McCann Central has become the first advertising agency in the Midlands to win a prestigious Cannes Lion award. We received Bronze in the outdoor drinks category for our Hardys Wine campaign against a backdrop of 5,600 entries in the category at this year’s Cannes Lions International Festival of Creativity.
As official sponsors of the England cricket team, Hardys Wine was put in a compromising position during The Ashes – the greatest grudge match between England and Australia. We harnessed the irony of the situation to deliver a cheeky campaign that played on the rivalry; capturing the reaction of Hardys workers on hearing the news that their company was sponsoring their greatest sporting enemy.
The campaign ran across outdoor, radio, TV, press, digital and social media throughout the Ashes campaign from May to August 2015.
The Cannes Lions International Festival of Creativity is held each year and brings together more than 15,000 delegates from around 100 countries to network, inspire and celebrate world-class work. The most coveted creative accolades, The Lions, are also judged and presented at the Festival. Over 40,000 submissions from 23 categories are put through rigorous, impartial assessment by respected industry representatives, showcased in onsite exhibitions and screenings before being awarded during a number of ceremonies.
Our CEO, Dean Lovett, said “Winning this award is real testament to the world-class creative team we have in the Midlands and acknowledges the outstanding work being produced in the region. This accolade is a great addition to the international awards already won as we constantly strive to deliver outstanding work for our national and international clients.”