Cannes Contenders: Denmark

Astro Whopper - Burger King

Honestly, after previous years winning Grands Prix and metals, it doesn’t look like a great year for Danish advertising creativity. 

I had to look hard to find anything that inspired me, but here are five possible Cannes contenders, but I do not see much potential for conversion to metal. Let’s begin with a laugh. We’ve probably seen every possible trick in the tool box to get people engaged in a promotion and this time Burger King and Uncle Grey went to space. Have a look.

It doesn’t look like a great year for Danish advertising creativity...

The City That Didn't Die - Danish Ministry of Traffic

The second one I want to highlight takes a positive spin on speeding. When all news headlines are doom and gloom, the Danish Ministry of Traffic wanted to showcase how many lives Danes have saved just by limiting the speed over a decade: the equivalent of a tiny village. Meet the inhabitants of the real life village Skave, in the film The City That Didn’t Die by the agency Pong.

And we can’t talk advertising without talking about sex.

PrEP a New Generation - AIDS-Fondet

And we can’t talk advertising without talking about sex. The next case is from a Danish Foundation working to prevent AIDS. With a new medicine out, they want to take a more positive and celebratory spin on sex from one of danger to one of joy. And how does one show the pleasure of safe sex? 

 What the work might lack in original idea, kudos should go to the clever use of media and its reach.

NATURE. Now officially an artist - Museum for the United Nations

This one could potentially see some recognition in its use of media. The work reminds me of an award blockbuster Lion’s Share, but this time they turn to the sounds of nature and use music platforms to drive awareness and fundraise. What the work might lack in original idea, kudos should go to the clever use of media and its reach.

From online to offline, from film to product and everything in-between, Lego masters this discipline skilfully.

Play Unstoppable - Lego

From online to offline, from film to product and everything in-between, Lego masters this discipline skilfully with its Unstoppable initiative inspiring and empowering women to play football. Novel approach? Maybe not, but the integration from marketing to product is worth celebrating and noticing with so many other purpose-washing initiatives out there!

The integration from marketing to product is worth celebrating and noticing...