Cannes 2013 kicked off on a high for Ogilvy & Mather – winning 39 awards overall. The first one that won big, was the ‘Share a Coke’ campaign launched in Australia in 2012 before rolling out across the globe as a result of its impact: in just three months consumption of Coca Cola by Australian young adults had increased by 7%. The initiative built on Coke’s sharing positioning, encouraging members of the public to personalise bottles of Coca Cola with their friends’ names, as well as their own.
The initiative was one of just seven campaigns to be honoured with the competitive award at this year’s Cannes Lions. The category – now in its third year – only considers work which won a Gold Lion in the previous year.
Worldwide Chief Creative Officer at Ogilvy & Mather, Tham Khai Meng, said: “The most creative work is also the most effective, and here is the indisputable proof. “Share a Coke,” which rounded up a pride of Lions at last year’s Cannes is back to bring home a coveted Effectiveness Lion. This infectious idea helped Coke pick up the Lion’s share of sales in Australia.”
Another big winner was Ogilvy & Mather Brazil’s “Immortal Fans” for Sport Club Recife, walking away with a Grand Prix for Promo & Activation work. It’s one of those campaigns we all wish we could create – doing something good while helping a brand achieve their goals.
Ogilvy and Sport Club Recife introduced the world’s first ever organ donor card from a football team, encouraging football fans to become immortal fans by registering as donors. Over 51,000 people have registered for a card, and organ donation in Brazil has increased by 41%.
Tham Khai Meng added: “This Grand Prix-winning work from Sport Club Recife connects the bone-deep passion of its fans with a cause that touches the heart. This idea has emotional impact and a strong message. Die-Hard Fans knocked me out cold … it seems to have hit the judges with the same force.”
This campaign also meets all the criteria for the first big trend spotted on the first day of the Cannes talks – doing good through creative work. See more on this and other highlights in the slideshare below: