cannes lions 2016: the trends decoded

Cannes Lions 2016:The Trends Decoded

How To Win, Maybe

Moving From Big Brand Building to Tactical Stunts

In A 24 Hours News World

World Peace Day = Make A McWhopper

Death of Bowie =Make a Star Constellation

Most Right For:Big brands with a long history and wide cultural knowledge.

How To:Decide what you want to ‘make’ then fit it into a newsworthy event.

Playing with Context of the Internet

Geico:Users Love To Skip Ads Nowadays

Furore over Female Boobs Banned On Facebook (#FreeTheNipple etc)

Do Makeup Tutorials With A TwistHow to apply eyeliner - Make Love Not Scars – Ogilvy Mumbai

Years before…

Most Right For:Any brand with digital spend that will be seen online in a context.

How To:Start with the internet behaviour and work backwards to the brand.

Subverting What’s Become Category Norms

Blood in a Period Ad - Bodyform

Beauty Ad, Full of Boys - Shiseido

Sportswear Ad That Never Focuses on the Moment of Winning

Most Right For:Any brand that exists in a category with really clear category cliches that no longer feel fit for

modern life.

How To:Study the category TV ads then flip your own.

Smushing Technological Innovation into a Decent Idea

Spray Paint x The Launch of Buyable Pins

New Tights x Bikeable Delivery Services

Remembrance Day x Silent Facebook Films #TakePause

Tok&Stok Showrooms x Physical Pinterest Pins

Amnesty Internationalx Adblocker

‘Good Causes‘ x Vertical Video Black Bars

Most Right For:Niche brands that have a single minded targeted mission.

Charity brands.

How To: find the tech innovation first then fit an appropriate brand into it.