Paris-based JC Decaux, the third-largest outdoor group in the world, is sponsoring the new outdoor Grand Prix and starting a promotional campaign before the end of May for the festival at its poster sites in Europe and the U.S.
Until now, there has been a single Grand Prix award for the print and poster competition that covers magazine, newspaper and out-of-home media. This year, more than 3,000 outdoor ads are entered at the Cannes Lions festival, festival CEO Franz Prenner said.
The poster campaign pictures the coveted gold Cannes Lion award with the headline "Win one, and next time you'll be driving past in a Ferrari." A second execution reads, "This year 20,000 perople will go
Family-owned JC Decaux is run by founder Jean-Claude's two sons, Jean-Francois and Jean-Charles Decaux. the company recently closed a deal with Unilever under which the packaged goods giant will spend about $90 million over the next five years with JC Decaux in Europe.
Outdoor's two biggest players, Clear Channel Communications and Viacom-owned Infinity, are based in the U.S.