The document summarizes Lee Clow's reflections on the iconic 1984 Apple "1984" commercial. Clow explains that Steve Jobs believed in advertising and marketing even though Apple's existing products were "boring beige boxes." The commercial featured a sledgehammer-wielding woman destroying a Big Brother-like figure, representing Apple breaking IBM's dominance. Though only aired twice, it won the Grand Prix at Cannes Lions in 1984 and has continued winning industry praise for TBWA\Chiat\Day since by changing the landscape of advertising.

3. 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 1980s
Apple ‘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 TBWAChiatDay 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.

4. Quote of the day
conan o’brien

5. PRide of Place
11 most awarded countries
USA
106
Brazil
96
Australia
71
UK
71
India
32
New Zealand
31
South Africa
31
Germany
59
France
39
Sweden
33
Japan
32

6. 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 Mentions
2012 v. 2013 (approximate)
Pin of
the day
pinterest.com/canneslions

7. 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 ON
CULTURE
244
76
STRAY
FROM SAFE
65
MILLENNIALS
180
CONTENT
1,699
I don't give a shit about
user-generated content; I
care about user-generated
communities.
– David Droga, Droga5
Trending in sessions and social

8. High Scorers Most-Attended Sessions
SapientNitro
Stories are more
than a narrative.
And fashion is
more than design.
– with Vivienne
Westwood
mcgarrybowen
Iconic Storytelling
Frame by Frame:
Annie Leibovitz,
Disney &
mcgarrybowen
Adobe
You 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.

9. Social activity
VOLUME BY COUNTRY (1 SIDE OF CUBE = 1%)
USA
Australia
France Other
Spain
Mexico Germany
Portugal
SwedenBrazil
India
United Kingdom

10. 1989 3,582
1990 3,749
1991 3,778
1992 5,909
1993 6,269
1994 7,142
1995 8,547
1996 9,248
1997 11,151
1998 12,425
1999 13,102
2000 16,347
2001 19,014
2002 17,258
2003 16,392
2004 18,706
2005 22,101
2006 24,863
2007 25,569
2008 28,284
2009 22,652
2010 24,242
2011 28,860
2012 34,301
2013 35,765
number of entries since 1989

11. style spotting
back to the 80s
@Nikita_ershov @TeodoraBlindu @gerryhuman @MaxdeCastro

12. WWW.SAPIENTNITRO.COM/CANNESLIONS
1950s 1980s1960s 1970s 1990s 2000s