They are all Winners
The winning ads from the 64th Cannes Lions International Festival of Creativity will be featured on December 1, 2017 at Cinéma du Parc and Cinéma Beaubien. These creative commercials showcase the world’s top talent from two distinctive major categories – Film Craft and Film.
In the Film Craft Category, you’ll encounter beautiful landscapes, art direction and choreography. Prepare to be captivated by some short stories, some of which offer historical lineage aided by the display of wonderful backgrounds and costumes. Keep in mind that all your senses will be at work, as these advertisements have a way to hit an emotional chord with its viewers – whether by showcasing a political view or through the execution of a strong message. A few symphonic journeys definitely await you.
The Film category provides us with raw cultural connotations and touching relatable stories that will influence many. Repetition, exaggerations and technology are just a few aspects which helped ads in the Film category be successful this year. The acting, soundtracks and product placement were also well executed. Some techniques applied were unorthodox, yet honest and clever – at moments, you’re sure to laugh, cry, even get mad.
Yet in 2017, advertisements have become more effective than ever. Agencies work harder than ever around the clock to deliver on promises and expectations their clients have.
Finding an original way to deliver a message by telling a story that compels people to act is difficult, yet agencies find a way to do it, and do it right.
Overall, some place emphasis on a unique selling proposition, while others try to highlight a call to action. However, few find those compelling truths that truly resonate with the desired audience. Finding that sweet spot is a significant measurement factor that determines whether an ad will rise from Bronze to Grand Prix at the Cannes Lions International Festival of Creativity.
Canada was well represented by agencies from Toronto, Montréal, and Québec, all of which display creative works that make us proud to be Canadian.