McCann Erickson Melbourne’s Dumb Ways to Die was the big winner at this year’s Cannes International Festival of Creativity with no less than five Grand Prixs
Dumb Ways to Die, a safety campaign for Metro Trains in Melbourne, won the top prize in the film, radio, PR, direct and integrated categories, the first campaign ever to be so successful at Cannes. The wins follow on from the Black Pencil which the work won at D&AD this year, making a remarkable run for the agency and the film’s animator, Julian Frost.
It makes an interesting comparison with last year’s film winner, Johnny Kelly’s Back to the Start film for Chipotle made by agency CAA. Both films feature charming animation and rely heavily on their accompanying song. Both have a social message of sorts and both were primarily viewed online rather than on TV. So the formula for film success at Cannes today could be seen to be cute animation + catchy or memorable song + social message + massive shareability. No doubt there will plenty of agencies working on something along similar lines in the hope of success next year.
Unusually, the jury chose to award a second film Grand Prix this year, for The Beauty Inside. In this series of six short films, made by San Francisco agency Pereira & O’Dell for Intel and Toshiba, a man wakes up with a new identity every day. The series also won Grand Prixs in Branded Content & Entertainment and the Cyber Lions.
Its success underlines a coming trend in the film categiry for longer-form or episodic content – one juror I spoke to during the week mentioned with horror having to sit through a 90-minute-long entry among the 5,000 or more films he had to judge.
Elsewhere, there was a Grand Prix in the Film Craft category for 4Creative’s Meet the Superhumans spot for its Paralympics coverage
A second Cyber Lion Grand Prix went to Draft FCB New York and 360i for their Oreo Daily Twist campaign
Dove Real Beauty Sketches, whereby Ogilvy Brazil have hired a forensic artist to show the difference in how women see themselves and how they are perceived by others, won a Titanium Grand Prix (along with Dumb Ways to Die)
Wieden + Kennedy Amsterdam won the Creative Effectiveness Grand Prix for Heineken’s Legendary Journey
The Design Grand Prix went to Serviceplan in Munich for its Selfscan Report for supermarket chain Auchan.
The innovation Grand Prix went to Barbarian Group’s Cinder, an open source software tool for professional creative coding
Ogilvy France’s IBM campaign featuring ‘useful outdoor ads’ (featured here) won the Outdoor Grand Prix
And in Press, the Grand Prix went toTBWAMedia Arts Lab for the Apple iPad Mini campaign, a series of back cover magazine ads with an iPad mini displaying the actual front cover image of the magazine in question
A full list of winners is here