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In the past week, creatives around the world have been self-celebrating at the event known as Cannes Lions.
If we were to draw a parallel with the world of football, Cannes Lions would be similar to FIFA The Best, in which different industry figures choose the most outstanding footballers and coaches.
The difference is that not only three are awarded, but the best in each category is recognised with a Grand Prix, and then many other players with golds, silvers, bronzes and even shortlists.
It is as if the Ballon d'Or awarded a prize to the best player in each position and, in addition, awarded prizes to other outstanding players. For example, Jude Bellingham could win a Grand Prix in the playmaker category, while Kevin De Bruyne and Bernardo Silva could win gold, Jamal Musiala and Florian Wirtz silver and Dominik Szoboszlai and Luka Modrić bronze.
But, in addition, Bellingham could receive a gold as an attacker, because footballers, like ideas, are sometimes difficult to pigeonhole into one category.
So, just as last week was Cannes Lions, this week I will take the opportunity to share the award-winning ideas related to football, starting today with the two that received a Grand Prix.
The Everyday Tactician (Xbox).
Formally, the idea looks like just another promotion: a user who demonstrates that they know how to use the product better than anyone else receives an aspirational prize.
It sounds like just another promo, but it isn't.
In this case, the winner was an outstanding user of Football Manager 2024, a football videogame in which you don't control the players, but you manage a team (you define tactics, trainings, negotiate transfers and contracts, talk to the press, etc.).
And the prize broke the barrier that separates the digital from the physical: the winner joined the coaching staff of a real English team, Bromley FC, the team that won the FA Trophy final against Wrexham in 2022.
The promotion itself already gives the game a status that sets it apart from EA FC or eFootball and gives its users a sense of recognition and authority that until now they only gave themselves.
But, in addition, the club apparently did well with the addition of this Football Manager tactician, so it could open the door for other clubs to look to sign up talented gamers as well.
The Everyday Tactician won the Grand Prix in the Direct category.
WoMen's Football (Orange)
I already shared this idea in a previous edition of nutmeg fc, so I won't go on too long presenting it.
But, it comes with more information, as it is not only the ad, but the case that explains the idea and shares the results.
And just to add that it was awarded the Grand Prix in two different categories, which is not at all common. It won in Film and in Entertainment for Sports.