MailChimp’s marketing campaign, “Did You Mean MailChimp?”, was one of the three Cyber Grand Prix winners at Cannes International Festival of Creativity 2017, in recognition of an integrated multi-platform campaign. Launched in January 2017, the brand campaign was designed as an ecosystem of additive, artful and playful experiences connected with the mispronunciation of the email marketing platform name Mailchimp. MailChimp is the world’s leading marketing platform. Fifteen million customers, from small e-commerce businesses to major online retailers, use MailChimp to express themselves to the world and connect the right people with the right message, at the right time. As a company that has built itself on enabling small businesses to grow without compromise, the new campaign shows that MailChimp practices what it preaches: Being creative and true to yourself is good for business. For MailChimp, that meant having fun with its name in as many creative ways as possible, drawing on inspiration from its 2014 audio ad, popularized by cult podcast series Serial, in which people mispronounced MailChimp, ending with the now infamous “MailKimp?”. This inspired a collection of cultural activations, from creating hit singles and a new brand of potato chips, to starting fashion trends and making short films about singing sandwiches. MaleCrimp, MailShrimp, KaleLimp, FailChips, VeilHymn, SnailPrimp, JailBlimp, WhaleSynth and NailChamp all have one thing in common: They sound like “MailChimp.” The Did You Mean Mailchimp campaign, online at mailchimp.com/did-you-mean, was experienced in cinemas and has expressions on social media platforms such as YouTube, Twitter, Tumblr and Instagram.
Ålandsbanken (The Bank of Aland) in Finland has won a Cyber Grand Prix for the Baltic Sea Card, a biodegradable credit card linking spending patterns with impact on the environment. Ålandsbanken worked with MasterCard and KPMG to develop the Aland Index, calculating the environmental impact of each credit card transaction, based on general data from business partners, the financial markets and category codes. Each month a carbon footprint report is sent to customers, along with options for compensating for it through behaviour changes or donating to local or global initiatives. Over time customers are able to track their impact on the environment through comparative statistics. As sustainable change is created in collaboration not only with clients, the bank launched the innovation for free to any bank interested in balancing the score.
Recruit Lifestyle and Dentsu Y&R have won the Mobile Grand Prix at Cannes International Festival, in recognition of the Seem home testing app for male fertility. The Seem kit provides a collection cup and stick and a microscope lens for measuring the concentration and motility of sperm. The Seem smartphone app uses camera function to provide an analysis for the user. Dentsu Y&R Tokyo worked on the campaign to encourage men to take responsibility for testing fertility at home. A website, seem.life, explains the Seem kit and app, and provides information on addressing infertility. “The Family Way”, a commercial featuring a couple who are now expecting a baby after using the Seem kit, is designed to reduce the sense of stigma men feel about exploring male infertility.
Twitter has won the Grand Prix for traditional outdoor at Cannes Lions for its series of Twitter What’s Happening billboards. The campaign, run between October 2016 and early 2017, features hashtags and Twitter logos alongside images from news and pop culture, with no copy. The campaign began with a billboard near the Lincoln Tunnel in New Jersey, featuring Hillary Clinton and Donald Trump, looking down over commuters. A set of further billboards addressed issues that were dominating the conversation in the lead up to the 2016 election. Issues were covered through single photographs with just a hashtag and the Twitter logo. Images referenced the legalisation of cannabis, gun laws, the role of Putin, gender-specific bathrooms, the Saturday Night Live take on Trump and Clinton, the continuing legacy of feminists such as Gloria Steinem and Dorothy Pitman Hughes on the occasion of the Womens March, climate change (polar bears on melting ice caps), the refugee crisis, marriage equality, abortion (sonogram), ISIS and the Mexican border. Images in the What’s Happening Now campaign also referred to the 2016 deaths of Muhammad Ali, Prince, John Glenn and David Bowie.
Fearless Girl, a bronze sculpture on Wall Street commissioned by State Street Global Advisors, has won three Grand Prix awards at Cannes International Festival, for PR, Outdoor and Glass Lion categories. The Fearless Girl sculpture, fashioned by Kristen Visbal, depicts a Latina girl looking at the well-known Charging Bull statue in Bowling Green Park, in Manhattan. Fearless Girl was commissioned by investment firm State Street Global Advisors (SSgA) as an advertisement for an index fund which comprises gender-diverse companies that have a higher percentage of women among their senior leadership. The plaque below the statue states, “Know the power of women in leadership. SHE makes a difference,” with “SHE” being both a descriptive pronoun and the fund’s NASDAQ ticker symbol.