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12 Trends from Cannes 2011
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12 Trends from Cannes 2011

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Our analysis of the key trends emerging from the Cannes 2011 Cyber Lions. From Social TV to the rise of HTML 5 to the impact of collaborative storytelling, our view of the trends shaping the best work ...

Our analysis of the key trends emerging from the Cannes 2011 Cyber Lions. From Social TV to the rise of HTML 5 to the impact of collaborative storytelling, our view of the trends shaping the best work and likely to impact 2012's winners.

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110 of 58 Post a comment

  • Full Name Full Name Comment goes here.
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  • Great presentation. If you have a pdf available please sent to jeroen@bilbaodesignacademy.com

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  • The presentation is really good. Thank you for the slide.
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  • I know is a little late to post a comment about this document but this let you know open your eyes to a new world, digitaly to be precise.
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  • Really great presentation. Good case studies and the best part is that it's so easy to digest (as a lot of people commented before me). Any chance I could get a copy as well? I'm Digital director at JWT Peru.
    my e-mail is: andrea.garciafry@jwt.com

    Thank you!!
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  • Really nice easy to digest summation. Interesting to see older trends reemerge differently.
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12 Trends from Cannes 2011 12 Trends from Cannes 2011 Presentation Transcript

  • 12 TRENDS FROM CANNES 2011
  • 1. SOCIAL TV BRAND BOWL BY MULLEN86% OF US MOBILE WEB USERS WATCH TV WITH THEIR DEVICES IN HAND 40% ARE USING THEM FOR SOCIAL NETWORKING Source: Nielsen/Yahoo via Edward Boches
  • 1. SOCIAL TVTHE REBIRTH OF LINEAR TV? “What we’re seeing now is that Twitter is, in fact, about flocking audiences back to a shared experience, and that usually means a live one” Chloe Sladden, twitter MTV VMA Awards Twitalyser
  • 1. SOCIAL TV: OLD SPICE GUY 40 MILLON VIDEO VIEWS 1.4 BILLION CAMPAIGN IMPRESSIONS CYBER LION GRAND PRIX
  • 2. DIGITAL STORYTELLING“Think of the article not as the goal of journalism but as a value added luxury or as a by product of the process” Jeff Jarvis “The primary shift is one of thinking of the book as a process rather than an artifact” Kevin Kelly
  • 2. DIGITAL STORYTELLING: SOCIAL STORIESCROWD-CREATED STORIES SOCIAL STORIES
  • 2. DIGITAL STORYTELLING: BRANDS AS PUBLISHERS“In the age of conversational media, brands must become publishers... ...Publishing means connecting a communitythrough the art and science of communication.” John Battelle, Federated Media, spoke on this theme at the festival
  • 3. HTML 5 AND THE RISE OF WEB APPSFACEBOOK’S RUMOURED HTML 5 STORE HTML 5 MAGAZINES OPEN SOURCE, CROSS PLATFORM WEB LANGUAGE DELIVERING APP-LIKE EXPERIENCES IN BROWSER
  • HERO-ED IN GOOGLE’S GROUND-BREAKING CHROME EXPERIMENTS CYBER LION GRAND PRIX THE NEXT GENERATION....
  • 4. COLLABORATION & CO-CREATION “The three Cs of modern creativity: Community, Crowd-sourcing and Collaboration” John Wilkins, Naked Communications & Stuart Wells, Nokia
  • SNEAKERPEDIA FOOTLOCKER PROJECT DESIGNED TO CROWD-SOURCE AN ARCHIVE OF RARE & LIMITED EDITION TRAINERS LAUNCHED IN PRIVATE BETA TO BUILD KUDOS & DESIRE TO PARTICIPATE IN BETA, REACHED 6.7 M FANS & GENERATED $1M OF FREE PRESS
  • 5. THE POWER OF REAL TIMEBUDWEISER IRELAND: DYNAMIC PRICING LINKED TO TEMPERATURE INCREASES BRONZE LION-PROMOTION & ACTIVATION
  • 5. THE POWER OF REAL TIMEUNIQLO: DYNAMIC PRICING LINKED TO VOLUME OF TWEETS
  • 6. THE RISE OF SOCIAL BUSINESS “Last year, business analysts Frost & Sullivan predicted that 5.5 million Europeans will be part of a car sharing scheme in 2016,....this will give Europe some 77, 000 shared vehicles.It’s no surprise then, that automakers are moving quickly to ensure that they have some control over such a booming industry” The Independent, 13/05/2011
  • ASOS MARKETPLACE-DEMOCRATISING DISTRIBUTION USERS TAKE PICTURES OF CLOTHES THEY WANT TO SELL THEIR OWN DESIGNS/ VINTAGE/SECOND HAND UPLOAD & PRICE THE OUTFITS THEY CAN THEN SELL THEM (WITH A 10% FEE TO ASOS)
  • 7. DESIGNING FOR NETWORKS &UNDERSTANDING SOCIAL SPREAD PROJECT CASCADE BY THE NEW YORK TIMES- VISUALISING HOW A STORY SPREADS IN A NETWORK
  • THE IMPORTANCE OF SOCIAL SPREAD WHAT PROMPTS USERS TO WATCH VIDEO ON-LINE: 28.2% OF CONSUMERS WATCHED ON-LINE VIDEO ON A FRIENDS’ !"#$%$"&($)* RECOMMENDATION "+(,*&("(*"&-./0*&1 !&$*+2&*-3##*+2*2 /0"%$)13!2*($4+ 17% CONSUMED NEWS &*-*+)%15&320-*2 ARTICLES ON FRIENDS’ RECOMMENDATION Source: Global Web Index 2011
  • PAY WITH A TWEET- (LITERALLY) SOCIAL CURRENCY DEVELOPED TO LAUNCH A BOOK BY R/GA CDs CHRISTIAN BEHRENDT & LEIF ABRAHAM OVER 13,000 BOOK DOWNLOADS IN THE FIRST 24 HOURS EXTENDED AS A PAYMENT MECHANIC OPEN TO OTHER ARTISTS, WRITERS, CHARITIES & CELEBRITIES +10,000 “PAY WITH A TWEET” BUTTONS INSTALLED TO DATE LEADING TO 400,000 “PURCHASES”CYBER LION GRAND PRIX
  • 8. SEAMLESS INTEGRATION ACROSS DEVICES 46% OF AMERICANS GET NEWS FROM 4-6 CHANNELS OVER COURSE OF A DAY 59% GET NEWS FROM A COMBINATION OF ON AND OFF-LINE SOURCES Source: Pew Research
  • 8. SEAMLESS INTEGRATION ACROSS DEVICES
  • “AUGMENTED” TELEVISION AND FILM APPS THAT SYNCH WITHTELEVISION PROGRAMMING HONDA “JAZZ” COMMERCIAL WHERE USERS CAN “CATCH” CHARACTERS FROM THE TVC WITH AN iPHONE APP
  • 9. THE POWER OF THE TANGIBLE/ CREATING SOCIAL OBJECTS FAUX AMERICAN-ISATIONREPACKAGING BABY CARROTS OF A NATIONAL CHOCOLATE BRAND AS JUNK FOOD TO RECONNECT WITH “REACTIVE PATRIOTISM” 2 GRAND PRIXES-PROMOTION & ACTIVATION/DIRECT
  • 10. THE RISE OF THE TABLET 25 MILLION iPADS SOLD TO DATE c. 82 ANDROID TABLETS PRESENT AT CES IN VEGAS 1/3 OF ADULTS CONSIDERING BUYING A TABLET IN THE NEXT 2/3 YEARS
  • A COMPLETELY NEW KIND OF ON-LINE EXPERIENCE LEAN FORWARD LEAN BACK “The iPad has a low resting heart rate....build for leisure but optimise for quick sprints” Josh Clark, Author, Tapworthy
  • OPPORTUNITIES TO DELIVER CONNECTED ADVERTISING -Highly interactive -Apps within apps -Configurate, customise, browse & buy -Leveraging open-Connected to rich & web standards dynamic data sets (HTML 5, -Geographic data, Javascript) social data, price & to run across any purchase data platform
  • 11. GETTING CREATIVE WITH PLAYERS AND BROWSERS TIPPEX GOOGLE CHROME FAST BALL-11 MILLION VIEWS OF TEASER FILM IN -A ‘RACE” ACROSS THE INTERNET TO DRAMATISE THE FIRST 36 DAYS THE SPEED OF GOOGLE CHROME -318, 000 SHARES ON FACEBOOK -USERS PROMPTED TO SOLVE PROBLEMS USING -25.5 MILLION CHANNEL VIEWS GOOGLE MAPS, SEARCH & TRANSLATE, TWITTER AND LAST.FM ALL WITHIN THE YOUTUBE VIDEO
  • 12. SOCIALLY CONNECTED OBJECTS“By year end 2012, physical sensors will create 20% of non-video internet traffic” Gartner Predictions 2009
  • MERCEDES BENZ TWEET RACE REAL CARS, FUELLED BY TWEETS 30,000 ACTIVE PARTICIPANTS, 150,000 TWEETS 2 MILLION VIDEO VIEWS TWITTER REACH OF C. 25 MILLION SHORTLISTED, CYBER LION