The document summarizes 12 trends from the 2011 Cannes Lions International Festival of Creativity. The trends include: 1) The rise of social TV and using social media to drive viewers back to live shared experiences. 2) Digital storytelling and brands becoming publishers. 3) The rise of HTML5 and web apps. 4) Collaboration and co-creation. 5) The power of real-time marketing. 6) Social business models. 7) Designing for social spread and networks. 8) Seamless integration across devices. 9) Tangible experiences and social objects. 10) The rise of tablets. 11) Interactive experiences across players and browsers. 12) Socially connected physical objects.

1. 12 TRENDS FROM
CANNES 2011

2. 1. SOCIAL TV
BRAND BOWL BY MULLEN
86% OF US MOBILE WEB USERS WATCH TV WITH THEIR DEVICES IN HAND
40% ARE USING THEM FOR SOCIAL NETWORKING
Source: Nielsen/Yahoo via Edward Boches

3. 1. SOCIAL TV
THE REBIRTH OF LINEAR TV?
“What we’re seeing now is
that Twitter is, in fact,
about flocking audiences
back to a shared
experience, and that
usually means a live one”
Chloe Sladden,
twitter
MTV VMA Awards Twitalyser

4. 1. SOCIAL TV: OLD SPICE GUY
40 MILLON VIDEO VIEWS
1.4 BILLION CAMPAIGN
IMPRESSIONS
CYBER LION GRAND PRIX

5. 2. DIGITAL STORYTELLING
“Think of the article not as the goal of journalism but as a
value added luxury or as a by product of the process”
Jeff Jarvis
“The primary shift is one of thinking of the book as a
process rather than an artifact”
Kevin Kelly

6. 2. DIGITAL STORYTELLING:
SOCIAL STORIES
CROWD-CREATED STORIES SOCIAL STORIES

7. 2. DIGITAL STORYTELLING:
BRANDS AS PUBLISHERS
“In the age of conversational media, brands must
become publishers...
...Publishing means connecting a community
through the art and science of communication.”
John Battelle, Federated Media, spoke on this theme at the festival

8. 3. HTML 5 AND THE RISE OF WEB APPS
FACEBOOK’S RUMOURED HTML 5 STORE HTML 5 MAGAZINES
OPEN SOURCE, CROSS PLATFORM WEB LANGUAGE
DELIVERING APP-LIKE EXPERIENCES IN BROWSER

9. HERO-ED IN GOOGLE’S GROUND-
BREAKING CHROME EXPERIMENTS
CYBER LION GRAND PRIX THE NEXT GENERATION....

10. 4. COLLABORATION & CO-CREATION
“The three Cs of modern creativity:
Community, Crowd-sourcing and Collaboration”
John Wilkins, Naked Communications & Stuart Wells, Nokia

11. SNEAKERPEDIA
FOOTLOCKER PROJECT
DESIGNED TO CROWD-SOURCE
AN ARCHIVE OF RARE
& LIMITED EDITION TRAINERS
LAUNCHED IN PRIVATE BETA
TO BUILD KUDOS & DESIRE
TO PARTICIPATE
IN BETA, REACHED 6.7 M
FANS & GENERATED $1M
OF FREE PRESS

12. 5. THE POWER OF REAL TIME
BUDWEISER IRELAND: DYNAMIC PRICING LINKED TO
TEMPERATURE INCREASES
BRONZE LION-PROMOTION & ACTIVATION

13. 5. THE POWER OF REAL TIME
UNIQLO: DYNAMIC PRICING LINKED TO VOLUME OF TWEETS

14. 6. THE RISE OF SOCIAL BUSINESS
“Last year, business analysts Frost & Sullivan predicted that 5.5
million Europeans will be part of a car sharing scheme in
2016,....this will give Europe some 77, 000 shared vehicles.
It’s no surprise then, that automakers are moving quickly to ensure
that they have some control over such a booming industry”
The Independent, 13/05/2011

15. ASOS MARKETPLACE-
DEMOCRATISING DISTRIBUTION
USERS TAKE PICTURES OF
CLOTHES THEY WANT TO SELL
THEIR OWN DESIGNS/
VINTAGE/SECOND HAND
UPLOAD & PRICE THE OUTFITS
THEY CAN THEN SELL THEM
(WITH A 10% FEE TO ASOS)

16. 7. DESIGNING FOR NETWORKS &
UNDERSTANDING SOCIAL SPREAD
PROJECT CASCADE BY THE NEW YORK TIMES-
VISUALISING HOW A STORY SPREADS IN A NETWORK

17. THE IMPORTANCE OF SOCIAL SPREAD
WHAT PROMPTS USERS TO WATCH VIDEO ON-LINE:
28.2% OF CONSUMERS
WATCHED ON-LINE VIDEO ON
A FRIENDS’
!"#$%$"&'($)*' RECOMMENDATION
"+(,*&('"'(*"&-.'/0*&1'
!&$*+2'&*-3##*+2*2'
/0"%$)1'3!'2*($4+''
17% CONSUMED NEWS
&*-*+)%1'5&320-*2'
ARTICLES
ON FRIENDS’ RECOMMENDATION
Source: Global Web Index 2011

18. PAY WITH A TWEET-
(LITERALLY) SOCIAL CURRENCY
DEVELOPED TO LAUNCH A BOOK BY R/GA CDs
CHRISTIAN BEHRENDT & LEIF ABRAHAM
OVER 13,000 BOOK DOWNLOADS IN THE
FIRST 24 HOURS
EXTENDED AS A PAYMENT MECHANIC OPEN
TO OTHER ARTISTS, WRITERS, CHARITIES
& CELEBRITIES
+10,000 “PAY WITH A TWEET” BUTTONS INSTALLED TO DATE
LEADING TO 400,000 “PURCHASES”
CYBER LION GRAND PRIX

19. 8. SEAMLESS INTEGRATION
ACROSS DEVICES
46% OF AMERICANS GET NEWS FROM 4-6
CHANNELS OVER COURSE OF A DAY
59% GET NEWS FROM A COMBINATION OF
ON AND OFF-LINE SOURCES
Source: Pew Research

20. 8. SEAMLESS INTEGRATION
ACROSS DEVICES

21. “AUGMENTED” TELEVISION
AND FILM
APPS THAT SYNCH WITH
TELEVISION PROGRAMMING
HONDA “JAZZ” COMMERCIAL WHERE USERS CAN
“CATCH” CHARACTERS FROM THE TVC WITH AN iPHONE APP

22. 9. THE POWER OF THE TANGIBLE/
CREATING SOCIAL OBJECTS
FAUX AMERICAN-ISATION
REPACKAGING BABY CARROTS OF A NATIONAL CHOCOLATE BRAND
AS JUNK FOOD TO RECONNECT WITH “REACTIVE PATRIOTISM”
2 GRAND PRIXES-PROMOTION
& ACTIVATION/DIRECT

23. 10. THE RISE OF THE TABLET
25 MILLION iPADS SOLD TO DATE
c. 82 ANDROID TABLETS PRESENT
AT CES IN VEGAS
1/3 OF ADULTS CONSIDERING
BUYING A TABLET IN THE NEXT 2/3
YEARS

24. A COMPLETELY NEW KIND OF ON-LINE
EXPERIENCE
LEAN FORWARD LEAN BACK
“The iPad has a low resting heart rate....build for leisure
but optimise for quick sprints”
Josh Clark, Author, Tapworthy

25. OPPORTUNITIES TO DELIVER
CONNECTED ADVERTISING
-Highly interactive
-Apps within apps
-Configurate,
customise, browse
& buy
-Leveraging open
-Connected to rich &
web standards
dynamic data sets
(HTML 5,
-Geographic data,
Javascript)
social data, price &
to run across any
purchase data
platform

26. 11. GETTING CREATIVE WITH PLAYERS
AND BROWSERS
TIPPEX GOOGLE CHROME FAST BALL
-11 MILLION VIEWS OF TEASER FILM IN -A ‘RACE” ACROSS THE INTERNET TO DRAMATISE
THE FIRST 36 DAYS THE SPEED OF GOOGLE CHROME
-318, 000 SHARES ON FACEBOOK -USERS PROMPTED TO SOLVE PROBLEMS USING
-25.5 MILLION CHANNEL VIEWS GOOGLE MAPS, SEARCH & TRANSLATE, TWITTER
AND LAST.FM ALL WITHIN THE YOUTUBE VIDEO

27. 12. SOCIALLY CONNECTED
OBJECTS
“By year end 2012, physical sensors will create
20% of non-video internet traffic”
Gartner Predictions 2009

28. MERCEDES BENZ TWEET RACE
REAL CARS, FUELLED BY TWEETS
30,000 ACTIVE PARTICIPANTS, 150,000 TWEETS
2 MILLION VIDEO VIEWS
TWITTER REACH OF C. 25 MILLION
SHORTLISTED, CYBER LION