It was tremendously tough at this year’s Cannes Lions International Festival of Creativity, but Johannesburg-based agency, TBWA\Hunt\Lascaris rose to the occasion to take the award-winning lead in the radio category and showcase the effectiveness of their disruptive concepts.
TBWA\Hunt\Lascaris roared to scoop two gold awards and one silver award in the much-contested Cannes Lions Radio category.
“The Radio Jury for this category was primarily looking at the strength of the creative idea as well as its execution, and with the use of our disruption philosophy we managed to give them just that”, said the agency’s Chief Creative Officer, Peter Khoury.
Disruption for TBWA\Hunt\Lascaris is the art of asking better questions, challenging conventional wisdom and overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas.
Ideas like the Gold Cannes-winning Tiger Brands Doom Insecticide’s ‘Lance the Bedbug’, ‘The O’Flannagan Cockroaches’, and ‘Cheryl the Fishmoth’ spots – a concept that depicts what insects really get up to in your home. Click here to listen to TBWA\Hunt\Lascaris’ ‘Lance the Bedbug’
The agency also took home Silver Lion campaigns for Flight Centre’s Student Flights ‘Music Fest’ and ‘Beer Fest’ – a reminder concept that students should travel before it is not fun anymore. This humorous campaign resonated with the client’s core target market. Click here to listen to TBWA\Hunt\Lascaris’ ‘Music Fest’ and ‘Beer Fest’.
TBWA\Hunt\Lascaris Johannesburg was also one of only two South African agencies to be shortlisted in the Direct category for their Médecins Sans Frontières / Doctors Without Borders, #TouchDecisions campaign.
The agency’s Group Creative Director, Justin Wright, had some insights to share about being part of the judging panel for the Direct category: “This being my first time judging Cannes and having judged other international awards just recently, the most interesting thing was the judging process itself which is very meticulous. It allowed for the best work to come through naturally. At the end of the day, the work that is converted is actually the best work, because of this process.”
TBWA\Hunt\Lascaris was also shortlisted in the Cannes Lions Press, Outdoor and Film categories for their ‘Grandpa’ Student flights advertisement. They were one of only five finalists from three South African agencies to make the Film shortlist.
“The hard work put in by the teams these last couple of months has truly paid off,” concluded Khoury.