P&G, Tinder, Abbott Healthcare back Leo Burnett and BBH India at Cannes Lions 2018

P&G, Tinder, and Abbott Healthcare are betting on Whisper’s Sit Improper and Tinder’s ‘Start Something Epic’ and Abbott Healthcare’s brand campaign

e4m by Venkata Susmita Biswas
Updated: Jun 8, 2018 9:03 AM

At least four Publicis Groupe agency campaigns are being backed by clients for the upcoming Cannes Lions. Well-placed sources confirm that two campaigns for P&G including Whisper’s Sit Improper and Tinder’s ‘Start Something Epic’ and Abbott Healthcare’s ‘Unlimited Possibilities. Unstoppable You’ have been entered to Cannes Lions 2018.

Clients are generously footing the bill on behalf of the agencies as there is a moratorium on Publicis Groupe agencies participating in the award festival this year.

According to a reliable source, Marc Pritchard, Chief Marketing Officer, Procter&Gamble, has chosen ten campaigns globally for which P&G will pick up the tab. Two of the ten are from India; Sit Improper for Whisper being one of the two.

While sources could not confirm the name of the second campaign Pritchard has chosen, chances are high that P&G’s latest film 'Choose for Change' for its flagship CSR programme Shiksha is the other lucky campaign headed to Cannes this year.

P&G is not the only one backing Leo Burnett this year. Recently, The Viral Fever and production house 10 Films nominated Leo Burnett’s Sit Improper campaign to an Indian advertising award festival.

Start Something Epic by BBH India was entered to the same recently concluded advertising awards festival by Tinder and the client is once again investing in the campaign for the coveted Cannes Lions. The second instalment of Abbott Healthcare brand campaign “Life to the fullest” by BBH India is also being supported by the client.

During Cannes Lions 2017 Publicis Groupe announced that agencies will take a one year sabbatical from participating in industry award festivals. CEO Arthur Sadoun said that the funds set aside for award festivals would be redirected towards building the AI-driven assistant platform - Marcel. Built by Microsoft, Marcel was launched on May 24. The platform is currently in a beta testing phase and is accessible to 1000 chosen Publicis Groupe employees. It will be rolled out to all 80,000+ employees in 2019.

Publicis is known to submit the third-largest number of entries at Cannes Lions, shelling out around $2 million for the submissions. Following an uproar about the cost of participating in and attending Cannes Lions, the organisers revised entry fees and reduced the cost barriers. Fee per entry now rages between 525-765 euros depending on the entry date. A single campaign can be entered into a maximum of six different categories.

Two campaigns by Leo Burnett and L&K Saatchi&Saatchi were big winners at Cannes Lions 2017. Since the agencies could no longer participate in award festivals the clients Hindustan Petroleum Corporation Limited and Ammada Trust backed the Roads that Honk and #GiveHer5 campaigns respectively to Spikes Asia and D&AD Impact awards in 2017.

The Campaigns:

Whisper Sit Improper


Tinder Start Something Epic


Abbott Healthcare

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