In a departure from The Drum’s usual Creative Department, where readers choose their favourite new work from around the world, the Cannes issue instalment sees guest editor Maurice Lévy, chief executive of Publicis Groupe, reflect on his 50 years in the industry, and the campaigns that had the biggest impact on him.
1985: Levi’s ‘Laundrette’ by Bartle Bogle Hegarty
"A superb way of using American clichés by BBH."
1984: Apple ‘1984’ by Chiat\Day
"This is the kind of work I’d have liked to see coming from us."
1970: Family Planning Association ‘Pregnant Man’ by Cramer Saatchi
"One of the most instantaneously famous campaigns. Done by the Saatchi brothers. One strong image, few words… and everything is said. Superb job."
2014: Intermarché ‘Inglorious fruits and vegetables’ by Marcel
"The idea, the strategy, the concept, the execution. One word: super."
2010: Coca-Cola ‘Happiness Machine’ by Definition 6
"Very good insight; a big idea well executed. A great return to creativity for the brand. It’s too bad new execution is not at the level of the big idea."
1996: Nike ‘Good v Evil’ by Wieden + Kennedy
"Two big brands. One famous for its shoes, the other for his character, quality of game, uncompromising way of living. The result is unique."
2007: Cadbury’s ‘Gorilla’ by Fallon
"This spot could have been ridiculous and irrelevant. Unexpected idea, brilliantly executed giving superb results."
This feature was first published in The Drum’s special Cannes issue, guest edited by Maurice Lévy.