Since its inception in 1954, the prestigious Cannes Lions International Festival of Creativity has been a point of concurrence for the creative communications industry. A place where agencies from across the globe participate and build a network of creativity.
Owing to the pandemic that barged in 2020, the Cannes festival 2020 got shifted to 2021 and was conducted virtually from 21-25 June. Here are the top 5 global ad agencies that won big this year.
1.Heineken: Shutter Ads
Out-of-home advertising was the focal point of this campaign, as Heineken helped more than 5000 global bars with shutter advertisement. An approach like this was sure to garner widespread attention, as it resulted in 40% more media value than the traditional OOH Advertising. Display of messages like “See this ad today, enjoy this bar tomorrow” on windows and shutters transformed outlets into a sustainable media-buying platform.
2.The Punishing Signal, #HonkResponsibly: Mumbai Police
Although, Social Responsibility was the highlight of this campaign, the addition of a humorous touch imparted their message in a simple but bold manner. The campaign aimed to teach people a lesson by increasing their waiting time at a signal if the sound levels from their vehicles honking reached the decibel limits.
3.Dove: Courage is Beautiful
“Courage is Beautiful” campaign defines a new meaning to the term “beauty”. In order to acknowledge the efforts made by our frontline healthcare workers, the campaign displayed images of their bruised faces through a short film. It was both an attempt to motivate the workers as well as an ode to their courage and resilience in these tough times.
4.Burger King: Stevenage Challenge
Win or Lose, what matters is you play well - this was the core message of this campaign as they sponsored the lowest placed football team. Including big players in Stevenage F.C. and making it the biggest club in the game was a move that was targeted to engage the audience and also promote Burger King as a whole. The players were incited to complete various challenges to earn free food in this never-before-seen advertising campaign.
From kuchh meetha ho jaye to Be Vocal for Local, a shift of communication strategy from love to generosity can be seen. Also, bringing in AI technology to generate ads based on promoting the businesses in the vicinity of the viewer deserves acknowledgement.