Cannes Lions is one of the advertising industry's most important shows, it is a creative hub full of insights, innovation, creativity and lessons to be learnt and applied. Here at Cheil Levant, we delved into 2015 entries and awards with open eyes and minds to absorb as much of this knowledge as possible, and to extract the lessons that will help us become better at our jobs. Our main observations are summarized in this report. We couldn't help but notice the evolution of advertising aimed at women; brands are sending feistier, bolder and stronger messages charging women with determination and crashing stereotypical messages. They aren't asking women to be stronger, they are telling women THEY ARE; they will what they want. The integration of technology has become too advanced that it's hidden in today's innovations, the competition has moved from flexing muscles over "how" something is done to "why" it's done and "what" it can do to consumers. Finally, social media is not the big news anymore, innovating in how to use social media is what's setting leader brands from follower brands.

1. Cannes Lions Analysis
CHEIL LEVANT POINT OF VIEW

2. What is Cannes Lions Festival?
z Often called the world’s biggest ad festival
z Global event to showcase and award the best
in technology, advertising, media, marketing,
design, innovation and entertainment
z First established in 1954 – with 187 entries
from 14 countries and was held in Venice
z In 2015, a record breaking 40,133 entries
were received for 16 award categories.
Winning a Lion trophy is widely considered the greatest accolade in the
industry and is often career-changing

3. What Trends do we find?
Technology is
so advanced;
it’s hidden
Women
Empowerment
New content
formats

4. Lets take a closer look at those
Trends

5. Observation:
Technology is above and beyond expectation. While the
trend was for brands to flex their muscles showing how
advanced or complex their technology is, the trend has
evolved to focusing on the utility of the technology, and
how much simpler life could be with it, to the extent that
brands are innovating to hide their technology rather
than show it.
Technology is so advanced; it’s hidden
Insight:
Consumers are expecting the most out of technology,
but at the same time are not interested in seeing or
understanding what this technology is all about. The
most successful brands and campaigns would be those
that blend innovation, tech and frugal engineering to
deliver the simplest solutions to consumers’ needs.

6. Women Empowerment
Observation:
Women empowerment took to the next level. Brands
before challenged beauty and women’s roles, this year
Fem-Vertising was bolder, stronger and feistier, telling
women they can be whoever and however they want
taking a leap in attitude instead of romancing women’s
issues. Cannes Lions Festival created a category of its
own to this known as Glass Lion
Insight:
Businesses are being bold in their statements and
messages towards women, and those type of ads are
being shared worldwide increasing the appetite for
more shrewd, bold and courageous advertising.
We should follow suit, choose a segment and address
its tensions, whether it is women or any other, and not
be afraid of bold and unconventional messages.
https://www.youtube.com/watch?v=H-V7cOestUs

7. New content formats
Observation:
After the massive spread of social media and it
becoming an integral part of any campaign and brand’s
communication, to break through from the social media
clutter unconventional means need to be employed.
Insight:
Connecting with the end user doesn’t have limits, and
media platforms will always become conventional, but
this should never be an obstacle to winning the highest
presence for our brand in the clutter. The key to winning
in a busy social media sphere, is finding creative media
uses.
https://www.youtube.com/watch?v=NtdLsJsObrU

8. Cheil Accomplishments
Award Category Project
Cannes Lions / Gold
Cyber
Look At Me
Cannes Lions / Silver
Pharma
Look At Me
Cannes Lions / Silver
Mobile
Look At Me
Cannes Lions / Silver
PR
Look At Me
Cannes Lions / Bronze
Mobile
Look At Me
Cannes Lions / Silver
Media
Morning like a King
Cannes Lions / Silver
Media
Morning like a King
Cannes Lions / Bronze
Mobile
South Korean - North Korean Translator
Cannes Lions / Bronze
Promo
Animal Copyright for WWF
Cannes Lions / Bronze
Cyber
Animal Copyright for WWF
Cannes Lions / Bronze
Cyber
There Will Be Haters
Cannes Lions / Bronze
Design
Centerstage

9. Allow us to share with you the top 3 videos by Cheil network in 2015
There will be Haters Morning Like a KingLook at me
https://www.youtube.com/watch?v=-o6rptcq79whttps://www.youtube.com/watch?v=99TL3hGPw5Ihttps://www.youtube.com/watch?v=UNiGSf2Sy30

10. “Ideas are the tools we use to
shape this world into a better
place to live.”
IDEAS THAT MOVE
CHEIL

11. “Ideas are the tools we use to
shape this world into a better
place to live.”
IDEAS THAT MOVE
CHEIL
For more information please contact CHEIL LEVANT’S TEAM:
Minsoo Kee, Managing Director, minsoo.kee@cheil.com
Nimati Emam, Planning Director, nimati.e@cheil.com
Hamzah Shaban, Senior Data Analyst, hamzah.s@cheil.com