SlideShare a Scribd company logo
1 of 23
Download to read offline
w
CONSUMER 

TRENDS AT
CANNES LIONS 2017 

CANNES LIONS 2017 2
This year’s Cannes Lions was populated by campaigns looking to offer a 

helping hand with life’s difficult moments, grab people’s attention with 

subtle shock tactics and hijack platforms to speak to people 

via the mediums they’re most familiar with.
Discover 10 behaviours that ran through this year’s winning campaigns.
A consumer perspective on the Cannes Lions 2017 winners
CANNES LIONS 2017 3
1. HELPING HANDS
Life is complicated; brands are helping out at tricky times
As our life stories become less predictable – think ‘beta marriage’, ‘partnered
parenting’ and ‘divorce parties’ – brands are rethinking the ways in which they
can play a relevant role. Rather than depicting glossy perfectionism, it’s about
truly understanding that life isn’t always sunny.
OF BOOMERS WORRY
ABOUT JUGGLING
RESPONSIBILITIES
Senior Helpers, 2017
60%
CANNES LIONS 2017 4
1. HELPING HANDS
Three winners that help navigate ‘milestone moments’
CHILD REPLACEMENT
Offering a helping hand to empty
nesters, the campaign matched the
characteristics of people’s children
with pooches waiting to be adopted.
MOTOR DREAMS
Knowing that car rides can get little
ones to nod off, Ford Motors made 

a crib that simulates the sound and
movement of its new MAX model.
HANDLE WITH CARE
Using the Gillette TREO Razor – a
product specifically designed for
assisted shaving – the son helps 

his dad maintain a sense of pride.
Procter & Gamble | Grey, New York Ford | GTB Argentina Mars NZ | Colenso BBDO
CANNES LIONS 2017 5
2. QUICK THINKING
Brands are creating content in real time
Compromise isn’t an option, and brands are responding to diva-like
behaviour by generating ads and campaigns in real time. Whether that’s
using artificial intelligence to troll people on social media or offering 

cheaper chocolate when the internet is angry.
EXPECT COMPANIES TO
RESPOND WITHIN AN
HOUR ON SOCIAL MEDIA
Altitude Software, 2016
47%
CANNES LIONS 2017 6
2. QUICK THINKING
Three winners that delivered immediacy
M LIVE
By tracking geo-tagged posts on
social media, Marriott jumped on
real-time opportunities to give back
to guests staying at its hotels.
AIMEN
The main character of a new TV
show – The Young Pope – trolled
people with verses from the Bible 

to put them in their righteous place.
SNICKERS HUNGERITHM
By analysing social media posts, the
algorithm gauged the mood of the
internet and changed the price of
Snickers bars in 7-Eleven stores.
Mars | Clemenger BBDO Melbourne Canal+ | BETC Paris Marriott International | HYP3R
CANNES LIONS 2017 7
3. PLOT TWISTS
Brands are revealing hidden truths
Using misleading narratives to reveal hard-hitting hidden truths was a
recurring theme. By highlighting people’s naivety to these problems, it’s
prompting deeper discussion about real-world issues. Whether that’s
drawing attention to alcoholism, gun crime or domestic abuse.
IS ONE OF THE TOP
THREE EMOTIONS VITAL
IN VIRAL CONTENT
Frac.tl, 2016
SURPRISE
CANNES LIONS 2017 8
Three winners that perfect the art of storytelling
LOVE SONG BY A MURDERER
Peruvian musician Diego Dibos
released a popular love song that,
unbeknown to fans, was taken from
a man’s apology for killing his wife.
EVAN
The ad seems to tell the story of a
high-school romance, but it rewinds
to make a disturbing revelation – 

a student was planning a shooting.
LIKE MY ADDICTION
This campaign created a fake
Instagram account for influencer
Louise Delage, with almost every
picture featuring an alcoholic drink.
Addict’Aide | BETC Paris Sandy Hook Promise | BBDO New York Vida Mujer Organization | Circus Grey Peru
3. PLOT TWISTS
CANNES LIONS 2017 9
Brands are hijacking current infrastructures
Brands are hijacking current infrastructures in a bid generate maximum
impact with minimum spend. Whether that’s hijacking home tech devices 

to promote fast food or using Google Adwords to commandeer the most
expensive space for free.
EXPECT CONTENT TO
ENTERTAIN AND OFFER
AN EXPERIENCE
Havas Group, 2017
84%
4. AD APPROPRIATION
CANNES LIONS 2017 10
Three winners that hijack to grab attention
INNOVATION SAVING
By using key words and tagging to
dodge the costs, this campaign
about ‘Super’ bowls proved more
relevant than real Super Bowl ones.
I’M MOVING TO CANADA
This ad used Google Adwords to
hijack searches about moving 

to Canada and direct Americans
towards the plight of real refugees.
GOOGLE HOME OF THE WHOPPER
Prompted by the phrase “OK, Google,
what is the Whopper Burger?”, any
tech in earshot started reading aloud
from the burger’s Wikipedia page.
Burger King | David Miami Doctors of the World | Publicis New York jet.com | R/GA
4. AD APPROPRIATION
CANNES LIONS 2017 11
5. DOUBLE TAKE
Brands are getting people to look twice
In a bid to highlight real-world issues, Cannes Lions 2017 saw brands adopt
subtle shock tactics, with campaigns that appear more than what meets the
eye. By encouraging deeper discussion about issues, they’re making people
feel uncomfortable about harsh realities.
GLOBAL AD BLOCKER
USE GREW BY 30%
IN 2016
Page Fair, 2017
CANNES LIONS 2017 12
Three winners that make you feel uncomfortable
MY NEIGHBOURHOOD
To help the nation empathise, a
children’s book was created using
kid’s real-life experiences of drug
abuse, violence and hunger.
OPEN YOUR EYES
With shocking visuals, this campaign
encouraged people to educate
themselves about the cruel tradition
of female genital mutilation (FGM).
Terres des Femmes | GREY German Youth Ambassadors | VML
5. DOUBLE TAKE
MEET GRAHAM
Graham is the only human designed
to survive a car crash. His shocking
features encourage people to think
deeper about their vulnerability.
TAC Victoria | Clemenger BBDO Melbourne
CANNES LIONS 2017 13
6. EVERYDAY AID
Brands are offering support through familiar totems
People interact with about 140 objects every day, but we often don’t give a
second thought about how their functionality can go beyond its everyday
use. Now, brands are using common totems to offer people support, improve
their quality of life and turn the mundane into superheroes.
OF PEOPLE WANT
BRANDS TO CONTRIBUTE
TO THEIR WELLBEING
Havas, 2017
75%
CANNES LIONS 2017 14
6. EVERYDAY AID
Three winners that are giving the everyday more meaning
CARE COUNTS
By installing free washers and
dryers in schools, this campaign
gave kids clean clothes and, as a
result, boosted their attendance.
SAVLON HEALTHY HANDS
In rural India, children often get sick
from poor hygiene. This campaign
infused chalk - a common play tool -
with soap to help clean kids’ hands.
COINS OF HOPE
To mark International Missing
Children’s Day, this campaign
circulated 1 million €2 coins etched
with the faces of missing children.
ITC Savlon | Ogilvy & Mather Mumbai Whirlpool | DigitasLBIChild Focus | These Days - Wunderman
CANNES LIONS 2017 15
7. TRASH TO TREASURE
Helping people make the most of what they haven’t got
Treasuring is becoming the new materialism, as people are buying into
products that can last a lifetime. With sustainability a staple in diets and
wardrobes alike, people are on a mission to make the most of what they’ve
got. Brands are helping people turn what seems like nothing into something.
“UPCYCLED” PRODUCTS
ON ETSY INCREASED
FROM 7,900 IN 2010 

TO 200,000 IN JAN 2017
Etsy
CANNES LIONS 2017 16
7. TRASH TO TREASURE
Three winners that turned nothing into something
ORIGINAL IS NEVER FINISHED
In a bid to resonate with younger
audiences, this campaign
modernised Frank Sinatra’s ‘My Way’
with help from modern-day artists.
ASH TO ART
Following a fire at The Glasgow
School of Art, this campaign created
– and then auctioned off – pieces of
immortal art made from the debris.
THE UNUSUAL FOOTBALL FIELD
This campaign turned derelict areas
of land into asymmetrical football
pitches to make the most of the
city’s limited free space.
The Glasgow School of Art | JWT Adidas Original | Johannes LeonardoAP (Thailand) | CJ Worx
Sharon Liu
CANNES LIONS 2017 17
8. FIGHTING BACK
People are sticking two fingers up at oppressors
From the 200,000 people who deleted their Uber account in moral outrage,
to the millions that marched against Trump’s inauguration, people are
becoming increasingly vocal about their beliefs. And brands are becoming
equally as outspoken by not just advocating for change but by fighting it, too. Edelman, 2017
OF PEOPLE WANT
BRANDS TO INFLUENCE
SOCIAL ISSUES
68%
CANNES LIONS 2017 18
8. FIGHTING BACK
Three winners that helped make a difference
BOOST YOUR VOICE
Boost Mobile morphed its stores
into polling stations during the 2016
US Presidential Election to try to
make voting more convenient.
REWORD
In a bid to eradicate bullying
behaviour online, this campaign
created a Google Chrome extension
to strike through negative words.
FEARLESS GIRL
To raise awareness around the lack
of women in leadership roles, a
statue of a defiant young girl stared
down Wall Street’s Charging Bull.
SSGA | McCann New York Headspace | Leo Burnett Melbourne Boost Mobile | 180LA
Anthony Quintano
CANNES LIONS 2017 19
9. MEMEFIED MEDIA
Brands are sending us funny, familiar messages
From grumpy cat to side-eyeing Chloe, memes strike a common chord in 

pop culture and, thanks to social media, they’re becoming ubiquitous. Taking
note of this phenomena, brands are peppering quick wit throughout their
campaigns and making online chatter their own in a bid to engage audiences.
IN 2016, GOOGLE
SEARCHES FOR ‘MEMES’
OVERTOOK SEARCHES
FOR ‘JESUS’
Google Trends
CANNES LIONS 2017 20
9. MEMEFIED MEDIA
Three winners that played people at their own game
ULTIMATE GIVING PLEASURE
After people heard of a free toll
booth reserved for BMW drivers, 

the campaign made printable
stickers so everyone could benefit.
CHEETOS MUSEUM
Cheetos rewarded its fans with a
cash prize for submitting uniquely-
shaped Cheetos and created a real-
world museum of the entries.
SPANISH LESSONS
Narcos noticed its fans chatting on
Twitter about how the show was
helping them learn Spanish, so it
made some spoof lessons for fans.
Netflix | Alma DDB Cheetos | Goodby Silverstein & Partners BMW Russia | FCB Moscow
CANNES LIONS 2017 21
10. EXPERT OPINION
Brands are using voices we can relate to
Between the spread of fake news and the revelation of ‘dark advertising’,
we’re entering a post-trust era, leaving the hard facts and figures gathering
dust. With people’s trust in the media, the government and even scientists
dwindling, brands are using the ‘experts’ their audiences can relate to best.
OF PEOPLE TRUST NEWS
SHARED BY FRIENDS;
65% TRUST ACADEMICS
Edelmen, 2016
78%
CANNES LIONS 2017 22
10. EXPERT OPINIONS
Three winners that used the ‘real’ experts
MILK SLAMS
In a bid to make drinking milk cool
for Gen Yers, this ad used a world-
famous slam poet and visual artists
to engage younger audiences.
DOWN SYNDROME ANSWERS
This ad used the top-40 most
Googled questions about Down
Syndrome and got people with 

the disability to answer them.
TV DOCTORS OF THE US
Famous TV doctors, from the likes
of Scrubs, were recruited for this
campaign to encourage people to
see their real GP for a check-up.
Cigna | McCann New York Canadian Down Syndrome Society | FCB Fonterra | Colenso BBDO
CANNES LIONS 2017 23
WANT MORE?

YOU CAN EXPLORE THE
FULL REPORT FOR FREE HERE
To discover more about behavioural insights
www.canvas8.com

More Related Content

What's hot

A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersCanvas8
 
JWT: The Future 100 - Trends and changes
JWT: The Future 100 - Trends and changesJWT: The Future 100 - Trends and changes
JWT: The Future 100 - Trends and changesFilipp Paster
 
Super Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsSuper Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsCanvas8
 
Cannes Lions 2015 Trends
Cannes Lions 2015 TrendsCannes Lions 2015 Trends
Cannes Lions 2015 TrendsKaren Saba
 
Get Advertising Smart - Cannes Lions 2018
Get Advertising Smart - Cannes Lions 2018Get Advertising Smart - Cannes Lions 2018
Get Advertising Smart - Cannes Lions 2018emmersons1
 
Contagious Now, Next, Why
Contagious Now, Next, Why Contagious Now, Next, Why
Contagious Now, Next, Why Iris
 
40 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 201040 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 2010Jesse Desjardins - @jessedee
 
Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8Canvas8
 
Cannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & TrendsCannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & TrendsM S
 
Cannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsCannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsMEC UK
 
Digital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 ReviewDigital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 ReviewJeremy Masselis
 
#HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015 #HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015 HUB INSTITUTE
 
Day 3 Recap at #CannesLions 2013 / #OgilvyCannes
Day 3 Recap at #CannesLions 2013 / #OgilvyCannesDay 3 Recap at #CannesLions 2013 / #OgilvyCannes
Day 3 Recap at #CannesLions 2013 / #OgilvyCannesOgilvy
 
Top 10 lessons about brand experience marketing from Cannes Lions
Top 10 lessons about brand experience marketing from Cannes LionsTop 10 lessons about brand experience marketing from Cannes Lions
Top 10 lessons about brand experience marketing from Cannes LionsJack Morton Worldwide
 
100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016Michael Boamah
 
No guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketerNo guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
 

What's hot (20)

A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winners
 
JWT: The Future 100 - Trends and changes
JWT: The Future 100 - Trends and changesJWT: The Future 100 - Trends and changes
JWT: The Future 100 - Trends and changes
 
Super Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsSuper Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the ads
 
Cannes Lions 2015 Trends
Cannes Lions 2015 TrendsCannes Lions 2015 Trends
Cannes Lions 2015 Trends
 
Get Advertising Smart - Cannes Lions 2018
Get Advertising Smart - Cannes Lions 2018Get Advertising Smart - Cannes Lions 2018
Get Advertising Smart - Cannes Lions 2018
 
Contagious Now, Next, Why
Contagious Now, Next, Why Contagious Now, Next, Why
Contagious Now, Next, Why
 
40 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 201040 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 2010
 
Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8
 
Cannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & TrendsCannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & Trends
 
JWT: Cannes Lions 2015 (July 2015)
JWT: Cannes Lions 2015 (July 2015)JWT: Cannes Lions 2015 (July 2015)
JWT: Cannes Lions 2015 (July 2015)
 
Cannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsCannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trends
 
Digital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 ReviewDigital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 Review
 
5 Paradoxical Consumer Trends
5 Paradoxical Consumer Trends5 Paradoxical Consumer Trends
5 Paradoxical Consumer Trends
 
#HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015 #HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015
 
Day 3 Recap at #CannesLions 2013 / #OgilvyCannes
Day 3 Recap at #CannesLions 2013 / #OgilvyCannesDay 3 Recap at #CannesLions 2013 / #OgilvyCannes
Day 3 Recap at #CannesLions 2013 / #OgilvyCannes
 
100+ Beautiful Slides From Cannes Lions 2012
100+ Beautiful Slides From Cannes Lions 2012100+ Beautiful Slides From Cannes Lions 2012
100+ Beautiful Slides From Cannes Lions 2012
 
Top 10 lessons about brand experience marketing from Cannes Lions
Top 10 lessons about brand experience marketing from Cannes LionsTop 10 lessons about brand experience marketing from Cannes Lions
Top 10 lessons about brand experience marketing from Cannes Lions
 
100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016
 
No guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketerNo guts, No glory: 5 steps to become a brave new marketer
No guts, No glory: 5 steps to become a brave new marketer
 
Millennials
MillennialsMillennials
Millennials
 

Similar to Consumer Trends at Cannes Lions 2017 - Canvas8

How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...Canvas8
 
Cannes Lions Trends 2017
Cannes Lions Trends 2017Cannes Lions Trends 2017
Cannes Lions Trends 2017Jad Barakat
 
BU Paris - A MONTH OF IDEAS - April 2016
BU Paris - A MONTH OF IDEAS - April 2016BU Paris - A MONTH OF IDEAS - April 2016
BU Paris - A MONTH OF IDEAS - April 2016BRAND UNION PARIS
 
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To TomorrowFaith Popcorn's BrainReserve
 
Impero Anti Trend Report 2016
Impero Anti Trend Report 2016Impero Anti Trend Report 2016
Impero Anti Trend Report 2016Impero
 
5 key trends in social media
5 key trends in social media5 key trends in social media
5 key trends in social mediaSeymourSloan
 
signmesh snapshot - brands, take a stand
signmesh snapshot - brands, take a standsignmesh snapshot - brands, take a stand
signmesh snapshot - brands, take a standsignmesh
 
Cannes lions wrap_up-1
Cannes lions wrap_up-1Cannes lions wrap_up-1
Cannes lions wrap_up-1Mr Nyak
 
Cannes Lions 2016 Takeaways & Thought Leadership
Cannes Lions 2016 Takeaways & Thought LeadershipCannes Lions 2016 Takeaways & Thought Leadership
Cannes Lions 2016 Takeaways & Thought LeadershipDigitas North America
 
Get Advertising Smart - Realistic Advertising: Aspirational to Honest
Get Advertising Smart - Realistic Advertising: Aspirational to HonestGet Advertising Smart - Realistic Advertising: Aspirational to Honest
Get Advertising Smart - Realistic Advertising: Aspirational to Honestemmersons1
 
Get Advertising Smart - Creativity and your business' bottom line
Get Advertising Smart - Creativity and your business' bottom lineGet Advertising Smart - Creativity and your business' bottom line
Get Advertising Smart - Creativity and your business' bottom lineemmersons1
 
Brandhome goes Cannes Lions 2015 - Take-aways
Brandhome goes Cannes Lions 2015 - Take-awaysBrandhome goes Cannes Lions 2015 - Take-aways
Brandhome goes Cannes Lions 2015 - Take-awaysBrandhome
 
The End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes CollideThe End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes CollideBackslash
 
Brand impact
Brand impact Brand impact
Brand impact Mr Nyak
 
Brand impact
Brand impactBrand impact
Brand impactMr Nyak
 
6 Lessons from Cannes Lions 2016
6 Lessons from Cannes Lions 20166 Lessons from Cannes Lions 2016
6 Lessons from Cannes Lions 2016Filipe Macedo
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Canvas8
 
Most Inspiring And Memorable Commercials Of 2016 [EN]
Most Inspiring And Memorable Commercials Of 2016 [EN]Most Inspiring And Memorable Commercials Of 2016 [EN]
Most Inspiring And Memorable Commercials Of 2016 [EN]www.mediafeed.co
 

Similar to Consumer Trends at Cannes Lions 2017 - Canvas8 (20)

How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...
 
Cannes Lions Trends 2017
Cannes Lions Trends 2017Cannes Lions Trends 2017
Cannes Lions Trends 2017
 
BU Paris - A MONTH OF IDEAS - April 2016
BU Paris - A MONTH OF IDEAS - April 2016BU Paris - A MONTH OF IDEAS - April 2016
BU Paris - A MONTH OF IDEAS - April 2016
 
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
 
Impero Anti Trend Report 2016
Impero Anti Trend Report 2016Impero Anti Trend Report 2016
Impero Anti Trend Report 2016
 
5 key trends in social media
5 key trends in social media5 key trends in social media
5 key trends in social media
 
signmesh snapshot - brands, take a stand
signmesh snapshot - brands, take a standsignmesh snapshot - brands, take a stand
signmesh snapshot - brands, take a stand
 
Cannes lions wrap_up-1
Cannes lions wrap_up-1Cannes lions wrap_up-1
Cannes lions wrap_up-1
 
Cannes Lions 2016 Takeaways & Thought Leadership
Cannes Lions 2016 Takeaways & Thought LeadershipCannes Lions 2016 Takeaways & Thought Leadership
Cannes Lions 2016 Takeaways & Thought Leadership
 
Get Advertising Smart - Realistic Advertising: Aspirational to Honest
Get Advertising Smart - Realistic Advertising: Aspirational to HonestGet Advertising Smart - Realistic Advertising: Aspirational to Honest
Get Advertising Smart - Realistic Advertising: Aspirational to Honest
 
Get Advertising Smart - Creativity and your business' bottom line
Get Advertising Smart - Creativity and your business' bottom lineGet Advertising Smart - Creativity and your business' bottom line
Get Advertising Smart - Creativity and your business' bottom line
 
UPA Deck
UPA DeckUPA Deck
UPA Deck
 
Brandhome goes Cannes Lions 2015 - Take-aways
Brandhome goes Cannes Lions 2015 - Take-awaysBrandhome goes Cannes Lions 2015 - Take-aways
Brandhome goes Cannes Lions 2015 - Take-aways
 
The End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes CollideThe End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes Collide
 
Brand impact
Brand impact Brand impact
Brand impact
 
Brand impact
Brand impactBrand impact
Brand impact
 
6 Lessons from Cannes Lions 2016
6 Lessons from Cannes Lions 20166 Lessons from Cannes Lions 2016
6 Lessons from Cannes Lions 2016
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
 
The Marksman - October 2017 Issue
The Marksman - October 2017 IssueThe Marksman - October 2017 Issue
The Marksman - October 2017 Issue
 
Most Inspiring And Memorable Commercials Of 2016 [EN]
Most Inspiring And Memorable Commercials Of 2016 [EN]Most Inspiring And Memorable Commercials Of 2016 [EN]
Most Inspiring And Memorable Commercials Of 2016 [EN]
 

More from Canvas8

Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Canvas8
 
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Canvas8
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018Canvas8
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsCanvas8
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Canvas8
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Canvas8
 
Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8Canvas8
 
Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8Canvas8
 
Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8Canvas8
 
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8Canvas8
 

More from Canvas8 (20)

Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads
 
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaigns
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8
 
Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8
 
Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8
 
Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8
 
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
 

Recently uploaded

5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptxdeepushah1687
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyainfoobataborsi24
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentKhalid332898
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfhannahcrump4
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationKaushik Jaiswal
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLotter Pro Brasil
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxIngridSelk
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Daydisenylurial
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaPriyaDigitalExpert
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxelizabethella096
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Inflyx
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Spesialis Kandungan Resmi BPOM
 

Recently uploaded (20)

5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganya
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdf
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & Globalization
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Day
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 

Consumer Trends at Cannes Lions 2017 - Canvas8

  • 2. CANNES LIONS 2017 2 This year’s Cannes Lions was populated by campaigns looking to offer a 
 helping hand with life’s difficult moments, grab people’s attention with 
 subtle shock tactics and hijack platforms to speak to people 
 via the mediums they’re most familiar with. Discover 10 behaviours that ran through this year’s winning campaigns. A consumer perspective on the Cannes Lions 2017 winners
  • 3. CANNES LIONS 2017 3 1. HELPING HANDS Life is complicated; brands are helping out at tricky times As our life stories become less predictable – think ‘beta marriage’, ‘partnered parenting’ and ‘divorce parties’ – brands are rethinking the ways in which they can play a relevant role. Rather than depicting glossy perfectionism, it’s about truly understanding that life isn’t always sunny. OF BOOMERS WORRY ABOUT JUGGLING RESPONSIBILITIES Senior Helpers, 2017 60%
  • 4. CANNES LIONS 2017 4 1. HELPING HANDS Three winners that help navigate ‘milestone moments’ CHILD REPLACEMENT Offering a helping hand to empty nesters, the campaign matched the characteristics of people’s children with pooches waiting to be adopted. MOTOR DREAMS Knowing that car rides can get little ones to nod off, Ford Motors made 
 a crib that simulates the sound and movement of its new MAX model. HANDLE WITH CARE Using the Gillette TREO Razor – a product specifically designed for assisted shaving – the son helps 
 his dad maintain a sense of pride. Procter & Gamble | Grey, New York Ford | GTB Argentina Mars NZ | Colenso BBDO
  • 5. CANNES LIONS 2017 5 2. QUICK THINKING Brands are creating content in real time Compromise isn’t an option, and brands are responding to diva-like behaviour by generating ads and campaigns in real time. Whether that’s using artificial intelligence to troll people on social media or offering 
 cheaper chocolate when the internet is angry. EXPECT COMPANIES TO RESPOND WITHIN AN HOUR ON SOCIAL MEDIA Altitude Software, 2016 47%
  • 6. CANNES LIONS 2017 6 2. QUICK THINKING Three winners that delivered immediacy M LIVE By tracking geo-tagged posts on social media, Marriott jumped on real-time opportunities to give back to guests staying at its hotels. AIMEN The main character of a new TV show – The Young Pope – trolled people with verses from the Bible 
 to put them in their righteous place. SNICKERS HUNGERITHM By analysing social media posts, the algorithm gauged the mood of the internet and changed the price of Snickers bars in 7-Eleven stores. Mars | Clemenger BBDO Melbourne Canal+ | BETC Paris Marriott International | HYP3R
  • 7. CANNES LIONS 2017 7 3. PLOT TWISTS Brands are revealing hidden truths Using misleading narratives to reveal hard-hitting hidden truths was a recurring theme. By highlighting people’s naivety to these problems, it’s prompting deeper discussion about real-world issues. Whether that’s drawing attention to alcoholism, gun crime or domestic abuse. IS ONE OF THE TOP THREE EMOTIONS VITAL IN VIRAL CONTENT Frac.tl, 2016 SURPRISE
  • 8. CANNES LIONS 2017 8 Three winners that perfect the art of storytelling LOVE SONG BY A MURDERER Peruvian musician Diego Dibos released a popular love song that, unbeknown to fans, was taken from a man’s apology for killing his wife. EVAN The ad seems to tell the story of a high-school romance, but it rewinds to make a disturbing revelation – 
 a student was planning a shooting. LIKE MY ADDICTION This campaign created a fake Instagram account for influencer Louise Delage, with almost every picture featuring an alcoholic drink. Addict’Aide | BETC Paris Sandy Hook Promise | BBDO New York Vida Mujer Organization | Circus Grey Peru 3. PLOT TWISTS
  • 9. CANNES LIONS 2017 9 Brands are hijacking current infrastructures Brands are hijacking current infrastructures in a bid generate maximum impact with minimum spend. Whether that’s hijacking home tech devices 
 to promote fast food or using Google Adwords to commandeer the most expensive space for free. EXPECT CONTENT TO ENTERTAIN AND OFFER AN EXPERIENCE Havas Group, 2017 84% 4. AD APPROPRIATION
  • 10. CANNES LIONS 2017 10 Three winners that hijack to grab attention INNOVATION SAVING By using key words and tagging to dodge the costs, this campaign about ‘Super’ bowls proved more relevant than real Super Bowl ones. I’M MOVING TO CANADA This ad used Google Adwords to hijack searches about moving 
 to Canada and direct Americans towards the plight of real refugees. GOOGLE HOME OF THE WHOPPER Prompted by the phrase “OK, Google, what is the Whopper Burger?”, any tech in earshot started reading aloud from the burger’s Wikipedia page. Burger King | David Miami Doctors of the World | Publicis New York jet.com | R/GA 4. AD APPROPRIATION
  • 11. CANNES LIONS 2017 11 5. DOUBLE TAKE Brands are getting people to look twice In a bid to highlight real-world issues, Cannes Lions 2017 saw brands adopt subtle shock tactics, with campaigns that appear more than what meets the eye. By encouraging deeper discussion about issues, they’re making people feel uncomfortable about harsh realities. GLOBAL AD BLOCKER USE GREW BY 30% IN 2016 Page Fair, 2017
  • 12. CANNES LIONS 2017 12 Three winners that make you feel uncomfortable MY NEIGHBOURHOOD To help the nation empathise, a children’s book was created using kid’s real-life experiences of drug abuse, violence and hunger. OPEN YOUR EYES With shocking visuals, this campaign encouraged people to educate themselves about the cruel tradition of female genital mutilation (FGM). Terres des Femmes | GREY German Youth Ambassadors | VML 5. DOUBLE TAKE MEET GRAHAM Graham is the only human designed to survive a car crash. His shocking features encourage people to think deeper about their vulnerability. TAC Victoria | Clemenger BBDO Melbourne
  • 13. CANNES LIONS 2017 13 6. EVERYDAY AID Brands are offering support through familiar totems People interact with about 140 objects every day, but we often don’t give a second thought about how their functionality can go beyond its everyday use. Now, brands are using common totems to offer people support, improve their quality of life and turn the mundane into superheroes. OF PEOPLE WANT BRANDS TO CONTRIBUTE TO THEIR WELLBEING Havas, 2017 75%
  • 14. CANNES LIONS 2017 14 6. EVERYDAY AID Three winners that are giving the everyday more meaning CARE COUNTS By installing free washers and dryers in schools, this campaign gave kids clean clothes and, as a result, boosted their attendance. SAVLON HEALTHY HANDS In rural India, children often get sick from poor hygiene. This campaign infused chalk - a common play tool - with soap to help clean kids’ hands. COINS OF HOPE To mark International Missing Children’s Day, this campaign circulated 1 million €2 coins etched with the faces of missing children. ITC Savlon | Ogilvy & Mather Mumbai Whirlpool | DigitasLBIChild Focus | These Days - Wunderman
  • 15. CANNES LIONS 2017 15 7. TRASH TO TREASURE Helping people make the most of what they haven’t got Treasuring is becoming the new materialism, as people are buying into products that can last a lifetime. With sustainability a staple in diets and wardrobes alike, people are on a mission to make the most of what they’ve got. Brands are helping people turn what seems like nothing into something. “UPCYCLED” PRODUCTS ON ETSY INCREASED FROM 7,900 IN 2010 
 TO 200,000 IN JAN 2017 Etsy
  • 16. CANNES LIONS 2017 16 7. TRASH TO TREASURE Three winners that turned nothing into something ORIGINAL IS NEVER FINISHED In a bid to resonate with younger audiences, this campaign modernised Frank Sinatra’s ‘My Way’ with help from modern-day artists. ASH TO ART Following a fire at The Glasgow School of Art, this campaign created – and then auctioned off – pieces of immortal art made from the debris. THE UNUSUAL FOOTBALL FIELD This campaign turned derelict areas of land into asymmetrical football pitches to make the most of the city’s limited free space. The Glasgow School of Art | JWT Adidas Original | Johannes LeonardoAP (Thailand) | CJ Worx Sharon Liu
  • 17. CANNES LIONS 2017 17 8. FIGHTING BACK People are sticking two fingers up at oppressors From the 200,000 people who deleted their Uber account in moral outrage, to the millions that marched against Trump’s inauguration, people are becoming increasingly vocal about their beliefs. And brands are becoming equally as outspoken by not just advocating for change but by fighting it, too. Edelman, 2017 OF PEOPLE WANT BRANDS TO INFLUENCE SOCIAL ISSUES 68%
  • 18. CANNES LIONS 2017 18 8. FIGHTING BACK Three winners that helped make a difference BOOST YOUR VOICE Boost Mobile morphed its stores into polling stations during the 2016 US Presidential Election to try to make voting more convenient. REWORD In a bid to eradicate bullying behaviour online, this campaign created a Google Chrome extension to strike through negative words. FEARLESS GIRL To raise awareness around the lack of women in leadership roles, a statue of a defiant young girl stared down Wall Street’s Charging Bull. SSGA | McCann New York Headspace | Leo Burnett Melbourne Boost Mobile | 180LA Anthony Quintano
  • 19. CANNES LIONS 2017 19 9. MEMEFIED MEDIA Brands are sending us funny, familiar messages From grumpy cat to side-eyeing Chloe, memes strike a common chord in 
 pop culture and, thanks to social media, they’re becoming ubiquitous. Taking note of this phenomena, brands are peppering quick wit throughout their campaigns and making online chatter their own in a bid to engage audiences. IN 2016, GOOGLE SEARCHES FOR ‘MEMES’ OVERTOOK SEARCHES FOR ‘JESUS’ Google Trends
  • 20. CANNES LIONS 2017 20 9. MEMEFIED MEDIA Three winners that played people at their own game ULTIMATE GIVING PLEASURE After people heard of a free toll booth reserved for BMW drivers, 
 the campaign made printable stickers so everyone could benefit. CHEETOS MUSEUM Cheetos rewarded its fans with a cash prize for submitting uniquely- shaped Cheetos and created a real- world museum of the entries. SPANISH LESSONS Narcos noticed its fans chatting on Twitter about how the show was helping them learn Spanish, so it made some spoof lessons for fans. Netflix | Alma DDB Cheetos | Goodby Silverstein & Partners BMW Russia | FCB Moscow
  • 21. CANNES LIONS 2017 21 10. EXPERT OPINION Brands are using voices we can relate to Between the spread of fake news and the revelation of ‘dark advertising’, we’re entering a post-trust era, leaving the hard facts and figures gathering dust. With people’s trust in the media, the government and even scientists dwindling, brands are using the ‘experts’ their audiences can relate to best. OF PEOPLE TRUST NEWS SHARED BY FRIENDS; 65% TRUST ACADEMICS Edelmen, 2016 78%
  • 22. CANNES LIONS 2017 22 10. EXPERT OPINIONS Three winners that used the ‘real’ experts MILK SLAMS In a bid to make drinking milk cool for Gen Yers, this ad used a world- famous slam poet and visual artists to engage younger audiences. DOWN SYNDROME ANSWERS This ad used the top-40 most Googled questions about Down Syndrome and got people with 
 the disability to answer them. TV DOCTORS OF THE US Famous TV doctors, from the likes of Scrubs, were recruited for this campaign to encourage people to see their real GP for a check-up. Cigna | McCann New York Canadian Down Syndrome Society | FCB Fonterra | Colenso BBDO
  • 23. CANNES LIONS 2017 23 WANT MORE?
 YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE To discover more about behavioural insights www.canvas8.com