Each year, thousands of communications experts come together in France to be inspired at Cannes Lions, the world’s largest awards show and festival for professionals in the creative communications industry. This year, the festival took place from June 16 – 22, and there was no shortage of innovation on display.
Want to know who took home top prizes this year? Below we’ve laid out winners from across the globe in the Charity and Not for Profit category, where entrants were honored by “the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organizations and their publics.”
1. Tree Concert (Gold Winner)
Advertiser: Friends of the Earth
Product: Nature Protection
Entrant: Ketchum Pleon Berlin
It’s not hard to see why this pro bono campaign earned a top spot at Cannes Lions. A chestnut tree in Berlin was turned into a musical instrument in order to raise awareness about the fact that the city was rapidly losing trees. When chestnuts fell from the tree, they hit a polymer-membrane shape that would emit a beautiful light and sound. The campaign caused donations to the BUND — an association committed to preserving Berlin’s trees — to rise 800 percent, compared to an average month.
2. Waiting. For Seven Years (Silver Winner)
Advertiser: Foundation “For Life- For Organ Donation”
Product: Foundation “For Life – For Organ Donation”
Entrant: Ogilvy Germany
There is one thing that we can all agree on — we hate waiting. This campaign took the idea of waiting and gave it a new spin. At a train station in Germany, travelers waiting for their rides were confronted with Michael Stapf, a 27-year-old dialysis patient, who has been waiting for a kidney for seven years. The campaign was extremely successful; it was seen by of over seven million people, and there was a nearly 25 percent increase in organ donor cards ordered.
3. Driving Dogs (Silver Winner)
Advertiser: SPCA New Zealand
Product: Public Awareness/Pet Adoption
Entrant: DraftFCB New Zealand Auckland, New Zealand
If I told you dogs could drive, you would tell me that I was crazy. The SPCA and MINI turned that crazy idea into reality when they taught three shelter dogs how to drive an actual car, showing the public how intelligent shelter dogs really are. This amazing campaign helped to generate a 590 percent increase in visits to the dog adoption section of the SPCA’s website. Adorable, creative and effective.
4. The Most Powerful Arm Ever Invented (Silver Winner)
Advertiser: Save Our Sons & Duchenne Foundation
Product: Duchenne Muscular Dystrophy Charity
Entrant: RED Agency Sydney Australia
In order to raise awareness and money on Duchenne muscular dystrophy (DMD) in Australia, a website called TheMostPowerfulArm.com was created. This was the world’s first petition-signing robot, helping kids with DMD. The interactive campaign allowed people to watch the robot arm write their name in real time and then share their signature on Facebook. For an added impact: the robot signed people’s names with the same font as a DMD sufferer who had lost their ability to write.
5. Days of Hope (Silver Winner)
Advertiser: Diakonie Frankfurt & Partners, Samusocial, Spravedlivaya Pomosch, Shelter, Sozia
Product: Diakonie Frankfurt & Partners, Samusocial, Spravedlivaya Pomosch, Shelter, Sozia
Entrant: Saatchi & Saatchi Berlin, Germany
Homeless shelters in Europe are often overcrowded during the harsh the winter months. To draw attention to this issue, local television stations had actual homeless people anchor the weather forecast, emphasizing the icy conditions and then making an emotional appeal to donate to charities that support the homeless.
To view the full list of Charity/Not for Profit Cannes Lion winners, visit http://www.canneslions.com/work/2013/pr/index.cfm?award=99.
If you want to see more compelling campaigns from all across the world, check out the Creative for Good website that we launched in partnership with the World Economic Forum and Ketchum at Cannes. In addition to real case studies, the site also offers tips on how to implement best practices on your own campaigns.