Facial Coding Cannes Lions

The way to boost ROI of every

video campaign

Where’s the problem?

A very quick history…

Science as beautiful

as the results

Science as beautiful

as the results

Internet filmchosen category

Comprehensive judging

Submission > Shortlist >

Medals > Winners

Since 1956Benchmark for

excellence in creative

36,000 entries92 countries15 categories

Cannes Study

45kpeople

125m+frames

Entered 211

Shortlisted 102

Bronze 47

Gold 49

Silver 49

458videos tested

4weeks

9000+ variablesVolkswagen Force

70

60

50

40

30

20

10

0

1.0

0.8

0.6

0.4

0.2

0

-0.2

-0.4

Sess

ion

s

Time (0.1 sec)

0 50 100 150 200 250 300

Avg, Max, Min

Smoothing settings

% of

Cohorts

Trends EventsCont., Dis

crete

Head gestures

By age

By gender

Strongest variables

Don’t drop the game

Use sadness

early

Make women

happy at the end

Disgust and

recover

Make women

excited at the end Don’t start

with confusion

Time the peaks right

Grow the trend

Make women happy at the end

Female

Male

0:05 0:10 0:15 0:20 0:25 0:30 0:35

Peak in last third (32%) of the video

SHORTLIST

Don’t drop the ball

Happy

0:05 0:10 0:15 0:20 0:25

NOTHING

Avoid falling happiness after

first third ofthe video

Disgust and recover

Disgust and recover

Disgusted

0:10 0:20 0:30 0:40 0:50 1:00 1:10 1:20

The bigger the range of disgust the

better

GOLD

Use sadness early

Sad

0:05 0:10 0:15 0:20 0:25

GOLD

Sadness at the beginning is good

if it resolves in the end

Don’t start with confusion

0:05 0:10 0:15 0:20 0:25

Confused

NOTHING

Don't confuse people in the first third of

the video

Leave women excited at the end

0:05 0:10 0:15 0:20 0:25

Female

Male

BRONZE

The higher the engagement in 70-85% of the

video the better

Grow the trend

0.14

0.13

0.12

0.11

0.10

0.09

0.08

0.0 0.2 0.4 0.6 0.8 1.0

Bronze/SilverGold

Shortlisted

Nothing

Relative time

Happy aggregated trendlines

Steeper slope =

Better outcome

Time the peaks right

GOLDMEDALNOTHINGSHORTLIST

End 0.8

0.7

0.6

0.5

0.4

0.3

Start 0.2

Max Happy

Min Happy

0.8

0.7

0.6

0.5

0.75

0.66

0.63

Can we predict Cannes in future?

YESshortlist with

75% accuracy!

In the future, medals will need more data to get a solid prediction

model

AUC

GOLDMEDALSHORTLIST

Don’t drop the ball

Use sadness

early

Make women

happy at the end

Disgust and

recover

Make women

excited at the end Don’t start

with confusion

Time the peaks right

Grow the trend

How to use it in everyday marketing?

AttractionHook in 8 seconds

RetentionKeep the audience

ImpactKahneman’s Peak-End

EngagementConnect via emotions

EmotionAll®

How to use it in everyday marketing?

Volkswagen - The Force has

excellent overall performance.

Better than 92% of ads

EmotionAll® Score

Volkswagen – The Force

Short trailers or long episodes?

Which videos to invest in?

Which videos to invest in?

Consumers love emotional content

Impact Model