A round up of the 2012 cannes lions. THE GENEROUS AGE OF ADVERTISING. There is no such thing as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity. We’re talking about brands that do things for and with people. These brands create value and earn attention. Today’s successful brands find the mutual value exchange between brand and consumer.

1. JUNE 26, 2012

2. @matfree @patdack @nicothiboutot @jpmartzel @bridoo
Mathieu Morgensztern Patrick Dacquin Nicolas Thiboutot Jean-Philippe Martzel Bridget Jung
CEO Digitas France Creative Director Creative Director Planning & Strategy Director Chief Creative Officer

4. SMALL BUSINESS SATURDAY
It’s not every day that the President of the United States
tweets about an idea.
American Express created Small Business Saturday, a
new shopping day right after Black Friday, to help small
businesses get what they needed most: more customers.
American Express built a marketing campaign that
communicated the importance of small businesses while youtu.be/NgmLC6jbxfg
driving home a call to action for consumers and small
businesses at the local level. Consumers were asked to
shop, and small businesses were provided with the tools
they needed to get the word out to their customers.
We’re proud of (and excited about) Small Business
Saturday - it’s a great introduction to the theme for our
Cannes review this year...
GRAND PRIX DIRECT
GRAND PRIX PROMO & ACTIVATION
AMERICAN EXPRESS, SMALL BUSINESS SATURDAY
DIGITAS NEW YORK & CP+B BOULDER

6. There is no such thing as a free lunch -
this is especially true in advertising.
By ‘generous’ we don’t mean pro bono
or charity.
We’re talking about brands that do
things for and with people. These
brands create value and earn attention.
Today’s successful brands find the
mutual value exchange between brand
and consumer.

7. #1 CREATING SHARED VALUE { SOCIETY }
Following on from Small Business Saturday let’s start by
looking at some of the other brands that go beyond promoting
their product and take on a bigger broader mission. That
said, this doesn’t mean that the brand is not promoted - it’s
just a matter of getting the right balance. Some examples
have some pretty serious drive to purchase mechanics, but
when it’s transparent and wrapped up into a more generous
experience consumers are often happy to take part.

8. #1 CREATING SHARED VALUE { SOCIETY }
UNHATE
A polarizing campaign
sparking debate on politics,
race and religion.
Most people have seen this
campaign - but interestingly,
never in its original format.
The campaign aired for one
day and then went viral
online.
youtu.be/D7UBdvroSKA
GRAND PRIX PRESS
BENETTON, UNHATE
FABRICA Treviso, ITALY

9. #1 CREATING SHARED VALUE { SOCIETY }
DAY ONE STORIES
Prudential celebrated the
“Day One Stories” from across
the country, starting the real
conversations around
retirement — without all the
clichés. They encouraged
people to pro-actively plan for
their own retirement.
Win Win for brand and
consumer.
youtu.be/0ZpdGvMmVzg
GOLD TITANIUM AND INTEGRATED
PRUDENTIAL, DAY ONE STORIES
DROGA5

10. #1 CREATING SHARED VALUE { SOCIETY }
CHIPOTLE
Most of us have seen the
video clip. But behind it is a
deeper engagement platform
“Cultivate a better world” that
celebrates people changing
food culture and invites
customers to join this journey.
Interesting to see how a fast
food brand can stake out
ownership in sustainable
farming.
youtu.be/NsulZDlATjc
GRAND PRIX BRANDED CONTENT & ENTERTAINMENT
CHIPOTLE
CREATIVE ARTISTS AGENCY Los Angeles

11. #1 CREATING SHARED VALUE { SOCIETY }
BE THE COACH
A great example here from
Carling Black Label that shows
how shared value can come
out of shared passions.
The brand invited people to
really “be the coach”. From
selecting players to subbing
on or off in real time -
participation was fueled by
purchase (unique codes
printed on the bottle caps).
Proving that brands can be
generous and sell product.
youtu.be/etmzOOtNCIk
GOLD BRANDED CONTENT & ENTERTAINMENT
CARLING BLACK LABEL
OGILVY CAPE TOWN

12. #1 CREATING SHARED VALUE { SOCIETY }
DON’T MAKE UP
AND DRIVE
It’s important to note that brands
can take on a bigger broader
missions without making a huge
investment.
Let’s take a look at this small
(but effective) tactical execution
to alert women about the risk of
applying makeup while driving.
A smart partnership with a
beauty blogger gave this an
immediate audience with little
media investment.
youtu.be/wMFqSjjnte0
GOLD CYBER
VOLKSWAGEN, DON’T MAKE UP AND DRIVE
DDB TRIBAL, BERLIN

13. #1 CREATING SHARED VALUE { SOCIETY }
HELP I WANT TO
SAVE A LIFE
Some smart behavioural
economics turn a bandaid
pack into a recruitment drive
for bone marrow donors.
It’s hard to know who the
advertiser is - Help Remedies
or DKMS? It doesn’t matter
because both win - a great
example of a partnership that
creates shared value for both
parties (and consumers).
youtu.be/ZG8NxjlyUxU
GRAND PRIX FOR GOOD
HELP REMEDIES, HELP I WANT TO SAVE A LIFE
DROGA5

14. #1 CREATING SHARED VALUE { SOCIETY }
THE BIG TURN ON
To charge the conversation
about electric driving Nissan
set out so find the most
‘turned on’ city and reward it
with 30 free charging stations.
All of this creating shared
value for indivuduals,
community and the brand.
vimeo.com/44741914
BRANDED CONTENT & ENTERTAINMENT
NISSAN LEAF, THE BIG TURN ON
DIGITAS FRANCE

15. #2 CREATING VALUE AROUND {ME}
Generous advertising is not always trying to change
society. This generosity can be a direct exhange between
brand and individual. Often these experiences are
personal and personalised - making them shareworthy.
We’ll wrap up this section with a case study that’s realtime
and reactive - bringing a new personal dimension to live
events.

16. #2 CREATING VALUE AROUND {ME}
MUSEUM OF ME
Intel invites users to stroll
through their social graph as
if it were a museum or
gallery. A personal and
personalised demonstration of
intel processors.
youtu.be/FZSKEugj_QY
GOLD CYBER
INTEL, MUSEUM OF ME
PROJECTOR TOKYO

17. #2 CREATING VALUE AROUND {ME}
THE LIBERATION
Let’s look at a brand that has
created value through a truly
personalised experience.
Is this a fashion catalogue?
movie? game? music video?
on demand retail experience?
It’s all of the above and it’s up
to the user to decide how they
want to engage.
youtu.be/kCr7ZP7KC0Q
GOLD CYBER
ONLY, THE LIBERATION
UNCLE GREY COPENHAGEN

18. #2 CREATING VALUE AROUND {ME}
GOOGLE OK GO
We couldn’t do a Cannes
Review without mentioning this.
Google won big last year with
Arcade Fire. They are back
again this year with OK GO.
A nice example of how a brand
can show generosity by
creating a cool personalised
experience that people want to
use (whilst demonstrating the
performance of google
chrome). In this instance
people could choreograph a
personal message.
youtu.be/2edcChH58uI youtu.be/2edcChH58uI
GOLD CYBER
GOOGLE, ALL IS NOT LOST
HAKUHODO Tokyo

19. #2 CREATING VALUE AROUND {ME}
POLAR BEARS
The realtime and reactive
superbowl advertising from
coke shows how a brand can
create value around sharing
an event and being with {me}
in the moment.
vimeo.com/39911236
GOLD DIRECT
COKE, POLAR BEARS
WIEDEN+KENNEDY Portland

20. #3 EARNING ATTENTION THROUGH MAGIC
We are seeing more and more creative technology - shifting
advertising from fake to real. We used to rely on faking it
(through CGI or special effects). Now we can create
incredible experiences for real. Magic! Interestingly we
saw more innovation in print, radio and outdoor than in the
cyber (and yes the name cyber seems even more ridiculous
this year).

21. #3 EARNING ATTENTION THROUGH MAGIC
INVISIBLE CAR
It’s not often that you try to
make your product invisible as
part of your advertising.
Dramatizing the new zero-
emission technology,
Mercedes literally made the
car invisible to the
environment through a pretty
impressive cloaking effect.
youtu.be/ZIGzpi9lCck
cannes lions casestudy
GRAND PRIX OUTDOOR
MERCEDES-BENZ B-CLASS F-CELL
JUNG von MATT Hamburg

22. #3 EARNING ATTENTION THROUGH MAGIC
SOLAR POWERED
ANNUAL REPORT
There’s not much talk about
annual reports these days.
This example from Austria
Solar is interesting because it
turns reading the annual
report into an experience.
Apart from being a pretty cool
– it’s a magical experience
that brings to life the main
mission of the company.
youtu.be/vATSkM6Qf6Y
GRAND PRIX DESIGN
AUSTRIA SOLAR
SERVICEPLAN Munich

23. #3 EARNING ATTENTION THROUGH MAGIC
LITTLE MARINA
Target took over Fashion Week
with a giant 25ft puppet. We
love the combination of low
tech & high tech - puppeteers
gave her a very believable
presence as she tweets and
blogs on her giant iPhone. It
brought magic to fashion
week and made Target worth
talking about.
youtu.be/sSLQsyBrvIE
BRONZE TITANIUM & INTEGRATED
TARGET
MOTHER New York

24. #3 EARNING ATTENTION THROUGH MAGIC
TNT DRAMA
TNT brought magic to the
everday by literally putting
passers-by ‘in the movie’.
Interesting to note we see more
and more of these kinds of
stunts filmed for a happy few,
and then diffused on YouTube
at scale.
youtu.be/ZpTkjXAL_6M
SILVER FILM
TNT
DUVAL GUILLAUME MODEM Antwerp

25. #3 EARNING ATTENTION THROUGH MAGIC
REPELLENT RADIO
A simple idea that turned any
radio into a mosquito repellent.
An innovative use of radio and
a great way for Go Outside
Magazine to give something
back to their readers.
youtu.be/HeEPCfzFAHM
GRAND PRIX RADIO
GO OUTSIDE MAGAZINE
TALENT São Paulo,

26. #3 EARNING ATTENTION THROUGH MAGIC
BUY THE WORLD A
COKE
Fiction becomes reality. Part
of Google’s project re:brief, a
creative concept from Coke in
the 70s becomes a brand
experience today. Google
proved that you can literally
buy the world a coke. Creative
technology provides the magic
to make this happen.
Interesting that the brand
entered here is google, not
coke!
youtu.be/k8PEZz-IOtI
GRAND PRIX MOBILE
GOOGLE
GROW INTERACTIVE Norfolk

27. #3 EARNING ATTENTION THROUGH MAGIC
RED TOMATO
Red Tomato created the VIP
fridge magnet which let
customers order pizza at the
press of a button. A gift to loyal
customers that sent sales and
visibility through the roof.
youtu.be/-Y51eqhlnRY
GOLD MOBILE
RED TOMATO
TBWARAAD Dubai

28. #3 EARNING ATTENTION THROUGH MAGIC
McDONALDS
Technology is not the only way
a brand can deliver magic.
Brands that demonstrate true
understanding can transform a
great insight into a powerful
campaign.
We thought this print campaign
from McDonalds was great.
Simple, powerful and spot on.
Anyone with kids will love it.
GOLD PRESS
McDONALDS
DDB South Africa

30. #3 EARNING ATTENTION THROUGH MAGIC
DADS IN BRIEFS
Again, another example of a
powerful insight executed to
perfection. In this case a very
local insight can touch and
engage a global audience - it’s
the magic of advertising.
youtu.be/-Jn0GOcKfXU
GOLD FILM
BGH AIR CONDITIONERS
DEL CAMPO NAZCA SAATCHI & SAATCHI

31. #4 PRODUCT INNOVATION & SERVICE DESIGN
We’ve seen some ideas that try to change society. We’ve
seen ideas that focus in on the value around the individual.
And we’ve looked at how brands are creating magic. Now
lets take a look at the brands creating value by reinventing
the product itself, or wrapping a services around it.

32. #4 PRODUCT INNOVATION & SERVICE DESIGN
NIKE FUEL
It’s hard to tell what’s product
and what’s campaign which is a
sign of true success. This is the
ultimate example of a brand
doing things for and with
people. It embraces the three
previous themes (society,
individual and magic).
What’s interesting is that they
could potentially own the metric
for energy. How much longer
will we need calories?
youtu.be/eYbGZ_kub-8
TITANIUM & GRAND PRIX CYBER
NIKE FUEL
R/GA New York

33. #4 PRODUCT INNOVATION & SERVICE DESIGN
TWEET SYNC SAVE
We want to close with an
example from Digitas New York
that was too recent to enter at
Cannes this year - but brings to
life this last them in The Age Of
Generous Advertising.
American Express brought new
value and meaning to “the
membership effect” through a
smart partnership with Twitter
that brings value to both card
members and merchants.
youtu.be/0B-Km9vAIwo
NOT SUBMITTED @ CANNES 2012
AMERICAN EXPRESS
DIGITAS New York

34. #1 #2 #3 #4
CREATING CREATING EARNING PRODUCT
SHARED VALUE VALUE ATTENTION INNOVATION &
{ SOCIETY } AROUND {ME} THROUGH SERVICE
MAGIC DESIGN

35. MERCI