Cannes Contenders 2016: Week 1

Cannes Lions has become a global benchmark for what good creative looks like and, in turn, is a critical indicator of the life, the energy, and the inspiration flowing through J. Walter Thompson’s creative pulse.

So each week leading up to Cannes, we’ll be sharing a preview of our Cannes Contenders – the pioneering, moving, inspiring, groundbreaking solutions that demonstrate the best in creative thinking from our network.

As part of our global community, please support your peers and celebrate their hard work by sharing your favorite pieces across social media with the hashtags #JWTCannes or #MirumCannes.

Let’s get started. Kicking off our first week of Cannes Contenders 2016, take a look at our first round of Contenders below.

“The Good Note,” Bou Khalil Supermarket – J. Walter Thompson Beirut

Earlier this year, J. Walter Thompson Beirut and their client, Lebanese supermarket chain Bou Khalil, worked together on an effort they hoped would encourage Lebanon’s citizens to look beyond persisting negative stereotypes and be more giving to those in need. They created the Good Note, a voucher that can be given in lieu of money. A local NGO was brought on board to educate those in need about the Good Notes and where to redeem them. Good Notes could be exchanged in Bou Khalil supermarkets to buy everyday necessities such as blankets, clean drinking water, soap, pots, feminine hygiene products, food, and even prescribed medicine. More than 25,000 Good Note vouchers have been printed, with all profits helping to improve the lives of Lebanon’s street people, many of whom are children. The campaign earned J. Walter Thompson Beirut an incredible three Grand Prix awards at this year’s Dubai Lynx festival.

View “The Good Note” here. Read more about the campaign on the blog here.

________________________________________________________________________________

“Rain,” Spa – J. Walter Thompson Amsterdam

If the rain had its own soundtrack, what would that sound like? Thanks to J. Walter Thompson Amsterdam’s “Rain” campaign for Belgian water brand Spa, you won’t have to rely on your imagination for the answer. Paying homage to the drops of rain that fall in the city of Spa, Belgium, and ultimately end up in a bottle of Spa’s natural mineral water, the teams built a custom installation that made light and sound out of rain. It cleverly elevates rain from just a natural resource to a moving muse for art and music.

View “Rain” here.

_______________________________________________________________________________

“Music to Your Ears,” Banco Popular – J. Walter Thompson Puerto Rico

Musician Levon Helm once said, “If you pour some music on whatever’s wrong, it’ll sure help out.” This was the sentiment behind J. Walter Thompson Puerto Rico’s musically driven campaign “Music to Your Ears.” As Puerto Rico stepped into its 10th year of a deepening economic recession, Banco Popular, the country’s largest bank, sought to create a platform that could offer Puerto Ricans some respite from the constant reports on the debt crisis. Thus was born “Music to Your Ears,” a TV newscast that featured positive news utilizing singer-songwriters instead of reporters, and music videos instead of reports. “Music to Your Ears” has been renewed for a second season and, earlier this year, even earned an Emmy.

View “Music to Your Ears” here.

______________________________________________________________________________

“Get the right sort of attention,” HiHo – Cheetham Bell J. Walter Thompson

HiHo is a start-up company that links various tradespeople to jobs that need doing. However, before it could launch to consumers, it had to build a base of businesses. To encourage businesses to sign up to HiHo and get noticed by customers, Cheetham Bell created three short spots that depict a tradesman getting the wrong kind of attention. Each was designed to feel like real footage captured on a phone.

View “Get the right sort of attention” here.

_______________________________________________________________________________

“￥10 Tale of Forgotten Veterans,” Tencent Charity – J. Walter Thompson Beijing

After World War II, a civil war propelled China’s veterans to the outskirts of society, leaving them ostracized and ultimately unrecognized for their heroic roles in the war. Seventy years after China’s WWII victory, J. Walter Thompson Beijing and Tencent Charity – part of Tencent, one of China’s biggest web portals – decided it was time to give these veterans a voice, with the 10 RMB note as their stage. When people scanned the back of the note with their smartphones, it would transform the note into moving media, tossing the viewer into the actual battlefield and giving them a front seat to stories narrated by the veterans themselves.

View “￥10 Tale of Forgotten Veterans” here.

_______________________________________________________________________________

“JOYRIDE Circuit,” Pennzoil – J. Walter Thompson Atlanta

Recognizing the success of car films, like those in the longstanding Fast & Furious franchise, J. Walter Thompson set out to showcase the power and performance of Pennzoil motor oil in its own film series for the brand. “JOYRIDE” follows a group of underground joyriders who find secret Pennzoil test cars and take them for a spin. This campaign has already proved to be a darling of the award circuit.

View “JOYRIDE Circuit” here.