15 Trends & Microtrends You Can Spot From Cannes Lions 2013 Winners

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Looking through Cannes Lions 2013 winners you can spot some marketing trends. Here are 15 I believe are the most crucial.

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15 Trends & Microtrends You Can Spot From Cannes Lions 2013 Winners

  1. 15 MARKETING TRENDS & MICROTRENDSYOU CAN SPOT FROM CANNES LIONS 2013 WINNERSJune 2013©jacilluch, flickr.com
  2. #1 ACCESS PRIMARILYUsing various connected devices we expect access to the internet wherever we are. Since not all thecities are able/ willing to provide that, the marketers jump on that trend. This year in Cannes, among theothers: Mattel, McDonald’s, Nawras, NIVEA.©Ed Yourdon, flickr.com
  3. GOLD LION, CATEGORY: MOBILEAdvertiser/Client: MATTELProduct/Service: SCRABBLEAdvertising Agency: OGILVY FRANCE Paris, FRANCECase film URL: http://www.youtube.com/watch?v=SgSma5aypMI
  4. SILVER LION, CATEGORY: MEDIAAdvertiser: NIVEAProduct/Service: NIVEA SUNAgency: GIOVANNI+DRAFTFCB São Paulo, BRAZILCase film URL: http://www.youtube.com/watch?v=2drOFzZxSHM
  5. BRONZE LION, CATEGORY: MEDIAAdvertiser: McDONALDS SISTEMAS DE ESPAÑAProduct: McDONALDSAdvertising Agency: TBWAESPAÑA Madrid, SPAINCase film URL: http://youtu.be/pGEnvmgyABA
  6. BRONZE LION, CATEGORY: MEDIAAdvertiser: NAWRASProduct: WiFiAdvertising Agency: LEO BURNETT DUBAI, UNITED ARAB EMIRATESCase film URL: http://www.youtube.com/watch?v=S6Lgcwgz5Wg
  7. ©risayv, flickr.comThe more we are immersed in the digital world the more we seem to miss physical objects and seek outphysical experiences. Awarded in Cannes Kontor Records campaign represents this digital worldcountertrend.Read more: Embracing Analog report, JWT Intelligence, 2013#2 ANALOG IS HOT
  8. GOLD LION, CATEGORY: MEDIAAdvertiser: KONTOR RECORDSProduct/Service: KONTOR RECORDSAgency: OGILVYACTION Düsseldorf , GERMANYCase film URL: http://www.youtube.com/watch?v=Xg1pzEF3HTw
  9. #3 BIG DATAConsumers produce and marketers collect and analyze large amounts of structured and unstructured data.Thus it is possible to identify the user based on his various features and to provide him the product/ theinformation tailored to his interests. Examples in Cannes: Amnesty International, Ribeiro, McDonald’sRead more: Big data & Privacy, TrendBook 2013©joiseyshowaa, flickr.com
  10. GOLD LION, CATEGORY: DIRECTAdvertiser: AMNESTY INTERNATIONALProduct/Service: AMNESTY INTERNATIONALAgency: COLENSO BBDO Auckland, NEW ZEALANDCase film URL: http://www.youtube.com/watch?v=mXRvgwzWoSI
  11. GOLD LION, CATEGORY: DIRECTAdvertiser: RIBEIROProduct/Service: MINICUOTAS RIBEIROAgency: ALMACEN Olivos, ARGENTINACase film URL: http://www.youtube.com/watch?v=N5vEYifsd7U
  12. GOLD LION, CATEGORY: MEDIAAdvertiser: McDONALDS AUSTRALIAProduct/Service: CORE MENUAgency: DDB Sydney, AUSTRALIACase film URL: http://www.youtube.com/watch?v=5bpQFSX9NEE
  13. „75% of smartphone users say that it is important to connect the device to their vehicle. Allowing users’smartphones to seamlessly connect to in-car technology helps bridge the gap between device ecosystems,and helps personalize the overall automotive experience.” [via PSFK]#4 CONNECTED CAR©Natalia Hatalska, http://hatalska.com
  14. SILVER LION, CATEGORY: MOBILEAdvertiser: PTTProduct: COFFEE SHOPAgency: BBDO PROXIMITY THAILAND Bangkok, THAILANDCase film URL: http://www.youtube.com/watch?v=Un5J15ilGlw
  15. With an advent of technologies such as PittPatt, Google Glass and many others, facial recognition takes onnew meaning. While everyobody talks about panoptic surveillance, it can have good results as well.#5 FACIAL RECOGNITION©Google
  16. GOLD LION, CATEGORY: MOBILEAdvertiser: BAOBEIHUIJIA.COM - BABY BACK HOME VOLUNTEERS ASSOCIATIONProduct: MISSING CHILDREN MOBILE SEARCH APPLICATIONAgency: :JWT BEIJING, CHINACase film URL: http://www.youtube.com/watch?v=uYkIGOBK7DQ
  17. „We need to be very careful about not assuming that just because youre not a twenty-something meansyou dont use technology. The reality is most cohorts that have gotten older are exposed to a lot of newtechnologies and have carried some of that desire to be involved in technology with them as they movedforward.” Genevieve Bell, IntelRead more: There are some things that we care about that havent changed over the millennia, interview with Genevieve Bell, TrendBook 2013#6 GREY REVOLUTION©Ed Yourdon, flickr.com
  18. BRONZE LION, CATEGORY: MOBILEAdvertiser: SINGTELProduct: PROJECT SILVERLINE, A CSR INITIATIVEAgency: OGILVY & MATHER SINGAPORE, SINGAPORECase film URL: http://www.youtube.com/watch?v=NthqImRXS-Y
  19. The smartphone you have in your pocket has lots of different sensors, including GPS, giroscope, compass,and many others. In a result it knows your location, your position and what you do. That’s enough fora marketer to give you an offer based on your location.#7 LOCATION AS A NEW CONTEXT©Irish Typepad, flickr.com
  20. BRONZE LION, CATEGORY: MOBILEAdvertiser: SUNSHINE CITY CORPORATIONProduct: SUNSHINE AQUARIUMAgency: HAKUHODO Tokyo, JAPANCase film URL: http://www.youtube.com/watch?v=IK4-zPD_25U
  21. BRONZE LION, CATEGORY: MEDIAAdvertiser: DOMINOS PIZZAProduct/Service: PIZZAAgency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREACase film URL: http://youtu.be/3eYmkg8I5hc
  22. The trend LOCAL IDEALIZED is getting stronger and stronger for several years already. Based on theglorification of the locality - products derived from the neighborhood, from my area, with a particularregion, native. Fuelled by the local patriotism, a desire to seek roots and nostalgia.#8 LOCAL IDEALIZED, LOCAL LOCO©Ed Yourdon, flickr.com
  23. GOLD LION, CATEGORY: DIRECTAdvertiser: KBCProduct/Service: KBC ENTREPRENEURSAgency: TBWABELGIUM Brussels, BELGIUMCase film URL: http://www.youtube.com/watch?v=U76EIiTW_LE
  24. Living in a nano-second culture, pressed for time we - as a Lazy Generation - consume, produce anddistribute micro-content (that’s why rising popularity of Vine, Snapchat and so on).Read more: PubliSeek.#9 MICROCONTENT©anotherlunch.com, flickr.com
  25. GOLD LION, CATEGORY: DIRECTAdvertiser: SKYProduct/Service: SKYAgency: SERVICEPLAN Munich, GERMANY
  26. Living our social lives, having profiles in different social media sites we build very different images ofourselves. We start asking questions – who we really are? As John McHale (SapientNitro) said: „It is nolonger about making ourselves happy but taking care of what other people think about us.”Read more: Today people are living their lives via screens, interview with John McHale and Chris Cobb, Creative Directors at Sapient Nitro,TrendBook 2013#10 PROBLEM OF IDENTITY©visualpanic, flickr.com
  27. GRAND PRIX, CATEGORY: BRANDED CONTENT & ENTERTAINMENTAdvertiser: INTEL + TOSHIBAProduct: TOSHIBA LAPTOP WITH INTEL INSIDEEntrant PEREIRA & ODELL San Francisco, USACase film URL: https://www.youtube.com/watch?v=G-4Wg7FIe70
  28. In the recession economy simply beeing good is a rising trend. It started with banking and insurancecompanies who failed our trust, but now it is spreading also on the other categories. And if this is a crisis andthe related consumer expectations forced the market to undertake this type of action, I do not mind that thecrisis lasted for a while. In effect, when it’s over, we will live in a better world. I hope!Read more: trendwatching.com#11 RANDOM ACTS OF KINDNESS©Ed Yourdon, flickr.com
  29. GRAND PRIX, CATEGORY: MEDIAAdvertiser: FUNERAL INSURANCE COMPANY DELAProduct/Service: DELA BRANDAgency: OGILVY & MATHER AMSTERDAM, THE NETHERLANDSCase film URL: http://www.youtube.com/watch?v=BHJvuwZdlZ4
  30. GRAND PRIX, CATEGORY: MOBILEAdvertiser: SMART COMMUNICATIONSProduct: SMART PUBLIC AFFAIRSAgency: DDB DM9JAYMESYFU Makati City, THE PHILIPPINESCase film URL: http://www.youtube.com/watch?v=7bUGXqhrVrw
  31. GRAND PRIX, CATEGORY: PROMO&ACTIVATIONAdvertiser: SPORT CLUB RECIFEProduct/Service: FOOTBALL CLUBAgency: OGILVY BRASIL São Paulo, BRAZILCase film URL: http://www.youtube.com/watch?v=7xXTsqEZYFw
  32. GOLD LION, CATEGORY: DIRECTAdvertiser: HEMOBA / ESPORTE CLUBE VITÓRIAProduct/Service: FOOTBALL TEAMAgency: LEO BURNETT TAILOR MADE São Paulo, BRAZILCase film URL: http://www.youtube.com/watch?v=V8pEyFmSleI
  33. GOLD, CATEGORY: MOBILEAdvertiser: REBORNProduct: ORGAN DONATION FOUNDATIONAgency: DUVAL GUILLAUME MODEM Antwerp, BELGIUMCase film URL: http://www.youtube.com/watch?v=DcTxt_8dZ1E
  34. Authentic marketing communication delivered at the right time with the message linked to other popularstimuli appears to be something that consumers really want/ perceive well.Read more: Golin Harris, Designing for Real-Time Marketing, SXSW 2013#12 REAL TIME MARKETING©Bely Medved, flickr.com
  35. GRAND PRIX, CATEGORY: CYBERAdvertiser: MONDELEZ INTERNATIONALProduct/Service: OREOAgency: DRAFTFCB New York, USACase film URL: http://www.youtube.com/watch?v=j7wFQLRsMYQ
  36. GOLD LION, CATEGORY: MEDIAAdvertiser: KIMBERLY CLARKProduct/Service: KLEENEXAgency: MINDSHARE WW London, UNITED KINGDOMCase film URL: http://www.youtube.com/watch?v=OacFkobQYXo
  37. SILVER LION, CATEGORY: DIRECTAdvertiser: KRAFT FOOD Inc.Product/Service: OreoAgency: 360i, New YorkCase film URL: http://www.youtube.com/watch?v=79wEsmHrw8w
  38. SILVER LION, CATEGORY: MEDIAAdvertiser: MERCEDES-BENZProduct/Service: A-CLASSAgency: MAXUS GLOBAL, UNITED KINGDOMCase film URL: http://www.youtube.com/watch?v=M2nZXRoVTPw
  39. Crowdsourcing and so many mobile devices have an incredible power. Especially when put together.#13 SOCIAL MEDIA FOR A GOOD CAUSE©photos by blperk, flickr.com
  40. GOLD LION, CATEGORY: DIRECTAdvertiser: STARHUB MOBILEProduct/Service: MOBILE BRANDINGAgency: DDB GROUP SINGAPORE, SINGAPORECase film URL: http://www.youtube.com/watch?v=gbTQb1Hdp6U
  41. SILVER LION, CATEGORY: MOBILEAdvertiser: MISSING CHILDREN SOCIETY OF CANADAProduct: CHILD SAFETY & INVESTIGATIONAgency: GREY GROUP CANADA Toronto, CANADACase film URL:http://www.youtube.com/watch?feature=player_embedded&v=Kc2SnAEVEYE
  42. SILVER LION, CATEGORY: MOBILEAdvertiser: CIVIL RIGHTS DEFENDERSProduct: GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISKAgency: RBK COMMUNICATION Stockholm, SWEDENCase film URL: http://www.youtube.com/watch?v=pwHm2nbwqis&feature=youtu.be
  43. There must be something in music. Every year campaigns using specially produced music singles are themost awarded in Cannes. Just compare last year Banco Popular (Grand Prix in PR) and this year’s Dumb waysto Die (5 Grand Prix!). And there’s even more!#14 THANK YOU FOR THE MUSIC!©Haags Uitburo, flickr.com
  44. GRAND PRIX, CATEGORY: DIRECT, FILM PR, RADIO, INTEGRATEDAdvertiser: METRO TRAINSProduct/Service: METRO TRAINSAgency: McCANN MELBOURNE, AUSTRALIACase film URL: http://www.youtube.com/watch?v=IxZ_ZznO2ek
  45. GOLD LION, CATEGORY: CYBERAdvertiser: LINCOLN MOTOR COMPANYProduct: LINCOLN MKZAgency: HUDSON ROUGE New York, USASee more: http://www.hello-again.com/beck360/main/beck360.html
  46. GOLD LION, CATEGORY: MOBILEAdvertiser: DOREMIRProduct: SCORECLEANER NOTESAgency: MOBIENTO Stockholm, SWEDENCase film URL: http://vimeo.com/62860276
  47. SILVER LION, CATEGORY: CYBERAdvertiser: OLD SPICEProduct: DANGER ZONEAgency: WIEDEN+KENNEDY Portland, USACase film URL: http://walkinstupid.com/pr/campaign/muscle_music
  48. SILVER LION, CATEGORY: MOBILEAdvertiser: MASTERCARDProduct: MASTERCARD MIYAMOAgency: R/GA New York, USACase film URL: http://www.youtube.com/watch?v=o7ewYwflXDY
  49. Case film URL: http://www.youtube.com/watch?v=On-Y8fTrDKASILVER LION, CATEGORY: CYBERAdvertiser: PHILIPSProduct: PHILIPS LIFESTYLE ENTERTAINMENTAgency: DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
  50. New vending machines are much more prevalent now. They dispense just about anything (including pizza,seafood, underwear). But what’s even more interesting, thanks to hi-tech features they engage theconsumer in a physical contact and provide interactve buing experiences.Read more: Humanisation of machines, TrendBook 2013#15 VENDING 3.0©m-louis, flickr.com
  51. Case film URL: https://www.youtube.com/watch?v=ts_4vOUDImEGOLD LION, CATEGORY: DIRECTAdvertiser: COCA-COLAProduct/Service: COCA-COLAAgency: LEO BURNETT SYDNEY, AUSTRALIA
  52. e: natalia@hatalska.comIf you want to read more about marketing trends for the next year check out TrendBook2013 reporton my blog: http://hatalska.com/trendbook-2013-en/or on SlideShare: http://www.slideshare.net/nhatalska/5-crucial-internet-trends-for-the-next-year-report©Rick E Dick, flickr.com

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