1. LEARNINGs
FROMCANNESLIONS2013
ByEstherChao

2. Contents
2. LESSONS FROM SEMINARS
3. INSPIRATION FROM WINNERS
1. HIGHLIGHTS FROM THE FESTIVAL

3. Contents
2. LESSONS FROM SEMINARS
3. INSPIRATION FROM WINNERS
1. HIGHLIGHTS FROM THE FESTIVAL

4. More than 12,000 people attended Cannes Lions 2013
More categories than ever Break The Record

5. EVERYTHING IS REAL-TIME

6. The official App for the 60th Cannes Lions International Festival of Creativity
http://www.thebrightplace.com/portfolioItem.php?item=2

7. "Dumb Ways to Die" Winning a Record Five Grand Prix
Direct,PR,Radio,Film,Integrated Lions

8. 18 June from 09.00 until 14.30
in the Esterel Theatre of the Palais des
Festivals in Cannes, France.
300000 Foreign Firms Now
Invested in China.
Three-Quaters of USA
Companies in China Made
Profits in 2010.
Competition is Brutal
Trust is Low
Collaboration
Localization
Distribution
Goverment Relations

9. Contents
2. LESSONS FROM SEMINARS
3. INSPIRATION FROM WINNERS
1. HIGHLIGHTS FROM THE FESTIVAL

10. <1+1=3> HAKUHODO
Logic could make 1+1=2, but idea could make 1+1=3,
so be a Creative Alchemy.
Creative Alchemy should
have five skills which are
follows:
Combine – new idea is
combination of the old.
Mimic – find the underlying
fundamentals.
Upside down – the
standard can be change,
so think opposite side.
The truth behind – see the
fact, and think about it to
find the truth behind the
fact.
What if – put yourself in
impossible situation.

11. <WORK THAT MATTERS> COCA COLA
Be bold. What seems provocative now, in years to come
will seem so innocent.
The brand is strong when it helps others.
Challenge us. Push us to be greater.

12. Work That Matters:
 Straddles borders
 Challenges racial prejudices
 Brand can read through the popular culture and having the comments to that culture
 Is stubbornly optimistic
 Promotes real world stories & purpose
 Give people reasons to believe
 Doesn’t have to be serious
 Believe that all brands should makes a social stand
 Unites human rights is fast stronger than what divider us
<WORK THAT MATTERS> COCA COLA
2013: Social Purpose – why we believe doing good
works the promos more goodness in the world that
simply doing good business.

13. <HOW TO BE MORE ADAPTIVE>Mindshare
Data needs to be people-friendly. No point in having
enough data without being able to implement it.
We are ambitious because we set targets and surpass it.

14. <MEET THE PARENTS>JWT
Be fearless, when you start something, you finish it.
Give the world a reason to have fun.
Equal parts hard work and magic- Robby,Kid President

15. <EVERY COMPANY IS A MEDIA
COMPANY> CHEIL
Fun and save money
Provide inspiration and utillity
Provide impact at the right moment

16. <THE NEXT CREATIVE REVOLUTION>
R G/A & MASTERCARD
People tend to spend 80% of their money within 14 miles of
their home. -Alfredo Gangotena, CMO, MasterCard
The "quantified self" will be replaced by the "qualified self" -
Nicklaw, COO of R/GA

17. <THE SOCIAL SOUNDTRACK> TWITTER
Twitter is 1) Live 2) Public 3) A place for self-expression.
This makes it a social soundtrack of life in the moment.
Audience-driven movement

18. <THE FUTURE IS A MASSIVELY MULTIPLAYER
GAME>PHD & JANE MCGONIGAL
The opposite of play isn't work - it's depression.
Super-empowered hopeful individuals
In clinical trials, casual games outperform
pharmaceuticals for anxiety and depression.

19. Contents
2. LESSONS FROM SEMINARS
3. INSPIRATION FROM WINNERS
1. HIGHLIGHTS FROM THE FESTIVAL

20. Product Innovation
Real-Time
Data
Co-Creation
Value Creation
Help Small Business
Keywords in 2012
Product Innovation
SMALL FOR BIG
For A Better World
Real-Time REACTION Back to Simple
Data HELP
Touching
LifeHIGH QUALITY
Co-Creation
Value INNOVATION
Music Matters
Help Small Business
TOGETHER
What’s HOT in 2013

21. 1. Product Innovation - SMALL FOR BIG
THE SHARING CAN GOLD LION | PROMO & ACTIVATION LIONS
The idea is strong and simple: A coke can that can be split in two for a sharing moment.
This product has been specifically tailor-made for Coca-Cola and it is all about sharing and
happiness

22. 2. Real-Time Reaction
THE OREO BLACKOUT TWEET
SILVER LION | DIRECT
an unforeseen break in a Big Game
Tap into the moment
1 tweet VS sophisticated content
the spirit of the brand

23. OREO DAILY TWIST GRAND PRIX | CYBER LIONS
Born in 1912, OREO was turning 100.
As an iconic biscuit brand, Oreo created highly topical content based on the trending
news to celebrate the birthday in 100 days.

24. 3. Data HELP
MISSING CHILDREN GOLD LION | MOBILE LIONS
In China, over 20,000 children go missing each year. To turn the smartphone user to a search
volunteer just by taking a photo of a child they suspect maybe lost or stolen.
Data Being Used To Do Good Thing

25. TAXI GOLD LION | DIRECT LIONS
Ribeiro is a home appliance retailer well known in Argentina and allows people to buy big things fo
small monthly installments.
The touchscreen displays in the taxi showed what the passengers could buy for the price of a
journey, and when the trip finished, they could use the taxi ticket as the first installment payment.

26. 4. HIGH QUALITY Co-Creation
INTEL + TOSHIBA’s “The Beauty Inside” is a social storytelling campaign with 6 episodic
series of a guy who wakes up everyday as a different person. The project encouraged
participation by allowing viewers to audition in the film via Facebook.
THE BEAUTY INSIDE GRAND PRIX | BRANDED CONTENT & ENTERTAINMENT LIONS

27. 5. Value INNOVATION
POTABLE WATER GENERATOR GOLD LIONS | MEDIA LIONS
Designing to inspire young students to study engineering at UTEC by using billboard to
tackle the lack of drinking water in Lima.
Illustrating that how advertising can be more than just an eyesore.

28. 6. Help Small Business TOGETHER
THE GAP IN THE MARKET GOLD LIONS | DIRECT LIONS
Move from saying to doing
The bank helps entrepreneurs identify local opportunities through crowdsourcing.
The interactive map displayed gaps shared by people and statistic data from yellow pages.

29. 7. For A Better World
Metro Trains “Dumb Ways To Die”, which picked up Grand Prix in the PR, Direct
Marketing, Radio, Integrated and Film categories , have the social element that could
"touch you as a person". The cheerful animated music video delivers a safety message in
a breezy and funny way.
Dumb Ways To Die GRAND PRIX | PR, DIRECT, RADIO, INTEGRATED AND FILM LIONS

30. BRIDGE OF LIFE GOLD LIONS| PROMO & ACTIVATION LIONS
To stop and prevent the suicides on the Mapo Bridge was not installing a physical device
to hinder the suicides, but to create an interactive bridge that would change the people’s
minds through communication and a human touch.

31. 8. Back to Simple
IBM OUTDOOR AS UTILITY GOLD LIONS | MEDIA LIONS
IBM inspired citizens to think about simple ways they can help make their cities smarter. The
amazing new type of outdoor ads also showed that how advertising can also bring utility to
citizens.

32. MAKE THE POLITICIANS WORK GOLD LIONS | PROMO & ACTIVATION LIONS
The street campaign exposed the unwillingness of Russian officials to fix city roads only by
painting, but made most of the country's national newspapers the following days.

33. THE GERM STAMP SILVER LIONS | MEDIA LIONS
Kids don't feel the need to wash their hands because they can't see the germs.
To make kids want to remove the germs on their hands, the brand created a germ kids could see
and put it on something they love: a stamp.

34. 9. Touching Life
IMMORTAL FANS GRAND PRIX | PROMO & ACTIVATION LIONS
Sport Club Recife is known for having some of the most passionate fans in Brazil. They are fans
from birth to death.
To create a new kind of fan: the Immortal Fans. Their hearts, eyes, lungs... could keep cheering
for Sport Club Recife even after death.

35. REAL BEAUTY SKETCHES GOLD LIONS | BRANDED CONTENT & ENTERTAINMENT LIONS
An FBI-trained sketch artist
was invited to draw a
woman’s portrait first
according to her own self-
description, then according to
a strangers’ description of her.
Women admitted that
portraits based on the
strangers’ description were
more beautiful, happier and
more accurate than the
portrait based on their own
description.
Dove provided striking proof
that women are more
beautiful than they think.

36. 10. Music Matters
TREE CONCERT GOLD LIONS | PR LIONS
A 100-year-old chestnut tree was transformed in Berlin's Monijou Park into a street musician to
raise awareness of the tree loss and raise money for tree preservation.

37. 10 Lessons From Cannes
Conclusion
Focus on ideas that could create true
value both for brand and people.
Simplicity is the ultimate sophistication
Really social ,easy to share
Tech devote to idea
Building a better world

38. THANKS
Connect with me and view my profile.
http://www.linkedin.com/in/estherchao