This was the 61st year for the Cannes Lions International Festival of Creativity. This week-long event was aptly named with creativity being at the center of the conversation. It historically has been a showcase of global advertising creativity, but in recent years has expanded to all things communications, innovation and ideas with a distinct layer of technology. Discover the top industry trends at Cannes 2014 • True Integration of Technology, Design with Storytelling • Social Responsibility and Corporate Citizenship • Merging of Different Marketing Disciplines • Big • Data-Magination As well as some examples of the award-winning work showcased at the event. Check #MSLCannes for insights from our thought leaders on Cannes 2014. You can share your feedback with our experts Victoria Biggs (@biggsyv) & David Weinstock (@weinstock) or reach out to us on twitter @msl_group. Read our blog - Lessons from Cannes msl.gp/6016YsNg

1. thiS is whOlesomE
This entry for Mondelez’s ‘This is Wholesome’
campaign for Honey Maid breakfast snacks
focused on contemporizing what family means,
and managing the furor from some sectors of
middle America which the campaign creators
capitalized upon.
Big
Big themes, big emotions,
and great, authentic stories
dominated.
Data-Magination
Data proved to be a clear
partner of creativity with
increased opportunities and
effectiveness.
Content Spread Across
Multiple Screens
Platforms and
Technologies
...showed effectiveness.
Trendstalking:
Creativity at
Cannes Lions 2014
Merging of the Different
Marketing Disciplines
...was apparent as many of
the award-winning
promotional, digital,
integrated, PR and even ad
campaigns were entered into
multiple categories.
True Integration of
Technology, Design
with Storytelling
...in ways that achieved
great work.
chIpotlE meXican grilL “scArecrOw”
The winner of the most prestigious PR category
–the PR Grand Prix award – was for the Chipotle
Mexican Grill ‘Scarecrow’ campaign. It’s worth
noting that the campaign launched on
YouTube with no paid media for the first four
weeks, then followed a placement in a national
newspaper and a social / PR drive as well as an
interactive game and a mobile coupon to drive
consumers to Chipotle restaurants. Not only
did this campaign win in PR, it also won Grand
Prix in Cyber and Branded Content categories.
Victoria Biggs
Managing Director, Consumer Group
London, MSLGROUP
David Weinstock
Executive Creative Director
New York, MSLGROUP
This week-long event was aptly named with creativity being at
the center of the conversation. It historically has been a showcase of
global advertising creativity, but in recent years has expanded
to all things communications, innovation and ideas
with a distinct layer of technology.
This was the 61st
year
for the Cannes Lions International Festival of Creativity.
Social Responsibility
and Corporate
Citizenship
...was organically infused
into the story as brands
took the “authentic
highroad.”
Top Industry Trends at Cannes 2014:
dad’S prEgnanT toO
Huggies needed to regain the leadership in the
newborn segment and increase their sales. The
brand worked to integrate fathers into a market
that always had been targeted to mothers. The
idea was born from a very under-appreciated
observation: only moms can feel the baby in their
bellies. Why not compensate fathers and replicate
the baby’s movements and kicks in the dad’s
belly?
swEetie, terrE deS hoMmes
This entrant by an agency in the Netherlands for
the Children’s International Organization
showcased technology and creativity with the
creation of a little girl used to lure sex predators
to their capture, highlighting the trade in child
webcams.
balD caRtoonS
Many kids said that one of the hardest parts of
battling cancer is the stares and whispers in the
playground, as other kids react to their bald
heads. The idea was to challenge people’s
perceptions. Baldness wasn’t something to be
stared at. Baldness was just another part of life for
normal kids who happened to be fighting for their
lives.
riCe-codE
A small village in northeast Japan – Inakadate,
famous for rice - was struggling with an aging
and declining population and a drop in rice sales.
To save the village, huge art pictures were
created in the rice fields by planting different
colors of rice. A new technology called
“rice-code” was developed to let visitors scan the
rice art with their phones like a QR code and
purchase the rice. “Rice-code” transformed the
scene into a brand-new selling place that people
naturally wanted to photograph.
handS on seArch
Yahoo! Japan was awarded a Silver PR Cannes
Lion for ‘hands on’ search which saw the creation
of a vending machine-like pod that recognized
verbal search and, with the aid of a 3D printer,
transformed 100,000 words into tangible objects
that visually impaired children could feel, helping
them re-imagine the world.
hoNda “sounD of hoNda — ayRton
sennA 1989”
Honda took an unusual approach to storytelling
in this Titanium Grand Prix-awarded campaign. It
used 1989 data pulled from Honda’s Internavi
telemetry navigation system during one of F1
driver Ayrton Senna’s record-breaking laps to
recreate his drive in a dazzling light and
sound-filled installation and online experience.
It’s an example of amazing use of technology to
bring to life a story from the past.
alviO qol reSpiraTory apP
Children with asthma, and their parents, benefited
if the kids would do more breathing exercises.
But, existing devices were scary or boring, or both.
This program seized an opportunity to create a
breathing trainer that acted like a game controller.
Alvio tracked kids’ progress while they played. And
because it was fun, kids kept playing while they
got healthier.
niveA suN kidS
The main goal of this mobile category grand
prix winner was to win new consumers for
NIVEA SUN KIDS. The message reinforced the
product’s main attribute: protection. “Nivea
Protects” is an app made for an ad. But
different from any app already made for an ad,
this app was actually an extension of it. All that
was needed was downloading the app on App
Store or Google Play, pairing the bracelet,
identifying the child and choosing the distance
they could go. If distance was exceeded, an
alert was sent by the app. With radar, it was
possible to see if parents were getting nearer or
further from the children.
reMote coNtrol toUrist
For this Cyber Lion Bronze Award winner, a custom platform was
architected allowing people worldwide to watch and control remote
control tourists through requests on a website, Twitter and Facebook.
Aside from the real-time HD video stream, viewers also followed along
on an interactive Google Map. The Tourism Victoria interactive web
campaign allowed visitors to Melbourne to uncover hidden gems for
themselves through their eyes and the eyes of four real tourists.
Best Creative Picks Compendium: