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Cannes Lions 2016: 9 Inspiring Trends

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Cannes Lions 2016 - communication trends spotted among this year winners. Among trends: low tech, art as the last bastion of our humanity, physical experience, mixed reality, space, AI and others.

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Cannes Lions 2016: 9 Inspiring Trends

  1. 1. CANNES LIONS 2016 9 INSPIRING TRENDS SPOTTED AMONG THIS YEAR WINNERS Photo: Cannes Lions 2016 FB page
  2. 2. We live in the high-tech era. But it’s a myth that every problem has only a high tech solution. Sometimes simple technologies, often of a traditional or non-mechanical kind are better option. This was proved by this year Cannes Lions’ winners. See the following examples. #1 LOW TECH
  3. 3. PAPER GLASSES GOLD LION: PR SAVE THE CHILDREN AND SANTILLANA GREY MÈXICO Case study video: https://www.youtube.com/watch?v=O2VdX1V5i0U
  4. 4. LIFESAVER BACKPACK INNOVATION LION: SHORTLIST LUKI J. WALTER THOMPSON COLOMBIA Case study video: https://www.youtube.com/watch?v=ZBM084yLLsw
  5. 5. PREPEX GOLD LION: INNOVATION CIRC MEDTECH Case study video: https://www.youtube.com/watch?v=xRvahd9WsFI
  6. 6. SAVE ME THE SKIPASS THAT SAVES LIVES GOLD LION: PRODUCT DESIGN ÖTZTAL TOURISMUS SERVICEPLAN Case study video: https://www.youtube.com/watch?v=pUazVEt4vmE
  7. 7. TOUCHABLE INK INNOVATION LION: SHORTLIST THAI SAMSUNG ELECTRONICS / THAI ASSOCIATION OF THE BLIND J. WALTER THOMPSON BANGKOK Case study video: https://www.youtube.com/watch?v=ErafkF2AvBQ
  8. 8. MOTOREPELLENT INNOVATION LION: SHORTLIST DUANG PRATEEP FOUNDATION BBDO BANGKOK Case study video: http://www.adforum.com/creative-work/ad/player/34522428/moto-repellent- saving-lives-one-ride-at-a-time/duang-prateep-foundation
  9. 9. According to a dictionary art is the expression or application of human creative skill and imagination. It seems that the more we live in a digital world, the more robots take our competence, the more we turn ourselves into art as if it was the last bastion of our humanity. #2 ART
  10. 10. VAN GOGH BNB GOLD LION: PR ART INSTITUTE OF CHICAGO LEO BURNETT CHICAGO Case study video: https://www.youtube.com/watch?v=D6pkK5hIlwE
  11. 11. THE NEXT REMBRANDT GRAND PRIX: CYBER ING J. WALTER THOMPSON AMSTERDAM Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
  12. 12. DREAMS OF DALÍ GOLD LION: CYBER THE DALÍ MUSEUM GOODBY SILVERSTEIN & PARTNERS Case study video: https://www.youtube.com/watch?v=I-Fb1lPL5WA
  13. 13. ART WITH WATSON GOLD LION: DESIGN IBM OGILVY & MATHER Case study video: https://www.youtube.com/watch?v=Hlh2zecIjHM
  14. 14. ARTQUARIUM GOLD LION: DESIGN PAPAWIN CO. OGILVY & MATHER Case study video: https://vimeo.com/166157484
  15. 15. FALTER/INFERNO GOLD LION: DESIGN FALTER NEWSPAPER JUNG von MATT Case study video: https://www.youtube.com/watch?v=uLRUd9wMF98
  16. 16. SHIFTING PERSPECTIVES GOLD LION: DESIGN SYDNEY OPERA HOUSE INTERBRAND AUSTRALIA Case study video: https://www.youtube.com/watch?v=h0W9n_06gLk
  17. 17. We live in the era of data-driven marketing. And data is not a buzzword anymore. #3 DATA
  18. 18. SEA HERO QUEST INNOVATION LION: SHORTLIST DEUTSCHE TELEKOM SAATCHI & SAATCHI Case study video: https://www.youtube.com/watch?v=iAAhLFc4jtw
  19. 19. THE HOUSE OF CLICKS GOLD LION: PR HEMNET PRIME Case study video: https://vimeo.com/141663270
  20. 20. RAISING EYEBROWS AND SUBSCRIPTIONS GOLD LION: CREATIVE EFFECTIVENESS THE ECONOMIST PROXIMITY LONDON Case study video: https://vimeo.com/127153140
  21. 21. FOCUSMOTION INNOVATION LION: SHORTLIST FOCUSMOTION R/GA Case study video: https://www.youtube.com/watch?v=DhG76JrpO-Q
  22. 22. WILSON X CONNECTED BASKETBALL INNOVATION LION: SHORTLIST WILSON SPORTING GOODS PHENOMENON Case study video: https://www.youtube.com/watch?v=jI0dFY1DpDw
  23. 23. THE NEXT REMBRANDT GRAND PRIX: CYBER ING J. WALTER THOMPSON AMSTERDAM Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
  24. 24. It seems like we moved back to 2013 when wearables were really hot. And to be honest - I did not expect so many projects based on wearables computers in 2016 but, well, it seems - this is the reality. Although I have to admit there is one difference – in 2013 there was a race for the wrist, in 2016 wearables are all over our body: on our head, feet, chest and in our ears. #4 WEARABLES
  25. 25. JACQUARD PRODUCT DESIGN: GRAND PRIX GOOGLE GOOGLE CREATIVE LAB Case study video: https://atap.google.com/jacquard/
  26. 26. THE SOUND SHIRT INNOVATION LION: SHORTLIST JUNGE SYMPHONIKER HAMBURG JUNG von MATT Case study video: https://vimeo.com/166623466
  27. 27. SAMSUNG BLIND CAP MOBILE LION: GOLD SAMSUNG ESPAÑA CHEIL SPAIN Case study video: https://www.youtube.com/watch?v=8caXvQpWFeo
  28. 28. BRAINBAND PROMO & ACTIVATION LION: GOLD SAMSUNG AUSTRALIA LEO BURNETT SYDNEY Case study video: https://www.youtube.com/watch?v=gUA72ag7O6E
  29. 29. DOT. THE FIRST BRAILLE SMARTWATCH. GOLD LION: INNOVATION DOT INCORPORATION SERVICEPLAN, SERVICEPLAN KOREA, DOT INCORPORATION Case study video: https://www.youtube.com/watch?v=CZHWjg-CXX0
  30. 30. HERE ACTIVE LISTENING™: CHANGE THE WAY WE HEAR THE WORLD PRODUCT DESIGN LION DOPPLER LABS Więcej: https://hereplus.me/
  31. 31. NETFLIX SOCKS INNOVATION LION: SHORTLIST NETFLIX DEEPLOCAL Case study video: https://www.youtube.com/watch?v=Fi6RLrJrjLQ
  32. 32. SUN HATS INNOVATION LION: SHORTLIST EPM EMPRESAS PÚBLICAS DE MEDELLÍN DDB COLOMBIA Case study video: https://www.youtube.com/watch?v=0ZORWOu554Q
  33. 33. FREESTYLE LIBRE - TECHNOLOGY INNOVATION LION: SHORTLIST ABBOTT DIABETES CARE LOOOPED Więcej: http://www.freestylelibre.co.uk/
  34. 34. FOCUSMOTION INNOVATION LION: SHORTLIST FOCUSMOTION R/GA Case study video: https://www.youtube.com/watch?v=DhG76JrpO-Q
  35. 35. Note 2016 as the year that virtual reality took over. In Cannes Lions as well. #5 VR/AR/MR
  36. 36. NYT VR MOBILE LION: GRAND PRIX GOOGLE, GE, MINI, NEW YORK TIMES T BRAND STUDIO See more: http://www.nytimes.com/marketing/nytvr/
  37. 37. THE DISPLACED INNOVATION LION: SHORTLIST THE NEW YORK TIMES VRSE.WORKS Case study video: https://www.youtube.com/watch?v=ecavbpCuvkI
  38. 38. THE SUPER BOWL DUNK CYBER LION: GOLD GATORADE VML Case study video: https://www.youtube.com/watch?v=cWWCQIDT3_k
  39. 39. THE LADY GAGA + INTEL PERFORMANCE DESIGN LION: GOLD INTEL INTEL, GREENLIGHT MEDIA AND MARKETING Case study video: https://vimeo.com/175115826
  40. 40. THE FIELD TRIP TO MARS DESIGN LION: GOLD LOCKHEED MARTIN McCANN NEW YORK Case study video: https://vimeo.com/167788423
  41. 41. HELP DIGITAL CRAFT LION: GOLD GOOGLE ATAP THE MILL Case study video: https://vimeo.com/130096298
  42. 42. THE MILL 'BLACKBIRD' INNOVATION LION THE MILL Case study video: https://www.youtube.com/watch?v=OnBC5bwV5y0
  43. 43. HERE ACTIVE LISTENING™: CHANGE THE WAY WE HEAR THE WORLD PRODUCT DESIGN LION DOPPLER LABS Więcej: https://hereplus.me/
  44. 44. We live in a digital world. And the longer we live like this, experiencing the world via the screens of our smartphones, we feel an urge to experience the world physically – we want to smell it, touch it and feel it. With all of our senses. As stated in Jaguar case study: „Some experiences can’t be simulated.” #6 PHYSICAL EXPERIENCE
  45. 45. SURVIVAL BILLBOARD OUTDOOR LION: GOLD MICROSOFT McCANN LONDON Case study video: https://vimeo.com/153520255
  46. 46. THE ORGANIC EFFECT PR LION: GOLD COOP FORSMAN & BODENFORS Case study video: https://www.youtube.com/watch?v=oB6fUqmyKC8
  47. 47. MUSEUM OF FEELINGS ENTERAINMENT LIONS: GOLD SC JOHNSON OGILVY & MATHER Case study video: https://www.youtube.com/watch?v=DTxD4TVbHMM
  48. 48. #OPTOUTSIDE PROMO & ACTIVATION LION: GRAND PRIX REI VENABLES BELL & PARTNERS Case study video: https://www.youtube.com/watch?v=FOVaEawGNMM
  49. 49. THE BABY STROLLER TEST-RIDE BY CONTOURS PROMO & ACTIVATION LION: GOLD CONTOURS STROLLERS FCB CHICAGO Case study video: https://www.youtube.com/watch?v=4pT7By3PZhU
  50. 50. #COMEONIN MOBILE LION: GOLD THE SYDNEY OPERA HOUSE DDB Case study video: https://vimeo.com/159130469
  51. 51. ACTUAL REALITY OUTDOOR LION: GOLD JAGUAR LAND ROVER NEW ZEALAND Y&R NZ Case study video: https://www.youtube.com/watch?v=_zpx0Eb1Tvo
  52. 52. VAN GOGH BNB GOLD LION: PR ART INSTITUTE OF CHICAGO LEO BURNETT CHICAGO Case study video: https://www.youtube.com/watch?v=D6pkK5hIlwE
  53. 53. BEHIND THE LEATHER DESIGN LION: GOLD PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS OGILVY & MATHER Case study video: https://www.youtube.com/watch?v=qs8yqcrqo1s
  54. 54. BECAUSE RECOLLECTION DIGITAL CRAFT LION: GRAND PRIX BECAUSE MUSIC 84.PARIS Case study video: https://vimeo.com/150593935
  55. 55. „Scarcity is the fundamental economic problem of having seemingly unlimited human wants in a world of limited resources.” Wikipedia „Freshwater - the stuff we drink, bathe in, irrigate our farm fields with - is incredibly rare. Only 3% of the world’s water is fresh water, and two-thirds of that is tucked away in frozen glaciers or otherwise unavailable for our use. At the current consumption rate, this situation will only get worse. By 2025, two- thirds of the world’s population may face water shortages. And ecosystems around the world will suffer even more.” WWF #7 RESOURCE SCARCITY
  56. 56. PURITY TEST PR LION: GOLD VALVIS HOLDING COHNANDJANSEN J. WALTER THOMPSON Case study video: https://www.youtube.com/watch?v=WDixRY--nr0
  57. 57. PEDAL PURE INNOVATION LION: SHORTLIST WATERAID GREY BANGLADESH Case study video: https://www.youtube.com/watch?v=noEOndy1h8E
  58. 58. EDIBLE SIX PACK RINGS PR LION: GOLD SALTWATER BREWERY WE BELIEVERS Case study video: https://www.youtube.com/watch?v=-YG9gUJMGyw
  59. 59. BREWTROLEUM OUTDOOR LION: GRAND PRIX HEINEKEN NEW ZEALAND COLENSO BBDO Case study video: https://vimeo.com/165075818
  60. 60. LIFE IS ELECTRIC DESIGN LION: GRAND PRIX PANASONIC DENTSU INC Case study video: https://www.youtube.com/watch?v=kbkS5TcR4Kc
  61. 61. A report from aerospace consulting firm the Tauri Group found that space start-ups have attracted more than $13.3 billion of investment, including $5.1 billion of debt financing, since 2000. Nearly two-thirds of that investment funding has come in the last five years. People who were starting businesses in the internet boom say how similar it feels now with space businesses. Space is hot topic now. But not so hot for the advertising industry. In Cannes there were only a few – too few - projects touching this field. See some on the following slides. #8 SPACE
  62. 62. MISSION TO THE MOON INNOVATION LION: SHORTLIST AUDI THJNK More: http://microsites.audi.com/mission-to-the-moon/
  63. 63. STARDUST FOR BOWIE GOLD LION: PR STUDIO BRUSSEL DDB BRUSSELS More: http://stardustforbowie.be/
  64. 64. THE FIELD TRIP TO MARS GOLD LION: CYBER LOCKHEED MARTIN McCANN NEW YORK Case study video: https://vimeo.com/172567984
  65. 65. „What was once just a figment of the imagination of some our most famous science fiction writers, artificial intelligence (AI) is taking root in our everyday lives.” Wired, 2015 #9 AI
  66. 66. THE TRAIN BRAIN PROJECT INNOVATION LION: SHORTLIST STOCKHOLMSTÅG KÄRNHUSET Case study video: https://vimeo.com/153535080
  67. 67. GOOGLE DEEPMIND ALPHAGO GRAND PRIX: INNOVATION GOOGLE DEEPMIND GOOGLE DEEPMIND Case study video: https://www.youtube.com/watch?v=PQCrX1sQSzY
  68. 68. JUKEDECK | ARTIFICIALLY-INTELLIGENT MUSIC COMPOSER INNOVATION LION JUKEDECK Case study video: https://www.youtube.com/watch?v=D2lA0HlHzlc
  69. 69. THE NEXT REMBRANDT GRAND PRIX: CYBER ING J. WALTER THOMPSON AMSTERDAM Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
  70. 70. e: natalia@hatalska.com Want to know more about trends for 2016 and beyond? Check out TrendBook 2016 (100-pages report available for free) Download at: http://trendbook.hatalska.com/ @hatalskacom facebook.com/hatalskacom

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