7 OVERRIDING THEMES

SPOTTED AMONG

CANNES LIONS 2014

WINNERS

June 2014

©Daniel Incandela, flickr.com

#1 MAKER MOVEMENT

„Contemporary culture representing a technology-based extension of DIY culture. Typical

interests include engineering-oriented pursuits such as electronics, robotics, 3-D printing and the

use of CNC tools, as well as more traditional activities such as metalworking, woodworking, and

traditional arts and crafts. The subculture stresses new and unique applications of technologies

and encourages invention and prototyping. There is a strong focus on using and learning

practical skills and applying them creatively.” [via: Wiki]

© Peter Thoeny, flickr.com

TITANIUM LION PROJECT DANIEL NOT IMPOSSIBLE LABS THE EBELING GROUP New York, USA

Case film URL: http://vimeo.com/98805885

BRONZE LION, CATEGORY: CYBER LEVI'S TOOLS LEVI STRAUSS & CO. AKQA New York, USA

Case film URL: http://vimeo.com/91739176

BRONZE LION, CATEGORY: CYBER MAKE EVERY YARD COUNT NIKE JWT INDIA Mumbai, INDIA

Case film URL: http://www.jwt.com/en/bangalore/work/makeeveryyardcount/

#2 SUSTAINABILITY

In the early 20th century, the global population was less than 2 billion; today, it is 7 billion, and by

2050 this number is expected to reach 9 billion. Hence, it is not surprising that the resources are

depleting at an alarming rate. We started to understand the need for sustainable development in

business a long time ago, but today, sustainable development as part of corporate image is not

enough – it must be an integral part of corporate strategy. As a result, the traditional 4P has

changed into: people, planet, profit, purpose. [via: TrendBook 2014]

© Mark J P, flickr.com

GRAND PRIX, CATEGORY: PR, CYBER,; GOLD, CATEGORY: BRANDED CONTENT THE SCARECROW CHIPOTLE MEXICAN GRILL CREATIVE ARTISTS AGENCY Los Angeles, USA

Case film URL: https://www.youtube.com/watch?v=reDRAHn3XkY

GOLD, CATEGORY: DESIGN THE STREET STORE THE HAVEN NIGHT SHELTER M&C SAATCHI ABEL Cape Town, SOUTH AFRICA

Case film URL: https://www.youtube.com/watch?v=QDw0JtwQU8A

SILVER, CATEGORY: DIRECT INGLORIOUS FRUITS AND VEGETABLES INTERMARCHÉ MARCEL Paris, FRANCE

Case film URL: https://www.youtube.com/watch?v=p2nSECWq_PE

BRONZE, CATEGORY: PR RAIN FOR SALE THE COCA-COLA COMPANY OGILVY & MATHER COLOMBIA Bogotá, COLOMBIA

Case film URL: https://www.youtube.com/watch?v=APRXjjTZQ10

BRONZE, CATEGORY: CYBER CLIMATE NAME CHANGE 350 ACTION BARTON F. GRAF 9000 New York, USA

Case film URL: https://www.youtube.com/watch?v=efAUCG9oTb8

#3 LONG-FORM VIDEOS

„Long-form video is gaining popularity across all devices. Mobile phone users spent 31% of their

time watching content more than an hour long; tablet users, 19% of their time. More than half

(53%) of mobile viewers’ time was spent watching video longer than 30 minutes, compared to

35% for tablet users. Tablet viewers spent 40% of their viewing time watching video between 10 and 60 minutes long.” [via: OOYALA, Global Video Index Q4 2013]

© xxxxx

GRAND PRIX FOR GOOD SWEETIE TERRE DES HOMMES NETHERLANDS LEMZ Amsterdam, THE NETHERLANDS

Case film URL: http://vimeo.com/98800289

GRAND PRIX, CATEGORY: CYBER PHARRELL WILLIAMS - 24 HOURS OF HAPPY UNIVERSAL / IAMOTHER ICONOCLAST Paris, FRANCE

Case film URL: http://vimeo.com/98545677 ; http://24hoursofhappy.com/

BRONZE, CATEGORY: CYBER A TRIP OUT TO SEA GUY COTTON CLM BBDO Boulogne-Billancourt, FRANCE

Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o;

http://www.sortieenmer.com/

#4 MULTISCREENING

„The typical multiscreen user is driven to a 2nd screen by boredom to fill gaps in content and by

habitual multitasking; but also by desires to be more productive, connected, informed, and

engaged. Users may cycle through many or all of these mindsets in a single viewing session. TV

remains the most common first screen; however, as video consumption on wireless devices

proliferates, mobile is poised to step into that space. The most successful second screen content

is additive and efficient.” [via: AdReaction 2014, Millward Brown]

© Paul J Coles, flickr.com

GOLD, CATEGORY: MOBILE RACER GOOGLE GOOGLE CREATIVE LAB New York, USA

Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o;

http://www.sortieenmer.com/

BRONZE, CATEGORY: CYBER JUST A REFLEKTOR ARCADE FIRE, GOOGLE CHROME GOOGLE CREATIVE LAB, DATA ARTS TEAM San Francisco, USA

Case film URL: https://www.youtube.com/watch?v=_3D8hYIfpqg;

https://www.justareflektor.com/

#5 IMMERSIVE EXPERIENCES

„Entertainment, narratives and brand experiences will become more immersive and altogether

more enveloping in a bid to capture consumers’ imagination and attention.” [via: JWT 10 Trends

for 2014]

© ESI Design, flickr.com

GOLD, CATEGORY: BRANDED CONTENT & ENTERTAINMENT AMIA BOOTH AMIA (ASOCIACIÓN MUTUAL ISRAELITA ARGENTINA) OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA

Case film URL: https://www.youtube.com/watch?v=Otd1PYZlp2s

GOLD, CATEGORY: PROMO & ACTIVATION TROJAN MAILING DHL JUNG von MATT Stuttgart, GERMANY

Case film URL: https://www.youtube.com/watch?v=vHVWegNfQl0

SILVER, CATEGORY: CYBER GOOGLE NIGHT WALK GOOGLE 72ANDSUNNY Los Angeles, CA, USA

Case film URL: https://www.youtube.com/watch?v=aGlRyMITXMc;

https://nightwalk.withgoogle.com/en/home

BRONZE, CATEGORY: CYBER MELBOURNE REMOTE CONTROL TOURIST TOURISM VICTORIA CLEMENGER BBDO MELBOURNE, AUSTRALIA

Case film URL: https://www.youtube.com/watch?v=rg74NzJlGp0;

http://remotecontroltourist.com/

BRONZE, CATEGORY: CYBER LONG DISTANCE ART VIENNA TOURIST BOARD JUNG von MATT Vienna, AUSTRIA

Case film URL: https://www.youtube.com/watch?v=uUhO2nOTOTA

BRONZE, CATEGORY: OUTDOOR AMAZING STREET HACKS UBISOFT BETC Paris, FRANCE

Case film URL: https://www.youtube.com/watch?v=1hpU_Neg1KA

BRONZE, CATEGORY: MEDIA ALMOST IDENTICAL MONDELEZ INTERNATIONAL DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA

Case film URL: https://www.youtube.com/watch?v=sk7A56KVNBY&noredirect=1

#6 REAL LIFE STORIES

It has always been about good storytelling in good advertising. But now it is not anymore about

actors, models and polished scenarios. Now it is about real-life stories and about real people. As

a result the story itself is more emotional, more engaging and more compelling.

© Vinoth Chandar, flickr.com

SILVER, CATEGORY: CYBER THE BORN FRIENDS FAMILY PORTRAIT SKYPE PEREIRA & O'DELL San Francisco, USA

Case film URL: https://www.youtube.com/watch?v=5nRKyQ11494; ;

http://skypestaytogether.com/

BRONZE, CATEGORY: DIRECT KOMBI LAST WISHES VOLKSWAGEN DO BRASIL ALMAPBBDO São Paulo, BRAZIL

Case film URL: https://www.youtube.com/watch?v=tXynxODC4eY

BRONZE, CATEGORY: PR HSBC NOW HSBC HSBC London, UNITED KINGDOM

Case film URL: https://www.youtube.com/user/HSBCNOW

BRONZE, CATEGORY: CYBER THE WOMAN WHO CAN'T WATCH MOVIES CANAL+ SPAIN FCB SPAIN Madrid, SPAIN

Case film URL: https://www.youtube.com/watch?v=n6ltdHID9JE

BRONZE, CATEGORY: TITANIUM & INTEGRATED CHAPTER TWO PRUDENTIAL DROGA5 New York, USA

Case film URL: https://www.youtube.com/watch?v=78UWcBerbVU

#7 TANGIBLE REALITY

We live in the world of flat screens. Whatever we touch feels the same. We also live in the online

world with online experiences and online friendships. But at the same time we live in the physical

world. And this world will always dominate. It seems that just right now we have started our

come back from online to offline.

© Christian Schnettelker, flickr.com

GOLD, CATEGORY: OUTDOOR THE SOCIAL SWIPE BISCHÖFLICHES HILFSWERK MISEREOR KOLLE REBBE Hamburg, GERMANY

Case film URL: https://www.youtube.com/watch?v=ZcqsRhMHo8o

GOLD, CATEGORY: MOBILE OFFLINE BOOK MATH PAPER PRESS DDB GROUP SINGAPORE, SINGAPORE

Case film URL: https://www.youtube.com/watch?v=O6qi03SrocY

SILVER, CATEGORY: PR HANDS ON SEARCH YAHOO! JAPAN HAKUHODO KETTLE Tokyo, JAPAN

Case film URL: https://www.youtube.com/watch?v=xQx6YeoKVwU

BRONZE, CATEGORY: CYBER GOOGLE OUTSIDE GOOGLE UK R/GA London, UNITED KINGDOM

Case film URL: http://vimeo.com/94494549

BRONZE, CATEGORY: MEDIA REAL LIFE ALLIANZ OGILVY FRANCE Paris, FRANCE

Case film URL: https://www.youtube.com/watch?v=Ph7Gc4IZIQ8 [French]

BRONZE, CATEGORY: MEDIA BANANA REPUBLIC BANANA REPUBLIC IRIS WORLDWIDE INDONESIA Jakarta, INDONESIA

e: natalia@hatalska.com

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