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#HUBLIONS
	
  	
  	
  	
  	
  	
  Trends	
  from	
  the	
  Cannes	
  Lions	
  2016,	
  	
  
	
  	
  	
  	
  	
  The	
  International	
  Festival	
  of	
  Creativity
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  REPORT2
HUB	
  Report	
  Cannes	
  Lions	
  2016
A	
  few	
  rules
IMPORTANT	
  
You	
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THIS	
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  INSTITUTE
You	
  cannot	
  reuse	
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any	
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  of	
  commercial	
  activity.
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WHEN	
  YOU	
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  THIS	
  ICON
YOU	
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  CLICK	
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  ADDED	
  CONTENT	
  	
  
(VIDEO,	
  ARTICLE…)
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TO	
  DOWLOAD	
  THIS	
  FULL	
  REPORT	
  IN	
  PDF	
  
CLICK	
  	
  
HERE
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  REPORT5
CANNES	
  LIONS	
  2016
The	
  world’s	
  most	
  famous	
  event	
  dedicated	
  to	
  Creativity	
  and	
  Innovation
Created	
  in	
  1954	
  as	
  the	
  International	
  
Advertising	
  Film	
  Festival	
  in	
  Italy,	
  the	
  festival	
  
changed	
  its	
  name	
  with	
  the	
  print	
  apparition	
  
and	
  was	
  renamed	
  the	
  International	
  Film	
  
Festival.	
  Then,	
  the	
  number	
  of	
  categories	
  
rapidly	
  increased	
  and	
  the	
  festival	
  finally	
  took	
  
the	
  name	
  “Cannes	
  Lions	
  International	
  Festival	
  
of	
  Creativity”.	
  Cannes	
  Lions	
  defines	
  the	
  future	
  
trends	
  by	
  rewarding	
  innovation	
  and	
  creativity	
  
In	
  this	
  trendreport,	
  the	
  experts	
  of	
  the	
  Hub	
  
Institute,	
  a	
  digital	
  think	
  tank	
  based	
  in	
  Paris,	
  
have	
  selected	
  the	
  most	
  creative	
  and	
  innovative	
  
trends	
  and	
  ads	
  from	
  this	
  amazing	
  event.
©	
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  Institute	
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  REPORT6
CANNES	
  LIONS	
  2016
Ads	
  were	
  submitted	
  through	
  24	
  categories
©	
  HUB	
  Institute	
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  REPORT7
CANNES	
  LIONS	
  2016
3	
  new	
  categories	
  have	
  been	
  added	
  this	
  year	
  
DIGITAL	
  CRAFT	
  LIONS

Digital	
  Technologies	
  are	
  popular	
  and	
  
also	
  known	
  to	
  be	
  an	
  efficient	
  way	
  to	
  
collect	
  consumer	
  data.	
  Behaviors	
  
towards	
  the	
  role	
  of	
  digital	
  design	
  and	
  
user	
  experience	
  have	
  changed,	
  
people	
  are	
  more	
  and	
  more	
  interested	
  
in	
  those	
  subjects.	
  	
  
From	
  desktop	
  to	
  mobile,	
  virtual	
  
reality	
  and	
  beyond;	
  digital	
  design	
  
have	
  never	
  been	
  as	
  useful	
  to	
  meet	
  
user	
  need.	
  To	
  wonder	
  how	
  a	
  digital	
  
product	
  performs	
  and	
  functions	
  is	
  
became	
  as	
  important	
  as	
  how	
  it	
  looks	
  
like.	
  Digital	
  Craft	
  Lions	
  is	
  a	
  new	
  award	
  
for	
  2016.	
  It	
  will	
  celebrate	
  the	
  design	
  
abilities	
  required	
  in	
  digital	
  creativity
THE	
  ENTERTAINMENT	
  
LIONS	
  FOR	
  MUSIC

The	
  Entertainment	
  Lions	
  for	
  Music	
  
is	
  a	
  new	
  award	
  dedicated	
  to	
  the	
  
creative	
  production,	
  promotion	
  
and	
  distribution	
  of	
  content	
  based	
  
on	
  music.	
  It	
  is	
  campaigned	
  for	
  the	
  
industry	
  and	
  designed	
  by	
  it.	
  	
  
The	
  Entertainment	
  Lions	
  for	
  Music	
  
was	
  a	
  part	
  of	
  the	
  former	
  Branded	
  
Content	
   Lions	
   before	
   becoming	
  
independent.	
  	
  
	
  
THE	
  ENTERTAINMENT	
  
LIONS

The	
  Entertainment	
  Lions	
  have	
  
evolved	
  from	
  the	
  Branded	
  Content	
  
&	
  Entertainment	
  	
  before	
  replace	
  it.	
  
They	
  re-­‐examine	
  what	
  it	
  takes	
  to	
  
turn	
  consumers	
  into	
  fans	
  and	
  
content	
  into	
  culture.	
  
	
  
©	
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CANNES	
  LIONS	
  2016
An	
  event	
  with	
  a	
  growing	
  popularity
13,000	
  
This	
  year	
  total	
  attendees
43,000	
  	
  
total	
  award	
  submissions	
  	
  
A	
  record	
  number	
  	
  
18	
  out	
  of	
  the	
  24	
  awards	
  categories	
  have	
  been	
  
marked	
  by	
  an	
  increasing	
  number	
  of	
  	
  
submissions.	
  The	
  Product	
  Design	
  category	
  is	
  the	
  
most	
  popular	
  one	
  with	
  a	
  92%	
  up	
  to	
  last	
  year
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Razorfish	
  &	
  Contagious	
  tried	
  to	
  crack	
  the	
  code	
  of	
  creativity
How	
  much	
  do	
  we	
  really	
  know	
  about	
  creativity
«	
  We	
  turned	
  to	
  data	
  science	
  to	
  see	
  if	
  we	
  
could	
  spot	
  patterns	
  and,	
  ultimately,	
  
truth	
  and	
  meaning	
  in	
  some	
  of	
  the	
  best	
  
creative	
  work	
  ever	
  produced.	
  So	
  we	
  
unleashed	
  an	
  algorithmic	
  army	
  on	
  the	
  
Cannes	
  Archive	
  database,	
  allowing	
  us	
  to	
  
analyse	
  over	
  400,000	
  submissions	
  from	
  
40,000	
  agencies	
  in	
  123	
  countries	
  over	
  
the	
  last	
  fifteen	
  years.	
  Razorfish	
  and	
  
Contagious	
  then	
  worked	
  together	
  to	
  
interpret	
  the	
  data	
  and	
  draw	
  out	
  what	
  
we	
  considered	
  to	
  be	
  not	
  just	
  some	
  of	
  the	
  
most	
  illuminating	
  insights,	
  but	
  also	
  
some	
  of	
  the	
  most	
  actionable.»	
  
Will	
  Samson,	
  Director,	
  Contagious
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Razorfish	
  &	
  Contagious	
  tried	
  to	
  crack	
  the	
  code	
  of	
  creativity
Cannes	
  Lions,	
  a	
  lot	
  of	
  attendees,	
  very	
  few	
  winners	
  
"96%	
  	
  
of	
  the	
  candidates	
  
leaved	
  with	
  empty-­‐
handed	
  "
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Razorfish	
  &	
  Contagious	
  tried	
  to	
  crack	
  the	
  code	
  of	
  creativity
You	
  don’t	
  have	
  to	
  be	
  rich…	
  to	
  be	
  creative
©	
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Razorfish	
  &	
  Contagious	
  tried	
  to	
  crack	
  the	
  code	
  of	
  creativity
The	
  5	
  creative	
  principles	
  according	
  to	
  data	
  science	
  
1.	
  No	
  more	
  excuses,	
  great	
  creativity	
  is	
  
within	
  all	
  of	
  us.	
  High	
  media	
  spending	
  is	
  
not	
  equal	
  to	
  successful	
  campaign.	
  
2.	
  Invest	
  in	
  relationships,	
  creativity	
  may	
  
not	
  cost	
  money	
  but	
  it	
  does	
  require	
  
time,	
  bravery	
  and	
  trust	
  
3.	
  Kill	
  the	
  rock	
  star	
  culture,	
  agencies	
  
aren’t	
  traditionally	
  prepared	
  to	
  
relinquish	
  their	
  power	
  
4.	
  Be	
  nice	
  to	
  everyone,modern	
  creativity	
  
means	
  collaboration	
  
5.	
  Face	
  the	
  facts	
  and	
  act	
  
REPLAY
1
2
3
From	
  Advertisers	
  
to	
  Inventors
The	
  Art	
  of	
  
Storytelling
4
Surfing	
  on	
  humor
Engaging	
  with	
  

Social	
  Media	
  
6
When	
  Intelligence	
  
meet	
  Creativity
5
Brands	
  involved	
  in	
  
great	
  causes
7
8	
  CREATIVITY	
  TRENDS	
  IN	
  2016
8 A	
  proof	
  of	
  concept
>>	
  Discover	
  the	
  Cannes	
  Lions	
  Palmares	
  2016
Virtual	
  Reality	
  to	
  
enhance	
  user	
  experience
From	
  advertisers	
  to	
  
inventors1
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From	
  advertisers	
  to	
  inventors
Thinking	
  Design	
  |	
  Dentsu	
  |	
  Cannes	
  Lions	
  2016	
  
REPLAY
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From	
  advertisers	
  to	
  inventors
Preventing	
  shark-­‐related	
  incidents	
  via	
  a	
  connected	
  buoy
WAZE
CLEVER	
  
BUOY
Clever	
  Buoy	
  is	
  a	
  shark	
  detection	
  service	
  that	
  uses	
  sonars	
  at	
  the	
  bottom	
  of	
  
the	
  sea	
  to	
  detect	
  sharks	
  movement	
  and	
  relays	
  the	
  data	
  to	
  a	
  satellite	
  that	
  
sends	
  it	
  	
  to	
  an	
  app	
  -­‐	
  from	
  Optus	
  Network	
  -­‐	
  alerting	
  lifeguard	
  services
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From	
  advertisers	
  to	
  inventors
A	
  connected	
  swimming	
  cap	
  to	
  help	
  blind	
  swimmers
BLING	
  CAP	
  
by	
  
SAMSUNG
Cheil	
  Spain	
  and	
  Samsung	
  Electronics	
  have	
  created	
  a	
  new	
  swimming	
  cap	
  to	
  help	
  blind	
  
Paralympic	
  swimmers.	
  The	
  disruptive	
  headpiece,	
  called	
  the	
  ‘Blind	
  Cap’,	
  will	
  alert	
  
competitors	
  when	
  they	
  have	
  to	
  flip	
  at	
  the	
  end	
  of	
  the	
  pool	
  and	
  start	
  an	
  other	
  length.	
  
When	
  the	
  swimmer	
  has	
  to	
  flip,	
  the	
  coach	
  taps	
  a	
  prompt	
  on	
  his	
  smartphone	
  and	
  the	
  
Bluetooth	
  enables	
  cap	
  vibration.	
  It	
  was	
  developed	
  by	
  he	
  Spanish	
  Paralympic	
  Committee.
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From	
  advertisers	
  to	
  inventors
The	
  future	
  of	
  sofas
MARTY	
  SOFA	
  by	
  
HAVAS	
  18/35
MARTY	
  is	
  a	
  coach	
  equipped	
  with	
  fifteen	
  objects	
  connected	
  between	
  them	
  and	
  to	
  the	
  user	
  (Pico	
  
projector	
  using	
  an	
  exclusive	
  technology	
  mixing	
  music	
  and	
  tactile	
  sensations,	
  developed	
  by	
  the	
  
startup	
  Aurasens	
  that	
  uses	
  virtual	
  reality	
  headsets).	
  Marty	
  draws	
  a	
  new	
  communication	
  frontier	
  :	
  the	
  
marketing	
  of	
  emotion	
  which	
  means	
  to	
  communicate	
  at	
  the	
  right	
  time	
  when	
  the	
  consumer's	
  mind	
  is	
  
receptive	
  and	
  open	
  to	
  dialogue.
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From	
  advertisers	
  to	
  inventors
Helping	
  understand	
  and	
  prevent	
  concussion	
  in	
  sport
WAZE
SAMSUNG	
  
BrainBAND
Samsung	
  Electronics	
  Australia	
  launches	
  a	
  prototype	
  of	
  BrainBAND.	
  A	
  connected	
  
wristband	
  that	
  tracks	
  every	
  impacts	
  during	
  sport	
  and	
  helps	
  better	
  understand	
  
the	
  impacts	
  on	
  the	
  brain.	
  	
  With	
  the	
  data	
  collected,	
  BrainBAND	
  aims	
  to	
  reduce	
  
concussions,	
  an	
  important	
  issue	
  in	
  the	
  most	
  popular	
  sports	
  (football,	
  rugby)
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From	
  advertisers	
  to	
  inventors
Wilson’s	
  smart	
  basketball	
  tracks	
  how	
  good	
  (or	
  bad)	
  your	
  skills	
  are
WAZE
WILSON	
  X
Wilson	
  X	
  is	
  the	
  new	
  innovation	
  from	
  Wilson	
  :	
  A	
  connected	
  basketball	
  that	
  
tracks	
  your	
  game’s	
  performance.	
  Sensors	
  relay	
  data	
  to	
  a	
  dedicated	
  app	
  and	
  
summarizes	
  it	
  to	
  identify	
  how	
  to	
  improve	
  your	
  skills.	
  

This	
  product	
  was	
  so	
  successful	
  when	
  it	
  came	
  out	
  that	
  it	
  was	
  sold	
  out	
  on	
  
Amazon	
  and	
  in	
  the	
  stores
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From	
  advertisers	
  to	
  inventors
Straight	
  outta	
  anywhere
WAZE
WIRELESS	
  
BEATS	
  BY	
  
DRE
Dr.	
  Dre	
  wants	
  his	
  customers	
  to	
  experience	
  the	
  real	
  hip	
  hop	
  sound.	
  So	
  he	
  
launched	
  the	
  wireless	
  “Straigh	
  outta	
  Compton”	
  Beats.	
  Listeners	
  have	
  never	
  
heard	
  Dre’s	
  sound	
  that	
  perfectly.	
  Like	
  Parrot,	
  Beats	
  has	
  developed	
  a	
  
wireless	
  headphone	
  to	
  listen	
  to	
  good	
  sound	
  straight	
  outta	
  anywhere!	
  
©	
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From	
  advertisers	
  to	
  inventors
The	
  Safety	
  Truck
WAZE
SAFETY	
  
TRUCKS
Overtaking	
  a	
  truck	
  in	
  a	
  single	
  road	
  can	
  be	
  very	
  dangerous	
  because	
  drivers	
  
cannot	
  see	
  what	
  is	
  ahead.	
  Samsung	
  wanted	
  to	
  reduce	
  the	
  risks	
  with	
  a	
  
Safety	
  Truck.	
  A	
  giant	
  screen	
  in	
  back	
  of	
  the	
  truck	
  broadcasts	
  in	
  real	
  time	
  the	
  
road	
  ahead	
  for	
  the	
  driver	
  behind	
  it.	
  A	
  really	
  smart	
  brand	
  utility	
  campaign.
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From	
  advertisers	
  to	
  inventors
A	
  billboard	
  broadcasts	
  a	
  message	
  and	
  kills	
  mosquitoes	
  at	
  the	
  same	
  time
WAZE
MOSQUITO	
  
KILLER
To	
  	
  rise	
  awareness	
  about	
  Zika	
  virus,	
  the	
  agency	
  Posterscope	
  and	
  NBS	
  created	
  
the	
  Mosquito	
  killer	
  billboard	
  that	
  attracts	
  and	
  kills	
  mosquitoes	
  while	
  
broadcasting	
  an	
  awareness	
  message.	
  Results	
  :	
  Over	
  100	
  mosquitoes	
  are	
  killed	
  
per	
  billboard	
  and	
  per	
  day,	
  4	
  countries	
  have	
  shown	
  interest	
  in	
  implementing	
  the	
  
project.	
  
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From	
  advertisers	
  to	
  inventors
A	
  talking-­‐GPS,	
  using	
  a	
  child	
  voice
WAZE
SLOW	
  DOWN	
  

GPS
If	
  Insurance	
  has	
  introduced	
  its“Slow	
  Down	
  GPS”.	
  In	
  order	
  to	
  reduce	
  speed	
  
around	
  school	
  zones,	
  If	
  Insurance	
  has	
  launched	
  a	
  GPS	
  that	
  automatically	
  switch	
  
into	
  a	
  child	
  voice	
  when	
  cars	
  are	
  driving	
  near	
  these	
  locations.

This	
  device	
  uses	
  the	
  feelings	
  to	
  sensitize	
  drivers,	
  is	
  like	
  their	
  own	
  child	
  is	
  talking	
  
to	
  them	
  !
The	
  Art	
  of	
  Storytelling2
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The	
  Art	
  of	
  Storytelling
The	
  tension	
  between	
  authenticity,	
  sincerity,	
  honesty	
  and	
  brand	
  messaging
REPLAY
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The	
  Art	
  of	
  Storytelling
When	
  a	
  fiction	
  candidate	
  became	
  more	
  popular	
  than	
  real	
  ones
WAZE
FU	
  
2016
The	
  Netflix	
  successful	
  series	
  “House	
  Of	
  Cards”	
  has	
  decided	
  to	
  run	
  the	
  Franck	
  
Underwood	
  campaign	
  for	
  US	
  presidency.	
  A	
  website	
  and	
  social	
  media	
  pages	
  
have	
  been	
  put	
  up	
  for	
  this	
  campaign.	
  According	
  to	
  a	
  recent	
  pool,	
  Franck	
  
Underwood	
  is	
  more	
  popular	
  than	
  all	
  the	
  other	
  candidates	
  put	
  together.
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The	
  Art	
  of	
  Storytelling
Before	
  I	
  hit	
  the	
  dancefloor	
  I	
  hit	
  the	
  bar
WAZE
SOUTHERN	
  
COMFORT
Southern	
  Comfort,	
  a	
  whiskey	
  brand,	
  has	
  released	
  a	
  video	
  clip	
  “Shottasocco”	
  to	
  
promote	
  its	
  liquor.	
  Tailored	
  for	
  nightclubs,	
  with	
  a	
  hilarious	
  and	
  psychedelic	
  
video	
  clip,	
  the	
  product	
  is	
  slightly	
  promoted	
  at	
  the	
  end	
  of	
  the	
  clip,	
  showing	
  that	
  
Southern	
  Comfort	
  really	
  wanted	
  to	
  create	
  a	
  storytelling	
  that	
  is	
  worth	
  viewing	
  
for	
  its	
  community.	
  
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The	
  Art	
  of	
  Storytelling
The	
  history	
  of	
  Honda	
  made	
  by	
  Paper
WAZE
HONDA	
  
“PAPER”
Honda	
  has	
  created	
  a	
  remarkable	
  work	
  mixing	
  visual	
  and	
  sound	
  to	
  tell	
  its	
  
history.	
  A	
  2	
  minute-­‐spot	
  of	
  an	
  intricate	
  paper-­‐flipping	
  journey	
  where	
  we	
  
can	
  watch	
  the	
  evolution	
  of	
  Honda	
  cars.	
  More	
  than	
  5	
  millions	
  views	
  on	
  
YouTube,	
  proving	
  corporate	
  communications	
  still	
  works.
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The	
  Art	
  of	
  Storytelling
Love	
  freebies?	
  Get	
  them	
  legally
WAZE
REWARDS	
  
HARVEY	
  
NICHOLS
Harvey	
  Nichols,	
  a	
  fashion	
  store	
  chain,	
  has	
  promoted	
  its	
  new	
  application	
  
“Rewards”	
  by	
  making	
  fun	
  of	
  thieves	
  who	
  have	
  been	
  caught	
  on	
  its	
  stores’	
  
CCTV.	
  This	
  is	
  the	
  first	
  CCTV	
  footage	
  made	
  into	
  an	
  ad	
  and	
  it	
  turns	
  Harvey	
  
Nichols’	
  speech	
  into	
  a	
  humorous	
  and	
  real	
  ad
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The	
  Art	
  of	
  Storytelling
The	
  «	
  Pixar	
  »	
  way	
  to	
  inspire	
  people
JUSTINO
Leo	
  Burnett’s	
  Madrid	
  office	
  crafted,	
  for	
  Christmas	
  Lottery,	
  a	
  spot	
  of	
  Pixar	
  productions.	
  
This	
  year	
  national	
  event,	
  where	
  every	
  association,	
  business	
  or	
  family	
  can	
  attend,	
  was	
  
the	
  occasion	
  for	
  Leo	
  Burnett	
  to	
  share	
  a	
  nice	
  Christmas	
  story	
  superbly	
  orchestrated	
  
visually	
  and	
  creatively	
  .	
  The	
  video	
  hit	
  more	
  thant	
  5	
  milllions	
  of	
  views.
©	
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The	
  Art	
  of	
  Storytelling
Toyota	
  Mirai	
  is	
  actually	
  fuel	
  by	
  bullsh*t
WAZE
FUELED	
  BY	
  
BULLSH*T
Tesla	
  Motors’	
  Elon	
  Musk	
  stated	
  that	
  hybrid	
  cars	
  were	
  fueled	
  by	
  bullshit	
  
(compared	
  to	
  its	
  electric	
  cars).	
  And	
  in	
  the	
  case	
  of	
  Toyota's	
  latest	
  campaign,	
  sh*t	
  
just	
  got	
  real.	
  To	
  announce	
  the	
  impending	
  unveiling	
  of	
  Toyota's	
  hydrogen	
  fuel	
  
electric	
  car,	
  the	
  brand	
  collaborated	
  with	
  the	
  agency	
  Droga5	
  and	
  launched	
  a	
  
multi-­‐part	
  online	
  video	
  serie	
  called	
  "Fueled	
  by	
  Everything”.	
  
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The	
  Art	
  of	
  Storytelling
A	
  documentary	
  showing	
  the	
  dangers	
  of	
  cybercrime
WAZE
THE	
  MOST	
  
DANGEROUS	
  PLACE	
  IN	
  
THE	
  INTERNET
Norton	
  Antivirus	
  explores	
  the	
  secret	
  world	
  hidden	
  deeply	
  in	
  underground	
  
bunkers	
  and	
  spread	
  across	
  the	
  Web.	
  Uncover	
  the	
  threats	
  that	
  sneak	
  within	
  
these	
  services,	
  such	
  as	
  botnets,	
  malware,	
  the	
  black	
  market,	
  and	
  learn	
  how	
  to	
  
protect	
  people	
  in	
  “The	
  Most	
  Dangerous	
  Town	
  on	
  the	
  Internet”.	
  Up	
  to	
  1.5M	
  
views	
  and	
  available	
  in	
  8	
  languages	
  this	
  documentary	
  made	
  a	
  buzz.
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The	
  Art	
  of	
  Storytelling
Turning	
  a	
  game	
  session	
  into	
  a	
  real	
  story
WAZE
TRUE	
  TALE	
  OF	
  
CLASH	
  OF	
  CLAN
Video	
  game	
  and	
  celebrity	
  can	
  make	
  a	
  killer	
  combination.	
  The	
  successful	
  gaming	
  
app	
  Clash	
  Of	
  Clan	
  has	
  released	
  a	
  short	
  movie	
  featuring	
  Christopher	
  Waltz	
  telling	
  
a	
  bed	
  time	
  story	
  about	
  a	
  COC	
  battle.	
  A	
  beautiful	
  story	
  that	
  really	
  happened	
  in	
  
COC	
  but	
  sublimed	
  by	
  Christophe	
  Waltz	
  skills,	
  just	
  for	
  the	
  pleasure	
  of	
  the	
  players.
Brands	
  involved	
  in	
  great	
  
causes3
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Brands	
  involved	
  in	
  great	
  causes
Supporting	
  LGBT	
  with	
  rainbow	
  Doritos
WAZE
DORITOS	
  
RAINBOW	
  
#BOLDANDBETTER
Doritos	
  has	
  produced	
  a	
  rainbow	
  version	
  of	
  its	
  snack	
  food,	
  for	
  a	
  very	
  limited	
  
series.	
  Within	
  24	
  hours,	
  every	
  bag	
  had	
  been	
  sold	
  and	
  180.000$	
  had	
  been	
  
donated	
  for	
  the	
  association	
  It	
  Gets	
  Better	
  Project.	
  A	
  campaign	
  by	
  Goodby	
  
Silverstein	
  &	
  Partners	
  that	
  has	
  generated	
  more	
  than	
  a	
  billion	
  media	
  impression	
  
in	
  less	
  than	
  12	
  hours.
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Brands	
  involved	
  in	
  great	
  causes
Real	
  pies,	
  real	
  figures	
  and	
  a	
  launch	
  against	
  inequalities
WAZE
PAUL	
  
SOUR	
  PIES
Paul	
  has	
  used	
  its	
  own	
  pies	
  as	
  chart	
  pies.	
  The	
  brand	
  wanted	
  to	
  illustrate	
  the	
  wealth	
  
inequalities	
  between	
  men	
  and	
  women	
  according	
  to	
  the	
  World	
  Economic	
  Forum.	
  An	
  
original	
  way	
  to	
  talk	
  about	
  these	
  numbers	
  than	
  a	
  serious	
  presentation.	
  A	
  campaign	
  by	
  
McCann	
  agency	
  that	
  helped	
  raise	
  awareness	
  about	
  these	
  inequalities,	
  a	
  part	
  of	
  sales	
  
has	
  been	
  donated	
  to	
  Filia	
  foundation.
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Brands	
  involved	
  in	
  great	
  causes
Pollution	
  awareness	
  with	
  connected	
  pigeons
WAZE
PIGEON	
  AIR	
  
PATROL
Is	
  connected-­‐animals	
  the	
  next	
  step?	
  Plume	
  Labs,	
  a	
  digital	
  startup	
  based	
  in	
  
London,	
  has	
  equipped	
  10	
  pigeons	
  with	
  connected	
  sensors	
  to	
  share	
  in	
  real	
  time	
  
data	
  on	
  air	
  quality.	
  The	
  campaign	
  generated	
  more	
  than	
  2000	
  media	
  coverage	
  
and	
  the	
  app	
  could	
  be	
  created	
  thanks	
  to	
  crowdfunding.
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Brands	
  involved	
  in	
  great	
  causes
Asking	
  men	
  to	
  take	
  part	
  in	
  chores
WAZE
DADS	
  

#SHARETHELOAD
73%	
  of	
  men	
  in	
  India	
  would	
  rather	
  relax	
  than	
  do	
  housework.	
  Ariel	
  has	
  launched	
  an	
  
awareness	
  campaign	
  with	
  BBDO	
  Indo	
  to	
  shake	
  things	
  up	
  :	
  1	
  touching	
  movie,	
  creation	
  of	
  
debates	
  in	
  Twitter	
  and	
  Facebook	
  and	
  viral	
  videos.	
  Results	
  :	
  2,7	
  million	
  views,	
  60%	
  upsell	
  
and	
  more	
  importantly	
  :	
  more	
  than	
  1,5	
  million	
  men	
  committed	
  to	
  change	
  their	
  behavior.
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Brands	
  involved	
  in	
  great	
  causes
Celebrating	
  women	
  and	
  all	
  genders’	
  equality
WAZE
MY	
  FIRST	
  
WOMEN	
  DAY
On	
  Women’s	
  Day,	
  McCann	
  agency	
  and	
  L’Oréal	
  Brazil	
  have	
  released	
  a	
  documentary	
  
about	
  Valentina	
  Sampaio,	
  gender	
  transitioning,	
  along	
  with	
  a	
  photo	
  of	
  her	
  new	
  ID.	
  
Brazil	
  still	
  registers	
  many	
  trans	
  hate-­‐related	
  homicides	
  and	
  this	
  campaign	
  has	
  gained	
  
4,3	
  million	
  views	
  within	
  24	
  hours,	
  starting	
  a	
  country-­‐wide	
  social	
  media	
  debate	
  about	
  
accepting	
  differences.
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Brands	
  involved	
  in	
  great	
  causes
Fight	
  preconceived	
  ideas	
  about	
  man	
  and	
  his	
  manhood
THE	
  EVERYMAN	
  MEAL	
  BY	
  KFC
The	
  
Everyman	
  
Meal	
  by	
  KFC
You	
  can	
  like	
  Barbra	
  Streisand	
  and	
  still	
  be	
  a	
  man.	
  You	
  can	
  drink	
  cocktails	
  and	
  still	
  be	
  a	
  man.	
  KFC	
  Man	
  
Meals	
  are	
  not	
  just	
  for	
  burly	
  hammer-­‐wielding	
  jocks,	
  it’s	
  for	
  every	
  man.	
  Many	
  men	
  who	
  enjoy	
  
cocktails	
  are	
  afraid	
  to	
  admit	
  it,	
  for	
  fear	
  of	
  being	
  considering	
  	
  unmanly.	
  KFC	
  is	
  the	
  great	
  equalizer.	
  
Everyone	
  from	
  every	
  walk	
  of	
  life	
  can	
  be	
  found	
  in	
  a	
  KFC	
  store.	
  So	
  KFC	
  Man	
  Meals	
  would	
  like	
  to	
  
challenge	
  social	
  norms	
  and	
  conventions,	
  as	
  well	
  as	
  show	
  you	
  that	
  every	
  man	
  can	
  enjoy	
  the	
  
wonderful	
  taste	
  of	
  KFC	
  Man	
  Meals.
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Brands	
  involved	
  in	
  great	
  causes
System	
  U	
  breaks	
  the	
  stereotypes	
  of	
  children’s	
  Christmas	
  presents
WAZE
#GENDER

FREE

CHRISTMAS
System	
  U	
  believes	
  that	
  being	
  a	
  major	
  retailer	
  in	
  France	
  today	
  means	
  being	
  a	
  social	
  stakeholder,	
  in	
  
relation	
  with	
  the	
  French.	
  So	
  it	
  has	
  committed	
  to	
  break	
  down	
  gender	
  stereotypes	
  by	
  creating	
  a	
  
Christmas	
  toy	
  catalogue	
  in	
  which	
  the	
  boy/girl	
  distinction	
  has	
  been	
  dropped	
  in	
  favor	
  of	
  a	
  universe	
  
of	
  toys	
  for	
  all	
  children.	
  TBWA|Paris	
  was	
  tasked	
  to	
  create	
  a	
  world	
  for	
  kids	
  to	
  play	
  in,	
  they	
  
demonstrate	
  in	
  a	
  video	
  that	
  toys	
  remain	
  toys,	
  no	
  matter	
  who	
  plays	
  with	
  them.	
  A	
  corporate	
  
communication	
  to	
  convey	
  an	
  observation	
  on	
  how	
  kids	
  really	
  react.	
  Up	
  to	
  150K	
  views	
  on	
  Youtube
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Brands	
  involved	
  in	
  great	
  causes
Preventing	
  bullying	
  with	
  an	
  Emoji
WAZE
I	
  AM	
  A	
  
WITNESS
No	
  one	
  like	
  bullying.	
  If	
  a	
  witness	
  speaks	
  up	
  when	
  they	
  see	
  bullying,	
  60	
  percent	
  of	
  the	
  
time	
  bullying	
  stops	
  within	
  10	
  seconds.	
  Tech	
  giants	
  came	
  together	
  to	
  launch	
  the	
  first	
  
emoji	
  for	
  a	
  social	
  cause	
  :	
  to	
  stop	
  online	
  bullying.	
  How	
  does	
  it	
  work?	
  If	
  you	
  see	
  bullying	
  
in	
  social	
  network,	
  use	
  this	
  emoji	
  to	
  say	
  it	
  is	
  not	
  ok,	
  then	
  use	
  the	
  emoji	
  stickers	
  to	
  show	
  
some	
  love	
  for	
  the	
  person	
  initially	
  bullied.
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Brands	
  involved	
  in	
  great	
  causes
Fighting	
  Aids	
  with	
  Emoji
WAZE
LIFEMOTICONS
LifeMoticons,	
  the	
  first	
  emoticons	
  that	
  are	
  both	
  fun	
  to	
  use	
  and	
  donate	
  to	
  the	
  LifeBall,	
  
the	
  largest	
  AIDS	
  charity	
  event.	
  By	
  downloading	
  them,	
  T-­‐Mobile	
  donates	
  99	
  cents	
  to	
  
LifeBall.	
  People	
  then	
  spread	
  love,	
  difference	
  acceptance	
  and	
  contribute	
  to	
  a	
  cause	
  by	
  
using	
  it.	
  With	
  this	
  campaign,	
  48%	
  of	
  the	
  population	
  has	
  been	
  reached	
  to	
  help	
  fight	
  
Aids.
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Brands	
  involved	
  in	
  great	
  causes
A	
  hashtag	
  to	
  save	
  lives
HASHTAG	
  FOR	
  LIFE	
  	
  
PERU	
  RED	
  
CROSS
Peru	
  had	
  a	
  database	
  of	
  only	
  1	
  250	
  voluntary	
  blood	
  donors.	
  The	
  Peruvian	
  Red	
  
Cross	
  asked	
  the	
  Peruvian	
  online	
  community	
  to	
  hashtag	
  their	
  blood	
  type.	
  The	
  
data	
  was	
  collected	
  on	
  a	
  dedicated	
  platform,	
  enabling	
  to	
  directly	
  contact	
  
potential	
  donors	
  in	
  case	
  of	
  emergency.	
  The	
  data	
  base	
  increased	
  by	
  1800%
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Brands	
  involved	
  in	
  great	
  causes
Dramatising	
  the	
  fall	
  of	
  the	
  blood	
  donations	
  by	
  removing	
  the	
  letters	
  A,	
  O,	
  B
NATIONAL	
  
BLOOD	
  WEEK	
  by	
  
NHS	
  Blood	
  &	
  
Transplant
Facing	
  a	
  drop	
  of	
  40%	
  of	
  blood	
  donors	
  registrations,	
  they	
  decided	
  to	
  visualize	
  the	
  
issue	
  to	
  draw	
  the	
  attention	
  by	
  making	
  the	
  letters	
  of	
  blood	
  types	
  disappear	
  from	
  
society.	
  Publications,	
  brands	
  and	
  celebrities	
  created	
  an	
  impressive	
  call	
  to	
  action	
  
by	
  joining	
  the	
  movement.	
  Results	
  :	
  	
  +30	
  000	
  donors	
  registrations	
  in	
  10	
  days.	
  
46
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Brands	
  involved	
  in	
  great	
  causes
Using	
  ‘Man	
  Boobs’	
  to	
  avoid	
  social	
  media	
  censorship
MANBOOBS	
  
by	
  MACMA
“Women’s	
  boobs,	
  particularly	
  their	
  nipples,	
  are	
  censored	
  on	
  certain	
  social	
  
networks	
  even	
  when	
  showing	
  how	
  to	
  perform	
  breast	
  examinations	
  to	
  detect	
  
early	
  breast	
  cancer,”	
  the	
  video	
  says.	
  Argentinian	
  breast	
  cancer	
  awareness	
  group	
  
MACMA	
  has	
  been	
  making	
  waves	
  with	
  their	
  latest	
  campaign	
  video,	
  
#ManBoobs4Boobs.	
  +	
  48MM	
  views	
  in	
  one	
  week,	
  +700K	
  shares	
  !
47
©	
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  rights	
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Brands	
  involved	
  in	
  great	
  causes
An	
  ultimate	
  proof	
  of	
  altruism	
  
#OPTOUTSIDE	
  
BY	
  REI
REI	
  took	
  the	
  decision	
  to	
  close	
  all	
  143	
  stores	
  on	
  Black	
  Friday	
  2015	
  and	
  pay	
  its	
  12	
  
000	
  employees	
  "so	
  they	
  can	
  do	
  what	
  they	
  love	
  most—be	
  outside."	
  They	
  want	
  
people	
  to	
  get	
  away	
  from	
  the	
  madness	
  and	
  enjoy	
  some	
  time	
  outside.	
  They’ve	
  
gotten	
  free	
  publicity.	
  And	
  the	
  kicker	
  :	
  they’ll	
  probably	
  get	
  even	
  more	
  people	
  to	
  
shop	
  with	
  them	
  on	
  other	
  days	
  of	
  the	
  year.
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Brands	
  involved	
  in	
  great	
  causes
Computer	
  icons	
  turned	
  into	
  little	
  ads	
  for	
  Oxfam
WAZE
DONATION	
  
ICON
What	
  if	
  each	
  time	
  we	
  see	
  a	
  computer	
  icon,	
  we	
  could	
  raise	
  money	
  for	
  charity?	
  This	
  is	
  
the	
  Donation	
  Icon	
  project,	
  brands	
  use	
  computer	
  icons	
  as	
  media	
  for	
  their	
  ad	
  and	
  each	
  
time	
  you	
  see	
  it	
  while	
  you	
  are	
  working,	
  you	
  donate	
  for	
  Oxfam,	
  a	
  non-­‐profit	
  
organization.	
  We	
  can	
  sign	
  up	
  to	
  install	
  it	
  on	
  PC	
  or	
  Mac	
  and	
  start	
  charity	
  while	
  we	
  work.
When	
  Intelligence	
  meet	
  
Creativity4
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When	
  Intelligence	
  meet	
  Creativity
How	
  technology	
  can	
  be	
  used	
  to	
  enhance	
  art	
  and	
  culture	
  ?	
  (GRAND	
  PRIX)
http://www.ing.com/Newsroom/All-­‐news/Rembrandt-­‐goes-­‐digital-­‐.htm
THE	
  NEXT	
  
REMBRANDT	
  
BY	
  ING	
  
After	
  almost	
  400	
  years,	
  a	
  new	
  portrait	
  ‘by	
  Rembrandt’	
  was	
  unveiled	
  in	
  
Amsterdam	
  this	
  year.	
  The	
  portrait	
  was	
  created	
  by	
  art	
  historians	
  and	
  technicians	
  
using	
  data	
  and	
  facial	
  recognition	
  techniques	
  from	
  346	
  of	
  Rembrandt’s	
  paintings.

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When	
  Intelligence	
  meet	
  Creativity
Inec	
  Positive	
  reputation	
  went	
  from	
  33%	
  to	
  59%	
  in	
  3	
  months
THE	
  LIVE	
  LOGO	
  OF	
  INEC
LIVE	
  LOGO	
  
FOR	
  INEC
INEC,	
  the	
  official	
  organization	
  in	
  charge	
  of	
  statistics	
  &	
  data	
  in	
  Ecuador	
  
provides	
  information	
  that	
  no	
  one	
  seemed	
  to	
  notice	
  or	
  to	
  care	
  about.	
  But	
  
everything	
  changes	
  with	
  the	
  creation	
  of	
  a	
  new	
  live	
  logo	
  with	
  5	
  important	
  
statics	
  about	
  the	
  wellbeing	
  of	
  the	
  country	
  updated	
  in	
  real-­‐time.
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When	
  Intelligence	
  meet	
  Creativity
The	
  biggest	
  ticket	
  sales	
  in	
  Melbourne	
  International	
  Film	
  Festival’s	
  65	
  years	
  history
THE	
  EMOTIONALE	
  TRAILER	
  BY	
  MIFF
THE	
  EMOTIONAL	
  
TRAILER	
  	
  
FOR	
  MIFF
They	
  captured	
  the	
  emotional	
  DNA	
  of	
  each	
  film	
  by	
  monitoring	
  the	
  way	
  prominent	
  film	
  critics	
  
responded	
  to	
  each	
  film	
  through	
  biometric	
  sensors	
  and	
  a	
  custom	
  app.	
  The	
  emotional	
  map	
  from	
  each	
  
film	
  was	
  then	
  fed	
  into	
  facial	
  electrodes	
  in	
  the	
  MIFF	
  Emotion	
  Simulator,	
  allowing	
  participants	
  to	
  feel	
  6	
  
key	
  human	
  emotions:	
  happiness,	
  fear,	
  sadness,	
  disgust,	
  surprise	
  or	
  anger.	
  The	
  emotional	
  map	
  was	
  
condensed	
  into	
  1	
  minute,	
  and	
  the	
  filmed	
  experience	
  of	
  each	
  participant	
  was	
  then	
  turned	
  into	
  an	
  
emotional	
  trailer	
  for	
  each	
  film.	
  $30,165,012	
  in	
  earned	
  media	
  value
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When	
  Intelligence	
  meet	
  Creativity
A	
  fun	
  way	
  to	
  familiarize	
  with	
  facial	
  recognition	
  for	
  Alibaba
WAZE
WHO	
  ART	
  
YOU
Alibaba,	
  the	
  Chinese	
  e-­‐commerce	
  giant,	
  wanted	
  people	
  to	
  try	
  its	
  facial	
  recognition	
  
app	
  which	
  will	
  be	
  used	
  for	
  mobile	
  payment.	
  People	
  could	
  take	
  a	
  selfie	
  and	
  send	
  it	
  to	
  
the	
  app	
  so	
  it	
  matched	
  with	
  a	
  similar	
  face	
  of	
  3	
  300	
  classical	
  paintings.	
  

It	
  became	
  the	
  most	
  popular	
  feature	
  on	
  Alipay,	
  the	
  project	
  received	
  10	
  millions	
  hits	
  in	
  
the	
  first	
  months,	
  200+	
  media	
  coverage	
  and	
  widely	
  shared	
  on	
  WeChat	
  and	
  Weibo.
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When	
  Intelligence	
  meet	
  Creativity
An	
  AI-­‐created	
  film
WAZE
ECLIPSE	
  
By	
  Saatchi	
  &	
  Saatchi
It	
  put	
  together	
  a	
  different	
  kind	
  of	
  "film	
  crew"	
  comprising	
  AI	
  programs	
  including	
  IBM’s	
  
Watson,	
  Microsoft's	
  Ms_Rinna,	
  Affectiva	
  facial	
  recognition	
  software,	
  custom	
  neural	
  art	
  
technology	
  and	
  EEG	
  data.	
  Together,	
  under	
  the	
  pseudonym	
  of	
  "Anni	
  Mathison,"	
  they	
  
produced	
  the	
  film	
  "Eclipse"	
  (above),	
  a	
  striking,	
  ethereal	
  music	
  video	
  that	
  looked	
  like	
  a	
  
combination	
  of	
  special	
  effects,	
  photography	
  and	
  live-­‐action.	
  But	
  Saatchi	
  didn't	
  reveal	
  this	
  as	
  
the	
  "artificially	
  intelligent"	
  entry	
  until	
  the	
  very	
  end.
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When	
  Intelligence	
  meet	
  Creativity
Turning	
  Language	
  into	
  Data	
  
RELATIVE	
  INSIGHT
START-­‐UP	
  
RELATIVE	
  
INSIGHTS
Previously	
  designed	
  to	
  detect	
  online	
  criminals	
  with	
  their	
  way	
  of	
  talking,	
  Relative	
  Insight	
  is	
  a	
  
startup	
  specialized	
  in	
  Social	
  Listening.	
  It	
  spots	
  groups	
  of	
  interests	
  that	
  have	
  their	
  own	
  
language	
  and	
  reference	
  and	
  reports	
  it	
  to	
  the	
  company	
  that	
  seeks	
  this	
  target.	
  Then,	
  the	
  
technology	
  helps	
  brands	
  to	
  adapt	
  their	
  language	
  to	
  talk	
  to	
  these	
  communities.	
  Moreover,	
  
Relative	
  Insight	
  also	
  analyses	
  new	
  trends	
  of	
  language	
  so	
  brands	
  can	
  already	
  prepare	
  the	
  new	
  
way	
  of	
  talking	
  to	
  consumers.
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When	
  Intelligence	
  meet	
  Creativity
Software	
  as	
  an	
  inspiration	
  assistant
START-­‐UP	
  
INMOJI
Mrs	
  Cray	
  revolutionizes	
  creative	
  brainstorming.	
  Thanks	
  to	
  an	
  algorithm,	
  it	
  feeds	
  idea	
  
formulation	
  during	
  brainstorming	
  and	
  helps	
  discover	
  new	
  images,	
  technologies,	
  
emotions	
  for	
  a	
  creative	
  brief.	
  Mrs	
  Cray	
  comes	
  with	
  IA	
  and	
  uses	
  vocal	
  recognition	
  to	
  
understand	
  straight	
  away	
  its	
  users’	
  need.	
  Mrs	
  Cray	
  evolves	
  and	
  learns	
  along	
  
brainstormings,	
  suggesting	
  more	
  relevant	
  ideas	
  every	
  new	
  session.
Virtual	
  Reality	
  to	
  enhance	
  
User	
  Experience5
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Virtual	
  reality	
  to	
  enhance	
  user	
  experience
#VR	
  will	
  transform	
  Story,	
  Art	
  and	
  Memory	
  
REPLAY
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Virtual	
  reality	
  to	
  enhance	
  user	
  experience
Overcoming	
  your	
  fears	
  with	
  VR
WAZE
#BEFEARLE
SS
Samsung	
  Gear	
  VR	
  has	
  decided	
  to	
  make	
  its	
  technology	
  useful	
  to	
  help	
  people	
  with	
  an	
  app	
  that	
  
make	
  them	
  live	
  their	
  phobia	
  in	
  order	
  to	
  overcome	
  them.	
  Two	
  scenarios:	
  the	
  fear	
  of	
  talking	
  in	
  
public	
  and	
  the	
  fear	
  of	
  heights	
  with	
  different	
  levels	
  to	
  overcome	
  them	
  definitely.	
  With	
  the	
  
campaign	
  #BeFearless,	
  several	
  people	
  have	
  tried	
  the	
  program	
  and	
  87%	
  of	
  them	
  reduced	
  
their	
  fear	
  of	
  heights.	
  The	
  program	
  has	
  been	
  translated	
  in	
  4	
  different	
  language	
  to	
  spread	
  it	
  
and	
  permit	
  the	
  use	
  at	
  home.	
  
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Virtual	
  reality	
  to	
  enhance	
  user	
  experience
Live	
  a	
  painting	
  of	
  Salvador	
  Dalí	
  through	
  virtual	
  reality
WAZE
DREAM	
  OF	
  
DALI	
  
To	
  promote	
  an	
  exhibit	
  at	
  The	
  Dalí	
  Museum	
  in	
  St.	
  Petersburg,	
  Florida,	
  
Goodby	
  Silverstein	
  &	
  Partners	
  has	
  designed	
  a	
  VR	
  experience	
  of	
  a	
  Dali	
  
painting.	
  A	
  beautiful	
  experience	
  available	
  on	
  Youtube	
  360°	
  ,	
  already	
  almost	
  
1	
  M	
  views.
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Virtual	
  reality	
  to	
  enhance	
  user	
  experience
Explore	
  the	
  red	
  planet	
  in	
  a	
  yellow	
  school	
  bus
Lockheed	
  Martin	
  
LOKHEED	
  
MARTIN
In	
  a	
  unique	
  educational	
  campaign	
  from	
  Lockheed	
  Martin,	
  an	
  ordinary	
  bus	
  
trip	
  turns	
  into	
  an	
  incredible	
  space	
  journey.	
  It	
  is	
  the	
  first	
  VR	
  group	
  experience	
  
ever	
  and	
  the	
  first	
  one	
  that	
  do	
  not	
  need	
  goggles	
  or	
  headset.	
  With	
  a	
  very	
  
precise	
  map	
  of	
  mars	
  when	
  the	
  bus	
  goes	
  right,	
  it	
  goes	
  right	
  in	
  Mars.
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Virtual	
  reality	
  to	
  enhance	
  user	
  experience
The	
  potential	
  to	
  transform	
  an	
  entire	
  industry
NEW	
  YORK	
  TIMES	
  VR
NY	
  TIMES	
  
+	
  VR
1.3	
  million	
  of	
  Google	
  Cardboard	
  distributed	
  and	
  over	
  500	
  000	
  	
  downloads	
  
of	
  the	
  NYT	
  VR	
  app,	
  the	
  NY	
  Times	
  has	
  successfully	
  launched	
  a	
  new	
  way	
  to	
  
inform	
  with	
  VR	
  and	
  could	
  be	
  building	
  the	
  future	
  of	
  media.
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Virtual	
  reality	
  to	
  enhance	
  user	
  experience
The	
  potential	
  to	
  transform	
  an	
  entire	
  industry
ITW
Engaging	
  with	
  Social	
  Media6
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Engaging	
  with	
  Social	
  Media	
  
Crash	
  the	
  Oscar	
  and	
  make	
  people	
  dream
WAZE
#LIVEIN

THEMOVIE	
  
By	
  AIRBNB
During	
  the	
  Oscar,	
  AirBNB	
  ask	
  its	
  community	
  to	
  tell	
  which	
  movie	
  they	
  want	
  to	
  live	
  in.	
  AirBNB	
  
got	
  thousands	
  of	
  references	
  to	
  match	
  with	
  AirBNB	
  listings.	
  The	
  pure	
  player	
  generated	
  more	
  
user-­‐generated	
  social	
  conversations	
  than	
  any	
  other	
  brands	
  during	
  the	
  Oscars.	
  Moreover	
  
without	
  any	
  expensive	
  television	
  purchase	
  and	
  most	
  of	
  all,	
  without	
  permission.	
  A	
  beautiful	
  
mix	
  of	
  creativity	
  and	
  data,	
  managed	
  with	
  a	
  very	
  effective	
  CRM.	
  All	
  of	
  this	
  for	
  customer	
  
experience.
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Engaging	
  with	
  Social	
  Media	
  
AIRBNB,	
  from	
  word-­‐of-­‐mouth	
  to	
  advertising
ITW
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Engaging	
  with	
  Social	
  Media	
  
Make	
  your	
  selfie	
  wider
WAZE
GIGA

SELFIE
Australia	
  Tourism	
  wanted	
  to	
  show	
  how	
  beautiful	
  Australia’s	
  landscapes	
  are.	
  Unfortunately,	
  tourists	
  take	
  selfie	
  
most	
  of	
  the	
  time	
  and	
  the	
  landscape	
  doesn’t	
  fit	
  in.	
  A	
  new	
  service	
  called	
  “Giga	
  Selfie”	
  allows	
  tourists	
  to	
  take	
  
extremely	
  wide	
  selfie	
  in	
  specific	
  spots.	
  You	
  just	
  stand	
  in	
  a	
  point,	
  you	
  connect	
  your	
  phone	
  with	
  the	
  beacon	
  115	
  
meters	
  away	
  and	
  then	
  it	
  takes	
  the	
  selfie	
  !	
  The	
  device	
  sends	
  it	
  to	
  your	
  smartphone	
  and	
  you	
  get	
  both	
  a	
  selfie	
  
and	
  the	
  landscape.	
  

Results	
  :	
  Share	
  +	
  11%,	
  Like	
  +	
  430%,	
  news	
  coverage	
  in	
  +	
  180	
  countries	
  and	
  Japanese	
  visitors	
  increased	
  by	
  118%	
  
year	
  on	
  year.
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Engaging	
  with	
  Social	
  Media	
  
Let’s	
  grill	
  competitors	
  burger
WAZE
SNAPKING
Burger	
  King	
  wanted	
  burger	
  consumers	
  to	
  know	
  its	
  tradition	
  of	
  flame	
  grilled	
  burger.	
  "Snapking"	
  
invited	
  Snapchat	
  users	
  to	
  draw	
  grill	
  marks	
  on	
  images	
  of	
  competitor	
  chains'	
  patties	
  and	
  send	
  
them	
  to	
  the	
  BK	
  Argentina	
  account	
  (@BurgerKingArg).	
  Those	
  who	
  played	
  received	
  a	
  free	
  voucher	
  
for	
  the	
  real	
  deal.	
  With	
  this	
  UGC	
  campaign,	
  consumers	
  themselves	
  literally	
  grilled	
  Burger	
  King	
  
competitors	
  which	
  is	
  very	
  strong	
  for	
  the	
  brand	
  image.	
  The	
  campaign	
  succeded	
  to	
  reach	
  more	
  
than	
  4,1	
  millions	
  fans	
  of	
  other	
  fast-­‐food	
  restaurants.
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Engaging	
  with	
  Social	
  Media	
  
Turn	
  Instagram	
  posts	
  into	
  real	
  visits
WAZE
OPERA	
  SYDNEY	
  
#COMEONIN
The	
  Opera	
  house	
  is	
  the	
  Australian	
  most	
  instagrammed	
  icon	
  but	
  only	
  1%	
  who	
  takes	
  a	
  photo	
  
never	
  go	
  inside.	
  The	
  Sydney	
  Instagram	
  account	
  turned	
  photos	
  into	
  real	
  time	
  invitation	
  
through	
  the	
  app	
  and	
  the	
  #comeonin.

In	
  4	
  weeks,	
  over	
  5	
  million	
  saw	
  the	
  inside	
  of	
  Sydney	
  Opera.	
  They	
  experienced	
  music,	
  theatre,	
  
animation	
  and	
  so	
  on.	
  126	
  instagrammers	
  were	
  invited	
  and	
  17	
  M	
  impression	
  generated.
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Engaging	
  with	
  Social	
  Media	
  
The	
  first	
  leasing	
  that	
  is	
  paid	
  with	
  test	
  drive	
  
SMART
The	
  social	
  media	
  based	
  campaign	
  started	
  with	
  an	
  online	
  teaser	
  film.	
  In	
  the	
  
next	
  phase	
  smart	
  asked	
  its	
  fans	
  on	
  facebook	
  and	
  twitter	
  to	
  participate.	
  
Soon	
  the	
  promotion	
  became	
  self-­‐spreading	
  within	
  the	
  target	
  group	
  and	
  is	
  
leading	
  to	
  numerous	
  test	
  drives	
  all	
  over	
  Germany	
  since	
  January	
  2016.
71
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Engaging	
  with	
  Social	
  Media	
  
The	
  world's	
  first	
  teen	
  helpline	
  on	
  Snapchat
Rajshekar	
  
Patil
Tean	
  relationship	
  abuses	
  is	
  common	
  in	
  India	
  and	
  90%	
  of	
  victims	
  don’t	
  talk	
  about	
  it.	
  
Rajshekar	
  Patil,	
  a	
  Bengaluru-­‐based	
  advertising	
  creative	
  had	
  the	
  idea	
  to	
  leverage	
  one	
  of	
  
the	
  most	
  fasting	
  growing	
  chat	
  app	
  to	
  create	
  a	
  helpline.	
  Messages	
  are	
  deleted	
  in	
  10	
  
seconds	
  giving	
  victims	
  a	
  private	
  space	
  to	
  seek	
  advice
72
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Engaging	
  with	
  Social	
  Media	
  
Making	
  brand	
  chat	
  more	
  immersive	
  and	
  engaging
INMOJI
Inmoji	
  is	
  a	
  technology	
  that	
  creates	
  more	
  interactive	
  emojis	
  between	
  customers	
  and	
  
brands.	
  With	
  the	
  rise	
  of	
  company	
  chatbots,	
  messaging	
  has	
  become	
  a	
  new	
  playground	
  for	
  
startups.	
  Inmoji	
  makes	
  emojis	
  interactive,	
  more	
  attractive	
  and	
  clickable.	
  Inmoji	
  can	
  
improve	
  discovering	
  new	
  products,	
  getting	
  offers,	
  participating	
  in	
  loyalty	
  program	
  or	
  
online	
  payment.	
  Eventually,	
  the	
  startup	
  aims	
  to	
  increase	
  the	
  consumer	
  engagement	
  in	
  
chat.	
  Starbuck,	
  NBC	
  Universal	
  and	
  iTunes	
  already	
  use	
  Inmoji	
  for	
  their	
  CRM.
Surfing	
  on	
  humor7
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Surfing	
  on	
  humor
The	
  dating	
  app	
  for	
  bacon	
  lovers
WAZE
SIZZL
After	
  AlloCougar.com,	
  PrisonMatch.com,	
  MarmiteLove.com	
  and	
  SuggarDaddy.fr,	
  Oscar	
  
Mayer,	
  the	
  bacon	
  producer	
  has	
  launched	
  a	
  specialized	
  Tinder	
  like	
  app	
  to	
  for	
  bacon	
  
lover	
  to	
  match	
  their	
  soul	
  mate.	
  Another	
  way	
  to	
  find	
  love	
  with	
  promoting	
  bacon	
  in	
  a	
  
very	
  funny	
  way.	
  This	
  campaign	
  has	
  gained	
  very	
  good	
  digital	
  press	
  coverage.
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Surfing	
  on	
  humor
Promoting	
  the	
  worst	
  client	
  ever
WAZE
CAPTAIN

RISKY
Budget	
  Direct,	
  a	
  low	
  coast	
  insurance	
  introduced	
  “Captain	
  Risky”,	
  typical	
  
client	
  that	
  Budget	
  Direct	
  doesn’t	
  want	
  to	
  insure	
  to	
  keep	
  its	
  price	
  very	
  low.	
  A	
  
humoristic	
  way	
  to	
  explain	
  the	
  promise	
  of	
  Budget	
  Direct	
  :	
  making	
  sure	
  
customers	
  only	
  pay	
  for	
  their	
  own	
  cover.
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Surfing	
  on	
  humor
Say	
  no	
  to	
  spotless	
  glass	
  with	
  low	
  budget
WAZE
SMUDGE	
  
STICK
Windex,	
  a	
  glass	
  cleaner,	
  has	
  created	
  a	
  Tumblr	
  and	
  video	
  featuring	
  birds	
  who	
  
protest	
  against	
  spotless	
  glass.	
  Indeed,	
  spotless	
  glass	
  is	
  very	
  dangerous	
  when	
  
they	
  fly	
  and	
  they	
  decided	
  to	
  smudge	
  them	
  so	
  they	
  can	
  see	
  them	
  better.	
  An	
  
original	
  and	
  humoristic	
  digital	
  media	
  campaign	
  that	
  increased	
  sales	
  up	
  to	
  11%	
  
and	
  almost	
  2	
  million	
  views.
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Surfing	
  on	
  humor
Meet	
  the	
  honorary	
  Real	
  Trix	
  Rabbit
WAZE
TRIX
Trix	
  changed	
  its	
  icon	
  for	
  a	
  real	
  rabbit.	
  More	
  than	
  7600	
  rabbits	
  applied	
  in	
  RealTrixRabbitt.	
  
Cinnabun	
  was	
  the	
  chosen	
  one	
  !	
  To	
  introduce	
  him	
  to	
  consumers,	
  there	
  was	
  a	
  big	
  event	
  :	
  A	
  
limousine	
  service	
  chauffeured	
  him	
  to	
  local	
  news	
  stations	
  before	
  he	
  hopped	
  up	
  the	
  red	
  
carpet	
  at	
  a	
  Kroger	
  store	
  in	
  Houston	
  for	
  the	
  ceremony	
  to	
  unveil	
  his	
  commemorative	
  Trix	
  box.	
  
An	
  Instagram	
  account	
  was	
  created	
  and	
  it	
  counts	
  almost	
  10K	
  followers.	
  A	
  way	
  to	
  make	
  its	
  
brand	
  really	
  alive.
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Surfing	
  on	
  humor
Special	
  mention	
  for	
  the	
  originality	
  :	
  «	
  The	
  movie	
  you	
  will	
  never	
  see	
  »
THE	
  MOVIE	
  YOU	
  
WILL	
  NEVER	
  SEE	
  
for	
  COGNAC	
  
LOUIS	
  XIII
Thierry	
  Frémaux,	
  the	
  general	
  delegate	
  of	
  Cannes	
  Film	
  Festival,	
  said“I	
  hope	
  that	
  our	
  descendants	
  
will	
  consider	
  the	
  movie	
  100	
  Years	
  for	
  the	
  Palme	
  d’Or	
  at	
  Cannes	
  Film	
  Festival	
  in	
  2116.”Directed	
  by	
  
Robert	
  Rodriguez	
  "100	
  Years",	
  the	
  movie	
  you	
  will	
  never	
  see,	
  was	
  inspired	
  by	
  the	
  century	
  of	
  careful	
  
craftsmanship	
  and	
  patience	
  it	
  takes	
  to	
  create	
  each	
  decanter	
  of	
  LOUIS	
  XIII	
  Cognac.	
  One	
  thousand	
  
guests	
  from	
  around	
  the	
  world	
  received	
  an	
  exclusive	
  invitation	
  to	
  give	
  to	
  their	
  descendants	
  to	
  
attend	
  the	
  premiere	
  of	
  "100	
  Years	
  ».	
  800	
  press	
  articles	
  +	
  2	
  millions	
  views	
  on	
  the	
  teaser
79
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Surfing	
  on	
  humor
From	
  humor	
  to	
  sadism
WAZE
SURVIVAL	
  
BILLBOARD
Xbox	
  is	
  celebrating	
  the	
  launch	
  of	
  Rise	
  of	
  the	
  Tomb	
  Raider	
  in	
  the	
  U.K.	
  by	
  punishing	
  eight	
  Lara	
  
Croft	
  fans	
  with	
  a	
  sadistic	
  stunt—forcing	
  them	
  to	
  stand	
  on	
  a	
  billboard	
  in	
  London	
  for	
  24	
  hours	
  
and	
  pelting	
  them	
  with	
  harsh	
  weather	
  conditions,	
  as	
  voted	
  for	
  by	
  the	
  public.	
  The	
  last	
  one	
  
standing	
  wins	
  a	
  trip	
  inspired	
  by	
  Rise	
  of	
  the	
  Tomb	
  Raider.	
  Tomb	
  Raider	
  website	
  hosted	
  the	
  
event	
  and	
  there	
  was	
  a	
  huge	
  social	
  media	
  engagement	
  with	
  the	
  #SurvivalBillboard	
  where	
  
people	
  could	
  vote	
  and	
  react.
Proof	
  of	
  concept8
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A	
  proof	
  of	
  concept
Call	
  a	
  random	
  Sweden	
  to	
  get	
  an	
  unfiltered	
  view	
  of	
  Swedish	
  Life
The	
  Swedish	
  Tourist	
  Association	
  launched	
  "The	
  Swedish	
  Number"	
  an	
  actual	
  phone	
  number	
  people	
  from	
  all	
  over	
  the	
  world	
  can	
  dial	
  to	
  speak	
  with	
  a	
  random	
  Swedish	
  person.	
  The	
  marketing	
  gimmick	
  is	
  meant	
  to	
  celebrate	
  the	
  250th	
  anniversary	
  of	
  
the	
  country's	
  abolishment	
  of	
  censorship	
  and	
  to	
  educate	
  foreigners	
  about	
  the	
  Scandinavian	
  country	
  and	
  the	
  people	
  who	
  live	
  there.	
  So	
  far,	
  over	
  17,000	
  people	
  from	
  across	
  the	
  globe	
  have	
  called	
  the	
  hotline,	
  expecting	
  to	
  speak	
  to	
  
Swedish	
  people	
  who,	
  without	
  any	
  training	
  or	
  instructions,	
  have	
  agreed	
  to	
  talk	
  to	
  strangers	
  about	
  their	
  homeland.	
  
THE	
  SWEDISH	
  NUMBER	
  
Sweden	
  just	
  became	
  the	
  first	
  country	
  in	
  the	
  world	
  with	
  its	
  very	
  own	
  telephone	
  number.	
  "The	
  
Swedish	
  Number,"	
  which	
  you	
  can	
  call	
  at	
  +46	
  771	
  793	
  336,	
  connects	
  callers	
  from	
  around	
  the	
  
world	
  with	
  random	
  Swedes	
  who	
  have	
  signed	
  up	
  to	
  be	
  de	
  facto	
  ambassadors—but	
  who've	
  
received	
  no	
  training	
  whatsoever,	
  and	
  have	
  been	
  given	
  no	
  instructions	
  about	
  what	
  to	
  say
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A	
  proof	
  of	
  concept
Revealing	
  revamped	
  product,	
  50	
  million	
  box	
  sold	
  later.
WAZE
IT	
  HAS	
  
CHANGED

BUT	
  IT	
  HASN’T
Last	
  April,	
  Kraft	
  Heinz	
  announced	
  it	
  would	
  remove	
  artificial	
  flavors,	
  preservatives	
  and	
  
dyes	
  from	
  its	
  iconic	
  Blue	
  Box,	
  and	
  did	
  exactly	
  that	
  in	
  December.	
  The	
  new	
  recipe’s	
  
taste,	
  texture	
  and	
  appearance	
  are	
  so	
  similar	
  that	
  virtually	
  no	
  one	
  noticed.	
  3	
  months	
  
and	
  50	
  million	
  box	
  sold	
  later,	
  Kraft	
  Heinz	
  could	
  announce	
  it.	
  Discretion	
  is	
  the	
  best	
  
buzz.
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A	
  proof	
  of	
  concept
Introducing	
  Telepresence	
  robot	
  without	
  awareness	
  or	
  budget
WAZE
LUCY	
  THE	
  
ROBOT
Double	
  Robotics	
  wanted	
  to	
  launch	
  into	
  the	
  Australian	
  market	
  with	
  its	
  Double	
  telepresence	
  robot.	
  The	
  device	
  
allows	
  a	
  remote	
  user	
  to	
  control	
  the	
  robot	
  from	
  the	
  comfort	
  of	
  their	
  home	
  or	
  office,	
  and	
  to	
  interact	
  with	
  the	
  
world	
  via	
  video	
  and	
  audio	
  devices.	
  It	
  decided	
  to	
  launch	
  it	
  in	
  the	
  queue	
  for	
  the	
  iPhone	
  6s	
  launch.	
  The	
  core	
  of	
  
this	
  event	
  was	
  to	
  make	
  the	
  robot	
  looking	
  cool.	
  So	
  they	
  let	
  the	
  robot	
  buys	
  an	
  iPhone	
  6s	
  under	
  the	
  identity	
  of	
  
Lucy	
  Kelly,	
  strong	
  and	
  innovative	
  women	
  who	
  didn’t	
  want	
  to	
  stand	
  in	
  the	
  queue	
  in	
  a	
  rainy	
  day.

Results	
  :	
  4	
  000	
  stories	
  total,	
  $73	
  million	
  media	
  value,	
  $44	
  million	
  sales	
  opportunity.
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Proof	
  of	
  concept
Experiencing	
  as	
  a	
  proof	
  :	
  authentic	
  grandma	
  meals	
  delivered	
  at	
  home
WAZE
SAUSAGE	
  NONNAS	
  
X	
  
UBER
A	
  Johnsonville	
  ad	
  campaign	
  :	
  The	
  sausage	
  productor	
  Sausage	
  Nonnas	
  has	
  made	
  a	
  
partnership	
  with	
  UBER	
  in	
  order	
  to	
  deliver	
  home	
  made	
  sausage	
  throughout	
  the	
  city	
  of	
  
Chicago.	
  3	
  “nonnas”	
  were	
  transported	
  in	
  tiny	
  house	
  to	
  convey	
  the	
  image	
  of	
  
homemade	
  meals	
  and	
  delivered	
  their	
  specialities	
  like	
  a	
  food	
  truck	
  at	
  home.	
  A	
  website	
  
created,	
  several	
  videos	
  and	
  good	
  press	
  coverage.
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A	
  proof	
  of	
  concept
A	
  demonstration	
  of	
  Machine	
  Learning	
  power	
  
AlphaGo,	
  a	
  computing	
  system	
  that	
  for	
  the	
  first	
  time	
  beat	
  the	
  best	
  human	
  player	
  at	
  Go,	
  an	
  ancient	
  game	
  that	
  is	
  much	
  more	
  complex	
  than	
  chess.	
  The	
  Artificial	
  Intelligence	
  system	
  
was	
  developed	
  in	
  the	
  U.K.	
  by	
  DeepMind,	
  a	
  company	
  acquired	
  by	
  Google	
  in	
  2014.
ALPHAGO
On	
  March	
  19,	
  2016,	
  the	
  strongest	
  Go	
  player	
  in	
  the	
  world,	
  Lee	
  Sedol,	
  sits	
  down	
  for	
  a	
  
game	
  against	
  Google	
  DeepMind’s	
  artificial-­‐intelligence	
  program,	
  AlphaGo.	
  livestream	
  
on	
  YouTube,	
  and	
  100,000	
  people	
  are	
  watching.	
  The	
  important	
  thing	
  to	
  take	
  away	
  from	
  
this	
  series	
  is	
  not	
  that	
  DeepMind’s	
  AI	
  can	
  learn	
  to	
  conquer	
  Go,	
  but	
  that	
  by	
  extension	
  it	
  
can	
  learn	
  to	
  conquer	
  anything	
  easier	
  than	
  Go—which	
  amounts	
  to	
  a	
  lot	
  of	
  things.
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A	
  proof	
  of	
  concept
Making	
  Breath	
  Disabled	
  people	
  sing
To	
  praise	
  the	
  quality	
  of	
  his	
  breathing	
  apparatus,	
  Philips	
  has	
  set	
  up	
  a	
  choir	
  with	
  aspiring	
  artists	
  who	
  all	
  respiratory	
  conditions.	
  A	
  breathtaking	
  performance
BREATHLESS	
  
CHOIRS	
  BY	
  
PHILIPS
It	
  tells	
  the	
  story	
  of	
  a	
  group	
  of	
  people	
  whose	
  breathing	
  disabilities	
  had	
  gotten	
  in	
  
the	
  way	
  of	
  their	
  love	
  of	
  singing.	
  Philips	
  and	
  its	
  agency	
  chronicled	
  their	
  journey	
  
to	
  learn	
  new	
  techniques	
  to	
  save	
  breath	
  while	
  singing,	
  and	
  ultimately	
  perform	
  
at	
  the	
  Apollo	
  Theater	
  in	
  Harlem.	
  The	
  campaign	
  was	
  part	
  of	
  an	
  effort	
  to	
  
promote	
  a	
  medical	
  device	
  called	
  SimplyGo	
  Mini.
CANNES	
  LIONS	
  PALMARES	
  2016
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Top	
  French	
  Agencies	
  @CannesLions2016
#1#2 #3
3	
  Gold	
  Lions	
  
4	
  Silver	
  Lions	
  
2	
  Bronze	
  Lions	
  
3	
  Gold	
  Lions	
  
2	
  Silver	
  Lions	
  
2	
  Bronze	
  Lions	
  
1	
  Grand	
  Prix	
  
1	
  Gold	
  Lions	
  
3	
  Silver	
  Lions	
  
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Top	
  French	
  Agencies	
  @CannesLions2016
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Trends	
  of	
  Cannes	
  Lions	
  by	
  Havas	
  Media	
  Group
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Trends	
  of	
  Cannes	
  Lions	
  by	
  TBWA
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Grands	
  Prix	
  2016
Campaign	
  :	
  The	
  Next	
  Rembrandt	
  	
  Client	
  :	
  ING	
  
–Agency	
  :	
  JWT	
  Amsterdam	
  –
Country:	
  Netherlands	
  
Campaign	
  :	
  Justino	
  –	
  Client	
  :	
  Loterias	
  y	
  
apuestas	
  del	
  estado	
  –	
  Agency	
  :	
  Leo	
  Burnett	
  
–Country:	
  Spain	
  
CYBER	
  
Campaign	
  :	
  Deepmind	
  Alpha	
  Go	
  –	
  Client	
  :	
  Google	
  Deepmind	
  –
Agency	
  :	
  Google	
  Deepmind	
  –Country:	
  England
INNOVATION	
  
Campaign	
  :	
  McWhopper	
  –	
  Client	
  :	
  Burger	
  King	
  –Agency	
  :	
  Y&R	
  NZ	
  
Auckland	
  –	
  Country:	
  New-­‐Zealand	
  MEDIA	
  
Campaign	
  :	
  NYT	
  VR	
  –	
  Client	
  :	
  Google,	
  GE,	
  Mini,	
  New	
  York	
  Times	
  –
	
  Agency:	
  T	
  Brand	
  Studio	
  –Country:	
  USAMOBILE	
  
Campaign	
  :	
  Because	
  Recollection	
  –	
  Client	
  :	
  Because	
  Music	
  –
Agency	
  :	
  84.Paris	
  –	
  Country	
  :	
  FranceDIGITAL	
  CRAFT	
  
Campaign	
  :	
  Life	
  is	
  Electric	
  –	
  Client	
  :	
  Panasonic	
  –	
  Agency	
  :	
  Dentsu	
  Inc	
  
Tokyo	
  –	
  Country	
  :	
  JaponDESIGN	
  
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Grands	
  Prix	
  2016
OUTDOOR
Campaign	
  :	
  Brewtroleum	
  –	
  Client	
  :	
  Heineken	
  –	
  Agency	
  :	
  Colenso	
  
BBDO	
  Auckland	
  –	
  Country:	
  New-­‐Zealand
PR	
   Campagign	
  :	
  The	
  Organic	
  Effect	
  –	
  Client	
  :	
  Coop	
  –
Agency	
  :	
  FORSMAN	
  &	
  BODENFORS	
  –	
  Country:	
  Sweden	
  
PRODUCT	
  DESIGN
Campaign	
  :	
  Jacquard	
  –	
  Client	
  :	
  Google	
  –	
  Agency	
  :	
  Google	
  
Creative	
  Lab	
  –	
  Country:	
  England	
  
Campaign	
  :	
  Monty’s	
  Christmas	
  –	
  Client	
  :	
  John	
  Lewis	
  –
Agency:	
  Adam	
  &	
  Eve	
  DDB	
  -­‐	
  Country:	
  England
CREATIVE	
  
EFFECTIVENESS	
  
DIRECT	
  
Campaign:	
  Sweden	
  Number–	
  Client	
  :	
  Swedish	
  Tourism	
  
Association	
  –	
  Agency	
  :	
  INGO	
  Stockholm	
  –	
  Country	
  :	
  Sweden
GLASS	
   Campaign	
  :	
  6	
  pack	
  band	
  –	
  Client	
  :	
  Hindustan	
  Unilever	
  –
Agency	
  :	
  Mindshare	
  Mumbai	
  –Country:	
  India	
  
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Grands	
  Prix	
  2016
Campaign	
  :	
  Man	
  Boobs	
  –	
  Client	
  :	
  MACMA	
  –	
  Agency	
  :	
  David	
  –
Country:	
  Argentine
PRINT	
  &	
  
PUBLISHING	
  
Campaign	
  :	
  McWhopper	
  –	
  Client	
  :	
  Burger	
  King	
  –	
  Agency	
  :	
  Y&R	
  
Auckland	
  –	
  Country	
  :	
  New-­‐Zeland	
  
Campaign	
  :	
  #OPTOUTSIDE	
  –	
  Client	
  :	
  REI	
  –	
  Agency	
  :	
  Venables	
  
Bell	
  &	
  Partners	
  San	
  Francisco	
  –Country:	
  USA	
  
PROMO	
  &	
  
ACTIVATON	
  
RADIO	
  
Campaign	
  :	
  The	
  Everyman	
  Meal-­‐	
  Client	
  :	
  KFC	
  –	
  Agency	
  :	
  Ogilvy	
  &	
  
Mather	
  Johannesburg	
  –	
  Country	
  :	
  AfSouth	
  Africa
HEALTH	
  &	
  	
  
WELLNESS	
  
Campaign	
  :	
  Project	
  Literacy	
  –	
  Client	
  :	
  Pearson	
  –	
  Agency	
  :	
  FCB	
  
Inferno	
  London	
  –	
  Country:	
  England	
  
PHARMA	
  
Campaign	
  :	
  Breathless	
  Choir	
  –	
  Client	
  :	
  Philips	
  –	
  Agency	
  :	
  Ogilvy	
  &	
  
Mather	
  –	
  Country	
  :	
  Angleterre	
  
GRAND	
  PRIX	
  FOR	
  
GOOD	
  
Future	
  Lions	
  Winners	
  2016
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  HUB	
  Institute	
  All	
  rights	
  reservedHUB	
  REPORT97
FUTURE	
  LIONS	
  2016	
  
In	
  collaboration	
  with	
  Cannes	
  
Lions	
  International	
  Festival	
  of	
  
Creativity,	
  Future	
  Lions	
  is	
  the	
  
annual	
  worldwide	
  competition	
  
that	
  challenges	
  students	
  to	
  create	
  
the	
  future.	
  Future	
  Lions	
  is	
  AKQA's	
  
annual	
  initiative	
  that	
  celebrates	
  
bold	
  and	
  progressive	
  ideas	
  from	
  
students	
  all	
  over	
  the	
  world.	
  	
  
The	
  brief	
  is	
  simple:	
  connect	
  an	
  
audience	
  of	
  your	
  choosing	
  to	
  a	
  
product	
  or	
  service	
  from	
  a	
  global	
  
brand	
  in	
  a	
  way	
  that	
  wasn’t	
  
possible	
  three	
  years	
  ago.
http://www.futurelions.com/
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  REPORT98
Future	
  Lions	
  Winners	
  2016	
  
An	
  AI	
  voice	
  interface	
  that	
  helps	
  seniors	
  to	
  combat	
  loneliness	
  and	
  isolation.
AMAZON	
  
EMMA
two	
  students	
  from	
  VCU	
  Brandcenter	
  School	
  (	
  USA)	
  were	
  awarded	
  the	
  
Future	
  Lions	
  2016	
  for	
  their	
  artificial	
  intelligence	
  Amazon	
  Emma	
  .	
  
Using	
  Amazon	
  Echo	
  technology,	
  this	
  IA	
  is	
  able	
  to	
  hold	
  a	
  conversation,	
  
to	
  provide	
  information	
  and	
  even	
  anticipate	
  the	
  needs	
  of	
  the	
  user.
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  reservedHUB	
  REPORT99
Future	
  Lions	
  Winners	
  2016	
  
Learning	
  new	
  language	
  thanks	
  to	
  music
MUSIC

SPEAKS
As	
  the	
  biggest	
  streaming	
  music	
  service	
  in	
  the	
  world,	
  Spotify	
  has	
  plenty	
  of	
  songs	
  in	
  
different	
  languages.	
  It	
  has	
  launched	
  ”Music	
  Speaks”	
  a	
  service	
  that	
  allows	
  to	
  learn	
  new	
  
language	
  through	
  music	
  (because	
  we	
  memorize	
  better	
  in	
  a	
  specific	
  context)	
  :	
  You	
  scan	
  
words	
  you	
  want	
  in	
  a	
  musical	
  context	
  and	
  Spotify	
  suggest	
  songs	
  and	
  playlist	
  where	
  these	
  
words	
  appear.	
  The	
  app	
  can	
  reach	
  more	
  almost	
  60	
  languages.
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  Institute	
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Future	
  Lions	
  Winners	
  2016	
  
When	
  the	
  fridge	
  prevents	
  from	
  food	
  waste
IKEA

HÅLLBAR
IKEA	
  nit	
  just	
  only	
  provides	
  furniture,	
  it	
  wants	
  this	
  furniture	
  to	
  be	
  smart.	
  Then	
  it	
  created	
  
IKEA	
  Hallbar,	
  a	
  smart	
  sensor	
  that	
  analyses	
  bacteria	
  growth	
  in	
  food.	
  Depending	
  on	
  it,	
  a	
  dot	
  
changes	
  color	
  and	
  show	
  how	
  much	
  times	
  does	
  it	
  remain	
  to	
  eat	
  it.	
  An	
  app	
  is	
  connected	
  to	
  
the	
  sensor	
  to	
  follow	
  in	
  real	
  time	
  food	
  expiration	
  and	
  inform	
  the	
  user	
  what	
  to	
  eat	
  in	
  
priority.	
  
©	
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  REPORT101
Future	
  Lions	
  Winners	
  2016	
  
Reading	
  books	
  through	
  Messenger
PENGUIN

BOOK
Why	
  does	
  not	
  simply	
  embed	
  books	
  straight	
  on	
  Messenger?	
  	
  If	
  kids	
  read	
  less	
  books	
  and	
  
spend	
  more	
  time	
  in	
  front	
  of	
  screens,	
  sending	
  text	
  and	
  chatting,	
  they	
  still	
  have	
  the	
  interest	
  
of	
  reading.	
  Pinguin	
  has	
  decided	
  to	
  reach	
  kids	
  interest	
  where	
  it	
  is	
  located	
  :	
  mobile.	
  Penguin	
  
sends	
  book	
  extracts	
  to	
  kids	
  and	
  teenagers	
  and	
  they	
  can	
  reply	
  like	
  a	
  friend	
  conversation.
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  REPORT102
Future	
  Lions	
  Winners	
  2016	
  
Lego	
  creation	
  never	
  ends
LEGO

GENERATOR
Creativity	
  is	
  endless	
  with	
  Lego.	
  Lego	
  Generator	
  proves	
  it	
  by	
  suggesting	
  
constructions	
  according	
  to	
  the	
  bricks	
  you	
  own	
  and	
  you	
  want	
  to	
  recycle.	
  Consumer	
  
gives	
  the	
  bricks,	
  a	
  machine	
  recognize	
  object	
  and	
  create	
  new	
  constructions.	
  A	
  way	
  to	
  
reboost	
  creativity	
  and	
  making	
  upsell	
  :	
  if	
  some	
  bricks	
  are	
  missing,	
  consumer	
  can	
  buy	
  
some.
Hubinstitute.com
©	
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  Institute	
  All	
  rights	
  reservedHUB	
  REPORT
Don’t	
  miss	
  the	
  essential	
  synthesis	
  of	
  Cannes	
  Lions	
  at	
  the	
  conference
#HUBDAY	
  Future	
  of	
  Video,	
  Data	
  &	
  Creativity
104
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  reservedHUB	
  REPORT105
DISCOVER	
  OUR	
  EXECUTIVE	
  TRIPS	
  AT	
  THE	
  FOREFRONT	
  OF	
  INNOVATION
Discover	
  the	
  best	
  of	
  the	
  latest	
  trends	
  &	
  Meet	
  the	
  most	
  innovative	
  companies
READ
MORE
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DISCOVER	
  OUR	
  TRENDREPORTS
READ
MORE
106
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THE	
  HUB	
  INSTITUTE	
  TEAM	
  @CANNESLIONS
Let’s keep in touch
VINCENT DUCREY
CO-FOUNDER
@vincent_ducrey
CO-FOUNDER
@emmanuelvivier
EMMANUEL VIVIER
ASSOCIATE DIRECTOR
perle.bagot@hubinstitute.com
CHARLOTTE DAUCHEZ
CONTENT MANAGER
charlotte.dauchez@hubinstitute.com
MATHIEU FLAIG
HEAD OF TRAINING
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PERLE BAGOT

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8 trends of Creativity at #CannesLions 2016

  • 1. #HUBLIONS            Trends  from  the  Cannes  Lions  2016,              The  International  Festival  of  Creativity
  • 2. ©  HUB  Institute  All  rights  reservedHUB  REPORT2 HUB  Report  Cannes  Lions  2016 A  few  rules IMPORTANT   You  cannot  share,  copy,  distribute  and/or  transmit  this  document  outside   of  your  company  or  to  external  partners.     THIS  DOCUMENT  IS  THE  PROPERTY  OF  THE  HUB  INSTITUTE You  cannot  reuse  this  document  or  any  portion  (slides)  thereof  for   any  form  of  commercial  activity.
  • 3. ©  HUB  Institute  All  rights  reservedHUB  REPORT3 WHEN  YOU  SEE  THIS  ICON YOU  CAN  CLICK  FOR  ADDED  CONTENT     (VIDEO,  ARTICLE…)
  • 4. ©  HUB  Institute  All  rights  reservedHUB  REPORT4 TO  DOWLOAD  THIS  FULL  REPORT  IN  PDF   CLICK     HERE
  • 5. ©  HUB  Institute  All  rights  reservedHUB  REPORT5 CANNES  LIONS  2016 The  world’s  most  famous  event  dedicated  to  Creativity  and  Innovation Created  in  1954  as  the  International   Advertising  Film  Festival  in  Italy,  the  festival   changed  its  name  with  the  print  apparition   and  was  renamed  the  International  Film   Festival.  Then,  the  number  of  categories   rapidly  increased  and  the  festival  finally  took   the  name  “Cannes  Lions  International  Festival   of  Creativity”.  Cannes  Lions  defines  the  future   trends  by  rewarding  innovation  and  creativity   In  this  trendreport,  the  experts  of  the  Hub   Institute,  a  digital  think  tank  based  in  Paris,   have  selected  the  most  creative  and  innovative   trends  and  ads  from  this  amazing  event.
  • 6. ©  HUB  Institute  All  rights  reservedHUB  REPORT6 CANNES  LIONS  2016 Ads  were  submitted  through  24  categories
  • 7. ©  HUB  Institute  All  rights  reservedHUB  REPORT7 CANNES  LIONS  2016 3  new  categories  have  been  added  this  year   DIGITAL  CRAFT  LIONS
 Digital  Technologies  are  popular  and   also  known  to  be  an  efficient  way  to   collect  consumer  data.  Behaviors   towards  the  role  of  digital  design  and   user  experience  have  changed,   people  are  more  and  more  interested   in  those  subjects.     From  desktop  to  mobile,  virtual   reality  and  beyond;  digital  design   have  never  been  as  useful  to  meet   user  need.  To  wonder  how  a  digital   product  performs  and  functions  is   became  as  important  as  how  it  looks   like.  Digital  Craft  Lions  is  a  new  award   for  2016.  It  will  celebrate  the  design   abilities  required  in  digital  creativity THE  ENTERTAINMENT   LIONS  FOR  MUSIC
 The  Entertainment  Lions  for  Music   is  a  new  award  dedicated  to  the   creative  production,  promotion   and  distribution  of  content  based   on  music.  It  is  campaigned  for  the   industry  and  designed  by  it.     The  Entertainment  Lions  for  Music   was  a  part  of  the  former  Branded   Content   Lions   before   becoming   independent.       THE  ENTERTAINMENT   LIONS
 The  Entertainment  Lions  have   evolved  from  the  Branded  Content   &  Entertainment    before  replace  it.   They  re-­‐examine  what  it  takes  to   turn  consumers  into  fans  and   content  into  culture.    
  • 8. ©  HUB  Institute  All  rights  reservedHUB  REPORT8 CANNES  LIONS  2016 An  event  with  a  growing  popularity 13,000   This  year  total  attendees 43,000     total  award  submissions     A  record  number     18  out  of  the  24  awards  categories  have  been   marked  by  an  increasing  number  of     submissions.  The  Product  Design  category  is  the   most  popular  one  with  a  92%  up  to  last  year
  • 9. ©  HUB  Institute  All  rights  reservedHUB  REPORT9 Razorfish  &  Contagious  tried  to  crack  the  code  of  creativity How  much  do  we  really  know  about  creativity «  We  turned  to  data  science  to  see  if  we   could  spot  patterns  and,  ultimately,   truth  and  meaning  in  some  of  the  best   creative  work  ever  produced.  So  we   unleashed  an  algorithmic  army  on  the   Cannes  Archive  database,  allowing  us  to   analyse  over  400,000  submissions  from   40,000  agencies  in  123  countries  over   the  last  fifteen  years.  Razorfish  and   Contagious  then  worked  together  to   interpret  the  data  and  draw  out  what   we  considered  to  be  not  just  some  of  the   most  illuminating  insights,  but  also   some  of  the  most  actionable.»   Will  Samson,  Director,  Contagious
  • 10. ©  HUB  Institute  All  rights  reservedHUB  REPORT10 Razorfish  &  Contagious  tried  to  crack  the  code  of  creativity Cannes  Lions,  a  lot  of  attendees,  very  few  winners   "96%     of  the  candidates   leaved  with  empty-­‐ handed  "
  • 11. ©  HUB  Institute  All  rights  reservedHUB  REPORT11 Razorfish  &  Contagious  tried  to  crack  the  code  of  creativity You  don’t  have  to  be  rich…  to  be  creative
  • 12. ©  HUB  Institute  All  rights  reservedHUB  REPORT12 Razorfish  &  Contagious  tried  to  crack  the  code  of  creativity The  5  creative  principles  according  to  data  science   1.  No  more  excuses,  great  creativity  is   within  all  of  us.  High  media  spending  is   not  equal  to  successful  campaign.   2.  Invest  in  relationships,  creativity  may   not  cost  money  but  it  does  require   time,  bravery  and  trust   3.  Kill  the  rock  star  culture,  agencies   aren’t  traditionally  prepared  to   relinquish  their  power   4.  Be  nice  to  everyone,modern  creativity   means  collaboration   5.  Face  the  facts  and  act   REPLAY
  • 13. 1 2 3 From  Advertisers   to  Inventors The  Art  of   Storytelling 4 Surfing  on  humor Engaging  with  
 Social  Media   6 When  Intelligence   meet  Creativity 5 Brands  involved  in   great  causes 7 8  CREATIVITY  TRENDS  IN  2016 8 A  proof  of  concept >>  Discover  the  Cannes  Lions  Palmares  2016 Virtual  Reality  to   enhance  user  experience
  • 14. From  advertisers  to   inventors1
  • 15. ©  HUB  Institute  All  rights  reservedHUB  REPORT15 From  advertisers  to  inventors Thinking  Design  |  Dentsu  |  Cannes  Lions  2016   REPLAY
  • 16. ©  HUB  Institute  All  rights  reservedHUB  REPORT16 From  advertisers  to  inventors Preventing  shark-­‐related  incidents  via  a  connected  buoy WAZE CLEVER   BUOY Clever  Buoy  is  a  shark  detection  service  that  uses  sonars  at  the  bottom  of   the  sea  to  detect  sharks  movement  and  relays  the  data  to  a  satellite  that   sends  it    to  an  app  -­‐  from  Optus  Network  -­‐  alerting  lifeguard  services
  • 17. ©  HUB  Institute  All  rights  reservedHUB  REPORT17 From  advertisers  to  inventors A  connected  swimming  cap  to  help  blind  swimmers BLING  CAP   by   SAMSUNG Cheil  Spain  and  Samsung  Electronics  have  created  a  new  swimming  cap  to  help  blind   Paralympic  swimmers.  The  disruptive  headpiece,  called  the  ‘Blind  Cap’,  will  alert   competitors  when  they  have  to  flip  at  the  end  of  the  pool  and  start  an  other  length.   When  the  swimmer  has  to  flip,  the  coach  taps  a  prompt  on  his  smartphone  and  the   Bluetooth  enables  cap  vibration.  It  was  developed  by  he  Spanish  Paralympic  Committee.
  • 18. ©  HUB  Institute  All  rights  reservedHUB  REPORT18 From  advertisers  to  inventors The  future  of  sofas MARTY  SOFA  by   HAVAS  18/35 MARTY  is  a  coach  equipped  with  fifteen  objects  connected  between  them  and  to  the  user  (Pico   projector  using  an  exclusive  technology  mixing  music  and  tactile  sensations,  developed  by  the   startup  Aurasens  that  uses  virtual  reality  headsets).  Marty  draws  a  new  communication  frontier  :  the   marketing  of  emotion  which  means  to  communicate  at  the  right  time  when  the  consumer's  mind  is   receptive  and  open  to  dialogue.
  • 19. ©  HUB  Institute  All  rights  reservedHUB  REPORT19 From  advertisers  to  inventors Helping  understand  and  prevent  concussion  in  sport WAZE SAMSUNG   BrainBAND Samsung  Electronics  Australia  launches  a  prototype  of  BrainBAND.  A  connected   wristband  that  tracks  every  impacts  during  sport  and  helps  better  understand   the  impacts  on  the  brain.    With  the  data  collected,  BrainBAND  aims  to  reduce   concussions,  an  important  issue  in  the  most  popular  sports  (football,  rugby)
  • 20. ©  HUB  Institute  All  rights  reservedHUB  REPORT20 From  advertisers  to  inventors Wilson’s  smart  basketball  tracks  how  good  (or  bad)  your  skills  are WAZE WILSON  X Wilson  X  is  the  new  innovation  from  Wilson  :  A  connected  basketball  that   tracks  your  game’s  performance.  Sensors  relay  data  to  a  dedicated  app  and   summarizes  it  to  identify  how  to  improve  your  skills.  
 This  product  was  so  successful  when  it  came  out  that  it  was  sold  out  on   Amazon  and  in  the  stores
  • 21. ©  HUB  Institute  All  rights  reservedHUB  REPORT21 From  advertisers  to  inventors Straight  outta  anywhere WAZE WIRELESS   BEATS  BY   DRE Dr.  Dre  wants  his  customers  to  experience  the  real  hip  hop  sound.  So  he   launched  the  wireless  “Straigh  outta  Compton”  Beats.  Listeners  have  never   heard  Dre’s  sound  that  perfectly.  Like  Parrot,  Beats  has  developed  a   wireless  headphone  to  listen  to  good  sound  straight  outta  anywhere!  
  • 22. ©  HUB  Institute  All  rights  reservedHUB  REPORT22 From  advertisers  to  inventors The  Safety  Truck WAZE SAFETY   TRUCKS Overtaking  a  truck  in  a  single  road  can  be  very  dangerous  because  drivers   cannot  see  what  is  ahead.  Samsung  wanted  to  reduce  the  risks  with  a   Safety  Truck.  A  giant  screen  in  back  of  the  truck  broadcasts  in  real  time  the   road  ahead  for  the  driver  behind  it.  A  really  smart  brand  utility  campaign.
  • 23. ©  HUB  Institute  All  rights  reservedHUB  REPORT23 From  advertisers  to  inventors A  billboard  broadcasts  a  message  and  kills  mosquitoes  at  the  same  time WAZE MOSQUITO   KILLER To    rise  awareness  about  Zika  virus,  the  agency  Posterscope  and  NBS  created   the  Mosquito  killer  billboard  that  attracts  and  kills  mosquitoes  while   broadcasting  an  awareness  message.  Results  :  Over  100  mosquitoes  are  killed   per  billboard  and  per  day,  4  countries  have  shown  interest  in  implementing  the   project.  
  • 24. ©  HUB  Institute  All  rights  reservedHUB  REPORT24 From  advertisers  to  inventors A  talking-­‐GPS,  using  a  child  voice WAZE SLOW  DOWN  
 GPS If  Insurance  has  introduced  its“Slow  Down  GPS”.  In  order  to  reduce  speed   around  school  zones,  If  Insurance  has  launched  a  GPS  that  automatically  switch   into  a  child  voice  when  cars  are  driving  near  these  locations.
 This  device  uses  the  feelings  to  sensitize  drivers,  is  like  their  own  child  is  talking   to  them  !
  • 25. The  Art  of  Storytelling2
  • 26. ©  HUB  Institute  All  rights  reservedHUB  REPORT26 The  Art  of  Storytelling The  tension  between  authenticity,  sincerity,  honesty  and  brand  messaging REPLAY
  • 27. ©  HUB  Institute  All  rights  reservedHUB  REPORT27 The  Art  of  Storytelling When  a  fiction  candidate  became  more  popular  than  real  ones WAZE FU   2016 The  Netflix  successful  series  “House  Of  Cards”  has  decided  to  run  the  Franck   Underwood  campaign  for  US  presidency.  A  website  and  social  media  pages   have  been  put  up  for  this  campaign.  According  to  a  recent  pool,  Franck   Underwood  is  more  popular  than  all  the  other  candidates  put  together.
  • 28. ©  HUB  Institute  All  rights  reservedHUB  REPORT28 The  Art  of  Storytelling Before  I  hit  the  dancefloor  I  hit  the  bar WAZE SOUTHERN   COMFORT Southern  Comfort,  a  whiskey  brand,  has  released  a  video  clip  “Shottasocco”  to   promote  its  liquor.  Tailored  for  nightclubs,  with  a  hilarious  and  psychedelic   video  clip,  the  product  is  slightly  promoted  at  the  end  of  the  clip,  showing  that   Southern  Comfort  really  wanted  to  create  a  storytelling  that  is  worth  viewing   for  its  community.  
  • 29. ©  HUB  Institute  All  rights  reservedHUB  REPORT29 The  Art  of  Storytelling The  history  of  Honda  made  by  Paper WAZE HONDA   “PAPER” Honda  has  created  a  remarkable  work  mixing  visual  and  sound  to  tell  its   history.  A  2  minute-­‐spot  of  an  intricate  paper-­‐flipping  journey  where  we   can  watch  the  evolution  of  Honda  cars.  More  than  5  millions  views  on   YouTube,  proving  corporate  communications  still  works.
  • 30. ©  HUB  Institute  All  rights  reservedHUB  REPORT30 The  Art  of  Storytelling Love  freebies?  Get  them  legally WAZE REWARDS   HARVEY   NICHOLS Harvey  Nichols,  a  fashion  store  chain,  has  promoted  its  new  application   “Rewards”  by  making  fun  of  thieves  who  have  been  caught  on  its  stores’   CCTV.  This  is  the  first  CCTV  footage  made  into  an  ad  and  it  turns  Harvey   Nichols’  speech  into  a  humorous  and  real  ad
  • 31. ©  HUB  Institute  All  rights  reservedHUB  REPORT31 The  Art  of  Storytelling The  «  Pixar  »  way  to  inspire  people JUSTINO Leo  Burnett’s  Madrid  office  crafted,  for  Christmas  Lottery,  a  spot  of  Pixar  productions.   This  year  national  event,  where  every  association,  business  or  family  can  attend,  was   the  occasion  for  Leo  Burnett  to  share  a  nice  Christmas  story  superbly  orchestrated   visually  and  creatively  .  The  video  hit  more  thant  5  milllions  of  views.
  • 32. ©  HUB  Institute  All  rights  reservedHUB  REPORT32 The  Art  of  Storytelling Toyota  Mirai  is  actually  fuel  by  bullsh*t WAZE FUELED  BY   BULLSH*T Tesla  Motors’  Elon  Musk  stated  that  hybrid  cars  were  fueled  by  bullshit   (compared  to  its  electric  cars).  And  in  the  case  of  Toyota's  latest  campaign,  sh*t   just  got  real.  To  announce  the  impending  unveiling  of  Toyota's  hydrogen  fuel   electric  car,  the  brand  collaborated  with  the  agency  Droga5  and  launched  a   multi-­‐part  online  video  serie  called  "Fueled  by  Everything”.  
  • 33. ©  HUB  Institute  All  rights  reservedHUB  REPORT33 The  Art  of  Storytelling A  documentary  showing  the  dangers  of  cybercrime WAZE THE  MOST   DANGEROUS  PLACE  IN   THE  INTERNET Norton  Antivirus  explores  the  secret  world  hidden  deeply  in  underground   bunkers  and  spread  across  the  Web.  Uncover  the  threats  that  sneak  within   these  services,  such  as  botnets,  malware,  the  black  market,  and  learn  how  to   protect  people  in  “The  Most  Dangerous  Town  on  the  Internet”.  Up  to  1.5M   views  and  available  in  8  languages  this  documentary  made  a  buzz.
  • 34. ©  HUB  Institute  All  rights  reservedHUB  REPORT34 The  Art  of  Storytelling Turning  a  game  session  into  a  real  story WAZE TRUE  TALE  OF   CLASH  OF  CLAN Video  game  and  celebrity  can  make  a  killer  combination.  The  successful  gaming   app  Clash  Of  Clan  has  released  a  short  movie  featuring  Christopher  Waltz  telling   a  bed  time  story  about  a  COC  battle.  A  beautiful  story  that  really  happened  in   COC  but  sublimed  by  Christophe  Waltz  skills,  just  for  the  pleasure  of  the  players.
  • 35. Brands  involved  in  great   causes3
  • 36. ©  HUB  Institute  All  rights  reservedHUB  REPORT36 Brands  involved  in  great  causes Supporting  LGBT  with  rainbow  Doritos WAZE DORITOS   RAINBOW   #BOLDANDBETTER Doritos  has  produced  a  rainbow  version  of  its  snack  food,  for  a  very  limited   series.  Within  24  hours,  every  bag  had  been  sold  and  180.000$  had  been   donated  for  the  association  It  Gets  Better  Project.  A  campaign  by  Goodby   Silverstein  &  Partners  that  has  generated  more  than  a  billion  media  impression   in  less  than  12  hours.
  • 37. ©  HUB  Institute  All  rights  reservedHUB  REPORT37 Brands  involved  in  great  causes Real  pies,  real  figures  and  a  launch  against  inequalities WAZE PAUL   SOUR  PIES Paul  has  used  its  own  pies  as  chart  pies.  The  brand  wanted  to  illustrate  the  wealth   inequalities  between  men  and  women  according  to  the  World  Economic  Forum.  An   original  way  to  talk  about  these  numbers  than  a  serious  presentation.  A  campaign  by   McCann  agency  that  helped  raise  awareness  about  these  inequalities,  a  part  of  sales   has  been  donated  to  Filia  foundation.
  • 38. ©  HUB  Institute  All  rights  reservedHUB  REPORT38 Brands  involved  in  great  causes Pollution  awareness  with  connected  pigeons WAZE PIGEON  AIR   PATROL Is  connected-­‐animals  the  next  step?  Plume  Labs,  a  digital  startup  based  in   London,  has  equipped  10  pigeons  with  connected  sensors  to  share  in  real  time   data  on  air  quality.  The  campaign  generated  more  than  2000  media  coverage   and  the  app  could  be  created  thanks  to  crowdfunding.
  • 39. ©  HUB  Institute  All  rights  reservedHUB  REPORT39 Brands  involved  in  great  causes Asking  men  to  take  part  in  chores WAZE DADS  
 #SHARETHELOAD 73%  of  men  in  India  would  rather  relax  than  do  housework.  Ariel  has  launched  an   awareness  campaign  with  BBDO  Indo  to  shake  things  up  :  1  touching  movie,  creation  of   debates  in  Twitter  and  Facebook  and  viral  videos.  Results  :  2,7  million  views,  60%  upsell   and  more  importantly  :  more  than  1,5  million  men  committed  to  change  their  behavior.
  • 40. ©  HUB  Institute  All  rights  reservedHUB  REPORT40 Brands  involved  in  great  causes Celebrating  women  and  all  genders’  equality WAZE MY  FIRST   WOMEN  DAY On  Women’s  Day,  McCann  agency  and  L’Oréal  Brazil  have  released  a  documentary   about  Valentina  Sampaio,  gender  transitioning,  along  with  a  photo  of  her  new  ID.   Brazil  still  registers  many  trans  hate-­‐related  homicides  and  this  campaign  has  gained   4,3  million  views  within  24  hours,  starting  a  country-­‐wide  social  media  debate  about   accepting  differences.
  • 41. ©  HUB  Institute  All  rights  reservedHUB  REPORT41 Brands  involved  in  great  causes Fight  preconceived  ideas  about  man  and  his  manhood THE  EVERYMAN  MEAL  BY  KFC The   Everyman   Meal  by  KFC You  can  like  Barbra  Streisand  and  still  be  a  man.  You  can  drink  cocktails  and  still  be  a  man.  KFC  Man   Meals  are  not  just  for  burly  hammer-­‐wielding  jocks,  it’s  for  every  man.  Many  men  who  enjoy   cocktails  are  afraid  to  admit  it,  for  fear  of  being  considering    unmanly.  KFC  is  the  great  equalizer.   Everyone  from  every  walk  of  life  can  be  found  in  a  KFC  store.  So  KFC  Man  Meals  would  like  to   challenge  social  norms  and  conventions,  as  well  as  show  you  that  every  man  can  enjoy  the   wonderful  taste  of  KFC  Man  Meals.
  • 42. ©  HUB  Institute  All  rights  reservedHUB  REPORT42 Brands  involved  in  great  causes System  U  breaks  the  stereotypes  of  children’s  Christmas  presents WAZE #GENDER
 FREE
 CHRISTMAS System  U  believes  that  being  a  major  retailer  in  France  today  means  being  a  social  stakeholder,  in   relation  with  the  French.  So  it  has  committed  to  break  down  gender  stereotypes  by  creating  a   Christmas  toy  catalogue  in  which  the  boy/girl  distinction  has  been  dropped  in  favor  of  a  universe   of  toys  for  all  children.  TBWA|Paris  was  tasked  to  create  a  world  for  kids  to  play  in,  they   demonstrate  in  a  video  that  toys  remain  toys,  no  matter  who  plays  with  them.  A  corporate   communication  to  convey  an  observation  on  how  kids  really  react.  Up  to  150K  views  on  Youtube
  • 43. ©  HUB  Institute  All  rights  reservedHUB  REPORT43 Brands  involved  in  great  causes Preventing  bullying  with  an  Emoji WAZE I  AM  A   WITNESS No  one  like  bullying.  If  a  witness  speaks  up  when  they  see  bullying,  60  percent  of  the   time  bullying  stops  within  10  seconds.  Tech  giants  came  together  to  launch  the  first   emoji  for  a  social  cause  :  to  stop  online  bullying.  How  does  it  work?  If  you  see  bullying   in  social  network,  use  this  emoji  to  say  it  is  not  ok,  then  use  the  emoji  stickers  to  show   some  love  for  the  person  initially  bullied.
  • 44. ©  HUB  Institute  All  rights  reservedHUB  REPORT44 Brands  involved  in  great  causes Fighting  Aids  with  Emoji WAZE LIFEMOTICONS LifeMoticons,  the  first  emoticons  that  are  both  fun  to  use  and  donate  to  the  LifeBall,   the  largest  AIDS  charity  event.  By  downloading  them,  T-­‐Mobile  donates  99  cents  to   LifeBall.  People  then  spread  love,  difference  acceptance  and  contribute  to  a  cause  by   using  it.  With  this  campaign,  48%  of  the  population  has  been  reached  to  help  fight   Aids.
  • 45. ©  HUB  Institute  All  rights  reservedHUB  REPORT45 Brands  involved  in  great  causes A  hashtag  to  save  lives HASHTAG  FOR  LIFE     PERU  RED   CROSS Peru  had  a  database  of  only  1  250  voluntary  blood  donors.  The  Peruvian  Red   Cross  asked  the  Peruvian  online  community  to  hashtag  their  blood  type.  The   data  was  collected  on  a  dedicated  platform,  enabling  to  directly  contact   potential  donors  in  case  of  emergency.  The  data  base  increased  by  1800%
  • 46. ©  HUB  Institute  All  rights  reservedHUB  REPORT Brands  involved  in  great  causes Dramatising  the  fall  of  the  blood  donations  by  removing  the  letters  A,  O,  B NATIONAL   BLOOD  WEEK  by   NHS  Blood  &   Transplant Facing  a  drop  of  40%  of  blood  donors  registrations,  they  decided  to  visualize  the   issue  to  draw  the  attention  by  making  the  letters  of  blood  types  disappear  from   society.  Publications,  brands  and  celebrities  created  an  impressive  call  to  action   by  joining  the  movement.  Results  :    +30  000  donors  registrations  in  10  days.   46
  • 47. ©  HUB  Institute  All  rights  reservedHUB  REPORT Brands  involved  in  great  causes Using  ‘Man  Boobs’  to  avoid  social  media  censorship MANBOOBS   by  MACMA “Women’s  boobs,  particularly  their  nipples,  are  censored  on  certain  social   networks  even  when  showing  how  to  perform  breast  examinations  to  detect   early  breast  cancer,”  the  video  says.  Argentinian  breast  cancer  awareness  group   MACMA  has  been  making  waves  with  their  latest  campaign  video,   #ManBoobs4Boobs.  +  48MM  views  in  one  week,  +700K  shares  ! 47
  • 48. ©  HUB  Institute  All  rights  reservedHUB  REPORT48 Brands  involved  in  great  causes An  ultimate  proof  of  altruism   #OPTOUTSIDE   BY  REI REI  took  the  decision  to  close  all  143  stores  on  Black  Friday  2015  and  pay  its  12   000  employees  "so  they  can  do  what  they  love  most—be  outside."  They  want   people  to  get  away  from  the  madness  and  enjoy  some  time  outside.  They’ve   gotten  free  publicity.  And  the  kicker  :  they’ll  probably  get  even  more  people  to   shop  with  them  on  other  days  of  the  year.
  • 49. ©  HUB  Institute  All  rights  reservedHUB  REPORT49 Brands  involved  in  great  causes Computer  icons  turned  into  little  ads  for  Oxfam WAZE DONATION   ICON What  if  each  time  we  see  a  computer  icon,  we  could  raise  money  for  charity?  This  is   the  Donation  Icon  project,  brands  use  computer  icons  as  media  for  their  ad  and  each   time  you  see  it  while  you  are  working,  you  donate  for  Oxfam,  a  non-­‐profit   organization.  We  can  sign  up  to  install  it  on  PC  or  Mac  and  start  charity  while  we  work.
  • 50. When  Intelligence  meet   Creativity4
  • 51. ©  HUB  Institute  All  rights  reservedHUB  REPORT51 When  Intelligence  meet  Creativity How  technology  can  be  used  to  enhance  art  and  culture  ?  (GRAND  PRIX) http://www.ing.com/Newsroom/All-­‐news/Rembrandt-­‐goes-­‐digital-­‐.htm THE  NEXT   REMBRANDT   BY  ING   After  almost  400  years,  a  new  portrait  ‘by  Rembrandt’  was  unveiled  in   Amsterdam  this  year.  The  portrait  was  created  by  art  historians  and  technicians   using  data  and  facial  recognition  techniques  from  346  of  Rembrandt’s  paintings.

  • 52. ©  HUB  Institute  All  rights  reservedHUB  REPORT52 When  Intelligence  meet  Creativity Inec  Positive  reputation  went  from  33%  to  59%  in  3  months THE  LIVE  LOGO  OF  INEC LIVE  LOGO   FOR  INEC INEC,  the  official  organization  in  charge  of  statistics  &  data  in  Ecuador   provides  information  that  no  one  seemed  to  notice  or  to  care  about.  But   everything  changes  with  the  creation  of  a  new  live  logo  with  5  important   statics  about  the  wellbeing  of  the  country  updated  in  real-­‐time.
  • 53. ©  HUB  Institute  All  rights  reservedHUB  REPORT53 When  Intelligence  meet  Creativity The  biggest  ticket  sales  in  Melbourne  International  Film  Festival’s  65  years  history THE  EMOTIONALE  TRAILER  BY  MIFF THE  EMOTIONAL   TRAILER     FOR  MIFF They  captured  the  emotional  DNA  of  each  film  by  monitoring  the  way  prominent  film  critics   responded  to  each  film  through  biometric  sensors  and  a  custom  app.  The  emotional  map  from  each   film  was  then  fed  into  facial  electrodes  in  the  MIFF  Emotion  Simulator,  allowing  participants  to  feel  6   key  human  emotions:  happiness,  fear,  sadness,  disgust,  surprise  or  anger.  The  emotional  map  was   condensed  into  1  minute,  and  the  filmed  experience  of  each  participant  was  then  turned  into  an   emotional  trailer  for  each  film.  $30,165,012  in  earned  media  value
  • 54. ©  HUB  Institute  All  rights  reservedHUB  REPORT54 When  Intelligence  meet  Creativity A  fun  way  to  familiarize  with  facial  recognition  for  Alibaba WAZE WHO  ART   YOU Alibaba,  the  Chinese  e-­‐commerce  giant,  wanted  people  to  try  its  facial  recognition   app  which  will  be  used  for  mobile  payment.  People  could  take  a  selfie  and  send  it  to   the  app  so  it  matched  with  a  similar  face  of  3  300  classical  paintings.  
 It  became  the  most  popular  feature  on  Alipay,  the  project  received  10  millions  hits  in   the  first  months,  200+  media  coverage  and  widely  shared  on  WeChat  and  Weibo.
  • 55. ©  HUB  Institute  All  rights  reservedHUB  REPORT55 When  Intelligence  meet  Creativity An  AI-­‐created  film WAZE ECLIPSE   By  Saatchi  &  Saatchi It  put  together  a  different  kind  of  "film  crew"  comprising  AI  programs  including  IBM’s   Watson,  Microsoft's  Ms_Rinna,  Affectiva  facial  recognition  software,  custom  neural  art   technology  and  EEG  data.  Together,  under  the  pseudonym  of  "Anni  Mathison,"  they   produced  the  film  "Eclipse"  (above),  a  striking,  ethereal  music  video  that  looked  like  a   combination  of  special  effects,  photography  and  live-­‐action.  But  Saatchi  didn't  reveal  this  as   the  "artificially  intelligent"  entry  until  the  very  end.
  • 56. ©  HUB  Institute  All  rights  reservedHUB  REPORT56 When  Intelligence  meet  Creativity Turning  Language  into  Data   RELATIVE  INSIGHT START-­‐UP   RELATIVE   INSIGHTS Previously  designed  to  detect  online  criminals  with  their  way  of  talking,  Relative  Insight  is  a   startup  specialized  in  Social  Listening.  It  spots  groups  of  interests  that  have  their  own   language  and  reference  and  reports  it  to  the  company  that  seeks  this  target.  Then,  the   technology  helps  brands  to  adapt  their  language  to  talk  to  these  communities.  Moreover,   Relative  Insight  also  analyses  new  trends  of  language  so  brands  can  already  prepare  the  new   way  of  talking  to  consumers.
  • 57. ©  HUB  Institute  All  rights  reservedHUB  REPORT57 When  Intelligence  meet  Creativity Software  as  an  inspiration  assistant START-­‐UP   INMOJI Mrs  Cray  revolutionizes  creative  brainstorming.  Thanks  to  an  algorithm,  it  feeds  idea   formulation  during  brainstorming  and  helps  discover  new  images,  technologies,   emotions  for  a  creative  brief.  Mrs  Cray  comes  with  IA  and  uses  vocal  recognition  to   understand  straight  away  its  users’  need.  Mrs  Cray  evolves  and  learns  along   brainstormings,  suggesting  more  relevant  ideas  every  new  session.
  • 58. Virtual  Reality  to  enhance   User  Experience5
  • 59. ©  HUB  Institute  All  rights  reservedHUB  REPORT59 Virtual  reality  to  enhance  user  experience #VR  will  transform  Story,  Art  and  Memory   REPLAY
  • 60. ©  HUB  Institute  All  rights  reservedHUB  REPORT60 Virtual  reality  to  enhance  user  experience Overcoming  your  fears  with  VR WAZE #BEFEARLE SS Samsung  Gear  VR  has  decided  to  make  its  technology  useful  to  help  people  with  an  app  that   make  them  live  their  phobia  in  order  to  overcome  them.  Two  scenarios:  the  fear  of  talking  in   public  and  the  fear  of  heights  with  different  levels  to  overcome  them  definitely.  With  the   campaign  #BeFearless,  several  people  have  tried  the  program  and  87%  of  them  reduced   their  fear  of  heights.  The  program  has  been  translated  in  4  different  language  to  spread  it   and  permit  the  use  at  home.  
  • 61. ©  HUB  Institute  All  rights  reservedHUB  REPORT61 Virtual  reality  to  enhance  user  experience Live  a  painting  of  Salvador  Dalí  through  virtual  reality WAZE DREAM  OF   DALI   To  promote  an  exhibit  at  The  Dalí  Museum  in  St.  Petersburg,  Florida,   Goodby  Silverstein  &  Partners  has  designed  a  VR  experience  of  a  Dali   painting.  A  beautiful  experience  available  on  Youtube  360°  ,  already  almost   1  M  views.
  • 62. ©  HUB  Institute  All  rights  reservedHUB  REPORT62 Virtual  reality  to  enhance  user  experience Explore  the  red  planet  in  a  yellow  school  bus Lockheed  Martin   LOKHEED   MARTIN In  a  unique  educational  campaign  from  Lockheed  Martin,  an  ordinary  bus   trip  turns  into  an  incredible  space  journey.  It  is  the  first  VR  group  experience   ever  and  the  first  one  that  do  not  need  goggles  or  headset.  With  a  very   precise  map  of  mars  when  the  bus  goes  right,  it  goes  right  in  Mars.
  • 63. ©  HUB  Institute  All  rights  reservedHUB  REPORT63 Virtual  reality  to  enhance  user  experience The  potential  to  transform  an  entire  industry NEW  YORK  TIMES  VR NY  TIMES   +  VR 1.3  million  of  Google  Cardboard  distributed  and  over  500  000    downloads   of  the  NYT  VR  app,  the  NY  Times  has  successfully  launched  a  new  way  to   inform  with  VR  and  could  be  building  the  future  of  media.
  • 64. ©  HUB  Institute  All  rights  reservedHUB  REPORT64 Virtual  reality  to  enhance  user  experience The  potential  to  transform  an  entire  industry ITW
  • 66. ©  HUB  Institute  All  rights  reservedHUB  REPORT66 Engaging  with  Social  Media   Crash  the  Oscar  and  make  people  dream WAZE #LIVEIN
 THEMOVIE   By  AIRBNB During  the  Oscar,  AirBNB  ask  its  community  to  tell  which  movie  they  want  to  live  in.  AirBNB   got  thousands  of  references  to  match  with  AirBNB  listings.  The  pure  player  generated  more   user-­‐generated  social  conversations  than  any  other  brands  during  the  Oscars.  Moreover   without  any  expensive  television  purchase  and  most  of  all,  without  permission.  A  beautiful   mix  of  creativity  and  data,  managed  with  a  very  effective  CRM.  All  of  this  for  customer   experience.
  • 67. ©  HUB  Institute  All  rights  reservedHUB  REPORT67 Engaging  with  Social  Media   AIRBNB,  from  word-­‐of-­‐mouth  to  advertising ITW
  • 68. ©  HUB  Institute  All  rights  reservedHUB  REPORT68 Engaging  with  Social  Media   Make  your  selfie  wider WAZE GIGA
 SELFIE Australia  Tourism  wanted  to  show  how  beautiful  Australia’s  landscapes  are.  Unfortunately,  tourists  take  selfie   most  of  the  time  and  the  landscape  doesn’t  fit  in.  A  new  service  called  “Giga  Selfie”  allows  tourists  to  take   extremely  wide  selfie  in  specific  spots.  You  just  stand  in  a  point,  you  connect  your  phone  with  the  beacon  115   meters  away  and  then  it  takes  the  selfie  !  The  device  sends  it  to  your  smartphone  and  you  get  both  a  selfie   and  the  landscape.  
 Results  :  Share  +  11%,  Like  +  430%,  news  coverage  in  +  180  countries  and  Japanese  visitors  increased  by  118%   year  on  year.
  • 69. ©  HUB  Institute  All  rights  reservedHUB  REPORT69 Engaging  with  Social  Media   Let’s  grill  competitors  burger WAZE SNAPKING Burger  King  wanted  burger  consumers  to  know  its  tradition  of  flame  grilled  burger.  "Snapking"   invited  Snapchat  users  to  draw  grill  marks  on  images  of  competitor  chains'  patties  and  send   them  to  the  BK  Argentina  account  (@BurgerKingArg).  Those  who  played  received  a  free  voucher   for  the  real  deal.  With  this  UGC  campaign,  consumers  themselves  literally  grilled  Burger  King   competitors  which  is  very  strong  for  the  brand  image.  The  campaign  succeded  to  reach  more   than  4,1  millions  fans  of  other  fast-­‐food  restaurants.
  • 70. ©  HUB  Institute  All  rights  reservedHUB  REPORT70 Engaging  with  Social  Media   Turn  Instagram  posts  into  real  visits WAZE OPERA  SYDNEY   #COMEONIN The  Opera  house  is  the  Australian  most  instagrammed  icon  but  only  1%  who  takes  a  photo   never  go  inside.  The  Sydney  Instagram  account  turned  photos  into  real  time  invitation   through  the  app  and  the  #comeonin.
 In  4  weeks,  over  5  million  saw  the  inside  of  Sydney  Opera.  They  experienced  music,  theatre,   animation  and  so  on.  126  instagrammers  were  invited  and  17  M  impression  generated.
  • 71. ©  HUB  Institute  All  rights  reservedHUB  REPORT Engaging  with  Social  Media   The  first  leasing  that  is  paid  with  test  drive   SMART The  social  media  based  campaign  started  with  an  online  teaser  film.  In  the   next  phase  smart  asked  its  fans  on  facebook  and  twitter  to  participate.   Soon  the  promotion  became  self-­‐spreading  within  the  target  group  and  is   leading  to  numerous  test  drives  all  over  Germany  since  January  2016. 71
  • 72. ©  HUB  Institute  All  rights  reservedHUB  REPORT Engaging  with  Social  Media   The  world's  first  teen  helpline  on  Snapchat Rajshekar   Patil Tean  relationship  abuses  is  common  in  India  and  90%  of  victims  don’t  talk  about  it.   Rajshekar  Patil,  a  Bengaluru-­‐based  advertising  creative  had  the  idea  to  leverage  one  of   the  most  fasting  growing  chat  app  to  create  a  helpline.  Messages  are  deleted  in  10   seconds  giving  victims  a  private  space  to  seek  advice 72
  • 73. ©  HUB  Institute  All  rights  reservedHUB  REPORT73 Engaging  with  Social  Media   Making  brand  chat  more  immersive  and  engaging INMOJI Inmoji  is  a  technology  that  creates  more  interactive  emojis  between  customers  and   brands.  With  the  rise  of  company  chatbots,  messaging  has  become  a  new  playground  for   startups.  Inmoji  makes  emojis  interactive,  more  attractive  and  clickable.  Inmoji  can   improve  discovering  new  products,  getting  offers,  participating  in  loyalty  program  or   online  payment.  Eventually,  the  startup  aims  to  increase  the  consumer  engagement  in   chat.  Starbuck,  NBC  Universal  and  iTunes  already  use  Inmoji  for  their  CRM.
  • 75. ©  HUB  Institute  All  rights  reservedHUB  REPORT75 Surfing  on  humor The  dating  app  for  bacon  lovers WAZE SIZZL After  AlloCougar.com,  PrisonMatch.com,  MarmiteLove.com  and  SuggarDaddy.fr,  Oscar   Mayer,  the  bacon  producer  has  launched  a  specialized  Tinder  like  app  to  for  bacon   lover  to  match  their  soul  mate.  Another  way  to  find  love  with  promoting  bacon  in  a   very  funny  way.  This  campaign  has  gained  very  good  digital  press  coverage.
  • 76. ©  HUB  Institute  All  rights  reservedHUB  REPORT76 Surfing  on  humor Promoting  the  worst  client  ever WAZE CAPTAIN
 RISKY Budget  Direct,  a  low  coast  insurance  introduced  “Captain  Risky”,  typical   client  that  Budget  Direct  doesn’t  want  to  insure  to  keep  its  price  very  low.  A   humoristic  way  to  explain  the  promise  of  Budget  Direct  :  making  sure   customers  only  pay  for  their  own  cover.
  • 77. ©  HUB  Institute  All  rights  reservedHUB  REPORT77 Surfing  on  humor Say  no  to  spotless  glass  with  low  budget WAZE SMUDGE   STICK Windex,  a  glass  cleaner,  has  created  a  Tumblr  and  video  featuring  birds  who   protest  against  spotless  glass.  Indeed,  spotless  glass  is  very  dangerous  when   they  fly  and  they  decided  to  smudge  them  so  they  can  see  them  better.  An   original  and  humoristic  digital  media  campaign  that  increased  sales  up  to  11%   and  almost  2  million  views.
  • 78. ©  HUB  Institute  All  rights  reservedHUB  REPORT78 Surfing  on  humor Meet  the  honorary  Real  Trix  Rabbit WAZE TRIX Trix  changed  its  icon  for  a  real  rabbit.  More  than  7600  rabbits  applied  in  RealTrixRabbitt.   Cinnabun  was  the  chosen  one  !  To  introduce  him  to  consumers,  there  was  a  big  event  :  A   limousine  service  chauffeured  him  to  local  news  stations  before  he  hopped  up  the  red   carpet  at  a  Kroger  store  in  Houston  for  the  ceremony  to  unveil  his  commemorative  Trix  box.   An  Instagram  account  was  created  and  it  counts  almost  10K  followers.  A  way  to  make  its   brand  really  alive.
  • 79. ©  HUB  Institute  All  rights  reservedHUB  REPORT Surfing  on  humor Special  mention  for  the  originality  :  «  The  movie  you  will  never  see  » THE  MOVIE  YOU   WILL  NEVER  SEE   for  COGNAC   LOUIS  XIII Thierry  Frémaux,  the  general  delegate  of  Cannes  Film  Festival,  said“I  hope  that  our  descendants   will  consider  the  movie  100  Years  for  the  Palme  d’Or  at  Cannes  Film  Festival  in  2116.”Directed  by   Robert  Rodriguez  "100  Years",  the  movie  you  will  never  see,  was  inspired  by  the  century  of  careful   craftsmanship  and  patience  it  takes  to  create  each  decanter  of  LOUIS  XIII  Cognac.  One  thousand   guests  from  around  the  world  received  an  exclusive  invitation  to  give  to  their  descendants  to   attend  the  premiere  of  "100  Years  ».  800  press  articles  +  2  millions  views  on  the  teaser 79
  • 80. ©  HUB  Institute  All  rights  reservedHUB  REPORT80 Surfing  on  humor From  humor  to  sadism WAZE SURVIVAL   BILLBOARD Xbox  is  celebrating  the  launch  of  Rise  of  the  Tomb  Raider  in  the  U.K.  by  punishing  eight  Lara   Croft  fans  with  a  sadistic  stunt—forcing  them  to  stand  on  a  billboard  in  London  for  24  hours   and  pelting  them  with  harsh  weather  conditions,  as  voted  for  by  the  public.  The  last  one   standing  wins  a  trip  inspired  by  Rise  of  the  Tomb  Raider.  Tomb  Raider  website  hosted  the   event  and  there  was  a  huge  social  media  engagement  with  the  #SurvivalBillboard  where   people  could  vote  and  react.
  • 82. ©  HUB  Institute  All  rights  reservedHUB  REPORT82 A  proof  of  concept Call  a  random  Sweden  to  get  an  unfiltered  view  of  Swedish  Life The  Swedish  Tourist  Association  launched  "The  Swedish  Number"  an  actual  phone  number  people  from  all  over  the  world  can  dial  to  speak  with  a  random  Swedish  person.  The  marketing  gimmick  is  meant  to  celebrate  the  250th  anniversary  of   the  country's  abolishment  of  censorship  and  to  educate  foreigners  about  the  Scandinavian  country  and  the  people  who  live  there.  So  far,  over  17,000  people  from  across  the  globe  have  called  the  hotline,  expecting  to  speak  to   Swedish  people  who,  without  any  training  or  instructions,  have  agreed  to  talk  to  strangers  about  their  homeland.   THE  SWEDISH  NUMBER   Sweden  just  became  the  first  country  in  the  world  with  its  very  own  telephone  number.  "The   Swedish  Number,"  which  you  can  call  at  +46  771  793  336,  connects  callers  from  around  the   world  with  random  Swedes  who  have  signed  up  to  be  de  facto  ambassadors—but  who've   received  no  training  whatsoever,  and  have  been  given  no  instructions  about  what  to  say
  • 83. ©  HUB  Institute  All  rights  reservedHUB  REPORT83 A  proof  of  concept Revealing  revamped  product,  50  million  box  sold  later. WAZE IT  HAS   CHANGED
 BUT  IT  HASN’T Last  April,  Kraft  Heinz  announced  it  would  remove  artificial  flavors,  preservatives  and   dyes  from  its  iconic  Blue  Box,  and  did  exactly  that  in  December.  The  new  recipe’s   taste,  texture  and  appearance  are  so  similar  that  virtually  no  one  noticed.  3  months   and  50  million  box  sold  later,  Kraft  Heinz  could  announce  it.  Discretion  is  the  best   buzz.
  • 84. ©  HUB  Institute  All  rights  reservedHUB  REPORT84 A  proof  of  concept Introducing  Telepresence  robot  without  awareness  or  budget WAZE LUCY  THE   ROBOT Double  Robotics  wanted  to  launch  into  the  Australian  market  with  its  Double  telepresence  robot.  The  device   allows  a  remote  user  to  control  the  robot  from  the  comfort  of  their  home  or  office,  and  to  interact  with  the   world  via  video  and  audio  devices.  It  decided  to  launch  it  in  the  queue  for  the  iPhone  6s  launch.  The  core  of   this  event  was  to  make  the  robot  looking  cool.  So  they  let  the  robot  buys  an  iPhone  6s  under  the  identity  of   Lucy  Kelly,  strong  and  innovative  women  who  didn’t  want  to  stand  in  the  queue  in  a  rainy  day.
 Results  :  4  000  stories  total,  $73  million  media  value,  $44  million  sales  opportunity.
  • 85. ©  HUB  Institute  All  rights  reservedHUB  REPORT85 Proof  of  concept Experiencing  as  a  proof  :  authentic  grandma  meals  delivered  at  home WAZE SAUSAGE  NONNAS   X   UBER A  Johnsonville  ad  campaign  :  The  sausage  productor  Sausage  Nonnas  has  made  a   partnership  with  UBER  in  order  to  deliver  home  made  sausage  throughout  the  city  of   Chicago.  3  “nonnas”  were  transported  in  tiny  house  to  convey  the  image  of   homemade  meals  and  delivered  their  specialities  like  a  food  truck  at  home.  A  website   created,  several  videos  and  good  press  coverage.
  • 86. ©  HUB  Institute  All  rights  reservedHUB  REPORT86 A  proof  of  concept A  demonstration  of  Machine  Learning  power   AlphaGo,  a  computing  system  that  for  the  first  time  beat  the  best  human  player  at  Go,  an  ancient  game  that  is  much  more  complex  than  chess.  The  Artificial  Intelligence  system   was  developed  in  the  U.K.  by  DeepMind,  a  company  acquired  by  Google  in  2014. ALPHAGO On  March  19,  2016,  the  strongest  Go  player  in  the  world,  Lee  Sedol,  sits  down  for  a   game  against  Google  DeepMind’s  artificial-­‐intelligence  program,  AlphaGo.  livestream   on  YouTube,  and  100,000  people  are  watching.  The  important  thing  to  take  away  from   this  series  is  not  that  DeepMind’s  AI  can  learn  to  conquer  Go,  but  that  by  extension  it   can  learn  to  conquer  anything  easier  than  Go—which  amounts  to  a  lot  of  things.
  • 87. ©  HUB  Institute  All  rights  reservedHUB  REPORT87 A  proof  of  concept Making  Breath  Disabled  people  sing To  praise  the  quality  of  his  breathing  apparatus,  Philips  has  set  up  a  choir  with  aspiring  artists  who  all  respiratory  conditions.  A  breathtaking  performance BREATHLESS   CHOIRS  BY   PHILIPS It  tells  the  story  of  a  group  of  people  whose  breathing  disabilities  had  gotten  in   the  way  of  their  love  of  singing.  Philips  and  its  agency  chronicled  their  journey   to  learn  new  techniques  to  save  breath  while  singing,  and  ultimately  perform   at  the  Apollo  Theater  in  Harlem.  The  campaign  was  part  of  an  effort  to   promote  a  medical  device  called  SimplyGo  Mini.
  • 89. ©  HUB  Institute  All  rights  reservedHUB  REPORT89 Top  French  Agencies  @CannesLions2016 #1#2 #3 3  Gold  Lions   4  Silver  Lions   2  Bronze  Lions   3  Gold  Lions   2  Silver  Lions   2  Bronze  Lions   1  Grand  Prix   1  Gold  Lions   3  Silver  Lions  
  • 90. ©  HUB  Institute  All  rights  reservedHUB  REPORT90 Top  French  Agencies  @CannesLions2016
  • 91. ©  HUB  Institute  All  rights  reservedHUB  REPORT91 Trends  of  Cannes  Lions  by  Havas  Media  Group
  • 92. ©  HUB  Institute  All  rights  reservedHUB  REPORT92 Trends  of  Cannes  Lions  by  TBWA
  • 93. ©  HUB  Institute  All  rights  reservedHUB  REPORT93 Grands  Prix  2016 Campaign  :  The  Next  Rembrandt    Client  :  ING   –Agency  :  JWT  Amsterdam  – Country:  Netherlands   Campaign  :  Justino  –  Client  :  Loterias  y   apuestas  del  estado  –  Agency  :  Leo  Burnett   –Country:  Spain   CYBER   Campaign  :  Deepmind  Alpha  Go  –  Client  :  Google  Deepmind  – Agency  :  Google  Deepmind  –Country:  England INNOVATION   Campaign  :  McWhopper  –  Client  :  Burger  King  –Agency  :  Y&R  NZ   Auckland  –  Country:  New-­‐Zealand  MEDIA   Campaign  :  NYT  VR  –  Client  :  Google,  GE,  Mini,  New  York  Times  –  Agency:  T  Brand  Studio  –Country:  USAMOBILE   Campaign  :  Because  Recollection  –  Client  :  Because  Music  – Agency  :  84.Paris  –  Country  :  FranceDIGITAL  CRAFT   Campaign  :  Life  is  Electric  –  Client  :  Panasonic  –  Agency  :  Dentsu  Inc   Tokyo  –  Country  :  JaponDESIGN  
  • 94. ©  HUB  Institute  All  rights  reservedHUB  REPORT94 Grands  Prix  2016 OUTDOOR Campaign  :  Brewtroleum  –  Client  :  Heineken  –  Agency  :  Colenso   BBDO  Auckland  –  Country:  New-­‐Zealand PR   Campagign  :  The  Organic  Effect  –  Client  :  Coop  – Agency  :  FORSMAN  &  BODENFORS  –  Country:  Sweden   PRODUCT  DESIGN Campaign  :  Jacquard  –  Client  :  Google  –  Agency  :  Google   Creative  Lab  –  Country:  England   Campaign  :  Monty’s  Christmas  –  Client  :  John  Lewis  – Agency:  Adam  &  Eve  DDB  -­‐  Country:  England CREATIVE   EFFECTIVENESS   DIRECT   Campaign:  Sweden  Number–  Client  :  Swedish  Tourism   Association  –  Agency  :  INGO  Stockholm  –  Country  :  Sweden GLASS   Campaign  :  6  pack  band  –  Client  :  Hindustan  Unilever  – Agency  :  Mindshare  Mumbai  –Country:  India  
  • 95. ©  HUB  Institute  All  rights  reservedHUB  REPORT95 Grands  Prix  2016 Campaign  :  Man  Boobs  –  Client  :  MACMA  –  Agency  :  David  – Country:  Argentine PRINT  &   PUBLISHING   Campaign  :  McWhopper  –  Client  :  Burger  King  –  Agency  :  Y&R   Auckland  –  Country  :  New-­‐Zeland   Campaign  :  #OPTOUTSIDE  –  Client  :  REI  –  Agency  :  Venables   Bell  &  Partners  San  Francisco  –Country:  USA   PROMO  &   ACTIVATON   RADIO   Campaign  :  The  Everyman  Meal-­‐  Client  :  KFC  –  Agency  :  Ogilvy  &   Mather  Johannesburg  –  Country  :  AfSouth  Africa HEALTH  &     WELLNESS   Campaign  :  Project  Literacy  –  Client  :  Pearson  –  Agency  :  FCB   Inferno  London  –  Country:  England   PHARMA   Campaign  :  Breathless  Choir  –  Client  :  Philips  –  Agency  :  Ogilvy  &   Mather  –  Country  :  Angleterre   GRAND  PRIX  FOR   GOOD  
  • 97. ©  HUB  Institute  All  rights  reservedHUB  REPORT97 FUTURE  LIONS  2016   In  collaboration  with  Cannes   Lions  International  Festival  of   Creativity,  Future  Lions  is  the   annual  worldwide  competition   that  challenges  students  to  create   the  future.  Future  Lions  is  AKQA's   annual  initiative  that  celebrates   bold  and  progressive  ideas  from   students  all  over  the  world.     The  brief  is  simple:  connect  an   audience  of  your  choosing  to  a   product  or  service  from  a  global   brand  in  a  way  that  wasn’t   possible  three  years  ago. http://www.futurelions.com/
  • 98. ©  HUB  Institute  All  rights  reservedHUB  REPORT98 Future  Lions  Winners  2016   An  AI  voice  interface  that  helps  seniors  to  combat  loneliness  and  isolation. AMAZON   EMMA two  students  from  VCU  Brandcenter  School  (  USA)  were  awarded  the   Future  Lions  2016  for  their  artificial  intelligence  Amazon  Emma  .   Using  Amazon  Echo  technology,  this  IA  is  able  to  hold  a  conversation,   to  provide  information  and  even  anticipate  the  needs  of  the  user.
  • 99. ©  HUB  Institute  All  rights  reservedHUB  REPORT99 Future  Lions  Winners  2016   Learning  new  language  thanks  to  music MUSIC
 SPEAKS As  the  biggest  streaming  music  service  in  the  world,  Spotify  has  plenty  of  songs  in   different  languages.  It  has  launched  ”Music  Speaks”  a  service  that  allows  to  learn  new   language  through  music  (because  we  memorize  better  in  a  specific  context)  :  You  scan   words  you  want  in  a  musical  context  and  Spotify  suggest  songs  and  playlist  where  these   words  appear.  The  app  can  reach  more  almost  60  languages.
  • 100. ©  HUB  Institute  All  rights  reservedHUB  REPORT100 Future  Lions  Winners  2016   When  the  fridge  prevents  from  food  waste IKEA
 HÅLLBAR IKEA  nit  just  only  provides  furniture,  it  wants  this  furniture  to  be  smart.  Then  it  created   IKEA  Hallbar,  a  smart  sensor  that  analyses  bacteria  growth  in  food.  Depending  on  it,  a  dot   changes  color  and  show  how  much  times  does  it  remain  to  eat  it.  An  app  is  connected  to   the  sensor  to  follow  in  real  time  food  expiration  and  inform  the  user  what  to  eat  in   priority.  
  • 101. ©  HUB  Institute  All  rights  reservedHUB  REPORT101 Future  Lions  Winners  2016   Reading  books  through  Messenger PENGUIN
 BOOK Why  does  not  simply  embed  books  straight  on  Messenger?    If  kids  read  less  books  and   spend  more  time  in  front  of  screens,  sending  text  and  chatting,  they  still  have  the  interest   of  reading.  Pinguin  has  decided  to  reach  kids  interest  where  it  is  located  :  mobile.  Penguin   sends  book  extracts  to  kids  and  teenagers  and  they  can  reply  like  a  friend  conversation.
  • 102. ©  HUB  Institute  All  rights  reservedHUB  REPORT102 Future  Lions  Winners  2016   Lego  creation  never  ends LEGO
 GENERATOR Creativity  is  endless  with  Lego.  Lego  Generator  proves  it  by  suggesting   constructions  according  to  the  bricks  you  own  and  you  want  to  recycle.  Consumer   gives  the  bricks,  a  machine  recognize  object  and  create  new  constructions.  A  way  to   reboost  creativity  and  making  upsell  :  if  some  bricks  are  missing,  consumer  can  buy   some.
  • 104. ©  HUB  Institute  All  rights  reservedHUB  REPORT Don’t  miss  the  essential  synthesis  of  Cannes  Lions  at  the  conference #HUBDAY  Future  of  Video,  Data  &  Creativity 104
  • 105. ©  HUB  Institute  All  rights  reservedHUB  REPORT105 DISCOVER  OUR  EXECUTIVE  TRIPS  AT  THE  FOREFRONT  OF  INNOVATION Discover  the  best  of  the  latest  trends  &  Meet  the  most  innovative  companies READ MORE
  • 106. ©  HUB  Institute  All  rights  reservedHUB  REPORT106 DISCOVER  OUR  TRENDREPORTS READ MORE 106
  • 107. ©  HUB  Institute  All  rights  reservedHUB  REPORT107 THE  HUB  INSTITUTE  TEAM  @CANNESLIONS Let’s keep in touch VINCENT DUCREY CO-FOUNDER @vincent_ducrey CO-FOUNDER @emmanuelvivier EMMANUEL VIVIER ASSOCIATE DIRECTOR perle.bagot@hubinstitute.com CHARLOTTE DAUCHEZ CONTENT MANAGER charlotte.dauchez@hubinstitute.com MATHIEU FLAIG HEAD OF TRAINING mathieu.flaig@hubinstitute.com WWWHUBINSTITUTE.COM /HUBINSTITUTE @HUBINSTITUTE PERLE BAGOT