The document discusses trends from Cannes Lions 2016, highlighting tactics for brands to adapt to a fast-paced news environment and digital behaviors. It emphasizes the importance of aligning brand initiatives with current events, subverting category norms, and leveraging technological innovations for tactical marketing. Specific strategies are recommended for big brands, digital-focused brands, and niche or charity organizations to enhance their campaigns.

1. Cannes Lions 2016:
The Trends Decoded
How To Win, Maybe

2. Moving From Big Brand Building
to Tactical Stunts
In A 24 Hours News World

3. World Peace Day =
Make A McWhopper

4. Death of Bowie =
Make a Star Constellation

5. Most Right For:
Big brands with a long history and
wide cultural knowledge.
How To:
Decide what you want to ‘make’
then fit it into a newsworthy event.

6. Playing with Context of the
Internet

7. Geico:
Users Love To Skip Ads Nowadays

8. Furore over Female Boobs Banned On
Facebook (#FreeTheNipple etc)

9. Do Makeup Tutorials With A Twist
How to apply
eyeliner -
Make Love
Not Scars –
Ogilvy
Mumbai
Years before…

10. Most Right For:
Any brand with digital spend that
will be seen online in a context.
How To:
Start with the internet behaviour
and work backwards to the brand.

11. Subverting What’s Become
Category Norms

12. Blood in a Period Ad - Bodyform

13. Beauty Ad, Full of Boys - Shiseido

14. Sportswear Ad That Never Focuses on
the Moment of Winning

15. Most Right For:
Any brand that exists in a category
with really clear category cliches
that no longer feel fit for modern
life.
How To:
Study the category TV ads then flip
your own.

16. Smushing Technological
Innovation into a Decent Idea

17. Spray Paint x
The Launch of Buyable Pins

18. New Tights x
Bikeable Delivery Services

19. Remembrance Day x
Silent Facebook Films #TakePause

20. Tok&Stok Showrooms x
Physical Pinterest Pins

21. Amnesty International
x Adblocker

22. ‘Good Causes‘ x
Vertical Video Black Bars

23. Most Right For:
Niche brands that have a single
minded targeted mission.
Charity brands.
How To: find the tech innovation first
then fit an appropriate brand into it.