Part one of our rundown of Lion-winning Christmas campaigns
Nothing says Christmas like voodoo dolls, toy orchestras and offensive choirs. At least that’s what you might think after looking at this selection of work, as chosen by various Cannes Lions juries over the years. Join us on a tour through a selection of curious Christmas-themed Bronze Lions from the past decade.
Sometimes a Bronze winner won big in other categories, other
times it was a good idea just missing that extra special something. It
might be the Grand Prix winners that get most of the attention at Cannes Lions,
but is Bronze the new black?
Pavement by Publicis Mojo
A bit of a serious one to start off with: ACM providing social assistance services to Auklanders in need. The company's services include emergency food programmes and family support, and in this campaign Publicis Mojo crafted an ad featuring a young boy who tells the audience about his own Christmas experience; taking the viewer through an imaginary journey of what he would like his Christmas day to be like versus the reality he faces. The production company Academy Films would pick up another Bronze in 2013 and had several mentions on the 2016 Film Lion shortlist.
The Long Wait by adam&eveDDB
Each year, John Lewis's Christmas campaign reveal is the signal that the festive season has well and truly arrived in the UK, and this touching story of a young boy waiting for Christmas is where it all began. You can put money on the UK department store turning up again in our Silver, Gold and Grand Prix lists.
Voodoo Xmas by Dinamo
We said that Bronzes could be a bit curious and this ad definitely comes under the curious category. Back in 2006, Norwegian advertising agency Dinamo sent out an e-card that gave clients the opportunity to stick pins in agency head Bjarne Wollman. This is either creepy, or hilarious, depending on your point of view (and whether or not you’re Norwegian). In case you’re wondering, Bjarne stayed on at Dinamo until 2009, so we’re assuming no serious voodoo damage was done to him.
The Concert of Toys by China Madrid
Before we go any further, there’s an agency in Spain called China. If that doesn’t bend your brain slightly, this piece of work might – especially if you’re a music purist. To celebrate its 20th anniversary in Spain, and as part of the busy Christmas period, Toy’R’Us put on a live concert where the orchestra played Ravel’s Bolero. On toys. Musically the results are pretty much what you would expect, but as a piece of branded entertainment, it was certainly an original idea. Look out for the line of guys playing whoopee cushions at 2’30.
WestJet Christmas Miracle by Studio M
This is a good one to end on, as it’s guaranteed to make you smile. Aside from the fact it has WestJet employees dressed as elves, it’s pretty moving to see the smiles on people’s faces as they receive their unexpected gifts. This also collected a Bronze Branded Content and Entertainment Lion.