#tb: Our Top 3 Creative Cases
#tb: Our Top 3 Creative Cases
1 x Gold, 1 x Silver and 3 x Bronze awards at the Cannes Lions: we asked our international colleagues what makes MINImalism, Meltdown Flags and Invisible Women stand out
MINImalism for MINI
MINI “MINImalism”, conceived by Serviceplan Germany in collaboration with Serviceplan Middle East, was the campaign that won us the most awards at Cannes Lions, winning 1 Gold Lion award in the Outdoor category and 2 Bronze Lions in the Industry Craft category.
Carole Giroud
Managing Director at House of Communication France
“A big idea for a ‘Mini’ campaign. All the power of this campaign lies in a few powerful rows of lines, but some rows hold a lot of symbolic power: the Mini logo wings. By capitalising on the strong and timeless code of the Mini brand, by turning this iconic logo into design elements, by illustrating the assets of this unique car, this ‘Mini-malist’ campaign deserves to receive one of the highest distinctions of the competition.”
Meltdown Flags for METER Group
Our environmental campaign ‘Meltdown Flags’ for METER Group, created by Serviceplan Germany, Mediaplus Group and Serviceplan Spain, was awarded a Silver Lion award in the Digital Craft category.
Evgenia Arakbina
Executive Creative Director at Serviceplan Russia
“The METER ‘Meltdown Flags’ project provides beautiful evidence of the value of design when it is used for a global purpose. Such a huge problem as glaciers melting was not a popular public topic of conversation until the ‘Meltdown Flags’ project appeared. The idea of turning data relevant to each country into the design of the flags makes it relevant to every person on Earth and an interactive site allows you to predict the future of each of us if we don’t start taking positive action to combat climate change. It is a highly impressive piece of work that helps to change the world for the better.”
Invisible Women for Règles Élémentaires
Our campaign “Invisible Women” for Règles Élémentaires, created by Serviceplan France, collected a Bronze Lion award at Cannes Lions.
Frances Valerie Bonifacio
Head of Strategy at Serviceplan Group Middle East
“Pity that long past the age of liberalism, our role as communicators remains as crucial as ever: still normalising the incipiently normal. The ‘Invisible Women’ campaign is at once a progressively bold foray into period taboo, while seeking to launch a powerful outcry for tangible, life-changing support – with the latter serving the single most powerful impetus for a Cannes Lion. When a campaign transcends awareness and endowments enough to mobilise civic actions and societal change, it creates a new wave of enlightenment where political, moral, and intellectual pursuits are united in the reimagining of a genuinely new normal. We need more of these in advertising!”
For Serviceplan Middle East, who were involved in ‘MINImalism’, and Serviceplan Spain, who participated in ‘Meltdown Flags’, these were their first ever Cannes Lions wins. With many of the award-winning campaigns being collaborations between different agencies and Houses of Communications, the great power of ÜberCreativity, our driving force, is proven.
ÜberCreativity is a higher form of innovation and a key asset in overcoming the natural limitations of marketing as we know it. ÜberCreativity happens when different communicative disciplines combine their specific strengths to raise a creative idea up to a level nobody had ever expected to be attainable. The magic of ÜberCreativity lives in each of our Houses of Communication where creative & content, media & data and experience & commerce collaborate and interplay.
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