Cannes Lions, the most important creativity festival in the world, starts today, June 20th, in France. The award promises to celebrate the best advertising and publicity actions in the world, delivering trophies to the winners. Who decides all this is a team with 290 judges from several different countries.
Cannes Lions has a total of 29 different categories. According to data from the organization, 1,930 Brazilians are participating in the trial, up from 31% last year. Brazil is also not far below in the number of campaigns registered to compete, being the third place behind only the United States and the United Kingdom.
The effort this time is to get a greater number of trophies than the previous year. In 2021, Brazilian advertisers and creative agents took home 71 trophies. So you don’t miss out, we’ve separated 5 campaigns that have a great chance of getting a prize at the event.
New Iconic Kisses – Mercado Livre
Agency: GUT São Paulo
Mercado Livre was one of the main sponsors of the LGBTQIA+ Pride Parade in São Paulo. Therefore, they made a special video to celebrate the month of pride and diversity, recreating several famous kiss scenes from the cinema, but with couples from the LGBTQIAP + community, showing that all forms of love are valid.
Sustainable Advertising – Heineken
Agency: publics brazil
Sustainability is a topic that is increasingly on the agenda. Whether in society or through advertisements that make the viewer aware, talking about the importance of taking care of the environment has been essential. Thinking about it, Heineken made a commercial, in partnership with Publics, very creative that has great chances of taking off a trophy at this year’s Cannes Lions.
The Uniform That Never Was – Centaur
This commercial is actually a very beautiful tribute to athlete Aida dos Santos. She was the only woman to compete in the Brazilian delegation of the Tokyo Olympics, in 1964. The title, of course, is no accident: it comes from the fact that she competed in the awards without her own uniform (and without a coach too).
The Impossible Combo – Burger King
Agency: David Sao Paulo
The Impossible Combo from Lucas Silva on Vimeo.
Burger King Brasil was not left out of this year’s Cannes Lions. The brand will compete with the action taken to “pin” the rival. In the video, the fast-food chain admits that McDonald’s potato is better than BK’s, but invites viewers to order “the best potato, and the best hamburger”, which in this case is the Whopper.
Lu do Magalu – Magazine Luíza
Agency: Ogilvy Brasil
Lu From Magalu from Divine Discontent on Vimeo.
Ogilvy prepared a celebration for a very important achievement by Magazine Luiza. Lu do Magalu, a personality created by the brand, is the biggest virtual influencer in the world, surpassing big brand names such as Barbie. Now, Lu do Magalu will try to take its own Cannes Lions trophy home.
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