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Cannes P redictions 2014

@DigitasLBi_Fr Cannes Lions Predictions 2014

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Cannes Lions 2014 Predictions. What's going to win and why? It’s in no way an exhaustive list, 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.

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Page 1: @DigitasLBi_Fr Cannes Lions Predictions 2014

Cannes Predictions 2014

Page 2: @DigitasLBi_Fr Cannes Lions 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.

Page 3: @DigitasLBi_Fr Cannes Lions Predictions 2014

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

Page 4: @DigitasLBi_Fr Cannes Lions Predictions 2014

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

Page 5: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/k3JucPPqd40

British Airways

The Magic of Flying

Page 6: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/b8OOCU8zZSs

Apotek

Blowing in the Wind

Page 7: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/80indhABZwo

Neue Zürcher Zeitung

Digital Newspaper Holder

Page 8: @DigitasLBi_Fr Cannes Lions Predictions 2014

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

Page 9: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/LuRXqdVvLjs

OBI

The Renovated Billboard

Page 10: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/cKj1RdsG8as

Honda

The Sound of Honda

Page 11: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/ZcqsRhMHo8o

Misereor

The Social Swipe

Page 12: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/gclJe_kSnd4

Becks

Playable Poster

Page 13: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/vHVWegNfQl0

DHL

Trojan Mailing

Page 14: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/aGlRyMITXMc

Google

Night Walk in Marseille

Page 15: @DigitasLBi_Fr Cannes Lions 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

Page 16: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/ZgGNDhCnjzQ

Prudential

“Chapter 2”

Page 17: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/JtxLmInvFcw

Nike

Make Every Yard Count

Page 18: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/XokGFN86ljc

Coke

This is AHH

Page 19: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/IpbDHxCV29A

Wren

The Kiss

Page 20: @DigitasLBi_Fr Cannes Lions 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

Page 21: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/H6NWTJyWHqc

Milka

Last Square

Page 22: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://forgotify.com/

Spotify

Forgotify

Page 23: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/8eSkHeTIhS0

Nar Mobile

Life Saving Cable

Page 24: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/gsXg2uBQhIA

RipCurl

Watch

Page 25: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/P8DOZ_rK8rI

Harvey Nichols

“Sorry, I spent it on myself”

http://youtu.be/ITyeI3YyYw8

Page 26: @DigitasLBi_Fr Cannes Lions Predictions 2014

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

Page 27: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/_3D8hYIfpqg

Arcade Fire

Just a Reflektor

Page 28: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/rg74NzJlGp0

Melbourne Tourist Information

Remote Control Tourist

Page 29: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/GT-GPmX60GA

Guy Cotten

“Sortie en Mer”

http://sortieenmer.com/

Page 30: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/wvPfuV00-1k

Droga5

Thunderclap

Page 31: @DigitasLBi_Fr Cannes Lions Predictions 2014

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

Page 32: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/OK9419Oicp0

Tap King

“Hello”

Page 33: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/mZy5nejCSc4

VH1

I Will Survive

Page 34: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/GFYeUeKv75A

Nimble

Unexpected Happens, The Vet

Page 35: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/SXy6JElmgHU

Three

#SingItKitty

Page 36: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/P8KAaf45g5U

New Zealand Transport

Blazed

Page 37: @DigitasLBi_Fr Cannes Lions Predictions 2014

6. The most interesting man in the world is trending

Senior is the new black.

Cannes Predictions 2014

Page 38: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/mngOtW6sYCw

Jack & Jones

Made from Cool

Page 39: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/lk0yti12LLI

Epic Companies

Signor Valmano

Page 40: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/jxVcgDMBU94

Edeka

Supergeile

Page 41: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/0izwNht8cT8

Intel + Toshiba

The Power Inside

Page 42: @DigitasLBi_Fr Cannes Lions Predictions 2014

7. Blockbusters

Big brands and big budgets …sure to go home with some metal.

Cannes Predictions 2014

Page 43: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/M7FIvfx5J10

Volvo Trucks

Epic Split

Page 44: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/pyV57QlGUGI

Evian

Spiderman

Page 45: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/XqWig2WARb0

John Lewis

The Bear & the Hare

Page 46: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/bu2ht9c-FFU

Lacoste

The Big Leap

Page 47: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/Bf_z_7B4Ifw

Heineken

The Odyssey

Page 48: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/L1EtoruAMDI

Heineken

Response on The Odyssey film authenticity

Page 49: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/B-3sVWOxuXc

Guinness

Sapeurs

Page 50: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/JEbpbNTkIdk

Old Spice

Momsong

Page 51: @DigitasLBi_Fr Cannes Lions Predictions 2014

http://youtu.be/vmOr9I2JxZs

Lurpak Cook’s Range

Adventure Awaits

Page 52: @DigitasLBi_Fr Cannes Lions Predictions 2014

8. Grand prix or nothing

Nothing in between.

Cannes Predictions 2014

Page 53: @DigitasLBi_Fr Cannes Lions Predictions 2014

McDonalds

CoreArticle on Creative Review

Page 54: @DigitasLBi_Fr Cannes Lions 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

#WhatdidweforgetLet us know what you think or what we may have missed.