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DDD Cannes Lions #DDDcannes Ilker ERGEN

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DDD Cannes Lions #DDDcannes Ilker ERGEN


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7 Days 50 Sessions 250+ Applications


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Cannes Lions Nedir?


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Cannes Lions Nerede Yap?l?yor? Cannes


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Agency Brand Academy Media 90+ countries 12.000+ participants Tech


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Cannes Lions Applications


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Award Categories


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Cannes Lions Evolution 2011 2012 2013 2014 Google and the shape of search to come Facebook: social by design Rise of the tablets Storytelling A/B testing: Change the behaviour Inspired by technology Branded content Mobile the second screen Millenials crave connections Go offline: Back to basics ? Youtube Nation Neuroscience Data-insight-strategy-creativty Real Time Marketing 2015


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CHANGED AUDIENCE CHANGED MARKETING APPROACH CHANGED MEDIUMS and MEDIA


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CHANGED AUDIENCE


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Artificial Intelligence


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Artificial Intelligence Era «Success in creating AI would be the biggest event in human history. … it might also be the last, unless we learn how to avoid risks.» Stephen Hawking Eve of A.I. Era


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Yapay Zeka


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Investment in A.I. Hired A.I. Pioneer Geoff Hinton A.I. Lab is founded Phd researches on the go


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What does A.I. Era bring? Merge Emerge Purge CRM and Media New Creative Ways Human Decision Making


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Virtual Personal Assistant VPA (Virtual Personal Assistant)


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GREATEST GENERATION silent GENERATION BABY boomers GEN X millenial GENERATION 1901-1924 1925-1945 1946-1964 1965-1979 1980-1994 1995-Present YOUTH FOR LAST 10 YEARS= MILLENIALS


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Generation Edge ECONOMY PARENTING - SCHOOLING TECHNOLOGY DISTRUST AUTHORITY


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CHANGED MARKETING APPROACH


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Power of #NOW


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The Dress


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Spontaneous Unpredictable


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The Dress


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Constant Repetitive


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Don’t make campaigns, Start m vements


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Cause Oriented


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Nivea Doll


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Volvo – Life Paint


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Vodafone – Red Light App


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Samsung – Safety Truck


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Delta Innovation Class


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Found


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Social Responsibility


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Lucky Iron Fish


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The Gun Shop


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SOS SMS


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Gender Apartheid


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Under Armour – I’ll What I Want


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P&G - Like A Girl


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Burger King – Proud Whopper


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Hacking Cheating


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Wolkswagen


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McDonald’s – Lovin the Superbowl


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Radiant Return


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Volvo - Interception


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CHANGED MEDIUM and MEDIA


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Creativity in Data Age


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44 zettabyte 44.000.000.000 terrabyte


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Data Age Smart Devices increase data usage Effective Marketing with data Easier life with data


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Change in Agencies


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Tech, Data and Creativity


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NFL Giferator


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Nike – House of Mamba


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Loreal Paris – Makeup Genius


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CANAL+ - Interactive Form


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Holograms, Virtual Reality


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Google Cardboard


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Hololens Minecraft


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Facebook – AR Like & Emoji


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Music


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Change in Music Ownership


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Honda – OK GO


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Internet of Things and Wearables


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R/GA - Hammerhead


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Exploration of New Platforms and Formats


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Pedigree – K9FM


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MediaMarkt – Easter Rabbit Race


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Domino’s Emoji


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The Match


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Joe Boxer Inactivity Tracker


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Sky Tip


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CHANGED AUDIENCE CHANGED MARKETING APPROACH CHANGED MEDIUM and MEDIA


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Thank you! @ergen_ilker


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