Setting trends at Cannes 2015

17th June 2015

Forget the Oscars, Cannes Lions 2015 is just around the corner and with it, a lot of expectations. Exceptional work will be awarded, but also, and far more importantly, the new trends that will dictate creativity in the industry for the next year will be set.

Here are some of the trends I have identified going through the predicted winners for this year.

Brands saving the world:
It seems that the formula “technology + data + ideas” is stronger and healthier than ever. More than ever, brands are seizing the opportunity to couple creativity and cutting-edge technologies to serve a higher human purpose, and this year it’s manifested in efforts that make the world a safer place:

It’s all about stories:
Last season was about storytelling and the obvious evolution of this is “true to the heart stories”. It’s not just about telling stories anymore, but about the inspiring, sharable, human truth in them:

Shattering stereotypes:
A big change coming to Cannes this year is the brand new “Glass Lion”, a recognition of the power that marketing has to positively shape culture, and an honor intended to recognize “work that implicitly or explicitly addresses issues of gender inequality or prejudice.”

The plague of screens:
The relentless power of screens in our daily life has not only demanded more content from brands, but it’s also challenged them to be inventive in new ways to connect with consumers. These levels of interactivity are a sign that the screens of the future might be more two-way than one. This is one of my personal favourites. Hold down the “R” key to see the “Other Side”:

Super heroes made human:
This year athletes have no longer been called in as super heroes, but there’s something much deeper happening beneath the surface. Sportsmen are portrayed not as godlike superstars, but rather as human beings with the same feelings and fears as the rest of us:

For the jury this won’t be an easy task. Like last year, this year’s winners will set the creative trends for the work to come.

The surface of creative is changing dramatically; from the golden pill to the truth serum.

DMCG Global Network Offices