Latest news with #CannesLionsFestivalofCreativity
Time of India
15 hours ago
- Entertainment
- Time of India
Media moments of truth- Cannes Lions top picks: BE Extraordinary
The Cannes Lions Festival of Creativity recently showcased campaigns that redefined how brands connect with audiences through exceptional media usage. Among the standout Media Lions picks, Kleenex's "Kleenex Score" ingeniously integrated their product into the entertainment world while Cathay Pacific's "Takeoff Takeover" demonstrated a savvy, data-driven competitive approach, while Mercado Libre's "Coupon Rain" offered a truly innovative media hack, effectively turning spontaneous content into direct commerce opportunities. Kleenex Score, VML One standout idea came from Kleenex, which recognised a universal truth: movies often make us cry. Instead of focusing solely on colds or runny noses, Kleenex ingeniously linked its product to emotional movie experiences. They partnered with IMDb to create the "Kleenex Score." By typing "Kleenex score" into IMDb, users could discover a movie's "cry rating," indicating just how much a film was likely to induce tears. This seemingly simple concept was a stroke of genius. It was an unobtrusive, yet highly relevant, integration into the entertainment sphere. While star ratings tell you about a movie's quality, the "Kleenex Score" provides a unique, utility-driven metric directly tied to the product's use case. It didn't just remind people to use Kleenex when they cried; it actively helped them anticipate the need, subtly owning a space within entertainment that couldn't be bought through traditional media. It transformed the act of crying during a movie into a contextual moment for Kleenex, showcasing an innovative and native use of media. Cathay Pacific, Takeoff Takeover, LEO A highly effective campaign, originating from Asia (credited to India and potentially other regions), demonstrated an aggressive yet data-driven approach to competitive advertising . Cathay Pacific executed a "Takeoff Takeover" by leveraging real-time flight data at airport terminals. When competitor planes were at their gates, preparing for departure, Cathay Pacific's digital ads strategically appeared on screens nearby. These hyper-targeted advertisements highlighted specific advantages of Cathay Pacific flights heading to the same destination. Using data on aircraft models, age, and passenger feedback, the ads would compare legroom, entertainment options, or other amenities, effectively showing passengers what they were "missing out on" by flying with the competitor. This tactic, powered by real-time flight data, was impossible to ignore. Operating with just a fraction of competitors' budgets, Cathay Pacific outsmarted them by appearing at the precise moment of truth: the boarding gate. It masterfully turned readily available flight information into compelling, personalised comparisons, making flyers regret their current choice and showcasing Cathay Pacific as the superior option. Mercado Libre, Coupon Rain, GUT A truly fun and innovative media hack came from Mercado Libre, an e-commerce giant in Brazil. Recognizing the iconic confetti showers at major sporting event finals, particularly in soccer, Mercado Libre sponsored the confetti itself. Instead of traditional paper, the confetti was replaced with tiny discount coupons. When the celebratory blasts occurred, showering the field and players, millions of these promotional coupons flew through the air. Every photo and video of the event, broadcast globally, now featured these redeemable discounts. Viewers, especially with the help of influencers, were encouraged to zoom in on images and freeze frames to spot and redeem the coupons. This genius idea turned a fleeting moment of celebration into a widespread, interactive promotional event. It effectively "hacked" editorial and broadcast media, turning spontaneous content into direct commerce opportunities, and ensuring that Mercado Libre was not just seen, but actively engaged with, by millions. (At BE Extraordinary, a series about the winners at Cannes Lions written in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix winners, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
a day ago
- Entertainment
- Time of India
Dwyane wade's wife Gabrielle Union unleashes bold elegance in viral white dress at Cannes Lions
Dwyane wade's wife Gabrielle Union unleashes bold elegance in viral white dress at Cannes Lions (Image via Getty) G abrielle Union didn't need a red carpet to turn heads this week. Her quiet moment at Cannes Lions felt more like a warm breeze than a media splash. She didn't post a full photoshoot. Just one sweet story. The photo, originally shared by stylist Bernicia Boateng, showed Gabrielle glowing at the Cannes Lions festival. From her look to her message, everything was soft, simple, and eye-catching. But what really stood out? The quiet moment between artist and stylist. Gabrielle Union gives a quiet shoutout to Bernicia Boateng in Cannes On June 18, 2025, Gabrielle Union reposted a photo to her Instagram story. It originally came from London-based stylist Bernicia Boateng, who had shared it with the caption: 'A few days in Cannes with the gorgeous @gabunion soft glowing glam #canneslions.' Gabrielle added her own message on the story. Just a few words: 'Thank youuuuu for these looks this week at #canneslion.' Dwyane wade's wife Gabrielle Union She didn't tag a glam squad. She didn't list every detail. Just a soft, simple message. That photo said more than any caption could. She wore a smooth white dress, gold hoops, and a delicate gold necklace. Her hair was pulled into a neat high ponytail. The makeup? Glowy, minimal, natural. Everything looked clean, calm, and fresh. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Fastest Selling Plots of Mysore from 40L | 40+ Amenities PurpleBrick Learn More Undo Gabrielle Union keeps the glow low-key but strong Gabrielle Union has always shown love to the people behind her looks. This time was no different. She didn't shout about it. She didn't need to. Her repost of Bernicia Boateng's story was enough. She's been at the Cannes Lions Festival of Creativity in France this week, the event runs from June 17 to 21, 2025, and she's kept things simple. No extra flash. No loud fashion. Just a quiet elegance. What made this moment feel real was how casual it was. Gabrielle didn't need a big caption or a press mention. She just gave thanks. And fans noticed. People loved the white and gold combo. The glow. The calm. The grace. Everything about the look said: soft, smart, sure. Gabrielle Union's style isn't just about what she wears. It's about how she moves. And this week, she moved gently, but left a mark. Also Read: Dwyane Wade's wife Gabrielle Union breaks silence as LGBTQ+ lifeline faces shutdown Game On Season 1 kicks off with Sakshi Malik's inspiring story. Watch Episode 1 here
Campaign ME
3 days ago
- Entertainment
- Campaign ME
The MENA shortlists at Cannes Lions 2025
The Cannes Lions Festival of Creativity is in full swing for its 2025 iteration, with thousands of creatives and advertising flocking to the city's Palais des Festivals et des Congrès for a week of celebrating creativity within the advertising industry. The Middle East has shown up in full force, with strong entries to the Festival's broad range of categories. 43 campaigns from regional shops have made it to the shortlists across 17 categories. Here's a breakdown of the campaigns up for a chance of walking away with a metal cat: This campaign for the UK's Waterstones has collected two shortlists for the Festival's Digital Craft – Data Storytelling and Design Lions – Books categories. HungerStation's The Shaded Route has picked up two shortlists in the Digital category – for Data Storytelling and Real-time Usage & Targeting. The campaign was also shortlisted Health category, shortlisted under Health & Wellness Tech and a Brand Experience & Activation Lions for Tech-Led Brand Experience. Publicis Middle East stands a chance to win a Digital Craft Lion under the Personalised Storytelling & Experience category for its work for KitKat. This work from Impact BBDO has been shortlisted for the Festival's Digital Craft – AI Storytelling category. It's also been shortlisted for two Creative Strategy Lions: Media/Entertainment and Brave Brands. This work from Billboard Arabia by SRMG Labs is up for three metal cats under the Audio & Radio category. The work has been shortlisted for the Use of Audio and Radio as a Medium, Single-Market Campaign and Social Behaviour. In the Entertainment category, the campaign has been shortlisted under Diversity & Inclusion in Entertainment and Audio Content. VML Riyadh is up for two Audio & Radio Lions for its Speak My Language campaign for stc. The campaign stands a chance to win in the Voice Activation category and Use of Audio & Radio Technology. This traditional radio spot by FP7 McCann, Dubai and McCann Health Dubai for Harley Davidson is shortlisted for a Corporate Purpose & Social Responsibility Audio & Radio Lion. The campaign is also shortlisted for a Media Lion under the Audience Insights category. This spot by FP7 McCann, Dubai for McDonald's is up for an Outdoor Lion under the Social Behaviour category. This campaign from FP7 McCann, Dubai forTesticular Cancer Society is shortlisted for three Lions. Under the PR Lions category the campaign is up for the Use of Events & Stunts and Breakthrough on a Budget. It also stands a chance to win an Outdoor Lion under the Use of Humour category. LEO Dubai has collected four shortlists for its work for NBA India across its isolated campaigns named after prominent professional NBA basketballers. The work stands a chance to win a Print & Publishing Lion under the Travel, Leisure, Retail, Restaurants & Fast-food Chains category. This work for UN Women by Impact BBDO, Dubai is up for a Cultural Engagement Lion under the Print & Publishing category. This work from Saatchi & Saatchi Middle East for Nana has been shortlisted for a Design Lion under the Books category. Digitas Dubai's work for Salam has earned a shortlist for the Design for Behavioural Change category under the Design Lions. This campaign from Billboard Arabia by SRMG Labs is shortlisted for Design Lion under the Promotional Items/Promotional Printed Media. Riyadh Season's Everything or Nothing by BigTime Creative Shop is up for a Film Craft Lion under the Production Design/Art Direction category. This spot from Riyadh Season is up for a Film Craft Lion under the Use of Licensed/Adapted Music category. Saudi Arabia's BigTime Creative Shop is the entrant company. This spot from BigTime Creative Shop has been shortlisted for a Film Craft Lion under the Visual Effects category. It has also secured a shortlist for an Entertainment Lions for Sport under the Use of Humour category. Al Joumhouria has picked up two shortlists for its campaigns 'Explosion' and 'Home' for an Industry Craft Lion under the Art Direction: Print & Publishing category. It's Uncensored Press: Breaching The Algorithm campaign has also been shortlisted for a Creative Data Lions under the Use of Print subcategory. The work was submitted by TBWA\RAAD, Dubai. This work from HAVAS Middle East for adidas has picked up an Industry Craft shortlist under the Illustration: Outdoor category. Arla's Recipe For Change was shortlisted twice for an Engagement Lion under the Brand Experience category and the Targeting & Engagement category. The work was also shortlisted under two categories for the Brand Experience & Activations Lions, under Consumer Goods and Market Disruption. The campaign also bagged a shortlist for a Creative Business Transformation Lions. This work from HungerStation by VML in Dubai has picked up five shortlists at Cannes Lions 2025. In the Engagement category the campaign was shortlisted for a Creative B2B Lions under the Targeting & Engagement sub-category. The work also picked up a shortlist for a Creative Data Lions under Data-Driven Targeting, and Data-Driven Consumer Product. Adding to this, the campaign was shortlisted for a Brand Experience & Activation Lions under the Social Engagement & Integration for Live Experience category and the Creative Commerce Lions under the Social Behaviour category. This work from Saatchi & Saatchi Middle East in Dubai for ItsHerWay is shortlisted for a Creative B2B Lions under the Corporate Purpose & Social Responsibility Category. It's also shortlisted for a PR Lions under the Consumer Services/Business to Business category. This work for OMO picked up a Direct Lions shortlist under the Consumer Goods category. VML, Dubai adds to its list with this campaign for Dubai Tourism which is shortlisted for a Direct Lions under the Use of Mobile category. Impact BBDO's work for Easypaisa picked up a Media Lions shortlist under the Healthcare category. This work from Saatchi & Saatchi Middle East / Publicis One Touch, Dubai is shortlisted for a Creative Data Lions under the Use of Events & Stunts. This campaign for Pizza Hut by Publicis Middle East is shortlisted for two subcategories under the Media Lions for the Use of Social Platforms and the Innovative Use of Influencers/Creators. This work is shortlisted for a PR Lions for the Use of Events & Stunts. This work by VML Riyadh for KUDU has been shortlisted for a Social & Creator Lions under the Travel, Leisure, Retail, Restaurants, & Fast-Food Chains category. This work from TBWA\RAAD for KFC has been shortlisted for an Entertainment Lions for Gaming for the Use of Gaming/Streaming Platforms. This spot from BigTime Creative Shop for The Ring has been shortlisted in three categories for an Entertainment Lions for Sport: Brand Storytelling, Sports Live Experience and Innovation in Sport. Another spot from BigTime Creative Shop for Riyadh Season has been shortlisted for an Entertainment Lions for Sport under Fan Engagement/Distribution Strategy This work for AnNahar from Impact BBDO has been shortlisted for a Creative Strategy Lions and a Creative Business Transformation Lions under Long-Term Brand Platform. This work for EBM from Impact BBDO is shortlisted for a Film Lions under the Local Brand subcategory. This work from Saatchi & Saatchi ME for Carrefour has been shortlisted for a Brand Experience & Activations Lions under Cultural Engagement. This work from LEO, Jeddah/ Saatchi & Saatchi Middle East, Dubai for Saudia Airlines is shortlisted for a Brand Experience & Activations Lions under Social Behaviour. This work for Arabian Automobiles Company from TBWA\RAAD has been shortlisted for two Creative Business Transformation Lions under New Relationship Models and Venture Models & Corporate Innovation. This campaign from UN Women by Impact BBDO has been shortlisted for three Creative Effectiveness Lions under Creative Effectiveness for Good, Not-For-Profit/Charity/Government and Breakthrough on a Budget. See all the shorlisted and winning work from Cannes Lions this year here.
Malaysian Reserve
4 days ago
- Entertainment
- Malaysian Reserve
Disruption®, Served Ice Cold: TBWA Debuts its Very Own Ice Cream at Cannes Lions
Light relief on La Croisette brought to you by TBWA's specialist agencies CANNES, France, June 16, 2025 /PRNewswire/ — This year at the Cannes Lions Festival of Creativity, TBWA — the Disruption Company® — is bringing its ethos to life in the form of boldly flavored treats to beat the heat in A Taste of Disruption. Created by two of TBWA's best in class design and experiential agencies — Design by Disruption® (DxD) and Auditoire — the Riviera-inspired ice cream truck activation is open daily from Monday to Friday, 10:00 a.m. to 6:00 p.m. to all pass holders. Providing a space for disruptive flavors, festival attendees are invited to take a break from the pace and chaos of La Croisette and enjoy combinations such as sweet and surprising honey and thyme, refreshingly spicy melon and wasabi, earthly matcha and ginger and tangy berry and timut pepper. 'For us Disruption is so much more than a methodology — it is a mindset, a spirit, a feeling.' said Erin Riley, Global CEO of TBWAWorldwide, who personally served guests to kick off the festivities. 'We wanted to bring that to Cannes in a lighthearted, but totally relevant way. We are quite literally giving the festival a taste of Disruption,' continued Riley. The truck's exterior is wrapped in a summery take on TBWA's signature yellow, with diagonal stripes inspired by the brand's Backslash and the beachfront vibe of the Côte d'Azur. Positioned directly across from the Palais' iconic red carpet, the activation will be one of the week's most savored moments. Come see for yourself just how good Disruption tastes, and explore TBWA's full list of disruptive Cannes contenders at
Time of India
5 days ago
- Business
- Time of India
Cannes and 6 Cs
Cannes Lions 2025 is about embracing technology (yes,especially AI), rethinking the creator economy , building commerce-driven creativity , and maintaining purpose and equity at its core. Here are the main themes and focus areas at the 2025 Cannes Lions Festival of Creativity (June 16–20, Cannes, France) as I note them. CONVERGENCE CONTENT CREATIVE INTELLIGENCE CREATORS COMMERCE CADENCE 1. Convergence We are in the age of Convergence: and marketing, media, and technology are merging to demand brand consistency across digital and physical channels . The discussions are around brand distinctiveness in this new convergent era without compromising consumer connection. 2. Content Broadly there are core ideas around which sessions are variously organised. Innovation Unwrapped – Emerging tech & impact-driven innovation (e.g. AI, mixed reality). The Creativity Toolbox – Craft techniques; how to create timeless, standout work. Talent and Culture – depth and breadth of exposure Insights and Trends that deliver Creative Impact via impact on consumer behavior and shaping cultural shifts. Finally , Creative Impact – Effectiveness in storytelling and strategic communications. 3. Creative Intelligence A major shift toward AI as a creative collaborator with its tools, agents, and workflows Sessions galore on agentic AI, personalized content at scale, and AI-driven customer insights . 4. Creator‑Led Influence The rise of mid- and micro-influencers is re-defining trust and authenticity in marketing . Cannes is spotlighting both creator-driven campaigns and the evolution of the Social & Influencer Lions into Social & Creator Lions . 5. Commerce-Creative Integration Retail media is maturing with new structural support and it's seen in the introduction of retail media sub-categories under Media Lions & Creative Commerce Lions . But there is a spotlight on in‑store activations, creative partnerships, and external geopolitical factors like tariffs . 6. Cadence Personalization, Measurement & Purpose A strong emphasis on creating certainty through micro-targeted influence , personalization at scale, and precision measurement of effectiveness that tech now allows all to have. There is a broader focus on purpose-driven creativity, exemplified by expanded Glass: Lion for Change categories (intersectionality, representation) and general equity/accessibility initiatives. (The author is at Cannes Lions 2025. Opinions are personal.)
