Jury Says Don’t Be Serious & Be Simple
The simplicity of the idea and the use of humour have been notable themes in the Cannes Lions 2024 big winners on day one
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While the impact of technology is evident in the work that is winning at the Cannes Lions International Festival of Creativity 2024, most of the jury presidents so far explain that the winning work continues to be less about the tech or advanced formats such as generative AI and more about the ideas that are rooted in simplicity.
Another streak that seems to be working is the use of humour, which in some ways also indicates a brand’s willingness to poke fun at itself.
No Tech Invasion
“We had thought we might see too much AI-driven work but that was not the case at all, and I think that was good news. Most of the wins are classic work, deeply rooted in the idea,” said Outdoor Jury President, Marco Venturelli, Chief Creative Officer, Publicis Groupe France, and added, “For the two Grands Prix, I asked my Jurors to look at how a beautifully crafted picture and perfectly formulated wording can still make us crazy jealous and to also search for a sign of what the future of outdoor may hold.”
Print & Publishing Jury President John Raúl Forero, President and Chief Creative Officer, DDB Colombia also alluded to the simplicity of the idea. The Grand Prix, which went to Ogilvy USA’s ‘Recycle Me’ for Coca-Cola saw the beverage brand crush its red cans and make distorted logos to promote recycling on a mass scale.
“‘Recycle Me’ is a reminder of the power of simplicity, boldness, purity and elegance in print advertising. In a world that often seeks to dazzle with technology, this campaign stands out by revindicating the classic print. It’s a Grand Prix-winning effort for a major brand that will undoubtedly be remembered for years to come,” said Forero.
On A Lighter Note
The Audio & Radio Lions’ Grand Prix winner, ‘The Misheard Version’ for Specsavers by Golin UK was another example of ‘creative commitment’ and using humour. The healthcare specialists in vision and hearing employed artist Rick Astley to covertly re-record the lyrics to his hit single ‘Never Gonna Give You Up’ to convince people to sign up for a free hearing test.
“‘The Misheard Version’ by Specsavers is a brilliant example of creativity turned up to 11. A nationwide hearing test, disguised inside an iconic song. Creative to its core and recklessly ambitious in its execution. It powered business results and broke into the culture. Specsavers made us laugh, committed to the idea and made the decision easy for us,” said Audio & Radio Jury President Simon Vicars, Chief Creative Officer, Colenso BBDO New Zealand.
Humour was the winning agent also in the Health & Wellness Lions. The Grand Prix went to ‘The Last Barf Bag’ for Dramamine by FCB USA. The nausea medication created an ode to the humble barf bag, launching an integrated campaign that featured a 13-minute documentary on the competitor its effectiveness has helped to kill.
Health & Wellness Jury President Wendy Chan, Health Creative Lead, Asia Pacific, Edelman, APAC said, “This Grand Prix-winning work showcases how a brand no matter its size can cut through the noise of a crowded market. It talks about the brand without mentioning it, by using light-heartedness, in an unexpected but relevant way. It’s an example that will inspire all to push boundaries. The brand did not take itself seriously and we wanted to encourage such boldness.”
