European Creativity Report 2018

EuropeanCreativity Report 2018

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reativity Report 2018

THE WINNERS EXPL AINED

The Winners Explained

eurobest awards exceptional ideas: winning work represents the most powerful campaigns in the region. But before there are winners, there’s judging.

And the judging process isn’t simple. Each year we invite a careful selection of Europe’s most discerning industry leaders to decide which pieces of work are award-winningly exceptional. Animated debate inside the jury room leads to an eventual decision. In a year filled with non-traditional campaigns, meaningful innovations and work dedicated to advancing social purpose, selecting our winners was particularly difficult.

The work that was ultimately awarded a coveted Grand Prix stood out to our juries as hugely, unavoidably important. Frequently, this was work that showed clear, inarguable evidence of its effectiveness – campaigns that proved creativity’s power to impact business results in a very real and tangible way.

We hear from this year’s Presidents – the people who led the 2018 juries in their selection – on why the Grand Prix winning work in their category was awarded, their top takeaways from eurobest 2018 and what really goes on inside the jury room.

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Brand Experience & Activation

The Grand Prix It’s rare that you see an idea that really changes the game. This courageous idea demanded a very brave client. The bravery of the client and relationship with the agency must be celebrated.

‘BLACK SUPERMARKET’ for CARREFOUR by MARCEL, Paris

GOLD

‘SAVE OUR SPECIES’ for LACOSTE by BETC, Paris

GOLD

‘GO WITH THE FAKE’ for DIESEL by PUBLICIS ITALY, Milan

Top takeawaysIdeas as currencyIn our industry, the main currency is ideas. We trade on ideas, thrive on them, play with them until we’re satisfied and the client is happy. We’re paying our way with ideas and it’s so rewarding to see confident ideas being led by the bigger brands out there.

Disruptive approaches There’s a misnomer that independent smaller brands are the braver ones, but that’s just not the case anymore. Being safe just can’t cut the mustard – not with consumers. We’re seeing brands adopt disruptive and spikey approaches to their messaging and when that meets seamlessly with purpose, then you’ve got the secret sauce. And it tastes great.

Inside the jury roomWe came to the table with a sense of impartiality, open minds and dedication to recognising and giving credit to the best work out there. It’s true that everyone has an opinion, but these judges have been carefully selected for their expertise, their experience, their penchant for fairness and ability to see beyond any frills and fanfare and look deeper into uncovering the impact and effectiveness of a campaign.

“We’re seeing brands adopt disruptive and spikey approaches to their messaging and when that meets seamlessly with purpose, then you’ve got the secret sauce” Laurence ThompsonCo-President & Chief Creative Officer, McCann London

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Creative Data

The Grand Prix We awarded ‘JFK Unsilenced’ because we had never seen data presented in such an emotional and inspiring way. We appreciated both the unique way in which the data had been collected and the uniqueness of the end result – a spine-tingling inspirational speech by JFK that no-one in the world had ever heard before. One that no-one ever would have heard, had it not been for the curiosity and tenacity of the team responsible.

‘JFK UNSILENCED’ for THE TIMES/NEWS UK & IRELAND by ROTHCO | ACCENTURE INTERACTIVE, Dublin

GOLD

‘BLINDMETERS’ for OVK / PEVR by HAPPINESS BRUSSELS, AN FCB ALLIANCE, Brussels

Top takeawaysMeaningful translations of dataWe saw a lot of work using voice or speech data. It seems that agencies and clients are starting to get to grips with using biometric data, not just behavioural data to create innovation or communication. There were also strong entries in the data visualisation sub-category which points towards a new understanding that data needs to be translated in more creative ways for more meaningful, better communication with consumers.

InnovationGoogle’s ‘Dot’ was the most interesting to most people, purely because it is such a far-reaching innovation and a solution to a real-world problem. We also awarded ‘Block Wish’ highly. We felt that it really is so challenging to embark on a commercial innovation in the retail world – they had done exceptionally well, not just getting the initiative off the ground initially but improving it over 2016, 2017, 2018 and beyond.

“A new understanding that data needs to be translated in more creative way for more meaningful, better communication with consumers” Tracey FollowsFounder, Futuremade UK

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Creative Effectiveness

The Grand Prix ‘Give the Rainbow’ demonstrated the ways in which we can create marketing innovation, not just advertising. They gave away the Skittles rainbow, creating a pure white pack and product, to support Pride. We loved the way this created a new occasion for the brand, driving up sales without requiring huge investment. It demonstrated that our creativity doesn’t always require millions of pounds or an epic TV ad to drive real rewards. We liked the partnership with a retailer and the test and learn approach. Finally, it was a great model for showing how brands can get involved in bigger cultural issues, without over-reaching.

‘GIVE THE RAINBOW’ for SKITTLES by Adam&Eve/DDB

CREATIVE EFFECTIVENESS AWARD

‘BUSTER THE BOXER’ for JOHN LEWIS by adam&eveDDB, London

CREATIVE EFFECTIVENESS AWARD

‘NO MORE EXCUSES’ for HEINEKEN by PUBLICIS ITALY, Milan

Top takeawaysProving ROIIt was great to see most of the entries attempting to isolate ROI, rather than just focusing on intermediate measures such as likes, awareness or engagement. That’s a critical step for our industry. We have to prove the business impact of our work if we want to be paid fairly for what we do.

Mass personalisationIt was great to see entries which showcased real innovation. For example, we loved the Heineken/Jose Mourinho ‘No More Excuses’, leveraging their sponsorship of UEFA Champions League across over 100 markets. It was one of the first pieces of work we’d seen which showed the value of ‘mass personalisation’. They created over 1000 pieces of ‘No More Excuses’ content, each one relevant to a different context. And they looked at its global impact, which is notoriously difficult and complex.

Inside the jury roomWe saw brilliant, creative ideas which can turn around the fortunes of a business. Innovations which show how much further the industry can go if we apply our creativity more broadly. Well-argued cases which show the rigour of our industry and its financial impact.

And, with Brexit on the horizon, it’s hard not to worry about the future of London as a hub for creativity and advertising. So, eurobest feels more important than ever. It’s a wonderful opportunity to look outwards and upwards.

“It was a great model for showing how brands can get involved in bigger cultural issues, without over-reaching” Lucy JamesonFounder, Uncommon UK

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Design

The Grand Prix It’s magnificent, a masterpiece of brand. Solid and reduced to the core idea. An analogue product goes digital.

‘MERCEDES-BENZ G-CLASS – THE AMBER CUBE’ for MERCEDES-BENZ by ANTONI, Berlin

GOLD

‘FREE DEMOCRATS “MADE OF DEFEAT – A PHOTOGRAPHIC TALE.”’ for FREE DEMOCRATS by HEIMAT, Berlin

GOLD

’HITLER HASHTAG’ for GESICHT ZEIGEN! by OGILVY GERMANY, Frankfurt

Top takeawaysBrand purpose and truth-tellingThe consumer is constantly searching for purpose. But for many brands, purpose is undefined. Consumers are now looking to brands for a clear attitude and more awareness of what is really important in life. Once a brand has found those central values, they can be expressed in several ways. So, for example, sustainability projects and brands are very popular at the moment. Design is the translator for the brand and its communication; purpose and attitude set the triggers.

“Design is the translator for the brand and its communication” Katrin OedingChief Creative Officer & Creative Director, Studio Oeding Germany

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Digital

The Grand Prix The winner is a clear reflection of the new definition of Digital. A thorough, fun and charming integrated campaign that also happens to tackle cultural appropriation and do good in the world by combining conversation with commerce.

‘BIHOR COUTURE’ for BEAU MONDE by McCANN BUCHAREST

GOLD

‘DOGS FOR DOGS’ for PEDIGREE by CLM BBDO, Paris

GOLD

‘THE UNCENSORED PLAYLIST’ for REPORTERS WITHOUT BORDERS by DDB, Berlin

Top takeawaysThe new digital: understanding user behavioursMore so now than ever, we can see that Digital is a reflection of work that would have previously appeared in other categories. That can make it difficult for the jury – now that almost everything is distributed through digital, the distinction is difficult to keep. It’s no longer the “classic” digital interactive piece that represents work in this category. It’s content, PR and integrated work that uses the distribution channels available and harnesses user behaviours – these are the truly digital cases.

The work here is as diverse as it’s ever been, from Instagram content pieces to interactive and real-time VR. It’s a broad category, but the work that was awarded was smart about native user behaviour, and smart about the spread and scale of the campaign across platforms and through PR.

“It’s content, PR and integrated work that uses the distribution channels available and harnesses user behaviours – these are the truly digital cases” Wesley ter HaarFounder / Chief Operating Officer, MediaMonks

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Digital Craft

The Grand Prix Great craft takes time, and for the Grand Prix winner – months and months of painstaking production and R&D to bring to life a moment that is lost to history (now available to us again because someone decided it should be). A mix of creative ambition and craft quality coming together to make for a stand-out project.

‘JFK UNSILENCED’ for THE TIMES/NEWS UK & IRELAND by ROTHCO | ACCENTURE INTERACTIVE, Dublin

GOLD

‘THE GALLERY OF EMERGING SPECIES’ for HASBRO by DDB PARIS

Top takeawaysCraft that resonates: polished executionIn Craft this year, it was all about the joy of seeing something that had had the time to breathe, where production got the space to polish and push for that extra mile. In this category, it’s often the intangibles that make a piece of work resonate.

In the end this comes back to a key question: Could it have been done better? Not the idea, not the concept, but the execution. Is it a bar for others to jump, or was there a better version of this possible?

“It’s often the intangibles that make a piece of work resonate” Wesley ter HaarFounder / Chief Operating Officer, MediaMonks

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Direct

“Our industry’s currency is ideas” Laurence ThompsonCo-President & Chief Creative Officer, McCann London

The Grand Prix This was an excellent tie up with a betting platform. This entry took a human insight and turned it into something tangible and innovative as a way of reaching a new audience. A direct response to a digital platform which then drove the huge audience numbers and a spike in fame. When the client, France 3, is up against the likes of Netflix, to launch a new programme on a digital platform is tough – this is ground-breaking, innovative and new, something we haven’t seen before.

‘LA FORÊT - BET ON A MURDERER’ for FRANCE TÉLÉVISIONS - FRANCE 3 by PUBLICIS CONSEIL, Paris

GOLD

‘BLACK SUPERMARKET’ for CARREFOUR by MARCEL, Paris

Top takeawaysIdeas as currencyThis year, we saw strong, disruptive ideas. Our industry’s currency is ideas and it’s so good to see big brands leading the way with such confident ideas. We saw brands and purpose meeting totally seamlessly.

Inside the jury roomAnyone who has ever been a judge and has had to cut the wheat from the chaff knows that it’s never an easy task, but when you get the right people in the room with the ability to recognise interesting and never-before-seen work collectively you can really spot the highly effective campaigns that are a cut above the rest.

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Film

The Grand Prix Our discussion centred around the innovative use of film versus classic storytelling. Ultimately, we awarded an entry that we thought represented the power of film.

We have so many options and media channels available to us, but film is the one where we can elicit real emotion – where we can create powerful connections with the audience. The BBC animation is a perfect example of filmmaking. A story that unfolds, that allows us to really connect with the characters and does so through perfect craft.

‘THE SUPPORTING ACT’ for BBC by BBC CREATIVE, London

GOLD

‘THE BAPTISM’ for UBISOFT by DDB PARIS

GOLD

’KID’S DREAMS’ for VOLKSWAGEN AG by GRABARZ & PARTNER, Hamburg

Top takeawaysStorytelling over advertisingIn 2018, there were less obvious themes than in previous years, though it would be fair to say that the classic ad construct seemed to have fallen out of favour. We saw films that indulged in storytelling, with less obvious ‘advertising’ ideas. Less sell, more seduction.

You could see a newly subtle approach and our Gold winners reflected this. We had the VW campaign that was a classic idea, which smartly articulated a real understanding of the brand and what it stands for. ‘Baptism’, as a prequel ‘teaser’ to the game, was also a powerful film – brilliantly directed, acted and scripted. And the innovation around ‘La Forêt’ was fantastic – a great way to get you to see film differently.

Micro-formats and smart uses of spaceWe wanted to recognise early-adopters of micro-formats, as well as smart use of specific space – like ‘Mondelez’ and, again, ‘La Forêt’. We also wanted to acknowledge the smart way brands that like IKEA and Diesel wove product into brilliant stories with a strong social message.

Inside the jury roomWe debated honestly and openly and there were brilliantly conflicting opinions on a lot of work. We debated long and hard around longer formats. Were they just self-indulgent? Would they have been sharper with the discipline of a shorter time length? And, as is so wonderful with a diverse European jury, we discussed local relevance as a hugely important factor.

“Less sell, more seduction” Kate StannersChairwoman and Global Chief Creative Officer, Saatchi & Saatchi

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Glass: The Award For Change

The Grand Prix This was advertising a mainstream product in a way that it had never been done before. Brilliantly done, with fantastic craft across every channel. This was a no brainer for the jury.

‘#BLOODNORMAL’ for LIBRESSE/ BODYFORM (ESSITY) by KETCHUM, London

GLASS AWARD

‘HIGHLIGHT THE REMARKABLE’ for STABILO INTERNATIONAL GMBH by DDB DÜSSELDORF

GLASS AWARD

‘#UNWANTED’ for NGO WOMANS RIGHT CENTER by McCANN BELGRADE

Top takeawaysBeyond campaignsThe beauty of a category that is defined by the agenda of the work as opposed to the format, is that the creativity used is so diverse. In its own way, that is a theme for Glass. From tweets to influencers, we saw every channel and format used and even some that have never been used before. The work that we see awarded in Glass comes from a campaigning mentality, but really these are not campaigns.

Inside the jury roomA jury from different countries, disciplines and with different experiences brought their diverse perspectives to the judging room. This year’s Glass jury was a wonderful group of people whose defining characteristic was their ability was to listen.

“This was advertising a mainstream product in a way that it had never been done before” Kate StannersChairwoman and Global Chief Creative Officer, Saatchi & Saatchi

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Grand Prix for Good

The Grand Prix Women’s Right Center, NGO in Montenegro, dedicated to the promotion of women’s rights and gender equality, kicked off a campaign called ‘#Unwanted’, to confront traditional society, influence a change of legislature and prevent the abuse of genetic prenatal tests that are causing sex-selective abortions.

‘#UNWANTED’ for NGO WOMANS RIGHT CENTER by McCANN BELGRADE

Top takeawaysEvoking emotion and enacting changeI love this category of Grand Prix for Good. It is a powerful platform where brands, NGOs and agencies can all flex to affect real-world change and have lasting societal impact for the better. Work in this category has the overarching power to be heartfelt – to evoke emotion and therefore enact change. Something which I’m a huge advocate of. So, this begs the question – with all the scope at our disposal to make great, impactful, meaningful and emotive work, why aren’t we doing more of it?

Inside the jury roomIt’s this key insight that we as a jury focused on when reviewing the work. We considered every component – asking ourselves the pivotal question: “Was each one additive?”. If they didn’t all hang together in an interdependent but still cohesive way, then it’s not true integration.

“Work in this category has the overarching power to be heartfelt – to evoke emotion and therefore enact change” Laurence ThompsonCo-President & Chief Creative Officer, McCann London

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Healthcare

The Grand Prix ‘Black Supermarket’ for Carrefour was a well-deserved and unanimous Grand Prix in our Healthcare jury room. Today, brands must take more social responsibility. And this campaign is a perfect example of a huge company using its weight and stature for change. The main barrier to food quality was not the competitors or consumers’ behaviour, it was the law. And Carrefour broke the law to change it, risking massive fines and negative publicity. As a result, they shifted perception of the brand. It takes a brave client to create great work and trust its agency to deliver, and this was a perfect example.

‘BLACK SUPERMARKET for CARREFOUR by MARCEL, Paris

GOLD

‘DOT MINI’ for DOT INC. by SERVICEPLAN GERMANY, Munich

GOLD

‘WAR CORRESPONDENTS ON BREAST CANCER’ for SAMSUNG by CHEIL WORLDWIDE, Madrid

Top takeawaysProblem solvingThis year, problem-solving was a massive trend: zoning in on a specific issue and finding the best way to solve it. The end result should change perceptions, behaviours and even laws. What’s great about these types of ideas, is that they don’t have to follow the normal route to market, be traditional or even be a campaign. ‘Autism Can Work’ and ‘Black Supermarket’ typified this and were worthy winners.

Aiming for simplicitySome great uses of technology were apparent, too. But it’s not just about using technology for the sake of it. It’s about simplification and seamlessly fitting into people’s lives. For example, Google’s ‘Dot’ is a beautifully simple hand-held device that truly empowers blind people. ‘Voice of Voices’ for ALS also got our tongues wagging.

Inside the jury roomIt was a massive honour to be President of Healthcare this year – a position of responsibility that I took hugely seriously. The experience will stay with me.

The chemistry in the room on judging day was infectious and the energy electric. My fellow jurors had some intelligent insights and different approaches to validate the work we viewed, which led to some lively debate. But when it came to awarding the Grand Prix, we were all completely aligned and unanimous in our decision to award ‘The Black Supermarket’.

“What’s great about these types of ideas, is that they don’t have to follow the normal route to market, be traditional or even be a campaign.” Tom RichardsChief Creative Officer, Havas Lynx Europe

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Innovation

The Grand Prix We awarded ‘Dot’ because it was clear that the idea was truly innovative – creating not only new hardware for the blind community to use, but a new software approach too. The innovation roadmap taking Dot to 2022 and beyond demonstrated a variety of applications: from watches and books to airports and vending machines. The whole Dot system will open up a world of real-time communication to the blind community, a world that had until now been relatively inaccessible.

‘MAKING THE WORLD ACCESSIBLE, DOT BY DOT. for DOT INC. by SERVICEPLAN GERMANY, Munich

INNOVATION AWARD

‘TOUCHING MASTER-PIECES’ for NEURODIGITAL by GEOMETRY GLOBAL, Prague

INNOVATION AWARD

‘BLOCK WISH’ for S GROUP by S-GROUP, Helsinki

Top takeawaysInnovation that goes beyond a campaignWe saw lots of one-off experiments, or early stage technology innovation. Agencies are trying new ideas and testing new technologies but they clearly need more ongoing support from clients in order to take the learnings forward and improve over time.

It was evident that there is more work to do to ensure that brands understand innovation not as a one-off campaign or initiative, but a longer ongoing process that requires nurturing and development over time.

“The whole Dot system will open up a world of real-time communication to the blind community” Tracey FollowsFounder, Futuremade

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Integrated“If they didn’t all hang together in an interdependent but still cohesive way, then it’s not true integration” Laurence ThompsonCo-President & Chief Creative Officer, McCann London

The Grand Prix This year’s much-deserved winner demonstrated a great understanding of mixed channels, displaying use of faceted components that flexed and changed, but that served together to enhance the whole. It hung together beautifully and is an excellent example of world-class integrated work.

‘#BLOODNORMAL’ for LIBRESSE/ BODYFORM (ESSITY) by KETCHUM, London

GOLD

‘BIHOR COUTURE’ for BEAU MONDE by McCANN BUCHAREST

Top takeawaysSeamless customer experiencesThese days, the best modern integrated campaigns are the ones that have evolved into a considered shape and feel. No longer the purview of multiple media buys, it’s now not about ‘matching luggage’, it’s all about a seamless experience and engaging customer journey.

Inside the jury roomIt’s this key insight that we as a jury focused on when reviewing the work. We considered every component – asking ourselves the pivotal question: “Was each one additive?”. If they didn’t all hang together in an interdependent but still cohesive way, then it’s not true integration.

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Media

The Grand Prix This year’s Grand Prix winner was ultimately selected because of the insight shown into their customers. This allowed them to swerve outside of the category norm and create something truly emotive within a very rational category.

‘THE ANIMALS’ OWN EMERGENCY NUMBER’ for DNB by TRY, Oslo

GOLD

‘OOPS’ for 02 by HAVAS MEDIA, London

GOLD

’RAMMED WITH CONFIDENCE’ for VOLKSWAGEN UK by PHD, London

Top takeawaysUse of media to elevate a core ideaThe question, “Is it media?” cropped up many times during this year’s process. Ultimately, we were looking for work where media made a difference to the outcome. How did media make an amazingly emotive piece of content better; travel further; make more impact? DNB’s campaign to create a fourth emergency number for Norway’s pets allowed them to not only reach, but genuinely engage their audience (and indeed their audience’s pets). Their use of multiple channels and platforms wrapped around the core campaign idea drove huge value for the brand and business. They also went the extra mile and managed to coordinate over 450 vets under one emergency number.

Creativity & dataContent, social and data continue to grow, but the entries that ultimately won brought together old and new, creative and data to create something that really resonated with the audience and drove real value for the brand and business.

Inside the jury roomInside the jury room, it’s just you, the work and a room full of smart people to talk about it with. Passion, disagreement, jealousy (“I wish I’d done it!”), humour, mutual respect and many other emotions fly around the room. In the midst of it, the best work starts to bubble up to surface. Pointed conversations getting right to the heart of challenges within each piece of work meant we had some good debates, and ended up with winning campaigns we would have all been proud to be responsible for.

“The entries that ultimately won brought together old and new, creative and data to create something that really resonated” Dan HagenGlobal Chief Strategy Officer, iProspect

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Mobile

The Grand Prix The Grand Prix winner didn’t just define how people acted and reacted in retail, it changed the way a company operated their business and thought about their customers. It’s the type of work that goes beyond a big idea and becomes about big impact as it rides the wave of changing user behaviours and expectations.

‘BLOCK WISH’ for S GROUP by S-GROUP, Helsinki

Top takeawaysAR, VR & MR adoptionMobile isn’t a device as much as it’s a way of interacting with the world, or a way that the world can interact with us. We saw this in the raft of work that can be broadly typified as AR/VR/MR or the mix of physical and digital devices we had at our disposal. In the end, the jury looks for work that defines best-in-class – a bar to jump for years to come.

It was good to see the conversations around new technology ask the key question: is it a gimmick, or is it key to the idea and quality of the work? It’s easy to be swayed by shiny stuff, but this jury kept coming back to the core questions and it shows in the work they awarded.

Inside the jury roomOur smart and opinionated jury members were open to having their minds changed through insight and information from others, but not afraid to stand their ground for the work they believed in.

“It’s the type of work that goes beyond a big idea and becomes about big impact” Wesley ter HaarFounder / Chief Operating Officer, MediaMonks

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Outdoor

The Grand Prix All of us on the jury were so jealous of this campaign. It literally blew our collective minds. It started pitch-side – by translating the moves of players on the pitch to the players in the game – all in real-time.

‘FOOTBALL DECODED’ for MICROSOFT by McCANN LONDON

GOLD

‘GO WITH THE FAKE’ for DIESEL by PUBLICIS ITALY, Milan

GOLD

’#BODYCANTWAIT’ for HANDICAP INTERNATIONAL by HEREZIE, Paris

Top takeawaysPhysical meets vir tualThis year, we saw so many great things in our dark jury room in London. We saw interactive billboards that were in fact physical shortcuts around a city. We saw 80-foot Portuguese waves brought to life in Times Square. We saw creativity beating far-right vandalism and ignorance with the unbreakable rainbow. We discovered that tech can’t be implemented for tech’s sake – it needs to tie into a brand’s values or benefits.

Outdoor redefinitionsWe saw the manipulation of classic art in #bodycantwait. We saw truly beautiful re-imaginings of what the category means, with outdoor being redefined as a pair of glasses that prevent car sickness in one particularly notable entry. At eurobest 2018, traditional outdoor was anything but traditional.

“At urobest 2018, traditional outdoor was anything but traditional” Alan KellyExecutive Creative Director, Rothco Ireland

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PR

The Grand Prix In strong competition, our Grand Prix really stood out. It addressed a specific problem – that no nation takes responsibility over this country sized area of plastic – and provided a specific, earned-at-core solution. The whole idea was not only designed to start conversation, but also to prompt action.

‘TRASH ISLES’ for LADBIBLE/THE PLASTIC OCEANS FOUNDATION by AMVBBDO, London

GOLD

‘REPICTURING HOMELESS’ for GETTY IMAGES AND FIFTYFIFTY by HAVAS DÜSSELDORF

GOLD

‘THE PHOTOGRAPHY BAN’ for GRAUBÜNDEN TOURISM by JUNG VON MATT/LIMMAT, Zürich

Top takeawaysCultural relevanceThis year’s winners showed that when an idea has an earned core, it can take the brand anywhere, using any channels to get there. Looking at the awarded work, I would say that an earned, culturally relevant approach is taking the lead.

Business imperative: building socially conscious brandsLots of the best pieces of work were both selling products and building brands, while taking a stand in society. Two thirds of the population now consider themselves to be belief-driven buyers. Brands are making sure that the audience feel something for them and this is now a business imperative. The work showed how we, as marketers, are reacting to the world we live in.

Inside the jury room

Everyone in the room came from different countries, backgrounds and roles and we very quickly turned those differences into an asset. Each piece of work was looked upon and discussed through the lens of our different perspectives and the chemistry in the room was amazing. I am proud of the immense respect we showed every piece of work, knowing how much work had gone into each and every one of these entries. We were thorough and left no work behind – but we also didn’t award work lightly.

“Brands are making sure that the audience feel something for them and this is now a business imperative.” Mattias RongeCreative Strategist, Edelman Deportivo London

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THEMES & TRENDS

Themes & Trends

eurobest 2018 brought insights that go well beyond industry trends. With many entrants striving for something more than creative messaging, this year we saw work from across Europe both responding and contributing to the wider cultural setting. Progressive work with a powerful purpose was at the forefront across all categories and formats – with brands taking a clear, and often defiant, stand on social issues.

We saw subversions of traditional campaign formats, with many award-winners reacting to a crowded market by hacking channels to find surprising new ways into their consumers’ hearts and minds.

We also saw brands and agencies harnessing technology and data in newly beautiful, creative ways. And our winners were those who managed to move away from technology for technology’s sake – with awarded work eschewing showy AI or VR for meaningful innovation and problem-solving. Products and solutions addressed customer needs: fitting seamlessly into people’s lives.

eurobest awards Europe’s most exceptional ideas. These are the key themes and trends observed from across the most exceptional of this year’s ideas, with examples from the awarded work that moved and inspired our eurobest juries in 2018.

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Truth-telling: Making the Invisible VisibleThere’s power in the creative use of tech and data to reveal truth, uncover the unseen and empower hidden agents.

In a world mired by fake news and culture wars, we yearn for core truths. This year, we saw brands and agents addressing this need by delivering important messages. Often, data, media and technology were the methods of communication – innovation in these areas brought the unseen to the forefront of our collective consciousness.

Awarded campaigns in 2018 also went beyond creative messaging, answering social needs with practical and fiercely progressive solutions. And with winning work backed up by increased shares, footfall and sales, it turns out that transparency and truth are good for business, too.

“Honesty shouldn’t be a trend. It should be a standard. But given the many scandals and lack of transparency of the recent years, it must necessarily be. Especially, with consumers becoming more aware of how their choices affect the planet, we should expect a shift in focus. From story-telling to truth-telling.”

Laia Abellán Ponce de LeónExecutive Strategy Director, DDB Berlin

‘Blind Meters’ | GOLD, Creative Data + 7 more awards | HAPPINESS BRUSSELS, AN FCB ALLIANCE, Brussels

‘How many meters are you driving blind?’. BlindMeters.com, a first-of-its-kind platform that gives everybody concrete insight into how many metres they miss when texting and driving.

BlindMeters.com is geo-located and turns Google Maps into a text editor, allowing you to type on any road. A custom-made font connects to the speed limitation data of the specific road you’re typing on and stretches to the exact number of metres missed. In a completely new way, people were able to see the truly terrifying distance over which they were putting their own, and their passengers’, lives at risk.

‘Black Supermarket’ | GRAND PRIX, Healthcare | GRAND PRIX, Brand Experience & Activation, GRAND PRIX Healthcare + 6 more awards | MARCEL, Paris

Doctors say that good nutrition is the best preventive healthcare. But Europe regulates against products that would be better for the health of consumers: organic varieties. Carrefour decided to change the law by defying it, and launched the Black Supermarket – nationwide in-store installations selling illegal varieties of cereals, vegetables, and fruits. They asked people to join the cause by buying the illegal products in stores and by signing a petition on Change.org.

‘The Animals’ Own Emergency Number’ | GRAND PRIX, Media + 3 more awards | TRY, Oslo

Nine out of ten Norwegians had no idea what number to call if their pet needed urgent help. DNB embarked on an ambitious social responsibility project to ensure that all animals get the protection they deserve and called out to establish the first national emergency number for animals. The petition protocol was handed over to a representative from the Justice Committee and the call for an official three-digit emergency number for animals is as of now under discussion at the Justice Committee.

THEMES & TRENDS

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THEMES & TRENDS

Luxury fashion brands are now harnessing the power of shared experiences, social purpose and community to engage with millennials and Generation Z.

Loyalty and brand affinity in the luxury market are now cultivated by brands embracing inclusivity, diversity and collaboration. The need to engage with the next generation of consumers has forced fashion to rethink its ideals – where ‘exclusive and aspirational’ were once key, ‘authentic, purposeful and community-focused’ are the new purchase drivers.

Winning campaigns saw brands expressing their values and points of view, giving consumers something to identify with. Ultimately, fashion brands that sought to progress social purpose achieved stronger brand positioning and better business results. Purpose prompts purchase.

“What we’ve seen the past year is exciting – work coming out with a provocative and ‘wrong’ way of thinking. It becomes extra effective when a campaign moves around in a place where it’s expected to be about glossiness. Those who succeed have balanced edge and relevance.”

Johan BelloFounder at ACNE

‘Go with the Fake, Diesel’ | GOLD Brand Experience & Activation + 7 more awards | Publicis Italy, Milan

Diesel confronted counterfeit culture with an authentic brand experience that resonated and reinvigorated the brand, re-establishing it as the icon of brave and subversive fashion.

‘Diesel Hate Couture, Diesel’ | GOLD Film Craft + 1 more award | Sizzer Amsterdam

Diesel took a stand against online abuse by casting polarising celebrities and influencers wearing the worst comments they have ever received. Turning hate on its head and overturning fashion conventions, this brought to life the tagline, “The more hate you wear, the less you care”.

‘Save our Species, Lacoste’ | GOLD Brand Experience & Activation + 3 more awards | BETC Paris

Daring to radically change one of the most iconic fashion logos, the Lacoste crocodile made way for ten threatened animals in a collection of limited edition polo shirts corresponding to the number of animals known to exist in the wild.

Fashion: Luxury Breaks Out of the Traditional High Gloss Mould

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Art: Reinvigorating the Classics

Exceptional creative executions are reinventing historical ideas and icons.

In 2018, campaigns connected to the current cultural moment by looking backwards. We saw work revisiting historical artistic and aesthetic traditions – referencing, manipulating or incorporating established masterpieces and styles.

Awarded campaigns made use of visuals or icons from history to achieve an instant understanding with their audience. It’s this moment of recognition that opens up an opportunity for a brand to subvert and celebrate classic art, creating memorable cultural experiences.

“The work this year has been ambitious and focused on craft. Excellent print ads: challenging and refreshing what an old medium could be without feeling old. Feature film: when classic Hollywood film making gets applied to gaming, or when car ads end up in the 90’s …. honouring old masters in a new and unexpected way.”

Johan Bello Founder at ACNE

‘The Lost Typography of Bauhaus’, Adobe | GOLD, PR + + 4 more awards | Abby Priest, Stockholm

Adobe Typekit turned incomplete typographical sketches from the Bauhaus archives into five complete typefaces, giving a new generation of designers and creative professionals the chance to experiment with iconic art that would otherwise have been lost forever.

‘Museum of Romanticism’, IKEA | BRONZE, Outdoor + 1 more award | McCann Spain, Madrid

IKEA challenged and changed brand perceptions by placing furniture in an 18th century living room and challenging visitors to differentiate the new from the antique. By demonstrating that IKEA products can fit in with a historic aesthetic, this experience sparked conversations and increased purchasing consideration.

‘#BODYCANTWAIT’, Handicap International| GOLD + 2 more awards | Herezie, Paris

3D printed prosthetic limbs were fitted onto ancient statues around Paris, including the Venus de Milo, to raise awareness of the lengthy waiting time for prosthetics and directly represent this to the public.

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Product: Storytelling and Problem-solvingBrands are increasingly creating products that solve problems for consumers.

This year, we saw disruptive, non-traditional work reflecting the expanding role played by the creative industry. From motion sickness to global warming, many awarded campaigns showed brands listening, and then speaking, to their customers with new products and innovations that addressed very real problems.

With strong supporting insight at the core of innovative products, these real-world solutions are often a form of strategic storytelling. They represent brand voice in a tangible way, emphasising a true understanding of the needs of the customer.

“In a world of dynamic creative and programmatic, understanding the relevance of the context in its totality is one of the last miles towards a total end-to-end consistent brand experience. Expect more stories that bring the brand’s narrative into a physical world – often coupled with channel hacking or business model hacking.”

Laia Abellán Ponce de León, Executive Strategy Director, DDB Berlin

‘Bordeaux 2050’, AJE | SILVER, Direct + 6 more awards | McCann Paris

The French Association of Journalists for the Environment needed to make global warming more than just another news headline. By using forecasting data and grapes already growing in extreme conditions, the Bordeaux 2050 wine made the consequences of climate change tangible and relatable.

‘Seetroen’, Citroën | SILVER, Outdoor | BETC Paris

Citroën developed glasses that cure motion sickness as a solution for everyday discomfort. This marks an evolution for the brand from sales orientated communication to making use of innovation to enter into a dialogue with consumers and reach a wider audience.

‘Tradesman’s Suncream’, Wickes | BRONZE Healthcare | Iris London

Home improvement brand Wickes wasn’t losing ‘trade’ customers to a competitor, but skin cancer. This was a product solution rooted in a strong insight. the Tradesman’s Suncream positioned the brand from home improvement to health improvement and enabled Wickes to connect with a hard-to-reach audience where previously, conventional marketing had failed.

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Channel Hacking: Innovative Medium ManipulationDisruption has evolved into channel hacking, with brands manipulating and subverting the traditional campaign medium.

To truly infiltrate culture now requires thinking outside of traditional channels. Cleverly utilising new platforms to speak to their audience, awarded work this year subverted the idea of the ‘campaign’ by appearing in totally unexpected places and formats.

Often supported by a creative use of data and audience insight, this trend has led to increased engagement and brand recognition for many of its adopters.

“Our world is accelerating. With more and more channels, more connectivity and more choices, brands need to find ways to fight consumer’s reflex to swipe left on commercial messages. And, for sure, tech-hacking will continue to be a key source for creativity in the incoming years.”

Laia Abellán Ponce de León Executive Strategy Director, DDB Berlin

‘La Forêt – Bet on a Murderer’, France Télévisions – France 3 | GRAND PRIX, Entertainment,GRAND PRIX, Direct + 10 more awards | Publicis Conseil, Paris

In partnership with betting platform Winamax, TV channel France 3 gave viewers the opportunity to literally bet in real time on the identity of the murderer in new crime drama La Forêt. It transformed watching TV from a passive activity into an immersive and interactive shared experience.

‘Football Decoded’, Microsoft | GRAND PRIX OUTDOOR + 7 more awards | McCann London

XBox’s competitor had bought all the marketing rights to the FIFA 18 game, so the brand partnered with Real Madrid to sponsor the digital perimeter boards. Rather than advertising the game, the boards translated the football matches into corresponding commands for FIFA 18 on Xbox, teaching the audience how to play like Real

Madrid. While other brands just perimeter boards as a space for branding, Xbox were not just selling FIFA 18, but making people better at it.

‘The Distress Signal’, Amnesty International | BRONZE Radio & Audio + 3 more awards | Anorak, Oslo

By playing a phone call on loop for nine days on the shutdown FM radio network, this campaign hacked both a medium and a major news story. As Norway’s FM radio network was turned off, Amnesty International made the first emergency ‘distress signal’ broadcast since the second world war. With the attention of the national media, the campaign took this further by making it possible for anyone to boost the signal by simultaneously live streaming the broadcast on social media.

European Creativity Report 2018

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Transcript of European Creativity Report 2018