2017 Cannes Lions Awards
The 2017 Cannes Creative Effectiveness Lions have been announced. The Grand Prix Winner is the Art Institute of Chicago, and its “Van Gogh’s Bedrooms” campaign.
The Art Institute ran an exhibition last year that marked the first time in North America that you could see three paintings Van Gogh made of his bedroom in one place. It teamed up with Airbnb to allow art-lovers to stay in a life-size re-creation of the bedroom for just $10/night. It created quite a buzz in Chicago and led to an incremental attendance increase of 133,000 visitors.
Other interesting gold or silver winners include:
- “The Nation’s Bike” for the Indian motorcycle company, Bajaj, which used recycled steel from a legendary Indian warship to build a new bike and a brand that stands for national pride.
- “The Story of Sarah and Juan” for Wrigley’s Extra Gum, which told a touching tale about the role of gum in consumers’ lives.
- Lifebuoy’s “Help a Child Reach 5” which elevates the role of a seemingly mundane product.