7 OVERRIDING THEMES SPOTTED AMONG
CANNES LIONS 2014 WINNERS June 2014 ©Daniel Incandela, flickr.com

#1 MAKER MOVEMENT „Contemporary culture
representing a technology-based extension of DIY culture. Typical interests include engineering-oriented pursuits such as electronics, robotics, 3-D printing and the use of CNC tools, as well as more traditional activities such as metalworking, woodworking, and traditional arts and crafts. The subculture stresses new and unique applications of technologies and encourages invention and prototyping. There is a strong focus on using and learning practical skills and applying them creatively.” [via: Wiki] © Peter Thoeny, flickr.com

TITANIUM LION PROJECT DANIEL NOT
IMPOSSIBLE LABS THE EBELING GROUP New York, USA Case film URL: http://vimeo.com/98805885

BRONZE LION, CATEGORY: CYBER LEVI'S
TOOLS LEVI STRAUSS & CO. AKQA New York, USA Case film URL: http://vimeo.com/91739176

BRONZE LION, CATEGORY: CYBER MAKE
EVERY YARD COUNT NIKE JWT INDIA Mumbai, INDIA Case film URL: http://www.jwt.com/en/bangalore/work/makeeveryyardcount/

#2 SUSTAINABILITY In the early
20th century, the global population was less than 2 billion; today, it is 7 billion, and by 2050 this number is expected to reach 9 billion. Hence, it is not surprising that the resources are depleting at an alarming rate. We started to understand the need for sustainable development in business a long time ago, but today, sustainable development as part of corporate image is not enough – it must be an integral part of corporate strategy. As a result, the traditional 4P has changed into: people, planet, profit, purpose. [via: TrendBook 2014] © Mark J P, flickr.com

GRAND PRIX, CATEGORY: PR, CYBER,;
GOLD, CATEGORY: BRANDED CONTENT THE SCARECROW CHIPOTLE MEXICAN GRILL CREATIVE ARTISTS AGENCY Los Angeles, USA Case film URL: https://www.youtube.com/watch?v=reDRAHn3XkY

GOLD, CATEGORY: DESIGN THE STREET
STORE THE HAVEN NIGHT SHELTER M&C SAATCHI ABEL Cape Town, SOUTH AFRICA Case film URL: https://www.youtube.com/watch?v=QDw0JtwQU8A

SILVER, CATEGORY: DIRECT INGLORIOUS FRUITS
AND VEGETABLES INTERMARCHÉ MARCEL Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=p2nSECWq_PE

BRONZE, CATEGORY: PR RAIN FOR
SALE THE COCA-COLA COMPANY OGILVY & MATHER COLOMBIA Bogotá, COLOMBIA Case film URL: https://www.youtube.com/watch?v=APRXjjTZQ10

BRONZE, CATEGORY: CYBER CLIMATE NAME
CHANGE 350 ACTION BARTON F. GRAF 9000 New York, USA Case film URL: https://www.youtube.com/watch?v=efAUCG9oTb8

#3 LONG-FORM VIDEOS „Long-form video
is gaining popularity across all devices. Mobile phone users spent 31% of their time watching content more than an hour long; tablet users, 19% of their time. More than half (53%) of mobile viewers’ time was spent watching video longer than 30 minutes, compared to 35% for tablet users. Tablet viewers spent 40% of their viewing time watching video between 10 and 60 minutes long.” [via: OOYALA, Global Video Index Q4 2013] © xxxxx

GRAND PRIX FOR GOOD SWEETIE
TERRE DES HOMMES NETHERLANDS LEMZ Amsterdam, THE NETHERLANDS Case film URL: http://vimeo.com/98800289

GRAND PRIX, CATEGORY: CYBER PHARRELL
WILLIAMS - 24 HOURS OF HAPPY UNIVERSAL / IAMOTHER ICONOCLAST Paris, FRANCE Case film URL: http://vimeo.com/98545677 ; http://24hoursofhappy.com/

BRONZE, CATEGORY: CYBER A TRIP
OUT TO SEA GUY COTTON CLM BBDO Boulogne-Billancourt, FRANCE Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o; http://www.sortieenmer.com/

#4 MULTISCREENING „The typical multiscreen
user is driven to a 2nd screen by boredom to fill gaps in content and by habitual multitasking; but also by desires to be more productive, connected, informed, and engaged. Users may cycle through many or all of these mindsets in a single viewing session. TV remains the most common first screen; however, as video consumption on wireless devices proliferates, mobile is poised to step into that space. The most successful second screen content is additive and efficient.” [via: AdReaction 2014, Millward Brown] © Paul J Coles, flickr.com

GOLD, CATEGORY: MOBILE RACER GOOGLE
GOOGLE CREATIVE LAB New York, USA Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o; http://www.sortieenmer.com/

BRONZE, CATEGORY: CYBER JUST A
REFLEKTOR ARCADE FIRE, GOOGLE CHROME GOOGLE CREATIVE LAB, DATA ARTS TEAM San Francisco, USA Case film URL: https://www.youtube.com/watch?v=_3D8hYIfpqg; https://www.justareflektor.com/

#5 IMMERSIVE EXPERIENCES „Entertainment, narratives
and brand experiences will become more immersive and altogether more enveloping in a bid to capture consumers’ imagination and attention.” [via: JWT 10 Trends for 2014] © ESI Design, flickr.com

GOLD, CATEGORY: BRANDED CONTENT &
ENTERTAINMENT AMIA BOOTH AMIA (ASOCIACIÓN MUTUAL ISRAELITA ARGENTINA) OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA Case film URL: https://www.youtube.com/watch?v=Otd1PYZlp2s

GOLD, CATEGORY: PROMO & ACTIVATION
TROJAN MAILING DHL JUNG von MATT Stuttgart, GERMANY Case film URL: https://www.youtube.com/watch?v=vHVWegNfQl0

SILVER, CATEGORY: CYBER GOOGLE NIGHT
WALK GOOGLE 72ANDSUNNY Los Angeles, CA, USA Case film URL: https://www.youtube.com/watch?v=aGlRyMITXMc; https://nightwalk.withgoogle.com/en/home

BRONZE, CATEGORY: CYBER MELBOURNE REMOTE
CONTROL TOURIST TOURISM VICTORIA CLEMENGER BBDO MELBOURNE, AUSTRALIA Case film URL: https://www.youtube.com/watch?v=rg74NzJlGp0; http://remotecontroltourist.com/

BRONZE, CATEGORY: CYBER LONG DISTANCE
ART VIENNA TOURIST BOARD JUNG von MATT Vienna, AUSTRIA Case film URL: https://www.youtube.com/watch?v=uUhO2nOTOTA

BRONZE, CATEGORY: OUTDOOR AMAZING STREET
HACKS UBISOFT BETC Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=1hpU_Neg1KA

BRONZE, CATEGORY: MEDIA ALMOST IDENTICAL
MONDELEZ INTERNATIONAL DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA Case film URL: https://www.youtube.com/watch?v=sk7A56KVNBY&noredirect=1

#6 REAL LIFE STORIES It
has always been about good storytelling in good advertising. But now it is not anymore about actors, models and polished scenarios. Now it is about real-life stories and about real people. As a result the story itself is more emotional, more engaging and more compelling. © Vinoth Chandar, flickr.com

SILVER, CATEGORY: CYBER THE BORN
FRIENDS FAMILY PORTRAIT SKYPE PEREIRA & O'DELL San Francisco, USA Case film URL: https://www.youtube.com/watch?v=5nRKyQ11494; ; http://skypestaytogether.com/

BRONZE, CATEGORY: DIRECT KOMBI LAST
WISHES VOLKSWAGEN DO BRASIL ALMAPBBDO São Paulo, BRAZIL Case film URL: https://www.youtube.com/watch?v=tXynxODC4eY

BRONZE, CATEGORY: PR HSBC NOW
HSBC HSBC London, UNITED KINGDOM Case film URL: https://www.youtube.com/user/HSBCNOW

BRONZE, CATEGORY: CYBER THE WOMAN
WHO CAN'T WATCH MOVIES CANAL+ SPAIN FCB SPAIN Madrid, SPAIN Case film URL: https://www.youtube.com/watch?v=n6ltdHID9JE

BRONZE, CATEGORY: TITANIUM & INTEGRATED
CHAPTER TWO PRUDENTIAL DROGA5 New York, USA Case film URL: https://www.youtube.com/watch?v=78UWcBerbVU

#7 TANGIBLE REALITY We live
in the world of flat screens. Whatever we touch feels the same. We also live in the online world with online experiences and online friendships. But at the same time we live in the physical world. And this world will always dominate. It seems that just right now we have started our come back from online to offline. © Christian Schnettelker, flickr.com

GOLD, CATEGORY: OUTDOOR THE SOCIAL
SWIPE BISCHÖFLICHES HILFSWERK MISEREOR KOLLE REBBE Hamburg, GERMANY Case film URL: https://www.youtube.com/watch?v=ZcqsRhMHo8o

GOLD, CATEGORY: MOBILE OFFLINE BOOK
MATH PAPER PRESS DDB GROUP SINGAPORE, SINGAPORE Case film URL: https://www.youtube.com/watch?v=O6qi03SrocY

SILVER, CATEGORY: PR HANDS ON
SEARCH YAHOO! JAPAN HAKUHODO KETTLE Tokyo, JAPAN Case film URL: https://www.youtube.com/watch?v=xQx6YeoKVwU

BRONZE, CATEGORY: CYBER GOOGLE OUTSIDE
GOOGLE UK R/GA London, UNITED KINGDOM Case film URL: http://vimeo.com/94494549

BRONZE, CATEGORY: MEDIA REAL LIFE
ALLIANZ OGILVY FRANCE Paris, FRANCE Case film URL: https://www.youtube.com/watch?v=Ph7Gc4IZIQ8 [French]

BRONZE, CATEGORY: MEDIA BANANA REPUBLIC
BANANA REPUBLIC IRIS WORLDWIDE INDONESIA Jakarta, INDONESIA

e: natalia@hatalska.com Want to read
more about marketing trends for 2014 and beyond? Download free 86-pages TrendBook2014 report here: TrendBook 2014 or on Slideshare. @hatalskacom facebook.com/hatalskacom