Cannes : Ogilvy & Mather Sydney has won a coveted Creative Effectiveness Lion for its integrated ‘Share a Coke’ campaign, while also taking home a Grand Prix in Promo and Activation for Ogilvy & Mather Brasil’s “Immortal Fans” initiative on the very first day of awards at the Cannes Lions Festival of Creativity 2013.
“Share a Coke” launched in Australia in 2012 before rolling out across the globe as a result of its impact: in just three months consumption of Coca Cola by Australian young adults had increased by 7%. The initiative built on Coke’s sharing positioning, encouraging members of the public to personalise bottles of Coca Cola with their friends’ names, as well as their own.
The initiative was one of just seven campaigns to be honoured with the competitive award at this year’s Cannes Lions. The category – now in its third year – only considers work which won a Gold Lion in the previous year.
Worldwide Chief Creative Officer at Ogilvy & Mather, Tham Khai Meng, said: “The most creative work is also the most effective, and here is the indisputable proof. “Share a Coke,” which rounded up a pride of Lions at last year’s Cannes is back to bring home a coveted Effectiveness Lion. This infectious idea helped Coke pick up the Lion’s share of sales in Australia.
Ogilvy Brasil’s ‘Immortal Fans’ campaign for Sport Club Recife introduced the world’s first ever organ donor card from a football team, encouraging football fans to become immortal by registering as donors. Over 51,000 people have registered for a card, and organ donation in Brazil has increased by 41%.
Tham Khai Meng added: “This Grand Prix-winning work from Sport Club Recife connects the bone-deep passion of its fans with a cause that touches the heart. This idea has emotional impact and a strong message. Die-Hard Fans knocked me out cold … it seems to have hit the judges with the same force.”
On day one of awards at the Cannes Lions Festival of Creativity Ogilvy & Mather took home 10 Gold, 12 Silver, and 15 Bronze Lions.