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Neil deGrasse Tyson recently gave an inspiring interview at Cannes Lions. In it, he urged marketers to innovate advertising with a new level of creativity. He spoke passionately about science and improving the world, urging marketers to think with a “stratospheric view” about ads.
Source: Facebook, Cannes Lions Festival of Creativity
This year, there were some exceptional contenders competing for categories touching on film, mobile, radio and more. The winners tapped into their creative genius, using civil rights, ecosystems and child safety as their inspirations – all campaigns dealing with society’s most pressing issues.
Chipotle teamed up with Creative Artists Agency to create “The Scarecrow,” a short animation, mobile game and song that facilitated a conversation on the industrialized state of the food industry. The video showed an animated character who left his factory job to start his own restaurant under the premise that together we can “cultivate a better world.” Chipotle lived up to its message by donating 60 cents of every iTunes download of the video’s soundtrack, Fiona Apple’s “Pure Imagination,” to its Chipotle Cultivate Foundation. “The Scarecrow” won the Grand Prix for Cyber and PR.
Nivea, in collaboration with FCB Brasil, crafted a clever campaign that targeted young mothers near Rio de Janeiro’s crowded beaches. Parents ripped reusable bracelets from Nivea magazine advertisements, attached them to their children and downloaded an app that synced location data to their smartphones. The app alerted parents when their children wandered past a pre-set location range. This protection advertisement won the Grand Prix for Mobile.
“The plastics were woven into a fiber called ‘Bionic Yarn.’”
G-Star Raw partnered with Pharrell to create a product that would make Neil proud. G-Star Raw designed a fashion line using recycled plastics found in the ocean. The plastics were woven into a fiber called “Bionic Yarn” and then made into denim and other apparel. As a smarter way to clean up the planet, it was an effort that made waves at Cannes. The collection won the Grand Prix for Product Design.
Terre des Hommes teamed up with LEMZ Amsterdam for a child safety crusade called Sweetie. Sweetie was an incredibly lifelike computer model designed to look like a 10-year-old girl from the Philippines. She was operated by a team in the Netherlands who worked with Interpol to catch predators who solicit children online. In just ten weeks, Interpol used Sweetie to raise awareness to a global level, rescue 15 children and track 1,000 predators from 71 countries. Sweetie won the Grand Prix for Good.
The brightest winner on this list was ANZ Bank for their work with WhybinTBWA Group in constructing “GAYTMs” around Australia. To show support for Sydney’s Gay and Lesbian Mardi Gras, ANZ turned its ATMs into colorful, pride-themed money dispensing machines, complete with neon decorations and rainbow receipts. The best part: The transaction fees from non-ATM members during the campaign were donated to LGBT charities. This effort won the Grand Prix for Outdoor.
This is just a sampling of some of Cannes Lion’s most groundbreaking work. Other winners include the humorous Harvey Nicols’ “Sorry I Spent It on Myself” commercial, Jean-Claude Van Damme’s epic split for Volvo, Pharrell Williams's 24-hour “Happy” music video. For a full list of winners, click here.
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