Creative B2B, Creative Data, Direct, Media, PR and Social & Influence announced today
The USA, Poland, England, Spain and Brazil concluded the third day of Cannes Lions action with the Grand Prix. This Wednesday (19), the Brazilian promotion won a total of 40 Lions – to date, the country has 77 trophies, including two GBs.
Actually, speaking of GPs, the one in Brazil used to work from GUT SP for Mercado Livre in Media Lions. The ‘Tá na Mão’ campaign, created in collaboration with Globo, had a simple proposition: the mechanic, which had not been done before, allowed handshakes throughout the entertainment programs of Globo channels (TV Globo, GNT and Multishow) and offered viewers discount coupons.
The move was powered by data insights that combined the shopping experience, product assortment, and communication power of Globo. Based on the analysis and combination of data from audience and customer profiles, the campaign will offer discount coupons tailored to the channel’s programming and potential consumer preferences.
Creative B2B
GB David at Creative went to Madrid with ‘Meet Marina Prieto’. Created for JCDecaux, the case wanted to show the effectiveness of advertising in the Spanish capital’s metro. So, photos of a beautiful woman named Marina Prieto spread in different scenes of her day: from celebrating her 100th birthday to peacefully sleeping.
Marina’s authentic moments were displayed on posters spread across metro stations. These posters featured his Instagram name (@marinaprieto1923), invites the public to continue his journey. People started searching for Marina, commenting on her on social media and taking selfies with her photos.
Before the campaign, Marina had 28 followers on Instagram. However, as travelers began to connect with his story, his following increased significantly.
Live lions
London-based McCann won the GB title at Direct Lions through his work for Xbox Game Pass. ‘The Everyday Tactician’, who also won the GB title for Sports Entertainment, bridged the real and virtual worlds as Bromley FC appointed a new specialist to manage the club through Game Football Manager.
In a room full of football fans, everyone thinks they can outperform the professionals. The concept is the basis of the campaign, in which Wembley Stadium tour guide Nathan Owolabi gets the job as Bromley’s new tactician after demonstrating his gaming prowess.
PR
PR GP was awarded to Collym London, UK for ‘The Misshert Version’ campaign created for Specsavers. Starring ’80s pop star Rick Astley, the play features a re-recording of the song “Never Gonna Give You Up”, now with some words changed to promote free hearing tests.
Creative Data
‘Room for Everyone’ from McCann Poland won the sole GP at Cannes Lions 2024 with its work for Mastercard in Creative Data, which helped small and medium-sized Polish and Ukrainian entrepreneurs find safe places to open shops – all based on brand data science. .
The tool follows the “Where to Settle” platform, which uses data to help Ukrainian refugees find places to live in Poland outside of the most congested cities.
Social and influential
Ogilvy New York won the GP this Wednesday (19) in the social and influencer category with the ‘Michael Cerave’ campaign created for Cerave. Starring Michael Cera and debuting at the Super Bowl, the move saw the actor promoting his “name” brand, Cera. Cera was then “unmasked” by the brand’s dermatologists.
“Total creator. Devoted tv fanatic. Communicator. Evil pop culture buff. Social media advocate.”
