Gale's Edwards: "Brands must create entertainment, not ads"

VML, McCann, Area 23, Tombras among Gold Lions winners | Brand Experience Grand Prix won by Weber Shandwick | Rethink, Heinz win Creative Effectiveness Grand Prix Created for {EMAIL} | [Web Version]( June 21, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [VML, McCann, Area 23, Tombras among Gold Lions winners]( VML New York won a Gold Lions in Creative Commerce for "Oreo Calls" while McCann XCB New York took home Gold Lions in Creative Strategy and Creative Effectiveness for Mastercard's "Inclusive by Design." Gold Lions in PR went to Area 23 for "In Transit," Tombras'"Sweethearts Situationship" and McCann Detroit and Weber Shandwick for US Bank's "Translators." Full Story: [Campaign US (tiered subscription model)]( (6/20) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Brand Experience Grand Prix won by Weber Shandwick]( [Brand Experience Grand Prix won by Weber Shandwick]( (PJ Green/X) Weber Shandwick took home the Brand Experience & Activation Grand Prix for its "edible mascot" activation for Pop-Tarts. Gold Lions winners in the category included Gut Miami's "Mayo Haters" for NotCo, FCB Chicago's "The Last Barf Bag" for Dramamine and "Doordash-all-the-ads" from Wieden+Kennedy Portland and Superette. Full Story: [Ad Age (tiered subscription model)]( (6/20) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Rethink, Heinz win Creative Effectiveness Grand Prix]( Ad Age (tiered subscription model) (6/20) [] - [Klick Health's "Voice 2 Diabetes" wins Innovation Grand Prix]( Ad Age (tiered subscription model) (6/20) [] - [Publicis Conseil, Renault win Creative Commerce Grand Prix]( Ad Age (tiered subscription model) (6/20) [] - [Dentsu Creative Amsterdam wins Creative Strategy Grand Prix]( Ad Age (tiered subscription model) (6/20) [] - [LePub Amsterdam's "Refurb" wins Creative Business Transformation Grand Prix]( Ad Age (tiered subscription model) (6/20) Innovation starts here. Looking to create a new product that will capture the hearts of your consumers? Or is your focus on reducing costs and decarbonizing production? Whatever your current vision, we're dedicated to innovating both with you and for you to build a more resilient and profitable future. 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A spot set to Bill Withers' "Lovely Day," which will run on radio, out-of-home, linear and connected TV and digital media, highlights how mishaps like dropping an ice cream cone and getting lost on a road trip are the events that make for summer memories. Spark Foundry handled the media buy. Full Story: [Ad Age (tiered subscription model)]( (6/20), [Yahoo/Women's Wear Daily]( (6/20) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [David Droga talks AI at Cannes Lions]( David Droga, CEO of Accenture Song, spoke at a Cannes Lions event about experimenting with OpenAI's Sora, why it's vital that generative AI is shaped in the right way and why creativity will not be displaced by the technology. "The necessity to create things that connect us and are meaningful -- that will never go out of style," Droga said. Full Story: [Adweek]( (6/20) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Gale's Edwards: "Brands must create entertainment, not ads"]( Geoff Edwards, managing director of creative at Gale, writes about his experience of being jury president for Entertainment at Cannes Lions, and three trends identified from the winners: The global aspect of quality work, relative lack of AI in category campaigns and the upper funnel effectiveness of entertainment. "Brands must create entertainment, not ads, and capture audiences with continuous content to build fandom," Edwards writes. 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