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Cannes Lions International Festival of Creativity 2016

TAKEAWAYS &

THOUGHT LEADERSHIP

ABOUT CANNES LIONS

The warm sandy beaches of the French Riviera were once again the backdrop for the 63rd annual Cannes Lions International Festival of Creativity.

Spanning eight days, from June 18 – 25, 2016 was the biggest program in Cannes Lions history.

• 15,000 marketers, advertisers, tech companies, and celebrities • 100 countries represented • 550+ high-profile speakers, including Anna Wintour, Usher, Rashida Jones, Will

Smith, Gwyneth Paltrow, Harvey Weinstein, and Channing Tatum • Over 40,000 campaigns submitted across 23 categories • 4 Lions: Cannes Lions, Lions Health, Lions Innovation, Lions Entertainment

FACTS + STATS

ABOUT CANNES LIONS

In recent years, the rise of technology has fundamentally changed Cannes Lions.

From the programming to the awards, the Festival now reflects the fusion of technology and creativity with media and branding.

For those of you who could not attend, we’ve extracted four key takeaways from winning work, and our thought leaders have provided unique points of view.

For best results, enjoy with a glass of rosé.

INSIGHT + INSPIRATION

Mobile & Lions Entertainment Grand Prix: NYT VR, The Displaced, T Brand Studio

Titanium Grand Prix Promo & Activation Grand Prix: REI, #OptOutside, Venables Bell & Partners, San Francisco

BE BRAVE & GET COMFORTABLE WITH DISCOMFORT

Glass Grand Prix: Hindustan Unilever, 6 Pack Band, Mindshare, Mumbai

Gold Film + Film Craft: Shisedo

Click each image to watch the case study

TAKEAWAYS FROM WINNING WORK

MAKE THE WORLD A BETTER, CLEANER + HEALTHIER PLACE

The First Braille Smartwatch, Dot, Serviceplan Two Lions, Product Design / Innovation

Edible Six Pack Rings: Saltwater Brewery, We Believers Gold - PR Lions

Lions Health Grand Prix for Good: Macma, Manboobs, David, Buenos Aires

Lions Health Pharma: Philips, Breathless Choir, Ogilvy & Mather London

TAKEAWAYS FROM WINNING WORK

Media Grand Prix and Print & Publishing Grand Prix: Burger King, McWhopper, Y&R NZ

DON’T UNDERESTIMATE THE POWER OF A CHEEKY STUNT

Integrated Grand Prix: Netflix, FU 2016, BBH New York

Direct Grand Prix: Swedish Tourist Association, The Swedish Number, Ingo

Outdoor Grand Prix: Heineken New Zealand, Brewtroleum, Colenso BBDO

TAKEAWAYS FROM WINNING WORK

USE TECHNOLOGY TO SURPRISE + DELIGHT

Cyber Grand Prix and Creative Data, Lions Innovation: ING, The Next Rembrandt, JWT Amsterdam

Cyber Grand Prix: Loterías Y Apuestas del Estado, Justino, Leo Burnett Madrid

Lions Innovation Grand Prix: Google Deepmind Alphago, Google Deepmind

Design Grand Prix: Panasonic, Life Is Electric, Dentsu Inc

TAKEAWAYS FROM WINNING WORK

PIGEON AIR PATROL

DigitasLBi U.K. took home two bronze Cannes Lions in the Mobile and Cyber categories for the Pigeon Air Patrol project. It was a ground-breaking campaign which saw the first ever flock of pollution-monitoring pigeons launched across London.

Over the course of three days in March 2016, Plume Labs and DigitasLBi released ten pigeons wearing small pollution-monitoring backpacks. Lightweight pollution sensors were stitched onto small fabric vests which fitted comfortably on the pigeons and measured levels of nitrogen dioxide and ozone.

The Pigeon Air Patrol monitored air quality in the capital and reported back via Twitter. Londoners could tweet their location to the handle @PigeonAir to receive instant responses from one of the pigeons, telling them about the level of pollution in their area.

Pigeon Air Patrol Bronze - Mobile; Bronze - Cyber

OUR AWARDS

OUR AWARDS

Eleanor Howe and Lina Benmansour of DigitasLBi France won the 2016 Young Lions Health Award with UNICEF Brain Food.

To enter the competition, individuals or teams of two were given the challenge of creating either a three minute presentation film or eight image PDF that answered a communications brief issued by UNICEF and aimed at raising awareness among caregivers about the importance of play in fostering children’s cognitive, social, and emotional development in the critical early years of life.

Their idea answered the brief with innovation, by using everyday objects to stimulate play, and providing creative ways for caregivers to interact with children. It will be used as part of UNICEF’s overall communication outreach on Early Childhood Development.

UNICEF Brain Food 2016 Young Lions Health Award

UNICEF BRAIN FOOD

POVs

From The Huffington Post to MediaPost, agency executives across capabilities provided unique insights on what marketers need to know coming out of Cannes Lions 2016.

THOUGHT LEADERSHIP

LORENZO WOOD - THE HUFFINGTON POST

Want to Win an Innovation Lion? Get Real. Seriously.

ING’s "The Next Rembrandt” Inspired by Rembrandt, painted by a machine

For Lorenzo Wood (Global Chief Innovation Officer), the big Innovation winners at Cannes this year send a strong message: this festival of creativity rewards innovation that solves real problems sustainably, at serious scale.

So what should brands look for? Problems that are real, not contrived. Problems where a solution can have large and lasting impact. And problems where the brand has something credible, beyond money, to bring to the solution. How should they respond? By thinking of business models, not campaigns.

As Lorenzo puts it, “When machines are active participants in the creative process — when they surprise us — they expand the horizons of human creativity.”

“Edible six pack rings” Saltwater Brewery

Advertisers Get Happy

ANDREW CARLSON - THE HUFFINGTON POST

Design winner “Life is Electric” by Panasonic

Joy, fun, and happiness are typically under-represented in awards.

Not so this year.

For Andrew Carlson (Experience Design Practice Lead), this year’s winners of Digital Craft and Design Lions are celebrations. They delight and entertain, not pulling at your heart-strings so much as yanking away your frown lines. They inspire, wink, and smile.

It’s not manipulation, it’s an expression of joy to be shared that spans digital and physical channels.

The takeaway for brands? Have fun. It’s allowed, and you might just win something.

How Advertising Is Making The World A Better Place

According to Carlos Ricque (Creative Lead SF), who served on the Health and Wellness jury of this year’s Cannes Health Lions, good marketing can help cure what’s ailing humanity. The sweet spot is when the advertiser’s goals overlap with the needs of the human being.

It can be as simple as talking to your customers in a new way, as proven by the submission for French grocery chain Intermarché.

They offered customers a “Sugar Detox” — six-packs of reduced-sugar yogurts that step down the amount of sugar a little bit per serving, doing a lot of good.

Whether the marketing component is overt or subtle, as long as it’s transparent and handled honestly, great things can happen.

CARLOS RICQUE - THE HUFFINGTON POST

“Sugar Detox” Intermarché

VR: Moving Us from Awe to Action

Guests at Samsung Presents: a VR Creators Experience

This year’s Cannes Festival gave Dave Marsey (EVP/Managing Director, SF) a new appreciation for Virtual Reality and its ability to catalyze social change.

Take Charity: Water. They partnered with Vrse.works and Samsung to create “The Source,” a VR film about an Ethiopian girl, Selam, who gets fresh water for the first time with her family from a well that workers have drilled in the desert.

The funds raised by the film exceeded Charity: Water’s goal. It dramatically demonstrates how VR can be purposeful for charitable giving.

It’s the bridge towards empathy that moves us from awe…to action.

DAVE MARSEY - THE HUFFINGTON POST

“The Source” charity:water / Vrse.works

Branded Conflict

“The Displaced” The New York Times Vrse.works

After two years without an award in the category, “The Displaced” by The New York Times took home the Entertainment Grand Prix (formerly Branded Content & Entertainment).

According to Scott Donaton (Chief Content Officer), who led this jury in 2013, “the work that rose above didn’t shy away from conflict, tension and the (gasp!) messy complexity of human emotions. That’s a big breakthrough for an industry that often paints the world in bright, happy new-and-improved colors. It recognizes that if we want audiences to seek brand stories out rather than swat them away, those stories need to have the same elements that draw people into the greatest films, books and TV shows.”

The sooner brands become more comfortable with conflict, the sooner they will be able to collaborate with the world’s best writers and directors.

SCOTT DONATON - THE HUFFINGTON POST

The Next Wave of Big Data: Deep Intelligence

Doug Ryan, President, NA, reveals how short term trends evident at Cannes and beyond draw clear pointers towards what’s coming next in Big Data.

The advances of the future depend as much on the quality of data as the quantity. As more reliable and accurate data commands a premium, data budgets will come to rival media budgets for CMOs.

And to make full use of the sheer amount of data available and operate on a truly individual level, we’ll need to use artificial intelligence and machine learning, moving us from the Big Data Era to the Deep Intelligence Era.

If the main components of winning in Big Data were harvest and storage, the competition in Deep Intelligence will be around processing and distribution.

DOUG RYAN - MEDIAPOST