So myself and Anahita (Now Go Create’s Strategy Ninja) are out at the Cannes Lions International Festival of Creativity, working for the Cannes Lions School as mentors, alongside the legendary Keith Reinhard (Emeritus Chairman DDB) and 16 delegates from around the world – copywriters, Creative Directors, planners, digital experts and more, from Australia to Ireland. This is the 4th year I’ve been at the world famous festival and what I love about it is getting up close to all the inspiring work that you just can’t keep abreast of in your day to day work, and hear from some of the world’s best creatives to understand the creative process that the teams have gone through to get to the idea.
Every year there’s a real buzz about key, stand out pieces of work that win cross-category. The campaign everyone is talking about won the PR Grand Prix (and also Glass Lion and Out of Home). ‘Fearless girl’ for State Street Global Advisors is a truly brilliant, gutsy, idea of its time delivering for business and doing good in the world – everything that the best of Cannes celebrates.
It involved putting a bronze statue of a girl standing defiantly across from the iconic Wall Street charging bull – took home the top awards in the PR, Glass and Nontraditional Outdoor categories. Financial firm State Street Global Advisers commissioned the statue to advocate for more women in leadership positions and draw attention to its “SHE” fund, which invests in companies that the company deems as doing a good job of putting females in top jobs. The statue is “extremely courageous” and “did wonders for brand awareness and sales for the company,” said PR jury president Karen van Bergen of the Omnicom Public Relations Group.
Last night was the PR Awards so here’s a brief round up of some of the work that is winning metal across the festival. There were 17 gold Lions total awarded in PR. Here are few of my personal favourites – ‘Meet Graham’ for Transport Accident Commission Victoria, ‘Pitching French Films to Hollywood’ for the Alliance Française De Singapour Ciné Club and Like My Addiction.
As usual the debate about whether this work has been entered by ad agencies or PR agencies rages on but one thing is clear – the lines are increasingly blurry between all the disciplines and collaboration is the name of the game. There are 33 people named on the Meet Graham entry – the idea doesn’t survive if people don’t buy in, contribute and collaborate in the execution.
See all the PR winners at Cannes Lions 2017 here. We’ll bring you more updates as the week goes on!