The Cannes Lions International Advertising Festival is the world's most prestigious advertising festival. By far, this is the largest marketing and advertising event, attracting about 10,000 representatives of this business annually.
In 2012, the 59th Advertising Festival took place from 17 to 23 June, and 34,301 applications were submitted, a record number for the entire period of Cannes Lions. The awards were presented in 15 nominations, two of which were introduced for the first time - Mobile Advertising and Events and Branded Content.
In the Creative Effectiveness category, the winner was a development by BBH London to promote AX Excite. The video is well known to the Russian TV viewer. His idea is that even heavenly creatures cannot resist the masculine fragrance AX, so they fall from heaven to earth.
Winners also include R / GA New York in the category celebrating “revolutionary and innovative concepts in marketing and advertising”. The agency was directly involved in the development and further promotion of Nike's original product, a bracelet that helps improve athletic performance.
In the Media category, the Grand Prix went to Manning Gottlieb OMD London for their outdoor advertising campaign for Google's new search engine.
In the Press category, the creative team of the Italian agency Fabrica Treviso won the unconditional victory with the “Don't hate” campaign for the Benetton brand. This is a series of posters featuring kissing political and religious leaders. One of them, which depicts the Pope and the Egyptian imam kissing, had to be excluded from the series due to the angry reaction of the Vatican.
Russia was represented at the festival by 361 works of the largest domestic creative teams such as Leo Burnett, BBDO Russia Group, Instinct, RA Voskhod and Grape. Our advertisers did not manage to win special laurels. Look at me Russia received the Golden Lion in the Mobile nomination for the online guide "Parking douche", and two more bronze lions from the BBDO Russia Group in the Press category for the development of Google Maps "Know in advance".
