CANNES 2016: A REMARKABLE ROUND-UP

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• Cannes Lions was founded in 1954

• Creative Marketer of the Year went to Samsung

• Over 15,000 delegates (officially) show up to the festival

• There are 24 awards categories

• The festival beverage of choice is rosé

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Cannes 2016 Fact File

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What happened this year?

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Entertainment got added to the list of award categories

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The Entertainment Lions celebrate creativity that turns content into culture. Entries will need to demonstrate ideas that are unskippable; that is work which captivates in order to cut-through, communicate a brand message or connect with consumers in a new way.

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Blurring the lines between advertising and entertainment

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Probably because of this…

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“…making content that is genuinely useful and entertaining is hard.

The challenge for brands (and agencies) is that the bar for what customers value as great content is so high. Your

competition isn’t other brands in your category, or even other brands at all. It’s every piece of content being

created, uploaded and shared, by anyone, anywhere in the world. It’s everything from a live stream of a freefall

parachute jump from outer space, to pictures from my old school friend’s wedding on Facebook.”

Jon Davie is UK CEO at Zone

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House of Cards – FU 2016

SOME OUTSTANDING AND REMARKABLE ACHIEVEMENTS

WERE MADE IN TECH

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ING Bank – The Next Rembrandt

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Google DeepMind - AlphaGo

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Google – Project Jacquard

DIRECT MARKETING TOOK ON MANY DIFFERENT FORMS

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The Direct Lions celebrate response-driven and relationship-building creativity. Entries will need to demonstrate the pursuit and

application of meaningful results; that is work created to directly influence ongoing consumer behaviour via a call-to-action or

mechanism producing a measurable response.

How Cannes defines Direct

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MACMA - Manboobs

BEING SOCIALLY RESPONSIBLE DOESN’T MEAN ‘BORING’

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Saltwater Brewer – Edible Six Pack Rings

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DB Export - Brewtroleum

LOYALTY SCHEMES CAN DIFFERENTIATE A BRAND

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Harvey Nichols – Love Freebies? Get them Legally.

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CHRISTMAS STILL PRESENTS ENORMOUS OPPORTUNITIES

FOR RETAILERS

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John Lewis – Monty’s Christmas

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Sainsbury’s – Mog’s Christmas Calamity

SUMMARY

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1. Artificial intelligence or Beneficial intelligence is an important trend this year and will continue to be.

2. Empowering women/gender equality and inclusivity are incredibly important topics for brands to acknowledge and do something about.

3. Many societal trends have an impact on brand work. It’s important for brands to be in touch at all times.

4. When it comes to thinking about channels we need to think outside of our own (CRM) box.

5. Craft is incredibly important – this year saw the lowest number of entries for print, which the advertising industry laments.

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Five things

THANKS