This document summarizes and discusses 5 winning campaigns from Cannes 2023 that effectively used personalization. The campaigns included Spotify's Wrapped experience that shares personalized listening data with users, a transparency card in Brazil that provided real-time spending data for politicians, Chipotle finding customers' "doppelgangers" who ordered the same meal, British Airways asking personalized reasons for travel, and an AI avatar in India to help local businesses promote themselves. All campaigns leveraged data and personalization to positively impact users and communities.

1. Our Favorite Winning Campaigns
from Cannes 2023 That Nailed
Personalization

2. Spotify’s Wrapped on
Platform Campaign
Winner of the Gold Lion- Digital
Craft (Content) for Personalized
Storytelling and Experience
#1

3. What’s It About?
Since 2016, Spotify has been
annually sharing with platform
users an immersive experience
that features a compilation of data
personalized to their listening
activity. It includes interesting
nuggets of information such as,
the users own unique ‘listening’
personality.
Image source: Spotify Newsroom

4. Why We Love It
Well executed personalization based
on rich first-party data is at the heart
of Spotify’s Wrapped On Platform
experience. Delivered consistently
over many years has catapulted it to a
cultural phenomenon.

5. #2
Congresso em Foco’s
Transperancy Card
Winner of the Gold Lion- Digital Craft
(Data and AI) for Curation of Data

6. What’s It About?
Congresso em Foco, a Brazilian
digital news portal launched The
Transperancy Card, a digital wallet
to battle the mismanagement of
public money by politicians. The
Card sends real-time spending
information on politicians from
government databases to the
general public via push
notifications.
Image source: The Transperancy Card

7. Why We Love It
Real-time data combined with a social
cause can be a powerful instrument
of change. This campaign increased
transparency of public fund usage and
empowered citizens to hold their
elected representatives accountable.

8. #3
Chipotle’s
Dopplegänger
Winner of the Gold Lion- Creative
Data for Data Driven Targeting

9. What’s It About?
Usually, no two orders at Chipotle
are alike thanks to the wide choice
of customization available.
But with data and machine learning,
Chipotle pleasantly delighted
customers with an email that shared
their own “Chipotle dopplegänger”
or people who placed the exact
same order at the exact same time
in different cities
Image source: Cannes Lions

10. Why We Love It
A personalized email campaign
generated $4.6 million in revenue
for Chipotle! The unique
connections it created between
customers was a further icing on
the cake.

11. #4
British Airway’s
A British Original
Winner of the Grand Prix Outdoor
(Culture and Context) for Cultural
Insight

12. What’s It About?
British Airway’s asked travellers,
“Why do you travel?” The options
went beyond the usual ‘business’
and ‘leisure’ to more creative
answers personalized to the
context, such as the weather,
location, time of day, and what
was happening in the news.
Image source: Ads of the world

13. Why We Love It
The brand cleverly used contextual
data to evoke a myriad of emotions
around travel, from playful and
humorous to pensive and
vulnerable. We also love how the
the brand connected with travelers
by making it all about them rather
than the airline.

14. #5
Mondelez’s
Shahrukh-Khan-My-Ad
Winner of the Grand Prix for
Creative Effectiveness

15. What’s It About?
Mondelez used Generative AI to
boost sales at mom-and-pop stores
in India during the festive season.
It created a digital avatar of a
popular celebrity and made it
available on an open platform.
Local businesses could create a
short ad featuring the avatar
promoting their own local business
and further share on social media.
Image source: Kantar

16. Why We Love It
Many small businesses in India are
struggling post-pandemic and lack
deep pockets to run their own
marketing promotions. This
campaign empowered them to use
the country’s most loved celebrity
as their own brand ambassador and
promote themselves within their
local areas.