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Cannes Lions 2017 - Trends, Takes, & Winning Work

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Cannes Lions 2017 - Trends, Takes, & Winning Work

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Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.

Here is a roundup of 2017 Cannes Lions facts, stats, & notable news, our take on four key trends from work that won (including case studies of the winning work), and thought leadership from DigitasLBi attendees.

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Cannes Lions 2017 - Trends, Takes, & Winning Work

  1. 1. DigitasLBi at Cannes Lions International Festival of Creativity 2017 Trends, Takes, & Winning Work
  2. 2. ABOUT CANNES LIONS The 64th annual Cannes Lions International Festival of Creativity spanned eight days, from June 17 - 24, 2017. • 15,000 marketers, advertisers, tech companies, and celebrities • From 100+ countries • 750+ high-profile speakers • 41,170 campaigns submitted across 24 categories • 4 segments: Cannes Lions, Lions Health, Lions Innovation, Lions Entertainment FACTS + STATS
  3. 3. ABOUT CANNES LIONS - Jurors were asked to use empathy as judging criteria, and "use their hearts and minds to determine if each submission is acceptable". - Entries overall were down about 4.5% this year compared to last year. This year, there were 41,170; last year, there were 43,101 submissions (granted last year was a record year, with a 7% bump in entries). - The Creative Effectiveness category, however (the only global Lion that connects creative work and business results), saw a 59% increase in submissions year-over-year. - Entries for Glass Lions were up by 31%. Started in 2015, the Glass Lions category recognizes outstanding efforts to challenge gender biases. All entry fees for Glass are donated to organizations fighting gender inequality worldwide. Wendy Clark, CEO, DDB Worldwide, served as Glass Lions Jury President. - Clients entering work directly grew across all categories, up 69% year-over-year. - Last but certainly not least, one of many headlines: “Cannes Clash: Publicis Groupe’s Pull-Out Shocks Marketers and Agencies” – AdAge, 6-21-17 NEW + NOTABLE, 2017
  4. 4. ABOUT CANNES LIONS Technology continued to play an important role at the Cannes Lions festival, from the programming, to the awards, to the companies represented on the ground. Whether you were with us in the Palais or observing from afar, we’ve extracted four key takeaways from winning work. In addition, we’ve included published thought leadership from our experts on the ground, who provide unique points of view on creativity, tech, data, media, marketing and content at Cannes, from Cannes. INSIGHT + INSPIRATION
  5. 5. RESULTS MATTER Price on the Jersey, Walmart, DM9DDB, Gold Direct Innovating Saving, Jet.com, R/GA, Grand Prix Media Snickers Hungerithm, Mars Chocolate Australia, Clemenger BBDO Melbourne, 6 Gold Direct, Mobile, Cyber, Media & More Click each image to watch the case study TRENDS + TAKES FROM WINNING WORK The Biggest Sports Endorsement Deal of All Time, Archer + Wolf LLC, FCB Chicago, Silver Direct Sure, you may see lots cool stuff on the floor of the Palais, but unless it delivers results, it doesn't tend to make it past the shortlist.
  6. 6. TRENDS + TAKES FROM WINNING WORK IKEA Retail Therapy, IKEA, Akestam Holst, 3 Bronze Cyber Drag, Drop & Go, Cheapflights, Uncle Grey, Silver Direct Green Light Run, Adidas, TBWAHAKUHODO, 2 Silver Direct & Creative Data TRENDS + TAKES FROM WINNING WORK Google Home of the Whopper, Burger King, David, 3 Gold Direct & Mobile LET THE HACKING BEGIN Smart work that hacks existing platforms and systems tends to find success.
  7. 7. Meet Graham, Transport Accident Commission Victoria, Clemenger BBDO Melbourne, 2 Grand Prix Cyber, Health & Wellness IKEA: Cook this Page, IKEA Canada, Leo Burnett Toronto, 2 Gold Outdoor & Design Fearless Girl, State Street Global Advisors, McCann New York, Titanium, 3 Grand Prix Glass, Outdoor & PR TRENDS + TAKES FROM WINNING WORK Cheetos Museum, Cheetos, Goodby Silverstein & Partners, 4 Gold PR, Cyber, Promo & Activation LOW TECH FTW We have more technology at our disposal than ever before, but at the end of the day, the best idea wins. Like a statue for example. Or an odd-shaped Cheeto. Or a recipe.
  8. 8. The World's Biggest Asshole, Donate Life, The Martin Agency, 3 Gold Film, Film Craft, Health & Wellness Care Counts™, Whirlpool, DigitasLBi, Grand Prix Creative Data Payphone bank, Tigo-Une, Grey Colombia, Grand Prix Product Design TRENDS + TAKES FROM WINNING WORK Boost your Voice, Boost Mobile, 180LA, Titanium, 2 Grand Prix Integrated, Promo & Activation ADVERTISING (STILL) WANTS TO SAVE THE WORLD Maybe it's our guilty conscience, maybe it's our belief that ideas can truly bring change, or maybe juries are just full of softies who like work with a heart. Either way, the philanthropic streak continues.
  9. 9. DigitasLBi took home a Creative Data Grand Prix for Whirlpool Care Counts™, as well as a Gold Lion in PR for Research, Data Analytics & Insight Generation, and two Bronze PR Lions for Integrated Campaign Lead by PR and Durable Consumer Goods. The campaign was also shortlisted in Titanium, Outdoor for Use of Ambient Outdoor, and Entertainment for Excellence in Partnership in a Brand Experience. Care Counts™ was launched in an effort to increase attendance rates in schools by providing students with access to clean laundry. Studies show that one in five students struggle with access to clean clothes, ultimately resulting in absenteeism - an issue impacting an estimated five to ten million students each year. After installing washers and dryers in 17 schools, 90% of participating students increased their attendance rates, and extracurricular participation and overall attitude toward school skyrocketed. DigitasLBi had a presence (both awards and shortlists) in 10 categories this year: Creative Data, Mobile, Innovation, Promo & Activation, Film, Branded Content, PR, Product Design, Outdoor, and, most prestigious of them all, Titanium. The Dunkin’ Donuts #WTFast campaign and PlayStation Horizon Zero Dawn were shortlisted in multiple categories. Whirlpool Care Counts™ Grand Prix in Creative Data; Gold in PR; two Bronze in PR #WINNING
  10. 10. From AdAge to ADWEEK to The Drum and HUFFPOST, agency experts across creativity, tech, data, media, marketing, and content shared unique insights going into, and coming out of, Cannes Lions 2017. THOUGHT LEADERSHIP
  11. 11. A Hater's Guide to Cannes, or How I Learned to Quit Complaining and Love the Lions Doug Ryan - Ad Age Doug Ryan (President, North America) admits that it’s easy to poke fun at the Cannes Lions Festival. But he warns that in doing this, there’s a risk of overlooking its fundamental substance. Check out his strategies for finding the substance of Cannes in his POV in Ad Age.
  12. 12. From Data to Ta-da! These 8 Creative Data Campaigns Brought the Magic Ronald Ng - ADWEEK When Cannes introduced the Creative Data Lions in 2015 it gave the industry the push it needed to recognize data as precious fuel for creativity. According to Ronald Ng (Chief Creative Officer), Creative Data is now the category to win – for agencies and clients – at Cannes. ADWEEK published Ronald’s top picks for data-inspired campaigns at Cannes this year.
  13. 13. The E(mpathy)-Factor: Why Empathy Won this Week at Cannes Jill Kelly – The Drum For Jill Kelly (Chief Marketing and Communications Officer), empathy won at Cannes, enforcing the idea that doing good is good business. This year, the Festival instituted Empathy as the main criteria for jurors, allowing jury members to object and reject any submission that reflects gender bias and inequality. In her POV published in The Drum, Jill argues that this is an important reminder of why we attend Cannes: to bear witness to the work that irresistibly binds, as citizens of the world, with hearts that beat, break, and bond.
  14. 14. Burning Cannes: What an Ad Festival and an Art Festival have in Common Scott Donaton – The Drum In his POV in The Drum, Scott Donaton (Chief Content Officer) examines the unlikely link between Cannes and Burning Man, the annual late-summer gathering that takes place in the Nevada desert. The biggest and perhaps most important connection? Attendees at both get out of them whatever they put in.
  15. 15. Technology Has a Transparency Problem, Too (It’s Not Just Media) Tony Bailey – HUFFPOST For Tony Bailey (SVP, Technology), technology has too often become the idea in and of itself, rather than the enabler of a great idea. He shares his secret three-step formula to Lions-winning ideas in HUFFPOST.
  16. 16. Cannes Lions Innovation Rewards the 99% Perspiration Lorenzo Wood – HUFFPOST Lorenzo Wood (Chief Innovation Officer, Publicis.Sapient) reveals the clear signals sent to brands at this year’s Cannes Lions in the innovation and creative data categories: less focus on campaigns, aim high, collaborate, look for impact, and persist. As Thomas Edison famously said, describing genius: “[it’s] one percent inspiration and ninety-nine percent perspiration.” Check out Lorenzo’s POV on HUFFPOST.
  17. 17. Everything is Data: The Silent Foundation of Creativity Jen Colton – HUFFPOST Data was everywhere at Cannes this year. It spanned across categories, channels, topics, and countries. In her POV in HUFFPOST, Jen Colton (EVP, Data & Analysis), discussed three specific themes relating to data: 1) an extensive variety in how data was used; 2) safety and fitness as recurring subjects where data can be implemented; and 3) how AI and machine learning will change the world.
  18. 18. Don’t Lose Sight of the Humanity in Data Shreya Kushari – HUFFPOST With data-driven campaigns on the rise, is there still a humanity in data that we can’t lose sight of? Or do brands only care about seamless connection points without allowing time to enjoy the beauty? In her POV in HUFFPOST, Shreya Kushari (SVP, Search Marketing, Paid Social and Performance Media) argues that the inspiring and award-winning work at Cannes proves that this is far from the truth.

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