Cannes Lions 2017: Some celebrated campaigns
Here are some Grand Prix-winning campaigns that the world raved about
1. The Refugee Nation
Winner of Grand Prix for Good, the Refugee Nation campaign by Ogilvy New York for Amnesty International gained worldwide recognition for driving attention to the sufferings of millions of refugees around the world. The campaign was created in honour of 10 refugee participants in the 2016 Olympics who could claim affiliation to no country. Ogilvy worked with refugee artists and musicians to create a flag that would represent those who fled warzones and lived in foreign lands.
2. Boost Your Voice
The Boost Your Voice campaign by 180 LA for Boost Mobile was conceptualized with the objective of giving the voices of the minority communities a platform during the 2016 US Prudential election race. The campaign was awarded the Grand Prix in the Promo and Activation category, and Gold in the Outdoor category. The campaign was recognized for its work in turning Boost mobile stores in low income areas into polling stations.
3. We’re the Superhumans
Channel 4’s “We’re the Superhumans” was awarded the Grand Prix in the Film category for its work in celebrating diversity at the 2016 Rio Paralympics. Conceptualized and created by Channel 4’s in-house team 4Creative, the film celebrates the accomplishments of various Paralympians, and features a band of disabled musicians called “The Superhumans Band” that echo its positive “Yes I Can” catchphrase.
4. Meet Graham
This campaign, conceptualised by Clemenger BBDO Melbourne, was awarded a Grand Prix and also a Gold, three Silvers and a Bronze in the Health and Wellness Category of the Cannes Lions Health Festival. The campaign was recognized for putting the spotlight on road safety by depicting the way a human might look if the body were designed to withstand the force of a car crash. As the only “human” created to withstand road accident trauma, Graham is meant to drive awareness among people about their own vulnerability to motor accidents.
5. Immunity Charm
The Immunity Charm campaign created by McCann Worldgroup India took home the Grand Prix for Good in the Cannes Lions Health category, while also bagging the most awards ever in the same category with four Gold, four Silver and one Bronze Lions. The campaign received high praise from the Cannes jurors for leveraging the Afghan tradition of talismanic bracelets to improve the country’s abysmal immunization rate, thereby reducing infant mortality.
6. The Van Gogh Bedroom
The Van Gogh Bedroom Campaign for the Art Institute of Chicago was conceptualized and created by Leo Burnett Chicago, winning a Grand Prix in the Creative Effectiveness category. This unique initiative gave people the chance to rent a reconstructed 3D reproduction of Vincent van Gogh’s bedroom for a night, via Airbnb, and helped the institute drive huge visitor gains. The effort was also lauded for creatively introducing a younger audience to the Art Institute.
7. Burger King Google Home Hack
Burger King’s “Google Home for the Whopper” hack won the Grand Prix in Direct. The campaign by David Miami debuted in April with 15-second spots that featured the phrase, “Okay, Google, what is the Whopper burger?” Any Google Home device within earshot, upon hearing the prompt, told listeners about the fast-food chain’s burger. Soon after the ad aired, Google disabled it, but Burger King and David went on to release modified versions of the ad that would prompt the device once again.
8. Twitter Hashtag
Twitter’s Hashtag campaign, meant to showcase the platform’s ability to provide a forum for political debate, was awarded the Grand Prix in the Outdoor category (along with the Fearless Girl campaign). The ads, created by Twitter San Francisco, simply use visual hashtags along with images of political figures such as Donald Trump, Hilary Clinton and Vladimir Putin. It also features ads on various divisive issues such as gun control, gay rights, marijuana, etc.
(Compiled by Simran Sabherwal)
THE BIG WINNERS
Network of the Year - BBDO Worldwide
(Ogilvy & Mather 2 nd and McCann Worldgroup 3 rd )
Agency of the Year - Clemenger BBDO Melbourne
(AlmapBBDO, Sao Paulo 2 nd and McCann New York 3 rd )
Independent Agency of the Year - Droga5, New York
Holding Company of the Year – WPP
(Omnicom 2 nd and Interpublic Group 3 rd )
Lion of St. Mark - David Droga
Creative Marketer of the Year - Burger King
Grand Prix for Good - The Refugee Nation by Ogilvy New York for Amnesty International
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