Discover more from Addition
The most talked-about work at Cannes in 2022
We used AI to analyze thousands of Tweets and rank the top campaigns.
Cannes Lions is the world's biggest celebration of creativity in communications. From film to social media, music to design, the festival attracts some of the best and brightest minds in the industry. It’s a place to learn, be inspired, and have a whole lot of fun.
In fact, Addition had so much fun at Cannes this year that it was hard to stay on top of all the cool stuff. Thankfully, there’s an AI for that.
We modified our AI-powered data pipeline to analyze thousands of Tweets about Cannes from the past week and note the campaign being mentioned (if any) in each of them. We then clustered for variance, ranked the results, and fed the Tweets for each campaign back to a GPT model to generate a summary.
Here are the most talked-about campaigns from Cannes 2022. The following was written by a 🤖 with no human editing.
1.) Vice World News: Unfiltered History Tour
Vice World News' "Unfiltered History Tour" has won the Grand Prix for Brand Experience and Activation at Cannes Lions, as well as the Grand Prix for Audio and Radio.
The tour, which took viewers into the history of disputed artifacts in the British Museum via augmented reality and immersive audio, was praised for its use of technology to create an engaging and educational experience.
2.) Adidas: Liquid Billboard
Adidas' "Liquid Billboard" has won the Outdoor Grand Prix at the Cannes Lions festival, in what the jury said signified the brand's big "welcome back" against competitor Nike.
The outdoor activation, which aimed to make swimming more inclusive, was created by Havas Middle East in Dubai. It promoted Adidas' inclusive swimwear line and featured a giant inflatable pool with a see-through bottom that allowed swimmers to be seen from below.
The jury praised the activation for its creativity, saying it was a "brilliant idea" that was "brought to life in a really beautiful way." They also praised Adidas for its commitment to inclusivity, saying the brand is "leading the way" in making swimming more accessible to everyone.
3.) Nike: Sync App
Nike's campaign for its NikeSync app, created with RGA London, won the Grand Prix in Entertainment Lions for Sports.
The campaign champions free conversation around menstruation via its cycle-tracking app.
The app, which is available in the UK, US, and Canada, allows users to track their menstrual cycles and provides information and support on a variety of topics related to periods.
The campaign has been praised for its inclusivity and for its ability to start important conversations about menstruation.
4.) Twitter: We're Sorry Campaign
Twitter's "We're Sorry" campaign won a Silver Cannes Lion today, and people are talking about it.
The campaign was launched on the day that Facebook, Instagram, and WhatsApp went down, and it quickly became one of the most engaged tweets on Twitter ever.
People are praising the campaign for its simplicity and effectiveness, and for its ability to connect with users in a moment of need.
5.) Maxx Flash: The Killer Pack
The "killer pack" is a new product that promises to fight mosquitoes both indoors and outdoors. The product won the Grand Prix in Health & Wellness at the Cannes Lions International Festival of Creativity, and people are congratulating the team behind it.
6.) Dole: Piñatex
Dole's Piñatex, a leather substitute made from pineapple skin, won the Grand Prix for Creative Business Transformation at Cannes Lions.
The award recognizes the company's innovative use of pineapple waste to create a sustainable and environmentally friendly product.
Piñatex is a versatile material that can be used for a variety of applications, from fashion to furniture.
Dole's commitment to sustainability and creativity is commendable, and we can't wait to see what they come up with next!
7.) Adidas: Ozworld
The Adidas Ozworld has won a Silver in Digital Craft at the Cannes Lions International Festival of Creativity.
The Ozworld is a virtual world created by Adidas and partner company Jam3, and features 3D-rendered environments and characters. Users can explore the world, collect items, and interact with other users.
The Ozworld was created with the intention of being a fun and safe place for people to explore and interact with each other. The world is designed to be accessible to people of all ages and abilities, and to be a place where people can come together and have fun.
The Adidas Ozworld has been praised for its creativity, accessibility, and overall fun factor.
8.) Decathalon: All In
Sporting goods brand Decathlon has been awarded the Cannes Lions 2022 Creative Strategy Grand Prix for their innovative e-cycling team, which is made up of incarcerated citizens.
This unique team has been praised for their creativity and determination, and Decathlon is hopeful that their success will inspire other businesses to look outside the box when it comes to hiring and team-building.
9.) Coinbase: Bouncing QR Code
It looks like people are pretty excited about Coinbase winning a Grand Prix award at Cannes Lions for its bouncing QR code ad during the Super Bowl. Some are even joking that the victory is a sign of a bull market.
10.) Chornobyl Identity
Three Ukrainian projects won prizes at the Cannes Lions Festival in the design category, with second place going to BANDA creative agency for the Chornobyl identity.
The Chornobyl identity was created to help the area around the Chornobyl nuclear disaster site to be seen in a new light, as a place of rebirth and hope rather than tragedy and despair.
The project has been widely praised on social media, with many people calling it an inspiration and a beautiful way to remember those who were affected by the disaster.
BANDA creative agency has said that they are honoured to have won a prize for the Chornobyl identity, and that they hope it will help to change the way people think about the area.