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Cannes Lions 2016: The Trends Decoded

This isn't a deck unpicking the strategy, or even the creative strategy. But this deck does find some trends emerging amongst Cannes Lions winners. And when you apply it to your own brands, you find ways to get better, fresher, more interesting ideas.

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Cannes Lions 2016: The Trends Decoded

  1. 1. Cannes Lions 2016: The Trends Decoded How To Win, Maybe
  2. 2. Moving From Big Brand Building to Tactical Stunts In A 24 Hours News World
  3. 3. World Peace Day = Make A McWhopper
  4. 4. Death of Bowie = Make a Star Constellation
  5. 5. Most Right For: Big brands with a long history and wide cultural knowledge. How To: Decide what you want to ‘make’ then fit it into a newsworthy event.
  6. 6. Playing with Context of the Internet
  7. 7. Geico: Users Love To Skip Ads Nowadays
  8. 8. Furore over Female Boobs Banned On Facebook (#FreeTheNipple etc)
  9. 9. Do Makeup Tutorials With A Twist How to apply eyeliner - Make Love Not Scars – Ogilvy Mumbai Years before…
  10. 10. Most Right For: Any brand with digital spend that will be seen online in a context. How To: Start with the internet behaviour and work backwards to the brand.
  11. 11. Subverting What’s Become Category Norms
  12. 12. Blood in a Period Ad - Bodyform
  13. 13. Beauty Ad, Full of Boys - Shiseido
  14. 14. Sportswear Ad That Never Focuses on the Moment of Winning
  15. 15. Most Right For: Any brand that exists in a category with really clear category cliches that no longer feel fit for modern life. How To: Study the category TV ads then flip your own.
  16. 16. Smushing Technological Innovation into a Decent Idea
  17. 17. Spray Paint x The Launch of Buyable Pins
  18. 18. New Tights x Bikeable Delivery Services
  19. 19. Remembrance Day x Silent Facebook Films #TakePause
  20. 20. Tok&Stok Showrooms x Physical Pinterest Pins
  21. 21. Amnesty International x Adblocker
  22. 22. ‘Good Causes‘ x Vertical Video Black Bars
  23. 23. Most Right For: Niche brands that have a single minded targeted mission. Charity brands. How To: find the tech innovation first then fit an appropriate brand into it.

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This isn't a deck unpicking the strategy, or even the creative strategy. But this deck does find some trends emerging amongst Cannes Lions winners. And when you apply it to your own brands, you find ways to get better, fresher, more interesting ideas.

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