As I mentioned in yesterday's edition, this week we will be sharing all the creative ideas linked to football that were recognised at the Cannes Lions Festival of Creativity.
Today it's the turn of the ideas that won a gold, starting with the three South American ones: two from Brazil and one from Argentina.
Audience Delivery (iFood).
I'm just finishing reading a book on branding written about twenty years ago that is notable for the number of predictions that got it wrong about internet branding. For instance, that Amazon was destined to fail if it expanded its business beyond books, or that no search engine would be able to compete with Yahoo!
I imagine that the authors, who defend to the hilt that brands should never diversify (unless they have 50% of the market), will not be happy to learn that the women's World Cup in Brazil was broadcast by a meal delivery app.
It's true that, at first, this seems unnatural. But considering the strong link between football matches and food delivery, it makes perfect sense. They are two mutually reinforcing and mutually beneficial elements.
And so Audience Delivery was born.
Clean Sponsorship (Consul).
The detractors of football commercialisation have found a new hero in, paradoxically, a sponsor.
Consul, a brand of washing machines, has decided to clean the Brazilian Juventus jersey of sponsors.
On the one hand, I was surprised by the amount of sponsors they have in Brazil. It is really excessive and I have doubts about whether it ends up being positive for the brands.
On the other hand, I wonder if, beyond the initial impact, it will give good results for Consul in the long term. Other sponsors that have left the jersey clean (such as Banco Hipotecario with Racing in Argentina or Paddypower with Huddersfield Town in the UK) did not keep it for long.
World Cup Delivery (PedidosYa).
We opened with a delivery app, we are closing with a delivery app.
This Argentinian idea has been shared before, so I'm not going to say any more that Qatar is the World Cup that continues to bring Argentinians joy.