It's been emotional
Welcome to Friday's edition of The Daily Digest, the final round-up of insights from Cannes Lions Live this week.
Three breath-taking, emotional tours de force were awarded Grands Prix in the Film Lions on Friday. Lacoste's Crocodile Inside, through BETC Paris, Nike's You Can't Stop Us, via Wieden+Kennedy Portland and AMV BBDO London's #Wombstories for Essity, which also won the Titanium Grand Prix. Earlier this week, #Wombstories also won Grands Prix in Film Craft and Health & Wellness.
In the Glass Lions, Starbucks' I Am, via VMLY&R Brazil, made the process of changing names on legal documents simpler and less stressful for transgender people in São Paulo. In the session VMLY&R Presents You Belong, Claudia Malaguerra, General Director at Starbucks Brazil, commented: “If we truly respect individuality, and we want all people to come into our stores, then everybody should be able to use the name and identity they choose.”
Inclusion of the transgender community has been a recurrent theme at Cannes Lions Live. On Thursday, Mastercard and McCann New York won a Grand Prix in the Brand Experience & Activation Lions for True Name, its initiative to empower transgender people to use their chosen, not their given, names on credit cards.
The Grand Prix For Good was awarded to Propuesta Cívica and Reporters Sans Frontières for #StillSpeakingUp Deeptruth from Publicis Mexico City. This campaign tapped the Day Of The Dead in Mexico as an occasion to highlight the murder of an award-winning journalist who investigated organised crime and drug-trafficking. The film, featuring journalist Javier Valdezis Cárdenas, who was killed in May 2017, served as an emotional plea to protect the safety of reporters.
Sustainable Consumerism Doconomy's 2030 Calculator, with Farm Stockholm, took the Sustainable Development Goals Lions Grand Prix. The calculator enables brands to be more transparent about their carbon footprint which, in turn, empowers consumers to make informed purchasing decisions. Watch the video below to find out more.
Congratulations to all this week's Lions winners.
Want to explore all the winners? Find them on The Work
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Sustainable Development Goals Lions Grand Prix: Doconomy 2030 Calculator: "It could change the world"
“This calculator's potential to democratise and be an open source to every single product to add the carbon label is a game-changer. It could change the world."
Sustainable Development Goals Lions Jury President | Eduardo Maruri VP Global Creative Board & President/CEO Europe | Grey Worldwide
Many marketers are wondering if it's worth investing in building an emotional connection with audiences in an era where we're purchasing more online. Surely budgets would be better spent on performance marketing versus brand building? New evidence from WARC shows that brand building is actually becoming even more important. One reason why is so that audiences have specific brands in mind when they're online. Focusing efforts purely on conversion tactics is short-sighted, according to Wavemaker's Global Head of eCommerce, Mudit Jaju. Find out more from this session and WARC's White Paper on this topic.
“Brands matter more online than offline. Consumers have stronger preferences for the brands they want to shop when they're online. In the world of algorithms, it’s easy for consumers to get overwhelmed. The only way a brand can win in a sustainable long term way is to be the brand that is searched for. To rely on generic searches or non-ownable territories in eCommerce is building your house on someone else’s land.”
Head of eCommerce | Wavemaker
Watch the session WARC Presents Rethinking Brand For The Rise Of Digital-Commerce
Friday saw seven Grands Prix winners awarded, including the Grand Prix for Good.
#Wombstories for Libresse took a further two Grands Prix, in Film and Titanium.
Explore all the Grands Prix on The Work.
Film Grand Prix
Nike | You Can't Stop Us
Film and Titanium Grand Prix
Essity | #Wombstories
AMV BBDO London
Film Grand Prix
Lacoste | Crocodile Inside
Grand Prix For Good
Propuesta Cívica + Reporters Sans Frontières
Publicis Mexico | Mexico City
Sustainable Development Goals Grand Prix
Doconomy | 2030 Calculator
Doconomy | Stockholm
Farm | Stockholm
Glass Grand Prix
Starbucks | I Am
VMLY&R Brazil | São Paulo
View from VMLY&R Commerce: Elevating the future of eCommerce
The pandemic accelerated digital commerce, and work like Creative eCommerce Grand Prix-winner Raising Profiles, by The Big Issue and LinkedIn, marked that shift. The second Grand Prix, Tienda Cerca, showed how big brands and their parent organisations, in this case AB InBev, can be at the heart of fundamental changes in how we shop. Now, there’s a step further for eCommerce, as brands elevate this powerful channel to creative commerce. Despite dramatic e-commerce growth over the past 18 months, it is the holistic journey that presents a new type of creative opportunity persuading us to purchase anywhere, anytime, across physical and digital. This more accurately reflects human behaviour in the moment, regardless of channel. The Creative eCommerce Lions winners highlighted this interconnectivity and challenged us to understand how and where consumers buy, so we can innovate around that behaviour. Online commerce has proven itself to be more than a new route to market for brands and businesses; it’s vital for brand building and consumer experience. This unified approach to conversion creatively blends online and offline to create both commercial and consumer value that impacts beyond the transaction. It’s the birth of a new form of commerce, Creative Commerce. There's never been a better time to unlock its full potential and #reimaginecommerce.
VMLY&R Commerce is our partner for this edition of The Daily Digest
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