DMA Awards and Cannes Lions: Championing great work - a round up

Some of marketing’s best and brightest together under one roof for one morning and one morning only.

We invited attendees for a peek behind the curtain, unwrapping the craft secrets from some of the most creative campaigns this year at our revered DMA Awards and Cannes Lions: Championing great work event.

Speakers from Iris Worldwide, adidas, Karamarama and The British Army lined up to share their wisdom, with panel contributions from leading creatives from Wunderman, Isobar and McCann.

Nico Tuppen, managing director at Iris Worldwide kicked things off, discussing their Bronze Direct Lion winning work with adidas GLITCH. For the launch of their new football boots with changeable skins, that lets players change their style from game to game, adidas wanted to tap into the rising influence of youth academy players and freestyles, to appeal to what Nico dubbed ‘the snapchat generation.’

Community was the focal point for the GLITCH campaign, with boots only available via the exclusive app, unlocked by community invite codes. In total, 260 influencers were involved with the campaign, with #Glitch trending almost immediately on Twitter, and football boots selling like hot cakes. Iris Worldwide and adidas offered up an idea of what you can do all without media spend, sponsorship and celebrity endorsements.

Next up - Matthew Waksman and James Rook from Karmarama, who gave us the low-down on their ‘This is Belonging’ campaign created for The British Army. Matthew explained how this campaign aimed to give aspiring recruits the belief and confidence that they can thrive in the Army no matter who they are, or where they’ve come from. Karmarama set about creating a powerful campaign which would bring to life what it means to belong in the modern British Army, and appeal to a broader audience.

We also hosted an insightful panel discussion on how to drive more award-winning work with Chad Warner, integrated creative director at McCann London, joined by Wunderman’s Lauren Pleydell-Pearce and Isobar’s Simon Gill.

Innovative, insightful and inspiring work celebrated in all its glory; the event provided those in attendance with a real understanding of the inner workings of what makes a campaign truly great.

Until next time.