Key consumer trends and insights behind the winners at Cannes Lions 2016

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CONSUMER TRENDS AT CANNES LIONS 2016
The insights behind the ads
Introduction

2. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 2
A consumer perspective on this year’s winners
This year’s Cannes Lions International Festival of Creativity was populated by campaigns looking to eradicate
discrimination, raise awareness of global issues and, well, sell products. But what about the behaviours and
trends that underpin the messages?
We've identified the behaviours that run through this year’s winning campaigns to reveal how the creative work
connects with the attitudes of modern consumers.
Five strong themes have emerged this year; New Heritage is the art of reviving the old for the new, Youthful
Truths illustrates how infantile messages can soften hard truths, technology has been harnessed smartly to
help us play Empathy Games, Censoring Censorship encourages people to speak out and stand up, while
yesterday's assumptions have been dismantled by Subverted Stereotypes.

3. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 3
NEW HERITAGE
Reviving the old to be experienced by new audiences
Nostalgia is a powerful emotion; it can boost happiness, self-esteem, and feelings of
connectedness to others. Importantly for brands, it’s also been shown to make consumers more
likely to spend. And people aren’t exclusively nostalgic for times in their own pasts – ‘anemoia’ is
nostalgia for times you never personally knew.
At the 2016 Cannes Lions, brands used music, art and technology to encourage viewers to
connect to the recent past, further back, and to things they couldn’t have experienced for
themselves the first time around.
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

4. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 4
64% of Gen Yers are interested in buying nostalgic
items like typewriters and record players, compared
to 15% of Seniors, who actually grew up with them
(Source: JWT, 2013)
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

5. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 5
THE NEXT REMBRANDT
In this campaign, artists and analysts collaborated to create a new Rembrandt painting, 347
years after the Dutch master’s death. Algorithmically accurate to his style, technology and data
were used rather than paints and brushes ‘to make something new’. The painting may look like
a classic, but its production can be appreciated by a new and firmly future-facing generation.
ING
JWT Amsterdam

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BECAUSE RECOLLECTION
Indie record label Because Music created a website that enabled visitors to ‘play’ with the label’s
iconic album artwork to commemorate its tenth anniversary. Users from 129 countries spent an
average of five minutes playing with 627,000 interactive images. Fans were able to re-experience
albums from the past decade and discover new music in a totally fresh way.
Because Music
84. Paris

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FORMATION
The opening scene of ‘Formation’ takes viewers back to post-Katrina New Orleans, complete
with flooded streets and homes. By explicitly referencing slavery, the Civil Rights Movement and
#BlackLivesMatter in the same breath, Beyoncé encouraged young, contemporary audiences to
connect to not just today’s political struggles, but to those before their time too.
Beyoncé
Prettybird

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applying New Heritage
THOSE WERE THE DAYS! THE SCIENCE OF NOSTALGIA
Whether it’s Secret Cinema taking people Back to the Future, or the revival of classic shows like
Twin Peaks and The X-Files, the promise of a nostalgic experience is a big consumer draw. Andrew
Abeyta, who studies the psychology of nostalgia, explains to Canvas8 how reflecting on the past
can affect us today.
MAC N’ CHEETOS TAPS INTO AMERICA’S CHILDHOOD
By stuffing America’s favourite quick-and-easy dinner dish into super-sized versions of the
nation’s favourite crisp, the snack offers a new way to enjoy ‘the good old days’. It’s not the first
time that Burger King has created a hugely successful ‘frankenfood’, but it is the first to come
with a distinct side-order of nostalgia.
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

9. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 9
YOUTHFUL TRUTHS
Using infantile messaging to tell hard truths
People may say they want the truth, but that’s not always the case – especially when the truth is
hard to swallow. Whether up close or far from home, certain realities can be difficult to internalise
or understand.
A number of winners at the 2016 Cannes Lions spoon-fed information regarding subjects like
illiteracy and immigration, softening the discomfort surrounding these issues via cartoonish
aesthetics and narratives that read like fairy tales.
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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Regardless of how true it is, 67% of people will believe
information that supports their current world view
over an opposing idea
(Source: University of Illinois, 2009)
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

11. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 11
THE ALPHABET OF ILLITERACY
A lack of understanding can often stem from a lack of education. To help familiarise people with
examples of global suffering, Project Literacy used the alphabet in a nursery rhyme format to
broaden understanding of illiteracy, alongside other global issues like infant mortality and AIDS.
The initiative’s petition for the UN to prioritise illiteracy has since gained 757 million signatures.
Project Literacy
FCB Inferno

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SHOPLIFTERS
In an effort to encourage the legal pursuit of freebies through its rewards app, Harvey Nichols
showed CCTV footage of shoplifters awarding themselves a five finger discount, before being
pursued by security. By presenting theft through a childlike lens, it was able to reposition the
footage as an entertaining narrative, driving 13,000 app downloads in the process.
Harvey Nichols
adam&eveDDB London

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UNFAIRY TALES
For those who haven’t had to flee war-torn countries, it can be a difficult scenario to empathise
with. Unfairy Tales recounts the conditions in Syria as seen by child refugees in a fairy tale-style
format. The message? Not all stories are meant for kids, but that doesn’t mean they won’t have
to experience them. The campaign raised awareness among over half a billion people globally.
UNICEF
180 L.A.

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HOW NEW SUPERHEROES ARE FIGHTING OPPRESSION
Comic book superheroes are becoming a medium through which to discuss sensitive social
issues – especially when it comes to racial under-representation. From Kamala Khan to the
Burka Avenger, leading the charge is an army of powerful Muslim women who are prepared to
kick some ass.
UK INSURERS ARE ADOPTING CUDDLY SPOKESPEOPLE
No one likes thinking about money matters. But at least when you take out insurance in the UK,
you can get a toy dog or an aristocratic Russian meerkat thrown in. Able to reel off company
catchphrases when squeezed or pulled, these cuddly characters are becoming the
spokesanimals of UK insurers.
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14
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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EMPATHY GAMES
Using technology to encourage empathy
Studies show that our ability to empathise has greatly diminished over the last 30 years. And
technology has been cited as a key factor behind this downward turn; between smartphones and
social media, we’re all too busy thinking about ourselves.
Yet while it might be part of the problem, brands are increasingly using technology as a means of
encouraging empathy. For fun and philanthropy alike, tech is being used to literally see the world
through somebody else’s eyes.
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

16. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 16
College kids' empathy has dropped by 40%
since the '80s, with the sharpest drop coming after
the year 2000
(University of Michigan, 2010)
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

17. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 17
THE EMOTIONAL TRAILER
The Melbourne Film Festival promoted itself through the creation of an ‘Emotion Simulator’,
which allowed participants to experience the emotional journeys of particular films without
actually seeing them. By focusing on the universal nature of human emotion, and how it
transcends language, it reminded participants of the commonality between all people.
Melbourne Film Festival
McCann Melbourne

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THE DISPLACED
VR has provided organisations the chance to help the Western world understand the turmoil
people undergo during a crisis. The New York Times’ use of the tech in covering the refugee crisis
facilitated a greater ‘connectedness’ to the situation, allowing users to experience it first-hand.
The NYT VR app has now been downloaded more than any other app in the publication’s history.
The New York Times
The New York Times

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SEARCH RACISM, FIND TRUTH
Freedom of speech in the internet age has allowed an abundance of intolerant hate-spreading
content. But Flüchtlinge Willkommen fought this by placing ‘unskippable’ adverts in front of
hateful videos on YouTube – forcing discussion by having refugees rebut the racist claims of the
proceeding video.
Flüchtlinge Willkommen
FCB

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HOW CAN TECHNOLOGY ENCOURAGE EMPATHY?
Studies show that our ability to empathise has greatly diminished over the last 30 years. It’s due
in part to the uptake of smartphones and social media; we’re all too busy thinking about
ourselves. But while it might be part of the problem, could technology also be used to make us
more empathetic?
GAME OFFERS INSIGHT INTO LIFE IN A BRAZILIAN TRIBE
In Brazil, there's considerable negative stigma attached to the country's indigenous tribes. In an
attempt to rectify this, the Kaxinawá tribe collaborated with game developers to create Huni Kui,
a game that offers players the opportunity to immerse themselves in tribal life and understand
the ways in which they live.
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Empathy Games
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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CENSORING CENSORSHIP
Encouraging people to speak their minds
In a digital era of news feeds and comment threads, the ability to communicate with society at large
has been democratised. As a result, freedom of speech is more important than ever before – and
people are exercising their right to be heard.
But certain spaces are still censored. At the 2016 Cannes Lions, a number of winners took control
of the mic by encouraging people to speak their minds, enabling them to circumvent existing
policies to change attitudes, behaviours and perceptions for the better.
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

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47% of Americans identify freedom of speech as the
most important freedom that citizens enjoy
(First Amendment Center, 2013)
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

23. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 23
Swedish Tourist Association
Ingo
THE SWEDISH NUMBER
In 1766, Sweden became the first country to legally abolish censorship. In keeping with its national
identity – and to help foreigners understand its culture – the Swedish Tourist Association gave the
country its own phone number, allowing people around the world to chat with a random Swede,
with no topic off limits. It received 183,391 calls from 186 countries in 79 days.

24. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 24
MACMA
David Buenos Aires
MAN BOOBS FOR BOOBS
Women’s nipples are banned on most social networks, even when encouraging them to check for
lumps. To overcome this, cancer charity MACMA played censorship at its own game, using man
boobs to illustrate how women could check themselves. Not only was a debate sparked around
sexist censorship policies online, but the ad received 48 million views within a week.

25. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 25
HP
AlmapBBDO São Paulo
MAGIC WORDS
Everybody has a story to tell, but in Brazil – where 13 million people are illiterate – many of them
are never captured. HP used its products to create a book featuring these people’s experiences,
transcribing their stories in real-time and giving them a voice. The limited run of Magic Words
books sold out, and over six million people claimed to have been impacted by the initiative.

26. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 26
WOMEN FIGHT FOR THE RIGHT TO ‘MUMBOD’
The dadbod was 2015’s most affectionate meme. It saw middle-aged male bodies – love
handles, bellies and general squishiness – celebrated as endearing and sexy. But it raised
questions about the dadbod’s counterpart. Whither the mumbod? And why isn’t she enjoying
the same treatment?
AMERICAN APPAREL: BRINGING BACK THE BUSH
To boost sales for Valentine's Day 2014, American Apparel’s branch in SoHo, New York adorned
its mannequins with faux pubic hair – the message being that no woman should feel shame
about going au naturel. But is it really a stand against contemporary beauty ideals, or simply a
provocative PR stunt?
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Censoring Censorship
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27. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 27
SUBVERTED STEREOTYPES
Presenting today’s values through yesterday’s typecasts
Often limited by their length, TV adverts can struggle to build complex, multi-faceted characters.
Instead, they’re often required to revert to stereotypes, drawing upon common knowledge to make
the individuals on-screen more instantly relatable.
But modern beliefs have outgrown traditional representations. And in light of this, businesses are
subverting stereotypes – reconciling the cultural banks of association with the progressive values of
contemporary consumers.
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

28. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 28
48% of adverts featuring women place
them in family roles
(Royal Holloway University of London, 2010)
New Heritage | Youthful Truths | Empathy Games | Censoring Censorship | Subverted Stereotypes

29. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 29
Shiseido
Shiseido
HIGH SCHOOL GIRL?
The cosmetics industry has come under increasing scrutiny over its portrayal of unattainable
levels of beauty. But by presenting this within the progressive context of gender fluidity,
Japanese brand Shiseido was able to sidestep criticism and show its support for minorities –
amassing more than ten million views on YouTube in the process.

30. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 30
Old Spice
W&K Portland
SMELLCOME TO MANHOOD
Stereotypical male fragrance ads that present products as instant babe magnets have been largely
derided as misogynistic. But while Old Spice sends a similar message – claiming its deodorant will
‘turn a boy into a man’ – it adds an element of absurdity by narrating its story with the
exaggeration of an overbearing mother.

31. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 31
DB Breweries
Lola Lowe & Partners
BREWTROLEUM
By creating a biofuel made from leftover yeast, DB Breweries enabled men to ‘drink beer and save
the world’. The ad contrasts the industry’s typical representations of laddishness with a disparate
behaviour – environmental concern. The campaign saw sales of its beer increase by 10%, and
helped make DB Export New Zealand’s fastest growing beer brand.

32. The Canvas8 Library is a resource of more than 16,500 articles that analyse and explain global consumer behaviour, available exclusively to members at www.canvas8.com 32
DOES MEN'S FASHION HAVE A DIVERSITY PROBLEM?
From France’s law against ‘unhealthy-looking’ catwalk models to activist hashtags such as
#droptheplus, 2015 saw radical changes in how women’s clothing was sold. So far, so good – for
women at least. But what about men? How do blokes who don’t look like David Beckham or
Cristiano Ronaldo want to shop?
CILLIT BANG – THE MECHANIC: CLEANING MADE MAN-FRIENDLY
Cillit Bang’s Flashdance-inspired advert reconfigured the ‘rugged mechanic’ with a modern take
on masculinity, incorporating flamboyant dancing and cleaning. This vision of manliness has so
far garnered over eight million views on YouTube. But can it really get blokes more excited about
scrubbing their bathrooms and kitchens?
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Subverted Stereotypes
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SCORE! THE SCIENCE OF WINNING
We all feel a desire to win, whether that’s for self-
validation or a gold medal. But a focus on ‘the win’
oversimplifies the real reasons we enter contests.
Canvas8 sat down with Dr. Francesco Duina, author of
Winning: Reflections on an American Obsession, to
understand our competitive nature.
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CONTACT
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Head of New Business
james@canvas8.com
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nick@canvas8.com
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LIFE IS ELECTRIC: BATTERIES WITH A BACKSTORY
At the 2016 Cannes Lions festival, Dentsu Tokyo picked
up the Design Grand Prix for its ‘Life is Electric’ campaign
for Panasonic, which aimed to show people the ubiquity
of electricity in everyday life. But what role did hamsters,
fruit, cyclists, cheerleaders and waterfalls play in bringing
batteries to life?
THE SWEDISH NUMBER: CHAT WITH RANDOM SWEDES
“Hello? Sweden here.” The Sweden Number, created by
Ingo Stockholm, allowed foreigners to chat with a
random Swede about any subject. Its authentic
representation of the nation’s diverse voices saw it pick
up the 2016 Direct Lions Grand Prix, showcasing the
power of the local touch in tourism.
MOOBS FOR BOOBS: FREEING THE NIPPLE FOR CANCER
When cancer charity MACMA found that 67% of women
don’t check their breasts, it aimed to create a viral ‘how-
to’ guide. But as Facebook and Instagram remove images
of women’s nipples, how could it show a self-exam if it
couldn’t even show a pair of boobs? It found a loophole –
use 'moobs' instead.
Contact