Cannes Contenders: M&C Saatchi’s 10 High Hopes for Cannes 2022
From work spanning South Africa, Australia, the UAE, UK and USA, M&C Saatchi’s creative leaders share the agency’s Cannes Lions hopefuls and add their thoughts on why these campaigns are something special. With campaigns for food brand Nandos and Pizza Hut, Superbalist, the NSPCA, The Minderoo Foundation, Big W, the NHS and Business Iceland, see below for what M&C Saatchi had to say about its work.
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.
Nandos - They Are Welcome
M&C Saatchi Abel
Ryan Reed, CCO at M&C Saatchi UAE: "Nando’s fires things up again by serving a large portion of brave, relevant and funny. They could have just sold me a chicken meal but instead sold me a side of understanding and acceptance too."
Idea Creation: M&C Saatchi Abel
Production: Darling Films
Post-production: Mushroom Studios
Media Placement: The MediaShop
Superbalist - Wear the Music You Love
M&C Saatchi Abel
Wendy Dixon, chief growth officer at M&C Saatchi Group: "This work makes me want to dive into the world of Superbalist. The human insight around the connection between fashion and music is so simple, true and enduring. What’s genius is the leap this idea takes to push that connection through to an experience sharply designed to drive growth for the brand. A great example of how creativity combined with data and tech innovation can unlock long-term customer value for brands."
Idea Creation: M&C Saatchi Abel
Media Placement: Ad Dynamo
Music and Sound Production: We Love Jam
NSPCA - Animals Do What?
M&C Saatchi Abel
Stevie Archer, CCO at SS+K: “What I love about the #AnimalsDoWhat campaign is that it doesn’t fall into the traditional sentimental tropes of animal welfare ads. No sad Sarah Mclachlan songs here. Instead, it makes us consider what animals mean to us in a novel way with extraordinary facts about how they contribute to our lives. It taps into our innate curiosity and gives us an easy interactive way to learn more and more and more that is totally shareable”
Idea Creation: M&C Saatchi Abel
Production: M&C Saatchi Abel
Animation: The Deli Artists Utd
Media: Connect (part of M&C Saatchi Group)
The Minderoo Foundation - Thrive by Five
M&C Saatchi Group Australia
Guy Bradbury, creative director at M&C Saatchi London: “What better way to talk about Early Childhood Development, than to give the ultimate demo. This mini TED Talk, featuring seven-year-old Molly Wright, delivers on every level. Captivating parents with great writing, great performance and superb storytelling by Michael Gracey (director of The Greatest Showman) What’s not to love.”
Idea Creation: M&C Saatchi & The Minderoo Foundation
Production: FINCH
Post Production: FINCH
Media: Bohemia Group
Big W - Craft, Camera, Action!
M&C Saatchi Group Australia
“The Big-Headed Bilby concept is a wonderful example of brand audience understanding. It positions Big W as an empathetic and engaging family brand, creating beneficial, innovative and creative experiences for customers going through a challenging time-poor and patience-poor period. Screen time can be family time and a creative time.”
Idea Creation: M&C Saatchi
Production: Zebra
Publisher: Facebook
PR: Red Havas
NHS - Heart Attack
M&C Saatchi London
Ivan Bormaister, creative director at M&C Saatchi UAE: “It’s a powerful film that depicts the early symptoms of a heart attack. You can visually see the anguish and the tightness acting on him. And when a public interest ad is able to portray both the symptom and the sense of unease that comes with it, a strong image is seared onto the public consciousness”
Idea Creation: M&C Saatchi London
Design: Alan Clarkson
Production: Mad Cow Films
Editor: Bill Smedley
Sound: Ben Leeves at Jungle
Music Composition: Mark Sayfritz
Pizza Hut - Offline Hour
M&C Saatchi UAE
Neo Mashinga, CCO at M&C Saatchi Abel: "This campaign illustrates the power of mobile creativity and digital craft. It utilises our love for our phones and our love for pizza to reinvent the classic Earth Hour activation and make it relevant again. What makes it clever is how it takes a medium that relies on being online and connected to create an experience that is entirely offline. It's a powerful idea that can drive meaningful change.”
Idea Creation: M&C Saatchi UAE
Business Iceland - Icelandverse
SS+K NYC
Ben Golik, CCO at M&C Saatchi London: “Everyone talks about moving at the “speed of culture”. This work achieves it. But speed to market is only part of its brilliance. Smart thinking, great writing, tight editing and spot-on casting make this an all-around winner.”
Idea Creation: SS+K & Peel Iceland
PR: M&C Saatchi Talk
Production: Pelikula
Colour: Bjarki Gudjonsson at Trickshot
Sound: Joi B at Audioland
Business Iceland - Sweatpant Boots
SS+K NYC
Emma Robbins, CCO at M&C Saatchi Melbourne: "There is no better way to tell two-year-old sloppy, lonely, infested sweat pants what you think of them than turning them into boots and stomping through glacial mud and Iceland pony shit. It's everything they deserve. And this idea, in turn, deserves something very shiny."
Idea Creation: SS+K
Agency: M&C Saatchi Group & Peel Iceland
Communications: M&C Saatchi Talk, M&C Saatchi Sport and Entertainment North America, Essencius A/S, Headspace PR
Production: Skot Productions & Snark
