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Cannes Contenders Showcase 2015: Week 3

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From rainbow-colored flags in Canada to car-inspired furniture in Korea, here are our selections for our third week in this year’s Cannes Contenders Showcase.

Share your favorite pieces on social media using the links below and the hashtag #JWTCannes. And just in case you’ve missed them, find Week 1 and Week 2 of our showcase here.

1 We Wont Help You, BrazilAlcoholics Anonymous, “We Won’t Help You” – J. Walter Thompson Brazil

One might find the remark “We won’t help you” a bit odd from an organization that’s committed itself to helping people for almost 100 years. But this provocative statement found itself at the core of J. Walter Thompson Brazil’s campaign for Alcoholics Anonymous. With the tagline “We won’t help you. We will help each other.” the campaign, avoiding language that seemed to isolate or shame those with drinking problems, instead successfully positioned Alcoholics Anonymous and its treatment services as part of a collaborative effort that was mutually beneficial to the alcoholic and the others in his or her support group.

View “We Won’t Help You” here.
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4 Kinokuniya, DubaiKinokuniya Books, “Kinokuniya Books Are Priceless” – J. Walter Thompson Dubai

The Dubai Shopping Festival is an annual month-long retail extravaganza where shops offer sales and daily car raffles that attract millions of visitors to Dubai every year. But the Kinokuniya Bookstore located in the Dubai Mall faced one small problem: Kinokuniya doesn’t do discounts. So the bookstore challenged J. Walter Thompson Dubai to increase their sales and foot traffic during one of the biggest discount sales periods in Dubai — without offering discounts. The team created signage with promotional language that mimicked those of stores offering actual discounts. The playful poster messages included: “Great DEAL of Drama over here” and “Don’t DISCOUNT a good biography.”

View “Kinokuniya Books Are Priceless” here.
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5 Bendgate, LondonKitKat, “#Bendgate” – J. Walter Thompson London

In September, Apple’s highly anticipated iPhone 6 and iPhone 6 Plus finally made their debut. Within days of the launch, reports emerged about one small issue: the phones were bending in customers’ pockets. The conversation erupted on Twitter under the hashtag #Bendgate, and in the wake of the scandal, J. Walter Thompson London introduced a well-timed and witty reply that pictured a broken KitKat bar with the caption “We don’t bend, we break.” The tweet garnered more than 28,000 retweets and 13,000 favorites on Twitter, surpassing Oreo’s 2013 Super Bowl tweet. While many brands hopped on the bandwagon, working to capitalize on Apple’s snafu, none saw the viral response that KitKat and J. Walter Thompson London sparked.

View “#Bendgate” here. Read more about the campaign on the blog.
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2 RaiseThePride, TorontoToronto Parents, Families and Friends of Lesbians and Gays (PFLAG), “#RaiseThePride” – J. Walter Thompson Canada

Last June, flying high above Toronto’s WorldPride Festival was the universal symbol of LGBTQ pride: the rainbow-colored flag. But this flag was different. Fixed at the base of the flagpole was a small gray box with a computer that connected to the Internet and scanned for tweets containing LGBTQ-related keywords. The computer then triggered a small motor and pulley that raised the flag for positive or encouraging tweets, and lowered it for negative or homophobic tweets. Garnering more than 5 million social media impressions, and centered at the heart of one of the world’s largest Pride celebrations, #RaiseThePride brought to light both the harmful and the supportive language directed at the LGBTQ community, and provided a brilliantly simple and tangible way for people to see how their voices drive change.

View “#RaiseThePride” here. Read more about the campaign on the blog.
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6 Brilliant Memories, PostVisualHyundai Motor Company, “Brilliant Memories” – PostVisual Seoul

Do you remember your first road trip? The first time you buckled your little one into the backseat? The car you drove away to college? There’s so much of life we experience with our cars, and it’s all beautifully captured in PostVisual’s “Brilliant Memories” campaign for Hyundai. Focusing on the emotional connection people form with their cars, “Brilliant Memories” features four short films in which real-life drivers recount the memories they made in their favorite cars, now either junked or sold. The PostVisual team tracked down and retrieved these discarded vehicles, and hired top Korean artists and sculptors to reimagine them and transform them into works of art that the former owners could continue to use. “Brilliant Memories” is an extension of Hyundai’s “Live Brilliant” brand campaign, which underscores what many people already know: Your car is more than just what gets you from one destination to the next; it is a space where you experience unforgettable emotions and moments.

View “Brilliant Memories” here. Read more about the campaign on the blog.
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7 Indosat, JakartaIndosat, “Unlimited Text: Badminton/Big News/Counting” – J. Walter Thompson Jakarta

How would your texting habits change if you had unlimited texting services at your fingertips? This goofy print campaign by J. Walter Thompson Jakarta for Indosat, Indonesia’s largest telecommunication network and service provider, shows three instances of just how liberal we might get when we’ve got a lot to say and unlimited free texts to say it with.

View “Badminton,” “Big News” and “Counting” here.
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3 Red Bag, Costa RicaSalvation Army, “Red Bag” – J. Walter Thompson Costa Rica

During the holiday season, some of us are so busy gift shopping and eagerly awaiting presents of our own that we forget that there are still many less fortunate people who don’t receive such generosity. During the 2014 holiday season, the Salvation Army and J. Walter Thompson Costa Rica created the Red Bag, a bag for giving things and not throwing them away, to encourage people to donate old belongings rather than discard them. An extra red bag was placed in all packages from Zesta, the number-one company for garbage bag sales in Costa Rica. The message on the bag explained that unlike the other bags in the package, it was to be used for giving and not for throwing things away. A convoy of trucks was then deployed to collect the bags. The simple idea increased donations to the Salvation Army by 41%.

View “Red Bag” here. Read more about the campaign on the blog.


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