From Burger King trolling McDonalds with its 'detour' app to Nike taking political risks with 'Dream Crazy', the Cannes Lions awards celebrates the best and most daring creative work from the marketing industry. This year's winners leveraged some of the most powerful components of best-in-class advertising. We’ve compiled our favourite campaigns to examine what worked... and what we learn from them.
The case studies covered in this report are:
- Burger King: “Whopper detour to McDonald’s” (Mobile / Ecommerce)
- Black & Abroad travel: “Go Back to Africa” (Social / Ecommerce)
- GSK: “Breath of life” health testing tool (Mobile / Healthcare)
- Nike: “Dream Crazy” (Content)
- Wendy’s: “Keeping Fortnite Fresh” (Gaming / Content)
- Microsoft: “Gaming for everyone” (Gaming / Content)
- Doconomy: Pollution cutting banking card (Fintech/ Mobile)
