The 2018 Cannes Lions International Festival of Creativity featured numerous campaigns from brands looking to prove that creativity can be a force for positive change in the world. But what can we learn about the behaviours that underpin their messages? We explore the key behavioural insights behind eight of the festivals biggest winners and understand why they resonated so well with audiences.
Every six months, the sharpest minds at Canvas8 discern the four behaviours we’ve seen that are impacting how we’re interacting with friends, family, and brands – from trolling, to challenger social media platforms. This time around we explore why phone calls and snail mail still get a lot of love, discover how social media users are taking greater control of their platforms, look at the ways brands are taking on the trolls, and explain why people want to see the whole story rather than just one angle.
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Blurred lines
FIFA 18 inspires real-life trick shot
People are extending the worlds of their passions by blurring the lines between online and offline – and the launch commercial for FIFA 18 tapped into this exactly behaviour. What started as hype over the ‘El Tornado’ trick shot in the virtual world soon evolved into countless offline attempts to replicate the move, including one from Cristiano Ronaldo himself.
Deeper narratives
Montefiore Hospital pulls at people’s heartstrings
Although most people support organ donation, few are actually on a donor register. In a bid to effect real change, Montefiore Hospital created a 43-minute film, Corazón, that not only helped to increase awareness of the issue, but also made it easier for people to sign up.
Tackling taboos
Project 84 sparks conversation about difficult topics
With over half of young Britons too embarrassed to talk about mental illness, the Campaign Against Living Miserably launched Project 84 – an installation of sculptures atop the ITV Tower in London. The attention-grabbing campaign aimed to drive conversation around mental health in the hope of diminishing the rate of male suicides.
Policy pushers
Trash Isles effects real political change
Countless campaigns implore people to change their ways for the good of the planet, but the Plastic Oceans Foundation and LADbible took it one step further. They launched The Trash Isles – the world’s first nation made entirely of trash. In doing so, they caught the attention of policymakers, propelling the issue of plastic waste on to the global agenda.
Logo love
Lacoste harnesses the power of the logo to save the planet
In a bid to highlight the threat of extinction, Lacoste replaced the iconic logo on its polo shirts with images of endangered species as part of the Save Our Species campaign. By tapping into people’s desire to buy into brands that reflect their own values, the limited-edition line sold out in 24 hours.
Honest apologies
KFC’s creative apology won back people’s hearts
When KFC ran out of chicken in February 2018, it was forced to temporarily close hundreds of stores across the UK. While the crisis caused outrage among fans, the chain’s apology won their hearts back. The ‘FCK’ campaign trod a fine line between sincerity and humour, which demonstrated that the brand cared about the problem just as much as its customers did.
Timely tech
The Times proves the power of AI in delivering creativity
In partnership with Rothco, The Times recreated JFK’s Dallas Trade Speech with the help of AI technology and advanced sound engineering. By bringing the 22-minute address the life, the campaign helped position AI tech as a tool for creative endeavour, rather than something to be feared.
Modern museums
Comedy Central wins over America by poking fun at Trump’s tweets
The Daily Show tapped into people’s love of satirical content during times of hardship with the Donald J. Trump Presidential Twitter Library. The pop-up showcased the President’s somewhat controversial tweets and transformed the museum experience into something that’s both relatable and timely.
See the full breakdown of the top winners at Cannes Lions 2018 here.
Hannah Elderfield is a Senior Behavioural Analyst at Canvas8,which specialises in behavioural insights and consumer research. She has worked with global clients including Facebook, BelVita, Wagamama, the UK Government, the FCO and Superbrands. Outside of work, she loves indulging in bottomless brunches, watching trashy TV shows, and walking her golden retriever Baloo.
