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CHAPTER 2

#HUBLIONS
CAMPAIGNS FROM CANNES LIONS 2015
CANNES	
  LIONS	
  2015	
  
World’s	
  most	
  famous	
  event	
  dedicated	
  to	
  Creativity	
  and	
  Innovation
Trend...
CANNES	
  LIONS	
  2015	
  
World’s	
  most	
  famous	
  event	
  dedicated	
  to	
  Creativity	
  and	
  Innovation
Trend...
What’s	
  new	
  in	
  2015	
  ?
CANNES	
  LIONS	
  2015	
  
Trends analysis from Cannes Lions 2015 by the HUB Institute 4...
The	
  2015	
  categories
CANNES	
  LIONS	
  2015	
  
Trends analysis from Cannes Lions 2015 by the HUB Institute 5HUB REP...
The	
  2015	
  prizes
CANNES	
  LIONS	
  2015	
  
Trends analysis from Cannes Lions 2015 by the HUB Institute 6HUB REPORT
...
#1.

DIRECT 

MARKETING

CREATIVITY
Case	
  1	
  :	
  Hi-­‐jacking	
  social	
  conversation	
  with	
  a	
  social	
  contest
1#.	
  DIRECT	
  MARKETING	
  C...
Case	
  2	
  :	
  Creating	
  a	
  full	
  interactive	
  experience	
  to	
  forget	
  boredom
1#.	
  DIRECT	
  MARKETING...
Case	
  3	
  :	
  Technology	
  in	
  the	
  service	
  of	
  Brand	
  Utility
1#.	
  DIRECT	
  MARKETING	
  CREATIVITY	
 ...
Case	
  4	
  :	
  Creating	
  user	
  generated	
  content	
  with	
  a	
  unique	
  experience
1#.	
  DIRECT	
  MARKETING...
Case	
  5	
  :	
  Search	
  is	
  not	
  only	
  used	
  for	
  internet
1#.	
  DIRECT	
  MARKETING	
  CREATIVITY	
  
Tren...
Case	
  6	
  :	
  Using	
  datas	
  to	
  customize	
  content	
  and	
  promote	
  brand	
  values
1#.	
  DIRECT	
  MARKE...
#2. 

MEDIA

CREATIVITY
Case	
  1	
  :	
  The	
  invisible	
  communication	
  plan	
  to	
  help	
  women
2#.	
  MEDIA	
  CREATIVITY
15
VODAFONE
...
Case	
  2	
  :	
  Engaging	
  consumers	
  in	
  real-­‐time
2#.	
  MEDIA	
  CREATIVITY
16
NIKE
For	
  the	
  2014	
  foot...
Case	
  3	
  :	
  Giving	
  display	
  banners	
  a	
  real	
  purpose
2#.	
  MEDIA	
  CREATIVITY
17
3M
3M	
  used	
  reta...
Case	
  4	
  :	
  How	
  to	
  use	
  social	
  media	
  to	
  promote	
  brand	
  message
2#.	
  MEDIA	
  CREATIVITY
18
D...
Case	
  5	
  :	
  Personifying	
  the	
  invisible	
  to	
  give	
  it	
  a	
  voice
2#.	
  MEDIA	
  CREATIVITY
19
MELANOM...
Case	
  6	
  :	
  The	
  use	
  of	
  technology	
  to	
  benefit	
  the	
  brand	
  experience
2#.	
  MEDIA	
  CREATIVITY...
#3.

CREATIVE
EFFECTIVENESS
Case	
  1	
  :	
  Demonstrating	
  the	
  features	
  through	
  spectacular	
  content	
  
3#.	
  CREATIVE	
  EFFECTIVENE...
Case	
  2	
  :	
  Creating	
  a	
  whole	
  universe	
  from	
  a	
  campaign
3#.	
  CREATIVE	
  EFFECTIVENESS
23
JOHN	
  ...
Case	
  3	
  :	
  Raising	
  awareness	
  through	
  a	
  non-­‐advertising	
  campaign
3#.	
  CREATIVE	
  EFFECTIVENESS
2...
Case	
  4	
  :	
  Creating	
  a	
  campaign	
  with	
  crowdsourced	
  ideas	
  and	
  social	
  media
3#.	
  CREATIVE	
  ...
Case	
  5	
  :	
  Digital	
  helps	
  preventing	
  from	
  diseases
3#.	
  CREATIVE	
  EFFECTIVENESS
26
LUXOTTICA
To	
  h...
Case	
  6	
  :	
  Raising	
  awareness	
  without	
  even	
  mentionning	
  the	
  brand	
  name
3#.	
  CREATIVE	
  EFFECT...
#4.

MOBILE

CREATIVITY
GOOGLE
Google	
  offered	
  people	
  around	
  the	
  world	
  the	
  opportunity	
  to	
  live	
  the	
  Virtual	
  
Rea...
CHILDHOOD	
  EYE	
  
CANCER	
  TRUST
Eye	
  cancer	
  is	
  dangerous	
  for	
  children,	
  but	
  also	
  very	
  easy	
...
CHANNEL	
  4	
  &	
  	
  
CANCER	
  	
  
RESEARCH	
  UK	
  	
  
Analyzing	
  cells	
  is	
  a	
  big	
  part	
  of	
  the	...
GOV	
  	
  
TUNISIE
The	
  GOV	
  app	
  helped	
  Tunisians	
  express	
  their	
  political	
  believes	
  and	
  whishe...
WAVES	
  FOR	
  
WATER
They	
  used	
  one	
  of	
  Instragams	
  most	
  famous	
  Hashtags	
  to	
  provide	
  needing	
...
MEDIA	
  	
  
MARKT	
  
For	
  easter,	
  the	
  German	
  tech	
  store,	
  organized	
  a	
  rabbit	
  race,	
  on	
  wh...
#5.

PROMOTION 

& ACTIVATION
VOLVO
Keeping	
  up	
  to	
  it’s	
  brand	
  identity	
  as	
  the	
  safest	
  automotive	
  brand,	
  Volvo	
  
created...
GEICO
The	
  brand	
  created	
  a	
  very	
  short	
  pre-­‐roll	
  Youtube	
  ad.	
  The	
  message	
  was	
  
delivered...
NO	
  SOMOS	
  	
  
DELITO
A	
  law	
  forbidding	
  Spanish	
  citizens	
  from	
  protesting	
  became	
  the	
  insight...
GIBSON	
  	
  
GUITARS	
  
To	
  be	
  sure	
  that	
  they	
  are	
  worthy	
  of	
  owning	
  a	
  limited	
  edition	
 ...
GAP
Gap	
  wanted	
  to	
  raise	
  awareness	
  amongt	
  younger	
  customers.	
  The	
  clothing	
  brand	
  
therefore...
SVERIGES	
  	
  
RADIO
To	
  encourage	
  	
  the	
  younger	
  generations	
  to	
  pay	
  attention	
  to	
  politics,	
...
#6.

PR

CREATIVITY
ALWAYS	
  
Always	
  offered	
  an	
  eye	
  opening	
  campaign	
  that	
  was	
  aimed	
  to	
  re-­‐empower	
  women.	
...
THE	
  ALS	
  	
  
ASSOCIATION
The	
  Ice	
  Bucket	
  Challenge,	
  started	
  off	
  as	
  a	
  personnal	
  video	
  an...
ADOBE
Adobe	
  created	
  a	
  detective	
  game	
  that	
  had	
  to	
  be	
  played	
  with	
  Photoshop.	
  They	
  
th...
CHEVROLET
When	
  one	
  of	
  Chevrolet’s	
  Regional	
  Zone	
  Managers	
  has	
  a	
  little	
  slip	
  of	
  the	
  t...
SCOOT	
  	
  
AIRLINES
Scoot	
  Airlines	
  noticed	
  that	
  one	
  of	
  it’s	
  competitors	
  massively	
  copied	
  ...
PAMPERS
To	
  promote	
  their	
  new	
  ultra-­‐absorbing	
  diapers,	
  in	
  Japan,	
  Pampers	
  decided	
  to	
  adap...
#7.

CYBER

CREATIVITY
UNDER	
  

ARMOUR
To	
  change	
  its	
  uber-­‐masculine	
  image,	
  Under	
  Armour	
  signed	
  Gisele	
  Bundchen	
  ...
GEICO
For	
  its	
  latest	
  pre-­‐roll	
  ads,	
  the	
  insurance	
  company	
  decided	
  to	
  make	
  ads	
  that	
 ...
GREENPEACE
As	
  part	
  of	
  the	
  Save	
  with	
  this	
  Arctic	
  Campaign,	
  Greenpeace	
  wanted	
  to	
  stop	
 ...
ORANGE
In	
  2014,	
  part	
  of	
  the	
  parapets	
  of	
  the	
  world	
  famous	
  Pont	
  des	
  Arts	
  bridge	
  
c...
FOOTLOCKER
Foot	
  Locker	
  wanted	
  to	
  reach	
  out	
  to	
  their	
  fans	
  and	
  give	
  them	
  an	
  interacti...
JAMES	
  
PATTERSON
For	
  the	
  launch	
  of	
  its	
  new	
  book,	
  James	
  Patterson	
  wanted	
  to	
  demonstrate...
#8.

OUTDOOR

CREATIVITY
Case	
  1	
  :	
  Product	
  (user)	
  generated	
  content	
  advertising	
  to	
  foster	
  consumer	
  confidence
#8.	
...
Case	
  2	
  :	
  Use	
  of	
  Holograms	
  to	
  deliver	
  a	
  powerful	
  message
HOLOGRAMS	
  

FOR	
  FREEDOM
#8.	
 ...
Case	
  3	
  :	
  Technology	
  enabling	
  innovative	
  interactive	
  billboards
WOMEN’S	
  	
  
AID
#8.	
  OUTDOOR	
  ...
Case	
  4	
  :	
  Samsung	
  setting	
  up	
  useful	
  advertising	
  campaigns
SAMSUNG
#8.	
  OUTDOOR	
  CREATIVITY
Tren...
Case	
  5	
  :	
  A	
  message	
  visible	
  from	
  space	
  pushing	
  the	
  limits	
  in	
  advertising
HYUNDAI
HYUNDA...
Case	
  6	
  :	
  Raising	
  awareness	
  and	
  educate	
  customers	
  :	
  it	
  is	
  brand	
  utility	
  
NIVEA
Nivea...


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#HUBLIONS : CAMPAIGNS FROM CANNES LIONS 2015

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The HUB Institute, a digital think tank based in Paris, is bringing to light the main creative, innovative campaigns and ads from the Cannes Lions International Festival of Creativity, thanks to its on-site experts. #HUBLions

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#HUBLIONS : CAMPAIGNS FROM CANNES LIONS 2015

  1. 1. hubinstitute.com CHAPTER 2
 #HUBLIONS CAMPAIGNS FROM CANNES LIONS 2015
  2. 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. 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. 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. 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. 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. 7. #1.
 DIRECT 
 MARKETING
 CREATIVITY
  8. 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. 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. 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. 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. 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. 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. 14. #2. 
 MEDIA
 CREATIVITY
  15. 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. 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. 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. 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. 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. 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. 21. #3.
 CREATIVE EFFECTIVENESS
  22. 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. 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. 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. 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. 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. 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. 28. #4.
 MOBILE
 CREATIVITY
  29. 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. 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. 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. 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. 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. 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. 35. #5.
 PROMOTION 
 & ACTIVATION
  36. 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. 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. 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. 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. 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. 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. 42. #6.
 PR
 CREATIVITY
  43. 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. 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. 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. 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. 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. 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. 49. #7.
 CYBER
 CREATIVITY
  50. 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. 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. 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. 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. 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. 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. 56. #8.
 OUTDOOR
 CREATIVITY
  57. 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. 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. 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. 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. 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. 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. 63. 
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  64. 64. HUBDAY  CONFERENCE Future  of  Video  &  Digital  Creativity 64 JULY  2nd,  2015  •  PARIS
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  66. 66. HUB  INSTITUTE    :  DIGITAL  THINK  TANK Discover  our  DIGITAL  TRANSFORMATION  PASSPORT LEARN  MORE 66 5  PASS  FOR  EACH  OF  OUR  2015  HUBDAYS  
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  67. 67. France  :  44  Rue  Notre  Dame  des  Victoires,  75002  Paris CONTACTS Trends analysis from Cannes Lions 2015 by the HUB Institute VINCENT  DUCREY   CO-­‐FOUNDER EMANUEL  VIVIER   CO-­‐FOUNDER WWW.HUBINSTITUTE.COM HUBINSTITUTE @HUBINSTITUTE @vincent_ducrey   @emmanuelvivier   +  33  (0)1  77  10  69  04 67HUB REPORT

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