CANNES LIONS 2015 9 INSPIRING
TRENDS SPOTTED AMONG THIS YEAR WINNERS

In the US and a
lot of the European countries there is an ongoing debate about gay/ lesbian rights, including same sex marriages and gay/ lesbian couples adopting children. Since it is important social issue no wonder that this topic appears also in advertising campaigns. As we could see among Cannes Lions winners a lot of brands show their support for this community and fight anti- gay discrimnation in their own way. #1 LGBT/ gay rights/ gender Pink Sherbet Photography @ flickr

PROUD WHOPPER GOLD LION: PROMO
& ACTIVATION, PR; SILVER LION: BRANDED CONTENT & ENTERTAINMENT, DIRECT BRONZE LION: DIRECT, MEDIA, CYBER, OUTDOOR DAVID MIAMI BURGER KING Case study video: https://youtu.be/2yohicMc4vU

LGBT AVATARS SILVER LION: MOBILE;
BRONZE LION: MEDIA GEOMETRY GLOBAL Prague / OGILVY & MATHER PRAGUE PRAGUE PRIDE Case study video: https://youtu.be/Ao9WMQeDPYc

PROUDLY SEEKING PLEASURE GOLD LION:
FILM LOLA LOWE & PARTNERS Madrid UNILEVER / MAGNUM Video: https://youtu.be/ei96-Breysg

STAY WITH PRIDE SILVER LION:
PR WHYBINTBWA GROUP SYDNEY AIRBNB Case study video: https://vimeo.com/124262487

LOVE HAS NO LABELS GOLD
LION: DIRECT; SILVER LION: DIRECT, OUTDOOR; BRONZE LION: CYBER, TITANIUM & INTEGRATED R/GA New York ADCOUNCIL Case study video: https://youtu.be/UHmbaIMQe2I

RELOCKLOVE SILVER LION: DIRECT, CYBER
MARCEL Paris ORANGE FRANCE Case study video: https://www.youtube.com/watch?v=Bs12qLODSpI

RADIO PRIDE PARADE SILVER LION:
BRANDED CONTENT & ENTERTAINMENT OGILVY BRASIL Sao Paulo BILLBOARD BRASIL Case study video: https://youtu.be/xxMCOpWLzDg

Whatever we say, advertising is
about the internet now. Almost all campaigns, even in such categories as tv, radio or outdoor have some internet part included in them. Cyber, mobile, interactive categories are the most crowded. But surprisingly this year among Cannes Lions winners we could also see the traditional, offline forms of advertising – the old good ambient known from mid-90s is not yet forgotten. #2 COME BACK OF AN OLD GOOD AMBIENT HeyRocker @ flickr

PROBABLY THE BEST POSTER IN
THE WORLD BRONZE LION: OUTDOOR FOLD7 London CARLSBERG UK

SCANDIC TO GO BRONZE LION:
MEDIA PRIME Stockholm SCANDIC HOTELS Case study video: https://vimeo.com/109978613

WORKOUT BILLBOARDS BRONZE LION: PROMO
& ACTIVATION, OUTDOOR OGILVY GERMANY Frankfurt COCA-COLA, POWERADE Case study video: https://youtu.be/mJB4DJpq4mw

„There’s more evidence that every
organization — whether they are in services, manufacturing or healthcare — is becoming a technology company as well, and this trend is accelerating. With the rise of cloud, Software as a Service, and now, the Internet of Things (IoT), more organizations — in all types of businesses — recognize they are evolving into technology and data companies. So they are creating both strategic and tactical partnerships to try to make the most of this evolution.” Joe McKendrick, www.forbes.com #3 EVERY COMPANY IS TECHNOLOGY COMPANY svenwerk @ flickr

MAKEUP GENIUS GOLD LION: BRANDED
CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MOBILE MCCANN PARIS L'ORÉAL PARIS Case study video: https://youtu.be/co4V5kbfKBs

ORAL-B SMART BRUSH AND APP
BRONZE LION: MOBILE ICONMOBILE GROUP Berlin PROCTER & GAMBLE, ORAL-B Case study video: https://youtu.be/5QSs7sGalCg

„The promise of virtual reality
has always been enormous. Put on these goggles, go nowhere, and be transported anywhere. It’s the same escapism peddled by drugs, alcohol, sex, and art — throw off the shackles of the mundane through a metaphysical transportation to an altered state. Born of technology, virtual reality at its core is an organic experience. Yes, it’s man meets machine, but what happens is strictly within the mind.” Matthew Schnipper, The Verge #4 VIRTUAL REALITY/ AUGMENTED REALITY/ MIXED REALITY nan palmero @ flickr

MONTY'S CHRISTMAS GOLD LION: BRANDED
CONTENT & ENTERTAINMENT; BRONZE LION: TITANIUM & INTEGRATED BLINK PRODUCTIONS London / ADAM&EVEDDB London JOHN LEWIS PARTNERSHIP

THE COLLECTIVE PROJECT BRONZE LION:
FILM POSSIBLE SEATTLE Seattle MICROSOFT Video: https://youtu.be/UHmbaIMQe2I

CARDBOARD GRAND PRIX: MOBILE GOOGLE
MOUNTAIN VIEW GOOGLE Case study video: https://youtu.be/6jhmS7Enpxs

PRO VISION BRONZE LION: MOBILE
GPY&R Melbourne OAKLEY Case study video: https://youtu.be/xtgcH9yFLOs

UNBELIEVABLE CAMPAIGN BRONZE LION: BRANDED
CONTENT & ENTERTAINMENT LITTLE DOT STUDIOS London / AMV BBDO London PEPSICO Case study video: https://youtu.be/Go9rf9GmYpM

HOLOGRAMS FOR FREEDOM GOLD LION:
BRANDED CONTENT & ENTERTAINMENT, PROMO & ACTIVATION, DIRECT, MEDIA, OUTDOOR SILVER LION: CYBER, PR GARLIC TV Madrid / LA LIVINGSTON Madrid / 20 HUNGAROS Barcelona / DDB SPAIN Madrid NO SOMOS DELITO (WE ARE NOT CRIME), NGO Video: https://youtu.be/0jwmi6CguY0

LIVING WITH LAG BRONZE LION:
BRANDED CONTENT & ENTERTAINMENT, CYBER STOPP/FAMILY Stockholm / HARD HAT Stockholm / ANR BBDO Stockholm UMEÅ ENERGI / UME.NET Case study video: https://youtu.be/_fNp37zFn9Q

AUDI TT BROCHURE HACK BRONZE
LION: MOBILE RAZORFISH Berlin AUDI Case study video: https://youtu.be/qzJ9InscjA0

„As life expectancy increases, health
is becoming the watchword for all consumers, from Millennials to Baby Boomers. Consumers are investing heavily in fitness and nutrition, and seeing their bodies as an ecosystem where beauty, diet, mental health and fitness are interlinked.” The Future 100: Trends and Change to Watch in 2015 by JWT Intelligence #5 BEING FIT alpseecamping @ flickr

THE PURSUIT BY EQUINOX GOLD
LION: MOBILE R/GA New York EQUINOX Case study video: https://youtu.be/jh0YMbUyPMM

SPORTS HOMEWORK SILVER LION: MOBILE
4 AM SAATCHI & SAATCHI Guatemala GATORADE Case study video: https://vimeo.com/131971069

SWEAT IT TO GET IT
SILVER LION: PROMO & ACTIVATION; BRONZE LION: BRANDED CONTENT & ENTERTAINMENT TBWACHIATDAY Los Angeles / CAVIAR Los Angeles GATORADE Video: https://youtu.be/LUVMtarnRRQ

MOVE UPDATE. THE OPEN SOURCE
PROJECT BRONZE LION: MOBILE DDB & TRIBAL Warsaw / DDB WARSAW McDONALD´S Case study video: https://youtu.be/62o1smHKJlA

THE MARATHON WALKER GOLD LION:
BRANDED CONTENT & ENTERTAINMENT, OUTDOOR; SILVER LION: MEDIA; BRONZE LION: PR OGILVY PARIS / GANG FILMS Paris WATER FOR AFRICA Case study video: https://youtu.be/1v_06b1cid4

For some time now we
have been shifting from text to a visual vocabulary relying on different forms of images such as photos, videos and emojis. That’s why we cane see the rise of photo sharing platform and image based services. Communicating with images is faster and more emotional. #6 COMMUNICATING WITH IMAGES ali edwards@ flickr

WORLD GALLERY GRAND PRIX: OUTDOOR
TBWAMEDIA ARTS LAB Los Angeles / APPLE Cupertino APPLE, IPHONE 6 Case study video: https://youtu.be/C94ovy_WIsI

EMOJI ORDERING TITANIUM GRAND PRIX
CP+B Boulder DOMINO’S Case study video: https://youtu.be/NtdLsJsObrU

The trend first started in
fashion and beauty industry with women fed up with the necessity of meeting non-realistic image of their bodies. They wanted to highlight that beauty can be seen in women of all sizes, shapes and ages. We could see the shift from looking beautiful towards feeling beautiful. But then more and more of us realized that we do not want to live in a photoshopped world. That we need autheticity in our lives. That being human means being tired, being mean, being lazy or being sweaty. We finally take off our masks that we put on our faces in social media. #7 PERFECT IMPREFECTIONS

BE MORE HUMAN SILVER LION:
CYBER VENABLES BELL & PARTNERS San Francisco REEBOK Case study video: https://vimeo.com/118897720

JOE BOXER INACTIVITY TRACKER GOLD
LION: DIRECT FCB CHICAGO KMART / JOE BOXER Case study video: https://youtu.be/kcVwjp34M70

MESSAGE IN A BOTTLE BRONZE
LION: OUTDOOR DEL CAMPO SAATCHI & SAATCHI BUENOS AIRES ANDES Video: https://youtu.be/BBzJw2qVjeI

A DISCOUNT TO YOUR MISFORTUNE
SILVER LION: OUTDOOR; BRONZE LION: DIRECT DEL CAMPO SAATCHI & SAATCHI MADRID Madrid ISLAZUL Case study video: https://youtu.be/xUYDfxpRljY

Nokia and Wired has launched
this year a project called #maketechhuman which is assumed to be a global debate how we want technology to shape our world. A project that is encouraging a move towards a human era and away from a machine one. A project which aim is to make sure that technology serves people not the other way round. And although Nokia and Wired named their project the idea of technology helping people everywhere is also visible in activities undertaken by other brands. #8 MAKE TECH HUMAN

THE BACKUP MEMORY SILVER LION:
MOBILE; BRONZE LION: DIRECT 3SG-BBDO Ariana SAMSUNG TUNISIA Case study video: https://youtu.be/1frS-O31qwA

LOGITECH HARMONY APP BRONZE LION:
MOBILE R/GA New York LOGITECH

HAMMERHEAD GOLD LION: CYBER; GOLD
LION: MOBILE R/GA NEW YORK HAMMERHEAD NAVIGATION Case study video: https://youtu.be/IzNttbLeq9E

FOUND SILVER LION: MOBILE; BRONZE
LION: MOBILE COLENSO BBDO AUCKLAND MARS, PEDIGREE Case study video: https://youtu.be/rttMkbO7hQk

BACKMEAPP SILVER LION: MOBILE LEO
BURNETT ITALY Milan PROCTER & GAMBLE Case study video: https://youtu.be/cGYMZdqoiGA

THE NEXT PHOTO SILVER LION:
MOBILE WUNDERMAN London CHILDHOOD EYE CANCER TRUST Case study video: https://youtu.be/uSSmeIFWw-8

HEARING HANDS BRONZE LION: PR
LEO BURNETT ISTANBUL SAMSUNG ELECTRONICS TURKEY Case study video: https://youtu.be/UrvaSqN76h4

This is the trend we
can see for a some time now. Called also #girlpower or #neofeminism. And as JWT Intelligence underlines in their Future 100: „There’s a fundamental shift. Feminism today is less politicized and more about community, empowerment and confidence than antagonism. It’s also multigenerational and powered by social media.” #9 EMPOWERING WOMEN

CHOOSE BEAUTIFUL SILVER LION: PR
EDELMAN London / OGILVY & MATHER Chicago DOVE Case study video: https://youtu.be/7DdM-4siaQw

I WILL WHAT I WANT
Grand Prix: Cyber; Silver Lion: Branded Content & Entertainment, Promo & Activation, Media DROGA5 New York / SMUGGLER New York / CATALYST PUBLIC RELATIONS New York UNDER ARMOUR Case study video: https://youtu.be/H-V7cOestUs

THIS GIRL CAN Health Grand
Prix for Good; Glass Lion; Gold Lion: Film craft FCB INFERNO London / SOMESUCH London SPORT ENGLAND Video: https://youtu.be/aN7lt0CYwHg:

#LIKEAGIRL Gold Lion: Promo &
Activation, Cyber, Direct, Media, Titanium Lion: Titanium & Integrated Silver Lion: Branded Content & Entertainment, Direct CHELSEA PICTURES Los Angeles / LEO BURNETT TORONTO / LEO BURNETT CHICAGO / LEO BURNETT LONDON / HOLLER London PROCTER & GAMBLE Case study video: https://youtu.be/XjJQBjWYDTs

SPEAK BEAUTIFUL Silver Lion: Media;
PR: Bronze Lion MINDSHARE New York / EDELMAN New York UNILEVER, DOVE Video: https://youtu.be/_cncxoJPwBw

e: natalia@hatalska.com Want to know
more about trends for 2015 and beyond? Watch videos about: @hatalskacom facebook.com/hatalskacom Generation Z https://www.youtube.com/watch?v=RF4WuVRGiZM Off the grid https://www.youtube.com/watch?v=Vi7H0YYiv58 Living in the moment https://www.youtube.com/watch?v=-OJngV7RUBU