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Cannes Contenders: A Saatchi & Saatchi Selection

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Including some must-see TikToks, footballers tackling online hate, NFTs to protect wildlife, the return of JNCO jeans - and a multiverse of Marvel madness from Tide

Cannes Contenders: A Saatchi & Saatchi Selection

Throughout the last year, Saatchi & Saatchi's agencies have created a variety of exciting and innovative campaigns - all with the hopes of getting their hands on some Cannes Lions awards at the upcoming festival. With the first in-person Cannes Lions for three years almost at our doorstep, we’ve asked for the networks top selection of projects that will hopefully bring them Cannes 2022 success.

LBB has asked every major agency network to share its best work from the past year ahead of Cannes Lions 2022. Check out all the lists published so far here.


Hope United - BT



Managed and helmed by Rio Ferdinand and Karen Carney, this team of male and female football players from across the UK was brought together to help tackle online hate. Not only did the campaign and branding have a physical presence at the home nations footballing events, as well as OOH installations and TV spots, but the Hope United shirt was made available to wear within FIFA 22. 

Idea Creation: Saatchi & Saatchi London
Creative Director: William John


NFA - WWF



Collaborating with a collection of world-renowned artists, the wildlife charity and Saatchi & Saatchi / Düsseldorf created 10 'Non-Fungible Animals' (NFTs) designed to help the plight of 10 endangered species. The amount of each NFA available for purchase corresponded to the number of animals of each species left in the wild - with every initial purchase raising funds for the charity and each subsequent re-sell giving 10% of proceeds also.  

Idea Creation: SAATCHI & SAATCHI / Düsseldorf

Disappearing Identity - Amnesty International



Saatchi & Saatchi Ukraine worked alongside Amnesty International to create an identity for the death penalty, using the names of countries where capital punishment is still used. The death penalty is something that Amnesty International has been campaigning to abolish globally and the dynamic pattern changes constantly to reflect changes in the death penalty laws. When a country abolishes the law, its name is removed - taking away from the identity. Through the campaign's website, people can sign a petition and download constantly updating posters to use in protests. 

Idea Creation: Saatchi & Saatchi Ukraine

airbubble - Otrivin (GSK)



For this campaign with nasal congestion relief brand Otrivin, Saatchi & Saatchi built an air-purifying bubble using algae-powered bioreactors that filter the air. They then brought the bubble to one of Europe's most polluted playgrounds in Warsaw, Poland, as well as the COP26 climate summit. Promoting Otrivin’s new 'Breathe Clean' product, the bubble was brought to the Warsaw playground in collaboration with architecture and innovation firm, ecoLogicStudio, who explain that all the bubble needs to function is solar power and kids to play. The Polish installation of this innovative technology stood for four months and amassed over 50,000 visits.

Idea Creation: Saatchi & Saatchi


Go For a Handful of the '90s - Goldfish



"Hot and spicy flavoured snacks are on the rise, and so is '90s nostalgia," says Danielle Brown, vice president of marketing, Campbell Snacks in a press release for this crackers, nostalgic campaign from Saatchi & Saatchi New York. Not sure what the huge pockets on JNCO jeans were for? Well... now you know it's Goldfish! Throwing it back to the '90s with new, limited-edition Jalapeño Popper flavour crackers and a JNCO Jeans partnership, Goldfish and JNCO collaborated to produce a limited-edition pair of JNCO jeans that fans could get their hands on at JNCO.com/goldfish.

Idea Creation: Saatchi & Saatchi NY 

#GoldfishJingle - Goldfish



A 20-year-old Goldfish commercial took over the Grammys? Yes, you heard that right - on one of the biggest days in the music calendar, and the thing that got people talking and tweeting was this advert from Saatchi & Saatchi and Goldfish. Playing off of the old jingle that a generation of American kids (now adults) grew up with and with a simple introduction of a hashtag, the agency and snack brand invited people to write new words to the jingle and share them online. Goldfish was the only brand to trend during the Grammys and ranked higher on Twitter's trending list than performers including Lil Nas X and Doja Cat - accumulating 734 million impressions.  

Idea Creation: Saatchi & Saatchi NY


Made From Melbourne - Maton



A guitar made of wood from iconic local music venues in Melbourne, Australia. It doesn't get more rock 'n' roll than that. The 'Made from Melbourne' project involves a documentary about the process of saving a struggling and underfunded industry, and creating a one-off guitar made with timber sourced from the four most iconic music venues in Melbourne – The Tote, The Espy, The Corner and Cherry Bar. The guitar, crafted by internationally renowned local brand Maton, is a one-of-a-kind semi-acoustic called the MM3000 and was made available to play for free in these venues by local and touring artists. The campaign hopes that the guitar will live on in these hallowed venues and continue to be a symbol of the need to support live venues.

Idea Creation: Saatchi & Saatchi Australia


Tide X Dr Strange in the Multiverse of Madness - Tide



The Marvel Cinematic Universe has become famous for its ravenous and passionate fan-base, known for creating and discussing their own fan theories about different heroes and plots. So Tide and Saatchi & Saatchi decided to add some fuel to that fire, partnering with Marvel for Dr Strange in the Multiverse of Madness to spark some theories of their own. Using Black Widow star David Harbour in social video that features one of Dr Strange's portals, Tide sent the Marvel fans into a frenzy of conspiracies and excitement with over 2.3 million engagements of earned media.

Idea Creation: Saatchi & Saatchi NY


Project Futureproof - Deutsche Telekom



After the pandemic put the careers of a whole generation at risk again, Deutsche Telekom worked with Saatchi & Saatchi to develop Project Futureproof. The platform seeks to help young people follow their passions and obtain skills and experience so they can connect with their future careers. Partnering with Billie Eilish, the project involves a film as well as digital and social media campaigns, in addition to the platforms 'figuring it out' technology, that helps young people find what they're good at and enjoy doing. The platform also offered resources, training and an internship program to help over two million European youths find a potential career path. 

Idea Creation: Saatchi & Saatchi


Cold Callers - Tide



The mission: To convince Americans to wash their clothes with cold water and save energy. And who better for this task than 'cool' icons rapper Ice T and wrestler 'Stone Cold' Steve Austin? The campaign began with the pair calling up fellow celebs including Vanilla Ice, Gordan Ramsay and Mr. T to convince them to change... "because Stone Cold said so." Tide then convinced 15 NFL teams to wash their uniforms with cold water and spread the message, earning 2 billion media impressions and an estimated 1.3 billion new loads of laundry washed in cold.

Idea Creation: Saatchi & Saatchi NY


You Have to See It - TikTok



How often do you find yourself, or one of your friends, describing (to varying degrees of success) a must-see TikTok that you watched the previous night? Quite frequently, right? Well that is the insight behind this campaign. Saatchi & Saatchi helped turn popular TikToks into concise written descriptions to be displayed as text on digital and OOH locations - tempting onlookers to seek out the content on the social platform via QR codes. The campaign also involved a broadcast spot that featured - not footage of TikToks - but footage of people describing TikToks to their friends. Without showing a single TikTok, the campaign increased the brand's positive audience sentiment to record levels within one week, as well as increasing its relevance and popularity scores.

Idea Creation: Saatchi & Saatchi NY


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Saatchi & Saatchi, Fri, 17 Jun 2022 15:44:00 GMT