This month we showcase award winning Outdoor campaigns from across the world from the Cannes International Festival of Creativity that took place in June. Cannes, the ‘Oscars’ of the Advertising Industry, took place in June, and winning a Gold, Silver or Bronze Lion, and especially the coveted Grand Prix in your category, is the ultimate award for creative work across the globe.
With a total of 5 367 entries, the Outdoor Category proved to be the most popular at this year’s Cannes Lions. In total, 129 Lions were awarded in the category.
South Africa tends to punch above its weight at Cannes, given the small size of the advertising industry here compared to other countries. This year we had seven agencies awarded from South Africa, and that South Africa was placed 8th country at the Festival shows the huge creative potential of our country. A category that it has always traditionally done well in, is the Radio Category, and this year was no different, with the country bringing home 33 of the 91 Lions in the Radio Category, including the Grand Prix for these KFC adverts.
Back to Out of Home and congratulations are in order for Ogilvy & Mather Cape Town, for bringing home three Bronze Lions in the category ‘Cars & Automotive Products & Services’, for their ‘Technically’ campaign, for Volkswagen:
A few points to ponder:
It is clear that the Outdoor Category is bringing huge innovation and integration to creative thinking internationally, making it more important for designers, copywriters and Outdoor media strategists to work together on campaigns.
The integration of traditional media to social media platforms is imperative for all new campaigns, andintegration timelines must be constructed to maximise consumer involvement and campaign reach. It is also crucial to incorporate Public Relations from an early stage of a campaign. This integrated way of thinking is evident in the success of the top entries to Cannes Lions 2016. In South Africa, there is a great divide between these elements, especially in the larger Advertising Agencies. For future success, this must change.
Enjoy these case studies of innovation, creativity, and campaign success, and let’s see if we can bring more Lions back to South African in 2017!
Outdoor Grand Prix Winner
Save the world – drink more beer
The BREWTROLEUM campaign by Colenso BBDO in Auckland, New Zealand, walked away with the Grand Prix for Outdoor at Cannes this year, in the category ‘Integrated Campaign led by Outdoor’.
300 000 litres of biofuel was made from the byproducts of producing beer, and made available at 60 gas stations across New Zealand. It was also sold at a gas station custom built for the brand, as part of the advertising campaign for DBExport Beer – this installation won another Gold Lion under the category ‘Special Build – Outdoor’. The campaign booked various Out Of Home displays and branded gas tankers as well.
The Outdoor Jury awarded the campaign to Brewtroleum based on solving a real business problem for the client, which was to get people to drink more beer and giving them a good excuse to do so. “These guys managed to do this, to claim that if you drink more beer you can save the world,” said Mr. John, the Cannes Outdoor Jury President.
William Eccleshare, Chairman and CEO of Clear Channel International, main sponsor of the Outdoor Category, had this to say when commenting on the Grand Prix winner: “Another record-breaking year for entries to the Outdoor Lions category, reflecting the fact that Outdoor is growing faster than any other traditional medium around the world and has never been a more relevant part of the media mix. I have been particularly impressed with the increased number of smart and creative digital out-of-home campaigns entered this year.”
- 300 000 litres of biofuel sold.
- 8,6 million DB Export Beers sold.
- Sales of DB Export increased by 10% in a declining market.
Short Video outlining the campaign and how it was executed:
Media Grand Prix Winner
Fast Food for Peace
The Media Grand Prix, as well as the Print & Publishing Grand Prix was awarded to Burger King for their McWhopper Peace Campaign, with Outdoor making up a big part of the media strategy. Full page ads – placed in the New York Times and the Chicago Tribune – took the form of an open letter addressed to McDonalds, with Burger King proposing that they set their differences aside for a day – World Peace Day, 21 September 2015 – and combine their burgers to create the McWhopper, just for the day. A website was created for the campaign as well. This campaign was picked up quickly by the US Television Stations, and the carefully chosen international billboard ads, all of them placed close to iconic McDonalds outlets around the world, were quickly picked up by consumers, and re-posted in social media feeds.
The message spread incredibly fast, and before you know it, people were making their own DIY McWhoppers, posting photographs and comments on social media networks internationally. It became one of the most talked-about advertising campaigns of the year, although McDonalds did not accept the invitation to join forces for World Peace.
On World Peace Day, a hybrid burger – the Peace Day Burger – became available for one day only, with Denny’s, Wayback Burgers, Krystal, and Brazilian chain Giraffas taking part in the initiative. It became the 2nd most talked-about burger of the year:
- 8.9 billion media impressions around the world
- US$100 million worth of free media in the US alone
- Number one trending topic on Reddit
- The campaign delivered for both the brand and the cause it adopted.
- 40% spike in Peace One Day Awareness
- For Burger King, there was a direct McWhopper effect on brand consideration in their latest round of research.
Last month, James Herring listed this campaigns as one of his Top 25 Greatest Publicity Stunts of our time. For the full list of stunts, click here.
More about the campaign:
Clemenger BBDO Melbourne won a Silver Lion for this seven storey high interactive digital billboard idea, in the category ‘Digital Outdoor’. It is for their client Bonds’ mens underwear range, and shows how “The Boys”, react to the change in the weather. It is done via a live RSS feed onto the iconic Bourke Street Mall billboard. When the temperature drops, The Boys shrink to the top of the billboard, and in warmer hanger they hang free. In windy conditions, they get to swing around in the breeze. Bourke Street Mall is one of Melbourne’s central business district hubs, hosting a high volume of city daily workers and recreation and tourism visitors alike.
The Boys campaign have won numerous prices, and brought a smile to many faces. As David Ogilvy once said:
“The best ideas come as jokes. Make your thinking as funny as possible.”
As part of the campaign, static outdoor billboards carried the message further:
Not only did this campaign take a number of Campaign of the Year Awards, it also boasted success in getting Australian men talking and thinking more about their choice of underwear. Despite a low media spend, the campaign earned media attention and impressive view counts.
The Boys in action:
Interview with Margie Carr, MD & Founder