💡 Best ideas: Cannes Lions Vol.4
nutmeg fc #36
When, in 1996, the Argentine national team lost the final of the Olympic Games to Nigeria, Hernán Crespo took off the silver medal he had been given and put it in his pocket.
For him it was an embarrassment, something to hide.
I don't think any creative who has won silver at Cannes Lions would do the same.
First, because a silver lion hardly fits in a pocket (maybe in a pair of cargo shorts).
And second, because it's still a great recognition.
Like the one received by Mercado Livre, Betis, Budweiser and Women in Sport Aotearoa (now renamed Team Heroine).
Ballboards (Mercado Livre).
Mercado Livre, the Latin American Amazon, brags that it has replaced the slowness of traditional shipping with a much faster and more effective service. And, to communicate this, they replaced the slowness of ballboys (especially when their team is winning), with a billboard that sends the ball directly for the corner kick.
I don't know how effective it was, but I saw it in action in a few Copa Libertadores matches and it did get the attention of the journalists covering the game.
Test Bético (Real Betis Balompié).
Finding out you are expecting a child can be a wonderful feeling. But not so much if the announcement comes in the colours of your eternal rivals.
For this reason, Betis decided to innovate with a product that seems to have nothing to do with their brand, but has everything to do with it.
Bring home the Bud (Budweiser).
Of all the things about the Qatar World Cup to be outraged about, I would never have said that the fact that you couldn't drink beer in the stadiums was really relevant.
But it seems that for the Cannes Lions jury it was, because they decided to give a silver lion to this idea from Budweiser, the frustrated sponsor.
Correct the internet (Team Heroine).
This idea from New Zealand has already been shared on nutmeg fc, so I won't repeat myself.
Personally I think the insight is so powerful that the gold was too little prize. It deserved more.