The Cannes Lions International Festival of Creativity, the largest and most prestigious annual awards in the advertising industry, culminated on Saturday, June 23, after announcing all winners in 15 categories. Traditionally, the festival is not only the platform for celebrating achievements in the industry for the past twelve months, but also a space where creative professionals come to debate, learn and get inspired via numerous creative exhibitions, seminars, screenings and workshops for both experts and emerging professionals.
BBH
AXE teaches guys how to “stay cool” in situations that might be irritating or stressful and always remember that patience is really rewarding. The controversial body care brand usually preaches that men should be open and do not hide their emotions, which are related to their male nature, but sometimes to be a macho means to be reserved. The Unilever’s brand has released a series of ‘educational’ 1-minute spots, telling how to behave if you have a Brainy, Sporty, High Maintenance, Party or Flirty Girl. All of the videos are uploaded to the brand’s official YouTube channel (unfortunately, the series is not the key element there, since the front page of the channel is still promoting the recent ‘Anarchy’ campaign).
Sprite has launched a new campaign dubbed ‘Uncontainable Game’ in a very Nikeish style, encouraging young consumers to share their dedication to sport. The new marketing effort, which was launched last night during NBA All-Star weekend in the USA, stars legendary basketball players Kobe Bryant and LeBron James along with Andrea Bargnani of Italy, Al Horford of the Dominican Republic, Omri Casspi of Israel and Serge Ibaka of the Republic of Congo, and is considered the largest global campaign Sprite has ever executed since this effort is to be launched across 27 countries. Ad Age reports that “Sprite plans to carry the program into at least 2014.”
Clothing may be a way to make a bold fashion statement or express your inner world, but sometimes it turn to be a great thing that helps us support a social cause. Threadless, BBH New York and the U.S. Fund for UNICEF have teamed up to launch GOOD SHIRTS, a new collection of T-shirts created to contribute to support relief efforts in the Horn of Africa, the region that is now suffering greatly from famine and drought. All the proceeds from the sale of the range, what went on sale on October 25, will be donated to the U.S. Fund for UNICEF and will be used to bring hope to the people of the deprived areas.
Beer and music do match. This was proved by numerous partnerships and collaborations with performers launched by many brands including Heineken, Grolsch, Carlsberg, as well as premium lager brand Kronenbourg 1664, which is to release a new music-centered addition to its ‘Slow the Pace’ campaign, devised by BBH. Just like Levi’s did within its ‘Pioneer Session’ where celebrated artists were remaking popular songs of past decades, the beer brand is helping old tracks be heard again and live a new life but with the same musicians.
Last May, to promote its Chrome browser, Google presented its hilarious spot showcasing weird but great speed tests, and now it switches from lab experiments to emotional components. The campaign dubbed ‘the Web is what you make of it’ was developed by Google in cooperation with the ad agency BBH New York, and starting Tuesday is rolling out on the U.S. television. “People are doing amazing things with the web, and our new series of films highlights some of these accomplishments, both big and small, serious and fun. The Web is What You Make of It. What would you make?” asks Google on its Chrome’s YouTube page.
Levi’s has launched another promotional project related to music, travelling, amateur documentary and pioneering youth spirit. The 2011 Levi’s Roadwear campaign, which was developed by BBH Asia Pacific, merges the best traditions of the previous brand’s initiatives of this kind, including the viral spot ‘Guy Walks across America’ and ‘Norte a Sur: Una Ruta, 5 Experiencias,’ a TV series chronicling the journey of five American Latinos along the Pan-American Highway. The campaign is supported by an interactive story which builds on a road trip by Mermonkey band, three mates who embarked on their first-ever tour across the country. Their routes are mapped on the website www.levisroadwear.com/my, which is created in style of old cartographic pieces on which brands jeans models look like geographical objects.