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Cannes Lions 2017 review: a celebration of creativity

I was fortunate enough to go along to a presentation of the 2017 Cannes Lions Awards Winners presented by Patrick Collister, Google’s Head of Design and organised by the MAA a little while ago. It was a brilliant showcase of global creativity.

Collister split the awards into four ‘festivals’: Technology, Ads, Goodness and Content, then proceeded to showcase some of the best work. Here are some of my favourites from the long list of winners.

First up in the Technology category is a really nice, engaging social media idea called the ‘Hungerithm’ developed by Clemenger BBDO Melbourne for Snickers. In fairness, it’s an idea that could work for many FMCG products, but they did it – so hats off.



Also in this category was a really ‘brilliant’ idea (if you pardon the pun), from JWT London for a gravity light which was developed by Shell for use in Africa.



In the Advertising category was this winning idea from DAVID Miami. It’s a totally invasive ad for Burger King, which as well as being clever, makes you think about what’s in your house and how it can be manipulated. Scary times.



Staying with ads, The Martin Agency gave us Geico pre-roll ads and made them as entertaining as possible, mostly by acknowledging that you probably don’t want to watch them at all.  But you will, again-and-again. They’re great.


In the Content category, there was a ‘tasty’ idea by Goodby Silverstein for Cheetos. It’s a demonstration of how to create a big, engaging idea from a weird looking snack. Long live the insane creativity of the minds that came up with this.



The next idea is perhaps my favourite: It’s a great social media idea for the launch of The Young Pope TV series in France from BETC Paris. It’s one that you just have to take your hat off to. Clever and witty.



Finally from our friends at The Martin Agency comes an ad for Donate Life, which is funny and touching. It was a brave client, who chose to go with this but it resulted in a Film Gold (and rightly so!)


I’ve only scratched the surface here. In fact, there were 1,400 awards in total from over 41,000 entries. If you work in the creative industry, it’s well worth visiting the Cannes Lions website yourself and flicking through the rest of the work. It’s really inspiring.

I’m already looking forward to next year’s presentation.