game changer: The 1980s

Lee Clow

With the 60th anniversary of Cannes Lions comes a celebration of the iconic work that changed the landscape of advertising.

“Steve believed in advertising. Marketing Communications. Marcom. And yes, we met every week. He hated most of the existing Apple products, they were boring beige boxes, and he was many months away from a new product. But we had to say something. Think Different. It was a celebration of Steve’s Apple. The old Apple. And the new Apple he envisioned.”

Winning Work: The 1980sApple ‘1984’

Apple's ‘1984’ commercial was transmitted only twice, but that was enough. It won the Grand Prix at Cannes Lions in

1984 and has continued to win industry plaudits for TBWA\Chiat\Day since. Featuring a Big Brother character (representing IBM), and a young model with a sledgehammer who shatters the order (representing Apple), the commercial almost didn’t air at all, and caused much controversy within Apple itself.

Quote of the dayconan o’brien

PRide of Place11 most awarded countries

USA106

Brazil96

Australia71

UK71

India32

New Zealand31

South Africa31

Germany59

France39

Sweden33

Japan32

14 remaining categories• Film Craft Lions• Branded Content & Entertainment Lions• Titanium and Integrated Lions• Palme d'Or• Creative Marketer of the Year

• Independent Agency of the Year• Grand Prix for Good• Lion of St. Mark• Holding Company of the Year• Network of the Year

• Agency of the Year• Cannes Chimera Winners• Young Lions Film Winners• Young Lions Marketers Winners

Festival Mentions2012 v. 2013 (approximate)

Pin of the daypinterest.com/canneslions

One of the biggest mistakes is that brands don't listen enough

to what's important to this generation. If you empower

them, you'll get your return ten times over.

– Sean Combs

Steer clear of cliche. Fight the instinct to go

to the safe place.– Jack Black

The minute you start to back away from authenticity because you see an opportunity for profit,

you end up losing. – Conan O’Brien

Building on culture and its values is how you get

hypergrowth.– Jeff Weiner, LinkedIn

AUTHENTIC

810COMMUNITIES

BUILT ONCULTURE

244

76STRAY

FROM SAFE

65

MILLENNIALS

180

CONTENT1,699

I don't give a shit about user-generated content; I

care about user-generated communities.

– David Droga, Droga5

Trending in sessions and social

High Scorers Most-Attended Sessions

SapientNitro Stories are more than a narrative. And fashion is

more than design. – with Vivienne

Westwood

mcgarrybowenIconic Storytelling Frame by Frame: Annie Leibovitz,

Disney & mcgarrybowen

AdobeYou Can't Trust

Marketers – with Tina Brown

Yahoo!The New World of Online Content – Appealing to the Habits of Today’s

Consumer – with Jack Black

Time Warner Inc.What Connects

in Comedy – with Conan O'Brien and Anderson Cooper

Video game titles & consoles have won 56 awards at Cannes Lions since 2001.

Social activityVOLUME BY COUNTRY (1 SIDE OF CUBE = 1%)

USA

Australia

France Other

Spain

Mexico Germany

Portugal

SwedenBrazil

India

United Kingdom

1989 3,5821990 3,7491991 3,7781992 5,9091993 6,2691994 7,1421995 8,5471996 9,2481997 11,1511998 12,4251999 13,1022000 16,3472001 19,0142002 17,2582003 16,3922004 18,7062005 22,1012006 24,8632007 25,5692008 28,2842009 22,6522010 24,2422011 28,8602012 34,3012013 35,765

number of entries since 1989

style spottingback to the 80s

@Nikita_ershov @TeodoraBlindu @gerryhuman @MaxdeCastro

WWW.SAPIENTNITRO.COM/CANNESLIONS

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