Celebrating Creativity with 2017 Cannes Lion Winners
By Maegan Buckler |
Each June, leaders of the advertising industry gather along the sunny shores of France’s Mediterranean coast to celebrate the year’s most creative marketing campaigns at the Cannes Lions Festival. It is a perfect reminder of the continued staying power and creative vitality of TV and video. What were some of the key themes that won big? Here are a few attention-grabbing concepts from this year’s Cannes Lions Festival of Creativity:
Celebrating diversity and inclusiveness
Several brands used creative efforts to reinforce universal themes like diversity, inclusiveness and unity. The UK’s Channel 4 took this message to heart, launching an award-winning ad campaign promoting the 2016 Paralympics in Rio de Janeiro. Another great example from this same vein comes from Amnesty International, which helped celebrate the accomplishments of the “Refugee Team” at the 2016 Olympic Games in Rio.
Merging the live TV and advertising experience
For advertisers, live TV remains an important means of reaching coveted consumer audiences. During marquee TV events, like the Super Bowl, the stakes are high for grabbing viewers’ attention and so is the price tag. P&G’s Tide brand was able to cut through a competitive ad environment with a unique creative campaign combining a TV ad with an on-air clip featuring NFL announcer Terry Bradshaw.
Using new technology in engaging ways
TV is a reliable ad format that’s been around for more than 50 years. As the viewing experience has evolved to include new screens and technologies, TV advertisers have managed to blend these emerging tools with the TV ad experience in exciting new ways. One example comes from Burger King, which earned a Cannes Lions nod this year for its unexpected integration of Google’s voice-powered “Home” device into a 15-second ad campaign for its Whopper sandwich.
Celebrating an old classic
Time and again, advertisers have found new ways to breathe life into tried-and-true ad formats like the TV spot. This was certainly the case for Adidas, which celebrated old-school crooner Frank Sinatra in its 2016 Grammy Awards creative execution, which pays tribute to individuality in all its forms.
This year’s Cannes Lions was a great reminder of the ad industry’s longstanding creativity. The festival highlights the power of sight, sound and motion and demonstrates once again that outstanding ads have the ability to tell a story in a mere 30 seconds that resonates with viewers and compels them to take action. As this year’s winners demonstrate, TV and video continue to evolve in exciting new ways that captivate consumers, as they will for decades to come.