Looking through Cannes Lions 2013 winners you can spot some marketing trends. Here are 15 I believe are the most crucial.

1. 15 MARKETING TRENDS & MICROTRENDS
YOU CAN SPOT FROM CANNES LIONS 2013 WINNERS
June 2013©jacilluch, flickr.com

2. #1 ACCESS PRIMARILY
Using various connected devices we expect access to the internet wherever we are. Since not all the
cities are able/ willing to provide that, the marketers jump on that trend. This year in Cannes, among the
others: Mattel, McDonald’s, Nawras, NIVEA.
©Ed Yourdon, flickr.com

3. GOLD LION, CATEGORY: MOBILE
Advertiser/Client: MATTEL
Product/Service: SCRABBLE
Advertising Agency: OGILVY FRANCE Paris, FRANCE
Case film URL: http://www.youtube.com/watch?v=SgSma5aypMI

4. SILVER LION, CATEGORY: MEDIA
Advertiser: NIVEA
Product/Service: NIVEA SUN
Agency: GIOVANNI+DRAFTFCB São Paulo, BRAZIL
Case film URL: http://www.youtube.com/watch?v=2drOFzZxSHM

5. BRONZE LION, CATEGORY: MEDIA
Advertiser: McDONALD'S SISTEMAS DE ESPAÑA
Product: McDONALD'S
Advertising Agency: TBWAESPAÑA Madrid, SPAIN
Case film URL: http://youtu.be/pGEnvmgyABA

6. BRONZE LION, CATEGORY: MEDIA
Advertiser: NAWRAS
Product: WiFi
Advertising Agency: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Case film URL: http://www.youtube.com/watch?v=S6Lgcwgz5Wg

7. ©risayv, flickr.com
The more we are immersed in the digital world the more we seem to miss physical objects and seek out
physical experiences. Awarded in Cannes Kontor Records campaign represents this digital world
countertrend.
Read more: Embracing Analog report, JWT Intelligence, 2013
#2 ANALOG IS HOT

8. GOLD LION, CATEGORY: MEDIA
Advertiser: KONTOR RECORDS
Product/Service: KONTOR RECORDS
Agency: OGILVYACTION Düsseldorf , GERMANY
Case film URL: http://www.youtube.com/watch?v=Xg1pzEF3HTw

9. #3 BIG DATA
Consumers produce and marketers collect and analyze large amounts of structured and unstructured data.
Thus it is possible to identify the user based on his various features and to provide him the product/ the
information tailored to his interests. Examples in Cannes: Amnesty International, Ribeiro, McDonald’s
Read more: Big data & Privacy, TrendBook 2013
©joiseyshowaa, flickr.com

10. GOLD LION, CATEGORY: DIRECT
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: COLENSO BBDO Auckland, NEW ZEALAND
Case film URL: http://www.youtube.com/watch?v=mXRvgwzWoSI

11. GOLD LION, CATEGORY: DIRECT
Advertiser: RIBEIRO
Product/Service: MINICUOTAS RIBEIRO
Agency: ALMACEN Olivos, ARGENTINA
Case film URL: http://www.youtube.com/watch?v=N5vEYifsd7U

12. GOLD LION, CATEGORY: MEDIA
Advertiser: McDONALD'S AUSTRALIA
Product/Service: CORE MENU
Agency: DDB Sydney, AUSTRALIA
Case film URL: http://www.youtube.com/watch?v=5bpQFSX9NEE

13. „75% of smartphone users say that it is important to connect the device to their vehicle. Allowing users’
smartphones to seamlessly connect to in-car technology helps bridge the gap between device ecosystems,
and helps personalize the overall automotive experience.” [via PSFK]
#4 CONNECTED CAR
©Natalia Hatalska, http://hatalska.com

14. SILVER LION, CATEGORY: MOBILE
Advertiser: PTT
Product: COFFEE SHOP
Agency: BBDO PROXIMITY THAILAND Bangkok, THAILAND
Case film URL: http://www.youtube.com/watch?v=Un5J15ilGlw

15. With an advent of technologies such as PittPatt, Google Glass and many others, facial recognition takes on
new meaning. While everyobody talks about panoptic surveillance, it can have good results as well.
#5 FACIAL RECOGNITION
©Google

16. GOLD LION, CATEGORY: MOBILE
Advertiser: BAOBEIHUIJIA.COM - 'BABY BACK HOME' VOLUNTEERS ASSOCIATION
Product: MISSING CHILDREN MOBILE SEARCH APPLICATION
Agency: :JWT BEIJING, CHINA
Case film URL: http://www.youtube.com/watch?v=uYkIGOBK7DQ

17. „We need to be very careful about not assuming that just because you're not a twenty-something means
you don't use technology. The reality is most cohorts that have gotten older are exposed to a lot of new
technologies and have carried some of that desire to be involved in technology with them as they moved
forward.” Genevieve Bell, Intel
Read more: There are some things that we care about that haven't changed over the millennia, interview with Genevieve Bell, TrendBook 2013
#6 GREY REVOLUTION
©Ed Yourdon, flickr.com

18. BRONZE LION, CATEGORY: MOBILE
Advertiser: SINGTEL
Product: PROJECT SILVERLINE, A CSR INITIATIVE
Agency: OGILVY & MATHER SINGAPORE, SINGAPORE
Case film URL: http://www.youtube.com/watch?v=NthqImRXS-Y

19. The smartphone you have in your pocket has lots of different sensors, including GPS, giroscope, compass,
and many others. In a result it knows your location, your position and what you do. That’s enough for
a marketer to give you an offer based on your location.
#7 LOCATION AS A NEW CONTEXT
©Irish Typepad, flickr.com

20. BRONZE LION, CATEGORY: MOBILE
Advertiser: SUNSHINE CITY CORPORATION
Product: SUNSHINE AQUARIUM
Agency: HAKUHODO Tokyo, JAPAN
Case film URL: http://www.youtube.com/watch?v=IK4-zPD_25U

21. BRONZE LION, CATEGORY: MEDIA
Advertiser: DOMINO'S PIZZA
Product/Service: PIZZA
Agency: INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Case film URL: http://youtu.be/3eYmkg8I5hc

22. The trend LOCAL IDEALIZED is getting stronger and stronger for several years already. Based on the
glorification of the locality - products derived from the neighborhood, from my area, with a particular
region, native. Fuelled by the local patriotism, a desire to seek roots and nostalgia.
#8 LOCAL IDEALIZED, LOCAL LOCO
©Ed Yourdon, flickr.com

23. GOLD LION, CATEGORY: DIRECT
Advertiser: KBC
Product/Service: KBC ENTREPRENEURS
Agency: TBWABELGIUM Brussels, BELGIUM
Case film URL: http://www.youtube.com/watch?v=U76EIiTW_LE

24. Living in a nano-second culture, pressed for time we - as a Lazy Generation - consume, produce and
distribute micro-content (that’s why rising popularity of Vine, Snapchat and so on).
Read more: PubliSeek.
#9 MICROCONTENT
©anotherlunch.com, flickr.com

25. GOLD LION, CATEGORY: DIRECT
Advertiser: SKY
Product/Service: SKY
Agency: SERVICEPLAN Munich, GERMANY

26. Living our social lives, having profiles in different social media sites we build very different images of
ourselves. We start asking questions – who we really are? As John McHale (SapientNitro) said: „It is no
longer about making ourselves happy but taking care of what other people think about us.”
Read more: Today people are living their lives via screens, interview with John McHale and Chris Cobb, Creative Directors at Sapient Nitro,
TrendBook 2013
#10 PROBLEM OF IDENTITY
©visualpanic, flickr.com

27. GRAND PRIX, CATEGORY: BRANDED CONTENT & ENTERTAINMENT
Advertiser: INTEL + TOSHIBA
Product: TOSHIBA LAPTOP WITH INTEL INSIDE
Entrant PEREIRA & O'DELL San Francisco, USA
Case film URL: https://www.youtube.com/watch?v=G-4Wg7FIe70

28. In the recession economy simply beeing good is a rising trend. It started with banking and insurance
companies who failed our trust, but now it is spreading also on the other categories. And if this is a crisis and
the related consumer expectations forced the market to undertake this type of action, I do not mind that the
crisis lasted for a while. In effect, when it’s over, we will live in a better world. I hope!
Read more: trendwatching.com
#11 RANDOM ACTS OF KINDNESS
©Ed Yourdon, flickr.com

29. GRAND PRIX, CATEGORY: MEDIA
Advertiser: FUNERAL INSURANCE COMPANY DELA
Product/Service: DELA BRAND
Agency: OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
Case film URL: http://www.youtube.com/watch?v=BHJvuwZdlZ4

30. GRAND PRIX, CATEGORY: MOBILE
Advertiser: SMART COMMUNICATIONS
Product: SMART PUBLIC AFFAIRS
Agency: DDB DM9JAYMESYFU Makati City, THE PHILIPPINES
Case film URL: http://www.youtube.com/watch?v=7bUGXqhrVrw

31. GRAND PRIX, CATEGORY: PROMO&ACTIVATION
Advertiser: SPORT CLUB RECIFE
Product/Service: FOOTBALL CLUB
Agency: OGILVY BRASIL São Paulo, BRAZIL
Case film URL: http://www.youtube.com/watch?v=7xXTsqEZYFw

32. GOLD LION, CATEGORY: DIRECT
Advertiser: HEMOBA / ESPORTE CLUBE VITÓRIA
Product/Service: FOOTBALL TEAM
Agency: LEO BURNETT TAILOR MADE São Paulo, BRAZIL
Case film URL: http://www.youtube.com/watch?v=V8pEyFmSleI

33. GOLD, CATEGORY: MOBILE
Advertiser: REBORN
Product: ORGAN DONATION FOUNDATION
Agency: DUVAL GUILLAUME MODEM Antwerp, BELGIUM
Case film URL: http://www.youtube.com/watch?v=DcTxt_8dZ1E

34. Authentic marketing communication delivered at the right time with the message linked to other popular
stimuli appears to be something that consumers really want/ perceive well.
Read more: Golin Harris, Designing for Real-Time Marketing, SXSW 2013
#12 REAL TIME MARKETING
©Bely Medved, flickr.com

35. GRAND PRIX, CATEGORY: CYBER
Advertiser: MONDELEZ INTERNATIONAL
Product/Service: OREO
Agency: DRAFTFCB New York, USA
Case film URL: http://www.youtube.com/watch?v=j7wFQLRsMYQ

36. GOLD LION, CATEGORY: MEDIA
Advertiser: KIMBERLY CLARK
Product/Service: KLEENEX
Agency: MINDSHARE WW London, UNITED KINGDOM
Case film URL: http://www.youtube.com/watch?v=OacFkobQYXo

37. SILVER LION, CATEGORY: DIRECT
Advertiser: KRAFT FOOD Inc.
Product/Service: Oreo
Agency: 360i, New York
Case film URL: http://www.youtube.com/watch?v=79wEsmHrw8w

38. SILVER LION, CATEGORY: MEDIA
Advertiser: MERCEDES-BENZ
Product/Service: A-CLASS
Agency: MAXUS GLOBAL, UNITED KINGDOM
Case film URL: http://www.youtube.com/watch?v=M2nZXRoVTPw

39. Crowdsourcing and so many mobile devices have an incredible power. Especially when put together.
#13 SOCIAL MEDIA FOR A GOOD CAUSE
©photos by blperk, flickr.com

40. GOLD LION, CATEGORY: DIRECT
Advertiser: STARHUB MOBILE
Product/Service: MOBILE BRANDING
Agency: DDB GROUP SINGAPORE, SINGAPORE
Case film URL: http://www.youtube.com/watch?v=gbTQb1Hdp6U

41. SILVER LION, CATEGORY: MOBILE
Advertiser: MISSING CHILDREN SOCIETY OF CANADA
Product: CHILD SAFETY & INVESTIGATION
Agency: GREY GROUP CANADA Toronto, CANADA
Case film URL:
http://www.youtube.com/watch?feature=player_embedded&v=Kc2SnAEVEYE

42. SILVER LION, CATEGORY: MOBILE
Advertiser: CIVIL RIGHTS DEFENDERS
Product: GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS DEFENDERS AT RISK
Agency: RBK COMMUNICATION Stockholm, SWEDEN
Case film URL: http://www.youtube.com/watch?v=pwHm2nbwqis&feature=youtu.be

43. There must be something in music. Every year campaigns using specially produced music singles are the
most awarded in Cannes. Just compare last year Banco Popular (Grand Prix in PR) and this year’s Dumb ways
to Die (5 Grand Prix!). And there’s even more!
#14 THANK YOU FOR THE MUSIC!
©Haags Uitburo, flickr.com

44. GRAND PRIX, CATEGORY: DIRECT, FILM PR, RADIO, INTEGRATED
Advertiser: METRO TRAINS
Product/Service: METRO TRAINS
Agency: McCANN MELBOURNE, AUSTRALIA
Case film URL: http://www.youtube.com/watch?v=IxZ_ZznO2ek

45. GOLD LION, CATEGORY: CYBER
Advertiser: LINCOLN MOTOR COMPANY
Product: LINCOLN MKZ
Agency: HUDSON ROUGE New York, USA
See more: http://www.hello-again.com/beck360/main/beck360.html

46. GOLD LION, CATEGORY: MOBILE
Advertiser: DOREMIR
Product: SCORECLEANER NOTES
Agency: MOBIENTO Stockholm, SWEDEN
Case film URL: http://vimeo.com/62860276

47. SILVER LION, CATEGORY: CYBER
Advertiser: OLD SPICE
Product: DANGER ZONE
Agency: WIEDEN+KENNEDY Portland, USA
Case film URL: http://walkinstupid.com/pr/campaign/muscle_music

48. SILVER LION, CATEGORY: MOBILE
Advertiser: MASTERCARD
Product: MASTERCARD MIYAMO
Agency: R/GA New York, USA
Case film URL: http://www.youtube.com/watch?v=o7ewYwflXDY

49. Case film URL: http://www.youtube.com/watch?v=On-Y8fTrDKASILVER LION, CATEGORY: CYBER
Advertiser: PHILIPS
Product: PHILIPS LIFESTYLE ENTERTAINMENT
Agency: DDB & TRIBAL AMSTERDAM, THE NETHERLANDS

50. New vending machines are much more prevalent now. They dispense just about anything (including pizza,
seafood, underwear). But what’s even more interesting, thanks to hi-tech features they engage the
consumer in a physical contact and provide interactve buing experiences.
Read more: Humanisation of machines, TrendBook 2013
#15 VENDING 3.0
©m-louis, flickr.com

51. Case film URL: https://www.youtube.com/watch?v=ts_4vOUDImEGOLD LION, CATEGORY: DIRECT
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: LEO BURNETT SYDNEY, AUSTRALIA

52. e: natalia@hatalska.com
If you want to read more about marketing trends for the next year check out TrendBook2013 report
on my blog: http://hatalska.com/trendbook-2013-en/
or on SlideShare: http://www.slideshare.net/nhatalska/5-crucial-internet-trends-for-the-next-year-report©Rick E Dick, flickr.com