Fernando Vega Olmos
“Stories need to be incomplete, they should be a provocation or invitation for people to participate.”
For 57 years, the most creative concepts in advertising have been called out at Cannes. Today, JWT didn’t deviate from this by sharing their top 10 creative ideas from this year. The showreels had the audience gasp, laugh and clap at some truly clever marketing concepts that involved more than just passive advertising. Time and whitespace prevents us from reliving each, but here are our top two concepts from the session in no particular order.
As I kid, I remember Kit Kats being wildly popular. I would nibble the chocolate from the wafer and then devour each finger. But somewhere along the way, Kit Kat lost its edge and no longer became the automatic tea accompaniment. So, JWT were tasked with making this brand appeal to the younger generation once again whilst retaining the classic slogan “Have a break, Have a Kit Kat”. The video explains the concept better than I could, so sit back and admire the sheer smartness of this campaign.
We all know that Italian men and Spanish men are hugely passionate about football. How would fans of AC Milan and Real Madrid react by being asked to attend a poetry and classical musical event while their Champions League match was on?
Watch the video to find out.
Other notable ideas we saw involved Macy’s, Kotex, The My First Book project, Sunsilk, Mexican Red Cross and Ford.