Cannes Lions 2017: Some celebrated campaigns
Here are some Grand Prix-winning campaigns that the world raved about

1. The Refugee Nation
Winner of Grand Prix for Good, the Refugee Nation campaign by Ogilvy New York for Amnesty International gained worldwide recognition for driving attention to the sufferings of millions of refugees around the world. The campaign was created in honour of 10 refugee participants in the 2016 Olympics who could claim affiliation to no country. Ogilvy worked with refugee artists and musicians to create a flag that would represent those who fled warzones and lived in foreign lands.
2. Boost Your Voice
The Boost Your Voice campaign by 180 LA for Boost Mobile was conceptualized with the objective of giving the voices of the minority communities a platform during the 2016 US Prudential election race. The campaign was awarded the Grand Prix in the Promo and Activation category, and Gold in the Outdoor category. The campaign was recognized for its work in turning Boost mobile stores in low income areas into polling stations.
3. We’re the Superhumans
Channel 4’s “We’re the Superhumans” was awarded the Grand Prix in the Film category for its work in celebrating diversity at the 2016 Rio Paralympics. Conceptualized and created by Channel 4’s in-house team 4Creative, the film celebrates the accomplishments of various Paralympians, and features a band of disabled musicians called “The Superhumans Band” that echo its positive “Yes I Can” catchphrase.
4. Meet Graham
This campaign, conceptualised by Clemenger BBDO Melbourne, was awarded a Grand Prix and also a Gold, three Silvers and a Bronze in the Health and Wellness Category of the Cannes Lions Health Festival. The campaign was recognized for putting the spotlight on road safety by depicting the way a human might look if the body were designed to withstand the force of a car crash. As the only “human” created to withstand road accident trauma, Graham is meant to drive awareness among people about their own vulnerability to motor accidents.
5. Immunity Charm
The Immunity Charm campaign created by McCann Worldgroup India took home the Grand Prix for Good in the Cannes Lions Health category, while also bagging the most awards ever in the same category with four Gold, four Silver and one Bronze Lions. The campaign received high praise from the Cannes jurors for leveraging the Afghan tradition of talismanic bracelets to improve the country’s abysmal immunization rate, thereby reducing infant mortality.
6. The Van Gogh Bedroom
The Van Gogh Bedroom Campaign for the Art Institute of Chicago was conceptualized and created by Leo Burnett Chicago, winning a Grand Prix in the Creative Effectiveness category. This unique initiative gave people the chance to rent a reconstructed 3D reproduction of Vincent van Gogh’s bedroom for a night, via Airbnb, and helped the institute drive huge visitor gains. The effort was also lauded for creatively introducing a younger audience to the Art Institute.
7. Burger King Google Home Hack
Burger King’s “Google Home for the Whopper” hack won the Grand Prix in Direct. The campaign by David Miami debuted in April with 15-second spots that featured the phrase, “Okay, Google, what is the Whopper burger?” Any Google Home device within earshot, upon hearing the prompt, told listeners about the fast-food chain’s burger. Soon after the ad aired, Google disabled it, but Burger King and David went on to release modified versions of the ad that would prompt the device once again.
8. Twitter Hashtag
Twitter’s Hashtag campaign, meant to showcase the platform’s ability to provide a forum for political debate, was awarded the Grand Prix in the Outdoor category (along with the Fearless Girl campaign). The ads, created by Twitter San Francisco, simply use visual hashtags along with images of political figures such as Donald Trump, Hilary Clinton and Vladimir Putin. It also features ads on various divisive issues such as gun control, gay rights, marijuana, etc.
(Compiled by Simran Sabherwal)
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THE BIG WINNERS
Network of the Year - BBDO Worldwide
(Ogilvy & Mather 2 nd and McCann Worldgroup 3 rd )
Agency of the Year - Clemenger BBDO Melbourne
(AlmapBBDO, Sao Paulo 2 nd and McCann New York 3 rd )
Independent Agency of the Year - Droga5, New York
Holding Company of the Year – WPP
(Omnicom 2 nd and Interpublic Group 3 rd )
Lion of St. Mark - David Droga
Creative Marketer of the Year - Burger King
Grand Prix for Good - The Refugee Nation by Ogilvy New York for Amnesty International
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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