In case you hadn’t noticed, the Cannes Lions Festival of Creativity has been taking place over the last week and already video is taking centre stage. With everything from 30 second spots through to eight hour long linear streams picking up awards, this year really is showcasing video’s ability to offer creative flexibility and solid data on ROI. Here’s an overview of the video campaigns who have picked up awards so far:
Creative Effectiveness Lions Grand Prix
The Grand Prix for Creative Effectiveness went to Wieden + Kennedy Amsterdam for their work for Heineken. Heineken is available across 170 markets and – as the agency pointed out in their submission – while people have bought into the same product, they haven’t all bought into the same brand.
The one common characteristic of the brand internationally was that it has to some extent become the ‘McBeer’ of beer brands. Ubiquitous and trustworthy, but nothing special. So Heineken chose to focus on elevating the status of the Heineken drinker by turning him into a legend, and the creative idea became ‘Surprising demonstrations of Legendary behaviour’.
And this YouTube spectacular, which was streamed live on YouTube over eight hours. Couples from around the world could call in on Skype to be serenaded by the band from the film above:
Wieden + Kennedy say the ROI across different markets ranged from €1:1.3 to €1:8.1.
Direct Lions Grand Prix
The winner for Direct Lions Grand Prix was scooped by McCann Melbourne for ‘Dumb Ways to Die’, a public safety film created for Metro Trains that aimed to reduce train related accidents (and a former Ad of the Week on VAN).
Rather than taking the traditional PSA route of trying to scare the viewer into submission, McCann created a piece of content people would actually engage with.
The results were impressive – before spending a dollar on media, the music video received over 20 million YouTube views. The song charted on iTunes in 28 countries, and made the top 10 in several. Over 3 million facebook shares made it the most shared PSA in history.
The campaign is also saving lives – Metro Trains say the three months post-launch (the most recent data), Metro experienced a 21% reduction in accidents and deaths in key accident areas compared to the same time last year.