This document summarizes key takeaways from the 2015 Cannes Lions International Festival of Creativity. It discusses how cognitive neuroscience can be applied in advertising to make messages memorable by turning them into distinct memories encoded in the appropriate part of the brain. Brands must have a distinctive identity wrapped in an emotional story that creates meaningful connections. Data should be used creatively to target ads effectively. Brands need to focus on experiences rather than being rational and listen to audiences have conversations.

2. TAKE-AWAYS
CANNES LIONS 2015
international festival of creativity

3. Neuroscience isn’t the key, cognitive neuroscience is
mechanisms,
remembering things,
making decisions

4. EMOTION > RATIONALITYA lot of advertising is made in a very rational way,
while shopping behaviour is affected more by emotion than rationality.
Even though customers think they’re acting rational.

8. COGNITIVE NEUROSCIENCE IN ADVERTISING, HOW?
1. turn message into memories
• instead of just being seen, they stick into the brain.
• things are defined not by their sameness, but by their quirks, their uniqueness and their visual distinctiveness.
2. encode in the appropriate part of the brain
• wrong part is no behavior change
• care more about your customer (people don’t know how they behave, they think what they think)
3. tell a relevant story, and do it well
• don’t tell the story in a rational way, but do this emotional through an memorable failure experience

11. 1. your identity must be distinctive & quirky
2. wrap the brand in a story
3. the story must create a meaning

12. BRAND FAILURE

14. The culture of a country is reflected by its advertising.
In Japan we see 2 cultures:
Zen (simple, quiet) and Anime (energetic, chaos).

15. tradi&on)
dignity)
s&ll)
science)
innova&on)
pop)
mo&on)
emo&on)
ZEN)
ANIM
E)
Zen meets Anime

16. When they meet, you get unexpected things.
> 4 types of meetings between Zen and Anime.

17. TRADITION + INNOVATION
“tradition is a succession of innovations”
1 example: hibiki glass

18. DIGNITY + POP
“finding the perfect mismatch”
2 example: wet suits

19. STILL + MOTION
“motion unleashes new senses”
3 example: six lyrics speaker

20. SCIENCE + EMOTION
“humanisation”
4 example: eye play the piano

21. TRADITION IS
A SUCCESSION
OF INNOVATIONS

24. Data is more important than ever.
Use it in a creative and effective way.
example: Trident gum - designed clothes as a shield
that blocks smartphone signals = digital detox

25. example: AFL alert shirt - sensory experience of a football game
Data is more important than ever.
Use it in a creative and effective way.

26. past:
consumers consuming content
now:
creator curator in a world of distraction
challenge:
How can you customize to easily share things?

27. THERE ARE NO PASSENGERS ON SPACESHIP EARTH.
WE ARE ALL CREW.
- MARSHALL MCLUHAN

28. content
content
ads
People love brand(stories), but hate ads.
ads

30. MARKETING FOLLOWS
AUDIENCE BEHAVIOUR
same shit, different sync

31. 75%turns to peers
to push them towards or away
from a purchase

32. SMARTPHONES
always on
always there
always online

34. SHARES > LIKES & COMMENTS

35. NATIVE ADVERTISING
(we used to call this ‘advertorials’)
scale + depth
reach with ads
context / interaction with content

36. MOMENTS
„highly targeted contextual ads”

37. EXPERIMENTING
will lead towards
‘the right ad, to the right person
on the right time at the right place’
‘failing means you’re a pioneer
it is falling forward instead of backward’

38. Things to think about as creatives/marketers/brands …
according to David Shing – AOL:
• phone therapy
• desktop dining
• hot green
• garbage reborn
• time travel
• manufactured nostalgia

40. BRANDS NEED TO BE AN EXPERIENCE
emotional not rational

41. BRANDS NEED TO BE AN EXPERIENCE
from a me generation to a we generation

42. TO BE PART OF THE MARKET,
YOU HAVE TO USE DATA EFFECTIVELY.
e.g. public transport with realtime data

43. 3 OUT OF 5 PEOPLE
FEEL THAT MARKETING ISN’T LISTENING

44. STOP TALKING TO PEOPLE,
LET THEM TALK TO EACH OTHER
= experience of other people

45. TO GAIN PEOPLE’S TRUST:
CREATE MOVEMENTS, NOT CAMPAIGNS

46. ‘FROM COOKING IS FOR GIRLS
TO COOKING GETS YOU GIRLS’
- JAMIE OLIVER

47. EVERYDAY IS A CONVERSATION
CREATE AMAZING CONTENT
TURN MISTAKES INTO R&D

48. SMARTPHONES ARE SWISS ARMY KNIFES

49. SMARTPHONES ARE ENABLERS FOR
CONNECTION
SOCIAL
EDUCATION
BETTER LIFE
PROGRESS

52. OUR FAVORITES
FROM CANNES LIONS
meet the Brandhome lions

53. ELISE DEMUYNCK
BRITISH AIRWAYS
My favourite (and from a lot of speakers too) is
the interactive billboard ad from British Airways.
It combines emotion with technology in a innovative
and exciting way. It perfectly grabs the magic and
emotion of flying!

54. THE PRICE OF CLEAN WATER
Clean water is the most common resource on
planet earth. At the same time, it’s the most
precious one. People in the Western world use it,
spill it so extensively because it has a certain
'non value’. But what will happen when the
price tag of a bottle of water is removed?
See for yourself and be amazed! Water is more
valuable than the price tag points out. Clean
water is precious and should be cherished.
DAVID DEFRYN
COCA COLA COMPANY

55. I like the reversed thinking of this one. The idea
behind the campaign is only targeting the necessary
audience. It's not finger pointing anyone but it gets
the message to the right people. The conclusion that
guns mean more danger than they mean safety
comes from the audience itself, and not from a
third moral crusading party.
SÉBASTIEN GERNAY
STATES UNITED TO PREVENT GUN VIOLENCE

56. JEF PELKMANS
INTERMARCHÉ
Intermarché has introduced multiple concepts that prove to engage people around their products in a new
and compelling way. Fruit and vegetables are put in a new daylight by dealing with topics that really matter
to people and society. Repositioning the competition by showing new ways of working with their products.
This brand knows to nail campaigns because they are both building their image and activating their target
audience.

57. NIEK DORMANS
VOLVO
In this campaign Volvo introduces Lifepaint, to
tackle the problem of bicycle accidents in big
cities like in this case London. By designing a
glow in-the-dark spray for cyclists clothes
became ambient media and they started a global
discussion on road safety involving both cyclists
and car drivers.

58. ALEC VAN NOTEN
AMNESTY INTERNATIONAL
This campaign for Amnesty International uses the 5
seconds people have before they can skip a
YouTube ad in a clever way. Various actions that we
consider to be every day ordinary are highlighted
in a clever way. In some countries these are
considered illegal and obscene acts, which are
punishable by force and in some cases even death.

59. PIETER VAN DEN KEYBUS
PROCTER & GAMBLE
The detergent brand Ariel started a public debate in
India about household gender roles by questioning
laundry as a solely female task.
Empowering women nationwide to question these
responsibilities and demand more male household
incentive.
The 'Share the load' campaign was pushed through an
array of channels, reached millions of Indian families
and created a shift in the mindset of men across India.

60. ERIK SAELENS
ALWAYS
The inability to express oneself is an extreme form
of briefing. If there are no words for what you want
to tell, how can you say the words?
What if there words would be vital to ensure that
one gets medical support at the right moment in
time? A beautiful example of the true magic of
communication. Check this out!