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6 trends to follow from the
Cannes Lions 2017
Some key figures from the eight days of the 64th annual
Cannes Lions, International Festival of Creativity:
15.000 marketers, advertisers, celebrities from
all over the world
Over 100 countries
Over 750 speakers
41.170 campaigns submitted across 24
categories
This year 6 big trends are
1. Storytelling is not dead
2. Challenge your customer
3. Make a statement
4. Be disruptive, do the unthinkable
5. Data & insights are the new black
6. Use AI & Bots for your campaigns
7. Keep it simple
You should make a big
impression
Ask Snapchat about that
Trend 1: Storytelling is not dead
He was an asshole, a hateful person but at the end of the story,
everything changed. We all fall in love for Coleman F. Sweeney, the
world biggest ass hole.
Watch the video here
The french supermarket chain, Intermarché, showed us how love
conquers all, even junk food
A 3 minutes ad, a perfect storytelling, capturing the magic of love in the
supermarket with a dose of suspense and emotion.
What about the misleading narrative?
#LouiseDelage's 'Like My Addiction' was one of the most-awarded
campaigns at Cannes 2017.
The NOG “Addiction Aid” created a fictional characters to make a
statement and create a movement. Watch the case here.
Vida Mujer invited Diego Dibos, the most important romantic
songwriter of Peru, created a beautiful romantic song that was a word
by word transcription of an apology letter written by a man before he
killed his wife. When the song became famous, the signer told the truth
about the song to society and started a nationwide discussion about
violence against women ,that became huge in the country. See the video
Overview of the campaign
Take aways
• Storytelling isn’t a new concept. Brands need to entertain
their customers and prospects via the age-old method of
storytelling.
• Don’t hesitate to mislead the viewer or shock him at the
end. You need strong emotions, you need a reaction.
Trend 2: Challenge your customer
Mattessons campaign teaches teens to code through training course
disguised as online game. The campaign aimed to exploit kids' interest
in playing video games and turn it into an educational opportunity.
Over a month, the campaign saw 24,000 teens aged 13 to 17 tackle a
total of 66,000 coding challenges. Watch the case here
Adidas Japan created the Green Light Run Tokyo.
The marathon was held from midnight to dusk, with 30 runner selected
from 180 applicants across the country. The runners were tracked and
alerted when they were in danger of missing the next green light. The
rule, “Get Stopped, Get Dropped,” required runners to keep up to a
blistering designated pace, with those stopped by a red light being
eliminated from the race.Watch the case here
Take aways
• Your customer are not dumb, so don’t hesitate to challenge
them.
• They can easily get bored with old direct advertising, try the
other way.
• « The future belong to the brave » Ted Lim
Trend 3: Make a statement
The statue of a little girl defiantly staring down the Charging Bull on Wall
Street, which appeared on March’s International Women’s Day, has
been credited with driving awareness and conversation about female
empowerment—and $7.4 million in publicity for State Street. It
generated 4.6bn Twitter impressions as the media lapped it up across
the world. Watch the case.
With voter suppression a prevalent issue in the run-up to the 2016 US
presidential election, 180LA launched a campaign for Boost Mobile that
made a stand. The brand decided to become part of the solution by
offering up all the chain’s locations as voting locations on election day.
Watch the case.
Overview of the campaign
When 10 refugees arrived to compete in the 2016 Olympics, they lacked
any national identity under which to compete. Amnesty and Ogilvy
created not only a flag to unite these displaced Olympians, but also to
rally attention for millions of refugees around the world.
Watch the case.
Take aways
Brands have a social responsibility, now more than ever.
Advertising is no longer about putting the spot light on the
product or the service; it’s about putting the spot light on some
of the world’s burning issues.
It started with the Super Bowl ads. (Airbn’b, Audi, Budweiser…)
Trend 4: Be disruptive, do the unthinkable
Burger King essentially hacked Google home with its ad. The 15-second
ad features someone in a Burger King uniform leaning into the camera
before saying, “OK Google, what is the Whopper burger?”
For anyone with a Google Home near their TV, that strangely phrased
request will prompt the speaker to begin reading the Wikipedia entry
for the Whopper. Watch the case.
‘The Unusual Football Field’ by AP Thailand and CJ Worx out of Thailand
broke some traditional limitations of football but the pitch still remained
symmetrical to allow for continuous fair play.
This unusual football field has proven that designing outside boundaries
can help foster creativity used to develop these useful spaces. Watch
the case.
For Kiwi , the shoe polish brand, Ogilvy Chicago imagined, and then
painted, the bottom half of famous artworks—to show the subject’s
shoes.
See the case here
In Sweden, weapons now have a second life: the metal of which they
are composed and which kills, is recycled a multitude of everyday
objects, through a collection called "Humanium Metal". An initiative
of IM Swedish Partner and its agency Akestam Holst Stockholm.
Watch the case.
Take aways
• Bravery in advertising and
creativity. It’s something to
strive for.
• The final product may not
always be a campaign but could
also be a solution for a
problem.
Trend 5: Data & creativity are the new black
Graham was made as part of a road safety campaign that alerts
Australians to the dangers of traffic accidents.
Research has found that employing fear tactics in advertising doesn’t
always work, and with road accidents on the up in recent years, the TAC
knew something had to change. So while Graham’s a far cry from the
graphic videos featuring blood and broken bones that encourage more
cautious driving, maybe that’s a step in the right direction
See the case here
Based on the problem that one in five US students don’t have access to
clean clothes, Whirlpool wanted to make a difference by installing
washing machines and dryers in 17 US schools. Whirlpool found that
having washed garments led to increased class participation for 89% of
students, and greater involvement in extracurricular activities for 95%.
Watch the case.
Late last year, Spotify ran a very smart and funnt global outdoor
campaign , called ‘Thanks 2016, it’s been weird’ campaign, using data
and referring to some of the bizarre habits of its users.
Take aways
• Using data to understand the
customers is part of the
creative process.
• Data+ Creativity is the fuel that
drives heoric marketing
moments.
Trend 6: Use AI & bots for your campaigns
To promote the TV show “The young pope”, Canal+ had the brilliant idea
to transform curses on social networks in verses of the Bible.
Thanks to the artistic intelligence it was possible for the young pope to
troll the people .
See the case here.
Chat Yourself, is a Chatbot that helps Alzheimer's patients. It’s
the first bot used to converse with oneself and give the patient
vital information automatically 24 hours 24 to help with the
memory loss.
See the case.
Take aways
• Bots are available to bring the power of AI to your brand.
• Marketers should use new technologies for more creative
and personnalized campaigns.
Trend 7: The beauty of simplicity
Based on research that found since 1954, more Burger King restaurants
burned down than any other fast-food chain. BK has done a series of
simple and creative print ads and the campaign's tagline was: "Flame
Grilled since 1954."
A simple and engaging campaign by the social network Twitter, created
in house. It included a series of billboards featuring no copy, just
hashtags and Twitter logos alongside images from news and pop
culture. One board showed Hillary Clinton and Donald Trump's eyes
staring out over New York City.
And in conclusion
Use storytelling that creates an emotion
Challenge your customer
Brands have a social responsabilty now than never
Be disruptive, do the unthinkable
Data & insights are the new black
Use AI & bots for your campaigns
Just keep it simple
Photo credit:
The official Facebook page and the Twitter account of the
Cannes Lions International Festival of Creativity
Ads of the world
Ad Forum

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Cannes Lions 2017: 6 trends to follow

  • 1. 6 trends to follow from the Cannes Lions 2017
  • 2. Some key figures from the eight days of the 64th annual Cannes Lions, International Festival of Creativity: 15.000 marketers, advertisers, celebrities from all over the world Over 100 countries Over 750 speakers 41.170 campaigns submitted across 24 categories
  • 3. This year 6 big trends are 1. Storytelling is not dead 2. Challenge your customer 3. Make a statement 4. Be disruptive, do the unthinkable 5. Data & insights are the new black 6. Use AI & Bots for your campaigns 7. Keep it simple
  • 4. You should make a big impression Ask Snapchat about that
  • 5.
  • 6. Trend 1: Storytelling is not dead
  • 7. He was an asshole, a hateful person but at the end of the story, everything changed. We all fall in love for Coleman F. Sweeney, the world biggest ass hole. Watch the video here
  • 8. The french supermarket chain, Intermarché, showed us how love conquers all, even junk food A 3 minutes ad, a perfect storytelling, capturing the magic of love in the supermarket with a dose of suspense and emotion.
  • 9.
  • 10. What about the misleading narrative?
  • 11. #LouiseDelage's 'Like My Addiction' was one of the most-awarded campaigns at Cannes 2017. The NOG “Addiction Aid” created a fictional characters to make a statement and create a movement. Watch the case here.
  • 12. Vida Mujer invited Diego Dibos, the most important romantic songwriter of Peru, created a beautiful romantic song that was a word by word transcription of an apology letter written by a man before he killed his wife. When the song became famous, the signer told the truth about the song to society and started a nationwide discussion about violence against women ,that became huge in the country. See the video
  • 13. Overview of the campaign
  • 14. Take aways • Storytelling isn’t a new concept. Brands need to entertain their customers and prospects via the age-old method of storytelling. • Don’t hesitate to mislead the viewer or shock him at the end. You need strong emotions, you need a reaction.
  • 15. Trend 2: Challenge your customer
  • 16. Mattessons campaign teaches teens to code through training course disguised as online game. The campaign aimed to exploit kids' interest in playing video games and turn it into an educational opportunity. Over a month, the campaign saw 24,000 teens aged 13 to 17 tackle a total of 66,000 coding challenges. Watch the case here
  • 17. Adidas Japan created the Green Light Run Tokyo. The marathon was held from midnight to dusk, with 30 runner selected from 180 applicants across the country. The runners were tracked and alerted when they were in danger of missing the next green light. The rule, “Get Stopped, Get Dropped,” required runners to keep up to a blistering designated pace, with those stopped by a red light being eliminated from the race.Watch the case here
  • 18. Take aways • Your customer are not dumb, so don’t hesitate to challenge them. • They can easily get bored with old direct advertising, try the other way. • « The future belong to the brave » Ted Lim
  • 19. Trend 3: Make a statement
  • 20. The statue of a little girl defiantly staring down the Charging Bull on Wall Street, which appeared on March’s International Women’s Day, has been credited with driving awareness and conversation about female empowerment—and $7.4 million in publicity for State Street. It generated 4.6bn Twitter impressions as the media lapped it up across the world. Watch the case.
  • 21. With voter suppression a prevalent issue in the run-up to the 2016 US presidential election, 180LA launched a campaign for Boost Mobile that made a stand. The brand decided to become part of the solution by offering up all the chain’s locations as voting locations on election day. Watch the case.
  • 22. Overview of the campaign
  • 23. When 10 refugees arrived to compete in the 2016 Olympics, they lacked any national identity under which to compete. Amnesty and Ogilvy created not only a flag to unite these displaced Olympians, but also to rally attention for millions of refugees around the world. Watch the case.
  • 24.
  • 25. Take aways Brands have a social responsibility, now more than ever. Advertising is no longer about putting the spot light on the product or the service; it’s about putting the spot light on some of the world’s burning issues. It started with the Super Bowl ads. (Airbn’b, Audi, Budweiser…)
  • 26. Trend 4: Be disruptive, do the unthinkable
  • 27. Burger King essentially hacked Google home with its ad. The 15-second ad features someone in a Burger King uniform leaning into the camera before saying, “OK Google, what is the Whopper burger?” For anyone with a Google Home near their TV, that strangely phrased request will prompt the speaker to begin reading the Wikipedia entry for the Whopper. Watch the case.
  • 28.
  • 29. ‘The Unusual Football Field’ by AP Thailand and CJ Worx out of Thailand broke some traditional limitations of football but the pitch still remained symmetrical to allow for continuous fair play. This unusual football field has proven that designing outside boundaries can help foster creativity used to develop these useful spaces. Watch the case.
  • 30.
  • 31. For Kiwi , the shoe polish brand, Ogilvy Chicago imagined, and then painted, the bottom half of famous artworks—to show the subject’s shoes. See the case here
  • 32. In Sweden, weapons now have a second life: the metal of which they are composed and which kills, is recycled a multitude of everyday objects, through a collection called "Humanium Metal". An initiative of IM Swedish Partner and its agency Akestam Holst Stockholm. Watch the case.
  • 33. Take aways • Bravery in advertising and creativity. It’s something to strive for. • The final product may not always be a campaign but could also be a solution for a problem.
  • 34. Trend 5: Data & creativity are the new black
  • 35. Graham was made as part of a road safety campaign that alerts Australians to the dangers of traffic accidents. Research has found that employing fear tactics in advertising doesn’t always work, and with road accidents on the up in recent years, the TAC knew something had to change. So while Graham’s a far cry from the graphic videos featuring blood and broken bones that encourage more cautious driving, maybe that’s a step in the right direction See the case here
  • 36.
  • 37. Based on the problem that one in five US students don’t have access to clean clothes, Whirlpool wanted to make a difference by installing washing machines and dryers in 17 US schools. Whirlpool found that having washed garments led to increased class participation for 89% of students, and greater involvement in extracurricular activities for 95%. Watch the case.
  • 38.
  • 39. Late last year, Spotify ran a very smart and funnt global outdoor campaign , called ‘Thanks 2016, it’s been weird’ campaign, using data and referring to some of the bizarre habits of its users.
  • 40. Take aways • Using data to understand the customers is part of the creative process. • Data+ Creativity is the fuel that drives heoric marketing moments.
  • 41. Trend 6: Use AI & bots for your campaigns
  • 42. To promote the TV show “The young pope”, Canal+ had the brilliant idea to transform curses on social networks in verses of the Bible. Thanks to the artistic intelligence it was possible for the young pope to troll the people . See the case here.
  • 43.
  • 44. Chat Yourself, is a Chatbot that helps Alzheimer's patients. It’s the first bot used to converse with oneself and give the patient vital information automatically 24 hours 24 to help with the memory loss. See the case.
  • 45. Take aways • Bots are available to bring the power of AI to your brand. • Marketers should use new technologies for more creative and personnalized campaigns.
  • 46. Trend 7: The beauty of simplicity
  • 47. Based on research that found since 1954, more Burger King restaurants burned down than any other fast-food chain. BK has done a series of simple and creative print ads and the campaign's tagline was: "Flame Grilled since 1954."
  • 48. A simple and engaging campaign by the social network Twitter, created in house. It included a series of billboards featuring no copy, just hashtags and Twitter logos alongside images from news and pop culture. One board showed Hillary Clinton and Donald Trump's eyes staring out over New York City.
  • 50. Use storytelling that creates an emotion Challenge your customer Brands have a social responsabilty now than never Be disruptive, do the unthinkable Data & insights are the new black Use AI & bots for your campaigns Just keep it simple
  • 51.
  • 52.
  • 53.
  • 54. Photo credit: The official Facebook page and the Twitter account of the Cannes Lions International Festival of Creativity Ads of the world Ad Forum