Discover 8 trends of Data, Video & Creativity from Cannes Lions 2017. HUB Institute is an international digital think-tank based in Paris. To learn more : hubinstitute.com

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HUBREPORT CANNES LIONS 2017
HUB REPORT
8 TRENDS OF DATA,
VIDEO & CREATIVITY #CANNESLIONS2017

2. 2
Découvrez la version intégrale du HUB REPORT !
• Un rapport multimédia de 300 slides
• Les 90 campagnes et experiences
digitales de l'année détaillées et leurs
résultats
• 8 grandes tendances Vidéo, data &
créativité.
• Les grandes annonces et les signaux
faibles des Cannes Lions analysées
• Des interviews d'experts, grandes marques
et agences

3. GO
TO DOWNLOAD THIS REPORT
JUST CLICK HERE

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CANNES LIONS 2017 - KEY FIGURES
17th - 24th of June
15.000
visitors
41.170
advertising works sent
24
categories

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TOP WORLDWIDE AGENCY AWARD 2017
McCann,
New York
1
2
3
Clemenger BBDO,
Melbourne
ALMAPBBDO,
Sao Paolo

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TOP FRENCH AGENCIES 2017
1. BETC : 29 Lions - 6 Gold, 12 Silver, 11 Bronze
2. TBWA : 10 Lions - 1 Gold, 6 Silver, 3 Bronze
3. DDB Paris : 10 Lions - 1 Gold, 2 Silver, 7 Bronze
4. Publicis Conseil / Nurun : 8 Lions - 1 Gold, 3 Silver, 4 Bronze
5. Romance : 5 Lions - 1 Silver, 4 Bronze

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HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
BRANDS
VR / AR

8. 8
IN THIS REPORT
BEST CAMPAIGNS & CONNECTED
EXPERIENCES TO DISCOVER
90

9. 9
HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
BRANDS
VR / AR

10. 10
HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLING
1

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The Art of Storytelling
Lyft + John Kahrs / June
WHAT
WHY
RESULTS
Lyft is the 2nd biggest rideshare company in the US.
Inspired by real stories from the Lyft community, June is a 7 minute animated short film
that follows June, a lonely widow who is inspired to start sharing the ride and sharing
her life too.
A video that aims to change the perception that on-demand transportation is
rarely more than an impersonal transaction.
• 15 million views
• 300 million earned and paid media impressions.

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8 tendances @CannesLions 2017
POWERED BY
DATA & AI
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
BRANDS
VR / AR

13. 13
HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLING
SMART ADS FOR SMART
CONSUMERS
2

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Smart Ads for Smart Consumers
Mattessons Fridge Raiders - #Huntthehacker
WHAT
WHY
RESULTS
The "#Huntthehacker" pitch : six prominent YouTube gaming personalities had their channels
"hacked" by a very bad guy. Players were then invited to solve a series of coding challenges to reveal
the identity of the villain. Once they have completed all the challenges, they discover with surprise
that they have actually earned an accredited coding certificate: Level 1 in programming language
python, accredited by Makers Academy, one of the Europe’s leading coding College.
Hacking entertainment into… EDUCATION : aimed to exploit kids' interest in playing video
games and turn it into an educational opportunity
• 20 million of views
• 77 000 coding lessons undertaken > 3800 classrooms
• Campaign picked up by schools for extra curricular homework
• HElping 1 student secure full time employment as a coder

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8 tendances #CANNESLIONS2017
POWERED BY
DATA & AI
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
L’ART DU
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
BRANDS
VR / AR

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HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLINGBRINGING PEOPLE TOGETHER
3

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WHAT
WHY
RESULTS
Heineken - Worlds Apart
Bringing People Together
6 real people are meeting for the first time in a hangar for an experiment, each « couple » is
given some flatpack furniture to assemble a table, and after a bar, and a questionnaire to
complete together. At the end of the experiment, they watch a short film in which their
partner’s opposing point of view – that climate change is “total piffle”; that women “need to
remember we need you to have our children”– is revealed.
Heineken is posing an ultimatum : to go, or “stay and discuss your differences over a beer”.
Discover their reaction !
The people in the Worlds Apart clip are engaging and relatable; the role played by
Heineken – as a friendly facilitator of difficult conversations – is relevant and unforced.
17,7M views
625 articles published
324 000 engagements
3 billion impressions

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HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLINGPOWERED BY DATA & AI
4

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Powered by Data & AI
IKEA Retail Therapy - SEO-Focused approach to promoting some of Ikea’s wares
WHAT
WHY
RESULTS
Global earned media reach 175 million
Click through rate 16% (vs 0,17% en oyenne)
100 000 positive shares
550 blogs & 500 newspaperss, magazine and TV channels wrote about the campaign
The campaign increased sales of some of these products by over 25%
• IKEA furniture in the everyday life of consumers
• Make the brand speak by playing on the emotion
• To improve the SEO of the site IKEA
To promote some of its products, the furniture giant, IKEA imagined a campaign focused
on customer relationship and SEO. The brand simply put a new website online by
replacing the name of some products with the Google search queries most wanted by
internet users.

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HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLING
BE FUN
BE SURPRISING
5

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Be Fun, Be Surprising
MailChimp - Did you mean mailchimp ? - Play on the pronunciation of the brand name
WHAT
WHY
RESULTS
• 29% Mailchimp visits
• 3.8 % organic searches
• 775.3 M total impressions
• 3.52 M earned results
In mid-January, MailChimp launched its first major campaign titled "Did You
Mean ...? "Imagined by Droga5, an independent agency. The entire campaign
revolves around a series of 3 UFO commercials: MailShrimp, KaleLimp and
JailBlimp. The whole thing was thought like a release of real films in the cinema
with the creation of posters and mini-sites dedicated. Led by the English duo The
Sacred Egg, the film trilogy is both strange, absurd and brilliant. In this new
campaign, Droga5 wished to capitalize on a highlight in the history of the brand
while having fun because people often encounter difficulties in pronouncing his
name.
• Transmit a cool and funky image of the brand MailChimp
• Make the viewer curious to get more information about MailChimp
• Capitalize on a highlight of the brand’s history : having fun with the fact that
customers have trouble pronouncing « mailcchimp ».

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HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLING
WHEN BRANDS IMPROVE OUR
DAILY LIVES
6

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When brands improve our daily lives
Fight the widely held idea that infertility is only due to women.
WHAT
WHY
RESULTS
The Cannes Lions Mobile Jury bestowed the Grand Prix on Seem : an app from Recruit Lifestyle
Co. that allows men to test their sperm quality with their mobile phones. The Seem system
comes with a kit that includes a tiny lens that can affixed to a mobile phone. Men put a drop of
semen on the lens, and the app will shoot video of the sperm and analyze it for count,
concentration and mobility. Dentsu Y&R Tokyo also created the "The Family Way" short film
promoting the system.
n°1 selling healthcare kit on amazon.co.jp
30 million media impressions
71% showed intention to use Seem
33% men who used Seem visited a clinic as a result
Recruit Lifestyle Co. - The Sperm Testing Mobile Kit

24. 24
HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLING
ADFORGOOD
TECHFORGOOD
7

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#ADFORGOOD #TECHFORGOOD
SickKids Foundation - SickKids VS: Undeniable
WHAT
WHY
RESULTS
Sickkids foundation decided to stop acting like a charity and start acting like a
performance brand, in the vein of Nike and Under Armor. The new campaign, SickKids
VS, radically changed the tone, calling out our enemies and putting them on notice.
We chose toughness over tears, instead focusing on the fierce fighting spirit of our
patients, and the unrelenting drive of our doctors and nurses. And instead of asking
donors to « help us », we asked them to « fund the fight ».
• Bringing donations from a wider audience
• Grow philanthropic support to bring hope and healing to children with another tone
• Most successful campaign in the Hospital’s 143 year history, raising $57,9 million in
three months.
• Online donation revenue + 695%
• +63% increase in average donation $
• + 8millions views

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HUBREPORT CANNES LIONS 2017
POWERED BY
DATA & AI
BRANDS
VR / AR
WHEN BRANDS
IMPROVE OUR
DAILY LIVES
BRINGING
PEOPLE
TOGETHER
SMART AD
FOR SMART
CONSUMERS
THE ART OF
STORYTELLING
ADFORGOOD
TECHFORGOOD
BE
FUN
BE
SURPRISING
THE ART OF STORYTELLINGBRANDS AR/VR
8

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Brands VR/AR
Transport Accident Commission - Meet Graham, the perfect man to survive road accidents
WHAT
WHY
RESULTS
• 1.2 Billion impressions in the first week
• 33 M campaign views in 24 hours
• 89% campaign message recall
• #1 trending topic (Facebook, Twitter, Reddit)
"Graham" is the epitome of a road safety awareness campaign in Victoria, Australia.
Created by Australian artist Patricia Piccinini, in collaboration with a trauma surgeon and
an expert in road accidents, this sculpture depicts a human being who has evolved to
become resistant to road accidents: a head without neck, ribs Reinforced, a barely visible
nose ... Yet, Graham would not survive all types of accidents: if he was a pedestrian, a
shock with a car would kill him, even at low speed.
• To make motorists aware of the fragility of the human body

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DISCOVER OUR SELECTION OF 24 CANNES LIONS 2017 STARTUPS TO WATCH

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TO DOWNLOAD THIS REPORT
JUST CLICK HERE

30. 30
DISCOVER OUR HUBREPORTS ! MORE THAN 15 A
Charlotte Dauchez
Content Manager
charlotte.dauchez@hubinstitute.com

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HUBLAB: THE HUB INSTITUTE OPENS ITS INNOVATION & DIGITAL TRANSFORMATION CENTER.
For its 5th year anniversary, the Think-Tank HUB
Institute accelerates its development with the opening of the first
center dedicated to digital innovation and transformation.
This 600m2 space, in the heart of Paris, Place Saint Augustin in the 8th
arrondissement will regularly welcome major
corporations in full transformation, startups & innovation players
to share & collaborate.
This Lab, punctuated by meetings, events and
workshops, represents an exceptional opportunity to mix co-
innovation between large groups and open
innovation with the most innovative startups.
Demonstration spaces will allow managers to better understand
the innovations, products and services developed in
the market: connected objects, vocal assistants, VR helmets...
A 5 story mansion to better accompany and welcome professionals,
designed to be a unique place of life, experience and exchanges!