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Cannes Lions

25 Top Creative Campaigns at Cannes Lions 2017

Posted on June 30th, 2017 in Awards PR,Cannes Lions,Consumer PR,PR Stunts,Publicity Stunts,Roundup,Stunt Of The Day.

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Last week the most creative minds in marketing, media and tech congregated again in France to attend the annual Cannes Lions International Festival of Creativity. This year there was a grand total of 41,170 entries received across the 24 Lions so once again we have sifted through the campaigns to bring you our top 25 (in no particular order).  Enjoy!


Taking home the PR Grand Prix, the Fearless Girl was created to symbolise the power of female leadership designed to stand the test of time. The statue, installed in time for International Women’s Day, shows a young bold girl standing defiantly in front of the pre-existing bull on Wall Street.

[McCann NY for State Street Global Advisors]


Cheeto’s championed the individual nature of their snack product’s design by challenging its customers to find the most interesting Cheeto’s in shapes ranging from guitars and seahorses to Abraham Lincoln for inclusion in possibly the strangest museum to date. With the addition of a $60,000 cash incentive to enter they received well over 120 thousand submissions.

[Goodby Silverstein & Partners for Cheetos]


On a small island where there are more sheep than people it is unsurprising that the Faroe Islands had not yet been mapped by Google Street View. To combat this they enlisted some of their wooly residents, with the help of some 360 cameras, to map out the gorgeous countryside and show off the natural beauty of the region.

[Liquid Minds for Visit Faroe Islands and Atlantic Airways]


In “Meet Graham” we are introduced to a rather strange looking gentleman to say the least. But his peculiar stature is what makes Graham so special as he demonstrates how the human body would have to evolve to survive serious car accidents.

[Clemenger BBDO Melbourne for Transport Accident Commission Victoria]


To those of us who worship the late literary greats, long since deceased, owning a signed copy of their work is either a distant day dream or an endeavour due to set us back thousands. To make some of these dreams a realisation created a robotic arm with software designed to learn and mimic an author’s individual handwriting delivering signatures so accurate even experts struggled to tell the difference.

[DDB Brussels for]


“Louise Delange’s” Instagram upon first glace appears to show a picture perfect life, from boat parties to sunny afternoons relaxing on the poolside it soon racked up quite a following. But upon closer inspection an unsettling pattern starts to emerge, in each of the images posted “Louise” is seen holding some sort of alcoholic drink.

[BETC for Addict Aide]


In a week that started with Martin Luther King day and ended with the highly divisive inauguration of Donald Trump as president of the United States, Black lives Matter launched a new web app – an inverted version of Facebook’s “Mark yourself safe” feature was created to highlight the levels of fear felt within the black community and the racism they face on a day to day basis.
Warning this video contains unsettling images.

[J. Walter Thompson New York for Black Lives Matter]


Started by an offhand remark by a fan on social media Netflix recognised the potential of their hit show Narcos to teach its audience Spanish. Delivered by some of the stars of the show several episodes were uploaded breaking down phonetically certain words and sentences common to the show. Mainly this involved slightly bluer phrases such as “malditos Malparidos” which if you would like to know the meaning of you can watch the case video below.

[Alma DDB for Netflix]


Another piece of great reactive PR came from IKEA who noticed that the latest and very expensive Balenciaga bag bore an uncanny resemblance to their much, much cheaper and incredibly practical Frakta bag. With a gloriously tongue in cheek tone they responded in most fashionable way possible with a guide on how identify a genuine original Frakta bag.




In response to the Spanish Government charging 21% VAT to cinema goers but only 10% to those viewing stage plays Texas Cinemes decided to stage a play within a screening and refund their audience the difference. As a result more than 120,000 signatures were collected for the cause.

[The Cyranos / McCann for Cinemes Texas]


It all started with a tweet from Carter Wilkerson asking what it would take to get free chicken nuggets and the benchmark set by Wendy’s of 18 million that set off this epic campaign which came to be known as Nuggs for Carter. With huge brands such as Apple and Microsoft lending their support to the underdog Carter the real winner was Wendy’s who saw their social media engagement and publicity soar in the fallout of the teen’s tweet.

[VML for Wendy’s]


The most listened to music in Brazil is not Samba or Bossa Nova as you might think, instead it is the ear-worm inducing tones of the on hold themes used by major corporations with many callers spending over 30 minutes being driven to insanity by the sheer monotony. To pay some of these companies back Grey Brazil enlisted the help of some of the biggest names in Spanish music to blast live version of these tunes outside the offices, turning the tables and giving them a taste of their own medicine.

[Grey Brazil for Reclame Aqui]


Off the back of former President Barack Obama’s comment that he was hoping for a job at Spotify after leaving his post the company put a specialised job posting up online seeking a “President of Playlists” with the criteria paying tribute to Mr Obama and highlighting many of the great achievements he has accomplished.



To encourage inclusion and an understanding of the blind in young children The Dorina Nowill Foundation of the Blind has created Braille Bricks. These small bricks make up a full braille alphabet to help facilitate the acquisition of literacy skills in the visually impaired all the while creating a fun educational and inclusive activity for all.

[LEW’LARA \ TBWA BRAZIL for Dorina Nowill Foundation for the Blind]


Thanks to Russia’s laws it is becoming increasingly difficult and dangerous for open protests especially regarding LGBT issues. To get around this SSEX BBOX held a virtual protest in possibly the most political places in Russia, the Kremlin. Thousands photographed images of same-sex love and geo-tagged their location to the site of the Kremlin. During the week of the protest instead of images of the building tourists using Instagram saw thousands of images of kisses from all over the globe.



Transplantation is always a sensitive subject, especially with children. With an international shortage, particularly evident in Japan the Green Ribbon Project Committee set out to destigmatise and raise awareness of this growing issue. Taking well-loved toys with missing or broken limbs they created a toy translation service in which unwanted toys were donated and used to repair the beloved play things. In return the receiver would send a personal letter of thanks to their donor directly rewarding them for their kind actions.

[Dentsu Inc. for Green Ribbon Project Committee]


The app Woman Interrupted was created to coincide with International Women’s day and tracks how often in a conversation a woman is interrupted by a man. It was conceived in the wake of the Hilary x Trump campaign which saw Mr Trump repeatedly interrupting his opponent.

[BETC for Woman Interrupted]


On Boxing Day last year Burger King unveiled their answer on what to do with unwanted Christmas gifts. The first 500 people to turn up to the Leicester Square branch were given the opportunity to swap their unwelcome presents for a Whopper with all accepted gifts donated to charity.

[AKQA for Burger King]


Two statistics mirrored each other last year, as the number of people offering spare rooms and properties on Airbnb doubled so too did the number of homeless from 2600 to 5400 in Brussels along. Thus the notion of notfairbnb was born – on the surface it is a carbon copy of the traditional Airbnb website but instead of fancy penthouses and traditional terraced home it shows real areas around the city where the homeless are forced to sleep.

[TBWA/Belgium for Solidarite Grands Froids]


Building on the company’s message of “you’re not you when you’re hungry” the Hungerithm was developed, an algorithm that monitors the general sentiment of the internet. Simply put, the angrier the internet gets, the lower the price of a Snickers bar in participating 7-Eleven stores.

[Clemenger BBDO Melbourne for Mars Chocolate Australia]


Clickbait material is everywhere, so the Wild Detectives decided to produce some of their own for the greater good. Stories started appearing across their social media subtly describing the plots of famous novels disguised as news stories with a traditionally sensational clickbait style title. If someone was to follow the link they would be directed to a web page with full digital access of the novel for them to read.

[DIESTE USA for The Wild Detectives]


In “Get the Flow” Vodafone explores the power of hip hop on people suffering with a stutter and follows the story of Mitch as he works on an interactive app for the company allowing stutters around the word to use rap to improve their fluency.

[DDB & Tribal Worldwide Amsterdam for Vodafone]


OK Go are renowned for their intricately choreographed music videos with many being a viral sensation and their video for The One Moment was no different. It features a number of spectacularly fleeting practical effects exploding, popping and booming around the musical members with some very subtle product placement from Morton Salt in the background. The partnership was created to launch Morton Salt’s Walk her walk campaign, with the popularity of the video it catapulted the brand’s key messaging into a trending topic on twitter and vastly increasing brand awareness.

[Ogilvy & Mather USA for Morton Salt]


The creative idea behind the campaign Talk to Me stemmed from research into the positive effects familial voices can make on comatose patients, however due to restrictions on visiting times alongside the pressures of work and travel implications bed side conversations are not always possible. Thus Panasonic devised a working one way phone line installed on special retractable arms and positioned to the sides of the patient’s bed so friends and family could call at any time and hopefully help to facilitate a speedier recovery.

[Maruri Grey Ecuador for Panasonic]


With sentiments towards pre-packaged treats becoming increasingly negative in a growing health conscious world Ferrero called upon some of the harshest critics to assess their products… Grandmas. They were invited down to the factory with more than 6 million following their adventures online resulting in a mass amelioration of brand sentiment and over 82% likability across social platforms.

[STVDDB for Ferrero]

40 Top Creative Campaigns at Cannes Lions 2016

Posted on June 22nd, 2016 in Cannes Lions.

compiled by James Herring and Peter Mountstevens

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The most creative names in marketing, media, and technology convened in France this week to attend the annual Cannes Lions International Festival of Creativity – and many of them even leaned in for a selfie with our attention-seeking polar bear.

(Photo by Richard Bord/Getty Images)

There have been over 40,000 awards entries submitted this year – so once again we’ve sifted through the publicity stunts, the meaningful PR campaigns, the viral videos and the show-stopping outdoor builds to bring you 40 of our favourite campaigns, (in no particular order of greatness).

#1 Brewtroleum

Drink more beer, save the planet? DB Export, a brewery in New Zealand, announced last July it had created a biofuel made using leftover yeast from brewing beer called “Brewtroleum.”

[Colenso BBDO for Heineken New Zealand]

#2 Big Issue: Change Please

Homelessness in the UK has reached record levels. For years The Big Issue has been helping the homeless by giving them the chance to earn money by selling the magazine. But that model was under threat from the rise of free titles. People were spending more on a cup of coffee each day than the price of the mag. So they launched ‘Change Please’ a coffee cart brand staffed by the homeless who have been re-skilled as baristas.


[FCB Inferno for Change Please and The Big Issue]

#3 The Nivea Doll

Nivea came up with an innovative solution for educating kids about the sun. Dolls that are made with UV-sensitive material that turns lobster-red when exposed to harsh rays unless wiped with sun cream.


[FCB Brasil for BDF Nivea Brasil]

#4 Renowned Literary Critic Reviews the IKEA Catalogue

How do you get the press talking about a catalogue? IKEA Switzerland arranged for the doyen of German literary critics to deliver a professional literary analysis of the homestore’s product sheet that reached 230 million people!

[Wirz BBDO Switzerland for Ikea Schweiz]

 #5 Art Institute of Chicago: Van Gogh AirBNB

The exhibition offered an intimate look into Van Gogh’s most personal space so the Art Institute Of Chicago took his most intimate painting and bought it to life as a room you can rent on Airbnb.

[Leo Burnett Chicago for Art Institute Of Chicago]

#6 Pay with Blood – Untold Festival and National Institute for Blood Donation. 

Only 0.2% of the Romanian population are blood donors so Untold (the biggest music festival in Romania) launched ‘Pay With Blood’ – a national campaign where every blood donor got a free one-day ticket to the festival.

[McCann Worldgroup Romania for Untold Festival]

#7 McWhopper

Burger King celebrated UN Peace Day by extending an olive branch to its closest rival McDonalds to create the McWhopper attempting to put an end to the ‘burger wars for one day.

[Y&R NZ for Burger King]

#8 Dad Dancing At Island Beats

A Dad busting out some terrible dance moves becomes a viral hit for Thorpe Park.

[One of ours. We’re allowed one. And it made the shortlist. OK?]

#9 Edible Six Pack

Saltwater Brewery (a small craft beer company whose key consumers are surfers and fishermen) invested in developing a replacement for plastic ring packs that feed animals rather than kill them. Result? 105 million social media views.

[We Believers for Saltwater Brewery]

#10 Louis XIII Cognac – 100 years. The movie you will never see. 

It tales 100 years to make Louis XIII Cognac so they shot a movie with John Malkovich that won’t be seen for 100 years.

[Fred and Farid New York for Louis XIII]

#11 Brew Dog: No Label Beer

The world’s first transgender beer went on sale at a bar in London, having been produced from hops that had undergone a ‘sex change’ prior to harvest. The beer, called No Label, was made with Jester hops during the brewing process which are naturally prone to change sex.

The product was created to mark the opening night of BrewDog’s latest Soho venue. Profits from the non-binary beer will go to LGBT events organisation Queerest of the Queer.


[The Romans for Brewdog]

#12 The Man Who Cut Everything In Half

The German Bar association promoted marriage contracts by seeding a story about a man who literally cut everything he had in half to settle a divorce. 2/3 of all Germans reached and 15 million in earned media.

[Serviceplan for Deutscher Anwaltverein]

#13 Man Boobs For Boobs

Breasts might serve a vital purpose, but images of them are banned on some social media networks. So the breast cancer charity MACMA, from Argentina, raised awareness of how women can check for signs of cancer with a YouTube video featuring a male model.

[David for Macma]

#14 Sugar Boy

Public Health England commissioned a film featuring a 5-year-old boy made entirely from sugar cubes to highlight the fact that infants consume their body weight in sugar every year.

[Freuds for Public Health England]

#15 The Baby Stroller Test Ride

Gurgles and coos are notoriously difficult to interpret—making it difficult for babies to tell us what they like. So Contours created an exact, adult-sized replica of one of their best-selling strollers to show parents just how comfortable the buggies are for their babies.

[FCB Chicago for Contours Strollers]

#16 The Unconventional Oven 

In Australia 5000 children are rescued from parked overheating cars each year. To prove just how hot the sun makes a parked car, Kidsafe hired renowned chef Matt Moran to see if he could cook a meal in one.

[DDB Group Melbourne for Kidsafe]

#17 Slow Down GPS

In Scandinavia, 65% of drivers speed near schools. IF Insurance aimed to solve the problem with a unique Satnav that changes voice to a child’s voice when approaching school areas.  The app became one of the most downloaded apps of the year.

[Forsman & Bodenfors for If Insurance]

#18 Kidney For Sale On eBay

20,000 people in France are waiting for an organ donation. To highlight World Organ Donation Day and get more donors signed up they put a kidney for sale on eBay (seemingly from a single mother in financial difficulties) – and card requests increased by 55%.

[FCB Paris for France Adot]

#19 Beauty tips by Reshma

In India over a 1000 acid attacks on women are reported every year. Make Love Not Scars (NGO) took on the task to ban over the counter sales of acid. Reshma, an acid attack victim, became the brand ambassador filming a series of uniquely different beauty tips including the most important tip – to sign the petition

[Ogilvy & Mather Mumbai for Make Love Not Scars]

#20 Honey Nut Cheerios: Bring Back The Bees

Honey Nut Cheerios in Canada helped drive awareness of unstable bee populations—by launching a whole integrated campaign around the issue, including removing its “Buzz” bee mascot from the packaging for a limited time.


[Cossette for General Mills Canada]

#21 Legally Bride

Women’s rights NGO Kafa highlighted the issue of child marriage that is rampant in Lebanon where the age of consent in the country is set by religious tribunals. In a famous public square in Beirut, where newlyweds usually pose for wedding pictures the NGO staged a shocking photoshoot with a child bride.

[LEO Burnett Beirut for Kafa]

#22 Gender Free Christmas Toy Catalogue

U Supermarket decided to create a Christmas catalogue free from gender stereotypes, where there are no toys for girls or for boys. Just toys.

[TBWA Paris for Systeme U]

#23 OMO Peggy

We’ve all forgotten to take the washing out of the machine or hung it out to dry only for it to rain. So, to lighten the load and help Australian families spend more quality time together, detergent brand OMO created Peggy, the world’s first smart clothes peg. Peggy informs users of the best time to do their laundry according to a range of weather indicators via push notifications. It’s an innovative and timely solution that cuts down the time spent on this dreaded household chore.


[JWT for OMO]

#24 The Breathless Choir

Chronic Obstructive Pulmonary Disease (COPD) is a chronic lung disease that makes it incredibly difficult for people to breathe. To raise awareness Philips has unveiled a project that uses a very human story to talk about innovation. The “Breathless Choir” is a collection of eighteen strangers who are all living with chronic respiratory conditions like COPD, cystic fibrosis and asthma, brought together for a week in New York by the brand  to work with celebrity choirmaster Gareth Malone, to learn how to sing again.

[Ogilvy and Mather London for Philips]

#25 The Lexus Hoverboard

Lexus built a fully functional prototype of a hoverboard

[CHI and Partners for Lexus]

#26 Finding Light In The Dark

To help us recognise how nonsensical prejudice truly is, Coca-Cola organized a social experiment in conjunction with their no-label campaign. Six strangers were safely brought into a dark room and sat at a table.

#27 Opt Outside

Outdoor retailer REI exists to help people get outside. That’s why they closed all their stores on the biggest shopping day of the year, Black Friday, and invited America to #optoutside.

[Venables Bell & Partners for REI]

#28 Tramontina: Test Drive A Lawnmower

São Paulo has plenty of parks. The problem is that, more often than not, these places are poorly kept and covered by tall grass, so people can’t enjoy them. A Brazilian lawn care brand found way to leverage their advertising campaign as a public service. Tramontina offered public demonstrations of their latest Trotter lawnmower in 10 Sao Paulo parks in their ‘Test Drive For Good’ campaign.


[JWT Brazil for Tramontina]

#29 NHS Blood & Transplant: Missing Type

Letters disappeared from signs and shop fronts across the UK as part of a campaign urging people to donate desperately-needed blood.  Landmarks, shops and brands are removed the letters A, O and B to symbolise the donors’ blood groups needed to maintain supplies in Britain. For example; the Prime Minister’s official residence became D wning Street.


[Engine for NHS Blood and Transplant]

#30 Call Brussels

Tourism in Brussels was battered by the four-day lockdown in November that put the spotlight on Belgium’s terrorist links.

In the wake of negative international headlines, the Belgian tourist board took steps to rescue its image by inviting curious foreigners to “call Brussels”. Anyone with an internet connection could ring one of three specially commissioned phones in the centre of the city and speak to a passing resident.

4863 2

In a similar approach – the Swedish tourist board – keen to encourage curiosity gave the country its own number so that people could call and ask questions garnering 9.1 billion media impressions.

[Air for Visit Brussels]

# 31 Gay Turtle

Amnesty International highlighted the discrimination against the LGBT community in Turkey by rigging up a pet shop with hidden cameras and then filming reactions when potential consumers were told the turtles for sale were gay. The campaign was the first time in history this taboo subject was spoken about on mainstream Turkish news.

[TBWA Istanbul for Amnesty International Turkey]

#32 Saving Africa’s Last Wild Rhinos by Poisoning Them

The Rhino Rescue Project sought to deter high net worth Vietnamese from buying endangered Rhino Horns and thus fuelling the poaching trade. They did this by infusing the rhino horns with a poisonous cocktail that’s harmless to rhinos but less so for humans.  Vietnam’s Rhino Horn consumption has since dropped by 77%

[Ogilvy & Mather Vietnam for Rhino Rescue Project]

#33 Stardust for Bowie

Belgium radio station Studio Brussels teamed up with astronomers to find the Bowie constellation. The stunt recived 1.1 million shares.


[DDB Brussels for Studio Brussel]

#34 Netflix New Year’s Eve

Netflix devised the ultimate way to help parents get their kids to go to bed early on New Year’s Eve (while simultaneously drawing attention to their new range of kids content). It developed a series of New Year’s Eve countdowns that can be played for kids at whatever time parents want. Kids could choose their favourite countdown hosts from a selection of cartoon characters. “And we won’t tell them it’s not midnight if you don’t,” the countdowns’ trailer promises.


[Zeno Group for Netflix]

#35 10-Foot ATM 

A Toronto branch of Bank of Montreal installed a 10-foot ATM to celebrate the arrival of some very tall basketball players in town for the NBA All-star weekend.


[FCB for BMO]

#36 Switching Saddles

In March Victoria Pendleton took to the saddle to ride at Cheltenham Festival. 22 fences, 3miles and 2 ½ furlongs later she placed fifth in a 23 horse race. It will go down as a miraculous chapter in sporting history, considering that just 13 months earlier Pendleton had never even ridden a horse.

[Pitch PR for Betfair]

#37 The Brainband

The brainBAND project is a bold initiative that aims to shine a light on the dangers of concussion. Samsung brought together experts in different fields and, armed with the latest connective technology, set about finding a way to tackle the dangers of concussive forces in contact sports.

[LEO Burnett Sydney for Samsung]

#38 XBox Survival Billboard

Xbox celebrated the launch of Rise of the Tomb Raider by challenging eight fans to stand on a billboard in London for 24 hours and then subjected them to extreme weather conditions wind, rain, even snow—as voted for online in real time by the public.


[McCann London]

#39 Currys – Spare The Act

Currys PC World enlisted Hollywood star Jeff Goldblum for a Christmas ad campaign to coach customers through those uncomfortable family moments when presents don’t live up to expectations.

[AMVBBDO for Currys]

#40 Harvey Nichols reward shoplifters

Using security footage taken from their stores, we see thieves attempting to abscond with the latest must-have items. Faces have been obscured to protect the guilty. If only they realised there was a better way to get a freebie (and legally too)…

Did we miss any? Tweet us @TaylorHerringUK and we’ll add any good ones…

[Read our 2015 round-up here]

Looking for some attention-seeking firepower for your campaign? Take a look at our showreel.

Cannes Lions Dos and Don’ts

Posted on June 18th, 2016 in Cannes Lions.

This week more than 15,000 people will descend on the French coastal town of Cannes – host to the Cannes Lions International Festival of Creativity, the largest celebration of the great and the good of the advertising world.


Here are some tips for first timers..


Prepare to be inspired – the world’s greatest creative minds will be sharing their wisdom

Download the festival app – makes navigating the week much easier

Be spontaneous – the best treats are stumbling into unexpectedly brilliant events

Collect as many wristbands as possible – the more wristbands you have, the more important you are

Take some time out from the Palais and visit Google’s brilliant beach bar

Take a spare phone for when you leave yours in the Uber from the airport

Bring a portable phone charger – there is nothing more frustrating than a dead phone

Expect to do a lot of walking

Visit the Gutter Bar – the ad fest’s most famous watering hole where the drinking goes on until sunrise

Shamelessly demand a selfie with that Hollywood star

Wear sunscreen

Come and see our keynote


Attempt to hard-sell your services – it’s not that kind of conference

Arrive late – popular sessions fill fast; 15 minutes early is a good idea

Over-pack – daytime dress code is pretty much ‘beach casual’

Overfill your schedule – make time to peruse the thousands of inspiring competition entries in the basement

Attempt to live tweet every session – you’ll miss half of what’s being said

Attempt to deal with stuff that is going on back at the office

Be surprised that a bottle of rosé can cost up to £50 in some hotel bars

Expect to get much sleep



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