Campaigns with a cause score big at Cannes ad festival

27 Jun 2015 | Author: | No comments yet »

5 talking points from Cannes Lions International Festival of Creativity.

Campaigns that promoted the strength of women, encouraged Cambodians to cook in a way that increased iron levels and highlighted a fluorescent spray that kept bicyclists safe are among the cause-related campaigns that have won the prestigious Grand Prix award, which is considered an Oscar in the advertising and marketing world. Oonagh Spence, account director at Citypress, was at the festival this week and here she shares her thoughts on the 5 recurring themes she encountered.

The kick-off video in the campaign showed young women and boys moving in awkward, weak ways when asked to run, throw and fight “like a girl.” Then, young girls who weren’t aware that “like a girl” could be a negative stereotype were asked to physically show what that phrase meant to them. Cosmopolitan’s editor-in-chief Joanna Coles also discussed the ‘speed and ferocity’ with which consumers can now negatively respond to creativity thanks to social media. While it’s an unusual theme to emerge from a festival celebrating creativity, there’s clearly an overwhelming sense of anxiety in the creative industry.

The campaign involved distributing 2,000 promotional canisters of LifePaint to the biggest bike shops in London and asking cyclists to post their experiences with using the paint on social media. According to Alexander Jutkowitz, the CEO of Truffle Pig – a brand new content initiative launched on the Mail Online yacht at Cannes, just like truffles, some content is a little more special than others. The festival rules describe campaigns in Design as recognizing “the use of design in communication and experience” and Promo & Activation as “designed to create immediate activation and/or offer for the sales of a product or service.” Agencies Geometry Global and MEMAC Ogilvy Dubai won the Grand Prix for the Lucky Iron fish project, an innovative solution to a major public health crisis in Cambodia: more than half of Cambodian children under the age of five and 44% of women of reproductive age are anemic, according to the United States Agency of International Development (USAID).

Truffle Pig, the brainchild of Jutkowitz, Snapchat’s Spiegel, Daily Mail North America CEO Jon Steinberg and Sir Martin Sorrell, CEO of WPP, is ‘an evolution, rather than a revolution’ and will see story-driven marketing provide better quality, digital content for consumers. To encourage Cambodians to add a small slab of iron to their pots while cooking — the slab provides 75% of daily iron intake if used for 10 minutes — each piece of iron was molded into a Cambodian symbol of hope and good luck: a fish. Facebook’s chief product officer Christopher Cox discussed how ‘The Social Network’ portrayed the early days of the brand as ‘super cool’. ‘Trust me, we weren’t,’ he revealed, sharing an image of the ‘real’ office back in the day, full of take-away cartons, outdated furniture and not a Justin Timberlake in sight. Snapchat’s CEO Evan Spiegel further shattered the illusion by revealing the level of insight and planning that went into creating his global brand, “I created the Snapchat logo on my computer in my dorm room after being thrown out of my frat house.

In a bid to broaden its image beyond a hyper-masculine apparel brand, Under Armour partnered with New York-based ad agency Droga5 to promote female athletic empowerment. Well I looked at the top 100 apps at the time and none of their logos were yellow… so…” Avon’s head of global brand Fernando Acosta declared that it will take until 2095 for women to achieve economic parity with men and that brands and agencies have a role to play in making this happen faster.

The “I Will What I Want” campaign, which won the Cyber category, featured a video with model Gisele Bundchen exercising in a space populated by real-time wall projections of social media insults about her being signed on to work with Under Armour (sample: “What’s her sport; smiling?” and “She’s not even pretty”). Cindy Gallop, founder of MakeLoveNotPorn and IfWeRanTheWorld presented the inaugural Glass Lion awards by first asking everyone to take a good look at their organisation – does it scream out gender equality? British telecom giant Vodafone and Y&R Team Red Istanbul, an ad team dedicated solely to Vodafone, designed an app to help victims of domestic abuse in Turkey — a country where 40% of women are victims of domestic violence, according to a report from the Turkish Ministry of Family and Social Policy. She said, “It’s the responsibility of all of us.” For the first time in the 62-year history of the festival, PR had a physical home in The House of PR, where we could sit, chat and work with like-minded creatives.

Registered under the alias “Red Light” at Cannes to continue to protect its identity from men, the secret app allows women to each call three friends for help just by shaking their smartphones. There was also a record 2,000 entries into the PR Lions category this year and roughly half of those were submitted by dedicated PR agencies, up from 30% last year and 40% on 2013. Instructions on how to find the app were placed in targeted content for women, specifically chosen to be so gender-specific that most men would likely never stumble upon them, including cosmetic tutorials on YouTube, women’s clothing tags, and on posters in women’s restrooms. “(Our agency in Instanbul) came up with an idea that was a perfect melding of creativity with connectivity,” said Tony Granger, Y&R’s chief global creative officer, in a press release.

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