Dove’s “Actual Magnificence” marketing campaign, probably extra related than ever within the age of AI, earned it the Media Grand Prix at Cannes Lions on Wednesday. Elsewhere, Indian Railways snagged the PR Grand Prix for incentivizing practice ticket purchases, whereas Vaseline’s efforts to debunk well being hacks took residence the Social & Creator Grand Prix.
Get into the winners beneath.
Media Lions
Dove earned the Media Grand Prix for its “Actual Magnificence” marketing campaign, difficult magnificence requirements within the age of AI. With media shopping for led by Mindshare, the model partnered with Pinterest to allow customers to create their very own imaginative and prescient of what magnificence seems like, in the end influencing the social platform’s algorithm to prioritize pure magnificence over AI-generated photographs.
The outcomes had been then displayed throughout cities worldwide, together with London, Toronto, and New York. “Actual Magnificence Redefined for the AI Period” garnered 4 billion earned impressions and 500 million views globally. Dove additionally pledged to “champion actual magnificence, with a dedication to by no means use AI to create or distort ladies’s photographs.”
PR Lions
The PR Grand Prix went to Indian Railways for “Fortunate Yatra,” a marketing campaign led by FCB India that incentivized paying for practice rides. India’s public transit system has misplaced $820 million yearly on account of individuals bypassing the ticket counter. Nevertheless, as essentially the most lottery-obsessed nation on this planet, “Fortunate Yatra” aimed to fight that by turning practice tickets into lottery tickets. The marketing campaign generated $685 million in practice ticket gross sales, which was invested again into Indian Railways to enhance the system for passengers.
Social & Creator Lions
After profitable the Well being & Wellness Grand Prix earlier this week, Vaseline snagged the Social & Creator Grand Prix for “Vaseline Verified.” Led by Ogilvy Singapore, the marketing campaign partnered with social media creators to debunk well being myths and misinformation associated to its petroleum jelly. The creator-fronted movies grew to become Vaseline advertisements, leading to a 43% gross sales improve, and had been seen 7.1 million occasions.
Comply with all of the Cannes Lions information right here.
