Cannes Lions / Media Winners
Online retailer Jet.com has scooped the Media Grand Prix at the 2017 Cannes Lions. The Innovating Saving campaign, created by R/GA in New York, was designed to highlight the company’s commitment to help its customers save money on the products they buy.
The campaign kicked off with a Super Bowl advert of sorts, but rather than pay big bucks for a TV spot during the event, Jet.com launched an online video that celebrated different kinds of ‘super bowls’. The online video was tagged so that it showed up when people searched for ‘Super Bowl Ads’ on YouTube.
Jet.com also used Google’s Translate voice to make a radio commercial (which saved them money on hiring voice artists) and launched a Carecalculator app, a social media tool that helped users figure out how much (or little) to spend on their friends’ Christmas presents.
Mike Cooper, worldwide CEO of PHD and media jury president, said that the ‘media demonstrates and reinforces the brand promise very successfully’, and that it is a ‘communication strategy that is entirely sustainable.’
In an interview with Contagious, Cooper also mentioned two other campaigns that were in with a shot of winning the Grand Prix: Snickers’ Hungerithm (via Clemenger BBDO in Melbourne) and detergent brand Tide’s Bradshaw Stain (via Saatchi & Saatchi in New York). ‘I loved the real-time data aspect of Hungerithm and the sheer scale of Tide’s entry,’ he said. Both campaigns were awarded Gold Lions, as was State Street Global Advisors’ Fearless Girl (via McCann in New York) and Pedigree’s Child Replacement Programme (via Colenso BBDO in Auckland).
Cooper also mentioned that the media category this year reflected many of the current global trends and issues – from cyber warfare, gun control, fake news and corruption to gender diversity, gaming, AI and machine learning.
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