Cannes Lions / Promo & Activation Winners
The Promo & Activation Grand Prix at Cannes Lions Festival of Creativity went to Boost Mobile’s Boost Your Voice campaign, which saw Boost stores used as polling stations in the US election last year.
Created by 180LA, Santa Monica, the work was praised by jury president Stéphane Xiberras, also president and chief creative officer, BETC, France. He said: ‘It’s not only about promoting a store, it’s about promoting human values. You can choose your future if you decide to vote.
The work answered a challenge laid down by then President, Barack Obama, at SXSW in March 2016, which urged the creative community to come up with ideas that would make voting easier in the States.
Subscribers to Contagious I/O can read our Insight & Strategy interview with Tylynne McCauley and Brian Farkas, associate creative directors at 180LA, about the importance of empowering people and how Boost made this project happen.
The jury was looking to award work that not only created an audience, but also involved them. Xiberras explained: ‘Each category in Cannes is about activation. But promo proves activation. How do you genuinely involve people in your marketing? How do you involve people to spread your message? When you have these criteria it’s easier to judge the work in our category.’
In addition to the Grand Prix, 15 Gold Lions were awarded, including two for the day’s other big winner, State Street Global Advisors’ Fearless Girl, by McCann New York.
Bradshaw Stain for P&G brand Tide, by Saatchi & Saatchi New York, was awarded three Gold Lions for its Super Bowl prank, which placed a stain on the shirt of Fox commentator Terry Bradshaw (see video, above).
Addict Aide’s fictitious Instagram account also tricked people to Like My Addiction. The glamorous Instagram persona educated young people about the insidious nature of excessive alcohol consumption, winning two Gold Lions in the process. The French addiction organisation worked with BETC Paris to post photos of a 25-year-old Parisian woman drinking, travelling and partying, before the hoax was revealed.
Through work such as this, Xiberras told Contagious that the category is witnessing the merger of technology and humanity. ‘We saw amazing work about human insights, amplified by technology. It’s not a technology contest. It’s [about] very simple ideas.’
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