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[ETUDE] Future of Video, Data & Creativity #CannesLions 2017

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Discover 8 trends of Data, Video & Creativity from Cannes Lions 2017.
HUB Institute is an international digital think-tank based in Paris. To learn more : hubinstitute.com

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[ETUDE] Future of Video, Data & Creativity #CannesLions 2017

  1. 1. 1 HUBREPORT CANNES LIONS 2017 HUB REPORT 8 TRENDS OF DATA, VIDEO & CREATIVITY #CANNESLIONS2017
  2. 2. 2 Découvrez la version intégrale du HUB REPORT ! • Un rapport multimédia de 300 slides • Les 90 campagnes et experiences digitales de l'année détaillées et leurs résultats • 8 grandes tendances Vidéo, data & créativité. • Les grandes annonces et les signaux faibles des Cannes Lions analysées • Des interviews d'experts, grandes marques et agences
  3. 3. GO TO DOWNLOAD THIS REPORT JUST CLICK HERE
  4. 4. 4 CANNES LIONS 2017 - KEY FIGURES 17th - 24th of June 15.000 visitors 41.170 advertising works sent 24 categories
  5. 5. 5 TOP WORLDWIDE AGENCY AWARD 2017 McCann, New York 1 2 3 Clemenger BBDO, Melbourne ALMAPBBDO, Sao Paolo
  6. 6. 6 TOP FRENCH AGENCIES 2017 1. BETC : 29 Lions - 6 Gold, 12 Silver, 11 Bronze 2. TBWA : 10 Lions - 1 Gold, 6 Silver, 3 Bronze 3. DDB Paris : 10 Lions - 1 Gold, 2 Silver, 7 Bronze 4. Publicis Conseil / Nurun : 8 Lions - 1 Gold, 3 Silver, 4 Bronze 5. Romance : 5 Lions - 1 Silver, 4 Bronze
  7. 7. 7 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING BRANDS VR / AR
  8. 8. 8 IN THIS REPORT BEST CAMPAIGNS & CONNECTED EXPERIENCES TO DISCOVER 90
  9. 9. 9 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING BRANDS VR / AR
  10. 10. 10 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLING 1
  11. 11. 11 The Art of Storytelling Lyft + John Kahrs / June WHAT WHY RESULTS Lyft is the 2nd biggest rideshare company in the US. Inspired by real stories from the Lyft community, June is a 7 minute animated short film that follows June, a lonely widow who is inspired to start sharing the ride and sharing her life too. A video that aims to change the perception that on-demand transportation is rarely more than an impersonal transaction. • 15 million views • 300 million earned and paid media impressions.
  12. 12. 12 8 tendances @CannesLions 2017 POWERED BY DATA & AI WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING BRANDS VR / AR
  13. 13. 13 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLING SMART ADS FOR SMART CONSUMERS 2
  14. 14. 14 Smart Ads for Smart Consumers Mattessons Fridge Raiders - #Huntthehacker WHAT WHY RESULTS The "#Huntthehacker" pitch : six prominent YouTube gaming personalities had their channels "hacked" by a very bad guy. Players were then invited to solve a series of coding challenges to reveal the identity of the villain. Once they have completed all the challenges, they discover with surprise that they have actually earned an accredited coding certificate: Level 1 in programming language python, accredited by Makers Academy, one of the Europe’s leading coding College. Hacking entertainment into… EDUCATION : aimed to exploit kids' interest in playing video games and turn it into an educational opportunity • 20 million of views • 77 000 coding lessons undertaken > 3800 classrooms • Campaign picked up by schools for extra curricular homework • HElping 1 student secure full time employment as a coder
  15. 15. 15 8 tendances #CANNESLIONS2017 POWERED BY DATA & AI WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS L’ART DU STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING BRANDS VR / AR
  16. 16. 16 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLINGBRINGING PEOPLE TOGETHER 3
  17. 17. 17 WHAT WHY RESULTS Heineken - Worlds Apart Bringing People Together 6 real people are meeting for the first time in a hangar for an experiment, each « couple » is given some flatpack furniture to assemble a table, and after a bar, and a questionnaire to complete together. At the end of the experiment, they watch a short film in which their partner’s opposing point of view – that climate change is “total piffle”; that women “need to remember we need you to have our children”– is revealed. Heineken is posing an ultimatum : to go, or “stay and discuss your differences over a beer”. Discover their reaction ! The people in the Worlds Apart clip are engaging and relatable; the role played by Heineken – as a friendly facilitator of difficult conversations – is relevant and unforced. 17,7M views 625 articles published 324 000 engagements 3 billion impressions
  18. 18. 18 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLINGPOWERED BY DATA & AI 4
  19. 19. 19 Powered by Data & AI IKEA Retail Therapy - SEO-Focused approach to promoting some of Ikea’s wares WHAT WHY RESULTS Global earned media reach 175 million Click through rate 16% (vs 0,17% en oyenne) 100 000 positive shares 550 blogs & 500 newspaperss, magazine and TV channels wrote about the campaign The campaign increased sales of some of these products by over 25% • IKEA furniture in the everyday life of consumers • Make the brand speak by playing on the emotion • To improve the SEO of the site IKEA To promote some of its products, the furniture giant, IKEA imagined a campaign focused on customer relationship and SEO. The brand simply put a new website online by replacing the name of some products with the Google search queries most wanted by internet users.
  20. 20. 20 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLING BE FUN BE SURPRISING 5
  21. 21. 21 Be Fun, Be Surprising MailChimp - Did you mean mailchimp ? - Play on the pronunciation of the brand name WHAT WHY RESULTS • 29% Mailchimp visits • 3.8 % organic searches • 775.3 M total impressions • 3.52 M earned results In mid-January, MailChimp launched its first major campaign titled "Did You Mean ...? "Imagined by Droga5, an independent agency. The entire campaign revolves around a series of 3 UFO commercials: MailShrimp, KaleLimp and JailBlimp. The whole thing was thought like a release of real films in the cinema with the creation of posters and mini-sites dedicated. Led by the English duo The Sacred Egg, the film trilogy is both strange, absurd and brilliant. In this new campaign, Droga5 wished to capitalize on a highlight in the history of the brand while having fun because people often encounter difficulties in pronouncing his name. • Transmit a cool and funky image of the brand MailChimp • Make the viewer curious to get more information about MailChimp • Capitalize on a highlight of the brand’s history : having fun with the fact that customers have trouble pronouncing « mailcchimp ».
  22. 22. 22 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLING WHEN BRANDS IMPROVE OUR DAILY LIVES 6
  23. 23. 23 When brands improve our daily lives Fight the widely held idea that infertility is only due to women. WHAT WHY RESULTS The Cannes Lions Mobile Jury bestowed the Grand Prix on Seem : an app from Recruit Lifestyle Co. that allows men to test their sperm quality with their mobile phones. The Seem system comes with a kit that includes a tiny lens that can affixed to a mobile phone. Men put a drop of semen on the lens, and the app will shoot video of the sperm and analyze it for count, concentration and mobility. Dentsu Y&R Tokyo also created the "The Family Way" short film promoting the system. n°1 selling healthcare kit on amazon.co.jp 30 million media impressions 71% showed intention to use Seem 33% men who used Seem visited a clinic as a result Recruit Lifestyle Co. - The Sperm Testing Mobile Kit
  24. 24. 24 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD 7
  25. 25. 25 #ADFORGOOD #TECHFORGOOD SickKids Foundation - SickKids VS: Undeniable WHAT WHY RESULTS Sickkids foundation decided to stop acting like a charity and start acting like a performance brand, in the vein of Nike and Under Armor. The new campaign, SickKids VS, radically changed the tone, calling out our enemies and putting them on notice. We chose toughness over tears, instead focusing on the fierce fighting spirit of our patients, and the unrelenting drive of our doctors and nurses. And instead of asking donors to « help us », we asked them to « fund the fight ». • Bringing donations from a wider audience • Grow philanthropic support to bring hope and healing to children with another tone • Most successful campaign in the Hospital’s 143 year history, raising $57,9 million in three months. • Online donation revenue + 695% • +63% increase in average donation $ • + 8millions views
  26. 26. 26 HUBREPORT CANNES LIONS 2017 POWERED BY DATA & AI BRANDS VR / AR WHEN BRANDS IMPROVE OUR DAILY LIVES BRINGING PEOPLE TOGETHER SMART AD FOR SMART CONSUMERS THE ART OF STORYTELLING ADFORGOOD TECHFORGOOD BE FUN BE SURPRISING THE ART OF STORYTELLINGBRANDS AR/VR 8
  27. 27. 27 Brands VR/AR Transport Accident Commission - Meet Graham, the perfect man to survive road accidents WHAT WHY RESULTS • 1.2 Billion impressions in the first week • 33 M campaign views in 24 hours • 89% campaign message recall • #1 trending topic (Facebook, Twitter, Reddit) "Graham" is the epitome of a road safety awareness campaign in Victoria, Australia. Created by Australian artist Patricia Piccinini, in collaboration with a trauma surgeon and an expert in road accidents, this sculpture depicts a human being who has evolved to become resistant to road accidents: a head without neck, ribs Reinforced, a barely visible nose ... Yet, Graham would not survive all types of accidents: if he was a pedestrian, a shock with a car would kill him, even at low speed. • To make motorists aware of the fragility of the human body
  28. 28. 28 DISCOVER OUR SELECTION OF 24 CANNES LIONS 2017 STARTUPS TO WATCH
  29. 29. GO TO DOWNLOAD THIS REPORT JUST CLICK HERE
  30. 30. 30 DISCOVER OUR HUBREPORTS ! MORE THAN 15 A Charlotte Dauchez Content Manager charlotte.dauchez@hubinstitute.com
  31. 31. 31 THE HUB INSTITUTE IS AN INTERNATIONAL DIGITAL THINK TANK HUBINSTITUTE.COM
  32. 32. 32 HUBKLUB : JOIN THE DIGITAL LEADERS CLUB PERLE BAGOT ASSOCIATE DIRECTOR Perle.bagot@hubinstitute.com Access to conferences, trend reports, books, networking events More than 45 major brands are already members!
  33. 33. 33 HUBLAB: THE HUB INSTITUTE OPENS ITS INNOVATION & DIGITAL TRANSFORMATION CENTER. For its 5th year anniversary, the Think-Tank HUB Institute accelerates its development with the opening of the first center dedicated to digital innovation and transformation. This 600m2 space, in the heart of Paris, Place Saint Augustin in the 8th arrondissement  will regularly welcome major corporations in full transformation, startups & innovation players to share & collaborate. This Lab, punctuated by meetings, events and workshops, represents an exceptional opportunity to mix co- innovation between large groups and open innovation with the most innovative startups. Demonstration spaces will allow managers to better understand  the innovations, products and services developed in the market: connected objects, vocal assistants, VR helmets... A 5 story mansion to better accompany and welcome professionals, designed to be a unique place of life, experience and exchanges!

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