Last week, the 55th edition of the International Advertising Festival took place in Cannes. Like every year at the end of June, the whole advertising industry kept its eyes on Cannes to see what campaigns took a Lion home and who was the talk of the town.
Advertising is obviously evolving and changing as it is harder to attract the attention of the hard to get, hard to capture and hard to convince consumer of today. More and more, advertising is evolving towards entertainment, sometimes with a social message behind it. 3 strong campaigns as a proof.
One of the Belgian Lions was for the Music for Life campaign, made by mortierbrigade, where a thirsty black boy interrupted several TV shows. A simple idea made to practice to illustrate the shortage of water in developing countries.
Our BBDO colleagues in New York won a Grand Prix for the campaign for the TV channel HBO. They created the concept 'HBO Voyeur', online but also in real. See the concept and the images of the projection they did on a wall in New York, where it looked as if one could see everything that happened behind the walls of an apartment block.
The Grand Prix Lion in the category direct or one-to-one communication went to JWT India for the newspaper Times of India, which organized the campaign 'Lead India' to promote India from 'potential nation' to 'kinetic power'.
Common in these 3 campaigns is not only the strong 'think out of the box' idea, but also the high consumer relevance and social message. Advertising with a conscience.
Read all about it in this week’s column.