We look forward to The Cannes Lions International Festival of Creativity every year at Ad Council, but this was an especially exciting year for us; we took home 8 Cannes Lions including the gold in the Cyber: Social Purpose category for our I Am A Witness Campaign! With these awards, as well as the many others given to social good causes, it is clear that social good campaigns are a needed voice in the communications industry. Here is a quick round-up of some of the amazing creatives that were honored this year!
Under Armour “I WILL WHAT I WANT”; Silver in Creative Effectiveness
“I WILL WHAT I WANT” speaks to women who do not need permission, advice, or affirmation from others in order to achieve their dreams. Droga5 developed an extensive campaign that kicked off with a film featuring ballerina Misty Copeland who proves that inner strength and sheer will can trump adversity.
Check It Before It’s Removed: Naked Breasts on Facebook Against Breast Cancer; Gold in Cyber
To increase breast cancer awareness, Pink Ribbon Germany created an informative how-to video of a woman performing a self-exam. The empowering campaign pushes back against the media for censoring women’s breasts so that women can learn how to be conscious of the signs of cancer that can be detected early on.
I AM A WITNESS; Gold in Cyber
Ad Council’s I Am A Witness campaign, created pro bono by Goodby, Silverstein & Partners, aims to stop bullying by activating the “silent majority” of kids who witness it each day, transforming them from passive bystanders into an active collective. At the heart of the campaign is the Witness Emoji—a tool that enables teens to take a stand when they see bullying happening online.
REI #OPTOUTSIDE; Gold in Direct
REI did something unthinkable in the retail world–on Black Friday, once deemed the holiest day in all of shopping, the retailer closed its doors and payed its employees to #OptOutside. Their actions inspired a movement, with other businesses closing their doors on Black Friday and over a million people joining REI outdoors.
PREDIABETES; Bronze in PR
Over 86 million people are at risk for diabetes but have no idea. In an effort to raise awareness, the Ad Council developed non-scary, real-time tests for TV, online, and social to help Americans determine in real time if they could have prediabetes.