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Cannes Predictions 2014
Bridget Jung
Chief Creative Officer
DigitasLBi Paris
!
@bridoo
Jean-Philippe Martzel
Planning & Strategy Director
DigitasLBi Paris
!
@jpmartzel
Fred Lung
Senior Creative
DigitasLBi Paris
!
@fredericklung
Philippe Pinel
Senior Creative
DigitasLBi Paris
!
@PhilippePinel
Cannes Predictions 2014
We had fun putting this list together. It’s in no way
exhaustive, simply an educated guess as to what might
win at Cannes this year. We’ve tried to identify the
emerging themes we may see coming out of the Festival.
1. Advertising inspired by the environment (in realtime)
2. Advertising re-enchants (or hacks) the everyday
3. Selfies and the importance of me
4. Advertising that reinvents the product
5. The most interesting man in the world is trending
6. Advertising that might make the jury laugh
7. Blockbusters
8. Grand Prix or nothing
Emerging Themes
1. Advertising inspired by
the environment (in realtime)
Perhaps some of the most exciting digitally led
campaigns we’ve seen are in outdoor and they
combine intelligent placement with smart tech to
create truly personalised experiences between
brands and consumers. In this way advertising
has become “alive”.
Cannes Predictions 2014
http://youtu.be/k3JucPPqd40
British Airways
The Magic of Flying
http://youtu.be/b8OOCU8zZSs
Apotek
Blowing in the Wind
http://youtu.be/80indhABZwo
Neue Zürcher Zeitung
Digital Newspaper Holder
2. Advertising re-enchants
(or hacks) the everyday
!
Ads now bring magic into the real world. Posters
can accept credit cards and even play music. A
DIY shop uses billboards to dramatically show
how they can improve the everyday. More and
more of the filmed stunts rely on reactions from
people to some kind of magic in the real world.
Cannes Predictions 2014
http://youtu.be/LuRXqdVvLjs
OBI
The Renovated Billboard
http://youtu.be/cKj1RdsG8as
Honda
The Sound of Honda
http://youtu.be/ZcqsRhMHo8o
Misereor
The Social Swipe
http://youtu.be/gclJe_kSnd4
Becks
Playable Poster
http://youtu.be/vHVWegNfQl0
DHL
Trojan Mailing
http://youtu.be/aGlRyMITXMc
Google
Night Walk in Marseille
3. Selfies and the
importance of me
“Selfie” was the 2013 word of the year. Only a few months
ago, Ellen’s epic selfie generated over 3 million retweets.
We can see some brands leveraging this new focus on
“me”, inviting individuals not only to be part of the ad —
but to be at the centre of it. Brands are finding new and
creative ways to use individuals and personal stories
rather than scenarios.
Cannes Predictions 2014
http://youtu.be/ZgGNDhCnjzQ
Prudential
“Chapter 2”
http://youtu.be/JtxLmInvFcw
Nike
Make EveryYard Count
http://youtu.be/XokGFN86ljc
Coke
This is AHH
http://youtu.be/IpbDHxCV29A
Wren
The Kiss
4. Advertising that 

reinvents the product
This is a very interesting area. Instead of making ads,
some brands are innovating at the product level or
creating new products & services that support the brand
ambition.We’re convinced that this area will grow over the
next few years.
Cannes Predictions 2014
http://youtu.be/H6NWTJyWHqc
Milka
Last Square
http://forgotify.com/
Spotify
Forgotify
http://youtu.be/8eSkHeTIhS0
Nar Mobile
Life Saving Cable
http://youtu.be/gsXg2uBQhIA
RipCurl
Watch
http://youtu.be/P8DOZ_rK8rI
Harvey Nichols
“Sorry, I spent it on myself”
http://youtu.be/ITyeI3YyYw8
5. Advertising that invites
action from the individual
There’s a new breed of advertising that wouldn’t exist
without someone watching it. These experiences require
people to interact, explore and experiment with the ad.
From second screening, to innovate navigation and even
ultimately being able to control a real person via a
website, these ads require action from the individual.
Cannes Predictions 2014
http://youtu.be/_3D8hYIfpqg
Arcade Fire
Just a Reflektor
http://youtu.be/rg74NzJlGp0
Melbourne Tourist Information
Remote Control Tourist
http://youtu.be/GT-GPmX60GA
Guy Cotten
“Sortie en Mer”
http://sortieenmer.com/
http://youtu.be/wvPfuV00-1k
Droga5
Thunderclap
5. Advertising that might
make the jury laugh
From beer to banks, humour always works. We even
found a PSA that breaks through with an incredible script
and amazing acting.
Cannes Predictions 2014
http://youtu.be/OK9419Oicp0
Tap King
“Hello”
http://youtu.be/mZy5nejCSc4
VH1
I Will Survive
http://youtu.be/GFYeUeKv75A
Nimble
Unexpected Happens,The Vet
http://youtu.be/SXy6JElmgHU
Three
#SingItKitty
http://youtu.be/P8KAaf45g5U
New Zealand Transport
Blazed
6. The most interesting man
in the world is trending
Senior is the new black.
Cannes Predictions 2014
http://youtu.be/mngOtW6sYCw
Jack & Jones
Made from Cool
http://youtu.be/lk0yti12LLI
Epic Companies
Signor Valmano
http://youtu.be/jxVcgDMBU94
Edeka
Supergeile
http://youtu.be/0izwNht8cT8
Intel + Toshiba
The Power Inside
7. Blockbusters
Big brands and big budgets …sure to go home with
some metal.
Cannes Predictions 2014
http://youtu.be/M7FIvfx5J10
Volvo Trucks
Epic Split
http://youtu.be/pyV57QlGUGI
Evian
Spiderman
http://youtu.be/XqWig2WARb0
John Lewis
The Bear & the Hare
http://youtu.be/bu2ht9c-FFU
Lacoste
The Big Leap
http://youtu.be/Bf_z_7B4Ifw
Heineken
The Odyssey
http://youtu.be/L1EtoruAMDI
Heineken
Response on The Odyssey film authenticity
http://youtu.be/B-3sVWOxuXc
Guinness
Sapeurs
http://youtu.be/JEbpbNTkIdk
Old Spice
Momsong
http://youtu.be/vmOr9I2JxZs
Lurpak Cook’s Range
Adventure Awaits
8. Grand prix or nothing
Nothing in between.
Cannes Predictions 2014
McDonalds
Core
Article on Creative Review
Bridget Jung
Chief Creative Officer
DigitasLBi Paris
!
@bridoo
Jean-Philippe Martzel
Planning & Strategy Director
DigitasLBi Paris
!
@jpmartzel
Fred Lung
Senior Creative
DigitasLBi Paris
!
@fredericklung
Philippe Pinel
Senior Creative
DigitasLBi Paris
!
@PhilippePinel
#Whatdidweforget
Let us know what you think or what we may have missed.

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