This document summarizes 5 winning campaigns from Cannes 2023 that effectively used personalization. 1) Spotify's Wrapped personalizes music listening summaries for each user based on their listening data on the platform. 2) Congresso em Foco's Transparency Card sends real-time spending data on politicians to citizens via push notifications, increasing transparency around public funds. 3) Chipotle matched customers who ordered the same meal in different cities to show orders are not unique, generating $4.6M in revenue. 4) British Airways personalized travel reasons beyond "business" and "leisure" based on contextual data to evoke different emotions around travel. 5) Mondelez

1. Our Favorite Winning Campaigns
from Cannes 2023 That Nailed
Personalization

2. Spotify’s Wrapped on
Platform Campaign
Winner of the Gold Lion- Digital Craft
(Content) for Personalized Storytelling
and Experience
#1

3. What’s It About?
Released annually since 2016, the
campaign features a compilation of
data for users personalized to their
listening activity on the platform,
such as their own ‘listening’
personality.
Image source: Spotify Newsroom

4. Why We Love It
Well executed personalization based
on rich first-party data is at the heart
of Spotify’s Wrapped On Platform
experience. Delivered consistently
over many years has catapulted it to a
cultural phenomenon.

5. #2
Congresso em Foco’s
Transperancy Card
Winner of the Gold Lion- Digital Craft (Data
and AI) for Curation of Data

6. What’s It About?
Congresso em Foco, a Brazilian
digital news portal launched The
Transperancy Card, a digital wallet
to battle the mismanagement of
public money by politicians. The
Card sends real-time spending
information on politicians from
government databases to the
general public via push
notifications. Image source: The Transperancy Card

7. Why We Love It
Real-time data combined with a
powerful social cause can be a
powerful instrument of change. This
campaign increased transparency of
public fund usage and empowered
citizens to hold their elected
representatives accountable.

8. #3
Chipotle’s
Dopplegänger
Winner of the Gold Lion- Creative Data for
Data Driven Targeting

9. What’s It About?
Most people tend to think their order at a
Chipotle is unlike any other considering
the wide range of customization available
to them.
But with data and machine learning,
Chipotle was able to match people who
placed the exact same order at the exact
same time in different cities and inform
them via email that they are not that
unique.
Image source: Cannes Lions

10. Why We Love It
A personalized email campaign
generated $4.6 million in revenue for
Chipotle. The unique social connection
it created between customers was an
icing on the cake!

11. #4
British Airway’s
A British Original
Winner of the Grand Prix Outdoor (Culture
and Context) for Cultural Insight

12. What’s It About?
British Airway’s asked travellers, “Why do
you travel?” The options went beyond the
usual ‘business’ and ‘leisure’ to more
creative answers personalized to the
context, such as the weather, location, time
of day, and what was happening in the
news.
Image source: Ads of the world

13. Why We Love It
The brand cleverly used contextual
data to evoke a myriad of emotions
around travel, from playful and
humorous to pensive and vulnerable.
We love how the focus of this campaign
were travelers and not the airline.

14. #5
Mondelez’s
Shahrukh-Khan-My-Ad
Winner of the Grand Prix for Creative
Effectiveness

15. What’s It About?
Mondelez’s Cadbury used Generative AI to
boost sales from local mom-and-pop
stores in India during Diwali.
The brand created a digital avatar of one
of India’s biggest celebrities, Shahrukh
Khan by recreating his face and voice.
They set up a platform for small, local
businesses to create ads personalized to
the name of their shop that they could
further use on their own social platforms.
Image source: Kantar

16. Why We Love It
Many local businesses in India are
struggling to compete with large
brands post-pandemic. This campaign
used the power of Generative AI to
empower them to use one of the
country’s most loved celebrities as their
own brand ambassador.