While Cannes Lions 2019 is underway, there is much debate about the commercials and campaigns that should bring back the coveted trophies this year.
To remind you of what they face, we go back over the last five years of Cannes and revisit ten of the most memorable Lions winners.
If you're in Cannes this year, do not forget that The Drum hosts a host of exciting events in its legendary pop-up pub, The Drum Arms. You can find out more here .
ANZ Bank – GAYTMs
As part of an innovative campaign outside the home, the bank has decorated its ATMs in Australia with colors, sequins and images of same-sex couples. In addition, machines printed receipts with the rainbow flag and messages of support such as "Cash out and proud". Reports revealed that, while a typical roll of ATM ANZ ticket receipts lasted on average about a week, the first roll of GAYTM rainbow receipts only lasted an hour.
The campaign is a viral success attracting the attention of social media worldwide, including Boy George, Jesse Tyler Ferguson and George Takei.
The creation is the work of the partner of the ANZ agency, Whybin / TBWA.
V / Lines – Guilt Trips
The multimedia campaign offered parents a free train ticket back home, as well as an instruction manual on the best way to make your kids feel guilty. This humorous job resulted in a 15% increase in ticket sales and more than 160,000 train trips.
The creation was done by the partner agency McCann Australia.
Sport England – This Girl Can
Launched in 2015, this campaign of Sport England and funded by the National Lottery aimed to celebrate the ordinary and ordinary women in which they train on a daily basis.
Missy Elliot proposes to create videos featuring women of all shapes and sizes as they dance, run and cycle to improve their fitness. The campaign seeks to celebrate the strongest and most sweaty women, dispelling the perception that women must maintain a perfect appearance when they are exercising. The campaign became viral and caught the attention of social media. In 2016, it was estimated that she encouraged more than 2.8 million women to become more active.
Sport England collaborated with FCB Inferno in the creation of this campaign.
Always – as a girl
Sign of a break with the standard sanitary napkins ads that encourage women to remain unobtrusive and polite about their rules, this advertising campaign was aimed at pushing women, and especially girls, to to be bolder.
The spot sees a group of girls and asks them what they do, as a girl, for them, and how that affects their behavior. While teenage girls changed their actions to become weaker and less gifted when told to do so "like a girl", the younger ones ended the activity as they would naturally. The spot highlights how gendered behavior is learned and internalized as we grow up, rather than being a natural side effect of being a woman.
The Announcement encourages the establishment of confidence among young girls, so that she stays with them during their adolescence, when they are most in danger.
The announcement was created by Leo Burnett and received a multitude of awards. It has been viewed more than 60 million times on YouTube.
Burger King – McWhopper
On the occasion of the International Day of Peace in 2016, Burger King prankers extended an olive branch to his longtime rival, McDonald's, proposing to combine their burgers the most famous in a McWhopper.
Burger King published ads in the New York Times and the Chicago Tribune to promote his proposal to McDonald's, calling for "a ceasefire on these so-called" hamburger wars "" for a day. The brand then proposed that a portion of the money raised through McWhopper's purchases be donated to the NGO "Peace One Day", thereby raising awareness of this initiative and allocating funds to the company. ;charity. Unfortunately, McDonald's rejected the proposal – finally, unfortunately, at least for McDonald's. Burger King has enjoyed significant social support through this proposal.
The creation was developed by Y & R New Zealand.
Swedish Tourism Association – The Swedish Issue
In order to stimulate tourism in Sweden, the Swedish Tourism Association decided that the best way to do this would be to let the country speak for itself, literally.
The Association has created a specific number that potential visitors can call and be instantly connected to a Swedish person at random. The appellants were encouraged to ask questions about Sweden and to receive real recommendations and advice from a genuine Swede. This campaign marked a transition for the country into a more modern and innovative advertisement.
The creation was developed in partnership with the Ingo agency.
State Street Global Advisors – "Girl Without Fear"
One of among the most memorable brand activations of 2017, the bank's statue, "Fearless Girl", was unveiled securing the iconic Wall Street Charging Bull.
On the occasion of International Women's Day 2017, during their morning commute, New Yorkers were surprised to find the bronze statue facing the bull. The statue was erected to draw attention to Wall Street's persistent inequality and saw State Street Global Advisors pledge to "pressure 3,500 companies representing a market capitalization of $ 30 trillion dollars to seek gender parity on their boards of directors. "
The cascade was a resounding success, winning four Grand Prix at Cannes 2017 and attracting considerable attention from the media and the public . However, State Street Global Advisors has been closely scrutinized for its own record parity .
The statue of the fearless girl is the brainchild of McCann's creators.
Boost Mobile – Boost Your Voice
After the reports revealed the huge problems voters faced in the 2012 US elections because of overcrowded polling stations, Boost Mobile decided to take advantage of its platform to do something about it. topic.
Boost Mobile identified stores in communities most affected by overcrowding and converted them that day to polling stations . The brand has identified that it is mainly low-income and minimum wage workers who are disproportionately affected by overcrowding. Thus, by offering its stores as additional stations, the brand falls on the side of social justice and equality.
The campaign was created by 180 Los Angeles.
LADBible – Trash Islands
In response to concerns about levels of plastic pollution in our oceans, the LADBible launched a mission to make a difference .
The brand asks the UN to give France the Hawaiian coast a basket of a size equivalent to that of France, in order to force other countries to deal with the problem of the plastics industry. Funny but serious, the spotlight featured the notorious tough British TV man Ross Kemp. The appeal drew considerable attention on the social scene and even saw people like Sir David Attenborough and Dame Judi Dench sign the petition.
The campaign was conducted by AMV BBDO and won the Design Award at Cannes Lions 2018.
Nike – Nothing beats a Londoner
Yet another trophy on the shelves of Nike and Wieden + Kennedy, this advertisement appeared in early 2018 was an instant hit with the public.
He follows a group of young Londoners moving across the city while they describe their sport. The spot also features a host of prominent Londoners, including Mo Farah, AJ Tracey and Harry Kane. Despite its popularity and technical excellence, the advertisement divided audiences on the question of what would be a Londoner and what was it? 39, a statement excluding the other British.