7 Overriding Themes Spotted Among Cannes Lions 2014 Winners
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7 Overriding Themes Spotted Among Cannes Lions 2014 Winners

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Looking at Cannes Lions 2014 winners it seems that just right now we have started our come back from online to offline world. Visible trends are - among the others: maker movement, real life stories, ...

Looking at Cannes Lions 2014 winners it seems that just right now we have started our come back from online to offline world. Visible trends are - among the others: maker movement, real life stories, immersive experiences and tangible reality.

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7 Overriding Themes Spotted Among Cannes Lions 2014 Winners 7 Overriding Themes Spotted Among Cannes Lions 2014 Winners Presentation Transcript

  • 7 OVERRIDING THEMES SPOTTED AMONG CANNES LIONS 2014 WINNERS June 2014 ©Daniel Incandela, flickr.com
  • #1 MAKER MOVEMENT „Contemporary culture representing a technology-based extension of DIY culture. Typical interests include engineering-oriented pursuits such as electronics, robotics, 3-D printing and the use of CNC tools, as well as more traditional activities such as metalworking, woodworking, and traditional arts and crafts. The subculture stresses new and unique applications of technologies and encourages invention and prototyping. There is a strong focus on using and learning practical skills and applying them creatively.” [via: Wiki] © Peter Thoeny, flickr.com
  • TITANIUM LION PROJECT DANIEL NOT IMPOSSIBLE LABS THE EBELING GROUP New York, USA Case film URL: http://vimeo.com/98805885
  • BRONZE LION, CATEGORY: CYBER LEVI'S TOOLS LEVI STRAUSS & CO. AKQA New York, USA Case film URL: http://vimeo.com/91739176
  • BRONZE LION, CATEGORY: CYBER MAKE EVERY YARD COUNT NIKE JWT INDIA Mumbai, INDIA Case film URL: http://www.jwt.com/en/bangalore/work/makeeveryyardcount/
  • #2 SUSTAINABILITY In the early 20th century, the global population was less than 2 billion; today, it is 7 billion, and by 2050 this number is expected to reach 9 billion. Hence, it is not surprising that the resources are depleting at an alarming rate. We started to understand the need for sustainable development in business a long time ago, but today, sustainable development as part of corporate image is not enough – it must be an integral part of corporate strategy. As a result, the traditional 4P has changed into: people, planet, profit, purpose. [via: TrendBook 2014] © Mark J P, flickr.com
  • GRAND PRIX, CATEGORY: PR, CYBER,; GOLD, CATEGORY: BRANDED CONTENT THE SCARECROW CHIPOTLE MEXICAN GRILL CREATIVE ARTISTS AGENCY Los Angeles, USA Case film URL: https://www.youtube.com/watch?v=reDRAHn3XkY
  • GOLD, CATEGORY: DESIGN THE STREET STORE THE HAVEN NIGHT SHELTER M&C SAATCHI ABEL Cape Town, SOUTH AFRICA Case film URL: https://www.youtube.com/watch?v=QDw0JtwQU8A
  • SILVER, CATEGORY: DIRECT INGLORIOUS FRUITS AND VEGETABLES INTERMARCHÉ MARCEL Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=p2nSECWq_PE
  • BRONZE, CATEGORY: PR RAIN FOR SALE THE COCA-COLA COMPANY OGILVY & MATHER COLOMBIA Bogotá, COLOMBIA Case film URL: https://www.youtube.com/watch?v=APRXjjTZQ10
  • BRONZE, CATEGORY: CYBER CLIMATE NAME CHANGE 350 ACTION BARTON F. GRAF 9000 New York, USA Case film URL: https://www.youtube.com/watch?v=efAUCG9oTb8
  • #3 LONG-FORM VIDEOS „Long-form video is gaining popularity across all devices. Mobile phone users spent 31% of their time watching content more than an hour long; tablet users, 19% of their time. More than half (53%) of mobile viewers’ time was spent watching video longer than 30 minutes, compared to 35% for tablet users. Tablet viewers spent 40% of their viewing time watching video between 10 and 60 minutes long.” [via: OOYALA, Global Video Index Q4 2013] © xxxxx
  • GRAND PRIX FOR GOOD SWEETIE TERRE DES HOMMES NETHERLANDS LEMZ Amsterdam, THE NETHERLANDS Case film URL: http://vimeo.com/98800289
  • GRAND PRIX, CATEGORY: CYBER PHARRELL WILLIAMS - 24 HOURS OF HAPPY UNIVERSAL / IAMOTHER ICONOCLAST Paris, FRANCE Case film URL: http://vimeo.com/98545677 ; http://24hoursofhappy.com/
  • BRONZE, CATEGORY: CYBER A TRIP OUT TO SEA GUY COTTON CLM BBDO Boulogne-Billancourt, FRANCE Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o; http://www.sortieenmer.com/
  • #4 MULTISCREENING „The typical multiscreen user is driven to a 2nd screen by boredom to fill gaps in content and by habitual multitasking; but also by desires to be more productive, connected, informed, and engaged. Users may cycle through many or all of these mindsets in a single viewing session. TV remains the most common first screen; however, as video consumption on wireless devices proliferates, mobile is poised to step into that space. The most successful second screen content is additive and efficient.” [via: AdReaction 2014, Millward Brown] © Paul J Coles, flickr.com
  • GOLD, CATEGORY: MOBILE RACER GOOGLE GOOGLE CREATIVE LAB New York, USA Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o; http://www.sortieenmer.com/
  • BRONZE, CATEGORY: CYBER JUST A REFLEKTOR ARCADE FIRE, GOOGLE CHROME GOOGLE CREATIVE LAB, DATA ARTS TEAM San Francisco, USA Case film URL: https://www.youtube.com/watch?v=_3D8hYIfpqg; https://www.justareflektor.com/
  • #5 IMMERSIVE EXPERIENCES „Entertainment, narratives and brand experiences will become more immersive and altogether more enveloping in a bid to capture consumers’ imagination and attention.” [via: JWT 10 Trends for 2014] © ESI Design, flickr.com
  • GOLD, CATEGORY: BRANDED CONTENT & ENTERTAINMENT AMIA BOOTH AMIA (ASOCIACIÓN MUTUAL ISRAELITA ARGENTINA) OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA Case film URL: https://www.youtube.com/watch?v=Otd1PYZlp2s
  • GOLD, CATEGORY: PROMO & ACTIVATION TROJAN MAILING DHL JUNG von MATT Stuttgart, GERMANY Case film URL: https://www.youtube.com/watch?v=vHVWegNfQl0
  • SILVER, CATEGORY: CYBER GOOGLE NIGHT WALK GOOGLE 72ANDSUNNY Los Angeles, CA, USA Case film URL: https://www.youtube.com/watch?v=aGlRyMITXMc; https://nightwalk.withgoogle.com/en/home
  • BRONZE, CATEGORY: CYBER MELBOURNE REMOTE CONTROL TOURIST TOURISM VICTORIA CLEMENGER BBDO MELBOURNE, AUSTRALIA Case film URL: https://www.youtube.com/watch?v=rg74NzJlGp0; http://remotecontroltourist.com/
  • BRONZE, CATEGORY: CYBER LONG DISTANCE ART VIENNA TOURIST BOARD JUNG von MATT Vienna, AUSTRIA Case film URL: https://www.youtube.com/watch?v=uUhO2nOTOTA
  • BRONZE, CATEGORY: OUTDOOR AMAZING STREET HACKS UBISOFT BETC Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=1hpU_Neg1KA
  • BRONZE, CATEGORY: MEDIA ALMOST IDENTICAL MONDELEZ INTERNATIONAL DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA Case film URL: https://www.youtube.com/watch?v=sk7A56KVNBY&noredirect=1
  • #6 REAL LIFE STORIES It has always been about good storytelling in good advertising. But now it is not anymore about actors, models and polished scenarios. Now it is about real-life stories and about real people. As a result the story itself is more emotional, more engaging and more compelling. © Vinoth Chandar, flickr.com
  • SILVER, CATEGORY: CYBER THE BORN FRIENDS FAMILY PORTRAIT SKYPE PEREIRA & O'DELL San Francisco, USA Case film URL: https://www.youtube.com/watch?v=5nRKyQ11494; ; http://skypestaytogether.com/
  • BRONZE, CATEGORY: DIRECT KOMBI LAST WISHES VOLKSWAGEN DO BRASIL ALMAPBBDO São Paulo, BRAZIL Case film URL: https://www.youtube.com/watch?v=tXynxODC4eY
  • BRONZE, CATEGORY: PR HSBC NOW HSBC HSBC London, UNITED KINGDOM Case film URL: https://www.youtube.com/user/HSBCNOW
  • BRONZE, CATEGORY: CYBER THE WOMAN WHO CAN'T WATCH MOVIES CANAL+ SPAIN FCB SPAIN Madrid, SPAIN Case film URL: https://www.youtube.com/watch?v=n6ltdHID9JE
  • BRONZE, CATEGORY: TITANIUM & INTEGRATED CHAPTER TWO PRUDENTIAL DROGA5 New York, USA Case film URL: https://www.youtube.com/watch?v=78UWcBerbVU
  • #7 TANGIBLE REALITY We live in the world of flat screens. Whatever we touch feels the same. We also live in the online world with online experiences and online friendships. But at the same time we live in the physical world. And this world will always dominate. It seems that just right now we have started our come back from online to offline. © Christian Schnettelker, flickr.com
  • GOLD, CATEGORY: OUTDOOR THE SOCIAL SWIPE BISCHÖFLICHES HILFSWERK MISEREOR KOLLE REBBE Hamburg, GERMANY Case film URL: https://www.youtube.com/watch?v=ZcqsRhMHo8o
  • GOLD, CATEGORY: MOBILE OFFLINE BOOK MATH PAPER PRESS DDB GROUP SINGAPORE, SINGAPORE Case film URL: https://www.youtube.com/watch?v=O6qi03SrocY
  • SILVER, CATEGORY: PR HANDS ON SEARCH YAHOO! JAPAN HAKUHODO KETTLE Tokyo, JAPAN Case film URL: https://www.youtube.com/watch?v=xQx6YeoKVwU
  • BRONZE, CATEGORY: CYBER GOOGLE OUTSIDE GOOGLE UK R/GA London, UNITED KINGDOM Case film URL: http://vimeo.com/94494549
  • BRONZE, CATEGORY: MEDIA REAL LIFE ALLIANZ OGILVY FRANCE Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=Ph7Gc4IZIQ8 [French]
  • BRONZE, CATEGORY: MEDIA BANANA REPUBLIC BANANA REPUBLIC IRIS WORLDWIDE INDONESIA Jakarta, INDONESIA
  • e: natalia@hatalska.com Want to read more about marketing trends for 2014 and beyond? Download free 86-pages TrendBook2014 report here: TrendBook 2014 or on Slideshare. @hatalskacom facebook.com/hatalskacom