Bees, beers, Barilla, and, yes, that very famous burger – the team shares their favourite creative projects ahead of Cannes Lions
If the past year’s awards circuit is anything to go by, Moldy Whopper is gearing up to run its victory lap at the Cannes Lions, but Publicis Worldwide has a tasty selection of creative work in the running. There’s Bee, the influencer who has created a ridiculous amount of buzz, a handy playlist that’s a recipe for perfect pasta, a provocative and evocative deep fake journalist and more.
Though they’ve been physically apart, the Publicis WW team has been collaborating closely over the Marcel platform. Still, it’s tough when you can’t celebrate together with the people you’ve been forging Zoom friendships with – so we invited creative leaders from across the Groupe to celebrate their colleagues and pick out their favourite work from other offices.
Barilla: Playlist Timer
Axel Grimald,ECD Publicis One Touch, Hamburg says :This is such a smart campaign. It’s not every day that music is integrated so well into our simple struggles. When listening to music becomes a solution and a reason to cook perfect pasta.
“Because let’s face it, we will enjoy even more the product when it’s cooked perfectly.”
Fondation de France: Bee_Influencer
Gaetan du Peloux, ECD Marcel Paris: “Bee_Influencer is a very powerful and innovative creative idea. I’m personally fed up with campaigns that raise awareness about a problem that everybody.... already knows. So, when I see campaigns that find new ways, that focus on solutions that really make a difference and that are ‘creativity driven’, I just want to applaud and to show it to the new generation.”
Propuesta Civica: #StillSpeakingUp
Jorg Riommi, CCO Publicis Groupe CEE says: “We have seen a few Deep-Fake ideas recently but in my view this one beats them all hands down.
“It was the first to appear, more than 12 months ago, but its craft is the best bar none: it’s almost impossible to spot the difference with the real Javier, everything is crafted to perfection. If you add then the timing of the operation, the importance of the context and the toughness of the market you can understand why this is so good.
“But what I love the most of this idea is the fact that now Javier Valdes is alive again and still speaking up. “You can’t kill me twice” - it’s the ultimate power of this amazing idea.”
Heineken: Shutter Ads
Diego Wallach, CCO Publicis Mexico: “What I love about this campaign is that it succeeded in avoiding the “today, more than ever” category most brands fell into during lockdown, by simply walking the walk. The iconic nature of the bars, and the brutal honesty of the owners’ testimonies, consistently proves Heineken’s expertise in connecting not with consumers but with human beings.”
Face L’Inceste: Two Monsters
Eduardo Marques, CCO Publicis BeNe says: “I love when a piece of work goes very close to art, and I think that’s the case here. For me, “Two Monsters” is poetry. It has an amazing craft in copywriting, a fresh animation style, a profound soundtrack and a very powerful message. It’s great art - for a great cause.”
Bruno Bertelli, Global CCO, Publicis Worldwide: “For years car manufacturers have battled with the wind but here Daimler embraces the power of this natural energy source and joins forces. The wind turbine, symbolising renewable energy, and the Mercedes star come together. With the help of light and smoke, the wind turbine transforms into the Mercedes-Benz logo – on a giant scale.”
Diesel: Enjoy Before Returning
Ger Roe, Board CD, Publicis Dublin, says: “A beautiful example of counter intuitive creative. While other clothing brands were panicking about this ‘wear and return’ trend, Diesel decided not just to make a virtue out of the problem, but to own it. Everything about this idea tells you it’s a very special client agency relationship. The trust to not only identify the problem, but to own it and turn it into a unique fashion statement for one of the world’s most iconic fashion brands and to do it on fashion week too. Brilliant. And looking at the results, it seems Diesel made a nice return on the campaign too. Sales went up. Returns went down. It’s definitely a “wish I’d done that” idea for me.”
The J.M. Smucker Company: Jif vs Gif
PSOne New York
Marco Venturelli, CCO at Publicis Conseil: “It’s so rare that you see an idea and you instantly know it will stick in your mind forever.
“I challenge everyone to see a Jif logo without thinking about JIF vs GIF. It’s simple, smart and silly at the same time. and we all need more of these ideas.”
Chaka Sobhani, Global CCO, Leo Burnett: “Exquisite film craft and stunning film. A lot of brands are starting to do activations around this subject matter but love how they’ve taken a traditional medium to tell a subversive story - it makes it stronger almost as it penetrates the mainstream more broadly. Brave especially with the beautiful fuck you ending that she wants to be a nun. Imagine throwing in religion into one of the most hot and controversial subjects. Brilliant. And love that this isn’t a token jump on band wagon of a subject piece of work. Diesel have committed to taking on taboos for the past 3 years now and this is a wonderful addition in a series of brave work.”
Burger King: Moldy Whopper
Publicis Spain/Romania (INGO/David Miami)
Davide Boscacci, ECD at Publicis Italy says: “Anyone who’s worked on food knows there are strict rules, first of which: appetite appeal is non-negotiable. The greatness of this idea lies not only in the enormous bravery of showing an expired product for the first time in history, but also in elevating it to a form of art, thus preserving (ha) a great if non-appetising visual appeal.”
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