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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) ©

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 ...



  • Article image How good businesses can change the world

    In his 2015 book Gamechangers, innovation expert Peter Fisk provides 100 case studies of businesses that have won the game, changed the game or even invented their own games via new strategies and innovations – from global giants to small start-ups. So what makes a game changer?

  • Article image Can shame save the world?

    Public shaming is back on the agenda. From fears of being photographed eating on the tube, to apps that erase pics from the night before – the spectre of public criticism looms large. Has social media revived this age-old mechanism of control? Or can shame be a force for positive change? 

  • Article image A sector snapshot of citizenship

    What is radical transparency? Has giving become fashionable? How are social networks changing how we care? And how should brands talk about values?

  • Article image Volvo LifePaint: keeping cyclists as safe as drivers

    Volvo's brand is synonymous with safety – it's even responsible for the invention of the seat belt. Now, the automaker hopes to show that even if you're not in a Volvo, it's got your safety in mind. LifePaint is a reflective spray to make cyclists more visible, but what do they think to this low tech solution?

  • This Girl Can encourages UK women to exercise This Girl Can encourages UK women to exercise

    The UK ranks in the top five most overweight countries worldwide, with 66% of people either overweight. Of that number, 29% of girls aged 5 to 18 are overweight, and 8% obese. A Sports England TV ad is encouraging women who are uncomfortable with their figure to get into exercise.

  • Article image Why we want our values to be visible

    From Just Giving Facebook updates to wearing H&M’s Conscious Collection, public displays of philanthropy have become a symbol of status. But does it really matter that these new do-gooders are motivated only by people seeing them do good if the outcome is still positive?

  • Article image What makes a Grand Prix winner?

    Cannes Lions Grand Prix winners’ creative genius is undisputed. Some stretch tech boundaries; others address tough issues. Post-recession blow-outs, an appetite for risk and a desire to make a difference are major themes for 2014's winners. But what human truths underpin them?

  • Article image The new age of armchair philanthropy

    People are willing to show support for social causes – provided they don't have to do much - and brands are finding new ways to tap into the strength of the herd. By re-engineering menial actions – from buying body lotion to having sex – there are ways to reward everyone.