Some of the best creative minds in the communications and advertising business are gathering this month for the 2017 Cannes Lions International Festival of Creativity in France. Each covet the same prize: a lion. A gold, a bronze, a silver, a glass, or the grand prix. Either of the awards would be an acknowledgment by the community of their success. Before the judges make their final decisions, here are some of this year’s entries that are sure to take home the gold.
5. “Cook This Page”
A trip to Ikea usually means a fight with whomever you’re buying furniture with followed by a tense meal of swedish meat balls in the food court. The Scandinavian store is switching up the process by making their food selection more kitchen-friendly. In an attempt to coax beginner chefs into trying their recipes, Ikea has designed a foolproof way to follow along.
4. “Child Replacement Program”
One of the grimmest sounding entries, this Pedigree advertisement is a bit of a bait-and-switch for empty nesters and dog-lovers. Just as you’re reaching for your tissues and thinking of ringing your parents, this campaign reminds you who man’s best friend is and just how replaceable we all are.
3. “The Ostrich”
Ostriches are well-known as one of the world’s flightless birds. Next to penguins, emus, and kiwis, they can’t use their wings, a evolutionary predicament which Samsung saw as an opportunity to advertise their new virtual reality goggles. They present us with the possibility of pursuing the impossible and encourage their viewers to #DoWhatYouCant.
2. “Refugee Nation”
Several advertisements at this year’s festival referenced the recent summer Olympics in Rio. Ogilvy New York and Amnesty International partnered to highlight an unprecedented that unfolded during the opening ceremony. For the first time in the event’s long history, a group of athletes representing the world’s refugee population marched under their own flag. An orange and black banner, representing the life preservers that so many had worn on their journey to safety, was carried and from that day forth began to symbolize refugees everywhere.
1. “Fearless Girl”
In celebration of International Women’s Day, McCann partnered with State Street Global Advisors to draw attention to what happens when women are in positions of leadership. Working with sculptor Kristen Visbel, they installed in the dead of night the statue of a young girl in front of the New York Stock Exchange. Facing Arturo Di Modica’s Charging Bull, this Fearless Girl became an overnight symbol of empowerment.
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