Peru was in the spotlight at the Cannes Media Lions awarding ceremony, with McCann Lima bagging the Grand Prix for its ‘Happy ID’ campaign for The Coca-Cola Company.
Created to make Peru a happier nation, the campaign encourages people to smile in their photo ID by setting up Coke-branded photo booths in 30 spots across the country.
“In the case of the Grand Prix winner Coke in Peru, it wasn’t just the consistency of the idea that Coke has always been promoting around happiness and so on. It was that they were changing an entire nation, and actually using the Peruvian government as a media channel. Great idea,” Media Jury President Matt Seiler said about the campaign.
13 Gold Lions, 24 Silver Lions, and 53 Bronze Lions were given out at the awards ceremony on June 17. 13 countries bagged Silver Media Lions led by Brazil with five, and followed by the United States with four.
From Asia, Australia had the most number of wins, with six Bronze Lions. India had three metals, including two Gold Lions for PHD India Mumbai / Lowe and Partners Worldwide Mumbai’s ‘Kan Khajura Tesan’.
Kan Khajura Tesan, or ‘ear worm radio channel’ in English, aims to help Hindustan Unilever brands engage with low-income rural consumers in media dark areas. Priya Nair Vice President at HUL said of the campaign, “Areas that were otherwise termed to be ‘media dark’ are now “entertainment-enlightened” with ‘Kan Khajura Tesan’ reaching out to more than 11 million subscribers. In total till date we have had 180 million minutes of engagement with our consumers. Our ads have been heard 100 million times in the last 7 months alone’. We have as HUL created many marketing firsts and we are extremely proud to have worked with a fantastic team with agency partners PHD India and Lowe India to create another “first “ in digital marketing in India. It’s wonderful for the work to get acclaim and recognition at a large global platform like Cannes.”
Indonesia and Japan had two Bronze Lions each, while Singapore had one Bronze Lion.
