#hublions : campaigns from cannes lions 2015

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CHAPTER 2#HUBLIONS

CAMPAIGNS FROM CANNES LIONS 2015

CANNES LIONS 2015 World’s most famous event dedicated to Creativity and Innovation

Trends analysis from Cannes Lions 2015 by the HUB Institute �2HUB REPORT

Created in 1954 as the International Advertising Film Festival in Italy, the festival changed its name with the apparition of print and was renamed the International Film Festival. Then, the number of categories rapidly increased and the festival finally took the name of “Cannes Lions International Festival of creativity”. Cannes Lions define the future trends by rewarding innovation and creativity

The Hub Institute, a digital think tank based in Paris, is bringing the main creative and innovative trends and ads from this amazing event to light, thanks to its on-‐site experts.

CANNES LIONS 2015 World’s most famous event dedicated to Creativity and Innovation


#1. DIRECT MARKETING CREATIVITY#2. MEDIA CREATIVITY#3. CREATIVE EFFECTIVENESS#4. MOBILE CREATIVITY#5. PROMO & ACTIVATION #6. PR CREATIVITY#7. CYBER CREATIVITY#8. OUTDOOR CREATIVITY

What’s new in 2015 ?

CANNES LIONS 2015


The Data Creative Lions are emerging. The category is intended to reward the creative use of data. This new category reveals that the communication professionals recognize the importance of greater convergence between the art of creativity and the science of data.

The Glass Lion – The Lion for change is a festival novelty . The award aims to promote a more positive and progressive communication. It will recognize work that “implicitly or explicitly addresses issues of gender inequality or prejudice”

The 2015 categories

CANNES LIONS 2015


BRANDED CONTENT & ENTERTAINMENT

CREATIVE EFFECTIVENESS

CYBER

DESIGN

FILM CRAFT

DIRECT

INNOVATIONMEDIA

MOBILE

OUTDOOR

PR

PRESSE

PRODUCT DESIGN

PROMO & ACTIVATION

RADIOTITANIUM & INTEGRATED

The 2015 prizes

CANNES LIONS 2015


GRAND PRIX winning campaign

GOLD LION winning campaign

SILVER LION winning campaign

BRONZE LION winning campaign

SHORLISTED campaign

#1. DIRECT

MARKETINGCREATIVITY

Case 1 : Hi-‐jacking social conversation with a social contest

1#. DIRECT MARKETING CREATIVITY

�8

VOLVOInstead of spending money on a Superbowl ad, Volvo decided to Intercept other competitors’ ads. The brand invited people to tweet #VolvoContest to tell Volvo who you think deserve a brand new Volvo XC60 during any car commercial. It brought viewers attention on the brand by focusing the social media conversation on Volvo, with 2.000 tweets per minute.

Trends analysis from Cannes Lions 2015 by the HUB Institute HUB REPORT

https://www.youtube.com/watch?v=ntMit7V27LI&feature=youtu.be











Case 2 : Creating a full interactive experience to forget boredom

1#. DIRECT MARKETING CREATIVITY Trends analysis from Cannes Lions 2015 by the HUB Institute

�9

CANAL+The french pay-‐TV entertainment channel decided to create an interactive form to incite consumer to subscribe to the channel offer. They used famous characters that interacted with the information put in the fields. The operation enabled the channel to gain 10.000 emails and entertained the consumer.













Case 3 : Technology in the service of Brand Utility


�10

L’ORÉALTo help people fight against confusion and anxiety while buying cosmetics, L’Oréal Paris gave them a new way to try make up on, with the MakeUp Genius application. Using a smartphone, the app enabled clients to scan their faces and directly try make up from a wide range of l’Oréal products.


https://www.youtube.com/watch?v=zbBJfrkZRDI











Case 4 : Creating user generated content with a unique experience


�11

TOYOTAThe automotive brand casted people for the new Toyota Hybrid Tv Ad. They created a special singing audition by connecting the car GPS to the stereo. The choice of the street automatically changed the music. With this campaign, the brand gathered 100 hours of user generated content and 160 million PR impressions.


https://www.youtube.com/watch?v=i8SYjEpWS08











Case 5 : Search is not only used for internet


�12

MPANThe Missing persons advocacy network launched « Help find Me » on 16th February 2015. Accross websites, search bars shared faces of missing loved ones. The customers pop-‐up banners could be shared across social media and displayed a contact number.


https://www.youtube.com/watch?v=S4bV9vXU8CM











Case 6 : Using datas to customize content and promote brand values


�13

NIKEIn 2014, Nike+ recorded every sport sessions of its members. To keep on motivating them, the brand produced a customized film based on each of their individual experiences with the brand. Datas were used to produce 100.000 custom films delivering personal challenges. Nike gained 200 millions earned media impressions and increased its CTR by 400%.


https://vimeo.com/121111350











#2. MEDIA

CREATIVITY

Case 1 : The invisible communication plan to help women

2#. MEDIA CREATIVITY

�15

VODAFONETo help women exposed to domestic violence, Vodafone Turkey launched a hidden app. The woman just has to shake her phone to send an automatic message to close friends. They then created an advertising promotion through clothing tags, YouTube videos … This system prevents the message to be noticed by men, using various tools from platforms.


https://www.youtube.com/watch?v=GXdV22IxljY











Case 2 : Engaging consumers in real-‐time


�16

NIKEFor the 2014 football Worldcup, Nike developed an animated world to own the real time football conversation. They teased the campaign on social media and displayed advertising with #riskeverything and animated films around the world. With key media partnerships, the brand developed an interactive multiplatform content. The results : 397 million digital views and 23 million user engagement.


http://www.canneslionsarchive.com/winners/entry/588048/risk-everything











Case 3 : Giving display banners a real purpose


�17

3M3M used retargeting banners to develop Brand Utility and awareness. They replaced banners with customized Post-‐It notes that appeared on every websites. They used retargeting technology and mediabuying on the most frequented websites to display the campaign. Eventually, a post-‐it landing page enabled to manage all the personal notes.


http://www.canneslionsarchive.com/winners/entry/586763/the-banner-that-makes-you-like-banners











Case 4 : How to use social media to promote brand message


�18

DOVEIn partnership with Twitter, the brand used data and tweet analysis through the platform to create a social change. #Speakbeautiful wanted to ignite positive conversation amongst women and their body. An algorithm sorted negative tweets about body image out and sent supportive messages instead. With 5,9 million tweets, Dove used technology to convey its values.













Case 5 : Personifying the invisible to give it a voice


�19

MELANOMA PATIENTS AUSTRALIA

Using popular hashtags and geolocated images related to the sun, an algorithm sent Likes and Comments on instragram to users. The association personified the disease to intrigue and raise awareness to the danger of exposing the body to the sun. The use of Instagram is quite clever to tailor messages to hard-‐to-‐reach audiences, at the right time.


http://www.canneslionsarchive.com/winners/entry/587237/melanoma-likes-me











Case 6 : The use of technology to benefit the brand experience


�20

COCA-‐COLATo get more people to try Coca-‐Cola Zero, the brand created an omnicanal campaign that they actually can drink. Thanks to Shazam, Coca-‐Cola used every chanel possible from TV, mobile to radio to create a unique sensorial experience that led to a voucher distribution. Every single ad put a Coke Zero on people’s hands, with at least 155.000 drinks in a weekend.


http://www.canneslionsarchive.com/winners/entry/587539/drinkable-advertising











#3. CREATIVE

EFFECTIVENESS

Case 1 : Demonstrating the features through spectacular content

3#. CREATIVE EFFECTIVENESS

�22

VOLVO TRUCKS

How can you raise awareness amongst people regarding trucks ? The brand created a series of films testing features of new models, relevant and spectacular enough to touch professionals and to attract a broad audience. Volvo succeeded to deliver an astonishing enough content to become a viral phenomenon with 100 million views on YouTube and a thousand of spoofs that increase consideration by 46%.


http://www.canneslionsarchive.com/winners/entry/570466/live-test-series











Case 2 : Creating a whole universe from a campaign


�23

JOHN LEWISThe 2013 Christmas advertising campaign has become a real hit across various channels. The creative and emotional commercial received over 12 millions views on YouTube and created an amazing universe with an e-‐book, personnalized christmas cards, a children’s book, an online store, a social media presence, a musical cover contest… The public really seized the storytelling of the ad.


http://www.canneslionsarchive.com/winners/entry/570433/the-bear-and-the-hare











Case 3 : Raising awareness through a non-‐advertising campaign


�24

NEWCASTLE BROWNALE

The « If We made It » non-‐superbowl campaign has been a viral hit. The fully integrated campaign they could have made with enough money used irony and cynicism and self-‐derision to push creativity to its boundaries. It is anti-‐marketing, and it worked : 600 organic media placements, 100 billion media impressions and 10 million views on YouTube.


http://www.canneslionsarchive.com/winners/entry/570442/if-we-made-it











Case 4 : Creating a campaign with crowdsourced ideas and social media


�25

DIRECTTVAfter creating a series of famous ads called « Cable Effects », the satellite TV provider decided to turn to fans on Twitter to create a crowdsourced ad by using #GetRidOfCable and @DirectTV Twitter account. They also created radio ads from YouTube commentaries. This enabled consumers to be a part of an adventure and unique brand experience that helped increase DIrectTV’s subscriptions.


http://www.canneslionsarchive.com/winners/entry/570451/cable-effects











Case 5 : Digital helps preventing from diseases


�26

LUXOTTICATo help clinic workers to detect eyes problems, Luxottica developed « Penny the Pirate » the world first children book app that also is an eye test. It makes eyes screaning faster, more accurate and appealing to kids. It transformed a traditional clinical eye test, into an interactive app that helped kids getting their eyes checked without realizing it.


http://www.canneslionsarchive.com/winners/entry/570405/penny-the-pirate











Case 6 : Raising awareness without even mentionning the brand name


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CHIPOTLEThe restaurant Chipotle entered a new era of advertising. They realized a four-‐episode series focusing on a fictional industrial agriculture company. The launch was surrounded by a multichannel campaign including social media. It quickly became the second most popular show on Hulu. The reason of the success ? The message is front and center in a format viewers would want to watch.


http://www.canneslionsarchive.com/winners/entry/570429/farmed-and-dangerous











#4. MOBILE

CREATIVITY

GOOGLEGoogle offered people around the world the opportunity to live the Virtual Reality experience. They therefore created a cardboard head set, that, used with a cell phone and an app, offered a glimpse at virtual reality for their tech-‐savy customer basis.

Case 1 : Google makes Virtual Reality easy and cheap

#4. MOBILE CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute

�29Trends analysis from Cannes Lions 2015 by the HUB Institute HUB REPORT

http://www.canneslionsarchive.com/winners/entry/569679/cardboard











CHILDHOOD EYE CANCER TRUST

Eye cancer is dangerous for children, but also very easy to detect. To encourage parents to do the test with their smartphones, Wunderman created posters of sick childrens eyes and invited people to take a flash photo of them to reveal the sick pupil.

Case 2 : Democratizing the use of technology



http://www.canneslionsarchive.com/winners/entry/570226/the-next-photo











CHANNEL 4 & CANCER

RESEARCH UK

Analyzing cells is a big part of the work done in cancer research. The task is extremely time consuming. To help fasten this process Chanel 4 & Cancer Research UK created a gaming app where people could help scientists identify real patients cancerous cells.

Case 3 : Democratizing the use of technology



http://www.canneslionsarchive.com/winners/entry/569502/reverse-the-odds











GOV TUNISIE

The GOV app helped Tunisians express their political believes and whishes directly to their leaders. The application was supported by the Tunisian President, Ben Ali, which is quite interesting as the 2011 Revolution started on social medias as Facebook.

Case 4 : Create a dialogue thanks to an app



http://www.canneslionsarchive.com/winners/entry/594142/keep-democracy-alive











WAVES FOR WATER

They used one of Instragams most famous Hashtags to provide needing populations with filtered water. Each #nofilter posted on the network, provided people with 1 gallon of filtered water. The Hashtag was used by celebrities and even promoted by brands.

Case 5 : An association transforms Hashtags in a humanitarian gesture



http://www.canneslionsarchive.com/winners/entry/570193/nofilter-campaign











MEDIA MARKT

For easter, the German tech store, organized a rabbit race, on which their customers could bet to gain up to 50% off, their latest purchase. The brand created a whole campaign around the rabbits themselves. They achieved to gather 21 Million viewers for the race.

Case 6 : Bet on rabbits to leverage attention



http://www.canneslionsarchive.com/winners/entry/569655/rabbit-race











#5. PROMOTION

& ACTIVATION

VOLVOKeeping up to it’s brand identity as the safest automotive brand, Volvo created a transparent paint for bicycle riders that is only meant to be seen at night. The goal was to prevent them from getting into accidents. The cans where distributed for free at major bicycle stores in London.

Case 1 : Broadcasting the value of the brand

#5. PROMOTION-‐ACTIVATION CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute













GEICOThe brand created a very short pre-‐roll Youtube ad. The message was delivered in less than 5 seconds. To add humour to their video, it kept on with the characters staying « almost » still. The video was seen more than 7,5 million times in the first two weeks.

Case 2 : The pre-‐roll hocus-‐pocus using derision over digital culture



http://www.canneslionsarchive.com/winners/entry/566338/unskippable











NO SOMOS DELITO

A law forbidding Spanish citizens from protesting became the insight of the first known holographic protest broadcast in front of the Spanish Parlament. The use of innovative technology and originality of the protest enabled the message to be spread amongst medias.

Case 3 : Using technology to make a political statement



http://www.canneslionsarchive.com/winners/entry/566473/holograms-for-freedom











GIBSON GUITARS

To be sure that they are worthy of owning a limited edition Les Paul guitar, Gibson partnered up with Shazam and developped a skill test specially written by Björn Gelotte, In Flames guitarist. Fans had to play the solo and where judged by Shazam. An engaging campaign for activation.

Case 4 : Engaging the will of the customer through a contest



http://www.canneslionsarchive.com/winners/entry/570239/the-les-paul-skill-check











GAPGap wanted to raise awareness amongt younger customers. The clothing brand therefore created an Instagram microseries. The series revolved around young adults falling in love, in a some what awkward way. The brand created a new kind of usage for Instagram’s video format. And targeted the young adults won social media where they’re the most present, above all on Instagram!

Case 5 : Developing an original content to raise awareness



http://www.canneslionsarchive.com/winners/entry/594272/springisweird











SVERIGES RADIO

To encourage the younger generations to pay attention to politics, the Sveriges Radio, in Sweden, launched an app that transformed politicians quotes into rap lyrics. People where invited to create their own songs on the app. This simultaneously helped the memorization of the quotes.

Case 6 : A political debate aimed to the youngers



http://www.canneslionsarchive.com/winners/entry/569997/debattle











#6. PR

CREATIVITY

ALWAYS Always offered an eye opening campaign that was aimed to re-‐empower women. They therefore asked the same questions to young girls and to adult women. The difference in their responses was quiet compelling. The main message of the campaign being that there is a change that happens during puberty that rips women off the confidence they previously had.

Case 1 : Use stereotypes to invert states if mind and broadcast values

#6. PR CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute


http://www.canneslionsarchive.com/winners/entry/592462/alwayslikeagirl-turning-an-insult-into-a-confidence-movement











THE ALS ASSOCIATION

The Ice Bucket Challenge, started off as a personnal video and became viral in an extremely short amount off time. People from around the world stars and even Barack Obama participated in the propagation off the trend. It eventually spreaded globaly raising major awarness about the desease.

Case 2 : Using the virality of social media and influencers



http://www.canneslionsarchive.com/winners/entry/568328/the-ice-bucket-challenge











ADOBEAdobe created a detective game that had to be played with Photoshop. They thereby transformed their software into a video game. The software that was less and less appreciated became once again a subject of interest. The brand affinity went from 15 to 76%, thanks to the campaign.

Case 3 : Create a game where it is less expected



http://www.canneslionsarchive.com/winners/entry/567716/photoshop-murder-mystery











CHEVROLETWhen one of Chevrolet’s Regional Zone Managers has a little slip of the tongue, while presenting the brand’s latest truck, Chevrolet seizes the opportunity to create an Hashtag and to re-‐adapt the advertising strategy of the truck. The campaign was so succesfull it generated more than 5$ Millions in earned Media.

Case 4 : Make the best of the worst



http://www.canneslionsarchive.com/winners/entry/567646/technologyandstuff-rapid-integration-turns-pr-crisis-into-social-currency











SCOOT AIRLINES

Scoot Airlines noticed that one of it’s competitors massively copied the brands marketing strategy, and that, not even the right way to their minds. Instead of pursuing them, the brand decided to help the copy-‐cats improve their skills by publicly offering them copy kits and advices.

Case 5 : Find the appropriate reaction



http://www.canneslionsarchive.com/winners/entry/592266/inspiring-spirit











PAMPERSTo promote their new ultra-‐absorbing diapers, in Japan, Pampers decided to adapt their communication strategy to the market. Althought the brand is considered expensive for the Japanses mothers compared to others, flexing the need of sleep to help neurological developpement was an excellent selling point due to local mindsets.

Case 6 : Understand your targeted audience



http://www.canneslionsarchive.com/winners/entry/567863/nouikumin











#7. CYBER

CREATIVITY

UNDER ARMOUR

To change its uber-‐masculine image, Under Armour signed Gisele Bundchen to celebrate all women defying expectations. People’s real comments were used in TV ads and the campaign became a live social experiment (entire online discussions happened on a unique website in real-‐time).

Case 1 : The live social experiment mix : Talent, Film & Web

#7. CYBER CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute


https://youtu.be/oCcnAz9dSpo











GEICOFor its latest pre-‐roll ads, the insurance company decided to make ads that were “Unskippable”, viral and fun. It aimed at bringing attention to Geico in a space that is often hated. The most popular ad in the series is “Family: Unskippable – GEICO” has more than 7.3 million views.

Case 2 : The pre-‐roll hocus-‐pocus using derision over digital culture



https://youtu.be/pvcj9xptNOQ











GREENPEACEAs part of the Save with this Arctic Campaign, Greenpeace wanted to stop Shell Using LEGO’s reputation and product to advertise to parents and pollute their childrens mind. The video was a massive succes (+7 million views).

Case 3 : Using parody film to inspire communities to take actions



https://youtu.be/qhbliUq0_r4











ORANGEIn 2014, part of the parapets of the world famous Pont des Arts bridge collapsed. To help love stay forever attached to this icon, Orange took pictures of all locks before they were to be removed. The result was a virtual replica where lovers from around the world could find their lock.

Case 4 : Digitalizing love forever



https://youtu.be/Bs12qLODSpI











FOOTLOCKERFoot Locker wanted to reach out to their fans and give them an interactive experience. The NBA All-‐Star James Harden was recruited to challenge the entire internet to a game of HORSE (the classic shot-‐machine game). All the experience took place on social media.

Case 5 : Harnessing community content and social challenge to boost sales



https://youtu.be/d3n_FY559aQ











JAMES PATTERSON

For the launch of its new book, James Patterson wanted to demonstrate that he is still the master of thrill with a Self-‐Destructing book that only lasts 24 hours. $294,038 self-‐destructing physical version was promoted with an online film and 13,896 hours were spent reading the online version.

Case 6 : Using urgency and digital to change behaviours



https://youtu.be/PFZK9Yxrlpw











#8. OUTDOOR

CREATIVITY

Case 1 : Product (user) generated content advertising to foster consumer confidence

#8. OUTDOOR CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute

�57

APPLEApple selected beautiful pictures shot with an iPhone 6 and printed them on billboards to demonstrated the quality of the iPhone 6 camera. Apple has set a new trend of innovative use of user/product generated content in advertising to foster consumers confidence.


https://www.youtube.com/watch?v=C94ovy_WIsI











Case 2 : Use of Holograms to deliver a powerful message

HOLOGRAMS FOR FREEDOM


�58

The group « no somos delitos » innovated with the campaign Holograms for freedom, by using protesting holograms in front of institutional building to protest against the new citizen security law in Spain. This campaign shows that the use of holograms in advertising is now possible and we predict that it will become a new trend in the following years.


https://www.youtube.com/watch?v=0jwmi6CguY0











Case 3 : Technology enabling innovative interactive billboards

WOMEN’S AID


�59

Women’s aid innovated with this interactive billboard, while raising awareness on domestic violence. As the people looked at the bruised woman, they were detected by a facial recognition technology and the bruises disapeared progressively. Technology is used for interactive and innovative advertising.


https://www.youtube.com/watch?v=wEybVOerb9Q











Case 4 : Samsung setting up useful advertising campaigns

SAMSUNG


�60

Samsung’s safety truck is a brilliant idea to enrich and protect people’s lifes through advertising. These trucks are equipped with a front end camera and a back end Samsung TV display enabling drivers to surpass safely. Samsung is showcasing a new trend for useful advertising, that will undoubtedly generate lots of consumer attention and enhance brand image.


https://www.youtube.com/watch?v=n-Bf36DLLmk











Case 5 : A message visible from space pushing the limits in advertising

HYUNDAIHYUNDAI has innovated this year with its campaign « message to space » by presenting the first from space visible text written by Hyundai cars. This campaign shows that with innovation, advertising has truly no limits.



https://www.youtube.com/watch?v=3EOAXrTrsOE











Case 6 : Raising awareness and educate customers : it is brand utility

NIVEANivea introduced an innovative doll designed to teach kids the importance of sun block use. The idea is simple, the doll becomes red when exposed to sunlight without protection, raising awareness on the dangers and educating younger generations, who will become their future customers.



https://www.youtube.com/watch?v=StvAe98BfwY











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#hublions : campaigns from cannes lions 2015

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