A presentation I did in conjunction with Austin Anderson while interning at Energy BBDO. We went through all the Cannes winners and selected 5 campaigns that really highlighted where Creativity, Technology, and the Human Element meet.

1. Where creativity, technology, & the human element meet
2014 REVIEW

2. Cannes 2014 Overview
- 37,427 entries, 1589 winners across 18
categories
- Decrease in traditional entries
- Press -12%, Film -9%, Radio -7%
- Digital/Non traditional entries are up
- Digital Cyber +39%, Branded content &
Entertainment +22%, Mobile +12%
- At least 50% of Big Winners adopted
storytelling approach

3. Why Cannes?
“I have the same hope I have for us every
year: that we win real iron for real clients.
The reason I respect Cannes – and the
other important shows – is I believe it’s
one of the important elements in
assessing whether your work is as
successful as it can be for your client.”
-David Lubars, Worldwide CCO &
N. America Chairman, BBDO

4. The Theme
“This year at Cannes, we will see a lot of
outstanding work from all over the
world. My prediction is that the winners
will be those campaigns that excel in
combining creativity with technology
and the human element. Those will be
the ones that take our breath away.”
-John Wren, President & Chief Executive,
Omnicom

5. Human Element
Creativity
Technology

6. Technology is allowing a
new type of creative and
emotional engagement.
The tech is no longer the
star of the spots and is
becoming more invisible.
It is a facilitator for us to
put the emotion and the
story into the spotlight

7. The human element is becoming ever
more important in a world driven by
organic media. Finding creative ways
to show this through stories is key.

8. "The new role of agencies is
designers of narrative
spaces for brands."
@Sid_Aarki - CEO of Aarki

9. Our Campaigns
We selected 5 campaigns that were not
only big winners at Cannes, but also clearly
combined all 3 elements of what John
Wren was referring to.
The human element (the human truth told
through a story) behind the work is also the
defining feature of these campaigns, and
can hopefully help inspire our teams this
upcoming year.

10. Tourism Victoria - Remote
Control Tourist
4xBronze

11. https://www.youtube.com/watch?v=rg74NzJlGp0

12. "The key is not in
using technology
for efficiency, but to
create emotion to
move people."
Yasu Sasaki - Executive
Creative Director at
Dentsu

13. The Results
- People from 158 countries, 4000 cities
participated and spent an average of
over 6min on the site
- Over 150million people reached
- 49million in earned social media
impressions
- PR value of $3.7million
- 1 successful marriage proposal

14. Why it worked?
Human Element:
When it comes to travel the fear of the unknown and the fear of being
disappointed once you get there are big hurdles that need to be
crossed.
Creativity:
Put people in control of the exploration of Melbourne. Also created
‘evergreen’ content.
Technology:
Use of live streaming, connecting to Twitter and Facebook, and
the fluidity of the interactions was key in facilitating the story
and the experience.

15. Chipotle
- The Scarecrow
2xGrand Prix
8xGold
4xBronze

16. https://www.youtube.com/watch?v=reDRAHn3XkY

17. "Building great brands is
a mix of magic and logic,
a blend of art and
science."
@keithweed - Chief Marketing
and Communications Officer at
Unilever

18. The Results
- 614million+ media impression
- 18.4million conversations across 17
social platforms in 1st month
- 92.7 social sentiment score
- 126,782,322 impressions on twitter in 2
months
- 13million+ views on youtube
- 650,000+ iOS downloads
- Chipotle tops Taco Bell on Restaurant
Social Media Index
- Stock at all time high after campaign

19. Why it worked?
Human Element:
People want to feel like they are being more humane.
Creativity:
Used a fictional quest narrative to tell a truth that people don’t usually
want to face.
Technology:
Used a mobile game, and YouTube to make an interactive experience
with the message, allowing it to spread organically.

20. Pharrell Williams -24Hrs of
Happy
Grand Prix
5xGold
1xSilver

21. https://www.youtube.com/watch?v=BRYiBL6zpdo

22. “Music video has become
a currency and the seed of
a lot of pop culture
discussion”
Jonathan Carson- Chief
Revenue Officer @Vevo

23. The Results
- no paid media
- over 9million people visited site for
average of 6min
- music video seen over 200million times
- sales increased 14,000% from 50k to
7million in a few weeks
- 1,500 homemade versions
- United Nations declares March 20th
Global Day of Happiness

24. Why it worked?
Human Element:
Happiness and music are both infectious, sharable, and empowering
forms of human expression.
Creativity:
Delivering an experience that both engages the consumer and
reflects the message of the music.
Technology:
An unparalleled adaptation of YouTube to create a 24hr video of
Happy with an endless loop.

25. Milka - The Last
Square
1xGold
1xSilver
2xBronze

26. https://www.youtube.com/watch?v=dWRD3Kz5wYc

27. "Creativity is not a verb
but a noun. Let's stop
activities and processes
and focus on actually
making creative things."
RP Kumar - EVP International
Strategic Planning at Ketchum

28. The Results
- 5million bars created and launched in
France and Germany
- 800,000 visits on the website in 2
months
- 500,000 squares sent
- 95,000 shares on social networks
- PR earned over $1.7million
- Campaign will launch in 6 more
countries in Europe next year

29. Why it worked?
Human Element:
People like making other people happy.
Creativity:
Took the idea of candy grams and applied it to a national campaign
through a simple idea.
Technology:
Changing the production process to remove the last piece, which
facilitated the story of being able to show someone you cared.

30. G-Star Raw for the Ocean
Grand Prix
Product
Design

31. https://www.youtube.com/watch?v=U6z8YfKR3to

32. "We have to do work that
matters. It's not more, it's
more GOOD."
Wendy Clark @wnd - Coca-
Cola Marketing Chief

33. The Results
- Launched at NY Fashion week
- New category at Cannes
- $6million in earned PR in one month

34. Why it worked?
Human Element:
People have an innate desire to do good, but struggle with the
inability to act.
Creativity:
Becoming a model of change by providing style, status, and
sustainability in a way that also satisfies our desire to do good.
Technology:
Transforming plastic waste into denim yarn to create a sustainable
product that is desirable for aspirational consumers, allowing the
human element to be facilitated.

35. No more campaigns.
Think in terms of cultural
movements centered
around the consumer,
and not the other way
around.

36. Recap and Additional Points
- Most successful campaigns were
focussed on emotional engagement
with consumers.
- In line with David Lubars
presentation, we can see the trend
that “Nice is the new Black”

37. Recap and Additional Points
- Judges mentioned that clarity in
case study was a key to success.
- Cases had to establish links of
causality between the creative effort
and business results.
- Judges criticized entries for over-
claiming on success.

38. "Tell me the truth! Make
my life more interesting
or leave me the f**k
alone."
- Jared Leto