Cannes Lions Festival 2022 – the five-day International Festival of Creativity, the largest gathering in the creative industry. After two years of absence, it is this year as usual on the Boulevard in Cannes, a busy intention and we are there.
Netflix – the art of stealing
It is Monday the 20th of June and the Netherlands can immediately receive its first Golden Lion, we were very proud of the fact that this was for an outdoor advertising campaign. Netlix’s campaign (in collaboration with Polish agency Gong) was to promote the new season of the Lupine series, in which the chain of one of the most famous paintings in Poland had mysteriously disappeared. See the cool case here:
Adidas – it’s time to surrender the waters
The Grand Prix winner of the Cannes Lions 2022 Outdoor is the case of Adidas, the Adidas’ Liquid Billboard. This July 2021 campaign coincided with the launch of the brand’s new inclusive swimwear collection in the United Arab Emirates.
In addition to the actual physical “Liquid Billboard”, a billboard featuring a 5 meter high and 3 meter deep pool placed on one of Dubai’s most popular beaches, there is also a provocative 60 second spot on how water accepts everyone unconditionally called ‘Beyond the Surface’:
This campaign encouraged women to dive into the Liquid Billboard. Through a live feed, real-time images were broadcast on Digital Out-of-Home screens across Dubai, including in the brand’s flagship store and above an ice rink in Dubai’s mall. With this single billboard, Adidas reportedly reached 300 million people in more than 50 countries. The thinking behind the campaign and the product is that 32% of women feel uncomfortable in swimwear, this number even rises to 89% in the Middle East.
Cannes Lions Outdoor Jury Chair and Chief Creative Officer at DDB, Asia Eugene Cheong, said at the Cannes press conference that he would like to “Congratulate Adidas and welcome them back to the game.” He thought they’d been sitting on the side-lines for too long while Nike circled them. With this Grand Prix winning case, they’re getting a new revival where Adidas grabbed a megaphone and told the world that nothing is impossible.
