Cannes Contenders: Grey’s Healthy Blend of New Age Tech and Analogue Aesthetics

“Everyone remembers how they felt about their teeth growing up, and some of us didn’t feel confident about them. Though insecurity is a serious problem, we did not want to solve it with a serious solution. We solved it with our inner child, instead. Whimsical at heart, we hope our toothbrushes start the chatter to normalise all types of teeth.” David Wigglesworth, executive creative director at Grey London 

“Smaller Peruvian communities have been accustomed for centuries to rely on a self-sustaining economy, so integrating La Calera's poultry was a natural culture fit. Instead of delivering eggs, we delivered hens to deliver the eggs. The result is a huge success. Now Peruvians in rural, mountainous regions have access to sufficient eggs and the much-needed nutritional value they provide.” Piero Oliveri, chief creative officer at Circus Grey Perú 

“In terms of objectives, this campaign can be understood as a continuation of last year’s multi-awarded campaign The Postponed Day, with the focus once again on the importance of mammography when detecting breast cancer in time. But this year, we decided to focus on the stories that this disease impacts. Today’s statistics show us that breast cancer can become part of any family, any couple, any group of friends, basically any story. Together with LALCEC, we believed it was important to make this visible in a forceful way, and by modifying the scripts of over 30 plays, to show no story is exempt. Of course, all this was accompanied by a strong mammography campaign with free access.” Hernán Kritzer, chief creative officer at Grey Argentina 

“This project not only aligns with Sol Cement’s brand purpose but also demonstrates a genuine commitment to inclusion and improving the quality of life for visually impaired individuals. Developing the project took almost two years, with a continuous iteration process. Each stage was crucial to ensure the system's effectiveness, from the initial prototypes to the final tests. The collaborative, multidisciplinary, co-creation works with the country's leading associations for the visually impaired, industrial designers, and engineers is noteworthy. This is an example of how creativity, innovation, and design can significantly contribute to societal well-being." Piero Oliveri, chief creative officer at Circus Grey Perú 

 

“Naya designed a very impactful, powerful, and functional bag. Her talent and vision will empower Brazilians and raise awareness of the Zero Racism movement.” Manir Fadel, CCO and CEO at Grey Brazil  

 

“In a nod to Willy Wonka’s golden ticket experience, El Grano Extra demonstrates the rich, untapped territory between physical, thrilling experiences and direct contact with the product. In our very virtual world, promotional campaigns are often boring and don’t rely on in-person experience. We flipped the script.” Pipo Morano, chief creative officer at Grey Ecuador 

“By leveraging spatial audio, we rewarded people with an exclusive digital experience that culminated in an IRL one. It’s not just about music; it's a catalyst for rekindling human interaction, encouraging us to embrace the richness of shared moments.” Hope Nardini, global executive creative director at Grey  

 

“It is not a campaign about pasta, nor is it a campaign about singing songs. It is a campaign about belonging and about love: love of your family, friends, and that small part of the world you consider yours.” Nikola Žinić, chief creative officer at Bruketa&Žinić&Grey  

 

“It was a thrilling campaign for all involved from the beginning. Our aim was to transform a delivery app into a true brand experience by putting the benefit first in a crazy but crystal-clear way.” Alexis Ospina, chief creative officer at Grey México 

“For our seventh consecutive Super Bowl with Pringles, we wanted to go beyond just the traditional TV commercial and use the cultural moment to draw attention to this iconic brand. And to do that, we wanted to play with another cultural phenomenon around iconic brands: Hollywood’s recent obsession with them. And who better to partner with than the guy that seems to be starring in all of them? So we hired Hollywood’s Mr. P to bring our own Mr. P to life, and we let the internet do what it does best.” Thiago Cruz, chief creative officer at Grey New York 

“The Singing Bus solution underlines the power of creative transformation to make real change for social good.” Sompat Trisadikun, chief creative officer at GREYnJ UNITED

 

“When we thought about how to communicate this, we knew it needed to be a very real human story based on proving humanness in this new digital world. So, we looked for the person who must be having the hardest time of all: Leo Messi. No, not that one. Leonel Adrian Messi, a 56-year-old who shared many stories about how his name has made his life impossible.” Mariano Favetto and Joaquin Ares, executive creative directors at Grey Argentina
 

“Acceptance is something everyone deserves. ‘Muxes’ with Pantene launched on International Day of Trans Visibility - it reminds every transgender person that they are seen, appreciated, and beautiful.” Javier Bonilla, former executive creative director at Grey