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MARKETING PLAYS OF THE WEEK: Our best hopes at Cannes

Judging has begun at the Cannes Lions International Festival of Creativity. Here are my top picks for awards glory:

Agency: Saatchi & Saatchi
Client: DB Breweries (Tui)

Tui says this campaign has been the most successful in the brewery's history and has brought sales back on track. The viral ad campaign made headlines around the world and is widely reviewed as best practice content marketing. 

Agency: Colenso BBDO
Client: Samsung
 

This experiential campaign for Samsung, whereby keen smartphone enthusiasts could join a virtual waiting line, has already won many awards for Samsung both here and abroad. However, critics say the idea of the virtual line has already been executed abroad by Japanese clothing giant Uniqlo, so may not appeal to international judges. 

Agency: DDB
Client: Sky TV (SOHO)

Genius marketing stunt from DDB for TV series Game of Thrones, which has already seen many clever marketing stunts. Twitter users could bring down a statute of one of Game Of Thrones most hated villains, King Geoffrey, using the hashtag #bringdowntheking. As the case study above shows, thousands of photos were uploaded and the hashtag trended for six days, nabbing a media headlines. 

Agency: Clemenger BBDO
Client: New Zealand Transport Agency 

The big winner at this year's local creative awards, The Axis Awards, this spot has already been tipped by the Gunn Report as a winner this year. The ad, which shows Maori kids pretending to be their stoned fathers, is well written, well directed and has won plenty of acclaim. 

Client: Fonterra (TipTop)
Agency: Colenso BBDO

These posters are simply beautiful advertising. The limited run of posters are made with “excess” artificial colours, as Tip Top says it doesn’t need them anymore. The result is visual driven posters that look like art.  While Tip Top had eight different colourings at hand, Colenso head of art  Mike Davison says using just three kept things simple and enabled “the colours to lead the communciation.”

vyoung@nbr.co.nz

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