Gold at the end of the Rainbow for Coca-Cola at Cannes Lions
Coca-Cola’s commitment to inspire moments of optimism and happiness was recognised at this year’s Cannes Lions Festival of Creativity, with its colourful Coca Cola #RainbowNation activation winning an unpresedented 5 trophies for the brand in South Africa, including two Bronze, two Silver and a Gold.
Cannes Lions is the world’s biggest annual awards show and festival for professionals in the creative communications industry. Thousands of ads from all over the world are showcased and judged by a panel drawn from experts in each field from around the world. Over 35000 entries were judged at this year’s awards.
FCB Johannesburg’s A Rainbow for the Rainbow Nation picked up a Gold and a Silver Lion in the Media category; as well as a Silver Lion in the Outdoor category, in which 5660 campaigns were assessed and 501 shortlisted; and two bronze awards in the promotion and activation category.
Using sunlight, water, some fancy science and a little bit of magic, the campaign saw rainbows appear over the Johannesburg skyline, much to the excitement of youth and general consumers who gathered to watch the rainbows appear. For a week, Johannesburg citizens witnessed the emergence of rainbows across the city. Where there was a Coca-Cola 20th anniversary billboard, there was a rainbow.
‘In the lead up to Freedom Day, the 27th of April, we wanted to go further than reminding South Africans of our heritage. We wanted to mark the 20th anniversary of South Africa’s democracy, and create a symbol of our diversity. We knew, when our rainbows appeared on the Jozi skyline, that we had created a special, shareable moment of happiness – but having our efforts recognized on a global stage is humbling,’ said Sharon Keith, Marketing Director of Coca-Cola Southern Africa.
On taking home the lion share of the South African trophies this year, and Coca Cola #RainbowNation leading the pack, FCB Johannesburg Executive Creative Director, Jonathan Deeb, had this to say, ‘In celebrating 20 years of Democracy in South Africa in true Coca-Cola style, by bringing people of the Rainbow Nation together, we ended up bringing the custodians of creativity together from around the world in admiration of our work. Brave work, requires brave clients and a true partnership.’
Watch the video by clicking here and share the film on your social networks, using the hashtag #RainbowNation.