15 trends & microtrends you can spot from cannes lions 2013 winners

15 MARKETING TRENDS & MICROTRENDS YOU CAN SPOT FROM CANNES LIONS 2013 WINNERS

June 2013 ©jacilluch, flickr.com

#1 ACCESS PRIMARILY

Using various connected devices we expect access to the internet wherever we are. Since not all the cities are able/ willing to provide that, the marketers jump on that trend. This year in Cannes, among the others: Mattel, McDonald’s, Nawras, NIVEA.

©Ed Yourdon, flickr.com

GOLD LION, CATEGORY: MOBILE Advertiser/Client: MATTEL Product/Service: SCRABBLE Advertising Agency: OGILVY FRANCE Paris, FRANCE

Case film URL: http://www.youtube.com/watch?v=SgSma5aypMI

SILVER LION, CATEGORY: MEDIA Advertiser: NIVEA Product/Service: NIVEA SUN Agency: GIOVANNI+DRAFTFCB São Paulo, BRAZIL

Case film URL: http://www.youtube.com/watch?v=2drOFzZxSHM

BRONZE LION, CATEGORY: MEDIA Advertiser: McDONALD'S SISTEMAS DE ESPAÑA Product: McDONALD'S Advertising Agency: TBWA\ESPAÑA Madrid, SPAIN

Case film URL: http://youtu.be/pGEnvmgyABA

BRONZE LION, CATEGORY: MEDIA Advertiser: NAWRAS Product: WiFi Advertising Agency: LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Case film URL: http://www.youtube.com/watch?v=S6Lgcwgz5Wg

©risayv, flickr.com

The more we are immersed in the digital world the more we seem to miss physical objects and seek out physical experiences. Awarded in Cannes Kontor Records campaign represents this digital world countertrend.

Read more: Embracing Analog report, JWT Intelligence, 2013

#2 ANALOG IS HOT

GOLD LION, CATEGORY: MEDIA Advertiser: KONTOR RECORDS Product/Service: KONTOR RECORDS Agency: OGILVYACTION Düsseldorf , GERMANY

Case film URL: http://www.youtube.com/watch?v=Xg1pzEF3HTw

#3 BIG DATA

Consumers produce and marketers collect and analyze large amounts of structured and unstructured data. Thus it is possible to identify the user based on his various features and to provide him the product/ the information tailored to his interests. Examples in Cannes: Amnesty International, Ribeiro, McDonald’s

Read more: Big data & Privacy, TrendBook 2013

©joiseyshowaa, flickr.com

GOLD LION, CATEGORY: DIRECT Advertiser: AMNESTY INTERNATIONAL Product/Service: AMNESTY INTERNATIONAL Agency: COLENSO BBDO Auckland, NEW ZEALAND

Case film URL: http://www.youtube.com/watch?v=mXRvgwzWoSI

GOLD LION, CATEGORY: DIRECT Advertiser: RIBEIRO Product/Service: MINICUOTAS RIBEIRO Agency: ALMACEN Olivos, ARGENTINA

Case film URL: http://www.youtube.com/watch?v=N5vEYifsd7U

GOLD LION, CATEGORY: MEDIA Advertiser: McDONALD'S AUSTRALIA Product/Service: CORE MENU Agency: DDB Sydney, AUSTRALIA

Case film URL: http://www.youtube.com/watch?v=5bpQFSX9NEE

„75% of smartphone users say that it is important to connect the device to their vehicle. Allowing users’ smartphones to seamlessly connect to in-car technology helps bridge the gap between device ecosystems, and helps personalize the overall automotive experience.” [via PSFK]

#4 CONNECTED CAR

©Natalia Hatalska, http://hatalska.com

SILVER LION, CATEGORY: MOBILE Advertiser: PTT Product: COFFEE SHOP Agency: BBDO PROXIMITY THAILAND Bangkok, THAILAND

Case film URL: http://www.youtube.com/watch?v=Un5J15ilGlw

With an advent of technologies such as PittPatt, Google Glass and many others, facial recognition takes on new meaning. While everyobody talks about panoptic surveillance, it can have good results as well.

#5 FACIAL RECOGNITION

©Google

GOLD LION, CATEGORY: MOBILE Advertiser: BAOBEIHUIJIA.COM - 'BABY BACK HOME' VOLUNTEERS ASSOCIATION Product: MISSING CHILDREN MOBILE SEARCH APPLICATION Agency: :JWT BEIJING, CHINA

Case film URL: http://www.youtube.com/watch?v=uYkIGOBK7DQ

„We need to be very careful about not assuming that just because you're not a twenty-something means you don't use technology. The reality is most cohorts that have gotten older are exposed to a lot of new technologies and have carried some of that desire to be involved in technology with them as they moved forward.” Genevieve Bell, Intel

Read more: There are some things that we care about that haven't changed over the millennia, interview with Genevieve Bell, TrendBook 2013

#6 GREY REVOLUTION

©Ed Yourdon, flickr.com

BRONZE LION, CATEGORY: MOBILE Advertiser: SINGTEL Product: PROJECT SILVERLINE, A CSR INITIATIVE Agency: OGILVY & MATHER SINGAPORE, SINGAPORE

Case film URL: http://www.youtube.com/watch?v=NthqImRXS-Y

The smartphone you have in your pocket has lots of different sensors, including GPS, giroscope, compass, and many others. In a result it knows your location, your position and what you do. That’s enough for a marketer to give you an offer based on your location.

#7 LOCATION AS A NEW CONTEXT

©Irish Typepad, flickr.com

BRONZE LION, CATEGORY: MOBILE Advertiser: SUNSHINE CITY CORPORATION Product: SUNSHINE AQUARIUM Agency: HAKUHODO Tokyo, JAPAN

Case film URL: http://www.youtube.com/watch?v=IK4-zPD_25U

BRONZE LION, CATEGORY: MEDIA Advertiser: DOMINO'S PIZZA Product/Service: PIZZA Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Case film URL: http://youtu.be/3eYmkg8I5hc

The trend LOCAL IDEALIZED is getting stronger and stronger for several years already. Based on the glorification of the locality - products derived from the neighborhood, from my area, with a particular region, native. Fuelled by the local patriotism, a desire to seek roots and nostalgia.

#8 LOCAL IDEALIZED, LOCAL LOCO

©Ed Yourdon, flickr.com

GOLD LION, CATEGORY: DIRECT Advertiser: KBC Product/Service: KBC ENTREPRENEURS Agency: TBWA\BELGIUM Brussels, BELGIUM

Case film URL: http://www.youtube.com/watch?v=U76EIiTW_LE

Living in a nano-second culture, pressed for time we - as a Lazy Generation - consume, produce and distribute micro-content (that’s why rising popularity of Vine, Snapchat and so on).

Read more: PubliSeek.

#9 MICROCONTENT

©anotherlunch.com, flickr.com

GOLD LION, CATEGORY: DIRECT Advertiser: SKY Product/Service: SKY Agency: SERVICEPLAN Munich, GERMANY

Living our social lives, having profiles in different social media sites we build very different images of ourselves. We start asking questions – who we really are? As John McHale (SapientNitro) said: „It is no longer about making ourselves happy but taking care of what other people think about us.”

Read more: Today people are living their lives via screens, interview with John McHale and Chris Cobb, Creative Directors at Sapient Nitro,

TrendBook 2013

#10 PROBLEM OF IDENTITY

©visualpanic, flickr.com

GRAND PRIX, CATEGORY: BRANDED CONTENT & ENTERTAINMENT Advertiser: INTEL + TOSHIBA Product: TOSHIBA LAPTOP WITH INTEL INSIDE Entrant PEREIRA & O'DELL San Francisco, USA

Case film URL: https://www.youtube.com/watch?v=G-4Wg7FIe70

In the recession economy simply beeing good is a rising trend. It started with banking and insurance companies who failed our trust, but now it is spreading also on the other categories. And if this is a crisis and the related consumer expectations forced the market to undertake this type of action, I do not mind that the crisis lasted for a while. In effect, when it’s over, we will live in a better world. I hope!

Read more: trendwatching.com

#11 RANDOM ACTS OF KINDNESS

©Ed Yourdon, flickr.com

GRAND PRIX, CATEGORY: MEDIA Advertiser: FUNERAL INSURANCE COMPANY DELA Product/Service: DELA BRAND Agency: OGILVY & MATHER AMSTERDAM, THE NETHERLANDS

Case film URL: http://www.youtube.com/watch?v=BHJvuwZdlZ4

GRAND PRIX, CATEGORY: MOBILE Advertiser: SMART COMMUNICATIONS Product: SMART PUBLIC AFFAIRS Agency: DDB DM9JAYMESYFU Makati City, THE PHILIPPINES

Case film URL: http://www.youtube.com/watch?v=7bUGXqhrVrw

GRAND PRIX, CATEGORY: PROMO&ACTIVATION Advertiser: SPORT CLUB RECIFE Product/Service: FOOTBALL CLUB Agency: OGILVY BRASIL São Paulo, BRAZIL

Case film URL: http://www.youtube.com/watch?v=7xXTsqEZYFw

GOLD LION, CATEGORY: DIRECT Advertiser: HEMOBA / ESPORTE CLUBE VITÓRIA Product/Service: FOOTBALL TEAM Agency: LEO BURNETT TAILOR MADE São Paulo, BRAZIL

Case film URL: http://www.youtube.com/watch?v=V8pEyFmSleI

GOLD, CATEGORY: MOBILE Advertiser: REBORN Product: ORGAN DONATION FOUNDATION Agency: DUVAL GUILLAUME MODEM Antwerp, BELGIUM

Case film URL: http://www.youtube.com/watch?v=DcTxt_8dZ1E

Authentic marketing communication delivered at the right time with the message linked to other popular stimuli appears to be something that consumers really want/ perceive well.

Read more: Golin Harris, Designing for Real-Time Marketing, SXSW 2013

#12 REAL TIME MARKETING

©Bely Medved, flickr.com

GRAND PRIX, CATEGORY: CYBER Advertiser: MONDELEZ INTERNATIONAL Product/Service: OREO Agency: DRAFTFCB New York, USA

Case film URL: http://www.youtube.com/watch?v=j7wFQLRsMYQ

GOLD LION, CATEGORY: MEDIA Advertiser: KIMBERLY CLARK Product/Service: KLEENEX Agency: MINDSHARE WW London, UNITED KINGDOM

Case film URL: http://www.youtube.com/watch?v=OacFkobQYXo

SILVER LION, CATEGORY: DIRECT Advertiser: KRAFT FOOD Inc. Product/Service: Oreo Agency: 360i, New York

Case film URL: http://www.youtube.com/watch?v=79wEsmHrw8w

SILVER LION, CATEGORY: MEDIA Advertiser: MERCEDES-BENZ Product/Service: A-CLASS Agency: MAXUS GLOBAL, UNITED KINGDOM

Case film URL: http://www.youtube.com/watch?v=M2nZXRoVTPw

Crowdsourcing and so many mobile devices have an incredible power. Especially when put together.

#13 SOCIAL MEDIA FOR A GOOD CAUSE

©photos by blperk, flickr.com

GOLD LION, CATEGORY: DIRECT Advertiser: STARHUB MOBILE Product/Service: MOBILE BRANDING Agency: DDB GROUP SINGAPORE, SINGAPORE

Case film URL: http://www.youtube.com/watch?v=gbTQb1Hdp6U

SILVER LION, CATEGORY: MOBILE Advertiser: MISSING CHILDREN SOCIETY OF CANADA Product: CHILD SAFETY & INVESTIGATION Agency: GREY GROUP CANADA Toronto, CANADA

Case film URL: http://www.youtube.com/watch?feature=player_embedded&v=Kc2SnAEVEYE

SILVER LION, CATEGORY: MOBILE Advertiser: CIVIL RIGHTS DEFENDERS Product: GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISK Agency: RBK COMMUNICATION Stockholm, SWEDEN

Case film URL: http://www.youtube.com/watch?v=pwHm2nbwqis&feature=youtu.be

There must be something in music. Every year campaigns using specially produced music singles are the

most awarded in Cannes. Just compare last year Banco Popular (Grand Prix in PR) and this year’s Dumb ways

to Die (5 Grand Prix!). And there’s even more!

#14 THANK YOU FOR THE MUSIC!

©Haags Uitburo, flickr.com

GRAND PRIX, CATEGORY: DIRECT, FILM PR, RADIO, INTEGRATED Advertiser: METRO TRAINS Product/Service: METRO TRAINS Agency: McCANN MELBOURNE, AUSTRALIA

Case film URL: http://www.youtube.com/watch?v=IxZ_ZznO2ek

GOLD LION, CATEGORY: CYBER Advertiser: LINCOLN MOTOR COMPANY Product: LINCOLN MKZ Agency: HUDSON ROUGE New York, USA

See more: http://www.hello-again.com/beck360/main/beck360.html

GOLD LION, CATEGORY: MOBILE Advertiser: DOREMIR Product: SCORECLEANER NOTES Agency: MOBIENTO Stockholm, SWEDEN

Case film URL: http://vimeo.com/62860276

SILVER LION, CATEGORY: CYBER Advertiser: OLD SPICE Product: DANGER ZONE Agency: WIEDEN+KENNEDY Portland, USA

Case film URL: http://walkinstupid.com/pr/campaign/muscle_music

SILVER LION, CATEGORY: MOBILE Advertiser: MASTERCARD Product: MASTERCARD MIYAMO Agency: R/GA New York, USA

Case film URL: http://www.youtube.com/watch?v=o7ewYwflXDY

Case film URL: http://www.youtube.com/watch?v=On-Y8fTrDKA SILVER LION, CATEGORY: CYBER Advertiser: PHILIPS Product: PHILIPS LIFESTYLE ENTERTAINMENT Agency: DDB & TRIBAL AMSTERDAM, THE NETHERLANDS

New vending machines are much more prevalent now. They dispense just about anything (including pizza, seafood, underwear). But what’s even more interesting, thanks to hi-tech features they engage the consumer in a physical contact and provide interactve buing experiences. Read more: Humanisation of machines, TrendBook 2013

#15 VENDING 3.0

©m-louis, flickr.com

Case film URL: https://www.youtube.com/watch?v=ts_4vOUDImE GOLD LION, CATEGORY: DIRECT Advertiser: COCA-COLA Product/Service: COCA-COLA Agency: LEO BURNETT SYDNEY, AUSTRALIA

e: natalia@hatalska.com

If you want to read more about marketing trends for the next year check out TrendBook2013 report on my blog: http://hatalska.com/trendbook-2013-en/ or on SlideShare: http://www.slideshare.net/nhatalska/5-crucial-internet-trends-for-the-next-year-report ©Rick E Dick, flickr.com