Frazer Gibney is CEO of FCB Inferno. He co-founded Inferno in London 14 years ago, building up one of the UK’s most successful integrated agencies before selling to Interpublic’s FCB at the end of 2013.
Last year FCB Inferno won 11 Lions at Cannes including the Grand Prix Health and a Glass Lion for Sport England’s ground-breaking ‘This Girl Can’ campaign. FCB Inferno’s other clients include BMW, The Big Issue, Nivea and Pearson.
My Top Tips for Cannes
Under Armour – Rule Yourself
The world of sports marketing continues to up its game in its representation of female athletes. And Under Armour’s ‘Rule Yourself’ featuring the USA’s women’s gymnastics team is no exception. It shows the relentless hard work, grit, formidable strength and determination that sit behind every competitive performance. A powerful endline and MIA’s undeniably visceral soundtrack should mark this creative out as a strong contender this year.
Spanish Lottery – Justino
Everyone loves a tearjerker. And there’s nothing not to love about this shamelessly moving film from The Spanish Lottery. The Pixar-inspired story is as beautiful as it is touching, and its ability to cut through during an incredibly noisy Christmas season makes it a worthy candidate for awards at Cannes.
Getty – Endless Possibilities
A simple idea, but one that is very well executed. An incredibly smart yet playful way to prove the range and limitless creative potential offered by Getty.
McDonald’s – McTrax
Cannes loves a gimmick. And this one from McDonald’s is a light-hearted and inventive activation that shows all of us the creative opportunities that exist around us. Turning the mundane into something a little bit special may not be earth shattering, but it does bring a smile.
Burger King – McWhopper
It would be rude not to include the other giant of the fast food world and, frankly, Burger King’s inspired McWhopper stunt on World Peace Day is a worthy entrant onto this list. To extend the hand of friendship to McDonald’s was as bold as it was brave – and the trusting agency/client relationship that led to this work is one the industry should be applauding.
JetBlue – Flybabies
Who doesn’t stress about flying with small babies? Or indeed flinch slightly when said small babies take the seat next to yours? Jet Blue’s Flybabies’ excellence lies in its foundation in this universal insight. Sure, this sort of award isn’t going to happen on every flight, but it shows that JetBlue truly understands its passengers and is always working to make their flights as enjoyable as possible. That alone makes it Cannes-worthy, but the PR coverage it picked up offers further proof of just how much this resonated with consumers.
Samsung – Voices of Life
‘Voices of Life’ earns Samsung a place on this list as a company that continues to find creative ways to bring families closer together. By capturing the uncertainty and tender moments of the early stages of a premature baby’s life, and providing a solution that places its technology front and centre, this creative shows how even tech brands can leave you feeling warm and fuzzy.