Cultural Icons Represented by BENlabs Celebrated at Cannes Lions 2023

Cultural icons represented by BENlabs, the leading entertainment AI company that empowers brands and creators to drive engaged human attention across social media, streaming, TV, music and film content, have been honoured at this year's Cannes Lions International Festival of Creativity. Three campaigns from global brands Coca-Cola, Apple and Amazon Prime were shortlisted and awarded in multiple categories featuring Andy Warhol, Muhammad Ali and Albert Einstein. 

BENlabs is a pioneer in the entertainment and licensing industry, and has been representing the powerful legacies these talented individuals left behind for over 30 years. The multiple award wins prove the value in featuring well-loved icons in campaigns - key in empowering creativity and creating memorable ads. 

In order to help Coca-Cola Company’s visually striking ‘Masterpiece’ campaign come to life, BENlabs proudly partnered with BLITZWORKS agency and Heads Up Production Ltd to licence the iconic Coca-Cola [4], [Large Coca-Cola] 1962 painting by Andy Warhol featured in the film. One of the most singular artists of the 20th century, Andy Warhol created illustrations, celebrity silkscreen prints, and iconic Pop Art masterpieces as well as self-portraits. Painter, filmmaker, and provocateur, his profound influence continues to drive popular culture to this day. The campaign, which sees his Coca-Cola artwork as the catalyst for the action and our protagonist’s eventual inspiration, was awarded Bronze in the Film Craft category and was shortlisted four times. 

In Apple’s empowering spot 'The Greatest', Muhammad Ali’s quotes were licensed to enhance the narrative throughout the film. The most celebrated sportsman of all time and a strong political activist whose words were as powerful as his punches, Ali inspired and continues to inspire millions of people to this day. The powerful campaign won a number of awards, collecting three Gold awards in the Film Craft category, alongside two Silver in the Branded Content & Entertainment category and Consumer Goods category, and one Bronze in the Corporate Purpose & Social Responsibility on-fiction Film category. 

In Amazon Prime’s uplifting spot from Wieden+Kennedy, Albert Einstein’s image is featured amongst other famous moustached icons to inspire confidence in the young protagonist who is at first self-conscious of her ‘tache’. Einstein’s trademark push-broom moustache and shock of white hair make him an instantly recognisable global icon. His theories changed the way we understand the world we live in today and he remains an inspiration, synonymous with genius. 

The Licensing team at BENlabs comment, “We couldn’t be prouder of the industry accolades these campaigns have received, confirming that icons are timeless, more culturally relevant than ever and key to creating memorable campaigns. Advertisers tapping into the attributes of icons make strong connections with their consumers, whilst continuing to convey the important values that these icons stood for.”