Chasing content and culture has created a crisis of brand distinction. We call it Brandbiguity.

Intelligence is better when used creatively.
We excel at Creative Intelligence.

See how DeVries Global can work to build
your Brand Imprint. We are a full service communications agency with an uncompromising commitment to making your brand a cultural force.

Read, watch, and listen to posts from industry experts about trending topics in the branding world.

Learn more about the DeVries Global DNA.

Like how we think? See how DeVries can put these services to work for you.

Beginning of content

Cannes Lions 2017: The Cannes PRspective

Over the 64-year history of the Cannes Lions, advertising creative has historically been the core and dominant marketing discipline, recognized as the foundation of creativity at the show. However, in the last few years, because of the nature of how brand communication is now consumed and shared, creative ideas with "earned" success are winning more recognition for not only their creativity, but for their cultural talk value that led to an impact on business.

Much discussion is still taking place among PR practitioners both here in Cannes and back at the office, regarding how PR can do a better job at getting its rightful "lion’s share" of recognition for creativity - especially in light of the focus on "earned" results and connection to culture cited as drivers of the PR Lion wins. The fact is that PR is still the new-kid-on-the-Cannes-Lions-block, jostling for attention from its more experienced been-around-the-block sibling, advertising. Yet, despite that, it is evident through talks the winners and their clients have given this week, regardless of agency type, the winning campaigns happened because clients and agencies were unafraid to try something new and prioritized creativity AND coverage. Something many PR firms and clients still do not do, but if winning a Cannes Lion is on the to-do list, is a must do.

  

Cannes Lions 2017

Here are some tips from the PR Jurors at Cannes on how to have a better chance to be recognized. They all agreed, the ad guys do a better job of this now, than the PR guys.

1. BELIEVE
2. Insight-led, simple, emotionally powerful, genuinely from culture ideas. Hit the judges over the head with this.
3. Creatively executed. Obviously the campaign, but also the award (video) submission. Otherwise don’t bother showing up
4. Business impact: Client says "show me the money (sales), not the campaign metrics"
5. Choose which category best suits your submission. If you don’t know, you can ask them!

 

We searched high and low across the halls of the Palais des Festivals, to discover the best earned-led campaigns we thought resonated with their audience, by decoding culture, to drive a connection and business results, in interesting ways. They are below.


FEARLESS GIRL
STATE STREET GLOBAL ADVISORS
McCANN NEW YORK
Because bringing diversity to Wall St is a brave act. Bravo.
Click to watch video


GOOGLE SHEEP VIEW
VISIT FAROE ISLANDS & ATLANTIC AIRWAYS
LIQUIDMINDS, SANSIR
Click to watch video


PAYPHONE BANK
TIGO-UNE | GREY COLOMBIA | 2017
Bringing the financial outcasts of Colombia's unbanked by unlocking the opportunity of savings, now open for business at a payphone near to you. Coins welcomed!
Click to watch video


GOOGLE HOME OF THE WHOPPER
BURGER KING | DAVID
How to keep being culturally relevant in spite of AI. And actually beat it.
Click to watch video


THE CHILD REPLACEMENT PROGRAMME
MARS NZ | COLENSO BBDO
Missing the pitter patter of the kids, once they left home? So just replace them, with the bottomless love of furry four pawed friends. And at Pedigree we will even help assimilating into your home. Emotional woof winner!
Click to watch video


THE REFUGEE NATION
AMNESTY INTERNATIONAL | OGILVY NEW YORK
What more than refugees' rescue boats colors can represent the flag symbol of this new nation?
Click to view PDF


MEET GRAHAM
TRANSPORT ACCIDENT COMMISSION VICTORIA | CLEMENGER BBDO MELBOURNE
The creation of a new human form, capable of surviving a traffic accident, turns heads and sparks a conversation about our fragility. Based on scientific data, Graham is a special kind global road safety ambassador.
Click to watch video