The winners at the Cannes Lions Festival of Creativity have been well and truly announced, analysed, and critically lauded or panned. So here at Mammal, we’re not going to do more of the same. Instead, we wondered what non-marketers – ‘ordinary Australians’, if you will – might make of them.
This month, enjoy a variety of Cannes Grand Prix winners, accompanied by the thoughts of a random selection of Aussie voices:
1. Harvey Nichols, Rewards Grand Prix, Film “This just made me feel sad, not amused.” Kim, 53, Nursing Professional, Adelaide “Yeah, this ad is fine.” Jess, 24, Office Worker, Sydney “Made me laugh.” Pierce, 18, Student, Brisbane “Infantile, doesn’t seem right for a high end store” Lucinda, 61, Teacher, Brisbane “Is this trying to be funny? Or moralistic? I’m confused.” Phil, 39, Architect, Sydney
2. REI Co-op, #OptOutside Grand Prix, Titanium, Promo & Activation “Brilliant, really cracker and inspiring” Steve, 48, IT Sales Rep, Perth “I like the concept of getting more people to experience nature.” Pierce, 18, Student, Brisbane “Really inspired me to get outside.” Nate, 33, Auto Finance, Sydney
3. MACMA, #ManBoobs4Boobs Cannes Health Grand Prix for Good “Love this! Love it, love it, love it.” Kim, 53, Nursing Professional, Adelaide “Fantastic! Amusing, informative and attention getting.” Meg, 39, Musician, Perth “What a great way to communicate that message.” Nate, 33, Auto Finance, Sydney “Clever and funny.” Gabe, 39, Full-time Mum, Melbourne
4. DB Export, Brewtroleum Grand Prix, Outdoor “Bullsh*t. I mean, really?” Steve, 48, IT Sales Rep, Perth “You’ve lost me.” Kim, 53, Nursing Professional, Adelaide “I like that the guy is going to save the world by drinking beer!” Lucinda, 61, Teacher, Brisbane “Tricky and gimmicky.” Phil, 39, Architect, Sydney
5. Swedish Tourism, The Swedish Number Grand Prix, Direct “Awesome! Inspired me to try the number. :)” Meg, 39, Musician, Perth “It seems really really cool that one number can connect you to anyone.” Pierce, 18, Student, Brisbane “Made me feel that the people in Sweden are really friendly.” Nate, 33, Auto Finance, Sydney “Why would I do this? Time is too precious.” Andrew, 27, Retailer, Gold Coast
6. ING, The Next Rembrandt Grand Prix, Cyber, Creative Data “As soon as I saw it was for a bank, I switched off. Why don’t they open a homeless shelter instead of this bullsh*t?” Steve, 48, IT Sales Rep, Perth “Really interesting. I Googled it straight away.” Nate, 33, Auto Finance, Sydney “What does this have to do with banks?” Gabe, 39, Full-time Mum, Melbourne “Wow. Technology and humanity. One worth sharing.” Andrew, 27, Retailer, Gold Coast
7. Burger King, McWhopper Grand Prix, Media, Print & Publishing “Meh. Feels very American and it’s basically just a promo for fast food.” Meg, 39, Musician, Perth “A great way to boost your sales but does that actually help us toward world peace?” Gabe, 39, Full-time Mum, Melbourne “Hard to see past the fact that Burger King is a fast food megabusiness.” Neil, 45, Lawyer, Melbourne “This is great, more companies should do this stuff.” Andrew, 27, Retailer, Gold Coast
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