cannes lions 2016: 9 inspiring trends
TRANSCRIPT
CANNES LIONS 2016
9 INSPIRING TRENDS SPOTTED
AMONG THIS YEAR WINNERS
Photo: Cannes Lions 2016 FB page
We live in the high-tech era. But it’s a myth that every problem has only a high tech solution. Sometimes
simple technologies, often of a traditional or non-mechanical kind are better option. This was proved by
this year Cannes Lions’ winners. See the following examples.
#1 LOW TECH
PAPER GLASSES
GOLD LION: PR
SAVE THE CHILDREN AND SANTILLANA
GREY MÈXICO
Case study video: https://www.youtube.com/watch?v=O2VdX1V5i0U
LIFESAVER BACKPACK
INNOVATION LION: SHORTLIST
LUKI
J. WALTER THOMPSON COLOMBIA
Case study video: https://www.youtube.com/watch?v=ZBM084yLLsw
PREPEX
GOLD LION: INNOVATION
CIRC MEDTECH
Case study video: https://www.youtube.com/watch?v=xRvahd9WsFI
SAVE ME THE SKIPASS THAT SAVES LIVES
GOLD LION: PRODUCT DESIGN
ÖTZTAL TOURISMUS
SERVICEPLAN
Case study video: https://www.youtube.com/watch?v=pUazVEt4vmE
TOUCHABLE INK
INNOVATION LION: SHORTLIST
THAI SAMSUNG ELECTRONICS / THAI ASSOCIATION OF THE BLIND
J. WALTER THOMPSON BANGKOK
Case study video: https://www.youtube.com/watch?v=ErafkF2AvBQ
MOTOREPELLENT
INNOVATION LION: SHORTLIST
DUANG PRATEEP FOUNDATION
BBDO BANGKOK
Case study video: http://www.adforum.com/creative-work/ad/player/34522428/moto-repellent-
saving-lives-one-ride-at-a-time/duang-prateep-foundation
According to a dictionary art is the expression or application of human creative skill and imagination. It
seems that the more we live in a digital world, the more robots take our competence, the more we turn
ourselves into art as if it was the last bastion of our humanity.
#2 ART
VAN GOGH BNB
GOLD LION: PR
ART INSTITUTE OF CHICAGO
LEO BURNETT CHICAGO
Case study video: https://www.youtube.com/watch?v=D6pkK5hIlwE
THE NEXT REMBRANDT
GRAND PRIX: CYBER
ING
J. WALTER THOMPSON AMSTERDAM
Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
DREAMS OF DALÍ
GOLD LION: CYBER
THE DALÍ MUSEUM
GOODBY SILVERSTEIN & PARTNERS
Case study video: https://www.youtube.com/watch?v=I-Fb1lPL5WA
ART WITH WATSON
GOLD LION: DESIGN
IBM
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=Hlh2zecIjHM
ARTQUARIUM
GOLD LION: DESIGN
PAPAWIN CO.
OGILVY & MATHER
Case study video: https://vimeo.com/166157484
FALTER/INFERNO
GOLD LION: DESIGN
FALTER NEWSPAPER
JUNG von MATT
Case study video: https://www.youtube.com/watch?v=uLRUd9wMF98
SHIFTING PERSPECTIVES
GOLD LION: DESIGN
SYDNEY OPERA HOUSE
INTERBRAND AUSTRALIA
Case study video: https://www.youtube.com/watch?v=h0W9n_06gLk
We live in the era of data-driven marketing. And data is not a buzzword anymore.
#3 DATA
SEA HERO QUEST
INNOVATION LION: SHORTLIST
DEUTSCHE TELEKOM
SAATCHI & SAATCHI
Case study video: https://www.youtube.com/watch?v=iAAhLFc4jtw
THE HOUSE OF CLICKS
GOLD LION: PR
HEMNET
PRIME
Case study video: https://vimeo.com/141663270
RAISING EYEBROWS AND SUBSCRIPTIONS
GOLD LION: CREATIVE EFFECTIVENESS
THE ECONOMIST
PROXIMITY LONDON
Case study video: https://vimeo.com/127153140
FOCUSMOTION
INNOVATION LION: SHORTLIST
FOCUSMOTION
R/GA
Case study video: https://www.youtube.com/watch?v=DhG76JrpO-Q
WILSON X CONNECTED BASKETBALL
INNOVATION LION: SHORTLIST
WILSON SPORTING GOODS
PHENOMENON
Case study video: https://www.youtube.com/watch?v=jI0dFY1DpDw
THE NEXT REMBRANDT
GRAND PRIX: CYBER
ING
J. WALTER THOMPSON AMSTERDAM
Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
It seems like we moved back to 2013 when wearables were really hot. And to be honest - I did not expect
so many projects based on wearables computers in 2016 but, well, it seems - this is the reality.
Although I have to admit there is one difference – in 2013 there was a race for the wrist, in 2016
wearables are all over our body: on our head, feet, chest and in our ears.
#4 WEARABLES
JACQUARD
PRODUCT DESIGN: GRAND PRIX
GOOGLE CREATIVE LAB
Case study video: https://atap.google.com/jacquard/
THE SOUND SHIRT
INNOVATION LION: SHORTLIST
JUNGE SYMPHONIKER HAMBURG
JUNG von MATT
Case study video: https://vimeo.com/166623466
SAMSUNG BLIND CAP
MOBILE LION: GOLD
SAMSUNG ESPAÑA
CHEIL SPAIN
Case study video: https://www.youtube.com/watch?v=8caXvQpWFeo
BRAINBAND
PROMO & ACTIVATION LION: GOLD
SAMSUNG AUSTRALIA
LEO BURNETT SYDNEY
Case study video: https://www.youtube.com/watch?v=gUA72ag7O6E
DOT. THE FIRST BRAILLE SMARTWATCH.
GOLD LION: INNOVATION
DOT INCORPORATION
SERVICEPLAN, SERVICEPLAN KOREA, DOT INCORPORATION
Case study video: https://www.youtube.com/watch?v=CZHWjg-CXX0
HERE ACTIVE LISTENING™: CHANGE THE WAY WE HEAR THE WORLD
PRODUCT DESIGN LION
DOPPLER LABS
Więcej: https://hereplus.me/
NETFLIX SOCKS
INNOVATION LION: SHORTLIST
NETFLIX
DEEPLOCAL
Case study video: https://www.youtube.com/watch?v=Fi6RLrJrjLQ
SUN HATS
INNOVATION LION: SHORTLIST
EPM EMPRESAS PÚBLICAS DE MEDELLÍN
DDB COLOMBIA
Case study video: https://www.youtube.com/watch?v=0ZORWOu554Q
FREESTYLE LIBRE - TECHNOLOGY
INNOVATION LION: SHORTLIST
ABBOTT DIABETES CARE
LOOOPED
Więcej: http://www.freestylelibre.co.uk/
FOCUSMOTION
INNOVATION LION: SHORTLIST
FOCUSMOTION
R/GA
Case study video: https://www.youtube.com/watch?v=DhG76JrpO-Q
Note 2016 as the year that virtual reality took over. In Cannes Lions as well.
#5 VR/AR/MR
NYT VR
MOBILE LION: GRAND PRIX
GOOGLE, GE, MINI, NEW YORK TIMES
T BRAND STUDIO
See more: http://www.nytimes.com/marketing/nytvr/
THE DISPLACED
INNOVATION LION: SHORTLIST
THE NEW YORK TIMES
VRSE.WORKS
Case study video: https://www.youtube.com/watch?v=ecavbpCuvkI
THE SUPER BOWL DUNK
CYBER LION: GOLD
GATORADE
VML
Case study video: https://www.youtube.com/watch?v=cWWCQIDT3_k
THE LADY GAGA + INTEL PERFORMANCE
DESIGN LION: GOLD
INTEL
INTEL, GREENLIGHT MEDIA AND MARKETING
Case study video: https://vimeo.com/175115826
THE FIELD TRIP TO MARS
DESIGN LION: GOLD
LOCKHEED MARTIN
McCANN NEW YORK
Case study video: https://vimeo.com/167788423
HELP
DIGITAL CRAFT LION: GOLD
GOOGLE ATAP
THE MILL
Case study video: https://vimeo.com/130096298
THE MILL 'BLACKBIRD'
INNOVATION LION
THE MILL
Case study video: https://www.youtube.com/watch?v=OnBC5bwV5y0
HERE ACTIVE LISTENING™: CHANGE THE WAY WE HEAR THE WORLD
PRODUCT DESIGN LION
DOPPLER LABS
Więcej: https://hereplus.me/
We live in a digital world. And the longer we live like this, experiencing the world via the screens of our
smartphones, we feel an urge to experience the world physically – we want to smell it, touch it and feel it.
With all of our senses. As stated in Jaguar case study: „Some experiences can’t be simulated.”
#6 PHYSICAL EXPERIENCE
SURVIVAL BILLBOARD
OUTDOOR LION: GOLD
MICROSOFT
McCANN LONDON
Case study video: https://vimeo.com/153520255
THE ORGANIC EFFECT
PR LION: GOLD
COOP
FORSMAN & BODENFORS
Case study video: https://www.youtube.com/watch?v=oB6fUqmyKC8
MUSEUM OF FEELINGS
ENTERAINMENT LIONS: GOLD
SC JOHNSON
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=DTxD4TVbHMM
#OPTOUTSIDE
PROMO & ACTIVATION LION: GRAND PRIX
REI
VENABLES BELL & PARTNERS
Case study video: https://www.youtube.com/watch?v=FOVaEawGNMM
THE BABY STROLLER TEST-RIDE BY CONTOURS
PROMO & ACTIVATION LION: GOLD
CONTOURS STROLLERS
FCB CHICAGO
Case study video: https://www.youtube.com/watch?v=4pT7By3PZhU
#COMEONIN
MOBILE LION: GOLD
THE SYDNEY OPERA HOUSE
DDB
Case study video: https://vimeo.com/159130469
ACTUAL REALITY
OUTDOOR LION: GOLD
JAGUAR LAND ROVER NEW ZEALAND
Y&R NZ
Case study video: https://www.youtube.com/watch?v=_zpx0Eb1Tvo
VAN GOGH BNB
GOLD LION: PR
ART INSTITUTE OF CHICAGO
LEO BURNETT CHICAGO
Case study video: https://www.youtube.com/watch?v=D6pkK5hIlwE
BEHIND THE LEATHER
DESIGN LION: GOLD
PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=qs8yqcrqo1s
BECAUSE RECOLLECTION
DIGITAL CRAFT LION: GRAND PRIX
BECAUSE MUSIC
84.PARIS
Case study video: https://vimeo.com/150593935
„Scarcity is the fundamental economic problem of having seemingly unlimited human wants in a world of
limited resources.” Wikipedia
„Freshwater - the stuff we drink, bathe in, irrigate our farm fields with - is incredibly rare. Only 3% of the
world’s water is fresh water, and two-thirds of that is tucked away in frozen glaciers or otherwise
unavailable for our use. At the current consumption rate, this situation will only get worse. By 2025, two-
thirds of the world’s population may face water shortages. And ecosystems around the world will suffer
even more.” WWF
#7 RESOURCE SCARCITY
PURITY TEST
PR LION: GOLD
VALVIS HOLDING
COHNANDJANSEN J. WALTER THOMPSON
Case study video: https://www.youtube.com/watch?v=WDixRY--nr0
PEDAL PURE
INNOVATION LION: SHORTLIST
WATERAID
GREY BANGLADESH
Case study video: https://www.youtube.com/watch?v=noEOndy1h8E
EDIBLE SIX PACK RINGS
PR LION: GOLD
SALTWATER BREWERY
WE BELIEVERS
Case study video: https://www.youtube.com/watch?v=-YG9gUJMGyw
BREWTROLEUM
OUTDOOR LION: GRAND PRIX
HEINEKEN NEW ZEALAND
COLENSO BBDO
Case study video: https://vimeo.com/165075818
LIFE IS ELECTRIC
DESIGN LION: GRAND PRIX
PANASONIC
DENTSU INC
Case study video: https://www.youtube.com/watch?v=kbkS5TcR4Kc
A report from aerospace consulting firm the Tauri Group found that space start-ups have attracted more
than $13.3 billion of investment, including $5.1 billion of debt financing, since 2000. Nearly two-thirds of
that investment funding has come in the last five years. People who were starting businesses in the
internet boom say how similar it feels now with space businesses. Space is hot topic now. But not so hot
for the advertising industry. In Cannes there were only a few – too few - projects touching this field. See
some on the following slides.
#8 SPACE
MISSION TO THE MOON
INNOVATION LION: SHORTLIST
AUDI
THJNK
More: http://microsites.audi.com/mission-to-the-moon/
STARDUST FOR BOWIE
GOLD LION: PR
STUDIO BRUSSEL
DDB BRUSSELS
More: http://stardustforbowie.be/
THE FIELD TRIP TO MARS
GOLD LION: CYBER
LOCKHEED MARTIN
McCANN NEW YORK
Case study video: https://vimeo.com/172567984
„What was once just a figment of the imagination of some our most famous science fiction writers,
artificial intelligence (AI) is taking root in our everyday lives.” Wired, 2015
#9 AI
THE TRAIN BRAIN PROJECT
INNOVATION LION: SHORTLIST
STOCKHOLMSTÅG
KÄRNHUSET
Case study video: https://vimeo.com/153535080
GOOGLE DEEPMIND ALPHAGO
GRAND PRIX: INNOVATION
GOOGLE DEEPMIND
GOOGLE DEEPMIND
Case study video: https://www.youtube.com/watch?v=PQCrX1sQSzY
JUKEDECK | ARTIFICIALLY-INTELLIGENT MUSIC COMPOSER
INNOVATION LION
JUKEDECK
Case study video: https://www.youtube.com/watch?v=D2lA0HlHzlc
THE NEXT REMBRANDT
GRAND PRIX: CYBER
ING
J. WALTER THOMPSON AMSTERDAM
Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
Want to know more about trends for 2016 and beyond?
Check out TrendBook 2016
(100-pages report available for free)
Download at: http://trendbook.hatalska.com/
@hatalskacom
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