Looking at Cannes Lions 2014 winners it seems that just right now we have started our come back from online to offline world. Visible trends are - among the others: maker movement, real life stories, immersive experiences and tangible reality.

1. 7 OVERRIDING THEMES
SPOTTED AMONG
CANNES LIONS 2014
WINNERS
June 2014
©Daniel Incandela, flickr.com

2. #1 MAKER MOVEMENT
„Contemporary culture representing a technology-based extension of DIY culture. Typical
interests include engineering-oriented pursuits such as electronics, robotics, 3-D printing and the
use of CNC tools, as well as more traditional activities such as metalworking, woodworking, and
traditional arts and crafts. The subculture stresses new and unique applications of technologies
and encourages invention and prototyping. There is a strong focus on using and learning
practical skills and applying them creatively.” [via: Wiki]
© Peter Thoeny, flickr.com

3. TITANIUM LION
PROJECT DANIEL
NOT IMPOSSIBLE LABS
THE EBELING GROUP New York, USA
Case film URL: http://vimeo.com/98805885

4. BRONZE LION, CATEGORY: CYBER
LEVI'S TOOLS
LEVI STRAUSS & CO.
AKQA New York, USA
Case film URL: http://vimeo.com/91739176

5. BRONZE LION, CATEGORY: CYBER
MAKE EVERY YARD COUNT
NIKE
JWT INDIA Mumbai, INDIA
Case film URL: http://www.jwt.com/en/bangalore/work/makeeveryyardcount/

6. #2 SUSTAINABILITY
In the early 20th century, the global population was less than 2 billion; today, it is 7 billion, and by
2050 this number is expected to reach 9 billion. Hence, it is not surprising that the resources are
depleting at an alarming rate. We started to understand the need for sustainable development in
business a long time ago, but today, sustainable development as part of corporate image is not
enough – it must be an integral part of corporate strategy. As a result, the traditional 4P has
changed into: people, planet, profit, purpose. [via: TrendBook 2014]
© Mark J P, flickr.com

7. GRAND PRIX, CATEGORY: PR, CYBER,; GOLD, CATEGORY: BRANDED CONTENT
THE SCARECROW
CHIPOTLE MEXICAN GRILL
CREATIVE ARTISTS AGENCY Los Angeles, USA
Case film URL: https://www.youtube.com/watch?v=reDRAHn3XkY

8. GOLD, CATEGORY: DESIGN
THE STREET STORE
THE HAVEN NIGHT SHELTER
M&C SAATCHI ABEL Cape Town, SOUTH AFRICA
Case film URL: https://www.youtube.com/watch?v=QDw0JtwQU8A

9. SILVER, CATEGORY: DIRECT
INGLORIOUS FRUITS AND VEGETABLES
INTERMARCHÉ
MARCEL Paris, FRANCE
Case film URL: https://www.youtube.com/watch?v=p2nSECWq_PE

10. BRONZE, CATEGORY: PR
RAIN FOR SALE
THE COCA-COLA COMPANY
OGILVY & MATHER COLOMBIA Bogotá, COLOMBIA
Case film URL: https://www.youtube.com/watch?v=APRXjjTZQ10

11. BRONZE, CATEGORY: CYBER
CLIMATE NAME CHANGE
350 ACTION
BARTON F. GRAF 9000 New York, USA
Case film URL: https://www.youtube.com/watch?v=efAUCG9oTb8

12. #3 LONG-FORM VIDEOS
„Long-form video is gaining popularity across all devices. Mobile phone users spent 31% of their
time watching content more than an hour long; tablet users, 19% of their time. More than half
(53%) of mobile viewers’ time was spent watching video longer than 30 minutes, compared to
35% for tablet users. Tablet viewers spent 40% of their viewing time watching video between 10
and 60 minutes long.” [via: OOYALA, Global Video Index Q4 2013]
© xxxxx

13. GRAND PRIX FOR GOOD
SWEETIE
TERRE DES HOMMES NETHERLANDS
LEMZ Amsterdam, THE NETHERLANDS
Case film URL: http://vimeo.com/98800289

14. GRAND PRIX, CATEGORY: CYBER
PHARRELL WILLIAMS - 24 HOURS OF HAPPY
UNIVERSAL / IAMOTHER
ICONOCLAST Paris, FRANCE
Case film URL: http://vimeo.com/98545677 ; http://24hoursofhappy.com/

15. BRONZE, CATEGORY: CYBER
A TRIP OUT TO SEA
GUY COTTON
CLM BBDO Boulogne-Billancourt, FRANCE
Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o;
http://www.sortieenmer.com/

16. #4 MULTISCREENING
„The typical multiscreen user is driven to a 2nd screen by boredom to fill gaps in content and by
habitual multitasking; but also by desires to be more productive, connected, informed, and
engaged. Users may cycle through many or all of these mindsets in a single viewing session. TV
remains the most common first screen; however, as video consumption on wireless devices
proliferates, mobile is poised to step into that space. The most successful second screen content
is additive and efficient.” [via: AdReaction 2014, Millward Brown]
© Paul J Coles, flickr.com

17. GOLD, CATEGORY: MOBILE
RACER
GOOGLE
GOOGLE CREATIVE LAB New York, USA
Case film URL: https://www.youtube.com/watch?v=7zVDg0WaF4o;
http://www.sortieenmer.com/

18. BRONZE, CATEGORY: CYBER
JUST A REFLEKTOR
ARCADE FIRE, GOOGLE CHROME
GOOGLE CREATIVE LAB, DATA ARTS TEAM San Francisco, USA
Case film URL: https://www.youtube.com/watch?v=_3D8hYIfpqg;
https://www.justareflektor.com/

19. #5 IMMERSIVE EXPERIENCES
„Entertainment, narratives and brand experiences will become more immersive and altogether
more enveloping in a bid to capture consumers’ imagination and attention.” [via: JWT 10 Trends
for 2014]
© ESI Design, flickr.com

20. GOLD, CATEGORY: BRANDED CONTENT & ENTERTAINMENT
AMIA BOOTH
AMIA (ASOCIACIÓN MUTUAL ISRAELITA ARGENTINA)
OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Case film URL: https://www.youtube.com/watch?v=Otd1PYZlp2s

21. GOLD, CATEGORY: PROMO & ACTIVATION
TROJAN MAILING
DHL
JUNG von MATT Stuttgart, GERMANY
Case film URL: https://www.youtube.com/watch?v=vHVWegNfQl0

22. SILVER, CATEGORY: CYBER
GOOGLE NIGHT WALK
GOOGLE
72ANDSUNNY Los Angeles, CA, USA
Case film URL: https://www.youtube.com/watch?v=aGlRyMITXMc;
https://nightwalk.withgoogle.com/en/home

23. BRONZE, CATEGORY: CYBER
MELBOURNE REMOTE CONTROL TOURIST
TOURISM VICTORIA
CLEMENGER BBDO MELBOURNE, AUSTRALIA
Case film URL: https://www.youtube.com/watch?v=rg74NzJlGp0;
http://remotecontroltourist.com/

24. BRONZE, CATEGORY: CYBER
LONG DISTANCE ART
VIENNA TOURIST BOARD
JUNG von MATT Vienna, AUSTRIA
Case film URL: https://www.youtube.com/watch?v=uUhO2nOTOTA

25. BRONZE, CATEGORY: OUTDOOR
AMAZING STREET HACKS
UBISOFT
BETC Paris, FRANCE
Case film URL: https://www.youtube.com/watch?v=1hpU_Neg1KA

26. BRONZE, CATEGORY: MEDIA
ALMOST IDENTICAL
MONDELEZ INTERNATIONAL
DEL CAMPO SAATCHI & SAATCHI Buenos Aires, ARGENTINA
Case film URL: https://www.youtube.com/watch?v=sk7A56KVNBY&noredirect=1

27. #6 REAL LIFE STORIES
It has always been about good storytelling in good advertising. But now it is not anymore about
actors, models and polished scenarios. Now it is about real-life stories and about real people. As
a result the story itself is more emotional, more engaging and more compelling.
© Vinoth Chandar, flickr.com

28. SILVER, CATEGORY: CYBER
THE BORN FRIENDS FAMILY PORTRAIT
SKYPE
PEREIRA & O'DELL San Francisco, USA
Case film URL: https://www.youtube.com/watch?v=5nRKyQ11494; ;
http://skypestaytogether.com/

29. BRONZE, CATEGORY: DIRECT
KOMBI LAST WISHES
VOLKSWAGEN DO BRASIL
ALMAPBBDO São Paulo, BRAZIL
Case film URL: https://www.youtube.com/watch?v=tXynxODC4eY

30. BRONZE, CATEGORY: PR
HSBC NOW
HSBC
HSBC London, UNITED KINGDOM
Case film URL: https://www.youtube.com/user/HSBCNOW

31. BRONZE, CATEGORY: CYBER
THE WOMAN WHO CAN'T WATCH MOVIES
CANAL+ SPAIN
FCB SPAIN Madrid, SPAIN
Case film URL: https://www.youtube.com/watch?v=n6ltdHID9JE

32. BRONZE, CATEGORY: TITANIUM & INTEGRATED
CHAPTER TWO
PRUDENTIAL
DROGA5 New York, USA
Case film URL: https://www.youtube.com/watch?v=78UWcBerbVU

33. #7 TANGIBLE REALITY
We live in the world of flat screens. Whatever we touch feels the same. We also live in the online
world with online experiences and online friendships. But at the same time we live in the physical
world. And this world will always dominate. It seems that just right now we have started our
come back from online to offline.
© Christian Schnettelker, flickr.com

34. GOLD, CATEGORY: OUTDOOR
THE SOCIAL SWIPE
BISCHÖFLICHES HILFSWERK MISEREOR
KOLLE REBBE Hamburg, GERMANY
Case film URL: https://www.youtube.com/watch?v=ZcqsRhMHo8o

35. GOLD, CATEGORY: MOBILE
OFFLINE BOOK
MATH PAPER PRESS
DDB GROUP SINGAPORE, SINGAPORE
Case film URL: https://www.youtube.com/watch?v=O6qi03SrocY

36. SILVER, CATEGORY: PR
HANDS ON SEARCH
YAHOO! JAPAN
HAKUHODO KETTLE Tokyo, JAPAN
Case film URL: https://www.youtube.com/watch?v=xQx6YeoKVwU

37. BRONZE, CATEGORY: CYBER
GOOGLE OUTSIDE
GOOGLE UK
R/GA London, UNITED KINGDOM
Case film URL: http://vimeo.com/94494549

38. BRONZE, CATEGORY: MEDIA
REAL LIFE
ALLIANZ
OGILVY FRANCE Paris, FRANCE
Case film URL: https://www.youtube.com/watch?v=Ph7Gc4IZIQ8 [French]

39. BRONZE, CATEGORY: MEDIA
BANANA REPUBLIC
BANANA REPUBLIC
IRIS WORLDWIDE INDONESIA Jakarta, INDONESIA

40. e: natalia@hatalska.com
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