Last week, the Cannes Lions International Festival of Creativity convened and awarded various awards to great advertising campaigns across a few categories.

Cannes Lions was criticized in recent years for focusing on campaigns that tackle societal issues and not recognizing the more traditional campaigns with big brands. While this year there were a few campaigns from established brands in the mix, the thought-provoking societal campaigns still held a major role.

I greatly respect Cannes for their commitment to encouraging marketers to consider social injustices and other societal issues when creating advertisements. Having a forum like Cannes to reward marketers for those types of campaigns is the best way to prove the value of it.

Below are my favorite Grand Prix winners, in no particular order.

#1 - Publicis Groupe - “Working With Cancer”

Health Grand Prix for Good

“Monday” Working with Cancer Pledge

This is a stunningly directed story following multiple people from different walks of life who are pushing through what is obviously a devastating and harrowing diagnosis. It encourages all of us to be compassionate and do what we can to help our coworkers and friends.

#2 - Clash of Clans - “Clash From the Past” by Wieden+Kennedy Portland

Entertainment Grand Prix + Entertainment for Gaming Grand Prix

CLASH FROM THE PAST: The Untold Story | Official Documentary (Clash of Clans)

I fell in love with this campaign immediately. It is dramatic, funny, well told, and, most importantly, interesting. My own familiarity with some of the characters and terminology made me click initially, but the storytelling and creativity of the idea itself made me watch the entire 20 minute mock-umentary and left me wanting to hear more of this completely fabricated history.

#3 - Apple - “The Greatest” by Apple

Entertainment for Music Grand Prix

The Greatest | Apple

This commercial showcases the different accessibility options in Apple products. The ad does not portray the actors with disabilities as incapable, but rather empowers them and focuses on the immense effort and creativity that goes into living their daily lives. The ad amplifies how Apple seeks to make their user’s lives easier. Apple does a tremendous job of showcasing these features in an upbeat and respectful manner.

#4 - Microsoft - ADLaM - “An Alphabet to Preserve a Culture” by McCann NY

Design Grand Prix + Creative Business Transformation Grand Prix

Can an alphabet preserve a culture?

This is a heartwarming story about one of the world’s last nomadic tribes and their language that was only spoken for generations. Two brothers decided that if their culture was to continue to exist and grow in the modern world, a written language is necessary. They created an alphabet, and Microsoft used tech to help fine tune it, and access it online. The emphasis on the value of different cultures and preserving them really made me like this spot.

#5 - Stella Artois - “The Artois Probability” by Gut Buenos Aires

Creative Data Grand Prix

This print ad stood out to me immediately because of the use of bold historic art styles, while obviously playing into the immense history of the brand. This is an example of how you can utilize visual storytelling to emphasize a brand’s strength without stating it directly.

#6 - Samsung - “Flipvertising” by CHEP Network

Social + Influencer Grand Prix

Samsung『Flipvertising』

I chose this ad because of Samsung’s creative efforts to increase searches and chatter online, while using Google’s algorithm to keep showing their product to the people who played along. This ad was an exceptional use of search advertising since it created a classic feedback loop that encourages initial action from a consumer, and then continues to target them in different areas throughout their browsing.

#7 - Foundation Anne De Gaulle - “Anne De Gaulle” by Havas Paris

Grand Prix for Good

ANNE DE GAULLE | Havas Paris | Fondation Anne de Gaulle

This heartwarming ad is a story about the daughter of legendary French General, Charles De Gaulle. The largest airport in Europe changed its name from Charles De Gaulle, to Anne De Gaulle for a week. Since Anne was mentally disabled, this change sparked discussions across Europe and the world in regards to mental disabilities and other disabled peoples. An outstanding example of advertising for good.

#8 - CALM x ITV - “The Last Photo” by adam&eveDDB

Film Grand Prix

CANNES LIONS 2023 GRAND PRIX THE LAST PHOTO

This one broke me. The dichotomy of what is shown and what is written on the screen add even more pressure to the already extremely intense topic of death by suicide. On a personal note, I am extremely glad to see mental health the attention it deserves.

There are many, many more Cannes Lions entries that were heartwarming, heartbreaking, and everything in between. I strongly encourage you to check out the other campaigns here because even though certain ads did not win, there was still immense passion and emotion poured into their creation.

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Free Resources to Navigate Your Marketing Career

Resources for Marketers - Setup (formerly AgencySparks)

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Top Campaign Picks from Cannes Lions 2023