For one week only, Brasso is the official sponsor of the British Creative Industries

The partnership is brief, lasting only this week, and though aiming to draw a smile, has also sought to convey a more serious message.

"To work on an international scale and across all formats, adverts need to be based on inspirational creative ideas like these," said Toby Orr, director of communication and marketing at the DIT.

"We aimed to empower UK creative agencies while at Cannes Lions this week and get international audiences to consider finding a UK partner for their next creative execution.”

The work was developed in conjunction with media partners Gyro, Clear Channel and Voodooh, and will celebrate the number of Cannes Lions won by UK creative agencies on a DOOH site above the Grand Hotel (as pictured above).

The drive will also be supported across paid social, digital display as well as on the ground PR activity from M&C Saatchi PR.

Justin Tindall, chief creative officer at M&C Saatchi, added: “It’s a great honour to be promoting the UK’s thriving creative industries at this critical moment in the nation’s trading history. This campaign is a brilliant example of M&C Saatchi’s founding philosophy – Brutal Simplicity of Thought – perfect for the unique and bustling environment of Cannes.”

Keep on top of The Drum's Cannes Lions coverage here.