Every summer the world converges on France to celebrate film, writers, actors and provide the rest of the world with a glimpse of Cannes Film Festival who’s who and what they’re wearing. But among the glitz and glamour is another celebration, one that honors the best in creativity. Marketers made up 28,000 of Cannes’ annual residents this July- a lion share of the visitors. Cannes Lions kicked off its International Festival of Creativity this year in June with more than 28,000 submissions from all over the world. The festival mirrors the famous Film Festival also held in Cannes, France, but celebrates creative marketing and advertising ventures from across the globe. Joe Tripodi, Chief Marketing and Commercial Officer, delivered the keynote presentation with emphasis on how Coke is building cultural leadership to move consumers and stakeholders beyond brand loyalists to inspiring brand advocates through an approach that focuses on shared value.
Coke and its affiliates won a record breaking 30 awards including two Grand Prix awards, the highest honor a submission can win. The Pacific Group, a subsection in the Coke system that covers Southeast Asia and many Pacific Islands, led the way with 11 awards including a Grand Prix in the Outdoor Category for the Coke “Hands” bus shelter campaign which was created by 19-year-old Hong Kong designer Jonathan Mak.
The global marketing team also took home a shared Grand Prix award for its partnership with Google on “Hilltop Re-Imagined” which inspires the world to share happiness by sending each other a Coke right from their mobile devices.
Jonathan Mildenhall, VP, Global Advertising Strategy and Content Excellence, summarized the change our Company has made: “What was really heartening was the clear fusion of technology, social media and content driving great ideas for our brands… this in itself is a huge leap forward from where we were as a system just two years ago.”
We appreciate the opportunity at this incredible event to reflect on all of our hard work and completed projects, while learning from the rest of the attendees at the same time. Until next year!