Why FCB and Burnett won big at Cannes

(Courtesy Cannes Lions)

First, congratulations to FCB and Leo Burnett for winning The Grand Prix at Cannes Lions: The International Festival of Creativity. FCB for Michelob Ultra and Burnett for Wingstop. The festival has now released a Wrap-Up report on why the campaigns won.

This report explores the hottest trends, techniques and conversations around creativity.

The pandemic proved that creativity can help pull a business through a crisis. But despite the effects of lockdowns coming to an end in many parts of the world, the rising cost of living in is now bringing new challenges. Creativity – which has proved its value so recently – will become more important than ever in the next two to three years. Entries into the Creative Effectiveness Lions this year skyrocketed by 80%.


At this year’s festival the line between Gold and Grand Prix often came down to scale. “We were looking at real-world impact,” says Kimberlee Wells, CEO of TBWA\Melbourne and Adelaide and Jury President of the Sustainable Development Goals Lions. “We set out to determine that the entry was not a moment to have a conversation, but to inspire long-term change.”

In the Cannes Creative Effectiveness Lions, the Grand Prix winner, ‘Contract for Change’ by FCB Chicago for Michelob Ultra, was selected because of the horizontal impact it had across the food and beverage industry.

“It made a change that could impact the marketplace, others in their category, the farmers, and also the AB InBev business,” says Karna Crawford, Head of U.S. Marketing at Ford and Creative Effectiveness Juror. “When you bring all those things together, you’re talking about creative effectiveness at a much more epic scale.”



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Leo Burnett

News cycles are unrelenting, so rather than battling for attention elsewhere, smart brands will position themselves in today’s big debates.

That can mean reacting to something topical that’s affected your brand, as Leo Burnett Chicago did for Wingstop during the chicken wing shortage with Cannes Creative Commerce Lions Grand Prix-winning ‘ThighStop’.

With a national supply chain shortage of wings, Burnett launched a fun, engaging and effective rebrand of Wingstop. Hello Thighstop. Thighs were available for delivery or take out.

To support the concept and creative the agency turned to Wingstop’s most famous franchisee, rapper Rick Ross.

The effort received more than 6.5 billion media impressions.


We hope the insights and learning help fuel your creative thinking for the year ahead.

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