Big Theme At Cannes? Do-Gooding
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A train safety campaign, an organ-donor push, a pet adoption drive and a missing-children app.
In its 60th year, much of the creative work being honored at the Cannes Lions International Festival of Creativity has circulated around a common theme: do-gooding.
McCann Melbourne’s "Dumb Ways to Die," which seeks to prevent accidents in the Australian train system, won a total of five Grand Prix awards, the highest award doled out at the festival. Out of Brazil, the "Immortal Fans" push by Ogilvy urged soccer fans to sign up to donate their organs, and thus keep their hearts beating for team even after death; it took home the Grand Prix in the Promo category. Another campaign that racked up Lions was "Driving Dogs," a puppy-adoption campaign for the SPCA by DraftFCB New Zealand, done in collaboration with MINI Cooper, which taught dogs how to operate a car. JWT China’s "Baby Back Home" app, which turned China’s citizens into search volunteers by letting them take a picture of a child and then comparing it to a missing children’s database via face-recognition technology, won a Gold Lion in the Mobile category.
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