💡 Best ideas: Cannes Lions Vol.5
nutmeg fc #70
In line with the games organised by FIFA, this edition of Cannes Lions has run longer than expected, but today it will come to an end with the last five football-related ideas to receive an award at the great festival of advertising creativity.
If this were a World Cup, and each winning idea was a point, first place would be tied between the United States of America 🇺🇸 and the United States of Brazil 🇧🇷, with six ideas each. A little further behind would be England 🏴 with four and Spain 🇪🇸 and Colombia 🇨🇴 with two. Closing the medal tally are Belgium 🇧🇪, Portugal 🇵🇹, Argentina 🇦🇷 and France 🇫🇷 with one winning idea each.
Thank you very much for joining me in this week of surprises and disappointments and see you in the next edition of nutmeg fc.
Of course, not before reviewing the ideas and inviting you to share the newsletter so that more people can enjoy how well football and creativity go together.
Touchboard discounts (Itaú).
To begin with, I apologise for not having been able to find the case that explains the idea. I'll sum it up: the Brasileirao finals coincided with Black Friday, so Itaú Shop, Banco Itaú's marketplace, ran a promotion in which, if the ball touched one of the products on the billboards surrounding the pitch, a discount was automatically activated. Thus, team supporters could celebrate even when their team missed a goal.
It seems to me to be much ado about nothing, but that doesn't detract from the fact that it won an Outdoor bronze and a Media bronze.
Every stain (Persil).
As part of its Dirt is good campaign, Persil is trying to motivate the 60% of women who are afraid of doing sport when they have their period to lose this fear. And that they join the 45% who stop playing sports when they reach puberty.
I include the video of the campaign, although what was awarded (with a bronze in Print & Publishing) was the print ad.
The interrupted goal (Fiat).
Fiat Brazil screwed up big when one of its ads blocked the goal in a match between Palmeiras and Botafogo. However, it reacted in time and apologised in a big way. It was a good move and won the recognition of many tweeters and the Cannes Lions jury who gave him a bronze in Direct.
But...
They had to spend thousands and thousands of reais to use the footage of the match and on a new media plan; they sacrificed the campaign message in order to offer an apology; they lost many potential customers who did not see the apology or who did not thought it enough to compensate for the original problem.
A creative solution yes, but a marketing genius, as the video puts it, no. Because it was poor planning and a total lack of empathy with the viewer in choosing that format that led to the problem.
Trash talk codes (Brahma).
After two Brazilian ideas I shared today that I didn't love, this one I do. It's not as good as Mercado Livre's with the celebration confetti, but it is very original and finds a new way to bring a brand into the world of football: discussions between footballers on the pitch.
I would have awarded it with more than the bronzes in Social & Creator and Creative Commerce that it won.
The Athletes Code (Powerade).
We bid farewell with another idea that I think should have won more precious metals than it did (silver and bronze in Brand Experience & Activation).
The Athletes Code is an idea that goes beyond football, but that could change sports sponsorship forever. It is true that this idea would not be as big with a smaller or local brand, but as The Coca-Cola Company is behind it, the impact can be enormous.