Conill Cannes-do.
May 24, 2008
Conill had a terrific showing at the 55th Annual Cannes International Advertising Festival held June 15-21. The agency took home a Silver Media Lion for its non-traditional creative approach for the launch of Toyota‚s new Corolla and earned shortlist honors five times in four other categories at the festival.
“We’re thrilled not only because this is our first Lion, but because of the nature of the work,” said Conill CEO and Chairperson Cynthia McFarlane. “Non-traditional efforts are increasingly becoming the most demonstrably effective solutions for our clients. They also represent an enormous growth opportunity.”
Connecting young Latinos with the campaign‚s premise of “the new Toyota Corolla — it’s impossible not to fall in love with it,” the award-winning work made terrific use of the on-screen real estate of sports television. During certain action points in the game, a banner appeared in the lower third of the screen that showed entertaining videos that looked like as if they were happening on the side of the field during the match.
“Instead of using ordinary animation, logos or headlines, we went out for something fun that hadn’t been done before,”‰ said Creative Director Pablo Buffagni. “Taking what appears to viewers as ordinary and giving it a twist made them curious, sparking instant engagement.”
The videos showed game officials and photographers being distracted from the match after seeing a banner image of the new Corolla on the sideline. The look and feel of the work was seamless with that of the game.
“This was a true cross-functional collaboration by our creative, media and account teams,” added Managing Director Carlos Martinez. “It‚s something everyone at our shop is very proud of.”
Shortlist winners:
Category ˆ Direct, Field Marketing: Toyota Tundra. “Human Engine”
Category ˆ Media, Cars & Automotive Services: Toyota Corolla, “Is that the Lineman?”
Category ˆ Media, Best Use of Sponsorship: Toyota Corolla, “Is that the Lineman?”
Category ˆ Press, Household, Cleaning Products: Procter & Gamble Tide “Brown” and Procter & Gamble Tide “Red”
