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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017 PUBLISHED BY BOUTIQUE EDITIONS

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IN PRINT AND ONLINE

LIONSDAILYNEWS.COM

18/06/2017 15:47


Real News in the Age of Fake News

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A Keynote Address by

David Remnick Editor, The New Yorker — Monday, June 19th 13:00 -13:45 Lumière Theatre

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017 PUBLISHED BY BOUTIQUE EDITIONS

IN PRINT AND ONLINE

LIONSDAILYNEWS.COM

Welcome ...

A SELECTION OF TODAY’S SEMINARS 10.00 MIT THE BIOLOGY OF A CREATIVE IDEA 10.00 TOMMY HILFIGER UNLOCKING REAL-TIME CREATIVITY. FROM ENTERPRISE SPEED TO THE SPEED OF CULTURE IN SIX MONTHS

David Droga

Halle Berry

Richard Curtis

Ron Howard

Helen Mirren

Juan Manuel Santos

channels, such as Outdoor and Print & Publishing, have experienced a decline in entry numbers, mirroring the changing shape of the communications landscape. But there was better news for Radio, up by 5%. Other categories in growth mode include Mobile, up to a record 1,297 entries (+3%). There was also a modest year-on-year increase for Cyber, with 2,893 entries. Other bright spots include a nascent trend of clients entering work directly (up 69% yearon-year) and increased entries for work submitted into Glass: The Lion For Change, up 31% on last year. Since the Glass Lion launched in 2015, all entry fees have been donated to high-profile organisations tackling gender inequality across the world and the Festival has raised more than

€290,000 to date. Reflecting the international nature of the Festival, there was a notable increase in work from the UAE, China and the LatAm region, including a resurgence of submissions from Brazil — up 7.5% year-on-year. Key honours this year have gone to Droga5 founder and CEO David Droga, this year’s Lion Of St. Mark, while Universal Music Group chairman and CEO Sir Lucian Grainge is Media Person Of The Year. Burger King is named Creative Marketer Of The Year; and screenwriter and director Richard Curtis, receives the Cannes LionHeart Award. Curtis’ many achievements include co-founding Red Nose Day and working with the United Nations on Project Everyone. He is also a founding member of the influential TURN TO P.03

10.00 SAWA WOMEN AND CINEMA MODERATED BY CLAUDIA GONZALEZ ROMO 11.00 PHD WORLDWIDE MERGE – IS THE FUTURE ‘ROBOT SHAPED’? FEATURING OLLY THE ROBOT 11.30 STRANGE THOUGHTS FIRE THE INNOVATION TEAM! TRUE PROGRESS TAKES RADICAL COLLABORATION 12.00 TONGAL AND NASA WHAT NASA AND SPACE EXPLORATION CAN TEACH US ABOUT CREATIVITY 13.00 DIGITAL MCKINSEY DESIGN FORWARD: CREATING FOR THE FUTURE 13.00 IBM MAN, MACHINE AND CREATIVITY: IBM WATSON AND ALEX DA KID 13.00 CONDE NAST THE NEW YORKER’S DAVID REMNICK: REAL NEWS IN THE AGE OF FAKE NEWS 13.00 FITCH WHAT ARE MEMORIES MADE OF? STIRRING EMOTIONS AND LASTING IMPRESSIONS 14.00 CNN CASEY NEISTAT & JEFF ZUCKER: RADICAL EXPERIMENTS IN CREATIVITY 14.00 WITHINLINK CHUANG XIN: RECALIBRATING THE DEFINITION OF INNOVATION 15.00 BRIT & CO A CLOSER LOOK AT ENTREPRENEURSHIP: FOUNDER INSIGHTS FROM WILL.I.AM, BRIT MORIN AND KATRINA LAKE 16.00 BBC ADVERTISING NEXT GENERATION STORYTELLING – THE NEW RULES OF CONTENT CREATION 17.00 GOODBY SILVERSTEIN & PARTNERS DAUGHTERS OF THE EVOLUTION

INSIDE

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Festival flourishes amid new creative landscape THE 64TH edition of the Cannes Lions International Festival of Creativity has generated an impressive 41,170 entries, with Lions Health categories and Creative Effectiveness among the year’s star performers. Entries associated with Lions Health were up 9% on last year while Creative Effectiveness leapt forward by 58%. Cannes Lions managing director Jose Papa said: “The interest around the Creative Effectiveness Lion is very exciting. Not only does it chime with the Festival’s campaign for creativity as a positive force for business, but the work that wins here equips clients everywhere with the guidance and reassurance they need as they seek to become more ambitious creatively.” Some of the more traditional

... to the 64th Cannes Lions International Festival of Creativity and thank you for participating. In joining us at Cannes, you’ve become part of a global community — one which boasts members from around 100 countries. And it’s the thrilling mix of backgrounds and cultures that makes this event one of the most exciting in the world. Over the next eight days, there will be an array of sessions hosted by creative minds from a wide range of industrial sectors — around 600 speakers in all. There will also be opportunities to network with disruptors and review award-winning work from around the world. An important part of the Festival is the Health, Entertainment and Innovation streams which you have embraced in recent years. Your engagement has established these as an important element of the overall Cannes Lions programme of events. What makes Cannes Lions so magical is the coming together of diverse groups of people and ideas, and the resulting inspirational power that comes from shared knowledge. This year, we have even more ways to help you connect and interact with fellow TURN TO P.03 delegates.

Jose Papa

managing director, Cannes Lions

NEWS INNOVATION EATURE: A FIELD TRIP INTO THE FUTURE DIRECT SHORTLIST CREATIVE DATA SHORTLIST MOBILE SHORTLIST FEATURES: FOCUS ON MEXICO FOCUS ON VR, AR AND MIXED REALITY FOCUS ON UK FOCUS ON ASIA FOCUS ON CANADA SCREENINGS SCHEDULE

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Calvin Klein, Inc. CEO Steve Shiffman Participating in “Shakers & Stirrers” in association with Time Inc. Monday, June 19th 16:00 – 17:00 The Cannes Lions Beach

Andy Warhol: Skull, 1976 © The Andy Warhol Foundation / ARS Calvin Klein: Classic Denim Jeans (Archival Originals, 1982) with Classic Cotton Tank (Calvin Klein Underwear Est. 1981) Photographed at The Andy Warhol Museum, Pittsburgh

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

NEWS

Hollywood vs YouTube: Dern and Helbig compare and contrast

GRACE HELBIG

LAURA DERN

FLOURISHING FESTIVAL REFLECTS SHIFTING CREATIVE LANDSCAPE, CONTINUED...

Make Poverty History. As in previous years, the Festival will welcome inspiring speakers from sport, the arts and other fields of cultural endeavour. These include civil-rights activist and politician, the Reverend Jesse Jackson, Nobel peace prize winner and Colombian president Juan Manuel Santos, actor Sir Ian McKellen, actresses Dame Helen Mirren, Halle Berry and Laura Dern, pianist Lang Lang, director Ron Howard, tennis legend Stan Smith, former footballer Steven Gerrard, singers Ellie Goulding and Demi Lovato, model Karlie Kloss, celebrity Kelly Clarkson and burlesque dancer and entrepreneur Dita Von Teese Other influential names from across the media, marketing, digital, industrial and entrepreneurial spectrum include Facebook chief operating officer Sheryl Sandberg,

Airbnb chief marketing officer Jonathan Mildenhall, Vivendi chief marketing officer Lucien Boyer, Tommy Hilfiger chief brand officer, Avery Baker, Hearst chief content officer Joanna Coles, WndrCo founder Jeffrey Katzenberg, CNN Worldwide president Jeff Zucker, New Yorker editor David Remnick, the Geena Davis Institute’s Madeline Di Nonno and IMF managing director Christine Lagarde. Cannes Lion’s Papa said: “The Cannes Lions community deserves the very best content. More than 600 speakers come from around the world to tell stories of how creativity can be a force for business, change and good in the world. It’s a privilege to welcome them to the Festival. I know this year’s audiences are in for something special.” Further Festival highlights include China Day, a one-day programme of talks dedicated to Chinese innovation and creativity, which takes place

YOUTUBE viewers now watch one billion hours of content a day, said Marcus Peterzell, introducing Hollywood star Laura Dern and YouTube personality Grace Helbig to delegates at yesterday’s Ketchum session, Classic Hollywood Meets The YouTube Generation: Who Are Fans Following? session. “The total amount watched on the platform will surpass the output of broadcast TV within two years,” added Peterzell, who is executive vice-president of entertainment at Ketchum. He then asked actress, direc-

tor, producer and activist Dern to explain how the world has changed since she entered the business. “When I was growing up, actors were very keen to cultivate and maintain their mystique,” she said. “They didn’t do many or even any adverts, even though brands have always discretely been part of the creative process. But now, we’re much more aware of how brands support productions. But if, like me, you love working with independent directors, brands can be very supportive of both film production and actors.” Being part of the digital gen-

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eration, Helbig has a very different take on brands: “It’s clear that lots of people in my audience don’t want to watch adverts. So any time I engage with a brand, I’m mindful of what the product is and how that will resonate with my audience, because my connection with them is very intimate. But, there are so many ways that you can talk about brands and make it creative and fun. For example, I was asked to make an ad for a spray lotion I like and use, so I asked the brand if I could make a really dumb advert. They were nervous about it, but they let me do it and it really worked for them.” According to Dern, it boils down to finding the right cause or product. “At that point, you can be yourself, and that’s a great match,” she added.  

tomorrow in the Grand Palais. Speakers include Tencent’s SY Lau, Sohu.com’s Dr Charles Zhang and CCTV director Ren Xuean. GREETINGS FROM LIONS JOSE PAPA, CONTINUED...

From Braindating to our expanded Meet Up programme and the new Cannes Lions Festival App. At it’s heart, the Festival hasn’t changed — it’s still about the quality of the creative work, the strength of the conversations and the opportunity to learn from the best in the business. But alongside all of the creative talent from advertising, media, music, TV, PR, design and technology, we are delighted to be welcoming so many more international delegates. There are fabulous experiences to be had and extraordinary people to meet in Cannes this week. To get the most out of the Festival keep your mind ready to absorb knowledge and your heart open to new relationships. And above all, enjoy yourselves!

PUBLISHER RICHARD WOOLLEY EDITOR IN CHIEF JULIAN NEWBY MANAGING EDITOR DEBBIE LINCOLN SUB EDITOR NEIL CHURCHMAN REPORTERS ANDY FRY - JULIANA KORANTENG - GARY SMITH JO STEPHENS LIONSDAIL­­­­YNEWS.COM/SOCIAL MEDIA SUNNIE/STUDIO A PHOTOGRAPHERS YANN COATSALIOU - MICHEL JOHNER LAYOUT DESIGN A NOIR - T: +33 (0)1 48 06 22 22 - AGENCE@ANOIR.FR ARNAUD PAIKINE - VALERIE MERSIER - CHRISTIAN ZIVOJINOVIC SYSTEMS CO-ORDINATION EURODOC - SOPHIA ANTIPOLIS - T: +33 493 00 80 00 CANNES LIONS DAILY NEWS/EDITORIAL T: 04 92 59 00 30 ADVERTISING IN CANNES 04 92 59 00 30 - JODLIN@BOUTIQUEEDITIONS.COM JERRY ODLIN +44 77 6886 0417 - LISA RAY +44 77 98 662 955 - NICKI WEBBER +1 912 308 6967 ADVERTISING PRODUCTION ROGER HALL PRINTER RICCOBONO OFFSET PRESSE, LE MUY GREEN PUBLISHING THE PAPER USED BY BOUTIQUE EDITIONS IS A NATURAL, RECYCLABLE PRODUCT MADE FROM WOOD GROWN IN SUSTAINABLE FORESTS. THE MANUFACTURING PROCESS CONFORMS TO THE ENVIRONMENTAL REGULATIONS OF THE COUNTRY OF ORIGIN PUBLISHED BY BOUTIQUE EDITIONS LTD - 117 WATERLOO ROAD LONDON SE1 8UL - T: +44 20 7902 1942 © 2017 CANNES LIONS

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

NEWS

Kendall: ‘the day I knew I was addicted to being connected’ PINTEREST president Tim Kendall kicked off his seminar yesterday by admitting to being addicted to his mobile phone: “The incident that made me realise that I was addicted was when my threeyear-old daughter was trying to get my attention while I was furiously tapping out an email, she was tugging at my leg and eventually she shouted at me to stop using my phone because she wanted my attention,” he said. “At that point I saw that I was becoming the sort of person that I’d always

TIM KENDALL

told myself I wouldn’t be.” Kendall started storing his phone in a kitchen safe, where the lid locks with a timer which means that he cannot get to it until the timer has finished. He also downloaded the Moment app which tracks phone usage: “I thought I used my phone for around one hour per day, but the app showed that I usually spend closer to three hours per day on it,” he admitted. “But so many of us deny our addiction on the grounds that we are saving time instead of wasting it, but

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the truth is that not only does time spent on the internet’s most popular platforms increase our anxiety, it also negatively impacts our life away from the screen.” In terms of strategies to counteract this, Kendall suggests several simple things that anyone can do: “We have a duty to try and change this, and we can do so by only allowing notifications from people we know, we can also make sure that the more addictive apps are not on the home screen, and perhaps most importantly, make a point of going to timeless places where you cannot tell what year it is such as the woods, the ocean and even places where there is no mobile phone reception.”  

Healthcare is liking Facebook PEOPLE spend an average of three hours a day on mobile devices. Two billion new mobile connections were made last year. One million people a day go online for the first time, many via mobile. And Facebook, with its 1.75 billion-odd active mobile users, is at the centre of this new reality. This was the starting point of yesterday’s session, Communication, Connection, Personalisation moderated by Facebook’s Meredith Guerriero. Mobile’s ability to connect people, provide them with personalised information and build bridges between brands and consumers is a critical

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innovation in healthcare, Guerriero said: “Healthcare used to be a relationships business, and people had deep personal connections with their doctors and even pharmacies. But that’s changed. There’s been a subtle transfer of control and people are now empowered to make health decisions on their own.” In this new environment, Facebook has a transformative role to play, not only in informing and educating its communities, but in supporting them and calling them to action. Guerriero cited several examples of the ‘Facebook effect’, including its push to boost organ-donor registration, which increased

21-fold in a single day. “New mothers are another great example,” she added. “In the first year of their child’s life, new mothers’ use of Facebook increases by 340%.” For pharma, Facebook is an increasingly attractive platform for forging personal connections, building communities and exploring brand opportunities. Allergan’s Carey Reynolds said the company’s decision to be present on Facebook was driven by the fact that some 50 million users of its Restasis ophthalmic emulsion are members of the social network. “We hear moving stories about how our products have

Facebook’s Meredith Guerriero (left), Allergan’s Carey Reynolds and FCB Chicago’s Christine Lindquist

changed lives, but we also hear negative comments,” she said. “That can be hard, but it’s such an important part of the dialogue. Facebook is truly an insights engine and we can mine that.” Cutting through the Facebook clutter can, however, be a challenge. “Achieving that break-

through is difficult,” Reynolds acknowledged. “Strong creative is essential.” FCB Chicago’s Christine Lindquist agreed: “Healthcare and pharma brands shouldn’t live in fear of great ideas. We’re in the business of changing lives. We should expect nothing less than great creative.”  

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

NEWS

Tedium rules! Why we must hear the word of the bored

Wain Choi

THE POWER of Boredom doesn’t sound like an enthralling title for a session about creativity. But executives from Korean companies Cheil Worldwide and CJ E&M showed Lions delegates how focusing on the ordinary can bring extraordinary results. The session was kicked off by leading TV producer Yungsuk Nah who described how he has been creating popular,

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Tschaik Lee

compelling shows by moving away from sensationalist content. In one of his hit shows, Three Meals A Day, two men from the city go to live in a rural house where their only responsibility is to make three meals a day. Although bored at first, the change in pace soon stimulates them to become better cooks and reconnect with the physical side of their existence. “The show is what

Yungsuk Nah

I call realistic or affordable fantasy because the lifestyle it shows is accessible to anyone who wants it,” he said. Nah was joined on stage by actor Seojin Lee, who has appeared in a number of Yungsuk Nah’s shows: “I only used to play physical masculine roles but in shows like Three Meals A Day I just behaved like myself, so the audience saw a different side of me.” Lee also

Seojin Lee

appeared in Grandpa Over Flowers, another of Nah’s hit shows that has been remade by NBC as Better Late Than Never. Tschaik Lee, executive vicepresident, CJ E&M said the boredom explored in Nah’s shows is actually about uncovering “the meaning of labour, the meaning of time and the meaning of life”. He illustrated his point by delivering a pass-

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able rendition of Lou Reed’s iconic song Perfect Day. Cheil Worldwide senior vicepresident and chief creative officer Wain Choi summed up the session’s philosophy by saying: “There’s a tendency in this business to look for something new and out of the ordinary. We’re always being asked to deliver ideas that have never been seen before, when something mundane and practical might provide the right solution”. He cited the example of how Uniqlo advertised its HeatTech Collection in Korea by giving people free posters made of HeatTech-branded bubblewrap t hat, when placed in their windows at home, raised the room temperature by 2-3 degrees during winter. In other words, a disposable substance created a huge media opportunity, helped boost product sales and saved people money on their energy bills.

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TALENT WITHOUT PREJUDICE What sets you apart? Monday 19th June 3pm Debussy Theatre #MindshareCannes

www.mindshareworld.com

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

NEWS

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THE DISCOVERY ZONE A SHOWCASE FOR THE ‘POWER OF CREATIVE IDEAS’ LIONS Innovation’s mission to highlight the future of brands communications is on display at the Discovery Zone, a new area devoted to startups developing tech that is reshaping the international marketing industry. “The Discovery Zone embraces our mission of always being at the forefront of what creativity is,” said Jose Papa, Cannes Lions’ managing director. “Unlike big trade shows, where startup technology companies try to find space anywhere they can, we have handpicked companies with really cool propositions and have given them a special place where they can really showcase the power of their creative ideas.” Lions Daily News spoke to some of the more than 60 companies participating in the Discovery Zone and learned how they hope to benefit from the initiative and contribute to the advancement of brand marketing and communications.

ALVIN CHIANG, CEO/FOUNDER

BOZENA REZAB, CEO

CHRIS OSTOICH, CO-FOUNDER

Gululu: smart bottles encouraging kids to develop healthy drinking habits

Gamee: social gaming

Lisnr: inaudible ultrasonic tech for gathering data

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his is my second time at Cannes Lions. I was a Cyber Juror in 2013 and I hope the Discovery Zone will open doors for my company to meet other creative minds, potential distribution and co-marketing partners and other institutions that are looking to solve children’s wellbeing issues. For a company like Gululu, working with big brands could mean dealing with several of their internal resources, and that could dilute our focus. If, however, we can find the right brand as a partner, it would definitely be worthwhile networking at the Festival.

MARTIN ADAMS, CEO/CO-FOUNDER Codec: content-intelligence service provider

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e were one of only 10 startups chosen globally to be part of last year’s Cannes Startup Academy and the Unilever Foundry 50. We are on a mission to help brands better empathise with their target audience. The Discovery Zone will provide access to potential partners who could help us in many ways. This includes providing sources of unique data to boost our insight capabilities, or offering smart integrations with other networks and platforms. We know we are solving a big problem for brands and agencies and the more decision-makers we speak to, the more we can contribute to the creative ecosystem.

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his is our first time at Cannes Lions and we are here to meet people experienced in advertising and brand marketing and share our experience launching branded and sponsored games. This enables us to develop our best practices and case studies while getting feedback to help us take our work to another level. Our games are reaching amazing engagement levels, so we want to share this with the advertising world and learn how to best shape the proposition further.

MERT ARMAN, GENERAL MANAGER/ CO-FOUNDER Flank Esports: esports analytics platform

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e believe the Discovery Zone is a great chance for us to tell the esports story from our perspective. Right now, there is no doubt that esports has skyrocketed to become the new global phenomenon, which research company Newzoo estimates will reach $1.49bn in revenues by 2020. Big brands like Coca Cola and Red Bull are putting big money into it because they know their targeted customers can’t be reached with traditional marketing. We believe what is important for startups and brands is to work together on building feasible monetisation strategies. I see the Discovery Zone as an opportunity for us to spread the word.

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his will be our third consecutive year at Cannes Lions. And, for us, being here is all about collisions. There are few events like this one, which offers the opportunity to run into someone on the street or the beach, who could change the trajectory of your business. The Discovery Zone gives us a location to direct each of those conversations. In a company like ours that operates an advanced-technology product, a dedicated space to educate, consult and connect with potential partners is very important.

NICK WRIGHT, CEO FGMNT: VR and AR software developer

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e are here to unveil the Situ software, which is dedicated to the advertising industry. Our intention is to get our brand and product buzzing within the advertising community. The tool is unique in its offering and we need to make agencies understand its worth. We also intend to meet influential individuals we can partner with globally, to bring the product real scale.

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NEWS

MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

Lego helps world’s kids to bring out their inner ‘kronkiwongi’

LEGO’S LARS SILBERBAUER: “IT ISN’T JUST ABOUT THE PROFITS”

ISTHEREanybody who doesn’t like Lego? That was the cheeky but understandable audience question thrown at Lars Silberbauer, Lego’s senior global director of social media and video, after his presentation about the extraordinarily popular toy bricks. Silberbauer jokingly replied that anyone who’s acci-

dentally stepped on a jagged Lego brick might not be a fan. But on a more serious note, he said Lego might require an extra marketing effort in some countries such as China, where its toys are not part of the traditional children’s culture. During his talk, The Lego Social Media Journey, Silberbauer said

the company has had to be as imaginative as its targeted young fans to build its commanding social-media profile. From having no social-media presence at all when he joined the company in 2011, Lego is now in 130 markets on platforms including YouTube, Facebook, Instagram, China’s Baidu,

and Russia’s VK (VKontakte) and Yandex. “There are two pillars that we build on: our users building and playing together, and their pride in the creations,” Silberbauer said. This is why Lego’s ‘Kronkiwongi Project’ campaign, based on a made-up word and pushed into 20 markets, is considered one of its most successful to date, he added. This involved sending out Lego as fixed toys and pre-defined sets of bricks to parents and their kids to create a kronkiwongi — or imaginary character — and working with Facebook to record their responses. “Parents’ immediate responses were: ‘A what?’” Silberbauer said. “Ask the kids the same question and the replies are endless. This is what our company wants to see, because it isn’t just about the profits.”  

Hakuhodo reveals a future imperfect STOP aiming for perfection — what creates desire in the social era is imperfection. This was the thrust of yesterday’s Hakuhodo session, Appetite Creativity, which used the metaphor of restaurant experiences to explore what excites consumers and generates talk in the age of information overload. It is estimated that we now receive around 40,000 messages a day, 98% of which we ignore. In an effort to identify what makes those 2% memorable, Hakuhodo served up five tips to help stimulate the appetite of satiated consumers. “People are not hungry anymore,” said Hakuhodo’s senior creative director, Takahiro Hosoda. “They are too full of information.” Hakuhodo’s first piece of advice was that imperfect experiences can lead to perfect understanding. “Limiting the

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HAKUHODO’S KAZUAKI HASHIDA (LEFT), HARUKO MINAGAWA AND TAKAHIRO HOSODA

experience can stir imagination and curiosity,” said touchpoint evangelist Haruko Minagawa. The point was illustrated by Nissan’s ProPILOT chair, which automatically queues on behalf of its occupant — a welcome innovation in Japan, where the imperfect experience of queuing is a national pastime. Next up was the recommendation that imperfect information perfects imagination. “Lack of

information can get people to think,” said creative director Kazuaki Hashida, referencing a powerful Yahoo! outdoor ad depicting simply the height — 16.7 metres — of the devastating 2011 tsunami. “Trust in the power of the theatre inside your brain,” Hashida added. Tip number three — “an imperfect environment creates an immersive effect” — was illustrated by Hakuhodo’s ingenious ‘Hand Meets Hand’ digital

installation for Tiffany, while tip number five made use of the All Blacks to show that an imperfect context can pique curiosity. The film ‘#TackleTheRisk’ for insurer AIG has generated 100 million views since March. It shows the mighty New Zealand rugby players tackling random people in Tokyo for no discernible reason — until it’s revealed they are actually performing life-saving actions. Last up was the recommendation to celebrate human imperfection if you want to win people’s sympathy — advice that was given moving form in a two-minute film for Sanctuary Spa, in which older women muse on what they’d do differently if they were young in today’s world. “Being a 100% perfect human would be boring,” Minagawa added. “We should cherish the imperfect.”  

FireFlies on road to a cure for blood cancers VERY June, 50 or so people from the creative industries cycle over the French Alps from Lake Geneva to Cannes, covering more than 1,000 kms and scaling 18 mountains to raise money for Bloodwise, a UK charity that funds research into all blood cancers. It’s a cause that MassiveMusic strongly supports, not least because one of its team members has recently endured not one but two cases of leukaemia in his family. Massivians Paul Reynolds, Helen Bellringer and publisher Steven Joyce are taking part in this year’s challenge, which left Geneva on June 13 and is due to arrive in Cannes on Wednesday. As the FireFlies website puts it, the event is a “celebration of life, love and friendship inspired by the courage it takes to fight cancer”. “Last year, I was riding for close friends who were going through round after round of gruelling treatment for leukaemia. They got through, but the illness is far from beaten, so I’m riding again this year”, said Joyce, Sounds Like Publishing’s managing director. Reynolds, managing director of MassiveMusic London, recalled meeting a patient at London’s Hammersmith Hospital who had been treated on one of the few, incredibly expensive machines funded by the FireFlies. “They were basically alive because of the FireFlies,” he said. “The Tour has genuinely saved lives.” To date, The FireFlies Tour has raised over £1.7m. To contribute to helping to eradicate blood cancer, visit the FireFlies Tour 2017 JustGiving page.

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MEET THE WINNERS

THE FIRST AWARDS NIGHT OF LIONS 2017 SAW TWO PRESTIGIOUS GRANDS PRIX HANDED OUT, TWO MAJOR PRIZES IN THE HEALTHCARE CATEGORY AND HONOURS FOR TWO TALENTED YOUNG LIONS ENTRANTS

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1 Louise Benson, executive festival director, Lions Health (left), UNICEF’s Kristoffer Gandrup-Marino and Ariadna Bardolet of La Caixa Banking Foundation with Young Lions Health Award winners Giovanni Santoni and Giulia Marchi of Sudler & Hennessey, Italy. 2 The Health & Wellness Grand Prix went to Clemenger BBDO Melbourne’s ‘Meet Graham’ campaign. Pictured are BBDO’s Harriet Flory (left), Health & Wellness jury president, Mike Rogers and Jayme Blasko of BBDO Worldwide. 3 McCann Health took the Healthcare Network Of The Year award. 4 On stage for the Grand Prix for Good award; Caleb Tiller, executive director, public affairs, United Nations Foundation (left), with Dr Harshit Jain and Daniel Carucci of McCann Health. 5 The team from Area 23, New York celebrate being named Healthcare Agency Of The Year

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FOCUS ON LIONS INNOVATION

MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

A FIELD TRIP INTO THE FUTURE

Shell-sponsored music video Best Day Of My Life

Lions Innovation examines how data and technology are catalysing creativity. Starting today, the two-day festival-within-a-festival is where startups meet legacy players, where marketers meet creatives — and where everybody gets to glimpse the future of brands and advertising. Juliana Koranteng reports

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tech-centric events like Lions Innovation can boast starstudded VIPs ranging from Oscar winners Halle Berry and Dame Helen Mirren to burlesque star Dita Von Teese, Hollywood actor Peter Berg, advertising icon Sir John Hegarty — and Ginger the Robot. But digital technology, including virtual reality (VR), augmented reality (AR), artificial intelligence (AI) and robotics, has triggered an explosion of concepts from all kinds of celebrities and personalities linked to marketing. The two-day Lions Innovation festival, which opens its doors today, offers a trip into the future of advertising and brands. Anna Bager, US-based senior vicepresident and general manager, mobile and video, at the Interactive Advertising Bureau (IAB), says: “Tapping into creativity is key to building great brand storytelling experiences and the industry

NICK MANNING: “THE INDUSTRY NEEDS TO WORK OUT HOW WE IMPROVE THE PERFORMANCE OF ONLINE ADVERTISING. LIONS INNOVATION IS A GOOD PLACE FOR THAT ”

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experts that speak at Lions Innovation know how to harness imagination alongside today’s technology and its wealth of audience data.” Reed Collins, Ogilvy & Mather Group Hong Kong’s chief creative officer, is another Lions Innovation devotee. “The focus the Innovation festival has placed on emerging technology within our industry has been too long coming,” he says. Lions Innovation is indispensable to planners working on future brand strategies, notes Nick Manning, chief strategy officer at marketing analytics specialist Ebiquity. “One of the things the industry needs to work out in a concerted way is how we improve the performance of online advertising. Lions Innovation is a good place for that.” Stephen Plumlee is managing director of R/GA Ventures, the investment arm of digital agency conglomerate R/GA and co-organiser of the Lions’ Start Up Academy. “Startups are at the forefront of these emerging technologies,” he says. “By building a bridge between global brands and growing companies, we can strategically facilitate innovation at a faster rate, helping large companies

remain relevant to consumers.” In addition to the R/GA Start Up Academy, Lions Innovations features the Discovery Zone, a new area devoted to showcasing startups’ inventions. “It’s based on three years of feedback, trials and tests with hundreds of early-stage companies,” says Rob Dembitz, the Cannes Lions International Festival of Creativity’s global head of innovation. “It’s about people discovering new ideas, new partners and new opportunities, while making meaningful connections.” Oscar-winning actor Halle Berry is no stranger to the infiltration of technology in consumers’ everyday lives thanks to her roles in sci-fi TV series Extant and the X-Men superhero movie franchise. Those experiences will more than likely inform her Lions Innovation keynote presentation, Tapping New Media To Connect With Fans And Their Passions, which takes place on the Inspiration Stage tomorrow morning. Berry will talk about how she uses tech and data to connect with her global fan base, not only for her entertainment work, but also the charities she supports. Employing tech to do social good that directly impact on brands’ consumers is

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growing, says Scott Goodson, founder and chairman of pioneering movementmarketing agency StrawberryFrog. The New York-headquartered agency, which launched in the late 1990s, was one of the first-ever digital-marketing specialists. But it recently founded the concept of ‘movement marketing’ to remind brand-owners that they cannot ignore how social media has given consumers powerful voices to push the causes they believe in. “Blame it on automation, technology, global economic pressures, general restlessness or the new hyperconnectivity that enables people to instantly organise around causes and hot topics,” says Goodson, who is also the author of the best-selling book Uprising: How To Build A Brand And Change The World By Sparking Cultural Movements. A ‘cultural movement’ aims to ensure a brand is communicating principles and values that resonate with increasingly socially engaged consumers. And data analysis is key to reaching these connected consumers and inspiring them to join a brand’s movement. For example, StrawberryFrog has helped the US’ SunTrust Bank launch the ‘onUp Movement’ via a website where people are given ideas, tips and tools to move from financial stress to confidence. More than 1.65 million people have registered so far. “This is about understanding culture and aligning it with what people are passionate about,” Goodson says. “The brand-owner must be able to show empathy — something that contributes to progress in society.” StrawberryFrog’s other movement clients include Procter & Gamble’s Pampers, Jim Beam, Swatch, Mercedes and Heineken’s sponsorship of European football competition UEFA Champions League.

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At Lions Innovation, multinational oil and gas conglomerate Shell is demonstrating why brands must do more than acknowledge traditional CRS (corporate social responsibility) strategies if they want to show they care. The corporation has joined forces with tech startups, inventors and artists to promote messages about a clean environment and sustainable energy. For example, it funded a music video called Best Day Of My Life featuring US Oscar-winner Jennifer Hudson, Brazilian star Luan Santana, UK singer Pixie Lott, US electronic dance DJ Steve Aoki, Chinese pop star Tan WeiWei and Nigerian idol Yemi Alade. And the video’s message was based on innovative energy solutions being developed by six tech startups. During tomorrow’s presentation, What If Your Idea Can Change The World?, Malena Cutuli, Shell’s group head of integrated brand communications and capability, will discuss why that project is crucial to the Shell brand. “We believe that even the simplest of ideas has the power to transform lives and positively impact society, and that human ingenuity holds the key to unlocking innovative thinking across our society,” she says. “It’s an absolute duty for brands to make a positive impact in social issues because consumers are demanding that brands stand for a social value,” adds Fernando Vega Olmos, founder and chief creative

1 Mindshare Futures’ Jeremy Pounder 2 Unlockd’s JC Oliver 3 Deeplocal’s Nathan Martin 4 Ebiquity’s Nick Manning 5 Ogilvy & Mather Group Hong Kong’s Reed Collins 6 We Are Social’s Tom Ollerton 7 R/GA Ventures’ Stephen Plumlee 8 Shell’s Malena Cutuli 9 Picnic’s Fernando Vega Olmos 10 StrawberryFrog’s Scott Goodson

officer at Spain-based brand innovation agency Picnic, who is also on tomorrow’s panel. “This is when your brand value begins to increase and when people realise it can change and somehow improve lives.” He adds: “Charities need to make sure they are on top of the new formats and units that are emerging in mobile and digital, like opt-in advertising and the ability to serve full-screen ads to consumers when they unlock their devices.” In this afternoon’s panel, A Closer Look At Entrepreneurship: What It Takes Today, former Google and Apple executive Brit Morin will discuss the challenges facing digital-media ventures, especially those created by women. Her agency Brit + Co, set up to inspire women to embrace their creativity at both personal and professional level, has worked with female-led firms such as subscriptionfunded beauty-and-cosmetic service Birchbox and millennial-targeted news service theSkimm. “We are constantly looking for new ways to collaborate with other female-led brands, not just because it’s great for our audiences but also because it’s great to cast a light on the women behind them,” Morin says.

MALENA CUTULI: “WE BELIEVE THAT EVEN THE SIMPLEST OF IDEAS HAS THE POWER TO TRANSFORM LIVES AND POSITIVELY IMPACT SOCIETY”

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These new brand-development concepts require media platforms like mobile devices that are able to communicate with consumers directly, says JC Oliver, global chief creative officer at Unlockd, a platform that rewards mobile users when they watch targeted ads. “From an advertising and awareness perspective, good causes and charities have the same objectives as brands — they need to grab the attention of as many people as possible and get them to take an action,” he says. The role of robotics and artificial intelligence in the future of advertising and communications is still unclear. Nobody knows whether robots, artificial intelligence, chatbots (automated computer conversations), machine learning and machine-reasoning tech will ever replace humans in brand development, marketing and sales. But they are here and we should be prepared to engage with them, agree the speakers at this year’s Lions Innovation, which opens its doors today. Deeplocal, the US-based innovation studio recently acquired by global advertising conglomerate WPP, specialises in using robotics, among other related disciplines, to create products that make brands stand out. Its Netflix smart socks, for example, feature sleepdetection technology that pauses TV shows when you fall asleep wearing them in front of the screen. “Advertising has been about creating stories that people talk about and share,” says Nathan Martin, Deeplocal’s CEO. “But it’s increasingly difficult to create those remarkable brand stories as many agencies become further removed from the production end that makes their ideas come to life.” Martin’s Lions Innovation panel this afternoon, entitled How To Build Robotics At The Speed Of Advertising, will consider how the ad agencies of the future will be adapting automation, voice activation and other AI-related skills to the products their clients sell. “We’re both an agency and a production company,” he adds. “Millennial clients like Spotify, Netflix and Google have a different approach compared to traditional companies. We have to come up with concepts that work in the real world. And robotics, which is much more accessible than it has ever been, is one of the tools they will use.” According to Ireland-based Research and Markets, revenues generated from AI

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MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

Kirobo, the first robot to talk with an International Space Station astronaut

products and services will reach $38.8bn by 2025, from $643.7m last year. That growth is being spurred by consumers’ increasing adoption of voice-activated smart speakers such as Apple’s Siri, Amazon’s Alexa and Google Home. This also explains why chatbots can now be found in mobile messaging services including Facebook Messenger and WeChat, as well as smart toys like Hello Barbie dolls. The ability to give personalities to computer-activated voices will be the focus of tomorrow’s We Are Social session, Digital Voices, Human Conversations. The panel will include Tom Ollerton, innovation director at London-based We Are Social, the innovation agency that helps marketers embrace the ever-evolving digital-tech space. “Machine learning and AI can today carry out repetitive tasks currently performed by humans,” Ollerton says. “And scarily, in the next five to 10 years, machine learning will automate many elements of the creative process. The algorithm of the future will be able to write briefs based on multiple data sets.” He adds: “In the future, algorithms will be able to create dynamic content and test it in real time. The agency of the future will be able to produce creative work that would have been impossible with only human input.” During tomorrow’s presentation of Speak Easy – The Rise Of Voice Technology, Elizabeth Cherian, J Walter Thompson’s UK director of the innovation group, will explain why voice-activated brands are destined to go mass market. “Voice activation is likely to change how people access information quite fundamentally and therefore any brand that wishes to be discovered needs to be thinking about voice,” she says. “In terms of building a voice experience, advertisers should be thinking longer term than a typical campaign cycle.” Developing metrics for measuring the effectiveness of voice activation will raise challenges, admits Cherian’s co-panelist Jeremy Pounder, director of futures at media-services conglomerate Mindshare Futures. “Voice search can be evaluated in the same way as other search strategies by tracking people’s activities through conversions and working out the

CHRIS CLARKE “ADVERTISING HAS LOST ITS FUNNY. IT’S ALL CRY AND BUY THESE DAYS. ISN’T THE WORLD TERRIFYING ENOUGH? COULDN’T WE ALL USE A BIT OF LEVITY FROM BRANDS?”

appropriate ROI [return on investment],” he says. But what if the voice belonged to actual robots such as Ginger and Olly, who are also participating in Lions Innovation? Ginger, the robot actor and comedian, is appearing on tomorrow’s DigitasLBi panel, Can Data Make You Funnier? Joining Ginger to explain why data and comedy have become the most unlikely of bedfellows will be Dr Heather Knight, a social roboticist with Stanford University and Oregon State University, and Chris Clarke, chief creative officer, international at global marketing and tech agency DigitasLBi. “Trevor Beattie [British ad-agency guru] recently pointed out that advertising has lost its funny,” Clarke says. “It’s all cry and buy these days. Isn’t the world terrifying enough? Couldn’t we all use a bit of levity from brands? Having seen some of Heather’s talks online, we knew the idea of a comedy robot would go down well at Cannes Lions.” “Robots are entertainment darlings,” adds Knight, who also owns a robot theatre company. “My motivation for putting robots on stage is research. Having had the chance to watch audiences, work with comedians and be on stage with the robot myself, I believe comedy has many lessons for robotics.” Robotics tech will also enable the marketers of the future to promote their brands where no man is likely to have promoted them before — in outer space. This will be examined in tomorrow’s presentation by Kyoko Yonezawa, Dentsu’s creative technologist and creative director, during Adventure To The Moon With Hakuto. Hakuto is the Japanese team developing robotic vehicles (rovers) to explore outer space and the moon. And Dentsu, via its subsidiary Dentsu Lab Tokyo, is collaborating with robotics design and manufacturing firm ispace to help Hakuto with its lunar-exploration ambitions. “Outer space is a field with a multitude of possibilities. By shining a bright vision on this unknown area, we produce successful collaborations with various corporations as a business. This is because we are convinced that out of all the industries, only advertising agencies have this integrated capability to be able to do this,” Yonezawa says. Dentsu’s other robot projects include Kirobo, the first robot to talk with an International Space Station astronaut, which was created with automaker Toyota. It was also involved in The Ship, the Brian Eno music video that used AI tech to determine the visuals accompanying the narrative.

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WHERE TECH MEETS CREATIVITY

Forget the talk about tech killing creativity. As Lions Innovation demonstrates, digital technology and big data are inspiring and empowering creatives to go further, think bigger and do better. Juliana Koranteng reports

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HE ADOPTION of technology in advertising should not imply the end of creativity in marketing, as this year’s Lions Innovation festival testifies. If anything, the emergence of digital technology and data analytics has inspired the profession to aim for even more creative ways to tell brands’ stories, says Julia Sourikoff, executive producer, virtual reality (VR) and 360, at the award-winning California-based production house Tool of North America. “Innovation and creativity have never been more closely linked,” says Sourikoff, who is speaking on tomorrow’s panel, The Creator’s Handbook For VR And 360 Storytelling. “The more brands understand emerging technologies like VR, the greater the opportunity they will have to create work that has meaningful cultural impact.” Her words will reassure agency creatives who read about Saatchi & Saatchi LA using IBM Watson, the

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computer goliath’s artificial intelligence (AI) system, to write a series of Facebook ads for automaker Toyota’s Mirai brand. Sourikoff believes the digital-tech element should give creatives additional tools to develop brands’ messages. “The emergent nature of tech-driven storytelling is one of the things I find most exciting about the evolution of creativity,” she adds. VR studio Rewind is one of three UK firms invited to develop storytelling content with Microsoft HoloLens, the software conglomerate’s mixed reality (MR) platform that melds VR’s immersive content with physical surroundings. The partnership has created MR content for the international Red Bull Air Race World Championship called Flight Deck. “It gives a deeper understanding of the complexities of the Red Bull Air Race sport and, therefore, gives a heightened user experience and a deeper connection with fans,” says Sol Rogers, Rewind’s CEO and founder. “There is

RYOT, AOL’s branded-content division, has highlighted VR and MR’s creative potential with several multinational campaigns, including The Smurfs

nothing like this. It’s an opportunity to put consumers inside your brand. It’s the next generation of storytelling.” Rogers and Michel Rousseau, HoloLens’ UX, UI and design technical evangelist at Microsoft France, will front tomorrow’s Lions Innovation session, Step Into The Future With Rewind And Microsoft HoloLens. “Microsoft is engaged with Volvo and Lowe’s [the US home-improvement retailer] in new marketing experiences,” Rousseau says. “With Lowe’s, we’ve recreated your kitchen in order to add new furniture in an innovative and refreshing way. It’s a new playground for marketing agencies.” RYOT, AOL’s branded-content division, operates a studio that works with brands, digital publishers and advertisers, says Bryn Mooser, RYOT’s CEO and co-founder. The studio has highlighted VR and MR’s creative potential with several multinational campaigns, including some for children’s animation franchise The Smurfs. And RYOT will be achieving even more, once AOL’s proposed merger with rival Yahoo! is completed this summer. “VR advertising is still in its infancy, but that shouldn’t stop brands experimenting. We are able to take AOL’s whole brand-services offering and inject creative steroids into it,” says Mooser, who is scheduled to speak at Wednesday’s session, VR: The True Shift From Storytelling To Story Immersion. He adds: “We can reach consumers and tell stories through a combination of emerging formats, including VR, 360-degree video, AR and volumetric capture [holograms], as well as physical activations and events.” The use of life-like 3D holographic images with AI to enhance brands’ presence in the real world — and even resurrect, so to speak, dead celebrities

JULIA SOURIKOFF: “THE MORE BRANDS UNDERSTAND EMERGING TECHNOLOGIES LIKE VR, THE GREATER THE OPPORTUNITY THEY WILL HAVE TO CREATE WORK THAT HAS MEANINGFUL CULTURAL IMPACT”

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— is a skill that London-based Tiger Heart, a digital creative-tech specialist, offers to luxury brand-owners. Founder Sanj Surati has produced holographic events for high-end brands including Burberry and Alfred Dunhill during stints at AR creative agency Holition and hologram-tech studio Musion. He was also involved in creating the 2012 live stage performance by a holographic version of Tupac Shakur, the late US rapper, who died in 1996. Surati says: “There is so much investment, especially in the development of new ideas utilising technology to bring creative visions into reality. I call this tech evolution ‘the new rock ‘n’ roll’. It’s edgy, feisty and so refreshing as an industry.” It isn’t only the creation of alternate realities that is changing the game for advertising. The perceived dullness of algorithmic binary codes associated

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1 Tool of North America’s Julia Sourikoff 2 Rewind’s Sol Rogers 3 Tiger Heart’s Sanj Surati

with data can inject some sexiness into brands when interpreted creatively. That is precisely what Spotify, the world’s biggest streaming music platform by subscriber numbers, can offer marketers, according to the company’s vice-president of data, Adam Bly. At today’s session, Melody, Harmony And Metadata: Understanding People Through Music, Bly is set to interview burlesque queen Dita Von Teese about her taste in music and what that says about her as a consumer. “Listening data gives us the ability to take the idea of personalisation to the state of the art,” Bly says. “It means being able to truly soundtrack your life in a profoundly meaningful way. This takes us to another level in making the product experience more relevant to our users.” And Spotify will work with brandowners to ensure this approach works effectively, Bly adds: “This stems from what we can learn about our users, and what we can express to brands anonymously, so that they can craft the right strategy and creative, and present the right brand to the right user at the right time.” This is all the more reason why the industry should ensure the tech

ANDA GANSCA: “COLLECTING, OWNING AND AGGREGATING DATA WILL BE KEY, BECAUSE THAT WILL BE THE SINGLE MOST STRATEGIC ASSET OF THE CMO OF TOMORROW”

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underlying automated online and mobile programmatic advertising works, says Anda Gansca, CEO and founder of Knotch, the New Yorkheadquartered digital-marketing analytics start-up. “Programmatic continues to disappoint advertising as it’s in many ways a race to the bottom. Brands are continually dependent on programmatic as the options to create personalised reach at scale is limited,” she says. A solution is to set up platforms that enable audiences to offer their feedback about the ads they receive. “Selfreported feedback is the key to a stronger, more direct relationship between a brand and its audience,” Gansca adds. “But it’s also a key to changing the perception on programmatic and unlocking more of its potential power. Collecting, owning and aggregating that data will be key, because that will be the single most strategic asset of the CMO of tomorrow.” Already, today’s CMOs are working with a new generation of ad agencies that has emerged with digital-tech creativity integrated into their DNA and working practices. Accenture Interactive, a subsidiary of the multinational professional-services consultancy Accenture, is one such outfit. Carolina Coppoli, Accenture Interactive’s design strategy director for Hispanic South Latin, emphasises that data is a vital element in the composition of brands’ narratives. “Data is the first step of the process,” she says. “We should work with different sources of data and always have the user at the centre of the picture. We should make decisions with that data, then create something that will bring [users to us] — something emotional that puts them in their best mood to listen or try what we have for them. This is the role for storytelling.” The arrival of these different techenabled creative skills are the result of the growing competition for consumers’ attention, observes Dan Gardner, co-founder and executive creative director of Code and Theory, the US creative digital agency. And that rivalry is generating some groundbreaking approaches to ad creativity. “A combination of the commercial need in digital media, advancements with technology and new processes has brought about an insurgence of ideas traditionally not seen in advertising,” says Gardner, who participated in yesterday’s The Future Of Modern Storytelling And New Media session.

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Spotify at the Palais

Melody, Harmony & Metadata: Understanding People Through Music Join Spotify’s VP of Data, Adam Bly, as he holds a mirror up to culture to show us “we are what we stream” – with the help of special guest Dita Von Teese who’ll reveal all her streaming secrets on stage. Monday, 19 June 16:00 - 16:45 Inspiration Stage *Cannes Lions delegate badge required for entry.

Check out our full slate of programming at http://spoti.fi/Cannes2017

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DIRECT FOOD & DRINKS A01/009 WHOPPER EXCHANGE • BURGER KING • BURGER KING • ENT./IDEA AKQA, SÃO PAULO • PROD AKQA SÃO PAULO/ZOHAR, SÃO PAULO/ESTUDIO POLA, SÃO PAULO/AUTOBAHN, LONDON/SATELITE AUDIO, SÃO PAULO A01/013 GIVE THE RAINBOW • MARS • SKITTLES • ENT./IDEA ADAM&EVEDDB, LONDON • MEDIA MEDIACOM, LONDON • PROD CAIN & ABEL LONDON

BRAZIL UNITED KINGDOM

A01/017 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE

AUSTRALIA

A01/027 DB EXPORT BEER BOTTLE SAND • DB BREWERIES/HEINEKEN NZ • DB EXPORT • ENT./IDEA COLENSO BBDO, AUCKLAND • MEDIA PHD, AUCKLAND • PROD FINCH AUCKLAND/RAYDAR, AUCKLAND/UNION DIGITAL, AUCKLAND/ NATIVE AUDIO, AUCKLAND • PR SPARK PR & ACTIVATE, AUCKLAND

NEW ZEALAND

A01/066 ANDES BAR 45 • AB INBEV • ANDES BEER • ENT./IDEA SAATCHI & SAATCHI, BUENOS AIRES • PROD PRIMO BUENOS AIRES/SAKE, BUENOS AIRES/LINDA TV, BUENOS AIRES

ARGENTINA

A01/068 DELICIOUS CALM • CAMPOFRÊO • PAVOFRÊO • ENT./IDEA MCCANN MADRID • PROD HARRY MADRID • PR LLORENTE & CUENCA, MADRID

SPAIN

FAST MOVING CONSUMER GOODS A02/001 THE LONG-LASTING UNIFORM • I.P. TRADING • HYGIENE • ENT./IDEA BBDO BANGKOK • MEDIA BBDO BANGKOK • PR BBDO BANGKOK

THAILAND

A02/027 HANDLE WITH CARE • PROCTER & GAMBLE • GILLETTE • ENT./IDEA GREY NEW YORK/PROCTER & GAMBLE, BOSTON • PROD POSSIBLE CINCINNATI /TOWNHOUSE, NEW YORK/HUMBLE, NEW YORK/THE MILL, NEW YORK/ TOWNHOUSE, NEW YORK • PR KETCHUM, NEW YORK

USA

DURABLE CONSUMER GOODS A03/001 ADIDAS ODDS • ADIDAS • ADIDAS SHOE • ENT./IDEA TAPROOT DENTSU, MUMBAI • PROD TAPROOT DENTSU MUMBAI • PR TAPROOT DENTSU, MUMBAI

INDIA

A03/008 IKEA RETAIL THERAPY • IKEA • FURNITURE & HOME ACCESSORIES • ENT./IDEA ÅKESTAM HOLST, STOCKHOLM • MEDIA MEC, STOCKHOLM • PROD ÅKESTAM HOLST STOCKHOLM • PR ÅKESTAM HOLST, STOCKHOLM

SWEDEN

A03/028 BREAKING THE PATTERN WITH ADIDAS GLITCH • ADIDAS FOOTBALL • ADIDAS GLITCH • ENT./IDEA POSSIBLE, SEATTLE/IRIS WORLDWIDE, LONDON • PROD POSSIBLE SEATTLE/IRIS WORLDWIDE, LONDON

USA

CARS & AUTOMOTIVE PRODUCTS & SERVICES A04/011 THE SCANIA CLOCK • SCANIA • TRUCKS • ENT./IDEA TBWA\STOCKHOLM • PROD B-REEL STOCKHOLM • PR TBWA\STOCKHOLM

SWEDEN

A04/015 VOLVO SURVIVOR SALES AGENTS • VOLVO NORTH MIAMI • VOLVO • ENT./IDEA WE BELIEVERS, NEW YORK • PROD LETCA FILMS MIAMI

USA

A04/020 AUDI AND AIRBNB LIVE TO DRIVE • AUDI OF AMERICA • AUTOMOBILES • ENT./IDEA VENABLES BELL & PARTNERS, SAN FRANCISCO • MEDIA MEDIACOM, LOS ANGELES • PROD MJZ LOS ANGELES/FINAL CUT, LOS ANGELES/ 740 SOUND DESIGN, LOS ANGELES/FRAMESTORE, LOS ANGELES

USA

A04/031 THE DREAM CRADLE • RENAULT • AUTOMOTIVES • ENT./IDEA PUBLICIS CONSEIL, PARIS/PUBLICIS ITALY, MILAN/PUBLICIS BUENOS AIRES • MEDIA OMD, MILAN • PROD FILMMASTER MILAN/LANDIA, BUENOS AIRES • PR MSL GROUP, MILAN

FRANCE

RETAIL, E-COMMERCE, RESTAURANTS A05/043 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES

USA

A05/052 BURGER CLAN • BURGER KING • ONLINE DELIVERY SERVICE • ENT./IDEA LOLA MULLENLOWE, MADRID • MEDIA WINK TTD, MADRID • PROD TRONCO MADRID • PR EVERCOM, MADRID

SPAIN

A05/061 SEARCH • MCDONALD’S • COLD BEVERAGE VALUE • ENT./IDEA WE ARE UNLIMITED, CHICAGO • MEDIA OMD USA, CHICAGO/RESOLUTION MEDIA, CHICAGO • PROD FURLINED LOS ANGELES • PR DDB, CHICAGO

USA

A05/063 PRICE ON THE JERSEY • WALMART • WALMART • ENT./IDEA DM9DDB, SÃO PAULO • MEDIA DM9DDB, SÃO PAULO • PR DM9DDB, SÃO PAULO

BRAZIL

TRAVEL, TRANSPORT & LEISURE A06/002 DECEMBER 21ST • LOTERIAS Y APUESTAS DEL ESTADO • CHRISTMAS LOTTERY • ENT./IDEA LEO BURNETT, MADRID • PROD LEO BURNETT MADRID/RCR FILMS, MADRID • PR LEO BURNETT, MADRID

SPAIN

A06/004 DRAG, DROP & GO • CHEAPFLIGHTS • CHEAPFLIGHTS • ENT./IDEA UNCLE GREY, COPENHAGEN • MEDIA UNCLE GREY, COPENHAGEN • PROD WM CREATIVE LABS HONG KONG

DENMARK

A06/008 THE SINGLE RELEASE • POPAGANDA MUSIC FESTIVAL • MUSIC FESTIVAL • ENT./IDEA SAATCHI & SAATCHI, STOCKHOLM • MEDIA SAATCHI & SAATCHI, STOCKHOLM A06/009 SKIP FRIDAY 13 • LA LIBANAISE DES JEUX • LOTO LIBANAISE • ENT./IDEA IMPACT BBDO, DUBAI

SWEDEN UNITED ARAB EMIRATES

A06/013 THE DNA JOURNEY • MOMONDO • MOMONDO TRAVEL SEARCH ENGINE • ENT./IDEA &CO./NOA, COPENHAGEN • MEDIA BE ON, COPENHAGEN • PROD BACON COPENHAGEN • PR RADIUS KOMMUNIKATION, COPENHAGEN A06/015 KLM BONDING BUFFET • KLM ROYAL DUTCH AIRLINES • KLM ROYAL DUTCH AIRLINES • ENT./IDEA DDB & TRIBAL WORLDWIDE AMSTERDAM • PROD WEFILM AMSTERDAM

DENMARK THE NETHERLANDS

A06/016 OUT OF OFFICE TRAVELOGUE • QANTAS • OUT OF OFFICE TRAVELOGUE • ENT./IDEA THE MONKEYS, PART OF ACCENTURE INTERACTIVE, SYDNEY/THE MONKEYS, SYDNEY • PROD THE MONKEYS SYDNEY

AUSTRALIA

A06/031 THE VILLAGE PHONE PROMOTION • GRAUBÜNDEN FERIEN • TOURISM • ENT./IDEA JUNG VON MATT/LIMMAT, ZÜRICH • MEDIA JUNG VON MATT/LIMMAT, ZÜRICH • PROD JUNG VON MATT/LIMMAT ZÜRICH • PR JUNG VON MATT/LIMMAT, ZÜRICH SWITZERLAND A06/033 EIFFEL TOWER ALL YOURS • HOMEAWAY • PREMIUM VACATION RENTALS • ENT./IDEA SAATCHI & SAATCHI FRANCE, PARIS/SAATCHI & SAATCHI, LONDON • MEDIA BLUE 449, PARIS • PROD PRODIGIOUS PARIS/GOOD2HEAR, NEUILLY-SUR-SEINE

FRANCE

A06/044 PITCHING FRENCH FILMS TO HOLLYWOOD • ALLIANCE FRANÇAISE DE SINGAPOUR • CINÉ CLUB • ENT./IDEA OGILVY & MATHER SINGAPORE • MEDIA OGILVY & MATHER SINGAPORE • PROD OGILVY & MATHER SINGAPORE • PR OGILVY & MATHER SINGAPORE

SINGAPORE

A06/045 YOU’VE GOTTA HAVE A TEAM • FOOTBALL FEDERATION AUSTRALIA • FOOTBALL FEDERATION AUSTRALIA • ENT./IDEA BMF, PYRMONT • PROD BMF PYRMONT/RUMBLE STUDIOS, SYDNEY • PR FRANK PR, PYRMONT

AUSTRALIA

A06/047 TWO GUYS GO TO THE CINEMA • CINEMES TEXAS • DOS TIPOS VAN AL CINE • ENT./IDEA THE CYRANOS//MCCANN, BARCELONA • MEDIA THE CYRANOS//MCCANN, BARCELONA • PROD THE CYRANOS//MCCANN BARCELONA/ LANDIA, MADRID • PR THE CYRANOS//MCCANN, BARCELONA

SPAIN

MEDIA & PUBLICATIONS A07/007 A WORLD WITH NO HEROES • UBISOFT • TOM CLANCY’S GHOST RECON WILDLANDS • ENT./IDEA DDB PARIS • PROD MAKE ME PULSE PARIS

FRANCE

A07/034 LIBÉ DES RÉFUGIÉS • LIBÉRATION • NEWSPAPERS • ENT./IDEA FRED & FARID PARIS • MEDIA FRED & FARID PARIS • PROD FRED & FARID PARIS • PR FRED & FARID PARIS

FRANCE

A07/047 YOURNALIST • EITB - EUSKAL IRRATI TELEBISTA • YOURNALIST - NEWS APP • ENT./IDEA THE CYRANOS//MCCANN, BARCELONA • MEDIA THE CYRANOS//MCCANN, BARCELONA • PROD THE CYRANOS//MCCANN BARCELONA/ OXIGENO, BARCELONA/GLASSWORKS, BARCELONA • PR THE CYRANOS//MCCANN, BARCELONA

SPAIN

A07/049 OCEAN DILDOS • MTV • INSTITUTIONAL • ENT./IDEA AFRICA, SÃO PAULO • PROD WEBCORE SÃO PAULO/PICT ESTUDIO, SÃO PAULO/SPRAY FILMES, SÃO PAULO/BIG FOOTE, SÃO PAULO/PILOTO TV, SÃO PAULO

BRAZIL

FINANCIAL PRODUCTS & SERVICES A08/010 RESCUE RASHIE • WESTPAC BANKING CORPORATION • CHILDRENS’ RASH VEST/CPR INSTRUCTIONS • ENT./IDEA SAATCHI & SAATCHI, SYDNEY • PROD SCOUNDREL SYDNEY/RUMBLE STUDIOS, SYDNEY • PR MAP AND PAGE, SYDNEY A08/011 CONDENSED PRE-ROLL: CAMPAIGN • GEICO • INSURANCE • ENT./IDEA THE MARTIN AGENCY, RICHMOND • PROD PARK PICTURES NEW YORK/CUT+RUN, NEW YORK/MPC LA, CULVER CITY/ARTJAIL, NEW YORK

AUSTRALIA USA

A08/040 PLAYING WITH FIRE • TRYGG-HANSA • CIVIC & SOCIAL EDUCATION • ENT./IDEA PRIME WEBER SHANDWICK, STOCKHOLM • MEDIA PRIME WEBER SHANDWICK, STOCKHOLM • PROD PRIME WEBER SHANDWICK STOCKHOLM • PR PRIME WEBER SHANDWICK, STOCKHOLM

SWEDEN

ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

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DIRECT SHORTLIST

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FINANCIAL PRODUCTS & SERVICES A08/043 FEARLESS GIRL • STATE STREET GLOBAL ADVISORS • SHE ETF • ENT./IDEA MCCANN NEW YORK • PROD CRAFT WORLDWIDE NEW YORK/STUART WEISSMAN PRODUCTIONS, NEW YORK/ COPILOT STRATEGIC MUSIC + SOUND, NEW YORK • PR STATE STREET GLOBAL ADVISORS COMMUNICATIONS, BOSTON

USA

B2B PRODUCTS & SERVICES A09/019 ADOBE STOCK APPAREL • ADOBE • ADOBE STOCK • ENT./IDEA ABBY PRIEST, STOCKHOLM • PROD ABBY PRIEST STOCKHOLM • PR ABBY PRIEST, STOCKHOLM

SWEDEN

A09/022 NOSFERATU • GETTY IMAGES • GETTY IMAGES • ENT./IDEA ALMAPBBDO, SÃO PAULO • MEDIA ALMAPBBDO, SÃO PAULO • PROD ALMAPBBDO SÃO PAULO/GETTY IMAGES, BRAZIL/PUNCH AUDIO, SÃO PAULO/SLIKLAND, SÃO PAULO/ BLACK MADRE, SÃO PAULO

BRAZIL

COMMERCIAL PUBLIC SERVICES A10/013 PAYPHONE BANK • TIGO-UNE • PAYPHONE MICRO SAVINGS ACCOUNT • ENT./IDEA GREY COLOMBIA, BOGOTÁ • PROD LA OCTAVA BOGOTÁ

COLOMBIA

CORPORATE IMAGE A11/018 #WEACCEPT • AIRBNB • AIRBNB • ENT./IDEA AIRBNB, SAN FRANCISCO • MEDIA STARCOM, CHICAGO/AMOBEE, FOSTER CITY • PROD AIRBNB SAN FRANCISCO/WHERE THE BUFFALO ROAM, CORTE MADERA • PR AIRBNB, SAN FRANCISCO

USA

A11/020 THE RECEIPT • WALMART • WALMART • ENT./IDEA SAATCHI & SAATCHI, NEW YORK • MEDIA MEDIAVEST|SPARK, NEW YORK/HAWORTH MARKETING + MEDIA, MINNEAPOLIS • PROD TOOL LOS ANGELES/WONDROS, LOS ANGELES/ CAVIAR, LOS ANGELES • PR GOLIN, CHICAGO

USA

A11/034 GUARDIAN FANS • HEINEKEN • HEINEKEN • ENT./IDEA PUBLICIS ITALY, MILAN • MEDIA MEDIAVEST|SPARK, MILAN • PROD BEDESCHI FILM MILAN • PR COHN & WOLFE, MILAN

ITALY

CORPORATE SOCIAL RESPONSIBILITY A12/020 BREASTFEEDING MANNINQUIES • AMIGOS DE LA LACTANCIA AND COALITION BRANDS • AMIGOS DE LA LACTANCIA • ENT./IDEA J. WALTER THOMPSON COLOMBIA, BOGOTÁ

COLOMBIA

A12/022 THE CHILD REPLACEMENT PROGRAMME • MARS NZ • PEDIGREE • ENT./IDEA COLENSO BBDO, AUCKLAND • MEDIA STARCOM NZ, AUCKLAND • PROD EXIT FILMS AUCKLAND/CREATURE, AUCKLAND/FRANKLIN RD, AUCKLAND • PR IMPACT PR, AUCKLAND

NEW ZEALAND

A12/024 THE HUMANIUM METAL INITIATIVE • IM SWEDISH DEVELOPMENT PARTNER • HUMANIUM METAL • ENT./IDEA ÅKESTAM HOLST, STOCKHOLM/GREAT WORKS, STOCKHOLM

SWEDEN

A12/045 AIR-INK • HEINEKEN ASIA PACIFIC PTE. LTD. • TIGER BEER • ENT./IDEA MARCEL SYDNEY • MEDIA STARCOM, LONDON/FLORA&FAUNAVISIONS, BERLIN/STARCOM, SINGAPORE/MEDIAVEST|SPARK, NEW YORK/CURIOUS FEW, HONG KONG • PROD GOODOIL FILMS SYDNEY/HECKLER, SYDNEY/SQUEAK E CLEAN PRODUCTIONS, LOS ANGELES • PR EDELMAN SINGAPORE/MSL HONG KONG, KWUN TONG/OGILVY PUBLIC RELATIONS WORLDWIDE, SINGAPORE/SCHRODER+SCHOMBS PR, BERLIN/BRAYA, NEW YORK

AUSTRALIA

A12/060 TALK TO ME • PANASONIC • PANASONIC COMMA SPEAKERS • ENT./IDEA MARURI GREY, GUAYAQUIL • MEDIA MARURI GREY, GUAYAQUIL • PROD MARURI GREY GUAYAQUIL • PR MARURI GREY, GUAYAQUIL

ECUADOR

A12/083 UNTIL WE ALL BELONG • AIRBNB • AIRBNB • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA STARCOM, MELBOURNE • PROD THE GLUE SOCIETY SYDNEY • PR N2N COMMUNICATIONS, SYDNEY

AUSTRALIA

A12/103 ROADS THAT HONK • HPCL • HP LUBRICANTS • ENT./IDEA LEO BURNETT INDIA, MUMBAI • MEDIA LEO BURNETT INDIA, MUMBAI • PROD LEO BURNETT INDIA MUMBAI • PR LEO BURNETT INDIA, MUMBAI A12/111 WORLDS APART • HEINEKEN • HEINEKEN BEER • ENT./IDEA PUBLICIS LONDON • MEDIA MEDIAVEST|SPARK, LONDON • PROD RSA FILMS LONDON • PR EDELMAN, LONDON

INDIA UNITED KINGDOM

PUBLIC SECTOR A13/008 MEET GRAHAM • TRANSPORT ACCIDENT COMMISSION VICTORIA • TRANSPORT ACCIDENT COMMISSION VICTORIA • ENT./IDEA CLEMENGER BBDO MELBOURNE • PROD FLARE PRODUCTIONS BBDO MELBOURNE/ AIRBAG PRODUCTIONS, MELBOURNE • PR CLEMENGER BBDO MELBOURNE

AUSTRALIA

A13/012 MR. BEAR DRIVER • THE AUTOMOBILE CLUB OF ROMANIA • THE AUTOMOBILE CLUB OF ROMANIA & THE FIA (FÉDÉRATION INTERNATIONALE DE L’AUTOMOBILE ) • ENT./IDEA PUBLICIS ROMANIA, BUCHAREST • PR PUBLICIS ROMANIA, BUCHAREST ROMANIA A13/022 MADE POSSIBLE BY MELBOURNE • UNIVERSITY OF MELBOURNE • THE UNIVERSITY OF MELBOURNE • ENT./IDEA MCCANN MELBOURNE • PROD AIRBAG PRODUCTIONS MELBOURNE

AUSTRALIA

A13/031 THE VIRTUAL CRASH BILLBOARD • PARISIAN ROAD SAFETY (DRIEA: DIR. RÉGION. INTERDÉP. EQUIPEMENT AMÉNAGEMENT) • ROAD SAFETY AUTHORITY (FRANCE/PARIS & SURBUBS) • ENT./IDEA SERVICEPLAN FRANCE, PARIS • MEDIA SERVICEPLAN FRANCE, PARIS • PROD SERVICEPLAN FRANCE PARIS/TRINITY FILMS, PARIS/COMPTOIR DU SON, PARIS • PR SERVICEPLAN FRANCE, PARIS

FRANCE

CHARITIES & NON-PROFIT A14/006 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS

FRANCE

A14/013 WORDS OF WELCOME • VEREIN FÜR BERLINER STADTMISSION • TAPE ROLL • ENT./IDEA DDB GROUP GERMANY, BERLIN

GERMANY

A14/026 LOVE CAM • THE AD COUNCIL • LOVE HAS NO LABELS • ENT./IDEA R/GA, NEW YORK • PROD TOOL LOS ANGELES/THE MILL, NEW YORK/CUT+RUN, NEW YORK/NYLON STUDIOS, NEW YORK

USA

A14/035 GIVE-A-CARE • RETHINK BREAST CANCER • RETHINK BREAST CANCER • ENT./IDEA LG2 TORONTO

CANADA

A14/045 THE WORLD’S BIGGEST ASSHOLE • DONATE LIFE • ORGAN DONATION • ENT./IDEA THE MARTIN AGENCY, RICHMOND • MEDIA THE MARTIN AGENCY, RICHMOND • PROD FURLINED LOS ANGELES/CUT + RUN, SANTA MONICA/ THE MILL, LOS ANGELES/LIME STUDIOS, SANTA MONICA/DUOTONE AUDIO GROUP, NEW YORK • PR THE MARTIN AGENCY, RICHMOND

USA

A14/053 ESCALATING GIFS • EUROPEAN ANTI-BULLYING NETWORK (EAN) • EUROPEAN ANTI-BULLYING NETWORK (EAN) • ENT./IDEA OGILVY GERMANY, FRANKFURT • PROD RABBICORN FILMS BERLIN/NHB, BERLIN/ STUDIO FUNK, BERLIN/STORZ & ESCHERICH, BERLIN • PR OGILVY GERMANY, FRANKFURT

GERMANY

A14/054 SICKKIDS VS • SICKKIDS FOUNDATION • SICKKIDS FOUNDATION • ENT./IDEA COSSETTE, TORONTO/SICKKIDS FOUNDATION, TORONTO • MEDIA OMD CANADA, TORONTO • PROD THE MILL NEW YORK/SKIN & BONES, TORONTO • PR COSSETTE, TORONTO

CANADA

A14/076 ANONYMOUS FRIEND • ALCOHOLICS ANONYMOUS • ALCOHOLICS ANONYMOUS • ENT./IDEA J. WALTER THOMPSON BRAZIL, SÃO PAULO • MEDIA J. WALTER THOMPSON BRAZIL, SÃO PAULO • PROD PUNCH AUDIO SÃO PAULO/ EVIL TWIN, SÃO PAULO • PR J. WALTER THOMPSON BRAZIL, SÃO PAULO

BRAZIL

A14/078 YOUR NAME SAVES • DONATE LIFE AMERICA • ORGAN DONATION REGISTRATION • ENT./IDEA LEO BURNETT CHICAGO • MEDIA LEO BURNETT CHICAGO • PROD LEO BURNETT CHICAGO • PR LEO BURNETT CHICAGO

USA

A14/088 ASH TO ART • GLASGOW SCHOOL OF ART • GLASGOW SCHOOL OF ART • ENT./IDEA J. WALTER THOMPSON, LONDON • MEDIA J. WALTER THOMPSON, LONDON • PROD J. WALTER THOMPSON LONDON • PR J. WALTER THOMPSON, LONDON UNITED KINGDOM A14/091 COINS OF HOPE • CHILD FOCUS • PUBLIC SERVICE - BELGIAN CENTER FOR MISSING AND SEXUALLY EXPLOITED CHILDREN • ENT./IDEA THESE DAYS - WUNDERMAN, ANTWERP • MEDIA MEDIACOM, BRUSSELS • PR FINN PR, BRUSSELS A14/093 ECOALARM • FUNDACIÎN BANCO DE BOSQUES • ECOALARM • ENT./IDEA WUNDERMAN BUENOS AIRES • PROD WUNDERMAN BUENOS AIRES A14/121 THE TRAFFICKING EXAM • POLARIS • THE ANTI-TRAFFICKING EXAM & OTOSCOPE • ENT./IDEA AREA 23, NEW YORK • MEDIA AREA 23, NEW YORK • PROD AREA 23 NEW YORK

BELGIUM ARGENTINA USA

A14/123 SCHOOL FOR JUSTICE • FREE A GIRL MOVEMENT • CHARITY • ENT./IDEA J. WALTER THOMPSON AMSTERDAM • MEDIA J. WALTER THOMPSON AMSTERDAM • PROD J. WALTER THOMPSON AMSTERDAM • PR J. WALTER THOMPSON AMSTERDAM

THE NETHERLANDS

A14/174 SWEAR JAR • COMIC RELIEF • CHARITY APP • ENT./IDEA VALENSTEIN & FATT, LONDON • MEDIA MINDSHARE, LONDON • PROD POSSIBLE CEE BUDAPEST A14/175 A TABLE TO END HUNGER • THE HUNGER PROJECT • A TABLE TO END HUNGER • ENT./IDEA MCCANN SYDNEY • MEDIA MCCANN SYDNEY • PROD MCCANN SYDNEY • PR MCCANN SYDNEY

UNITED KINGDOM AUSTRALIA

DIMENSIONAL MAILING B02/007 THE REFUGEE NATION • AMNESTY INTERNATIONAL • AWARNESS AROUND THE REFUGEE CAUSE • ENT./IDEA OGILVY NEW YORK • PROD ASTEROIDE FILMS CURITIBA/CANJA AUDIO CULTURE, CURITIBA/SQUARE PIXEL, RIO DE JANEIRO

USA

B02/009 IKEA: COOK THIS PAGE • IKEA CANADA • IKEA CANADA • ENT./IDEA LEO BURNETT TORONTO • PROD TRADE GRAPHICS BY DESIGN INC. CONCORD/PAPERTEC INC., GARFIELD/PRINTED BY SOMERSET, MISSISSAUGA/GRAYSON MATTHEWS, TORONTO CANADA USE OF AMBIENT MEDIA: SMALL SCALE B03/003 THE REFUGEE NATION • AMNESTY INTERNATIONAL • AWARNESS AROUND THE REFUGEE CAUSE • ENT./IDEA OGILVY NEW YORK • PROD ASTEROIDE FILMS CURITIBA/CANJA AUDIO CULTURE, CURITIBA/SQUARE PIXEL, RIO DE JANEIRO B03/007 WORDS OF WELCOME • VEREIN FÜR BERLINER STADTMISSION • TAPE ROLL • ENT./IDEA DDB GROUP GERMANY, BERLIN

USA GERMANY

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USE OF AMBIENT MEDIA: SMALL SCALE B03/010 ART BEATS HATE • LEGACY BERLIN • NONE • ENT./IDEA HEIMAT, BERLIN • MEDIA HEIMAT, BERLIN • PROD HEIMAT BERLIN • PR HEIMAT, BERLIN

GERMANY

B03/011 THE SINGLE RELEASE • POPAGANDA MUSIC FESTIVAL • MUSIC FESTIVAL • ENT./IDEA SAATCHI & SAATCHI, STOCKHOLM • MEDIA SAATCHI & SAATCHI, STOCKHOLM

SWEDEN

B03/029 THE HUMANIUM METAL INITIATIVE • IM SWEDISH DEVELOPMENT PARTNER • HUMANIUM METAL • ENT./IDEA ÅKESTAM HOLST, STOCKHOLM/GREAT WORKS, STOCKHOLM

SWEDEN

B03/038 FOOTNOTE FOR THE BREAST • MEDCARE WOMEN & CHILDREN HOSPITAL • HEALTHCARE • ENT./IDEA THE CLASSIC PARTNERSHIP ADVERTISING, DUBAI

UNITED ARAB EMIRATES

B03/043 COINS OF HOPE • CHILD FOCUS • PUBLIC SERVICE - BELGIAN CENTER FOR MISSING AND SEXUALLY EXPLOITED CHILDREN • ENT./IDEA THESE DAYS - WUNDERMAN, ANTWERP • MEDIA MEDIACOM, BRUSSELS • PR FINN PR, BRUSSELS

BELGIUM

B03/065 UNSUCCESSFUL TICKET SAMPLING • FOLKOPERAN • OPERA • ENT./IDEA INGO, STOCKHOLM • PROD INGO STOCKHOLM

SWEDEN

B03/095 TEDDY GUN • ILLINOIS COUNCIL AGAINST HANDGUN VIOLENCE • ANTI-GUN VIOLENCE EDUCATION, AWARENESS AND LOBBYING IN ILLINOIS • ENT./IDEA FCB CHICAGO • PROD LORD + THOMAS CHICAGO/ DUCK POND CREATIVE, LOS ANGELES • PR CURRENT MARKETING, CHICAGO

USA

B03/107 SAVLON HEALTHY HANDS CHALK STICKS • ITC SAVLON • SAVLON HEALTHY HANDS CHALK STICKS • ENT./IDEA OGILVY & MATHER MUMBAI • PROD GOOD MORNING MUMBAI • PR PR PUNDIT, MUMBAI

INDIA

B03/116 AFGHAN IMMUNITY CHARM • MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN • .. • ENT./IDEA MCCANN WORLDGROUP INDIA, MUMBAI/MCCANN HEALTH, NEW DELHI • MEDIA MCCANN HEALTH, NEW DELHI

INDIA

USE OF AMBIENT MEDIA: LARGE SCALE B04/002 BOOST YOUR VOICE • BOOST MOBILE • PROMOTE BOOST STORES AS POLLING STATIONS • ENT./IDEA 180LA, SANTA MONICA • PROD 180LA SANTA MONICA/THE CORNER SHOP, SANTA MONICA/THERAPY STUDIOS, LOS ANGELES/ATOMICA MUSIC, TEXAS USA B04/004 CONCEPCIÎN • DAVIVIENDA • DAVIPLATA • ENT./IDEA LEO BURNETT COLOMBIA, BOGOTÁ

COLOMBIA

B04/011 UNLIMITED STADIUM • NIKE • NIKE LUNAR EPIC • ENT./IDEA BBH, SINGAPORE • PROD BBH SINGAPORE

SINGAPORE

B04/026 MEET GRAHAM • TRANSPORT ACCIDENT COMMISSION VICTORIA • TRANSPORT ACCIDENT COMMISSION VICTORIA • ENT./IDEA CLEMENGER BBDO MELBOURNE • PROD FLARE PRODUCTIONS BBDO MELBOURNE/ AIRBAG PRODUCTIONS, MELBOURNE • PR CLEMENGER BBDO MELBOURNE

AUSTRALIA

B04/028 APARTMENT STORES • DELAMAISON • HOME DECORATION AND FURNISHINGS • ENT./IDEA NURUN, PARIS • PROD PRODIGIOUS PARIS

FRANCE

B04/061 GIVE THE RAINBOW • MARS • SKITTLES • ENT./IDEA ADAM&EVEDDB, LONDON • MEDIA MEDIACOM, LONDON • PROD CAIN & ABEL LONDON

UNITED KINGDOM

B04/077 MADE POSSIBLE BY MELBOURNE • UNIVERSITY OF MELBOURNE • THE UNIVERSITY OF MELBOURNE • ENT./IDEA MCCANN MELBOURNE • PROD AIRBAG PRODUCTIONS MELBOURNE

AUSTRALIA

B04/109 SCHOOL FOR JUSTICE • FREE A GIRL MOVEMENT • CHARITY • ENT./IDEA J. WALTER THOMPSON AMSTERDAM • MEDIA J. WALTER THOMPSON AMSTERDAM • PROD J. WALTER THOMPSON AMSTERDAM • PR J. WALTER THOMPSON AMSTERDAM

THE NETHERLANDS

B04/125 THE VIRTUAL CRASH BILLBOARD • PARISIAN ROAD SAFETY (DRIEA: DIR. RÉGION. INTERDÉP. EQUIPEMENT AMÉNAGEMENT) • ROAD SAFETY AUTHORITY (FRANCE/PARIS & SURBUBS) • ENT./IDEA SERVICEPLAN FRANCE, PARIS • MEDIA SERVICEPLAN FRANCE, PARIS • PROD SERVICEPLAN FRANCE PARIS/TRINITY FILMS, PARIS/COMPTOIR DU SON, PARIS • PR SERVICEPLAN FRANCE, PARIS B04/130 DOORS OF THRONES • TOURISM IRELAND • TRAVEL/TOURISM • ENT./IDEA PUBLICIS LONDON • MEDIA CARAT, LONDON • PROD BELIEVE MEDIA LONDON • PR PUBLICIS LONDON

FRANCE UNITED KINGDOM

B04/152 FEARLESS GIRL • STATE STREET GLOBAL ADVISORS • SHE ETF • ENT./IDEA MCCANN NEW YORK • PROD CRAFT WORLDWIDE NEW YORK/STUART WEISSMAN PRODUCTIONS, NEW YORK/COPILOT STRATEGIC MUSIC + SOUND, NEW YORK • PR STATE STREET GLOBAL ADVISORS COMMUNICATIONS, BOSTON

USA

USE OF BROADCAST B05/003 EVAN • SANDY HOOK PROMISE • SANDY HOOK PROMISE • ENT./IDEA BBDO NEW YORK • PROD SMUGGLER NEW YORK • PR DINI VON MUEFFLING COMMUNICATIONS, NEW YORK

USA

B05/005 THE HEARING TEST IN DISGUISE • COCHLEAR • COCHLEAR HEARING IMPLANT • ENT./IDEA CHE PROXIMITY, SYDNEY • MEDIA CHE PROXIMITY, SYDNEY • PROD REVOLVER/WILL O’ROURKE SYDNEY/NOISE INTERNATIONAL, SYDNEY • PR CHE PROXIMITY, SYDNEY

AUSTRALIA

B05/027 THE SPOT I’LL NEVER HEAR • FUNDACIÎN TELEFÎNICA • THINK BIG PROGRAM • ENT./IDEA Y&R MADRID • MEDIA Y&R MADRID B05/036 WE ARE PARRILLA • BURGER KING • BURGER KING • ENT./IDEA DAVID, BUENOS AIRES • PROD ARGENTINACINE BUENOS AIRES

SPAIN ARGENTINA

B05/039 BRADSHAW STAIN • P&G • TIDE • ENT./IDEA SAATCHI & SAATCHI, NEW YORK • MEDIA HEARTS & SCIENCE, NEW YORK • PROD RATTLING STICK SANTA MONICA/THE MILL, LOS ANGELES/ARCADE EDIT, NEW YORK/ NYLON STUDIOS, NEW YORK/COMPANY 3, NEW YORK • PR TAYLOR, NEW YORK/MMK, NEW YORK

USA

B05/043 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES

USA

B05/052 TV DOCTORS OF AMERICA • CIGNA • HEALTH INSURANCE • ENT./IDEA MCCANN NEW YORK • MEDIA OMD USA, NEW YORK • PROD UNTITLED SANTA MONICA/MRM//MCCANN, NEW YORK • PR EDELMAN, NEW YORK

USA

USE OF PRINT OR OUTDOOR B06/044 FOOT TYPE TEST AD • ASICS • ASICS FOOT TYPE TEST AD • ENT./IDEA NEOGAMA BBH, SÃO PAULO • PROD RITMO VISUAL SÃO PAULO/HEFTY, SÃO PAULO/ASICS, SÃO PAULO/CASA DA PRODUÇÃO, SÃO PAULO/BANDITS FILMS, PORTO ALEGRE B06/057 LIBÉ DES RÉFUGIÉS • LIBÉRATION • NEWSPAPERS • ENT./IDEA FRED & FARID PARIS • MEDIA FRED & FARID PARIS • PROD FRED & FARID PARIS • PR FRED & FARID PARIS B06/061 PASS THE HEINZ • THE KRAFT HEINZ COMPANY • HEINZ • ENT./IDEA DAVID, MIAMI/STERLING COOPER DRAPER PRYCE, NEW YORK • PROD DOMO PRODUCOES SÃO PAULO B06/078 GIVE THE RAINBOW • MARS • SKITTLES • ENT./IDEA ADAM&EVEDDB, LONDON • MEDIA MEDIACOM, LONDON • PROD CAIN & ABEL LONDON B06/085 MORE TO GIVE • FORTIS HEALTHCARE • ORGAN DONATION CAMPAIGN • ENT./IDEA LEO BURNETT INDIA, MUMBAI

BRAZIL FRANCE USA UNITED KINGDOM INDIA

USE OF TECHNOLOGY B07/006 DB EXPORT BEER BOTTLE SAND • DB BREWERIES/HEINEKEN NZ • DB EXPORT • ENT./IDEA COLENSO BBDO, AUCKLAND • MEDIA PHD, AUCKLAND • PROD FINCH AUCKLAND/RAYDAR, AUCKLAND/ UNION DIGITAL, AUCKLAND/NATIVE AUDIO, AUCKLAND • PR SPARK PR & ACTIVATE, AUCKLAND

NEW ZEALAND

B07/009 UNLIMITED STADIUM • NIKE • NIKE LUNAR EPIC • ENT./IDEA BBH, SINGAPORE • PROD BBH SINGAPORE B07/014 SANTINO SAFETY SYSTEM • GROUPAMA • DON’T TEXT AND DRIVE • ENT./IDEA SAATCHI & SAATCHI, ROME • MEDIA ZENITH, ROME • PROD TWISTER FILM ROME/LOGICWEB, CONEGLIANO B07/015 NBA 2K BOOST • 2K SPORTS • NBA 2K17 • ENT./IDEA CP+B, LOS ANGELES • PROD CP+B LOS ANGELES B07/018 POCKET PATROL • SAMSUNG AUSTRALIA • SAMSUNG POCKET PATROL • ENT./IDEA LEO BURNETT SYDNEY • MEDIA STARCOM, SYDNEY • PROD RAPID FILMS SYDNEY/USTWO, SYDNEY/SONAR MUSIC, SYDNEY • PR EDELMAN, SYDNEY B07/023 THE MAGIC WALLPAPER • CASTORAMA • STORE TOOLS • ENT./IDEA TBWA\PARIS, PARIS/DAN PARIS, BOULOGNE-BILLANCOURT

SINGAPORE ITALY USA AUSTRALIA FRANCE

B07/024 MEET GRAHAM • TRANSPORT ACCIDENT COMMISSION VICTORIA • TRANSPORT ACCIDENT COMMISSION VICTORIA • ENT./IDEA CLEMENGER BBDO MELBOURNE • PROD FLARE PRODUCTIONS BBDO MELBOURNE/ AIRBAG PRODUCTIONS, MELBOURNE • PR CLEMENGER BBDO MELBOURNE

AUSTRALIA

B07/061 PAYPHONE BANK • TIGO-UNE • PAYPHONE MICRO SAVINGS ACCOUNT • ENT./IDEA GREY COLOMBIA, BOGOTÁ • PROD LA OCTAVA BOGOTÁ B07/075 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES B07/078 VR VACCINE • HERMES PARDINI • DIAGNOSIS LAB • ENT./IDEA OGILVY BRASIL, SÃO PAULO • PROD SONIDO SÃO PAULO/VETOR FILMES, SÃO PAULO/SHUTTERSTOCK, NEW YORK B07/087 NOSULUS RIFT • UBISOFT • NOSULUS RIFT • ENT./IDEA BUZZMAN, PARIS/PRODUCTMAN, PARIS • PROD LES IMPRODUCTIBLES PARIS/PRODUCTMAN, PARIS • PR BUZZMAN, PARIS B07/092 SWEAR JAR • COMIC RELIEF • CHARITY APP • ENT./IDEA VALENSTEIN & FATT, LONDON • MEDIA MINDSHARE, LONDON • PROD POSSIBLE CEE BUDAPEST B07/093 ROADS THAT HONK • HPCL • HP LUBRICANTS • ENT./IDEA LEO BURNETT INDIA, MUMBAI • MEDIA LEO BURNETT INDIA, MUMBAI • PROD LEO BURNETT INDIA MUMBAI • PR LEO BURNETT INDIA, MUMBAI

COLOMBIA USA BRAZIL FRANCE UNITED KINGDOM INDIA

ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

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679.6 million videos viewed per month. 5 out of 10 most viewed videos on YouTube.

What do you mean the second largest free-to-air TV station in Brazil is also the leader on YouTube? Do you want to understand the new context of Brazilian media? Then you should learn youtube.com/thenoite - 2,9 Millions of subscribers

more about SBT. The second largest free-to-air TV station in the country that advances

youtube.com/domingolegal - 2,8 Millions of subscriber

the most on multiplatforms.

A

youtube.com/cumplicesdeumresgate - 2,7 Millions of subscribers

BR

Sources: Sambavídeos, Google and YouTube Analytics and Social Media – Apr/17 – YouTube REWIND – Dec/16

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

DIRECT SHORTLIST

25

USE OF DIGITAL PLATFORMS C01/007 DRAG, DROP & GO • CHEAPFLIGHTS • CHEAPFLIGHTS • ENT./IDEA UNCLE GREY, COPENHAGEN • MEDIA UNCLE GREY, COPENHAGEN • PROD WM CREATIVE LABS HONG KONG

DENMARK

C01/021 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE

AUSTRALIA

C01/023 IKEA RETAIL THERAPY • IKEA • FURNITURE & HOME ACCESSORIES • ENT./IDEA ÅKESTAM HOLST, STOCKHOLM • MEDIA MEC, STOCKHOLM • PROD ÅKESTAM HOLST STOCKHOLM • PR ÅKESTAM HOLST, STOCKHOLM

SWEDEN

C01/039 SNAPLICATIONS • MCDONALD’S AUSTRALIA • MCDONALD’S RECRUITMENT • ENT./IDEA VML, SYDNEY • MEDIA OMD SYDNEY • PROD VML SYDNEY

AUSTRALIA

C01/054 THE CLICHÉ • HEINEKEN • INSTITUTIONAL • ENT./IDEA PUBLICIS BRASIL, SÃO PAULO • MEDIA PUBLICIS BRASIL, SÃO PAULO • PROD PUBLICIS BRASIL SÃO PAULO • PR PUBLICIS BRASIL, SÃO PAULO

BRAZIL

C01/083 BURGER CLAN • BURGER KING • ONLINE DELIVERY SERVICE • ENT./IDEA LOLA MULLENLOWE, MADRID • MEDIA WINK TTD, MADRID • PROD TRONCO MADRID • PR EVERCOM, MADRID

SPAIN

C01/085 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES

USA

USE OF MOBILE C02/009 READ TO UNLOCK • MINISTRY OF TALES • READ TO UNLOCK • ENT./IDEA KING, STOCKHOLM • PROD BBH STOCKHOLM /NAF, STOCKHOLM

SWEDEN

C02/017 POCKET PATROL • SAMSUNG AUSTRALIA • SAMSUNG POCKET PATROL • ENT./IDEA LEO BURNETT SYDNEY • MEDIA STARCOM, SYDNEY • PROD RAPID FILMS SYDNEY/USTWO, SYDNEY/SONAR MUSIC, SYDNEY • PR EDELMAN, SYDNEY

AUSTRALIA

C02/019 NIKE ON DEMAND • NIKE • NIKE ON DEMAND • ENT./IDEA R/GA LONDON

UNITED KINGDOM

C02/021 THE MAGIC WALLPAPER • CASTORAMA • STORE TOOLS • ENT./IDEA TBWA\PARIS, PARIS/DAN PARIS, BOULOGNE-BILLANCOURT

FRANCE

C02/033 MR. BEAR DRIVER • THE AUTOMOBILE CLUB OF ROMANIA • THE AUTOMOBILE CLUB OF ROMANIA & THE FIA (FÉDÉRATION INTERNATIONALE DE L’AUTOMOBILE ) • ENT./IDEA PUBLICIS ROMANIA, BUCHAREST • PR PUBLICIS ROMANIA, BUCHAREST ROMANIA C02/061 LAST CALL • CORPORACIÎN DEL TRANSPLANTE • INSTITUCIONAL • ENT./IDEA RAYA, SANTIAGO • PROD RAYA SANTIAGO • PR RAYA, SANTIAGO

CHILE

C02/067 MAGENTA UNLEASHED • DEUTSCHE TELEKOM • DEUTSCHE TELEKOM • ENT./IDEA SAATCHI & SAATCHI, LONDON • MEDIA MEDIACOM, DÜSSELDORF • PROD STRANGELOVE PRODUCTIONS LONDON/PASSION PICTURES, LONDON/ SPINDLE PRODUCTIONS, NORWICH/COFFEE AND TV, LONDON/SPEADE, LONDON • PR PROUD ROBINSON, BRIGHTON

UNITED KINGDOM

C02/078 HIJACKED HIGHWAY • SODIMAC • SODIMAC HOMECENTER • ENT./IDEA MCCANN LIMA • MEDIA STARCOM, LIMA • PROD PLAN B LIMA/SATURNO, LIMA/SIN ANESTESIA, LIMA/HIGH END, LIMA

PERU

C02/107 THE VOICE OF ART • IBM • IBM CLOUD • ENT./IDEA OGILVY BRASIL, SÃO PAULO • PROD BANDO SÃO PAULO/BANDA SONORA PRODUÇOES ARTÊSTICAS, SÃO PAULO • PR INPRESS, SÃO PAULO

BRAZIL

C02/119 SWEAR JAR • COMIC RELIEF • CHARITY APP • ENT./IDEA VALENSTEIN & FATT, LONDON • MEDIA MINDSHARE, LONDON • PROD POSSIBLE CEE BUDAPEST

UNITED KINGDOM

USE OF SOCIAL PLATFORMS C03/007 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS

FRANCE

C03/010 EVAN • SANDY HOOK PROMISE • SANDY HOOK PROMISE • ENT./IDEA BBDO NEW YORK • PROD SMUGGLER NEW YORK • PR DINI VON MUEFFLING COMMUNICATIONS, NEW YORK

USA

C03/019 SPANISH LESSONS • NETFLIX • NARCOS • ENT./IDEA ALMA DDB, MIAMI

USA

C03/020 UNSAFETY CHECK • BLACK LIVES MATTER • NONPROFIT • ENT./IDEA J. WALTER THOMPSON NEW YORK • PROD J. WALTER THOMPSON NEW YORK

USA

C03/068 SEARCH FOR GREATNESS • SONY PLAYSTATION • SONY PLAYSTATION • ENT./IDEA BBH, NEW YORK • MEDIA MEDIACOM, NEW YORK • PROD EPOCH FILMS NEW YORK/STILLKING FILMS, PRAGUE/THE SLAUGHTERHOUSE AT BBH, NEW YORK/ ROCK PAPER SCISSORS, NEW YORK/THE MILL, NEW YORK

USA

C03/071 THE WORLD’S BIGGEST ASSHOLE • DONATE LIFE • ORGAN DONATION • ENT./IDEA THE MARTIN AGENCY, RICHMOND • MEDIA THE MARTIN AGENCY, RICHMOND • PROD FURLINED LOS ANGELES/CUT + RUN, SANTA MONICA/ THE MILL, LOS ANGELES/LIME STUDIOS, SANTA MONICA/DUOTONE AUDIO GROUP, NEW YORK • PR THE MARTIN AGENCY, RICHMOND C03/090 DOWN SYNDROME ANSWERS • CANADIAN DOWN SYNDROME SOCIETY • HEALTH AWARENESS • ENT./IDEA FCB, TORONTO • MEDIA REPRISE MEDIA, TORONTO

USA CANADA

C03/152 BRADSHAW STAIN • P&G • TIDE • ENT./IDEA SAATCHI & SAATCHI, NEW YORK • MEDIA HEARTS & SCIENCE, NEW YORK • PROD RATTLING STICK SANTA MONICA/THE MILL, LOS ANGELES/ARCADE EDIT, NEW YORK/ NYLON STUDIOS, NEW YORK/COMPANY 3, NEW YORK • PR TAYLOR, NEW YORK/MMK, NEW YORK

USA

C03/161 YOU’VE GOTTA HAVE A TEAM • FOOTBALL FEDERATION AUSTRALIA • FOOTBALL FEDERATION AUSTRALIA • ENT./IDEA BMF, PYRMONT • PROD BMF PYRMONT/RUMBLE STUDIOS, SYDNEY • PR FRANK PR, PYRMONT C03/174 ADIDAS NEO SNAPCHAT - #MYNEOLABEL • ADIDAS • ADIDAS NEO • ENT./IDEA IRIS WORLDWIDE, LONDON

AUSTRALIA UNITED KINGDOM

C03/188 NO MORE EXCUSES • HEINEKEN • BEER • ENT./IDEA PUBLICIS LONDON/PUBLICIS ITALY, MILAN/POKE, LONDON • MEDIA STARCOM, AMSTERDAM • PROD RESET SANTA MONICA/MPC CREATIVE, LONDON/OUTSIDER, LONDON/ COFFEE AND TV, LONDON/INDEPENDENT, LONDON • PR EDELMAN, LONDON

UNITED KINGDOM

C03/196 FEARLESS GIRL • STATE STREET GLOBAL ADVISORS • SHE ETF • ENT./IDEA MCCANN NEW YORK • PROD CRAFT WORLDWIDE NEW YORK/STUART WEISSMAN PRODUCTIONS, NEW YORK/COPILOT STRATEGIC MUSIC + SOUND, NEW YORK • PR STATE STREET GLOBAL ADVISORS COMMUNICATIONS, BOSTON

USA

REAL-TIME RESPONSE C04/003 DECEMBER 21ST • LOTERIAS Y APUESTAS DEL ESTADO • CHRISTMAS LOTTERY • ENT./IDEA LEO BURNETT, MADRID • PROD LEO BURNETT MADRID/RCR FILMS, MADRID • PR LEO BURNETT, MADRID

SPAIN

C04/014 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE AUSTRALIA C04/053 IKEA RESPONDS TO BALENCIAGA • IKEA • FRAKTA BAG • ENT./IDEA ACNE, STOCKHOLM/IKEA, MALMÖ • PROD ACNE STOCKHOLM

SWEDEN

C04/060 BRADSHAW STAIN • P&G • TIDE • ENT./IDEA SAATCHI & SAATCHI, NEW YORK • MEDIA HEARTS & SCIENCE, NEW YORK • PROD RATTLING STICK SANTA MONICA/THE MILL, LOS ANGELES/ARCADE EDIT, NEW YORK/ NYLON STUDIOS, NEW YORK/COMPANY 3, NEW YORK • PR TAYLOR, NEW YORK/MMK, NEW YORK

USA

CO-CREATION & USER GENERATED CONTENT C05/005 BE THE BILL • GO GENTLE AUSTRALIA • VOLUNTARY EUTHANASIA ADVOCACY CAMPAIGN • ENT./IDEA CUMMINS & PARTNERS, SYDNEY • MEDIA CUMMINS & PARTNERS, SYDNEY • PROD THE POOL COLLECTIVE SYDNEY/SONG ZU, SYDNEY C05/007 #READINGFORROOTS • A&E • HISTORY • ENT./IDEA 360I, NEW YORK

AUSTRALIA USA

C05/035 UNDERCOVER ADVISORS • SELMARK • LINGERIE • ENT./IDEA GREY SPAIN, MADRID • PROD GREY SPAIN MADRID

SPAIN

C05/051 THE BEDTIME STORYTELLERS • A1 SLOVENIA • TELECOMMUNICATIONS • ENT./IDEA GREY SLOVENIA, LJUBLJANA

SLOVENIA

C05/073 #FUNLEGACY • 9GAG, INC. • 9GAG APP • ENT./IDEA LOLA MULLENLOWE, BARCELONA • MEDIA LOLA MULLENLOWE, BARCELONA • PROD LOLA MULLENLOWE BARCELONA/STORY, BARCELONA • PR LOLA MULLENLOWE, BARCELONA C05/087 SHOT ON A PHONE • GREENPEACE • INSTITUTIONAL • ENT./IDEA Y&R BRAZIL, SÃO PAULO

SPAIN BRAZIL

DATA STRATEGY D01/002 NIKE ON DEMAND • NIKE • NIKE ON DEMAND • ENT./IDEA R/GA LONDON

UNITED KINGDOM

D01/011 GREEN LIGHT RUN • ADIDAS • PUREBOOST • ENT./IDEA TBWA\HAKUHODO, TOKYO • MEDIA TBWA\HAKUHODO, TOKYO • PROD TOHOKUSHINSHA FILM CORPORATION TOKYO • PR TBWA\HAKUHODO, TOKYO

JAPAN

D01/014 DOWN SYNDROME ANSWERS • CANADIAN DOWN SYNDROME SOCIETY • HEALTH AWARENESS • ENT./IDEA FCB, TORONTO • MEDIA REPRISE MEDIA, TORONTO

CANADA

D01/019 SAFEST ROUTE • GROUPAMA • GROUPAMA • ENT./IDEA MARCEL, PARIS • MEDIA VIZEUM, PARIS • PROD PRODIGIOUS PARIS/PRODIGIOUS, PARIS/PUBLICIS ETO, LA MADELEINE/KUEST PROD, PARIS

FRANCE

D01/024 THE COLOUR OF CORRUPTION • RECLAME AQUI • VIGIE AQUI • ENT./IDEA GREY BRAZIL, SÃO PAULO • MEDIA GREY BRAZIL, SÃO PAULO • PROD GREY BRAZIL SÃO PAULO/RECLAME AQUI, SÃO PAULO • PR GREY BRAZIL, SÃO PAULO/EDELMAN SIGNIFICA, SÃO PAULO

BRAZIL

DATA-DRIVEN TARGETING D02/004 NIKE ON DEMAND • NIKE • NIKE ON DEMAND • ENT./IDEA R/GA LONDON

UNITED KINGDOM

D02/005 IKEA RETAIL THERAPY • IKEA • FURNITURE & HOME ACCESSORIES • ENT./IDEA ÅKESTAM HOLST, STOCKHOLM • MEDIA MEC, STOCKHOLM • PROD ÅKESTAM HOLST STOCKHOLM • PR ÅKESTAM HOLST, STOCKHOLM D02/007 ASPIRIN HEROSMITHS • BAYER CONSUMER HEALTH • ASPIRIN MEDICATION • ENT./IDEA ENERGY BBDO, CHICAGO • MEDIA MEDIACOM, CHICAGO • PROD MAVERICK NEW YORK/FLARE BBDO, CHICAGO D02/008 ATMS THAT LISTEN • COMMONWEALTH BANK • COMMONWEALTH BANK • ENT./IDEA M&C SAATCHI, SYDNEY/RE, REDFERN • MEDIA IKON COMMUNICATIONS, SYDNEY • PROD THE POOL COLLECTIVE SYDNEY/HECKLER, SYDNEY D02/011 A ’DAM FRESH HEINEKEN • HEINEKEN INTERNATIONAL • HEINEKEN • ENT./IDEA DDB & TRIBAL WORLDWIDE AMSTERDAM • MEDIA STARCOM, AMSTERDAM • PROD GLOBAL TICKET AMSTERDAM/SUPERHERO CHEESECAKE, AMSTERDAM D02/016 DOWN SYNDROME ANSWERS • CANADIAN DOWN SYNDROME SOCIETY • HEALTH AWARENESS • ENT./IDEA FCB, TORONTO • MEDIA REPRISE MEDIA, TORONTO

SWEDEN USA AUSTRALIA THE NETHERLANDS CANADA

ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

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You + x Cannes Lions June 17 – 24, 2017

You + new business rules Connecting insights with experience Cannes Lions is a great time to explore innovative business strategies within the entertainment and media (E&M) industry. To capture value amid changing consumer preferences, E&M companies must challenge traditional content and distribution strategies and focus on a growing source of competitive advantage: user experience. By harnessing technology and data, companies can attract, retain, and engage users — and convert them into loyal fans. Regardless of how you influence business decisions, PwC’s global network of experts can help you understand industry trends and seize new opportunities. Learn more at pwc.com/outlook

© 2017 PwC. All rights reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

DIRECT SHORTLIST

27

USE OF REAL-TIME DATA D03/007 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE D03/017 GREEN LIGHT RUN • ADIDAS • PUREBOOST • ENT./IDEA TBWA\HAKUHODO, TOKYO • MEDIA TBWA\HAKUHODO, TOKYO • PROD TOHOKUSHINSHA FILM CORPORATION TOKYO • PR TBWA\HAKUHODO, TOKYO

AUSTRALIA JAPAN

D03/037 THE VIRTUAL CRASH BILLBOARD • PARISIAN ROAD SAFETY (DRIEA: DIR. RÉGION. INTERDÉP. EQUIPEMENT AMÉNAGEMENT) • ROAD SAFETY AUTHORITY (FRANCE/PARIS & SURBUBS) • ENT./IDEA SERVICEPLAN FRANCE, PARIS • MEDIA SERVICEPLAN FRANCE, PARIS • PROD SERVICEPLAN FRANCE PARIS/TRINITY FILMS, PARIS/COMPTOIR DU SON, PARIS • PR SERVICEPLAN FRANCE, PARIS

FRANCE

ACQUISITIONS E01/015 THE CHILD REPLACEMENT PROGRAMME • MARS NZ • PEDIGREE • ENT./IDEA COLENSO BBDO, AUCKLAND • MEDIA STARCOM NZ, AUCKLAND • PROD EXIT FILMS AUCKLAND/CREATURE, AUCKLAND/FRANKLIN RD, AUCKLAND • PR IMPACT PR, AUCKLAND E01/038 PLANTAIN CHEF • TROPICAL FRUIT • BANANA EXPORT • ENT./IDEA MARURI GREY, GUAYAQUIL • MEDIA MARURI GREY, GUAYAQUIL • PROD MARURI GREY GUAYAQUIL • PR MARURI GREY, GUAYAQUIL E01/045 PITCHING FRENCH FILMS TO HOLLYWOOD • ALLIANCE FRANÇAISE DE SINGAPOUR • CINÉ CLUB • ENT./IDEA OGILVY & MATHER SINGAPORE • MEDIA OGILVY & MATHER SINGAPORE • PROD OGILVY & MATHER SINGAPORE • PR OGILVY & MATHER SINGAPORE

NEW ZEALAND ECUADOR SINGAPORE

E01/046 DOMINO’S WEDDING REGISTRY • DOMINO’S • DOMINO’S WEDDING REGISTRY • ENT./IDEA CP+B, BOULDER • PROD CP+B BOULDER

USA

E01/053 PRICE ON THE JERSEY • WALMART • WALMART • ENT./IDEA DM9DDB, SÃO PAULO • MEDIA DM9DDB, SÃO PAULO • PR DM9DDB, SÃO PAULO

BRAZIL

RETENTION E02/001 CINEMA TO GO • AIR FRANCE • AIR FRANCE • ENT./IDEA BETC, PARIS • PROD RITA FILMS PARIS/GREEN UNITED MUSIC, PARIS

FRANCE

E02/029 SEARCH • MCDONALD’S • COLD BEVERAGE VALUE • ENT./IDEA WE ARE UNLIMITED, CHICAGO • MEDIA OMD USA, CHICAGO/RESOLUTION MEDIA, CHICAGO • PROD FURLINED LOS ANGELES • PR DDB, CHICAGO

USA

E02/033 AFGHAN IMMUNITY CHARM • MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN • .. • ENT./IDEA MCCANN WORLDGROUP INDIA, MUMBAI/MCCANN HEALTH, NEW DELHI • MEDIA MCCANN HEALTH, NEW DELHI

INDIA

LAUNCH/RE-LAUNCH E03/059 RESPONSIBLY THE BEER • UBREW • RESPONSIBLY • ENT./IDEA MCCANN WORLDGROUP, MILAN/MRM/MCCANN, MILAN/MCCANN MILAN • MEDIA RAPPORT ITALY, MILAN/UM, MILAN • PROD CRAFT WORLDWIDE LONDON/THINK CATTLEYA, MILAN/DOCARTIST, MILAN • PR PERSUASION PR, GATESHEAD

ITALY

E03/063 THE BOX THAT KEEPS GIVING • GODIVA • CONFECTIONARY CHOCOLATE • ENT./IDEA MCCANN NEW YORK • PROD COEUR NOIR SPECIALTY PRINTERS NEW YORK/CULTECH, INC., NEW YORK • PR M BOOTH, NEW YORK

USA

E03/067 NEW AND NOT IMPROVED • KRAFT HEINZ • KRAFT HEINZ COMPANY • ENT./IDEA CP+B, BOULDER • MEDIA STARCOM, CHICAGO • PR OLSON ENGAGE, CHICAGO

USA

ART DIRECTION/DESIGN F02/009 THE REFUGEE NATION • AMNESTY INTERNATIONAL • AWARNESS AROUND THE REFUGEE CAUSE • ENT./IDEA OGILVY NEW YORK • PROD ASTEROIDE FILMS CURITIBA/CANJA AUDIO CULTURE, CURITIBA/SQUARE PIXEL, RIO DE JANEIRO F02/013 ART BEATS HATE • LEGACY BERLIN • NONE • ENT./IDEA HEIMAT, BERLIN • MEDIA HEIMAT, BERLIN • PROD HEIMAT BERLIN • PR HEIMAT, BERLIN

USA GERMANY

F02/014 A WORLD WITH NO HEROES • UBISOFT • TOM CLANCY’S GHOST RECON WILDLANDS • ENT./IDEA DDB PARIS • PROD MAKE ME PULSE PARIS

FRANCE

F02/020 IKEA: COOK THIS PAGE • IKEA CANADA • IKEA CANADA • ENT./IDEA LEO BURNETT TORONTO • PROD TRADE GRAPHICS BY DESIGN INC. CONCORD/PAPERTEC INC., GARFIELD/PRINTED BY SOMERSET, MISSISSAUGA/GRAYSON MATTHEWS, TORONTO

CANADA

F02/035 YOUR NAME SAVES • DONATE LIFE AMERICA • ORGAN DONATION REGISTRATION • ENT./IDEA LEO BURNETT CHICAGO • MEDIA LEO BURNETT CHICAGO • PROD LEO BURNETT CHICAGO • PR LEO BURNETT CHICAGO

USA

F02/036 PENGUIN FROZEN STORYBOOK • PENGUIN BOOKS • PENGUIN FROZEN STORYBOOK • ENT./IDEA TBWA\SHANGHAI • MEDIA TBWA\SHANGHAI • PROD DOINGFILMS SHANGHAI/AU79 COMMUNICATIONS, SHANGHAI/RR DONNELLEY ASIA, SHANGHAI CHINA F02/072 FEARLESS GIRL • STATE STREET GLOBAL ADVISORS • SHE ETF • ENT./IDEA MCCANN NEW YORK • PROD CRAFT WORLDWIDE NEW YORK/STUART WEISSMAN PRODUCTIONS, NEW YORK/COPILOT STRATEGIC MUSIC + SOUND, NEW YORK • PR STATE STREET GLOBAL ADVISORS COMMUNICATIONS, BOSTON

USA

presents

creating global cultural moments with HAMISH HAMILTON • DEBUSSY THEATRE • • TUESDAY 20 TH JUNE 2017 • • 2PM •

The Director behind some of the world’s most iconic live events.

ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

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FEATURING

GRAMMY®-NOMINATED ARTIST

HALSEY HOSTED BY

RYAN SEACREST TUESDAY, JUNE 20TH 12:00PM LUMIERE THEATRE PALAIS

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

DIRECT SHORTLIST

29

EXPERIENCE DESIGN F03/018 WEIGHT TAG • SAMSONITE • SAMSONITE • ENT./IDEA AC MCGARRYBOWEN, MEXICO CITY • PROD AMERICHIP LOS ANGELES

MEXICO

F03/059 PAYPHONE BANK • TIGO-UNE • PAYPHONE MICRO SAVINGS ACCOUNT • ENT./IDEA GREY COLOMBIA, BOGOTÁ • PROD LA OCTAVA BOGOTÁ

COLOMBIA

F03/065 DOORS OF THRONES • TOURISM IRELAND • TRAVEL/TOURISM • ENT./IDEA PUBLICIS LONDON • MEDIA CARAT, LONDON • PROD BELIEVE MEDIA LONDON • PR PUBLICIS LONDON

UNITED KINGDOM

F03/068 ANDES BAR 45 • AB INBEV • ANDES BEER • ENT./IDEA SAATCHI & SAATCHI, BUENOS AIRES • PROD PRIMO BUENOS AIRES/SAKE, BUENOS AIRES/LINDA TV, BUENOS AIRES

ARGENTINA

F03/077 ROADS THAT HONK • HPCL • HP LUBRICANTS • ENT./IDEA LEO BURNETT INDIA, MUMBAI • MEDIA LEO BURNETT INDIA, MUMBAI • PROD LEO BURNETT INDIA MUMBAI • PR LEO BURNETT INDIA, MUMBAI

INDIA

F03/078 SAFETY BAGS • TESCO • SAFETY BAGS, TESCO • ENT./IDEA CHEIL WORLDWIDE HONG KONG • PROD CHEIL WORLDWIDE HONG KONG

HONG KONG

F03/079 LIGHT-FI • PUNTO NET • CELERITY • ENT./IDEA GREY CHILE, SANTIAGO • PROD GREY CHILE SANTIAGO

CHILE

INTEGRATED CAMPAIGN LED BY DIRECT G01/003 MEET GRAHAM • TRANSPORT ACCIDENT COMMISSION VICTORIA • TRANSPORT ACCIDENT COMMISSION VICTORIA • ENT./IDEA CLEMENGER BBDO MELBOURNE • PROD FLARE PRODUCTIONS BBDO MELBOURNE/ AIRBAG PRODUCTIONS, MELBOURNE • PR CLEMENGER BBDO MELBOURNE

AUSTRALIA

G01/020 THE CHILD REPLACEMENT PROGRAMME • MARS NZ • PEDIGREE • ENT./IDEA COLENSO BBDO, AUCKLAND • MEDIA STARCOM NZ, AUCKLAND • PROD EXIT FILMS AUCKLAND/CREATURE, AUCKLAND/FRANKLIN RD, AUCKLAND • PR IMPACT PR, AUCKLAND

NEW ZEALAND

G01/029 SEARCH FOR GREATNESS • SONY PLAYSTATION • SONY PLAYSTATION • ENT./IDEA BBH, NEW YORK • MEDIA MEDIACOM, NEW YORK • PROD EPOCH FILMS NEW YORK/STILLKING FILMS, PRAGUE/THE SLAUGHTERHOUSE AT BBH, NEW YORK/ ROCK PAPER SCISSORS, NEW YORK/THE MILL, NEW YORK

USA

G01/058 NO MORE EXCUSES • HEINEKEN • BEER • ENT./IDEA PUBLICIS LONDON/PUBLICIS ITALY, MILAN/POKE, LONDON • MEDIA STARCOM, AMSTERDAM • PROD RESET SANTA MONICA/ MPC CREATIVE, LONDON/OUTSIDER, LONDON/COFFEE AND TV, LONDON/INDEPENDENT, LONDON • PR EDELMAN, LONDON

UNITED KINGDOM

LOW BUDGET/HIGH IMPACT CAMPAIGN G02/003 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS

FRANCE

G02/006 TRUMP • ROYAL JORDANIAN AIRLINES • PROMOTIONAL OFFER • ENT./IDEA MEMAC OGILVY ADVIZE, AMMAN

JORDAN

G02/008 SPANISH LESSONS • NETFLIX • NARCOS • ENT./IDEA ALMA DDB, MIAMI

USA

G02/010 WORDS OF WELCOME • VEREIN FÜR BERLINER STADTMISSION • TAPE ROLL • ENT./IDEA DDB GROUP GERMANY, BERLIN

GERMANY

G02/049 BREASTFEEDING MANNINQUIES • AMIGOS DE LA LACTANCIA AND COALITION BRANDS • AMIGOS DE LA LACTANCIA • ENT./IDEA J. WALTER THOMPSON COLOMBIA, BOGOTÁ

COLOMBIA

G02/092 THE PROMOTICON • MC DONALD’S • MC DONALD’S • ENT./IDEA TBWA\RAAD, DUBAI • MEDIA OMD, DUBAI • PROD OPTIX DUBAI DUBAI

UNITED ARAB EMIRATES

G02/097 THE BIGGEST SPORTS ENDORSEMENT DEAL OF ALL TIME • ARCHER+WOLF LLC • ARCHER AIR SUPERIORITY • ENT./IDEA FCB CHICAGO • PROD FND FILMS CHICAGO/LORD + THOMAS, CHICAGO • PR CURRENT MARKETING, CHICAGO

USA

G02/125 RESPONSIBLY THE BEER • UBREW • RESPONSIBLY • ENT./IDEA MCCANN WORLDGROUP, MILAN/MRM/MCCANN, MILAN/MCCANN MILAN • MEDIA RAPPORT ITALY, MILAN/UM, MILAN • PROD CRAFT WORLDWIDE LONDON/ THINK CATTLEYA, MILAN/DOCARTIST, MILAN • PR PERSUASION PR, GATESHEAD

ITALY

G02/134 BULAMBULI VALLEY • COMMUNITIES FOR DEVELOPMENT • FUNDRAISING 2016 • ENT./IDEA DUDE, MILAN • MEDIA DUDE, MILAN • PROD DUDE MILAN • PR DUDE, MILAN G02/138 PRICE ON THE JERSEY • WALMART • WALMART • ENT./IDEA DM9DDB, SÃO PAULO • MEDIA DM9DDB, SÃO PAULO • PR DM9DDB, SÃO PAUL

ITALY BRAZIL

ADVERTISE INTERESTED IN ADVERTISING

CONTACT JERRY AT THE SALES OFFICE ON LEVEL 4 OF THE PALAIS DES FESTIVALS OFFICE: 04 92 59 00 30 - MOBILE: 00 44 7768 860417 JODLIN@BOUTIQUEEDITIONS.COM ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

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YouTube: The changing face of original content Monday 19th June Lumiere Stage 3:00pm

Demi Lovato Susanne Daniels

Global Head of Content, YouTube

Kevin Allocca

Head of Culture & Trends, YouTube

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CREATIVE DATA CREATIVE DATA ENHANCEMENT A01/001 UNLIMITED STADIUM • NIKE • NIKE LUNAR EPIC • ENT./IDEA BBH, SINGAPORE • PROD BBH SINGAPORE SINGAPORE A01/004 POCKET PATROL • SAMSUNG AUSTRALIA • SAMSUNG POCKET PATROL • ENT./IDEA LEO BURNETT SYDNEY • MEDIA STARCOM, SYDNEY • PROD RAPID FILMS SYDNEY/USTWO, SYDNEY/SONAR MUSIC, SYDNEY • PR EDELMAN, SYDNEY AUSTRALIA A01/012 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE AUSTRALIA A01/014 IKEA RETAIL THERAPY • IKEA • FURNITURE & HOME ACCESSORIES • ENT./IDEA ÅKESTAM HOLST, STOCKHOLM • MEDIA MEC, STOCKHOLM • PROD ÅKESTAM HOLST STOCKHOLM • PR ÅKESTAM HOLST, STOCKHOLM SWEDEN A01/019 GREEN LIGHT RUN • ADIDAS • PUREBOOST • ENT./IDEA TBWA\HAKUHODO, TOKYO • MEDIA TBWA\HAKUHODO, TOKYO • PROD TOHOKUSHINSHA FILM CORPORATION TOKYO • PR TBWA\HAKUHODO, TOKYO JAPAN A01/024 REWORD • HEADSPACE • REWORD • ENT./IDEA LEO BURNETT MELBOURNE • MEDIA STARCOM, MELBOURNE • PROD STUDIO PANCHO MELBOURNE AUSTRALIA A01/030 SAFEST ROUTE • GROUPAMA • GROUPAMA • ENT./IDEA MARCEL, PARIS • MEDIA VIZEUM, PARIS • PROD PRODIGIOUS PARIS/PRODIGIOUS, PARIS/PUBLICIS ETO, LA MADELEINE/KUEST PROD, PARIS FRANCE A01/066 THE COLOUR OF CORRUPTION • RECLAME AQUI • VIGIE AQUI • ENT./IDEA GREY BRAZIL, SÃO PAULO • MEDIA GREY BRAZIL, SÃO PAULO • PROD GREY BRAZIL SÃO PAULO/RECLAME AQUI, SÃO PAULO • PR GREY BRAZIL, SÃO PAULO/EDELMAN SIGNIFICA, SÃO PAULO BRAZIL A01/082 NO MORE EXCUSES • HEINEKEN • BEER • ENT./IDEA PUBLICIS LONDON/PUBLICIS ITALY, MILAN/POKE, LONDON • MEDIA STARCOM, AMSTERDAM • PROD RESET SANTA MONICA/MPC CREATIVE, LONDON/OUTSIDER, LONDON/ UNITED KINGDOM COFFEE AND TV, LONDON/INDEPENDENT, LONDON • PR EDELMAN, LONDON A01/100 KNOW YOU AGAIN • BAIDU • AI GLASSES • ENT./IDEA F5, SHANGHAI • PROD F5 SHANGHAI • PR F5, SHANGHAI CHINA A01/101 AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE AUSTRALIA DATA DRIVEN TARGETING A02/023 DOWN SYNDROME ANSWERS • CANADIAN DOWN SYNDROME SOCIETY • HEALTH AWARENESS • ENT./IDEA FCB, TORONTO • MEDIA REPRISE MEDIA, TORONTO A02/033 TALKING NUMBERS • FUNDACIÎN HUESPED • FUNDACIÎN HUESPED IS AN ORGANIZATION DEDICATED TO THE CLINICAL INVESTIGATION OF HIV AND OTHER DISEASES. • ENT./IDEA WUNDERMAN BUENOS AIRES • PROD WUNDERMAN BUENOS AIRES A02/039 CITY WATCH • SULAMERICA • SULAMERICA AUTO • ENT./IDEA GREY BRAZIL, SÃO PAULO • MEDIA GREY BRAZIL, SÃO PAULO/WAZE, SÃO PAULO • PROD GREY BRAZIL SÃO PAULO • PR GREY BRAZIL, SÃO PAULO A02/048 NO MORE EXCUSES • HEINEKEN • BEER • ENT./IDEA PUBLICIS LONDON/PUBLICIS ITALY, MILAN/POKE, LONDON • MEDIA STARCOM, AMSTERDAM • PROD RESET SANTA MONICA/MPC CREATIVE, LONDON/OUTSIDER, LONDON/ COFFEE AND TV, LONDON/INDEPENDENT, LONDON • PR EDELMAN, LONDON A02/066 2016 WRAPPED • SPOTIFY • SPOTIFY • ENT./IDEA SPOTIFY, NEW YORK • MEDIA SPOTIFY, NEW YORK • PROD SPOTIFY NEW YORK

CANADA ARGENTINA BRAZIL UNITED KINGDOM USA

DATA DRIVEN CONSUMER PRODUCT A03/016 MICROSOFT COURSE IQ • MICROSOFT • MICROSOFT CLOUD • ENT./IDEA MRM//MCCANN, NEW YORK/MCCANN NEW YORK • MEDIA CARAT, NEW YORK USA A03/018 YOURNALIST • EITB - EUSKAL IRRATI TELEBISTA • YOURNALIST - NEWS APP • ENT./IDEA THE CYRANOS//MCCANN, BARCELONA • MEDIA THE CYRANOS//MCCANN, BARCELONA • PROD THE CYRANOS// MCCANN BARCELONA/OXIGENO, BARCELONA/GLASSWORKS, BARCELONA • PR THE CYRANOS//MCCANN, BARCELONA SPAIN A03/020 HACKBALL • NESTLE • NESQUIK • ENT./IDEA MCCANN WORLDGROUP, LONDON/MCCANN SANTO DOMINGO/MRM//MCCANN BUENOS AIRES • MEDIA MCCANN SANTO DOMINGO • PROD MCCANN SANTO DOMINGO / TECH.MARKETING, TEL AVIV/MEDIA CAÑA, SANTO DOMINGO • PR MCCANN SANTO DOMINGO UNITED KINGDOM A03/022 CHAT YOURSELF • ITALIA LONGEVA - ITALIAN NETWORK DEDICATED TO AGING, CREATED BY THE MINISTRY OF • CHAT YOURSELF • ENT./IDEA Y&R ITALIA, MILAN • PROD NEXTOPERA BARI/THE BIGMAMA, MILAN/SEDICI:9, MILAN • PR BURSON-MARSTELLER, MILAN ITALY A03/023 KNOW YOU AGAIN • BAIDU • AI GLASSES • ENT./IDEA F5, SHANGHAI • PROD F5 SHANGHAI • PR F5, SHANGHAI CHINA A03/024 AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE AUSTRALIA DATA STORYTELLING A04/001 AIMEN • CANAL + • CANAL + • ENT./IDEA BETC, PARIS • MEDIA HAVAS MEDIA, PARIS • PROD MAKE ME PULSE PARIS A04/009 GEEKS GO FOR #CC9900 • GE • GE • ENT./IDEA CLEMENGER BBDO SYDNEY • PROD CLEMENGER BBDO SYDNEY /MEDIAMONKS SINGAPORE, SINGAPORE • PR CLEMENGER BBDO SYDNEY A04/010 THE CORRUPTION CONVERTER • ESTADÃO NEWSPAPER • INSTITUTIONAL • ENT./IDEA FCB BRASIL, SÃO PAULO • MEDIA FCB BRASIL, SÃO PAULO • PROD FCB BRASIL SÃO PAULO/UMSTUDIO.COM, SÃO PAULO/ ANTONIO BRASILIANO, SÃO PAULO/VICTOR PATALANO, SÃO PAULO • PR FCB BRASIL, SÃO PAULO A04/015 MEET GRAHAM • TRANSPORT ACCIDENT COMMISSION VICTORIA • TRANSPORT ACCIDENT COMMISSION VICTORIA • ENT./IDEA CLEMENGER BBDO MELBOURNE • PROD FLARE PRODUCTIONS BBDO MELBOURNE/ AIRBAG PRODUCTIONS, MELBOURNE • PR CLEMENGER BBDO MELBOURNE A04/043 THANKS 2016, IT’S BEEN WEIRD. • SPOTIFY • SPOTIFY • ENT./IDEA SPOTIFY, NEW YORK • MEDIA SPOTIFY, NEW YORK • PROD SPOTIFY NEW YORK A04/048 PREDICTIVE WORLD • UBISOFT • WATCH DOGS 2 • ENT./IDEA SID LEE, PARIS • PROD STINK PARIS A04/063 #GUILTYTAGS • INNOCENCE IN DANGER • NGO AGAINST CHILD VIOLENCE • ENT./IDEA MCCANN PARIS • MEDIA MEDIATRANSPORTS, ISSY-LES-MOULINEAUX • PROD MCCANN PARIS /LA PAC, PARIS/NO PROBLEMO, PARIS/ THE, PARIS/MRM//MCCANN PARIS • PR WEBER SHANDWICK, PARIS A04/066 YOURNALIST • EITB - EUSKAL IRRATI TELEBISTA • YOURNALIST - NEWS APP • ENT./IDEA THE CYRANOS//MCCANN, BARCELONA • MEDIA THE CYRANOS//MCCANN, BARCELONA • PROD THE CYRANOS//MCCANN BARCELONA/ OXIGENO, BARCELONA/GLASSWORKS, BARCELONA • PR THE CYRANOS//MCCANN, BARCELONA A04/068 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES A04/078 DEAR MEDIA • UNILEVER • DOVE • ENT./IDEA SAPIENTRAZORFISH, NEW YORK • MEDIA MINDSHARE USA, NEW YORK • PROD SAPIENTRAZORFISH NEW YORK/RESN, AMSTERDAM/OPENTOPIC, NEW YORK/FISHFACE, LOS ANGELES • PR EDELMAN, NEW YORK DATA VISUALISATION A05/001 UNLIMITED STADIUM • NIKE • NIKE LUNAR EPIC • ENT./IDEA BBH, SINGAPORE • PROD BBH SINGAPORE A05/009 MEET GRAHAM • TRANSPORT ACCIDENT COMMISSION VICTORIA • TRANSPORT ACCIDENT COMMISSION VICTORIA • ENT./IDEA CLEMENGER BBDO MELBOURNE • PROD FLARE PRODUCTIONS BBDO MELBOURNE/ AIRBAG PRODUCTIONS, MELBOURNE • PR CLEMENGER BBDO MELBOURNE A05/022 SAFEST ROUTE • GROUPAMA • GROUPAMA • ENT./IDEA MARCEL, PARIS • MEDIA VIZEUM, PARIS • PROD PRODIGIOUS PARIS/PRODIGIOUS, PARIS/PUBLICIS ETO, LA MADELEINE/KUEST PROD, PARIS A05/024 AI BUDDY • VIDAX CENTER • AI BUDDY • ENT./IDEA WE BELIEVERS, NEW YORK • PROD NUNCHAKU CINE BUENOS AIRES A05/043 THE COLOUR OF CORRUPTION • RECLAME AQUI • VIGIE AQUI • ENT./IDEA GREY BRAZIL, SÃO PAULO • MEDIA GREY BRAZIL, SÃO PAULO • PROD GREY BRAZIL SÃO PAULO/ RECLAME AQUI, SÃO PAULO • PR GREY BRAZIL, SÃO PAULO/EDELMAN SIGNIFICA, SÃO PAULO DATA-TECHNOLOGY A06/002 UNLIMITED STADIUM • NIKE • NIKE LUNAR EPIC • ENT./IDEA BBH, SINGAPORE • PROD BBH SINGAPORE A06/012 QUEST TO LEGOLAND • LEGOLAND FLORIDA RESORT • LEGOLAND • ENT./IDEA VML, NEW YORK • MEDIA VML, NEW YORK • PROD MEDIAMONKS NEW YORK A06/014 GREEN LIGHT RUN • ADIDAS • PUREBOOST • ENT./IDEA TBWA\HAKUHODO, TOKYO • MEDIA TBWA\HAKUHODO, TOKYO • PROD TOHOKUSHINSHA FILM CORPORATION TOKYO • PR TBWA\HAKUHODO, TOKYO A06/019 SEA HERO QUEST • DEUTSCHE TELEKOM • DEUTSCHE TELEKOM • ENT./IDEA SAATCHI & SAATCHI, LONDON • MEDIA MEDIACOM, DÜSSELDORF • PROD BUF VFX PARIS/GRAND CENTRAL SOUND STUDIOS, LONDON/ UNIT MEDIA, LONDON • PR PROUD ROBINSON, BRIGHTON A06/024 AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE A06/037 THE SOUND BOOK APP • NORDSÜD VERLAG • CHILDREN BOOK • ENT./IDEA JUNG VON MATT/LIMMAT, ZÜRICH • PR JUNG VON MATT/LIMMAT, ZÜRICH A06/047 YOURNALIST • EITB - EUSKAL IRRATI TELEBISTA • YOURNALIST - NEWS APP • ENT./IDEA THE CYRANOS//MCCANN, BARCELONA • MEDIA THE CYRANOS//MCCANN, BARCELONA • PROD THE CYRANOS//MCCANN BARCELONA/ OXIGENO, BARCELONA/GLASSWORKS, BARCELONA • PR THE CYRANOS//MCCANN, BARCELONA A06/058 POWERED BY RESPECT • GLOBO TV AND INSTITUTO RODRIGO MENDES • AWARENESS MESSAGES • ENT./IDEA INSTITUTO RODRIGO MENDES, SÃO PAULO/GLOBO COMUNICAÇÃO E PARTICIPAÇÕES, RIO DE JANEIRO/ GLOBO COMUNICAÇÃO E PARTICIPAÇÕES, RIO DE JANEIRO • MEDIA GLOBO COMUNICAÇÃO E PARTICIPAÇÕES, RIO DE JANEIRO • PROD GLOBO COMUNICAÇÃO E PARTICIPAÇÕES RIO DE JANEIRO/LA CASA DE LA MADRE, SÃO PAULO/ GLOBO COMUNICAÇÃO E PARTICIPAÇÕES, RIO DE JANEIRO/AC DESIGN, SÃO PAULO • PR GLOBO COMUNICAÇÃO E PARTICIPAÇÕES, RIO DE JANEIRO A06/061 KNOW YOU AGAIN • BAIDU • AI GLASSES • ENT./IDEA F5, SHANGHAI • PROD F5 SHANGHAI • PR F5, SHANGHAI

FRANCE AUSTRALIA BRAZIL AUSTRALIA USA FRANCE FRANCE SPAIN USA USA SINGAPORE AUSTRALIA FRANCE USA BRAZIL SINGAPORE USA JAPAN

UNITED KINGDOM AUSTRALIA SWITZERLAND

USE OF REAL-TIME DATA A07/001 AIMEN • CANAL + • CANAL + • ENT./IDEA BETC, PARIS • MEDIA HAVAS MEDIA, PARIS • PROD MAKE ME PULSE PARIS A07/007 POCKET PATROL • SAMSUNG AUSTRALIA • SAMSUNG POCKET PATROL • ENT./IDEA LEO BURNETT SYDNEY • MEDIA STARCOM, SYDNEY • PROD RAPID FILMS SYDNEY/USTWO, SYDNEY/SONAR MUSIC, SYDNEY • PR EDELMAN, SYDNEY A07/013 M LIVE: MARRIOTT INTERNATIONAL’S REAL-TIME COMMAND CENTER • M LIVE • MARRIOTT INTERNATIONAL • ENT./IDEA MEC GLOBAL, NEW YORK/MARRIOTT INTERNATIONAL, BETHESDA • MEDIA MEC GLOBAL, NEW YORK • PROD MARRIOTT INTERNATIONAL BETHESDA • PR MARRIOTT INTERNATIONAL, BETHESDA A07/016 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE A07/017 SBERBANK. NEIGHBORHOODS • SBERBANK • LOANS FOR SMALL BUSINESSES • ENT./IDEA SBERBANK OF RUSSIA, MOSCOW/GOOD, MOSCOW • MEDIA DENTSU SMART, MOSCOW/SEGMENTO, MOSCOW • PROD HYPE PRODUCTION MOSCOW A07/025 QUEST TO LEGOLAND • LEGOLAND FLORIDA RESORT • LEGOLAND • ENT./IDEA VML, NEW YORK • MEDIA VML, NEW YORK • PROD MEDIAMONKS NEW YORK A07/027 GREEN LIGHT RUN • ADIDAS • PUREBOOST • ENT./IDEA TBWA\HAKUHODO, TOKYO • MEDIA TBWA\HAKUHODO, TOKYO • PROD TOHOKUSHINSHA FILM CORPORATION TOKYO • PR TBWA\HAKUHODO, TOKYO A07/048 AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE A07/088 YOURNALIST • EITB - EUSKAL IRRATI TELEBISTA • YOURNALIST - NEWS APP • ENT./IDEA THE CYRANOS//MCCANN, BARCELONA • MEDIA THE CYRANOS//MCCANN, BARCELONA • PROD THE CYRANOS//MCCANN BARCELONA/ OXIGENO, BARCELONA/GLASSWORKS, BARCELONA • PR THE CYRANOS//MCCANN, BARCELONA

SPAIN

BRAZIL CHINA FRANCE AUSTRALIA USA AUSTRALIA RUSSIA USA JAPAN AUSTRALIA SPAIN

ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

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USE OF REAL-TIME DATA A07/095 NO MORE EXCUSES • HEINEKEN • BEER • ENT./IDEA PUBLICIS LONDON/PUBLICIS ITALY, MILAN/POKE, LONDON • MEDIA STARCOM, AMSTERDAM • PROD RESET SANTA MONICA/MPC CREATIVE, LONDON/OUTSIDER, LONDON/ COFFEE AND TV, LONDON/INDEPENDENT, LONDON • PR EDELMAN, LONDON A07/115 UNLIMITED STADIUM • NIKE • NIKE LUNAR EPIC • ENT./IDEA BBH, SINGAPORE • PROD BBH SINGAPORE A07/117 KNOW YOU AGAIN • BAIDU • AI GLASSES • ENT./IDEA F5, SHANGHAI • PROD F5 SHANGHAI • PR F5, SHANGHAI

UNITED KINGDOM SINGAPORE CHINA

BUSINESS-TO-BUSINESS DATA SOLUTION A08/003 SBERBANK. NEIGHBORHOODS • SBERBANK • LOANS FOR SMALL BUSINESSES • ENT./IDEA SBERBANK OF RUSSIA, MOSCOW/GOOD, MOSCOW • MEDIA DENTSU SMART, MOSCOW/SEGMENTO, MOSCOW • PROD HYPE PRODUCTION MOSCOW

RUSSIA

SOCIAL DATA A09/001 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS FRANCE A09/002 AIMEN • CANAL + • CANAL + • ENT./IDEA BETC, PARIS • MEDIA HAVAS MEDIA, PARIS • PROD MAKE ME PULSE PARIS FRANCE A09/007 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE AUSTRALIA A09/013 REWORD • HEADSPACE • REWORD • ENT./IDEA LEO BURNETT MELBOURNE • MEDIA STARCOM, SYDNEY • PROD STUDIO PANCHO MELBOURNE AUSTRALIA A09/044 NO MORE EXCUSES • HEINEKEN • BEER • ENT./IDEA PUBLICIS LONDON/PUBLICIS ITALY, MILAN/POKE, LONDON • MEDIA STARCOM, AMSTERDAM • PROD RESET SANTA MONICA/MPC CREATIVE, LONDON/OUTSIDER, LONDON/ COFFEE AND TV, LONDON/INDEPENDENT, LONDON • PR EDELMAN, LONDON UNITED KINGDOM A09/046 M LIVE: MARRIOTT INTERNATIONAL’S REAL-TIME COMMAND CENTER • M LIVE • MARRIOTT INTERNATIONAL • ENT./IDEA MEC GLOBAL, NEW YORK/M LIVE: MARRIOTT INTERNATIONAL’S REALTIME COMMAND CENTER, BETHESDA • MEDIA MEC GLOBAL, NEW YORK • PROD M LIVE: MARRIOTT INTERNATIONAL’S REAL-TIME COMMAND CENTER BETHESDA • PR M LIVE: MARRIOTT INTERNATIONAL’S REAL-TIME COMMAND CENTER, BETHESDA USA CREATIVE DATA COLLECTION & RESEARCH A10/004 GREEN LIGHT RUN • ADIDAS • PUREBOOST • ENT./IDEA TBWA\HAKUHODO, TOKYO • MEDIA TBWA\HAKUHODO, TOKYO • PROD TOHOKUSHINSHA FILM CORPORATION TOKYO • PR TBWA\HAKUHODO, TOKYO A10/015 OUTTHINK MELANOMA • IBM • COGNITIVE TECHNOLOGY • ENT./IDEA OGILVY AUSTRAILIA, SYDNEY • MEDIA OGILVY AUSTRAILIA, SYDNEY • PROD OGILVY AUSTRAILIA SYDNEY/GEORGE P. JOHNSON AUSTRALIA, SYDNEY/ MYCELIUM STUDIOS, MELBOURNE • PR TEXT 100, SYDNEY A10/018 MICROSOFT COURSE IQ • MICROSOFT • MICROSOFT CLOUD • ENT./IDEA MRM//MCCANN, NEW YORK/MCCANN NEW YORK • MEDIA CARAT, NEW YORK A10/025 CARE COUNTS • WHIRLPOOL • HOUSEHOLD APPLIANCE • ENT./IDEA DIGITASLBI, CHICAGO • MEDIA DIGITASLBI, CHICAGO • PROD GOODSTORY FILMS NEW YORK/C41 MEDIA, NEW YORK/CUTTERS, CHICAGO • PR KETCHUM, CHICAGO A10/033 YOURNALIST • EITB - EUSKAL IRRATI TELEBISTA • YOURNALIST - NEWS APP • ENT./IDEA THE CYRANOS//MCCANN, BARCELONA • MEDIA THE CYRANOS//MCCANN, BARCELONA • PROD THE CYRANOS// MCCANN BARCELONA/OXIGENO, BARCELONA/GLASSWORKS, BARCELONA • PR THE CYRANOS//MCCANN, BARCELONA A10/039 AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE

JAPAN AUSTRALIA USA USA SPAIN AUSTRALIA

DATA INTEGRATION A11/001 BOOST YOUR VOICE • BOOST MOBILE • PROMOTE BOOST STORES AS POLLING STATIONS • ENT./IDEA 180LA, SANTA MONICA • PROD 180LA SANTA MONICA/THE CORNER SHOP, SANTA MONICA/THERAPY STUDIOS, LOS ANGELES/ATOMICA MUSIC, TEXAS A11/007 GREEN LIGHT RUN • ADIDAS • PUREBOOST • ENT./IDEA TBWA\HAKUHODO, TOKYO • MEDIA TBWA\HAKUHODO, TOKYO • PROD TOHOKUSHINSHA FILM CORPORATION TOKYO • PR TBWA\HAKUHODO, TOKYO A11/014 AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE A11/020 MICROSOFT COURSE IQ • MICROSOFT • MICROSOFT CLOUD • ENT./IDEA MRM//MCCANN, NEW YORK/MCCANN NEW YORK • MEDIA CARAT, NEW YORK A11/023 THE COLOUR OF CORRUPTION • RECLAME AQUI • VIGIE AQUI • ENT./IDEA GREY BRAZIL, SÃO PAULO • MEDIA GREY BRAZIL, SÃO PAULO • PROD GREY BRAZIL SÃO PAULO/RECLAME AQUI, SÃO PAULO • PR GREY BRAZIL, SÃO PAULO/EDELMAN SIGNIFICA, SÃO PAULO A11/034 MYCARPULSE SUPER ID - CAR WELLNESS GETS HYPER-PERSONALIZED WITH AI AND MEGA-DATA • SAIC GENERAL MOTORS • AUTOMOTIVE (VEHICLE MAINTENANCE) • ENT./IDEA ZENITH, SHANGHAI/ SAIC MOTOR PASSENGER VEHICLE COMPANY, SHANGHAI • MEDIA ZENITH, SHANGHAI • PROD SAIC MOTOR PASSENGER VEHICLE COMPANY SHANGHAI • PR SAIC MOTOR PASSENGER VEHICLE COMPANY, SHANGHAI

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SHORTLIST

MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

MOBILE ACTIVATION BY LOCATION A01/002 PAPER PLANES • ANDROID • ANDROID DEVICE • ENT./IDEA DROGA5, NEW YORK/ACTIVE THEORY, LOS ANGELES/ANDROID, PALO ALTO • PROD ACTIVE THEORY LOS ANGELES USA A01/007 GIVE A BEEP • HÖVDING • HÖVDING – AIRBAG FOR CYCLISTS • ENT./IDEA EDELMAN DEPORTIVO, STOCKHOLM • MEDIA EDELMAN DEPORTIVO, STOCKHOLM • PROD EDELMAN DEPORTIVO STOCKHOLM • PR EDELMAN DEPORTIVO, STOCKHOLM SWEDEN A01/011 THE DIGITAL IRON CURTAIN • O2 SLOVAKIA • IMAGE CAMPAIGN/GOODVERTISING • ENT./IDEA TRIAD ADVERTISING, BRATISLAVA • MEDIA TRIAD ADVERTISING, BRATISLAVA • PROD TRIAD ADVERTISING BRATISLAVA SLOVAK REPUBLIC USA A01/027 QUEST TO LEGOLAND • LEGOLAND FLORIDA RESORT • LEGOLAND • ENT./IDEA VML, NEW YORK • MEDIA VML, NEW YORK • PROD MEDIAMONKS NEW YORK A01/028 GO BALLS OUT • TESTICULAR CANCER NEW ZEALAND • TESTICULAR CANCER AWARENESS • ENT./IDEA FCB NEW ZEALAND, AUCKLAND • MEDIA FCB NEW ZEALAND, AUCKLAND • PROD FCB NEW ZEALAND AUCKLAND • PR FCB NEW ZEALAND, AUCKLAND NEW ZEALAND A01/032 PROTECTORS UNITED • CHILDREN’S SAFETY SCIENCE & TECHNOLOGY FUND • 0 • ENT./IDEA BBH CHINA, SHANGHAI/CHILDREN’S SAFETY SCIENCE & TECHNOLOGY FUND, BEIJING/TENCENT CHARITY, SHENZHEN • MEDIA TENCENT WECHAT, SHEN ZHEN • PROD BBH CHINA SHANGHAI/DAILY TECH BEIJING/XIANGJIANG TECHNOLOGY, ZHEN JIANG CHINA A01/033 SAFEST ROUTE • GROUPAMA • GROUPAMA • ENT./IDEA MARCEL, PARIS • MEDIA VIZEUM, PARIS • PROD PRODIGIOUS PARIS/PRODIGIOUS, PARIS/PUBLICIS ETO, LA MADELEINE/KUEST PROD, PARIS FRANCE USA A01/034 OFFICIAL GORILLAZ APP • GORILLAZ • NEW GORILLAZ ALBUM • ENT./IDEA B-REEL, NEW YORK • PROD B-REEL NEW YORK A01/039 SPECTACLES • SNAP, INC. • SPECTACLES • ENT./IDEA SNAP, LOS ANGELES • MEDIA SNAP, LOS ANGELES • PROD SNAP LOS ANGELES • PR SNAP, LOS ANGELES USA AUSTRALIA A01/047 AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE A01/048 ALERT AD • VICTORIAN GOVERNMENT • FIRE READY VICTORIA • ENT./IDEA BWM DENTSU, MELBOURNE/COLUMBUS, MELBOURNE • MEDIA DENTSU X, MELBOURNE • PROD COLUMBUS MELBOURNE/BWM DENTSU, MELBOURNE AUSTRALIA ACTIVATION BY PROXIMITY A02/013 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES AUGMENTED MOBILE EXPERIENCE A03/007 THE MAGIC WALLPAPER • CASTORAMA • STORE TOOLS • ENT./IDEA TBWA\PARIS, PARIS/DAN PARIS, BOULOGNE-BILLANCOURT A03/008 MEET GRAHAM • TRANSPORT ACCIDENT COMMISSION VICTORIA • TRANSPORT ACCIDENT COMMISSION VICTORIA • ENT./IDEA CLEMENGER BBDO MELBOURNE • PROD FLARE PRODUCTIONS BBDO MELBOURNE/ AIRBAG PRODUCTIONS, MELBOURNE • PR CLEMENGER BBDO MELBOURNE A03/027 THE NEVER-ENDING FOREST APP • FABER-CASTELL • FABER-CASTELL • ENT./IDEA DAVID THE AGENCY, SÃO PAULO • PROD VETOR ZERO SÃO PAULO 360° VIDEOS A05/011 BATTLE TEST: A NISSAN ROGUE® 360° VR EXPERIENCE • NISSAN NORTH AMERICA • THE NEW 2017 NISSAN ROGUE® • ENT./IDEA CRITICAL MASS, CALGARY • MEDIA OMD USA, LOS ANGELES • PROD RADICAL MEDIA NEW YORK/ INDUSTRIAL LIGHT & MAGIC, SAN FRANCISCO/SKYWALKER SOUND, NICASIO/DISNEY/PIXAR, BURBANK A05/017 ESCAPE MY HOUSE • NEW ZEALAND FIRE SERVICE • PUBLIC SAFETY MESSAGE • ENT./IDEA FCB NEW ZEALAND, AUCKLAND • MEDIA FCB NEW ZEALAND, AUCKLAND • PROD FCB NEW ZEALAND AUCKLAND • PR FCB NEW ZEALAND, AUCKLAND A05/019 STOP THE CYCLE • HUFFINGTON POST SOUTH AFRICA • NON-PROFIT • ENT./IDEA VML, JOHANNESBURG • MEDIA THE DIGITAL MEDIA CONSULTANCY, DURBAN A05/021 HIJACKED HIGHWAY • SODIMAC • SODIMAC HOMECENTER • ENT./IDEA MCCANN LIMA • MEDIA STARCOM, LIMA • PROD PLAN B LIMA/SATURNO, LIMA/SIN ANESTESIA, LIMA/HIGH END, LIMA A05/032 THE DAILY 360 • THE NEW YORK TIMES • THE NEW YORK TIMES • ENT./IDEA THE NEW YORK TIMES, NEW YORK/DROGA5, NEW YORK/SAMSUNG ELECTRONICS AMERICA, RIDGEFIELD PARK • MEDIA THE NEW YORK TIMES, NEW YORK • PROD THE NEW YORK TIMES NEW YORK • PR THE NEW YORK TIMES, NEW YORK NETWORKED/CONNECTED MOBILE TECHNOLOGY A06/008 SINGTEL DATA EXSTREAM • SINGTEL • TELECOMMUNICATIONS • ENT./IDEA OGILVY & MATHER SINGAPORE • MEDIA OGILVY & MATHER SINGAPORE • PROD OGILVY & MATHER SINGAPORE / THE PROSECUTION FILM COMPANY, SINGAPORE • PR OGILVY & MATHER SINGAPORE CONNECTED DEVICES A07/001 MAX MOTOR DREAMS • FORD SPAIN • FORD SPAIN • ENT./IDEA OGILVY MADRID/GTB, MADRID • PROD ESPADAYSANTACRUZ STUDIO MADRID • PR MINDSHARE, MADRID A07/010 SPECTACLES • SNAP, INC. • SPECTACLES • ENT./IDEA SNAP, LOS ANGELES • MEDIA SNAP, LOS ANGELES • PROD SNAP LOS ANGELES • PR SNAP, LOS ANGELES A07/015 RIMOWA ELECTRONIC TAG • RIMOWA ELECTRONIC TAG GMBH • RIMOWA ELECTRONIC TAG • ENT./IDEA PHILIPP UND KEUNTJE, HAMBURG/RIMOWA ELECTRONIC TAG, HAMBURG/T-SYSTEMS INTERNATIONAL, FRANKFURT/ AIRBUS GROUP, LEIDEN • PROD E INK HOLDINGS INC. TAIPEI CITY/NETRONIX INC., TAIPEI CITY A07/017 FOUND • MERCEDES BENZ & MAISON KITSUNÉ • APPLICATION • ENT./IDEA BBDO PARIS • PR BBDO PARIS A07/026 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES A07/027 FLEETLIGHTS • DIRECT LINE • INSURANCE • ENT./IDEA SAATCHI & SAATCHI, LONDON • MEDIA MEDIACOM, LONDON • PROD INSIDE JOB LONDON/ELECTRIC THEATRE COLLECTIVE, LONDON/THE SOUND COMPANY, LONDON • PR UNITY, LONDON A07/033 NOMAD ECOGRAPHIES • MICROSOFT • WINDOWS • ENT./IDEA VCCP SPAIN, MADRID • PROD VCCP SPAIN MADRID WEARABLE TECHNOLOGY A08/003 SPECTACLES • SNAP, INC. • SPECTACLES • ENT./IDEA SNAP, LOS ANGELES • MEDIA SNAP, LOS ANGELES • PROD SNAP LOS ANGELES • PR SNAP, LOS ANGELES

USA FRANCE AUSTRALIA BRAZIL

CANADA NEW ZEALAND SOUTH AFRICA PERU USA

SINGAPORE SPAIN USA GERMANY FRANCE USA UNITED KINGDOM SPAIN USA

DATA/INSIGHT A09/005 THE FAMILY WAY • RECRUIT LIFESTYLE CO., LTD. • SEEM • ENT./IDEA DENTSU Y&R, TOKYO • MEDIA DENTSU Y&R, TOKYO • PROD DENTSU Y&R TOKYO/TOKYO, TOKYO • PR DENTSU Y&R, TOKYO JAPAN A09/015 MR. BEAR DRIVER • THE AUTOMOBILE CLUB OF ROMANIA • THE AUTOMOBILE CLUB OF ROMANIA & THE FIA (FÉDÉRATION INTERNATIONALE DE L’AUTOMOBILE ) • ENT./IDEA PUBLICIS ROMANIA, BUCHAREST • PR PUBLICIS ROMANIA, BUCHAREST ROMANIA A09/019 QUEST TO LEGOLAND • LEGOLAND FLORIDA RESORT • LEGOLAND • ENT./IDEA VML, NEW YORK • MEDIA VML, NEW YORK • PROD MEDIAMONKS NEW YORK USA A09/038 CHAT YOURSELF • ITALIA LONGEVA - ITALIAN NETWORK DEDICATED TO AGING, CREATED BY THE MINISTRY OF • CHAT YOURSELF • ENT./IDEA Y&R ITALIA, MILAN • PROD NEXTOPERA BARI/THE BIGMAMA, MILAN/SEDICI:9, MILAN • PR BURSON-MARSTELLER, MILAN ITALY A09/043 QQ ALERT: HOPE NEVER DIES • QQ • QQ ALERT • ENT./IDEA TENCENT, SHENZHEN • MEDIA TENCENT, SHENZHEN • PROD TENCENT SHENZHEN • PR TENCENT, SHENZHEN CHINA A09/049 THE VOICE OF ART • IBM • IBM CLOUD • ENT./IDEA OGILVY BRASIL, SÃO PAULO • PROD BANDO SÃO PAULO/BANDA SONORA PRODUÇOES ARTÊSTICAS, SÃO PAULO • PR INPRESS, SÃO PAULO BRAZIL INNOVATIVE TECHNOLOGY A10/022 TINYMOS - THE WORLD’S SMARTEST ASTROPHOTOGRAPHY CAMERA • TINYMOS PRIVATE LIMITED • ASTROPHOTOGRAPHY CAMERA • ENT./IDEA Y&R SINGAPORE • PR TINYMOS, SINGAPORE A10/027 SPECTACLES • SNAP, INC. • SPECTACLES • ENT./IDEA SNAP, LOS ANGELES • MEDIA SNAP, LOS ANGELES • PROD SNAP LOS ANGELES • PR SNAP, LOS ANGELES A10/033 RIMOWA ELECTRONIC TAG • RIMOWA ELECTRONIC TAG GMBH • RIMOWA ELECTRONIC TAG • ENT./IDEA PHILIPP UND KEUNTJE, HAMBURG/RIMOWA ELECTRONIC TAG, HAMBURG/T-SYSTEMS INTERNATIONAL, FRANKFURT/ AIRBUS GROUP, LEIDEN • PROD E INK HOLDINGS INC. TAIPEI CITY/NETRONIX INC., TAIPEI CITY A10/041 THROUGH THE DARK • GOOGLE • GOOGLE PLAY • ENT./IDEA R/GA SYDNEY • MEDIA ESSENCE DIGITAL, SYDNEY • PROD EXIT FILMS SYDNEY/XYZ STUDIOS, MELBOURNE • PR POEM GROUP, SYDNEY A10/060 FLEETLIGHTS • DIRECT LINE • INSURANCE • ENT./IDEA SAATCHI & SAATCHI, LONDON • MEDIA MEDIACOM, LONDON • PROD INSIDE JOB LONDON/ELECTRIC THEATRE COLLECTIVE, LONDON/THE SOUND COMPANY, LONDON • PR UNITY, LONDON A10/066 QQ ALERT: HOPE NEVER DIES • QQ • QQ ALERT • ENT./IDEA TENCENT, SHENZHEN • MEDIA TENCENT, SHENZHEN • PROD TENCENT SHENZHEN • PR TENCENT, SHENZHEN A10/071 THE VOICE OF ART • IBM • IBM CLOUD • ENT./IDEA OGILVY BRASIL, SÃO PAULO • PROD BANDO SÃO PAULO/BANDA SONORA PRODUÇOES ARTÊSTICAS, SÃO PAULO • PR INPRESS, SÃO PAULO A10/072 LISNR & TICKETMASTER: BREAKING THE TICKET • TICKETMASTER • PRESENCE BY TICKETMASTER • ENT./IDEA LISNR, CINCINNATI • PROD LISNR CINCINNATI

SINGAPORE USA GERMANY AUSTRALIA UNITED KINGDOM CHINA BRAZIL USA

WEBSITES AS PART OF A CAMPAIGN B01/006 THE DIGITAL IRON CURTAIN • O2 SLOVAKIA • IMAGE CAMPAIGN/GOODVERTISING • ENT./IDEA TRIAD ADVERTISING, BRATISLAVA • MEDIA TRIAD ADVERTISING, BRATISLAVA • PROD TRIAD ADVERTISING BRATISLAVA SLOVAK REPUBLIC B01/007 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE AUSTRALIA B01/013 1 MB CAMPAIGN • SKYLINK LTE • HIGH SPEED INTERNET ACCESS FOR REMOTE AREAS • ENT./IDEA MARVELOUS, MOSCOW RUSSIA WEBSITES AS A PRODUCT/SERVICE B02/003 BOTBOT • REPLY.AI • BOTBOT • ENT./IDEA R/GA SAN FRANCISCO • PROD REPLY.AI NEW YORK B02/007 VISIT BRITAIN • EXPEDIA • VISIT BRITAIN PARTNERSHIP • ENT./IDEA 180LA, SANTA MONICA • PR 180LA, SANTA MONICA ACCESSIBILITY, CHARITY & NON-PROFIT B03/003 SAFEST ROUTE • GROUPAMA • GROUPAMA • ENT./IDEA MARCEL, PARIS • MEDIA VIZEUM, PARIS • PROD PRODIGIOUS PARIS/PRODIGIOUS, PARIS/PUBLICIS ETO, LA MADELEINE/KUEST PROD, PARIS B03/004 BEAR 71 VR • NATIONAL FILM BOARD OF CANADA • BEAR 71 VR • ENT./IDEA THE NATIONAL FILM BOARD OF CANADA, VANCOUVER/JAM3, TORONTO • PROD JAM3 TORONTO UTILITIES C01/007 C01/011 C01/012 C01/017 C01/020

THE FAMILY WAY • RECRUIT LIFESTYLE CO., LTD. • SEEM • ENT./IDEA DENTSU Y&R, TOKYO • MEDIA DENTSU Y&R, TOKYO • PROD DENTSU Y&R TOKYO/TOKYO, TOKYO • PR DENTSU Y&R, TOKYO THE MAGIC WALLPAPER • CASTORAMA • STORE TOOLS • ENT./IDEA TBWA\PARIS, PARIS/DAN PARIS, BOULOGNE-BILLANCOURT THE SOUND BOOK APP • NORDSÜD VERLAG • CHILDREN BOOK • ENT./IDEA JUNG VON MATT/LIMMAT, ZÜRICH • PR JUNG VON MATT/LIMMAT, ZÜRICH AAMI SMARTPLATES • SUNCORP • AAMI INSURANCE • ENT./IDEA OGILVY AUSTRAILIA, MELBOURNE • PROD OGILVY AUSTRAILIA MELBOURNE • PR OGILVY PUBLIC RELATIONS, MELBOURNE AMPLIFY • PEPSICO • GATORADE • ENT./IDEA VML, KANSAS CITY • MEDIA OMD USA, CHICAGO • PROD AUSTIN WALSH STUDIO KANSAS CITY • PR FLEISHMANHILLARD, CHICAGO

USA USA FRANCE CANADA JAPAN FRANCE SWITZERLAND AUSTRALIA USA

ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

MOBILE SHORTLIST

APPS AS PART OF A CAMPAIGN C02/010 SPECTACLES • SNAP, INC. • SPECTACLES • ENT./IDEA SNAP, LOS ANGELES • MEDIA SNAP, LOS ANGELES • PROD SNAP LOS ANGELES • PR SNAP, LOS ANGELES C02/025 OFFICIAL GORILLAZ APP • GORILLAZ • NEW GORILLAZ ALBUM • ENT./IDEA B-REEL, NEW YORK • PROD B-REEL NEW YORK C02/032 STORY STUDIO • SAINSBURY’S • STOP-MOTION MOVIE CREATION APP • ENT./IDEA ANALOGFOLK, LONDON

35

USA USA UNITED KINGDOM

APPS AS A PRODUCT/SERVICE C03/004 THE FAMILY WAY • RECRUIT LIFESTYLE CO., LTD. • SEEM • ENT./IDEA DENTSU Y&R, TOKYO • MEDIA DENTSU Y&R, TOKYO • PROD DENTSU Y&R TOKYO/TOKYO, TOKYO • PR DENTSU Y&R, TOKYO JAPAN C03/006 MR. BEAR DRIVER • THE AUTOMOBILE CLUB OF ROMANIA • THE AUTOMOBILE CLUB OF ROMANIA & THE FIA (FÉDÉRATION INTERNATIONALE DE L’AUTOMOBILE ) • ENT./IDEA PUBLICIS ROMANIA, BUCHAREST • PR PUBLICIS ROMANIA, BUCHAREST ROMANIA C03/007 THE MAGIC WALLPAPER • CASTORAMA • STORE TOOLS • ENT./IDEA TBWA\PARIS, PARIS/DAN PARIS, BOULOGNE-BILLANCOURT FRANCE C03/012 NOTIFICA: THE APP YOU’LL BE GLAD YOU DON’T NEED • UNITED WE DREAM • NOTIFICA ALERT SERVICE APP • ENT./IDEA HUGE, NEW YORK USA UNITED ARAB EMIRATES C03/024 TUMMYFISH • NESTLÉ MIDDLE EAST • U4HK • ENT./IDEA MEMAC OGILVY & MATHER, DUBAI • PROD MEDIAMONKS DUBAI C03/028 VIRGIN AMERICA APP • VIRGIN AMERICA • VIRGIN AMERICA APP • ENT./IDEA WORK & CO, NEW YORK • PROD WORK & CO NEW YORK USA C03/045 CHAT YOURSELF • ITALIA LONGEVA - ITALIAN NETWORK DEDICATED TO AGING, CREATED BY THE MINISTRY OF • CHAT YOURSELF • ENT./IDEA Y&R ITALIA, MILAN • PROD NEXTOPERA BARI/THE BIGMAMA, MILAN/SEDICI:9, MILAN • PR BURSON-MARSTELLER, MILAN ITALY ACCESSIBILITY, CHARITY & NON-PROFIT C04/017 WOMAN INTERRUPTED • WOMAN INTERRUPTED • INSTITUCIONL • ENT./IDEA BETC, SÃO PAULO • PROD /SENTIMENTAL FILME, SÃO PAULO/COMANDO S AUDIO, SÃO PAULO • PR GIUSTI COMUNICAÇÃO INTEGRADA, SÃO PAULO CORPORATE/COMMERCIAL D01/001 MADE IN A MINUTE • LOWE’S • LOWE’S • ENT./IDEA BBDO NEW YORK • MEDIA RESOLUTION MEDIA, CHARLOTTE • PROD 1STAVEMACHINE BROOKLYN D01/010 THE BEDTIME STORYTELLERS • A1 SLOVENIA • TELECOMMUNICATIONS • ENT./IDEA GREY SLOVENIA, LJUBLJANA D01/012 STOP THE CYCLE • HUFFINGTON POST SOUTH AFRICA • NON-PROFIT • ENT./IDEA VML, JOHANNESBURG • MEDIA THE DIGITAL MEDIA CONSULTANCY, DURBAN

BRAZIL USA SLOVENIA SOUTH AFRICA

APP GAMES E01/005 MR. BEAR DRIVER • THE AUTOMOBILE CLUB OF ROMANIA • THE AUTOMOBILE CLUB OF ROMANIA & THE FIA (FÉDÉRATION INTERNATIONALE DE L’AUTOMOBILE ) • ENT./IDEA PUBLICIS ROMANIA, BUCHAREST • PR PUBLICIS ROMANIA, BUCHAREST ROMANIA E01/006 QUEST TO LEGOLAND • LEGOLAND FLORIDA RESORT • LEGOLAND • ENT./IDEA VML, NEW YORK • MEDIA VML, NEW YORK • PROD MEDIAMONKS NEW YORK USA E01/007 SNAPSKATE • COCA-COLA GERMANY • COCA-COLA ZERO SUGAR • ENT./IDEA OGILVY GERMANY, FRANKFURT • MEDIA OGILVY GERMANY, FRANKFURT • PROD MOVIEBRATS FILMS BERLIN/STINK, BERLIN/STUDIO FUNK, BERLIN GERMANY IN-GAME MARKETING E02/004 SERENA WILLIAMS | MATCH POINT | GATORADE • GATORADE • GATORADE • ENT./IDEA TBWA\CHIAT\DAY, LOS ANGELES • MEDIA OMD USA, CHICAGO • PROD TBWA\CHIAT\DAY LOS ANGELES/LUDOMADE, LOS ANGELES • PR FLEISHMANHILLARD, CHICAGO

USA

WEB GAMES E03/003 DREAM RUNNER • OLD SPICE • TOILETRIES • ENT./IDEA WIEDEN+KENNEDY, PORTLAND • PROD MEDIAMONKS LOS ANGELES

USA

CONNECTED EXPERIENCE GAMES E04/001 KIBO SCIENCE 360 - A SPACE EXPERIMENT WITH GOOGLE • GOOGLE JAPAN INC. • GOOGLE • ENT./IDEA DENTSU TEC, TOKYO/DENTSU INC., TOKYO • PROD N AND R FOLDINGS JAPAN KANAGAWA/PAPER WORLD CORP, OSAKA/ SYN, TOKYO/D2C, TOKYO/KAYAC, KANAGAWA E04/005 GLICODE • EZAKI GLICO COMPANY, LIMITED • CORPORATE • ENT./IDEA DENTSU INC., TOKYO/GOOGLE, TOKYO • PROD COCONOE OKAYAMA/BIRDMAN, TOKYO/ROBOT COMMUNICATIONS, TOKYO • PR DENTSU INC., TOKYO

JAPAN JAPAN

CONTENT FOR USER ENGAGEMENT F01/001 DECEMBER 21ST • LOTERIAS Y APUESTAS DEL ESTADO • CHRISTMAS LOTTERY • ENT./IDEA LEO BURNETT, MADRID • PROD LEO BURNETT MADRID/RCR FILMS, MADRID • PR LEO BURNETT, MADRID SPAIN F01/002 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS FRANCE F01/013 THE OA SOCIAL LAUNCH • NETFLIX • THE OA • ENT./IDEA CARROT CREATIVE, BROOKLYN USA BRAZIL F01/015 THE IMAGE TEST • PARANA STATE GOVERNMENT • PUBLIC SECTOR • ENT./IDEA MASTER ROMA WAITEMAN, CURITIBA/MASTER, CURITIBA • PROD TRUNKSHOT STUDIOS CURITIBA/JAMUTE AUDIO, CURITIBA F01/017 WE ARE HERE • AIRBNB • TRAVEL EXPERIENCES • ENT./IDEA FACEBOOK CREATIVE SHOP, NEW YORK • PROD RADICAL MEDIA NEW YORK USA F01/018 SEARCH FOR GREATNESS • SONY PLAYSTATION • SONY PLAYSTATION • ENT./IDEA BBH, NEW YORK • MEDIA MEDIACOM, NEW YORK • PROD EPOCH FILMS NEW YORK/STILLKING FILMS, PRAGUE/ USA THE SLAUGHTERHOUSE AT BBH, NEW YORK/ROCK PAPER SCISSORS, NEW YORK/THE MILL, NEW YORK F01/021 FRESH STORIES • SYSTÉME U • RETAIL • ENT./IDEA TBWA\PARIS, PARIS/DAN PARIS, BOULOGNE-BILLANCOURT • PROD TBWA\ELSE BOULOGNE-BILLANCOURT FRANCE BELGIUM F01/031 SKIN MEMORIES • EUROMELANOMA • SKIN CANCER AWARENESS • ENT./IDEA BBDO BELGIUM, BRUSSELS • MEDIA BBDO BELGIUM, BRUSSELS • PROD BBDO BELGIUM BRUSSELS • PR BBDO BELGIUM, BRUSSELS F01/041 GO BALLS OUT • TESTICULAR CANCER NEW ZEALAND • TESTICULAR CANCER AWARENESS • ENT./IDEA FCB NEW ZEALAND, AUCKLAND • MEDIA FCB NEW ZEALAND, AUCKLAND • PROD FCB NEW ZEALAND AUCKLAND • PR FCB NEW ZEALAND, AUCKLAND NEW ZEALAND F01/044 SNAPSKATE • COCA-COLA GERMANY • COCA-COLA ZERO SUGAR • ENT./IDEA OGILVY GERMANY, FRANKFURT • MEDIA OGILVY GERMANY, FRANKFURT • PROD MOVIEBRATS FILMS BERLIN/STINK, BERLIN/STUDIO FUNK, BERLIN GERMANY F01/061 THE EXTENDABLES • FOUR SEASONS CONDOMS • FOUR SEASONS CONDOMS • ENT./IDEA MARCEL, PARIS • PROD MARCEL SYDNEY /NKI, PARIS/WORLD WIDE MIND, SYDNEY/HECKLER, SYDNEY FRANCE F01/070 THE SOCIAL DISHWASHING • SPONTEX • FIZZ EXPRESS • ENT./IDEA FRED & FARID PARIS • MEDIA FRED & FARID PARIS • PROD FRED & FARID PARIS • PR FRED & FARID PARIS FRANCE F01/073 SERENA WILLIAMS | MATCH POINT | GATORADE • GATORADE • GATORADE • ENT./IDEA TBWA\CHIAT\DAY, LOS ANGELES • MEDIA OMD USA, CHICAGO • PROD TBWA\CHIAT\DAY LOS ANGELES/LUDOMADE, LOS ANGELES • PR FLEISHMANHILLARD, CHICAGO USA F01/090 ADIDAS NEO SNAPCHAT - #MYNEOLABEL • ADIDAS • ADIDAS NEO • ENT./IDEA IRIS WORLDWIDE, LONDON UNITED KINGDOM F01/093 HANNAH’S PHONE • NETFLIX • 13 REASONS WHY - NETFLIX SERIES • ENT./IDEA DAREWIN ENTERTAINMENT AGENCY, PARIS • PROD DAREWIN ENTERTAINMENT AGENCY PARIS/OCEBO, LYON • PR DAREWIN ENTERTAINMENT AGENCY, PARIS FRANCE F01/106 PRODUCTS OF TOMORROW • THE NATURE CONSERVANCY • INSTITUTIONAL • ENT./IDEA AFRICA, SÃO PAULO • PROD NITROGLICERINA SÃO PAULO/DAHOUSE AUDIO, SÃO PAULO BRAZIL F01/115 THE NEVER-ENDING FOREST APP • FABER-CASTELL • FABER-CASTELL • ENT./IDEA DAVID THE AGENCY, SÃO PAULO • PROD VETOR ZERO SÃO PAULO BRAZIL REAL-TIME RESPONSE F02/006 #BREAKTHEGAME • UNDER ARMOUR • SPORTS APPAREL • ENT./IDEA DROGA5, NEW YORK/UNDER ARMOUR, BALTIMORE • PROD O POSITIVE NEW YORK F02/010 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE F02/037 IKEA RESPONDS TO BALENCIAGA • IKEA • FRAKTA BAG • ENT./IDEA ACNE, STOCKHOLM/IKEA, MALMÖ • PROD ACNE STOCKHOLM F02/039 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES F02/047 KISS THE KREMLIN • SSEX BBOX • SSEX BBOX • ENT./IDEA DM9DDB, SÃO PAULO • MEDIA DM9DDB, SÃO PAULO • PR ELLO AGENCY, RIO DE JANEIRO

USA AUSTRALIA SWEDEN USA BRAZIL

CO-CREATION & USER GENERATED CONTENT F03/004 UNSAFETY CHECK • BLACK LIVES MATTER • NONPROFIT • ENT./IDEA J. WALTER THOMPSON NEW YORK • PROD J. WALTER THOMPSON NEW YORK USA F03/010 GO BALLS OUT • TESTICULAR CANCER NEW ZEALAND • TESTICULAR CANCER AWARENESS • ENT./IDEA FCB NEW ZEALAND, AUCKLAND • MEDIA FCB NEW ZEALAND, AUCKLAND • PROD FCB NEW ZEALAND AUCKLAND • PR FCB NEW ZEALAND, AUCKLAND NEW ZEALAND F03/016 RUN FOR YOUR BALLS • COLOMBIAN UROLOGY SOCIETY • TESTICULAR CANCER PREVENTION • ENT./IDEA OGILVY, BOGOTÁ COLOMBIA F03/019 SAFEST ROUTE • GROUPAMA • GROUPAMA • ENT./IDEA MARCEL, PARIS • MEDIA VIZEUM, PARIS • PROD PRODIGIOUS PARIS/PRODIGIOUS, PARIS/PUBLICIS ETO, LA MADELEINE/KUEST PROD, PARIS FRANCE BRAZIL F03/033 KISS THE KREMLIN • SSEX BBOX • SSEX BBOX • ENT./IDEA DM9DDB, SÃO PAULO • MEDIA DM9DDB, SÃO PAULO • PR ELLO AGENCY, RIO DE JANEIRO F03/037 SNAPLICATIONS • MCDONALD’S AUSTRALIA • MCDONALD’S RECRUITMENT • ENT./IDEA VML, SYDNEY • MEDIA OMD SYDNEY • PROD VML SYDNEY AUSTRALIA TARGETED COMMUNICATION F04/002 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS FRANCE F04/003 #BREAKTHEGAME • UNDER ARMOUR • SPORTS APPAREL • ENT./IDEA DROGA5, NEW YORK/UNDER ARMOUR, BALTIMORE • PROD O POSITIVE NEW YORK USA F04/005 MOTORDREAMS • FORD • FORD ACCESSORIE • ENT./IDEA GTB, MADRID/OGILVY MADRID • MEDIA GTB, MADRID • PROD ESPADAYSANTACRUZ STUDIO MADRID SPAIN F04/018 THE PARTY SAFE BAG • TOSTITOS • TOSTITOS • ENT./IDEA GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO • MEDIA OMD USA, NEW YORK • PROD ANONYMOUS CONTENT CULVER CITY/STITCH EDITING, LOS ANGELES/ LIME STUDIOS, SANTA MONICA/BACON FX, SANTA MONICA • PR KETCHUM, LOS ANGELES USA USA F04/034 VENMO MICRO HACK • WATERISLIFE • CHARITY • ENT./IDEA DEUTSCH, NEW YORK • MEDIA DEUTSCH, NEW YORK • PROD DEUTSCH NEW YORK • PR DEUTSCH, NEW YORK F04/055 SNAPLICATIONS • MCDONALD’S AUSTRALIA • MCDONALD’S RECRUITMENT • ENT./IDEA VML, SYDNEY • MEDIA OMD SYDNEY • PROD VML SYDNEY AUSTRALIA ARGENTINA F04/059 DIALOGUE WITH THE ARTWORK • GOBIERNO DE LA CIUDAD DE BUENOS AIRES • MUSEO MAMBA • ENT./IDEA BBDO ARGENTINA, BUENOS AIRES • PR ADVERPR, BUENOS AIRES F04/060 UNSAFETY CHECK • BLACK LIVES MATTER • NONPROFIT • ENT./IDEA J. WALTER THOMPSON NEW YORK • PROD J. WALTER THOMPSON NEW YORK USA F04/067 CHAT YOURSELF • ITALIA LONGEVA - ITALIAN NETWORK DEDICATED TO AGING, CREATED BY THE MINISTRY OF • CHAT YOURSELF • ENT./IDEA Y&R ITALIA, MILAN • PROD NEXTOPERA BARI/THE BIGMAMA, MILAN/SEDICI:9, MILAN • PR BURSON-MARSTELLER, MILAN ITALY SOCIAL TRENDS F05/001 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS FRANCE F05/006 #BREAKTHEGAME • UNDER ARMOUR • SPORTS APPAREL • ENT./IDEA DROGA5, NEW YORK/UNDER ARMOUR, BALTIMORE • PROD O POSITIVE NEW YORK USA F05/007 SPEAK LIKE THE PATRÎN • NETFLIX/BABBEL • NARCOS - SEASON 2 • ENT./IDEA WE ARE SOCIAL, MILAN • MEDIA NETFLIX, AMSTERDAM/THE BABBEL MAGAZINE, BERLIN • PROD WE ARE SOCIAL MILAN • PR NETFLIX, AMSTERDAM/THE BABBEL MAGAZINE, BERLIN ITALY AUSTRALIA F05/012 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE F05/047 ADIDAS NEO SNAPCHAT - #MYNEOLABEL • ADIDAS • ADIDAS NEO • ENT./IDEA IRIS WORLDWIDE, LONDON UNITED KINGDOM F05/054 SERENA WILLIAMS | MATCH POINT | GATORADE • GATORADE • GATORADE • ENT./IDEA TBWA\CHIAT\DAY, LOS ANGELES • MEDIA OMD USA, CHICAGO • PROD TBWA\CHIAT\DAY LOS ANGELES/LUDOMADE, LOS ANGELES • PR FLEISHMANHILLARD, CHICAGO USA F05/059 SNAPLICATIONS • MCDONALD’S AUSTRALIA • MCDONALD’S RECRUITMENT • ENT./IDEA VML, SYDNEY • MEDIA OMD SYDNEY • PROD VML SYDNEY AUSTRALIA ENT./IDEA : ENTRANT IDEA PROD : PRODUCTION

D3-MOBILE SLT-A.indd 35

18/06/2017 18:23


presents

A daily series of unscripted talks and seaside cocktails as industry mavericks share their stories of shaking up convention and stirring up creativity. Cannes Lions Beach Open to all delegates Hosted by Adam Lashinsky

Executive Editor, Fortune

join us Sunday 5pm

Shwen Gwee, Head of Digital Strategy, Global Clinical Operations, Biogen Victoria Noble, VP, Head of Marketing, Ophthalmics, Shire

Monday 4pm

Steve Shiffman, CEO, Calvin Klein, Inc.

Tuesday 5 & 5:30pm

Rich Battista, President & CEO, Time Inc. Peter Naylor, SVP Advertising Sales, Hulu Chris Hercik, SVP Creative + Content, The Foundry @ Time Inc. Bryn Mooser, Co-Founder, RYOT

Wednesday 5pm

Alex Da Kid, Music Producer, Founder and CEO, KIDinaKORNER Mason Reed, President, KIDinaKORNER

Thursday 5pm

Lisa Clunie, Co-founder, CEO, Joan

D3-AD.indd 36

18/06/2017 18:18


LIONS DAILY NEWS MONDAY/JUNE 19/2017

MOBILE SHORTLIST

INFLUENCER/TALENT F06/019 WORLD’S FASTEST DUNKIN’ RUN: 360° FLY WITH ELLEN • DUNKIN’ DONUTS • ON-THE-GO ORDERING APP • ENT./IDEA DIGITASLBI, BOSTON/DIGITASLBI, NEW YORK • PROD DIGITASLBI BOSTON/SEVEN TWENTY PRODUCTIONS, CHAMONIX-MONT-BLANC F06/030 SERENA WILLIAMS | MATCH POINT | GATORADE • GATORADE • GATORADE • ENT./IDEA TBWA\CHIAT\DAY, LOS ANGELES • MEDIA OMD USA, CHICAGO • PROD TBWA\CHIAT\DAY LOS ANGELES/LUDOMADE, LOS ANGELES • PR FLEISHMANHILLARD, CHICAGO

37 USA USA

SOCIAL BUSINESS USA F07/006 BOTBOT • REPLY.AI • BOTBOT • ENT./IDEA R/GA SAN FRANCISCO • PROD REPLY.AI NEW YORK F07/007 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE AUSTRALIA F07/011 FRESH STORIES • SYSTÉME U • RETAIL • ENT./IDEA TBWA\PARIS, PARIS/DAN PARIS, BOULOGNE-BILLANCOURT • PROD TBWA\ELSE BOULOGNE-BILLANCOURT FRANCE AUSTRALIA F07/016 SNAPLICATIONS • MCDONALD’S AUSTRALIA • MCDONALD’S RECRUITMENT • ENT./IDEA VML, SYDNEY • MEDIA OMD SYDNEY • PROD VML SYDNEY SOCIAL PURPOSE F08/001 LIKE MY ADDICTION • ADDICT’AIDE • ADDICT’AIDE • ENT./IDEA BETC, PARIS • PROD GUM PARIS/FRANCINE FRAMBOISE, PARIS FRANCE F08/005 UNSAFETY CHECK • BLACK LIVES MATTER • NONPROFIT • ENT./IDEA J. WALTER THOMPSON NEW YORK • PROD J. WALTER THOMPSON NEW YORK USA SLOVENIA F08/037 THE BEDTIME STORYTELLERS • A1 SLOVENIA • TELECOMMUNICATIONS • ENT./IDEA GREY SLOVENIA, LJUBLJANA F08/042 GET THE FLOW • VODAFONE • VODAFONE • ENT./IDEA DDB & TRIBAL WORLDWIDE AMSTERDAM • MEDIA MEC NETHERLANDS, AMSTERDAM • PROD WEFILM AMSTERDAM/AWFUL MEN, HILVERSUM • PR HET PR BUREAU, AMSTERDAM THE NETHERLANDS SOUTH AFRICA F08/044 STOP THE CYCLE • HUFFINGTON POST SOUTH AFRICA • NON-PROFIT • ENT./IDEA VML, JOHANNESBURG • MEDIA THE DIGITAL MEDIA CONSULTANCY, DURBAN F08/060 YASMIN’S SEX-ED REVOLUTION • BAYER • YASMIN • ENT./IDEA PHD, SHANGHAI • MEDIA PHD, SHANGHAI • PROD PHD SHANGHAI/WEZEIT MEDIA, BEIJING CHINA F08/064 CHAT YOURSELF • ITALIA LONGEVA - ITALIAN NETWORK DEDICATED TO AGING, CREATED BY THE MINISTRY OF • CHAT YOURSELF • ENT./IDEA Y&R ITALIA, MILAN • PROD NEXTOPERA BARI/THE BIGMAMA, MILAN/SEDICI:9, MILAN • PR BURSON-MARSTELLER, MILAN ITALY F08/065 VETS FIGHT HATE • SOUTHERN POVERTY LAW CENTER • VETS FIGHT HATE • ENT./IDEA WING, NEW YORK • PROD WING NEW YORK • PR WING, NEW YORK/GREY ACTIVATION & PR, NEW YORK USA CHINA F08/077 QQ ALERT: HOPE NEVER DIES • QQ • QQ ALERT • ENT./IDEA TENCENT, SHENZHEN • MEDIA TENCENT, SHENZHEN • PROD TENCENT SHENZHEN • PR TENCENT, SHENZHEN F08/082 MY VOICE • FONDAZIONE NEMO • MY VOICE APP • ENT./IDEA MCCANN WORLDGROUP, MILAN • PROD NOHUP SAN GIORGIO DI NOGARO/SDM INTERACTIVE PASSION, MILAN/(H)FILMS, MILAN/ECCETERA, MILAN ITALY F08/084 SWEAR JAR • COMIC RELIEF • CHARITY APP • ENT./IDEA VALENSTEIN & FATT, LONDON • MEDIA MINDSHARE, LONDON • PROD POSSIBLE CEE BUDAPEST UNITED KINGDOM F08/089 VENMO MICRO HACK • WATERISLIFE • CHARITY • ENT./IDEA DEUTSCH, NEW YORK • MEDIA DEUTSCH, NEW YORK • PROD DEUTSCH NEW YORK • PR DEUTSCH, NEW YORK USA F08/102 KISS THE KREMLIN • SSEX BBOX • SSEX BBOX • ENT./IDEA DM9DDB, SÃO PAULO • MEDIA DM9DDB, SÃO PAULO • PR ELLO AGENCY, RIO DE JANEIRO BRAZIL INTEGRATED CAMPAIGN G01/007 HUNGERITHM • MARS CHOCOLATE AUSTRALIA • SNICKERS® • ENT./IDEA CLEMENGER BBDO MELBOURNE • MEDIA MEDIACOM AUSTRALIA, MELBOURNE • PROD FINCH MELBOURNE/FLUTTER, MELBOURNE • PR CLEMENGER BBDO MELBOURNE G01/009 SPECTACLES • SNAP, INC. • SPECTACLES • ENT./IDEA SNAP, LOS ANGELES • MEDIA SNAP, LOS ANGELES • PROD SNAP LOS ANGELES • PR SNAP, LOS ANGELES G01/031 SWEAR JAR • COMIC RELIEF • CHARITY APP • ENT./IDEA VALENSTEIN & FATT, LONDON • MEDIA MINDSHARE, LONDON • PROD POSSIBLE CEE BUDAPEST G01/033 HIDDEN FIGURES • IBM • IBM • ENT./IDEA OGILVY NEW YORK • MEDIA NEO@OGILVY, NEW YORK • PROD OGILVY NEW YORK /H&O PRODUCTIONS NEW YORK/FAKE LOVE, NEW YORK/BROTHER, LOS ANGELES/ VANITY FAIR, NEW YORK • PR OGILVY PUBLIC RELATIONS, NEW YORK G01/040 KISS THE KREMLIN • SSEX BBOX • SSEX BBOX • ENT./IDEA DM9DDB, SÃO PAULO • MEDIA DM9DDB, SÃO PAULO • PR ELLO AGENCY, RIO DE JANEIRO CROSS-DEVICE CAMPAIGN G02/006 GOOGLE HOME OF THE WHOPPER • BURGER KING • WHOPPER • ENT./IDEA DAVID, MIAMI • PROD CAVIAR LOS ANGELES

AUSTRALIA USA UNITED KINGDOM USA BRAZIL USA

MESSAGING CAMPAIGN G03/003 GIVE A BEEP • HÖVDING • HÖVDING – AIRBAG FOR CYCLISTS • ENT./IDEA EDELMAN DEPORTIVO, STOCKHOLM • MEDIA EDELMAN DEPORTIVO, STOCKHOLM • PROD EDELMAN DEPORTIVO STOCKHOLM • PR EDELMAN DEPORTIVO, STOCKHOLM SWEDEN G03/008 NIKE ON DEMAND • NIKE • NIKE ON DEMAND • ENT./IDEA R/GA LONDON UNITED KINGDOM G03/011 BOTBOT • REPLY.AI • BOTBOT • ENT./IDEA R/GA SAN FRANCISCO • PROD REPLY.AI NEW YORK USA CHILE G03/017 LAST CALL • CORPORACIÎN DEL TRANSPLANTE • INSTITUCIONAL • ENT./IDEA RAYA, SANTIAGO • PROD RAYA SANTIAGO • PR RAYA, SANTIAGO G03/039 CHAT YOURSELF • ITALIA LONGEVA - ITALIAN NETWORK DEDICATED TO AGING, CREATED BY THE MINISTRY OF • CHAT YOURSELF • ENT./IDEA Y&R ITALIA, MILAN • PROD NEXTOPERA BARI/THE BIGMAMA, MILAN/SEDICI:9, MILAN • PR BURSON-MARSTELLER, MILAN ITALY

10 Thousand Design · 6 Degrees · 72andSunny · Albion · Allegory · Allison+Partners · Anomaly Antidote 360 · Assembly · Attention · BOOM Marketing · Born · Bruce Mau Design · Civilian Colle+McVoy · Concentric Health Experience · CP+B · Cultura United · Doner · EnPlay Exponent · Forsman & Bodenfors · Gale · Happy F&B · Hello Design · HL Group · Hudsun Media Hunter PR · KBS · Kenna · Kingsdale Advisors · Kwittken · Laird+Partners · Legend · LBN Luntz Global · MDC Media Partners · mono · Northstar · Real Interactive · Redscout · Relevent Rumble Fox · Sloane & Company · Source · Sundae · TEAM · The Media Kitchen · TradeX Partners UNION · Unique Influence · Varick Media Management · Veritas · Vitro · Y Media Labs · Yamamoto

D3-MOBILE SLT-A.indd 37

18/06/2017 18:22


38

FOCUS ON MEXICO

MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

CREATIVITY WITHOUT WALLS

Mexico’s creative renaissance, which started five years ago, is still burning bright. Which is just one reason why Mexican creatives in Cannes this week believe they are on track to equal the high-water mark of 2015, when they took home 27 Lions. Gary Smith reports

A

LEJANDRO Cardoso, CEO of Publicis Worldwide, Latin America (excluding Brazil), speaks for many in his country’s advertising community when he says: “I truly believe that Mexico has a creative momentum that will stand firm for a very long time. It took a while for Mexico to believe in its creative power but, once it was discovered, it could not be stopped.” Cardoso says he is very happy with the work Publicis has produced in the last 12 months, and cites campaigns by Publicis Worldwide for Heineken, BMW and Analgen. “Leo Burnett Mexico has been

D3-MEXICO+D.indd 38

doing great at international festivals,” he adds. “And then there is Marcel Mexico doing exceptional work for Renault, Nescafé and Dos Equis beer.” A true mark of a country’s standing in the global creative community is when its home-grown talent starts to be used used by foreign companies — something that is happening regularly to the growing pool of internationally recognised Mexican talent. “The creative industry has looked at Mexico lately as an emerging creative power,” Cardoso says. “Mexican agencies — either global networks or local agencies — are producing work that is being looked at with admiration. We also have examples

JWT Mexico’s Day of the Dead campaign for Victoria Beer

of work for global clients that is being conceptualised and produced in Mexico for the rest of the world.” One agency that exemplifies this is highly unusual in that it only has one client — and is obliged to work with traditional albeit iconic assets. Liliam Cordoba, vice-president of creative at Vector B IPG, looks after Grupo Bimbo, the largest bakery in the world with 130,000 employees and yearly sales of $13.5bn. “Clearly, we are dealing with a huge brand whose assets have stood the test of time and, for us in Mexico at least, are cast in stone. So what we do is try to take the brand out of the box. For a recent campaign [for Bimbo brand Sanissimo], we developed a wave harvester called the ‘intelligent squid’ for a small fishing village [Topolobambo] and deployed 10 of them so that the community could have street lighting, plus lighting on the beach for when they are launching the boats at night.” Cordoba also has to find new relevance for products that have been hugely popular for decades: “For the ‘GrowTastic’ campaign for the classic Bimbo range of sliced loaves, we used colour to emphasise benefits such as energy,

RAFAEL MARTINEZ GALLARDO: “WE HAVE A RICH HISTORY AND COLOURFUL TRADITIONS THAT FILL US WITH PRIDE, BUT WE ALSO HAVE A POWERFUL NEIGHBOUR TO THE NORTH, WHICH CASTS A LONG SHADOW OVER EVERY ASPECT OF OUR LIVES”

18/06/2017 18:32


LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

digestion and growth, and applied a creative strategy to every touchpoint. And though our customers are not yet as digital as we’d like them to be, we do a lot of digital campaigns — especially on Facebook, where we run the Panopolis page. This features songs, videos with the artist Juan Solo and the little bear that is the symbol of Bimbo. Ultimately, the truth is that it’s a lot of fun to have to use such traditional assets.” According to César Vacchiano, president and CEO of consulting firm Scopen, Mexico’s recent run of success at the Cannes Lions International Festival of Creativity has been a game-changer for both Mexican creatives and the country’s reputation: “Most importantly, all these creative wins have helped Mexican agencies to be perceived as working at a higher level and helping to grow their clients’ business,” he says. “But marketers are understandably concerned about the economy, because Trump’s policies are affecting the economic situation and the growth expectations for Mexico. Even though clients are selling more products, their fears for the future are leading them to cut investment in marketing and communications. Currently, marketers are investing 0.5% of their turnover in advertising/communications — in other markets the average is 2.5%. This means that Mexican agencies have fewer opportunities to work with big budgets and develop their campaigns.” Bucking the South American-wide trend of sticking with TV as the major media buy, Mexico has seen a significant shift to digital. “In 2017, investment in digital represents 30% of total marketing budget, up from 21% in 2015,” Vacchiano adds. “Clients are decreasing their investment in traditional media, which is down from 55% to 46%, and TV is the medium that is suffering the most. Digital agencies are growing fast and new digital agencies are opening.” But the biggest change in the last two years is that clients are seeing Mexican agencies real creative contenders. “The reason for this is the recent success of Mexican agencies at the Lions, together with the positive effects of all the initiatives developed by AMAP [The Mexican Association of Advertising Agencies] in Cannes, such as the Casa Mexico cabana,” Vacchiano says. Proof that a country has joined the creative A-list is to be included in the Cannes Lions juries — and this year sees Ogilvy & Mather Mexico’s creative vice-president, Iván Carrasco, join the Film jury. “It was totally unexpected, but a great honour and a real pat on the back

D3-MEXICO+D.indd 39

FOCUS ON MEXICO

for me, the agency and for Mexico,” he says. “We all work so hard to achieve more and it’s gratifying that that’s being recognised.” Ogilvy & Mather Mexico has several campaigns in competition, including an introspective and serious piece of work for Maxim magazine. “After our previous work for the publication won a Silver Lion in 2015, expectations were high,” Carrasco says. “I think we created an excellent TV campaign. It featured a woman who used to be called Isabel and who transitioned to become a man called Pablo — the message being that men are part of a large community. We communicated that by showing Pablo becoming the man he always knew he was.” Other Ogilvy & Mather Mexico campaigns in contention include one for AMIS (Association of Mexican Insurance Companies) featuring faked car robberies in a candid-camera style, and 1

1 Circus DF’s Ignacio Liaudat 2 Ogilvy & Mather Mexico’s Iván Carrasco

39

an outdoor and print campaign for Aeroméxico. “Perhaps unsurprisingly, the Aeroméxico campaign was a statement about Trump and follows on from last year’s ‘Open Borders’ campaign for the brand. This time, however, you only see the shadow of the plane in the print campaign,” Carrasco says. Rafael Martinez Gallardo, managing director of J Walter Thompson Mexico, points to the ‘#NoEsDeHombres’ campaign, which has already generated a lot of press coverage, as being among his agencies best recent work. “We did it for UN Women, to raise awareness about the sexual harassment of women on Mexican public transportation,” he says. “This campaign shows not only the digital capabilities of J Walter Thompson Mexico, but also how we capitalise on our storytelling legacy to innovate in the way we tell these stories.” Another campaign that Martinez Gallardo says produced “spectacular results” was last year’s ‘Day of the Dead’ for Victoria beer. “In addition to showing its creative capacity and defining a successful strategy, the agency had a key role in leading the integration and co-ordination of all the client’s agencies and suppliers that were involved in the execution,” he adds. “This is one of our great differentials in Mexico — our ability to co-ordinate all the parties involved in a project on behalf of the client.” Another thing that Mexico undeniably has is its own way of doing is creativity. “The Mexican way of being creative is found in our geographical context, our culture and our heritage,” Martinez Gallardo observes. “We have a rich history and colourful traditions that fill 2

18/06/2017 18:20


Thought starters, served daily at 10:30am How has our ‘expectation economy’ changed the way brands operate? Can advertising really be a force for good? What’s next in the campaign for a transparent media supply chain? ‘Wake up with The Economist’ and start the day with a stimulating dose of mind-expanding discussions. We have invited three leading CMOs each morning to give their perspectives on the value of creativity in tackling the challenges they face in their roles today.

D O N ’ T M I S S O U R P R O G R A M M E 1 0 : 3 0 A M - 1 1 : 3 0 A M DA I LY M O N DAY 19 TH ◼ Diana O’brien Chief Marketing Officer Deloitte ◼ Marc Mathieu Chief Marketing Officer Samsung Electronics America ◼ Raja Rajamannar Chief Marketing Officer Mastercard

T U E S DAY 20 TH ◼ David Roman Chief Marketing Officer and Senior Vice President Lenovo ◼ Avery Baker Chief Brand Officer Tommy Hilfiger ◼ Marc Pritchard Chief Brand Officer P&G

WE D N E S DAY 21 ST ◼ Antonio Lucio Chief Marketing Officer HP ◼ Syl Saller Chief Marketing Officer Diageo ◼ Jon Iwata Senior Vice President Marketing & Communications IBM

TH U RS DAY 22 N D ◼ Axel Schwan Executive Vice President & Global Chief Marketing Officer Burger King ◼ Lucien Boyer Chief Marketing Officer Vivendi ◼ Geraldine Tunnell Senior Vice President, Consumer and Small Business Marketing Dell

June 19th - 23rd Cannes Lions Beach Club 10:30am - 11:30am

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F R I DAY 23 R D ◼ Susan Johnson Chief Marketing Officer Suntrust ◼ John Rudaizky Chief Marketing Officer EY ◼ Geraldine Calpin Chief Marketing Officer Hilton Worldwide

#wakeupcannes

@EconGroupMedia wakeupcannes.economist.com

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

us with pride, but we also have an overwhelmingly powerful neighbour to the north, which casts a long shadow over every aspect of our lives. This makes us a country full of living, breathing contradictions and surrealist scenarios. The macho mama’s boys, the wildly popular transvestite wrestlers, the pop-icon status of religious imagery — when we tap into this world and find deep insights, we achieve the full power of our creativity and reflect our true selves. As a country, our creative output in recent years has been amazing and it has helped put us on the map as an emerging creative powerhouse. We are confident Mexico has the talent and the passion to continue this positive trend and consolidate our standing with our peers around the world.” Ignacio Liaudat, CEO of Circus DF, agrees: “Mexican creativity is nourished and inspired by other creative disciplines, such as fine art, cinema, gastronomy and architecture — all activities that the country excels in. Another aspect of this is that the size of the Mexican market encourages creativity — and undeniably being next to the US also has a positive influence.” Liaudat points to several recent Circus campaigns as being indicative of this heady mix: ‘San Valentin’ for Netflix, ‘We’re Open’ for Smirnoff, ‘Temporada de Premios’ [‘The Season of Prizes’] and ‘Wonder Woman’ for Cinépolis, ‘Barreras’ for SABA and ‘Elige tu Host’ [‘Choose Your Host’] for TNT. “The last is a pop-culture magazine show that has become a piece of intellectual property owned by Circus and is now in its fourth season, with 20 sponsors from across the region. It has become a profitable property for Turner,” Liaudat says. In our era of borderless communications, the Mexican digital

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FOCUS ON MEXICO

J Walter Thompson Mexico’s ‘#NoEsDeHombres’ campaign

world is changing rapidly and dramatically. “It seems almost archaic to keep working with the same old traditional model,” Liaudat says. “And really, the seismic shift that younger Mexicans are making from TV to mobile can no longer be ignored. In this ADD [attention deficit disorder] world, our daily challenge is to win in the attention economy. To take advantage of this rapidly changing media landscape, we have brought a user-first mindset to advertising and re-thought our complete creative process. This new mindset, combined with a profound redesign of our planning methodology and a compound of multiple data tools — analytics, social monitoring, machine learning — has made our approach more insightful, impactful and unique. At the end, we are in the empathy business; the FOMO [fear of missing out] business. It would be impossible to keep track of this shift with the same old model.” As Lucrecia Fretes, a partner at AdverPR, points out, Mexican agencies doing great work is not enough — they also have to tell their story: “Today, brands are focused on generating conversation with and among their audiences, which is something that ‘Choose Your Host’ has achieved brilliantly. But what PR can do for agencies is ‘the campaign of the campaign’, to encourage discussion between those who decide the future of brands. In the age of conversation, you cannot keep quiet. Advertising agencies are great brand storytellers, but many times forget to tell their own story and

LUCRECIA FRETES: “ADVERTISING AGENCIES ARE GREAT BRAND STORYTELLERS, BUT MANY TIMES FORGET TO TELL THEIR OWN STORY AND THAT OF THEIR WORK”

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that of their work. ‘The campaign of the campaign’ is a job that enlightens and provides visibility for a success that, otherwise, would be by an anonymous author. The behind-the-scenes story of creative campaigns can only be told with PR.” Alongside its abundant creativity, Mexico is also a popular destination for directors thanks to an astonishing array of locations, ranging from super-modern urban through to super-nature. According to Jose Miguel Alvarez, general director of COMEFILM, the Mexican film commission, more than 20% of all the filming days in Mexico in 2016 were accounted for by advertising. “COMEFILM has calculated that the productions that came to film in Mexico last year spent an average of 53 days in the country,” he says. “We had about 5,000 days of shooting and 1,013 of them were for advertising productions. Most of those productions came from the UK and companies with offices in Europe, the US and Australia. We also continue to have a very good working relationship with worldwide brands located in the US. For example, in the last year, Film Logic produced a commercial for Urban Home, which was shot in Mexico City, and The Only Agency shot a commercial for Lays here.” In terms of projects that took full advantage of Mexico’s stunning locations and natural beauty, Miguel Alvarez points to an iPod campaign that was shot in the capital. “Mexico City nowadays is one of the most asked-for locations because of the cultural contrasts it offers,” he says. “The city has become the spot for filming modern, youthful, energetic adverts, as Apple did for its iPod campaign. Such a cosmopolitan city with years of history has every kind of location, from Frenchstyle palaces to steel-and-glass skyscrapers.” Meanwhile, the “utterly unique nature” to be found in the Yucatán peninsula, Quintana Roo and Baja California also makes them extremely popular. “They offer a kind of vision of paradise,” Miguel Alvarez adds. In addition to its wealth of natural attractions, Mexico also offers highquality production services, highly experienced crews and attractive government incentives. “For anyone choosing to come to Mexico, I can assure them that they’ll have the very best possible experience filming, Miguel Alvarez concludes. “The only thing they’ll have to worry about is getting the perfect shots.”

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FOCUS ON VR, AR AND MIXED REALITY

MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

WE’RE VIRTUALLY THERE, ALMOST

The next step for virtual, mixed and augmented reality are breakthrough ideas with the potential to make a cultural impact beyond the festival circuit, says Emily Hare, managing editor of Contagious 1

2

3

4

Work from Microsoft HoloLens 1

L

OCKHEED Martin’s ‘Field Trip to

Mars’ was the single most awarded piece of work at last year’s Cannes Lions International Festival of Creativity, picking up an impressive 17 Lions. The technology offered a collective virtual-reality (VR) experience for school children, allowing them to explore Mars through the windows of a school bus, helping to give the US engineering firm a more human edge. Often work that is a huge hit at the Festival goes on to have a bearing on the marketing that is developed afterwards — think about the impact of former US president Barack Obama’s 2008 campaign on future political marketing, or how Nike’s Fuelband has influenced so many fitness trackers. However, despite the ‘Field Trip to Mars’’ success and the 2016 Mobile Grand Prix going to The New York Times for its VR content, the technology has so far failed to make a sizeable

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impact on marketing outside of the south of France — or among people outside of the industry. At Contagious, we’ve been tracking the developments of virtual, mixed and augmented reality for the past few years, but we’re still waiting to see the breakthrough piece of work that both wins at the Festival and has a massive cultural impact outside of the advertising bubble. VR made an early impact at the Cannes Lions when Google Cardboard won the Mobile Grand Prix in 2015. The year before that, Facebook bought Oculus Rift for $2bn. These developments caused many to speculate that VR was about to, finally, hit the mainstream. But Oculus’ founder, Palmer Luckey, left the company in March 2017, and the social network shut down Oculus’ Story Studio in May. Early sales of the headsets from the likes of Facebook, HTC and Samsung have been disappointing — certainly nowhere near the heights of the must-have tech

2 Work from Holoroom How To: learn homeimprovement skills with VR 3 Work from Lockheed Martin’s ‘Field Trip to Mars’ 4 Work from Taco Bell’s ‘Cinco de Mayo’ campaign

devices of the past, such as Apple’s iPhone or the Nintendo Wii. Augmented reality (AR) has gained popular acceptance thanks to the content that is available, rather than any marketing efforts. The technology burst into the mainstream last year thanks to Pokémon Go. The app let people use their mobile to view virtual Pokémon superimposed on the real world. They could then try to catch and train the creatures, as well as battle other players. Downloads of Pokémon Go topped 600 million and people were playing for half an hour a day at the game’s peak. Spotting a bright idea, cool new technology and high levels of engagement, marketers were quick to adopt the idea for supermarkets, mobile networks and others. However, these campaigns tended to rip off the mechanism of hunting for something in the real world through a phone app, without moving things on from Pokémon Go’s original idea. Snapchat’s social channels have provided some great opportunities for brands to try AR without building an entire app or running a content channel on the platform. Taco Bell, for example,

“WE’RE STILL WAITING TO SEE THE BREAKTHROUGH PIECE OF WORK THAT BOTH WINS AT THE FESTIVAL AND HAS A MASSIVE CULTURAL IMPACT OUTSIDE OF THE ADVERTISING BUBBLE”

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created a lens to celebrate Mexico’s national celebration Cinco de Mayo last year. People could turn their face into a giant taco shell on that day and, in 24 hours, the lens had gained 224 million views. This is almost the minimum viable AR — it doesn’t require a massive investment or dedicated app, but can have a big impact. No surprise, then, that Facebook announced at its F8 developer conference that it would be incorporating similar elements into its platform. Facebook is giving developers the opportunity to design lenses for its social network, augmenting not only people’s faces with AR masks, but environments too. Facebook’s co-founder Mark Zuckerberg filled a room with virtual Skittles at the conference, for example. Facebook is also looking at how to use these new realities to make its platform

“NO MATTER HOW EXCITING A NEW TECHNOLOGY IS, THE IMPORTANT THING ISN’T HOW TO INCLUDE IT IN A CAMPAIGN OR WIN AN AWARD, BUT HOW TO USE IT TO HAVE AN IMPACT IN THE WIDER WORLD”

FOCUS ON VR, AR AND MIXED REALITY

more social. Bringing things back to people interacting with each other, rather than shutting them off from the world behind a headset, should help to drive the adoption of this tech. Facebook Spaces allows people to share and communicate in a new way — the demo video showed people chatting while exploring potential holiday destinations or being shown round a new apartment. Mixed reality should gain more prominence when Microsoft’s HoloLens and Magic Leap’s headset are released, which will expand the technology beyond mobile phones and into glasses that have huge computing power but don’t tether you to a screen or isolate you from the world. We’re already seeing ideas using this tech that don’t rely on mimicking past successes. For example, US retailer Lowe’s is working with Microsoft HoloLens to come up with new ways for people to visualise their home improvements and even try the techniques they’ll need to accomplish them. The brand created Holoroom How To, a VR clinic that allows people to learn new home-improvement skills

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by trying them out virtually. A spot of virtual tiling, painting or sanding could well give you the confidence to carry out the task in real life. Not only does the experience drive footfall into Lowe’s stores, it could also help to build customers’ expertise and willingness to attempt more complex tasks, buying the kit that they need to do so in the store. Many would agree that the best marketing has a cultural impact and is naturally contagious. Pokémon Go proves that mixed reality and AR has the potential to achieve this, but the best examples of how the technology is being used aren’t impressive because of the new tech, but because they improve an experience or bring people together and allow them to interact in new ways. Two of this year’s key contenders at the Festival — ‘Meet Graham’ and ‘The Fearless Girl’ — are physical objects rather than based on a shiny new technology. This should remind marketers that, no matter how exciting or appealing a new technology is, the important thing to think about isn’t how to include it in a campaign, or even how to win an award, but how to use it to have an impact in the wider world.

Discover the New

We’ve made the open web’s bottom beautiful. Highly engaging experiences in a brand safe feed.

Stop by for a glass of rosé and discover something you may like at the Cabana 14, Boulevard de La Croisette.

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5/2/17 9:02 AM

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EVERY KIND OF REALITY It’s been a year of ups and downs for digital Britain. LBBonline editor Laura Swinton looks at the creative highs and political lows of the past 12 months

T

HE UK has had, it’s reasonable

to say, a gut-lurching 12 months. It all kicked off during last year’s Cannes Lions International Festival of Creativity — to be precise, in the early hours of Friday morning. We emerged from our groggy post-Sizzerparty stupor to realise that — what? — Britain had voted to leave the EU. We did not see that coming. The sky had fallen. Except that it hadn’t. Beneath the doom and gloom, the creative and digital industries continued to innovate and push the creativity and

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craft of new platforms, like virtual reality (VR) and mixed reality, to the extreme. Yes, there were a lot of grumblings. Just a month after the vote, Berlin politician Cornelia Yzer said that she had been approached by more than 100 UK startups about potentially relocating. According to reports from research firm Beauhurst and KPMG, investment in UK startups was down in 2016 compared with 2015. However, that’s by no means unique to the UK. But London’s Silicon Roundabout is no ghost town. For the advertising industry, things were positively

Rewind’s award-winning spacewalk experience, Home, for the BBC

booming after the Brexit vote. Last year saw the UK ad industry post the biggest financial quarter on record, with the year’s ad spend coming in at £21.4bn. Over £10bn of that was on digital. But that high was quickly followed by a fall. Early 2017 has seen consumer spending shrink right back, and a survey from the Advertising Association revealed that 22% of the ad companies polled had lost business and contracts. On the flipside, the softened pound meant that new clients from further afield were finding top British creative and craft suddenly more affordable. In a gut-lurching year, it was appropriate that the biggest shock for advertising had nothing to do with Brexit. The UK was the epicentre of a massive shock that sent ripples through the world of digital advertising when national newspaper The Times discovered that brand ads

STUART WAPLINGTON “SILICON VALLEY IS, WITHOUT DOUBT, THE GLOBAL LEADER IN TECHNOLOGY, BUT I THINK WHAT WE DO SO WELL IN LONDON IS USE TECHNOLOGY CREATIVELY”

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were being shown next to extremist content on YouTube. The whole thing might have remained a relatively small-scale upset, limited to marketing professionals, media agencies and the platforms, had it not been for the fact that the UK government got involved. Major advertisers including Marks & Spencer and HSBC withdrew from YouTube. In a blanket move, Havas Media suspended all client activity on the YouTube and Google ad platforms. But it also shed light on some of digital’s dirty secrets. Johnny Hornby, founder of The&Partnership, has long talked about ad fraud and the potential for misspent money in digital advertising — and suddenly his bête noire became a cause celebre. He told me he felt the scandal should be the catalyst for some much-needed change: “I think there’s an opportunity now to do something about it and there’s enough noise that people outside of the advertising and client industry would be surprised and disappointed if we didn’t do something. And I’m sure that major boards of companies are going to be asking their marketing departments what they’re going to do about it.” Amid all the drama, scandal and panic, the ups, downs and eerie stretches of ‘business as usual’, what happened to the work? That business of digital innovation and creativity? From artificial intelligence (AI) to apps through every kind of reality (virtual, augmented, mixed), the UK has been forging ahead with pioneering work. After all, when erstwhile White House residents, President Obama and his team, wanted to make a very special Christmas card, they came to London-based Nexus, Interactive Arts. They turned every dollar bill into an augmented reality marker for a 3D animated model of 1600 Pennsylvania Avenue. Chris O’Reilly, Nexus’ co-founder and executive creative director, ended up on CNBC, flying the flag for digital Britain. The Brits are also being sought out by the tech giants to lend their creative insight to emerging new tools and platforms. In April, Facebook named Framestore as an official technology and creative developer. Back in March, creative tech specialist Rewind was tapped as partner for HoloLens. And Nexus opened the most recent Google IO developer conference.

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FOCUS ON UK

On the VR front, too, there’s a plethora of projects coming out of the UK from companies trying to push the very limits of what high-end VR experiences look like — John Lewis’s ‘Buster the Boxer’ from adam&eveDDB and MPC, Framestore’s experience for Fantastic Beasts And Where To Find Them and Rewind’s award-winning spacewalk

“THIS YEAR N HAS BEEN DIFFICULT, EMOTIONALLY AND ECONOMICALLY. BUT WE CAN’T LET IT SWAMP THE GOOD STUFF. THERE HAVE BEEN SOME TRUE HIGHS AND EXHILARATING LOOPS IN THIS ROLLERCOASTER YEAR”

Aimee, Dove’s supposed ‘perfect mum’

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experience, Home, for the BBC, to name a few. With this year’s hottest topic, AI, you’ll also find Brits swarming all over it. J Walter Thompson and MediaCom launched a major research project about AI and voice technology out of the UK (they’ll be on stage on Tuesday talking about their global research). Flare BBDO and BBC Earth — in collaboration with Hanson Robotics in Hong Kong — have been using AI to explore the essence of what it means to be human with the stunning robot Sophia. Production company Happy Finish even showed how AI could revolutionise the production process when they used it to create Aimee, a supposed ‘perfect mum’ for a Dove campaign. In a PR stunt from agency MHP, Aimee was created pixel-by-pixel from AI technology that was fed 1,800 commercial images of mothers, proving media’s ‘perfect mum’ is an illusion. But Happy Finish CEO Stuart Waplington can see the technology becoming a real creative tool: “When I look at the things it comes up with, there’s definitely a creativity there, but a different type of creativity. It’s not a human creativity, it’s not based within the human experience — it’s kind of otherworldly. I can see that it’s really interesting, but it’s really weird too.” He continues: “Silicon Valley is, without doubt, the global leader in technology by a long shot, but I think what we do so well in London is use technology creatively.” And Waplington is right: London and the rest of the UK is still a centre of innovation, marrying digital evolution with creative revolution. This year has been difficult — emotionally and economically — and that cloud of uncertainty is hard to shrug off. But we can’t let it swamp the good stuff either. There have been some true highs and exhilarating loops in this rollercoaster year. So if you happen to come across any Brits on the Croisette this week and you ask them how they’ve been, don’t be surprised if you’re met with a bemused shrug. There’s been a lot to process in the past 12 months.

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FOCUS ON ASIA

MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

‘FROM IMITATION TO INNOVATION’ Lion for Taiwan and the first Lion for Bangladesh. And Sonal Dabral, chairman and chief creative officer of India’s DDB Mudra Group, is “certain that the region will definitely improve this year on its impressive tally of 263 lions last year”. Perhaps helping the shift in the world’s global balance of creative power are the massive changes spreading throughout the industry — particularly in developing Asia, where a certain amount of technological leapfrogging can be expected. People experiencing the internet through wireless smartphones, for example, and never having to deal with wired laptops and PCs. And then there are platforms like Facebook offering free access via wireless in countries such as The Philippines, where it is gaining share even at the expense of TV.

Asia has 60% of the world’s population, but not even 10% of the world’s Lions. So why is the region punching below its weight? And what can it do to fulfill its potential in Cannes? Angel Guerrero, president and editor-in-chief of adobo magazine, reports

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T THE 2016 Cannes Lions

DDB Mudra Group’s Sonal Dabral 1

2 Dentsu Tokyo’s Yukio Nakayama

Cheil Worldwide Seoul’s Wain Choi 3

4 Hakuhodo Kettle’s Kentaro Kimura

International Festival of Creativity, the only Asian country in the top 10 awardwinners was Japan, which ranked ninth on 37 points. By comparison, the top-ranked US racked up 309 points. America first, indeed. On the other hand, Asia had the world’s most-awarded client: Samsung. An Asian creative — Tham Khai Meng — leads the world’s top-ranked network, Ogilvy. Asian multinational agency networks such as Cheil, Dentsu and Hakuhodo are in most global markets. And it is only fair to point out that it takes the average person in Asia about a week to earn what the average American or European earns in a day. There are therefore encouraging signs of progress. Last year saw the first Gold

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CONTEXT, NOT CONTENT

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his shift in technology is fuelling the rise of data-driven solutions. Donald Lim, chief digital officer of Dentsu Aegis Manila, puts it this way: “2017 will be the year that data trumps creativity. I’m not saying that creativity is not important, but data-driven creativity will become the norm. Briefing creative people will become different, because you won’t tell them the brand problem and expect a creative big idea. You’ll show them data and historic numbers and tell them to create multiple creative executions for multiple customer segments. Now add an additional layer of back-up content so new content is brought in every time the numbers go down, and you have the foundation of content that is contextual: every minute, every occasion, for every single person. Content is queen. Context is now king.” Wain Choi, chief creative officer of Cheil Worldwide Seoul, adds: “Increasingly, I’m seeing how advertising and the creative industries 4

1

2

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are being more relevant with the media. It’s no longer just about producing a film for television and reformatting it to fit vertical screens or other mediums. Concepts are now more rooted in the medium through which they are communicated. Slowly but surely, advertisers are understanding when developing a campaign that each media channel has a different functionality. Due to this realisation, we are seeing work that is more relevant to its medium and sharper creative.” DDB Mudra’s Dabral agrees, saying: “We will see the widening reach of technology shaping creativity in a big

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way in the rest of the region. We can look forward to interesting tech-driven activation ideas, interactive out-ofhome ideas, long-form stories meant for the web and I hope to see ideas for the mobile from our region scoring better this year.”

MORE FROM LESS

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o answer how Asia’s technological creativity is progressing, Manilabased Asian Development Bank and The Economist Intelligence Unit recently developed a Creative Productivity Index (CPI) for a select number of Asian economies. According to the study: “Many Asian developing economies face a challenge to avoid being stuck in the middleincome trap” and need to focus on creating an “enabling environment that facilitates the generation of creative outputs from creative inputs”

DAVID GUERRERO “THE OPPORTUNITY IS TO DEVELOP AND APPLY SOLUTIONS THAT CAN HELP PEOPLE MAKE A BETTER FUTURE FOR THEMSELVES. BRANDS CAN PLAY AN ENORMOUS ROLE IN THIS”

FOCUS ON ASIA

to lift their economies “from imitation to innovation”. While the report refers to broader economic policy, it’s tempting to read into this some advice for agencies and clients. Japan, which leads the index, is focusing much of its effort on artificial intelligence (AI). Yukio Nakayama, creative adviser at Dentsu Tokyo, says: “At the Cannes Lions this year, I hope to witness more collaborative work with AI.

HUMANITY OVER TECHNOLOGY

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he challenge for Asian clients and agencies seems to be to use creativity to give people a pathway to a better future. Technology has brought access to information and entertainment to many millions who were denied it before. And at the same time, in many markets clients are sensing an opportunity to cater to a growing middle class that can increasingly afford a better life. Some who work in these markets, such as David Guerrero, chairman and chief creative officer of BBDO Guerrero in the Philippines, believes “the opportunity is to develop and apply

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solutions that can help people make a better future for themselves. Brands can play an enormous role in this, building in the process a reputation for themselves as innovators and thoughtleaders in almost all categories.” For Kentaro Kimura, co-CEO and executive creative director of Hakuhodo Kettle, the challenge is about attention as much as anything else: “Data indicates that 98% of information gets ignored. People are exposed to too much information every day… So now, what we need to do is not create and offer a plateful of new dishes, but stimulate people’s their appetite [with] creativity to cultivate their desire for brands, products and services.” For Asia to increase its share of global creative recognition, these lessons will need applying across all its markets. And the solutions the region brings forward will need to be as epic as the scale of the challenges and opportunities it faces. It seems that there is enough energy and diversity in this, perhaps the most diverse continent on the planet, to make the most of it.

ACCESS ALL AREAS LIONSDAILYNEWS.COM UPDATED ALL DAY, EVERY DAY THE OFFICIAL CANNES LIONS NEWS WEBSITE

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MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

THE ADC OF MARKETING

ADC – artificial intelligence, data and content – are rewriting the rules of marketing. But amid all the next-generation technology, the most important factor remains people, writes Noor Fathima Warsia, group editor, marketing and advertising, at Businessworld & Digital Market Asia

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HERE’s much talk about the pace of change, along with dire warnings about marketing’s uncertain future, with technology constantly changing the rules of the game. Earlier in the year, Adobe’s CEO Shantanu Narayen reminded us that, even for those who are supposed to understand tech and decode it for us lesser mortals, just when a route is charted, something comes along and alters the map. It is this very knowledge that keeps marketing professionals and tech companies on their toes. However, technology has become a double-edged sword that has given marketers unprecedented power but it has also put brands in a fish tank — everything is exposed.

ASIA’S DIGITAL LEAD

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s new aspects of technology unfold, Asia will play a crucial role in developing digital technologies. While Asian heavyweights have become deeply involved in the space, the region’s governments are also actively driving change. Robotics, for instance,

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Chinese ‘robot goddess’ Jia Jia

is of strategic importance to China’s manufacturing industry. The spill-over effect from the industrial sector into the consumer domain is a well-established pattern. After decades of honing their technological prowess and production know-how as suppliers to Western firms, Asian manufacturers are now churning out innovative products and services themselves. The International Federation of Robotics predicts that 35 million units of robots for personal use will be sold between 2015 and 2018, and markets such as China and Japan will be key contributors in achieving this. Even though it is not intended for mass production yet, Chinese ‘robot goddess’ Jia Jia, for example, has been globally touted as heralding a new era in robotics. India experienced a wave of panic in

NANDINI NAYAK “IN A MULTICHANNEL, MULTI-TOUCHPOINT WORLD, PEOPLE ARE NOT BUYING PRODUCTS ANYMORE. THEY ARE BUYING EXPERIENCES AND PRODUCT IS AN ELEMENT OF THAT EXPERIENCE”

the last quarter of 2016 as a result of demonetisation, which saw 86% of the paper currency removed from circulation. While the government cited many reasons for the sudden move, it served to ramp up digital adoption as Indians surged towards digital payments. Combined with the availability of affordable 4G — a wave triggered by the launch of Reliance Jio — and there is a perfect storm brewing in the country, adding more pressure on marketers to evolve solutions that address a new India. South-East Asia has not lived up to expectations in advertising spending growth. However, the region, led not only by Singapore but also the Philippines and Malaysia, is pushing the envelope in terms of building digital economies. The switch here is not just to become mobile-first, but to be mobile-only. No surprise that, according to Gartner, by 2020 one third of the world’s connected devices will be in Asia.

DATA IS THE NEW OIL

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t made national headlines when Indian business tycoon Mukesh Ambani announced that data is the new oil. As clichéd as it may sound, the statement underlines the role data and information play. On the flip side, data may just lead to the next war. Russia hacking Yahoo!, the conversation about Russia’s interference in the US presidential elections, cyber attacks, the CIA being hacked and classified documents leaked, putting people’s lives at risk, even the WannaCry ransomware attack — all these incidents point to the darker side of data. On the bright side, data is changing the world. Management consultancies predict that firms in the valuation business, including equity analysts, will be compelled to consider data as a quantifiable asset when valuing a company. Formal practices will come

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into play to enable that. The game is set to go to a new level, and this has implications for brands. Information has always been the key to unlocking value. It enables us to know the consumer and create a path towards better engagement. But as companies up the information game, branding and marketing professionals will have to upgrade the solutions they bring to the table. A conventional set of competitors has already evolved. Branding and marketing officers can be replaced or threatened not only from unlikely quarters, such as startups, but from within their own companies. Hiring chief data officers has already become a priority for many companies in Asia, as they gear up for the rise of the experience economy.

some organisations, marketing may have taken a back seat to the product, but it is shifting in a positive way with some of these changes. “Automation and artificial intelligence [AI] will change marketing, but it is a mistake to think that marketing will go away. It is instead an opportunity for brands to accelerate marketing. If over 80% of companies will compete on customer experience, someone in the organisation will have to create the awareness,” says Daniel Newman, digital analyst, Forbes contributor and CEO of Broadsuite Media Group. The CMO of the future will have the opportunity to be the enabler and evangelist throughout the value chain and across businesses, brands and people. And in the CMO toolset, AI will be the game changer.

REINVENTING THE CMO

AI WILL BE A STEP CHANGE

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ost forward-thinking companies have made customer experience their top priority. “In a multichannel, multi-touchpoint world, people are not buying products anymore. They are buying experiences and product is an element of that experience. If experience is what people value, every business will have to treat it as priority,” says Nandini Nayak, managing director of design strategy at Fjord, Accenture Interactive’s design and innovation consultancy. Experience will be the next battlefield for companies. A Gartner study found that, in 2010, 36% of companies expected to compete mostly on customer experience. In 2016, this number increased to 89%. “Experiences can take many forms that can surprise companies. When you buy into the argument that all businesses are experience businesses and, ultimately, experiences sell themselves, it begs the question: what is the role of marketers in that? Do we need them? As experience becomes the key element of the business, does the responsibility of the experience fall on the CxO [C-suite executives], and hence the CEO,” asks Ethan Imboden, vicepresident and head of venture design at frog. The role of marketing will become more about curating, improving and tailoring the experience for the consumer. In

DANIEL NEWMAN “AUTOMATION AND ARTIFICIAL INTELLIGENCE WILL CHANGE MARKETING, BUT IT IS A MISTAKE TO THINK THAT MARKETING WILL GO AWAY. IT IS INSTEAD AN OPPORTUNITY FOR BRANDS”

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FOCUS ON ASIA

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his year has seen the major players roll out a new generation of intelligent virtual assistants — Amazon’s Alexa, Microsoft’s Cortana, Google Assistant and Apple’s Siri. Asian technology heavyweights are driving innovation in AI as well. Baidu has developed a speech-recognition engine called Deep Speech 2 and combined it with intelligent-search technology to create Duer, a robotic personal assistant. The firm is conducting trials with the technology in a KFC concept store named KFC Original+ in Shanghai. AI software-powered robotics have also been integrated into Baidu’s mobile app, which is being used by hundreds of millions of users in China. And in India, IBM Watson is working aggressively with small and medium-sized companies and startups. It has nearly 60 Watson APIs, which are embedded into various products and services. Chatbots are also making use of AI. Facebook has been conducting tests of M, an AI-powered virtual assistant that runs on its Messenger platform. Mercedes became the first automobile brand in India to launch a Facebook Messenger chatbot to commemorate the 50th anniversary of Mercedes-AMG, the high-performance division of Mercedes-Benz. The chatbot unlocks the AMG journey of 50 years through a narrative, which gives fans a chance to test their AMG knowledge with a quiz and gets them to travel through time, creating a custom video for each fan. AI is yet to unfold its full potential for marketing, but the change has begun. Marketing is becoming more conversational in nature. The better

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brands become at having meaningful conversations with consumers, the more relevant their marketing efforts will be to them.

THE RIGHT CONTENT STRATEGY

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ata is the foundation of all these changes. AI has democratised intelligence but, at the end of it all, it is the final step of the communication — whether mass via legacy and new media or one-on-one — that has the power to make or break a brand. This is where content strategy becomes mission critical. As media ammunition becomes smarter, the definition of content has become broader. Ads, social posts, branded and native content, and large formats must all become components of a bigger narrative. When brands are fighting for a single view of the consumer, they must also understand the merit of presenting a single view to the consumer. Content has become the number-one change agent in this dialogue and consumers can be very unforgiving of any wrong steps. The Pepsi Kendall Jenner fiasco; Nivea’s ‘Invisible for Black and White’ deodorant campaign with its slogan ‘white is purity’; a not-thought-through tweet from adidas during the Boston 2017 marathon; even United Airlines’ epic PR disaster — all are examples that everyone is now watching every move that brands make and are vocal in their responses. Consumers have raised the benchmark. They are not just looking for ads that entertain or are informative and genuine. They are also seeking basic sensibility along with some sensitivity. The flip side is that the margin of error has decreased from minimal to none. India’s e-commerce brand Snapdeal got a taste of this when consumers mistook it for Snapchat, which was under fire thanks to an alleged comment from its CEO Evan Spiegel, who had called India a “poor market”. Snapchat did not make such a comment — and Snapdeal had absolutely nothing to do with the situation. But onliners in India had already begun downrating the app. From the marketers’ perspective, this is a scary situation. They are faced with more pressure than any of their predecessors. Today, a CMO’s lifespan in a company is the shortest it has ever been. In this new world, the marketer has to become the Tin Man who succeeds in his quest — a machine powered by AI searching for a heart. All they need is to find Dorothy and the wizard.

18/06/2017 18:23


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FOCUS ON CANADA

MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

HAPPY BIRTHDAY, NICE PEOPLE

As Canada turns 150, its brand has never been in better shape. Which may explain why the nicest, politest, most apologetic nation on earth is celebrating its big birthday with unashamed patriotism, writes Mary Maddever

C

ANADA wasn’t even two weeks into its sesquicentennial year when researchers at Toronto’s Hospital for Sick Children sequenced the genome of the Castor canadensis, the Canadian beaver. The marketing and PR framed the feat less in terms of scientific progress than national pride: the research was a birthday gift to the country — the complete genome of “the most important animal in Canada”, as one of the researchers put it. The brands weren’t far behind in finding their own ways to mark Canada’s 150th birthday. The country’s iconic coffee chain Tim Hortons designed a special cup. Walmart started stocking influential Canadian artist Tom Thomson prints. Beer brand Labatt temporarily renamed its lager Labatt 150. Clothing retailer Roots devised a new etymology of Canadian “niceness”. Department store

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Part of The Roots ‘Nice’ campaign

Hudson’s Bay unveiled its 58-piece collection of commemorative apparel and trinkets (from Canada 150 key chains to a canoe-shaped hat) by sticking two Olympians in a branded canoe on Lake Ontario one cold and frosty March morning. If it seems a bit jingoistic — or overwrought — then consider the context. In 2015, Canada elected a progressive (not to mention photogenic) prime minister after a decade of a rather dour Conservative government. Justin Trudeau’s Liberals promptly proclaimed that “Canada is back” on the international stage. He posed for selfies at the Paris climate talks. He posed for Vogue in the Library of Parliament. He popped up

“BRAND CANADA WAS SUDDENLY IN EXCELLENT SHAPE — JUST IN TIME FOR SESQUICENTENNIAL EXPLOITATION”

shirtless in vacation shots from Gatineau Park and at a wedding in BC. He struck up a widely reported bromance with President Obama on his first White House visit, partying with Toronto R&B star The Weeknd for good measure. Within a year, though, it was a very different White House and a very different world. “Liberty moves north”, The Economist declared in a November cover that gave the Statue of Liberty a maple-leaf crown in the days when most thought the world would return to normal after the US election. “The best liberal-minded nation in the world,” Monocle stated at the same time on its cover. It was all very flattering. But then we woke up on November 9, 2016 and there was actually some truth to it. For a country that had almost always defined itself against something (not quite British, definitely not American), a positive definition was taking

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LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

form. Brand Canada was suddenly in excellent shape — just in time for sesquicentennial exploitation. Consider also that Canada is a nation known more for needlessly apologising than beating its chest. But this had already started to change. The anniversary coincides with what Ela Veresiu, assistant marketing professor at York University’s Schulich School of Business, describes as a wave of “unapologetic patriotism” that has been reflected in advertising for a couple of years. Tim Hortons and Molson Canadian had already been pushing a more assertive form of national pride. Air Canada debuted its ‘Fly the Flag’ platform for the Summer Olympics in Rio, and the airline brand’s managing director Andy Shibata said it would continue in that vein of “confident patriotism”. A 2016 Canada Basketball ad by Sapient Nitro did a good job of encapsulating the evolution. The first half of the spot shows players needlessly apologising for minor, everyday transgressions (touching a stranger’s hand on the subway or cutting across a row to reach a seat at a basketball stadium). In the second half of the spot, the word “sorry” is used for a passive-aggressive bump on the court, delivered with swagger after hitting a game-winning shot. The Roots ‘Nice’ campaign for the 150th anniversary also looks to subvert the “polite Canadian” stereotype — a kind of backhanded compliment, says Shane Ogilvie, co-founder of The Garden, the agency behind the creative. The campaign video (narrated by actor Kim Cattrall) seeks to shift the definition of ‘nice’. It covers ‘polite nice’ with a Mountie, and ‘funny nice’ with John Candy and Dan Aykroyd, before entering more charged territory, from gay marriage to race in the NHL. There are images of the Highway of Heroes, the funeral route for convoys carrying soldiers who died in Afghanistan, and of vigils following the 1989 shooting at Montreal’s Ecole Polytechnique. They were used, Ogilvie says, to show how Canadians reacted, adding that context to the definition of nice. “Using those things was necessary to show the depths and the courage that Canadians are willing to go to — to be Canadian and to continue living the way we do,” he adds. “So we were comfortable with it.” Compare this to what many would consider the most patriotic ad in Canadian history. Molson Canadian’s ‘The Rant’ from 2001 featured an earnest guy in a plaid shirt, a Canadian flag blowing on a screen behind him,

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FOCUS ON CANADA

1 Branding for Canada 150 2 Part of department store Hudson’s Bay 58-piece collection of commemorative apparel and trinkets 3 Coffee chain Tim Hortons’ Canada 150 cup

declaring that he doesn’t live in an igloo or speak ‘American’. The man, named Joe, championed chesterfields (that’s Canadian for couches) and maple leaves sewn on backpacks. He assured viewers he doesn’t say ‘aboot’. Back then, Molson Canadian’s ‘Joe Canada’ attained a cultural relevance only possible in a country uneasy about its national identity. The script from the beer ad was performed live across the country and included in the Penguin Treasury of Popular Canadian Poems And Songs. The Toronto International Film Festival included the ad in its “150 essential moving-image productions” (for its own ‘Canada on Screen’ anniversary campaign this year). In 2000, when he wrote ‘The Rant’ as a creative director at agency Bensimon Byrne, Glen Hunt (now chief transformation officer at V7i) said that not being American was how we articulated Canadian pride. The ‘rant’ is really only against American stereotypes. The

“CANADIAN PRIDE HAS BEEN FORMING AROUND VALUES ... INCLUDING DIVERSITY, EQUALITY AND POLITENESS”

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brand’s research showed young people were eager to express their patriotism, but those attitudes have shifted in 17 years. An Angus Reid/CBC survey last fall found that young Canadians are far less jingoistic than their parents, with national pride (much like brand affinity) declining steadily with age: while 73% of those over 65 profess a “deep attachment” to Canada, only 45% of 18- to 24-year-olds feel the same. At the same time, Canadian pride has been forming around values. A Havas report released in October, called Pride And Prejudice: Shifting Mindsets In An Age of Uncertainty, identified a global rise of “neopatriotism” — a national pride steeped in the past (think Brexit and ‘Make America Great Again’). However, Canada was an exception. Where other countries were most proud of their cultural symbols and history — which they sought to protect in the age of globalisation — Canadians prized their values, including diversity, equality and politeness. There was an almost “20-point delta” between Canada and other countries on this question, says Zeb Barrett, Havas Canada’s vice-president of strategic planning.

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FOCUS ON CANADA

The pride in diversity and inclusion, as other Western nations lurch towards — or at least flirt with — the extreme, inward-looking right, has been harnessed in a number of Canadian campaigns this year, some related to the anniversary and some not. Toronto Tourism’s ‘The Views Are Different Here’ by J Walter Thompson, which plays up the city’s diversity and tolerance, landed in the politically charged aftermath of President Donald Trump’s attempt at a travel ban applying to citizens of seven Muslim-majority countries. So did Air Canada’s ‘Canada’s Newest Family’ spot, which showed the airline helping to unite a family of Syrian refugees. Both were filmed before Trump took office but gained potency with the timing of their release. CIBC’s ‘#StandforCanada’ 150 campaign is built around a digital mosaic — an animated maple leaf made from aggregated social-media posts, featuring images of Canadian landscapes and kids in hockey jerseys alongside messages about diversity. Meanwhile Smoke’s Poutinerie, a chain offering the uniquely Canadian dish of fries, cheese curds and gravy, made its signature dish multicultural for the 150th, offering new Butter Chicken, Korean BBQ and Jerk Chicken poutines. “You get a synergy between what people feel and what brands can do,” says David Soberman, marketing professor at University of Toronto’s Rotman School of Management. National pride, rooted in progressive values, has become a reliable marketing card for brands to play just-in-time for the national birthday party. But there’s also the concern that a lot of people simply won’t care, or will tire quickly of all the syrupy backpatting — or worse, will call it BS. For all the claims about diversity and inclusiveness and liberal values, a leading candidate running to lead the opposition Conservative Party is calling for a Canadian values test for new immigrants, and polls show as many as three-quarters of

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MONDAY / JUNE 19 / 2017 LIONS DAILY NEWS

A symbol of national pride: the Mountie Thermos

voters support the proposal. And while the 2016 Edelman Trust Barometer talked of a “Trudeau Effect” to convey the optimism and faith in government and media institutions following the 2015 federal election, the 2017 report described a “Trump Effect”. For the first time, Canada became a “distruster” nation (average trust in institutions was at 49%, down from 56% in 2016). The report also found attitudes in Canada that “commonly underpin populist outcomes”: 80% said elites were out of touch, 61% lacked faith in their leaders’ ability to solve problems, and nearly half of Canadian respondents (48%) said globalisation was taking the country in the wrong direction and that they were concerned about the impact of people from other countries on Canada’s economy and culture. It’s reasonable to question whether the optimistic marketing messages are reflecting these attitudes. There are also vexing historical questions that could serve as landmines for 150th birthday campaigns. One involves Quebec, where the sesquicentennial is “running against the big machine” of Montreal’s 375th birthday, observes Jacques Labelle, co-president of Taxi Montreal. “If a national advertiser thinks linking itself to Canada 150 will give him a leg up in [Quebec], it’s not going to happen,” he says. “Not for political reasons, like it might have in the 1980s or 1990s. It’s mostly because the noise will be around Montreal’s 375th.” Another point of contention is the country’s relationship with its indigenous population. The City of Vancouver addressed this early by consulting with indigenous groups about its anniversary celebrations, calling them “150+” so as not to ignore the centuries of history predating Confederation and the arrival of Europeans.

CHRIS BLACKBURN “THINGS THAT WILL RESONATE ARE THE VALUES— IN YOUR BRAND AND COMPANY’S HISTORY — THAT ARE STILL RELEVANT IN THE WORLD TODAY”

But there is also much to regret without looking beyond Canada’s 150 years. The Truth and Reconciliation Commission (TRC), which looked into Canada’s history of residential schools, said in a 2015 report that the practice of removing indigenous children from their families to attend boarding schools that suppressed their language and culture (thousands also died and suffered abuse) amounted to “cultural genocide”. (The federal government issued a formal apology in 2008.) Roots includes this horrid legacy in its anniversary spot, incorporating it into its definition of nice. The video shows scenes of indigenous protests and marches following the TRC report’s release, with the voiceover saying, “Sometimes ‘nice’ is knowing when sorry just isn’t enough”. The Garden’s Ogilvie says it’s important, while promoting the brand’s new definition of nice, “to call out those moments where we still probably have some work to do”. Whether that work is appropriately performed while selling casual apparel will be for Canadian consumers to decide. Roots is donating all the proceeds from its line of ‘nice’ buttons and pins to a charity programme for indigenous youth. The contested past may be why most brands have directed their Canada 150 campaigns towards the future, incorporating CSR elements for good measure. Royal Bank of Canada’s ‘#Make150Count’ campaign gives more than 3,000 young Canadians $150 for community projects and asks the recipients to share their stories, which will be used as content for social, digital, TV and print ads. Canadian National Railway and TD Bank are also celebrating by focusing on the future with investments for environmental projects. However brands go at it, the anniversary has provided Canadian marketers with an excuse to do something that’s becoming increasingly rare: craft a campaign that’s unique but universal, eschewing the trend toward niche — for one summer, anyway — to appeal to the broadest possible audience. As Molson’s Chris Blackburn says, this needn’t take the form of “a history lesson”. He adds: “The things that will resonate are the types of values — core human truths that might lie in your brand and company’s history — that are still relevant in the world today.” As July 1 (Canada Day) approaches, we’ll see which ones have been able to pull that off — and whether the appetite for “confident patriotism” outlasts the balloons and fireworks.

18/06/2017 18:07


LIONS DAILY NEWS MONDAY / JUNE 19 / 2017

FOCUS ON CANADA

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BRANDS DO VALUES Brands have been deliberately building campaigns around Canadian values for the 150th anniversary year. But sometimes stereotypes seep into advertising more discreetly. Here are a few cases that international audiences will be getting to know through award shows like the Cannes Lions International Festival of Creativity

CANADIANS CARE ABOUT NATURE GENERALS MILLS’ (HONEY NUT CHEERIOS) ‘BRING BACK THE BEES’

CANADIANS ARE FIGHTERS THE SICKKIDS FOUNDATION’S ‘VS’ BY COSSETTE

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HEN it comes to fighting, Canada’s reputation lies somewhere between UN blue helmets and toothless hockey players — which is not unfertile ground if you’re a children’s hospital looking for the sweet spot between bellicosity and compassion. Toronto’s SickKids and Cossette upended the expectations around cause campaigns with a feisty, defiant campaign starring warrior patients and a hip-hop soundtrack that broke with the sentimental pleas typical of the genre. ‘VS’ helped the foundation diversify its donor base — especially among males and the younger generation — and led to an all-time fundraising record: a 695% increase in online donation revenue and a 32% increase in total donations.

BY COSSETTE

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CANADIANS LIKE FOLLOWING INSTRUCTIONS IKEA’S ‘COOK THIS PAGE’

ITH more than nine million sq km of land and a population of only 35 million people, Canadians are never too far from the wilderness. So it made sense that General Mills and agency Cossette decided to sell cereal around an environmental-cause campaign. ‘Bring Back the Bees’ removed its bee mascot Buzz from Honey Nut Cheerios cereal boxes to raise awareness of the declining bee population. During the eight-week campaign, the brand distributed more than 115 million wildflower seeds for consumers to plant, and saw its flat sales increase by 11.8%. The campaign moved to the US this year, where the brand gave away 1.5 billion seeds in a week (and met with some blowback with news coverage about the risk of planting non-native species). 

BY LEO BURNETT TORONTO

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E MIGHT not wait for the Ampelmann to signal it’s time to cross the street with the same reverence as the Germans, or share the Brits’ regard for queues as the embodiment of social order, but Canada’s boy-scout reputation isn’t entirely unfounded. We appreciate a sense of order. To promote the IKEA kitchen event, the brand and Leo Burnett created the ‘IKEA Easy Recipe Series’. The campaign incorporated IKEA food products into recipes designed to look like the Swedish company’s iconic furniture-assembly instructions. Printed on parchment paper, the quantity for each ingredient was drawn in the appropriate size for the recipe — perfect for an obedient audience eager to follow along. All chefs had to do was place the item on the page, roll it up and stick it all in the oven.

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THE WORK & AWARDS HUB

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Accomodation helpdesk

Awards entrance only

CCLP

Registration entrance

04

Terrace entrance

Level Three

Media Centre

Level Four Access to Media Centre

The Forum

2017-Palais Map.indd 1

Lumière Theatre Speakers lounge

R/GA Startup academy

Access to Media Centre

Level One

Speakers entrance

Awards hub

Workshop

03

01

Ground floor

Awards entrance only

The Cannes Lions ClubHouse

Main entrance

05

Level Five

Screen One

Screen Two

17/06/2017 15:51


2 PM

WHEN IN CANNES, TAKE ONE DAILY Monday–Thursday Sean Connery Suite, 7th Floor Carlton Hotel Content Sessions 3:30–5:00pm Hosted Cocktails & Canapés 5:00–6:00pm

MONDAY

TUESDAY

BRAND MARKETING MAGIC: STORY TELLING IN E-COMMERCE 3:30 –5:00PM This session will be a thought-provoking discussion around meaningful audience connection through authentic storytelling and how consumer data is used to modify engagement tactics. The conversation will also examine how to best leverage brand storytelling to drive e-commerce results and affect the path to purchase. FEATURING: Bank of America, Condé Nast, Jaunt VR, Live Nation, One Click Retail, StyleHaul

WEDNESDAY

AND NOW, A WORD FROM OUR SPONSORS: THE FUTURE OF TELEVISION ADVERTISING 3:30 –5:00PM

TELEVISION 2020: STORYTELLING FOR A MOBILE PLANET

Industry leaders converge to address topics such as the power of premium content, the productization of data in the TV landscape, and as viewing on ad-free platforms grows (and marketers increasing their digital video spend), how are TV networks rethinking and innovating around what has traditionally been an interruptive commercial experience.

An enlightening discussion about the opportunities and obstacles faced as mobile moves from selfies to storytelling JEFFREY KATZENBERG in conversation with MICHAEL E. KASSAN

GOOD IS GREAT: BENEFITS OF STANDING FOR SOMETHING 3:30 –5:00PM

THURSDAY, JUNE 22 10:00AM Lions Entertainment, Palais II Inspiration Stage

FEATURING: 605, CBSi, Fox, Freewheel, IPG Mediabrands, Microsoft, Viacom

THURSDAY

PLAYING TO WIN: THE EVOLUTION OF SPORTS MEDIA 3:30 –5:00PM

At a time when intense social issues provoke daily debate, this session will tackle imperative industry considerations including the power of empathy, engaging audiences on an emotional level to inspire action, how brands can (or should) take a stand, publisher responsibility and authenticity.

All-Stars in the sports media ecosystem gather to address the industry effects of the globalization of sport, the art of sports media collaboration, the changing landscape of Fandom, and as viewers demand more personalization- how are leagues, networks, and brands responding?

FEATURING: The Hershey Company, Mashable, National Geographic, The New York Times, Nickelodeon, OZY Media, POPSUGAR, Storyful

FEATURING: Bose, Cycle, Fullscreen, RPA, Uninterrupted, Wasserman, Whistle Sports

CANNES 2017 D3-4decouv.indd 3

FOR FULL SCHEDULE AND TO RSVP, GO TO dailydose.medialink.com @MediaLink #DailyDose

18/06/2017 15:47


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18/06/2017 15:47

Lions Daily News 2017 Issue 3 - June 19  
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