2014 cannes lions review

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  • 2014 CANNES REVIEW

  • 2014 CANNES REVIEW

    Its been an interesting year at Cannes. Its certainly the biggest year in terms of entries, categories & delegates. 76000 entries were whittled down to 1589 winners across 18 categories. !After looking through the winners this year, it felt like Big Emotion trumped Big Data. Ive put together a selection of what I found to be the most interesting work from the festival with this overarching theme in mind.

  • In this review Ill explore 4 topics under Big Emotion in advertising.

    Technology is driving a new type of creativity and emotional engagement. The tech itself now seems to be invisible and its the emotion that is in the spotlight.

    2013 was the year of the Selfie. So its no surprise that the focus is on the importance and involvement of the individual. And this year, we even celebrated selfishness at Christmas.

    Content and storytelling have never been so important in a world driven by earned media. Not only do we need good stories, but we need new and interesting ways to tell them.

    There is a new type of advertising that innovates at the product level and creates emotion through new products and services.

    Data & technology The importance of me Storytelling Product innovation

  • Technology is driving a new type of creativity and emotional engagement. However, compared to previous years the tech itself now seems invisible to the consumer and its the emotion benefit thats in the spotlight.

    THROUGH DATA &

    TECHNOLOGY

  • 1 x Grand Prix / 6 x Gold / 6 x Silver / 2 x Bronze

    Honda

    Aryton Senna 1989

    THROUGH DATA &

    TECHNOLOGY

    http://youtu.be/GCCVpvFJC0w

    Lets start with the Integrated and Titanium grand prix. Whats interesting is that the very unsexy driving data from 1989 was transformed into an impressive and beautiful event that really triggered a high emotional response. Prasoon Joshi (Titanium & Integrated jury president) talks to this in the highlight video below.

    http://youtu.be/nWJpRudDuhU

    http://youtu.be/GCCVpvFJC0whttp://youtu.be/nWJpRudDuhU

  • THROUGH DATA &

    TECHNOLOGY

    This is perhaps one of the best campaigns that turns big data into big emotion. I love the insight and the execution is perfect. The emotion comes through with the magic of knowing the flight number and destination for the plane above the billboard in real-time. !To be honest I thought it would have done better at Cannes. Its a little surprising that it picked up a Grand Prix in Direct rather than Outdoor.

    1 x Grand Prix / 5 x Gold / 1 x Silver / 2 x Bronze

    British Airways

    The Magic of Flyingyoutu.be/k3JucPPqd40

    http://youtu.be/k3JucPPqd40

  • THROUGH DATA &

    TECHNOLOGY

    1 x Gold / 1 x Silver / 6 x Bronze

    Theatre Neu

    Pay per laughyoutu.be/V0FowbxEe3w

    This is an interesting case study that brings emotion into the purchase experience. Entry for the stand up comedy show is free, however each person pays based on how much they laugh. Facial recognition counts the number of times each audience member laughs, and the ticket price is calculated accordingly.

    http://youtu.be/V0FowbxEe3w

  • THROUGH DATA &

    TECHNOLOGY

    4 x Gold / 2 x Silver

    UN Women

    The Autocomplete Truthhttp://youtu.be/lcwAZtK5IJo

    The insight behind this campaign is great. Widespread interest was sparked through an interesting twist on the data behind google searches and what pops up in autocomplete mode. !The most powerful execution for me was the print ad, more than the film.

    http://youtu.be/lcwAZtK5IJo

  • THROUGH THE

    IMPORTANCE OF ME

    1 x Gold / 4 x Bronze

    Guy Cotten

    A Trip Out to Seahttp://youtu.be/0Uu_N1c7E2M

    Generally Im not a fan of first-person-experiences online. !However, the execution for this was flawless. Its impressive to see how a web interface can translate the feeling (and emotion) of drowning for life jacket manufacturer Guy Cotten.

    http://youtu.be/0Uu_N1c7E2M

  • THROUGH T

    THE POWER OF ME

    2013 was the year of the Selfie. So its no surprise that there is a renewed focus on the importance and involvement of the individual. And this year at Cannes, things went a step further and we even celebrated selfishness at Christmas.

  • THROUGH

    THE POWER OF ME

    3 Grand Prix (Film/Promo & Activation/Integrated) / 4 x Gold / 1 x Silver / 2 bronze

    Harvey Nichols

    Sorry I spent it on Myselfhttp://youtu.be/Sl1r5bnNmtc

    You cant get more self centred than this. Harvey Nichols cleaned up across categories with Sorry, I spent it on myself. !Its good to see Harvey Nichols take such risk especially at Christmas when most other brands are tapping into good will and generosity. !I love that they created a new product range as part of the campaign. And, interestingly the products sold out within 3 days. !

    http://youtu.be/Sl1r5bnNmtc

  • THROUGH

    THE POWER OF ME

    Selfie was the Oxford Dictionary word of the year in 2013, so its no surprise that the selfie of all selfies picked up metal in Cannes. !Its kind of crazy to think that this is the most retweeted image ever. I wonder what photo will be next.

    1 x Gold / 4 x Bronze

    Samsung

    Oscar Selfiehttp://youtu.be/dnzwZMwiTs8

    http://youtu.be/dnzwZMwiTs8

  • THROUGH

    THE POWER OF ME

    Mobile operator Megafon gave individuals the chance to become the face of the Winter Olympics. Although I wouldnt consider this as a true selfie the idea of making portraits 3 dimensional is interesting. Obviously a giant

    Grand Prix Innovation

    Megafon

    Megafaceshttp://youtu.be/_ZvUe5UTtB8

    http://youtu.be/_ZvUe5UTtB8

  • THROUGH

    THE POWER OF ME

    This picked up a gold in Titanium and Integrated. Ive included it because I felt it was interesting that the campaign is centred on empowering individuals to take on Goliath. In this case, it was taking on the politics around Gun Violence.

    1 x Gold / 1 x Silver / 1 x Bronze

    States United to Prevent Gun Violence

    Unload your 401Khttp://youtu.be/7RVwNILMBpQ

    http://youtu.be/7RVwNILMBpQ

  • THROUGH

    THE POWER OF ME

    4 x Bronze

    Tourism Victoria

    Remote Control Touristhttp://youtu.be/rg74NzJlGp0

    This campaign ticks all the boxes for me. It really lets people feel what its like to be in Melbourne through the creation of the remote control tourist. Its a nice mix of digital and real world, that lets people decide what they want to see and do in Melbourne before actually going there. I also like the fact that this campaign is evergreen as the content generated during the campaign builds a great content inventory about Melbourne itself that people can still consult online.

    http://youtu.be/rg74NzJlGp0

  • THROUGH

    THE POWER OF ME

    http://youtu.be/2z2EKE6psWo?t=18s

    24 Hours of Happy picked up Grand Prix in Cyber. Craft & execution came together to create a seamless, intuitive experience that really translates the emotion of being Happy. !Susan Bonds, Cyber Jury President talks to this below.

    Grand Prix Cyber / 5 x Gold / 1 x Silver

    Tourism Victoria

    44 Hours of Happyhttp://youtu.be/DuWEt3e98xM

    http://youtu.be/2z2EKE6psWo?t=18shttp://youtu.be/DuWEt3e98xM

  • THROUGH

    STORYTELLING

    Content and storytelling have never been so important in a world driven by earned media. Not only do we need good stories, but we need new and interesting ways to tell them.

  • THROUGH

    STORYTELLING

    Its no surprise that Volvo Trucks won big at Cannes. I would have loved to see the pitch for Epic Split. The combination of Jean-Claude Van Damme and Enya is improbable, but it really works. !Its interesting that product USPs are at the heart of this integrated campaign. Having worked with several car brands Im impressed that they have been able to create such a high emotional engagement around the USPs. Its hard to beat this kind of storytelling. !Its also great to see the depth of the campaign beyond Epic Split

    Volvo Trucks

    Live Test Series & Epic Splithttp://youtu.be/qWontXrHtwo

    2 x Grand Prix (Film/Cyber) / 5 x Gold / 5 x Silver / 3 x Bronze

    http://youtu.be/qWontXrHtwo

  • THROUGH

    STORYTELLING

    After tackling Factory Farming Chipotle takes on the issue of Processed Food. I love that all of this fits under the Cultivate a Better World Platform building momentum year on year. !The scarecrow delivers big emotion through online film and in addition to this they created an educational mobile gaming platform that successfully challenges perceptions around processed food.

    Chipotle

    The Scarecrowhttp://youtu.be/reDRAHn3XkY

    2 x Grand Prix (Cyber/Branded Content) / 8 x Gold / 4 x Bronze

    http://youtu.be/reDRAHn3XkY

  • THROUGH

    STORYTELLING

    Its nice to see a brand like Skype engage through very emotional storytelling around the core proposition of what Skype does.

    Skype

    Stay Togetherhttp://youtu.be/CTCvm6u7z3w

    3 x Silver / 2 x Bronze

    http://youtu.be/CTCvm6u7z3w

  • THROUGH

    STORYTELLING

    Sometimes its the way you tell the story that can cut through and engage emotionally. A nice insight led to putting mobile at the heart of this campaign. Australians used their mobile phones to pay for a minute of silence on Anzac Day. !Its hard to track down the case study on You Tube but Ive linked to the 60 second TVC instead.

    ANZAC Appeal

    Minute of Silencehttp://youtu.be/v9h69sQNg68

    Gold x 1 / Bronze X 1