This Monday (19) began the 70th edition of the Cannes Lions Festival, an event eagerly awaited by the advertising industry. The festival was founded in 1954 and has come a long way, establishing itself as one of the biggest celebrations of creativity and innovation in the field of advertising.
During an intense week, professionals from all over the world gather in Cannes, France, to share ideas, be inspired by the best campaigns of the year and celebrate talent and creative excellence. For the opening lecture of the festival, Marcel Marcondes, CMO of AB InBev, was invited to talk a little about the success of the brand that has already won 49 awards, including a Golden Lion, 19 silver and 19 bronze, representing ten brands from seven different countries.
Last year, the company reached a record sales volume, showing the power of its brands. This is one of the reasons why Cannes Lions are honoring AB InBev as a great marketing company for the second consecutive year, being the first company in the festival’s history to receive this honor twice in a row. But what does it mean for a company to win an award at the festival?
An advertisement awarded with a Cannes Lion usually stands out for its creativity, originality and impact. This recognition leads to a significant increase in campaign reach and visibility. Traditional and digital media, such as social networks, amplify the dissemination of the winning advertisement, reaching a much larger audience and arousing curiosity in consumers.
A striking example is the ‘Contract for Change’ campaign, by the Michelob ULTRA beer brand, belonging to the AB InBev portfolio, which received the Grand Prix of Creative Effectiveness in 2022. This award recognizes the impact of creativity that leads to concrete commercial effects, fundamental for a cultural change or for the realization of the purpose of the brand. Watch the full movie below.
Developed by the FBC New York and FBC Chicago agencies, this strategy stood out as the best among the finalists, with four participations in the shortlist. The action was designed to support farmers in the United States during the transition to organic production, which is extremely challenging for struggling family farms, as only 1% of farmland in the United States is organic.
Michelob ULTRA Pure Gold has made it its mission to transform American agriculture with the ‘Contract for Change’, an agreement that guarantees farmers a buyer within three years, when their transition to organic farming is complete. , thus eliminating the biggest barrier. The deal was offered to all American farmers.
Currently, 104,000 acres are in transition and will soon produce ingredients for Michelob ULTRA Pure Gold and other top brands. AB InBev’s participation in the Cannes Lions Festival and the recognition the company has received over the years highlight the importance of creativity and innovation in advertising. Through award-winning campaigns like this one, the company has demonstrated its commitment to making a positive impact, whether in the beer industry or the agricultural sector.
The Cannes Lions Festival remains a crucial platform to drive brands’ success, offering the opportunity to share ideas and celebrate creative excellence.
In this way, one thing leads to another: the festival grows, at the same time that advertising and marketing grow and, consequently, companies evolve in an innovative way, brands look for new ways to stand out in an increasingly competitive scenario. , and the Cannes Lions Festival will continue to be a beacon of inspiration. It is an event that not only celebrates past achievements, but also shapes the future of the advertising industry, encouraging the search for the new.
* With information from Exame magazine
Stay tuned to Adnews on Instagram and LinkedIn! For us, leaving the obvious is as obvious as creating and transforming.
The post Cannes Lions drives growth of appeared first brands on ADNEWS.
