Cannes: Grey anti-speed campaign and Leo Burnett floods rum shortlisted for Titanium
Two Australian and one New Zealand entry have made it onto the shortlist for the Titanium and Integrated Lions. The category – representing ground breaking integrated campaigns – is one of the most prestigious of the festival.
Only 31 entries globally have been shortlisted.
The two Australian entries shortlisted are Grey Melbourne’s “The Ripple Effect” for Transport Accident Commission and Leo Burnett for its Bundaberg Watermark rum after the Queensland floods.
The Ripple Effect told the story of Luke Robinson’s death from 26 different people’s perspectives, including his family.
Advertising is about bringing a truth to people. Something that they knew already, but hadn’t necessarily been accentuated in the right way.
I think Grey’s work has done that better than anything else this year (and perhaps for every year beyond that).
That campaign made me cry, numerous times. I didn’t ball my eyes out, but I sat at my computer fighting back tears because of the inherent truth behind what they were saying.
Whilst I always knew that speeding/drink/drugs killed on the road, I’d never seen the real life effects accentuated in such a raw and truthful manner.
I think that if the Judges at Cannes want to promote more advertising like that in the future, they will let Grey take the titanium.
Unfortunately, they’ll go the cute, lighthearted and funny option.
On a side note, it’s ridiculous that Grey didn’t get a sniff in the AWARD showings this year… thank god they’re being recognised for what they’re doing elsewhere.