Adaily Inspiration Week #24: Best humor campaigns from Cannes 2024 🦁
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
BEFORE YOU SCROLL DOWN: We have added ALL the 🦁 winners from Cannes 2024. That is 540 campaigns, from 32 award categories, across 64 countries, and from over 300 different agencies. And it’s all available in 13 languages natively 🇬🇧 🇪🇸 🇫🇷 🇩🇪 🇵🇹 🇮🇹 🇵🇱 🇧🇬 🇸🇦 🇨🇳 🇰🇷 🇯🇵 🇻🇳 in our app.
For this week we chose humorous campaigns from Cannes 2024. Below you can find our 5 picks, but if you want to see more case studies just click » HERE « and pick filters on top right.
1. “Gonna Need More Tide” - Tide
Tide did a campaign using popular viral videos and actor Kumail Nanjiani to show the need for bigger Tide Power PODS.
Saatchi & Saatchi New York • 2023 • Cleaning • United States • Global
Challenge
The challenge of this campaign was to convince consumers, who were skeptical about the need for new Tide Power PODS with 85% more cleaning power, that their laundry loads had indeed gotten bigger and messier. The aim was to change their perception and show them through popular viral videos and influencer content that they actually needed the increased cleaning power of Power PODS. The campaign had to cleverly leverage social media and internet culture to turn critics into advocates for the product.
Target Group
The target group of this campaign was the internet community, specifically those who were skeptical or unaware of the need for the new Tide Power PODS with 85% more cleaning power. The goal was to engage with social media users and influencers to change their perception and showcase the relevance of the product in handling larger and dirtier loads in modern washing machines.
Idea
The main idea of this campaign was to convince consumers, particularly those on the internet who were skeptical about the need for new Tide Power PODS with 85% more cleaning power, that they actually did need this product. By leveraging popular user-generated content and viral videos, along with enlisting the help of influencer Kumail Nanjiani, the campaign aimed to show people the undeniable evidence of messes in everyday life that could be effectively cleaned with Tide Power PODS. Through humor and relatable content, the campaign successfully shifted the perception of the product from skepticism to widespread acceptance, ultimately leading to a significant increase in sales.
Results
After the launch of the campaign, it generated 10.3 billion impressions and successfully changed the perception of Tide Power PODS among internet users. The campaign's catchphrase "Gonna need more Tide" became popular and was widely adopted into internet slang, being used to reference various messy situations. The campaign extended to unexpected places, reaching influencers and even a music festival group called "The Tide PODS." Importantly, Tide Power PODS became the top-selling detergent with a 145% increase in sales, indicating the success of the campaign in driving product adoption.
Links
2. “Best Friends” - Uber One
Uber did a campaign featuring Hollywood talent forming an unlikely friendship centered around their shared passion for eating food and going places.
Mother London • 2024 • B2C app • United Kingdom • Europe
Challenge
The challenge of this campaign was to effectively communicate the benefits and purpose of Uber One, a new membership program, in a straightforward and engaging manner, while driving awareness and sign-ups in the UK and Ireland. Other markets had struggled with confusion around the offering, so the goal was to create a campaign that clearly stated what Uber One was - a membership for people who eat food and go places - making it accessible and appealing to a wide audience.
Target Group
The target group of the campaign was people in the UK and Ireland who frequently use Uber for food delivery and transportation services, with an interest in saving money and accessing exclusive benefits through a membership program.
Idea
The main idea of the "Best Friends" campaign for Uber One was to launch the membership platform in the UK by using iconic Hollywood talent to tell the story of an unlikely friendship blossoming on a studio set. The campaign aimed to highlight the simplicity and exclusivity of Uber One as a membership for people who enjoy eating food and traveling, ultimately driving awareness and sign-ups for the platform.
Results
The "Best Friends" campaign for Uber One exceeded its objective by achieving over 2 million membership sign-ups in the UK and Ireland, surpassing the initial target of 1.6 million. The reach of the campaign also far exceeded the paid media investment, with a significant portion of the reach coming from earned media, expanding the audience beyond expectations. Additionally, the campaign successfully positioned Uber in conversations related to eating food and going places, highlighting the simplicity and inclusivity of the membership offering.
Links
3. “Braless” - Sabina
Sabina did a campaign promoting 'Sabina Braless' using comedic family dynamics with a twist on comfort and inclusivity.
Sour Bangkok • 2023 • Retail - apparel • Thailand • Asia
Challenge
The challenge of the "Sabina Braless" campaign was to break away from the conventional approach to lingerie advertising and challenge cultural and industry norms while maintaining a balance between humor, cultural relevance, and effectively showcasing the product line. The campaign aimed to resonate with the Thai audience by incorporating humor and cultural insights in a way that was both entertaining and thought-provoking. By featuring a comedic scenario in a family gathering setting and utilizing the concept of comfort ("Sabai") in a unique and unconventional manner, the campaign sought to differentiate itself in the market and engage viewers on multiple levels. The challenge lay in creating a memorable and impactful campaign that would not only entertain but also spark conversations and resonate with the target audience.
Target Group
The target group of the "Sabina Braless" campaign was primarily women aged 18 to 45, with a secondary focus on individuals interested in fashion, humor, and cultural insights. The campaign aimed to appeal to a diverse audience, including those who appreciate comedy, unconventional storytelling, and authentic representations of family dynamics in Asian cultures. Through its innovative approach and relatable themes, the campaign effectively engaged a wide range of viewers, sparking conversations and resonating with audiences across different demographics.
Idea
The main idea of the "Sabina Braless" campaign was to challenge cultural and industry norms by defying conventional approaches seen in lingerie ads. Through humor, the campaign aimed to promote inclusivity, break stereotypes, and connect with audiences in a more authentic and relatable way. By integrating cultural relevance and effective storytelling, the campaign sought to redefine beauty standards, promote comfort, and spark conversations about diversity and inclusivity within the Asian family dynamic.
Results
The campaign for "Sabina Braless" achieved significant success, reaching over 13 million people in its first week and securing the number one position in the industry with a 64% share of voice and interactions within five days. It also topped brand engagement on social media within a week of its launch. The viral scene featuring Grandma garnered high viewer retention, with a remarkable 41% video completion rate, surpassing industry standards by 220%. Audience interaction remained strong, with a 92% interaction rate and overwhelmingly positive sentiment. Moreover, there was a noticeable 26% increase in live e-commerce as a result of the campaign. The global appeal of the ad was evident through viewer requests for translations into various languages, indicating the campaign's effectiveness in achieving its objectives.
Links
4. “Life Is Not An IKEA Catalogue” - IKEA
IKEA did a campaign acknowledging real life with humor and honesty, shifting brand image from aspirational to relatable.
TRY Oslo • 2024 • Retail - furniture • Norway • Europe
Challenge
The challenge of the campaign was to address the disconnect between the idealized, picture-perfect image of home life portrayed in traditional lifestyle ads and the messy reality of everyday living experienced by consumers. By candidly acknowledging this disparity and boldly declaring that "Life is not an IKEA catalogue," IKEA aimed to establish stronger brand loyalty and trust among Norwegian consumers. The campaign needed to strike a balance between humorously highlighting the imperfections of daily life and showcasing IKEA products as practical, affordable solutions that can withstand the chaos of real-life situations. Ultimately, the campaign sought to disrupt the market by presenting a more honest and relatable portrayal of home living, resonating with consumers and driving engagement with the IKEA brand.
Target Group
The target group of the "Life is not an IKEA catalogue" campaign by IKEA in Norway was the Norwegian consumers who felt detached from glossy lifestyle ads and catalogues, with 48% of them not feeling represented in traditional advertising. The aim was to establish and strengthen brand loyalty and trust among this audience, while also emphasizing the affordability and value of IKEA products during a time of economic challenges.
Idea
The main idea of the campaign was to candidly acknowledge the gap between the picture-perfect portrayal of homes in IKEA catalogues and the reality of everyday life for consumers. By declaring that "Life is not an IKEA catalogue," the campaign aimed to establish IKEA as a relatable and trustworthy brand that understands the messy imperfections of real life. This approach sought to strengthen brand loyalty, highlight the affordability of IKEA products, and resonate with consumers who felt detached from glossy lifestyle ads.
Results
The "Life is not an IKEA catalogue" campaign by IKEA in Norway resulted in significant success. The campaign effectively repositioned the brand as relatable and trustworthy, resonating with consumers who felt detached from traditional lifestyle ads. Following the campaign, visits to IKEA stores and online platforms reached record highs. The ads garnered national headlines, sparking both controversy and public support. Despite its disruptive nature, the campaign ultimately strengthened customer loyalty and brand appreciation, achieving the highest levels of brand appreciation for IKEA ads ever tested in Norway.
Links
5. “Sammakorn Not Sanpakorn” - Sammakorn
Sammakorn did a name confusion campaign using humor and relatable content to clarify its identity as a real estate company, not the Revenue Department.
Choojai And Friends Bangkok • 2023 • Other professional • Thailand • Asia
Challenge
The challenge of the campaign was to address the common problem of name confusion faced by Sammakorn, a housing developer in Thailand. Due to the similarity of their name with the Thai Revenue Department, people often confused Sammakorn with Sanpakorn, leading to misunderstandings and inquiries unrelated to the real estate business. The goal was to differentiate Sammakorn as a real estate company and not be associated with the Revenue Department, ultimately increasing brand awareness and recognition among the target audience.
Target Group
The target group of this campaign was primarily online users in Thailand who were familiar with the issue of name confusion. The campaign aimed to engage with individuals who may have experienced or could relate to misunderstandings based on similar-sounding names. By creating a humorous and relatable approach, the campaign sought to increase brand recognition and differentiate Sammakorn as a real estate company distinct from the Revenue Department.
Idea
The main idea of the campaign was to creatively address the issue of name confusion faced by Sammakorn, a housing developer in Thailand, due to its name being similar to the Revenue Department. The campaign aimed to highlight Sammakorn's identity as a real estate company and not a government department. Through a self-mocking film and social media engagement, the campaign sought to generate awareness, empathy, and brand recognition among the target audience. The strategy involved using humor and relatability to resonate with viewers and encourage them to share their own experiences of name confusion. Ultimately, the campaign led to increased brand search volume and established Sammakorn as a memorable and distinct brand in the real estate industry.
Results
The campaign led to significant results for Sammakorn: - The campaign garnered over 7.6 million views and generated more than 4 million engagements. - Many individuals shared their experiences of name confusion, and over 40 influencers and other brands joined in organically. - The brand's search volume increased by 82.6%, establishing Sammakorn as the top real estate brand in Thailand, with a notable growth rate.
Links
Five’s not enough?
Last week we have added ALL Cannes winners to adaily. We have also added a new filter feature so you have great control over search result, and see only specific award winners in specific categories.
Enjoy! There’s 500 new case studies from 32 categories waiting for you to explore!
Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
Adaily does NOT produce inaccurate info ("hallucinations"). Your inputs are NOT used to train AI models.