This year’s Cannes Lions International Festival of Creativity was populated by campaigns looking to eradicate discrimination, raise awareness of global issues and, well, sell products. Canvas8 has identified some of the key behaviours that underpinned the winning messages.
We all feel a desire to win, whether that’s for self-validation or a gold medal. But a focus on ‘the win’ oversimplifies the real reasons we enter contests. Canvas8 sat down with Dr. Francesco Duina, author of Winning: Reflections on an American Obsession, to understand our competitive nature.
When cancer charity MACMA found that 67% of women don’t check their breasts, it aimed to create a viral ‘how-to’ guide. But as Facebook and Insta remove images of women’s nipples, how could it show a self-exam if it couldn’t even show a pair of boobs? It found a loophole – use 'moobs' instead.
“Hello? Sweden here.” The Sweden Number, created by Ingo Stockholm, allowed foreigners to chat with a random Swede about any subject. Its authentic representation of the nation’s diverse voices saw it pick up the 2016 Direct Lions Grand Prix, showcasing the power of the local touch in tourism.
At the 2016 Cannes Lions festival, Dentsu Tokyo picked up the Design Grand Prix for its ‘Life is Electric’ campaign for Panasonic, which aimed to show people the ubiquity of electricity in everyday life. But what role did hamsters, fruit, cyclists and waterfalls play in bringing batteries to life?