On the third day of the 2018 Cannes Lions Festival of Creativity, Ogilvy has triumphed with a second successive Grand Prix award, this time for Ogilvy Chicago’s ‘First Steps’ campaign for SC Johnson brand Kiwi Shoe Care. The network also added 5 Gold, 7 Silver and 15 Bronze across the Film Craft, Digital Craft, Industry Craft, Entertainment, Brand Experience & Activation and Creative eCommerce categories, bringing its daily award tally to 28.
‘First Steps’, which won the Grand Prix in the Print & Publishing category mused over the question, ‘what happened to the actual shoes of iconic people from history who had left big shoes to fill’. To answer this, creative team tracked down and photographed the shoes of six famous icons; Muhammed Ali, Ernest Hemingway, Amelia Earhart, President Abraham Lincoln, Vince Lombardi and Florence Nightingale.
The images were featured in print, out-of-home and social ads featuring long-form copy that explores the amazing life story of each icon and celebrates how they all took their own first step toward a great moment in history.
Ogilvy Poland’s viral campaign for Greenpeace Poland ‘To the Last Tree Standing won a Gold and a Bronze in the Entertainment category and a further Silver Lion in the Brand Experience & Activation category.
The agency partnered with Greenpeace Poland to save the Białowieża Forest, Europe’s last lowland primeval forest and an UNESCO World Heritage site. The team seized upon satellite and paper maps of the forest’s over 700 square kilometers (435 square miles), laid the images over a 3-D topographical model, and rebuilt it 1:1 within the video game Minecraft.
The 19GB map became an instant hit, its popularity bolstered by a team of famous Polish streamers and YouTube stars who helped get word out. When the viewing numbers hit their peak, the big moment was revealed: Gimper loaded into the massive map and all the trees were gone. There was one task: to find the last tree standing.
The idea was to empower the children watching and to show that people can make a big change to the world when we pull together - a symbol of hope.
‘Ricky Brasil’, a creation conceived by the Ogilvy Brasil office for Forbes Brazil Magazine also won a Gold Lion in the Digital Craft category. The innovative campaign features a fictional character whose features were composed using artificial intelligence and data drawn from local media reports, statements, interviews and books. The result was Mr. Ricky Brasil, a fictitious billionaire with over US$ 60 billion in assets who could be the eighth richest person on Forbes’ World Billionaires List 2018.
The campaign was used to take a stand against corruption and specifically put Brazilian corruption figures into perspective. The Forbes List was used as a major tool to help people to understand a billionaire’s net worth. The creative team wanted to depict the ‘face’ of Brazilian corruption and show how the issue can generate a large fortune.
Ogilvy’s gold haul was rounded off by 2 Gold Lions in the Industry Craft category for ‘Dragster’ for KFC Birdland by the Hong Kong office and a Gold in the Creative eCommerce category for DAVID’s ‘The-All-In-Promo’ for NEWSAN.
Tham Khai Meng, Worldwide Co-Chairman and Chief Creative Officer, Ogilvy said: “We are humbled. It’s a much harder award show to win this year. In the pursuit of creative excellence, Cannes Lions has certainly raised the bar. We thank our clients for the inspiration and are thrilled they believe creativity is the oxygen for business growth.”
Ogilvy has won a total of 70 Lions including: 2 Grand Prix, 9 Gold, 22 Silver and 37 Bronze.