If you think that Snapchat is just for teenagers, it’s time to think again. Launched five years ago, reports suggest the messaging service is planning an initial public offering in excess of $25 billion.
Brands have already started to base campaigns around Snapchat, using its messaging and stories capabilities.
Snapchat is no stranger to Cannes Lions. Snapchat was the first ever sponsor of the giant digital screen attached to the front of the Palais, and founder Evan Spiegel was interviewed on stage in 2015 by Cosmopolitan editor Joanna Coles. The secret bar hosted by Snapchat became the stuff of legend, with access granted only to a fortunate few (this writer never made it inside, but we can confirm the rumour it contained live butterflies is true).
In terms of Lions, the first work to feature Snapchat started appearing in 2014, although it would be another year before anything Snap-related would take home any metal. Here’s our guide to Snapchat in five Lions.
#Lastselfie by 4129Grey
WWF used Snapchat’s vanishing message concept to illustrate the plight of endangered animals around the planet. This didn’t win, although as a shortlisted campaign, it was the first time a Snapchat campaign received recognition from a Cannes jury.
In-A-Snap by BBDO
Snapchat meets D-I-Y tutorials in this Silver Lion winner from Lowe’s. This also picked up Bronze Lions in Direct and Entertainment, and was shortlisted in Film and Mobile Lions.
Snap King by David
Burger King has form when it comes to poking fun at its competitors, and this burger-snapping campaign from Argentina continues in that trend. You can also tell they had fun doing silly voices for the campaign video. This work also picked up a Bronze Promo & Activation Lion.
The Super Bowl Dunk by VML
Pouring Gatorade over football players is a big deal at the Super Bowl, and thanks to the power of Snapchat, more than eight million people created their own virtual Gatorade-soaking snaps in this highly rewarded campaign that also picked up a Silver Cyber Lion, two Bronze Digital Craft Lions and a Bronze Entertainment Lion, as well as too many shortlist entries to mention across Media, Cyber, Promo and Activation, Mobile and Entertainment.
Tinnyvision by Clemenger BBDO Wellington
This received a lot of coverage at the time, and rightly so as the first major Lion awarded to a campaign built on Snapchat. Aimed at young Kiwi stoners, this work used hard-hitting creative designed just for snap-sized content in a public safety message. We also enjoyed the stoner jokes more than we should admit to.