On the first day of the Cannes International Festival of Creativity Publicis Groupe and Ogilvy have come away as the big winners on campaigns for Heineken, Burger King, Dove and Renault.
Heineken and Publicis Italy have won a Grand Prix for the brand’s “Shutter Ads” campaign. During the pandemic in Argentina, the beer brand diverted its outdoor media budget from advertising on poster sites to advertising directly on the shutters of closed bars to help them find the money to reopen. The campaign, which rolled out internationally, featured billboards with the message "See this ad today, enjoy this bar tomorrow.”
Jury President Luis Sanchez, chief creative officer at AlmapBBDO, said the campaign "showed how one brand could act in a local community and the idea could scale globally."