It’s been a full week now since the dust settled on the 2023 Cannes Lions and only time will tell if any of this year’s Grand Prix winners stand the test of time and earn their wings as legitimate “all timers.”
Given that it’s history month here at Creativepool, I thought I’d cast my eyes back over the ages and see what the winners of today should be striving for – immortality. The Grand Prix winners below stand proud as some of the most innovative, emotional, and compelling pieces of creative not just in the world of advertising but in the world of art and entertainment, in general.
Over the years, Cannes has witnessed a plethora of remarkable winners that have not only pushed the boundaries of creativity but have also left an indelible mark on the cultural landscape. These campaigns, known for their innovation, impact, and lasting influence, have shaped the advertising industry and popular culture and continue to inspire generations of marketers and creatives alike.
Nike's "Just Do It"
When discussing the best Cannes Lions winners, it's impossible not to mention Nike's iconic "Just Do It" campaign. Launched in 1988 by Wieden+Kennedy, this campaign transformed Nike from a sports brand to a cultural phenomenon. The campaign's simplicity and powerful messaging struck a chord with audiences worldwide, inspiring individuals to pursue their dreams and overcome obstacles.
"Just Do It" became a rallying cry for athletes and non-athletes alike, capturing the essence of determination and resilience. The campaign's impact on popular culture and the brand's enduring association with the slogan earned it the recognition it deserved at Cannes Lions, solidifying its place in advertising history.
Apple's "1984"
Apple's groundbreaking commercial, "1984," directed by Ridley Scott and created by the agency Chiat/Day, made its debut during Super Bowl XVIII in 1984. The ad, inspired by George Orwell's dystopian novel, captivated viewers with its cinematic quality and bold narrative. It introduced the Macintosh personal computer to the world and positioned Apple as an innovative and visionary brand.
The ad's powerful imagery and message of liberation from conformity resonated deeply with audiences, heralding a new era of technology and ushering in Apple's dominance in the market. "1984" remains one of the most celebrated commercials of all time, and its Cannes Lions recognition reflects its creative brilliance and lasting impact.
Dove's "Real Beauty"
Dove's "Real Beauty" campaign, developed by Ogilvy & Mather, challenged the beauty industry's narrow definition of attractiveness. This groundbreaking campaign aimed to celebrate and embrace diverse representations of beauty. Through thought-provoking print ads, videos, and social experiments, Dove shed light on the unrealistic beauty standards perpetuated by the media and encouraged women to embrace their unique qualities.
"Real Beauty" not only sparked conversations but also ignited a global movement, inspiring other brands to adopt a more inclusive approach. The campaign's ability to empower women and redefine societal norms earned it numerous Cannes Lions accolades, cementing its place among the best campaigns in Cannes Lions history.
Burger King's "Whopper Detour"
In 2018, Burger King broke new ground with its "Whopper Detour" campaign, created by FCB New York. Leveraging geolocation technology, the campaign encouraged customers to download the Burger King app and go near a McDonald's outlet. The twist? Users would unlock a special deal for a one-cent Whopper when they were within 600 feet of a McDonald's location. This audacious and witty marketing stunt generated immense buzz and media coverage, showcasing Burger King's ability to disrupt the fast-food landscape.
The campaign not only highlighted Burger King's competitive spirit but also showcased the power of technology in creating engaging and memorable brand experiences. Cannes Lions recognized the brilliance of "Whopper Detour" by awarding it multiple prestigious honours, solidifying its status as one of the best Cannes Lions winners.
P&G's "Like a Girl"
In 2014, Procter & Gamble's "Like a Girl" campaign, developed by Leo Burnett Chicago, challenged gender stereotypes and encouraged young girls to reclaim the phrase "like a girl" as a symbol of strength and empowerment. Through a thought-provoking video, the campaign highlighted how society's perception of doing something "like a girl" changes as girls reach adolescence, perpetuating negative stereotypes.
The campaign aimed to change this narrative by inspiring girls to embrace their abilities and redefine what it means to do something "like a girl." "Like a Girl" sparked a global conversation about gender equality and garnered widespread attention. The campaign's powerful message and social impact resonated with audiences, earning it numerous Cannes Lions awards, including the highly prestigious Titanium Grand Prix. P&G's "Like a Girl" campaign continues to inspire and encourage girls to defy stereotypes and embrace their strengths, making it one of the best Cannes Lions winners of all time.
Always evolving
These campaigns didn’t just set tongues wagging and sell product, they pushed creative boundaries, sparked cultural conversations, and inspired generations. From Nike's empowering message to Apple's revolutionary storytelling, Dove's inclusive representation, and Burger King's innovative use of technology, each campaign showcased the power of creativity in connecting with audiences and driving brand impact.
As we celebrate the best Cannes Lions winners of this year, let’s remember the enduring legacy these campaigns have left and the inspiration they continue to provide to our strange and wonderful little world.
