#HUBLIONS : INNOVATIONS FROM CANNES LIONS 2015

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CHAPTER 3 
#HUBLIONS
INNOVATIONS FROM CANNES LIONS 2015

CANNES
LIONS
2015

World’s
most
famous
event
dedicated
to
Creativity
and
Innovation
Trends analysis from Cannes Lions 2015 by the HUB Institute 2HUB REPORT
Created
in
1954
as
the
International
Advertising
Film

Festival
in
Italy,
the
festival
changed
its
name
with
the

apparition
of
print
and
was
renamed
the
International

Film
Festival.
Then,
the
number
of
categories
rapidly

increased
and
the
festival
finally
took
the
name
of

“Cannes
Lions
International
Festival
of
creativity”.

Cannes
Lions
define
the
future
trends
by
rewarding

innovation
and
creativity

The
Hub
Institute,
a
digital
think
tank
based
in
Paris,
is

bringing
the
main
creative
and
innovative
trends
and

ads
from
this
amazing
event
to
light,
thanks
to
its
on-‐
site
experts.

CANNES
LIONS
2015

World’s
most
famous
event
dedicated
to
Creativity
and
Innovation
#1.
TECHNOLOGY
&
DATA
TO
ENTERTAIN
CONSUMERS
#2.
MAKE
USEFUL
INNOVATIONS
FOR
CONSUMERS
#3.
INNOVATION,
TO
SERVE
CUSTOMIZATION

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES

Cannes
Lions
Innovation
CANNES
LIONS
2015

This
year’s
edition
of
the
Cannes
Lions
was
the
first
one
to
present
a

LIONS
INNOVATION
FESTIVAL

Centered
around
data,
Biology,
urbanism
and
several
different
topics
alike,

technology
is
becoming
a
preponderant
marketing
tool
in
every
field.
But
in

opposition
to
the
growing
fascination
marketers
and
ad
people
have
for
technology,

the
customers
are
mainly
remaining
suspiscious
about
it’s
use.
Big
Data
highlights

privacy
issues.

So
how
can
we
show
the
pureness
of
our
intentions
to
people
regarding
the
use
of

their
informations?
How
can
we
turn
them
into
believers?

Somehow
the
presented
cases
are
showing
us
the
paved
way,
to
learn
how
to

entertain,
to
proove
the
usefullness
and
the
applications
of
marketing
with
datas.

The
2015
categories
CANNES
LIONS
2015

BRANDED
CONTENT
&
ENTERTAINMENT
CREATIVE
EFFECTIVENESS
CYBER
DESIGN
FILM
CRAFT
DIRECT
INNOVATION
MEDIA
MOBILE
OUTDOOR
PR
PRESSE
PRODUCT
DESIGN
PROMO
&
ACTIVATION
RADIO
TITANIUM
&
INTEGRATED
FILM

The
2015
prizes
CANNES
LIONS
2015

GRAND
PRIX
winning
campaign
GOLD
LION
winning
campaign
SILVER
LION
winning
campaign
BRONZE
LION
winning
campaign
SHORLISTED
campaign
INNOVATION
LION

#1. TECHNOLOGY &
DATA TO ENTERTAIN
CONSUMERS

EA
SPORTS
To
make
their
american
football
game,
Madden
relevant
again,
EA
Sports

created
real
time
GIFs
based
on
real
NFL
game
actions
and
stats.
They

called
it
the
Giferator
and
used
it
to
publish
real
time
ads.
Users
were

ultimately
able
to
create
their
own
Madden
GIFs
and
to
publish
them

resulting
in
more
than
420,000
GIFs
shared
accross
the
internet
Case
1
:
Using
real
time
advertising
and
GIFs
to
create
awareness
#1.
TECHNOLOGY
&
DATA
TO
ENTERTAIN
CONSUMERS
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

Trends analysis from Cannes Lions 2015 by the HUB Institute 8

AUSTRALIAN
BUREAU

OF
STATISTICS
The
Australian
Bureau
of
Statistics
turned
datas
from
every
town
in

Australia
into
a
mobile
game
called
«
Run
That
Town
».
The
objective
:

helping
citizens
to
understand
the
impact
of
the
data
they
gathered
on

the
country
policies.
They
succeed
in
raising
awareness
about

urbanisation
choices
made
in
their
neigborhoods.

Case
2
:
Use
gaming
to
help
a
better
understanding

#1.
TECHNOLOGY
&
DATA
TO
ENTERTAIN
CONSUMERS
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


McDONALD’S
Seeking
to
increase
their
foot
fall
and
their
CRM,
McDonald’s
Germany

provided
all
its
products
with
codes
that
Once
registered
in
the
McApp,

offered
the
opportunity
to
win
prizes.
Whithin
3
months,
400,000

consumers
informations
and
habits
were
collected.
Thanks
to
the
data,

geolocated
targeting
was
improved
to
increase
trafic
and
sales.
Case
3
:
Use
a
game
to
collect
behavioral
data

#1.
TECHNOLOGY
&
DATA
TO
ENTERTAIN
CONSUMERS
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


TRIPADVISOR
TripAdvisor
predicted
93%
of
the
outcomes
of
the
2014
Brazil
World
Football

Cup
matches.
They
based
their
predictions
on
the
quality
of
the
players

accomodations
the
night
before
a
match
and
called
it
the
HotelCup.
They
used

the
reviews
and
the
rankings
from
their
plateform
to
compare
the
hotels.
The

site
highlighted
its
accuracy
and
quality
of
the
reviews.
Case
4
:
Consumer
Generated
Content
used
to
prove
a
brands
value
#1.
TECHNOLOGY
&
DATA
TO
ENTERTAIN
CONSUMERS
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


#2. MAKE USEFUL
INNOVATIONS FOR
CONSUMERS

TALWAR

BINDI
To
fight
against
indian
women’s
iodine
Deficiency,
Talwar
Bindi
and
the

Neelvasant
Medical
Foundation
&
Research
Centre
created
the
Life
Saving
Dots.
These
are
bindi’s
filled
with
iodine
that
will
be
diffused
in
the

woman’s
body
throughout
the
day
allowing
her
to
receive
her
daily

amount
of
iodine.

Case
1
:
Use
innovation
to
adapt
to
local
habits
#2.
MAKE
USEFUL
INNOVATIONS
FOR
CONSUMERS
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


DIAGENETIX
Deases
and
their
proliferation
is
still
a
big
issue
for
farmers
around
the

world.
To
help
them
gain
some
time,
Diagenetix
invented
the
Bioranger,
a

simple
device
that
helps
them
manage
and
survey
the
apparition
as
well

as
the
proliferation
of
deseases
in
their
fields.
The
data
collected
is
then

send
to
the
cloud
where
it
can
be
matched
with
nearby
farms.

Case
2
:
Data
helps
updating
one
of
the
worlds
oldest
jobs

#2.
MAKE
USEFUL
INNOVATIONS
FOR
CONSUMERS
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


COLGATE

PALMOLIVE
The
toothpaste
brand,
created
receipts
presenting
the
exact
amount
of
sugar
in
each

items
bought
by
indian
customers.
Colgate
therefore
collected
the
amount
of
sugar

in
all
items
available
in
indian
supermarkest.
They
also
offered
a
discount
on
the

same
receipt
for
their
newest
toothpaste.
The
amount
of
the
discount
increasing

with
the
sugar
amount
on
the
receipt.

Case
3
:
Use
product’s
data
to
promote
an
innovation
#2.
MAKE
USEFUL
INNOVATIONS
FOR
CONSUMERS
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


#3. INNOVATION,
TO SERVE
CUSTOMIZATION

WHAT3WORDS
The
company
created
a
revolutionnary
addressing
system
based
on
a
3

word
combination.
They
created
a
mapping
of
the
world
relying
on
67

trillions
3
meter
squares.
The
related
app
help
people
to
localize

themselves
easily
with
only
3
key
words.
The
system
can
even
work
with

low
network.

Case
1
:
Use
data
to
create
a
different
map
of
the
world

#3.
INNOVATION,
TO
SERVE
CUSTOMIZATION

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


THE

ECONOMIST
To
make
their
content
more
accessible,
The
Economist
launched
a
vast

retargeting
campaign
on
their
competitors
website.
They
used

contextualised
and
funny
catchphrases
and
animations
to
draw
attention

towards
a
publication
that
is
often
considered
as
austere.
The
campaign

created
12£
worth
of
lifetime
revenue.

Case
2
:
Target
your
competitors
audience
thanks
to
data

#3.
INNOVATION,
TO
SERVE
CUSTOMIZATION

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


LIBERTY
MUTUAL

INSURANCE
With
the
Moving
Words
campaign
the
insurance
company
equiped
the
Chicago

Marathon
runners
with
RFID
chips
to
give
them
support
in
the
most
crucial
times
of

their
runs.
Their
running
pace
was
recorded
and
directly
broadcasted
on
their

Facebook
allowing
their
friends
to
send
them
messages.
These
were
then

broadcasted
on
screens
along
the
run.
Liberty
Mutual
Insurance
accomplished
over
5

Million
impressions
within
the
6
hours
of
the
marathon.

Case
3
:
RFID
to
help
receiving
words
of
support

#3.
INNOVATION,
TO
SERVE
CUSTOMIZATION

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


NETFLIX

Netflix
used
Topics
Model,
a
data
analyzing
tool
to
understand
how
they
could
enter

the
french
market.
Netflix
then
created
a
custom
made
lauching
campaign
for
the

french
audience
thanks
to
the
insights
they
found.
The
campaign
was
displayed

outdoors,
it
featured
contextual
content
(GIFs)
they
adapted
to
the
weather
or
even

to
the
time.
In
the
first
week
they
achieved
120
Million
contacts.

Case
4
:
Adapt
the
content
to
your
audience

#3.
INNOVATION,
TO
SERVE
CUSTOMIZATION

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


NIKE
+
Nike
+
used
the
data
recorded
on
their
subscribers
in
2014
and
created
a

personnalized
1
min
long
animation.
The
video
featured
their

achievements
and
the
parts
they
had
to
work
on.
At
the
end
of
the
video

they
were
redirected
to
a
customized
work
out
plan.

Case
5
:
Using
datas
to
customize
content
and
promote
brand
values
#3.
INNOVATION,
TO
SERVE
CUSTOMIZATION

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


#4. LATEST WINNERS
IN CLASSIC LIONS
CATEGORIES

GEICO
For
its
latest
pre-‐roll
ads,
the
insurance
company
decided
to
make
ads
that

were
“Unskippable”,
viral
and
fun.
It
aimed
at
bringing
attention
to
Geico
in

a
space
that
is
often
hated.
The
most
popular
ad
in
the
series
is
“Family:

Unskippable
–
GEICO”
has
more
than
7.3
million
views.
Case
1
:
The
pre-‐roll
hocus-‐pocus
using
derision
over
digital
culture
#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


LEICA
Leica
celebrated
the
100
years
of
it’s
creation
with
an
artsy
film
recreating

the
most
famous
shots
taken
with
the
camera.
Going
from
black
and
white

to
color
while
reproducing
the
original
pictures,
the
film
featured
several

photos
that
made
history.

Case
2
:
Creating
films
based
on
photos

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


JOHN
LEWIS

The
english
retailer
made
a
video
ad
for
Christmas
2014.
It
was
featuring
a

young
boy
and
his
pet
pingouin.
Entitled
«
Monty’s
Christmas
»,
the
video

insisted
on
the
link
that
could
exist
between
a
child
and
his
toys,
by

animating
one
of
them.

Case
1
:
Move
people
with
simple
and
emotional
content
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES

HONDA
With
their
«
The
Other
Side
»
video
ad,
Honda
offered
viewers
the

opportunity
to
innteract
with
the
content
of
their
ad
simply
by
pushing
the

«
R
»
button
on
their
keyboards.
The
video
displayed
two
overlaping
stories

in
between
of
which
the
viewer
could
switch
by
pressing
the
key.

Case
2
:
Broadcasting
brand
values
through
a
clever
twist
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES

BRANDED 
CONTENT & 
ENTERTAINMENT
CANNES
LIONS 2015

NZ
TRANSPORT

AGENCY
Making
a
safety
campaign
aimed
to
young
drivers
isn’t
easy.
In
New
Zeland,

the
Transport
Agency
used
Snapchat
to
get
there
message
threw.
The

campaign
reached
over
10
000
young
people,
and
98%
of
them
spent
the

whole
day
with
it,
waiting
until
the
last
snap.

Case
1
:
Using
the
right
media
to
tell
a
story
and
a
hidden
message
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES

LOWE’S
Using
Vine’s
pause
option,
the
retailer
created
6
seconds
long
«
How
To
»

videos.
The
viewer
only
had
to
press
on
the
vine
and
to
stop
it
to
see
a

step
by
step
explanation.
Lowe’s
created
the
first
interactive
campaign

with
Vine.

Case
2
:
Using
the
media
features
to
deliver
Brand
Utility
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES

TITANIUM
&
INTEGRATED
CANNES
LIONS 2015

DOMINO’S

Domino’s
started
an
emoji
ordering
system
for
their
subscribers.
People

could
just
tweet
or
text
a
pizza
emoji
to
receive
their
order
at
home.
The

idea
was
featured
in
several
news
outcomes

and
talk
shows
and
over
500

people
subscribed
to
the
emoji
ordering
service
on
the
first
day.

Case
1
:
The
power
of
image
to
ease
communication
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES

JORDAN

To
honor
Derek
Jeter
an
american
baseball
legend,
the
Jordan
Brand
invited

New
York
and
people
all
around
the
USA
to
tip
their
caps
and
to
capture
the

moment
in
his
honor.
The
movement
was
massively
followed
on
social

media
as
well
as
on
TV
and
in
the
press.

Case
2
:
Social
Media
to
pay
tribute

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

#4.
LATEST
WINNERS
IN
CLASSIC
LIONS
CATEGORIES

HUB
Institute’s
website
:
hubinstitute.com/livecanneslions/
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:
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CANNES
LIONS
2015
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Lions
2015
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CANNES
LIONS
2015
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