the projects* insight into the influences at 2015's Cannes Festival of Creativity

1. SYD • LA • LDN
CANNES LIONS
AN INFLUENCE REPORT

2. INTRODUCTION
Now in its 55th year, The Cannes Lions International Festival of Creativity has established itself
as the Academy Awards of the advertising and creative industries. In this special influence
report, we’ve hand picked some of the most compelling, interesting and influential talks and
activities we saw, heard and experienced

3. STOP CREATING CAMPAIGNS

4. STOP CREATING CAMPAIGNS
A point of view articulated by Richard Edelman (President, Edelman) was that the only way for
agencies to grow is to stop creating campaigns and to focus on creating movements

5. STOP CREATING CAMPAIGNS
The distinction was articulated in a discussion with chef Jamie Oliver who spoke about
the honesty required for his “School Dinners” program, which has now become a successful
global movement

6. STOP CREATING CAMPAIGNS
Our Point of View: We’ve been a fan of the ‘movement’ theory since it was articulated in
Scott Goodson’s book “Uprising” as movements help people to identify what they stand
for and are passionate about. People connect through shared interests, and passion is the
key to a successful movement

7. THE MILLENIAL MIND

8. THE MILLENIAL MIND
Millennials – all 2 billion of them - are the largest demographic on the planet,
spending over $1 trillion a year

9. THE MILLENIAL MIND
The media world is obsessed with millennials, but how do brands build credibility, and loyalty
with a generation whose consumption habits continue to change at the speed of culture?

10. THE MILLENIAL MIND
Snapchat Founder Evan Spiegel noted that his app resonates with Millennials because of its
voyeuristic nature and labelled it cool because “it’s not for everyone”

11. THE MILLENIAL MIND
Our point of view is that niche isn’t a dirty word any more. The more you can anticipate
and connect with leftfield trends, the higher your chance of success

12. PARTNERSHIPS FOR A GREATER GOOD

13. PARTNERSHIPS FOR THE GREATER GOOD
Warby Parker, Toms, Lush Cosmetics and Chivas Regal are leading a charge of brands that
are championing the importance of positive social impact as well as bottom line profits

14. PARTNERSHIPS FOR THE GREATER GOOD
At Cannes, Dell’s new social impact spokesperson, actor Adrian Grenier sat with Livia Firth,
Creative Director of Eco-Agi together with athlete and model Aimee Mullins to debate if
marketing can really inspire social change
ADRIAN GRENIER LIVIA FIRTH AIMEE MULLINS

15. PARTNERSHIPS FOR THE GREATER GOOD
Our point of view is that in order to talk the talk, you really have to walk the walk. Does your
brand really want to measure success by profit AND purpose? If so, then these partnerships
can tell powerful stories that deliver real social change – but your voice and behaviour has
to be credible and consistent

16. MUSIC AND BRANDING

17. MUSIC AND BRANDING
As the global music industry continues to reinvent and reassert itself in the wake of
continuous flux, brand collaboration has never been so relevant

18. MUSIC AND BRANDING
Jennifer Breithaupt of City Group, Billboard Magazine’s Senior Correspondent Andrew
Hampp and Lars Ulrich of Metallica discussed what it take for brands and artists to really
make music together

19. MUSIC AND BRANDING
Our point of view: The era of brands ‘owning’ music through sponsorships is drawing to a
close. In order to connect successfully, you need to add value and create experiences that
the audience can’t already create for themselves

20. WEARABLE TECH

21. WEARABLE TECH
Morgan Flatley CMO of Gatorade, Jim Morlica Digital VP of Under Armor, wearable tech
expert, Billie Whitehouse from Wearable Experiments lit up the stage with a panel about
professional sport and the future of wearable tech

22. WEARABLE TECH
Innovations that are happening now: (1) Live experiences where the combined heart
readings from the audience can determine the next song

23. WEARABLE TECH
(2) Retail environments where the data points pulled from your shirt can match you with the
perfect outfit to match your shape and size

24. WEARABLE TECH
(3) An athlete’s uniform can be fitted with nodes that activate your fan jersey so you can
feel contact with the game winning kick

25. WEARABLE TECH
Our point of view on these innovations is that they enhance the human experience, and
that’s how wearable tech should always be approached. Brands need to consider whether
digital amplification is a natural part of a bigger picture, or just “Tech for Tech’s sake”

26. REFINERY 29

27. REFINERY 29
This year saw plenty of brands offering experiences on and around The Croisette which
were neither innovative or compelling. Facebook and Yahoo! in particular missed the mark
with imposing, impersonal spaces which didn’t reflect their values or purpose

28. REFINERY 29
The villa takeover is something we’ve been following from Miami Art Basel to Coachella,
and we think this was a smart move by the #1 new media brand for creative women, as it
provided an opportunity for conversation to meet collaboration

29. SUMMARY
The key theme we took away from Cannes was the tension between
technology and human experience. Never before have audiences had
more tools to cut through marketing bullshit and instantly judge a brand
or product on merit – but statistics don’t use technology. People do.
We feel influencer marketing might just be the silver bullet that breaks
this tension, but it’s the attention to people, not data that’s going to
make the difference.
For more information on what we learned in Cannes or to discuss
what we have planned for the projects* at Cannes in 2016 contact
jack@liveintheprojects.com

30. Thanks. Love,
#liveintheprojects
SYD • LA • LDN