Publicis Groupe CEE Shares Its Cannes Contenders of 2021
After a year and a half that changed the world, finally Cannes (Lions) is back.
The pandemic is far from over with massive disruptions in many parts of the world due to the virus, yet as we try to resume some sort of normalcy in life and business, the return of such an important creative event is very welcome and a very positive sign for the creative industry.
It will be a pretty different year obviously, as the work has clearly been affected by the pandemic, both in quantity and quality of output, with some sectors like production being hit especially hard. Juries will be judging two years of work in one, an increase to what is already a significant number of work during a 'regular’ year.
No one expects them to award double the metals I guess. It will be tough, and probably tougher than usual.
Still, the best work will prevail.
As we head into the Cannes Lions week, here is a Publicis Groupe CEE’s 'favourites', a Cannes Contenders selection from various creative brands across the region - for which, we cross our fingers!
By now a classic, the team effort between Publicis and WPP agencies for Burger King has been a major favourite and Grand Prix winner in all major festivals for more than 15 months now, and is expected to be one of the big hitters for the 2020 part of the festival. Mold doesn’t get old!
Propuesta Civica - Still Speaking Up
Another great example of collaboration between Publicis Groupe CEE and our colleagues in other markets. This one is a collaboration between Publicis Latvia and Publicis Mexico. An outstanding context, cause and craft puts this idea at the very top of contenders in my view. Fresh out of D&AD with a yellow pencil and few others, the work brings deepfake to a whole new level of relevance.
A classic guerrila outdoor stunt with an innovative spatial design twist, this powerful ambient key visual disrupted the landscape of conservative Ukraine to send out a striking visual message of inclusion and equality, turning around the meaning of soviet iconography. No one got arrested, luckily!
Child online security, a very sensitive, but often overlooked topic, is an especially relevant challenge in Romania due to its unique context as the country with one of the world’s fastest and cheapest internet service. The Online playground needed a powerful stunt to shock the public and bring the topic high on the country’s agenda. It reinforces the strong commitment from a major brand specialising in technology, in its responsisbility for the healthy development of the next generation.
How do you turn a national Christimas tradition/issue into a rebranding opportunity? A very interesting and relatable (think Home Alone) context, leading to a smart and memorable stunt which makes the most of the issue and turns the problem into a great communication opportunity. Amazing craft and social use of celebrity – deepfake celebrity, that is.
Burger King - Autopilot Whopper
Another uniquely contextual idea, smartly brought to life by Publicis together with Machado and his team. Get used to tech stunts that make the most out of the glitches of innovation. This time, make the most of Self-Driving Cars’ software hiccups.
McDonalds – Unskippable Prerolls
A simple but smart and effective media stunt, right when and where you need it - especially during a global pandemic.
Jorg Riommi is the chief creative officer, Publicis Groupe Central & Eastern Europe
