CANNES, FRANCE — The 2023 Cannes Lions International Festival of Creativity is officially underway, so the industry will be seeing a week’s worth of celebrating some of the most exceptional work in the creative communications game this year. As the creative community awaits the announcement of winners which will be done throughout the week, many agencies find themselves one step closer to a Lion as shortlists are revealed.
Among them is Philippine-based agency Gigil for “Fuel Station,” its campaign for Netflix that invited people to “drive back to 1988” by bringing to life a gas station that sold fuel at PHP 7 per liter — the price it was sold at back in 1988. This retro throwback to a time before today’s surging prices was done to promote the premiere of the movie Seoul Vibe on the streaming platform.
The ingenious campaign did not only capture the experience of the era but also made waves so quickly that the selling of gas at the station was fully booked within seconds. So, it’s no surprise that Gigil managed to score a well-deserved spot on two shortlists so far — the Brand Experience & Activation Lions and the Outdoor Lions.
This year’s Cannes Lions festival will be held from June 19 to 23, with the announcement of winners for the Outdoor Lions and Brand Experience & Activation Lions on June 19 and June 22, respectively.
