#HUBLIONS : TRENDS FROM CANNES LIONS 2015

HUBinstitute.com
CHAPTER 1 
#HUBLIONS
TRENDS 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

print
apparition
and
was
renamed
the
International

Film
Festival.
Then,
the
number
of
categories
rapidly

increased
and
the
festival
took
finally
the
name
of
the

“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
to
light
the
main
creative
and
innovative

trends
and
ads
from
this
amazing
event,
thanks
to
its

on-‐site
experts.

CANNES
LIONS
2015

World’s
most
famous
event
dedicated
to
Creativity
and
Innovation
1.
CREATIVITY
AND
HEALTH
2.
DATA
INSPIRED
CREATIVITY
The
rise
of

Health
Tracking
Technology,
 
part
of
new
creativity
value
Harnessing
the
science
of
data
with

the
art
of
advertising
The
next
frontier
between
Human
&
 
Machine
Creativity
?
3.
TECHNOLOGY
&
AI
:

FUTURE
OF
CREATIVITY
?

What’s
new
in
2015
?
CANNES
LIONS
2015

The
Data
Creative
Lions
are
emerging.
 
The
category
is
intended
to
reward
the
creative
use
of
data.
This
new
category

reveals
that
the
communication
professionals
recognize
the
importance
of

greater
convergence
between
the
art
of
creativity
and
science
of
the
data.

The
Glass
Lion
–
The
Lion
for
change
is
a
festival
novelty
.
 
The
award
aims
to
promote
a
more
positive
and
progressive
communication.
It

will
recognize
work
that
“implicitly
or
explicitly
addresses
issues
of
gender

inequality
or
prejudice”

The
2015
categories
CANNES
LIONS
2015

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

The
story-‐telling:
more
realistic
than
ever
The
way
of
communicating
evolves

A
part
of
the
AMC
succes
show,
THE

WALKING
DEAD
is
at
2015
Cannes

Lions.
They
came
to
explain
the

reasons
for
the
success
of
a
show

that
kills
of
its
heroes
on
a
regular

basis.

The
story-‐telling:
more
realistic
than
ever
The
way
of
communicating
evolves

The
writers
created
complete
characters,
with
stories
and
particular
personnalities

subject
to
evolutions.
That
is
how
they
created
an
attachement
to
the

brand.
They
then
developped
a
strong
attachement
to
the
transparency
of

their
contents.
One
can
understand
why
this
or
this
other
character
died,
there
is
a

certain
logic
to
the
unfolding
of
the
story.

Steven
Yeun
–
Glenn
dans
THE
WALKING
DEAD

The
story-‐telling:
more
realistic
than
ever
The
way
of
communicating
evolves

The
story-‐telling
is
pushed
to
the

maximum
of
realism.
This
narrative

technique
is
going
to
push
the

viewer
who
is
facing
the
death
of

its
favourite
characters
in
two

directions:
appreciation
or
reject.

Équipe
THE
WALKING
DEAD
à
une
cérémonie
de
remise
de
prix

BRAND
LOVE
Brands
are
becoming
medias
to
catch
smart
data
10

Build
a
place
in
your
clients
hearts
BRAND
LOVE

People
are
facing
a
trumendous

amount
of
choice
options.
This

situation
makes
it
difficult
for

brands
that
wish
to
stand
out.
Yet,

when
looking
at
the
brands
that

manage
to
stay
the
most
relevant,

they
often
are
the
most
liked
ones.

The
emotional
attachement
plays
a

big
role
in
the
sustainability
of
the

brand.
It’s
going
to
encourage

people
to
stay
loyal
and
therefore

the
brand
to
survive.
This,
at
least,

is
one
of
the
big
tendencies
of
this

years
Cannes
Lions.

Case
1
:
3D
impression
for
visually
impaired
soon
to
be
mothers
BRAND
LOVE

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

HUGGIES
The
diaper
brand,
3D
printed
the
images
of
the

first
ultrasound
of
visual
impaired
women.
The

brand
offers
a
spot
full
of
love
and
sensivity.


Case
2
:
Technology
puts
to
the
service
of
Alzheimer
patients

BRAND
LOVE

Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

Trends analysis from Cannes Lions 2015 by the HUB Institute 13
SAMSUNG
In
Tunisia,
Samsung
developped
an
app,
The
backup
Memory,
to
help

patients
remember
their
close
ones.
The
app
allows
them
to
exercize

their
memory
and
therefore
to
slow
the
progression
of
Alzheimers

down.

HUB REPORT

BRAND
PURPOSE
Brands
are
becoming
medias
to
catch
smart
data
14

Case
1
:
I
touch
myself,
to
detect
breast
cancer
BRAND
PURPOSE
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

CANCER

COUNCIL
The
1990
hit
of
the
Divinyl’s
is
being
used
as
the
anthem
for
breast
cancer.
The

Cancer
Council
for
New
South
Wales

in
Australia
wanted
an
impactfull

campaign.
The
purpose
was
to
encourage
the
self
detection
of
suspiscious

masses
in
breasts
in
the
early
stages.
Deployed
on
all
Australia,
the
campaign

touched
47%
of
the
countries
women.

HUB REPORT

Case
2
:
Cartoons
designed
and
adapted
for
sick
children
BRAND
PURPOSE
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

GRAACC
To
encourage
children
with
cancer
integration,
around
40
cartoon

characters
where
drawn
bald.
The
bald
cartoons
episodes
where
then

broadcasted
on
the
Brazilian
TV.
Children
with
cancer
where
able
to

gain
back
their
self-‐confidence.

HUB REPORT

Case
3
:
A
doll
to
learn
to
where
sunblock
BRAND
PURPOSE
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

NIVEA
On
the
beaches
of
Rio
de
Janeiro,
Nivea
distribute’s
dolls
that
reacted

to
UV
light
to
kids.
They
become
red
when
they
are
exposed
to
the
sun

without
sunscreen.
Nivea
is
raising
awareness
among
kids
to

understand
the
importance
of
sun
block
in
that
way.

HUB REPORT

Case
4
:
Enabling
a
tattoo
artist
to
detect
skin
cancer
BRAND
PURPOSE
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

SOL
DE

JANEIRO
The
brazilian
youth
sunscreen
brand
Sol
de
Janeiro,
decided
to

advertise
on
the
detection
of
skin
cancer.
The
brand
offered
brazilian

tattoo
artists
to
get
trained
by
doctors
to
recognize
the
early
stages
of

skin
cancer.
They
then
received
a
certification,
the
project
was
also

available
online.

HUB REPORT

Case
5
:
Disease
seen
through
the
eyes
of
children

BRAND
PURPOSE
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

NOEMIE
The
french
association
Noémie
is
working
on
the
integration
of

handicaped
people.
They
created
a
video
which
is
putting
forward
the

perception
differences
between
adults
and
children,
with
the
help
of

the
french
agency
Léo
Burnett.

HUB REPORT

Case
6
:
Every
girl
must
be
proud
of
its
body
BRAND
PURPOSE
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

SPORT

ENGLAND
This
girl
can
campaign
was
launched
by

Sport
England
to
encourage

women
to
transcend
the
cultural,
barriers
and
practice
sports

regarding
the
critics.
The
campaign
was
accompanied
with
a
social

media
action,
a
website
and
a
video.

HUB REPORT

Case
7
:
A
fish
to
prevent
from
iron
lack
in
a
body
BRAND
PURPOSE
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

LUCKY

IRON
FISH
In
Cambodia,
where
6
Million
people
are
suffering
from
iron
deficiency.

The
lucky
fish
company
created
an
iron
fish
that
people
can
cook
with.

The
fish,
which
is
manufactured
thanks
to
local
support,
can
bring
up

to
75%
of
someones
daily
needs
in
iron.

HUB REPORT

_Accelerate
your
digital
leadership
“DATA 
IS
THE
NEW
SOURCE

OF
CREATIVITY”

Cannes
Lions
2015

THE
RISE
OF
SMART
ROOMS
Brands
are
becoming
medias
to
catch
smart
data
24

More
and
more
brands
and
agencies
are
equipping
themselves
of
smart
rooms
Do
you
have
your
own
smart
room
?
The
new
Social
Hub
of
Orange
opened
in
April
2015
HUB REPORT

What
is
a
newsroom
?
26
A
NEWSROOM
IS
A
PLACE
OF

REAL
TIME
INSIGHTS
AND
IDEAS

MULTI-‐SKILLS
TEAM
HUB REPORT Trends analysis from Cannes Lions 2015 by the HUB Institute

Making
your
brand
a
real
media

Do
you
have
your
own
smart
room
?
The
room’s
objectives
is
to

monitor
data
and
news
in

real-‐time
to
analyze
your

earned
media
and
produce

content
in
response
HUB REPORT

The
Ephemeral
Cannes
Lions
2015’s
newsroom
The
Havas
Socialize
Newsroom


Exclusive
Interview
:
Presentation
of
the
Havas
Socialize
Newsroom
The
Havas
Socialize
Newsroom


Real-‐time
marketing
30
WE
HAVE
DEFINITELY
ENTERED
THE
REAL
TIME
ERA

THE
REAL
TIME
ERA
We
have
entered
the
Real
time
marketing
era.

A
brand
has
always
to
be
present
for
the
connected
consumer.

It
has
become
a
way
of
thinking
and
a
philosophy.

Real-‐time
is
the
convergence
of
search,
social,
real-‐time
content

production
and
distribution.
HUB REPORT

The
newsjacking
trend
is
spreading

THE
REAL
TIME
ERA
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

32
Newsjacking
:
Using
real
time
to
create
content


Case
1
:
Promo
&
Activation
“Grand
prix”
2015
THE
REAL
TIME
ERA
33
VOLVO
Whenever
you
watch
a
car
commercial
broadcasted
on
TV
,
you
can

tweet
with
the
hashtag
#VolvoContest
to
tell
Volvo
who
they
think

deserves
a
brand
new
Volvo
XC60.
All
eligible
tweets
will
receive
a

response
from
Volvo,
and
each
person
must
then
tell
why
his
or
her

nominee
was
chosen.


THE
CANNES’s
GREGATOR’
FOR
THE
REAL
TIME
ERA
The
Cannes
Social
Pulse

a
real-‐time
feed
of
Twitter
and
Instagram
posts
about

the
Groupe’s
activity
around
the
event.

The
Cannes
Radar
a
collection
of
the
most
popular

trending
topics
and
news
stories
from
the
festival

The
Cannes
Reader
will
group
together
all
the
stories

about
the
advertising
network.
Finally,
Awards
Central

will
showcase
all
the
network’s
big
wins
in
one
place.

http://www.publicisgroupeatcannes.com/
THE
FESTIVAL’S
SOCIAL
AND
ONLINE
CONTENT
HUB REPORT

Harnessing
the
science
of
data

with
the
art
of
advertising
35
DATA
INSPIRED
CREATIVITY

Cannes
adds
Creative
Data
Lions
to
2015
Awards
DATA
INSPIRED
CREATIVITY
Dentsu’s
Creativity
in
the
Age
of
Data
session
"The
Lions
Innovation

Festival
will
highlight
how

data
and
technology
can

be
powerful
catalysts
for

creativity."

 
Philip
Thomas,
CEO
-‐
Cannes
Lions

Can
data
really
be
creative
?
Confluence
of
Data,
Tech
and
Emotion

DATA
INSPIRED
CREATIVITY
Dentsu’s
Creativity
in
the
Age
of
Data
session
Creative
work
is
the
most

successful
when
there
is
a
higher

purpose
and
can
change
the

world.

Data
has
the
ability
to
help

maketers
and
people
creating

more
emotional
content.

Tomorow,
sensors
will
be

everywhere
and
everything
will
be

driven
by
data.

Data
makes
marketing
better
and

enhanced
creativity
!

Case
1
:
Use
of
real
time
data
to
improve
everyday
life
DATA
INSPIRED
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

EL
HUECO

TWITERO
A
connected
device
was
installed
inside
the
potholes
on
the
most

damaged
streets
in
the
city.
Every
time
a
car
runs
over
one
of
the

devices,
a
complaining
tweet
is
send
to
the
Department
of
Public

Works’
Twitter
account
in
order
to
encourage
them
to
make
some

roadworks.
HUB REPORT

Case
2
:
Creative
data
visualisation
for
an
historical
commemoration
DATA
INSPIRED
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

HONDA
Internavi
is
a
data
anylsis
software
loaded
on
every
Honda
car.
Its
ancestor

was
used
when
Ayrton
Senna
realized
the
fastest
lap
of
Japan’s
Formula

One
Grand
Prix.
Honda
used
those
datas
to
recreate
this
famous
lap
using

sound
and
lights.
A
way
to
create
a
bond
between
history
and
the
present.
HUB REPORT

Case
3
:
Sound
data
visualization
for
a
better
immersion
DATA
INSPIRED
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

40
THALYS
Thalys
created
three
interactive
billboards.
Each
billboard
represented

a
city,
and
each
was
host
to
more
than
1000
unique
sounds
from
that

city.
Pedestrians
were
invited
to
plug
in
with
their
personal

headphones
and
start
exploring.


Case
4
:
“Knowledge
is
the
first
step
on
the
way
to
progress”
DATA
INSPIRED
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

GOOD
Sponsored
by
Progressive,
GOOD
Magazine
launched
a

vertical
of
data
driven
infographics
that
break
down
complex

issues
from
health
to
global
warming
with
solid
reporting
and

inspired
design.
HUB REPORT

Case
6
:
Using
data
to
improve
security
DATA
INSPIRED
CREATIVITY
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

CLEVER 
BUOY
Optus’s
‘Clever
Buoy’
campaign
saw
M&C
Saatchi
win
the

award
in
the
mobile
category.
A
marketing
campaign
for
a

device
designed
to
prevent
shark
attacks
in
Australia.

HUB REPORT

The
next
frontier
between
Data
&
Creativity
?
43
TECHNOLOGY
&
AI

TED-‐RNN
A
Recurrent
Neural
Network
trained
on
all
existing
TED
Talk

Transcripts.
The
model
outputs
machine
generated
TED
Talks,
spoken

by
a
text-‐to-‐speech
system.
All
text
is
generated
by
a
Recurrent
Neural

Network
and
voice
is
genated
with
Text-‐To-‐Speech
Synth
Case
1:
Machine
generated
TED-‐Talks
TECHNOLOGY
&
AI
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


MarI/O 
by
SthBling
Case
2
:
The
learning
Ai
wich
attempt
to
master
Mario
Kart
TECHNOLOGY
&
AI
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

Seth
Bling
created
Marl/O,
a
neural
network
.
This
AI
attempted
to

master
the
Nnitendo
Mario
Kart
game
on
its
own
via
a
process
of

trial
and
error,
learning
how
to
navigate
the
track
and
deal
with

other
racers.
HUB REPORT

Case
3
:
Building
a
deeper
understanding
of
images
TECHNOLOGY
&
AI
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

Artificial
Neural
Networks
have
spurred
remarkable
recent

progress
in
image
classification
and
speech
recognition.
INCEPTIONISM 
GOOGLE
RESEARCH
HUB REPORT

GOOGLE

CARDBOARD
Google
topped
the
Mobile
category
at
Cannes
Lions
for
Google

Cardboard.
The
object
is
a
simple
virtual
reality
platform
developed

featuring
a
fold-‐out
carboard
mount
for
a
mobile
phone.
The
simplicty

and
pleasant
low-‐tech
DIY
VR
pleased
the
jury
of
the
Lions
Case
4
:
Virtual
Reality
by
expanding
the
possibility
of
mobile
TECHNOLOGY
&
AI
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


PEPPER

HACKER
Technology
has
hijacked
family
dinnertime.
So
to
help
bring
families

together
for
dinner,
Dolmio
created
the
Pepper
Hacker.
It
cracks

pepper,
shuts
down
TVs,
wipes
out
WiFi
and
disables
mobile
devices.
Case
5
:
Technology
hijacking
to
offer
new
(un)connected
experience
TECHNOLOGY
&
AI
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


WHISKAS
Whiskas
launched
CATSTACAM,
an
Instagram
enabled
cat
camera
to
let

cats
take
photos
from
their
point
of
view
and
post
them
directly
to

their
own
instagram
account.
The
owner
may
chat
with
a
Whiskas

expert
for
a
better
understanding
of
their
animal’s
behaviour.

Case
6
:
When
cats
post
their
own
photos
to
Instagram
TECHNOLOGY
&
AI
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute


#3. CREATIVITY & 
TECHNOLOGY

_Accelerate
your
digital
leadership
“UNLOCKING
THE

POWER
THAT

TECHNOLOGY
CAN

BRING.”

Cannes
Lions
2015

TECH
ADVERTISING
REVOLUTION
Technology
is
fundamentally
changing
how
advertising
is
created,
bought
and
sold
Trends analysis from Cannes Lions 2015 by the HUB InstituteHUB REPORT

THIS
YEAR
the
Ad
Tech
companies
are
central
to
the
Cannes
Lions
Talking
about
a
“seismic”
and
“tectonic”
transformation

Technology
helps
us
to
think
outside
the
box
and
to
build
brillant
ideas.

TECH
ADVERTISING
REVOLUTION

Technology
has
become
a
playground
for
imagination
TECH
ADVERTISING
REVOLUTION
Augmented
reality
Eye
traking
technology
Movement
sensors
HUB REPORT

Case
1
:
An
interactive
experience
on
Youtube
with
just
an
“R”
TECH
ADVERTISING
REVOLUTION
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

56
HONDA
To
promote
its
new
Honda
Civic
R,
the
autmotive
brand
created
a

unique
interactive
experience
on
YouTube.
The
spot
enables
the

viewer
to
switch
between
two
stories
that
highlight
the
Civic
and
its

sport
version,
by
tapping
on
the
«
R
»
touch
on
the
keyboard.

Case
2
:
using
technology
to
feel
the
product
TECH
ADVERTISING
REVOLUTION
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

57
COCA
COLA

ZERO
Coca
Cola
Zero
realized
the
first
drinkable
campaign
ever.
Based
on
the

insight
that
no
one
really
knows
the
taste
of
the
drink,
the
brand
launched
a

drinkable
billboard
but
also
print,
retail
versions.
By
using
Shazam
on
mobile,

an
animation
will
enable
viewers
to
get
a
voucher
for
a
free
bottle.

Case
3
:
Unbelievable
Bus
Shelter
TECH
ADVERTISING
REVOLUTION
Trends
analysis
from
Cannes
Lions
2015
by
the
HUB
Institute

PEPSI
MAX
Pepsi
Max
realized
an
augmented
reallity
bus
shelter
billboard

to
make
pedestrians
live
an
extraordinary
experience.

Case
4
:
iBeacon
Tech
at
Cannes
Lions
TECH
ADVERTISING
REVOLUTION
Some
iBeacons
have
been
installed
throughout

the
festival
to
offer
a
variety
of
customized

interactive
experiences
and
real-‐time

information
to
participants.

"Around
Me
Enhanced”gives
a
list
view
of

nearby
attendees
who
are
also
using
the
app,
as

well
as
venues
and
events.
LinkedIn
integration

shows
first
degree
connections
in
the
area,

while
attendees
can
add
new
relationships

through
Cannes
Connect.

HUBDAY
CONFERENCE
Future
of
Video
&
Digital
Creativity
61
JULY
2nd,
2015
•
PARIS 
8
conferences
devoted
to
digital
marketing
250
ATTENDEES
&
20
SPEAKERS 
The
monthly
meeting
for
digital
and
creative
maker
CANNES
LIONS
REPORT
+
TRENDS 
Best
digital
campaign
and
creative
cases
www.hubinstitute.com/hubday

HUB
Institute’s
website
:
hubinstitute.com/livecanneslions/
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LIONS
2015
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CONTACTS
Trends analysis from Cannes Lions 2015 by the HUB Institute
VINCENT
DUCREY

CO-‐FOUNDER
EMMANUEL
VIVIER

CO-‐FOUNDER
WWW.HUBINSTITUTE.COM
HUBINSTITUTE
@HUBINSTITUTE
@vincent_ducrey
@emmanuelvivier
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#HUBLIONS : TRENDS FROM CANNES LIONS 2015

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