Cannes Lions 2024 - Top picks Canada, Ireland, Thailand, Australia, and the UK

The Cannes Lions International Festival of Creativity never fails to showcase some of the most innovative and inspiring works from around the globe. This year, I decided to start an article series dedicated to the amazing creative campaigns and the people behind them. For the first article of this series, I checked out the entries from Canada, Ireland, Thailand, Australia, and the UK. Here are six pieces that truly impressed me with their concept, message and vision.

Scotiabank - You're Richer Than You Think (Canada)

A real human campaign that appeals not to reason but to emotion. The campaign goes well beyond promoting a service or a product - instead, it is built around a theme that, (mostly) thanks to social media, is causing dissatisfaction and the desire for more not only for young teenagers but almost everybody. The campaign video features precise execution, with every setup feeling detailed and lived-in. It’s a clever and sensible re-purposing of Scotiabank 's longstanding tagline. This campaign beautifully connects with audiences by reinforcing a familiar message with a fresh perspective.

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Audible - The Breakdown (UK)

Can the days when every possible shit happens be funny? Can we see the good in the bad? Audible 's campaign does just that. This 30-second video shows how humor and a simple idea can genuinely sell a product benefit, almost like a mini stand-up night. Audible effectively uses humor to engage and retain the audience's attention.

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British Airways Posters (UK)

I believe that the greatest creative ideas are often the simplest ones. Just think of The Ordinary campaign, which recently made a big splash. Such is the case with the British Airways out-of-home campaign by Uncommon Creative Studio . There’s no endline, logo, or headline, yet I know exactly who it's for and what they're saying. It’s eye-catching and memorable.

Heineken - Pub Museums (Ireland)

"Raise a hand for your partners!" This could be the slogan of the campaign. 喜力 Pub Museums campaign perfectly demonstrates the importance of collaboration and brand storytelling without constantly pushing the product. The Irish pub is an endangered species, with historic pubs closing daily. Heineken's idea of turning these pubs into living, breathing museums to safeguard their future is both meaningful and impactful. It's a creative way to preserve cultural heritage while engaging the community.

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Five Star - My Parent is a TikToker (Thailand)

Five Star's campaign feels a bit like the previous Self-Esteem Project by Dove - finding a real connection with Generation Z, who live much of their lives through social media. Gen Z is addicted to TikTok, often using it for 4-6 hours per day. This campaign cleverly uses this to its advantage. The occasion is the Songkran festival, Thailand's New Year, which young people have been missing out on for years. So, the campaign launched My Parent is a TikToker, turning parents into TikTokers to bring their children home. The entire production took 33 days, capturing genuine reactions without any pretense. Congratulations on the work Thasorn Boonyanate .

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Dylan Alcott Foundation – Shift 20 Initiative (Australia)

Despite 20% of Australians having some form of disability, only 1% are represented in advertising. The Shift 20 Initiative re-shot ads with people with disabilities for 13 of Australia's biggest brands, including Uber , 麦当劳 , TikTok , Pantene Industrial Co. Limited . This simple but powerful idea normalizes what is often overlooked. Although the campaign is based in Australia, its message is globally relevant.

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Each of these campaigns showcases the power of creativity and the impact of thoughtful, well-executed ideas. They remind us of the importance of authenticity, inclusivity, and real human emotions in advertising. I look forward to seeing how these works fare at Cannes Lions 2024 and hope they reach their vision and a lot of people will be touched by their messages.