The U.S. Hispanic market gained sixteen awards on the Cannes Lions Worldwide Competition of Creativity, pushed by the eight Lions gained by Omnicom’s Alma for 3 very totally different manufacturers and 4 Lions awarded to We Believers’ “Edible Six Pack Rings” for Saltwater Brewery.
New York-primarily based startup We Believers picked up gold Lions in PR and Innovation, silver in PR and bronze within the Promo & Activation class.
“Edible Six-Pack Rings” is a solution to the discarded plastic rings that maintain collectively six-packs of beer and are then discarded and find yourself within the ocean. Wildlife may be strangled by the rings, or eat the plastic after which starve to demise as their digestive techniques are clogged.
What if these six-pack rings had been edible? Working with Saltwater Brewery, a Florida craft beer model focusing on surfers, fishermen and ocean lovers, We Believers developed edible six-pack rings, created from wheat and barley. They’re secure for wildlife to eat, and durable sufficient to help the burden and dealing with of the cans. An preliminary small batch of edible and biodegradable six-pack rings was launched to shoppers in April on Saltwater’s foremost model IPA at native occasions and venues, together with the Saltwater Brewery Beer Backyard and close by factors of buy.
We Believers co-founders Gustavo Lauria and Marco Vega had been strolling across the Cannes competition final week with a small stack of the primary mass-produced edible six-pack rings, which may now be manufactured affordably sufficient for it to be financially possible to broadly substitute the plastic rings utilized in beer packaging.
The opposite gold Lion, within the Out of doors class, went to Gray’s U.S. Hispanic store Wing for a marketing campaign supporting #Improudtobemexican. Every of three outside adverts juxtaposes an notorious Donald Trump quote vilifying Mexicans with a picture of American vacationers behaving foolishly whereas on trip in Mexico.
Credit score: Cannes Lions
In “Wall,” a younger American man in a washing swimsuit is seen on the seashore chugging one thing, presumably alcohol, from a funnel below the Trump quote “The one factor that can cease them from coming listed below are partitions. We won’t allow them to in.” Every advert has the tagline: “We do not choose you if you end up in Mexico. Do not decide us.”
Miami-primarily based Alma received six Radio awards, historically a robust class for the U.S. Hispanic market. The company picked up a silver and a bronze Radio Lion for Clorox bleach, a silver for a Walmart spot, and three bronze Lions for Tobacco Free Florida for a marketing campaign that used the quick tempo of an public sale (“Auctioneer”) and a race monitor (“Tobacco Downs”) as an example how shortly tobacco destroys a younger smoker’s well being. Tobacco Free Florida gained one other bronze Lion within the Well being and Wellness competitors.
Assist Kenya Not Kanye Credit score: Gabriel Ferrer
Alma additionally gained a bronze Promo & Activation Lion because of senior copywriter Gabriel Ferrer’s annoyance at Kanye West’s Twitter rant about being $fifty three million in debt and asking for donations. Kanye’s cash-looking for tweets included “You’d somewhat open up one college in Africa such as you actually helped the nation.” That impressed Mr. Ferrer to create the #HelpKenyaNotKanye website, encouraging followers to donate to extra worthy causes and offering hyperlinks to related charities. Within the Cannes entry, the case examine voiceover is completed by a rapper.
Following their 2015 Grand Prix-profitable marketing campaign, Miami-primarily based The Neighborhood and BICI (the Metropolis of Buenos Aires Public Bike System) gained two silver Print Lions for one more whimsical print marketing campaign, “Do not Act Like a Pedestrian When You are on Wheels,” cautioning cyclists to behave extra like bikers whereas on the street. Because the variety of cyclists in Buenos Aires has skyrocketed with the recognition of town bike program, extra riders have been getting lax about security and are not altering their pedestrian-like habits after they hop on a bicycle.
Do not Act Like a Pedestrian When You are on Wheels Credit score: BICI
So for instance this concept, The Neighborhood created three completely different characters, basically, walkers on wheels — the canine walker, the espresso drinker and the music listener. Copy cautions in opposition to acquainted harmful habits with traces like “Do not flip with out signaling” and “Do not go towards site visitors.”
A bronze Movie Lion was awarded for a spot referred to as “Units” for United Communities of San Antonio, entered by the manufacturing firm Shooters Movies; the company, San Antonio-primarily based Bromley Communications, closed in August.