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Cannes Contenders: Wunderman Thompson’s Wonder Work



Wunderman Thompson’s Wonder Work Keeping grounded airlines in flight, applying inclusive design to Degree deodorant and turning water into light – the network looks back on two years of creative problem solving

Cannes Contenders: Wunderman Thompson’s Wonder Work
To say a lot has happened since the last Cannes Lions would be a Grand Prix-sized understatement. With two years’ worth of work to award, the industry has a lot of celebrating to catch up on. But with double the awards, and half of the entries from before the pandemic, it can be hard to keep track of what’s in the running.

 The Wunderman Thompson teams across the globe have come together to share their have come together to curate – and celebrate! - some of their creative highlights from 2020 and 2021

Thai Airways: Destination Menu 

Wunderman Thompson Bangkok

Client: Thai Airways
Agency: WT Thailand 

Ecox: Emergency Bikes 

Wunderman Thompson France

Adrien Mancel and Paul-Emile Raymond, Creative Directors at Wunderman Thompson Paris: “Our partnership with Ecox has been extremely rewarding and our hope is to develop a project where Emergency Bikes can be used in several emergency services across other cities and countries.” 

Client: Ecox
Agency: WT Paris

Scotiabank: Bank on Equality 

Wunderman Thompson Peru

Daniel Minaker, WT Latam, CCO: “Every year we are looking forward to Wunderman Thompson’s Peru’s gender equality campaigns. This one, made for Scotiabank, is one of the most outstanding because they transformed the bank’s loyalty program into an initiative that closes the gender pay gap among those who get their salary through the bank. Brilliant.”

Client: Scotiabank
Agency: WT Perú
Year: 2020

ICRC: LifeRun 

Wunderman Thompson Seattle

Taras Wayner, WT NA, CCO: “The piece of work I’m most excited about is Liferun for The International Red Cross. It brings much needed and renewed attention to a charity established in 1863 to help people affected by conflict and armed violence, promoting the laws that protect victims of war. But Gen Z has no idea of this. So, the team turned to one of the most popular games, Fortnite to co-create this idea we call Life Run. It not only educated a new generation of men and women of the good The Red Cross does, it also got them to donate money in the process.”

Client: ICRC
Agency: WT Seattle
Year: 2020

Bose: Noise-O-Meter

Wunderman Thompson Dubai 

Quote from Patan Tarazaga, WT Latam, CCO: “This is a great campaign from our Dubai Office for Bose. The Noise o Meter is an app that offers discounts if you have a noisy home office. The louder the decibels, the bigger the discount. It really makes sense to have a message like this from this brand in the perfect moment. I think it works great because Bose headphones with noise cancelling (I’m using them right now) are the heroes for this problem. A classic problem solution structure. Accurate and with a global insight. Loved it.” 

Client: Bose
Agency: WT Dubai
Year 2020

Burger King: Social Distancing Whopper 

Wunderman Thompson Italy

Sheung Yan (Mayan) Lo., CCO, WT APAC: “I love the attitude behind this idea. COVID has driven the whole world crazy. Let’s be even crazier than the virus. Instead of just coming up with a campaign idea, it’s a product idea. And this product idea leads to a much bigger “playground” for people to have a little bit of fun during this very difficult time. A smile from within is a strong cure from the reality. Instead of social distancing everyone, the brand has built a closer relationship with all.”
One from Pablo Maldonado, ECD, WT Dubai: “One of the best ideas to come out of the pandemic era! Also, one that brings a smile to the face, and a stench to the breath, in turbulent times.” 

Client: Burger King Italy
Agency: WT Italy
Year: 2020

Coalizão Negra Por Direitos: Genocide Targets 

Wunderman Thompson Brazil

Daniel Minaker, WT Latam, CCO: “This campaign, which was developed by São Paulo’s office, aimed at unveiling alarming data about black people in Brazil. An idea that connects data, design and purpose.”

Client: Coalizão Negra Por Direitos
Agency: WT Brazil
Year: 2020

Lux (Unilever): Born This Way 

Wunderman Thompson Singapore

Bas Korsten, Global Chief Creative Officer, Wunderman Thompson: “LUX is an iconic brand with such a rich heritage. Marilyn Monroe and Liz Taylor were outspoken Lux ambassadors, just to name a few. LUX also has a strong purpose and is willing to stand behind its beliefs. Which means standing by all women. Caster Semenya is just one of those women. And we couldn’t be prouder to stand on the frontline with LUX because every woman has the right to express her femininity, and should never feel the need to self-edit.” 

Client: Lux
Agency: WT Singapore
Prod. Co:  Final Frontier
Year: 2021

BT Sport: Unscripted 

Wunderman Thompson UK

Paco Badia, ECD, WT Spain: “Unscripted for BT Sport goes to the heart of every football lover adding value to the main reason why they follow the sport. And it does it in the most smart and audacious way. The proof of that is the engagement generated.”

Sheung Yan (Mayan) Lo., CCO, WT APAC: “Anything related to football will get my vote because the twist and turn of a game is always unpredictable and exciting. And if someone came and told me that they could prophesize not only the development of one game, but one season of football, I will say he is insane. But not this idea! Thanks to the help of data, the Premier League is scripted and sent to all key figures in the game. Imagine the response and talking value you can get out of such a topic. Smart use of data and keep the topic burning in social media before the season starts, in order to pump up the subscriptions, is a fresh and fun-filled approach for an every-day brief.”

Christopher McKee, CD, WT UK: “People talk about ‘game-changers’ way too often. The trouble is, it’s often just that, talk. Unscripted didn’t just change the game, it set fire to it (someone used an axe at some point too). The campaign stoked the community’s flames in unimaginable ways. All before a ball had even been kicked.”

Client: BT Sport
Agency: WT UK
Media Agency: Essence
 Year: 2021

E-Dina Energy:  WaterLight 

Wunderman Thompson Colombia

Bas Korsten, Global Chief Creative Officer, Wunderman Thompson: “WaterLight demonstrates how the holy trinity of technology, creativity and humanity can produce a genuinely ground-breaking idea – one which holds the potential to transform life for millions of people. Cutting-edge innovation will only move the dial so far: to drive real change for a better world, we need ideas with humanity at their core.” 

Client: E-Dina Energy
Agency: WT Colombia
Year: 2021

WWF: Nature Is Calling For Help 

Wunderman Thompson Chile

Patan Tarazaga, WT Latam, CCO: “WWF Nature is an idea crafted by Wunderman Thompson Chile. It is an emergency call that aims at raising awareness and showing the impact of wildfires and deforestation of biodiversity.”

Client:  WWF
Agency: WT Chile

Thai Airways: Stay Home Miles Exchange 

Wunderman Thompson Bangkok

Quote from Park Wannasiri, Executive Creative Director, Wunderman Thompson Thailand: “We are proud to help our partner of 15 years during these unprecedented times. The urge to travel has never felt so strong but we must all do our part and stay at home. It’s great to see that Thai Airways, who has been one of the hardest hit by the virus, is doing their part too.”

Client: Thai Airways
Agency: WT Bangkok
Year: 2020

Kit Kat: The Great Break: Office 

Wunderman Thompson Spain

Paco Badia, ECD, WT Spain: “Kit Kat’s invitation to have a break gets special relevance in the stressful times we are living. The campaign demonstrates how the product’s iconicity can become the most effective tool to express its brand purpose in a simple and witty way.”

Client: Nestle
Agency: WT Spain
Year: 2020

Telenet: .comdom 

Wunderman Thompson Antwerp

Richard Morgan, Creative Director, WT UK: “The fact that Belgium’s biggest internet provider was not only brave enough take on the dark side of the internet was one thing…but then letting us tackle sextortion in such a humorous and unexpected fashion, still blows my mind. The fact that it was a success didn’t blow my mind but still, it’s always reassuring that bravery from a client pays off.”

Client: Telenet
Agency: WT Antwerp

Unilever: Degree Inclusive 

Wunderman Thompson Argentina

Watch the full case study and read more about the development and impact of Degree Inclusive here.

Christopher Mckee, Creative Director, WT UK: “This is one of those rare examples of work that combines inclusivity that walks the talk and advertising that furthers a brand. It’s an idea that not just focuses on the real-world lifestyles of its audience, but also goes to improve people’s lives and create a new category in personal care.”

Client: Unilever Degree
Agency: WT Argentina
Year: 2021

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Wunderman Thompson USA, Tue, 08 Jun 2021 14:30:00 GMT