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  • A rundown of underlying themes from the best campaigns of the past year
  • A rundown of underlying themes from the best campaigns of the past year
    Sport England (2015) ©
REPORT

Cannes Lions 2015: changing the world for the better

What were the underlying themes at Cannes Lions 2015? From encouraging people to improve themselves through the power of shame to enabling people to improve the world through digital channels, many of this year's winners set out to encourage positive behaviour change.

Location Global

Every year the Cannes Lions International Festival of Creativity brings together the great, the good and the gaudy to recognise the creative outputs of the advertising and communications industry. Now that the shouting has died down, and the last champagne cork has been popped, we wanted to offer a different perspective and examine the winners through our own unique lens – behavioural insight.

What attitudes did the campaigns align with? Which cultural shifts did they acknowledge? How did the winners resonate with the mindsets of modern consumers? This year there was a clear theme that connected the best campaigns ...

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