How GPs get made
Contagious regularly interviews the marketers and agencies behind the most innovative and effective campaigns for our members-only IQ platform.
We've always found its the best way to learn about the brief that inspired the work, how the insight was arrived at, and what results the campaign yielded for the brand.
In terms of efficacy, the second best way — guessing — trails by quite a distance.
If you're interested in behind-the-scenes perspectives on best-in-class campaigns, we've compiled a few of our Insight & Strategy articles about Cannes Lions Grand Prix winners into a free-to-download report.
It'll tell you why the mutual trust between Orange and its Paris agency, Marcel, helped them deliver their wily WoMen’s Football spot, why L'Oréal’s chief creative officer, Adam Kornblum, believes that you can only earn attention with ideas that already exist in the world, and why Rethink’s chief creative, Mike Dubrick, thinks you should trust your gut first and rationalise later.
The report also contains commentary about the campaigns from the folks at Daivid, whose AI-powered research platform uses millions of consumer data points to predict which emotions an ad will evoke, how well it will hold people’s attention, and how effective it will be for the brand.
To download the report (for free), click here.
Campaign of the Week /
Asics created a series of 15-minute exercise videos that explained the mental health benefits of moving your body, as part of a campaign challenging the societal pressure to lose weight.
The sportswear manufacturer called the videos ‘15 Minute Weight Loss’, so that its body-positive message would find those who needed it most.
Golin, London, worked with Asics to create the campaign, which featured body positivity influencers, including Em Clarkson and Scottee.
Asics has consistently challenged the narrative around body image, health and fitness, establishing a distinctive positioning in the crowded sportswear category. Plenty of brands have explored mental resilience in the context of sports and fitness, but Asics takes a gentler, less performance-based approach to movement. As well as helping the brand stand out from the crowd, this strategy frames the brand as one for everyone, no matter their fitness level. Read our full analysis here. Contagious.
Attend this /
On 17 July we'll be at VML's offices in New York to share some of the most important trends and themes from the Cannes Lions International Festival of Creativity
Join us from 4:00pm-6:00pm, to learn why Guttertech and deliberately dumb advertising abounded at this year's awards show and what it means for the industry in the year ahead.
We'll also have industry experts on stage to discuss what it took to win a Lion in 2024, and we'll serve you food and drinks, and give you the time and space to mingle with like-minded peers.
Get your tickets here. Contagious.
'Gucci was a bit superficial'
In 2024, Cannes Lions introduced the Luxury & Lifestyle category to its awards show, and the CEO of Publicis Groupe’s luxury practice, Charles Georges-Picot, presided over the inaugural jury.
Click on to find out why Loewe won the Grand Prix, the importance of ‘going deep’, and why too many luxury brands have forgotten that ‘their number-one objective is to be here in 100 years and more’. Contagious.