Ad Review: Cannes Lions 2016 Winners – Part 3

Okay this is the last one, I swear. These reviews (as much as I love them), require quite a bit of lengthy work. Finding the right videos, looking into each ad campaigns, differentiating who’s worth mentioning. I know, sounds like I’m complaining…just a little, ha!

Anyway this thing isn’t going to write itself (otherwise I may have to consider the Job Centre), so let’s crack on shall we?

This final post will look at the following categories: Creative Data, Entertainment, Integrated, Media & Product Design.

 

Creative Data

 

Brand: ING

Name: The Next Rembrandt

Agency: J. Walter Thompson, Amsterdam

Country: Netherlands

Award: Grand Prix

Verdict: Well obviously this entry has turned out to be one of the big winners from Cannes Lions. ‘The Next Rembrandt’ campaign takes another award, a Grand Prix from this particular category. Not that I’m surprised. Never seen anything like this, let alone computer based data being use to create a completely original Rembrandt painting after his own style. If you’ve seen the case study video, you’ll know why. If you haven’t seen it, stop reading this and watch that vid!

Grade: A


Brand: MABE

Name: Gascale

Agency: Maruri Grey, Guayaquil

Country: Ecuador

Award: Gold Lion

Verdict: This is a wonderful idea that not only boosted sales for MABE, but also gave Ecuadorians newfound control over managing their daily lives. Running out of gas or electric in this country can be tedious and inconvenient, but at least we have screen monitors to tell us so. Not so much in Ecuador where gas canisters are commonplace but difficult to read when a refill is needed. This gas scale product, working in tow with a handy app is a effective solution to a notorious problem. Well done MABE & Maruri Grey.

Grade: B+

Brand: Melbourne International Film Festival

Name: The Emotional Trailer

Agency: McCann, Melbourne

Country: Australia

Award: Gold Lion

Verdict: Now…that’s interesting. ‘Feel the film’ before you see it. Clever concept. I wonder what it must have been like sitting there with all those sensor pads on your face and being controlled like that. I can imagine having done quite well at the MIFF event and becoming a highlight too. Good way of collecting data in a creative way too. Not as good as the Rembrandt or the Lockheed bus, but not far off.

Grade: B

Brand: INEC: National Statistics Institute

Name: Live Logo

Agency: Maruri Grey, Guayaquil

Country: Ecuador

Award: Gold Lion

Verdict: Wasn’t too sure what to expect before watching this, but I gotta say. It’s brilliant. I love how the logo is never ever the same. I mean, an interactive logo that is constantly changed to match the mood of the populace is ingenious. Collecting data based on the five main categories that the INEC deal with, it keeps the nation well-informed and even more concerned about the wellbeing and progress of Ecuador. This is probably my second favourite out of this category.

Grade: A


Brand: Lockheed Martin

Name: The Field Trip To Mars

Agency: McCann, New York

Country: USA

Award: Gold Lion

Verdict: If you’re read the reviews of Cannes Lions Part 1 & 2, then you shouldn’t be too surprised that one or two more snuck through to win more awards in different categories. One of them being Lockheed Martin & McCann. Again, can’t say a bad thing about this ad campaign. It’s engaging and educational in the most effective way in modern society. I mean it actually makes school look a hell lotta more fun.

Grade: A-

Brand: Teletica, Inamu, Fedefutbol

Name: The Second Scoreboard

Agency:J. Walter Thompson, San José

Country: Costa Rica

Award: Gold Lion (won another Gold Lion in the Media category)

Verdict: Okay now this is a wonderful solution to a much needed discussion. Domestic violence is never a joke, especially when majority of those who suffer it more than likely do not report it. So with JWT San José teaming up with all those three, big Costa Rican companies, they managed to bring some much needed light to the tricky topic. The key is simple, try to keep the scoreboard of reported domestic violence acts as low as possible. All while being broadcasted live during the football matches too.

Grade: A-

Entertainment

Brand: The New York Times

Name: The Displaced

Agency: Vrse.Works, Los Angeles

Country: USA

Award: Grand Prix

Verdict: This campaign is probably the most potent one of them all. For starters NYT and VR had managed to create a 3D world video. So it’s like Google Earth or Google Maps, but you’re looking around in video realtime. I would love to know how they did it because it is beyond brilliant. It is also a very harrowing and sombre video. Sidenote: It’s 28 degrees this afternoon and I was nattering about how uncomfortably hot it is. Watching this shut me right up. I felt so embarrassed for myself and heartbroken for those children. No child should have to live like that. Makes you really appreciate what we have and what we ought to share with the rest of the world too. I do sincerely hope life for those three children improves greatly and that they may never go through such terror again. I wouldn’t wish this one any one. Amazing campaign.

Grade: A+


Brand: GE

Name: GE Podcast Theatre presents ‘The Message’

Agency: BBDO, New York

Country: USA

Award: Gold Lion

Verdict: Another win for GE & BBDO NY. This ad campaign has done marvellous to reach so many people and trend like hot cakes. Cannot fault this as it was more popular than what GE and BBDO probably would have hoped for.

Grade: B+


Brand: SC Johnson

Name: Musuem of Feelings

Agency: Ogilvy & Mather, Chicago

Country: USA

Award: Gold Lion

Verdict: OK, now that was cool! I would have loved to have taken part in this brand experience. I mean I’m not big on candles (total fire hazard for relatively known klutzes) but this would have been quite a mind-opening experience. The way they managed to tap into to not only weather data, social media trending and geolocations but to also tap into people’s individual moods and reflect it back through imagery, light and scent is quite spectacular. And by Glade as well. Damn son, take a bow.

Grade: A


Brand: Uni Presidents

Name: House of Little Moments

Agency: ADK, Taiwan

Country: Chinese Tapei

Award: Gold Lion

Verdict: Who knew you could make noodles look so gottdamn interesting?? Now I want some. Who’s says advertising doesn’t work? But seriously, this is a wickedcool campaign. Creating a whole new customer experience via the fictional noodle-shop as a TV mini-series featuring recipes which were readily available online and shared among millions online. And then because the response was that good, they actually went and recreated the noodle-shop for people to visit and eat at. Which generated even more buzz. Also, I love the amazing recipes featured. So creative and unusual. Uni Presidents and ADK found a way to make noodles, equally traditional and nostalgic but ultra-modern and current. Bravo.

Grade: A+


Brand: Xbox

Name: The Survivor Billboard

Agency: McCann, London

Country: UK

Award: Gold Lion

Verdict: That McCann, always coming back for more. This is another award to add to their line-up for this ad campaign from this year’s Cannes Lions. This is like ‘Last Man Standing’ in a whole new way. You must be so mentally and physically up to that. There is no way I could manage that, especially with a bladder the size of an acorn. Love this campaign.

Grade: A

Brand: Red Bull

Name: Kaleidoscope: See Things Differently

Agency: RSA Films, London

Country: UK

Award: Gold Lion

Verdict: This is a fantastic campaign. Red Bull tend to do good ad campaigns when they really want something to stand out. This one, which I watched in 4K for the first time, was phenomenal. From an art direction point of view, it was like being on a visual journey with the mad-talented BMXer Kriss Kyle (which his Facebook tells me is Scottish too). When I originally saw the 5:05 time I may have rolled my eyes at the length of it. You barely notice it when watching the video. It’s captivating. With the accompanied backing track, it really is quite fun to watch.

Grade: A-

Integrated

 


Brand: Netflix

Name: House of Cards FU 2016

Agency: BBH New York

Country: USA

Award: Grand Prix

Verdict: Having covered this ad campaign winning a Gold Lion in the Cannes Lions Part 2 review, I’m not shocked this one the Grand Prix. Fantastic campaign that was great for people to partake in and feel like they were a part of the show’s story. I mean, with some of the politicians we have running around today, it wouldn’t be so farfetched to have Frank Underwood in the mix would it? Plus that accent of his does something to me. Don’t ask me why.

Grade: A+


Brand: Rei

Name: #OptOutside

Agency: Venables Bell & Partners, San Francisco

Country: USA

Award: Gold Lion

Verdict: This campaign is gonna be around for years when it comes to looking at effective ad case studies. Took actually get people to go out and live life instead of going to their stores is saying something. There’s more to life. More than sales, more than profit. This is the kind of thing social media lives for. And boy, all the social media channels ate this campaign up like the last supper. Hell, even all the news outlets picked this up and ran with it. A well deserved A for Rei.

Grade: A


Brand: Burger King

Name: McWhopper

Agency: Y&R NZ, Auckland

Country: New Zealand

Award: Gold Lion (won the Grand Prix in the Media category too)

Verdict: Marvellous ad campaign from Burger King and again another reminder of how stuck-up McDonalds sometimes has the tendency to me. I mean it was for the sake of charity. With all that money and access they have, surely they could have done it at least for the publicity. I mean damn.

Grade: B+

 

Media


Brand: P&G

Name: 100% Kosher Head & Shoulders

Agency: Mediacom, Tel Aviv

Country: Israel

Award: Gold Lion

Verdict: This is a pretty shrewd move by P&G. And it the best way possible. I knew Passover was serious business for devout Jews, but the passover kits is new information to me. So by pairing anti-dandruff thingamagig samples with the Passover kits is a clever move. And P&G went one step forward by distributing them in synagogues and even bringing in people to visit the elderly in their homes and even offer to cleanse their residence as well. Now that’s kosher.

Grade: B+

Brand: ANZ

Name: GAYNZ

Agency: TBWA, Melbourne

Country: Australia

Award: Gold Lion

Verdict: Darling, sweetie, come look at this! Isn’t it absolutely fabulous?? Seriously though, it’s pretty fab in a wild, decadent yet fun way. This looks like Liberace’s preferred bank which was personally designed by Gianni Versace. I love it. All that’s missing is vodka on ice and a bit of Donna Summer blaring in the background. Now I would totally bank there. Which is saying something because I’m far too lazy to go into an actual branch unless I had no other choice. It was pretty cool of ANZ doing this in support of gay pride. All of that in just a weekend is quite a tall order. But they pulled it off and fabulously so.

Grade: A-

Brand: Australia Road Safety Foundation

Name: Life Saving Stickers

Agency: GPY&R, Brisbane

Country: Australia

Award: Gold Lion

Verdict: It’s short and succinct. Those lifesize stickers are quite a cost-effective way of getting people involved in promoting road safety in their local neighbourhoods. Although I do have to admit, as this a public service advert, I’m sure I won’t remember it in a month’s time.

Grade: B-

Brand: Global Road Safety Partnership

Name: SMS Last Words

Agency: Havas Worldwide, Shanghai

Country: China

Award: Gold Lion

Verdict: Speechless. Well almost. I must say I had chills watching this. I even felt my eyes get a little moist from the sheer potency of this campaign video. Text driving has become such a commonplace hazard that people don’t realise how quickly things can go horribly wrong. This advert is another stark but necessary reminder. The way that exhibit was laid out, was like a graveyard. Those phones and messages too…..just wow. Please watch it, it’s really worth checking out.

Grade: A+


Brand: La Sirena

Name: End The Silence

Agency: Pages BBDO, Santo Domingo

Country: Dominican Republic

Award: Gold Lion

Verdict: Another fantastic ad campaign! This one focuses on the rife domestic violence in the DR and how many of those women are not speaking out for fear and humilation. So by taking prominent female TV hosts and anchors and making them look like they’ve been abused, this created a viral storm online when they went live on TV. The more online and social media talk, the bruises can smaller in appearance. It was only at the end of their show or segments they spoke about why they looked beaten from the beginning. It’s equal parts cost-effective, emotion-driven, smart and highly engaging.

Grade: A-


Brand: Estadao Digital

Name: Songs of Violence

Agency: FCB Brasil, Sao Paulo

Country: Brazil

Award: Gold Lion

Verdict: This is a wonderful campaign that again tackles the subject of violence against women. This one takes a different approach and goes after the music industry. A lot of songs nowadays that are littered with lyrics that normalise or even promote abuse and harassment of women. I know some people may turn around and say it’s just music or art but please. You can still make an iconic, fantastic rap track without normalising women being abused. It’s just crude and cruel. So Estadao teamed up with FCB Brasil and Shazam to link searched songs containing lyrics of abuse with real stories of abuse, complete with audio accounts of the victims.

Grade: A-


Brand: People for the Ethical Treatment of Animals Australia

Name: Behind The Leather

Agency: Olgivy & Mather, Bangkok

Country: Thailand

Award: Gold Lion

Verdict: This advert is so unnervingly brilliant that I wonder what it must have been like to be a part of that campaign journey. From start to finish, it must have been quite an experience! Sometimes shock factor does work, because one of the few things that is guaranteed in life is mortality. Of all life forms. Only when it’s right in our faces are we forced to not only acknowledge it but learn from it too. Many of these animals can’t defend themselves against big clothing industries, so they need a voice. This is one helluva way to speak up and be heard.

Grade: A+

Brand: Lidl

Name: Le Bon

Agency: INGO, Stockholm

Country: Sweden

Award: Gold Lion

Verdict: Now this is how you take a big event and turn it on its head. The Nobel Prize banquet is so exclusive you have to either be Swedish royalty or insanely intelligent (with a formal invitation of course). But Lidl, who have a knack for doing great, off-the-hoof advertising, decided to host their own banquet. In exactly the same style. It looked beyond amazing and even beat the actual Nobel Prize banquet in the social media trend rankings and news. And why not. Seriously you can’t fault Lidl because they do some amazing food there. I speak as a food-lover and as a young adult on a budget.

Grade: A+


Brand: Heineken

Name: The Dilemma

Agency: Starcom MediaVest Group, Milan

Country: Italy

Award: Gold Lion

Verdict: Heineken do some really imaginative, stunning ad campaigns. And this one is quite a blinder. I love it. I mean can you blame Simone? I certainly don’t. A free VIP ticket to a live match doesn’t come around everyday. Especially if you’re a diehard football fan (which is so not me). I won’t spoil what happens, you have to watch it to see. Wonderful concept, great execution, loved the ending.

Grade: A


Brand: DB Breweries New Zealand

Name: Brewtroleum

Agency: Colenso BBDO, Auckland

Country: New Zealand

Award: Gold Lion

Verdict: Again, this one won another award. Not entirely surprised, I mean its quite a feat of an campaign. Practically took over the whole country like a plague and everyone apparently loved it. Can’t fault this campaign, great idea and wonderfully executed.

Grade: B+

Product Design

Brand: Google

Name: Jacquard

Agency: Google Creative Lab, London

Country: UK

Award: Grand Prix

Verdict: This advert proves one thing, we’re that much closer to Jetson territory. What a crazy idea. So crazy it’s….good? Everything is so interconnected and with tech-clothing on the rise, this just seems like the next step in further interconnectivity. Give Google time and I’m sure this sort of thing will become quite normal. I mean, being able to call someone just be swiping your jacket’s arm?  I mean it’s just the beginning of what else may be possible but it looked like an awful lot went it to it. And by the end of that video, the results and future possibilities look promising.

Grade: A-


Brand: Doppler Labs

Name: Here Active Listening – Change The Way We Hear The World

Agency: Doppler Labs, San Francisco

Country: USA

Award: Gold Lion

Verdict: Pretty slick for a shiny new product. These wireless earphones, when connect to a mobile app, can cancel out any unwanted sound that may reach your ears. So for example, you hear a lawnmower? You can filter that out. Baby crying on board a plane? Filter it out. You’re other half complaining about the dirty sink again? Filter that out. All in realtime. Wahhhhh….Now I know what I want for Christmas. You can watch another video which talks more about the HAL product here.

Grade: A-


Brand: DOT Incorporation

Name: DOT. The First Braille Smartwatch

Agency: Serviceplan, Munich

Country: Germany

Award: Gold Lion

Verdict: I love this. What a fantastic product. Desperately needed because technology moves at such a pace nowadays a lot of people do get left behind. Particularly the blind. It’s a real shame that more tech companies aren’t taking more initiative by created products like these. Such a product like this DOT. smartwatch is just what the doctor ordered. Great ad video, amazing product with a lot of promise.

Grade: A-


Brand: Otztal Tourismus

Name: Save Me – The Ski Pass That Saves Lives

Agency: Serviceplan, Munich

Country: Germany

Award: Gold Lion

Verdict: Cracking idea. Skiing as exhilarating as it must be (I’m far too chicken for such extreme thrill-seeking), is a dangerous feat. And trying to find missing people on mountains cannot be an easy task. Daunting is more the appropriate word. So this ‘Save Me’ device is both cost-effective and live-saving in the best possible way. Wonderful product.

Grade: B


Brand: Bjorn Borg

Name: The Skin Collection

Agency: Garbergs, Stockholm

Country: Sweden

Award: Gold Lion

Verdict: Gorgeous collection! I love Bjorn Borg intertwine the message of racial equality and also creating a collection that caters to the six main skin tones in modern society. Seriously, I’m actually going to see if I can snag a pair or two because they look that damn good.

Grade: A-


Brand: Kokuyo

Name: Nameless Paints

Agency: Dentsu Inc, Tokyo

Country: Japan

Award: Gold Lion

Verdict: This is quite a concept. I mean when you think about it, as a society we’re prone to label absolutely everything just so we can understand it, or at least try too. Some things can’t be defined by just labels alone. So this idea of creating paint that is label-less but still ingeniously colour coded is quite clever. And the kids seem to love it too. Yes the video doesn’t have subtitles but it’s still a good advert and quite self-explanatory when you watch it too.

Grade: B


Brand: Primo Toys

Name: Cubetto

Agency: Primo Toys, London

Country: UK

Award: Gold Lion

Verdict: That’s probably the cutest lil’ toy box I’ve ever seen. Cubetto is a toy that can move according to how you lay out its journey. You can direct it to go left, right or forward and switch it up as you please. I think this is something the youngins would like quite a lot, plus it’ll help with through that early-years development period too. I like how the advert was put together. It was showy or over the top and quite succinct.

Grade: B+


Brand: Coloplast

Name: Coloplast Design DNA

Agency: Native Design, London

Country: UK

Award: Gold Lion

Verdict: Talk about revitalising a brand. I think everyone would agree that Coloplast’s products former look wasn’t the most flattering look, despite its necessary functions. But Native Design did a fabulous job taking Coloplast’s identity crisis and breathing new life into the brand. The new look is beyond chic, with a fresh, innovative feel that just screams effective functionality as well as a more appealing and flattering appearance of the products. Life is hard enough as it is, especially for people who need to use these items in their everyday life. Coloplast has now reinvented themselves as the go-to brand and then some.

Grade: A


Brand: Thai Samsung Electronics

Name: Touchable Ink

Agency: J. Walter Thompson, Bangkok

Country: Thailand

Award: Gold Lion

Verdict: Well done Samsung & JWT Bangkok. This is such a cracking idea. I cannot believe how expensive equipment for the blind are, its utter terrible. But with this ‘Touchable Ink’ product, oh my, how much of a difference that must make to the lives of these people. It’s a stroke of genius. I won’t spoil how they did it so watch the video. Wonderful campaign.

Grade: A-


Brand: Grameen Intel Social Business

Name: Eco-Cooler

Agency: Grey Bangladesh, Dhaka

Country: Bangladesh

Award: Gold Lion

Verdict: Sidenote: This video seems to repeat itself twice for some reason. Not a big deal though because the product idea behind the campaign is just brilliant. Sometimes you don’t need a large amount of money to have a good idea. Sometimes all you just need is the idea, the rest is easy. I love how such a simple but highly effective idea worked so well for so many people. Plus it’s hardly going to break the piggy bank, if at all!

Grade: A-


Brand: Aston Martin

Name: The Aston Martin DB10

Agency: Prism, London

Country: UK

Award: Gold Lion

Verdict: This Aston Martin is beyond sexy. I don’t even drive and I would buy this hot little number (if I could afford it). You really have to admire automotive designers and craftsmen because what they create can be really something special. In this case, you may even argue what they’ve created here was a masterpiece. The car is very Bond. Sleek, stylish, good looking but with a brutish edge that begs you to think twice before attempting to wrangle it. You can see an ad for the DB10 here.

Grade: A

 

Written by: JR

Links: Youtube/Bigumigu

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