The governments Department for International Trade wanted us to make a big noise and splash at the Festival. The brief was open - just stop people in their tracks showcasing Britain's exceptional creative talent as part of the GREAT International Trade campaign.
With the Cannes Lions International Festival of Creativity being a celebration of the world’s best creative work. And attended by more than 11,000 industry professionals from over 90 countries around the globe we had all eyes on the Grand.
We created and unleashed a 3D animated British lion that dominated the skyline at Cannes from above the Grand Hotel. Using live-data it triumphantly roared to alert festival-goers in real-time whenever there was a British win. The dynamic digital billboard was supported by D6 screens along the Croisette and inside the Palais des Festivals et des Congrès.
The aim of the campaign is to generate overseas demand for the UK’s creative service sector. To bring this campaign to life, we collaborated with VFX experts Taylor James, media owner Clear Channel and their production partners VOODOOH.
Not only was British triumphant celebrated on the ground at Cannes on the giant digital billboard for everyone to see. Throughout the week those at the event and back home took to social to share their successes. Twitter and instagram spread the world globally.
After the festival, we also told the stories of Cannes-Winning collaborations between UK creative services and talent and international brands and agencies, with the help of content partnerships online and offline media
Creative credits:
Creative Director: Simon Nicholls
Creative writer: Scott Vaux-Nobes
ECD: Steve Aldridge/ Integrated Project Director: Stu DavisGroup
Account Director: Nick Pawlak
Client: Department for International Trade