I don’t know if intrepid Irish bookmaker Paddy Power has been taking bets on Cannes Lions but, if he has, he’ll have cleaned up in the direct and promo/activation categories.
Romanian chocolate maker Kandia Dulce and agency BV McCann won the Grand Prix in both categories for a campaign for Rom chocolate bars, ‘taste of coolness,’ which sought to arrest declining sales in economically hard-hit Romania by presenting Rom as a cheesy American product, complete with a change of national flag on the packaging, for a week.
What’s the difference between direct and promo/activation you may ask? Apparently promo/activation includes experiential stuff like flash mob exercises. Rom ‘turning’ American caused an outcry in Romania until Kandia Dulce told the populace it was only foxing.
Anyway well played Romania. That’s three Grand Prix down and nothing for the US or UK (Clemenger BBDO in Melbourne won the PR Grand Prix).