4. An excessive amount of like the actual factor
Someway, digital Cannes captured the annoyances and excesses of the actual factor, full with off-the-main-drag pop-up trade aspect conferences and panels—and media requests for one-on-one interviews “throughout” Cannes. It’s slightly powerful to determine why these items can’t be unfold out over extra weeks when there’s no excuse about the entire trade coming collectively in particular person for every week. Sufficient to make you need to drink your self foolish on Rose whereas sitting by your laptop computer.
5. The pandemic didn’t take over
Regardless of some concern that pandemic-focused work would dominate, the winners checklist seems very like another 12 months. Dove’s “Braveness Is Lovely” marketing campaign did take the Grand Prix in Print and Publishing and Business Craft, however pre-pandemic mainstays like Burger King’s “Moldy Whopper” and Nike’s “Dream Loopy” nonetheless resonated with judges even after what seems like a lifetime since they debuted. Wanting on the outcomes, the world’s greatest issues look like local weather change, racial justice and gender points, not well being care. Among the many Sustainable Improvement Objectives entries, 80% had nothing to do with the pandemic, in line with Jury President Eduardo Maruri, VP International Inventive Board and President/CEO Europe at Gray Worldwide.
6. However the pandemic mattered
However, pandemic-related work did seize the juries’ hearts. Dove was in a position to underscore the facility of and evolution of its long-running “Actual Magnificence” platform with “Braveness Is Lovely.” The trouble put healthcare staff at middle stage and earned a Grand Prix in each Out of doors and Business Craft. On the ultimate day of the pageant, Nike’s “You Can’t Cease Us” advert, which confirmed athletes and on a regular basis of us’ persistence within the face of 2020’s hurdles, earned the highest prize in movie, whereas the Inventive eCommerce Grand Prix winners, Anheuser-Bush InBev’s “Tienda Circa” and LinkedIn’s “Elevating Profiles,” aimed to assist small enterprise distributors struggling throughout COVID.
7. We’ve misplaced our funnybone
Requested about this 12 months’s winners, Asan Aslam, Fig’s govt artistic director, mentioned ”I have never seen something humorous but. I believe the trade must convey humorous again quickly.” Among the many pageant’s Grand Prix winners, the one comedic honorees had been in Inventive Technique, which went to Cheetos’ Tremendous Bowl advert starring MC Hammer from Goodby Silverstein & Companions, and in Leisure for Music, which honored Lil Nas X’s “Outdated City Street” video directed by Prettybird’s Calmatic.
8. Google bought its beachhead anyway
There was no Google Seashore, but Google nonetheless managed to steal the present by asserting an almost two-year delay to its plan to cease supporting cookies in Chrome and unleash its FLoCs on the world.
9. There’s nothing sexier than sanitary safety
Swedish-based Essity received an incredible 4 Grand Prix, together with probably the most coveted Titanium, for a marketing campaign behind its Libresse sanitary safety model. The AMV BBDO #WombPainStories work really had little to do with the merchandise and far to do with the ache ladies undergo from endometriosis. It was the most effective displaying for the product class, although, since equally non-product-focused work from Procter & Gamble’s All the time in 2015 received a PR Grand Prix for standing up in opposition to the condescension of the phrase “Like a Woman” and a Glass Lion for taking up taboos about menstruation in India.
10. Hacking continues to be in vogue
Burger King has received a number of Lions for its concepts that “hack” the system. Up to now, the fast service restaurant picked up Grand Prix for campaigns corresponding to “Whopper Sacrifice” and “Google Residence of the Whopper” for cleverly getting its model onto platforms like Fb and Google Residence, respectively. This 12 months, its “Stevenage Problem,” from David Madrid and David Miami, was one of many large winners of Cannes, taking residence three Grand Prix in Social, Influencer, Direct and Model Expertise and Activation, for hacking into videogame FIFA20 by sponsoring a low-level soccer group. It’s a method that appears to proceed to please Cannes Lions judges. This 12 months, Reddit took a web page out of Burger King’s playbook and ended up successful a Social, Influencer Grand Prix alongside Burger King for hacking into the Tremendous Bowl with a 15-second spot.
11. Chitown is rising
The Metropolis of Chicago was a big-time winner at Cannes, strolling away with 15 Lions, most of them for its “Board of Change” marketing campaign which received a Media Grand Prix and a Titanium Lion. The trouble from FCB Chicago upcycled previous billboards that had appeared on town’s streets throughout social justice protests, reworking them into hanging voting cubicles. The company’s former chief, Michael Fassnacht, now serves as Chicago’s chief advertising and marketing officer. However Chicago’s artistic surge for professional bono work is just not restricted to FCB. Town in October final 12 months started encouraging all native retailers to pitch in with its “By Chicago. For Chicago” effort, which features a dedication by artistic companies to dedicate one p.c of all hours labored in direction of non-profit, social and cultural organizations and metropolis companies.
12. Good guidelines
Over time, Cannes jury members have more and more favored work that goes past the mere promote. The vast majority of the large winners had been function pushed, regardless that they weren’t hooked up to classes that inherently required them to be so. A part of the purpose of massive winner “#WombPainStories” was to assist higher articulate ladies’s experiences of endometriosis with a view to assist them get identified extra shortly. FCB company Area23’s “Sickbeats” marketing campaign earned double Grand Prix in Pharma and Radio/Audio for its progressive music vest that provided a extra pleasing type of remedy for cystic fibrosis sufferers; the Innovation Grand Prix went to Unilever’s “Diploma Inclusive,” an accessible deodorant, and each Inventive and eCommerce Grand Prix, which went to ABInbev’s “Tienda Cerca” and LinkedIn’s “Elevating Profiles,” had good baked in.
13. Jim Stengel can rock a blazer
Former P&G exec Jim Stengel took it upon himself to pay tribute to a former enterprise rival, Keith Weed, the retired Unilever exec recognized for his daring style in blazers. For his CMO Accelerator interview with Weed, Sengel turned out in full-on purple paisley.
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