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CANNES 2018: SPOTLIGHT ON EUROPE

CANNES 2018: SPOTLIGHT ON EUROPE

Havas Global Comms

Havas Global Comms

May 30, 2018

A look at the network’s Cannes contenders rolls on with features from across Europe—and a special highlight of creative in France.

The countdown to Cannes continues. Last week, advertising legend Jacques Séguéla, cofounder of Euro RSCG, kicked off our spotlight series with a look at the impressive work from APAC. This week, European Executive Creative Director Eric Schoeffler takes a closer look at the best work from Europe. And BETC Paris President and CCO Stéphane Xiberras homes in on the leading market in France, an undeniable creative powerhouse in the industry.

The Inhumane Workout:
Boondoggle Belgium

 

Isn’t it amazing how much we are willing to suffer to stay in shape? To run longer, climb higher, cycle faster, or hit harder. And while we do our training and workouts, we definitely make sure to wear the latest sportswear fashions and use the best gear to track our efforts. But are we aware of how people suffer producing this gear? This smart and powerful idea comes from our folks at Boondoggle Belgium, who used wearables to measure the inhumane work conditions in a factory in Cambodia. “Tahra’s Workout” already won Gold at Eurobest 2017.

Just Another Day:
Havas Spain

 

Bullying has always existed, and I fear it always will—a cruel part of growing up and school life. Only those who are really exposed to it know how deeply it cuts into the soul of a young person. Unfortunately, the power of technology and social—in this case antisocial—media makes it even worse.

 

Our creatives from Havas Spain created an emotional, and provoking, film that not only lets you see through the eyes of a young girl but also leaves you with that huge question: How well do we understand the feelings of our children as they grow up? A strong and important piece of work that should be shared.

Repicturing Homeless:
Havas Düsseldorf

 

This isn’t another campaign evoking pity for the homeless. This engaging and emotional piece goes way beyond perfunctory condolences. This fruitful collaboration among Havas Düsseldorf, Getty Images, and anti-homelessness organization fiftyfifty took a new path to raise awareness and money at the same time. First, they explored the most-searched images on Getty Images. Then they set up a photoshoot to recreate these images dedicated homeless people and give them a platform. The result: pride, dignity, massive global PR, and money for the fiftyfifty project, Housing for the Homeless. This was followed by an exhibition of the images where schools meet to discuss social issues around homeless people. And finally, the first insurance campaign with images of the homeless community, but repictured and bought on Getty Images. Meaningfulness at its best.

The Football Pen:
Havas Düsseldorf

 

Are you from Germany? If you answered “no,” then you have no clue what it means for a German to know that the matches of the upcoming 2018 FIFA World Cup in Russia will happen during working hours due to different time zones in Russia and Germany. So how can dedicated German employees bridge the insurmountable gap between work and football? Thanks to technology and the genius of Havas Düsseldorf creatives, this issue is solved. What’s next?

Sharp’s Keynvor:
Havas London

 

The pollution in our oceans is a serious problem—created by humans. Although there is some awareness, it can be hard to get people to take action—for example, to make donations. There are so many causes that need support, and marine pollution is just one of them. So how can we get people to help, with minimal effort? Havas London joined forces with Universal Music Group and the Atlantic Ocean to create a musical composition to be sold on Spotify, with the proceeds going to a charity that fights marine pollution. The BBC noted: “If everyone were to listen to this, imagine the good it could do.” Take a listen.

Save Our Species:
BETC Paris

 

For the first time in the brand’s history, Lacoste changed its iconic crocodile logo. It’s part of an effort to help fight the extinction of 10 endangered animals. Lacoste worked with the International Union for Conservation of Nature (IUCN), an international organization that fights for nature conservation. Together, they identified rare reptiles, birds, and mammals, and determined how they could call attention to the Save Our Species campaign, created by BETC Paris. The interesting part: the number of shirts produced with each logo corresponded to the remaining population of each endangered species.

The Real Voice of Louis XIV:
BETC Paris

 

The research of historians and scientists, coupled with the work of voice experts and the creativity of BETC Paris, brought history to life in the recreation of the voice of the famed French ruler, King Louis XIV. This project provides an interesting parallel to another important historical figure: JFK.

Worst Song in the World:
Rosapark

French shoppers love their local Monoprix, but there’s one thing they hate: carrying their groceries. Many don’t use the grocer’s delivery services. So the creative team came up with a fun idea to highlight your frustration when you’re carrying groceries and your hands aren’t free. Enter: the worst song in the world. Maybe it’s the worst song I’ve ever heard, but it’s one of the best promotional ideas for a supermarket delivery service I have ever seen.

Transavia Go Images:
HUMANSEVEN

 

Transavia Airlines takes note of people’s research habits on Google when it comes to travel—and they discover a witty life hack. This piece highlights that strategy. This is sure to be a conversation starter at Cannes.

Game Chaingers:
BETC Paris

 

UNICEF and BETC Paris reinvented charitable donations with the Game Chaingers initiative, the first humanitarian fundraising effort using the cryptocurrency Ethereum. I really love this idea. And even if this idea doesn’t win an award, it already helped UNICEF collect a lot of cryptocurrency for children, and that’s the best result in the world.

The countdown to Cannes continues. Last week, advertising legend Jacques Séguéla, cofounder of Euro RSCG, kicked off our spotlight series with a look at the impressive work from APAC. This week, European Executive Creative Director Eric Schoeffler takes a closer look at the best work from Europe. And BETC Paris President and CCO Stéphane Xiberras homes in on the leading market in France, an undeniable creative powerhouse in the industry.

The Inhumane Workout:
Boondoggle Belgium

 

Isn’t it amazing how much we are willing to suffer to stay in shape? To run longer, climb higher, cycle faster, or hit harder. And while we do our training and workouts, we definitely make sure to wear the latest sportswear fashions and use the best gear to track our efforts. But are we aware of how people suffer producing this gear? This smart and powerful idea comes from our folks at Boondoggle Belgium, who used wearables to measure the inhumane work conditions in a factory in Cambodia. “Tahra’s Workout” already won Gold at Eurobest 2017.

Just Another Day:
Havas Spain

 

Bullying has always existed, and I fear it always will—a cruel part of growing up and school life. Only those who are really exposed to it know how deeply it cuts into the soul of a young person. Unfortunately, the power of technology and social—in this case antisocial—media makes it even worse.

 

Our creatives from Havas Spain created an emotional, and provoking, film that not only lets you see through the eyes of a young girl but also leaves you with that huge question: How well do we understand the feelings of our children as they grow up? A strong and important piece of work that should be shared.

Repicturing Homeless:
Havas Düsseldorf

 

This isn’t another campaign evoking pity for the homeless. This engaging and emotional piece goes way beyond perfunctory condolences. This fruitful collaboration among Havas Düsseldorf, Getty Images, and anti-homelessness organization fiftyfifty took a new path to raise awareness and money at the same time. First, they explored the most-searched images on Getty Images. Then they set up a photoshoot to recreate these images dedicated homeless people and give them a platform. The result: pride, dignity, massive global PR, and money for the fiftyfifty project, Housing for the Homeless. This was followed by an exhibition of the images where schools meet to discuss social issues around homeless people. And finally, the first insurance campaign with images of the homeless community, but repictured and bought on Getty Images. Meaningfulness at its best.

The Football Pen:
Havas Düsseldorf

 

Are you from Germany? If you answered “no,” then you have no clue what it means for a German to know that the matches of the upcoming 2018 FIFA World Cup in Russia will happen during working hours due to different time zones in Russia and Germany. So how can dedicated German employees bridge the insurmountable gap between work and football? Thanks to technology and the genius of Havas Düsseldorf creatives, this issue is solved. What’s next?

Sharp’s Keynvor:
Havas London

 

The pollution in our oceans is a serious problem—created by humans. Although there is some awareness, it can be hard to get people to take action—for example, to make donations. There are so many causes that need support, and marine pollution is just one of them. So how can we get people to help, with minimal effort? Havas London joined forces with Universal Music Group and the Atlantic Ocean to create a musical composition to be sold on Spotify, with the proceeds going to a charity that fights marine pollution. The BBC noted: “If everyone were to listen to this, imagine the good it could do.” Take a listen.

Save Our Species:
BETC Paris

 

For the first time in the brand’s history, Lacoste changed its iconic crocodile logo. It’s part of an effort to help fight the extinction of 10 endangered animals. Lacoste worked with the International Union for Conservation of Nature (IUCN), an international organization that fights for nature conservation. Together, they identified rare reptiles, birds, and mammals, and determined how they could call attention to the Save Our Species campaign, created by BETC Paris. The interesting part: the number of shirts produced with each logo corresponded to the remaining population of each endangered species.

The Real Voice of Louis XIV:
BETC Paris

 

The research of historians and scientists, coupled with the work of voice experts and the creativity of BETC Paris, brought history to life in the recreation of the voice of the famed French ruler, King Louis XIV. This project provides an interesting parallel to another important historical figure: JFK.

Worst Song in the World:
Rosapark

French shoppers love their local Monoprix, but there’s one thing they hate: carrying their groceries. Many don’t use the grocer’s delivery services. So the creative team came up with a fun idea to highlight your frustration when you’re carrying groceries and your hands aren’t free. Enter: the worst song in the world. Maybe it’s the worst song I’ve ever heard, but it’s one of the best promotional ideas for a supermarket delivery service I have ever seen.

Transavia Go Images:
HUMANSEVEN

 

Transavia Airlines takes note of people’s research habits on Google when it comes to travel—and they discover a witty life hack. This piece highlights that strategy. This is sure to be a conversation starter at Cannes.

Game Chaingers:
BETC Paris

 

UNICEF and BETC Paris reinvented charitable donations with the Game Chaingers initiative, the first humanitarian fundraising effort using the cryptocurrency Ethereum. I really love this idea. And even if this idea doesn’t win an award, it already helped UNICEF collect a lot of cryptocurrency for children, and that’s the best result in the world.

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