At the Cannes Lions 2010, the winners among Promo & Activation, PR, Direct, Media, Outdoor, Radio, Cyber, Design and Press have been announced as we write. While we await the Film & Film Craft winners, here’s a brief round up of some of the work that caught my eye, particularly in the print & outdoor categories:
1. Stopache: Great use of ambient medium and surely touches a chord among consumers.
Agency: Y&R, Dubai, UAE
2. Hot Wheels – Big Boy: One of those ‘I wish I had thought of it’ moments. Simple, yet striking and surely brings a smile to your face as you drive by.
Agency: Ogilvy, Mexico
3. Billboard Magazine – Bono: To drive home the point of ‘see what music is made of’ pictures of famous musicians were created using pixels of other people who influenced them. Awesome.
Agency: AlmapBBDO, Sao Paulo, Brazil
4. WWF – Biodiversity: May not be action oriented, but a striking visual nevertheless and a telling commentary on our current attitudes to nature.
Agency: Ogilvy, Paris
5. Bayer – Aspirin: Whoever said that copy-led ads can’t be visual? Brilliant.
Agency: Almap BBDO, Brazil
6. CNN- Camera man: One of those simple, uncomplicated ads that tell a story telegraphically.
Agency: DDB, Istanbul, Turkey
7. Fuji Film – smile capture: I have not seen these ads in India, but what the hell, at least the execution makes it international.
Agency: RMG Connect, New Delhi, India
8. Hellmans Ketchup – Food tastes better: A generic claim to all ketchups, but just the perspective shift on what constitutes ‘food’ makes it memorable.
Agency: Ogilvy, Santiago
9. KitKat – Have A Break chairs
: One of those ambient ides that have a utility value (remember Aircel
?). But this goes one step further and locks in the brand proposition of ‘Have a break’ beautifully.
Agency: JWT, Auckland, New Zealand
10. National Comics Museum: Comics are art, just funnier is the claim. The visual says it all.
Agency: JWT, Italy
11. Mitsubishi – Original Parts: One of those clever ones, where the message takes a while to sink in. Look out for the porcupine among the balloons. Now imagine how a non-genuine spare part would affect your car.
Agency: BBDO, Chile
12. Supor Non-Stick Pans: An ambient idea that drives home the ‘non-stick’ pans message very well. You know you have a winner when passersby start taking pictures of your brand event.
Agency: Leo Burnett, Shanghai, China
13. Surfrider Foundation: Awesome visual idea that drives home the message, ‘there’s no such thing as a little marine pollution’.
Agency: Young & Rubicam Paris, France
14. The Economist: A deserving winner from India, which used the outdoor medium in an interactive manner and involved consumers.
Agency: Ogivly, India
Among the other categories, the work that sticks in my mind? Nike Chalkbot work, Volkswagen Fun Theory, Toyota’s IQ Font, Boone & Oakley’s website and a few others. India hasn’t done well at all in the Cyber category. One look at the winners and you know that we are light years behind them in terms of concepts, use of technology and execution. That’s perhaps a subject for another post. Which of the above are your favourites?
Thanks to Ads of the World and Advertolog for sharing all the Cannes Winners.
I love the HotWheels ad, what an incredible concept. It is really good, thanks for sharing!
Sorry Sir, we are not light years behind them. It’s just that we started it late. Clients dont have as big budgets. Neither do have big hearts to embrace exceptionally creative ideas. We shouldn’t compare work just like that, until its scam. Having said that, you are a veteran and I ofcourse respect your views. Please don’t get offend Sir. Instead, reply to this and let me know if I am wrong or partially right even. Thanks!
Clients have only recently started embracing digital in India, albeit the spends are still more on media than the creative execution. And when it comes to the creative itself, it boils down to – “Banners” and “What can we do on Facebook/Twitter”. Even as consumers, although India has a sizable digital population, we have quite a ways to go in terms of online behavior. 🙂
While I agree that our digital executions come nowhere near that of our international counterparts, I don’t believe it’s from a lack of creativity 🙂