Cannes Lions | Suur ülevaade: maailma parimad reklaamfilmid

To introduce the new “unsend messages” feature for iPhone, we enlisted the highly sought-after acting finesse of Leon, the lizard. Leon tactfully plays the role of “dead lizard” while his entrusted guardian frets over the worst thing that could possibly have happened. He had one job.

In the background, the slowed chords of Hanni El Khatib’s “Alive” hang awkwardly with nothing but our guardian’s anxiety filling the silence between. He dispatches the fatal news. Then, as if waking from the dead, Leon spins over and Hanni rejoices “I can’t believe I’m alive, spun around, flipped upside down, I’m alive”.

The iMessage is frantically unsent and our guardian’s career as the neighborhood lizard-sitter lives to see another day.

One of iPhone 14’s latest camera features is Action mode: a stabilization setting that turns shaky handheld video recordings into silky smooth footage. The challenge was to put Action mode into the hands of a relatable protagonist in an entertaining scenario. A children’s school field day race provided the ideal setting, with a highly determined mother as the hero that viewers could root for, perhaps even more than the boy she’s filming. She’ll stop at nothing to get the shot, sprinting along the sidelines, leaping cooler boxes and elbowing parents out the way to keep pace with her son. It’s ultimately a product demonstration of contrast: perfectly stable footage of the boy running the race, completely at odds with his unstable iPhone-wielding mom.

In the UK food delivery category, people jump between providers because in their eyes we are all the same. Simultaneously, most competitors continue to focus on promotion and rational messaging to convince consumers to choose them, while also dominating in media spend. For this new brand campaign, we asked how could we make people prefer us in a commoditized market without any major differentiation?

Domestic abuse cases rise by up to 38% during major football events. So for 1.6 million women living with domestic abuse in the UK, the World Cup is a time of fear not celebration. And 2022 saw the first ever winter tournament. This was significant because the cold weather and dark nights meant more abusers would be at home rather than the pub, posing an even greater risk to women. Women’s Aid, a small domestic abuse charity, needed the entire nation to support these women. With no budget and no media spend, they needed an idea to cut through, something that would resonate specifically with an English audience, to get the entire nation talking & sharing the vital support information to help the women at risk.