SlideShare a Scribd company logo
WHAT MAKES A
GRAND PRIX WINNER?
!
!
CANNES LIONS

JUNE 2014
Cannes Lions Grand Prix winners’ creative genius is
undisputed but what human truths underpin 2014’s Lions?
As a behavioural insights practice, we don’t judge a
campaigns’ creative strength, but we do deconstruct how and
why they resonate with their audience.
Post-recession blow-outs, an appetite for risk and a desire to
make a difference are major themes shaping this year's
winners.
Still reeling from the global recession, we’ve seen the rise of
personal treats, and moments when even small wins become
epic. But it’s far from gloomy for Millennials. They’re
generation can, not generation can’t. It’s one of their defining
mantras.
And far from seeking shelter, people are continuing to
embrace risk - as long as there’s an invisible safety harness,
whether it’s a Nivea wristband or Volvo roll-cage.
The desire to make a difference is leading to a collective social
conscience. At one extreme is hacktivism and civic
responsibility - taking on leadership roles where governments
can’t or wont. At the other extreme is clicktivism. If changing
the world is as easy as buying a new pair of jeans or using an
ATM, then who wouldn’t want to be involved?
Explore it, critique it and let us know what you think.
Nick , Sam, Harry, Lore and the Canvas8 team
!
“Self-gifting represents a form
of carefully planned retail
therapy"
Bryant Simon, Author
!
Up to 59% of a typical London family’s
income is spent on rent. Job opportunities
are scarce, and finances tightly controlled.
And when cash does flow, there’s an urge
to treat themselves. It’s a pressure valve.
This intensifies during the festive season.
In 2012, people spent an average of
around £150 on gifts for themselves
during the holiday period – a 27%
increase on five years previously.
With nearly two thirds of shoppers
admitting to cheering themselves up by
spending, seasonal retail isn't always a
selfless experience.
SORRY, I SPENT IT ON MYSELF
HARVEY NICHOLS
!
”The strongest narrative for
challenger brands that's
emerged in recent years is this
idea of the people's champion”
Adam Morgan, Author
!
When aspirations hit a brick wall, the
portrayal of unrealistic achievements
typically associated with energy drinks
becomes obsolete.
By giving people more energy “in
exceedingly average moments,” Lucozade
reflects a more attainable reality. A reality
where even small wins become ‘epic’.
It drives an underdog mentality that
people can easily identify with.
LUCOZADE
LUCOZADE ENERGY DRINK
!
”Take possession of a cultural
artefact, make it more
detailed, more contextually
responsive, more culturally
nuanced and more valuable"
Grant McCracken, Anthropologist
!
Life is hard. In 2013, 1 in 10 Americans
were clinically depressed. For the first
time people were projecting that future
generations would not have it as good.
Pharrell told the world to stop
overthinking it. That happiness was a
choice. A state of mind.
He offered a video ‘geo-remix’, simply
saying “we’re choosing happiness too” –
with postcards to the rest of the world
reading "We're happy. With love from…"
!
!PHARRELL WILLIAMS - 24 HOURS OF HAPPY
UNIVERSAL / IAMOTHER
!
”Our brains are social-
monitoring devices much more
than calculators… learning
from the example of those
around us”
Mark Earls, co-author of ‘I’ll Have What She’s Having’
!
The simple act of smiling can make you
happier. There is a positive neural
messaging that benefits your health and
happiness. And through facial mimicry,
the more people smile, the more they
make others around them feel happier.
But emotional contagion happens in
reverse too.
Coca-Cola’s Happy ID encourages
happiness using identity cards to spread
positive emotional contagion.
!
!HAPPY ID
COCA-COLA
!
”Data visualisation is the
process of making the invisible
visible”
Dr. Sara Diamond, President OCAD
!
Built on a musical algorithm, the living
pattern captures the spirit of the avant
garde festival. The pattern interacts with
the entire festival ecosystem - the
programme, the poncho and the city.
Taking cues from contemporary nightclub
design with its guerrilla stunts, the effect
is open and exciting.
And by giving people their own tools to
generate music, it propels the festival
from passive to participatory.
!
!
!
BERGEN INTERNATIONAL FESTIVAL BRAND CAMPAIGN
BERGEN INTERNATIONAL FESTIVAL
!
”By being a racing driver you
are under risk all the time"
Ayrton Senna, F1 Driver
!
Films like Senna and Rush demonstrate a
nostalgia for the hard-living, fast driving
playboy years of Formula One. A time
when Formula One was exciting, loud and
dangerous.
Those days are gone, but the data trails
remain. And by fusing the data with new
technology, Honda simulated the memory
through racecar sounds and lights.
Sound of Honda gave people an
emotional data-driven experience from a
single lap, 24 years ago.
!
!
!
!
SOUND OF HONDA / AYRTON SENNA 1989
HONDA MOTOR CO.
!
”Homo sapiens were the only
group of early hominids to
emigrate over the entire world,
which entailed great risk”
Marvin Zuckerman, Psychologist
!
Humans are programmed to seek out
risks and danger. It’s a dopamine release.
We’re demanding experiences like Tough
Mudder, and shouting “YOLO!”
But 4 in 5 Americans spend their days
behind desks. Coupled with an emphasis
on health and safety, most people prefer
to ‘play it safe’, watching others from the
safety of their TVs or tablets.
Volvo’s Live Test Series shows that ‘safe’
doesn’t eliminate risk, but can facilitate it -
and by association, safety becomes a little
bit cooler.
!
!
THE EPIC SPLIT / LIVE TEST SERIES
VOLVO
!
”Children love to play in
moderately risky ways.
Through play, they acquire the
physical, social, and emotional
capacities required for healthy
development "
Peter Gray, Psychologist
!
Over the past 60 years, we’ve seen a huge
decline in children’s freedom and an
opportunity to play on their own. It’s led
to a rise in ‘helicopter parenting’.
Nivea’s wristband means kids can roam
free, but parents know where they are.
With Brazil’s beaches notoriously
overcrowded, the brand played both to
parents’ fears and their desire to take a
step back.
!
!
PROTECTION AD
NIVEA SUN KIDS
!
”The reason we fall out of love
with technology is simple. We
stop paying attention"
Adam Frank, Astrophysicist and NPR commentator
!
Louis C.K. reminded us that “everything is
amazing right now, but nobody's happy.”
To stop and appreciate everyday things
can be immobilising. So we rely on novel
stimuli to grab our attention - if only for a
moment.
British Airways understood this desire to
better appreciate what we already have,
using new technology to draw attention to
old technology. It reconstructs the
appreciation we all had as children when
we first saw a plane fly overhead, as
awestruck adults pointed to the
awestruck child pointing skywards.
!
!MAGIC OF FLYING
BRITISH AIRWAYS
!
”We are more concerned with
the context – the ‘what’s going
on’ – than the projection of
identity"
Dr. Pamela Rutledge, Psychologist
!
2013 may have been the year of the selfie,
but selfies are less an expression of self-
admiration and more a communication of
‘I was there’ moments.
MegaFon used selfies to communicate the
sense of historic occasion, personalise
people's Olympic experience and
maximise their social currency
!
!
!
!
MEGAFACES - MEGAFON SOCHI OLYMPIC PAVILION
MEGAFON
!
”There's conflict between the
desire to do good and the
desire to do nothing… We need
lazy ways to do good"
William Tupe, Philanthropist
!
55% of people say they would pay more
for sustainable products. Sustainability is
rarely the primary motivation to buy a
product, but it helps post-rationalise the
purchase.
With 2.5 billion aspirational consumers
seeking style, status and sustainability, it
becomes a pro-social identity marker.
And it’s easy. G-Star realised that solving
the world’s problems by buying a great
pair of jeans is an attractive proposition.
!
!
!RAW FOR THE OCEANS
G-STAR RAW
!
”Fiction seems to be more
effective at changing beliefs
than nonfiction”
Jonathan Gottschall
!
The healthy eating debate is a difficult
challenge for brands to stomach.
Chipotle’s response? A hard hitting adult
narrative softened by a Pixar-style
animation, Willy Wonka soundtrack and
gaming delivery. It’s a semiotics homerun.
What Chipotle demonstrated is that if you
have nothing to hide, then you have
something to say.
!
!
THE SCARECROW
CHIPOTLE
!
”We’re not going to change the
world, but if we can make a big
enough noise for people to
notice there's a problem,
someone will take notice”
Member of hacktivist group Anonymous
!
The perceived failing of many traditional
institutions to bring about social change
has seen the rise of ‘if you don’t do it, we
will’ activism. This attitude speaks
volumes of a globally minded citizen
focused on results, action and
momentum.
Drawing heavily on Hollywood-esque
cinematic codes and convention, the
result is morality in black and white:
supporting ‘Sweetie’ publicises people's
affiliation with a campaign for good.
!
!
SWEETIE
TERRE DES HOMMES NETHERLANDS
!
”Making things more
observable makes them easier
to imitate”
Jonah Berger, Professor of Marketing
!
Political hesitation saw the law allowing
gay marriage in Australia overturned in
December 2013.
While most Australians have long been
supportive of marriage equality, their
support has been silent.
For ANZ, in a country where trust in
business is greater than trust in
government, it was a civic responsibility.
Playfully (and proudly) reskinning ordinary
ATMs, ANZ enabled public support to
become… public.
!
!
!
GAYTMs
ANZ
!
”Shame reflects how we feel
about ourselves. Guilt involves
an awareness that our actions
have injured someone else"
Joseph Burgo, Psychologist
!
By 2050, the UN predicts that 75% of the
world’s population will be crammed into
megacities. This impacts both those
moving and those left behind. Cramming
into cities paradoxically creates more, not
less, loneliness.
Guilt Trips confronts the issue head on -
borrowing from the way charity messaging
has typically been coded.
V/Line identified the line between shame
and guilt; rather than shaming people into
a defensive reaction, it used guilt to elicit a
positive action.
!
!
GUILT TRIPS
V/LINE
There’s a more in-depth study on the
behaviours underpinning this year’s
winners, available on request.
For your free copy please email
cannes@canvas8.com
Canvas8 is an online intelligence resource
that helps innovators better understand
what matters to their audience and why.

More Related Content

What's hot

The End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes CollideThe End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes Collide
Backslash
 
Cannes Lions 2017 Highlights
Cannes Lions 2017 HighlightsCannes Lions 2017 Highlights
Cannes Lions 2017 Highlights
Ilker Ergen
 
A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winners
Canvas8
 
Cannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & TrendsCannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & Trends
M S
 
Cannes Lions 2015 Trends
Cannes Lions 2015 TrendsCannes Lions 2015 Trends
Cannes Lions 2015 Trends
Karen Saba
 
Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015
Cheil_Worldwide_UAE
 
Gc in quotes flam group
Gc in quotes flam groupGc in quotes flam group
Gc in quotes flam group
culturalintelligence
 
Learnings from cannes lions 2013
Learnings from cannes lions 2013Learnings from cannes lions 2013
Learnings from cannes lions 2013
Esther Chao
 
40 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 201040 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 2010
Jesse Desjardins - @jessedee
 
The Future 100 - 2016 Trend Report
The Future 100 - 2016 Trend ReportThe Future 100 - 2016 Trend Report
The Future 100 - 2016 Trend Report
TurbineMauritius
 
#HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015 #HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015
HUB INSTITUTE
 
Digital advertising social marketing and tech trends predictions in 2015
Digital advertising social marketing and tech trends predictions in 2015Digital advertising social marketing and tech trends predictions in 2015
Digital advertising social marketing and tech trends predictions in 2015
Soap Creative
 
Hello Future: Generation Edge & Technology
Hello Future: Generation Edge & TechnologyHello Future: Generation Edge & Technology
Hello Future: Generation Edge & Technology
The Sound: Exploration Strategy Innovation
 
PCNA Trends 2017
PCNA Trends 2017PCNA Trends 2017
PCNA Trends 2017
Brian O'Gara
 
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...
sparks & honey
 
New World Order
New World OrderNew World Order
New World Order
Canvas8
 
Digital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 ReviewDigital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 Review
Jeremy Masselis
 
Cannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsCannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trends
MEC UK
 
Millennials
MillennialsMillennials
Millennials
Coppa+Landini
 

What's hot (19)

The End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes CollideThe End of Normal: When Brands and Memes Collide
The End of Normal: When Brands and Memes Collide
 
Cannes Lions 2017 Highlights
Cannes Lions 2017 HighlightsCannes Lions 2017 Highlights
Cannes Lions 2017 Highlights
 
A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winners
 
Cannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & TrendsCannes Lions 2015 Best Cases & Trends
Cannes Lions 2015 Best Cases & Trends
 
Cannes Lions 2015 Trends
Cannes Lions 2015 TrendsCannes Lions 2015 Trends
Cannes Lions 2015 Trends
 
Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015Cheil Levant Trends Report 2015
Cheil Levant Trends Report 2015
 
Gc in quotes flam group
Gc in quotes flam groupGc in quotes flam group
Gc in quotes flam group
 
Learnings from cannes lions 2013
Learnings from cannes lions 2013Learnings from cannes lions 2013
Learnings from cannes lions 2013
 
40 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 201040 More Slides + Memorable Quotes from Cannes Lions 2010
40 More Slides + Memorable Quotes from Cannes Lions 2010
 
The Future 100 - 2016 Trend Report
The Future 100 - 2016 Trend ReportThe Future 100 - 2016 Trend Report
The Future 100 - 2016 Trend Report
 
#HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015 #HUBLIONS : TRENDS FROM CANNES LIONS 2015
#HUBLIONS : TRENDS FROM CANNES LIONS 2015
 
Digital advertising social marketing and tech trends predictions in 2015
Digital advertising social marketing and tech trends predictions in 2015Digital advertising social marketing and tech trends predictions in 2015
Digital advertising social marketing and tech trends predictions in 2015
 
Hello Future: Generation Edge & Technology
Hello Future: Generation Edge & TechnologyHello Future: Generation Edge & Technology
Hello Future: Generation Edge & Technology
 
PCNA Trends 2017
PCNA Trends 2017PCNA Trends 2017
PCNA Trends 2017
 
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...
 
New World Order
New World OrderNew World Order
New World Order
 
Digital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 ReviewDigital Culture For The Win - Cannes Lions 2016 Review
Digital Culture For The Win - Cannes Lions 2016 Review
 
Cannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsCannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trends
 
Millennials
MillennialsMillennials
Millennials
 

Viewers also liked

Anil Malhotra presents Bango
Anil Malhotra presents BangoAnil Malhotra presents Bango
Anil Malhotra presents Bango
Canvas8
 
Faisel Rahman on Fair Finance
Faisel Rahman on Fair FinanceFaisel Rahman on Fair Finance
Faisel Rahman on Fair Finance
Canvas8
 
No Straight Lines
No Straight LinesNo Straight Lines
No Straight Lines
Canvas8
 
David Birch presents Mobile Payments
David Birch presents Mobile PaymentsDavid Birch presents Mobile Payments
David Birch presents Mobile Payments
Canvas8
 
Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8
Canvas8
 
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Canvas8
 
Consumer Trends in 2016: 36 Expert Perspectives - Canvas8
Consumer Trends in 2016: 36 Expert Perspectives - Canvas8Consumer Trends in 2016: 36 Expert Perspectives - Canvas8
Consumer Trends in 2016: 36 Expert Perspectives - Canvas8
Canvas8
 
Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)
Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)
Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)
Natalia Hatalska
 
12 Trends from Cannes 2011
12 Trends from Cannes 201112 Trends from Cannes 2011
12 Trends from Cannes 2011
The Social Practice
 
How Consumers Consume Media in 2016 - The Best of OFCOM CMR
How Consumers Consume Media in 2016 - The Best of OFCOM CMRHow Consumers Consume Media in 2016 - The Best of OFCOM CMR
How Consumers Consume Media in 2016 - The Best of OFCOM CMR
MEC UK
 
Cannes Lions 2016: 9 Inspiring Trends
Cannes Lions 2016: 9 Inspiring TrendsCannes Lions 2016: 9 Inspiring Trends
Cannes Lions 2016: 9 Inspiring Trends
Natalia Hatalska
 

Viewers also liked (11)

Anil Malhotra presents Bango
Anil Malhotra presents BangoAnil Malhotra presents Bango
Anil Malhotra presents Bango
 
Faisel Rahman on Fair Finance
Faisel Rahman on Fair FinanceFaisel Rahman on Fair Finance
Faisel Rahman on Fair Finance
 
No Straight Lines
No Straight LinesNo Straight Lines
No Straight Lines
 
David Birch presents Mobile Payments
David Birch presents Mobile PaymentsDavid Birch presents Mobile Payments
David Birch presents Mobile Payments
 
Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8
 
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
Consumer Trends in 2017: 36 Expert Perspectives - Canvas8
 
Consumer Trends in 2016: 36 Expert Perspectives - Canvas8
Consumer Trends in 2016: 36 Expert Perspectives - Canvas8Consumer Trends in 2016: 36 Expert Perspectives - Canvas8
Consumer Trends in 2016: 36 Expert Perspectives - Canvas8
 
Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)
Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)
Cannes Lions 2012: Direct Lions (podkategorie: ambient media&mobile marketing)
 
12 Trends from Cannes 2011
12 Trends from Cannes 201112 Trends from Cannes 2011
12 Trends from Cannes 2011
 
How Consumers Consume Media in 2016 - The Best of OFCOM CMR
How Consumers Consume Media in 2016 - The Best of OFCOM CMRHow Consumers Consume Media in 2016 - The Best of OFCOM CMR
How Consumers Consume Media in 2016 - The Best of OFCOM CMR
 
Cannes Lions 2016: 9 Inspiring Trends
Cannes Lions 2016: 9 Inspiring TrendsCannes Lions 2016: 9 Inspiring Trends
Cannes Lions 2016: 9 Inspiring Trends
 

Similar to What makes a Grand Prix winner?

Trends with Tension 2016: North America
Trends with Tension 2016: North AmericaTrends with Tension 2016: North America
Trends with Tension 2016: North America
Young & Rubicam
 
2013 Trends NRF
2013 Trends NRF2013 Trends NRF
2013 Trends NRF
Havas PR
 
2014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp022014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp02
Frank Striefler
 
Zambezi 2014 Trend Forecast
Zambezi 2014 Trend ForecastZambezi 2014 Trend Forecast
Zambezi 2014 Trend Forecast
Zambezi
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
Vanksen
 
Essay On Exercise.pdf
Essay On Exercise.pdfEssay On Exercise.pdf
Essay On Exercise.pdf
Stacy Marshall
 
Crossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of ChangeCrossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of Change
Anna Pollock
 
Crossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of ChangeCrossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of Change
ConsciousTravel
 
Photojournalism: What Matters
Photojournalism: What MattersPhotojournalism: What Matters
Photojournalism: What Matters
Margo Wixsom - Palo Alto High School
 
Storytelling for Leaders (China Edition)
Storytelling for Leaders (China Edition)Storytelling for Leaders (China Edition)
Storytelling for Leaders (China Edition)
Switch On | Thrive Your Future
 
Affluenza Sparknotes
Affluenza SparknotesAffluenza Sparknotes
Affluenza Sparknotes
Lisa Olive
 
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdf
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdfMONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdf
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdf
Fitzroy BV
 
Open Eye 26 - the Older issue
Open Eye 26 - the Older issueOpen Eye 26 - the Older issue
Open Eye 26 - the Older issue
Joanne Bell
 
Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
wsa-mobile
 
Empathy: The Fundamental Skill Of Our Times
Empathy: The Fundamental Skill Of Our TimesEmpathy: The Fundamental Skill Of Our Times
Empathy: The Fundamental Skill Of Our Times
FCB Brasil
 
Millennial Tensions: A Story of Change
Millennial Tensions: A Story of ChangeMillennial Tensions: A Story of Change
Millennial Tensions: A Story of Change
The Sound: Exploration Strategy Innovation
 
CS Presents... The Future
CS Presents... The FutureCS Presents... The Future
CS Presents... The Future
Creative Social
 
CultureQ 2011 - Millennials rewriting cultural story
CultureQ 2011 - Millennials rewriting cultural storyCultureQ 2011 - Millennials rewriting cultural story
CultureQ 2011 - Millennials rewriting cultural story
Anne Bahr Thompson
 
Using Behavioural Economics to Really Connect to Your Donors
Using Behavioural Economics to Really Connect to Your DonorsUsing Behavioural Economics to Really Connect to Your Donors
Using Behavioural Economics to Really Connect to Your Donors
Blue Canoe Philanthropy
 
10 Rules of Memetic Marketing
10 Rules of Memetic Marketing10 Rules of Memetic Marketing
10 Rules of Memetic Marketing
B. Laszlo Karafiath, PhD
 

Similar to What makes a Grand Prix winner? (20)

Trends with Tension 2016: North America
Trends with Tension 2016: North AmericaTrends with Tension 2016: North America
Trends with Tension 2016: North America
 
2013 Trends NRF
2013 Trends NRF2013 Trends NRF
2013 Trends NRF
 
2014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp022014zambezitrendforecast 140205182732-phpapp02
2014zambezitrendforecast 140205182732-phpapp02
 
Zambezi 2014 Trend Forecast
Zambezi 2014 Trend ForecastZambezi 2014 Trend Forecast
Zambezi 2014 Trend Forecast
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
 
Essay On Exercise.pdf
Essay On Exercise.pdfEssay On Exercise.pdf
Essay On Exercise.pdf
 
Crossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of ChangeCrossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of Change
 
Crossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of ChangeCrossing the Chasm: Entrepreneurs as Agents of Change
Crossing the Chasm: Entrepreneurs as Agents of Change
 
Photojournalism: What Matters
Photojournalism: What MattersPhotojournalism: What Matters
Photojournalism: What Matters
 
Storytelling for Leaders (China Edition)
Storytelling for Leaders (China Edition)Storytelling for Leaders (China Edition)
Storytelling for Leaders (China Edition)
 
Affluenza Sparknotes
Affluenza SparknotesAffluenza Sparknotes
Affluenza Sparknotes
 
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdf
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdfMONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdf
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdf
 
Open Eye 26 - the Older issue
Open Eye 26 - the Older issueOpen Eye 26 - the Older issue
Open Eye 26 - the Older issue
 
Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
Dana Al Salem, Smart Engagement at WSA-mobile Global Congress 2015
 
Empathy: The Fundamental Skill Of Our Times
Empathy: The Fundamental Skill Of Our TimesEmpathy: The Fundamental Skill Of Our Times
Empathy: The Fundamental Skill Of Our Times
 
Millennial Tensions: A Story of Change
Millennial Tensions: A Story of ChangeMillennial Tensions: A Story of Change
Millennial Tensions: A Story of Change
 
CS Presents... The Future
CS Presents... The FutureCS Presents... The Future
CS Presents... The Future
 
CultureQ 2011 - Millennials rewriting cultural story
CultureQ 2011 - Millennials rewriting cultural storyCultureQ 2011 - Millennials rewriting cultural story
CultureQ 2011 - Millennials rewriting cultural story
 
Using Behavioural Economics to Really Connect to Your Donors
Using Behavioural Economics to Really Connect to Your DonorsUsing Behavioural Economics to Really Connect to Your Donors
Using Behavioural Economics to Really Connect to Your Donors
 
10 Rules of Memetic Marketing
10 Rules of Memetic Marketing10 Rules of Memetic Marketing
10 Rules of Memetic Marketing
 

More from Canvas8

Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads
Canvas8
 
How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...
Canvas8
 
Super Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsSuper Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the ads
Canvas8
 
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8
Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8
Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8
Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8
Canvas8
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
Canvas8
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8
Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8
Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8
Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8
Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaigns
Canvas8
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Canvas8
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8
Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8
Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8
Canvas8
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8
Canvas8
 
Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8
Canvas8
 

More from Canvas8 (20)

Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads
 
How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...
 
Super Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsSuper Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the ads
 
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaigns
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8
 
Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8
 

Recently uploaded

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that RanksHow to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that Ranks
minatamang0021
 
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny LeibrandtThe New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
akashrawdot
 
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
dmgokila
 
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdfLuxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
KiranRai75
 
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Auxis Consulting & Outsourcing
 
Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigital Strategy Master Class - Andrew Rupert
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Boston SEO Services
 
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel BussiusYour Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina KillgoConsumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
How to use Short Form Video To Grow Your Brand and Business - Keenya KellyHow to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentHow American Bath Group Leveraged Kontent
Winning local SEO in the Age of AI - Dennis Yu
Winning local SEO in the Age of AI - Dennis YuWinning local SEO in the Age of AI - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo

Recently uploaded (20)

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
How to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that RanksHow to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that Ranks
 
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny LeibrandtThe New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
 
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
 
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdfLuxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
 
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
 
Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew Rupert
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
 
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel BussiusYour Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina KillgoConsumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
 
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
How to use Short Form Video To Grow Your Brand and Business - Keenya KellyHow to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
 
How American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentHow American Bath Group Leveraged Kontent
How American Bath Group Leveraged Kontent
 
Mastering Email Campaign Automation Strategies and Best Practices - Michelle...
Mastering Email Campaign Automation Strategies and Best Practices  - Michelle...Mastering Email Campaign Automation Strategies and Best Practices  - Michelle...
Mastering Email Campaign Automation Strategies and Best Practices - Michelle...
 
Winning local SEO in the Age of AI - Dennis Yu
Winning local SEO in the Age of AI - Dennis YuWinning local SEO in the Age of AI - Dennis Yu
Winning local SEO in the Age of AI - Dennis Yu
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 

What makes a Grand Prix winner?

  • 1. WHAT MAKES A GRAND PRIX WINNER? ! ! CANNES LIONS
 JUNE 2014
  • 2. Cannes Lions Grand Prix winners’ creative genius is undisputed but what human truths underpin 2014’s Lions? As a behavioural insights practice, we don’t judge a campaigns’ creative strength, but we do deconstruct how and why they resonate with their audience. Post-recession blow-outs, an appetite for risk and a desire to make a difference are major themes shaping this year's winners. Still reeling from the global recession, we’ve seen the rise of personal treats, and moments when even small wins become epic. But it’s far from gloomy for Millennials. They’re generation can, not generation can’t. It’s one of their defining mantras. And far from seeking shelter, people are continuing to embrace risk - as long as there’s an invisible safety harness, whether it’s a Nivea wristband or Volvo roll-cage. The desire to make a difference is leading to a collective social conscience. At one extreme is hacktivism and civic responsibility - taking on leadership roles where governments can’t or wont. At the other extreme is clicktivism. If changing the world is as easy as buying a new pair of jeans or using an ATM, then who wouldn’t want to be involved? Explore it, critique it and let us know what you think. Nick , Sam, Harry, Lore and the Canvas8 team
  • 3. ! “Self-gifting represents a form of carefully planned retail therapy" Bryant Simon, Author ! Up to 59% of a typical London family’s income is spent on rent. Job opportunities are scarce, and finances tightly controlled. And when cash does flow, there’s an urge to treat themselves. It’s a pressure valve. This intensifies during the festive season. In 2012, people spent an average of around £150 on gifts for themselves during the holiday period – a 27% increase on five years previously. With nearly two thirds of shoppers admitting to cheering themselves up by spending, seasonal retail isn't always a selfless experience. SORRY, I SPENT IT ON MYSELF HARVEY NICHOLS
  • 4. ! ”The strongest narrative for challenger brands that's emerged in recent years is this idea of the people's champion” Adam Morgan, Author ! When aspirations hit a brick wall, the portrayal of unrealistic achievements typically associated with energy drinks becomes obsolete. By giving people more energy “in exceedingly average moments,” Lucozade reflects a more attainable reality. A reality where even small wins become ‘epic’. It drives an underdog mentality that people can easily identify with. LUCOZADE LUCOZADE ENERGY DRINK
  • 5. ! ”Take possession of a cultural artefact, make it more detailed, more contextually responsive, more culturally nuanced and more valuable" Grant McCracken, Anthropologist ! Life is hard. In 2013, 1 in 10 Americans were clinically depressed. For the first time people were projecting that future generations would not have it as good. Pharrell told the world to stop overthinking it. That happiness was a choice. A state of mind. He offered a video ‘geo-remix’, simply saying “we’re choosing happiness too” – with postcards to the rest of the world reading "We're happy. With love from…" ! !PHARRELL WILLIAMS - 24 HOURS OF HAPPY UNIVERSAL / IAMOTHER
  • 6. ! ”Our brains are social- monitoring devices much more than calculators… learning from the example of those around us” Mark Earls, co-author of ‘I’ll Have What She’s Having’ ! The simple act of smiling can make you happier. There is a positive neural messaging that benefits your health and happiness. And through facial mimicry, the more people smile, the more they make others around them feel happier. But emotional contagion happens in reverse too. Coca-Cola’s Happy ID encourages happiness using identity cards to spread positive emotional contagion. ! !HAPPY ID COCA-COLA
  • 7. ! ”Data visualisation is the process of making the invisible visible” Dr. Sara Diamond, President OCAD ! Built on a musical algorithm, the living pattern captures the spirit of the avant garde festival. The pattern interacts with the entire festival ecosystem - the programme, the poncho and the city. Taking cues from contemporary nightclub design with its guerrilla stunts, the effect is open and exciting. And by giving people their own tools to generate music, it propels the festival from passive to participatory. ! ! ! BERGEN INTERNATIONAL FESTIVAL BRAND CAMPAIGN BERGEN INTERNATIONAL FESTIVAL
  • 8. ! ”By being a racing driver you are under risk all the time" Ayrton Senna, F1 Driver ! Films like Senna and Rush demonstrate a nostalgia for the hard-living, fast driving playboy years of Formula One. A time when Formula One was exciting, loud and dangerous. Those days are gone, but the data trails remain. And by fusing the data with new technology, Honda simulated the memory through racecar sounds and lights. Sound of Honda gave people an emotional data-driven experience from a single lap, 24 years ago. ! ! ! ! SOUND OF HONDA / AYRTON SENNA 1989 HONDA MOTOR CO.
  • 9. ! ”Homo sapiens were the only group of early hominids to emigrate over the entire world, which entailed great risk” Marvin Zuckerman, Psychologist ! Humans are programmed to seek out risks and danger. It’s a dopamine release. We’re demanding experiences like Tough Mudder, and shouting “YOLO!” But 4 in 5 Americans spend their days behind desks. Coupled with an emphasis on health and safety, most people prefer to ‘play it safe’, watching others from the safety of their TVs or tablets. Volvo’s Live Test Series shows that ‘safe’ doesn’t eliminate risk, but can facilitate it - and by association, safety becomes a little bit cooler. ! ! THE EPIC SPLIT / LIVE TEST SERIES VOLVO
  • 10. ! ”Children love to play in moderately risky ways. Through play, they acquire the physical, social, and emotional capacities required for healthy development " Peter Gray, Psychologist ! Over the past 60 years, we’ve seen a huge decline in children’s freedom and an opportunity to play on their own. It’s led to a rise in ‘helicopter parenting’. Nivea’s wristband means kids can roam free, but parents know where they are. With Brazil’s beaches notoriously overcrowded, the brand played both to parents’ fears and their desire to take a step back. ! ! PROTECTION AD NIVEA SUN KIDS
  • 11. ! ”The reason we fall out of love with technology is simple. We stop paying attention" Adam Frank, Astrophysicist and NPR commentator ! Louis C.K. reminded us that “everything is amazing right now, but nobody's happy.” To stop and appreciate everyday things can be immobilising. So we rely on novel stimuli to grab our attention - if only for a moment. British Airways understood this desire to better appreciate what we already have, using new technology to draw attention to old technology. It reconstructs the appreciation we all had as children when we first saw a plane fly overhead, as awestruck adults pointed to the awestruck child pointing skywards. ! !MAGIC OF FLYING BRITISH AIRWAYS
  • 12. ! ”We are more concerned with the context – the ‘what’s going on’ – than the projection of identity" Dr. Pamela Rutledge, Psychologist ! 2013 may have been the year of the selfie, but selfies are less an expression of self- admiration and more a communication of ‘I was there’ moments. MegaFon used selfies to communicate the sense of historic occasion, personalise people's Olympic experience and maximise their social currency ! ! ! ! MEGAFACES - MEGAFON SOCHI OLYMPIC PAVILION MEGAFON
  • 13. ! ”There's conflict between the desire to do good and the desire to do nothing… We need lazy ways to do good" William Tupe, Philanthropist ! 55% of people say they would pay more for sustainable products. Sustainability is rarely the primary motivation to buy a product, but it helps post-rationalise the purchase. With 2.5 billion aspirational consumers seeking style, status and sustainability, it becomes a pro-social identity marker. And it’s easy. G-Star realised that solving the world’s problems by buying a great pair of jeans is an attractive proposition. ! ! !RAW FOR THE OCEANS G-STAR RAW
  • 14. ! ”Fiction seems to be more effective at changing beliefs than nonfiction” Jonathan Gottschall ! The healthy eating debate is a difficult challenge for brands to stomach. Chipotle’s response? A hard hitting adult narrative softened by a Pixar-style animation, Willy Wonka soundtrack and gaming delivery. It’s a semiotics homerun. What Chipotle demonstrated is that if you have nothing to hide, then you have something to say. ! ! THE SCARECROW CHIPOTLE
  • 15. ! ”We’re not going to change the world, but if we can make a big enough noise for people to notice there's a problem, someone will take notice” Member of hacktivist group Anonymous ! The perceived failing of many traditional institutions to bring about social change has seen the rise of ‘if you don’t do it, we will’ activism. This attitude speaks volumes of a globally minded citizen focused on results, action and momentum. Drawing heavily on Hollywood-esque cinematic codes and convention, the result is morality in black and white: supporting ‘Sweetie’ publicises people's affiliation with a campaign for good. ! ! SWEETIE TERRE DES HOMMES NETHERLANDS
  • 16. ! ”Making things more observable makes them easier to imitate” Jonah Berger, Professor of Marketing ! Political hesitation saw the law allowing gay marriage in Australia overturned in December 2013. While most Australians have long been supportive of marriage equality, their support has been silent. For ANZ, in a country where trust in business is greater than trust in government, it was a civic responsibility. Playfully (and proudly) reskinning ordinary ATMs, ANZ enabled public support to become… public. ! ! ! GAYTMs ANZ
  • 17. ! ”Shame reflects how we feel about ourselves. Guilt involves an awareness that our actions have injured someone else" Joseph Burgo, Psychologist ! By 2050, the UN predicts that 75% of the world’s population will be crammed into megacities. This impacts both those moving and those left behind. Cramming into cities paradoxically creates more, not less, loneliness. Guilt Trips confronts the issue head on - borrowing from the way charity messaging has typically been coded. V/Line identified the line between shame and guilt; rather than shaming people into a defensive reaction, it used guilt to elicit a positive action. ! ! GUILT TRIPS V/LINE
  • 18. There’s a more in-depth study on the behaviours underpinning this year’s winners, available on request. For your free copy please email cannes@canvas8.com Canvas8 is an online intelligence resource that helps innovators better understand what matters to their audience and why.