And Brazil continues to pack Lions in Cannes! This Wednesday (21) it was the turn of the AlmapBBDO agency to take the Grand Prix in the Creative B2B category. The top prize was given to the case ‘TERR4’, released in April this year for the UN Global Compact in Brazil, on B3. Calling attention to the Earth’s depletion, the agency symbolically transformed the planet into a “publicly held company”, and when a businessman was faced with the balance sheet numbers, it was clear that it was a company on the verge of bankruptcy.
Produced for one of the largest stock exchanges in the world, the case used the language of the financial market to create a sense of urgency and encourage companies and leaders to adopt policies linked to the Ten Guiding Principles in the areas of Human Rights, Labor, Environment and Anti-Corruption, becoming participants in the Pact.
In addition, by having a representative IPO on B3, the official website gained a fluctuation thermometer for the shares. Through an integrated system, every piece of news about climate change, inequality and other socio-environmental issues had an impact on the fluctuation of values. When negative, the value of the share fell, and when positive, it rose, serving as a didactic instrument to show how much our social attitudes interfere on the planet.
For Luiz Sanches, CCO of AlmapBBDO, the achievement in Creative B2B is even more exciting for being the first Brazilian Grand Prix in the category.
“Winning the highest award in a relatively new category indicates that Brazil and AlmapBBDO are on the right track. B2B says a lot about creativity and effectiveness on behalf of companies, and this is TERR4’s proposal. We create a message and connection with the business environment, bringing relevance to something urgent”, he comments.
The Creative B2B category’s creative strategy celebrates breakthrough creativity and work efficiencies for products and services purchased by professionals on behalf of companies. For this, the agency bet on the message “Discover a unique opportunity to invest in downtown and reap future profits”. Through various materials, the case makes a sincere reinterpretation of a company in bankruptcy, but with the potential to generate positive impacts and reverse the situation, if measures are taken urgently.
“It is a pleasure for the UN Global Compact to be with teams and people who are so competent in raising awareness of an issue that is not only necessary, but urgent. At Terr4, we are very assertive in touching companies, to make them realize that the role of the corporate sector is fundamental for us to leave the speech and arrive at practical actions, with effective results. Investing in Earth is a sure return and benefits for everyone. To that end, we expect companies to engage with the Global Compact. This, for us, is the best investment on Earth”, emphasizes Carlo Pereira, CEO of the UN Global Compact in Brazil.
After the Brazilian IPO, Terr4 crossed borders and a symbolic IPO is planned to take place on the NYSE, the New York Stock Exchange, following a schedule to also be launched in more countries, including Mexico, Finland, Norway, Italy, Colombia, Sri Lanka, Nigeria and Indonesia.
Watch the full campaign film below.
The Cost of Gold
Who also won trophies on the third day of the 70th Festival Cannes Lions was the agency DM9. After scoring a total of 13 shortlists with cases ‘The Cost Of Gold’ (8x), ‘One Exhibition’ (2x) and ‘AnimalTV’ (3x), the Lion came. Or rather, the Lions! With ‘One Exhibition’, the agency won Silver in the Print & Publishing category and Bronze in the Industry Craft category. And with ‘The Cost Of Gold’, in partnership with CDN Comunicação, it won the Grand Prix in the Design category.
O case was created to make society aware of the consequences of illegal gold mining, an urgent cause in the heart of the Amazon. In addition to winning the category, he was selected in seven other lists, becoming one of the cases Brazilians with the highest number of shortlists from the 2023 edition. Check out the full campaign film below.
Stay tuned to Adnews on Instagram and LinkedIn! For us, leaving the obvious is as obvious as creating and transforming.
The post AlmapBBDO and DM9 take Grand Prix at Cannes appeared first on ADNEWS.
