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15 Trends & Microtrends You Can Spot From Cannes Lions 2013 Winners
 

15 Trends & Microtrends You Can Spot From Cannes Lions 2013 Winners

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Looking through Cannes Lions 2013 winners you can spot some marketing trends. Here are 15 I believe are the most crucial.

Looking through Cannes Lions 2013 winners you can spot some marketing trends. Here are 15 I believe are the most crucial.

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    15 Trends & Microtrends You Can Spot From Cannes Lions 2013 Winners 15 Trends & Microtrends You Can Spot From Cannes Lions 2013 Winners Presentation Transcript

    • 15 MARKETING TRENDS & MICROTRENDSYOU CAN SPOT FROM CANNES LIONS 2013 WINNERSJune 2013©jacilluch, flickr.com
    • #1 ACCESS PRIMARILYUsing various connected devices we expect access to the internet wherever we are. Since not all thecities are able/ willing to provide that, the marketers jump on that trend. This year in Cannes, among theothers: Mattel, McDonald’s, Nawras, NIVEA.©Ed Yourdon, flickr.com
    • GOLD LION, CATEGORY: MOBILEAdvertiser/Client: MATTELProduct/Service: SCRABBLEAdvertising Agency: OGILVY FRANCE Paris, FRANCECase film URL: http://www.youtube.com/watch?v=SgSma5aypMI
    • SILVER LION, CATEGORY: MEDIAAdvertiser: NIVEAProduct/Service: NIVEA SUNAgency: GIOVANNI+DRAFTFCB São Paulo, BRAZILCase film URL: http://www.youtube.com/watch?v=2drOFzZxSHM
    • BRONZE LION, CATEGORY: MEDIAAdvertiser: McDONALDS SISTEMAS DE ESPAÑAProduct: McDONALDSAdvertising Agency: TBWAESPAÑA Madrid, SPAINCase film URL: http://youtu.be/pGEnvmgyABA
    • BRONZE LION, CATEGORY: MEDIAAdvertiser: NAWRASProduct: WiFiAdvertising Agency: LEO BURNETT DUBAI, UNITED ARAB EMIRATESCase film URL: http://www.youtube.com/watch?v=S6Lgcwgz5Wg
    • ©risayv, flickr.comThe more we are immersed in the digital world the more we seem to miss physical objects and seek outphysical experiences. Awarded in Cannes Kontor Records campaign represents this digital worldcountertrend.Read more: Embracing Analog report, JWT Intelligence, 2013#2 ANALOG IS HOT
    • GOLD LION, CATEGORY: MEDIAAdvertiser: KONTOR RECORDSProduct/Service: KONTOR RECORDSAgency: OGILVYACTION Düsseldorf , GERMANYCase film URL: http://www.youtube.com/watch?v=Xg1pzEF3HTw
    • #3 BIG DATAConsumers produce and marketers collect and analyze large amounts of structured and unstructured data.Thus it is possible to identify the user based on his various features and to provide him the product/ theinformation tailored to his interests. Examples in Cannes: Amnesty International, Ribeiro, McDonald’sRead more: Big data & Privacy, TrendBook 2013©joiseyshowaa, flickr.com
    • GOLD LION, CATEGORY: DIRECTAdvertiser: AMNESTY INTERNATIONALProduct/Service: AMNESTY INTERNATIONALAgency: COLENSO BBDO Auckland, NEW ZEALANDCase film URL: http://www.youtube.com/watch?v=mXRvgwzWoSI
    • GOLD LION, CATEGORY: DIRECTAdvertiser: RIBEIROProduct/Service: MINICUOTAS RIBEIROAgency: ALMACEN Olivos, ARGENTINACase film URL: http://www.youtube.com/watch?v=N5vEYifsd7U
    • GOLD LION, CATEGORY: MEDIAAdvertiser: McDONALDS AUSTRALIAProduct/Service: CORE MENUAgency: DDB Sydney, AUSTRALIACase film URL: http://www.youtube.com/watch?v=5bpQFSX9NEE
    • „75% of smartphone users say that it is important to connect the device to their vehicle. Allowing users’smartphones to seamlessly connect to in-car technology helps bridge the gap between device ecosystems,and helps personalize the overall automotive experience.” [via PSFK]#4 CONNECTED CAR©Natalia Hatalska, http://hatalska.com
    • SILVER LION, CATEGORY: MOBILEAdvertiser: PTTProduct: COFFEE SHOPAgency: BBDO PROXIMITY THAILAND Bangkok, THAILANDCase film URL: http://www.youtube.com/watch?v=Un5J15ilGlw
    • With an advent of technologies such as PittPatt, Google Glass and many others, facial recognition takes onnew meaning. While everyobody talks about panoptic surveillance, it can have good results as well.#5 FACIAL RECOGNITION©Google
    • GOLD LION, CATEGORY: MOBILEAdvertiser: BAOBEIHUIJIA.COM - BABY BACK HOME VOLUNTEERS ASSOCIATIONProduct: MISSING CHILDREN MOBILE SEARCH APPLICATIONAgency: :JWT BEIJING, CHINACase film URL: http://www.youtube.com/watch?v=uYkIGOBK7DQ
    • „We need to be very careful about not assuming that just because youre not a twenty-something meansyou dont use technology. The reality is most cohorts that have gotten older are exposed to a lot of newtechnologies and have carried some of that desire to be involved in technology with them as they movedforward.” Genevieve Bell, IntelRead more: There are some things that we care about that havent changed over the millennia, interview with Genevieve Bell, TrendBook 2013#6 GREY REVOLUTION©Ed Yourdon, flickr.com
    • BRONZE LION, CATEGORY: MOBILEAdvertiser: SINGTELProduct: PROJECT SILVERLINE, A CSR INITIATIVEAgency: OGILVY & MATHER SINGAPORE, SINGAPORECase film URL: http://www.youtube.com/watch?v=NthqImRXS-Y
    • The smartphone you have in your pocket has lots of different sensors, including GPS, giroscope, compass,and many others. In a result it knows your location, your position and what you do. That’s enough fora marketer to give you an offer based on your location.#7 LOCATION AS A NEW CONTEXT©Irish Typepad, flickr.com
    • BRONZE LION, CATEGORY: MOBILEAdvertiser: SUNSHINE CITY CORPORATIONProduct: SUNSHINE AQUARIUMAgency: HAKUHODO Tokyo, JAPANCase film URL: http://www.youtube.com/watch?v=IK4-zPD_25U
    • BRONZE LION, CATEGORY: MEDIAAdvertiser: DOMINOS PIZZAProduct/Service: PIZZAAgency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREACase film URL: http://youtu.be/3eYmkg8I5hc
    • The trend LOCAL IDEALIZED is getting stronger and stronger for several years already. Based on theglorification of the locality - products derived from the neighborhood, from my area, with a particularregion, native. Fuelled by the local patriotism, a desire to seek roots and nostalgia.#8 LOCAL IDEALIZED, LOCAL LOCO©Ed Yourdon, flickr.com
    • GOLD LION, CATEGORY: DIRECTAdvertiser: KBCProduct/Service: KBC ENTREPRENEURSAgency: TBWABELGIUM Brussels, BELGIUMCase film URL: http://www.youtube.com/watch?v=U76EIiTW_LE
    • Living in a nano-second culture, pressed for time we - as a Lazy Generation - consume, produce anddistribute micro-content (that’s why rising popularity of Vine, Snapchat and so on).Read more: PubliSeek.#9 MICROCONTENT©anotherlunch.com, flickr.com
    • GOLD LION, CATEGORY: DIRECTAdvertiser: SKYProduct/Service: SKYAgency: SERVICEPLAN Munich, GERMANY
    • Living our social lives, having profiles in different social media sites we build very different images ofourselves. We start asking questions – who we really are? As John McHale (SapientNitro) said: „It is nolonger about making ourselves happy but taking care of what other people think about us.”Read more: Today people are living their lives via screens, interview with John McHale and Chris Cobb, Creative Directors at Sapient Nitro,TrendBook 2013#10 PROBLEM OF IDENTITY©visualpanic, flickr.com
    • GRAND PRIX, CATEGORY: BRANDED CONTENT & ENTERTAINMENTAdvertiser: INTEL + TOSHIBAProduct: TOSHIBA LAPTOP WITH INTEL INSIDEEntrant PEREIRA & ODELL San Francisco, USACase film URL: https://www.youtube.com/watch?v=G-4Wg7FIe70
    • In the recession economy simply beeing good is a rising trend. It started with banking and insurancecompanies who failed our trust, but now it is spreading also on the other categories. And if this is a crisis andthe related consumer expectations forced the market to undertake this type of action, I do not mind that thecrisis lasted for a while. In effect, when it’s over, we will live in a better world. I hope!Read more: trendwatching.com#11 RANDOM ACTS OF KINDNESS©Ed Yourdon, flickr.com
    • GRAND PRIX, CATEGORY: MEDIAAdvertiser: FUNERAL INSURANCE COMPANY DELAProduct/Service: DELA BRANDAgency: OGILVY & MATHER AMSTERDAM, THE NETHERLANDSCase film URL: http://www.youtube.com/watch?v=BHJvuwZdlZ4
    • GRAND PRIX, CATEGORY: MOBILEAdvertiser: SMART COMMUNICATIONSProduct: SMART PUBLIC AFFAIRSAgency: DDB DM9JAYMESYFU Makati City, THE PHILIPPINESCase film URL: http://www.youtube.com/watch?v=7bUGXqhrVrw
    • GRAND PRIX, CATEGORY: PROMO&ACTIVATIONAdvertiser: SPORT CLUB RECIFEProduct/Service: FOOTBALL CLUBAgency: OGILVY BRASIL São Paulo, BRAZILCase film URL: http://www.youtube.com/watch?v=7xXTsqEZYFw
    • GOLD LION, CATEGORY: DIRECTAdvertiser: HEMOBA / ESPORTE CLUBE VITÓRIAProduct/Service: FOOTBALL TEAMAgency: LEO BURNETT TAILOR MADE São Paulo, BRAZILCase film URL: http://www.youtube.com/watch?v=V8pEyFmSleI
    • GOLD, CATEGORY: MOBILEAdvertiser: REBORNProduct: ORGAN DONATION FOUNDATIONAgency: DUVAL GUILLAUME MODEM Antwerp, BELGIUMCase film URL: http://www.youtube.com/watch?v=DcTxt_8dZ1E
    • Authentic marketing communication delivered at the right time with the message linked to other popularstimuli appears to be something that consumers really want/ perceive well.Read more: Golin Harris, Designing for Real-Time Marketing, SXSW 2013#12 REAL TIME MARKETING©Bely Medved, flickr.com
    • GRAND PRIX, CATEGORY: CYBERAdvertiser: MONDELEZ INTERNATIONALProduct/Service: OREOAgency: DRAFTFCB New York, USACase film URL: http://www.youtube.com/watch?v=j7wFQLRsMYQ
    • GOLD LION, CATEGORY: MEDIAAdvertiser: KIMBERLY CLARKProduct/Service: KLEENEXAgency: MINDSHARE WW London, UNITED KINGDOMCase film URL: http://www.youtube.com/watch?v=OacFkobQYXo
    • SILVER LION, CATEGORY: DIRECTAdvertiser: KRAFT FOOD Inc.Product/Service: OreoAgency: 360i, New YorkCase film URL: http://www.youtube.com/watch?v=79wEsmHrw8w
    • SILVER LION, CATEGORY: MEDIAAdvertiser: MERCEDES-BENZProduct/Service: A-CLASSAgency: MAXUS GLOBAL, UNITED KINGDOMCase film URL: http://www.youtube.com/watch?v=M2nZXRoVTPw
    • Crowdsourcing and so many mobile devices have an incredible power. Especially when put together.#13 SOCIAL MEDIA FOR A GOOD CAUSE©photos by blperk, flickr.com
    • GOLD LION, CATEGORY: DIRECTAdvertiser: STARHUB MOBILEProduct/Service: MOBILE BRANDINGAgency: DDB GROUP SINGAPORE, SINGAPORECase film URL: http://www.youtube.com/watch?v=gbTQb1Hdp6U
    • SILVER LION, CATEGORY: MOBILEAdvertiser: MISSING CHILDREN SOCIETY OF CANADAProduct: CHILD SAFETY & INVESTIGATIONAgency: GREY GROUP CANADA Toronto, CANADACase film URL:http://www.youtube.com/watch?feature=player_embedded&v=Kc2SnAEVEYE
    • SILVER LION, CATEGORY: MOBILEAdvertiser: CIVIL RIGHTS DEFENDERSProduct: GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISKAgency: RBK COMMUNICATION Stockholm, SWEDENCase film URL: http://www.youtube.com/watch?v=pwHm2nbwqis&feature=youtu.be
    • There must be something in music. Every year campaigns using specially produced music singles are themost awarded in Cannes. Just compare last year Banco Popular (Grand Prix in PR) and this year’s Dumb waysto Die (5 Grand Prix!). And there’s even more!#14 THANK YOU FOR THE MUSIC!©Haags Uitburo, flickr.com
    • GRAND PRIX, CATEGORY: DIRECT, FILM PR, RADIO, INTEGRATEDAdvertiser: METRO TRAINSProduct/Service: METRO TRAINSAgency: McCANN MELBOURNE, AUSTRALIACase film URL: http://www.youtube.com/watch?v=IxZ_ZznO2ek
    • GOLD LION, CATEGORY: CYBERAdvertiser: LINCOLN MOTOR COMPANYProduct: LINCOLN MKZAgency: HUDSON ROUGE New York, USASee more: http://www.hello-again.com/beck360/main/beck360.html
    • GOLD LION, CATEGORY: MOBILEAdvertiser: DOREMIRProduct: SCORECLEANER NOTESAgency: MOBIENTO Stockholm, SWEDENCase film URL: http://vimeo.com/62860276
    • SILVER LION, CATEGORY: CYBERAdvertiser: OLD SPICEProduct: DANGER ZONEAgency: WIEDEN+KENNEDY Portland, USACase film URL: http://walkinstupid.com/pr/campaign/muscle_music
    • SILVER LION, CATEGORY: MOBILEAdvertiser: MASTERCARDProduct: MASTERCARD MIYAMOAgency: R/GA New York, USACase film URL: http://www.youtube.com/watch?v=o7ewYwflXDY
    • Case film URL: http://www.youtube.com/watch?v=On-Y8fTrDKASILVER LION, CATEGORY: CYBERAdvertiser: PHILIPSProduct: PHILIPS LIFESTYLE ENTERTAINMENTAgency: DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
    • New vending machines are much more prevalent now. They dispense just about anything (including pizza,seafood, underwear). But what’s even more interesting, thanks to hi-tech features they engage theconsumer in a physical contact and provide interactve buing experiences.Read more: Humanisation of machines, TrendBook 2013#15 VENDING 3.0©m-louis, flickr.com
    • Case film URL: https://www.youtube.com/watch?v=ts_4vOUDImEGOLD LION, CATEGORY: DIRECTAdvertiser: COCA-COLAProduct/Service: COCA-COLAAgency: LEO BURNETT SYDNEY, AUSTRALIA
    • e: natalia@hatalska.comIf you want to read more about marketing trends for the next year check out TrendBook2013 reporton my blog: http://hatalska.com/trendbook-2013-en/or on SlideShare: http://www.slideshare.net/nhatalska/5-crucial-internet-trends-for-the-next-year-report©Rick E Dick, flickr.com