With two bronzes and a silver at the last Cannes Lions, Shackleton shows with this idea how great a proposal can be and how unfair a jury can be, in my opinion. Is there anyone who doesn’t agree with me that this idea was for more? Or is it that I am moved by the story beyond what is award-winning?
The road to a Lion is a difficult one, as is the road to the heart of the consumer in our quest for her loyalty. It is as difficult to come up with a winning idea as it is to execute it flawlessly, just as it is not easy to meet the challenge of telling the story in a seductive, simple and winning way.
Looking at this example of Shackleton, I wonder: could their case have been told even better to reach gold, or what did the Spanish agency lack to go from silver to bronze? The case is extraordinarily inspiring and its motif, remembering victims of cervical cancer in the ad for a solution, is achieved in a particularly intimate and sensitive way.
The era of interruptive advertising is over, and clearly, the one that used to solve any issue with a thirty-second spot. The lines have also been blurred and talking about ATL or BTL is simply outdated. In the creation of experiences to connect with the consumer, the path is wonderfully charged with mystery, intimacy and sensuality, because no decision is made rationally.
She has changed and so have we. We are reinventing ourselves and agencies have life for a long time to come, especially if we learn from models like Shackleton in Spain, which continues to fill its showcase with Lions.