The document discusses advertising trends observed at the 2015 Cannes Lions International Festival of Creativity. Some key trends highlighted include: people becoming active participants and communication channels through innovative campaigns; hijacking existing communication formats and platforms in creative ways; leveraging emotion and spectacle through visually striking and moving campaigns; and approaches that empower women by moving beyond cliches. New technologies are also enabling stronger and more engaging communications. The trends reflect how brands are engaging consumers in evolving ways, and how advertising is transforming globally.

1. © 2015 Ipsos.1 © 2015 Ipsos.1 © 2015 Ipsos.1 © 2015 Ipsos.1 © 2015 Ipsos.111111 © 2015 Ipsos.1
Cannes 2015
Advertising Trends
ARNAUD DEBIA
October 2015

2. WHAT IT’S
ALL ABOUT
Cannes Advertising festival
© 2015 Ipsos.2

3. © 2015 Ipsos.4
CONNECTING
WATCHING
JUDGING
DISCUSSING
ARGUEING
HONORING
WINNING
ENVYING
SHARING
DEBATING
SHOWING OFF
SOCIALIZING
PARTYING
MINGLING© 2015 Ipsos.4
LEARNING
INSPIRING
THINKING
LOVING
HATING
ENJOYING

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CONNECTING

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MANY DIFFERENT TYPES OF ADVERTISING ENTRIES
(TO PLEASE ALL AGENCIES)
MANY DIFFERENT CATEGORIES
(TO KEEP ALL ADVERTISERS HAPPY)
Savoury foods, Sweet foods, Alcoholic and non alcoholic dring, Household cleaning products, Household other, home appliances, Cosmetics and
beauty, Toiletries, Pharmacy, clothing/footwear, Misc, Cars, Home electronics, Retail, Restorants, Travel, Entertainment and leisure, media, banks,
Commercial public services, Corporate image, Public health, Public awareness, Fundraising
FOR MANY DIFFERENT AWARDS
(SO EVERYONE GETS THE CHANCE TO GRAB A TROPHY)
Film Press Outdoor Radio Direct Promo
Cyber Media PR Design Integrated
Bronze Silver Gold Gold Grand Prix Titanium Titanium Grand Prix

6. © 2015 Ipsos.7 © 2015 Ipsos.7 © 2015 Ipsos.7 © 2015 Ipsos.7 © 2015 Ipsos.7
Success criteria
 Identifiy the best and most original creative work of the past year
 Judged by an international jury
 Who votes and agree on:
 A Shortlist first
 A ranking in each
category (bronze, silver, gold)
 A Grand Prix for each type
of advertising
 And two special prizes amongst those:
 A Titanium Grand Prix:
breakthrough, integrated work
 A creative effectiveness
Grand Prix (since 2011)

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How it works

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POLITICS
DIPLOMACY
NEGOCIATIONS
How it works
PERSONAL JUDGEMENT
CONFLICTING PERSPECTIVES

9. 2015
Cannes
advertising
trends
10 © 2015 Ipsos.10

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How the industry sees
leading edge advertising
What do Cannes trends
reflect exactly?
How brands managed in 2015 to engage
evolving consumers, even if some distortion
How advertising tends to transform globally

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What do these trends
reflect exactly?
UNEXPECTED CREATIVE INSPIRATION

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CANNES TRENDS
UNCOVERING
2015

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Arnaud Debia has shared a video playlist with you on
YouTube
20
videos
Cannes 2015
PLAYLIST by Arnaud Debia
Watch
all the ads here!
14
https://youtu.be/bcuiqSlFHyo?list=PL0gS0UA3khaPj
_REgg4e9z_ZQWLeqJmun

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Let’s Play with Lions!
https://www.youtube.com/watch?v=JpyR-Ym7Hck
Answer 5 questions on a Cannes Print winner
The most creative answer wins!

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what this
conversation’s
all about?
UNCOVERING TREND 1

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People
become
actors
Press Gold

17. FROM: PEOPLE
© 2015 Ipsos.18

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From people amplifying communication
Madden Sports Giferator:
Helping sports fans
deliver their message
(while delivering another one)
Gold Mobile
https://www.youtube.com/watch?v=bcuiqSlFHyo
A mobile app
to generate
an animated
GIF message
(using the video
game
graphics)
That you can then
post on Twitter
or Facebook
to tease your friends
(and showcase
the game)

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To People becoming touchpoints!
Salta Cerveza tooth implant
Titanium
Equipping teeth injured rugby players
With a beer opener tooth implant
… Salta branded
So teeth beer opening is made possible
(and showcased all around Argentina)
https://www.youtube.com/watch?v=r7LyuEEmv2w

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And to people emitted communications
Ice bucket Challenge for ALS awareness:
From a social post to
a world phenomenon
For Good Grand Prix
https://www.youtube.com/watch?v=RPdnpO983JY
A 3 persons initiative
and 1 post
With an ice bucket
challenge to a friend
to raise ALS disease awareness
and get funds
Becoming viral
17 Million films
440 Million people
10 billion views
220 Million USD donated
And it all started from 1 person post!

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what’s so surprising
about these fashion
visuals?
UNCOVERING TREND 2

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Content
and
touchpoints
hijacking
UNCOVERING TREND 2
Press Gold

23. HACKING
© 2015 Ipsos.24

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Transforming touchpoints
Domino’s
Emoticon Pizza ordering
Turning Twitter into
an instant pizza ordering platform Titanium Grand Prix
https://www.youtube.com/watch?v=NtdLsJsObrU

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Hijacking the « point of sale »
Lebanon 4 Sale shop
Putting corruption on the high street
to move opinion
Media Gold
https://www.youtube.com/watch?v=zbxCbhnHprs
Creating advertising and high street Point of sales
to sell corruption: school diplomas, driving licenses,
Civil service positions, etc
Generating awareness PR
on the NGO «stop the shop»
Promoting participation to
a social whistleblowing website

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Tweaking communication formats
GEICO unskippable Pre roll ad
Film Grand Prix
https://www.youtube.com/watch?v=pvcj9xptNOQ

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Hacking others’ communications
Volvo Superbowl
competitors commercials Interception
Direct Grand Prix
https://www.youtube.com/watch?v=6CyHHBI2umY
Contest Participation
Amplification
PR
Contest awareness


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How can this guy
really surprise you?
UNCOVERING TREND 3

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Wow
for
attention
UNCOVERING TREND 3
Press Gold

30. SPECTACULAR
© 2015 Ipsos.31

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Through emotions (rather than function)
Jordan Respect:
A tribute to Hall of fame
Baseball Player Derek Jeter,
leveraging moving (local) culture
Titanium Grand Prix
https://www.youtube.com/watch?v=kgX0N7EVUJM

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Through emotions (rather than function)
Leica 100:
The soul of out of studio photography,
moving people
using iconic works of art
Film Grand Prix
https://www.youtube.com/watch?v=DMkQQSt6d8s

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Through emotions (rather than function)
Always like a girl:
Standing for Women confidence
using a moving insight PR Grand Prix
https://www.youtube.com/watch?v=q3GpXgFwWmk

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Through emotions (rather than function)
John Lewis:
Using a moving insight,
ie Seeing Christmas with the eyes of a child
Craft Grand Prix

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Leveraging wow vizualization
NTT Docomo 3 seconds recipes:
Speed visual metaphor
Film Gold
https://www.youtube.com/watch?v=lkaIoH6Um60
https://www.youtube.com/watch?v=M17lPLefTJw

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Larger than life vizualization
Outdoor Grand Prix

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Wow visualization
Outdoor Grand Prix

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Turning the advertising break into a show
MediaMarkt Rabbit race
The TV adbreak
becomes an interactive
programme
Content Gold
https://www.youtube.com/watch?v=E0k6KwOwX_A
A Live rabbit race
Simultaneously on 9 TV channels
and major Germany websites
In a live studio with celebrity
sports commmentators
Rabbit athletes
With a record 21 Million audience Thanks to a contest to win
50% money back

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What’s baby so
excited about?
UNCOVERING TREND 4

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Getting
Woman
Centric
UNCOVERING TREND 4
Press Grand Prix

41. WOMANIZATION
© 2015 Ipsos.43

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Improving woman condition
Vodafone Whistleblowing app
Media Grand Prix
A secret whistleblowing app to fight domestic violence
hidden in a flashlight which sends automatic rescue messages when shaken
Hidden advertising messages in women only
touch points for app awareness
250,00 apps installed
103,000 activations
https://www.youtube.com/watch?v=bXxRZSHc2z4

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Empowering woman beyond clichés
Underarmour
I will what I want Live event:
Posting on Gisele,
interacting with other posts
and watching how she «reacts»:
«Will beats noise»
Cyber Grand Prix
TV
«I Will what I want»
Expresses brand promise
Website
«Will beats noise»
Proves brand promise
http://gisele.underarmour.com/
https://www.youtube.com/watch?v=oCcnAz9dSpo

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What could go
wrong and let
them down ?
UNCOVERING TREND 5

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Tech
enables
stronger
Comms
UNCOVERING TREND 5
Press Gold

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TECH MAGIC

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Make up genius App
Technology transforms communication
Promo Gold
https://www.youtube.com/watch?v=QuY6aAHBigM

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Volvo Lifepaint : selling paint
to communicate on Road safety
Technology transforms communication
Design Grand Prix
https://www.youtube.com/watch?v=CfWzeGlaFvI

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TECH MAGICWOMANIZATIONSPECTACULAR
HACKINGFROM:PEOPLE
WHAT IT MEANS FOR US

50. TOUCH
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«The two most important
requirements for success
are: first, being in the right
place at the right time, and
second, doing something
about it»
Ray Kroc

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Touch points choices,
synergies and interactions
have become essential
to make people receptive
to brand messages
and increase their efficiency.
55
Turning people into Touch Points, like Salta,
to generate standout and amplification
Tying a Volvo twitter promotion to
Superbowl competitors
ads appearance (Volvo)
Using larger than life billboards
to showcase Iphone 6 photo
capabilities (Apple)
Developing an app to be at women
side when they need it most (Vodafone)
Selling a paint to bikers to promote the
car brand road safety mission (Volvo)

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ENGAGE
«The greatest danger of advertising
is to bore people to death»
Leo Burnett

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Breakthrough creative
has never been more pivotal
to cut through & engage
people with brand content
57
An ice bucket gimmick to get the world’s attention
An unskippable ad that takes you by surprise (Geico)
An unexpected demonstration
of speed cooking (NTT)
Opposing gossip to will,
visually, in a live digital event (Underarmour)
Using mobile tech to transform
any phone into a magic make up mirror
(L’Oreal)

54. INSPIRE
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«If you can dream it, you can do it.
Always remember that this whole thing
was started with a dream and a mouse.»
Walt Disney

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To move brand perceptions,
brands have to inspire
people through
(great) ideas and insights
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How an idea can be greater
than any media budget (Volvo)
Understanding how to improve women
lives to always be by their side (Vodafone)
Giving Football supporters
means to pass on their message (Madden)
Striking adults’ chord helping them
remember how it is to see christmas
with the eyes of a child (John Lewis)
Making every woman dream come true:
instant make up!

56. AMPLIFY
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«Your brand is what others say about
you when you’re not in the room»
Jeff Bezos (Amazon)

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Great communications
rhymes with amplification
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From one video post to the world (ALS)
Turning every cyclist into a contact point (Volvo)
Generating debates about
corruption across the country (Lebanon 4 sale)
Using a lottery promotion
to get a whole nation
attention during a TV break
(Mediamarkt)
Fueling people conversations and reactions
as they go through the brand message
(Underarmour)

58. 6262
We believe great campaigns
come from great
That’s why we do everything
possible to be an inexhaustible
source of
IDEAS
INSPIRATION
62
Big IdeasInsights Creative EmotionsCampaigns Amplification Observation


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Thank you!
© 2015 Ipsos.63