What if this was the best (advertising) film at Cannes?
What if the Grand Prix of the Cannes advertising festival went to Procter & Gamble? It’s been a few years since the American giant, the biggest advertiser worldwide, decided to invest in creative excellence—and the results were highly visible at Cannes. The Grand Prix in the film category went to Old Spice with the (above) ad titled “Smell Like a Man”, seen over 11 million times on Internet and created by W +K New York, beating out the Gatorade ad by TBWA\Chiat\Day in the same category. TBWA\France is back from Cannes with 6 lions, 3 of which are Gold (2 for TBWA\Paris and 1 for BDDP&Fils), the below film for Amnesty International titled “Death to Death Penalty” received a bronze lion in the “social causes” category. TBWA\Paris, the highest-performing digital agency in France, is now in the top 10 of worldwide digital agencies. In the end, four other French agencies took home a gold Lion, only one in the film category, for Canal Plus (done by Euro RSCG BETC)—an award that I find particularly well deserved! If Euro RSCG BETC goes home with most Lions in France (9), TBWA\France wraps it up with the most Golden Lions won by a French agency (3). Bravo to all the teams that contributed to France’s excellent performance—40 Lions in all among 14 agencies!