Cannes Contenders: FCB Puts Its Best Foot Forward
It’s a big year for FCB - after all, you only turn 150 once. The creative network has 150 years of world-beating work in its archives, from the actual invention of orange juice as a breakfast drink to movement-making campaigns like This Girl Can and digital experiences that transform business, like Whopper Detour. And 2023 is looking to be another vintage year for FCB!
#TrforTeacher - Naveneet Education and FCB Interface
FCB Africa Creative Director Ntobeko Ximba: “I’m so jealous of this campaign. It takes something that we all know is true (teachers are undervalued) and then does something about it that goes far beyond a one-off piece. The title section on the names of creative directors is also conspicuously bare, just saying.”
BMO NXT LVL - BMO Canada and FCB Canada
FCB London Head of Strategy Laura Pirkis: “This is a fantastic example of a brand moving out of its ‘comfort zone’ onto a new platform with deep commitment and understanding of how to behave there. It shows that, armed with genuinely useful content, you can command the right to play in a new space with resounding impact.”
Sobercoins - City of Balen and Happiness Brussels, an FCB alliance
FCB Global Creative Partner Danilo Boer: “Sobercoins turns the whole concept of rewarding people for good behavior on its head. By giving out free drinks, the city of Balen has convinced young adults to drink less. WHAT??? An idea that worked there, expanded to other cities and soon will be a staple in countries all around the world. Sobercoins is the solution no one expected.”
The Future is Black - Raça Magazine and FCB Brasil
FCB India Senior Creative Director Moumita Pal: “I believe that the campaign is a visually stunning representation of an idea that truly has breathed life into a creative vision. It’s path-breaking in more ways than one. The futuristic approach taken to shine a light on this history, is, I think, commendable. The compelling narrative, backed by in-depth research and a background score interspersed with a traditional tune, makes it truly iconic.”
Cash Back for Your Jersey’s Back - Flash and FCB Brasil
FCB Chicago Chief Strategy Officer Mollie Partesotti: “This effort by Flash was an incredibly clever way to both empathize with passionate fútbol fans and offer brand utility at the same time. The best work is a win-win for people and brands.”
The Billboard Is Yours to Take - Budweiser and FCB New York
Horizon FCB Dubai Associate Creative Director Marcos Becker: “What I love about this campaign is not only that it stands for gender equality, but it has the intent to spotlight these women’s talents that are unknown by the music industry and gives them the opportunity to be seen by millions of people. Strong impactful execution.”
DreamCaster - Michelob ULTRA and FCB New York
FCB Brasil Concept Director Ana Becker: “Love this. Accessibility and inclusion are about much more than opening up space, they are also about enabling people to really belong, participate and even more: to be whatever they dream to be. ‘DreamCaster’ found in technology a very interesting way to make this happen.”
Noise Neutral - Tegra Incorporadora and FCB Brasil
FCB New York EVP, Managing Director Suzanne Santiago: “True to our Bedrock. A breakthrough creative idea fueled by data and technology. Much like the proposition of juicing oranges over 100 years ago, this Timely idea will have a Timeless impact on our client’s business, the construction industry and, perhaps, the world. I can’t wait to watch it happen.”
POP EYES - Popeyes and FCB Change, an FCB alliance
FCB/SIX New Zealand Creative Director Jared Isle: “This proves just how impactful our work can be when we trust our audience. Giving them a simple, iconic image and letting them fill in the gaps rewards them and builds a stronger connection. Not to mention making chicken seem so mouth-watering with nothing but wide eyes and a warm glow.”
