The document discusses two major events that occur every four years - Cannes Lions and the World Cup - and how brands leverage these events for creativity and marketing. It highlights examples from Cannes Lions of brands that inspire change, useful brand extensions, and combining data and emotion. Examples of how brands engaged with the 2014 World Cup through social media, technology, and different levels are provided. Predictions for 2015 include brands leading change through technology, interactive outdoor ads, and data-driven personalization.

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CANNES LIONS VS. THE WORLD CUP 2014

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
“Pumped” by McCann London
Photographer: Max Oppenheim
Source: http://www.canneslions.com/about_us/pumped
Photograph courtesy of Getty Images
Source: http://www.fifa.com/worldcup/photos/all-photos.html#2397522
Every four years these two events coincide…

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AND BRING WITH THEM A CREATIVE STORM…
“Cloud” light by Richard Clarkson
Source: http://www.richardclarkson.com/

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WHICH IS WHY IT MAKES SENSE TO DISCUSS THEM BOTH
1. Highlights from Cannes
• A combination of my favourites and what we can learn from them
1. What this year’s World Cup inspired
• The World Cup activity that stood out and why
1. Some predictions for 2015
• How brands will pursue creativity

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
BUT FIRST…WHAT IS CANNES LIONS?

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IT WAS INSPIRED BY THE CANNES FILM FESTIVAL

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
…AND BEGUN BY A GROUP CALLED THE SCREEN ADVERTISING
WORLD ASSOCIATION

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WHO WANTED TO CELEBRATE AD FILMS
Grand Prix Winner (1954)
Film: Il Circo
Brand: Chlorodont

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NOWADAYS THE WINNERS AREN’T JUST AD FILMS…
Design Gold Lion
Bell-Net Obstetrics: Mother Book
Product Design
Grand Prix
G-Star Raw: Raw
for the Oceans
Press
Grand Prix
Selfridges:
Christmas
In fact the average number
of channels used by brands
who won a Creative
Effectiveness Lion is seven
(up from four since 2011).
Outdoor Grand Prix
ANZ Bank: GayTM

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HIGHLIGHTS FROM CANNES
• Brands that inspire change
• Brand extensions that serve a purpose
• Data and emotion make a powerful combination

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Chipotle Mexican Grill
The Scarecrow
BRANDS THAT INSPIRE CHANGE

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Intermarché
Inglorious Fruits and Vegetables

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Nivea
The Sun Band
BRAND EXTENSIONS SERVE A PURPOSE

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OPSM
Penny the Pirate

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
British Airways
Magic of Flying
DATA AND EMOTION MAKE A POWERFUL
COMBINATION

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Guy Cotton
A Trip Out To Sea

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
WHAT THE WORLD CUP INSPIRED
• Leverage consumer passion and turn it into conversation
• Technology makes every moment count
• Engagement at any level

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Old SpiceBrazil
BRANDS LOVE
THE WORLD
CUP

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
BUT DON’T THEY ALWAYS LOVE SPORTS?
$4 million for a 30-sec spot
Coca-Cola paid £64 million to be the global
sponsor of the IOC
Standard Life is sponsoring Murray for
£4.5 million over next three years

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
AT THE SUPER BOWL 2013 OREO PROVED JUST HOW
POWERFUL SOCIAL MEDIA IS
Super Bowl blackout on 3rd
Feb 2013 at 8.38pm
Oreo tweet only minutes after the
blackout happens
15,781 retweets

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WHICH IS WHY THE WORLD CUP MATTERS THIS YEAR

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
“Nike understands that the story of the world cup is not soccer. the world cup story is
about finding courage…
…Attaching a brand to a basic, and intense, human feeling is seen in nearly every
memorable World Cup campaign. Nike sells personal achievement. Coke sells
happiness. McDonald’s sells fun.”
- Joe King, mono advertising
“What Marketers can Learn from Nike’s World Cup Ads”
(Fast Company)

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TURNING CONSUMER PASSION INTO CONVERSATION
Buffalo Wings: #Fannerism
Buffalo Wings posted football
caricatures on their Instagram feed
and asked followers to share their own
photos using #Fannerism. Winners
were contacted using the Instagram
direct messaging service with rewards.
The brand gained 1600 followers in
between June 6-9 and are continuing
to rack up more during the World Cup.

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
Hyundai
#BecauseFutbol
Digital billboard in Times Square
Social activity driven by Twitter
Supporting social activity on Tumblr microsite

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MAKING EVERY MOMENT COUNT
Nike Soccer App
Due for release on Android and iOS on
July 10th
(three days before the World
Cup ends) the Nike Soccer App will
act as a dedicated social network for
football fans who can use a simple
chat functionality to tune into games
24/7.
Features include exclusive access to
live chats with professional players
and the chance to buy clothing before
they go on sale in store.

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
Visa
The Teletransporter

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ENGAGEMENT CAN HAPPEN AT ANY LEVEL
McDonald’s: GOL! app
Your McDonald’s fries act as an
augmented reality trigger for a
challenging football game. As you
progress through the levels you can
bounce the virtual football off real
objects picked up by your smartphone.
The app follows McDonald’s GOL! TV
ad celebrating ordinary people’s
spectacular football tricks.

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
“Brazil 2014 is the first social video World Cup” (Econsultancy)

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PREDICTIONS
1. Lead change through technology
2. Sensory outdoors for greater consumer participation
3. Data will drive real-time and personalisation

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ULTIMATELY BRANDS MUST ALWAYS STRIVE TO
UNCOVER SIMPLE CONSUMER TRUTHS
NRMA Insursance
Car Creation

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010 Terre de Hommes
Sweetie
LEAD CHANGE THROUGH TECHNOLOGY
Brands will build a bigger path to
purpose by adopting and spurring
innovation

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010 University of Engineering and Technology, Peru
Air Purifying Billboard
LEAD CHANGE THROUGH TECHNOLOGY

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SENSORY OUTDOOR ADS FOR GREATER CONSUMER PARTICIPATION
Digital displays will play a bigger
role in driving transactions and
prolonging consumer
engagement with a brand.

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SENSORY OUTDOOR ADS FOR GREATER CONSUMER PARTICIPATION
Fundacao Pro Sangue, Sao Paolo
Blood Charger Poster

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
DATA WILL DRIVE REAL-TIME AND PERSONALISATION: THESE WILL BECOME THE NORM
The proliferation of channels brands can
leverage to communicate with their audience
means more distraction for consumers. Brands
will have to find a way to weave elements of
personalisation into everything they do – from
push notifications to intelligent displays.
Cisco launched connected billboards (above) to promote the Internet
of Everything. The length of the message on the billboard is
determined by the driver’s speed, i.e. the faster you’re going the
shorter the message. The bus stop on the right lets travellers map
their city routes using real-time data to personalise users’ journeys.

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
AND FOR THE NEXT WORLD CUP…
We experience the full spectrum of emotions when it comes to a sporting
event this international, this significant and historical.
Which means brands have endless opportunities to tap into these
feelings and bring every moment to life.
…What creative executions we can expect depends on where technology
takes us before 2018.

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010
THANKS!!!