Cannes Lions download

Some highlights from Cannes Lions by our consumer comms specialists Rhiannon Kenyon and Chris Stenta, who recently attended the B&T Breakfast Club: Cannes Lions Download.

Hosted by the editorial team at B&T, this Breakfast Club session revolved around the best and brightest integrated communications campaigns recognised at the International Festival of Creativity with a Cannes Lion (or two, or three, or a Grand Prix). 
Panellists included:

• Browwyn Van Der Merwe, General Manager, Fjord
  
• Mark Pearson, Creative & Innovation Specialist, CGU, IAG
  
• Christopher Nelius, Co Founder, Finch, The Lion’s Share
  
• Karla Henwood, Executive Creative Producer, Nylon Studios

Some of whom judged the actual entries in various categories. 
So, without further ado, please see below some of the most amazing communications campaigns from last year – with a few insights.

EXPENSIFY X 2 CHAINZ

Expensify created the first ever expense-able Super Bowl ad. Viewers could take a photo of 2Chainz’s digital receipt for the ice car in the music video and enter for a chance to win its equivalent cash value (over $200,000)

The creative for the spot was led by JohnxHannes New York, with Andreas Nilsson of Biscuit Filmworks directing

A reverse appearance of the TV ad jingle – where the advertising is now appearing in a music video and takes advantage of pop culture to reinvent the product experience from ‘boring’ accounting for employees to a trendy and interactive experience

Translated into a 1400% increase in Expensify customers and airing in 500 media outlets worldwide

Watch the vid here

IKEA THISABLES

Ikea’s “ThisAbles,” a suite of product adaptors that make the company’s furniture and goods accessible to those with disabilities, took home the Grand Prix for Health and Wellness

The campaign, created out of McCann Tel Aviv and produced by Craft London, also features a film promoting the goods

The product innovation began in Israel and is available for 3D printing worldwide, placing the customer at the centre of the design experience.

Unifies the brand promise with the customer experience, aligning Ikea’s mission to provide accessible furniture with reality, and proving that doing good will increase sales

Achieved 37% sales increase on products with add-ons, and a revenue increase of 33%

Read more and watch the vid here from copywriter and star of the campaign, Eldar Yusupov from McCann Tel Aviv.

WHOPPER DETOUR

Burger King sold its Whopper hamburgers for $0.01, but only to customers within a 600-foot radius of a McDonald’s. To access the deal, people needed to download the Burger King app and journey to their closest McDonald’s. When they’re close enough they can order a one-cent Whopper through the app, which will then direct them to the nearest Burger King for pick up

To accomplish, the team geo-fenced 14,000 McDonald’s sites over the US

Virtually no media spend, however tech costs and man hours made up for this

The stunt drove 1.5 million Burger King app downloads by letting fans unlock a 1-cent Whopper—but only if they went to a McDonald’s location. Picked up by news media around the world, the campaign generated 3.5 billion earned media impressions and a 37-to-1 return on investment, according to the chain

Made the Burger King app rise from #648 to #1 in 48 hours

Burger King has backed up this ‘trolling competitors’ strategy with Burn That Ad campaign

Watch the vid here.

THE LION’S SHARE

The Lion’s Share is an initiative from film director, Christopher Nelius and Rob Galluzzo, founder of FINCH, a production company based in Australia

It is co-founded and fully supported by the UN Development Programme who will manage the fund and conservation impact through its vast network of NGOs, civil society and governments on the ground worldwide

Mars, Incorporated is a founding Partner and the first global brand to sign up. Award-winning advertising agency Clemenger BBDO is a creative partner

The Lion’s Share is an initiative that sees brands commit 0.5% of their media spend for any ad featuring an animal into funding that goes towards the conservation of wildlife and animal welfare

The fund has already raised $16 million from 6 major organisations, and signed David Attenborough as spokesperson

Watch the vid here.