At its best Cannes Lions is a repository for the greatest ideas in the world.<\/p>\n
Not TV ads, posters or press ads. Ideas.<\/p>\n
And ideas that solve problems, not just win awards, are what the advertising industry gets paid for. Or should do at least.<\/p>\n
So whilst the pieces of work I\u2019ve chosen have all indeed won awards, the reason I\u2019ve chosen them is for their elegance in solving problems at the moment in time and culture they were deployed.<\/p>\n
The Million Phone Project by Droga5<\/strong> (2008 Titanium Lion)<\/p>\n Probably my all-time favourite use of creative and strategic thinking.<\/p>\n I first saw it when on the D&AD Gold jury and was amazed when it was initially passed over for an award. I think that was because as it was clearly nothing like an advert in any way, jurors weren\u2019t quite sure how it fitted into any of the categories. It was brought back to be re-judged and the jury saw sense.<\/p>\n Created for the New York City Department of Education and Mayor\u2019s Office, the problem that needed solving was a perennial one: Reduce truancy and improve behaviour at school as well as homework completion.<\/p>\n How did they do it?<\/p>\n Partnering with a mobile phone company and network provider they offered students totally free phones. With a catch.<\/p>\n The phones would only work if they attended class. Teachers\u2019 positive reports lead to minutes and texts being unlocked and the kids being able to use<\/p>\n (This was back in 2008 when using a phone meant having cash that most of the kids in the New York education system just didn\u2019t have.)<\/p>\n The more the kids attend school and the better their grades get the more minutes and texts they get on their phones.<\/p>\n There can\u2019t be many ideas more appropriate to the audience. Based on a human truth, insight and behavioural economics, it basically leaned in to positive bribery to influence its audience<\/p>\n Not an ad at all, but a spectacular example of advertising brains being used to solve problems by whatever means necessary, it clarified the way, for me at least, one needs to approach solving business problems: start with the outcome you want to achieve and allow yourself the freedom to use whatever medium is best to achieve it.<\/p>\n Best Buy\u2019s Twelpforce<\/strong> by Crispin Porter + Bogusky<\/strong> (2010 Titanium Grand Prix)<\/p>\n Another idea ad people came up with and implemented without touching a TV or billboard.<\/p>\n![\"\"](\"https:\/\/www.moreaboutadvertising.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-10.12.24.png\")
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