2013
CANNES
REVIEW
2013
CANNES
REVIEW
@JPMARTZEL

@MATFREE

@BRIDOO
17 JURIES
35,765 ENTRIES
(from 92 countries)
CRAFT HAS NEVER
BEEN SO GOOD
IDEAS HAVE NEVER
BEEN SO IMPORTANT
RISK
THE IDEA
Before we start, it’s worth noting
that Cannes could have been very
different this year if Red Bull had
entered. Stratos w...
RISK
THE IDEA
RISK THE IDEA

DUMB WAYS TO DIE
Before Dumb Ways to Die became the most
awarded campaign in advertising history (a
record ...
RISK THE IDEA

THE BEAUTY INSIDE
Beauty Inside is perhaps the most perfect idea
I’ve ever come across.  When judging this ...
RISK THE IDEA

OREO DAILY TWIST
Oreo highlights a different kind of risk.  In order
to deliver breakthrough communication ...
RISK
THE IDEA
RISK
THE IDEA
LOW-TECH
INSPIRED BY TECHNOLOGY
TELL STORIES
CHANGE BEHAVIOUR
OPEN DISCUSSION
RISK IDEAS
WITH LOW-TECH
INNOVATION
RISK IDEAS
WITH LOW-TECH
INNOVATION

ADS WITH A PURPOSE
It seemed that there was a kick back on gadgets
and high tech and ...
RISK IDEAS
WITH LOW-TECH
INNOVATION

TXTBKS
The mobile grand prix didn’t go to a whizzy new
smart phone app. Instead, it w...
RISK IDEAS
WITH LOW-TECH
INNOVATION

SHAREABLE CAN
Coke has been leading the way with interactive
kiosks, mobile apps and ...
RISK IDEAS
WITH LOW-TECH
INNOVATION

STORIES FOR EVERY
JOURNEY
Qantas treats it’s most privileged frequent flyers
with a sp...
RISK IDEAS
WITH LOW-TECH
INNOVATION

MAKE THE
POLITICIANS WORK
This idea is very simple, but very effective. It
really sho...
RISK IDEAS
WITH LOW-TECH
INNOVATION

HUMAN YOUTUBE
PLAYER
Maurice Levy hijacked the YouTube player
functionality to produc...
RISK IDEAS
INSPIRED BY
TECHNOLOGY
RISK IDEAS
INSPIRED BY
TECHNOLOGY

CINDER
This was the first year for the Innovation Lions at
Cannes. The Grand Prix was aw...
RISK IDEAS
INSPIRED BY
TECHNOLOGY

ADIDAS WINDOW
SHOPPING
Digital is going retail and transforming and
connecting the comm...
RISK IDEAS
INSPIRED BY
TECHNOLOGY

THE ANT RALLY
It may seem strange to include Ant Rally in this
section. I’ve done so be...
RISK IDEAS
THAT TELL
STORIES
RISK IDEAS
THAT TELL
STORIES

GOLDEN CHAINS
We’ve already different examples of popup
windows in various chrome experiment...
RISK IDEAS
THAT TELL
STORIES

CLOUDS OVER CUBA
Clouds Over Cuba shows us what “Cyber” can do
at it’s best. It’s industry c...
RISK IDEAS
THAT TELL
STORIES

GEOX AMPHIBIOX
I wish there were more product websites like
this. Geox uses everything digit...
RISK IDEAS
THAT TELL
STORIES

WHATEVER’S
COMFORTABLE
Southern Comfort shows us how to tell
a great story without any words...
RISK IDEAS
THAT CHANGE
BEHAVIOUR
RISK IDEAS
THAT CHALLENGE
BEHAVIOUR

PRUDENTIAL
CHALLENGE LAB
Following on from the success of DAY ONE last
year, Prudenti...
RISK IDEAS
THAT CHALLENGE
BEHAVIOUR

BRIDGE OF LIFE
Samsung equipped Mapo bridge
(notorious for the highest suicide rate)
...
RISK IDEAS
THAT CHALLENGE
BEHAVIOUR

MY BLOOD IS RED
AND BLACK
It’s already risky to tamper with a football
uniform, let a...
RISK IDEAS
FOR OPEN
DISCUSSION
RISK IDEAS
FOR OPEN
DISCUSSION

THE TRUTH
Bodyform is a great example of brands tapping
into one individual consumer and e...
RISK IDEAS
FOR OPEN
DISCUSSION

“PARDON ME”
When most brands were chasing likes, Grey
Poupon started to reject fans. It wa...
RISK IDEAS
FOR OPEN
DISCUSSION

#FINDGREATNESS
Nike picked up a Titanium Lion for their brand
campaign during the Olypics....
RISK IDEAS
FOR OPEN
DISCUSSION

OUR FOOD, YOUR
QUESTIONS
Brands used to use mass media to push out one
standard message to...
RISK
THE IDEA
This year we’ve seen how ideas and advertising can solve problems.
And some very serious problems indeed (su...
2013 cannes review
2013 cannes review
2013 cannes review
2013 cannes review
2013 cannes review
2013 cannes review
2013 cannes review
2013 cannes review
2013 cannes review
2013 cannes review
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2013 cannes review

  1. 1. 2013 CANNES REVIEW
  2. 2. 2013 CANNES REVIEW @JPMARTZEL @MATFREE @BRIDOO
  3. 3. 17 JURIES 35,765 ENTRIES (from 92 countries)
  4. 4. CRAFT HAS NEVER BEEN SO GOOD
  5. 5. IDEAS HAVE NEVER BEEN SO IMPORTANT
  6. 6. RISK THE IDEA
  7. 7. Before we start, it’s worth noting that Cannes could have been very different this year if Red Bull had entered. Stratos was an idea with great risk and a big payoff. “…Our approach towards communications is that we don’t really talk about ourselves too much. Rather, we focus on what we do — the events we create and produce and the athletes we support — versus who we are. With this guiding principal, we do not submit for awards very often.” Patrice Radden Director of Corporate Communications Red Bull
  8. 8. RISK THE IDEA
  9. 9. RISK THE IDEA DUMB WAYS TO DIE Before Dumb Ways to Die became the most awarded campaign in advertising history (a record breaking 5 grand prix, 18 gold, 3 silver and 2 bronze) it would not have been an easy sell to the client.  Hats off to McCann Melbourne for pitching the idea that a very serious problem could be solved through a musical video with cute animated characters dancing and singing about dumb ways to die.  And equally, hats off to the client for taking on the risk associated with this approach. 5 Grand Prix 18 Gold 3 Silver 2 Bronze http://youtu.be/IxZ_ZznO2ek 5X DUMB WAYS TO DIE GRAND PRIX
  10. 10. RISK THE IDEA THE BEAUTY INSIDE Beauty Inside is perhaps the most perfect idea I’ve ever come across.  When judging this year, we saw a lot of great advertising that was not inherently and absolutely linked back to a brand.   You could change car brands or sports shoe brands and the campaign “still worked” because it was category specific and not specific to the brand.  Beauty Inside stands out because the idea is absolutely perfect for Intel and could not be be owned by anyone else. It’s supported by the most amazing craft and incredibly engaging storytelling. http://youtu.be/qyMQIMeSCVY 3X INTEL & TOSHIBA GRAND PRIX
  11. 11. RISK THE IDEA OREO DAILY TWIST Oreo highlights a different kind of risk.  In order to deliver breakthrough communication they changed the client/agency model so that they could deliver a perfectly executed real time and reactive campaign over 100 days. What’s great is that real time doesn’t mean “quick and dirty”.   The craft is flawless. http://youtu.be/ZDSc0V3AEnk OREO GRAND PRIX
  12. 12. RISK THE IDEA
  13. 13. RISK THE IDEA LOW-TECH INSPIRED BY TECHNOLOGY TELL STORIES CHANGE BEHAVIOUR OPEN DISCUSSION
  14. 14. RISK IDEAS WITH LOW-TECH INNOVATION
  15. 15. RISK IDEAS WITH LOW-TECH INNOVATION ADS WITH A PURPOSE It seemed that there was a kick back on gadgets and high tech and some of the most interesting ideas were beautifully crafted low tech solutions.   I love IBM’s Ads with a purpose which picked up the Grand Prix in outdoor. It’s great to see a hi-tech company not afraid to use low-tech means to get people talking about a very hi-tech solution (smart cities). http://youtu.be/4_oaWkXWujI IBM GRAND PRIX
  16. 16. RISK IDEAS WITH LOW-TECH INNOVATION TXTBKS The mobile grand prix didn’t go to a whizzy new smart phone app. Instead, it went to an idea that transformed analogue phones into e-readers and old SIM cards into a new type of text book for school kids in the Philippines. How often does a Telecoms company leverage old analogue technology? http://seeourentry.com/txtbks/ http://youtu.be/Fmfm0sTq9Nc SMART COMMUNICATIONS GRAND PRIX
  17. 17. RISK IDEAS WITH LOW-TECH INNOVATION SHAREABLE CAN Coke has been leading the way with interactive kiosks, mobile apps and other digital experiences that bring ‘open happiness’ to life. This year they picked up a Gold Lion in Design for ‘the sharing can”. A low-tech but effective idea that innovates at the product level and demonstrates open happiness in delightful way. Coke risked changing their product. http://youtu.be/72fRuE8vmo0 GOLD COKE OGILVY & MATHER PARIS
  18. 18. RISK IDEAS WITH LOW-TECH INNOVATION STORIES FOR EVERY JOURNEY Qantas treats it’s most privileged frequent flyers with a special series of books purpose designed for the flight times of key Qantas routes. Qantas took on a risk on books having high value for busy, tech-addicted clients. http://youtu.be/kPvIYHxJiyk QANTAS GOLD
  19. 19. RISK IDEAS WITH LOW-TECH INNOVATION MAKE THE POLITICIANS WORK This idea is very simple, but very effective. It really shows the importance of context. Potholes in Russia were hijacked and turned into chalk portraits of Russian Politicians. Beside each portrait there was a quote or failed promise from that particular politician concerning the state of the road. Politicians were quick to repair their image and reputation, and so accordingly also fix the road. It’s risky to play with the public image of political figures in Russia. http://youtu.be/48WoNWYUy7g URA.RU CITY WEBSITE GOLD
  20. 20. RISK IDEAS WITH LOW-TECH INNOVATION HUMAN YOUTUBE PLAYER Maurice Levy hijacked the YouTube player functionality to produce a very human (and lowtech) experience. The speech was recorded over 30 times so that the Publicis Groupe CEO could personally interpret each Youtube player command on the fly. The risk was to be fired if it flopped. PUBLICIS GROUPE http://vimeo.com/55443057 http://youtu.be/sWmGtTvQZSA BRONZE
  21. 21. RISK IDEAS INSPIRED BY TECHNOLOGY
  22. 22. RISK IDEAS INSPIRED BY TECHNOLOGY CINDER This was the first year for the Innovation Lions at Cannes. The Grand Prix was awarded to Cinder, described as ‘an open source software platform for creative coding’. http://youtu.be/CNwfNOIHtL4 CINDER GRAND PRIX
  23. 23. RISK IDEAS INSPIRED BY TECHNOLOGY ADIDAS WINDOW SHOPPING Digital is going retail and transforming and connecting the commerce experience across channels. Adidas does this well and shows the potential of connecting commerce, mobile and retail through a rich brand experience with digital at the core. http://youtu.be/7ZXucLUfh0U ADIDAS GOLD
  24. 24. RISK IDEAS INSPIRED BY TECHNOLOGY THE ANT RALLY It may seem strange to include Ant Rally in this section. I’ve done so because about 18 months ago I heard about a company that had some technology that meant you could write on a leaf. Ant Rally brings a powerful and engaging creative idea to partner this technology. The risk for this idea was in the production (it’s hard to control ants). http://youtu.be/LfUP6ejMnzs WWF GOLD
  25. 25. RISK IDEAS THAT TELL STORIES
  26. 26. RISK IDEAS THAT TELL STORIES GOLDEN CHAINS We’ve already different examples of popup windows in various chrome experiments. What makes this interactive video press worthy is the storytelling behind the video clip. The story of artist trying to sell all of his possessions in order to finance his album. The risk was that perhaps nobody would buy the items for sale. http://youtu.be/j83x-zSUf48 ALB GOLD
  27. 27. RISK IDEAS THAT TELL STORIES CLOUDS OVER CUBA Clouds Over Cuba shows us what “Cyber” can do at it’s best. It’s industry changing and has redefined the potential of digital storytelling. Apart from taking a risk on the production in order to innovate a new type of storytelling they also risked mixing fiction and history to make the story more compelling. http://cloudsovercuba.com/casestudy/ GOLD THE JFK PRESIDENTIAL LIBRARY & MUSEUM
  28. 28. RISK IDEAS THAT TELL STORIES GEOX AMPHIBIOX I wish there were more product websites like this. Geox uses everything digital has to offer to transport us and make us want to buy their shoes. The craft is flawless. Geox took a risk on being able deliver against the idea. A story about shoes in the rain could have been extremely boring, but they came through with an incredibly compelling experience http://youtu.be/2N34yGG4NyQ GEOX GOLD
  29. 29. RISK IDEAS THAT TELL STORIES WHATEVER’S COMFORTABLE Southern Comfort shows us how to tell a great story without any words. This was one of our favourite films at the festival this year. What we like is that Southern Comfort had the guts to bet everything on the “mood” and on the execution. http://youtu.be/FP3x5E_z-_0 SOUTHERN COMFORT GOLD
  30. 30. RISK IDEAS THAT CHANGE BEHAVIOUR
  31. 31. RISK IDEAS THAT CHALLENGE BEHAVIOUR PRUDENTIAL CHALLENGE LAB Following on from the success of DAY ONE last year, Prudential goes one step further in helping people prepre for retirement. Prudential is taking a risk on being able to change behaviour and fix the problem - rather than just creating an engaging message around the problem. Any experiement is a risk because you can’t guarantee results. http://youtu.be/quNGs1FWLOo PRUDENTIAL SILVER
  32. 32. RISK IDEAS THAT CHALLENGE BEHAVIOUR BRIDGE OF LIFE Samsung equipped Mapo bridge (notorious for the highest suicide rate) with sensors and lights that trigger messages of hope and reassurance as someone walks close to the rails in an attempt to change behaviour and lower the rate of suicide. It’s risky for a Life Insurance company to tackle suicide in this manner. http://youtu.be/LYMWPSKpRpE SAMSUNG LIFE INSURANCE GOLD
  33. 33. RISK IDEAS THAT CHALLENGE BEHAVIOUR MY BLOOD IS RED AND BLACK It’s already risky to tamper with a football uniform, let alone to do so as part of a campaign. Football Club “Vitoria” offered up their most precious media space (their football jersey) in an attempt to change behaviour and drive fans to donating blood. http://youtu.be/4tYMMXiH_hs GOLD HEMOBA / ESPORTE CLUBE VITÓRIA
  34. 34. RISK IDEAS FOR OPEN DISCUSSION
  35. 35. RISK IDEAS FOR OPEN DISCUSSION THE TRUTH Bodyform is a great example of brands tapping into one individual consumer and engaging a conversation that can be broadcast to the wider online community. This new approach to “open discussion” requires a degree of risk because brands must open up and be ready for the difficult conversations. http://youtu.be/C_HjRIOK-PY GOLD BODYFORM RUBBER REPUBLIC UNITED KINGDOM
  36. 36. RISK IDEAS FOR OPEN DISCUSSION “PARDON ME” When most brands were chasing likes, Grey Poupon started to reject fans. It was done with taste an humour and the risk paid off. http://youtu.be/qJm-bGSKojc GREY POUPON BRONZE
  37. 37. RISK IDEAS FOR OPEN DISCUSSION #FINDGREATNESS Nike picked up a Titanium Lion for their brand campaign during the Olypics. By not being an official sponsor they risked fan disappointment and visibility. The risk paid off as they outperformed official Olympic sponsors +200%. http://youtu.be/dzJDkbtUdGI http://youtu.be/hfoYIiPhtbg NIKE TITANIUM SILVER
  38. 38. RISK IDEAS FOR OPEN DISCUSSION OUR FOOD, YOUR QUESTIONS Brands used to use mass media to push out one standard message to a mass audience. We now see brands engaging in conversation with one individual and publishing that open discussion to a mass audience online and offline. McDonalds shows that this can go beyond a campaign mindset - to become a new brand behaviour. They risked an attacking defense. They opened up and were ready and able to answer ANY question from consumers. http://www.lookwhatwemade.ca/ yourquestionswebsite1/ McDONALDS GOLD
  39. 39. RISK THE IDEA This year we’ve seen how ideas and advertising can solve problems. And some very serious problems indeed (suicide, blood donation, organ donation and rail safety). But we’ve also seen how ideas and advertising solve equally serious brand problems (brand perception, loyalty and sales). It seems befitting to end with Bill Bernbach’s quote : “Safe ideas can kill you”
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