Leonardo Sigali in “I don’t remember”. A campaign that warns about the dangers of Alzheimer’s created by HOY Buenos Aires for ALMA.
June is the month of the advertising world championship, so 69 editions are celebrated in the city of Cannes, France, where About 25 thousand pieces from 87 countries compete each year for a gold, silver or bronze lion, and the lucky ones, for a Grand Prix. The global advertising community gathers there to challenge themselves and somehow set the agenda for the issues that affect us as an industry.
Cannes Lions, the festival that began celebrating the best advertising ideas on television in Venice in 1954, today awards more than 31 categories on the French Riviera that include graphics and public space, innovation, health, design, creative effectiveness, strategy, sustainability and -commercial and entertainment, among many others; This shows how complex current commercial communication has become and the skills needed to connect with an increasingly elusive and hyper-stimulated audience.
The brand challenge far exceeds the achievement of sales targets. Society demands a point of view and concrete actions. This explains the kind of ideas that, for some time, have begun to stand out in major international festivals. Some brands have found the opportunity to answer an unsatisfied social demand, highlight inequalities and propose solutions of varying scope and impact.
Good intentions were celebrated at the festival. Lthe most awarded idea, consecrated with three of the Grand Prix, was the unofficial guide developed by Vice Media for the British Museum that through augmented reality has revealed the true origin of some pieces of his collection contrasted with the stories told by the representatives of the plundered countries. A kind of historical repair.
A timely solution that earned him two of the great prizes was the WeCapital proposal, a financier who, seeing that millions of women in Mexico do not have access to a bank loan due to lack of credit history, has been looking for a way to generate one through the informal purchases they make at the stores in their communities. Thanks to the action devised by the DDB México agency, 23% of women registered on the “Data Tienda” platform received microcredits from banks.
There are ideas that force agendas, and this was the case at the Grand Prix in the Sustainable Development Goals category. Menstruation is considered a taboo subject in India. Nobody in society, not even mothers, talks about it. Without a source of information on how to manage periods, 23 million girls drop out of school after puberty every year. This is the value of the Whisper proposal, P & G’s feminine hygiene brand, which added a chapter to school textbooks explaining female biology and exhibited it on the walls of schools and cities throughout the country. Finally, the Indian government decided to include the chapter in public school textbooks.
Argentine show Nuestro País closed the festival week with 14 lions in total, 2 gold, 5 silver and 7 bronze. One of golds and a silver went to the campaign that Gray Argentina created to communicate “Conto chat”an Itaú bank product that simplifies the use of digital currency and allows you to open an account and carry out the same operations as home banking, but 100% channeled via WhatsApp.
“The art of self-examination” won the second gold lion and a bronze. It consisted of an exhibition at the Fernández Blanco Museum designed by the David Buenos Aires agency for the NGO MACMA, where it is possible to experience and discover how the models portrayed in works of art over 600 years ago suffered from breast cancer without knowing it.
Publicis Buenos Aires and Milan received a silver lion and two bronzes for “Boycott Ads” for Heineken beer. A campaign in which the brand geolocated negative comments from anti-vaccine customers and used that information to promote and celebrate compliance with the anti-Covid protocol in those poorly rated bars.
“I don’t remember”, the ALMA action developed by HOY Buenos Aires to raise awareness on Alzheimer’s, won a silver. In it, the footballer Leonardo Sigali at the end of a match was unable to answer any of the journalist’s questions. The reaction went viral and highlighted one of the earliest and most common symptoms of Alzheimer’s: short-term memory failure.
The last two awards went to Do agency’s ¨Pixeless ”for the Heineken group in Peru for designing an innovation in its public thoroughfare that reduces the electricity consumption of any outdoor digital signage; and to David Buenos Aires for the HSBC bank’s “Dear Client” commercial, which raises awareness of virtual crimes.
Finally “Don’t be fear of the finger”, the catchy musical by Gray Argentina for LALCEC that communicates the importance of the prostate exam reached two bronzes. The metal itself was awarded “The most important work in the world”, by Togetherwith for Zona Jobs, which proposed to publish the CVs of the candidates in the last PASO; and “Bringing Luis Miguel on Board” by Slap Global for Sabritas México.
Despite two complex years and an adverse economy, it is good news that Argentina continues to be recognized around the world for ideas that live on different platforms, that come from different agencies, developed for different clients and that, in some cases, they cross borders. Cannes Lions is undoubtedly a showcase for Argentine talent.
Journalistic production: Majo Acosta and Marta González Muguruza from Cannes
Some of the awards
BRITISH MUSEUM: https://www.youtube.com/watch?v=Y7iVMnS5-
LU WHISPER THE MISSING CHAPTER: https://www.youtube.com/watch?v=HyezvRuAc7Y
STORE DETAILS: https://www.youtube.com/watch?v=tnJ3h0-fFNQ
ITAU “Account chat”: https://studio.youtube.com/video/FUnDCzIrEXQ/edit
MACMA: https://www.youtube.com/watch?v=pZhYwVlO36I
BOYCOTT ANNOUNCEMENTS: https://youtu.be/-qMRsMPmiiM
WORK AREA: https://www.youtube.com/watch?v=MBXtDZtRiBw
HSBC: https://www.youtube.com/watch?v=VQ8cqzZwt30
SABRITAS: https://www.youtube.com/watch?v=jfgmx1uVGDo
Carlos Acosta
Source: Clarin
