#Friday, and while you’re relaxing on the couch, we’re here to discover all the winning campaigns at the 2023 Cannes Lions Festival and choose our favorites for a more than special #TopPubli. Creativity also runs in our veins, which is why it’s delicious to see such particular works taking over the world!
Adnews believes in advertising that goes beyond consumption. We like what teaches, what informs, what helps, what entertains, what brings people closer and revolutionizes society. Brands and agencies have that power in their hands, and we like to recognize those who put it to good use. This is our work in this picture that is beloved by our audience, and it was also the work of the jury in Cannes, which awarded 92 Lions to Brazil.
There were 2 Grand Prix, 1 Titanium Lions, 11 Gold, 28 Silver and 50 Bronze. We love all campaigns and want to congratulate each of the professionals involved. But, we made our Top 8, which you will know now.
Want to know who earned what in each category? So, let’s go with the list!
#8 Heinz – Heinz Tattoo Ink
Agency: MARKET
If we could define this campaign in one word, it would be ‘intelligence’. In tune with the current situation, Heinz took a ride on the prohibition of several types of ink for tattoos in Europe to bring information and even suggest a biocompatible solution for red ink, the brand’s flagship color, which is the ketchup. We just love it! The campaign won Bronze in the Brand Experience & Activation category.
#7 Piraquê – Accept Real Cookies
Agency: Lew’Lara\TBWA
How to draw attention to a product in a fun way and, of course, go viral? Ask Piraquê, she knows! It wasn’t enough to produce an intelligent and humorous campaign, it needed to give away free cookies. FOR FREE. Ô Piraquê, send some here next time… It deserved a Bronze in the Media category, and another in the Creative Commerce category.
#6 Stella Artois – Uncomfortable Food
Agency: MARKET
Expressions like “getting out of the obvious”, “thinking outside the box” and “doing differently” are being more and more spoken, but it’s difficult to practice. In this regard, the Stella Artois campaign taught! The brand invited a female team of chefs to talk about… representativeness in Gastronomy! “What about beer?”, you might ask. Well, a cold beer is an excellent accompaniment to many dishes. In addition, the brand invests in social initiatives and wanted to convey this message through its marketing. Thus, it won a Bronze in the PR category and another in the Glass category.
#5 Intimate – Lea
Agency: Ogilvy
Nobody better than a sanitary pad brand to show how tired women are. Tired of being belittled, pointed out as fragile or incapable of this or that function. This campaign was yet another lesson in representation, this time in football, showing that a woman’s place is wherever she wants and whenever she wants, even if she’s menstruating! Congratulations, Intimus. Well-deserved gold in the Entertainment For Sport category.
#4 Urihi Associação Yanomami – The Cost Of Gold
Agency: dm9
The success of a few can cost the lives of many, and we don’t realize it. Advertising is also an informative and educational vehicle, and can shed light on themes hidden in the hustle and bustle of our daily lives and initiate effective movements for social, cultural and structural change. This was exactly the proposal of the Urihi Associação Yanomami to bring Brazilians closer to the drama of illegal mining, a serious problem present in the heart of the Amazon. A necessary job having visibility at a festival the size of Cannes! It won Gold with honors in the Design category.
#3 KondZilla Records – Save The Favela
Agency: BETC Has
We made it to our podium! The third place in our heart could not be any other: Save The Favela. This is advertising, once again, educating about prejudice and starting a pro-life movement in Brazilian communities. With the participation of actor André Ramiro, known for his portrayal of police officer Mathias in the ‘Tropa de Elite’ franchise, KondZilla Records produced a strong and sensitive clip in the right measure to convey this message to the world in Cannes, in the voice of MCs Bielzin, Borges, Cabelinho and Poze do Rodo. Secured Silver in the Entertainment For Music category.
#2 B3 and UN Global Compact – EART4
Agency: AlmapBBDO
A smart and assertive analogy in the language that many people understand today: money. This campaign hooked us in a way we can’t describe. We replayed the film several times, and each one aroused different and strange sensations in us. Therefore, EART4 is our second place, and it won Bronze and Grand Prix in the Creative B2B category.
#1 Electromedia – Guarded Bus Stop
Agency: AlmapBBDO
Our favorite #TopPubli campaign unfortunately didn’t win the Grand Prix, but it should have. If you’re a woman, you’ve probably been in this situation. Identification was a great weapon in this campaign, which proudly also started a movement for change, and we hope that it spreads throughout the country and strengthens the message of female unity, security and belonging. Instead of congratulating, our team would like to thank Eletromídia for this gift, which won Bronze in the Brand Experience & Activation category and Gold in the Media category, in Cannes, but has our utmost respect and recognition!
So, did you like our ranking? Stay with us, there’s more this week!
* In collaboration with Cathy Birle
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