It’s been an interesting year at Cannes. It’s certainly the biggest year in terms of entries, categories & delegates. 76000 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.
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 THE POWER OF “ME”
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 THE POWER OF
“ME” “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 THE POWER OF “ME”
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 THE POWER OF “ME”
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. 1 x Gold / 1 x Silver / 1 x Bronze States United to Prevent Gun Violence Unload your 401K http://youtu.be/7RVwNILMBpQ
THROUGH THE POWER OF “ME”
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 THE POWER OF “ME”
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 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
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. 1 x Gold / 1 x Silver / 2 x Bronze 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. 3 x Gold / 4 x Silver / 3 x Bronze 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