Cannes ad winners
The big winners in this year’s Cannes Lions ad awards and the key trends that have emerged
Two SA agencies have been recognised at the 2016 Cannes Lions festival for campaigns that address pressing societal issues.
Ogilvy Johannesburg’s radio Grand Prix for KFC challenges conventions of what it means to be a man. Native VML’s Gold Lion in the Print & Publishing category called “I am Muslim” sets out to remind people being Muslim does not make one a terrorist. It features Muslim women from around the world with their country’s flags draped around their heads as hijabs.
Ogilvy CEO Abey Mokgwatsane says the KFC radio campaign relates a simple human truth driven by the agency’s “twin peaks” approach in producing creative work that is strategically on point. He’s delighted the Grand Prix was won for a mainstreambrand because often the category recognises pro-bono work or that for smaller, less risk-averse clients. Mokgwatsane believes SA’s rich cultural diversity provides inspiration for great radio advertising.
Native VML CEO Jason Xenopoulos says Cannes jury members believed the “I am Muslim” campaign for the NGO People Against Suffering Oppression & Poverty appreciated its simplicity as well as identifying a societal problem that invited people into a conversation. Though it’s difficult to determine the campaign’s effectiveness against prejudice, it received a lot of social media and possibly taught mainstream brands to “think like activists” using the principle “if you want people to share, you have to make them care”.
Xenopoulos says two big trends to emerge from Cannes this year — which apart from being an awards programme is also a leading ideas incubator — are virtual reality and artificial intelligence, and how brands are using and engaging with them.
The branded content debate has continued this year and this form of marketing “is now a reality and an increasingly significant part of the branding landscape”. Celebrity or influencers are also an accepted part of the marketing mix.
In term of social media platforms, Xenopoulos says Snapchat is “the rapidly emerging gorilla on the block”.
Other big trends are consumer dissatisfaction over the growing volume of irrelevant and intrusive ads; adding value to a user’s digital experience; and greater recognition of female achievement in advertising. Unilever is to stop stereotyping women in ads and ensure 400 of its brands, including Dove and Surf, fully embody the edict.
The Grand Prix for film went to an ad called Shoplifters for Harvey Nichols by the adam&eveDDB agency, which utilised security camera footage to promote a rewards card for the luxury retailer.
The agency of the year is AlmapBBDO São Paulo. The ad network of the year is Ogilvy & Mather, followed by BBDO and Y&R. The holding company of the year is WPP, followed by Omnicom and Interpublic.