8 trends of Creativity at #CannesLions 2016

#HUBLIONS

Trends
from
the
Cannes
Lions
2016,

The
International
Festival
of
Creativity

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HUB
Report
Cannes
Lions
2016
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CANNES
LIONS
2016
The
world’s
most
famous
event
dedicated
to
Creativity
and
Innovation
Created
in
1954
as
the
International

Advertising
Film
Festival
in
Italy,
the
festival

changed
its
name
with
the
print
apparition

and
was
renamed
the
International
Film

Festival.
Then,
the
number
of
categories

rapidly
increased
and
the
festival
finally
took

the
name
“Cannes
Lions
International
Festival

of
Creativity”.
Cannes
Lions
defines
the
future

trends
by
rewarding
innovation
and
creativity

In
this
trendreport,
the
experts
of
the
Hub

Institute,
a
digital
think
tank
based
in
Paris,

have
selected
the
most
creative
and
innovative

trends
and
ads
from
this
amazing
event.

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CANNES
LIONS
2016
Ads
were
submitted
through
24
categories

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CANNES
LIONS
2016
3
new
categories
have
been
added
this
year

DIGITAL
CRAFT
LIONS 
Digital
Technologies
are
popular
and

also
known
to
be
an
efficient
way
to

collect
consumer
data.
Behaviors

towards
the
role
of
digital
design
and

user
experience
have
changed,

people
are
more
and
more
interested

in
those
subjects.

From
desktop
to
mobile,
virtual

reality
and
beyond;
digital
design

have
never
been
as
useful
to
meet

user
need.
To
wonder
how
a
digital

product
performs
and
functions
is

became
as
important
as
how
it
looks

like.
Digital
Craft
Lions
is
a
new
award

for
2016.
It
will
celebrate
the
design

abilities
required
in
digital
creativity
THE
ENTERTAINMENT

LIONS
FOR
MUSIC 
The
Entertainment
Lions
for
Music

is
a
new
award
dedicated
to
the

creative
production,
promotion

and
distribution
of
content
based

on
music.
It
is
campaigned
for
the

industry
and
designed
by
it.

The
Entertainment
Lions
for
Music

was
a
part
of
the
former
Branded

Content
Lions
before
becoming

independent.

THE
ENTERTAINMENT

LIONS 
The
Entertainment
Lions
have

evolved
from
the
Branded
Content

&
Entertainment

before
replace
it.

They
re-‐examine
what
it
takes
to

turn
consumers
into
fans
and

content
into
culture.

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CANNES
LIONS
2016
An
event
with
a
growing
popularity
13,000

This
year
total
attendees
43,000

total
award
submissions

A
record
number

18
out
of
the
24
awards
categories
have
been

marked
by
an
increasing
number
of

submissions.
The
Product
Design
category
is
the

most
popular
one
with
a
92%
up
to
last
year

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Razorfish
&
Contagious
tried
to
crack
the
code
of
creativity
How
much
do
we
really
know
about
creativity
«
We
turned
to
data
science
to
see
if
we

could
spot
patterns
and,
ultimately,

truth
and
meaning
in
some
of
the
best

creative
work
ever
produced.
So
we

unleashed
an
algorithmic
army
on
the

Cannes
Archive
database,
allowing
us
to

analyse
over
400,000
submissions
from

40,000
agencies
in
123
countries
over

the
last
fifteen
years.
Razorfish
and

Contagious
then
worked
together
to

interpret
the
data
and
draw
out
what

we
considered
to
be
not
just
some
of
the

most
illuminating
insights,
but
also

some
of
the
most
actionable.»

Will
Samson,
Director,
Contagious

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Razorfish
&
Contagious
tried
to
crack
the
code
of
creativity
Cannes
Lions,
a
lot
of
attendees,
very
few
winners

"96%

of
the
candidates

leaved
with
empty-‐
handed
"

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Razorfish
&
Contagious
tried
to
crack
the
code
of
creativity
You
don’t
have
to
be
rich…
to
be
creative

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Razorfish
&
Contagious
tried
to
crack
the
code
of
creativity
The
5
creative
principles
according
to
data
science

1.
No
more
excuses,
great
creativity
is

within
all
of
us.
High
media
spending
is

not
equal
to
successful
campaign.

2.
Invest
in
relationships,
creativity
may

not
cost
money
but
it
does
require

time,
bravery
and
trust

3.
Kill
the
rock
star
culture,
agencies

aren’t
traditionally
prepared
to

relinquish
their
power

4.
Be
nice
to
everyone,modern
creativity

means
collaboration

5.
Face
the
facts
and
act

REPLAY

1
2
3
From
Advertisers

to
Inventors
The
Art
of

Storytelling
4
Surfing
on
humor
Engaging
with
 
Social
Media

6
When
Intelligence

meet
Creativity
5
Brands
involved
in

great
causes
7
8
CREATIVITY
TRENDS
IN
2016
8 A
proof
of
concept
>>
Discover
the
Cannes
Lions
Palmares
2016
Virtual
Reality
to

enhance
user
experience

From
advertisers
to

inventors1

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From
advertisers
to
inventors
Thinking
Design
|
Dentsu
|
Cannes
Lions
2016

REPLAY

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From
advertisers
to
inventors
Preventing
shark-‐related
incidents
via
a
connected
buoy
WAZE
CLEVER

BUOY
Clever
Buoy
is
a
shark
detection
service
that
uses
sonars
at
the
bottom
of

the
sea
to
detect
sharks
movement
and
relays
the
data
to
a
satellite
that

sends
it

to
an
app
-‐
from
Optus
Network
-‐
alerting
lifeguard
services

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From
advertisers
to
inventors
A
connected
swimming
cap
to
help
blind
swimmers
BLING
CAP

by

SAMSUNG
Cheil
Spain
and
Samsung
Electronics
have
created
a
new
swimming
cap
to
help
blind

Paralympic
swimmers.
The
disruptive
headpiece,
called
the
‘Blind
Cap’,
will
alert

competitors
when
they
have
to
flip
at
the
end
of
the
pool
and
start
an
other
length.

When
the
swimmer
has
to
flip,
the
coach
taps
a
prompt
on
his
smartphone
and
the

Bluetooth
enables
cap
vibration.
It
was
developed
by
he
Spanish
Paralympic
Committee.

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From
advertisers
to
inventors
The
future
of
sofas
MARTY
SOFA
by

HAVAS
18/35
MARTY
is
a
coach
equipped
with
fifteen
objects
connected
between
them
and
to
the
user
(Pico

projector
using
an
exclusive
technology
mixing
music
and
tactile
sensations,
developed
by
the

startup
Aurasens
that
uses
virtual
reality
headsets).
Marty
draws
a
new
communication
frontier
:
the

marketing
of
emotion
which
means
to
communicate
at
the
right
time
when
the
consumer's
mind
is

receptive
and
open
to
dialogue.

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From
advertisers
to
inventors
Helping
understand
and
prevent
concussion
in
sport
WAZE
SAMSUNG

BrainBAND
Samsung
Electronics
Australia
launches
a
prototype
of
BrainBAND.
A
connected

wristband
that
tracks
every
impacts
during
sport
and
helps
better
understand

the
impacts
on
the
brain.

With
the
data
collected,
BrainBAND
aims
to
reduce

concussions,
an
important
issue
in
the
most
popular
sports
(football,
rugby)

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From
advertisers
to
inventors
Wilson’s
smart
basketball
tracks
how
good
(or
bad)
your
skills
are
WAZE
WILSON
X
Wilson
X
is
the
new
innovation
from
Wilson
:
A
connected
basketball
that

tracks
your
game’s
performance.
Sensors
relay
data
to
a
dedicated
app
and

summarizes
it
to
identify
how
to
improve
your
skills.
 
This
product
was
so
successful
when
it
came
out
that
it
was
sold
out
on

Amazon
and
in
the
stores

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From
advertisers
to
inventors
Straight
outta
anywhere
WAZE
WIRELESS

BEATS
BY

DRE
Dr.
Dre
wants
his
customers
to
experience
the
real
hip
hop
sound.
So
he

launched
the
wireless
“Straigh
outta
Compton”
Beats.
Listeners
have
never

heard
Dre’s
sound
that
perfectly.
Like
Parrot,
Beats
has
developed
a

wireless
headphone
to
listen
to
good
sound
straight
outta
anywhere!

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From
advertisers
to
inventors
The
Safety
Truck
WAZE
SAFETY

TRUCKS
Overtaking
a
truck
in
a
single
road
can
be
very
dangerous
because
drivers

cannot
see
what
is
ahead.
Samsung
wanted
to
reduce
the
risks
with
a

Safety
Truck.
A
giant
screen
in
back
of
the
truck
broadcasts
in
real
time
the

road
ahead
for
the
driver
behind
it.
A
really
smart
brand
utility
campaign.

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From
advertisers
to
inventors
A
billboard
broadcasts
a
message
and
kills
mosquitoes
at
the
same
time
WAZE
MOSQUITO

KILLER
To

rise
awareness
about
Zika
virus,
the
agency
Posterscope
and
NBS
created

the
Mosquito
killer
billboard
that
attracts
and
kills
mosquitoes
while

broadcasting
an
awareness
message.
Results
:
Over
100
mosquitoes
are
killed

per
billboard
and
per
day,
4
countries
have
shown
interest
in
implementing
the

project.

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From
advertisers
to
inventors
A
talking-‐GPS,
using
a
child
voice
WAZE
SLOW
DOWN
 
GPS
If
Insurance
has
introduced
its“Slow
Down
GPS”.
In
order
to
reduce
speed

around
school
zones,
If
Insurance
has
launched
a
GPS
that
automatically
switch

into
a
child
voice
when
cars
are
driving
near
these
locations. 
This
device
uses
the
feelings
to
sensitize
drivers,
is
like
their
own
child
is
talking

to
them
!

The
Art
of
Storytelling2

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The
Art
of
Storytelling
The
tension
between
authenticity,
sincerity,
honesty
and
brand
messaging
REPLAY

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The
Art
of
Storytelling
When
a
fiction
candidate
became
more
popular
than
real
ones
WAZE
FU

2016
The
Netflix
successful
series
“House
Of
Cards”
has
decided
to
run
the
Franck

Underwood
campaign
for
US
presidency.
A
website
and
social
media
pages

have
been
put
up
for
this
campaign.
According
to
a
recent
pool,
Franck

Underwood
is
more
popular
than
all
the
other
candidates
put
together.

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The
Art
of
Storytelling
Before
I
hit
the
dancefloor
I
hit
the
bar
WAZE
SOUTHERN

COMFORT
Southern
Comfort,
a
whiskey
brand,
has
released
a
video
clip
“Shottasocco”
to

promote
its
liquor.
Tailored
for
nightclubs,
with
a
hilarious
and
psychedelic

video
clip,
the
product
is
slightly
promoted
at
the
end
of
the
clip,
showing
that

Southern
Comfort
really
wanted
to
create
a
storytelling
that
is
worth
viewing

for
its
community.

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The
Art
of
Storytelling
The
history
of
Honda
made
by
Paper
WAZE
HONDA

“PAPER”
Honda
has
created
a
remarkable
work
mixing
visual
and
sound
to
tell
its

history.
A
2
minute-‐spot
of
an
intricate
paper-‐flipping
journey
where
we

can
watch
the
evolution
of
Honda
cars.
More
than
5
millions
views
on

YouTube,
proving
corporate
communications
still
works.

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The
Art
of
Storytelling
Love
freebies?
Get
them
legally
WAZE
REWARDS

HARVEY

NICHOLS
Harvey
Nichols,
a
fashion
store
chain,
has
promoted
its
new
application

“Rewards”
by
making
fun
of
thieves
who
have
been
caught
on
its
stores’

CCTV.
This
is
the
first
CCTV
footage
made
into
an
ad
and
it
turns
Harvey

Nichols’
speech
into
a
humorous
and
real
ad

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The
Art
of
Storytelling
The
«
Pixar
»
way
to
inspire
people
JUSTINO
Leo
Burnett’s
Madrid
office
crafted,
for
Christmas
Lottery,
a
spot
of
Pixar
productions.

This
year
national
event,
where
every
association,
business
or
family
can
attend,
was

the
occasion
for
Leo
Burnett
to
share
a
nice
Christmas
story
superbly
orchestrated

visually
and
creatively
.
The
video
hit
more
thant
5
milllions
of
views.

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The
Art
of
Storytelling
Toyota
Mirai
is
actually
fuel
by
bullsh*t
WAZE
FUELED
BY

BULLSH*T
Tesla
Motors’
Elon
Musk
stated
that
hybrid
cars
were
fueled
by
bullshit

(compared
to
its
electric
cars).
And
in
the
case
of
Toyota's
latest
campaign,
sh*t

just
got
real.
To
announce
the
impending
unveiling
of
Toyota's
hydrogen
fuel

electric
car,
the
brand
collaborated
with
the
agency
Droga5
and
launched
a

multi-‐part
online
video
serie
called
"Fueled
by
Everything”.

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The
Art
of
Storytelling
A
documentary
showing
the
dangers
of
cybercrime
WAZE
THE
MOST

DANGEROUS
PLACE
IN

THE
INTERNET
Norton
Antivirus
explores
the
secret
world
hidden
deeply
in
underground

bunkers
and
spread
across
the
Web.
Uncover
the
threats
that
sneak
within

these
services,
such
as
botnets,
malware,
the
black
market,
and
learn
how
to

protect
people
in
“The
Most
Dangerous
Town
on
the
Internet”.
Up
to
1.5M

views
and
available
in
8
languages
this
documentary
made
a
buzz.

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The
Art
of
Storytelling
Turning
a
game
session
into
a
real
story
WAZE
TRUE
TALE
OF

CLASH
OF
CLAN
Video
game
and
celebrity
can
make
a
killer
combination.
The
successful
gaming

app
Clash
Of
Clan
has
released
a
short
movie
featuring
Christopher
Waltz
telling

a
bed
time
story
about
a
COC
battle.
A
beautiful
story
that
really
happened
in

COC
but
sublimed
by
Christophe
Waltz
skills,
just
for
the
pleasure
of
the
players.

Brands
involved
in
great

causes3

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Brands
involved
in
great
causes
Supporting
LGBT
with
rainbow
Doritos
WAZE
DORITOS

RAINBOW

#BOLDANDBETTER
Doritos
has
produced
a
rainbow
version
of
its
snack
food,
for
a
very
limited

series.
Within
24
hours,
every
bag
had
been
sold
and
180.000$
had
been

donated
for
the
association
It
Gets
Better
Project.
A
campaign
by
Goodby

Silverstein
&
Partners
that
has
generated
more
than
a
billion
media
impression

in
less
than
12
hours.

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Brands
involved
in
great
causes
Real
pies,
real
figures
and
a
launch
against
inequalities
WAZE
PAUL

SOUR
PIES
Paul
has
used
its
own
pies
as
chart
pies.
The
brand
wanted
to
illustrate
the
wealth

inequalities
between
men
and
women
according
to
the
World
Economic
Forum.
An

original
way
to
talk
about
these
numbers
than
a
serious
presentation.
A
campaign
by

McCann
agency
that
helped
raise
awareness
about
these
inequalities,
a
part
of
sales

has
been
donated
to
Filia
foundation.

©
HUB
Institute
All
rights
reservedHUB
REPORT38
Brands
involved
in
great
causes
Pollution
awareness
with
connected
pigeons
WAZE
PIGEON
AIR

PATROL
Is
connected-‐animals
the
next
step?
Plume
Labs,
a
digital
startup
based
in

London,
has
equipped
10
pigeons
with
connected
sensors
to
share
in
real
time

data
on
air
quality.
The
campaign
generated
more
than
2000
media
coverage

and
the
app
could
be
created
thanks
to
crowdfunding.

©
HUB
Institute
All
rights
reservedHUB
REPORT39
Brands
involved
in
great
causes
Asking
men
to
take
part
in
chores
WAZE
DADS
 
#SHARETHELOAD
73%
of
men
in
India
would
rather
relax
than
do
housework.
Ariel
has
launched
an

awareness
campaign
with
BBDO
Indo
to
shake
things
up
:
1
touching
movie,
creation
of

debates
in
Twitter
and
Facebook
and
viral
videos.
Results
:
2,7
million
views,
60%
upsell

and
more
importantly
:
more
than
1,5
million
men
committed
to
change
their
behavior.

©
HUB
Institute
All
rights
reservedHUB
REPORT40
Brands
involved
in
great
causes
Celebrating
women
and
all
genders’
equality
WAZE
MY
FIRST

WOMEN
DAY
On
Women’s
Day,
McCann
agency
and
L’Oréal
Brazil
have
released
a
documentary

about
Valentina
Sampaio,
gender
transitioning,
along
with
a
photo
of
her
new
ID.

Brazil
still
registers
many
trans
hate-‐related
homicides
and
this
campaign
has
gained

4,3
million
views
within
24
hours,
starting
a
country-‐wide
social
media
debate
about

accepting
differences.

©
HUB
Institute
All
rights
reservedHUB
REPORT41
Brands
involved
in
great
causes
Fight
preconceived
ideas
about
man
and
his
manhood
THE
EVERYMAN
MEAL
BY
KFC
The

Everyman

Meal
by
KFC
You
can
like
Barbra
Streisand
and
still
be
a
man.
You
can
drink
cocktails
and
still
be
a
man.
KFC
Man

Meals
are
not
just
for
burly
hammer-‐wielding
jocks,
it’s
for
every
man.
Many
men
who
enjoy

cocktails
are
afraid
to
admit
it,
for
fear
of
being
considering

unmanly.
KFC
is
the
great
equalizer.

Everyone
from
every
walk
of
life
can
be
found
in
a
KFC
store.
So
KFC
Man
Meals
would
like
to

challenge
social
norms
and
conventions,
as
well
as
show
you
that
every
man
can
enjoy
the

wonderful
taste
of
KFC
Man
Meals.

©
HUB
Institute
All
rights
reservedHUB
REPORT42
Brands
involved
in
great
causes
System
U
breaks
the
stereotypes
of
children’s
Christmas
presents
WAZE
#GENDER 
FREE 
CHRISTMAS
System
U
believes
that
being
a
major
retailer
in
France
today
means
being
a
social
stakeholder,
in

relation
with
the
French.
So
it
has
committed
to
break
down
gender
stereotypes
by
creating
a

Christmas
toy
catalogue
in
which
the
boy/girl
distinction
has
been
dropped
in
favor
of
a
universe

of
toys
for
all
children.
TBWA|Paris
was
tasked
to
create
a
world
for
kids
to
play
in,
they

demonstrate
in
a
video
that
toys
remain
toys,
no
matter
who
plays
with
them.
A
corporate

communication
to
convey
an
observation
on
how
kids
really
react.
Up
to
150K
views
on
Youtube

©
HUB
Institute
All
rights
reservedHUB
REPORT43
Brands
involved
in
great
causes
Preventing
bullying
with
an
Emoji
WAZE
I
AM
A

WITNESS
No
one
like
bullying.
If
a
witness
speaks
up
when
they
see
bullying,
60
percent
of
the

time
bullying
stops
within
10
seconds.
Tech
giants
came
together
to
launch
the
first

emoji
for
a
social
cause
:
to
stop
online
bullying.
How
does
it
work?
If
you
see
bullying

in
social
network,
use
this
emoji
to
say
it
is
not
ok,
then
use
the
emoji
stickers
to
show

some
love
for
the
person
initially
bullied.

©
HUB
Institute
All
rights
reservedHUB
REPORT44
Brands
involved
in
great
causes
Fighting
Aids
with
Emoji
WAZE
LIFEMOTICONS
LifeMoticons,
the
first
emoticons
that
are
both
fun
to
use
and
donate
to
the
LifeBall,

the
largest
AIDS
charity
event.
By
downloading
them,
T-‐Mobile
donates
99
cents
to

LifeBall.
People
then
spread
love,
difference
acceptance
and
contribute
to
a
cause
by

using
it.
With
this
campaign,
48%
of
the
population
has
been
reached
to
help
fight

Aids.

©
HUB
Institute
All
rights
reservedHUB
REPORT45
Brands
involved
in
great
causes
A
hashtag
to
save
lives
HASHTAG
FOR
LIFE

PERU
RED

CROSS
Peru
had
a
database
of
only
1
250
voluntary
blood
donors.
The
Peruvian
Red

Cross
asked
the
Peruvian
online
community
to
hashtag
their
blood
type.
The

data
was
collected
on
a
dedicated
platform,
enabling
to
directly
contact

potential
donors
in
case
of
emergency.
The
data
base
increased
by
1800%

©
HUB
Institute
All
rights
reservedHUB
REPORT
Brands
involved
in
great
causes
Dramatising
the
fall
of
the
blood
donations
by
removing
the
letters
A,
O,
B
NATIONAL

BLOOD
WEEK
by

NHS
Blood
&

Transplant
Facing
a
drop
of
40%
of
blood
donors
registrations,
they
decided
to
visualize
the

issue
to
draw
the
attention
by
making
the
letters
of
blood
types
disappear
from

society.
Publications,
brands
and
celebrities
created
an
impressive
call
to
action

by
joining
the
movement.
Results
:

+30
000
donors
registrations
in
10
days.

46

©
HUB
Institute
All
rights
reservedHUB
REPORT
Brands
involved
in
great
causes
Using
‘Man
Boobs’
to
avoid
social
media
censorship
MANBOOBS

by
MACMA
“Women’s
boobs,
particularly
their
nipples,
are
censored
on
certain
social

networks
even
when
showing
how
to
perform
breast
examinations
to
detect

early
breast
cancer,”
the
video
says.
Argentinian
breast
cancer
awareness
group

MACMA
has
been
making
waves
with
their
latest
campaign
video,

#ManBoobs4Boobs.
+
48MM
views
in
one
week,
+700K
shares
!
47

©
HUB
Institute
All
rights
reservedHUB
REPORT48
Brands
involved
in
great
causes
An
ultimate
proof
of
altruism

#OPTOUTSIDE

BY
REI
REI
took
the
decision
to
close
all
143
stores
on
Black
Friday
2015
and
pay
its
12

000
employees
"so
they
can
do
what
they
love
most—be
outside."
They
want

people
to
get
away
from
the
madness
and
enjoy
some
time
outside.
They’ve

gotten
free
publicity.
And
the
kicker
:
they’ll
probably
get
even
more
people
to

shop
with
them
on
other
days
of
the
year.

©
HUB
Institute
All
rights
reservedHUB
REPORT49
Brands
involved
in
great
causes
Computer
icons
turned
into
little
ads
for
Oxfam
WAZE
DONATION

ICON
What
if
each
time
we
see
a
computer
icon,
we
could
raise
money
for
charity?
This
is

the
Donation
Icon
project,
brands
use
computer
icons
as
media
for
their
ad
and
each

time
you
see
it
while
you
are
working,
you
donate
for
Oxfam,
a
non-‐profit

organization.
We
can
sign
up
to
install
it
on
PC
or
Mac
and
start
charity
while
we
work.

When
Intelligence
meet

Creativity4

©
HUB
Institute
All
rights
reservedHUB
REPORT51
When
Intelligence
meet
Creativity
How
technology
can
be
used
to
enhance
art
and
culture
?
(GRAND
PRIX)
http://www.ing.com/Newsroom/All-‐news/Rembrandt-‐goes-‐digital-‐.htm
THE
NEXT

REMBRANDT

BY
ING

After
almost
400
years,
a
new
portrait
‘by
Rembrandt’
was
unveiled
in

Amsterdam
this
year.
The
portrait
was
created
by
art
historians
and
technicians

using
data
and
facial
recognition
techniques
from
346
of
Rembrandt’s
paintings.

©
HUB
Institute
All
rights
reservedHUB
REPORT52
When
Intelligence
meet
Creativity
Inec
Positive
reputation
went
from
33%
to
59%
in
3
months
THE
LIVE
LOGO
OF
INEC
LIVE
LOGO

FOR
INEC
INEC,
the
official
organization
in
charge
of
statistics
&
data
in
Ecuador

provides
information
that
no
one
seemed
to
notice
or
to
care
about.
But

everything
changes
with
the
creation
of
a
new
live
logo
with
5
important

statics
about
the
wellbeing
of
the
country
updated
in
real-‐time.

©
HUB
Institute
All
rights
reservedHUB
REPORT53
When
Intelligence
meet
Creativity
The
biggest
ticket
sales
in
Melbourne
International
Film
Festival’s
65
years
history
THE
EMOTIONALE
TRAILER
BY
MIFF
THE
EMOTIONAL

TRAILER

FOR
MIFF
They
captured
the
emotional
DNA
of
each
film
by
monitoring
the
way
prominent
film
critics

responded
to
each
film
through
biometric
sensors
and
a
custom
app.
The
emotional
map
from
each

film
was
then
fed
into
facial
electrodes
in
the
MIFF
Emotion
Simulator,
allowing
participants
to
feel
6

key
human
emotions:
happiness,
fear,
sadness,
disgust,
surprise
or
anger.
The
emotional
map
was

condensed
into
1
minute,
and
the
filmed
experience
of
each
participant
was
then
turned
into
an

emotional
trailer
for
each
film.
$30,165,012
in
earned
media
value

©
HUB
Institute
All
rights
reservedHUB
REPORT54
When
Intelligence
meet
Creativity
A
fun
way
to
familiarize
with
facial
recognition
for
Alibaba
WAZE
WHO
ART

YOU
Alibaba,
the
Chinese
e-‐commerce
giant,
wanted
people
to
try
its
facial
recognition

app
which
will
be
used
for
mobile
payment.
People
could
take
a
selfie
and
send
it
to

the
app
so
it
matched
with
a
similar
face
of
3
300
classical
paintings.
 
It
became
the
most
popular
feature
on
Alipay,
the
project
received
10
millions
hits
in

the
first
months,
200+
media
coverage
and
widely
shared
on
WeChat
and
Weibo.

©
HUB
Institute
All
rights
reservedHUB
REPORT55
When
Intelligence
meet
Creativity
An
AI-‐created
film
WAZE
ECLIPSE

By
Saatchi
&
Saatchi
It
put
together
a
different
kind
of
"film
crew"
comprising
AI
programs
including
IBM’s

Watson,
Microsoft's
Ms_Rinna,
Affectiva
facial
recognition
software,
custom
neural
art

technology
and
EEG
data.
Together,
under
the
pseudonym
of
"Anni
Mathison,"
they

produced
the
film
"Eclipse"
(above),
a
striking,
ethereal
music
video
that
looked
like
a

combination
of
special
effects,
photography
and
live-‐action.
But
Saatchi
didn't
reveal
this
as

the
"artificially
intelligent"
entry
until
the
very
end.

©
HUB
Institute
All
rights
reservedHUB
REPORT56
When
Intelligence
meet
Creativity
Turning
Language
into
Data

RELATIVE
INSIGHT
START-‐UP

RELATIVE

INSIGHTS
Previously
designed
to
detect
online
criminals
with
their
way
of
talking,
Relative
Insight
is
a

startup
specialized
in
Social
Listening.
It
spots
groups
of
interests
that
have
their
own

language
and
reference
and
reports
it
to
the
company
that
seeks
this
target.
Then,
the

technology
helps
brands
to
adapt
their
language
to
talk
to
these
communities.
Moreover,

Relative
Insight
also
analyses
new
trends
of
language
so
brands
can
already
prepare
the
new

way
of
talking
to
consumers.

©
HUB
Institute
All
rights
reservedHUB
REPORT57
When
Intelligence
meet
Creativity
Software
as
an
inspiration
assistant
START-‐UP

INMOJI
Mrs
Cray
revolutionizes
creative
brainstorming.
Thanks
to
an
algorithm,
it
feeds
idea

formulation
during
brainstorming
and
helps
discover
new
images,
technologies,

emotions
for
a
creative
brief.
Mrs
Cray
comes
with
IA
and
uses
vocal
recognition
to

understand
straight
away
its
users’
need.
Mrs
Cray
evolves
and
learns
along

brainstormings,
suggesting
more
relevant
ideas
every
new
session.

Virtual
Reality
to
enhance

User
Experience5

©
HUB
Institute
All
rights
reservedHUB
REPORT59
Virtual
reality
to
enhance
user
experience
#VR
will
transform
Story,
Art
and
Memory

REPLAY

©
HUB
Institute
All
rights
reservedHUB
REPORT60
Virtual
reality
to
enhance
user
experience
Overcoming
your
fears
with
VR
WAZE
#BEFEARLE
SS
Samsung
Gear
VR
has
decided
to
make
its
technology
useful
to
help
people
with
an
app
that

make
them
live
their
phobia
in
order
to
overcome
them.
Two
scenarios:
the
fear
of
talking
in

public
and
the
fear
of
heights
with
different
levels
to
overcome
them
definitely.
With
the

campaign
#BeFearless,
several
people
have
tried
the
program
and
87%
of
them
reduced

their
fear
of
heights.
The
program
has
been
translated
in
4
different
language
to
spread
it

and
permit
the
use
at
home.

©
HUB
Institute
All
rights
reservedHUB
REPORT61
Virtual
reality
to
enhance
user
experience
Live
a
painting
of
Salvador
Dalí
through
virtual
reality
WAZE
DREAM
OF

DALI

To
promote
an
exhibit
at
The
Dalí
Museum
in
St.
Petersburg,
Florida,

Goodby
Silverstein
&
Partners
has
designed
a
VR
experience
of
a
Dali

painting.
A
beautiful
experience
available
on
Youtube
360°
,
already
almost

1
M
views.

©
HUB
Institute
All
rights
reservedHUB
REPORT62
Virtual
reality
to
enhance
user
experience
Explore
the
red
planet
in
a
yellow
school
bus
Lockheed
Martin

LOKHEED

MARTIN
In
a
unique
educational
campaign
from
Lockheed
Martin,
an
ordinary
bus

trip
turns
into
an
incredible
space
journey.
It
is
the
first
VR
group
experience

ever
and
the
first
one
that
do
not
need
goggles
or
headset.
With
a
very

precise
map
of
mars
when
the
bus
goes
right,
it
goes
right
in
Mars.

©
HUB
Institute
All
rights
reservedHUB
REPORT63
Virtual
reality
to
enhance
user
experience
The
potential
to
transform
an
entire
industry
NEW
YORK
TIMES
VR
NY
TIMES

+
VR
1.3
million
of
Google
Cardboard
distributed
and
over
500
000

downloads

of
the
NYT
VR
app,
the
NY
Times
has
successfully
launched
a
new
way
to

inform
with
VR
and
could
be
building
the
future
of
media.

©
HUB
Institute
All
rights
reservedHUB
REPORT64
Virtual
reality
to
enhance
user
experience
The
potential
to
transform
an
entire
industry
ITW

Engaging
with
Social
Media6

©
HUB
Institute
All
rights
reservedHUB
REPORT66
Engaging
with
Social
Media

Crash
the
Oscar
and
make
people
dream
WAZE
#LIVEIN 
THEMOVIE

By
AIRBNB
During
the
Oscar,
AirBNB
ask
its
community
to
tell
which
movie
they
want
to
live
in.
AirBNB

got
thousands
of
references
to
match
with
AirBNB
listings.
The
pure
player
generated
more

user-‐generated
social
conversations
than
any
other
brands
during
the
Oscars.
Moreover

without
any
expensive
television
purchase
and
most
of
all,
without
permission.
A
beautiful

mix
of
creativity
and
data,
managed
with
a
very
effective
CRM.
All
of
this
for
customer

experience.

©
HUB
Institute
All
rights
reservedHUB
REPORT67
Engaging
with
Social
Media

AIRBNB,
from
word-‐of-‐mouth
to
advertising
ITW

©
HUB
Institute
All
rights
reservedHUB
REPORT68
Engaging
with
Social
Media

Make
your
selfie
wider
WAZE
GIGA 
SELFIE
Australia
Tourism
wanted
to
show
how
beautiful
Australia’s
landscapes
are.
Unfortunately,
tourists
take
selfie

most
of
the
time
and
the
landscape
doesn’t
fit
in.
A
new
service
called
“Giga
Selfie”
allows
tourists
to
take

extremely
wide
selfie
in
specific
spots.
You
just
stand
in
a
point,
you
connect
your
phone
with
the
beacon
115

meters
away
and
then
it
takes
the
selfie
!
The
device
sends
it
to
your
smartphone
and
you
get
both
a
selfie

and
the
landscape.
 
Results
:
Share
+
11%,
Like
+
430%,
news
coverage
in
+
180
countries
and
Japanese
visitors
increased
by
118%

year
on
year.

©
HUB
Institute
All
rights
reservedHUB
REPORT69
Engaging
with
Social
Media

Let’s
grill
competitors
burger
WAZE
SNAPKING
Burger
King
wanted
burger
consumers
to
know
its
tradition
of
flame
grilled
burger.
"Snapking"

invited
Snapchat
users
to
draw
grill
marks
on
images
of
competitor
chains'
patties
and
send

them
to
the
BK
Argentina
account
(@BurgerKingArg).
Those
who
played
received
a
free
voucher

for
the
real
deal.
With
this
UGC
campaign,
consumers
themselves
literally
grilled
Burger
King

competitors
which
is
very
strong
for
the
brand
image.
The
campaign
succeded
to
reach
more

than
4,1
millions
fans
of
other
fast-‐food
restaurants.

©
HUB
Institute
All
rights
reservedHUB
REPORT70
Engaging
with
Social
Media

Turn
Instagram
posts
into
real
visits
WAZE
OPERA
SYDNEY

#COMEONIN
The
Opera
house
is
the
Australian
most
instagrammed
icon
but
only
1%
who
takes
a
photo

never
go
inside.
The
Sydney
Instagram
account
turned
photos
into
real
time
invitation

through
the
app
and
the
#comeonin. 
In
4
weeks,
over
5
million
saw
the
inside
of
Sydney
Opera.
They
experienced
music,
theatre,

animation
and
so
on.
126
instagrammers
were
invited
and
17
M
impression
generated.

©
HUB
Institute
All
rights
reservedHUB
REPORT
Engaging
with
Social
Media

The
first
leasing
that
is
paid
with
test
drive

SMART
The
social
media
based
campaign
started
with
an
online
teaser
film.
In
the

next
phase
smart
asked
its
fans
on
facebook
and
twitter
to
participate.

Soon
the
promotion
became
self-‐spreading
within
the
target
group
and
is

leading
to
numerous
test
drives
all
over
Germany
since
January
2016.
71

©
HUB
Institute
All
rights
reservedHUB
REPORT
Engaging
with
Social
Media

The
world's
first
teen
helpline
on
Snapchat
Rajshekar

Patil
Tean
relationship
abuses
is
common
in
India
and
90%
of
victims
don’t
talk
about
it.

Rajshekar
Patil,
a
Bengaluru-‐based
advertising
creative
had
the
idea
to
leverage
one
of

the
most
fasting
growing
chat
app
to
create
a
helpline.
Messages
are
deleted
in
10

seconds
giving
victims
a
private
space
to
seek
advice
72

©
HUB
Institute
All
rights
reservedHUB
REPORT73
Engaging
with
Social
Media

Making
brand
chat
more
immersive
and
engaging
INMOJI
Inmoji
is
a
technology
that
creates
more
interactive
emojis
between
customers
and

brands.
With
the
rise
of
company
chatbots,
messaging
has
become
a
new
playground
for

startups.
Inmoji
makes
emojis
interactive,
more
attractive
and
clickable.
Inmoji
can

improve
discovering
new
products,
getting
offers,
participating
in
loyalty
program
or

online
payment.
Eventually,
the
startup
aims
to
increase
the
consumer
engagement
in

chat.
Starbuck,
NBC
Universal
and
iTunes
already
use
Inmoji
for
their
CRM.

©
HUB
Institute
All
rights
reservedHUB
REPORT75
Surfing
on
humor
The
dating
app
for
bacon
lovers
WAZE
SIZZL
After
AlloCougar.com,
PrisonMatch.com,
MarmiteLove.com
and
SuggarDaddy.fr,
Oscar

Mayer,
the
bacon
producer
has
launched
a
specialized
Tinder
like
app
to
for
bacon

lover
to
match
their
soul
mate.
Another
way
to
find
love
with
promoting
bacon
in
a

very
funny
way.
This
campaign
has
gained
very
good
digital
press
coverage.

©
HUB
Institute
All
rights
reservedHUB
REPORT76
Surfing
on
humor
Promoting
the
worst
client
ever
WAZE
CAPTAIN 
RISKY
Budget
Direct,
a
low
coast
insurance
introduced
“Captain
Risky”,
typical

client
that
Budget
Direct
doesn’t
want
to
insure
to
keep
its
price
very
low.
A

humoristic
way
to
explain
the
promise
of
Budget
Direct
:
making
sure

customers
only
pay
for
their
own
cover.

©
HUB
Institute
All
rights
reservedHUB
REPORT77
Surfing
on
humor
Say
no
to
spotless
glass
with
low
budget
WAZE
SMUDGE

STICK
Windex,
a
glass
cleaner,
has
created
a
Tumblr
and
video
featuring
birds
who

protest
against
spotless
glass.
Indeed,
spotless
glass
is
very
dangerous
when

they
fly
and
they
decided
to
smudge
them
so
they
can
see
them
better.
An

original
and
humoristic
digital
media
campaign
that
increased
sales
up
to
11%

and
almost
2
million
views.

©
HUB
Institute
All
rights
reservedHUB
REPORT78
Surfing
on
humor
Meet
the
honorary
Real
Trix
Rabbit
WAZE
TRIX
Trix
changed
its
icon
for
a
real
rabbit.
More
than
7600
rabbits
applied
in
RealTrixRabbitt.

Cinnabun
was
the
chosen
one
!
To
introduce
him
to
consumers,
there
was
a
big
event
:
A

limousine
service
chauffeured
him
to
local
news
stations
before
he
hopped
up
the
red

carpet
at
a
Kroger
store
in
Houston
for
the
ceremony
to
unveil
his
commemorative
Trix
box.

An
Instagram
account
was
created
and
it
counts
almost
10K
followers.
A
way
to
make
its

brand
really
alive.

©
HUB
Institute
All
rights
reservedHUB
REPORT
Surfing
on
humor
Special
mention
for
the
originality
:
«
The
movie
you
will
never
see
»
THE
MOVIE
YOU

WILL
NEVER
SEE

for
COGNAC

LOUIS
XIII
Thierry
Frémaux,
the
general
delegate
of
Cannes
Film
Festival,
said“I
hope
that
our
descendants

will
consider
the
movie
100
Years
for
the
Palme
d’Or
at
Cannes
Film
Festival
in
2116.”Directed
by

Robert
Rodriguez
"100
Years",
the
movie
you
will
never
see,
was
inspired
by
the
century
of
careful

craftsmanship
and
patience
it
takes
to
create
each
decanter
of
LOUIS
XIII
Cognac.
One
thousand

guests
from
around
the
world
received
an
exclusive
invitation
to
give
to
their
descendants
to

attend
the
premiere
of
"100
Years
».
800
press
articles
+
2
millions
views
on
the
teaser
79

©
HUB
Institute
All
rights
reservedHUB
REPORT80
Surfing
on
humor
From
humor
to
sadism
WAZE
SURVIVAL

BILLBOARD
Xbox
is
celebrating
the
launch
of
Rise
of
the
Tomb
Raider
in
the
U.K.
by
punishing
eight
Lara

Croft
fans
with
a
sadistic
stunt—forcing
them
to
stand
on
a
billboard
in
London
for
24
hours

and
pelting
them
with
harsh
weather
conditions,
as
voted
for
by
the
public.
The
last
one

standing
wins
a
trip
inspired
by
Rise
of
the
Tomb
Raider.
Tomb
Raider
website
hosted
the

event
and
there
was
a
huge
social
media
engagement
with
the
#SurvivalBillboard
where

people
could
vote
and
react.

©
HUB
Institute
All
rights
reservedHUB
REPORT82
A
proof
of
concept
Call
a
random
Sweden
to
get
an
unfiltered
view
of
Swedish
Life
The
Swedish
Tourist
Association
launched
"The
Swedish
Number"
an
actual
phone
number
people
from
all
over
the
world
can
dial
to
speak
with
a
random
Swedish
person.
The
marketing
gimmick
is
meant
to
celebrate
the
250th
anniversary
of

the
country's
abolishment
of
censorship
and
to
educate
foreigners
about
the
Scandinavian
country
and
the
people
who
live
there.
So
far,
over
17,000
people
from
across
the
globe
have
called
the
hotline,
expecting
to
speak
to

Swedish
people
who,
without
any
training
or
instructions,
have
agreed
to
talk
to
strangers
about
their
homeland.

THE
SWEDISH
NUMBER

Sweden
just
became
the
first
country
in
the
world
with
its
very
own
telephone
number.
"The

Swedish
Number,"
which
you
can
call
at
+46
771
793
336,
connects
callers
from
around
the

world
with
random
Swedes
who
have
signed
up
to
be
de
facto
ambassadors—but
who've

received
no
training
whatsoever,
and
have
been
given
no
instructions
about
what
to
say

©
HUB
Institute
All
rights
reservedHUB
REPORT83
A
proof
of
concept
Revealing
revamped
product,
50
million
box
sold
later.
WAZE
IT
HAS

CHANGED 
BUT
IT
HASN’T
Last
April,
Kraft
Heinz
announced
it
would
remove
artificial
flavors,
preservatives
and

dyes
from
its
iconic
Blue
Box,
and
did
exactly
that
in
December.
The
new
recipe’s

taste,
texture
and
appearance
are
so
similar
that
virtually
no
one
noticed.
3
months

and
50
million
box
sold
later,
Kraft
Heinz
could
announce
it.
Discretion
is
the
best

buzz.

©
HUB
Institute
All
rights
reservedHUB
REPORT84
A
proof
of
concept
Introducing
Telepresence
robot
without
awareness
or
budget
WAZE
LUCY
THE

ROBOT
Double
Robotics
wanted
to
launch
into
the
Australian
market
with
its
Double
telepresence
robot.
The
device

allows
a
remote
user
to
control
the
robot
from
the
comfort
of
their
home
or
office,
and
to
interact
with
the

world
via
video
and
audio
devices.
It
decided
to
launch
it
in
the
queue
for
the
iPhone
6s
launch.
The
core
of

this
event
was
to
make
the
robot
looking
cool.
So
they
let
the
robot
buys
an
iPhone
6s
under
the
identity
of

Lucy
Kelly,
strong
and
innovative
women
who
didn’t
want
to
stand
in
the
queue
in
a
rainy
day. 
Results
:
4
000
stories
total,
$73
million
media
value,
$44
million
sales
opportunity.

©
HUB
Institute
All
rights
reservedHUB
REPORT85
Proof
of
concept
Experiencing
as
a
proof
:
authentic
grandma
meals
delivered
at
home
WAZE
SAUSAGE
NONNAS

X

UBER
A
Johnsonville
ad
campaign
:
The
sausage
productor
Sausage
Nonnas
has
made
a

partnership
with
UBER
in
order
to
deliver
home
made
sausage
throughout
the
city
of

Chicago.
3
“nonnas”
were
transported
in
tiny
house
to
convey
the
image
of

homemade
meals
and
delivered
their
specialities
like
a
food
truck
at
home.
A
website

created,
several
videos
and
good
press
coverage.

©
HUB
Institute
All
rights
reservedHUB
REPORT86
A
proof
of
concept
A
demonstration
of
Machine
Learning
power

AlphaGo,
a
computing
system
that
for
the
first
time
beat
the
best
human
player
at
Go,
an
ancient
game
that
is
much
more
complex
than
chess.
The
Artificial
Intelligence
system

was
developed
in
the
U.K.
by
DeepMind,
a
company
acquired
by
Google
in
2014.
ALPHAGO
On
March
19,
2016,
the
strongest
Go
player
in
the
world,
Lee
Sedol,
sits
down
for
a

game
against
Google
DeepMind’s
artificial-‐intelligence
program,
AlphaGo.
livestream

on
YouTube,
and
100,000
people
are
watching.
The
important
thing
to
take
away
from

this
series
is
not
that
DeepMind’s
AI
can
learn
to
conquer
Go,
but
that
by
extension
it

can
learn
to
conquer
anything
easier
than
Go—which
amounts
to
a
lot
of
things.

©
HUB
Institute
All
rights
reservedHUB
REPORT87
A
proof
of
concept
Making
Breath
Disabled
people
sing
To
praise
the
quality
of
his
breathing
apparatus,
Philips
has
set
up
a
choir
with
aspiring
artists
who
all
respiratory
conditions.
A
breathtaking
performance
BREATHLESS

CHOIRS
BY

PHILIPS
It
tells
the
story
of
a
group
of
people
whose
breathing
disabilities
had
gotten
in

the
way
of
their
love
of
singing.
Philips
and
its
agency
chronicled
their
journey

to
learn
new
techniques
to
save
breath
while
singing,
and
ultimately
perform

at
the
Apollo
Theater
in
Harlem.
The
campaign
was
part
of
an
effort
to

promote
a
medical
device
called
SimplyGo
Mini.

CANNES
LIONS
PALMARES
2016

©
HUB
Institute
All
rights
reservedHUB
REPORT89
Top
French
Agencies
@CannesLions2016
#1#2 #3
3
Gold
Lions

4
Silver
Lions

2
Bronze
Lions

3
Gold
Lions

2
Silver
Lions

2
Bronze
Lions

1
Grand
Prix

1
Gold
Lions

3
Silver
Lions

©
HUB
Institute
All
rights
reservedHUB
REPORT93
Grands
Prix
2016
Campaign
:
The
Next
Rembrandt

Client
:
ING

–Agency
:
JWT
Amsterdam
–
Country:
Netherlands

Campaign
:
Justino
–
Client
:
Loterias
y

apuestas
del
estado
–
Agency
:
Leo
Burnett

–Country:
Spain

CYBER

Campaign
:
Deepmind
Alpha
Go
–
Client
:
Google
Deepmind
–
Agency
:
Google
Deepmind
–Country:
England
INNOVATION

Campaign
:
McWhopper
–
Client
:
Burger
King
–Agency
:
Y&R
NZ

Auckland
–
Country:
New-‐Zealand
MEDIA

Campaign
:
NYT
VR
–
Client
:
Google,
GE,
Mini,
New
York
Times
–

Agency:
T
Brand
Studio
–Country:
USAMOBILE

Campaign
:
Because
Recollection
–
Client
:
Because
Music
–
Agency
:
84.Paris
–
Country
:
FranceDIGITAL
CRAFT

Campaign
:
Life
is
Electric
–
Client
:
Panasonic
–
Agency
:
Dentsu
Inc

Tokyo
–
Country
:
JaponDESIGN

©
HUB
Institute
All
rights
reservedHUB
REPORT94
Grands
Prix
2016
OUTDOOR
Campaign
:
Brewtroleum
–
Client
:
Heineken
–
Agency
:
Colenso

BBDO
Auckland
–
Country:
New-‐Zealand
PR
Campagign
:
The
Organic
Effect
–
Client
:
Coop
–
Agency
:
FORSMAN
&
BODENFORS
–
Country:
Sweden

PRODUCT
DESIGN
Campaign
:
Jacquard
–
Client
:
Google
–
Agency
:
Google

Creative
Lab
–
Country:
England

Campaign
:
Monty’s
Christmas
–
Client
:
John
Lewis
–
Agency:
Adam
&
Eve
DDB
-‐
Country:
England
CREATIVE

EFFECTIVENESS

DIRECT

Campaign:
Sweden
Number–
Client
:
Swedish
Tourism

Association
–
Agency
:
INGO
Stockholm
–
Country
:
Sweden
GLASS
Campaign
:
6
pack
band
–
Client
:
Hindustan
Unilever
–
Agency
:
Mindshare
Mumbai
–Country:
India

©
HUB
Institute
All
rights
reservedHUB
REPORT95
Grands
Prix
2016
Campaign
:
Man
Boobs
–
Client
:
MACMA
–
Agency
:
David
–
Country:
Argentine
PRINT
&

PUBLISHING

Campaign
:
McWhopper
–
Client
:
Burger
King
–
Agency
:
Y&R

Auckland
–
Country
:
New-‐Zeland

Campaign
:
#OPTOUTSIDE
–
Client
:
REI
–
Agency
:
Venables

Bell
&
Partners
San
Francisco
–Country:
USA

PROMO
&

ACTIVATON

RADIO

Campaign
:
The
Everyman
Meal-‐
Client
:
KFC
–
Agency
:
Ogilvy
&

Mather
Johannesburg
–
Country
:
AfSouth
Africa
HEALTH
&

WELLNESS

Campaign
:
Project
Literacy
–
Client
:
Pearson
–
Agency
:
FCB

Inferno
London
–
Country:
England

PHARMA

Campaign
:
Breathless
Choir
–
Client
:
Philips
–
Agency
:
Ogilvy
&

Mather
–
Country
:
Angleterre

GRAND
PRIX
FOR

GOOD

Future
Lions
Winners
2016

©
HUB
Institute
All
rights
reservedHUB
REPORT97
FUTURE
LIONS
2016

In
collaboration
with
Cannes

Lions
International
Festival
of

Creativity,
Future
Lions
is
the

annual
worldwide
competition

that
challenges
students
to
create

the
future.
Future
Lions
is
AKQA's

annual
initiative
that
celebrates

bold
and
progressive
ideas
from

students
all
over
the
world.

The
brief
is
simple:
connect
an

audience
of
your
choosing
to
a

product
or
service
from
a
global

brand
in
a
way
that
wasn’t

possible
three
years
ago.
http://www.futurelions.com/

©
HUB
Institute
All
rights
reservedHUB
REPORT98
Future
Lions
Winners
2016

An
AI
voice
interface
that
helps
seniors
to
combat
loneliness
and
isolation.
AMAZON

EMMA
two
students
from
VCU
Brandcenter
School
(
USA)
were
awarded
the

Future
Lions
2016
for
their
artificial
intelligence
Amazon
Emma
.

Using
Amazon
Echo
technology,
this
IA
is
able
to
hold
a
conversation,

to
provide
information
and
even
anticipate
the
needs
of
the
user.

©
HUB
Institute
All
rights
reservedHUB
REPORT99
Future
Lions
Winners
2016

Learning
new
language
thanks
to
music
MUSIC 
SPEAKS
As
the
biggest
streaming
music
service
in
the
world,
Spotify
has
plenty
of
songs
in

different
languages.
It
has
launched
”Music
Speaks”
a
service
that
allows
to
learn
new

language
through
music
(because
we
memorize
better
in
a
specific
context)
:
You
scan

words
you
want
in
a
musical
context
and
Spotify
suggest
songs
and
playlist
where
these

words
appear.
The
app
can
reach
more
almost
60
languages.

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Institute
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REPORT100
Future
Lions
Winners
2016

When
the
fridge
prevents
from
food
waste
IKEA 
HÅLLBAR
IKEA
nit
just
only
provides
furniture,
it
wants
this
furniture
to
be
smart.
Then
it
created

IKEA
Hallbar,
a
smart
sensor
that
analyses
bacteria
growth
in
food.
Depending
on
it,
a
dot

changes
color
and
show
how
much
times
does
it
remain
to
eat
it.
An
app
is
connected
to

the
sensor
to
follow
in
real
time
food
expiration
and
inform
the
user
what
to
eat
in

priority.

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Institute
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reservedHUB
REPORT101
Future
Lions
Winners
2016

Reading
books
through
Messenger
PENGUIN 
BOOK
Why
does
not
simply
embed
books
straight
on
Messenger?

If
kids
read
less
books
and

spend
more
time
in
front
of
screens,
sending
text
and
chatting,
they
still
have
the
interest

of
reading.
Pinguin
has
decided
to
reach
kids
interest
where
it
is
located
:
mobile.
Penguin

sends
book
extracts
to
kids
and
teenagers
and
they
can
reply
like
a
friend
conversation.

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Institute
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REPORT102
Future
Lions
Winners
2016

Lego
creation
never
ends
LEGO 
GENERATOR
Creativity
is
endless
with
Lego.
Lego
Generator
proves
it
by
suggesting

constructions
according
to
the
bricks
you
own
and
you
want
to
recycle.
Consumer

gives
the
bricks,
a
machine
recognize
object
and
create
new
constructions.
A
way
to

reboost
creativity
and
making
upsell
:
if
some
bricks
are
missing,
consumer
can
buy

some.

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Institute
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rights
reservedHUB
REPORT107
THE
HUB
INSTITUTE
TEAM
@CANNESLIONS
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CONTENT MANAGER
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MATHIEU FLAIG
HEAD OF TRAINING
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@HUBINSTITUTE
PERLE BAGOT

8 trends of Creativity at #CannesLions 2016

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