Curtains have been drawn on the 63rd edition of Cannes Lions International Festival of Creativity on Saturday after a week-long extravaganza of creativity, accolades, parties and press events. A whopping 26 Grand Prix awards were handed out over the past one week. A number of integrated campaigns, making clever use of digital display, social media and print in engaging ways, took home a slew of awards across categories.
Among the Grand Prix award winning campaigns, some highlighted the power of technology, few resorted to giving a social message, some used innovative ways to garner consumer attention while others helped to push sales and drive traffic.
An increasingly daunting task for the jury of selecting and honouring the best in a category - certain categories like the Entertainment Lions for Music saw two Grand Prix winners emerge. At the same time, one single piece of work has also gone into winning more than one Grand Prix in different categories.
The outdoor apparel and equipment company, REI’s campaign’s #OptOutside which focused on the retailer’s decision to close its doors on Black Friday, won a Grand Prix each in Titanium and Promo & Activation categories. J. Walter Thompson Amsterdam’s campaign 'The Next Rembrandt' picked up 1 Grand Prix each in the Cyber and the Creative Data category. Y&R, NZ Auckland was awarded the Grand Prix in the Media and the Print & Publishing category for the McWhopper campaign.
Few of the work clearly reflected a strong technology undertone, like the winner in the Product Design category. Here Levi's and Google had collaborated to create the newest in wearable technology; it is the first ever smart garment with Jacquard by Google technology woven in.
Work done for charity purposes have also gained attention in the awards show like the Grand Prix for Good won by Breast cancer Charity- MACMA. The campaign titled ‘ManBoobs’, conceptualised by Argentinian agency David Buenos Aires takes on social media censorship of female breasts, by demonstrating how to do a breast self-exam using a man. The film also raised awareness for breast cancer in men.
The Alphabet of Illiteracy campaign, done by FCB Inferno won the Health & Wellness Grand Prix. The campaign was done for Project Literacy, to highlight the important issue that there are 757 million people who cannot read a single sentence. The consequences of illiteracy can go far beyond not being able to read a book – it fuels some of the world’s biggest problems.
Innovative execution for Big Corporates:
Work done for big corporate brands like Philips, Hindustan Unilever and Panasonic were also recognised with a Grand Prix at Cannes this time.
India brought home one Grand Prix this year and once again in the Glass Lions category. GroupM's Mindshare did their campaign titled ‘The 6-Pack Band’, a branded content initiative for Hindustan Unilever’s Brooke Bond Red Label. Both the brand and the agency have earned several accolades for creating India’s first transgender pop band. The band won the award for its impact in battling prejudice and discrimination against the transgender community. So far, the 6 Pack Band has released five music videos, featuring actors Hrithik Roshan, Arjun Kapoor and singer Sonu Nigam, on the Y-Films official YouTube channel.
Philips took this wonderful initiative for their campaign ‘The Breathless Choir’ done by Ogilvy & Mather, Londonwhich won the Pharma Grand Prix. The campaign highlights eighteen strangers who are all living with chronic respiratory problems like COPD, cystic fibrosis and asthma. They have been brought together for a week in New York to work with celebrity choirmaster, to learn how to sing- an ability which they had lost long time back because of their breathing problem.
Panasonic’s campaign ‘Life is Electric’ won the Design Grand Prix this time.The film conceptualised by Dentsu Inc asked a question- "Is it possible to 'see' electricity?" The campaign illustrated the amount of energy contained in a single Panasonic battery -- by showing how much power it would bring to a hamster, cheerleaders' pom poms, a bartender making a cocktail and more.
Humorous tone used for QSR chains:
Campaigns created for QSR chains like KFC and Burger King won a Grand Prix for the innovative manner in which the films were executed to gain consumer attention.
The McWhooper campaign created by Y&R New Zealand for Burger King won a Grand Prix each in the Media and Print & Publishing Lions category. The campaign became viral, with nearly 8.9 billion media impressions, $220 million in earned media and a 40 percent increase in awareness of Peace Day, uplifting all of Burger King's brand attributes.
The campaign ‘The EveryMan’ Meal done by Ogilvy & Mather,Johannesburg for KFC got the Radio Grand Prix. The spot humorously reassured men that they are still manly even if they occasionally do unmanly things.
adam&eveDDB got their Grand Prix in the Film category for British Departmental storeHarvey Nichols’s video with the tagline "Love freebies? Get them legally”. The agency in a span of three years has bagged seven Grand Prix. The brand innovatively used real shoplifter’s video footage to promote their Rewards App.
American sports clothing and accessories company, Under Armour’s this year’s campaign ‘Rule Yourself’ featuring winner of 22-time Olympic winnerMichael Phelps won the Grand Prix in the Film Craft category. The ad mesmerized athletes around the world as they watched the swimmer grind away in solitude.
Campaigns that pushed sales:
Many of these campaigns done for brands had helped in pushing sales and driving more consumers. REI’s ‘Opt Outside’ campaign, when they made a bold statement about shutting down brick-and-mortar stores on the busiest shopping day of the year- Black Friday, actually saw online traffic growth on these days. The campaign won a Grand Prix each in the Titanium and Promo & Activation category.
The animated film titled ‘Justino" done for the Spanish Christmas Lottery won a Grand Prix in the Cyber category. The campaign done by Leo Burnett Madrid had increased the average Christmas lottery spending to an amazing 55 euro per person, while increasing sales for a second year in a row.
New Zealand was facing with the issue of decline in beer consumption. In order to tackle this, DB Export, a brewery in New Zealand created a biofuel made using leftover yeast from brewing beer called "Brewtroleum." The ad conceptualised by Colenso BBDO in Auckland encouraged men to have beer to do a social good. Around 3.3 million beer was sold, the sales increased 10% in the declining market and the brand became New Zealand’s fastest growing beer brand. The campaign bagged the Outdoor Grand Prix.