CANNE:2014
A SUMMARY OF THIS YEARS WINNERS
INNOVATION
“POINTS”
THE MOST ADVANCED SIGN
ON EARTH
AGENCY: BREAKFAST,
New York, USA
“FIAT LIVE STORE”
FIAT CARS
AGENCY: C...
MEDIA
CHALLENGE:
Inspire teens with a strong message of happiness that would
link them emotionally with the brand.
INSIGHT...
DESIGN
CHALLENGE:
Redesigning a festival brand — whose program ranges
from the classical to the Avant Garde — it was impor...
DIRECT
CHALLENGE:
Raise awareness of the breadth of destinations offered by
British Airways, their new routes and frequenc...
OUTDOOR
DESIGN:
Handcrafted using rhinestones, sequins, studs, leather,
denim and fur.
RESULTS:
• Over 62 Million media im...
RADIO
THE IDEA:
Each ad is a loud pep talk given by an unnamed announcer
to someone who is in a situation that demands he ...
PROMO + ACTIVATION
“TROJAN MAILING”
DHL POSTAL DELIVERY
AGENCY: JUNG von MATT
Stuttgart, GERMANY
“THESOCIALSWIPE”
BISCHÖFL...
MOBILE
CHALLENGE:
The campaign’s main goal was to win new consumers for
NIVEA SUN KIDS. The message should reinforce the p...
CREATIVE EFFECTIVENESS
CHALLENGE:
The trains hardest to fill are those travelling against commuter
traffic and those in th...
PUBLIC RELATIONS
CHALLENGE:
• Establish Chipotle as a thought leader around food issues
and raise awareness of the company...
CYBER
CHALLENGE:
Pharrell Williams was well known for his collaboration with
Daft Punk and Robin Thicke, but the sales of ...
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Canne 2014

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Canne 2014

  1. 1. CANNE:2014 A SUMMARY OF THIS YEARS WINNERS
  2. 2. INNOVATION “POINTS” THE MOST ADVANCED SIGN ON EARTH AGENCY: BREAKFAST, New York, USA “FIAT LIVE STORE” FIAT CARS AGENCY: CLICK ISOBAR, São Paulo BRAZIL “BABOLAT PLAY” CONNECTED RACKET AND SOCIAL (TENNIS) PLATFORM AGENCY: OGILVY France Paris, France “MEGAFACES - MEGAFON SOCHI OLYMPIC PAVILION” AGENCY: MEGAFON Moscow, RUSSIA INNOVATION- GOLD LION INNOVATION- GRAND PRIX An inspiring example of how the elements of the digital age can find their physical embodiment CHALLENGE: MegaFon, the general partner of the 2014 Winter Olympics in Sochi needed to reinforce its customers loyalty and mobile internet usage as well as to stimulate mobile internet trial by other network customers. THE IDEA: The 2,000 sqm Pavilion featured the world’s first large scale LED kinetic façade, becoming a digital Mount Rushmore. Customers around Russia and visitors to the Olympic Park had their faces photographed and transferred to the Pavilion façade. THE RESULTS: • More than 400 news articles in the Russian media and over 600 articles in international media • 140,000 participants’ faces shown throughout the Games and more than 100,000 posts and tweets
  3. 3. MEDIA CHALLENGE: Inspire teens with a strong message of happiness that would link them emotionally with the brand. INSIGHT: We detected that despite Peru’s economic growth and pride, Peruvians were not happy, and this was shown in in the most basic form of expression: they were not smiling in their IDs, even when there’s no law that forbids them to. IDEA: We found an opportunity to spread happiness all across the country with a simple but significant action to make a difference: encourage Peruvians to smile in their IDs. RESULTS: • 1.3 million shares on social networks • 58% of awareness and 75% associated it with Coca-Cola • 90%of new IDs in the first month were happy IDs. • 62%of Peruvians intend to get a Happy ID “MAGIC OF FLYING” BRITISH AIRWAYS AGENCY: OGILVYONE LONDON, U.K “NIVEASUNKIDS-PROTECTIONAD” NIVEA AGENCY: FCB BRASIL São Paulo BRAZIL “KAN KHAJURA TESAN” HINDUSTAN UNILEVER WORLDWIDE AGENCY: PHD INDIA, Mumbai INDIA “HAPPY ID” THE COCA-COLA COMPANY AGENCY: McCANN, LIMA, PERU MEDIA- GOLD LION MEDIA- GRAND PRIX one of our more challenging targets was teens. Our brand´s engagement indicators were below our expectations and we needed to impact especially in this target.
  4. 4. DESIGN CHALLENGE: Redesigning a festival brand — whose program ranges from the classical to the Avant Garde — it was important to create a playful, versatile platform, that spoke to different audiences in a unified voice, yet allowed for individuality in content and appearance. IDEA: Looking to bridge musical & visual language, we started with what they both had in common: being constructed from a single fundamental element — a note & a pixel. Using this singular element to build the iconic ‘F’ logo — like a chord constructed of various notes — we established a mathematical system that allows the logo to grow, subdivide and rhythmically repeat like musical units creating a beat or tempo. By visualising music through modular systems, we created an identity that is strong and flexible — with endless possibilities — yet never looses brand recognition. A logo that is both a traditional logo, and a living identity. “THE BEAUTIFUL BLACK LIST” YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO AGENCY: DENTSU, JAPAN “PAPERPRISON” MANDELAPOSTERPROJECT AGENCY: INTERBRAND, NEW YORK, USA “MOTHER BOOK” KISHOKAI MEDICAL CORPORATION AGENCY: DENTSU, Nagoya JAPAN BERGEN INTERNATIONAL FESTIVAL BRAND CAMPAIGN AGENCY: ANTI BERGEN, NORWAY DESIGN- GOLD LION DESIGN- GRAND PRIX We wanted to use music as a starting point for the identity, that would allow for playfulness and structure within the established systems and mathematics that music contains.
  5. 5. DIRECT CHALLENGE: Raise awareness of the breadth of destinations offered by British Airways, their new routes and frequency of flights. IDEA: We built the world’s first billboards that reacted to BA planes flying overhead. Using a special ADSB antenna, we read every aircraft’s transponder data within 200km. The ads displayed real flight data: the flight number and where the plane was flying from. Dynamic retail messaging was matched to each route too. People were driven to the ‘Look Up#’ site where they could find out more about the poster and explore the destinations and even weather reports, and then book a flight. RESULTS: • Increased traffic to BA.com by 75,000+ unique visits. • Over 1 Million YouTube views. • Global Reach: over 350 million. “ALMOST IDENTICAL” MONDELEZ INTERNATIONAL AGENCY: DEL CAMPO / SAATCHI & SAATCHI Buenos Aires, ARGENTINA “DEARFUTUREMOM” WORLDDOWNSYNDROMEDAY AGENCY: SAATCHI & SAATCHI MILAN, ITALY “MILKA LAST SQUARE” MONDELEZ INTERNATIONAL AGENCY: BUZZMAN Paris, FRANCE “MAGIC OF FLYING” BRITISH AIRWAYS AGENCY: OGILVYONE LONDON, U.K DIRECT- GOLD LION DIRECT- GRAND PRIX We targeted every moment a BA plane flew overhead, raising awareness of the huge variety of destinations. This captured people’s imaginations and inspired them to book a flight.
  6. 6. OUTDOOR DESIGN: Handcrafted using rhinestones, sequins, studs, leather, denim and fur. RESULTS: • Over 62 Million media impressions •NewscoverageacrosseverycommercialTVchannelinAustralia • International media in 70+ countries “KETCHUP” UNILEVER- MARMITE AGENCY: ADAM&EVEDDB London, U.K “DEARFUTUREMOM” WORLDDOWNSYNDROMEDAY AGENCY: SAATCHI & SAATCHI MILAN, ITALY “RENOVATED BILLBOARDS” OBI AGENCY: JUNG von MATT Hamburg, GERMANY “ANZ GAYTMS” ANZ BANK AGENCY: WHYBINTBWA MELBOURNE, AUSTRALIA OUTDOOR- GOLD LION OUTDOOR- GRAND PRIX ANZ Bank is the principal sponsor of the Sydney Gay and Lesbian Mardi Gras. So, to show ANZ’s support, we transformed the bank’s inner-Syndey ATMs into dazzling GAYTMs.
  7. 7. RADIO THE IDEA: Each ad is a loud pep talk given by an unnamed announcer to someone who is in a situation that demands he or she perk up and get energetic. The situations included being at an Enrique Iglesias concert, a children’s party, and a PowerPoint presentation/ conference call at work. The ads featured a loud, strong voice, aided with background sounds that represented the situation, and a strong script. “LIFE & DEATH IN NYC” MAGNUM AGENCY: LOLA Madrid, SPAIN “HAPPY” TODOMEJORAFOUNDATION AGENCY: TBWAFREDERICK Santiago, CHILE “LEBEAU” + “PEDRO” + “TIMMY” COMMERCIAL INSURANCE AGENCY: IMPACT BBDO Dubai, UNITED ARAB EMIRATES 1. “TELECONFERENCE” 2. “KIDS PARTY” 3. “ENRIQUE CONCERT” LUCOZADE ENERGY DRINK AGENCY: OGILVY & MATHER JOHANNESBURG, S.A RADIO- GOLD LION RADIO- GRAND PRIX You are gonna scroll back to slide 1 and you are gonna do the presentation AGAIN! WITH ENERGY! WITH LUCOZADE!
  8. 8. PROMO + ACTIVATION “TROJAN MAILING” DHL POSTAL DELIVERY AGENCY: JUNG von MATT Stuttgart, GERMANY “THESOCIALSWIPE” BISCHÖFLICHES HILFSWERK MISEREOR AGENCY: KOLLE REBBE Hamburg, GERMANY “BENTLEY BURIAL” ABTO - BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION AGENCY:LEOBURNETTTAILORMADE São Paulo, BRAZIL PROMO + ACTIVATION- GOLD LION PROMO + ACTIVATION- GRAND PRIX CHALLENGE: To creative a memorable and multi-platform Christmas campaign that cut through the other noise of Christmas in a creative and engaging way. THE IDEA: We invented a new line of products for the festive season: The “Sorry I Spent it on Myself Gift Collection”. A range of budget presents that we created so people could spend less on others and more on themselves. The range was available at all Harvey Nichols stores across the UK, as well as online. And for the truly selfish, we created a free downloadable Christmas card. The range was announced to the public with a print campaign as well as a range film online. On launch day we seeded a film online, in store and in cinemas. RESULTS: • 26,000 presents sold out within three days • Harvey Nichols went on to have one of their best years to date. “SORRY I SPENT IT ON MYSELF” HARVEY NICHOLS CHRISTMAS AGENCY: ADAM&EVEDDB London, U.K We created a range of budget presents so people could spend less on others and more on themselves.
  9. 9. MOBILE CHALLENGE: The campaign’s main goal was to win new consumers for NIVEA SUN KIDS. The message should reinforce the product’s main attribute: protection. THE IDEA: We developed the app NIVEA PROTECTS. An app made for an ad. But different from any app already made for an ad, this app was actually an extension of it. Intuitive and didactic, it monitored the ad’s displacement when it was on the child’s arm. All that was needed was downloading the app on App Store or Google Play, pair the bracelet, identify the child and choose the distance where they could go. If distance was exceeded, an alert was sent by the app. With radar, it was possible to see if parents were getting nearer or further from children. RESULTS: • 10 press articles and 40 digital ones. • Even with the closed magazine, the ad remained on parents’ cell phones and children’s arms for a long time. • For the first time, NIVEA SUN KIDS was the segment’s sales leader, with a 62% increase in Rio de Janeiro • 8 in every 10 people impacted by the ad downloaded “OFFLINE BOOK” MATH PAPER PRESS AGENCY: DDB SINGAPORE SINGAPORE “MINUTEOFSILENCE” RSLAUSTRALIA-ANZACAPPEAL AGENCY: DDB GROUP MELBOURNE, AUSTRALIA “THE KAN KHAJURA STATION” UNILEVER INDIA AGENCY: LOWE AND PARTNERS Mumbai, INDIA “PROTECTION AD” NIVEA AGENCY: FCB BRASIL São Paulo, BRAZIL MOBILE- GOLD LION MOBILE- GRAND PRIX An ad that turned into a bracelet for children to wear so that parents could monitor them on their smartphones. For that, we needed an app.
  10. 10. CREATIVE EFFECTIVENESS CHALLENGE: The trains hardest to fill are those travelling against commuter traffic and those in the middle of the day. V/Line calls these customers its “Visiting Friends and Families”. THE INSIGHT: Young Victorians were fleeing rural towns for the big city, and put simply, they were just too busy with their new lives to visit friends and relatives back home in the country. And they felt guilty. They felt they were neglecting their friends and family back in the country. THE IDEA: As a train company we couldn’t make people feel guilty. But we could create a new product to advertise – The Guilt Trip, a pre-purchase ticket that people could send to someone who would feel guilty for not visiting. Through this, we used the power of guilt to get people back to the country. THE RESULTS: • 12% increase in off-peak sales with an additional 123,000 tickets sold, smashing our 5% kpi. • $4 Million in additional revenue; exceeding our KPI by 167%. • Consideration also increased on average 28%, well exceeding our 10% target. “TRAVEL YOURSELF INTERESTING” EXPEDIA AGENCY: OGILVY & MATHER London, U.K “FAIR GO BRO” VIRGIN MOBILE AGENCY: HAVAS WORLDWIDE, AUSTRALIA “DOVE REAL BEAUTY SKETCHES” UNILEVER AGENCY: OGILVY BRASIL São Paulo, BRAZIL “GUILT TRIPS” V/LINE TRANSPORT AGENCY: McCANN MELBOURNE, AUSTRALIA CREATIVE EFFECTIVENESS- GOLD LION CREATIVE EFFECTIVENESS- GRAND PRIX V/Line used the extraordinary power of guilt to motivate young Victorians to leave the bright lights of the city to visit friends and family in the country
  11. 11. PUBLIC RELATIONS CHALLENGE: • Establish Chipotle as a thought leader around food issues and raise awareness of the company’s sustainable, ethical business practices, or their commitment to “Cultivate A Better World.” THE IDEA: The Scarecrow film was launched on YouTube with no paid media for its first four weeks. The film became a trending video on YouTube, as the game was featured as an Editor’s Choice on the iOS App Store at launch. The song was distributed on iTunes and promoted by PR, social media, mobile ads, and across Chipotle’s owned assets. Later, in the rollout of the Scarecrow, a multi-faceted digital campaign was initiated to increase the viewership, including targeted search, paid YouTube views, and leveraging the YouTube video in mobile games across iOS devices. RESULTS: • 614 million media impressions • 12.5 million YouTube views • 650,000 game downloads • 18.4 million conversations across 17 social platforms “THIS IS WHOLESOME” HONEY MAID AGENCY: DROGA5 New York, New York, USA “TUI CATCH A MILLION” HEINEKEN NEW ZEALAND AGENCY: SAATCHI & SAATCHI Auckland, NEW ZEALAND “THE FADING NEWS” RADIKAL- Newspaper AGENCY: TBWA ISTANBUL, ISTANBUL, TURKEY “THE SCARECROW” CHIPOTLE MEXICAN GRILL AGENCY: CREATIVE ARTISTS Los Angeles, USA PR- GOLD LION PR- GRAND PRIX The Scarecrow was the lead asset of a PR campaign designed to reach consumers across the nation with a message that forces them to consider the source of their food.
  12. 12. CYBER CHALLENGE: Pharrell Williams was well known for his collaboration with Daft Punk and Robin Thicke, but the sales of his solo single HAPPY composed for the film Despicable Me 2 had not reached expectations. • Push the sells of the single • Connect with fans by creating a one of kind digital experience • Make the world a happier place THE IDEA: The worlds first 24 hour music video. We created content that would allow the audience to immediately relate to the 300 everyday-people having these simple and happy dances everywhere. RESULTS: • The sales of the single exploded by 14,000% • The online experience is one of the biggest hit of all time with close to 10 million visits • The UN decreed that March 20th will from now on be the Happiness day, and that Pharrell will be the sponsor. “SOUND OF HONDA / AYRTON SENNA 1989” HONDA MOTOR CO. AGENCY: DENTSU Tokyo, JAPAN “IF WE MADE IT” NEWCASTLE BROWN ALE AGENCY: DROGA5 New York, New York, USA “THE SCARECROW” CHIPOTLE MEXICAN GRILL AGENCY: CREATIVE ARTISTS Los Angeles, USA “PHARRELL WILLIAMS - 24 HOURS OF HAPPY” UNIVERSAL / IAMOTHER AGENCY: ICONOCLAST INTERACTIVE Paris, FRANCE CYBER- GOLD LION CYBER- GRAND PRIX Our insight was simple: everybody is untitled to happiness; let’s give them the little push they need to express themselves.

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