Hasta La Creative!

AlmapBBDO campaign bests two other Gold winners for top prize.

Cada vez que eu vou a um evento pra me inspirar e aprender eu escuto pelo menos umas três vezes que a indústria da propaganda morreu ou está morrendo. E isso tem aí mais de dez anos, gente. Hoje ouvi o Scott Galloway ser ainda mais contundente ao falar dela: “se uma pessoa está vendo …

Leia Cannes Lions 2023: Gatos têm 7 vidas. E a indústria criativa? na íntegra no B9.

O case “The Artois Probability”, criado pela GUT Buenos Aires para Stella Artois, ficou com o Grand Prix de Creative Data em Cannes Lions 2023. A marca, com uma história que remonta a 1366, decidiu explorar a probabilidade de sua presença em pinturas históricas de cerveja, transformando essa ideia em uma extensa campanha, que inclui …

Leia Cannes Lions 2023: “The Artois Probability” rende Grand Prix de Creative Data para Argentina na íntegra no B9.

Organizers of the September event are said to be discussing a postponement, possibly for months, if the strike lasts deep into the summer.

Welcome to Day Three of Ad Age’s Cannes Today newsletter. Reading this online and want it delivered straight to your inbox? Sign up here.  For real-time updates, follow our live blog. And see all our coverage here.  Click here for a recap of Day Two.

Getting back to basics

After spending months dealing with politicized criticism and personal attacks, it seems that more brands are trying to get back to more basic marketing. The latest evidence comes from Procter & Gamble Co. Chief Brand Officer Marc Pritchard, who emphasized “getting back to the fundamentals” during a Cannes interview with Ad Age’s Jack Neff.  “I think in today’s world, moving into areas of advocacy that are outside of your brand’s wheelhouse, that’s where things can get undone,” he said. 

Anheuser-Busch InBev Global Chief Marketing Officer Marcel Marcondes took a similar tone during his Monday Cannes speech, suggesting that Bud Light will be getting back to its brand values “to make beer easy to drink and easy to enjoy.”  Those were his first public comments since Bud Light slipped into a sales slump beginning in early April as it struggled to deal with conservative backlash for using a transgender influencer in a social media promotional effort. The backlash has spilled into other AB InBev brands, hurting sales. But that has not stopped Cannes juries from recognizing the brewer’s marketing—it took home its second Grand Prix of the week Wednesday for a Stella Artois campaign. (Scroll down for our full Wednesday Grand Prix wrap-up)

Crude on the Croisette 

“Move me, dude.” Those words from the late Dan Wieden have become a mantra at Wieden+Kennedy. It inspired a storefront the agency rented along the Croisette that it rebranded “NOT 4 $ALE.” The pawnshop-style installation stands in contrast to the glitzier neighboring stores and is meant to act as a counterpoint to some of the more serious things happening at Cannes. “At a festival that celebrates the most sophisticated ways of selling on the planet, we decided to build a space that celebrated the crudest,” Adam Rix, the creative director who runs NOT W+K, the agency’s standalone branding and design studio, told Ad Age’s Tim Nudd in an interview.

Good as hell

MediaLink made Page Six—at least its Cannes party did. The Michael Kassan-run consultancy got a shout-out in the gossip column for its Tuesday night party co-sponsored by iHeartMedia that featured a concert from Lizzo, with Page Six observing that it “blew the roof off the Hotel Du Cap-Eden-Roc.” Ad Age spotted IPG CEO Philippe Krakowsky and Publicis Chairman and CEO Arthur Sadoun in the audience. Read more on that in our blog. Speaking of parties, Ad Age hosted our annual Lawn Party on Wednesday. Lizzo didn’t show up, but plenty of industry luminaries did, including Richard Edelman, Aaron Walton and Jon Cook.

The Cannes winners circle

Today’s award haul:

• ‘Eart4,’ which launched an IPO for Planet Earth, wins Creative B2B Grand Prix
• Stella Artois’ analysis of beer in old paintings takes Creative Data Grand Prix
• DoorDash’s self-love Valentine’s Day campaign wins PR Grand Prix
• Samsung Australia’s reverse ad targeting campaign wins Social and Influencer Grand Prix
• Dove’s #TurnYourBack campaign challenging a viral TikTok filter wins Media Grand Prix
• Adidas’ ‘Runner 321’ campaign honoring athletes with Down syndrome wins Direct Grand Prix

Number of the day

$100 million: The total of donated funds that will support a multimedia campaign running on World Cancer Day on Feb. 4, 2024. The Working with Cancer Pledge has launched a competition to come up with the campaign, aimed at ending the stigma of cancer in the workplace. Major holding companies are participating.

Quotable

“I’ve kind of had a love-hate relationship with them—now it’s all love.”—Mike White, the actor, director and creator of HBO’s “The White Lotus,” on his HBO relationship during a Cannes chat with Ogilvy’s Liz Taylor. Read more on their conversation in our blog.

“Go to the basement and see all the work. You can get distracted by everything else, but this is why we’re all here.”— Linda Knight, Observatory president and chief creative officer, offering a Cannes pro tip as part of Ad Age’s weeklong series in which creatives share insights about their nominated work and other Cannes insights. 

Read more from our Cannes 2023 Snapshots series here.

Also, Meta shines the spotlight on Reels at Cannes Lions 2023, from our Publishing Partner, Meta.

CANNES, France–“People have no clue of how transformational this next decade is going to be,” exclaimed award-winning musical artist and technology entrepreneur will.i.am while speaking at Cannes Lions. “By 2033, you’re not going to recognize how we used to do things,” he added. “So much transformation is going to happen in the next 10 years….

CANNES, France–On the surface, e.l.f. Beauty and Hartbeat–the entertainment company founded by comedian Kevin Hart–may appear to have little in common. But the two brands share an adeptness at building passionate communities of fans. “We create an orbit that people want to be part of. We transcend the products we sell,” said e.l.f. Beauty chief…

In the past five years, the Hispanic community has seen a steep drop in how Latinos feel their values are shared or reflected by big brands, according to research from the We Are All Human Foundation and Nielsen, in partnership with Toluna and TelevisaUnivision. The latest Hispanic Sentiment Study, revealed today at Cannes Lions, found…

Entrar no site ou rede social de uma empresa e ver o botão do WhatsApp disponível geralmente é um alívio pra muita gente. Fazer um pedido, resolver um problema ou cancelar um serviço sem a necessidade de enfrentar menus intermináveis, minutos e minutos de espera e formulários de cadastro cansativos são sonhos que podem ser …

Leia O futuro do engajamento: como a mensageria de negócios permite a sonhada personalização em escala na íntegra no B9.

Eis aqui um conceito muito interessante de empoderar pessoas comuns para serem influenciadores e usarem seus próprios canais e o poder das conexões como parte da campanha de uma marca. De forma muito bem-humorada e criativa, a campanha da companhia telefônica neozelandesa brinca com o próprio conceito da desconfiança das pessoas na propaganda e, por …

Leia Phone It In: como empoderar pessoas comuns para serem influenciadores da marca na íntegra no B9.