Adaily Inspiration Week #22: Our prediction for 5 Cannes Titanium winners
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,000 database of winning campaigns. This time we are doing a little twist for Cannes festival.
We have made an experiment to see how AI can handle predicting Cannes winners based on past winners data and insights from jurors. Our algorithm selected 5 campaigns we think are going to win in Titanium category this year. Read full case studies below.
If you want to read the full deck with the methodology and outcome, click » HERE «
1. “Selfless Shelves” - Arla
Arla did a campaign called "Selfless Shelves" to create a heartwarming brand experience for consumers by supporting Lebanese women who make mouneh as a means of income following the economic meltdown in Lebanon.
FP7 McCann Dubai • 2024 • Dairy products • United Arab Emirates • Middle East
Challenge
The campaign aimed to address the severe economic crisis in Lebanon, which had left millions unemployed, with women being particularly affected. The goal was to support Lebanese women who had turned to making and selling mouneh as a means of income, by expanding their customer base and boosting their sales. The campaign aimed to create a long-lasting impact and inspire the nation to unite in support of these women.
Target Group
The primary target group of this campaign was Lebanese women, particularly those from rural areas who embrace the tradition of mouneh-making to support their families. The campaign also aimed to reach moms across the Arab world, championing their efforts and affirming that their personal approaches to motherhood and entrepreneurship are indeed the best ways.
Idea
The main idea of the campaign was for Puck to support Lebanese women by providing sanitized and repurposed jars for their homemade preserves. The women were invited to a hygienic Puck kitchen to prepare their mouneh, which was then distributed to Carrefour stores nationwide. This initiative aimed to empower these women, promote recycling and sustainability, and demonstrate the positive impact of big businesses supporting small ones.
Results
The campaign achieved impressive results. It generated over 3 billion impressions, surpassing the target of 1 billion. The campaign received 878 pieces of coverage across 30+ countries, including the USA, Singapore, China, Russia, and more, far exceeding the target of 200. All jars sold out within two months, leading to a 300% boost in the women's income. Additionally, 19% of the jars were repurposed, and over 20,000 jars were sold. The campaign significantly improved Puck's brand perception, making it the 4th most loved brand in Lebanon from December to April.
Links
2. “Thanks for Coke-Creating” - Coca-Cola
Coca-Cola did a campaign called "Thanks for Coke-Creating" by embracing the quirky, twisted, audacious, and very much unofficial versions of the most protected and iconic brand in the world.
VML London • 2023 • Carbonated drink • United Kingdom, Cross-country • Global
Challenge
The challenge of this campaign was to engage with the widespread presence of unofficial Coca-Cola logo interpretations found in bodegas, mini markets, and mom-and-pop shops globally. Instead of regulating or standardizing these versions, Coca-Cola aimed to embrace and celebrate them, thus strengthening its relationship with local markets and small shops, and highlighting their contributions to a broader audience.
Target Group
The primary target group included the owners of the featured shops, who are also Coca-Cola buyers, as well as consumers who frequent these establishments. The campaign also targeted the general audience and Coca-Cola fans who would be touched by the bold move of a big brand embracing the informal and diverse interpretations of its logo.
Idea
The main idea of the campaign was for Coca-Cola to embrace the unofficial versions of its branding found in local shops worldwide. By showcasing these informal Coke logos in official communications, outdoor, print, and social ads, Coca-Cola validated and celebrated the creativity of these shop owners. The campaign involved creating customized Coca-Cola touch points, including product packaging with the informal logos, and promoting them through localized ads near the businesses.
Results
The campaign achieved impressive results. “Thanks for Coke-Creating" helped small businesses in a way they never thought possible, generating massive impact and garnering interest from top publications around the world, such as AdAge and Fast Company, with a unique reach of 3.78 billion. The campaign resulted in a 95% increase in positive brand sentiment, a remarkable 34% increase over Coca-Cola's social average. Interviews conducted with participants revealed that the project inspired shop owners to continue their creative expressions and fostered a sense of pride and ownership within their communities. Coca-Cola's celebration of unofficial logo interpretations underscored its commitment to authenticity and inclusivity, enhancing its reputation globally.
Links
3. “The Dove Code” - Dove
Dove did a campaign called "The Dove Code" to leverage its legacy of promoting authentic beauty standards and urge AI to adopt these standards to foster inclusivity.
Soko São Paulo • 2024 • Personal care • Brazil, Cross-country • Global
Challenge
The challenge of this campaign was to address the rising influence of AI in creating online content, which often perpetuates narrow beauty standards. With AI projected to generate 90% of online content by 2025, Dove aimed to combat these biases by embedding its long-standing advocacy for real beauty into AI systems, thereby promoting a more inclusive representation of beauty.
Target Group
The primary target group of this campaign was women of all ages globally, particularly those who feel compelled to alter their appearance due to artificial beauty standards online. The campaign also targeted AI developers and the general audience to raise awareness about the biases in AI-generated content and promote the adoption of Dove's inclusive beauty standards.
Idea
The main idea of the campaign was to integrate Dove's principles of real beauty into AI systems. By adding "according to Dove real beauty campaign" to AI image search queries, the results would showcase a diverse array of women of different races, ethnicities, body types, skin tones, and hair textures. This initiative aimed to critique the current state of digital beauty standards and offer a solution for inclusivity, making Dove's vision of diverse and authentic beauty a benchmark for AI-generated content.
Results
The campaign achieved impressive results. Dove's efforts to redefine beauty through AI generated over 4 billion organic impressions. The campaign film received over 500 million organic views globally, and the "Real Beauty Prompt Guidelines" attracted over 10,000 downloads in just two weeks. The initiative received 94% positive sentiment and marked the biggest PR coverage in Dove's history, with over 1,000 global press and social media publications. Major outlets like Fast Company, FOX, Globo, NBC, Forbes, and Elle featured the campaign. Dove's long-term impact includes tripling its turnover to reach €6 billion in 2024, and initiatives like the Dove Self-Esteem Project and the Crown Act have positively affected over 100 million girls' lives.
Links
4. “Meet Marina Prieto” - JCDecaux
JCDecaux did a campaign called "Meet Marina Prieto" by placing photos of a 100-year-old woman around the Madrid subway without any message or call to action to create intrigue and expectation.
David Madrid • 2023 • Other professional • Spain • Europe
Challenge
The challenge of this campaign was to convince brands of the effectiveness of subway advertising, which had seen a 7% decrease in investment during 2023. JCDecaux aimed to demonstrate the power of the medium by creating a campaign that would captivate the public and show measurable results despite having a very limited budget of $10,000.
Target Group
The primary target group was brands and advertisers who had reduced their investment in subway advertising. The campaign also aimed to engage the general public, generating buzz and conversation that would ultimately reach and convince the target advertisers.
Idea
The main idea of the campaign was to use the unsold OOH spaces in the Madrid subway to showcase the medium's effectiveness. By featuring Marina Prieto, a 100-year-old woman with a small Instagram following, across 54 posts placed throughout the subway, JCDecaux aimed to create intrigue and generate conversation. The lack of a call to action or branding heightened the mystery, leading to widespread public and media interest. The campaign culminated with a reveal at the Effie Awards to directly reach top advertisers.
Results
The campaign achieved impressive results for both Marina Prieto and JCDecaux. Marina's Instagram account grew by 39,285%, garnering over 1.5 million views and a 13,405% increase in engagement. The campaign was mentioned in over 14 countries. For JCDecaux, the campaign attracted 185 new brands and doubled media investment in subway advertising, leading to record bookings.
Links
5. “Doordash-All-the-Ads” - DoorDash
DoorDash did a campaign called "Doordash-All-the-Ads" by hijacking every other brand’s Super Bowl campaign and promising to deliver everything advertised during the game.
Wieden+Kennedy Portland • 2023 • Food delivery • United States • North America
Challenge
The challenge of this campaign was to change the perception of DoorDash as just a restaurant delivery service and showcase it as a 24/7 life assistant that can deliver almost anything. The campaign needed to stand out in the highly competitive and cluttered Super Bowl advertising space, engaging the audience not just during the game but also in the weeks leading up to it.
Target Group
The primary target group was a mass audience, including current and potential DoorDash users who primarily viewed the service as a food delivery platform. The campaign aimed to capture the attention of the general public, media, and potential brand partners by demonstrating DoorDash's wide delivery capabilities.
Idea
The main idea of the campaign was to deliver all the products advertised during the Super Bowl. This audacious concept required rethinking brand partnerships, promotions, direct response, and real-time social engagement. By promising to deliver everything advertised, DoorDash aimed to create a massive buzz and change the way people perceived its service.
Strategy
DoorDash has mass appeal, and we had to speak to a mass audience. The Super Bowl was the perfect moment to demonstrate the power of the platform at scale. Although the audience is massive, the noise around Super Bowl commercials is equally massive, with celebrity cameos and million-dollar giveaways. The key to success was building anticipation and excitement before the game. This involved hijacking every other brand's Super Bowl ad announcement or teaser, making them part of the ultimate DoorDash delivery. By the time our commercial aired during the Super Bowl, America was primed and excited to participate, turning the ripples of excitement into a tidal wave of engagement.
Execution
Two weeks before the game, we launched our campaign with an announcement film explaining the idea and created an always-on ecosystem to drive anticipation of what DoorDash would deliver. “The cart” - a running record of the prize - was placed everywhere from influencer films to OOH, to partner social handles. As part of our social effort, we identified key subcultures, like snacks and cars, and tapped relevant influencers to help amplify the campaign, alongside our very own correspondent, the Dashspondent. Every time brands announced their ad, we added it to our prize. As the prize grew, so did the conversation, audience, and anticipation for our ad on gameday. On gameday, we placed our ad strategically in the fourth quarter, allowing DoorDash to intercept every brand conversation as ads were released and discussed.
Results
The campaign achieved impressive results. Before Super Bowl weekend, DoorDash had already amassed over 8 billion earned impressions. National TV morning shows and local news covered the campaign, putting DoorDash in the top 10 of most discussed brands pre-game (and the only top 10 brand without a celebrity). When the Super Bowl ad launched, social media flooded with engagement, with a Reddit thread reaching over 2.3K comments. By the time the sweepstakes closed, it had over 8 million submissions. The campaign generated 11.9 billion earned impressions, exceeding benchmarks by 200% for overall earned impressions, 150% for earned social mentions, and 1,250% for influencer impressions. This campaign not only helped change perceptions of DoorDash but also set a new standard for Super Bowl advertising.
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One category is not enough?
Join us this week for Cannes Safari, where we add ALL the winning campaigns to adaily every day. That means tomorrow (Tuesday) morning you will see all today’s (Monday) winners.
We have also added a new filter feature so you can have great control over search result, and see only specific award winners in specific categories.
Enjoy! There’s going to be roughly 400 new case studies waiting for you to explore!
P.S. Last week our app was down at the moment of sending the newsletter due to huge recent growth of our database (to over 18,000 case studies). We would like to apologize for the inconvenience. Sorry!
Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
Adaily WILL NOT produce inaccurate information about people, places, or facts.