💡 Best ideas: Cannes Lions Vol.1
nutmeg fc #66
This year saw a highly controversial edition of Cannes Lions, the world's most renowned festival of advertising creativity. The scandal was caused by the fact that one of the Grand Prix winners was denounced for falsifying information, which resulted in Cannes Lions withdrawing the award and its Chief Creative Officer being sacked with immediate effect. Another consequence is that the veracity and authenticity of all winners has been called into question.
Real or not, as in previous years, it's a very good opportunity to review (some of) the best creative ideas linked to football as we like to do in this newsletter. So, during this week, we will be sharing all these ideas daily.
If you are not subscribed to nutmeg fc, now is a great time to do so.
Burger to King (Burger King).
A few years ago, Burger King made a big impact at Cannes Lions when they decided to sponsor the worst ranked team in the FIFA videogame (Stevenage FC) and give away burgers for those who uploaded videos of them playing with the club in career mode. That's how they got their logo associated with Messi, Cristiano, Neymar and co.
This year they won again by toying with the match commentary and giving away burgers for those who could get a player called Burger to give an assist to a player called King.
The idea won gold in Entertainment Lion for Gaming, silver in Audio&Radio, Direct and Entertainment Lion for Gaming and bronze in Social&Creator.
The question now is, will they ever win without giving away burgers?
You can't win, so win (Nike).
We switch categories to find this Nike ad that was launched at the Super Bowl and was awarded a bronze lion in Film.
Undoubtedly, it is not among Nike's best ads, but it has its provocative touch for having launched a spot starring exclusively women in such a masculine event.
And, although it is not exclusively about football, it does have a presence with the Spanish Alexia Putellas and the American Mallory Shannon.
Til I died (British Heart Foundation).
We now jump to another campaign that we have already shared on nutmeg fc, so I won't go into too much detail. Just to say that the idea of turning a football-related phrase to raise awareness about heart problems in young people was awarded with a silver lion in Outdoor.
Coupon Rain (Mercado Livre).
Mercado Livre had excelled at last year's Cannes Lions with the billboards that delivered the ball quickly to the take a corner-kick. But this year they went further, to something that was in front of all of us, but that nobody had thought of sponsoring: the celebratory confetti.
I loved this idea and it won gold in Direct and Media, silver in Creative Commerce and bronze in Print&Publishing, Direct and Brand Experience&Activation.
FC25 (EA Sports).
And, to finish off Monday, the EA25 brand redesign, which took a bronze in Design.