Check out the five campaigns that shone at the Cannes Advertising Festival.
The most anticipated painting of all months, #TopPubli, is back for another edition! This time, the ADNews ranking features a special edition dedicated exclusively to campaigns that were awarded in the Cannes Advertising Festivalwhich took place in France, from June 17th to 21st.
Are you excited to find out which were the five best campaigns (including honorable mentions)? So get ready to check out this month’s champions!
#5 Fuzzy Feelings
Client: Apple | Agency: TBWA/Media Arts Lab
Apple’s 2023 holiday campaign, which won Gold in the “Films” category, showed the importance of the Christmas spirit through a story that highlights essential values of humanity, such as empathy and generosity, with a touch of creativity. Using a moving narrative in the style of ‘Scrooge’s Ghost’ and mixing live action with animation in stop motionApple presents the conflict between a young woman and her boss, who rediscover happiness and the importance of brotherhood during Christmas.
#4 Battery for Miles
Client: Apple
To the sound of ‘Two Miles an Hour’, by Ludacris, Apple, which collected several awards at this year’s Cannes, showed the capacity of its navigation system and, mainly, the battery of the iPhone 14 Plus, which was made to last up to even on long journeys. In the video, also a Gold winner in the “Films” category, a man is driving his tractor on a road when he is informed by Apple’s voice assistant, Siri, that he needs to travel another 102 miles in a straight line, while driving at a speed of, according to the song, two miles per hour (that’s a lot of ground to cover *laughs*).
#3 Gesticulators
Client: H2OH! | Agency: ISLA
We, Latin Americans, are known for our expressiveness, for gesturing a lot and almost interpreting when we speak (just one of the many charms of our culture). Thinking about this natural excitement that runs through Latin blood, especially Argentineans, H2OH!, a brand of soft drinks and flavored waters, launched a new still drink.
The new drink, which was launched alongside a fun Silver-winning “Films” campaign, allows people to express themselves freely while holding an H2OH!, without worrying about the “bomb” effect that carbonated soft drinks suffer after being agitated.
#2 The Boxer
Client: Colgate | Agency: Soho Square
One of the most striking trends in this year’s campaigns was the exaltation of female struggle in the sporting world, highlighting how women face challenges such as motherhood and social stigmas. In this sense, Colgate was responsible for releasing one of the most exciting films at the festival.
‘The Boxer’ (in free translation, “The Boxer”) shows the trajectory of a fighter who, after being abandoned by her daughter’s father, faces the obstacles of solo motherhood and work, without leaving aside her dream of becoming a professional boxer.
The short, based on real events, won Bronze in the “Films” category at Cannes Lions.
#1 WoMen’s Football
Client: Orange | Agency: Marcel
To crown the Cannes Lions special #TopPubli, the French telecommunications company Orange was responsible for the ‘WoMen’s Football’ campaign, which received the event’s biggest prize, the Grand Prix. In an ad that utilizes visual effects, artificial intelligence and editing, Orange challenged public perceptions about women’s sport and the players’ abilities.
At the beginning of the campaign, the viewer is led to believe that they are watching exciting moments from the French men’s team’s games. However, the twist comes when the following message appears: “Only our boys can make us feel this way. But that’s not what you just saw.” From this, the telecommunications company reveals that all the movements presented were carried out by players such as Sakina Karchaoui and Selma Bacha, disguised as male stars, such as Kylian Mbappé and Antoine Griezmann.
With this approach, Orange sought, through technology, to address prejudice against women’s sports and change the perception that female athletes are less qualified than their male counterparts.
Honorable Mentions
This year’s festival was full of exciting and innovative campaigns that deserved to be included in this ranking. Although many were left out due to the high volume of participants, the ADNews team selected some honorable mentions that are worth seeing. Check it out below:
Generations
Client: Volkswagen | Agency: AlmapBBDO
To celebrate Volkswagen’s 70th anniversary in Brazil, the brand decided to pay homage to the different generations of cars and people who marked the company’s history to the sound of ‘Como Nosso Pais’, by Elis Regina. In addition to Cannes, the campaign also received the “The Best Commercial of the Year”, do SBT.
Johnny Walker | Alaide Costa
Client: Johnnie Walker | Agency: AlmapBBDO
Johnnie Walker’s new campaign paid homage to one of the mothers of Bossa Nova, Alaíde Costa, who faced, for decades, barriers such as racism that relegated her to samba and the lack of recognition in major Bossa Nova shows. To pay respect to her story, resilience and passion for music, which never made her deviate from her path, the campaign follows in the singer’s footsteps in an exciting way.
We Are Ayenda
Client: WhatsApp | Agency: Creative X
WhatsApp, the world’s largest private messaging service, in partnership with The Lab, the creative incubator of production company Anonymous Content, and the Meta Creative X agency released an emotional documentary that chronicles the escape of the Afghan Youth Women’s National Football Team from Afghanistan after the Taliban take power in 2021.
‘We Are Ayenda’, directed by award-winning documentary filmmaker Amber Fares, premiered during the Women’s World Cup and is available on Prime Video.
Brilliant Minds – 100th Edition
Client: Frankfurter Allgemeine Zeitung | Agency: Scholz & Friends
The renowned German newspaper Frankfurter Allgemeine Zeitung, which often highlights cultural icons and hides their identities behind the pages of the newspaper, chose one of the last Holocaust survivors, Margot Friedlander, to convey a message of hope, strength and compassion in the 100th edition of its “Brilliant Minds” campaign.
With so many inventive and exciting campaigns, it was clear that the Cannes Advertising Festival was the stage for a true spectacle. Each piece in this month’s #TopPubli showed the transformative power of advertising, capable of inspiring and provoking valuable reflections about our society.
Stay tuned to ADNews and see you in the next #TopPubli!
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