British Creativity Roars in Cannes

Attendees at this year’s Cannes Lions festival will hear the roar of the best of British creativity.

IPA member agency WCRS, with support from Gyro, have created a 3D animated lion, decked out in red, white and blue; that will roar to celebrate every British winner at the festival. The award-winning work will be displayed in real time as the prizes are announced.

The advert, which sits on a billboard atop the Grand Hotel in Cannes, was produced as part of the recently launched GREAT International Trade Campaign, showcasing the benefits of working with UK businesses.

The campaign, developed by the Department for International Trade (DIT) aims to generate increased demand for the UK’s creative services, by highlighting outstanding work and inviting those attending the festival to collaborate with British companies.

By shining a spotlight on award winning contribution of British businesses to the creative industries, GREAT aims to showcase exceptional work from the British creative industries to the 11,000 industry luminaries from 90 countries at Cannes.

IPA Director of Marketing Strategy and CIC Marketing and Comms Group Chair, Janet Hull said; ‘It’s GREAT to see the Government (DIT – Department of International Trade) celebrating UK creative success on the world stage at Cannes, and demonstrating a new commitment to positioning the UK as a global centre of excellence for advertising, in all its forms.”

The IPA’s Director General, Paul Bainsfair, is hosting ‘Can’t stop the feeling’: Emotional advertising, a masterclass with Craig Inglis, Director of Marketing, John Lewis; and adam&eveDDB’s James Murphy, Global CEO & Founding Partner, and Richard Brim, Chief Creative Officer in Cannes at 10am, on Friday 23 June.

Last updated 21 January 2022