This document provides a summary of trends observed at Cannes Lions 2011, including the rise of social TV, digital storytelling using HTML5, collaboration and co-creation, real-time engagement, social business, designing for networks, seamless cross-device integration, socially connected objects, and continued growth of the tablet market. Specific examples are given showcasing brands like Old Spice, Arcade Fire/Google, ASOS, Mercedes-Benz, Heineken, and Blackberry that have successfully adopted these new trends.

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CANNES LIONS SPECIAL
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2. GRAND PRIX PROMO & ACTIVATION LION WINNER
GRAND PRIX DIRECT LION WINNER
ROM (as in ROMania) is a traditional ROM replaced the iconic Romanian flag
Romanian chocolate bar. Launch in 1964 packaging with the stars and stripes of
it has the Romanian flag emblazoned the American flag. The rebrand was
across its wrapper and is known for its announced to the public and ROM prepared
ageing and nostalgic customer base. This for people’s response. Within hours the
was a problem for ROM as it meant it backlash began and people hit the internet
was losing key market share amongst creating campaigns to bring the old style
younger consumers. ROM’s nationalistic packaging back. Once the backlash became
values were a disadvantage. Only 12% of large enough ROM revealed it was all an
young Romanians described themselves as elaborate stunt and that ROM was back
patriots. Instead preferring ‘cool’ and as Romanian as ever.
American confectionery brands like
Snickers and Mars. ROM’s was not to go Watch the case study:
head to head with the likes of Snickers http://ow.ly/5xPDy
and Mars, but instead, to temporarily join
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3. GRAND PRIX PR LION WINNER
Everyone hates a break-up, especially by fees and lowering interest rates, but the
letter. The National Australia Bank (NAB) public wasn’t really taking notice.
decided to use this well-known method to
distance themselves from other In the end it took a break-up letter from
Australian banks and shatter the national NAB to get the message across. They
perception of the bank itself. played the campaign out primarily across
print and social media; it created a storm
NAB and three other Australian banks had and was all over the news.
long be seen as a cartel by the nation,
the public thought they fixed fees and Watch the case study:
eliminated the competition, in cahoots http://ow.ly/5yAd2
with one another. NAB’s had spent the
past couple of years working relentlessly
hard to prove the contrary, abolishing
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4. GRAND PRIX OUTDOOR LION WINNER
GRAND PRIX INTEGRATED LION WINNER
Rapper Jay-Z created a unique partnership Those who discovered extracts of the
with Microsoft’s Bing search engine to book were invited to claim the pages and
promote his new book ‘Decoded’. decode the clues online in order to win
tickets to an exclusive Jay-Z & Coldplay
Pages from the new book were placed in concert in Las Vegas.
real world locations across the globe.
Each placement is significant to the Watch the case study:
rappers life as told in the book and utilises http://ow.ly/5xVsS
the functionality of Bing Maps and Bing
Entertainment.
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5. GRAND PRIX PRESS LION WINNER
This cool billboard was made for Samsonite an airplane ride. Angels treat the people and
in China. The entire image is one big devils handle the luggage and obviously a
sculpture of devils and angels representing Samsonite suitcase survives hell.
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6. GRAND PRIX CYBER LION WINNER
Google Experiments do some cool stuff, Harnessing the power of HTML5 technology,
everyone knows that. Arcade Fire are a they were able to create one of the most
cool band, everyone knows that. Put innovative and personal music videos ever. The
them together and something cool was video plays out using Google Maps and
bound to happen. embeds streetview and aerial photography of
the user’s hometown directly into the video.
It is fantastic and not to be missed.
Take a look:
http://ow.ly/5yAiw
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7. GRAND PRIX FILM LION WINNER
Every four years, the keys to football weave the brand into the conversations
heaven are dangled in front of the around this major tournament in a way
international elite. One goal, one pass, one that celebrated the participating teams
game saving tackle can be the difference and athletes and engaged football fans
between fame and forgotten. What around the world.
happens on the pitch in that split second
has a ripple effect that goes beyond the Watch the film:
match and the tournament. ‘Write the http://ow.ly/5yD4l
Future’ was a messaging platform that
allowed Nike to show how football
creates this ripple effect. It allowed Nike
to give a glimpse into the future to see
what the players were really playing for, in
their own lives and the lives of those
that follow them. Their goal was to
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8. GRAND PRIX MEDIA LION WINNER
Whilst it may seem inconceivable for us By creating virtual stores in subways,
to imagine Tesco as anything but the customers could add items to their
number one supermarket, the same cannot shopping carts using QR code scanning
be said in Korea. In a country where technology. By re-inventing the
countless western chains have tried and supermarket experience in such an
failed to establish themselves in the unconventional form, HOMEPLUS drove
market, Tesco needed a different their online sales by over 130% and have
approach to upset the balance, which lead become Korea’s No.1 online supermarket.
to a name change; say hello to HOME-
PLUS. With fewer stores than their main Watch the case study:
competitor they faced a real struggle, so http://ow.ly/5yCQd
they decided to focus more on engaging
consumers through their online store
instead.
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9. 10 TRENDS FROM
CANNES 2011

10. 1. SOCIAL TV
- Old Spice Guy answered crowd sourced questions and recorded personalised responses
http://ow.ly/5BdnV
- Brand Bowl by Mullen monitored tweets about brands during Super Bowl 2011
http://brandbowl2011.com/
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11. 2. DIGITAL STORYTELLING
- Crowd created stories via sites such as Storify
http://storify.com/
- Flipboard creates a personalised magazine based on content pulled in from your social
networks.
http://flipboard.com/
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12. 3. HTML 5 & THE RISE OF WEB APPS
- Berlin based magazine Aside brings an app like experience to your browser.
http://asidemag.com/
- Arcade Fire partnered with Google for The Wilderness Downtown
http://www.thewildernessdowntown.com/
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13. 4. COLLABORATION & CO-CREATION
- Footlocker is curating the world’s favourite trainers over at Sneakerpedia
http://www.sneakerpedia.com/
- Real women of Philadelphia is a community fronted by American TV chef Paula Deen
inviting women to share their favourite Philadelphia cheese based recipes.
http://www.realwomenofphiladelphia.com/
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14. 5. THE POWER OF REAL TIME
- Budweiser Ireland linked the price of beer to the weather to take part users need the
‘Ice Cold Index’ app.
http://ow.ly/5Bdui
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15. 6. THE RISE OF SOCIAL BUSINESS
- ASOS Marketplace allows customers to sell their second hand clothes
https://marketplace.asos.com/
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16. 7. DESIGNING FOR NETWORKS &
UNDERSTANDING SOCIAL SPREAD
- Project Cascade by The New York Times tracks the lifespan of a news story and how
it spreads through the different layers of social networking sites
http://ow.ly/5BdvW
- Pay with a tweet allows people to (literally) pay via social currency
http://www.paywithatweet.com/
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17. 8. SEAMLESS INTEGRATION
ACROSS DEVICES
- Heineken ‘Star Player’ app allows viewers to play along live to every UEFA Champions
League match.
http://ow.ly/5BdxE
- The Million Pound Drop allows viewers to play along live using the Channel 4 website.
https://www.themillionpounddrop.com/
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18. 9. SOCIALLY CONNECTED OBJECTS
- Mercedes Benz Tweet Race – real cars powered by tweets.
http://ow.ly/5Bdyz
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19. 10. THE CONTINUED RISE OF THE TABLET
Over 25 million iPads sold to date
Blackberry have launched the ‘Playbook’ to rival the iPad
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