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Next week, from June 20th to 24th, France hosts the Cannes Lions, the world’s most important creative festival.
Every year, advertising agencies and Brazilian brands submit their campaigns in the 29 categories of the event, which this year brought together 290 judges from around the world to choose the best promotions.
The organization of the event announced today (17) that 1,930 Brazilian works are taking part in the process 31% more than in 2021. Brazil is the third country with the most registered campaigns, behind only the United States and the United Kingdom. The event received a total of 25,464 registrations compared to 29,074 in the previous year.
In 2021, Brazilian agencies won 71 trophies: 3 Grand Prix (the biggest prize of the festival, distributed in each category), 14 gold, 20 silver and 34 bronze lions.
O UOL Media and Marketing spoke to experts and selected five favorite Brazilian campaigns to bring the “lions”, as the festival’s trophies are called. Cash:
“The Uniform That Never Was” by TracyLocke for Centauro
Centauro’s campaign pays homage to Aída dos Santos, the only woman in the Brazilian delegation to the Tokyo Olympics in 1964. Aída, who finished fourth in the high jump at those Olympics, competed without a coach and without a uniform at the To play. she wore a uniform borrowed from Botafogo’s soccer team. In an attempt to rectify the historical error, the brand created “O Uniform That Never Existed,” custom designed by stylist Carol Barreto. The campaign has already been announced among the finalists in the glass category, which will highlight work that promotes gender equality.
“Sustainable advertising” by Publicis Brasil for Heineken
To underpin its sustainability concept, Heineken bought one of the most expensive seats on Brazilian television to show its brand for a few moments and shortly afterwards leave the screen completely black for more than 30 seconds. Narratively, the commercial highlighted that the company’s breweries use renewable energy and prompted the viewer to register using the QR code displayed on the screen. It is estimated that just by “saving” electricity in millions of homes during the commercial’s airtime, enough energy was saved to power a city of nearly 60,000 for a few hours.
“New Iconic Kisses” by GUT São Paulo for Mercado Livre
Mercado Livre, sponsor of the LGBTQIA+ Pride Parade in São Paulo, last year launched the New Iconic Kisses campaign, spearheaded by a film that recreates kisses inspired by pop culture, but with gay, lesbian and other diverse couples as protagonists to normalize the idea of ”unprejudiced love”.
“Lu do Magalu” by Ogilvy Brasil for Luiza magazine
Lu of Magalu
The biggest virtual influencer in the world is not Barbie or Mickey but a Brazilian: Lu from Magalu. The construction of the content creator who exceeds 30 million followers is narrated in the case created by Ogilvy for Luiza magazine, which shows the progression of a project that went far beyond a brand’s mascot and became a girl advertisement for other brands, such as Adidas and Red Bull and acted in real life clips from artists like Anitta and Alok.
Impossible Combo by David Sao Paulo for Burger King
The impossible combo
In “Impossible Combo,” Burger King assumed McDonald’s fries were better — but that the perfect combo would bring your whopper. Working with Rappi, it offered the package for delivery and made sure the delivery men would take anyone who asked for “the best burger and the best potato,” even if they were at different restaurants. The novelty forced Méqui to remove his trades from Rappi to end the game.