The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com

CONSUMER TRENDS AT CANNES LIONS 2016 The insights behind the ads

Introduction

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 2

A consumer perspective on this year’s winners

This year’s Cannes Lions International Festival of Creativity was populated by campaigns looking to eradicate discrimination, raise awareness of global issues and, well, sell products. But what about the behaviours and

trends that underpin the messages?

We've identified the behaviours that run through this year’s winning campaigns to reveal how the creative work connects with the attitudes of modern consumers.

Five strong themes have emerged this year; New Heritage is the art of reviving the old for the new, Youthful Truths illustrates how infantile messages can soften hard truths, technology has been harnessed smartly to

help us play Empathy Games, Censoring Censorship encourages people to speak out and stand up, while yesterday's assumptions have been dismantled by Subverted Stereotypes.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 3

NEW HERITAGE Reviving the old to be experienced by new audiences

Nostalgia is a powerful emotion; it can boost happiness, self-esteem, and feelings of connectedness to others. Importantly for brands, it’s also been shown to make consumers more likely to spend. And people aren’t exclusively nostalgic for times in their own pasts – ‘anemoia’ is

nostalgia for times you never personally knew.

At the 2016 Cannes Lions, brands used music, art and technology to encourage viewers to connect to the recent past, further back, and to things they couldn’t have experienced for

themselves the first time around.

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 4

64% of Gen Yers are interested in buying nostalgic items like typewriters and record players, compared to 15% of Seniors, who actually grew up with them

(Source: JWT, 2013)

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 5

THE NEXT REMBRANDT In this campaign, artists and analysts collaborated to create a new Rembrandt painting, 347 years after the Dutch master’s death. Algorithmically accurate to his style, technology and data were used rather than paints and brushes ‘to make something new’. The painting may look like a classic, but its production can be appreciated by a new and firmly future-facing generation.

ING JWT Amsterdam

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BECAUSE RECOLLECTION Indie record label Because Music created a website that enabled visitors to ‘play’ with the label’s iconic album artwork to commemorate its tenth anniversary. Users from 129 countries spent an average of five minutes playing with 627,000 interactive images. Fans were able to re-experience albums from the past decade and discover new music in a totally fresh way.

Because Music 84. Paris

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FORMATION The opening scene of ‘Formation’ takes viewers back to post-Katrina New Orleans, complete with flooded streets and homes. By explicitly referencing slavery, the Civil Rights Movement and #BlackLivesMatter in the same breath, Beyoncé encouraged young, contemporary audiences to connect to not just today’s political struggles, but to those before their time too.

Beyoncé Prettybird

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EXPLORE THE LIBRARYDiscover how businesses are

applying New Heritage

THOSE WERE THE DAYS! THE SCIENCE OF NOSTALGIA Whether it’s Secret Cinema taking people Back to the Future, or the revival of classic shows like Twin Peaks and The X-Files, the promise of a nostalgic experience is a big consumer draw. Andrew Abeyta, who studies the psychology of nostalgia, explains to Canvas8 how reflecting on the past can affect us today.

MAC N’ CHEETOS TAPS INTO AMERICA’S CHILDHOOD By stuffing America’s favourite quick-and-easy dinner dish into super-sized versions of the nation’s favourite crisp, the snack offers a new way to enjoy ‘the good old days’. It’s not the first time that Burger King has created a hugely successful ‘frankenfood’, but it is the first to come with a distinct side-order of nostalgia.

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 9

YOUTHFUL TRUTHS Using infantile messaging to tell hard truths

People may say they want the truth, but that’s not always the case – especially when the truth is hard to swallow. Whether up close or far from home, certain realities can be difficult to internalise

or understand.

A number of winners at the 2016 Cannes Lions spoon-fed information regarding subjects like illiteracy and immigration, softening the discomfort surrounding these issues via cartoonish

aesthetics and narratives that read like fairy tales.

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 10

Regardless of how true it is, 67% of people will believe information that supports their current world view

over an opposing idea (Source: University of Illinois, 2009)

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 11

THE ALPHABET OF ILLITERACY A lack of understanding can often stem from a lack of education. To help familiarise people with examples of global suffering, Project Literacy used the alphabet in a nursery rhyme format to broaden understanding of illiteracy, alongside other global issues like infant mortality and AIDS. The initiative’s petition for the UN to prioritise illiteracy has since gained 757 million signatures.

Project Literacy FCB Inferno

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 12

SHOPLIFTERS In an effort to encourage the legal pursuit of freebies through its rewards app, Harvey Nichols showed CCTV footage of shoplifters awarding themselves a five finger discount, before being pursued by security. By presenting theft through a childlike lens, it was able to reposition the footage as an entertaining narrative, driving 13,000 app downloads in the process.

Harvey Nichols adam&eveDDB London

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UNFAIRY TALES For those who haven’t had to flee war-torn countries, it can be a difficult scenario to empathise with. Unfairy Tales recounts the conditions in Syria as seen by child refugees in a fairy tale-style format. The message? Not all stories are meant for kids, but that doesn’t mean they won’t have to experience them. The campaign raised awareness among over half a billion people globally.

UNICEF 180 L.A.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com

HOW NEW SUPERHEROES ARE FIGHTING OPPRESSION Comic book superheroes are becoming a medium through which to discuss sensitive social issues – especially when it comes to racial under-representation. From Kamala Khan to the Burka Avenger, leading the charge is an army of powerful Muslim women who are prepared to kick some ass.

UK INSURERS ARE ADOPTING CUDDLY SPOKESPEOPLE No one likes thinking about money matters. But at least when you take out insurance in the UK, you can get a toy dog or an aristocratic Russian meerkat thrown in. Able to reel off company catchphrases when squeezed or pulled, these cuddly characters are becoming the spokesanimals of UK insurers.

EXPLORE THE LIBRARYDiscover how businesses are

applying Youthful Truths

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New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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EMPATHY GAMES Using technology to encourage empathy

Studies show that our ability to empathise has greatly diminished over the last 30 years. And technology has been cited as a key factor behind this downward turn; between smartphones and

social media, we’re all too busy thinking about ourselves.

Yet while it might be part of the problem, brands are increasingly using technology as a means of encouraging empathy. For fun and philanthropy alike, tech is being used to literally see the world

through somebody else’s eyes.

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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College kids' empathy has dropped by 40% since the '80s, with the sharpest drop coming after

the year 2000 (University of Michigan, 2010)

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 17

THE EMOTIONAL TRAILER The Melbourne Film Festival promoted itself through the creation of an ‘Emotion Simulator’, which allowed participants to experience the emotional journeys of particular films without actually seeing them. By focusing on the universal nature of human emotion, and how it transcends language, it reminded participants of the commonality between all people.

Melbourne Film Festival McCann Melbourne

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THE DISPLACED VR has provided organisations the chance to help the Western world understand the turmoil people undergo during a crisis. The New York Times’ use of the tech in covering the refugee crisis facilitated a greater ‘connectedness’ to the situation, allowing users to experience it first-hand. The NYT VR app has now been downloaded more than any other app in the publication’s history.

The New York Times The New York Times

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SEARCH RACISM, FIND TRUTH Freedom of speech in the internet age has allowed an abundance of intolerant hate-spreading content. But Flüchtlinge Willkommen fought this by placing ‘unskippable’ adverts in front of hateful videos on YouTube – forcing discussion by having refugees rebut the racist claims of the proceeding video.

Flüchtlinge Willkommen FCB

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 20

HOW CAN TECHNOLOGY ENCOURAGE EMPATHY? Studies show that our ability to empathise has greatly diminished over the last 30 years. It’s due in part to the uptake of smartphones and social media; we’re all too busy thinking about ourselves. But while it might be part of the problem, could technology also be used to make us more empathetic?

GAME OFFERS INSIGHT INTO LIFE IN A BRAZILIAN TRIBE In Brazil, there's considerable negative stigma attached to the country's indigenous tribes. In an attempt to rectify this, the Kaxinawá tribe collaborated with game developers to create Huni Kui, a game that offers players the opportunity to immerse themselves in tribal life and understand the ways in which they live.

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Empathy Games

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 21

CENSORING CENSORSHIP Encouraging people to speak their minds

In a digital era of news feeds and comment threads, the ability to communicate with society at large has been democratised. As a result, freedom of speech is more important than ever before – and

people are exercising their right to be heard.

But certain spaces are still censored. At the 2016 Cannes Lions, a number of winners took control of the mic by encouraging people to speak their minds, enabling them to circumvent existing

policies to change attitudes, behaviours and perceptions for the better.

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 22

47% of Americans identify freedom of speech as the most important freedom that citizens enjoy

(First Amendment Center, 2013)

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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Swedish Tourist Association Ingo

THE SWEDISH NUMBER In 1766, Sweden became the first country to legally abolish censorship. In keeping with its national identity – and to help foreigners understand its culture – the Swedish Tourist Association gave the country its own phone number, allowing people around the world to chat with a random Swede, with no topic off limits. It received 183,391 calls from 186 countries in 79 days.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 24

MACMA David Buenos Aires

MAN BOOBS FOR BOOBS Women’s nipples are banned on most social networks, even when encouraging them to check for lumps. To overcome this, cancer charity MACMA played censorship at its own game, using man boobs to illustrate how women could check themselves. Not only was a debate sparked around sexist censorship policies online, but the ad received 48 million views within a week.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 25

HP AlmapBBDO São Paulo

MAGIC WORDS Everybody has a story to tell, but in Brazil – where 13 million people are illiterate – many of them are never captured. HP used its products to create a book featuring these people’s experiences, transcribing their stories in real-time and giving them a voice. The limited run of Magic Words books sold out, and over six million people claimed to have been impacted by the initiative.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 26

WOMEN FIGHT FOR THE RIGHT TO ‘MUMBOD’ The dadbod was 2015’s most affectionate meme. It saw middle-aged male bodies – love handles, bellies and general squishiness – celebrated as endearing and sexy. But it raised questions about the dadbod’s counterpart. Whither the mumbod? And why isn’t she enjoying the same treatment?

AMERICAN APPAREL: BRINGING BACK THE BUSH To boost sales for Valentine's Day 2014, American Apparel’s branch in SoHo, New York adorned its mannequins with faux pubic hair – the message being that no woman should feel shame about going au naturel. But is it really a stand against contemporary beauty ideals, or simply a provocative PR stunt?

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Censoring Censorship

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 27

SUBVERTED STEREOTYPES Presenting today’s values through yesterday’s typecasts

Often limited by their length, TV adverts can struggle to build complex, multi-faceted characters. Instead, they’re often required to revert to stereotypes, drawing upon common knowledge to make

the individuals on-screen more instantly relatable.

But modern beliefs have outgrown traditional representations. And in light of this, businesses are subverting stereotypes – reconciling the cultural banks of association with the progressive values of

contemporary consumers.

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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48% of adverts featuring women placethem in family roles

(Royal Holloway University of London, 2010)

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 29

Shiseido Shiseido

HIGH SCHOOL GIRL? The cosmetics industry has come under increasing scrutiny over its portrayal of unattainable levels of beauty. But by presenting this within the progressive context of gender fluidity, Japanese brand Shiseido was able to sidestep criticism and show its support for minorities – amassing more than ten million views on YouTube in the process.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 30

Old Spice W&K Portland

SMELLCOME TO MANHOOD Stereotypical male fragrance ads that present products as instant babe magnets have been largely derided as misogynistic. But while Old Spice sends a similar message – claiming its deodorant will ‘turn a boy into a man’ – it adds an element of absurdity by narrating its story with the exaggeration of an overbearing mother.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 31

DB Breweries Lola Lowe & Partners

BREWTROLEUM By creating a biofuel made from leftover yeast, DB Breweries enabled men to ‘drink beer and save the world’. The ad contrasts the industry’s typical representations of laddishness with a disparate behaviour – environmental concern. The campaign saw sales of its beer increase by 10%, and helped make DB Export New Zealand’s fastest growing beer brand.

The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 32

DOES MEN'S FASHION HAVE A DIVERSITY PROBLEM? From France’s law against ‘unhealthy-looking’ catwalk models to activist hashtags such as #droptheplus, 2015 saw radical changes in how women’s clothing was sold. So far, so good – for women at least. But what about men? How do blokes who don’t look like David Beckham or Cristiano Ronaldo want to shop?

CILLIT BANG – THE MECHANIC: CLEANING MADE MAN-FRIENDLY Cillit Bang’s Flashdance-inspired advert reconfigured the ‘rugged mechanic’ with a modern take on masculinity, incorporating flamboyant dancing and cleaning. This vision of manliness has so far garnered over eight million views on YouTube. But can it really get blokes more excited about scrubbing their bathrooms and kitchens?

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Subverted Stereotypes

New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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SCORE! THE SCIENCE OF WINNING

We all feel a desire to win, whether that’s for self-validation or a gold medal. But a focus on ‘the win’ oversimplifies the real reasons we enter contests. Canvas8 sat down with Dr. Francesco Duina, author of Winning: Reflections on an American Obsession, to understand our competitive nature.

DISCOVER MORE Selected from the Canvas8 Library, the articles opposite provide members with a starting point for a deeper analysis of the insights revealed in this deck.

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CONTACT

James Cunningham Head of New Business james@canvas8.com +44 (0)20 7377 8585

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LIFE IS ELECTRIC: BATTERIES WITH A BACKSTORY

At the 2016 Cannes Lions festival, Dentsu Tokyo picked up the Design Grand Prix for its ‘Life is Electric’ campaign for Panasonic, which aimed to show people the ubiquity of electricity in everyday life. But what role did hamsters, fruit, cyclists, cheerleaders and waterfalls play in bringing batteries to life?

THE SWEDISH NUMBER: CHAT WITH RANDOM SWEDES

“Hello? Sweden here.” The Sweden Number, created by Ingo Stockholm, allowed foreigners to chat with a random Swede about any subject. Its authentic representation of the nation’s diverse voices saw it pick up the 2016 Direct Lions Grand Prix, showcasing the power of the local touch in tourism.

MOOBS FOR BOOBS: FREEING THE NIPPLE FOR CANCER

When cancer charity MACMA found that 67% of women don’t check their breasts, it aimed to create a viral ‘how-to’ guide. But as Facebook and Instagram remove images of women’s nipples, how could it show a self-exam if it couldn’t even show a pair of boobs? It found a loophole – use 'moobs' instead.

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