1、Global Creativity Report The leading global resource for benchmarking creativity and effectiveness By Cannes Lions with Key Trends to Resolve, which brings to life reporter Hannah Beechs investigation into the Myanmar government. Each film is written in the tone of voice of the journalist in questio

2、n. The writing also reflects the nature of each journalists mission, for example whether they were busy and on-the-go or more contemplative and paranoid. “The words were telling you what was happening and about the journalists thought processes, and then the visuals told you where they were and what

3、 they were doing, to give you a sense of being out there in the field,” explains Laurie. The final layer was the sound design. “We spent a lot of time on the sound design,” says Howell. “It tells you how you should be feeling, like whether youre scared, for example, or if youre being quiet because y

4、ou werent meant to be seen. We tried to make it feel like you were there with them.” Each film is structured in a similar manner and uses the combination of writing, visuals and sound to bring viewers into the journalists experience, but the individual films also have a unique tone and style. “Each

5、film lives its own world,” says Treyer- Evans. “In Fearless, the sound was more metallic, raw and hardcore, whereas Resolve sounds more wet and is slower.” The campaign out-performed its KPIs, delivering significant lifts against the statements that the New York Times “pursues the truth relentlessly

6、”, “has a positive impact on the world” and “is worth paying for.” The success of the project shows that exceptional craft doesnt necessarily require a huge budget. “The majority of it was found footage. There were no million dollar shoots,” says Howell. “You dont have to spend millions of dollars o

7、n production to make an effective film.” BEHIND THE GRAND PRIX: THE TRUTH IS WORTH IT CAMPAIGN Putting viewers in a journalists shoes At a Glance Films that evoke the emotional experience of an investigative journalist The Idea To show readers the lengths journalists go to when uncovering a story Le

8、ssons Think about how every detail of craft reinforces your message, including sound, visuals and typography Sound can be a powerful tool for creating empathy You dont need millions of dollars to produce highly-crafted work A Spotlight on The Craft Track featuring The Film Craft Lions 16 Global Crea

9、tivity Report 2019 Gold Apple at Work: The Underdogs, Smuggler Los Angeles, USA The story of a team working day and night to get their idea for a round pizza box off the ground See winner at the Work Share Your Gifts, TBWAMedia Arts Lab Los Angeles, USA An animation for Apple about sharing your crea

10、tivity with the world, to a song by 16-year old Billie Eilish See winner at the Work An Open Mind is the Best Look, Droga5 New York, USA A film about finding expression and connection through diverse human experiences, for Nordstrom See winner at the Work Expensify Th!$, JohnXHannes New York, USA A

11、music video for rapper 2 Chainz that doubles as an Expensify product demo See winner at the Work Nike Dream Crazy, Wieden+Kennedy Portland, USA A campaign celebrating Colin Kaepernick and other athletes who have overcome barriers to achieve their dreams See winner at the Work Dark Chocolate Humor, W

12、ieden+Kennedy So Paulo, Brazil A series of animations set in a world where everything is made of chocolate, for Mondelez See winner at the Work What Happened?, Cherry Tokyo, Japan A surreal film about avoiding decadence set in a game show, for Hecate See winner at the Work THE FILM CRAFT LIONS WINNE

13、RS What the judges were looking for: The craft being intrinsic to the idea A focus on craft rather than the concept Every aspect of craft being pushed to a high level in a cohesive way To be surprised and discover work that is unique Work that doesnt tire after repeat watching A Spotlight on The Cra

14、ft Track featuring The Film Craft Lions 17 Global Creativity Report 2019 The Boy and the Piano, Academy Films London, UK John Lewis Christmas ad shows that some gifts are more than just a gift, starring Elton John See winner at the Work Right To Rise, BBDO Toronto, Canada A series of poetic films ab

15、out children refusing to take abuse and oppression, for Right to Play See winner at the Work Queens, Iconoclast Paris, France The fourth music video for The Blazes debut album “Dancehall” tells a story of friendship See winner at the Work Almost Human, Bacon Copenhagen, Denmark A film for the Carlsb

16、erg Foundation exploring our relationship with technology See winner at the Work Great Shows Stay With You, Somesuch London, UK A series of films where the characters try to become like the protagonists from their favourite Amazon shows See winner at the Work In the Long Run, Iconoclast Berlin, Germ

17、any The story of a young woman competing in a triathlon despite her physical limitations, for Mercedes Benz See winner at the Work 5B, UM Studios New York, USA A feature film by Johnson everything served a purpose,” says Shapiro. For example, the technology within Area 23s Get Up Alarm Clock was inv

18、isible employed only to deliver messages of support to cancer patients from their loved ones. Within the health track, the Pharma Lions celebrate creative communications from pharmaceutical clients and services. The awards champion the need for medicine and therapeutic care and recognise how creativ

19、ity is making a difference in this highly- regulated industry. The critical factor is empathy 32 Global Creativity Report 2019 In-depth Chronic obstructive pulmonary disease (COPD) is a lung condition that causes breathing difficulties and symptoms such as breathlessness, coughing/ wheezing and freq

20、uent chest infections. Research suggests 100 million adults have COPD in China but less than 7% are properly diagnosed. Because of this, COPD is now the third biggest killer in China. Pharma brand GSK has a history of treating lung disease and one of the best treatment regimens for COPD. However, du

21、e to low awareness about the disease many people are not seeking treatment. COPD is particularly common among older adults aged 50 to 70, but many of these people assume their symptoms are just a natural sign of aging. Working with McCann Health Shanghai, the brand wanted to shine a spotlight on COP

22、D and encourage this target group to get a professional diagnosis. “With such low levels of awareness of COPD, it would not be possible to engage the target audience of older adults unless the solution was simple, easy to perform and with a clear message,” says Wendy Chan, ECD, McCann Health China.

23、The brand designed a solution that would live on WeChat, Chinas most popular messaging platform. The brand created a WeChat program that transforms a smartphone into a self-testing diagnostic tool. It works like this: when a user blows into the phones microphone, the volume of their breath produces

24、a soundwave. This data can be analysed to determine their lung capacity, and if this figure is less than 70% the tool recommends the user gets a hospital check-up. To make the experience more engaging, the users lung volume was represented by an image of a tree. The brand partnered with a popular Ch

25、inese blowing-ink artist to make the trees look as if they had been created according to this tradition. Visualising the data in this way also encouraged people to share their results on social media, helping to drive more people to use the tool. “I will quote a Chinese proverb that says tell me and

26、 Ill forget; show me and I may remember; involve me and Ill understand,” says Chan. “When you develop an idea that allows people to participate and get involved in the core mechanism, you generate a much higher level of interest and willingness to take action.” The tool received more than 10,000 cli

27、cks and the agency and GSK are now exploring ways they can scale up the idea. BEHIND THE GRAND PRIX: THE BREATH OF LIFE Turning a smartphone into a self-diagnostic tool At a Glance Using a phones microphone to determine breath volume and lung capacity The Idea To raise awareness of lung diseases by

28、helping people self-diagnose Lessons Invite your audience to play an active role in delivering your message Combine new information and behavioural change with familiarity and tradition Create tools that can be part of peoples existing lives and habits A Spotlight on The Health Track featuring The P

29、harma Lions 33 Global Creativity Report 2019 Gold One Word, Area 23, an FCB Health Network Company New York, USA An interactive film explaining a brain injury patients struggle to regain speech, by the Learning Corp See winner at the Work Bronze The Ufologist, Ogilvy So Paulo, Brazil Radio ads for H

30、ermes Pardini that describe how even conspiracy theorists arent crazy enough to miss their kids vaccines See winner at the Work Silver U=U=, Havas Lynx Manchester, UK A Viiv Healthcare film for people with HIV explaining that the disease becomes untransmittable after successful treatment See winner

31、at the Work Smartread, Langland Windsor, UK Large format magazines by Bayer designed for people with macular degeneration to be able to read in clinic waiting rooms See winner at the Work As Much As I Can, Harley they need to have some kind of connection to a physical space,” says Seifert. The singl

32、e Lion in the Impact Track, the Creative Effectiveness Lions commends work that has successfully delivered on its original objectives. The campaigns have already been recognised for creativity at the Cannes Lions festival in previous years and for this Lion the jury must assess their results. “The C

33、reative Effectiveness Lions underpin everything Cannes Lions stands for at a time when our industry is calling for creativity and effectiveness to be seamlessly integrated into the same conversation,” says Simon Cook, Managing Director, Cannes Lions. Brands have to live in the digital reality but th

34、ey cant be defined by it 35 Global Creativity Report 2019 In-depth Carrefour wanted to change consumers perceptions of the brand as a big and ruthless retailer by revealing its long-standing commitment to French agriculture. The retailers reputation has suffered due to various public scandals about

35、food quality, which while not directly involving Carrefour had hit the industry as a whole and, as one of the biggest supermarkets in France, had hurt the brands image. “Every time there was such a scandal, we could see the impact on Carrefours brand love metric,” says Sarah Lemari, Senior Strategic

36、 Planner at Marcel Worldwide. Whereas actually, behind the scenes, Carrefour had developed the biggest high-quality supply chain for food producers in France. The supermarket paid these farmers higher than average fees to ensure that they did not use harmful chemicals and respected the environment.

37、The problem was that French consumers did not know about this. “We wanted to position Carrefour as the biggest retailer of organic agricultural produce in France,” says Lemari. “And when it briefed us about its intention, we realised there was a bigger story in that agriculture is in the hands of a

38、few corporations that patent all our fruits, vegetables and cereals”. In Europe, 97% of seed varieties are illegal. These farmers varieties would be the source of healthier products than those on the market, but they are banned in favour of hybrid, pesticide- resistant seeds patented by the agro-che

39、mical industry. This greatly endangered agricultural biodiversity and deprived consumers of a range of products that were richer in nutrients, taste, and better for the environment too. So, working with Marcel Worldwide, Carrefour started selling illegal varieties of cereals, vegetables and fruit in

40、 400 of its stores nationwide. The Black Supermarkets campaign also saw the retailer sign contracts with producers to protect them, guaranteeing it would pay any fines incurred. It launched a change.org petition demanding that the law be reconsidered, rallying influential ambassadors such as journal

41、ists and chefs. Print, outdoor, films and social media turned the illegal producers into national heroes and drove traffic to the petition. The campaign increased footfall in store by 15% and it successfully overturned an outdated EU law. Carrefour also became a preferred brand to its long-term riva

42、l, Leclerc. These results went on to spark an internal shift for the brand. “Carrefour stopped seeing itself as the big bad boss of retail and, for once, it was the hero,” says Lemari. “This triggered a transformation internally which was perfectly timed because it coincided with us working on a new

43、 worldwide strategy for Carrefour where the brief concerned shifting from price to quality”. This transformation of Carrefour indicates how the client/ agency relationship is evolving. “We did a very French thing because its a bit revolutionary in terms of not respecting things and going against the

44、 law,” says Lemari. “What makes a lot of our clients afraid is not taking a risk, its the complexity of these kinds of subjects. Its the hours spent with lawyers, its the long-term commitment to changing a European law. Thats why, increasingly, agencies role will evolve beyond the traditional one of

45、 creating campaigns and extend to guiding clients through profound transformations that require bravery and support.” BEHIND THE GRAND PRIX: BLACK SUPERMARKET Defying the law in a bid to change it At a Glance Selling illegal produce thats better for people and the planet The Idea Aligning Carrefour

46、with food quality by showing that itll risk everything for it Lessons Communications can change society as well as individual behaviour Elevate stories with actions that attract audience participation Being brave as a brand means facing up to complexity as well as taking risks A Spotlight on The Imp

47、act Track featuring The Creative Effectiveness Lions 36 Global Creativity Report 2019 Gold Its a Tide Ad, Tide, Saatchi it can lead to whole new business opportunities A Spotlight on The Innovation Track featuring The Innovation Lions 40 Global Creativity Report 2019 Gold Changing the Game, Microsof

48、t, McCann USA A gaming controller for people with limited mobility See winner at the Work Bronze This is a Tree, Pacific Paints, TBWA Makati City Paint that cleans polluted air See winner at the Work Silver ThisAbles, Ikea, McCann Tel Aviv Furniture add ons to make existing pieces more accessible to

49、 the disabled See winner at the Work Mimica, R/GA United Kingdom A sticker that tells you when your food has gone stale See winner at the Work Braille Bricks, Dorina Nowill Foundation for the Blind, TBWA So Paulo Lego-like bricks that teach kids braille as they play See winner at the Work Do Black, Doconomy, RBK Communication Stockholm A credit card that maxes out when youve spent your carbon limit See winner at the Work THE INNOVATION LIONS WINNERS What the judges were loo