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.
1. CANNES LIONS 2016
9 INSPIRING TRENDS SPOTTED
AMONG THIS YEAR WINNERS
Photo: Cannes Lions 2016 FB page
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. PAPER GLASSES
GOLD LION: PR
SAVE THE CHILDREN AND SANTILLANA
GREY MÈXICO
Case study video: https://www.youtube.com/watch?v=O2VdX1V5i0U
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. 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. 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. 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. VAN GOGH BNB
GOLD LION: PR
ART INSTITUTE OF CHICAGO
LEO BURNETT CHICAGO
Case study video: https://www.youtube.com/watch?v=D6pkK5hIlwE
11. THE NEXT REMBRANDT
GRAND PRIX: CYBER
ING
J. WALTER THOMPSON AMSTERDAM
Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
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. ART WITH WATSON
GOLD LION: DESIGN
IBM
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=Hlh2zecIjHM
22. WILSON X CONNECTED BASKETBALL
INNOVATION LION: SHORTLIST
WILSON SPORTING GOODS
PHENOMENON
Case study video: https://www.youtube.com/watch?v=jI0dFY1DpDw
23. THE NEXT REMBRANDT
GRAND PRIX: CYBER
ING
J. WALTER THOMPSON AMSTERDAM
Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
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
26. THE SOUND SHIRT
INNOVATION LION: SHORTLIST
JUNGE SYMPHONIKER HAMBURG
JUNG von MATT
Case study video: https://vimeo.com/166623466
27. SAMSUNG BLIND CAP
MOBILE LION: GOLD
SAMSUNG ESPAÑA
CHEIL SPAIN
Case study video: https://www.youtube.com/watch?v=8caXvQpWFeo
28. BRAINBAND
PROMO & ACTIVATION LION: GOLD
SAMSUNG AUSTRALIA
LEO BURNETT SYDNEY
Case study video: https://www.youtube.com/watch?v=gUA72ag7O6E
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. HERE ACTIVE LISTENING™: CHANGE THE WAY WE HEAR THE WORLD
PRODUCT DESIGN LION
DOPPLER LABS
Więcej: https://hereplus.me/
31. NETFLIX SOCKS
INNOVATION LION: SHORTLIST
NETFLIX
DEEPLOCAL
Case study video: https://www.youtube.com/watch?v=Fi6RLrJrjLQ
32. SUN HATS
INNOVATION LION: SHORTLIST
EPM EMPRESAS PÚBLICAS DE MEDELLÍN
DDB COLOMBIA
Case study video: https://www.youtube.com/watch?v=0ZORWOu554Q
43. HERE ACTIVE LISTENING™: CHANGE THE WAY WE HEAR THE WORLD
PRODUCT DESIGN LION
DOPPLER LABS
Więcej: https://hereplus.me/
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
46. THE ORGANIC EFFECT
PR LION: GOLD
COOP
FORSMAN & BODENFORS
Case study video: https://www.youtube.com/watch?v=oB6fUqmyKC8
47. MUSEUM OF FEELINGS
ENTERAINMENT LIONS: GOLD
SC JOHNSON
OGILVY & MATHER
Case study video: https://www.youtube.com/watch?v=DTxD4TVbHMM
48. #OPTOUTSIDE
PROMO & ACTIVATION LION: GRAND PRIX
REI
VENABLES BELL & PARTNERS
Case study video: https://www.youtube.com/watch?v=FOVaEawGNMM
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
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. VAN GOGH BNB
GOLD LION: PR
ART INSTITUTE OF CHICAGO
LEO BURNETT CHICAGO
Case study video: https://www.youtube.com/watch?v=D6pkK5hIlwE
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
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. PURITY TEST
PR LION: GOLD
VALVIS HOLDING
COHNANDJANSEN J. WALTER THOMPSON
Case study video: https://www.youtube.com/watch?v=WDixRY--nr0
57. PEDAL PURE
INNOVATION LION: SHORTLIST
WATERAID
GREY BANGLADESH
Case study video: https://www.youtube.com/watch?v=noEOndy1h8E
58. EDIBLE SIX PACK RINGS
PR LION: GOLD
SALTWATER BREWERY
WE BELIEVERS
Case study video: https://www.youtube.com/watch?v=-YG9gUJMGyw
60. LIFE IS ELECTRIC
DESIGN LION: GRAND PRIX
PANASONIC
DENTSU INC
Case study video: https://www.youtube.com/watch?v=kbkS5TcR4Kc
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. MISSION TO THE MOON
INNOVATION LION: SHORTLIST
AUDI
THJNK
More: http://microsites.audi.com/mission-to-the-moon/
63. STARDUST FOR BOWIE
GOLD LION: PR
STUDIO BRUSSEL
DDB BRUSSELS
More: http://stardustforbowie.be/
64. THE FIELD TRIP TO MARS
GOLD LION: CYBER
LOCKHEED MARTIN
McCANN NEW YORK
Case study video: https://vimeo.com/172567984
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. THE TRAIN BRAIN PROJECT
INNOVATION LION: SHORTLIST
STOCKHOLMSTÅG
KÄRNHUSET
Case study video: https://vimeo.com/153535080
67. GOOGLE DEEPMIND ALPHAGO
GRAND PRIX: INNOVATION
GOOGLE DEEPMIND
GOOGLE DEEPMIND
Case study video: https://www.youtube.com/watch?v=PQCrX1sQSzY
69. THE NEXT REMBRANDT
GRAND PRIX: CYBER
ING
J. WALTER THOMPSON AMSTERDAM
Case study video: https://www.youtube.com/watch?v=IuygOYZ1Ngo
70. e: natalia@hatalska.com
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