Cannes Lions Stock Photo Models Pumped
The Cannes Lions International Festival of Creativity is being promoted this year with “Pumped”, a print advertising campaign featuring world-renowned creative professionals portrayed as super-positive, fist-pumping models in a stock photography series. The campaign highlights the fact that attending the Festival inspires delegates to return to work with renewed enthusiasm, like a reset button of the creative mojo of even the most senior/jaded industry figures. Each execution features a stock image-style watermark with the legend: “You’ll come back as pumped as a stock photo model.” The ads feature relevant search terms like “Success,” “Winning,” “Inspired,” “Energised,” “Cannes,” ”Festival,” and “Pumped.”
Senta Slingerland, Director of Brand Strategy at Cannes Lions, said: “Our campaign celebrates the one thing that everyone who goes to Cannes experiences: the feeling of falling in love again with what you do for a living.”
Photographer Max Oppenheim, said: “It was a challenge to find just the right visual language to pull off this series. I was very careful to select neutral locations, styling and wardrobe to capture the generic world of stock. And it helped massively that all the “models” understood how great the idea was and threw themselves into their performances. They were pumped!”
Mike Oughton, Creative Director at McCann London said: “This campaign will strike a chord with everyone in the world who has ever typed the word ‘success’ into a stock image library search bar.”
The campaign features Benjamin Palmer, Chairman of The Barbarian Group, New York; Chloe Gottlieb, ECD of R/GA, New York; Amir Kassaei, Global Chief Creative Officer of DDB Worldwide; Ted Royer, Chief Creative Officer of Droga5, New York; Angel Anderson, VP/Experience Director of CP+P in LA; Sean Sim, ECD of Ogilvy China; Cindy Gallop, Founder & CEO of If We Ran The World and Make Love Not Porn; James Hilton, Co-founder and CCO of AKQA; and Laura Gregory, CEO and Founder of Great Guns.
The Pumped campaign was developed at McCann London by chief creative officers Rob Doubal and Lolly Thomson, creative director/copywriter Mike Oughton, art director Simon Hepton, digital team Thomas Ilum and Carl Rapp, typographer Gary Todd, producer Anna Henderson, photographer Max Oppenheim.