Swedish creative shop Forsman & Bodenfors' "The Organic Effect" for client Coop took the top prize for PR at the Cannes Lions International Festival of Creativity. The winning campaign, which furthered a cause and generated impressive sales results, continues the trend of creative agencies winning the top prize in the PR category.
In "The Organic Effect," Swedish supermarket client Coop partnered with the Swedish Environmental Research Institute to study and document what happens to the members of a family, and their bodies, when they switch from conventional food to organic food. The study and documentary showed that when the family switched to organic food, both the occurrence and the number of pesticides were reduced. The video was viewed 35 million times, sales of organic food grew sharply and Coop had its best year in two decades.
"It got people to pay attention in a surprising and somewhat alarming way and it caused a change in business," said John Clinton, North American head of creative and content at Edelman and PR jury president. "We found that to be worthy of the Grand Prix."
Read more about the category winners over at AdAge.com.