Let’s dive into the jungle of creativity and explore the campaigns that made the loudest roars.
Another year and another round of winning creative at Cannes Lions International Festival of Creativity 2024! Continuing with tradition, this year’s festival was a showcase of creativity, innovation, and storytelling. From heartwarming narratives to groundbreaking use of technology, the winners represent advertising excellence. We admit we had not seen many of these spots until making the rounds of post awards coverage.
I was personally surprised by some of the winners, and not having seen the submissions across all categories this year it is difficult to judge what makes one truly stand out. There were numerous memorable and forgettable campaigns from last year. (For those of you with access, you can view all of this year’s work online here.) Personally, I am always happy to see a push into longer storytelling efforts. My stomach was at ease after watching “The Last Barf Bag”, feeling that real people still matter in the ever-changing AI landscape of advertising and production. In contrast, once you see the Grand Prix winning spot “Orange,” you might rethink everything.
With that said, let’s uncage some standout campaigns, categorized by their respective industries, and explore the trends that defined this year’s festival.
Health & Wellness: Dramamine’s “The Last Barf Bag”
Campaign: The Last Barf Bag
Agency: FCB Chicago
Award: Health & Wellness Grand Prix
Dramamine’s “The Last Barf Bag” campaign took an unconventional approach to healthcare advertising. By creating a 13-minute documentary about the history of barf bags and showcasing their obsolescence thanks to Dramamine, the campaign used humor and storytelling to engage audiences. The campaign also featured a pop-up exhibition and a unique puffer jacket made from barf bag designs, blending experiential marketing with traditional advertising.
Watch the campaign on YouTube: The Last Barf Bag
Consumer Goods: Coca-Cola’s “Recycle Me”
Campaign: Recycle Me
Agency: Ogilvy New York
Award: Print & Publishing Grand Prix
Coca-Cola’s “Recycle Me” campaign emphasized sustainability with a creative twist. The campaign featured visually striking print ads that encouraged consumers to recycle. By integrating powerful imagery and a clear call to action, Coca-Cola successfully communicated its commitment to environmental responsibility.
Media/Entertainment: WhatsApp’s “We Are Ayenda”
Campaign: We Are Ayenda
Agency: Creative X, Palo Alto & Modern Arts, Los Angeles
Award: Entertainment Grand Prix
WhatsApp’s “We Are Ayenda” campaign highlighted the power of connection and communication. The campaign told the story of a group of Afghan girls who used WhatsApp to stay connected and continue their education despite the challenges they faced. This powerful narrative showcased the impact of technology on real lives.
Automotive: Renault’s “Cars to Work”
Campaign: Cars to Work
Agency: Publicis Conseil, Paris
Award: Entertainment Lions for Music Grand Prix
Renault’s “Cars to Work” campaign creatively used music to tell its story. The campaign featured a catchy tune that highlighted the benefits of using Renault cars for commuting. By integrating music and storytelling, Renault created a memorable and engaging advertisement.
Technology: Spotify’s “Spreadbeats”
Campaign: Spreadbeats
Agency: FCB New York
Award: Digital Craft Grand Prix
Spotify’s “Spreadbeats” campaign was a masterclass in digital storytelling. The campaign utilized innovative digital techniques to create an immersive experience for users. By leveraging data and personalization, Spotify was able to deliver a unique and engaging campaign that resonated with its audience.
Non-Profit/Charity: UN Women’s “Child Wedding Cards”
Campaign: Child Wedding Cards
Agency: Impact BBDO, Dubai
Award: Health Grand Prix for Good
UN Women’s “Child Wedding Cards” campaign tackled the serious issue of child marriage with a provocative approach. The campaign featured wedding invitation cards for child brides, highlighting the harsh reality of child marriage. This powerful campaign aimed to raise awareness and drive change.
Retail: Magnum Ice Cream’s “Find Your Summer”
Campaign: Find Your Summer
Agency: Lola MullenLowe, Madrid
Award: Outdoor Grand Prix
Magnum Ice Cream’s “Find Your Summer” campaign was a visually stunning outdoor advertisement that captured the essence of summer. The campaign featured vibrant imagery and a compelling message that encouraged consumers to enjoy the summer with Magnum Ice Cream.
The Film Lions Jury awarded two Grand Prix honors: one to Marcel, Paris for “WoMen’s Football” for Orange, and the other to The Monkeys, Accenture Song, Sydney for “Play It Safe” by Sydney Opera House. These campaigns have truly distinguished themselves with phenomenal creativity and captivating storytelling.
Sports Grand Prix Winner: Orange’s “WoMen’s Football”
Campaign: WoMen’s Football
Agency: Marcel, Paris
Award: Film Grand Prix
One of the top winning spots at Cannes Lions 2024 was Orange’s “WoMen’s Football” campaign. This clever bait-and-switch campaign initially appeared to showcase the skills of the French national men’s football team but was later revealed to be the women’s national team disguised as the men through deepfake technology. The campaign aimed to highlight the skill and talent of female footballers and promote gender equality in sports.
Grand Prix Winner: Sydney Opera House’s “Play It Safe”
Campaign: Play It Safe
Agency: The Monkeys, Accenture Song, Sydney
Award: Film Grand Prix
The other top spot at Cannes Lions 2024 was “Play It Safe”, celebrating the Sydney Opera House’s 50th anniversary. Created by Aussie agency, The Monkeys, the spot cleverly used the Opera House’s iconic history to tell a story about safety and responsibility led by comedian and performer Tim Minchin. It struck a chord with viewers by mixing the building’s rich history with a fresh, modern vibe.
The Roar of the Future
Trends of 2024: Unconventional Storytelling and Technology Integration
Cannes Lions 2024 was a celebration of creativity, innovation, and impactful storytelling. The winning campaigns not only showcased the best in advertising but also highlighted important social issues and leveraged technology in new and exciting ways. As the lions return to their den for another year, we’re left pondering the trends that emerged this year (a hint at the future of advertising):
1. The Power of Long-form: From Dramamine’s mini-documentary to WhatsApp’s “We Are Ayenda” narrative-driven approach, longer formats allowed for deeper storytelling and emotional connection.
2. Tech with a Human Touch: While AI and deepfake technology played starring roles, they were used to amplify human stories and emotions, not replace them.
3. Purpose-Driven Creativity: Whether addressing sustainability, gender equality, or child marriage, the most impactful campaigns were those that took a stand on important issues.
4. Breaking the Fourth Wall: Campaigns like “The Last Barf Bag” and “Recycle Me” invited audiences to engage beyond the screen, creating immersive experiences that blur the lines between advertising and art.
As we anticipate next year’s festival, one thing is clear: the future of advertising lies not just in technological innovation, but in the uniquely human ability to surprise, challenge, and move us. In a world increasingly dominated by algorithms, Cannes Lions 2024 roared a powerful reminder: creativity is, and always will be, king of the jungle.
