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CANNES LIONS 2015 World’s most famous event dedicated to Creativity and Innovation
Trends analysis from Cannes Lions 2015 by the HUB Institute �2HUB REPORT
Created in 1954 as the International Advertising Film Festival in Italy, the festival changed its name with the print apparition and was renamed the International Film Festival. Then, the number of categories rapidly increased and the festival took finally the name of the “Cannes Lions International Festival of creativity”. Cannes Lions define the future trends by rewarding innovation and creativity
The Hub Institute, a digital think tank based in Paris, is bringing to light the main creative and innovative trends and ads from this amazing event, thanks to its on-‐site experts.
CANNES LIONS 2015 World’s most famous event dedicated to Creativity and Innovation
Trends analysis from Cannes Lions 2015 by the HUB Institute �3HUB REPORT
1. CREATIVITY AND HEALTH
2. DATA INSPIRED CREATIVITY
The rise of Health Tracking Technology, part of new creativity value
Harnessing the science of data with the art of advertising
The next frontier between Human & Machine Creativity ?
3. TECHNOLOGY & AI : FUTURE OF CREATIVITY ?
What’s new in 2015 ?
CANNES LIONS 2015
Trends analysis from Cannes Lions 2015 by the HUB Institute �4HUB REPORT
The Data Creative Lions are emerging. The category is intended to reward the creative use of data. This new category reveals that the communication professionals recognize the importance of greater convergence between the art of creativity and science of the data.
The Glass Lion – The Lion for change is a festival novelty . The award aims to promote a more positive and progressive communication. It will recognize work that “implicitly or explicitly addresses issues of gender inequality or prejudice”
The 2015 categories
CANNES LIONS 2015
Trends analysis from Cannes Lions 2015 by the HUB Institute �5HUB REPORT
BRANDED CONTENT & ENTERTAINMENT
CREATIVE EFFECTIVENESS
CYBER
DESIGN
FILM CRAFT
DIRECT
INNOVATIONMEDIA
MOBILE
OUTDOOR
PR
PRESSE
PRODUCT DESIGN
PROMO & ACTIVATION
RADIOTITANIUM & INTEGRATED
The story-‐telling: more realistic than ever
The way of communicating evolves
Trends analysis from Cannes Lions 2015 by the HUB Institute �7HUB REPORT
A part of the AMC succes show, THE WALKING DEAD is at 2015 Cannes Lions. They came to explain the reasons for the success of a show that kills of its heroes on a regular basis.
The story-‐telling: more realistic than ever
The way of communicating evolves
Trends analysis from Cannes Lions 2015 by the HUB Institute �8HUB REPORT
The writers created complete characters, with stories and particular personnalities
subject to evolutions. That is how they created an attachement to the brand. They then developped a strong attachement to the transparency of their contents. One can understand why this or this other character died, there is a
certain logic to the unfolding of the story.
Steven Yeun – Glenn dans THE WALKING DEAD
The story-‐telling: more realistic than ever
The way of communicating evolves
Trends analysis from Cannes Lions 2015 by the HUB Institute �9HUB REPORT
The story-‐telling is pushed to the maximum of realism. This narrative technique is going to push the viewer who is facing the death of its favourite characters in two directions: appreciation or reject.
Équipe THE WALKING DEAD à une cérémonie de remise de prix
Build a place in your clients hearts
BRAND LOVE
Trends analysis from Cannes Lions 2015 by the HUB Institute �11HUB REPORT
People are facing a trumendous amount of choice options. This situation makes it difficult for brands that wish to stand out. Yet, when looking at the brands that manage to stay the most relevant, they often are the most liked ones. The emotional attachement plays a big role in the sustainability of the brand. It’s going to encourage people to stay loyal and therefore the brand to survive. This, at least, is one of the big tendencies of this years Cannes Lions.
Case 1 : 3D impression for visually impaired soon to be mothers
BRAND LOVE Trends analysis from Cannes Lions 2015 by the HUB Institute
HUGGIES The diaper brand, 3D printed the images of the first ultrasound of visual impaired women. The brand offers a spot full of love and sensivity.
Trends analysis from Cannes Lions 2015 by the HUB Institute �12HUB REPORT
Case 2 : Technology puts to the service of Alzheimer patients
BRAND LOVE Trends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �13
SAMSUNGIn Tunisia, Samsung developped an app, The backup Memory, to help patients remember their close ones. The app allows them to exercize their memory and therefore to slow the progression of Alzheimers down.
HUB REPORT
Case 1 : I touch myself, to detect breast cancer
BRAND PURPOSETrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �15
CANCER COUNCIL
The 1990 hit of the Divinyl’s is being used as the anthem for breast cancer. The Cancer Council for New South Wales in Australia wanted an impactfull campaign. The purpose was to encourage the self detection of suspiscious masses in breasts in the early stages. Deployed on all Australia, the campaign touched 47% of the countries women.
HUB REPORT
Case 2 : Cartoons designed and adapted for sick children
BRAND PURPOSETrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �16
GRAACCTo encourage children with cancer integration, around 40 cartoon characters where drawn bald. The bald cartoons episodes where then broadcasted on the Brazilian TV. Children with cancer where able to gain back their self-‐confidence.
HUB REPORT
Case 3 : A doll to learn to where sunblock
BRAND PURPOSETrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �17
NIVEAOn the beaches of Rio de Janeiro, Nivea distribute’s dolls that reacted to UV light to kids. They become red when they are exposed to the sun without sunscreen. Nivea is raising awareness among kids to understand the importance of sun block in that way.
HUB REPORT
Case 4 : Enabling a tattoo artist to detect skin cancer
BRAND PURPOSETrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �18
SOL DE JANEIRO
The brazilian youth sunscreen brand Sol de Janeiro, decided to advertise on the detection of skin cancer. The brand offered brazilian tattoo artists to get trained by doctors to recognize the early stages of skin cancer. They then received a certification, the project was also available online.
HUB REPORT
Case 5 : Disease seen through the eyes of children
BRAND PURPOSETrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �19
NOEMIEThe french association Noémie is working on the integration of handicaped people. They created a video which is putting forward the perception differences between adults and children, with the help of the french agency Léo Burnett.
HUB REPORT
Case 6 : Every girl must be proud of its body
BRAND PURPOSETrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �20
SPORT ENGLAND
This girl can campaign was launched by Sport England to encourage women to transcend the cultural, barriers and practice sports regarding the critics. The campaign was accompanied with a social media action, a website and a video.
HUB REPORT
Case 7 : A fish to prevent from iron lack in a body
BRAND PURPOSETrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �21
LUCKY IRON FISH
In Cambodia, where 6 Million people are suffering from iron deficiency. The lucky fish company created an iron fish that people can cook with. The fish, which is manufactured thanks to local support, can bring up to 75% of someones daily needs in iron.
HUB REPORT
More and more brands and agencies are equipping themselves of smart rooms
Do you have your own smart room ?
Trends analysis from Cannes Lions 2015 by the HUB Institute �25
The new Social Hub of Orange opened in April 2015
HUB REPORT
What is a newsroom ?
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A NEWSROOM IS A PLACE OF REAL TIME INSIGHTS AND IDEAS
MULTI-‐SKILLS TEAM
HUB REPORT Trends analysis from Cannes Lions 2015 by the HUB Institute
Making your brand a real media
Do you have your own smart room ?
Trends analysis from Cannes Lions 2015 by the HUB Institute �27
The room’s objectives is to monitor data and news in real-‐time to analyze your earned media and produce
content in response
HUB REPORT
The Ephemeral Cannes Lions 2015’s newsroom
The Havas Socialize Newsroom
Trends analysis from Cannes Lions 2015 by the HUB Institute �28HUB REPORT
Exclusive Interview : Presentation of the Havas Socialize Newsroom
The Havas Socialize Newsroom
Trends analysis from Cannes Lions 2015 by the HUB Institute �29HUB REPORT
THE REAL TIME ERA
Trends analysis from Cannes Lions 2015 by the HUB Institute �31
We have entered the Real time marketing era. A brand has always to be present for the connected consumer. It has become a way of thinking and a philosophy.
Real-‐time is the convergence of search, social, real-‐time content production and distribution.
HUB REPORT
The newsjacking trend is spreading
THE REAL TIME ERATrends analysis from Cannes Lions 2015 by the HUB Institute
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Newsjacking : Using real time to create content
HUB REPORT Trends analysis from Cannes Lions 2015 by the HUB Institute
Case 1 : Promo & Activation “Grand prix” 2015
THE REAL TIME ERA
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VOLVOWhenever you watch a car commercial broadcasted on TV , you can tweet with the hashtag #VolvoContest to tell Volvo who they think deserves a brand new Volvo XC60. All eligible tweets will receive a response from Volvo, and each person must then tell why his or her nominee was chosen.
HUB REPORT Trends analysis from Cannes Lions 2015 by the HUB Institute
THE CANNES’s GREGATOR’ FOR
THE REAL TIME ERA
Trends analysis from Cannes Lions 2015 by the HUB Institute �34
The Cannes Social Pulse a real-‐time feed of Twitter and Instagram posts about the Groupe’s activity around the event.
The Cannes Radar a collection of the most popular trending topics and news stories from the festival
The Cannes Reader will group together all the stories about the advertising network. Finally, Awards Central will showcase all the network’s big wins in one place.
http://www.publicisgroupeatcannes.com/
THE FESTIVAL’S SOCIAL AND ONLINE CONTENT
HUB REPORT
Cannes adds Creative Data Lions to 2015 Awards
DATA INSPIRED CREATIVITY
Trends analysis from Cannes Lions 2015 by the HUB Institute �36HUB REPORT
Dentsu’s Creativity in the Age of Data session
"The Lions Innovation Festival will highlight how data and technology can be powerful catalysts for creativity." Philip Thomas, CEO -‐ Cannes Lions
Can data really be creative ? Confluence of Data, Tech and Emotion
DATA INSPIRED CREATIVITY
Trends analysis from Cannes Lions 2015 by the HUB Institute �37HUB REPORT
Dentsu’s Creativity in the Age of Data session
Creative work is the most successful when there is a higher purpose and can change the world.
Data has the ability to help maketers and people creating more emotional content. Tomorow, sensors will be everywhere and everything will be driven by data.
Data makes marketing better and enhanced creativity !
Case 1 : Use of real time data to improve everyday life
DATA INSPIRED CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �38
EL HUECO TWITERO
A connected device was installed inside the potholes on the most damaged streets in the city. Every time a car runs over one of the devices, a complaining tweet is send to the Department of Public Works’ Twitter account in order to encourage them to make some roadworks.
HUB REPORT
Case 2 : Creative data visualisation for an historical commemoration
DATA INSPIRED CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �39
HONDAInternavi is a data anylsis software loaded on every Honda car. Its ancestor was used when Ayrton Senna realized the fastest lap of Japan’s Formula One Grand Prix. Honda used those datas to recreate this famous lap using sound and lights. A way to create a bond between history and the present.
HUB REPORT
Case 3 : Sound data visualization for a better immersion
DATA INSPIRED CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute
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THALYSThalys created three interactive billboards. Each billboard represented a city, and each was host to more than 1000 unique sounds from that city. Pedestrians were invited to plug in with their personal headphones and start exploring.
HUB REPORT Trends analysis from Cannes Lions 2015 by the HUB Institute
Case 4 : “Knowledge is the first step on the way to progress”
DATA INSPIRED CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �41
GOODSponsored by Progressive, GOOD Magazine launched a vertical of data driven infographics that break down complex issues from health to global warming with solid reporting and inspired design.
HUB REPORT
Case 6 : Using data to improve security
DATA INSPIRED CREATIVITYTrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �42
CLEVER BUOY
Optus’s ‘Clever Buoy’ campaign saw M&C Saatchi win the award in the mobile category. A marketing campaign for a device designed to prevent shark attacks in Australia.
HUB REPORT
TED-‐RNNA Recurrent Neural Network trained on all existing TED Talk Transcripts. The model outputs machine generated TED Talks, spoken by a text-‐to-‐speech system. All text is generated by a Recurrent Neural Network and voice is genated with Text-‐To-‐Speech Synth
Case 1: Machine generated TED-‐Talks
TECHNOLOGY & AITrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �44HUB REPORT
MarI/O by SthBling
Case 2 : The learning Ai wich attempt to master Mario Kart
TECHNOLOGY & AITrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �45
Seth Bling created Marl/O, a neural network . This AI attempted to master the Nnitendo Mario Kart game on its own via a process of trial and error, learning how to navigate the track and deal with other racers.
HUB REPORT
Case 3 : Building a deeper understanding of images
TECHNOLOGY & AITrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �46
Artificial Neural Networks have spurred remarkable recent progress in image classification and speech recognition.
INCEPTIONISMGOOGLE RESEARCH
HUB REPORT
GOOGLE CARDBOARD
Google topped the Mobile category at Cannes Lions for Google Cardboard. The object is a simple virtual reality platform developed featuring a fold-‐out carboard mount for a mobile phone. The simplicty and pleasant low-‐tech DIY VR pleased the jury of the Lions
Case 4 : Virtual Reality by expanding the possibility of mobile
TECHNOLOGY & AITrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �47HUB REPORT
PEPPER HACKER
Technology has hijacked family dinnertime. So to help bring families together for dinner, Dolmio created the Pepper Hacker. It cracks pepper, shuts down TVs, wipes out WiFi and disables mobile devices.
Case 5 : Technology hijacking to offer new (un)connected experience
TECHNOLOGY & AITrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �48HUB REPORT
WHISKASWhiskas launched CATSTACAM, an Instagram enabled cat camera to let cats take photos from their point of view and post them directly to their own instagram account. The owner may chat with a Whiskas expert for a better understanding of their animal’s behaviour.
Case 6 : When cats post their own photos to Instagram
TECHNOLOGY & AITrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �49HUB REPORT
_Accelerate your digital leadership
“UNLOCKING THE POWER THAT TECHNOLOGY CAN BRING.”
Cannes Lions 2015
TECH ADVERTISING REVOLUTIONTechnology is fundamentally changing how advertising is created, bought and sold
Trends analysis from Cannes Lions 2015 by the HUB Institute HUB REPORT
THIS YEAR the Ad Tech companies are central to the Cannes Lions
Talking about a “seismic” and “tectonic” transformation
Trends analysis from Cannes Lions 2015 by the HUB Institute HUB REPORT
Technology helps us to think outside the box and to build brillant ideas.
TECH ADVERTISING REVOLUTION
Trends analysis from Cannes Lions 2015 by the HUB Institute HUB REPORT
Technology has become a playground for imagination
TECH ADVERTISING REVOLUTION
Trends analysis from Cannes Lions 2015 by the HUB Institute �55
Augmented reality
Eye traking technology
Movement sensors
HUB REPORT
Case 1 : An interactive experience on Youtube with just an “R”
TECH ADVERTISING REVOLUTIONTrends analysis from Cannes Lions 2015 by the HUB Institute
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HONDATo promote its new Honda Civic R, the autmotive brand created a unique interactive experience on YouTube. The spot enables the viewer to switch between two stories that highlight the Civic and its sport version, by tapping on the « R » touch on the keyboard.
HUB REPORT Trends analysis from Cannes Lions 2015 by the HUB Institute
Case 2 : using technology to feel the product
TECH ADVERTISING REVOLUTIONTrends analysis from Cannes Lions 2015 by the HUB Institute
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COCA COLA ZERO
Coca Cola Zero realized the first drinkable campaign ever. Based on the insight that no one really knows the taste of the drink, the brand launched a drinkable billboard but also print, retail versions. By using Shazam on mobile, an animation will enable viewers to get a voucher for a free bottle.
HUB REPORT Trends analysis from Cannes Lions 2015 by the HUB Institute
Case 3 : Unbelievable Bus Shelter
TECH ADVERTISING REVOLUTIONTrends analysis from Cannes Lions 2015 by the HUB Institute
Trends analysis from Cannes Lions 2015 by the HUB Institute �58HUB REPORT
PEPSI MAX Pepsi Max realized an augmented reallity bus shelter billboard to make pedestrians live an extraordinary experience.
Case 4 : iBeacon Tech at Cannes Lions
TECH ADVERTISING REVOLUTION
Trends analysis from Cannes Lions 2015 by the HUB Institute �59HUB REPORT
Some iBeacons have been installed throughout the festival to offer a variety of customized interactive experiences and real-‐time information to participants.
"Around Me Enhanced”gives a list view of nearby attendees who are also using the app, as well as venues and events. LinkedIn integration shows first degree connections in the area, while attendees can add new relationships through Cannes Connect.
HUBDAY CONFERENCEFuture of Video & Digital Creativity
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Trends analysis from Cannes Lions 2015 by the HUB Institute 61 HUB REPORT
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#HUBLions : EVERYTHING ABOUT CANNES LIONS 2015
Trends analysis from Cannes Lions 2015 by the HUB Institute �62HUB REPORT
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Trends analysis from Cannes Lions 2015 by the HUB Institute 63 HUB REPORT
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Trends analysis from Cannes Lions 2015 by the HUB Institute
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