Cannes Lions 2018: Resoluters’ Top Picks
The Cannes Lions are THE awards for the creative and marketing communications industry. Winning a Lion is the ultimate achievement in creativity and really does put you among the best of the best.
This year has been slightly different for Publicis Groupe, as our CEO, Arthur Sadoun, made the difficult decision to implement an all-agency ‘award ban’, in order to focus all of our creative powers on building Marcel.
However, with some truly moving, imaginative and, quite simply ingenious campaigns this year, the team at Resolute have picked a few of their standout moments…
Social & influencer Lion Grand Prix: Nothing beats a Londoner
Watching Nike’s ‘Nothing Beats a Londoner’ film you can’t help but feel moved. Nike created a powerful campaign that oozes empathy and a good sense of humour. For me, it captures the energy, true grittiness, and optimism of a generation of young Londoners who, at the moment, are faced with a huge amount of heartache from increasing violence, terrorism and social injustice. Yet despite this, these kids are not only determined to succeed, but actually turn these challenges into possibilities! The campaign also highlights the incredible power that sport has to empower, inspire and connect people on a deeper level.
The clever, subtle use of celebrity talent in the film adds weight, without making the campaign all about them, and choosing to launch this 3 minute London epic through Instagram, via Stormzy, was genius. The lives of so many young people revolve around social media and their phones, and the response was unsurprisingly stratospheric! The ad had 2.6 million views on YouTube within the first five days, was trending #1 on YouTube and Twitter and was shared organically by many other celebrities including the Mayor of London and Drake.
The film really does celebrate London’s uniqueness in being one of the most vibrant, dynamic cities in the world. Bravo Nike!
Watch it here: https://www.youtube.com/watch?v=mEB1C59hCvs
– By Emma Perry, Account Executive
Bronze Lion: The MSunderstood café
Imagine sitting down for a cuppa in a quaint café on a busy street in Dublin and leaving with a whole new understanding of what life with Multiple Sclerosis (MS) is like. This was a reality over the course of one day in March 2018, when the ‘MSunderstood Café’ pop up opened for business. This brilliant campaign for MS Ireland created a café where customers could experience the daily challenges faced by people with MS. Designed in collaboration with people living with MS, every aspect of the café was constructed to simulate common symptoms of MS, from the aesthetic used all the way down to the furniture picked. The experiment received 13 million impressions across social media (insane numbers); two Irish Government Ministers formally wrote to the Minister of Health requesting a change in access to MS treatment and the café increased awareness of the condition for the 2,000+ people who visited. This incredibly successful outcome is why it is my favourite Cannes Lion winning campaign.
Watch it here: https://www.youtube.com/watch?v=0s3E2DjWCQU
– By Romina Fallah, Account Executive
PR Lion Grand Prix: The Trash Isles
The Trash Isles. What a great idea. This campaign is such an innovative move and creative way to address an enormous problem. The amount of plastic in the Pacific Ocean has reached an area of the size of France – this is not only an alarming fact, but makes me wonder, ‘What have we been doing to this planet?!’ How did we actually reach this point and why did this happen? Have we just ignored the truth that is out there? Thankfully, humanity has managed to find a window of opportunity and has begun taking action to solve this momentous problem. So, how was this achieved? By simply understanding our own legal systems and ensuring that we are heard! The Plastic Ocean Foundation petitioned to recognise the Trash Isles as an official country – they were successful, and according to UN law, other countries are officially obliged to clean it up. The country has real citizens, including Dame Judi Dench and Sir David Attenborough, a currency – called ‘debris’ – and even a national flag. Turning a blind eye will not be an option anymore and as stated in the campaign video: “the Trash Isles put the plastic problem firmly on the map!’’
Watch it here: https://www.youtube.com/watch?v=u9Ne9VnZ7fs
– By Michaela Lagoudaki, Account Executive
Silver Lion: Project Free Period by Johnson & Johnson
While the pain and ardour of periods has been somewhat stigmatised – and often swept under the carpet when brought up in conversation with male counterparts – never before has there been a better time to bring awareness to the cause. By using the sex industry as a lens to magnify the impact that periods have on women, ‘Project Free Period’ not only champions sex workers in India but also generates awareness as to the impact on women in more mainstream parts of society.
Watch it here: https://www.youtube.com/watch?v=UNpGV6bZN0E
– By Clement Senogles, Account Executive