Matt Bell, Head of Digital Strategy at MEC UK, gathers inspiration from outside the big 'hero' wins of Cannes Lions and asks marketers and agencies some key questions that are raised by the trends….

1. Matt Bell – Head of Digital Strategy, MEC : @_Mbell_
Inspiration from
Cannes 2015
15 out of 3,700 – and what we can learn

2. The value of Cannes had
more debate than ever…
“I’ve never met anyone who has
seen a vending machine reward
them for laughing, I’ve never
walked through a door marked
ugly, got a Coke from a drone, or
been offered a crisp packet with
my face on.”
ARTICLE LINK
“According to a recent IPA
reportcreatively awarded work
sells 12 times more than non-
awarded creative work. It’s the
phenomenal rise of social media.
You either involve and engage
with creativity, big storytelling and
provide an immersive user
experience, or you go the way of
the dodo.”
ARTICLE LINK Tham Khai Meng,
Worldwide CCO, Ogilvy & Mather
Tom Goodwin:
Senior VP of strategy and innovation ; Havas Media

3. What is niche today will be normal
‘tomorrow’.
Cannes allows us a chance to reflect
on this as an industry whilst encouraging
bravery to build and sell new stories –
without which advertising will struggle…
The tech companies are taking over
Cannes
It is an opportunity to get the most like
minded people together to discuss,
debate and progress key tech
challenges and client opportunities
My opinion? Cannes helps push
the industry forward
ACCESSIBLE AD TECH RAISING THE CREATIVE BAR

4. Some big winners this year
Grand prix:
creative effectiveness
Volvo: live test series
Grand prix: glass lions
P&G: touche the pickle
Grand prix: mobile
Google cardboard
Grand prix: for good
Als ice bucket
Grand prix: outdoor
Iphone world gallery
Titanium
Samsung safety truck
VOLVO TRUCKS
FORSMAN & BODENFORDS
ALS ASSOCIATION
ALS ASSOCIATION
P&G INDIA
BBDO INDIA
GOOGLE
GOOGLE
APPLE
TBWA/ MEDIA ARTS LAB
SAMSUNG
LEO BURNETT ARGENTINA

5. A few surprises?
» There were no Grand Prix gongs awarded in either the Branded Content & Entertainment or Creative Data
categories
» Where were the messenger app ideas?
» Augmented Reality makes an entrance
» Where were the World Cup winners?
» Adidas #allin – Shortlist
» McDonalds FryFutbol – Shortlist (LINK)
» A quieter (than usual) showing from Coca Cola, Unilever and McDonalds
» General sentiment that there were less focus on the awards themselves (Creative Review)
» Maybe because no sure fire winners this year
» Maybe because there is category overkill…

6. There were broad trends in the
longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’

7. Click the image on each
page to link to the video
case study

8. There were broad trends in the
longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’

9. GRAND
PRIX:
DIRECT
VOLVO
GREY NY

10. Technology as an interceptor
Key questions for brands:
How can you use technology to neutralise or even
hijack your competitors spend? i.e. Syncing your
digital display against their tv
How can you use location to intercept a behaviour
(or store visit/action)?

11. There were broad trends in the
longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’

12. GRAND
PRIX:
FILM
GEICO
THE MARTIN AGENCY

13. SILVER:
INNOVATION
NETFLIX
OGILVY PARIS

14. GOLD:
MOBILE
EA SPORTS
GROW

15. The power of building for short form moments
What’s your ‘thumb stopping, sound off’
message in a social world?
What moments are important for your
audience?
Key questions for brands:

16. There were broad trends in the
longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’

17. GRAND
PRIX:
TITANIUM
AND
INTEGRATED
DOMINOS
CP+B

18. SHORTLISTED
SKY
ISOBAR BRAZIL

19. SILVER:
CYBER
VOLKSWAGEN
COLENSO BBDO

20. Brands being useful
Key questions for brands:
Whats your approach for integrating into
existing ‘useful’ platforms?
How do you make peoples lives easier?
How are you always on?

21. There were broad trends in the
longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’

22. GRAND
PRIX:
CYBER
UNDER ARMOUR
DROGA5

23. SILVER:
CYBER
AMERICAN RED CROSS
BBDO NY

24. Finding the good in social
Key questions for brands:
How can social conversations fuel your content
approach?
People share because they want to be seen as a
thought leader – how do you tap into those
behaviours?

25. There were broad trends in the
longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’

26. GOLD:
MEDIA
3M
BBDO RUSSIA

27. SHORTLISTED
IKEA CANADA
JUNGLE MEDIA

28. SHORTLISTED
UKTV
PHD ROCKET

29. The data value exchange
Key questions for brands:
How will you reference the data you are using to
tailor your messaging?
Personalised shouldn’t mean creepy – what will be
your take on personalisation?

30. There were broad trends in the
longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’

31. GRAND
PRIX:
DESIGN
VOLVO UK
GREY LONDON

32. GOLD:
PROMO
AND
ACTIVATION
BDF NIVEA BRAZIL
FCB BRAZIL

33. GRAND
PRIX:
MEDIA
VODAFONE
Y&R TEAM RED ISTANBUL

34. More than ever, communications doesn’t
need to be an ‘advertisement
Key questions for brands:
Although built around ‘stunts’ with typically
small reach, they add high earned impressions
and create perception of innovation – how
brave will you be in defining what your
‘advertising’ looks like?

35. Inspiration from
Cannes 2014
Click image to link