Award-winning cases prove effectiveness in solving challenges; creatives talk about the sustainability of actions and highlight the human factor
The award-winning works at the Cannes Lions 2024 International Festival of Creativity point to simple but powerful ideas in using creativity to solve global problems. They are evergreen, scalable and demonstrate social and business relevance. The Lion is increasingly fierce in the hunt for effective results. “The propaganda is back. That was the big trend. Strong ideas for products, with humor, for services, causes, for life. Few tricks and tricks”, analyzes Flavio Waiteman, partner and CCO at Tech&Soul.
The 30 categories of the 71st edition of Cannes Lions totaled 26,753 entries, compared to the 26,992 pieces submitted in 2023. Brazil ended its participation with 92 Lions, the same number of awards won last year.
The country won two GPs, 14 Golds, 31 Silvers and 45 Bronzes. Virtually tied, DM9 and AlmapBBDO lead the national ranking, with 112 and 111 points, respectively. They also took home the same number of awards. Each won 16 Lions. The top 5 is rounded out by GUT, VML and Africa Creative.
The Film competition, the most traditional of the event held for 71 years, exemplifies the return of creative and effective advertising. The productions classified in the shortlist presented a high standard of quality. “It started with a great story to grab your attention, and the film production took you to the end. The phrase ‘I get it, but no one will get it’ is increasingly falling into disuse”, evaluates Waiteman.
Of the 190 competitors in Film Lions, Brazil competed with ‘Tormenta’, by Almap-
BBDO for O Boticário, to the sound of the song ‘When the party’s over’, by Billie Eilish, to celebrate Mother’s Day 2024. Africa Creative was listed with ‘The cure’, for Editora Taverna, which expresses opposition to the Project of Law 5,034/2023, for the supposed gay cure.
But the country did not win a Lion in the area, which distributed a Grand Prix for ‘Women’s football’, by Marcel Paris, in France, to the telecommunications company Orange, which also won the GP in Entertainment for Sport. With four minutes, ‘Play it safe’, by The Monkeys and Accenture Songs from Australia for the 50th anniversary of the Sydney Opera House entertainment centre, won the other GP in the area.
Brazilians only appear in technical sheets of international works. With a Golden Lion, the campaign ‘The first speech’ – with the films ‘Russia’, ‘Turkey’ and ‘Venezuela’ – by Innocean Berlin, in Germany, for the NGO Repórteres sem Fronteiras, was produced by Stink Films São Paulo and Yatta Filmes Porto Alegre (RS). He also won the Grand Prix for Good. Canja Curitiba (PR) and Zombie Studio São Paulo sign the production of ’47’, by Klick Health Toronto, in Canada, for Café Joyeux.
Message
The festival doesn’t just reward the best works. Leão was the one who managed to transmit clear messages to the industry. “The message was a counterpoint to the era of ephemerality. Everything passes very quickly and nothing is left as a legacy. It was a real choice, to convey the message of the industry’s relevance and strength in impacting consumers and society”, highlights George “Benson” Acohamo, founder of BSN Creatives.
Read the full article in the July 1st edition of propmark
