I can not get enough of compelling stories. No punishment, therefore, to dive into the most inspiring cases of Cannes Lions: The Oscars of marketing and advertising. After years of excessive parties on expensive yachts, the festival goes back to the core in 2018, with creative campaigns, inspiring stories and genius hacks on social channels to generate maximum impact.
For a completely unclear reason, the organization of Cannes Lions has overlooked me this year as a jury member, so I decide to sit down, unasked. Completely in the style of the festival, I pour myself a rose wine and let me be carried along the impressive shortlist of the most creative work in the advertising world.
These are my fabulous personal prize winners.
Bronze – Bordeaux 2050
I love wine, especially from the Bordeaux region. Such a shame that it won’t be available anymore in a few years. That global warming exists, with the exception of an unspecified POTUS, is clear to everyone. As a result of global warming, the grapes in the Bordeaux region are affected and the wine we now know will never be as good in the future.
The Bordeaux 2050 campaign responds well to this and brings the future to the present. In the campaign, Bordeaux (De Bordeaux 2050) is made with grapes that come from areas with a drier climate, such as southern Spain and Tunisia. The same climate the Bordeaux region will face in 30 years due to global warming. A test with 200 independent French wine experts reveals that Bordeaux 2050 is an undrinkable crappy wine does not resemble the elegant bordeaux of today at all.A test with 200 independent French wine experts reveals that Bordeaux 2050 is an undrinkable crappy wine does not resemble the elegant bordeaux of today at all.Click To Tweet
Time for action.
Verdict: A very creative way to generate attention for warming up the earth by hitting the French where it hurts: their wine.
Production & more info: McCann Paris
Silver – Breaking 2
If there is one sports brand in the world that is pushing boundaries, ultimate achievements and almost unthinkable goals, it’s Nike. The Breaking 2 project is another great example of this. It’s an impressive story in which three men are selected to do the impossible: running a marathon under two hours.
By creating perfect conditions in terms of location, clothing and nutrition, the selected runners are prepared for the record attempt. Eventually one of them comes very close. An impressive story captured in a compelling documentary.
Verdict: One again, Nike shows why it’s one of the most innovative sports brands by making the impossible (almost) possible.
Production & more info: Nike and National Geographic
Gold – Turning Beer into Water
What to do as beer brewer when a hurricane hits nearby, causing a huge drinking water shortage? At brewing company ‘AB Inbev‘ – producer of beers such as Budweiser and Jupiler – they didn’t have to think twice. After Hurricane Harvey hit, shutting out thousands of people from clean drinking water, the brewery stopped brewing immidiately. Instead, they completely refurbished the place to produce clean drinking water.
Within a week, no less than half a million cans are shipped to victims of the hurricane. A very sympathetic relief action.
Verdict: A nice case of how commercial importance is put aside in times of need and the human side of a big company comes up.
Grand Prix – Revoice
Remember a few years ago, when there was no escaping from watching videos of people throwing a bowl of ice over themselves? That was, of course, the Ice Bucket Challenge to draw attention to the terrible disease ALS. Co-initiator of the action, Pat Quin, suffers from ALS. When he loses his voice a few years later, the only way to talk is through a computer. With accompanying standard robotic voice.
Project Revoice aims to give people suffering from ALS their own voice back. Based on a few hours of recordings, a perfect clone of Pats voice is created through advanced algorithms. When Pat finally regains his own voice and can control by moving his eye on a keyboard, it’s hard not to get teared up.Project Revoice aims to give people suffering from ALS their own voice back. Based on a few hours of recordings, a perfect clone of Pats voice is created through advanced algorithms. Click To Tweet
Verdict: As long as we have no cure, it is fantastic to see how modern techniques can make debilitating diseases a bit more tolerable.
The above is just a small selection from the beautiful stories that are told at the Cannes Lions festival.
Hopefully you can get some inspiration from it and use it for your company, brand or customer.