Iain Hunter is ECD of Stack.
My Top Tips for Cannes
It’s big, bold, brash, in-your-face Cannes, so I hope the campaigns that win are the ones that nod to the occasion. Ambitious, smart ideas that can be simply sold-in (elevator pitch style) but require nerve and commitment from the client.
Here’s three that do it:
Lacoste – Save Our Species
Elevator pitch: You’ve got one of the world’s most iconic logos, which no longer stands for anything. We’re going to change that.
Microsoft Xbox – Football Decoded
Elevator pitch: An infinitesimal amount of people will ever achieve their dream of playing in a World Cup match. But just imagine if they could.
Nike – Dream Crazy
Elevator pitch: Let’s not just do an ad this time – let’s pick a side.