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Cannes Contenders: 10 Projects S4C Hopes Will Roar at the Lions


Pokemon collabs with Post Malone, virtual spaceflights and carnivals and a cheeky reverse art heist for Netflix – S4 Capital’s global gang from MediaMonks, Circus and Dare.Win celebrate their creative frontrunners ahead of Cannes Lions

Cannes Contenders: 10 Projects S4C Hopes Will Roar at the Lions
As Cannes Lions approaches, we’re looking back on not one year but two years’ worth of creative innovation and campaigns. And it’s been an intense two years for S4C, who have continued their unstoppable growth with the acquisition of agencies like digital shop Circus and Parisian creative boutique Dare.Win. It’s not just their footprint that’s been flourishing but their creativity too. Shared digital experiences have been a lifeline for many during a year and a half of various levels of lockdown, and that’s very much MediaMonks and Circus’s virtual happy place. And there have been some spotlights of IRL creativity as well. We invited people from across S4C to pick their favourite work from the past two years.

Universal Music Group: P25 Music

Ashton Williams, Producer, MediaMonks: “The Post Malone x Pokemon virtual concert was truly like watching my childhood come to life right before my eyes. And MediaMonks getting to be a part of the collaboration was so surreal! We got to create an experience for Pokemon lovers worldwide that brought people together in a time when so many things were distant or divided, and it was all thanks to a bunch of loveable, 25-year-old Pocket Monsters. If you had told my 10-year-old self that in 20 years I'd be working with a team who gets to create moments like this with Pokemon, I would have told you I landed a dream job!”

Client: Universal Music Group
Agency: MediaCom Creative Systems
Media Agency: MediaCom Creative Systems
Production Company: MediaMonks
Year entering (2020 or 2021): 2021

Aguila: Carnival Simulator

Pablo Tajer, Creative Director, MediaMonks Argentina : “Every brand wants to enter the world of gaming, and in the last year they’ve also wanted to show how they can solve problems caused by the pandemic. This activation by Aguila Beer manages to settle both challenges with a brilliant solution: hacking the famous game ‘Truck Simulator’ to create amazing carnival floats inside it. This let us bring one of the most important festivals in Colombia, the Barranquilla Carnival, into the virtual world and to audiences everywhere.” 

Client: Cerveza Aguila
Agency: Circus MediaMonks
Media Agency: Circus MediaMonks
Production Company: MediaMonks
Year entering (2020 or 2021): 2021

Braun: Braun 100 Years 

Wesley ter Haar, Founder MediaMonks & Executive Director S4Capital: “It's slightly strange to comment on your own work, so let's start by saying this was a true collaboration, with the client and the broader agency ecosystem. But to me this is a true digital transformation, after a decade of framing transformation almost exclusively through the lens of technology (important) and data (equally so). This is what it looks and feels like: a completely rejuvenated brand, celebratory about its roots but made fully relevant for today, feeding the feeds with endless stories and experiences that make it modern, buyable and loveable for modern consumers across a connected and conversion ready ecosystem.” 

Client: Braun
Agency: MediaMonks
Production Company: MediaMonks
Year entering (2020 or 2021): 2021

Google x Internet Saathi: Stories of Courage

Alexis Ospina, Executive Creative Director at Circus/MediaMonks Mexico: "The Internet Saathi is a powerful idea as it has a human purpose. The project manages to connect with people in an emotional way, using simple, clear and direct technology. It’s not only an idea that connects people, but is also a tool with a clear objective to achieve equality through access to information. With that combination, it has the potential to change human behaviour and break stereotypes for a better world." 

Client: Google India
Agency: Brand Studio APAC + MediaMonks
Production Company: MediaMonks
Year entering (2020 or 2021): 2021

Frontier Development Lab: Solving NASA’s Toughest Challenges with Google Cloud × Intel 

Mandy Gould, Group Creative Director, MediaMonks: “This is a perfect example of how MediaMonks is constantly making innovation accessible to all. I love how this content series provides the audience with the perfect balance of a tangible and exciting narrative, and educates on the incredible things that tech and researchers are tackling for the future of our planet. 

“With an impactful visual art direction that captivates curiosity, we’re steering such a big conversation—and inspiring the audience with much-needed positivity. And by giving the spotlight to the protagonists, the faces and voices behind the science, these films make us all feel better connected and optimistic about how we are really leading the change.” 

Client: Google Cloud
Agency: MediaMonks
Production Company: MediaMonks
Year entering (2020 or 2021): 2020

L’Oreal CeraVe: Skincare You Want to Share

Grace Dowling, Senior Brand Partnerships Manager at IMA: “In my opinion, the project stands out mostly because it was able to successfully reach a wider range of relevant target audiences. By combining the reach, creativity, and relatability of massive lifestyle influencers with the authenticity and credibility of influential dermatologists, the campaign could communicate the medical and technical selling points of the product—in a relatable and engaging way. This mix was really powerful and effective to land the brand message. Additionally, there was an extra layer of authenticity because CeraVe did its research and partnered with creators who were already fans of the brand.” 

Client: L’Oreal
Agency: MediaMonks
Production Company: MediaMonks

Netflix: Lupin

Till Eckel, Managing Director Creative, MediaMonks Germany: “This idea proves the premise of Netflix’s new TV Show ‘Lupin’—and makes the show bigger by doing so. The stunt, performed in a Paris Underground station, lets people experience the social issue of ‘invisible minorities’ in their everyday life in a simple and subtle manner. This finally allows the show to become part of a much broader discussion. It’s great that they were able to accomplish this in collaboration with a fun show and a light idea, and not another finger-pointing social campaign.” 

Client: Netflix
Agency: Dare.Win
Production Company: Dare.Win
Year entering (2020 or 2021): 2021

Ab InBev: Malta Sign

Luciana Haguiara, Executive Creative Director at Circus/MediaMonks Brazil.: “This work shows a great combination of idea, craft and purpose. Everything is connected and pertinent to the brand. A new product developed with the unsold barley due to the pandemic was already a great message of support. But when you add a gigant installation literally designed on the fields as a giant bottle made out of barley, the result is an amazing homage to the farmers. It’s a beautiful and perfectly crafted message of hope.” 

Client: Ab InBev
Agency: Circus MediaMonks
Media Agency: Mediacom 
Production Company: MediaMonks
Year entering (2020 or 2021): 2021

The Overview Effect Foundation: SpaceBuzz VR Education Programme

Clement Praslin Niviere, Sr Art Director, Dare.Win: "Every good creative idea is a result of an universal insight: ask a kid who they want to be when they grow up, and you’ll get a lot of astronauts. So if you want their generation to understand the human’s impact on the environment and the importance of our acts on this (small) planet, you have to put them in the suit of what they want to become: astronauts. The rocket, the VR simulations, the interviews, everything comes together to hit this sweet spot: making dreams come true through an immersive experience that inspires true learning and creates sincere memories. I hope schools will be like that in 2050." 

Client: The Overview Effect Foundation
Agency: MediaMonks
Production Company: MediaMonks + Unbranded
Year entering (2020 or 2021): 2020

Reporters without Borders: Uncensored Library

Yoan Villegente, Design Lead, IMA: “The real question is, what’s not impressive about this project? First, it’s a super creative way to not only spread awareness about the importance of press freedom but also to inform people about important topics around the world. It is also a very intelligent way to bypass censorship regulations, and to grab younger audiences’ attention through a ‘secret spot’ that leverages word-of-mouth and a medium very relevant to them (Minecraft). This project is a digital monument—not only because the design was so well executed that the library looks very official and legit, almost like it existed in the real world, but also because it perfectly translates the message that information should be free and accessible to everyone.” 

Client: Reporters without Borders
Agency: DDB Germany
Production Company: MediaMonks
Year entering (2020 or 2021): 2020

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Media.Monks, Wed, 09 Jun 2021 13:40:00 GMT