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Cannes Lions 2015: 9 Inspiring Trends

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CANNES LIONS 2015 9 INSPIRING TRENDS SPOTTED AMONG THIS YEAR WINNERS


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#1 LGBT/ gay rights/ gender Pink Sherbet Photography @ flickr In the US and a lot of the European countries there is an ongoing debate about gay/ lesbian rights, including same sex marriages and gay/ lesbian couples adopting children. Since it is important social issue no wonder that this topic appears also in advertising campaigns. As we could see among Cannes Lions winners a lot of brands show their support for this community and fight antigay discrimnation in their own way.


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PROUD WHOPPER GOLD LION: PROMO & ACTIVATION, PR; SILVER LION: BRANDED CONTENT & ENTERTAINMENT, DIRECT BRONZE LION: DIRECT, MEDIA, CYBER, OUTDOOR DAVID MIAMI BURGER KING Case study video: https://youtu.be/2yohicMc4vU


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LGBT AVATARS SILVER LION: MOBILE; BRONZE LION: MEDIA GEOMETRY GLOBAL Prague / OGILVY & MATHER PRAGUE PRAGUE PRIDE Case study video: https://youtu.be/Ao9WMQeDPYc


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PROUDLY SEEKING PLEASURE GOLD LION: FILM LOLA LOWE & PARTNERS Madrid UNILEVER / MAGNUM Video: https://youtu.be/ei96-Breysg


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STAY WITH PRIDE SILVER LION: PR WHYBIN\TBWA GROUP SYDNEY AIRBNB Case study video: https://vimeo.com/124262487


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LOVE HAS NO LABELS GOLD LION: DIRECT; SILVER LION: DIRECT, OUTDOOR; BRONZE LION: CYBER, TITANIUM & INTEGRATED R/GA New York ADCOUNCIL Case study video: https://youtu.be/UHmbaIMQe2I


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RELOCKLOVE SILVER LION: DIRECT, CYBER MARCEL Paris ORANGE FRANCE Case study video: https://www.youtube.com/watch?v=Bs12qLODSpI


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RADIO PRIDE PARADE SILVER LION: BRANDED CONTENT & ENTERTAINMENT OGILVY BRASIL Sao Paulo BILLBOARD BRASIL Case study video: https://youtu.be/xxMCOpWLzDg


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#2 COME BACK OF AN OLD GOOD AMBIENT HeyRocker @ flickr Whatever we say, advertising is about the internet now. Almost all campaigns, even in such categories as tv, radio or outdoor have some internet part included in them. Cyber, mobile, interactive categories are the most crowded. But surprisingly this year among Cannes Lions winners we could also see the traditional, offline forms of advertising – the old good ambient known from mid-90s is not yet forgotten.


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PROBABLY THE BEST POSTER IN THE WORLD BRONZE LION: OUTDOOR FOLD7 London CARLSBERG UK


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SCANDIC TO GO BRONZE LION: MEDIA PRIME Stockholm SCANDIC HOTELS Case study video: https://vimeo.com/109978613


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WORKOUT BILLBOARDS BRONZE LION: PROMO & ACTIVATION, OUTDOOR OGILVY GERMANY Frankfurt COCA-COLA, POWERADE Case study video: https://youtu.be/mJB4DJpq4mw


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#3 EVERY COMPANY IS TECHNOLOGY COMPANY svenwerk @ flickr „There’s more evidence that every organization — whether they are in services, manufacturing or healthcare — is becoming a technology company as well, and this trend is accelerating. With the rise of cloud, Software as a Service, and now, the Internet of Things (IoT), more organizations — in all types of businesses — recognize they are evolving into technology and data companies. So they are creating both strategic and tactical partnerships to try to make the most of this evolution.” Joe McKendrick, www.forbes.com


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MAKEUP GENIUS GOLD LION: BRANDED CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MOBILE MCCANN PARIS L'ORÉAL PARIS Case study video: https://youtu.be/co4V5kbfKBs


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ORAL-B SMART BRUSH AND APP BRONZE LION: MOBILE ICONMOBILE GROUP Berlin PROCTER & GAMBLE, ORAL-B Case study video: https://youtu.be/5QSs7sGalCg


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nan palmero @ flickr #4 VIRTUAL REALITY/ AUGMENTED REALITY/ MIXED REALITY „The promise of virtual reality has always been enormous. Put on these goggles, go nowhere, and be transported anywhere. It’s the same escapism peddled by drugs, alcohol, sex, and art — throw off the shackles of the mundane through a metaphysical transportation to an altered state. Born of technology, virtual reality at its core is an organic experience. Yes, it’s man meets machine, but what happens is strictly within the mind.” Matthew Schnipper, The Verge


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MONTY'S CHRISTMAS GOLD LION: BRANDED CONTENT & ENTERTAINMENT; BRONZE LION: TITANIUM & INTEGRATED BLINK PRODUCTIONS London / ADAM&EVEDDB London JOHN LEWIS PARTNERSHIP


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THE COLLECTIVE PROJECT BRONZE LION: FILM POSSIBLE SEATTLE Seattle MICROSOFT Video: https://youtu.be/UHmbaIMQe2I


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CARDBOARD GRAND PRIX: MOBILE GOOGLE MOUNTAIN VIEW GOOGLE Case study video: https://youtu.be/6jhmS7Enpxs


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PRO VISION BRONZE LION: MOBILE GPY&R Melbourne OAKLEY Case study video: https://youtu.be/xtgcH9yFLOs


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UNBELIEVABLE CAMPAIGN BRONZE LION: BRANDED CONTENT & ENTERTAINMENT LITTLE DOT STUDIOS London / AMV BBDO London PEPSICO Case study video: https://youtu.be/Go9rf9GmYpM


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HOLOGRAMS FOR FREEDOM GOLD LION: BRANDED CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MEDIA, OUTDOOR SILVER LION: CYBER, PR GARLIC TV Madrid / LA LIVINGSTON Madrid / 20 HUNGAROS Barcelona / DDB SPAIN Madrid NO SOMOS DELITO (WE ARE NOT CRIME), NGO Video: https://youtu.be/0jwmi6CguY0


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LIVING WITH LAG BRONZE LION: BRANDED CONTENT & ENTERTAINMENT, CYBER STOPP/FAMILY Stockholm / HARD HAT Stockholm / ANR BBDO Stockholm UMEÅ ENERGI / UME.NET Case study video: https://youtu.be/_fNp37zFn9Q


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AUDI TT BROCHURE HACK BRONZE LION: MOBILE RAZORFISH Berlin AUDI Case study video: https://youtu.be/qzJ9InscjA0


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#5 BEING FIT alpseecamping @ flickr „As life expectancy increases, health is becoming the watchword for all consumers, from Millennials to Baby Boomers. Consumers are investing heavily in fitness and nutrition, and seeing their bodies as an ecosystem where beauty, diet, mental health and fitness are interlinked.” The Future 100: Trends and Change to Watch in 2015 by JWT Intelligence


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THE PURSUIT BY EQUINOX GOLD LION: MOBILE R/GA New York EQUINOX Case study video: https://youtu.be/jh0YMbUyPMM


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SPORTS HOMEWORK SILVER LION: MOBILE 4 AM SAATCHI & SAATCHI Guatemala GATORADE Case study video: https://vimeo.com/131971069


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SWEAT IT TO GET IT SILVER LION: PROMO & ACTIVATION; BRONZE LION: BRANDED CONTENT & ENTERTAINMENT TBWA\CHIAT\DAY Los Angeles / CAVIAR Los Angeles GATORADE Video: https://youtu.be/LUVMtarnRRQ


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MOVE UPDATE. THE OPEN SOURCE PROJECT BRONZE LION: MOBILE DDB & TRIBAL Warsaw / DDB WARSAW McDONALD´S Case study video: https://youtu.be/62o1smHKJlA


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THE MARATHON WALKER GOLD LION: BRANDED CONTENT & ENTERTAINMENT, OUTDOOR; SILVER LION: MEDIA; BRONZE LION: PR OGILVY PARIS / GANG FILMS Paris WATER FOR AFRICA Case study video: https://youtu.be/1v_06b1cid4


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#6 COMMUNICATING WITH IMAGES ali edwards@ flickr For some time now we have been shifting from text to a visual vocabulary relying on different forms of images such as photos, videos and emojis. That’s why we cane see the rise of photo sharing platform and image based services. Communicating with images is faster and more emotional.


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WORLD GALLERY GRAND PRIX: OUTDOOR TBWA\MEDIA ARTS LAB Los Angeles / APPLE Cupertino APPLE, IPHONE 6 Case study video: https://youtu.be/C94ovy_WIsI


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EMOJI ORDERING TITANIUM GRAND PRIX CP+B Boulder DOMINO’S Case study video: https://youtu.be/NtdLsJsObrU


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#7 PERFECT IMPREFECTIONS The trend first started in fashion and beauty industry with women fed up with the necessity of meeting non-realistic image of their bodies. They wanted to highlight that beauty can be seen in women of all sizes, shapes and ages. We could see the shift from looking beautiful towards feeling beautiful. But then more and more of us realized that we do not want to live in a photoshopped world. That we need autheticity in our lives. That being human means being tired, being mean, being lazy or being sweaty. We finally take off our masks that we put on our faces in social media.


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BE MORE HUMAN SILVER LION: CYBER VENABLES BELL & PARTNERS San Francisco REEBOK Case study video: https://vimeo.com/118897720


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JOE BOXER INACTIVITY TRACKER GOLD LION: DIRECT FCB CHICAGO KMART / JOE BOXER Case study video: https://youtu.be/kcVwjp34M70


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MESSAGE IN A BOTTLE BRONZE LION: OUTDOOR DEL CAMPO SAATCHI & SAATCHI BUENOS AIRES ANDES Video: https://youtu.be/BBzJw2qVjeI


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A DISCOUNT TO YOUR MISFORTUNE SILVER LION: OUTDOOR; BRONZE LION: DIRECT DEL CAMPO SAATCHI & SAATCHI MADRID Madrid ISLAZUL Case study video: https://youtu.be/xUYDfxpRljY


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#8 MAKE TECH HUMAN Nokia and Wired has launched this year a project called #maketechhuman which is assumed to be a global debate how we want technology to shape our world. A project that is encouraging a move towards a human era and away from a machine one. A project which aim is to make sure that technology serves people not the other way round. And although Nokia and Wired named their project the idea of technology helping people everywhere is also visible in activities undertaken by other brands.


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THE BACKUP MEMORY SILVER LION: MOBILE; BRONZE LION: DIRECT 3SG-BBDO Ariana SAMSUNG TUNISIA Case study video: https://youtu.be/1frS-O31qwA


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LOGITECH HARMONY APP BRONZE LION: MOBILE R/GA New York LOGITECH


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HAMMERHEAD GOLD LION: CYBER; GOLD LION: MOBILE R/GA NEW YORK HAMMERHEAD NAVIGATION Case study video: https://youtu.be/IzNttbLeq9E


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FOUND SILVER LION: MOBILE; BRONZE LION: MOBILE COLENSO BBDO AUCKLAND MARS, PEDIGREE Case study video: https://youtu.be/rttMkbO7hQk


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BACKMEAPP SILVER LION: MOBILE LEO BURNETT ITALY Milan PROCTER & GAMBLE Case study video: https://youtu.be/cGYMZdqoiGA


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THE NEXT PHOTO SILVER LION: MOBILE WUNDERMAN London CHILDHOOD EYE CANCER TRUST Case study video: https://youtu.be/uSSmeIFWw-8


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HEARING HANDS BRONZE LION: PR LEO BURNETT ISTANBUL SAMSUNG ELECTRONICS TURKEY Case study video: https://youtu.be/UrvaSqN76h4


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#9 EMPOWERING WOMEN This is the trend we can see for a some time now. Called also #girlpower or #neofeminism. And as JWT Intelligence underlines in their Future 100: „There’s a fundamental shift. Feminism today is less politicized and more about community, empowerment and confidence than antagonism. It’s also multigenerational and powered by social media.”


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CHOOSE BEAUTIFUL SILVER LION: PR EDELMAN London / OGILVY & MATHER Chicago DOVE Case study video: https://youtu.be/7DdM-4siaQw


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I WILL WHAT I WANT Grand Prix: Cyber; Silver Lion: Branded Content & Entertainment, Promo & Activation, Media DROGA5 New York / SMUGGLER New York / CATALYST PUBLIC RELATIONS New York UNDER ARMOUR Case study video: https://youtu.be/H-V7cOestUs


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THIS GIRL CAN Health Grand Prix for Good; Glass Lion; Gold Lion: Film craft FCB INFERNO London / SOMESUCH London SPORT ENGLAND Video: https://youtu.be/aN7lt0CYwHg:


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#LIKEAGIRL Gold Lion: Promo & Activation, Cyber, Direct, Media, Titanium Lion: Titanium & Integrated Silver Lion: Branded Content & Entertainment, Direct CHELSEA PICTURES Los Angeles / LEO BURNETT TORONTO / LEO BURNETT CHICAGO / LEO BURNETT LONDON / HOLLER London PROCTER & GAMBLE Case study video: https://youtu.be/XjJQBjWYDTs


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SPEAK BEAUTIFUL Silver Lion: Media; PR: Bronze Lion MINDSHARE New York / EDELMAN New York UNILEVER, DOVE Video: https://youtu.be/_cncxoJPwBw


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e: natalia@hatalska.com @hatalskacom facebook.com/hatalskacom Want to know more about trends for 2015 and beyond? Watch videos about: Generation Z https://www.youtube.com/watch?v=RF4WuVRGiZM Off the grid https://www.youtube.com/watch?v=Vi7H0YYiv58 Living in the moment https://www.youtube.com/watch?v=-OJngV7RUBU


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