“We are humbled and honored to receive this honor, which has been in the making for many decades,” said Joe Tripodi, chief marketing and commercial officer, who accepted the award Saturday night on behalf of Coke’s global marketing community and agency partners around the world. “The legacy we want to leave is of a brand and company that does good things for the world and speaks to optimism, positivity and happiness.”
Other winners included “Share a Coke” from Australia, the “Coca-Cola Sharing Can” from Singapore, the “Million Reasons to Believe in Thailand” campaign and the “Coca-Cola FM Amplifier” print ad from Brazil. Visit http://thecoca-colacompanyatcannes.com to learn more about the company’s awarded work.
Creative With a ConscienceJonathan Mildenhall, VP of advertising strategy and content excellence, said “Small World Machines” in particular has the “secret formula the Cannes juries are looking for – brutal simplicity, genuine authenticity, seamless technology, an authentic product role and a strong social purpose.”
Much of this work straddles borders, challenges racial prejudice and defies gender stereotypes – all guided by a common strand of DNA. “Each of our stories is relentlessly optimistic,” Pollard explains. “We have always believed that Coca-Cola is a brand that will loudly say ‘yes’ in the face of ‘no.’ For the last 60 years, as long as Cannes Lions has been around, we have consistently backed creativity that makes a difference.”
Check out this FastCoCreate infographic illustrating the “9 Principles of Work That Matters.”
And social purpose is not just good for the world; it’s good for business, too. As Mildenhall notes, most of the last 15 advertisers to be named Creative Marketer of the Year enjoyed, at the time, either an all-time-high share price or record-setting sales.
“I have long been a believer that outstanding creativity leads to outstanding commercial results,” he adds. “For us, business success is a result of many drivers, but you cannot deny our share price success and volume growth over the past two years.”
Mildenhall concludes, “We have all worked incredibly hard to push our own creative benchmarks. Great work is pouring out from all over our system, and the drive for creative excellence is system wide. Today is the first day of the next creative mountain we must climb.”