Can you imagine a world where advertising professionals Do they win an Oscar for their creative work? That's already a reality, or rather, almost! The communication equivalent of the world's most famous golden statuette is the Cannes Lions (Cannes LionsSince 1953, the Cannes Lions International Festival of Creativity has annually celebrated advertising and has become a landmark in the field; a gold lion signifies creativity, efficiency, and respect.
But let's take it one step at a time. You've probably heard that Cannes hosts another very famous event, right? The Cannes Lions was inspired by... Cannes Film Festival, which in turn awards audiovisual works. Over the decades, the advertising festival has crowned numerous agencies worldwide, and Brazil, year after year, remains at the top of the winners, taking home dozens of statuettes. In 2021, the festival was expanded and now includes categories such as design, brand experience, sustainability, and even public relations cases within its nearly 30 categories.
How to win a lion?
As an important event that sets trends and showcases innovations in the advertising market, the awards ceremony features prize categories divided into:
- grand prix,
- Golden Lion,
- Silver Lion,
- Bronze Lion.
Each category has a head judge and a specific jury panel, composed of advertising professionals from various countries. The judging criteria evaluate the change that advertising has brought about in the industry, in business, and also in the population. In addition, of course, to creative aspects.
The first award won by Brazil was for an advertisement that could only have been created by the great name in Brazilian advertising, Washington Olivetto. In 1974, amidst a crisis of unemployment and prejudice, he launched the ''Man over 40 years old"on Labor Day."
Cannes Lions during the pandemic
Last year, the festival took place in a virtual format, but this time without the usual awards, lectures, discussion groups, and extensive networking. Only three categories were honored for their legacy and for being the best of the decade. The 2021 edition remains 100% digital and takes place next month, between June 21st and 25th. You can follow the entire program through [website/platform name - implied but not explicitly stated in the original text]. official site.
Memorable advertisements
We've selected some iconic Brazilian advertisements that took home the trophy, so you can see the high level of effort and professionalism that leads someone to win the award.
This Coke is Fanta. So what?
The agency DAVID São Paulo He won 7 lions at the 2018 edition with an advertisement for Coca-Cola Brazil that reinterprets a famous homophobic expression widely used in Brazil.
Price on the Shirt
Walmart's campaign for its Bompreço Hypermarket brand also won 5 awards at the event. In 2016, the agency DM9DDB This led to soccer players entering the field wearing promotional product images, taking advantage of the number printed on their backs in the last two rounds of the Bahia State Championship.
Foot in the Door
A AlmapBBDOThe agency, which consistently excels at the Cannes Festival, won an award in 2016 for its Volkswagen campaign announcing a new feature for opening the trunk of its cars. The campaign included various scenes of people literally kicking doors, evoking a range of emotions in the viewer.
Did you get a taste of Cannes? We're sure that soon one of IDP's graduate students will be on the French stage, aiming for their statuette.
