2014 #Canneslions Review : "Big Emotion"

2014 CANNES REVIEW
It’s been an interesting year at Cannes. It’s certainly the biggest
year in terms of entries, categories & delegates. 37000 entries
were whittled down to 1589 winners across 18 categories.
!
After looking through the winners this year, it felt like Big
Emotion trumped Big Data. I’ve put together a selection of what
I found to be the most interesting work from the festival with this
overarching theme in mind.

In this review I’ll explore 4 topics under “Big Emotion” in advertising.
Technology is driving a
new type of creativity
and emotional
engagement. The tech
itself now seems to be
invisible and it’s the
emotion that is in the
spotlight.
2013 was the year of the
Selfie. So it’s no surprise
that the focus is on the
importance and
involvement of the
individual. And this year,
we even celebrated
selfishness at Christmas.
Content and storytelling
have never been so
important in a world
driven by earned media.
Not only do we need
good stories, but we
need new and
interesting ways to tell
them.
There is a new type of
advertising that
innovates at the
product level and
creates emotion
through new products
and services.
Data & technology The importance of ‘me’ Storytelling Product innovation

Technology is driving a new type of creativity and
emotional engagement. However, compared to previous
years the tech itself now seems invisible to the consumer
and it’s the emotion benefit that’s in the spotlight.
THROUGH DATA &
TECHNOLOGY

1 x Grand Prix / 6 x Gold / 6 x Silver / 2 x Bronze
Honda
Aryton Senna 1989
THROUGH DATA &
TECHNOLOGY
http://youtu.be/GCCVpvFJC0w
Let’s start with the Integrated
and Titanium grand prix.
What’s interesting is that the
very unsexy driving data from
1989 was transformed into an
impressive and beautiful event
that really triggered a high
emotional response. Prasoon
Joshi (Titanium & Integrated
jury president) talks to this in
the highlight video below.
http://youtu.be/nWJpRudDuhU

THROUGH DATA &
TECHNOLOGY
This is perhaps one of the best
campaigns that turns big data
into big emotion. I love the
insight and the execution is
perfect. The emotion comes
through with the ‘magic’ of
knowing the flight number
and destination for the plane
above the billboard in real-
time.
!
To be honest I thought it
would have done better at
Cannes. It’s a little surprising
that it picked up a Grand Prix
in Direct rather than Outdoor.
1 x Grand Prix / 5 x Gold / 1 x Silver / 2 x Bronze
British Airways
The Magic of Flying
youtu.be/k3JucPPqd40

THROUGH DATA &
TECHNOLOGY
1 x Gold / 1 x Silver / 6 x Bronze
Theatre Neu
Pay per laugh
youtu.be/V0FowbxEe3w
This is an interesting case study
that brings emotion into the
purchase experience. Entry for
the stand up comedy show is
free, however each person pays
based on how much they laugh.
Facial recognition counts the
number of times each audience
member laughs, and the ticket
price is calculated accordingly.

THROUGH DATA &
TECHNOLOGY
4 x Gold / 2 x Silver
UN Women
The Autocomplete Truth
http://youtu.be/lcwAZtK5IJo
The insight behind this
campaign is great.Widespread
interest was sparked through an
interesting twist on the data
behind google searches… and
what pops up in ‘autocomplete’
mode.
!
The most powerful execution for
me was the print ad, more than
the film.

THROUGH THE
IMPORTANCE OF “ME”
1 x Gold / 4 x Bronze
Guy Cotten
A Trip Out to Sea
http://youtu.be/0Uu_N1c7E2M
Generally I’m not a fan of first-
person-experiences online.
!
However, the execution for this
was flawless. It’s impressive to
see how a web interface can
translate the feeling (and
emotion) of drowning for life
jacket manufacturer Guy
Cotten.

THROUGH T
THE POWER OF “ME”
2013 was the year of the Selfie. So it’s no surprise that
there is a renewed focus on the importance and
involvement of the individual. And this year at Cannes,
things went a step further and we even celebrated
‘selfishness’ at Christmas.

THROUGH
3 Grand Prix (Film/Promo & Activation/Integrated) / 4 x Gold / 1 x Silver / 2 bronze
Harvey Nichols
Sorry I spent it on Myself
http://youtu.be/Sl1r5bnNmtc
You can’t get more self centred
than this. Harvey Nichols
cleaned up across categories
with “Sorry, I spent it on
myself”.
!
It’s good to see Harvey Nichols
take such risk — especially at
Christmas when most other
brands are tapping into good
will and generosity.
!
I love that they created a new
product range as part of the
campaign. And, interestingly
the products sold out within 3
days.
!

THROUGH  
“Selfie” was the Oxford
Dictionary word of the year in
2013, so it’s no surprise that the
selfie of all selfies picked up
metal in Cannes.
!
It’s kind of crazy to think that
this is the most retweeted
image ever. I wonder what
photo will be next.
1 x Gold / 4 x Bronze
Samsung
Oscar Selfie
http://youtu.be/dnzwZMwiTs8

THROUGH
Mobile operator Megafon gave
individuals the chance to
become ‘the face of the Winter
Olympics’. Although I wouldn’t
consider this as a true “selfie”…
the idea of making portraits 3
dimensional is interesting.
Obviously a giant
Grand Prix Innovation
Megafon
Megafaces
http://youtu.be/_ZvUe5UTtB8

THROUGH
This picked up a gold in
Titanium and Integrated. I’ve
included it because I felt it was
interesting that the campaign is
centred on empowering
individuals to take on “Goliath”.
In this case, it was taking on the
politics around Gun Violence.
States United to Prevent Gun Violence
Unload your 401K
http://youtu.be/7RVwNILMBpQ

THROUGH
4 x Bronze
Tourism Victoria
Remote Control Tourist
http://youtu.be/rg74NzJlGp0
This campaign ticks all the
boxes for me. It really lets
people feel what it’s like to be
in Melbourne through the
creation of the “remote control
tourist”. It’s a nice mix of digital
and real world, that lets people
decide what they want to see
and do in Melbourne before
actually going there. I also like
the fact that this campaign is
‘evergreen’ as the content
generated during the campaign
builds a great content inventory
about Melbourne itself that
people can still consult online.

THROUGH
http://youtu.be/2z2EKE6psWo?t=18s
24 Hours of Happy picked up
Grand Prix in Cyber. Craft &
execution came together to
create a seamless, intuitive
experience that really translates
the emotion of being “Happy”.
!
Susan Bonds, Cyber Jury
President talks to this below.
Grand Prix Cyber / 5 x Gold / 1 x Silver
Tourism Victoria
44 Hours of Happy
http://youtu.be/DuWEt3e98xM

THROUGH
STORYTELLING
Content and storytelling have never been so important in a
world driven by earned media. Not only do we need good
stories, but we need new and interesting ways to tell them.

THROUGH
STORYTELLING
It’s no surprise that Volvo Trucks
won big at Cannes. I would have
loved to see the pitch for “Epic
Split”. The combination of Jean-
Claude Van Damme and Enya is
improbable, but it really works.
!
It’s interesting that product USPs
are at the heart of this integrated
campaign. Having worked with
several car brands I’m impressed
that they have been able to create
such a high emotional engagement
around the USPs. It’s hard to beat
this kind of storytelling.
!
It’s also great to see the depth of
the campaign beyond “Epic Split”
Volvo Trucks
Live Test Series & Epic Split
http://youtu.be/qWontXrHtwo
2 x Grand Prix (Film/Cyber) / 5 x Gold / 5 x Silver / 3 x Bronze

THROUGH
STORYTELLING
After tackling Factory Farming
Chipotle takes on the issue of
Processed Food. I love that all of
this fits under the “Cultivate a
Better World” Platform building
momentum year on year.
!
The scarecrow delivers big
emotion through online film and in
addition to this they created an
educational mobile gaming
platform that successfully
challenges perceptions around
processed food.
Chipotle
The Scarecrow
http://youtu.be/reDRAHn3XkY
2 x Grand Prix (Cyber/Branded Content) / 8 x Gold / 4 x Bronze

THROUGH
STORYTELLING
It’s nice to see a brand like Skype
engage through very emotional
storytelling around the core
proposition of what Skype does.
Skype
“Stay Together”
http://youtu.be/CTCvm6u7z3w
3 x Silver / 2 x Bronze

THROUGH
STORYTELLING
Sometimes it’s the way you
tell the story that can cut
through and engage
emotionally. A nice insight
led to putting mobile at the
heart of this campaign.
Australians used their
mobile phones to pay for a
minute of silence on Anzac
Day.
ANZAC Appeal
Minute of Silence
http://youtu.be/iWQ6O8AXU3U
Gold x 1 / Bronze X 1

THROUGH
STORYTELLING
Some smart tech, combined
with great storytelling
dramatises the act of
donation. This smart digital
outdoor installation creates
big emotion at the key
moment of donating.
Misereor
Social Swipe
http://youtu.be/ZcqsRhMHo8o
Gold x 2 / Silver x 2 / Bronze X 3

THROUGH
PRODUCT EXPERIENCE
There is a new type of advertising that innovates at the
product level and creates emotion through new products
and services.

The Outdoor Grand Prix
transforms function into
emotion during the Sydney
mardi gras. To celebrate ANZ
bank becoming the principal
partner for the event,10 artists
helped transform ATMS into
GAYTMS. Jose Miguel Sokoloff
talks to this below.
1 x Grand Prix / 2x Silver / 4 x Bronze
ANZ
GAYTM
http://youtu.be/L-Oxzv5QOgg
http://youtu.be/Rq920Jt08Mg
THROUGH  
PRODUCT EXPERIENCE

THROUGH  
PRODUCT EXPERIENCE
Milka innovated at the
product level to bring their
brand promise “dare to be
tender” to life. People were
invited to either claim back
the last square of their Milka
for themselves or give away
to someone else.
!
I’m quite interested to see
advertising like this impact
at the product level.
Milka
Last Square
http://youtu.be/daymv7QXq-E

THROUGH  
PRODUCT EXPERIENCE
CNA language schools
created a new service that
connects retired seniors in
the USA with young students
wishing to learn english in
Brazil. Technology enables
a very human emotion and
need to connect with others.
CNA
Speaking Exchange
http://youtu.be/-S-5EfwpFOk

THROUGH  
PRODUCT EXPERIENCE
Rip Curl created a watch to
help redefine how surfers
could interact with the
Ocean, motivating them to
find, capture and relive the
emotion of their perfect
wave.
1 x Silver / 2 x Bronze
Rip Curl
Search GPS
http://youtu.be/gsXg2uBQhIA

THROUGH  
PRODUCT EXPERIENCE
The first Product Design Grand
Prix went to G-Star.
!
I’ve included it because it
demonstrates the emotional
connection that consumers are
willing to make around a
product. People will buy into
the product because they buy
into the story.
Grand Prix Product Design
G-Star
G-Star Raw for the Oceans
http://youtu.be/SeM1CCzo0Yw
http://youtu.be/2tclTOCW70g

Through data & technology
Through the power of “me”
Through Storytelling
Through Product Experience

Let me know what you think…
Bridget Jung
@bridoo

2014 #Canneslions Review : "Big Emotion"

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