Cannes Lions / Media Winners
This year’s Media Grand Prix has been awarded to Burger King’s McWhopper campaign, which also won the Print & Publishing Grand Prix earlier in the week.
The campaign, by Y&R New Zealand in Auckland, saw the fast food chain reach out to its closest competitor, McDonald’s, in a bid to ‘end the beef, with beef’, by combining the Big Mac and the Whopper burgers together to create a hybrid of the two - the McWhopper.
Jury president Nick Waters, who is the CEO Asia Pacific of the Dentsu Aegis network, said: ‘The Grand Prix reflects so much of what is good about the industry. This is a case of a big brand, taking on an even bigger competitor, moving quickly, being bold... reacting to events, bringing consumers in and - critically - none of this could have happened without a brilliant use of media.’
He went on to say that the McWhopper managed to use media to whip up momentum, and to change the campaign as events unfolded. ‘It was a really skilled piece of work, pulling the levers of media to gain momentum, amplify and bring consumers in.’
Waters also commented that the role of media agencies in today’s landscape is to marry up data, technology and creativity, and that was reflected in the way they judged the category.
‘What we've seen over the years is lots of experimentation,’ he said, ‘there's a natural tendency for brands to gravitate towards shiny new things. But what we’ve seen this year, which has been encouraging, is [entries] coming through the experimentation phase and really starting to understand exactly what we should be doing.’
Other campaigns that have already shone in the south of France added to their tallies of gold lions, including DB Export’s Brewtroleum, which scooped the Outdoor Grand Prix. In total, 97 lions were awarded in the Media category, including 12 golds.