Embed Size (px)
Citation preview
Cannes Lions 2012
Special Edition
New York
London
Paris
Cannes Lions Festival 2012
CCI / France
Play digital signage, interactive
installation, social media
Why it made the list.
— Demonstrated a range of Play capabilities
— Real time social media visualisations from Buzz Radar
— Dedicated screen ran an interactive Twitter-driven
installation from Nexus Interactive Arts called 'Machine of
Truth‗, allowing delegates to ask questions via a tweet, with
answers displayed on the screen
— Featured useful, relevant, live festival information
— Strong Clear Channel brand presence at key global industry
event
Media Lions.
Grand Prix winner 2012
Google ‗Voice‘ Search
Country: UK
Why it won.
— An outdoor first: every creative execution was relevant to the
site that it ran on
— Demonstrated how insight and strategy combined with creative
thinking impacted on the client‘s brief
— Campaign recognition was over three times the outdoor
average
— Resulted in people changing their behaviour - Google searches
for ―voice search‖ in London more than doubled vs. the rest of
the UK
— Click here to view the jury president talking about the campaign
Outdoor Lions.
Grand Prix winner 2012
Coca-Cola ‗#cokehands‘
Country: China
Why it won.
— A classic, iconic and visual piece of creative
— Simple, yet powerful message
— The image and message transcends internationally
— Encapsulates a global brand‘s meaning and
personality
— Click here to view the jury president explaining why
the campaign won
Outdoor Lions.
Grand Prix winner 2012
Mercedes-Benz ‗The Invisible Drive‘
Country: Germany
— Fantastic use of technology to convey a simple
message
— Tells a compelling story of what the product can
offer
— Visually interesting
— Generated widespread PR
Why it won.
Gold winner.
The Sunday Times – Rich List
‗The Royal Family‘
Country: UK
— Entertaining, topical creative
— Choice of using the Royal Family always
provokes UK‘s national interest
— Great visual illustration of the ‗Rich List‘ product
— High talkability value, resulting in positive word-
of-mouth
Why it won.
Gold winner.
Mercedes-Benz – Night View
Assist ‗Child‘
Country: Germany
— Subtle visual conveys a hard-hitting message
— Generates a thought-provoking reaction
— Effectively communicates the brand‘s strong safety
values
— Strategic placement of posters for maximum
impact on drivers
Why it won.
Gold winner.
Forbes Magazine - ‗Donald Trump‘
Country: Brasil
Why it won.
— Intelligent, witty, visual execution
— Creative style and choice of public figure
complements the magazine‘s personality, editorial
style and topical content
— Content encourages debate and discussion
Gold winner.
TNT
‗Push to add drama‘
Country: Belgium
— Live, interactive campaign invited the public to
push a big red button resulting in a real-life,
dramatic scene unfolding before them
— High PR value
— Immersive, engaging experience
— Video content of the event could be exploited
online to extend the campaign‘s reach
Why it won.
Silver winner.
Land Rover Defender
‗Lions‘
Country: South Africa
— Powerful, striking image
— Universal understanding of the campaign‘s
message
— The brand‘s personality and values conveyed via a
simple image
— Choice of animal imagery has particular local
relevance to the South African market
Why it won.
Gold winner.
Nestle Kit-Kat
‗Meeting‘
Country: Mexico
— Witty campaign designed to appeal to adults
— Clever use of imagery to depict the brand‘s
strapline – no need for text
— Striking use of brand‘s colour makes it instantly
recognisable
Why it won.
Silver winner.
Sony PlayStation
‗Injection‘
Country: Spain
— Smart, humorous execution aimed at parents
— Brand cleverly demonstrates understanding of
how the product appeals to this particular market
— Distinctive creative approach for parental
audience
Why it made the list.
