Cannes 2018 "The Winner's Circle"

ACADEMY
Cannes 2018
The Winner’s Circle
Giving You Market Leading Social Media
83 Harcourt Street, Dublin 2 | www.leadingsocial.com

Cannes Review Leading Social July 2018

Cian Corbett
Managing Director
@Cian_Corbett @Leading_Social

The Brief
The Work
The Results
The Key Take-Away’s

“People, Platforms and Performance” Leading Social January 2018
The Winner’s Circle

Grand Prix Winner for Creative Data
The Times / News U.K. and Ireland, “JFK Unsilenced”
Agencies: Rothco
Country: Ireland

Brief
Help launch the Times
‘Find your voice’ campaign
to its readers and potential readers around the world.
Objectives
Reposition The Times as a paper that represents many
differing voices.

Outcome
Data enhanced consumer experience:
Readers could finally hear The Trade Mart speech 55 years
after President Kennedy’s death.
Business impact
Thousands of new subscriptions enquiries (17k)
Over 1 billion media impressions & every one of their rivals
covered the story.

“People, Platforms and Performance” Leading Social January 2018Cannes Review Leading Social July 2018
“
We need to stop
interrupting what
people are interested
in and be what people
are interested in.
- Craig Davis

Film
(Tie)
P&G / Tide, “It’s a Tide Ad”
Agencies: Saatchi & Saatchi New York

Brief
During the Super Bowl, over 103 million Americans expect to
be entertained by the best advertising.
We found something all ads have in common, something that
we could point out while staying true to our brand: clean
clothes.
If the characters in an ad are wearing clean clothes, doesn’t
that make it a Tide ad? With this premise, we turned every ad
into a Tide ad, without once showing a single stain -
something Tide hasn’t done in its 70-year history.

The Times / News U.K. and Ireland, “JFK Unsilenced”
Agencies: Rothco, Accenture Interactive, Screen Scene, CereProc
Country: Ireland

Outcome
On Top of the over 103 million people who saw the ads on TV,
there were additional 22 million impression across Twitter
and Tide was trending only second to Super Bowl itself.
#TideAd was used 45,000 times, with people generating their
own #TideAd content memes and even won Twitter’s
#BrandBowl.
Afterwards mentioned by 680+ publications,
garnering 3.6 billions impressions.
The campaign helped launch Tide’s new line extension, Tide
Ultra Oxi, which experienced 35% sales growth, post game.

Creative Effectiveness
ITC, “Savlon Healthy Hands Chalk Sticks”
Agency: Ogilvy Mumbai
Country: India

Brief
This case study shows how Savlon, a new entrant in the Indian
FMCG hygiene space, created a positive impact on the health of
school kids through an innovative behaviour change idea.
- Awareness around hand hygiene is low among not just kids
but also adults in small town India (Tier 2 and 3 cities).
Savlon realised that the solution lay in behavioural
engineering and not just advertising.

Outcome
The Healthy Hands Chalk Sticks activity had a positive impact
on the behaviour and attitude of kids as well as parents
towards handwashing.
Increased awareness, trials and usage propelling Savlon to
no.3 position in handwash within just one year of the
campaign.

Design
LADbible and Plastic Oceans Foundation, “Trash Isles”
Agency: AMV BBDO
Country: U.K

Brief
In the North Pacific there is so much plastic an area of trash
the size of France has formed. Governments have simply
ignored it. So we found a way to ensure they couldn’t.
On World Oceans Day, The Plastic Oceans Foundation and
LadBible submitted an application to The United Nations to
recognise The Trash Isles as an official country.
Because if it is recognised as an official country, then other
countries are obliged to help clean it up.

Outcome
Over 220,000 people signed the change.org petition and became
citizens with 690,000 social engagements.
50 million video views with a reach of 0.5 billion.
Earned Media included Fox News, CNN, National Geographic, Europe
1, IBT, Daily Mail, Reuters.
All this led to a comment from the UN about the campaign and drove
the issue to the front of the political agenda.

Entertainment: Music
(Tie)
Apple, “Welcome Home”
Agencies: TBWAMedia Arts Lab, MJZ, OMD USA, Final Cut, Framestore
Country: USA

Brief
“Welcome Home” demonstrates the immersive listening
experience HomePod can deliver in any home. It’s ultimately a
universal tale about the effect sound and music has in our
living space, told through movement and dance.

Outcome
Within 24 hours, Welcome Home catapulted HomePod into
global pop culture, skyrocketed to #1 Trending on YouTube
organically, where it trended for 14 days to become the most
watched piece of branded entertainment of March 2018.
Generated more than 900 articles across international mass
media, sparking hundreds of thousands of spontaneous
reactions on social media.
“’Til It’s Over” by Anderson .Paak raised to the top of the
charts across radio stations and music online channels.
Pitchfork named Welcome Home the best music video of
March 2018.

“People, Platforms and Performance” Leading Social January 2018
Choose Your Favourite
www.PollEv.com/IrishDistill016

Cian Corbett
ACADEMY
HAVE A QUESTION? TWEET US
Cian Corbett
@Cian_Corbett
@Leading_Social

Cannes 2018 "The Winner's Circle"

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