Cannes Lions celebrates 60 years of advertising

Cannes Lions is launching a book and exhibition showcasing influential advertising campaigns to mark its 60th anniversary.

Cannes Lions is launching a book and exhibition showcasing influential advertising campaigns to mark its 60th anniversary.

Game Changers features 150 examples of work that has shaped or changed advertising in the past six decades, from Nike’s Fuel Band (winner of Best in Book in this year’s Creative Review Annual) to DDB’s legendary Think Small campaign for Volkswagen.

The book will be sold exclusively at the exhibition – on display during this year’s Cannes Lions festival – before going on general sale later this summer. It was published by Taschen and edited by creative director Peter Russell and head of creative and digital at Cannes Lions, Senta Slingerland.

London agency Kent Lyons designed the Game Changers book and branding. “We wanted to keep it clean, so the work showcased would speak louder than the book itself,” explains Slingerland. “We also wanted a design that wouldn’t be too time specific, as the book is more than a retrospective – it’s a look forward at advertising, too” she says.

Game Changers is split into 12 chapters. As well as a look back at significant campaigns from a particular era, each chapter features an introductory article by someone who worked in the industry at the time, from copywriter Paula Green to Sir John Hegarty and Lord Tim Bell.

“We wanted to put each campaign into context. The people commenting in the book are key figures in their industry and in a sense, the title also refers to them. Game Changers isn’t about campaigns that changed how consumers think, but ones that shaped the way the ad industry works – who better to comment on this than people who have worked in advertising for years?” adds Slingerland.

The campaigns featured in the book were chosen by a panel of creatives selected by Cannes Lions. It wasn’t a unanimous decision, says Slingerland, but those selected were picked not just for their initial impact but for their legacy. “There was some work put forward that was powerful, but didn’t really change much. That wasn’t good enough – to be included, it had to really change how people think about advertising,” she says.

Game Changers will be on display at the Palais des Festivals, Cannes, from June 15 – 22. For more information visit

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