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Titanium Triumphs Part 4

Part 4 of advertising campaigns, that exemplify Dan Wieden’s inspired introduction of the Titanium Cannes Charter, of honouring achievements so groundbreaking, that they pave the way to new advertising industry paths that are difficult to place in any conventional category.

The six 2020/21 Cannes Festival Titanium award-winners are by advertisers and their advertising agencies in The United Kingdom, The United States of America, Spain, and Italy.

19. Essity FemCare, Womb Stories

Advertising Agency: AMV BBDO, London, UK

Essity, the creator of Feminine Care Brands Bodyform & Libresse, and agency AMV BBDO’s groundbreaking #wombstories campaign, was initiated to candidly address the research findings, that 62% of those surveyed, don’t think women’s anatomy and health issues are talked about openly.

As Tanja Grubner, FemCare Global Marketing & Communications Director at Essity, on the Glamour website explained:

“With #wombstories we are starting a movement. We want to boldly go where no other brand has been before; inside women’s bodies and emotions to truly represent their sensations and feelings that we believe are not only invisible but ignored, overlooked, or denied”.

Filmmaker, director, writer, and producer, Nisha Ganatra, teamed up with female animators Roos Mattar, Kate Isobel Scott, Haein Kim, Carine Khalife, Laura Jayne Hodkin, and Salla Lehmus, to produce an insightful and powerful narrative of live footage and animation, that is universally hailed by women as being a socially enlightening “breathe of fresh of air”.

20. Burger King, The Stevenage Challenge

Advertising Agency: David, Madrid, Spain, and David, Miami, USA

Production Company: Landia, Madrid, Spain

The launch commercial of ‘The Stevenage Challenge’ campaign, directed by the ‘Renderpanic’ filmmaking duo of Rocío Gastaldi, and Michel Hamonet, centres on Burger King’s innovative brand activation of reaching out to the 2.8 billion active gamers in the world.

With the inspirational insight that gamers love to be challenged and rewarded, the campaign of sponsoring and transforming a relatively unknown Stevenage, into one of the biggest, online football clubs in the world, was groundbreaking.

Fans of (Federation Internationale de Football Association) FIFA’s Champions League games, were motivated to select Stevenage when playing FIFA online, or in Career Mode, and win tasty rewards from Burger King by sharing their videos of challenging goals scored.

Burger King, The Stevenage Challenge Case Study

Advertising Agency: David, Madrid, Spain, and David, Miami, USA

The ‘Stevenage Challenge’ took the gaming community by storm. Career mode allowed players to bring in high-profile, non-Stevenage players to play for the team in Burger King branded jerseys, that resulted in a sell-out of Stevenage’s home shirt for the first time in the club’s history.

21. Diesel, Enjoy Before Returning

Advertising Agency: Publicis, Milan, Italy

The ‘wardrobing’ trend of purchasing an item, and wearing it before returning it as unused to the store, for a full refund, is universally frowned upon by fashion brands, and only accepted with the greatest of begrudging reluctance.

Paradoxically however, Diesel has embraced the trend with a tongue-in-cheek, groundbreaking, integrated campaign for their upcoming Autumn/ Winter collection, spearheaded with a commercial directed by Italian fashion photographer and filmmaker, Angelo Pennetta.

Provided that shoppers do not remove the tags, If their intention is to buy, wear and return an item anyway, why not allow them to enjoy it to the fullest?

22. City of Chicago, Boards of Change

Advertising Agency: FCB, Chicago, USA

With the motivational support of Michelle Obama’s non-profit organisation ‘When We All Vote’, the City of Chicago and FCB’s groundbreaking, integrated, multi-media campaign, encouraged greater local participation in the upcoming presidential election with inspired ingenuity.

Plywood boards that covered Chicago storefronts during protests, sparked by ‘Black Lives Matter’ rallies, were converted into easily accessible voting booths. By scanning a QR code, people could register, and vote on the spot to ‘take charge of change’ in the upcoming federal and local elections.

The ‘Boards of Change’ campaign sent an empowering message to Black Americans that their votes count, and helped the City of Chicago to achieve a record number of registrations and voters.

23. Beats by Dre, You Love Me

Advertising and Marketing Agency: Translation, New York, USA

A subsidiary company of Apple, Beats Electronics LLC is an American consumer audio products manufacturer headquartered in Culver City, California, founded by music producer Dr. Dre, and record company executive Jimmy lovine.

Directed by filmmaker Melina Matsoukas, the groundbreaking Beats by Dre ‘You Love Me’ advertising campaign, that honours the globally admired music, entertainment, athletic achievements, fashion, and resilient hope of Black culture, centres on the thought provoking question; “You love Black culture, but do you love me?”

The scenes of evocative nostalgia, and the impactful portrayals of Black culture, features rapper and singer Tobe Nwigwe as the narrator, tennis player Naomi Osaka, rapper Lil Baby, race car driver Bubba Wallace, and activist Janaya Khan, with a music soundtrack by American singer, songwriter, actress, and performance artist, Solange Knowles.

24. AbInBev, Contract For Change

Advertising Agency: FCB, Chicago, USA

Anheuser-Busch InBev SA/NV, the multinational brewing company based in Leuven, Belgium, aims to eliminate the barriers farmers are confronted with when adopting organic farming practices.

Their motivational and groundbreaking ‘Contract For Change’ initiative, includes a guarantee to barley farmers, who want to go organic, that they will purchase their barley crops, grown during the transition phase, and afterwards, when their organic farming endeavours are completed.

For farmers who grow other crops, AbInBev have initiated a grant program to alleviate the financial burden of the transitional phasing-in of organically grown produce.

Michelob Ultra Pure Gold, Make Your Impact.

In the US, FCB’s multi-media ‘Contract For Change’ campaign, has been spearheaded by AbInBev’s first officially certified organic beer, Michelob Ultra Pure Gold.

Directed by filmmaker Georgia Hudson, the 2020 ‘Make Your Impact’ Super Bowl commercial, centres on purchasing a Michelob Ultra six-pack in support of organic farming, with a generous portion of the proceeds generated by every six-pack sold, being paid directly to farmers.