Post on 05-Sep-2014
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Cannes Predictions 2014
Bridget Jung Chief Creative Officer
DigitasLBi Paris !
@bridoo
Jean-Philippe Martzel Planning & Strategy Director
DigitasLBi Paris !
@jpmartzel
Fred Lung Senior Creative DigitasLBi Paris
!@fredericklung
Philippe Pinel Senior Creative DigitasLBi Paris
!@PhilippePinel
Cannes Predictions 2014We had fun putting this list together. It’s in no way
exhaustive, simply an educated guess as to what might win at Cannes this year. We’ve tried to identify the
emerging themes we may see coming out of the Festival.
1. Advertising inspired by the environment (in realtime) 2. Advertising re-enchants (or hacks) the everyday 3. Selfies and the importance of me 4. Advertising that reinvents the product 5. The most interesting man in the world is trending 6. Advertising that might make the jury laugh 7. Blockbusters 8. Grand Prix or nothing
Emerging Themes
1. Advertising inspired by the environment (in realtime)
Perhaps some of the most exciting digitally led campaigns we’ve seen are in outdoor and they combine intelligent placement with smart tech to create truly personalised experiences between brands and consumers. In this way advertising has become “alive”.
Cannes Predictions 2014
http://youtu.be/80indhABZwo
Neue Zürcher Zeitung
Digital Newspaper Holder
2. Advertising re-enchants (or hacks) the everyday !
Ads now bring magic into the real world. Posters can accept credit cards and even play music. A DIY shop uses billboards to dramatically show how they can improve the everyday. More and more of the filmed stunts rely on reactions from people to some kind of magic in the real world.
Cannes Predictions 2014
3. Selfies and the importance of me
“Selfie” was the 2013 word of the year. Only a few months ago, Ellen’s epic selfie generated over 3 million retweets. We can see some brands leveraging this new focus on “me”, inviting individuals not only to be part of the ad —but to be at the centre of it. Brands are finding new and creative ways to use individuals and personal stories rather than scenarios.
Cannes Predictions 2014
4. Advertising that reinvents the product
This is a very interesting area. Instead of making ads, some brands are innovating at the product level or creating new products & services that support the brand ambition. We’re convinced that this area will grow over the next few years.
Cannes Predictions 2014
http://youtu.be/P8DOZ_rK8rI
Harvey Nichols
“Sorry, I spent it on myself”
http://youtu.be/ITyeI3YyYw8
5. Advertising that invites action from the individual
There’s a new breed of advertising that wouldn’t exist without someone watching it. These experiences require people to interact, explore and experiment with the ad. From second screening, to innovate navigation and even ultimately being able to control a real person via a website, these ads require action from the individual.
Cannes Predictions 2014
http://youtu.be/rg74NzJlGp0
Melbourne Tourist Information
Remote Control Tourist
http://youtu.be/GT-GPmX60GA
Guy Cotten
“Sortie en Mer”
http://sortieenmer.com/
5. Advertising that might make the jury laugh
From beer to banks, humour always works. We even found a PSA that breaks through with an incredible script and amazing acting.
Cannes Predictions 2014
6. The most interesting man in the world is trending
Senior is the new black.
Cannes Predictions 2014
7. Blockbusters
Big brands and big budgets …sure to go home with some metal.
Cannes Predictions 2014
http://youtu.be/L1EtoruAMDI
Heineken
Response on The Odyssey film authenticity
8. Grand prix or nothing
Nothing in between.
Cannes Predictions 2014
McDonalds
CoreArticle on Creative Review
Bridget Jung Chief Creative Officer
DigitasLBi Paris !
@bridoo
Jean-Philippe Martzel Planning & Strategy Director
DigitasLBi Paris !
@jpmartzel
Fred Lung Senior Creative DigitasLBi Paris
!@fredericklung
Philippe Pinel Senior Creative DigitasLBi Paris
!@PhilippePinel
#WhatdidweforgetLet us know what you think or what we may have missed.