require action from the individual.
Cannes Predictions 2014
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http://youtu.be/_3D8hYIfpqg
Arcade Fire
Just a Reflektor
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http://youtu.be/rg74NzJlGp0
Melbourne Tourist Information
Remote Control Tourist
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http://youtu.be/GT-GPmX60GA
Guy Cotten
Sortie en Mer
http://sortieenmer.com/
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http://youtu.be/wvPfuV00-1k
Droga5
Thunderclap
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5. Advertising that might make the jury laugh
From beer to banks, humour always works. We even found a PSA that breaks through with an incredible script and amazing acting.
Cannes Predictions 2014
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http://youtu.be/OK9419Oicp0
Tap King
Hello
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http://youtu.be/mZy5nejCSc4
VH1
I Will Survive
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http://youtu.be/GFYeUeKv75A
Nimble
Unexpected Happens, The Vet
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http://youtu.be/SXy6JElmgHU
Three
#SingItKitty
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http://youtu.be/P8KAaf45g5U
New Zealand Transport
Blazed
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6. The most interesting man in the world is trending
Senior is the new black.
Cannes Predictions 2014
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http://youtu.be/mngOtW6sYCw
Jack & Jones
Made from Cool
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http://youtu.be/lk0yti12LLI
Epic Companies
Signor Valmano
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http://youtu.be/jxVcgDMBU94
Edeka
Supergeile
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http://youtu.be/0izwNht8cT8
Intel + Toshiba
The Power Inside
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7. Blockbusters
Big brands and big budgets sure to go home with some metal.
Cannes Predictions 2014
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http://youtu.be/M7FIvfx5J10
Volvo Trucks
Epic Split
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http://youtu.be/pyV57QlGUGI
Evian
Spiderman
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http://youtu.be/XqWig2WARb0
John Lewis
The Bear & the Hare
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http://youtu.be/bu2ht9c-FFU
Lacoste
The Big Leap
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http://youtu.be/Bf_z_7B4Ifw
Heineken
The Odyssey
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http://youtu.be/L1EtoruAMDI
Heineken
Response on The Odyssey film authenticity
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http://youtu.be/B-3sVWOxuXc
Guinness
Sapeurs
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http://youtu.be/JEbpbNTkIdk
Old Spice
Momsong
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http://youtu.be/vmOr9I2JxZs
Lurpak Cooks Range
Adventure Awaits
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8. Grand prix or nothing
Nothing in between.
Cannes Predictions 2014
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McDonalds
CoreArticle on Creative Review
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Bridget Jung Chief Creative Officer
DigitasLBi Paris !
@bridoo
Jean-Philippe Martzel Planning & Strategy Director
DigitasLBi Paris !
@jpmartzel
Fred Lung Senior Creative DigitasLBi Paris
!@fredericklung
Philippe Pinel Senior Creative DigitasLBi Paris
!@PhilippePinel
#WhatdidweforgetLet us know what you think or what we may have missed.