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Cannes Lions pokes fun at businesses not investing in creativity in 2015 festival campaign

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By Natalie Mortimer, N/A

February 23, 2015 | 2 min read

The Cannes Lions International Festival of Creativity has kicked of its 2015 marketing push aimed at those in leadership roles who send underperforming staff as festival delegates.

The humorous press and online campaign, which will run until 21 June when the festival begins, uses the strapline "Invest in Creativity, Cheaper than Redundancy", to drive home the point that not looking after talent is more expensive than developing it.

Created by McCann London and shot by Dan Burn-Forti, each execution of the ad features underperforming staff from a variety of roles in the creative industry such as an 'insight-less strategist' and a 'negative producer'.

Senta Slingerland, director of brand strategy at Cannes Lions, said: “We wanted to stress the point that not looking after your talent is a much more expensive exercise than developing it. Investing in creativity will drive your business forward, and coming to Cannes is the perfect way to do that.”

Additionally, a competition asks players to submit a short video explaining why they deserve to be a delegate not by showing how good they are at their jobs but rather how bad they are instead. The winning entrants receive delegate passes to Cannes Lions.

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