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BY
A BEHAVIOURAL
BREAKDOWN
OF 8 WINNING CAMPAIGNS
FROM CANNES LIONS 2018
THE INSIGHTS
BEHIND THE ADS
The	2018 Cannes Lions International Festival
of Creativity featured numerous campaigns
from br...
BLURRED
LINES
FIFA 18 INSPIRES
REAL-LIFE TRICK SHOT
NAME OF THE CAMPAIGN
FIFA 18 MORE THAN A GAME
BRAND
EA GAMES
AGENCY
AD...
WHAT IS IT?
For FIFA 18, developer EA Games created a
skill shot called El Tornado, which featured
prominently in the game...
WHAT DOES THIS MEAN?
People are extending the worlds of their passions
by blurring the lines between online and offline.
F...
DEEPER
NARRATIVES
MONTEFIORE HOSPITAL
PULLS AT PEOPLE’S
HEARTSTRINGS
NAME OF THE CAMPAIGN
CORAZÓN
BRAND
MONTEFIORE HOSPITA...
WHAT IS IT?
Although most people support organ donation,
few are actually on the register. In a bid to drive
sign ups to b...
WHAT DOES THIS MEAN?
The campaign highlights the important role
brands can play in supporting people to turn
their intenti...
TACKLING
TABOOS
PROJECT 84 SPARKS
CONVERSATION ABOUT
DIFFICULT TOPICS
NAME OF THE CAMPAIGN
PROJECT 84
BRAND
CALM
AGENCY
AD...
WHAT IS IT?
To raise awareness about male suicide in the UK,
the Campaign Against Living Miserably (CALM)
launched Project...
WHAT DOES THIS MEAN?
With over half of British parents never speaking
to their kids about mental health issues, young
peop...
POLICY
PUSHERS
TRASH ISLES EFFECTS
REAL POLITICAL CHANGE
NAME OF THE CAMPAIGN
TRASH ISLES
BRAND
OCEANS/LADBIBLE
AGENCY
AMV...
WHAT IS IT?
Plastic waste in the ocean has reached such critical
levels that a trash patch the size of France has
formed i...
WHAT DOES THIS MEAN?
Eco-conscious individuals and organisations have
long known about the Great Pacific Garbage
Patch. So...
LOGO
LOVE
LACOSTE HARNESSES THE
POWER OF THE LOGO TO
SAVE THE PLANET
NAME OF THE CAMPAIGN
SAVE OUR SPECIES
BRAND
LACOSTE
A...
WHAT IS IT?
In collaboration with the International Union for
Conservation of Nature (IUCN), Lacoste replaced
its iconic c...
WHAT DOES IT MEAN?
After years of decline, the logo is enjoying a
renaissance – Pinterest saw saves for the search
term ‘l...
HONEST
APOLOGIES
KFC’S CREATIVE APOLOGY
WON BACK PEOPLE’S HEARTS
NAME OF THE CAMPAIGN
KFC ‘FCK’
BRAND
KFC
AGENCY
MOTHER LO...
WHAT IS IT?
In February 2018, KFC experienced a chicken
shortage in the UK that forced hundreds of
stores to close tempora...
WHAT DOES THIS MEAN?
The KFC ‘FCK’ campaign took what could have
been just another bland corporate apology and
turned it i...
TIMELY
TECH
THE TIMES PROVES
THE POWER OF AI IN
DELIVERING CREATIVITY
NAME OF THE CAMPAIGN
JFK UNSILENCED
BRAND
THE TIMES/...
WHAT IS IT?
In November 1963, John F. Kennedy was killed
on his way to deliver a speech at the Dallas
Trade Mart. Over 54 ...
WHAT DOES THIS MEAN?
By coupling a poignant historical event with
innovative modern technology, the campaign
illustrates t...
MODERN
MUSEUMS
COMEDY CENTRAL WINS
OVER AMERICA BY POKING
FUN AT TRUMP’S TWEETS
NAME OF THE CAMPAIGN
THE DONALD J. TRUMP P...
WHAT IS IT?
Since joining Twitter in March 2009, Donald
Trump has amassed over 53 million followers
and has grown fearless...
WHAT DOES THIS MEAN?
The Baltimore Museum of Art and Walters Art
Museum have seen attendances shrink in recent
years and m...
Canvas8
2nd & 3rd floor
27 Clerkenwell Road
EC1M 5RN
London, UK
TO DISCOVER MORE ABOUT
BEHAVIOURAL INSIGHTS,
VISIT WWW.CAN...
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A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018

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Canvas8 has unpicked the behaviours that underpinned campaigns from eight Gold and Grand Prix winners at Cannes Lion 2018.

Publié dans : Marketing
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A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018

  1. 1. BY A BEHAVIOURAL BREAKDOWN OF 8 WINNING CAMPAIGNS FROM CANNES LIONS 2018
  2. 2. THE INSIGHTS BEHIND THE ADS The 2018 Cannes Lions International Festival of Creativity featured numerous campaigns from brands looking to prove that creativity can be a force for positive change in the world. But what can we learn about the behaviours that underpin their messages? Canvas8 has unpicked the human insights that inspired campaigns from eight Gold and Grand Prix winners at this year’s event.
  3. 3. BLURRED LINES FIFA 18 INSPIRES REAL-LIFE TRICK SHOT NAME OF THE CAMPAIGN FIFA 18 MORE THAN A GAME BRAND EA GAMES AGENCY ADAM&EVE/DDB LONDON
  4. 4. WHAT IS IT? For FIFA 18, developer EA Games created a skill shot called El Tornado, which featured prominently in the game’s launch commercial. The spot sees a young player nail the trick using the avatar of Cristiano Ronaldo and then upload it online, earning praise in the form of likes and comments, with the in-game move then inspiring real-life attempts – including one from Ronaldo himself. As other pro footballers – like Dele Alli and Antoine Griezmann – began performing the trick in physical world, EA unlocked the skill move for their avatars with the award ‘El Tornado Certified’. The campaign broke all FIFA franchise engagement records, with the film being viewed more than 304 million times. 72% OF TV SUPERFANS SAY SOCIAL PLATFORMS PLAY A ROLE IN THEIR VIEWING HABITS Twitter, 2017
  5. 5. WHAT DOES THIS MEAN? People are extending the worlds of their passions by blurring the lines between online and offline. For football fans specifically, following the game isn’t a part-time pursuit. They’re constantly connected, so experiences that immerse them in the sport win big, no matter the medium. It’s why TV viewing is evolving into a more interactive experience as it merges with social media habits. Indeed, 60% of TV superfans say they share their opinions about shows they watch on Twitter. With its tagline ‘more than a game’, FIFA 18 is acknowledging and celebrating the influence of the video game on real life. EA’s soccer franchise is already a key touchpoint for both football fans and gamers – FIFA 17 was the best-selling game of 2016 – and El Tornado showed how e-sports and real sports can be even more closely integrated. MUST READS FIFA 18: blurring boundaries between the real and virtual Are we ready for CGI superstars? 1. 2.
  6. 6. DEEPER NARRATIVES MONTEFIORE HOSPITAL PULLS AT PEOPLE’S HEARTSTRINGS NAME OF THE CAMPAIGN CORAZÓN BRAND MONTEFIORE HOSPITAL AGENCY JOHNXHANNES NEW YORK
  7. 7. WHAT IS IT? Although most people support organ donation, few are actually on the register. In a bid to drive sign ups to be a donor, Montefiore Hospital made a 43-minute film called Corazón as part of the ‘Give Your Heart’ campaign. Directed by John Hillcoat with JohnXHannes New York, it tells the true story of a young woman with a terminal heart condition, who makes the journey from Santa Domingo to New York for surgery. Not only did the film encourage people to care more about the issue, but it also helped them become a part of the solution. JohnXHannes NY and Active Theory developed an interactive tool that made registering as a donor quick and easy. Within the first week of its launch, the film was viewed by over ten million people and all four premiere screenings sold out within hours. 98% OF NEW YORKERS SUPPORT ORGAN DONATION BUT ONLY A FIFTH ARE DONORS JohnXHannes, 2018
  8. 8. WHAT DOES THIS MEAN? The campaign highlights the important role brands can play in supporting people to turn their intentions into action. Rather than simply raising awareness of the problem, JohnXHannes makes it easier for people to sign up by integrating the technology to do so into the campaign. What’s more, storytelling has long been a major part of successful advertising campaigns and it’s proven to be a powerful tool to encourage empathy – a tactic similarly employed by P&G’s ‘The Talk’. Research has also found that storytelling can be used to help people visualise new products, which further deepens the connection they have with a brand. By utilising the power of creative storytelling and technology, the campaign is helping spark social change. MUST READS Donate today! The science of giving Why do emotions trump facts? 1. 2.
  9. 9. TACKLING TABOOS PROJECT 84 SPARKS CONVERSATION ABOUT DIFFICULT TOPICS NAME OF THE CAMPAIGN PROJECT 84 BRAND CALM AGENCY ADAM&EVE/DDB LONDON
  10. 10. WHAT IS IT? To raise awareness about male suicide in the UK, the Campaign Against Living Miserably (CALM) launched Project 84, an installation of sculptures against the central London skyline. Eighty-four statues were placed atop the ITV Tower forming a dramatic visualisation of the number of young British men who take their own lives every week. The hyper-realistic figures were clothed in hoodies that had been drawn shut, symbolising the isolation and silence that often accompany depression. Project 84 was a conversation-starter, earning more than 170 million impressions on Twitter. Most importantly, though, it galvanised people into reaching out about their emotional health, with CALM’s helpline and webchat service seing a 34% increase in calls for support. 51% OF YOUNG BRITONS THINK THAT A PEER WHO DEVELOPED A MENTAL HEALTH CONDITION WOULD FEEL EMBARRASSED MQ Mental Health, 2016
  11. 11. WHAT DOES THIS MEAN? With over half of British parents never speaking to their kids about mental health issues, young people are increasingly looking to brands to guide conversation around difficult topics. Project 84’s attention-grabbing sculptures prompted constructive dialogue in the media while never diminishing the gravity of the issue at hand. By building the campaign around real-life individuals and their families, CALM took an empathetic, yet urgent approach to mental health struggles, encouraging people to speak up and reach out for help. Considering that men in the UK ask for medical help 20% less frequently than women, destigmatising emotional problems was a timely move by CALM, and the breach of this social taboo will resonate with many who have been looking to break the silence around mental illness. MUST READS Drake: making vulnerability cool To the Bone: tackling teen taboos through film 1. 2.
  12. 12. POLICY PUSHERS TRASH ISLES EFFECTS REAL POLITICAL CHANGE NAME OF THE CAMPAIGN TRASH ISLES BRAND OCEANS/LADBIBLE AGENCY AMVBBDO LONDON
  13. 13. WHAT IS IT? Plastic waste in the ocean has reached such critical levels that a trash patch the size of France has formed in the North Pacific. LADbible and the Plastic Oceans Foundation wanted to find a way to have governments take the problem more seriously, so they launched the Trash Isles – the first country made entirely of rubbish. The brands submitted a Declaration of Independence to the United Nations that officially recognised the Isles as the world’s 196th nation. They also kickstarted a three-month campaign for support, recruiting people as citizens and issuing passports, stamps, and an official currency called ‘Debris’. News of the Trash Isles reached half a billion people, and with over 220,000 citizens onboard, they successfully prompted a comment from the UN, propelling the issue of plastic waste on to the global agenda. 84% OF PEOPLE ARE WORRIED ABOUT THE AMOUNT OF PLASTIC POLLUTION IN THE OCEANS Sky News, 2017
  14. 14. WHAT DOES THIS MEAN? Eco-conscious individuals and organisations have long known about the Great Pacific Garbage Patch. So, instead of preaching to the choir, LADbible and the Plastic Oceans Foundation turned their attention to policymakers, entreating them to throw their weight behind the important cause. Rather than just imploring people to make a change, the brands became active collaborators with them, cleverly exploiting the political system; all members of the UN Council were forced to read their country application, gaining recognition for the issue that would obligate every state to commit to cleaning up the ocean. The creative tactic of targeting those in authority – and actually following through with a push for change – should resonate with the 70% of Gen Yers who want the brands they buy to do good so that they don’t shoulder all the responsibility. MUST READS Is it cool to be a concerned citizen? Package Free Shop: a zero-waste convenience store 1. 2.
  15. 15. LOGO LOVE LACOSTE HARNESSES THE POWER OF THE LOGO TO SAVE THE PLANET NAME OF THE CAMPAIGN SAVE OUR SPECIES BRAND LACOSTE AGENCY BETC PARIS
  16. 16. WHAT IS IT? In collaboration with the International Union for Conservation of Nature (IUCN), Lacoste replaced its iconic crocodile logo with images of ten endangered species in a limited edition line polo shirts. To highlight the threat of extinction, the number of shirts produced corresponded to the number of each of the species remaining in the wild, which is why only 30 featured vaquitas – a type of porpoise – compared to the 450 anegada rock iguana shirts that were up for grabs. The shirts were available on the Save Our Species microsite for €150 each, and the move clearly resonated – the limited-edition line sold out in 24 hours, generated 1.2 million impressions on social media, and donations to IUCN multiplied four-fold. DEMAND FOR LOGO-BEARING PRODUCTS IS 20% HIGHER THAN SIMILAR LOGO-LESS PRODUCTS FROM THE SAME BRAND The Real Real, 2017
  17. 17. WHAT DOES IT MEAN? After years of decline, the logo is enjoying a renaissance – Pinterest saw saves for the search term ‘logos’ rise by 203% between 2017 and 2018. However, logos aren’t coming back as overt signifiers of wealth. Instead, brands are using them to go beyond an aesthetic and demonstrate their deeper values. Whether it’s Lacoste raising awareness of certain endangered species or Nike reminding people to vote for equality, logos are the perfect vehicle for storytelling. And with 40% of Gen Yers willing to pay more for a brand that reflects the image they want to convey about themselves, logo narratives are becoming more playful to appeal to those who want to signal their values with their purchases. MUST READS How hype and rarity fuel the streetwear resale market Fendi FM18: the return of conspicuous consumption 1. 2.
  18. 18. HONEST APOLOGIES KFC’S CREATIVE APOLOGY WON BACK PEOPLE’S HEARTS NAME OF THE CAMPAIGN KFC ‘FCK’ BRAND KFC AGENCY MOTHER LONDON
  19. 19. WHAT IS IT? In February 2018, KFC experienced a chicken shortage in the UK that forced hundreds of stores to close temporarily, making headlines in the process. Owning up to the crisis, the brand issued a public apology that was as sincere as it was creative. By shifting a single letter in its famous acronym, KFC transformed into the emotive ‘FCK’ – summing up the feelings of the company and its customers alike. The bold response ran as a full-page ad in newspapers nationwide, along with a subtler and nuanced explanation of the issues the chain had faced and how sorry it was for the disruption. It’s not often that a brand generates more buzz with an apology than with a crisis, but KFC managed to do just that – the ad reached over a billion people and prompted no fewer than 733 media articles. 86% OF PEOPLE SAY HONESTY IS THE MAIN BEHAVIOUR THEY SEEK IN BRANDS Sprout Social, 2017
  20. 20. WHAT DOES THIS MEAN? The KFC ‘FCK’ campaign took what could have been just another bland corporate apology and turned it into something creative and delightful. Nailing the candour that is key to earning forgiveness, the ad was bold and provocative but also unquestionably heartfelt. KFC admitted that the shortage was its fault, expressed regret that people had been put out, and fully accepted responsibility for the issue. The fast food brand successfully trod the fine line between not taking itself too seriously while still demonstrating that it cared about the problem, and that helped its message resonate with a wide and diverse audience. Considering that only 36% of people trust big brands to be open and authentic, the honest apology was both impactful and timely. MUST READS How can brands say sorry? Should brands be trolls? 1. 2.
  21. 21. TIMELY TECH THE TIMES PROVES THE POWER OF AI IN DELIVERING CREATIVITY NAME OF THE CAMPAIGN JFK UNSILENCED BRAND THE TIMES/NEWS UK & IRELAND AGENCY ROTHCO | ACCENTURE INTERACTIVE DUBLIN
  22. 22. WHAT IS IT? In November 1963, John F. Kennedy was killed on his way to deliver a speech at the Dallas Trade Mart. Over 54 years later, The Times – in partnership with Rothco – recreated his speech using 831 pieces of audio data, coupled with the power of AI technology and months of complex sound engineering. Once launched, people could finally hear the 22-minute address in JFK’s own voice with many feeling his words were as poignant today as they would have been over half a century ago. After appearing on The Times’ website, the video achieved an editorial reach of one billion and prompted over 17,000 new subscription enquiries. 24% OF PEOPLE FEAR THAT AI WILL TAKE OVER THE WORLD Pega, 2017
  23. 23. WHAT DOES THIS MEAN? By coupling a poignant historical event with innovative modern technology, the campaign illustrates the creative power that data holds. It’s a move that could help shift perceptions of AI, with 70% of people fearing it in some way. As well as the huge number of impressions it achieved on social media, the project helped position The Times as a paper representing differing voices – by sharing one that had previously been silenced – and one the embraces the latest technologies. The Times and Rothco’s deft implementation of this technology proved its potential as a tool, rather than a hindrance, for creative endeavour. MUST READS Sunspring: a sci-fi film written by an algorithm How are businesses adopting artificial intelligence? 1. 2.
  24. 24. MODERN MUSEUMS COMEDY CENTRAL WINS OVER AMERICA BY POKING FUN AT TRUMP’S TWEETS NAME OF THE CAMPAIGN THE DONALD J. TRUMP PRESIDENTIAL TWITTER LIBRARY BRAND COMEDY CENTRAL AGENCY COMEDY CENTRAL NEW YORK
  25. 25. WHAT IS IT? Since joining Twitter in March 2009, Donald Trump has amassed over 53 million followers and has grown fearless in vocalising his opinions online. His erratic and controversial tweets caught the attention of The Daily Show, which in 2017 created a pop-up museum in collaboration with Pop2Life dedicated to the President’s posts. The Donald J. Trump Presidential Twitter Library was a satirical experience populated with visual installations, exclusive video clips and interactive hands-on activations, like a nickname generator and a create-your-own-tweet game. It proved so popular that there was a seven-hour wait to get tickets on the first day it opened, and in July 2018 the television show is turning the pop-up into a published book. 81% OF AMERICANS ENGAGE IN CULTURAL EXPERIENCES TO HAVE FUN Culture Track, 2017
  26. 26. WHAT DOES THIS MEAN? The Baltimore Museum of Art and Walters Art Museum have seen attendances shrink in recent years and museums are generally struggling. Yet people’s appetite for experiences is as insatiable as ever. By tapping into the element of satire, as well as the relatable immediacy of online social interactions, Comedy Central is making the museum experience more relevant to the modern day, while upholding its witty public image in the process. As a result, the pop-up won over (part of) the nation at a time when opinions are polarising, using laughter to offer some much sought-after light relief. MUST READS How museums have become experience emporiums What draws us to cringe-worthy content? 1. 2.
  27. 27. Canvas8 2nd & 3rd floor 27 Clerkenwell Road EC1M 5RN London, UK TO DISCOVER MORE ABOUT BEHAVIOURAL INSIGHTS, VISIT WWW.CANVAS8.COM CONTACT US Melody Bartlett Head of Content melody@canvas8.com +44 (0)20 3892 5858 James Cunningham Head of New Business james@canvas8.com +44 (0)20 7534 4445 FIND US

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