Cannes Predictions 2014

Bridget Jung Chief Creative Officer
DigitasLBi Paris ! @bridoo Jean-Philippe Martzel Planning & Strategy Director DigitasLBi Paris ! @jpmartzel Fred Lung Senior Creative DigitasLBi Paris ! @fredericklung Philippe Pinel Senior Creative DigitasLBi Paris ! @PhilippePinel Cannes Predictions 2014 We had fun putting this list together. It’s in no way exhaustive, simply an educated guess as to what might win at Cannes this year. We’ve tried to identify the emerging themes we may see coming out of the Festival.

1. Advertising inspired by the
environment (in realtime) 2. Advertising re-enchants (or hacks) the everyday 3. Selfies and the importance of me 4. Advertising that reinvents the product 5. The most interesting man in the world is trending 6. Advertising that might make the jury laugh 7. Blockbusters 8. Grand Prix or nothing Emerging Themes

1. Advertising inspired by the
environment (in realtime) Perhaps some of the most exciting digitally led campaigns we’ve seen are in outdoor and they combine intelligent placement with smart tech to create truly personalised experiences between brands and consumers. In this way advertising has become “alive”. Cannes Predictions 2014

http://youtu.be/k3JucPPqd40 British Airways The Magic
of Flying

http://youtu.be/b8OOCU8zZSs Apotek Blowing in the
Wind

http://youtu.be/80indhABZwo Neue Zürcher Zeitung Digital
Newspaper Holder

2. Advertising re-enchants (or hacks)
the everyday ! Ads now bring magic into the real world. Posters can accept credit cards and even play music. A DIY shop uses billboards to dramatically show how they can improve the everyday. More and more of the filmed stunts rely on reactions from people to some kind of magic in the real world. Cannes Predictions 2014

http://youtu.be/LuRXqdVvLjs
OBI
The Renovated Billboard

http://youtu.be/cKj1RdsG8as Honda The Sound of
Honda

http://youtu.be/ZcqsRhMHo8o
Misereor
The Social Swipe

http://youtu.be/gclJe_kSnd4
Becks
Playable Poster

http://youtu.be/vHVWegNfQl0
DHL
Trojan Mailing

http://youtu.be/aGlRyMITXMc Google Night Walk in
Marseille

3. Selfies and the importance
of me “Selfie” was the 2013 word of the year. Only a few months ago, Ellen’s epic selfie generated over 3 million retweets. We can see some brands leveraging this new focus on “me”, inviting individuals not only to be part of the ad — but to be at the centre of it. Brands are finding new and creative ways to use individuals and personal stories rather than scenarios. Cannes Predictions 2014

http://youtu.be/ZgGNDhCnjzQ
Prudential
“Chapter 2”

http://youtu.be/JtxLmInvFcw
Nike
Make EveryYard Count

http://youtu.be/XokGFN86ljc
Coke
This is AHH

http://youtu.be/IpbDHxCV29A
Wren
The Kiss

4. Advertising that reinvents
the product This is a very interesting area. Instead of making ads, some brands are innovating at the product level or creating new products & services that support the brand ambition.We’re convinced that this area will grow over the next few years. Cannes Predictions 2014

http://youtu.be/H6NWTJyWHqc
Milka
Last Square

http://forgotify.com/
Spotify
Forgotify

http://youtu.be/8eSkHeTIhS0 Nar Mobile Life Saving
Cable

http://youtu.be/gsXg2uBQhIA
RipCurl
Watch

http://youtu.be/P8DOZ_rK8rI Harvey Nichols “Sorry, I
spent it on myself” http://youtu.be/ITyeI3YyYw8

5. Advertising that invites action
from the individual There’s a new breed of advertising that wouldn’t exist without someone watching it. These experiences require people to interact, explore and experiment with the ad. From second screening, to innovate navigation and even ultimately being able to control a real person via a website, these ads require action from the individual. Cannes Predictions 2014

http://youtu.be/_3D8hYIfpqg Arcade Fire Just a
Reflektor

http://youtu.be/rg74NzJlGp0 Melbourne Tourist Information Remote
Control Tourist

http://youtu.be/GT-GPmX60GA Guy Cotten “Sortie en
Mer” http://sortieenmer.com/

http://youtu.be/wvPfuV00-1k
Droga5
Thunderclap

5. Advertising that might make
the jury laugh From beer to banks, humour always works. We even found a PSA that breaks through with an incredible script and amazing acting. Cannes Predictions 2014

http://youtu.be/OK9419Oicp0
Tap King
“Hello”

http://youtu.be/mZy5nejCSc4
VH1
I Will Survive

http://youtu.be/GFYeUeKv75A
Nimble
Unexpected Happens,The Vet

http://youtu.be/SXy6JElmgHU
Three
#SingItKitty

http://youtu.be/P8KAaf45g5U
New Zealand Transport
Blazed

6. The most interesting man
in the world is trending Senior is the new black. Cannes Predictions 2014

http://youtu.be/mngOtW6sYCw Jack & Jones Made
from Cool

http://youtu.be/lk0yti12LLI
Epic Companies
Signor Valmano

http://youtu.be/jxVcgDMBU94
Edeka
Supergeile

http://youtu.be/0izwNht8cT8 Intel + Toshiba The
Power Inside

7. Blockbusters Big brands and
big budgets …sure to go home with some metal. Cannes Predictions 2014

http://youtu.be/M7FIvfx5J10
Volvo Trucks
Epic Split

http://youtu.be/pyV57QlGUGI
Evian
Spiderman

http://youtu.be/XqWig2WARb0 John Lewis The Bear
& the Hare

http://youtu.be/bu2ht9c-FFU
Lacoste
The Big Leap

http://youtu.be/Bf_z_7B4Ifw
Heineken
The Odyssey

http://youtu.be/L1EtoruAMDI Heineken Response on The
Odyssey film authenticity

http://youtu.be/B-3sVWOxuXc
Guinness
Sapeurs

http://youtu.be/JEbpbNTkIdk
Old Spice
Momsong

http://youtu.be/vmOr9I2JxZs Lurpak Cook’s Range Adventure
Awaits

8. Grand prix or nothing
Nothing in between. Cannes Predictions 2014

McDonalds Core Article on Creative
Review

Bridget Jung Chief Creative Officer
DigitasLBi Paris ! @bridoo Jean-Philippe Martzel Planning & Strategy Director DigitasLBi Paris ! @jpmartzel Fred Lung Senior Creative DigitasLBi Paris ! @fredericklung Philippe Pinel Senior Creative DigitasLBi Paris ! @PhilippePinel #Whatdidweforget Let us know what you think or what we may have missed.