26 June 2018
Each year, hundreds of creative professionals head to sunny Cannes in the hope of bagging themselves a Lion; 'the most established and coveted award for the creative and marketing communications industry'. Recognised globally as the top creative award, it’s no surprise that there are so many incredible campaigns to choose from. To narrow them down, we’ve chosen our favourite winners from 2018.
Proving it pays to be risky at the lions, McCann Birmingham walked away with gold for their work with Dexcom for their no needles glucose monitoring system. Cleverly utilising homographs and the English’s love of slang, the audio features a very English narrator telling us a story of an annoying Instagram couple, ‘Ryan and Suzie’, who use many an irritating hashtag on a picture from their recent holiday. It ends with the witty punchline “The world is already full of pricks, so we made a glucose monitoring system for diabetics that doesn’t have any. The Dexcom B6. No needles. No pricks.” We #love.
From the funny to the heart-wrenching, P&G’s ‘The Talk’ brings home just how prevalent the problem of racism is in America. Playing on the talk parents usually have with their children about sex, ‘The Talk’ shows the conversation black families have with their children about the racism they will face throughout their lives, from slurs to how to interact with the police. A spine-tingling film and a rightful winner.
Quite rightly, the world is starting to take notice of the amount of plastic in our oceans, thanks to LADbible and Plastic Oceans Foundation's campaign. There is so much plastic in the North Pacific Ocean that it has created an area the size of France, so The Plastic Oceans Foundation and LADbible submitted an application to The United Nations to get the area of rubbish recognised as an actual country: Trash Isles. Identifying the area as a country would mean other countries would have to help demolish the problem. This innovative campaign landed 220,000 people signing up as citizens of Trash Isles and got the issue recognised by millions.
Image courtesy of: http://www.ladbiblegroup.com/Projects/trash-isles-casestudy/
Destroying the taboo surrounding women’s periods, #BloodNormal was created to show the world that periods are not just normal, but a beautiful thing. Blood is everywhere: crime films, sport and medical programmes to name just a few, but period blood is still banned from TV. However, with #BloodNormal, ‘empathy is killing the shame’ women wrongly feel. From pad-shaped lilos to designer period underwear, the taboo was broken. There’s no surprise this campaign won the Glass Lion for Change.
Image courtesy of: http://lybio.net/bodyformchannel-blood-normal-periods/entertainment/
You can see all winners via the Cannes Lions official website here: https://www.canneslions.com/
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