[ 매드타임스 이지원 인턴 기자] The Cannes Lions Film category is awarded to works with cool and whimsical brand storytelling. This year, two works with opposite personalities received the Grand Prix.
#Grand Prix, RELAX, IT’S IPHONE-R.I.P.LEON, Apple, Apple
Apple lizard, Leon
iPod ads created by Apple’s in-house advertising agency
Meanwhile, according to AdAge, another ad that highlighted the accessibility of the iPhone, many people
#Grand Prix, THE LAST PHOTO, ITV X CALLM, ADAM&EVEDDB
There was no sign of suicide.
Another Grand Prix winner in the film category is the exact opposite of Apple’s commercial in terms of length and atmosphere. Unlike Apple’s commercials, which are dark but actually bright and light,
The campaign, in partnership with European broadcaster ITV and the non-profit Campaign Against Living Miserably (CALM), is designed to raise awareness and awareness of suicide. The video captures the smiling faces of people and their happy moments. Unlike the video, the music creates a dark and slow atmosphere, and through subtitles at the end of the video, it is announced that the main characters in the video are all suicides. In addition to the video campaign, we also conducted an outdoor campaign displaying the last photos of people who committed suicide. The people in the photo are also carefree and smiling. Not only has the UK seen a 33% increase in mentions of suicide through the campaign, but the charity CALM has seen a 400% increase in donations.
According to Louis Lunts of advertising agency ADAM&EVE, the idea for the campaign came from the company’s CEO, Mat Goff. Matt saw pictures of people who had committed suicide shared by family members and friends in a Twitter thread. The people in the photos looked carefree and unconcerned. “This observation was all too common, like a cliché,” Lewis said. “But we found that virtually no one had ever faced this observation.”
#Gold, #PERIODSOMNIA, Bodyform/Libresse, AMV BBDO
sleepless night
Most sanitary napkin advertisements create a peaceful and comfortable atmosphere. However, the reality of menstruation is quite the opposite. Body Foam, a women’s product brand, explicitly described the discomfort and anxiety experienced during menstruation in its product advertisement.
According to Bodyform’s own research, women suffer from insomnia during their period. Insomnia comes from anxiety, such as the feeling of leaking sanitary napkins or stains on bedding. This campaign shows the sleepless nights experienced during menstruation, such as tossing and turning, sweat or blood flowing, and taking a shower through infrared camera shooting techniques. Kim Gehrig, who directed the campaign, said: “When I first started this project, I realized that I had never talked to anyone about these nights before. I just expected others to be like me. I hope the video is the beginning of understanding and talking about the discomfort experienced at night during menstruation.”
The campaign was named the most protested commercial in 2022 after kickoff last year. In particular, the scene in which bloody sanitary pads were exposed received the most complaints. Among the approximately 800 complaints, there were ‘uncomfortable’, ‘advertisement that degrades women’, and ‘not suitable for children to see’. Regarding this, the Advertising Standards Authority (ASA) stated, “There is nothing wrong with it, and we will not stop advertising.”
#Silver, THE MYTH, Widen+Kennedy Portland, Widen+Kennedy
The False Belief of the ‘Minority’
We have a typical image of an object. There are hardened images such as student models and citizen models. And Asian Americans are frequently labeled minority models. Designating a particular ethnic group as a model minority ignores cultural identity, hinders wider understanding and divides communities.
The video intersects images of Asian Americans in the past and present. Depressive and rebellious copies were added to ordinary photos such as family and daily life. The murmured but powerful narration says, “I am not who they say I am. I’m not what they told you to be I am not their minority model. I am none of them. I am mine, you are yours and we are ours.”
Creative Director Titania Tran and the team said they hoped the video would make a positive difference to individuals’ perceptions. Titania participated in recording as well as copywriting, and said, “I hope this video will reach as many people as possible, and I hope that those who believe that they are defined as ‘minority models’ will be free.”
#Bronze, Raise Your Arches, McDonald’s, Leo Burnett
Today’s lunch with eyebrows
An office worker, exhausted from endless work, shows a post-it with the letter M written on it to a colleague in front of him, and furrows his eyebrows. Then, the colleague furrowed his eyebrows in the same way as if he understood. The two of them leave the office and every time they meet a colleague, they frown, and the video ends with a group of office workers furrowing their eyebrows, implying that they will go out of the office and go to McDonald’s.
The ad does not directly show any image representing McDonald’s. There is no brand music, logo, slogan or food image. However, there are devices that can remind you of McDonald’s. The yellow top and red skirt of the woman who appears for the first time, the letter M written on post-it notes, and the clothes of the window washers all indirectly reveal McDonald’s. The background music, ‘Oh Yeah’ by Yello, also harmonizes with the frown of the eyebrows.
Chaka Sobhani, CCO of Leovernet, said: “An invitation to McDonald’s is an opportunity to put aside responsibilities and relax. We hope that through ‘Raise your Arches’, everyone can put down the heavy burden of life for a while and enjoy McDonald’s.” The ad was directed by renowned film director Edgar Wright and became a hot topic.
