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By EstherChao

Contents

2. LESSONS FROM SEMINARS

3. INSPIRATION FROM WINNERS

1. HIGHLIGHTS FROM THE FESTIVAL

Contents

2. LESSONS FROM SEMINARS

3. INSPIRATION FROM WINNERS

1. HIGHLIGHTS FROM THE FESTIVAL

More than 12,000 people attended Cannes Lions 2013 More categories than ever Break The Record

EVERYTHING IS REAL-TIME

The official App for the 60th Cannes Lions International Festival of Creativity

http://www.thebrightplace.com/portfolioItem.php?item=2

"Dumb Ways to Die" Winning a Record Five Grand PrixDirect,PR,Radio,Film,Integrated Lions

18 June from 09.00 until 14.30 in the Esterel Theatre of the Palais des Festivals in Cannes, France.

300000 Foreign Firms Now Invested in China.Three-Quaters of USA Companies in China Made Profits in 2010.

Competition is BrutalTrust is LowCollaborationLocalizationDistributionGoverment Relations

Contents

2. LESSONS FROM SEMINARS

3. INSPIRATION FROM WINNERS

1. HIGHLIGHTS FROM THE FESTIVAL

<1+1=3> HAKUHODO

Logic could make 1+1=2, but idea could make 1+1=3, so be a Creative Alchemy.

Creative Alchemy should have five skills which are follows:Combine – new idea is combination of the old.Mimic – find the underlying fundamentals. Upside down – the standard can be change, so think opposite side.The truth behind – see the fact, and think about it to find the truth behind the fact.What if – put yourself in impossible situation.

<WORK THAT MATTERS> COCA COLA

Be bold. What seems provocative now, in years to come will seem so innocent.The brand is strong when it helps others.Challenge us. Push us to be greater.

Work That Matters:

Straddles borders

Challenges racial prejudices

Brand can read through the popular culture and having the comments to

that culture

Is stubbornly optimistic

Promotes real world stories & purpose

Give people reasons to believe

Doesn’t have to be serious

Believe that all brands should makes a social stand

Unites human rights is fast stronger than what divider us

<WORK THAT MATTERS> COCA COLA

2013: Social Purpose – why we believe

doing good works the promos more goodness

in the world that simply doing good business.

<HOW TO BE MORE ADAPTIVE>Mindshare

Data needs to be people-friendly. No point in having enough data without being able to implement it.We are ambitious because we set targets and surpass it.

<MEET THE PARENTS>JWT

Be fearless, when you start something, you finish it.Give the world a reason to have fun.Equal parts hard work and magic- Robby,Kid President

<EVERY COMPANY IS A MEDIA COMPANY> CHEILFun and save moneyProvide inspiration and utillityProvide impact at the right moment

<THE NEXT CREATIVE REVOLUTION> R G/A & MASTERCARD

People tend to spend 80% of their money within 14 miles of their home. -Alfredo Gangotena, CMO, MasterCard The "quantified self" will be replaced by the "qualified self" -Nicklaw, COO of R/GA

<THE SOCIAL SOUNDTRACK> TWITTER

Twitter is 1) Live 2) Public 3) A place for self-expression. This makes it a social soundtrack of life in the moment.Audience-driven movement

<THE FUTURE IS A MASSIVELY MULTIPLAYER GAME>PHD & JANE MCGONIGALThe opposite of play isn't work - it's depression.Super-empowered hopeful individualsIn clinical trials, casual games outperform pharmaceuticals for anxiety and depression.

Contents

2. LESSONS FROM SEMINARS

3. INSPIRATION FROM WINNERS

1. HIGHLIGHTS FROM THE FESTIVAL

Product Innovation

Real-Time

Data

Co-Creation

Value Creation

Help Small Business

Keywords in 2012

Product InnovationSMALL FOR BIG For A Better World

Real-Time REACTION Back to Simple

Data HELPTouching

LifeHIGH QUALITYCo-Creation

Value INNOVATIONMusic Matters

Help Small BusinessTOGETHER

What’s HOT in 2013

1. Product Innovation - SMALL FOR BIGTHE SHARING CAN GOLD LION | PROMO & ACTIVATION LIONS

The idea is strong and simple: A coke can that can be split in two for a sharing moment. This product has been specifically tailor-made for Coca-Cola and it is all about sharing and happiness

2. Real-Time Reaction

THE OREO BLACKOUT TWEET SILVER LION | DIRECT

an unforeseen break in a Big Game

Tap into the moment

1 tweet VS sophisticated content

the spirit of the brand

OREO DAILY TWIST GRAND PRIX | CYBER LIONS

Born in 1912, OREO was turning 100. As an iconic biscuit brand, Oreo created highly topical content based on the trending news to celebrate the birthday in 100 days.

3. Data HELPMISSING CHILDREN GOLD LION | MOBILE LIONS

In China, over 20,000 children go missing each year. To turn the smartphone user to a search volunteer just by taking a photo of a child they suspect maybe lost or stolen.Data Being Used To Do Good Thing

TAXI GOLD LION | DIRECT LIONS

Ribeiro is a home appliance retailer well known in Argentina and allows people to buy big things for small monthly installments.The touchscreen displays in the taxi showed what the passengers could buy for the price of a journey, and when the trip finished, they could use the taxi ticket as the first installment payment.

4. HIGH QUALITY Co-Creation

INTEL + TOSHIBA’s “The Beauty Inside” is a social storytelling campaign with 6 episodic series of a guy who wakes up everyday as a different person. The project encouraged participation by allowing viewers to audition in the film via Facebook.

THE BEAUTY INSIDE GRAND PRIX | BRANDED CONTENT & ENTERTAINMENT LIONS

5. Value INNOVATIONPOTABLE WATER GENERATOR GOLD LIONS | MEDIA LIONS

Designing to inspire young students to study engineering at UTEC by using billboard to tackle the lack of drinking water in Lima.Illustrating that how advertising can be more than just an eyesore.

6. Help Small Business TOGETHERTHE GAP IN THE MARKET GOLD LIONS | DIRECT LIONS

Move from saying to doingThe bank helps entrepreneurs identify local opportunities through crowdsourcing.The interactive map displayed gaps shared by people and statistic data from yellow pages.

7. For A Better World

Metro Trains “Dumb Ways To Die”, which picked up Grand Prix in the PR, Direct Marketing, Radio, Integrated and Film categories , have the social element that could "touch you as a person". The cheerful animated music video delivers a safety message in a breezy and funny way.

Dumb Ways To Die GRAND PRIX | PR, DIRECT, RADIO, INTEGRATED AND FILM LIONS

BRIDGE OF LIFE GOLD LIONS| PROMO & ACTIVATION LIONS

To stop and prevent the suicides on the Mapo Bridge was not installing a physical device to hinder the suicides, but to create an interactive bridge that would change the people’s minds through communication and a human touch.

8. Back to SimpleIBM OUTDOOR AS UTILITY GOLD LIONS | MEDIA LIONS

IBM inspired citizens to think about simple ways they can help make their cities smarter. The amazing new type of outdoor ads also showed that how advertising can also bring utility to citizens.

MAKE THE POLITICIANS WORK GOLD LIONS | PROMO & ACTIVATION LIONS

The street campaign exposed the unwillingness of Russian officials to fix city roads only by painting, but made most of the country's national newspapers the following days.

THE GERM STAMP SILVER LIONS | MEDIA LIONS

Kids don't feel the need to wash their hands because they can't see the germs.To make kids want to remove the germs on their hands, the brand created a germ kids could see and put it on something they love: a stamp.

9. Touching LifeIMMORTAL FANS GRAND PRIX | PROMO & ACTIVATION LIONS

Sport Club Recife is known for having some of the most passionate fans in Brazil. They are fans from birth to death.To create a new kind of fan: the Immortal Fans. Their hearts, eyes, lungs... could keep cheering for Sport Club Recife even after death.

REAL BEAUTY SKETCHES GOLD LIONS | BRANDED CONTENT & ENTERTAINMENT LIONS

An FBI-trained sketch artist was invited to draw a woman’s portrait first according to her own self-description, then according to a strangers’ description of her.

Women admitted that portraits based on the strangers’ description were more beautiful, happier and more accurate than the portrait based on their own description.

Dove provided striking proof that women are more beautiful than they think.

10. Music MattersTREE CONCERT GOLD LIONS | PR LIONS

A 100-year-old chestnut tree was transformed in Berlin's Monijou Park into a street musician to raise awareness of the tree loss and raise money for tree preservation.

10 Lessons From Cannes

Conclusion

Focus on ideas that could create true

value both for brand and people.

Simplicity is the ultimate

sophistication

Really social ,easy to share

Tech devote to idea

Building a better world

THANKS

Connect with me and view my profile.

http://www.linkedin.com/in/estherchao