During a Cannes Lions de-brief, Industry Craft juror Carol Lambert, creative director at Publicis Dublin, noted that the jury was looking for something fresh in each aspect of the craft. “What new thing did you bring to illustration or photography that would set a new bar or standard?” she said.
The Dove campaign was largely photography-driven. Juliana Paracencio, Global Creative Director at Ogilvy U.K., said that posed a huge challenge given the pandemic and the subjects of the ads, which were pulled together in the span of 72 hours. “We didn’t have any casting agents, we approached real doctors and nurses, found them on Instagram and Facebook and asked them for permission to use their photos,” she said. “As you can imagine they were busy saving lives. Thanks to a team at Ogilvy and the client who all helped us reach out, we managed to get their permission and invited them to participate.”
Those selfies then appeared as large out of home posters that were strategically placed in areas near hospitals, where healthcare workers would be sure to see them on their commutes to or from work.
President of the Industry Craft jury Jayanta Jenkins, EVP-head of content marketing for Disney Branded Television and National Geographic at Disney General Entertainment, noted that what factored into the Grand Prix decision was not just craft and originality but also thought leadership and consistency. He noted that the real test for brands today is where they go “in terms of consistency and extending the conversation.” The Dove campaign was a pandemic-themed take on its larger, long-running initiative around “Real Beauty,” which has brought diversity and visibility to women who haven’t fit the conventional mold of “beautiful.”
“It’s moving to think about how these workers felt seen,” Jenkins says. “There was a theme of togetherness. We all looked at it and felt a sense of ‘We’re in this together.’”
In Digital Craft, Travis Scott’s “Astronomical” musical tour, reconceived for the pandemic to live in the world of Epic Games' Fortnite, earned the Grand Prix. Over five days in April 2020, Scott, in the form of a massive digital avatar that transformed from cyborg to spaceman, performed 15-minutes sets on a virtual island before massive audiences of Fortnite players. The experience drew 12.3 million simultaneous views on its first day, and more than 27 million unique players over its five-day run.