With connections, partnerships and offices around the world, Dentsu boasts an impressive and diverse repertoire heading into Cannes 2023. Ranging from work with SkipExpressLane and HBO MAX to Yum China and Fonzies, the network's innovation can be seen on full display in every corner of the globe. To witness the extent of this, check out the list below, featuring the nine pieces Dentsu feels most confident about heading into the France-based festivities.
Eurofarma - Scrolling Therapy
Gastón Cánaves & Agustín Alba, executive creative directors at Dentsu Creative Argentina: "We always say that creativity for good has to deliver a solution for those it's talking about, and not only raise awareness. We believe that purpose is the key, and this idea connected with it in the purest way that creative thinking can develop. We had a problem, we found a social insight, and we've got the technology. The solution of this equation was 'Scrolling Therapy', an idea which is helping millions of Parkinson's patients worldwide hack their spare time, while using social media in order to encourage them to do their facial therapies."
SkipExpressLane - Inflation Cookbook
Jordan Doucette, chief creative officer at Dentsu Creative Canada: “The beauty of this idea is that it is based on a human insight, and solves a true need by leveraging the power of data, technology and creativity. The result empowers consumers to navigate the volatility of food prices, and helps them not only feed their families on budget, but feed them well.”
Yum China - KFC Re:Store
Chris Chen, chief creative officer at Dentsu Creative China: “As of 2023, roughly 260 million 'zoomers' are living in China. While this is less than 20% of the total Chinese population, it actually accounts for 40% of the total consumption in the market. As such, our clients keep innovating to communicate with this group of consumers, and so do us agencies. By working with a dedicated creative team of dentsu zoomers, we learned where to find the next generation of consumers in a decentralised media landscape, and how brands can communicate with them authentically in their world - and eventually drive business impact. We are happy 'KFC Re:Store' has made it, by creating another KFC hub for the young people to socialise, meet and play at."
HBO MAX - The Infected Billboard
Aldo 'Coco' Ramírez, EVP executive creative director at Dentsu Creative Mexico: “Typically, people aren't fond of advertising; they tend to overlook billboards they come across on the streets. However, 'The Infected Billboard' managed to break through this resistance and became a must-visit attraction in Mexico City for two weeks. Fans and non-fans alike flocked to the streets just to catch a glimpse of it or snap a photo. The surrounding streets were engulfed in traffic jams, and for a moment, a whole city was infected with hype for the series. It's amazing how just one billboard generated all of that!”
Fonzies, Mondelēz International, Inc. - Forza Canada
Maurizio Tozzini, executive creative director at dentsu creative Italy: “'Forza Canada' has become a movement and part of the Italian Culture. Belgium-Canada was the most-watched football match in Canadian history, with 8.9 million Canadians and 10.1 million Italians (54% Italian viewers) spectating. Is truly special when an entire nation chooses to support another one. But, more than that, this piece of work confirms that football is much more than just a sport.”
Jardim Sonoro - The Unimaginable Return
Ivo Purvis, executive creative director at Dentsu Creative Lisbon: "It’s always good to create projects that are able to spark discussions and endure in time. We launched this project almost a year ago, and since then, we all are still discussing AI. I’m very proud that our project helped define from an early age the frontiers of the use of AI in creativity. By now, everyone is more enlightened and has their own opinion, but in the end, I think creative discussions will remain about what matters most: opportunity, craft and the power of a good idea”
All Players Tool Lab - Dentsu Lab Tokyo
Walk, Walk - Dentsu Advertising Awards 75th Anniversary
Tokyo Mobility Foundation - Voice Watch