JUNE 26, 2012

@matfree @patdack @nicothiboutot @jpmartzel @bridoo
Mathieu Morgensztern Patrick Dacquin Nicolas Thiboutot Jean-Philippe Martzel Bridget Jung CEO Digitas France Creative Director Creative Director Planning & Strategy Director Chief Creative Officer

SMALL BUSINESS SATURDAY It’s not
every day that the President of the United States tweets about an idea. American Express created Small Business Saturday, a new shopping day right after Black Friday, to help small businesses get what they needed most: more customers. American Express built a marketing campaign that communicated the importance of small businesses while youtu.be/NgmLC6jbxfg driving home a call to action for consumers and small businesses at the local level. Consumers were asked to shop, and small businesses were provided with the tools they needed to get the word out to their customers. We’re proud of (and excited about) Small Business Saturday - it’s a great introduction to the theme for our Cannes review this year... GRAND PRIX DIRECT GRAND PRIX PROMO & ACTIVATION AMERICAN EXPRESS, SMALL BUSINESS SATURDAY DIGITAS NEW YORK & CP+B BOULDER

There is no such thing
as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity. We’re talking about brands that do things for and with people. These brands create value and earn attention. Today’s successful brands find the mutual value exchange between brand and consumer.

#1 CREATING SHARED VALUE {
SOCIETY } Following on from Small Business Saturday let’s start by looking at some of the other brands that go beyond promoting their product and take on a bigger broader mission. That said, this doesn’t mean that the brand is not promoted - it’s just a matter of getting the right balance. Some examples have some pretty serious drive to purchase mechanics, but when it’s transparent and wrapped up into a more generous experience consumers are often happy to take part.

#1 CREATING SHARED VALUE {
SOCIETY } UNHATE A polarizing campaign sparking debate on politics, race and religion. Most people have seen this campaign - but interestingly, never in its original format. The campaign aired for one day and then went viral online. youtu.be/D7UBdvroSKA GRAND PRIX PRESS BENETTON, UNHATE FABRICA Treviso, ITALY

#1 CREATING SHARED VALUE {
SOCIETY } DAY ONE STORIES Prudential celebrated the “Day One Stories” from across the country, starting the real conversations around retirement — without all the clichés. They encouraged people to pro-actively plan for their own retirement. Win Win for brand and consumer. youtu.be/0ZpdGvMmVzg GOLD TITANIUM AND INTEGRATED PRUDENTIAL, DAY ONE STORIES DROGA5

#1 CREATING SHARED VALUE {
SOCIETY } CHIPOTLE Most of us have seen the video clip. But behind it is a deeper engagement platform “Cultivate a better world” that celebrates people changing food culture and invites customers to join this journey. Interesting to see how a fast food brand can stake out ownership in sustainable farming. youtu.be/NsulZDlATjc GRAND PRIX BRANDED CONTENT & ENTERTAINMENT CHIPOTLE CREATIVE ARTISTS AGENCY Los Angeles

#1 CREATING SHARED VALUE {
SOCIETY } BE THE COACH A great example here from Carling Black Label that shows how shared value can come out of shared passions. The brand invited people to really “be the coach”. From selecting players to subbing on or off in real time - participation was fueled by purchase (unique codes printed on the bottle caps). Proving that brands can be generous and sell product. youtu.be/etmzOOtNCIk GOLD BRANDED CONTENT & ENTERTAINMENT CARLING BLACK LABEL OGILVY CAPE TOWN

#1 CREATING SHARED VALUE {
SOCIETY } DON’T MAKE UP AND DRIVE It’s important to note that brands can take on a bigger broader missions without making a huge investment. Let’s take a look at this small (but effective) tactical execution to alert women about the risk of applying makeup while driving. A smart partnership with a beauty blogger gave this an immediate audience with little media investment. youtu.be/wMFqSjjnte0 GOLD CYBER VOLKSWAGEN, DON’T MAKE UP AND DRIVE DDB TRIBAL, BERLIN

#1 CREATING SHARED VALUE {
SOCIETY } HELP I WANT TO SAVE A LIFE Some smart behavioural economics turn a bandaid pack into a recruitment drive for bone marrow donors. It’s hard to know who the advertiser is - Help Remedies or DKMS? It doesn’t matter because both win - a great example of a partnership that creates shared value for both parties (and consumers). youtu.be/ZG8NxjlyUxU GRAND PRIX FOR GOOD HELP REMEDIES, HELP I WANT TO SAVE A LIFE DROGA5

#1 CREATING SHARED VALUE {
SOCIETY } THE BIG TURN ON To charge the conversation about electric driving Nissan set out so find the most ‘turned on’ city and reward it with 30 free charging stations. All of this creating shared value for indivuduals, community and the brand. vimeo.com/44741914 BRANDED CONTENT & ENTERTAINMENT NISSAN LEAF, THE BIG TURN ON DIGITAS FRANCE

#2 CREATING VALUE AROUND {ME}
Generous advertising is not always trying to change society. This generosity can be a direct exhange between brand and individual. Often these experiences are personal and personalised - making them shareworthy. We’ll wrap up this section with a case study that’s realtime and reactive - bringing a new personal dimension to live events.

#2 CREATING VALUE AROUND {ME}
MUSEUM OF ME Intel invites users to stroll through their social graph as if it were a museum or gallery. A personal and personalised demonstration of intel processors. youtu.be/FZSKEugj_QY GOLD CYBER INTEL, MUSEUM OF ME PROJECTOR TOKYO

#2 CREATING VALUE AROUND {ME}
THE LIBERATION Let’s look at a brand that has created value through a truly personalised experience. Is this a fashion catalogue? movie? game? music video? on demand retail experience? It’s all of the above and it’s up to the user to decide how they want to engage. youtu.be/kCr7ZP7KC0Q GOLD CYBER ONLY, THE LIBERATION UNCLE GREY COPENHAGEN

#2 CREATING VALUE AROUND {ME}
GOOGLE OK GO We couldn’t do a Cannes Review without mentioning this. Google won big last year with Arcade Fire. They are back again this year with OK GO. A nice example of how a brand can show generosity by creating a cool personalised experience that people want to use (whilst demonstrating the performance of google chrome). In this instance people could choreograph a personal message. youtu.be/2edcChH58uI youtu.be/2edcChH58uI GOLD CYBER GOOGLE, ALL IS NOT LOST HAKUHODO Tokyo

#2 CREATING VALUE AROUND {ME}
POLAR BEARS The realtime and reactive superbowl advertising from coke shows how a brand can create value around sharing an event and being with {me} in the moment. vimeo.com/39911236 GOLD DIRECT COKE, POLAR BEARS WIEDEN+KENNEDY Portland

#3 EARNING ATTENTION THROUGH MAGIC
We are seeing more and more creative technology - shifting advertising from fake to real. We used to rely on faking it (through CGI or special effects). Now we can create incredible experiences for real. Magic! Interestingly we saw more innovation in print, radio and outdoor than in the cyber (and yes the name cyber seems even more ridiculous this year).

#3 EARNING ATTENTION THROUGH MAGIC
INVISIBLE CAR It’s not often that you try to make your product invisible as part of your advertising. Dramatizing the new zero- emission technology, Mercedes literally made the car invisible to the environment through a pretty impressive cloaking effect. youtu.be/ZIGzpi9lCck cannes lions casestudy GRAND PRIX OUTDOOR MERCEDES-BENZ B-CLASS F-CELL JUNG von MATT Hamburg

#3 EARNING ATTENTION THROUGH MAGIC
SOLAR POWERED ANNUAL REPORT There’s not much talk about annual reports these days. This example from Austria Solar is interesting because it turns reading the annual report into an experience. Apart from being a pretty cool – it’s a magical experience that brings to life the main mission of the company. youtu.be/vATSkM6Qf6Y GRAND PRIX DESIGN AUSTRIA SOLAR SERVICEPLAN Munich

#3 EARNING ATTENTION THROUGH MAGIC
LITTLE MARINA Target took over Fashion Week with a giant 25ft puppet. We love the combination of low tech & high tech - puppeteers gave her a very believable presence as she tweets and blogs on her giant iPhone. It brought magic to fashion week and made Target worth talking about. youtu.be/sSLQsyBrvIE BRONZE TITANIUM & INTEGRATED TARGET MOTHER New York

#3 EARNING ATTENTION THROUGH MAGIC
TNT DRAMA TNT brought magic to the everday by literally putting passers-by ‘in the movie’. Interesting to note we see more and more of these kinds of stunts filmed for a happy few, and then diffused on YouTube at scale. youtu.be/ZpTkjXAL_6M SILVER FILM TNT DUVAL GUILLAUME MODEM Antwerp

#3 EARNING ATTENTION THROUGH MAGIC
REPELLENT RADIO A simple idea that turned any radio into a mosquito repellent. An innovative use of radio and a great way for Go Outside Magazine to give something back to their readers. youtu.be/HeEPCfzFAHM GRAND PRIX RADIO GO OUTSIDE MAGAZINE TALENT São Paulo,

#3 EARNING ATTENTION THROUGH MAGIC
BUY THE WORLD A COKE Fiction becomes reality. Part of Google’s project re:brief, a creative concept from Coke in the 70s becomes a brand experience today. Google proved that you can literally buy the world a coke. Creative technology provides the magic to make this happen. Interesting that the brand entered here is google, not coke! youtu.be/k8PEZz-IOtI GRAND PRIX MOBILE GOOGLE GROW INTERACTIVE Norfolk

#3 EARNING ATTENTION THROUGH MAGIC
RED TOMATO Red Tomato created the VIP fridge magnet which let customers order pizza at the press of a button. A gift to loyal customers that sent sales and visibility through the roof. youtu.be/-Y51eqhlnRY GOLD MOBILE RED TOMATO TBWARAAD Dubai

#3 EARNING ATTENTION THROUGH MAGIC
McDONALDS Technology is not the only way a brand can deliver magic. Brands that demonstrate true understanding can transform a great insight into a powerful campaign. We thought this print campaign from McDonalds was great. Simple, powerful and spot on. Anyone with kids will love it. GOLD PRESS McDONALDS DDB South Africa

#3 EARNING ATTENTION THROUGH MAGIC
DADS IN BRIEFS Again, another example of a powerful insight executed to perfection. In this case a very local insight can touch and engage a global audience - it’s the magic of advertising. youtu.be/-Jn0GOcKfXU GOLD FILM BGH AIR CONDITIONERS DEL CAMPO NAZCA SAATCHI & SAATCHI

#4 PRODUCT INNOVATION & SERVICE
DESIGN We’ve seen some ideas that try to change society. We’ve seen ideas that focus in on the value around the individual. And we’ve looked at how brands are creating magic. Now lets take a look at the brands creating value by reinventing the product itself, or wrapping a services around it.

#4 PRODUCT INNOVATION & SERVICE
DESIGN NIKE FUEL It’s hard to tell what’s product and what’s campaign which is a sign of true success. This is the ultimate example of a brand doing things for and with people. It embraces the three previous themes (society, individual and magic). What’s interesting is that they could potentially own the metric for energy. How much longer will we need calories? youtu.be/eYbGZ_kub-8 TITANIUM & GRAND PRIX CYBER NIKE FUEL R/GA New York

#4 PRODUCT INNOVATION & SERVICE
DESIGN TWEET SYNC SAVE We want to close with an example from Digitas New York that was too recent to enter at Cannes this year - but brings to life this last them in The Age Of Generous Advertising. American Express brought new value and meaning to “the membership effect” through a smart partnership with Twitter that brings value to both card members and merchants. youtu.be/0B-Km9vAIwo NOT SUBMITTED @ CANNES 2012 AMERICAN EXPRESS DIGITAS New York

#1 #2 #3 #4 CREATING
CREATING EARNING PRODUCT SHARED VALUE VALUE ATTENTION INNOVATION & { SOCIETY } AROUND {ME} THROUGH SERVICE MAGIC DESIGN

MERCI