Aligning with the trend at this year’s festival to award work that combines purpose with business results, jury president Gustavo Lauria, president and CCO of We Believers, said: ‘This idea is exactly what we should do in advertising. It’s an idea that helps people but it’s really good for the business as well. Making sustainable goals, sometimes we have great solutions that are great for people and the planet, but they might not have an impact on the business.’
Explaining how the campaign addressed development goals that are less frequently considered, Lauria said: ‘Economic growth is not one of the typical sustainable goals that we see for the Grand Prix. Very often we’ll see great work on gender equality, on climate action. Having access to a great job to provide for your family is an everyday problem. When you have an impact on people's lives, when you bring results to your business, we think that deserves to be a Grand Prix.
In May, Contagious spoke to Publicis Conseill senior copywriter, Guillaume Sabbagh about the campaign, who said: ‘There’s this specific problem in France that during your three-month trial period, you can lose your job at any time, it’s not secure at all – so the banks don’t loan you money. Without a loan, you don’t get a car and without a car you lose your job.’
