Cannes Contenders: UK

Libresse Never just a Period

Between Waitrose (also a contender in my deeply unbiased opinion) and Libresse, UK director and all round legend Lucy Forbes owned 2024, and I hope she and SMUGGLER are justly rewarded in Cannes. 

Having judged ‘Film’ last year it’s a hard category to predict and many great things don’t make it into the judging room, but I think the legacy of this brand and their constant setting of the bar means that this will. The music that drives this film is particularly impressive – the missed period and the orchestra all stopping playing crossing their legs is my favourite bit in a film with a ton of great moments. 

Many great things don’t make it into the judging room, but I think the legacy of this brand and their constant setting of the bar means that this will.

Mentos, Fizzooka

Such a simple and universally accessible idea from BBH. Everyone knows if you mix Coke and Mentos you get a fizzy explosion, so to put them into a gun and then into a game and then to call it the Fizzooka (because we all know a great name is half the battle) is to make a digital-meets-physical idea that even non-gamers can feel.

A digital-meets-physical idea that even non-gamers can feel.

Kellogg's, The OG 

There are so many great ‘unbranded’ OOH campaigns to pick from this year, with Heinz also being a contender, but I loved the fake ’angry’ debate on LinkedIn around these so much that I want them to win. A graphic gift that does heritage and range. 

A graphic gift that does heritage and range. 

EE, Scoreboard Reward

You’re allowed to pick one of your own, right? (You can, I checked.) We’ve got some great contenders that have done a stonking lap of the awards circuit, but this use of loser’s game data for EE is fresh and full of fun. 

This use of loser’s game data for EE is fresh and full of fun.