While Forero noted that storytelling and tech-led creativity were still being rewarded, he cited that the jury didn’t want to just award an idea itself. They were looking for cases where the brand purpose matched the tone of the brand, something that could reach new audiences while still connecting with current audiences. In particular the jury was looking for something iconic that represented classic print.
Forero also singled out the Magnum campaign Find Your Summer and Coca Cola’s Coke-Creation campaign as potential candidates for the Grand Prix. The Coke-Creation campaign also saw the brand play with its distinctive assets, featuring photos of fans’ street art renditions of its logo.
In May, Contagious spoke to Islam Eldessouky, global VP, creative strategy and content at Coca-Cola, about the Coke-Creation campaign. He told us that ‘Arguably, when people would see a print ad, that’s it. It’s one-way communication. Now, creativity has been democratised and everyone is creative. Everybody is making TikToks, everybody is Snapping, everybody is on Instagram. I think that’s how you tap into your legacy. It gives you a lot of permission and a lot of credentials but you can refresh it with all the new vehicles that are available to have people participate with us.’
