1.
hubinstitute.com
CHAPTER 2
#HUBLIONS
CAMPAIGNS FROM CANNES LIONS 2015

2.
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
apparition
of
print
and
was
renamed
the
International
Film
Festival.
Then,
the
number
of
categories
rapidly
increased
and
the
festival
finally
took
the
name
of
“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
the
main
creative
and
innovative
trends
and
ads
from
this
amazing
event
to
light,
thanks
to
its
on-­‐
site
experts.

3.
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.
DIRECT
MARKETING
CREATIVITY
#2.
MEDIA
CREATIVITY
#3.
CREATIVE
EFFECTIVENESS
#4.
MOBILE
CREATIVITY
#5.
PROMO
&
ACTIVATION
#6.
PR
CREATIVITY
#7.
CYBER
CREATIVITY
#8.
OUTDOOR
CREATIVITY

4.
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
the
science
of
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”

5.
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
RADIO
TITANIUM
&
INTEGRATED

6.
The
2015
prizes
CANNES
LIONS
2015
Trends analysis from Cannes Lions 2015 by the HUB Institute 6HUB REPORT
GRAND
PRIX
winning
campaign
GOLD
LION
winning
campaign
SILVER
LION
winning
campaign
BRONZE
LION
winning
campaign
SHORLISTED
campaign

7.
#1.
DIRECT
MARKETING
CREATIVITY

8.
Case
1
:
Hi-­‐jacking
social
conversation
with
a
social
contest
1#.
DIRECT
MARKETING
CREATIVITY
8
VOLVO
Instead
of
spending
money
on
a
Superbowl
ad,
Volvo
decided
to
Intercept
other
competitors’
ads.
The
brand
invited
people
to
tweet
#VolvoContest
to
tell
Volvo
who
you
think
deserve
a
brand
new
Volvo
XC60
during
any
car
commercial.
It
brought
viewers
attention
on
the
brand
by
focusing
the
social
media
conversation
on
Volvo,
with
2.000
tweets
per
minute.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

9.
Case
2
:
Creating
a
full
interactive
experience
to
forget
boredom
1#.
DIRECT
MARKETING
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
9
CANAL+
The
french
pay-­‐TV
entertainment
channel
decided
to
create
an
interactive
form
to
incite
consumer
to
subscribe
to
the
channel
offer.
They
used
famous
characters
that
interacted
with
the
information
put
in
the
fields.
The
operation
enabled
the
channel
to
gain
10.000
emails
and
entertained
the
consumer.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

10.
Case
3
:
Technology
in
the
service
of
Brand
Utility
1#.
DIRECT
MARKETING
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
10
L’ORÉAL
To
help
people
fight
against
confusion
and
anxiety
while
buying
cosmetics,
L’Oréal
Paris
gave
them
a
new
way
to
try
make
up
on,
with
the
MakeUp
Genius
application.
Using
a
smartphone,
the
app
enabled
clients
to
scan
their
faces
and
directly
try
make
up
from
a
wide
range
of
l’Oréal
products.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

11.
Case
4
:
Creating
user
generated
content
with
a
unique
experience
1#.
DIRECT
MARKETING
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
11
TOYOTA
The
automotive
brand
casted
people
for
the
new
Toyota
Hybrid
Tv
Ad.
They
created
a
special
singing
audition
by
connecting
the
car
GPS
to
the
stereo.
The
choice
of
the
street
automatically
changed
the
music.
With
this
campaign,
the
brand
gathered
100
hours
of
user
generated
content
and
160
million
PR
impressions.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

12.
Case
5
:
Search
is
not
only
used
for
internet
1#.
DIRECT
MARKETING
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
12
MPAN
The
Missing
persons
advocacy
network
launched
«
Help
find
Me
»
on
16th
February
2015.
Accross
websites,
search
bars
shared
faces
of
missing
loved
ones.
The
customers
pop-­‐up
banners
could
be
shared
across
social
media
and
displayed
a
contact
number.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

13.
Case
6
:
Using
datas
to
customize
content
and
promote
brand
values
1#.
DIRECT
MARKETING
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
13
NIKE
In
2014,
Nike+
recorded
every
sport
sessions
of
its
members.
To
keep
on
motivating
them,
the
brand
produced
a
customized
film
based
on
each
of
their
individual
experiences
with
the
brand.
Datas
were
used
to
produce
100.000
custom
films
delivering
personal
challenges.
Nike
gained
200
millions
earned
media
impressions
and
increased
its
CTR
by
400%.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

14.
#2.
MEDIA
CREATIVITY

15.
Case
1
:
The
invisible
communication
plan
to
help
women
2#.
MEDIA
CREATIVITY
15
VODAFONE
To
help
women
exposed
to
domestic
violence,
Vodafone
Turkey
launched
a
hidden
app.
The
woman
just
has
to
shake
her
phone
to
send
an
automatic
message
to
close
friends.
They
then
created
an
advertising
promotion
through
clothing
tags,
YouTube
videos
…
This
system
prevents
the
message
to
be
noticed
by
men,
using
various
tools
from
platforms.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

16.
Case
2
:
Engaging
consumers
in
real-­‐time
2#.
MEDIA
CREATIVITY
16
NIKE
For
the
2014
football
Worldcup,
Nike
developed
an
animated
world
to
own
the
real
time
football
conversation.
They
teased
the
campaign
on
social
media
and
displayed
advertising
with
#riskeverything
and
animated
films
around
the
world.
With
key
media
partnerships,
the
brand
developed
an
interactive
multiplatform
content.
The
results
:
397
million
digital
views
and
23
million
user
engagement.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

17.
Case
3
:
Giving
display
banners
a
real
purpose
2#.
MEDIA
CREATIVITY
17
3M
3M
used
retargeting
banners
to
develop
Brand
Utility
and
awareness.
They
replaced
banners
with
customized
Post-­‐It
notes
that
appeared
on
every
websites.
They
used
retargeting
technology
and
mediabuying
on
the
most
frequented
websites
to
display
the
campaign.
Eventually,
a
post-­‐it
landing
page
enabled
to
manage
all
the
personal
notes.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

18.
Case
4
:
How
to
use
social
media
to
promote
brand
message
2#.
MEDIA
CREATIVITY
18
DOVE
In
partnership
with
Twitter,
the
brand
used
data
and
tweet
analysis
through
the
platform
to
create
a
social
change.
#Speakbeautiful
wanted
to
ignite
positive
conversation
amongst
women
and
their
body.
An
algorithm
sorted
negative
tweets
about
body
image
out
and
sent
supportive
messages
instead.
With
5,9
million
tweets,
Dove
used
technology
to
convey
its
values.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

19.
Case
5
:
Personifying
the
invisible
to
give
it
a
voice
2#.
MEDIA
CREATIVITY
19
MELANOMA
PATIENTS
AUSTRALIA
Using
popular
hashtags
and
geolocated
images
related
to
the
sun,
an
algorithm
sent
Likes
and
Comments
on
instragram
to
users.
The
association
personified
the
disease
to
intrigue
and
raise
awareness
to
the
danger
of
exposing
the
body
to
the
sun.
The
use
of
Instagram
is
quite
clever
to
tailor
messages
to
hard-­‐to-­‐
reach
audiences,
at
the
right
time.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

20.
Case
6
:
The
use
of
technology
to
benefit
the
brand
experience
2#.
MEDIA
CREATIVITY
20
COCA-­‐COLA
To
get
more
people
to
try
Coca-­‐Cola
Zero,
the
brand
created
an
omnicanal
campaign
that
they
actually
can
drink.
Thanks
to
Shazam,
Coca-­‐Cola
used
every
chanel
possible
from
TV,
mobile
to
radio
to
create
a
unique
sensorial
experience
that
led
to
a
voucher
distribution.
Every
single
ad
put
a
Coke
Zero
on
people’s
hands,
with
at
least
155.000
drinks
in
a
weekend.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

21.
#3.
CREATIVE
EFFECTIVENESS

22.
Case
1
:
Demonstrating
the
features
through
spectacular
content
3#.
CREATIVE
EFFECTIVENESS
22
VOLVO
TRUCKS
How
can
you
raise
awareness
amongst
people
regarding
trucks
?
The
brand
created
a
series
of
films
testing
features
of
new
models,
relevant
and
spectacular
enough
to
touch
professionals
and
to
attract
a
broad
audience.
Volvo
succeeded
to
deliver
an
astonishing
enough
content
to
become
a
viral
phenomenon
with
100
million
views
on
YouTube
and
a
thousand
of
spoofs
that
increase
consideration
by
46%.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

23.
Case
2
:
Creating
a
whole
universe
from
a
campaign
3#.
CREATIVE
EFFECTIVENESS
23
JOHN
LEWIS
The
2013
Christmas
advertising
campaign
has
become
a
real
hit
across
various
channels.
The
creative
and
emotional
commercial
received
over
12
millions
views
o
YouTube
and
created
an
amazing
universe
with
an
e-­‐book,
personnalized
christmas
cards,
a
children’s
book,
an
online
store,
a
social
media
presence,
a
musical
cover
contest…
The
public
really
seized
the
storytelling
of
the
ad.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

24.
Case
3
:
Raising
awareness
through
a
non-­‐advertising
campaign
3#.
CREATIVE
EFFECTIVENESS
24
NEWCASTLE
BROWNALE
The
«
If
We
made
It
»
non-­‐superbowl
campaign
has
been
a
viral
hit.
The
fully
integrated
campaign
they
could
have
made
with
enough
money
used
irony
and
cynicism
and
self-­‐derision
to
push
creativity
to
its
boundaries.
It
is
anti-­‐marketing,
and
it
worked
:
600
organic
media
placements,
100
billion
media
impressions
and
10
million
views
on
YouTube.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

25.
Case
4
:
Creating
a
campaign
with
crowdsourced
ideas
and
social
media
3#.
CREATIVE
EFFECTIVENESS
25
DIRECTTV
After
creating
a
series
of
famous
ads
called
«
Cable
Effects
»,
the
satellite
TV
provider
decided
to
turn
to
fans
on
Twitter
to
create
a
crowdsourced
ad
by
using
#GetRidOfCable
and
@DirectTV
Twitter
account.
They
also
created
radio
ads
from
YouTube
commentaries.
This
enabled
consumers
to
be
a
part
of
an
adventure
and
unique
brand
experience
that
helped
increase
DIrectTV’s
subscriptions.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

26.
Case
5
:
Digital
helps
preventing
from
diseases
3#.
CREATIVE
EFFECTIVENESS
26
LUXOTTICA
To
help
clinic
workers
to
detect
eyes
problems,
Luxottica
developed
«
Penny
the
Pirate
»
the
world
first
children
book
app
that
also
is
an
eye
test.
It
makes
eyes
screaning
faster,
more
accurate
and
appealing
to
kids.
It
transformed
a
traditional
clinical
eye
test,
into
an
interactive
app
that
helped
kids
getting
their
eyes
checked
without
realizing
it.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

27.
Case
6
:
Raising
awareness
without
even
mentionning
the
brand
name
3#.
CREATIVE
EFFECTIVENESS
27
CHIPOTLE
The
restaurant
Chipotle
entered
a
new
era
of
advertising.
They
realized
a
four-­‐
episode
series
focusing
on
a
fictional
industrial
agriculture
company.
The
launch
was
surrounded
by
a
multichannel
campaign
including
social
media.
It
quickly
became
the
second
most
popular
show
on
Hulu.
The
reason
of
the
success
?
The
message
is
front
and
center
in
a
format
viewers
would
want
to
watch.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

28.
#4.
MOBILE
CREATIVITY

29.
GOOGLE
Google
offered
people
around
the
world
the
opportunity
to
live
the
Virtual
Reality
experience.
They
therefore
created
a
cardboard
head
set,
that,
used
with
a
cell
phone
and
an
app,
offered
a
glimpse
at
virtual
reality
for
their
tech-­‐savy
customer
basis.
Case
1
:
Google
makes
Virtual
Reality
easy
and
cheap
#4.
MOBILE
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
29Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

30.
CHILDHOOD
EYE
CANCER
TRUST
Eye
cancer
is
dangerous
for
children,
but
also
very
easy
to
detect.
To
encourage
parents
to
do
the
test
with
their
smartphones,
Wunderman
created
posters
of
sick
childrens
eyes
and
invited
people
to
take
a
flash
photo
of
them
to
reveal
the
sick
pupil.
Case
2
:
Democratizing
the
use
of
technology
#4.
MOBILE
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
30Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

31.
CHANNEL
4
&
CANCER
RESEARCH
UK
Analyzing
cells
is
a
big
part
of
the
work
done
in
cancer
research.
The
task
is
extremely
time
consuming.
To
help
fasten
this
process
Chanel
4
&
Cancer
Research
UK
created
a
gaming
app
where
people
could
help
scientists
identify
real
patients
cancerous
cells.
Case
3
:
Democratizing
the
use
of
technology
#4.
MOBILE
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
31Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

32.
GOV
TUNISIE
The
GOV
app
helped
Tunisians
express
their
political
believes
and
whishes
directly
to
their
leaders.
The
application
was
supported
by
the
Tunisian
President,
Ben
Ali,
which
is
quite
interesting
as
the
2011
Revolution
started
on
social
medias
as
Facebook.
Case
4
:
Create
a
dialogue
thanks
to
an
app
#4.
MOBILE
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
32Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

33.
WAVES
FOR
WATER
They
used
one
of
Instragams
most
famous
Hashtags
to
provide
needing
populations
with
filtered
water.
Each
#nofilter
posted
on
the
network,
provided
people
with
1
gallon
of
filtered
water.
The
Hashtag
was
used
by
celebrities
and
even
promoted
by
brands.
Case
5
:
An
association
transforms
Hashtags
in
a
humanitarian
gesture
#4.
MOBILE
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
33Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

34.
MEDIA
MARKT
For
easter,
the
German
tech
store,
organized
a
rabbit
race,
on
which
their
customers
could
bet
to
gain
up
to
50%
off,
their
latest
purchase.
The
brand
created
a
whole
campaign
around
the
rabbits
themselves.
They
achieved
to
gather
21
Million
viewers
for
the
race.
Case
6
:
Bet
on
rabbits
to
leverage
attention
#4.
MOBILE
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
34Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

35.
#5.
PROMOTION
& ACTIVATION

36.
VOLVO
Keeping
up
to
it’s
brand
identity
as
the
safest
automotive
brand,
Volvo
created
a
transparent
paint
for
bicycle
riders
that
is
only
meant
to
be
seen
at
night.
The
goal
was
to
prevent
them
from
getting
into
accidents.
The
cans
where
distributed
for
free
at
major
bicycle
stores
in
London.
Case
1
:
Broadcasting
the
value
of
the
brand
#5.
PROMOTION-­‐ACTIVATION
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
36Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

37.
GEICO
The
brand
created
a
very
short
pre-­‐roll
Youtube
ad.
The
message
was
delivered
in
less
than
5
seconds.
To
add
humour
to
their
video,
it
kept
on
with
the
characters
staying
«
almost
»
still.
The
video
was
seen
more
than
7,5
million
times
in
the
first
two
weeks.
Case
2
:
The
pre-­‐roll
hocus-­‐pocus
using
derision
over
digital
culture
#5.
PROMOTION-­‐ACTIVATION
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
37Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

38.
NO
SOMOS
DELITO
A
law
forbidding
Spanish
citizens
from
protesting
became
the
insight
of
the
first
known
holographic
protest
broadcast
in
front
of
the
Spanish
Parlament.
The
use
of
innovative
technology
and
originality
of
the
protest
enabled
the
message
to
be
spread
amongst
medias.
Case
3
:
Using
technology
to
make
a
political
statement
#5.
PROMOTION-­‐ACTIVATION
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
38Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

39.
GIBSON
GUITARS
To
be
sure
that
they
are
worthy
of
owning
a
limited
edition
Les
Paul
guitar,
Gibson
partnered
up
with
Shazam
and
developped
a
skill
test
specially
written
by
Björn
Gelotte,
In
Flames
guitarist.
Fans
had
to
play
the
solo
and
where
judged
by
Shazam.
An
engaging
campaign
for
activation.
Case
4
:
Engaging
the
will
of
the
customer
through
a
contest
#5.
PROMOTION-­‐ACTIVATION
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
39Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

40.
GAP
Gap
wanted
to
raise
awareness
amongt
younger
customers.
The
clothing
brand
therefore
created
an
Instagram
microseries.
The
series
revolved
around
young
adults
falling
in
love,
in
a
some
what
awkward
way.
The
brand
created
a
new
kind
of
usage
for
Instagram’s
video
format.
And
targeted
the
young
adults
won
social
media
where
they’re
the
most
present,
above
all
on
Instagram!
Case
5
:
Developing
an
original
content
to
raise
awareness
#5.
PROMOTION-­‐ACTIVATION
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
40Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

41.
SVERIGES
RADIO
To
encourage
the
younger
generations
to
pay
attention
to
politics,
the
Sveriges
Radio,
in
Sweden,
launched
an
app
that
transformed
politicians
quotes
into
rap
lyrics.
People
where
invited
to
create
their
own
songs
on
the
app.
This
simultaneously
helped
the
memorization
of
the
quotes.
Case
6
:
A
political
debate
aimed
to
the
youngers
#5.
PROMOTION-­‐ACTIVATION
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
41Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

42.
#6.
PR
CREATIVITY

43.
ALWAYS
Always
offered
an
eye
opening
campaign
that
was
aimed
to
re-­‐empower
women.
They
therefore
asked
the
same
questions
to
young
girls
and
to
adult
women.
The
difference
in
their
responses
was
quiet
compelling.
The
main
message
of
the
campaign
being
that
there
is
a
change
that
happens
during
puberty
that
rips
women
off
the
confidence
they
previously
had.
Case
1
:
Use
stereotypes
to
invert
states
if
mind
and
broadcast
values
#6.
PR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
43Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

44.
THE
ALS
ASSOCIATION
The
Ice
Bucket
Challenge,
started
off
as
a
personnal
video
and
became
viral
in
an
extremely
short
amount
off
time.
People
from
around
the
world
stars
and
even
Barack
Obama
participated
in
the
propagation
off
the
trend.
It
eventually
spreaded
globaly
raising
major
awarness
about
the
desease.
Case
2
:
Using
the
virality
of
social
media
and
influencers
#6.
PR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
44Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

45.
ADOBE
Adobe
created
a
detective
game
that
had
to
be
played
with
Photoshop.
They
thereby
transformed
their
software
into
a
video
game.
The
software
that
was
less
and
less
appreciated
became
once
again
a
subject
of
interest.
The
brand
affinity
went
from
15
to
76%,
thanks
to
the
campaign.
Case
3
:
Create
a
game
where
it
is
less
expected
#6.
PR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
45Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

46.
CHEVROLET
When
one
of
Chevrolet’s
Regional
Zone
Managers
has
a
little
slip
of
the
tongue,
while
presenting
the
brand’s
latest
truck,
Chevrolet
seizes
the
opportunity
to
create
an
Hashtag
and
to
re-­‐adapt
the
advertising
strategy
of
the
truck.
The
campaign
was
so
succesfull
it
generated
more
than
5$
Millions
in
earned
Media.
Case
4
:
Make
the
best
of
the
worst
#6.
PR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
46Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

47.
SCOOT
AIRLINES
Scoot
Airlines
noticed
that
one
of
it’s
competitors
massively
copied
the
brands
marketing
strategy,
and
that,
not
even
the
right
way
to
their
minds.
Instead
of
pursuing
them,
the
brand
decided
to
help
the
copy-­‐cats
improve
their
skills
by
publicly
offering
them
copy
kits
and
advices.
Case
5
:
Find
the
appropriate
reaction
#6.
PR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
47Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

48.
PAMPERS
To
promote
their
new
ultra-­‐absorbing
diapers,
in
Japan,
Pampers
decided
to
adapt
their
communication
strategy
to
the
market.
Althought
the
brand
is
considered
expensive
for
the
Japanses
mothers
compared
to
others,
flexing
the
need
of
sleep
to
help
neurological
developpement
was
an
excellent
selling
point
due
to
local
mindsets.
Case
6
:
Understand
your
targeted
audience
#6.
PR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
48Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

49.
#7.
CYBER
CREATIVITY

50.
UNDER
ARMOUR
To
change
its
uber-­‐masculine
image,
Under
Armour
signed
Gisele
Bundchen
to
celebrate
all
women
defying
expectations.
People’s
real
comments
were
used
in
TV
ads
and
the
campaign
became
a
live
social
experiment
(entire
online
discussions
happened
on
a
unique
website
in
real-­‐time).
Case
1
:
The
live
social
experiment
mix
:
Talent,
Film
&
Web
#7.
CYBER
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
50Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

51.
GEICO
For
its
latest
pre-­‐roll
ads,
the
insurance
company
decided
to
make
ads
that
were
“Unskippable”,
viral
and
fun.
It
aimed
at
bringing
attention
to
Geico
in
a
space
that
is
often
hated.
The
most
popular
ad
in
the
series
is
“Family:
Unskippable
–
GEICO”
has
more
than
7.3
million
views.
Case
2
:
The
pre-­‐roll
hocus-­‐pocus
using
derision
over
digital
culture
#7.
CYBER
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
51Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

52.
GREENPEACE
As
part
of
the
Save
with
this
Arctic
Campaign,
Greenpeace
wanted
to
stop
Shell
Using
LEGO’s
reputation
and
product
to
advertise
to
parents
and
pollute
their
childrens
mind.
The
video
was
a
massive
succes
(+7
million
views).
Case
3
:
Using
parody
film
to
inspire
communities
to
take
actions
#7.
CYBER
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
52Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

53.
ORANGE
In
2014,
part
of
the
parapets
of
the
world
famous
Pont
des
Arts
bridge
collapsed.
To
help
love
stay
forever
attached
to
this
icon,
Orange
took
pictures
of
all
locks
before
they
were
to
be
removed.
The
result
was
a
virtual
replica
where
lovers
from
around
the
world
could
find
their
lock.
Case
4
:
Digitalizing
love
forever
#7.
CYBER
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
53Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

54.
FOOTLOCKER
Foot
Locker
wanted
to
reach
out
to
their
fans
and
give
them
an
interactive
experience.
The
NBA
All-­‐Star
James
Harden
was
recruited
to
challenge
the
entire
internet
to
a
game
of
HORSE
(the
classic
shot-­‐machine
game).
All
the
experience
took
place
on
social
media.
Case
5
:
Harnessing
community
content
and
social
challenge
to
boost
sales
#7.
CYBER
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
54Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

55.
JAMES
PATTERSON
For
the
launch
of
its
new
book,
James
Patterson
wanted
to
demonstrate
that
he
is
still
the
master
of
thrill
with
a
Self-­‐Destructing
book
that
only
lasts
2
hours.
$294,038
self-­‐destructing
physical
version
was
promoted
with
an
online
film
and
13,896
hours
were
spent
reading
the
online
version.
Case
6
:
Using
urgency
and
digital
to
change
behaviours
#7.
CYBER
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
55Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

56.
#8.
OUTDOOR
CREATIVITY

57.
Case
1
:
Product
(user)
generated
content
advertising
to
foster
consumer
confidence
#8.
OUTDOOR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
57
APPLE
Apple
selected
beautiful
pictures
shot
with
an
iPhone
6
and
printed
them
on
billboards
to
demonstrated
the
quality
of
the
iPhone
6
camera.
Apple
has
set
a
new
trend
of
innovative
use
of
user/product
generated
content
in
advertising
to
foster
consumers
confidence.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

58.
Case
2
:
Use
of
Holograms
to
deliver
a
powerful
message
HOLOGRAMS
FOR
FREEDOM
#8.
OUTDOOR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
58
The
group
«
no
somos
delitos
»
innovated
with
the
campaign
Holograms
for
freedom,
by
using
protesting
holograms
in
front
of
institutional
building
to
protest
against
the
new
citizen
security
law
in
Spain.
This
campaign
shows
that
the
use
of
holograms
in
advertising
is
now
possible
and
we
predict
that
it
will
become
a
new
trend
in
the
following
years.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

59.
Case
3
:
Technology
enabling
innovative
interactive
billboards
WOMEN’S
AID
#8.
OUTDOOR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
59
Women’s
aid
innovated
with
this
interactive
billboard,
while
raising
awareness
on
domestic
violence.
As
the
people
looked
at
the
bruised
woman,
they
were
detected
by
a
facial
recognition
technology
and
the
bruises
disapeared
progressively.
Technology
is
used
for
interactive
and
innovative
advertising.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

60.
Case
4
:
Samsung
setting
up
useful
advertising
campaigns
SAMSUNG
#8.
OUTDOOR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
60
Samsung’s
safety
truck
is
a
brilliant
idea
to
enrich
and
protect
people’s
lifes
through
advertising.
These
trucks
are
equipped
with
a
front
end
camera
and
a
back
end
Samsung
TV
display
enabling
drivers
to
surpass
safely.
Samsung
is
showcasing
a
new
trend
for
useful
advertising,
that
will
undoubtedly
generate
lots
of
consumer
attention
and
enhance
brand
image.
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

61.
Case
5
:
A
message
visible
from
space
pushing
the
limits
in
advertising
HYUNDAI
HYUNDAI
has
innovated
this
year
with
its
campaign
«
message
to
space
»
by
presenting
the
first
from
space
visible
text
written
by
Hyundai
cars.
This
campaign
shows
that
with
innovation,
advertising
has
truly
no
limits.
#8.
OUTDOOR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
61Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

62.
Case
6
:
Raising
awareness
and
educate
customers
:
it
is
brand
utility
NIVEA
Nivea
introduced
an
innovative
doll
designed
to
teach
kids
the
importance
of
sun
block
use.
The
idea
is
simple,
the
doll
becomes
red
when
exposed
to
sunlight
without
protection,
raising
awareness
on
the
dangers
and
educating
younger
generations,
who
will
become
their
future
customers.
#8.
OUTDOOR
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute
62Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

63.
Learn more about
the Cannes Lions Report

64.
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CONFERENCE
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of
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&
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Creativity
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Trends analysis from Cannes Lions 2015 by the HUB Institute 64HUB REPORT
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65.
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Institute’s
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:
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67.
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CONTACTS
Trends analysis from Cannes Lions 2015 by the HUB Institute
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DUCREY
CO-­‐FOUNDER
EMANUEL
VIVIER
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