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ABInBev and FCB take Creative Effectiveness Grand Prix
Creativity & effectiveness
A long-running campaign for the beer brand Michelob Ultra has won the top gong at Cannes in the creative effectiveness category, where campaigns that have already been creatively awarded compete on the business impact the work has had.
The winning campaign
Michelob Ultra, along with FCB agencies in Chicago and New York, needed to grow volume sales for the organic beer brand. That meant not only recruiting more drinkers to shift their preference to organic beer, but also helping farmers shift their practices to organic, not a simple exercise in the context of US agriculture.
The brand not only committed to be the first customers of those farmers willing to make the three–year transition to organic, but agreed to pay a 25% premium for their non-organic crops during the transition period (for use in other brands of beer) so they didn’t lose money.
Why it matters
Judges praised the “game-changing” campaign, jury chair Raja Rajamannar told reporters ahead of the announcement at a ceremony last night. In particular, they expressed admiration for the brand’s commitment and lasting impact, which comes on top of the kinds of commercial and social impact that have been the hallmarks of top awards in recent years.
Rajamannar explained that a significant part of the discussion among the jury centred on the definition of effectiveness/ They they concluded that it must have:
a lasting impact on sales;
an impact on the business;
an impact on the brand’s reputation;
a competitive advantage for future growth.
Gold-awarded campaigns also reflected these precepts, even if the difference between the top award and the next best was nailing a difficult set of demands.
Burger King: Moldy Whopper, by INGO Stockholm, DAVID Miami, Publicis Romania
The Female Company: The Tampon book, by Scholz & Friends
Dove: Courage is Beautiful, by Ogilvy London
Canadian Down Syndrome Society: Project Understood, by FCB Canada
Association L’Enfant Bleu: Undercover Avatar, by Havas Play
Cheetos: Can’t Touch This, by Goodby Silverstein & Partners
Three: The Island, by Boys & Girls (Dublin)
Michelob Ultra: Michelob Ultra Courtside, by FCB New York
Renault: Village Electrique, by Publicis Conseil
McDonald’s: The Travis Scott Meal, by Wieden+Kennedy New York
Propuesta Civica: #StillSpeakingUp, by Publicis Mexico
Canadian Women’s Foundation: Signal For Help, by Juniper Park\TBWA
Johnson & Johnson: Stayfree Project Free Period, by DDB Mudra
Corona: The Match of Ages, by We Believers
WARC subscribers can click here to read the Grand Prix and all the winning case studies .
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。