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EVA LONGORIA took to the Lumiere stage alongside Daryl Lee, global CEO McCann Worldgroup, where it was announced that she has signed on to direct a major upcoming commercial for L’Oreal Paris. The award-winning actress, spokesperson for L’Oreal Paris, producer, philanthropist and activist, has just released Flamin’ Hot, her first major Hollywood feature film as a director and she explained the importance to her of getting behind the camera. “Hollywood defines what heroes look like so our industry, the media, branding — why we are all here — we get to dictate what those images are in the world. And what happens is those images educate other communities about us. So I thought, what a great opportunity to create a hero that looks like me, that sounds like my dad, because heroes never look like us,” she said. “I wanted to tell this story because Flamin’ Hot is the number one snack in the world, a multi-billion-dollar brand, and is successful because a Mexican janitor who was cleaning the floors thought: ‘Why not put chilli on a chip and market it to a Hispanic community?’. It’s really about how opportunity is not distributed equally.” Longoria revealed that almost 20 years ago when she first uttered the words ‘Because I’m worth it’ she started crying on camera. “I was thinking I get to say this mantra — because it’s not a slogan to me it’s a mantra. It’s like a calling to women everywhere,” she said. “I was so overwhelmed with the power of what that slogan could do. “In my work as a director, as a producer, as a storyteller, I think we have so many stories to tell from my community — Richard Montañez [the subject of Flamin’ Hot] being one of them — and I want to change Hollywood to tap into a different pipeline of talent. Producing with purpose and telling stories that inspire my community not only to do more, but be more, is definitely my life’s mission.”

FROM vaginal health to the overpowering feeling of invisibility that accompanies the menopause, a huge audience turned out to hear Oscar winner Halle Berry call for “more conversations” about the social taboos that stop women living their best lives. Accompanied by Patricia Corsi, chief marketing and information officer – consumer health, Bayer; and Kristen Cavallo, global CEO, MullenLowe Global, Berry said: “It all starts with talking and creating a community feeling. No subject should be off limits.” Berry was at Cannes Lions to talk about her new enterprise, re-spin, which is focused on helping women deal with perimenopause and menopause. Setting herself the goal of being “to menopause what Dr Dre is to headphones”, she said: “There are a lot of women who don’t feel they are valuable to society anymore once they go through menopause. As someone who is currently smack in the middle of it, I want women to be able to share stories, access resources and find the products they need.” A veteran of diarrhoea campaigns, Corsi talked about her own journey as a marketer – recalling how she had felt uncomfortable when first discussing vaginas in meetings. “But now just pick your subject — anus, penis, vulva, vagina, I’m game.” Like Berry, Corsi said taboos around sensitive subjects are holding women back —with some areas of discourse actually going into reverse. TikTok, for example, is now regarded as a better source of education about periods than schools. “Through conversations and better understanding we can empower people. I want people to think of us as the taboo slayers when we leave this stage.” Cavallo said agencies and entrepreneurs were missing a trick if they didn’t realise the scale of the opportunity that Berry is now tapping into. “Menopause is reckoned to be a $600bn industry. Wherever there is a taboo subject, there is opportunity for agencies to grab attention — as long as they are not nervous about ideas.” Berry stressed, however, that “you have to start by working towards a cause you believe in. If you are passionate and stay true to yourself, the business will follow.” All the panellists agreed that empowering women requires men to be involved in the conversation. Berry said: “We all have to work together to change the narrative. So we need to educate men to be open and curious about these issues.”

Carla Serrano: ‘‘back then, ai was laughed at’’ SIX YEARS ago, agency group Publicis was greeted with skepticism and disbelief when it used Cannes Lions 2017 to launch Marcel, an AI tool designed to support its employees in the work. This year, with AI set to be a major talking point, it has launched a light-hearted advertising campaign in Cannes that pokes fun at the creative industry for its negative response to Publicis’ pioneering platform. In keeping with the campaign’s irreverent theme, an AI demo was used to playfully recreate those initial reactions to Marcel. On a more serious note, the firm says it is a reminder to the industry just how far AI has progressed in a short time. Speaking to the Cannes Lions Daily on the eve of the 2023 event, Publicis Groupe chief strategy officer Carla Serrano said AI in general and Marcel in particular have become a competitive advantage for the company, connecting its global talent with content, growth and opportunity. “Back then, AI was laughed at. But fast forward, and you see that every company at Cannes is announcing its latest AI partnership. At Publicis, AI has long sat at the centre of our model: across Sapient for enhanced customer experience; at Epsilon to enrich and activate in real-time our first-party data; in media and critically in creativity, where it enhances dynamic creativity while optimising, accelerating and simplifying production processes.” “Most recently, Marcel launched PublicisGPT, which puts the power of generative AI in the hands of the firm’s global talent” CARLA SERRANO As the industry has gradually awoken to AI’s potential, Publicis has kept on evolving Marcel, said Serrano. Today Marcel’s AI builds learning and development plans for employees, fuelled by Marcel intelligence — a collection of 100 million data points that provide relevant, personalised and targeted offerings. During COVID-19, Marcel helped save over 2,500 jobs through its ‘Gigs’ function, while connecting the workforce around key moments such as Viva La Difference, the Cannes Do Awards and Pausing for Action. Most recently, Marcel launched PublicisGPT, which puts the power of generative AI in the hands of the firm’s global talent. marco venturelli: ‘‘companies that have used ai will win lions’’ Emmanual André, Publicis’ New York-based chief talent officer, said Marcel’s ability to connect the company’s 94,000 employees has created “a completely transformative experience of what the company can do you know. It has enabled our employees to meet folks beyond the floor of their office — sharing their profiles, ambitions, tastes and connections. It also gave rise to initiatives like Work Your World — which allows our employees to work from anywhere in the group for six weeks. That has provided a real creative release.” In the process, the capabilities of Marcel have proved a big factor in luring talent to the firm. While Marcel was initially conceived as an internal tool, leading execs within the group insist that AI’s relevance to the marketing and communication sector goes much further now. Publicis Group France chief creative officer Marco Venturelli admitted he was unsure about the benefits when Marcel was launched: “But AI has come a long way and I’m 100% sure there’s going to be a lot of discussion about AI this week — not just in the conference. I think a lot of companies that have used AI in campaigns will win Lions.” For Venturelli, a critical point to note is the way AI has shifted from being “a concept to a phenomenal, practical tool. It allows us to complete some tasks so quickly that you can spend more time thinking about the right idea. And when you consider fast-growing areas like personalised content, the volume our clients need these days couldn’t be done without AI.” Serrano added that Publicis’s bold entry into AI has given the company a competitive edge over rivals. “We recently won a pretty sizeable piece of business and the client has asked us to integrate Marcel into their business. So I think definitely our early investment helped us.”

Not content with being named Creative Marketer of the Year in 2022, AB InBev has pulled off a first with its second honour in two consecutive years ­— the first brand to achieve this feat in the 70-year history of the Cannes Lions Festival of Creativity AB InBev’s Marcel Marcondes: “It’s never just about the beer” RESPONDING to his company’s second Creative Marketer award at yesterday’s opening seminar, Marcel Marcondes, chief marketing officer at AB InBev, said that the 2022 win had been “a dream come true for the entire team”. To still be living that dream in 2023, he added, is the most “meaningful and flattering” proof that AB InBev’s approach to creativity is not only successful but, more importantly, sustainable. And the journey never ends, Marcondes stressed, sharing the five key things that AB InBev has learned along the road to success in Cannes. First, use creativity to drive growth. Second, use it to solve real consumer and business problems: “If you’re doing creativity for the sake of creativity, you’re in the wrong business.” Third, build a sustainable system within your organisation that allows creativity to grow and flow. Fourth, be ambitious but stay humble: “Remind yourself you’re not as good as you think you are”. And lastly, believe: “Believe in yourself, your people and your partners.” Marcondes was also quick to address the transgender elephant in the auditorium. Earlier this year, Bud Light forfeited its top spot on the US beer market following a promotion featuring transgender influencer Dylan Mulvaney. Sales of Bud Light and Budweiser dropped almost 25% amid a backlash from US conservatives. “It’s been tough to see all the controversial and divisive debates around Bud Light,” Marcondes acknowledged. “In moments like this, brands must be driven by their values and we believe beer is for everyone. But it’s been an important wake-up call to all us marketers to be humble — and that’s what we’re doing, being very humble. It also taught us that we really need to understand our consumers and celebrate all of them, but in a way that brings them together not drives them apart.” Marcondes urged the audience to “never forget about page one of the book: making great marketing that makes brands distinctive.” Marketing, for example, like Budweiser’s extraordinary pivot 48 hours before the 2022 World Cup when, in a sudden change of policy, Qatar banned the sale of beer near the stadiums, destroying at a stroke the official sponsor’s most ambitious global campaign ever. In response, Bud announced it would donate unsold beers to the winning country — Argentina — turning a major blow into a marketing triumph. In a similar vein, Brazil’s Bramha created the Foamy Haircut, consisting of a creamy white top over golden lower locks, to maintain its connection with football after its beer was banned from stadiums. Marcondes summed up AB InBev’s purpose as “creating a future with more cheers”. He added: “We do beer, which is a big privilege. Beer is present in our lives at all those meaningful moments. It’s never just about the beer — it’s about being together.”

‘WORKING With Cancer’, a Publicis-inspired initiative, has secured the Lions Health Grand Prix for Good. Jury president Sueann Tannis, senior director integrated communications, UN Foundation, called it a “deeply moving” entry that showed how “real stories, collective action and brilliant creativity can change the world”. Unveiled by Publicis Foundation at the World Economic Forum in Davos, ‘Working With Cancer’ is a global initiative which asks companies to pledge their commitment to building supportive and recovery-forward work cultures for their employees. To date more than 600 firms have signed up. Tannis’ jury set itself several criteria for selecting a Grand Prix. These included creativity, scalability, impact, innovation and the ability to address health disparities. ‘Working With Cancer’ ticked these boxes, she said, and was a “great example of how collective action can be harnessed to solve a health crisis”. The ‘Working With Cancer’ programme will have a high profile this week. In a session on Thursday, industry creatives will be invited to build a culture-defying campaign for everyone living and working with cancer. A major initiative to erase the stigma of cancer at work, the winning campaign(s) will be supported by $100m in media.

BARBIE, soon to be immortalised on the big screen, has built a lasting legacy over more than six decades through its appeal to “imagination”, Richard Dickson, president and COO of manufacturer Mattel, said. Speaking to a packed crowd at the Palais II on Monday, the toy tsar compared Barbie’s longevity to the “incredible legacy” of the Cannes Lions International Festival of Creativity, both having appealed to the imagination to drive “business creativity”. The best-known doll has 99% recognition among consumers. Dickson put the long-term success down to Mattel’s ability to leverage a child’s imagination. “Many of us have lost that innate sense of creativity,” he said of adults who “play less”. Dickson described how the pioneering fashion doll was created in 1959 as a way for girls to “imagine their future”. Selling 300,000 units in its first year, Barbie soon became a “girl empowerment brand” and symbol of women’s equality as it imagined young women getting out of the home and building careers. This “exciting new portal of possibilities” soon welcomed diversity when African-American woman Kitty Black Perkins created the first black Barbie as the chief designer of fashions and doll concepts for Mattel’s Barbie line, Dickson said. But while embracing diversity, Barbie creators failed to change the doll’s figure in line with the body-positivity movement. Complacency had set in and by the early 2010s the doll had become “unfashionable”, he said. Mattel then did what many thought would be impossible and “changed the trajectory of the Barbie brand”. The key was to define a brand purpose, to embark on design-led innovation and cultural reinvention. The new strategy was embodied in the award-winning “you can be anything” campaign of 2015, and now the creation of what Dickson calls “the most inclusive range of dolls on the planet”. Following a 20% sales dip between 2012 and 2014, the Barbie brand is riding an unprecedented wave of success, having doubled sales in the seven years after its nadir. When the Barbie movie is released this summer with Margot Robbie in the lead alongside diverse Barbies played by the likes of Issa Rae and Dua Lipa, the brand is likely to reach even bigger heights.

Grand Prix winner targets plight of Lebanon’s press THE WINNER of the Print & Publishing Grand Prix is a brave and thought-provoking campaign, created by Impact BBDO Dubai on behalf of Lebanese newspaper Annahar. Jury president Ali Rez, chief creative officer of Impact BBDO MENAP, said the campaign, ‘Newspapers Inside the Newspaper Edition’, showed how print continues to be a “powerful and disruptive force”. The winning campaign was an attempt to draw attention to the loss of press freedoms In Lebanon. To achieve this, Annahar created a special edition which gave one page of editorial to six rival newspapers that had been shut down as a result of attacks on the press. Every page was printed in the original design of the closed newspapers, with content written by journalists connected with the publications. The special issue sold out, generated $13m in earned media and sparked a political debate about freedom of speech. “It was everything a Cannes Lions Grand Prix should be,” Rez said. “It was one of those entries that transcends its category.” Rez said his team was looking for authenticity of insight, great storytelling and interconnectedness with other media. “Overall it was a brilliant year, more explorative than the previous year.” Four Gold Lions were awarded to campaigns from France, Argentina, Chile and Norway. Colenso BBDO’s innovative hack wows Radio & Audio jury COLENSO BBDO Auckland’s ingenious campaign on behalf of mobile network Skinny has secured the 2023 Grand Prix in the Radio & Audio category. Jury president Tseliso Rangaka, chief creative officer FCB South Africa, said: “Our mission was to find an entry that speaks to the strengths of the category but also gives an idea of where it is heading in the future — and the Grand Prix did that. In a sense, the Grand Prix was a coming of age for the category, showing how technology is here to stay. It was a simple idea at its core, but showed a lot of innovation.” The trigger point for the Radio & Audio winner was actually an outdoor campaign, which invited passers-by to call a mobile number and read out the words on a series of posters. These were then recorded and used as a light-hearted radio ad campaign. “We loved the fact it combined media, and we loved the hack — the idea that the audience was co-creating the campaign, and they weren’t getting paid,” Rangaka said. Rangaka said the jury was also looking for entries that were “a good fit for the category, a good fit for the brand, that drove results and generated creative envy.” In addition to the Grand Prix, the jury awarded three Gold Lions to campaigns from Brazil, the US and Canada. In terms of trends, Rangaka noted “the return of levity. There were also some great examples of insightful storytelling”. Special’s Brokenwood tie-in wins Health & Wellness prize ‘THE LAST Performance’, a quirky life insurance campaign from New Zealand’s Special, was a popular choice as Health & Wellness Grand Prix for 2023. Jury president Mel Routhier, chief creative officer VMLY&R Chicago, called the humorous campaign on behalf of insurance firm Partners Life “a well-crafted campaign that took us back to the roots of what Cannes Lions is all about — namely brand communications.” An ingenious idea, ‘The Last Performance’ is built around a sponsorship between Partners Life and popular murder-mystery TV series The Brokenwood Mysteries. In every episode of the show, someone is murdered and ends up on a mortuary slab. At the end of every episode, ahead of the credits, the corpse on the slab comes back to life and is given a short cameo in which they bemoan the fact they didn’t take out insurance. According to Routhier, the campaign prompted a 135% increase in visits to the client’s website. “It’s a great example of an idea that puts entertainment and advertising side by side. It’s such a smart execution that it really draws you in.” Routhier praised the diversity of work and said it was extremely difficult to whittle down the category’s 1,300 entries to just 37 winners. Her jury awarded six Gold Lions and she reserved special praise for Nigeria’s first Bronze Lion, ‘Soot Life Expectancy’. Among Gold Lions winners there were two wins for the UK, one for the UK/Canada, one for the UK/France and US, one for the US and one for France. Dentsu celebrates Pharma Grand Prix THE WINNER of the 2023 Pharma Grand Prix is ‘Scrolling Therapy’, a mobile-based innovation entered by Dentsu Creative on behalf of Eurofarma. Jury president Joshua Prince, CEO of Professional Group, Omnicom Health Group, Global, said the Argentina/US entry was a “classic example of creativity as a force for good, where science and art come together to elevate the conversation”. Aimed at Parkinson’s sufferers, ‘Scrolling Therapy’ is a beautifully simple design feature that sees facial expressions rather than fingers and thumbs used for scrolling down mobile phones. “People with Parkinson’s have an issue with facial masking,” said Prince, “a condition where immobilised muscles lead to seemingly blank expressions. Scrolling therapy forces people to use their faces to scroll, meaning that a simple everyday task is transformed into a form of regular exercise.” As for general trends in the category, Prince said there was “a real increase in pharma entries as opposed to pharma-adjacent entries”. This suggests Cannes Lions’ efforts to create clear water between Pharma and Health & Wellness is working. The Pharma category was restructured this year to clearly distinguish it from its sister category, which does not face the same stringent restrictions. All work entered into Pharma Lions must be aimed at specific practitioners and patient groups in relation to the management of a disease or medical condition diagnosed and treated by a healthcare professional. The work must be created specifically to shape understanding of medical conditions, drive their treatment and/or advocate for the development or provision of those treatments. He also said “we saw clients doing some very brave work. There were several examples of clients coming up with radically different creative ideas for the same communications challenge — in a bid to connect with audiences.” On AI, he said: “We saw a lot of AI-based submissions, but there was also a lot of human creativity being used to address complex problems.” Aside from the Grand Prix, there were also two Golds for Grey entry ‘The Most Beautiful Sound’ (US) and Intouch Solutions’ Inequality ‘You Can’t Ignore’ (US). Uncommon’s great Outdoor win UNCOMMON Creative Studio has won the 2023 Outdoor Grand Prix for ‘British Original’, a humorous billboard campaign with no fewer than 512 different executions. Jury President Javier Campopiano, worldwide chief creative officer at Grey and global chief creative officer of OpenX from WPP, said: “At first it seems like a classic construction. But beneath the surface it’s a campaign that carries so many different emotions and different ways of expressing the core idea.” The campaign’s starting point resembles a customer survey, asking people to identify their reason for travel — business, leisure or other. In this case, the ‘other’ box is filled by funny phrases. So one billboard reads ‘Business. Pleasure. French Boys’. Another reads ‘Business. Pleasure. To put a few time zones between me and the annual report’. Campopiano said the Outdoor category is one that offers up “so many possibilities. So one of the key goals of our jury was to represent as many as we could. Historically, it has been a static category, but now through technology it is so fluid. It’s one of the few media where people are not controlled by screens, it shows a different part of everyday life and that leads to distinct behaviour.” Alongside the Grand Prix, there were nine Outdoor Gold Lions. Winning campaigns came from France (2), the UK (2), Argentina, Australia, Canada, Chile and South Africa. BETC Paris won three Gold Lions for distinct Lacoste executions.

MONDAY 19th’s session How Hip Hop and Science Turned Kids Into Sugar Experts, from IPG Health, saw the audience receive a history lesson in the challenges faced by educators and medical experts as they try to spread the bad news about the harmful effects of sugar — as well as a blistering performance from hip-hop icon Darryl ‘DMC’ McDaniels. DMC contributed to the 2022 Health Grand Prix for Good-winning campaign ‘Lil Sugar’, which used rap, storytelling and gaming to open people’s eyes to the omnipresence of sugar in its many disguises in everyday food and drinks — there are numerous names for ingredients that are effectively sugar. The medical problems arising from this are especially prevalent in marginalised and underserved communities. Lori Rose Benson, executive director and CEO of Hip Hop Public Health, told the story of how her organisation has pioneered an approach that identifies the medium, the message and the messenger that can best disseminate health information — which is where hip hop comes in. They have worked with Doug E Fresh, Chuck D, Ashanti and Cheryl ‘Salt’ James, among others. She explained how they are focused on empowering young people as advocates within their families and communities, giving them the facts in a fun way. The ‘Lil Sugar’ campaign is aimed at all ages, and includes an app that gamifies identifying the sugars on food and drink labels — particularly enjoyed by 10- to 15-year-olds — and a picture book for the very young that can spark a sharing moment with parents; Hip Hop Public Health’s aim is to empower youngsters to “develop their agency”. DMC knows a lot about the power of music and words — that together they can share and inspire without the receiver even being aware that they are learning. “The ABCs [song] is the greatest hip hop song ever,” he said, as he got the audience to chant the alphabet along with him. “It’s all about rhythm and rhyme.” Asked why ‘Lil Sugar’ was so successful, he said: “Music is energy, vibration, frequency … hear it one time and you learn it,”; and hip hop is “information, creation and transformation.” This year marks the 50th anniversary of hip hop, over which time the genre has helped spread the word about many challenges for disadvantaged people as well as making us dance, and DMC re-dedicated his name for this session as Determination Motivation and Concentration, as he asked the audience to pledge commitment to progress: “Spread the word, we are just getting started!”

Few Cannes Lions speakers this week will have received the kind of rapturous reception reserved for Malala Yousafzai, fearless youth activist, Nobel Laureate and recipient of this year’s Cannes LionHeart. As soon as she walked onto the Lumiere stage, delegates made it clear they are huge fans of Malala’s efforts to open up access to education for marginalised girls around the world. Speaking to Nadja Bellan-White, global CMO at Vice Media Group, Malala talked about her organisation, the Malala Fund, and its ambition to place girls at the centre of important debates. “Educating girls can help us address problems like income inequality, climate change and how to reduce poverty,” she said. “By educating girls, we can amplify their voices and get them involved in solving problems.” Malala always strives to include girls in the decision-making process around key social issues. “because they are the future changemakers. When we did our climate report, we concluded that 12.5m girls are at risk of losing their education by 2025. During the writing of the report, we made sure girls were part of the process. They gave us amazing feedback which resulted in stronger recommendations” In terms of the role for brands, Malala said Apple had provided vital support to the Malala Fund. More generally, she said companies need to “look at how they operate their own businesses. They also need to ensure they do not just support a campaign verbally. They need to take action to support the people they say they are helping.” Malala believes fervently in the power of stories and has launched a digital platform and a production company called Extracurricular to capture girls’ stories around the world: “When I became an activist at age 11, I didn’t have data, I just had stories and passion. We want to capture more stories about issues that concern girls like health, gender and climate; because individual stories are a powerful way to connect us and bring people together to drive change.”

BBDO Belgium has won its second Grand Prix of the week for its brilliant and inspiring campaign for Decathlon. It has now added the top prize in PR to its Creative Strategy Grand Prix for ‘The Breakaway: The First eCycling Team For Prisoners’. The campaign uses virtual cycling platform Zwift to allow inmates from a maximum-security Belgian prison to cycle and interact with people in the outside world — a life-changing experience that has had a significant impact on the mental-health of the participants. In fact, so positive have the results been that the initiative has now been extended to all Belgian prisoners, with other countries also considering adopting what amounts to a whole new way of rehabilitating offenders. PR jury president Judy John, global chief creative officer at Edelman, said: “’The Breakaway’ is amazing on so many levels. We all noticed that every time we watched it, new nuances to the story appeared. It’s inclusive, inspiring and has created a whole new way of thinking about prisoner rehabilitation. It’s also a sustainable idea that’s scalable. It opens up a debate about fairness and empathy, has triggered meaningful change and is very modern in terms of both thought and execution.” John added that the PR jury’s decision had been unanimous because “this is a movement, not merely a moment, and provides a bridge between the real world and the metaverse”.

VICE Media’s ‘The Unfiltered History Tour’ by Dentsu Creative Bengaluru/Mumbai/Gurgaon has won the Social & Influencer Grand Prix — its third of the 2022 Cannes Lions International Festival of Creativity. It has already taken the top honours in Brand Experience & Activation and Radio & Audio. The campaign focuses on a series of culturally significant artefacts that were stolen from their homelands and are now on display in the British Museum. Using an AI filter and immersive audio, visitors to the British Museum can access an unofficial tour of the objects, revealing how they ended up in London and questioning the right of the Museum to continue to hold on to them. Social & Influencer Jury President Caitlin Ryan, Meta’s vice-president, EMEA, Creative Shop, said that the jury’s decision had been unanimous: “There was no debate about this choice. This campaign lives beyond the screen and creates a deep personal experience by liberating previously unheard voices. It also taps into natural behaviour. Everyone takes photos in museums and this hijacks those moments to reveal important truths.” Ryan added: “Because this is a relatively new category, we felt we needed to offer a clear direction to a growing sector and help define the future of the Social & Influencer Lions. So we were looking for ideas that went beyond amplification. We all know that social media can do that, but what comes next?”

The winner of the Creative Data Lions category is Data Tienda, a Mexican campaign to make micro-credit loans available to Mexican women, 35 million of whom do not have a bank account and therefore have no formal means of getting a loan to improve their businesses. Data Tienda gets around this problem by collecting the credit records from the local shops that the women use regularly, and then awarding them a credit score that the banks recognise. The scheme has already enabled thousands of Mexican female entrepreneurs to access loans that had previously been denied. “It’s a new and original solution to an age-old problem,” Jury President Alan Kelly, CCO at Rothco/Accenture Song, said. “I love ‘what if’ ideas and this one raises the bar in the category. There was no need for an army of data specialists. Really you just need a curious mind to come up with something as brilliantly simple as this.” Kelly also revealed some of the trends he and his team of jurors spotted: “Levelling up was a reoccurring theme, and creating a level playing field cropped up in both The Black Elevation Map campaign and Black Characters. There was also a brilliant anti-hijack initiative that warns drivers in Johannesburg to avoid places where hijackings are happening.”