Cannes Predictions 2014

Bridget Jung Chief Creative Officer

DigitasLBi Paris !

@bridoo

Jean-Philippe Martzel Planning & Strategy Director

DigitasLBi Paris !

@jpmartzel

Fred Lung Senior Creative DigitasLBi Paris

!@fredericklung

Philippe Pinel Senior Creative DigitasLBi Paris

!@PhilippePinel

Cannes Predictions 2014We had fun putting this list together. Its in no way

exhaustive, simply an educated guess as to what might win at Cannes this year. Weve tried to identify the

emerging themes we may see coming out of the Festival.

1. Advertising inspired by the environment (in realtime) 2. Advertising re-enchants (or hacks) the everyday 3. Selfies and the importance of me 4. Advertising that reinvents the product 5. The most interesting man in the world is trending 6. Advertising that might make the jury laugh 7. Blockbusters 8. Grand Prix or nothing

Emerging Themes

1. Advertising inspired by the environment (in realtime)

Perhaps some of the most exciting digitally led campaigns weve seen are in outdoor and they combine intelligent placement with smart tech to create truly personalised experiences between brands and consumers. In this way advertising has become alive.

Cannes Predictions 2014

http://youtu.be/k3JucPPqd40

British Airways

The Magic of Flying

http://youtu.be/b8OOCU8zZSs

Apotek

Blowing in the Wind

http://youtu.be/80indhABZwo

Neue Zrcher Zeitung

Digital Newspaper Holder

2. Advertising re-enchants (or hacks) the everyday !

Ads now bring magic into the real world. Posters can accept credit cards and even play music. A DIY shop uses billboards to dramatically show how they can improve the everyday. More and more of the filmed stunts rely on reactions from people to some kind of magic in the real world.

Cannes Predictions 2014

http://youtu.be/LuRXqdVvLjs

OBI

The Renovated Billboard

http://youtu.be/cKj1RdsG8as

Honda

The Sound of Honda

http://youtu.be/ZcqsRhMHo8o

Misereor

The Social Swipe

http://youtu.be/gclJe_kSnd4

Becks

Playable Poster

http://youtu.be/vHVWegNfQl0

DHL

Trojan Mailing

http://youtu.be/aGlRyMITXMc

Google

Night Walk in Marseille

3. Selfies and the importance of me

Selfie was the 2013 word of the year. Only a few months ago, Ellens epic selfie generated over 3 million retweets. We can see some brands leveraging this new focus on me, inviting individuals not only to be part of the ad but to be at the centre of it. Brands are finding new and creative ways to use individuals and personal stories rather than scenarios.

Cannes Predictions 2014

http://youtu.be/ZgGNDhCnjzQ

Prudential

Chapter 2

http://youtu.be/JtxLmInvFcw

Nike

Make Every Yard Count

http://youtu.be/XokGFN86ljc

Coke

This is AHH

http://youtu.be/IpbDHxCV29A

Wren

The Kiss

4. Advertising that reinvents the product

This is a very interesting area. Instead of making ads, some brands are innovating at the product level or creating new products & services that support the brand ambition. Were convinced that this area will grow over the next few years.

Cannes Predictions 2014

http://youtu.be/H6NWTJyWHqc

Milka

Last Square

http://forgotify.com/

Spotify

Forgotify

http://youtu.be/8eSkHeTIhS0

Nar Mobile

Life Saving Cable

http://youtu.be/gsXg2uBQhIA

RipCurl

Watch

http://youtu.be/P8DOZ_rK8rI

Harvey Nichols

Sorry, I spent it on myself

http://youtu.be/ITyeI3YyYw8

5. Advertising that invites action from the individual

Theres a new breed of advertising that wouldnt exist without someone watching it. These experiences require people to interact, explore and experiment with the ad. From second screening, to innovate navigation and even ultimately being able to control a real person via a website, these ads require action from the individual.

Cannes Predictions 2014

http://youtu.be/_3D8hYIfpqg

Arcade Fire

Just a Reflektor

http://youtu.be/rg74NzJlGp0

Melbourne Tourist Information

Remote Control Tourist

http://youtu.be/GT-GPmX60GA

Guy Cotten

Sortie en Mer

http://sortieenmer.com/

http://youtu.be/wvPfuV00-1k

Droga5

Thunderclap

5. Advertising that might make the jury laugh

From beer to banks, humour always works. We even found a PSA that breaks through with an incredible script and amazing acting.

Cannes Predictions 2014

http://youtu.be/OK9419Oicp0

Tap King

Hello

http://youtu.be/mZy5nejCSc4

VH1

I Will Survive

http://youtu.be/GFYeUeKv75A

Nimble

Unexpected Happens, The Vet

http://youtu.be/SXy6JElmgHU

Three

#SingItKitty

http://youtu.be/P8KAaf45g5U

New Zealand Transport

Blazed

6. The most interesting man in the world is trending

Senior is the new black.

Cannes Predictions 2014

http://youtu.be/mngOtW6sYCw

Jack & Jones

Made from Cool

http://youtu.be/lk0yti12LLI

Epic Companies

Signor Valmano

http://youtu.be/jxVcgDMBU94

Edeka

Supergeile

http://youtu.be/0izwNht8cT8

Intel + Toshiba

The Power Inside

7. Blockbusters

Big brands and big budgets sure to go home with some metal.

Cannes Predictions 2014

http://youtu.be/M7FIvfx5J10

Volvo Trucks

Epic Split

http://youtu.be/pyV57QlGUGI

Evian

Spiderman

http://youtu.be/XqWig2WARb0

John Lewis

The Bear & the Hare

http://youtu.be/bu2ht9c-FFU

Lacoste

The Big Leap

http://youtu.be/Bf_z_7B4Ifw

Heineken

The Odyssey

http://youtu.be/L1EtoruAMDI

Heineken

Response on The Odyssey film authenticity

http://youtu.be/B-3sVWOxuXc

Guinness

Sapeurs

http://youtu.be/JEbpbNTkIdk

Old Spice

Momsong

http://youtu.be/vmOr9I2JxZs

Lurpak Cooks Range

Adventure Awaits

8. Grand prix or nothing

Nothing in between.

Cannes Predictions 2014

McDonalds

CoreArticle on Creative Review

Bridget Jung Chief Creative Officer

DigitasLBi Paris !

@bridoo

Jean-Philippe Martzel Planning & Strategy Director

DigitasLBi Paris !

@jpmartzel

Fred Lung Senior Creative DigitasLBi Paris

!@fredericklung

Philippe Pinel Senior Creative DigitasLBi Paris

!@PhilippePinel

#WhatdidweforgetLet us know what you think or what we may have missed.