Key Takeaways
- Discover the groundbreaking advertising campaigns that won Grand Prix at Cannes Lions 2015, showcasing exceptional creativity and innovation.
- Explore the transformative power of creativity across various categories, including film, mobile, cyber, PR, and more, and learn how these campaigns pushed the boundaries of storytelling and engagement.
- Gain insights into the strategies and techniques used to create award-winning campaigns that not only showcased exceptional creativity but also demonstrated measurable impact and drove positive change.
Imagine a world where creativity takes center stage, where advertising transcends boundaries, and innovation reigns supreme. Such was the spectacle that unfolded at the Cannes Lions International Festival of Creativity in 2015, where 21 groundbreaking advertising campaigns emerged as Grand Prix winners, leaving an indelible mark on the industry. Join us as we delve into these masterpieces, uncovering the secrets behind their brilliance and exploring the impact they continue to have today.
Film: Visual Storytelling at its Finest
The film category witnessed two exceptional campaigns that pushed the boundaries of visual storytelling. “100” by F/nazca Saatchi & Saatchi for Leica recreated 35 iconic photos with stunning precision, while “Family” by The Martin Agency and Park Pictures for Geico introduced innovative pre-roll ads that delivered their messages within the first five seconds, capturing the attention of viewers in an instant.
Mobile: Revolutionizing Accessibility
In the mobile arena, Google’s “Cardboard” emerged as a game-changer. This virtual reality reader made from cardboard enabled accessible virtual reality experiences, democratizing access to this immersive technology. Its simplicity and affordability opened up new possibilities for storytelling and entertainment.
Cyber: Empowering Voices and Confronting Societal Norms
The cyber category showcased the power of digital platforms to amplify voices and challenge societal norms. Droga5’s “I Will What I Want” for Under Armour featured Gisele Bundchen confronting negative social media comments, empowering women to embrace their strength and individuality. This campaign resonated deeply with audiences, sparking important conversations about female empowerment and body positivity.
PR: Community-Led Initiatives for Social Impact
The PR category highlighted the effectiveness of community-led initiatives in driving social change. “Never Stop Riding” by the community for the City of Buenos Aires Public Bike System mobilized citizens to promote 24/7 cycling, transforming the city’s transportation landscape and encouraging healthier lifestyles.
Radio: Redefining the Power of Sound
Radio, often considered a traditional medium, was reinvigorated by SoundCloud and Grey Berlin’s “The Berlin Wall of Sound.” This acoustic reconstruction of the Berlin Wall, played on the radio, commemorated the 25th anniversary of its fall and created a powerful sensory experience for listeners.
Product Design: Innovative Solutions for Real-World Problems
Geometry Global’s “Lucky Iron Fish” demonstrated the transformative power of design in addressing real-world problems. This no-tech solution to prevent iron deficiency in Cambodia provided a simple and affordable way to improve the health and well-being of communities.
Creative Effectiveness: Measuring the Impact of Creativity
The Creative Effectiveness category recognized campaigns that not only showcased exceptional creativity but also demonstrated measurable impact on consumer behavior and profit. Forsman & Bodenfors’ “Live Test Series” for Volkswagen presented a series of experiments that quantified the campaign’s influence on sales and brand perception.
Film Craft: Storytelling Through the Lens
Film craft celebrated the art of visual storytelling. adam&eveDDB London’s “Monty’s Christmas” for John Lewis captured hearts with its heartwarming tale of a child’s friendship with a penguin. The film’s exquisite cinematography and emotional depth left a lasting impression on audiences.
Integrated: Seamless Storytelling Across Multiple Platforms
The integrated category showcased campaigns that seamlessly integrated different channels to create a cohesive brand experience. Crispin Porter & Bogusky’s “Emoji Ordering” for Domino’s allowed customers to order pizza via Twitter using the pizza emoji, revolutionizing the convenience of food ordering.
Titanium: The Pinnacle of Creative Achievement
The Titanium award is the highest honor bestowed at Cannes Lions, recognizing campaigns that transcend the boundaries of creativity and innovation. Wieden+Kennedy’s “Re2pect” for Jordan paid tribute to Derek Jeter’s final season with the Yankees, creating a powerful and emotionally resonant campaign that celebrated a legendary career.
Promo & Activation: Engaging Audiences in Real-Time
Grey London’s “Life Paint” for Volvo introduced a reflective spray that shone under car headlights, promoting pedestrian safety. This innovative and interactive campaign engaged audiences in a tangible way, raising awareness of a critical issue.
Media: Empowering Marginalized Voices
Y&R Istanbul’s “Red Light Application” for Vodafone provided women in domestic abuse situations with a discreet way to seek help. This groundbreaking campaign utilized mobile technology to empower marginalized voices and address a pressing societal issue.
Glass: Challenging Societal Norms and Breaking Taboos
BBDO India’s “Touch the Pickle” for Whisper tackled the taboo surrounding menstruation in India. This powerful campaign aimed to change behaviors and promote open dialogue about a topic that had long been shrouded in shame and silence.
Outdoor: Transforming Public Spaces into Canvases
TBWAMedia Arts Lab and Apple’s “World Gallery” transformed billboards into showcases for photos submitted by iPhone 6 users. This campaign celebrated the creativity of everyday people and turned public spaces into vibrant displays of human expression.
Direct: Redefining the Customer Experience
Grey New York’s “Interception” for Volvo awarded cars to viewers who tweeted about their desire for one during the Super Bowl. This innovative campaign created a real-time connection between consumers and the brand, generating immense buzz and excitement.
Lions Health & Wellness: Promoting Health and Well-being
Leo Burnett Mexico’s “Intimate Words” for Always aimed to change behaviors and prevent cervical cancer. This campaign used innovative storytelling techniques to educate women about the importance of regular screenings, empowering them to take control of their health.
Lions Pharma: Educating Patients and Empowering Healthcare Professionals
DigitasLBi’s “Take it From a Fish” for AstraZeneca educated men on the benefits of consuming triglycerides. This engaging YouTube series used humor and relatable characters to make complex medical information accessible and understandable.
Grand Prix for Good: Using Creativity for Social Impact
FCB Inferno’s “This Girl Can” for Sport England celebrated and encouraged women to participate in sports. This empowering campaign challenged stereotypes and inspired women of all ages and abilities to embrace physical activity.
Lions Innovation: Redefining Technology and Human Interaction
what3words’ “What3Words” assigned unique three-word addresses to every three-meter square on Earth, providing reliable addresses for those without them. This groundbreaking innovation addressed a fundamental problem in addressing and navigating remote areas, empowering communities and improving access to essential services.
Bonus: Beyond the Grand Prix winners, the Cannes Lions Festival also showcased numerous other inspiring campaigns that pushed the boundaries of creativity and innovation. Here are a few notable mentions:
- “The Swedish Number” by Forsman & Bodenfors for Visit Sweden: A campaign that created a phone number that allowed people to call Sweden and experience the country’s sounds and culture.
- “The Greatest Show on Earth” by Ogilvy & Mather for Coca-Cola: A visually stunning film that celebrated the power of storytelling and the human spirit.
- “The Unfinished Orchestra” by McCann New York for Mastercard: A campaign that brought together musicians from around the world to perform an unfinished symphony, symbolizing the power of collaboration and inclusivity.
Conclusion: The Cannes Lions International Festival of Creativity 2015 was a testament to the transformative power of creativity and its ability to inspire, engage, and drive positive change. The Grand Prix winners showcased the highest levels of innovation, storytelling, and effectiveness, leaving an indelible mark on the advertising industry and beyond. As we look to the future, we can expect even more groundbreaking campaigns that push the boundaries of creativity and continue to shape the way we experience brands and interact with the world around us.
Frequently Asked Questions:
What is the Cannes Lions International Festival of Creativity?
The Cannes Lions International Festival of Creativity is the world’s largest gathering of creative professionals in the advertising and communications industry. It is held annually in Cannes, France, and recognizes the best work in advertising, design, and digital media.
What are the different categories of awards at Cannes Lions?
The Cannes Lions awards are divided into 28 categories, including film, mobile, cyber, PR, radio, product design, creative effectiveness, film craft, integrated, titanium, promo & activation, media, glass, outdoor, direct, Lions Health & Wellness, Lions Pharma, Grand Prix for Good, and Lions Innovation.
What is the significance of winning a Grand Prix at Cannes Lions?
Winning a Grand Prix at Cannes Lions is the highest honor in the advertising industry. It is a recognition of exceptional creativity, innovation, and effectiveness, and it can have a significant impact on the careers of the individuals and teams involved.
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