These Are the Biggest Winners From the Cannes Lions International Festival of Creativity
The advertising field is an industry that thrives on creativity and innovation. The Cannes Lions International Festival of Creativity brings attention to the advertising industry’s best. Cannes Lions is a global event that takes place in Cannes, France every year in June. Each year, an average of roughly 15,000 delegates from over 90 countries visit the festival to celebrate the immense creativity that the advertising industry has to offer.
One of the most anticipated events of the Cannes Lions festival is the award ceremony, which seeks to highlight the best and most creative advertising campaigns, commercials, and other advertising ventures. To decide the winners of the event, a jury is created consisting of experts in each field from around the world. There are numerous categories that submissions can be entered into, such as branded experience and activation, creative e-commerce, entertainment, creative effectiveness, and many more.
Here are some standout winners from the 2021 Cannes Lions festival.
Burger King – Stevenage F.C.
Burger King took home the award for Brand Experience & Activation with their Stevenage F.C. campaign. European football teams usually have a sponsor whose logo appears prominently on their jersey. Burger King decided to sponsor Stevenage F.C., a team based in Stevenage, England. The team competes in the fourth tier of the English football system, making them an unlikely candidate for a sponsor as big as Burger King. However, Burger King’s creative marketing team came up with a campaign that would challenge players to select Stevenage F.C. as their team in the video game FIFA and get them to rise in the ranks of the English football system. This campaign was extremely successful in getting brand recognition for Burger King in a fun way that also utilized a call to action by getting their demographic to engage in the “Stevenage F.C. challenge” and share their results on social media.
Cheetos – “Can’t Touch This” Super Bowl Commercial
The creative strategy award went to Cheetos for their “Can’t Touch This” commercial that played during the Super Bowl. Advertising their new Cheetos popcorn snack, the commercial focuses on a man enjoying the new snack and getting orange Cheeto flavoring dust on his fingers. In a variety of humorous scenarios, where people are asking the man to help with something requiring his hands, MC Hammer appears to drop the “Can’t Touch This” line from his hit song, “U Can’t Touch This”.
Tinder – Swipe Night
The entertainment award was won by Tinder for their “Swipe Night” interactive experience on their app. The idea behind Swipe Night was to add more interactivity and fun to the popular dating app. When a Swipe Night happened, users would watch a short story play out in a video on their phones in a choose-your-own-adventure format, making choices as the story went on. Your choices would be saved and then applied to your profile, so you could see what choices potential matches made.
The sports entertainment award went to Salla 2032, a creative campaign that focused on bringing awareness to the environmental effects of global warming. Salla 2032 was an advertising campaign that saw Salla, a small town in Finland, make a bid for the 2032 Olympics. While a small town like Salla is not a real candidate for the Olympics, the campaign brought attention to the fact that 2032 will be a turning point for global climate change. The Salla 2032 movement calls for us to act now and make positive changes to fight climate change while we still can.
Heineken – Shutters
During the pandemic, many bars across the world had to shut their doors. Heineken’s “Shutters” advertisement won the outdoor award at the Cannes Lions festival. This ad shows many bars shutting their doors, and in some cases literally shuttering their doors. Heineken reallocated their outdoor advertising budget to place advertisements on these closed shutters, paying the bars directly. This campaign was a good example of the positive effect that advertising can have on a community to create goodwill.
The field of advertising is wonderfully creative. Marketing and advertising can have a massive impact on how your consumers view your business. If you’re thinking of investing more into marketing and advertising, look no further than TriSpark Media. Reach out to our team of talented advertisers and marketers who can work with you to help your business advertising strategy stand out among the rest.