Advertising

Pick of print & outdoor winners at #CannesLions

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Among the various winners at Cannes, a handful truly standout. I have mentioned a few which caught my eye. Here’s another list of worthy winners.

Apple iPad: Grand Prix in Print

As Adage notes, ‘each of five print ads features a different magazine’s cover at the left, and the same cover within an iPad Mini at the right, with a small Apple logo and the tiny words iPad Mini at the bottom. The covers, from real issues of Time, Surfer, Wired, the New Yorker and Wallpaper, are stunning. Marcello Serpa, partner and chief creative officer of Almap BBDO, Sao Paulo, and an art director, presided over a category he loves. “Print is a magical medium, inside a frame,” he said. “If an idea is there, it pops up. There’s no case video, no music. And about the Grand Prix winning ad he said:

“It has a kind of guerrilla feeling,” Mr. Serpa said. “It’s a product that goes inside the media and says I’m going to kill you, [then] I’m going to save you. Let’s embrace. It’s redemption.”

On the face of it, the campaign seems too simplistic. But when you look at the broader picture and the audacity of placing an ad in a medium which is your direction ‘competition’ is applause worthy.

Apple-1 Apple-2 Apple-3

Agency: TBWA

Beijing Sports

This is one of those ad which you may not get at first glance. But when you do and the penny drops, it evokes a smile. Nicely done.

bsr_aotw_golf bsr_aotw_horseracing bsr_aotw_soccer

Ogilvy & Mather, Hong Kong

Volkswagen: Genuine Parts

A strategic direction can have different creative expressions. ‘Just because it fits doesn’t mean it will work’ is a brilliant expression of the need for genuine spare parts.

Volkswagen-Genuine-Parts-Ball Volkswagen-Genuine-Parts-Contact-lens Volkswagen-Genuine-Parts-Frisbee

Agency: Ogilvy & Mather, Cape Town

Volkswagen: Original Parts

Similar objective and creative direction as the above campaign but a different execution.

vw-chicken vw-fish

Agency: AlmapBBDO, São Paulo

Swiss Life

A previous campaign for Swiss Life won the Epica d’Or at the Epica Awards. Glad that a copy based campaign is getting the accolades. What’s more the agency has not diverted from the main idea and the execution over two years now – which in itself is a rarity these days.

SwissLife-1 SwissLife-2 SwissLife-3 SwissLife-4 SwissLife-5 SwissLife-6

 

Agency: Spillmann/Felser/Leo Burnett, Zurich

IBM

Outdoor is no longer just a vinyl skin stuck on a billboard. This campaign brought that alive so well. The inherent do-good factor and the simplicity of it all makes you wish you had thought of the idea. Case study video here.

IBM-1 IBM-2 IBM-3

Agency: Ogilvy

Comedy Central

Advertising meets MAD magazine’s famous fold-in back covers. Even without physically folding the ad it forces you to fill in the blanks mentally and the imagery does bring a smile.

COMEDY-CENTRAL-Logo1 COMEDY-CENTRAL-Logo2 COMEDY-CENTRAL-Logo3

Agency: Grey, Buenos Aires

Crisis Relief

Based on a powerful insight. The ultimate irony could be that people stop at simply ‘liking’ this campaign.

Crisis-1 Crisis-2 Crisis-3

Agency: Publicis, Singapore

Which were your  favourites?

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

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