Cannes Contenders: The Best of BBH’s Brilliance
During the last 12 months, agencies in the BBH network, from across the globe, have been responsible for some bold, brilliant work – spanning mediums, styles and genres. With the first in-person Cannes Lions for three years rapidly approaching, we’ve asked senior creatives from the network to share their favourite projects from their BBH colleagues – and to show us what to look out for from their agencies at this year’s festival.
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.
Burger King – The Fall Collection
Sascha Kuntze, chief creative officer at BBH Singapore: “A pun you can wear? That's an idea that doesn't just make ends meat. It's clever, irreverent and a fresh new take in a category that has done pretty much everything there is to do.”
AGENCY: BBH London
Google – Black-Owned Friday
Alex Grieve, worldwide chief creative officer at BBH: “The best ideas are always the ideas that seem so obvious; so effortless. Because, of course, it belies the fact they are anything but. Reframing the busiest shopping day of the year and adding one extra word in the middle to make it Black-Owned Friday is a brilliant start. But the way that idea is finished by creating a cut-through, authentic, eye-poppingly brilliant piece of entertainment makes it a work of genius and one of the stand out pieces of work in our industry. This is what the Titanium category was invented for. It deserves to own that, too.”
AGENCY: BBH USA
Civilisation Brewing – 2019, Brewed for 2022
Helen Rhodes, executive creative director at BBH London: “These posters make me want to dive into them and join the carefree characters romping on the page. They’re beautiful to look at and engaging to read. Such lovely details such as lining up the illustrations on the label with the illustrated background. Cheers to bringing back long copy and great art direction.”
AGENCY: BBH Singapore
Refuge – Domestic Abuse Is Getting Smarter
Sascha Kuntze, chief creative officer at BBH Singapore: “Confused me it first. But that's a point. A serious message hidden inside a tech product ad. That's what I call a true Trojan horse and those have been doing a marvellous job since... well... Troy.”
AGENCY: BBH London
Google Shopping – Shop Small Murals
Alex Grieve, worldwide chief creative officer at BBH: “Nobody has time to be sold to. Our attention is the most valuable commodity in the world. If you have something to say, say it quick, say it with art because a picture is worth a thousand words. This beautifully simple idea uses murals as a short-cut to selling that stays long in the memory.”
AGENCY: BBH USA
Codashop – Bounty Hunters’ Guild
Helen Rhodes, executive creative director at BBH London: “This is so fun. Creating a game within a game to hunt down influencers and pilfer their skins. It’s a classic Robin Hood tale but with a very modern twist. And ridiculously fun.”
AGENCY: BBH Singapore
Tesco – Together This Ramadan
Sascha Kuntze, chief creative officer at BBH Singapore: “When inclusion isn't just a word in a mission statement but becomes part of your actions you become more than yourself.”
AGENCY: BBH London
Samsung – Exposure
Alex Grieve, worldwide chief creative officer at BBH: “The best selling happens when you're not even aware you're being sold to. It doesn't matter if the camera on the new Samsung Galaxy S21 smartphone is better than Apple if nobody in Gen Z believes that or worse can't be bothered to listen. You have to earn their attention. You have to find a way to make them care and make them listen. And the way you do that is not through an ad. You entertain by doing a piece of entertainment. Did Exposure work? The fact Exposure 2 has just been green-lit suggests it did.”
AGENCY: BBH USA
Arcane – Escape the Undercity
Helen Rhodes, executive creative director at BBH London: “I love ideas that have started out as possibly the dullest brief and the creatives have turned it into something brilliant. Transforming a media event into a playable experience is genius and the craft and detail that has gone into this is another level.”
AGENCY: BBH Singapore
