7 Overriding Themes Spotted Among Cannes Lions 2014 Winners

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Looking at Cannes Lions 2014 winners it seems that just right now we have started our come back from online to offline world. Visible trends are - among the others: maker movement, real life stories, immersive experiences and tangible reality.

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7 Overriding Themes Spotted Among Cannes Lions 2014 Winners

  1. 7 OVERRIDING THEMES SPOTTED AMONG CANNES LIONS 2014 WINNERS June 2014 ©Daniel Incandela, flickr.com
  2. #1 MAKER MOVEMENT „Contemporary culture representing a technology-based extension of DIY culture. Typical interests include engineering-oriented pursuits such as electronics, robotics, 3-D printing and the use of CNC tools, as well as more traditional activities such as metalworking, woodworking, and traditional arts and crafts. The subculture stresses new and unique applications of technologies and encourages invention and prototyping. There is a strong focus on using and learning practical skills and applying them creatively.” [via: Wiki] © Peter Thoeny, flickr.com
  3. TITANIUM LION PROJECT DANIEL NOT IMPOSSIBLE LABS THE EBELING GROUP New York, USA Case film URL: http://vimeo.com/98805885
  4. BRONZE LION, CATEGORY: CYBER LEVI'S TOOLS LEVI STRAUSS & CO. AKQA New York, USA Case film URL: http://vimeo.com/91739176
  5. BRONZE LION, CATEGORY: CYBER MAKE EVERY YARD COUNT NIKE JWT INDIA Mumbai, INDIA Case film URL: http://www.jwt.com/en/bangalore/work/makeeveryyardcount/
  6. #2 SUSTAINABILITY In the early 20th century, the global population was less than 2 billion; today, it is 7 billion, and by 2050 this number is expected to reach 9 billion. Hence, it is not surprising that the resources are depleting at an alarming rate. We started to understand the need for sustainable development in business a long time ago, but today, sustainable development as part of corporate image is not enough – it must be an integral part of corporate strategy. As a result, the traditional 4P has changed into: people, planet, profit, purpose. [via: TrendBook 2014] © Mark J P, flickr.com
  7. GRAND PRIX, CATEGORY: PR, CYBER,; GOLD, CATEGORY: BRANDED CONTENT THE SCARECROW CHIPOTLE MEXICAN GRILL CREATIVE ARTISTS AGENCY Los Angeles, USA Case film URL: https://www.youtube.com/watch?v=reDRAHn3XkY
  8. GOLD, CATEGORY: DESIGN THE STREET STORE THE HAVEN NIGHT SHELTER M&C SAATCHI ABEL Cape Town, SOUTH AFRICA Case film URL: https://www.youtube.com/watch?v=QDw0JtwQU8A
  9. SILVER, CATEGORY: DIRECT INGLORIOUS FRUITS AND VEGETABLES INTERMARCHÉ MARCEL Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=p2nSECWq_PE
  10. BRONZE, CATEGORY: PR RAIN FOR SALE THE COCA-COLA COMPANY OGILVY & MATHER COLOMBIA Bogotá, COLOMBIA Case film URL: https://www.youtube.com/watch?v=APRXjjTZQ10
  11. BRONZE, CATEGORY: CYBER CLIMATE NAME CHANGE 350 ACTION BARTON F. GRAF 9000 New York, USA Case film URL: https://www.youtube.com/watch?v=efAUCG9oTb8
  12. #3 LONG-FORM VIDEOS „Long-form video is gaining popularity across all devices. Mobile phone users spent 31% of their time watching content more than an hour long; tablet users, 19% of their time. More than half (53%) of mobile viewers’ time was spent watching video longer than 30 minutes, compared to 35% for tablet users. Tablet viewers spent 40% of their viewing time watching video between 10 and 60 minutes long.” [via: OOYALA, Global Video Index Q4 2013] © xxxxx
  13. GRAND PRIX FOR GOOD SWEETIE TERRE DES HOMMES NETHERLANDS LEMZ Amsterdam, THE NETHERLANDS Case film URL: http://vimeo.com/98800289
  14. GRAND PRIX, CATEGORY: CYBER PHARRELL WILLIAMS - 24 HOURS OF HAPPY UNIVERSAL / IAMOTHER ICONOCLAST Paris, FRANCE Case film URL: http://vimeo.com/98545677 ; http://24hoursofhappy.com/
  15. BRONZE, CATEGORY: CYBER A TRIP OUT TO SEA GUY COTTON CLM BBDO Boulogne-Billancourt, FRANCE Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o; http://www.sortieenmer.com/
  16. #4 MULTISCREENING „The typical multiscreen user is driven to a 2nd screen by boredom to fill gaps in content and by habitual multitasking; but also by desires to be more productive, connected, informed, and engaged. Users may cycle through many or all of these mindsets in a single viewing session. TV remains the most common first screen; however, as video consumption on wireless devices proliferates, mobile is poised to step into that space. The most successful second screen content is additive and efficient.” [via: AdReaction 2014, Millward Brown] © Paul J Coles, flickr.com
  17. GOLD, CATEGORY: MOBILE RACER GOOGLE GOOGLE CREATIVE LAB New York, USA Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o; http://www.sortieenmer.com/
  18. BRONZE, CATEGORY: CYBER JUST A REFLEKTOR ARCADE FIRE, GOOGLE CHROME GOOGLE CREATIVE LAB, DATA ARTS TEAM San Francisco, USA Case film URL: https://www.youtube.com/watch?v=_3D8hYIfpqg; https://www.justareflektor.com/
  19. #5 IMMERSIVE EXPERIENCES „Entertainment, narratives and brand experiences will become more immersive and altogether more enveloping in a bid to capture consumers’ imagination and attention.” [via: JWT 10 Trends for 2014] © ESI Design, flickr.com
  20. GOLD, CATEGORY: BRANDED CONTENT & ENTERTAINMENT AMIA BOOTH AMIA (ASOCIACIÓN MUTUAL ISRAELITA ARGENTINA) OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA Case film URL: https://www.youtube.com/watch?v=Otd1PYZlp2s
  21. GOLD, CATEGORY: PROMO & ACTIVATION TROJAN MAILING DHL JUNG von MATT Stuttgart, GERMANY Case film URL: https://www.youtube.com/watch?v=vHVWegNfQl0
  22. SILVER, CATEGORY: CYBER GOOGLE NIGHT WALK GOOGLE 72ANDSUNNY Los Angeles, CA, USA Case film URL: https://www.youtube.com/watch?v=aGlRyMITXMc; https://nightwalk.withgoogle.com/en/home
  23. BRONZE, CATEGORY: CYBER MELBOURNE REMOTE CONTROL TOURIST TOURISM VICTORIA CLEMENGER BBDO MELBOURNE, AUSTRALIA Case film URL: https://www.youtube.com/watch?v=rg74NzJlGp0; http://remotecontroltourist.com/
  24. BRONZE, CATEGORY: CYBER LONG DISTANCE ART VIENNA TOURIST BOARD JUNG von MATT Vienna, AUSTRIA Case film URL: https://www.youtube.com/watch?v=uUhO2nOTOTA
  25. BRONZE, CATEGORY: OUTDOOR AMAZING STREET HACKS UBISOFT BETC Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=1hpU_Neg1KA
  26. BRONZE, CATEGORY: MEDIA ALMOST IDENTICAL MONDELEZ INTERNATIONAL DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA Case film URL: https://www.youtube.com/watch?v=sk7A56KVNBY&noredirect=1
  27. #6 REAL LIFE STORIES It has always been about good storytelling in good advertising. But now it is not anymore about actors, models and polished scenarios. Now it is about real-life stories and about real people. As a result the story itself is more emotional, more engaging and more compelling. © Vinoth Chandar, flickr.com
  28. SILVER, CATEGORY: CYBER THE BORN FRIENDS FAMILY PORTRAIT SKYPE PEREIRA & O'DELL San Francisco, USA Case film URL: https://www.youtube.com/watch?v=5nRKyQ11494; ; http://skypestaytogether.com/
  29. BRONZE, CATEGORY: DIRECT KOMBI LAST WISHES VOLKSWAGEN DO BRASIL ALMAPBBDO São Paulo, BRAZIL Case film URL: https://www.youtube.com/watch?v=tXynxODC4eY
  30. BRONZE, CATEGORY: PR HSBC NOW HSBC HSBC London, UNITED KINGDOM Case film URL: https://www.youtube.com/user/HSBCNOW
  31. BRONZE, CATEGORY: CYBER THE WOMAN WHO CAN'T WATCH MOVIES CANAL+ SPAIN FCB SPAIN Madrid, SPAIN Case film URL: https://www.youtube.com/watch?v=n6ltdHID9JE
  32. BRONZE, CATEGORY: TITANIUM & INTEGRATED CHAPTER TWO PRUDENTIAL DROGA5 New York, USA Case film URL: https://www.youtube.com/watch?v=78UWcBerbVU
  33. #7 TANGIBLE REALITY We live in the world of flat screens. Whatever we touch feels the same. We also live in the online world with online experiences and online friendships. But at the same time we live in the physical world. And this world will always dominate. It seems that just right now we have started our come back from online to offline. © Christian Schnettelker, flickr.com
  34. GOLD, CATEGORY: OUTDOOR THE SOCIAL SWIPE BISCHÖFLICHES HILFSWERK MISEREOR KOLLE REBBE Hamburg, GERMANY Case film URL: https://www.youtube.com/watch?v=ZcqsRhMHo8o
  35. GOLD, CATEGORY: MOBILE OFFLINE BOOK MATH PAPER PRESS DDB GROUP SINGAPORE, SINGAPORE Case film URL: https://www.youtube.com/watch?v=O6qi03SrocY
  36. SILVER, CATEGORY: PR HANDS ON SEARCH YAHOO! JAPAN HAKUHODO KETTLE Tokyo, JAPAN Case film URL: https://www.youtube.com/watch?v=xQx6YeoKVwU
  37. BRONZE, CATEGORY: CYBER GOOGLE OUTSIDE GOOGLE UK R/GA London, UNITED KINGDOM Case film URL: http://vimeo.com/94494549
  38. BRONZE, CATEGORY: MEDIA REAL LIFE ALLIANZ OGILVY FRANCE Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=Ph7Gc4IZIQ8 [French]
  39. BRONZE, CATEGORY: MEDIA BANANA REPUBLIC BANANA REPUBLIC IRIS WORLDWIDE INDONESIA Jakarta, INDONESIA
  40. e: natalia@hatalska.com Want to read more about marketing trends for 2014 and beyond? Download free 86-pages TrendBook2014 report here: TrendBook 2014 or on Slideshare. @hatalskacom facebook.com/hatalskacom

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