GlobalCreativityReport The leading global resource for benchmarking creativity and effectivenessBy Cannes Lions with Key Trends & Commentary by WARCA MESSAGE FROM CANNES LIONSCreativity is Community Creativity is a unifying force that brings communities together. We see this clearly at Cannes Lions. In 2019 a diverse collective of dedicated experts converged in Cannes to immerse themselves in a rich spread of increasingly diverse creative ideas, and business solutions, from around the globe. Our jurors awarded the very best work and set the creative and effective benchmark for the global industry, from Craft to eCommerce, Sport to Strategy. Id like to take this opportunity to thank our juries on behalf of every single person who entered. The published results in this years rankings are based entirely on the performance at the Festival. In 2019 weve collaborated with our partners at WARC to bring you more in-depth commentary, richer insights and an overview of the key trends and themes that dominated the discussion inside the jury rooms and will go on to help us all navigate the year ahead. Our analysis, tracked over a significant time period, shows us that the winning work has 26% more people credited than non-winning work. This intelligence tells us that diversity, increased collaboration and a collision of specialisms is driving many of the best performing ideas. Additionally, we found that work that is powered by a long-term collaboration has an award win rate thats twice the average. Further proof that when we come together, collaborate and forge strong relationships - extraordinary things happen.Creativity is Potential Over 2000 brands participate in our wider initiatives throughout the year and over 100 brands brought speakers to the Festival stages. Thats a 15% increase from 2018 and nearly a 50% increase from 2017 so the case for creativity is alive and well. Brands come to Cannes Lions because they recognise that greater commercial success is gained when youre able to unlock creative potential and produce Lion-winning work.Burger King picked up the inaugural Creative Brand of the Year Award, based on their performance and Lion wins in 2019. A huge achievement considering that when Fernando Machado became Global CMO in 2014, Burger King had won just 1 Lion. Fast forward to 2019 and Burger King has tallied a total of 40 Lions. Its no coincidence then, that the company is also experiencing a commercial all-time high. When you dig into the detail it becomes clear that commercial success and Lion winning work are simultaneously celebrated when the right tools, structure and culture are introduced - and the results found in this report demonstrate that unlocking creative potential has never been more business critical. Creativity is Curiosity I recently came across the agency strapline Never Finished. For this particular agency Never Finished is about curiosity, limitless possibility and always asking what can we do better?. Its the same for those who say that winning a Lion isnt the end.its just the beginning. They view the Lion as a symbol of recognition, but also as a green light - permission to push something further and raise the bar. Its a common characteristic found in Lion winners. For example, McDonalds won the Creative Marketer of the Year Award a few years ago. After collecting the award, the former CMO didnt immediately lead his team off to celebrate. Instead, he sat them down and asked, So what are we going to do next?, keen to set the next rung of the ladder.Congratulations to everyone who was shortlisted or won a Lion in 2019. As you may know, only 3% of all the entered work wins a Lion - so its no easy ride. This report is for the creative collaborators, for those who believe in the creative potential of their team and for those who are brave and curious enough to ask the question. what next? Simon CookManaging DirectorCannes Lions. Curated.We bring the best of the festival to you, with tours of the work led by jury presidents, private Q&A sessions with Main Stage speakers, immersive festival expereinces and tailored sessions featuring high pronulle industry expertsnullUnlock the power of creativity with a bespoke festival learning experience created just for your team, with Cannes Lions Curated.FOR MORE INFORMATION EMAIL canneslionscuratedcanneslionsThe Communication Track featuring The Titanium LionsThe Communication Track featuring The Print & Publishing LionsThe Craft Track featuring The Film Craft LionsThe Entertainment Track featuring The Entertainment Lions for MusicThe Experience Track featuring The Creative eCommerce LionsThe Good Track featuring The Glass LionsThe Health Track featuring The Pharma LionsThe Impact Track featuring The Creative Effectiveness LionsThe Innovation Track featuring The Innovation LionsThe Reach Track featuring The Creative Strategy Lions581421252832343841CONTENTS Key Trends & CommentaryThe RankingsThe Grands PrixAppendicesSpecials AwardsBrandsPeopleRegional45596667Grand Prix per LionAppendicesCalculationsKey Dates, Contact & Services758912 41395Global Creativity Report 2019A Spotlight on The Communication Track featuring The Titanium Lions1. Creativity for good Of the winners, all but the Grand Prix were campaigns designed to bring about good, indicating that the trend for brand purpose isnt going away anytime soon. Collectively, this years winners tackled issues around gender equality, body image, disability, racism and freedom of the press. A SPOLIGHT ON TITANIUM LIONS:IDEAS THAT PUSH THE BOUNDARIES2. Brands breaking the rules GSjoenell notes how at the heart of this years winners was some kind of hack. FCB New York hacked branches of McDonalds to turn them into Burger King stores, McCann New York hacked gaming controllers, DDB Berlin hacked the systems censoring journalism and VMLY&R Poland hacked a porn mag to transform it into a message for gender equality. “Breaking the rules and going around the system is clearly something that is happening,” says Sjoenell. “I believe that is why we should be so grateful for creativity whenever there is oppression in the world, creativity finds a way round it.” 3. Innovation through collaboration “I was surprised and delighted to see so much collaboration,” says Sjoenell. For example, the Last Ever Issue couldnt have happened if Gazeta.pl, Mastercard and BNP Paribas hadnt joined forces to buy the magazine. Similarly, DDB Berlin worked alongside musicians from five repressed countries to create songs that contained censored articles in the lyrics. “Lets not allow isolated agencies, clients or ideas,” says Sjoenell. “Brands collaborating, thats what we need. Lets gang up for greatness.”The Titanium Lions celebrate provocative, game-changing and envy-inspiring work that marks a new direction for the industry. “Titanium Lions winners change our world as communicators,” says Pelle Sjoenell, Jury member and Worldwide Chief Creative Officer at BBH. “Its about where the future is going and the things that no one thought of before that are going to lead the way in terms of what we do for brands.”Titanium Lions winners change our world6Global Creativity Report 2019In-depthBy 2020, mobile food ordering will have become a $38 billion dollar industry. With this in mind, Burger King wanted to boost downloads of its mobile app, especially considering it was lagging behind its competitors. “We know how busy everyone is,” Gabriel Schmitt, ECD at FCB New York explained in Behind the Winning Ideas, WARCs daily show on Cannes Lions TV. “The more we can facilitate peoples lives and make sure they can get whatever they want as fast as they want, the better.”The goal was not about driving sales. “Success for us was never selling more burgers,” said Schmitt. “The point was how many people we can bring to the app.”Burger King had already launched promotional offers within the app, but it needed to do more. “We needed something with fire power,” says Laszlo Szloboda, Associate Creative Director at FCB New York. Their idea was to invite customers to order a Whopper burger for just 1-cent but only while they were at a McDonalds. When users were within 600 ft. of a McDonalds, the Burger King app unlocked the promotion. Once the order was placed, the app then navigated them to the nearest Burger King where they could pick up their burger. After years of rivalry, customers could now participate in the fast food giants long running game of one-upmanship and Burger King was able to leverage McDonalds popularity and size against it. The brand used geo-fencing technology to create the functionality. Considering that there are 14,000 branches of McDonalds across the US (double the number of Burger King stores), this was no mean feat. “This was the biggest challenge,” explains Alex Sprouse, Associate Creative Director at FCB New York. “We had a whole team of people working behind the scenes to make it work.” Their efforts paid off, as the promotion caused the app to rocket from #626 to #1 in the download chart. The app was downloaded 1.5 million times, growing Burger Kings mobile customer base by 33%. And while sales was never the main objective, mobile sales tripled during the promotion and Burger King registered the highest number of store visits in four years. “This is a lesson in never underestimating the power of fun in an idea,” says Sprouse. “Inviting people to pull a prank on McDonalds and be part of a brand rivalry thats been building up for years made it so engaging”.BEHIND THE GRAND PRIX: THE WHOPPER DETOUR Enabling customers to prank your biggest rivalAt a Glance A one-cent burger you can only order while at McDonaldsThe Idea To drive mobile downloads with a fun and audacious offer Lessons Combining a promotional offer with a fun experience can maximise engagement Invite customers to participate in your idea. Let them be part of your message There are untapped creative opportunities in geolocationA Spotlight on The Communication Track featuring The Titanium Lions7Global Creativity Report 2019Titanium Winners Changing the Game, McCann New York, USA A Microsoft gaming controller designed for people with limited mobility See winner at the Work The Last Ever Issue, VMLY&R Poland, Warsaw, PolandThe final edition of a porn mag redesigned to empower women, before Polish newspaper Gazeta.pl shut it down 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 Viva La Vulva, Essity A film for Libresse celebrating the diversity and beauty of vaginas See winner at the Work The Uncensored Playlist, DDB Berlin, Germany A campaign that turned censored articles from repressed countries into song lyrics, for Reporters Without Borders See winner at the Work THE TITANIUM LIONS WINNERS What the judges were looking for: Work that indicates where the world is going. What has moved business, brands and innovation? To feel inspired, even envious “Holy fuck what is that shit” was one description of the judges criteria A Spotlight on The Communication Track featuring The Titanium Lions8Global Creativity Report 20191. Brands at your service A number of this years winners performed some kind of public service. “There were multiple themes within this, including global warming, gun control, animal extinction and plastic danger,” says Donaldson. For example, FCB USAs The Gun Violence History Book began with a symbolic printed item but ultimately transcended this to become a movement. Copies of the book, which while detailing gun violence history were thick enough to stop a bullet, were posted to lawmakers and used as an educational tool in schools. Jury members note a shift from brands just talking about causes to actually doing something about them. “This year brands didnt just wave a flag about a subject,” says Print & Publishing Jury member Monique Lopes Lima, Director of Special Projects at Africa, Brazil. “Were seeing a lot of actions and effective solutions. If your brand is not connected with purpose or is not doing anything to help the world today, it wont exist in the next five to 10 years.” While this is evident among Print A SPOLIGHT ON PRINT & PUBLISHING LIONS: THE ENDURING IMPACT OF PRINT& Publishing winners such as The Gun Violence History Book, its a trend that members of the Glass: Lions for Change Jury highlight within their category too.2. Combining print and platforms More print advertising worked hand in hand with other, more modern mediums and platforms to maximise engagement this year. “We saw print inviting you to be part of the story on another platform,” says Lopes Lima. “In these examples, you see the creative in print and then go to another place. It has to be like that, because nowadays we are multi-platform.” For example, the Grand Prix winning campaign from BBDO Dubai used a newspaper to galvanise the public to hit back at politicians on social media. As BBDO Dubais Creative Director behind the campaign, Tres Colacion, tells us, “There is still so much power in print. It doesnt have to be one-way, people can make it theirs.” 3. Keeping tradition alive Among the winners that used print in new ways, there were other more traditional campaigns. “We saw a lot of the good old days,” says Lopes Lima. “Where you get the message as soon as you look at the work.” Brands like Marmite, Coca-Cola and McDonalds all created catchy, yet traditional print work, proving that print isnt dead in any shape or form. Within the Communication Track, the Print & Publishing Lions commend work that demonstrates ingenuity and outstanding craftsmanship in published media. “We were looking for quality work that was true to the mission of the company it represented and took a fresh approach to the material,” says Jury member Suzanne Donaldson, Senior Director Creative Production at Nike, USA. If your brand is not doing anything to help the world today, it wont exist in the next five to ten yearsA Spotlight on The Communication Track featuring The Print & Publishing Lions9Global Creativity Report 2019In-depthWhen Lebanese politicians continued to fail to create a government, they used the press (most of which is owned by political parties) to make excuses and shift the blame away from themselves. Leading Lebanese independent newspaper An-Nahar wanted to do something about the situation. Not only did the newspaper have a history of standing up to inept politicians, but the editor-in-chief Nayla Tuenis father whod previously been editor had been assassinated in 2005 because of the papers determination to publish the truth. “Nayla Tueni didnt want to continue publishing the same excuses anymore,” says Tres Colacion, Creative Director at BBDO Dubai. She also saw a business opportunity. People were so fed up with the political si