The Cannes Lions Festival has unfortunately come to end, a lot of dialogue and insights were shared during the weeklong festival. The dialogue and insights shared will reverberate with the industry long past the week. They will probably be responsible for some change in the industry. On this post, we want to discuss some things we can take away from the Cannes Lions 2019 Winners. These are some insights gain from observing the campaigns that won big at this year’s Cannes Lions.
Accessibility for All
A recurring theme among the Cannes Lions 2019 Winners was accessibility. A lot of the Grand Prix winner’s campaign tackled the issue of accessibility. Google won the Design Grand Prix award for its Creatability platform. The platform is an open-source platform that develops creative tools for people with a wide range of disabilities. Another campaign which focused on accessibility was IKEAs “ThisAble” campaign which won the Grand Prix in Health. The campaign promoted the brand’s product which had accessibility add-ons customers can 3D-print for themselves. Xbox’s accessible gaming controller took the top prize in Brand Experience and Activation.
Another major theme among Cannes Lions 2019 winners was subversion. A lot of the campaigns who won big at this year’s Cannes used subversion techniques in their campaign. One of such campaigns was Wendy’s campaign on Fornite, they ignored the goal of “Fortnite.” Another winner was Burger King’s “Whopper Detour” which stole customers on enemy turf. FCB/Six’s “Go Back to Africa” also used the subversion technique in their Grand Prix winning campaign. They reclaimed the phrase “Go back to Africa” and turned it into positive sentiments. Another Grand Prix winner who flipped was VMLY& R who bought a famous porn magazine and used the platform to speak against the objectification of women.
One theme that was missing from the Cannes Lions 2019 winner is laughter and jokes. Almost every Grand Prix Winner’s campaign tackled serious issues. Most of the winning campaigns, lacked the light aired direction have seen in the past.
Purpose was the ultimate theme at this year’s Cannes Lions festival and practically every campaign that won tackled real issues. The campaigns were very purpose driven and emotional.
You can read the full list of 2019 Grand Prix Awards Winners here.