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Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

 

Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Bronze winners

Hijacked Highway, 2

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Industry Department Stores & Shopping Malls
Media Ambient, Digital, Interactive & Mobile, Case study
Market Peru
Agency McCann Worldgroup Lima
Creative Director Jomi Rivera, Erick Galvan
Art Director Luis Veliz, Gonzalo Paredes
Copywriter Alvaro Sotomayor
Released March 2017

Awards

Cannes Lions 2017
Design Digital & Interactive Design: Other Digital Design Solutions Bronze Lion

Credits & Description

Title: Hijacked Highway
Agency: Mccann Lima
Brand: Sodimac
Country: Peru
Entrant Company: Mccann Lima
Advertising Agency: Mccann Lima
Media Agency: Starcom, Lima
Production Company: High End, Lima / Plan B, Lima / Saturno, Lima / Sin Anestesia, Lima
Additional Company: Animal Fx, Lima
Creative Vp: Mauricio Fernández-Maldonado (Mccann)
Vp Creative: Christian Caldwell (Mccann)
Creative Director: Erick Galvan (Mccann)
Account Vp: Andrea Rossello (Mccann)
Planning Vp: Juan Luis Arteaga (Mccann)
Planner: Alessandra Noceda (Mccann)
Production Manager: Alonso Palomino (Mccann)
Agency Producer: Pierina Ravizza (Mccann)
Digital Director: Virginia Caceres (Mccann)
Project Manager: Monica Campos (Mccann)
Art Director: Luis Veliz (Mccann)
Digital Copywriter: Andres Aranguren (Mccann)
Graphic Designer: Akemi Calderon (Mccann)
Community Manager: Marco Hernando (Mccann)
Managing Director: Berenice Lu (Momentum)
General Production Director: Giovanna Rojas (Momentum)
Agency Producer: Andrea De La Torre (Momentum)
Agency Producer: Enrique Vicente (Momentum)
Project Manager: Angela Valiente (Mccann)
Account Director: Mirjana Slavkovic (Mccann Lima)
Art Director: Gonzalo Paredes (Mccann Lima)
Copywriter: Alvaro Soto (Mccann Lima)
Creative Director: Jomi Rivera (Mccann Lima)
Account Executive: Daphne Kizner (Mccann Lima)
Outcome:
1.- +21.3% of sales VS previous year.BEST SUMMER SALE IN SODIMAC'S HISTORY 2.- +103M SOCIAL IMPRESSIONS +59% BRAND SENTIMENT3.- +12% TOP OF MIND
Strategy:
The Pan-American highway is the most transited road during summer in Peru, with over a million and a half cars transporting over 5 million people in just four months. This explains why the road is covered with advertising billboards, with brands competing to gain the audience's attention with spectacular and expensive billboards.Out of Home is, after our stores, the second most important touchpoint with costumers. This turned our presence in this advertising scenario much more important, and the need to gain relevance became the brand's priority.Sodimac Homecenter's main target are Men and Women age 25 +, who are in charge of improving their homes. We will approach them as they are on their way to the beach, while they are stress-free and we have their full attention.
Synopsis:
Pan-American-Highway, Peru’s most traveled road during summer is also the country’s most coveted advertising arena. Where more than 400 expensive and dull billboards overload its sides. An opportunity for a Sodimac Homecenter to redecorate this huge space owning this summer tradition.
Campaign Description:
By using VR technology, Sodimac Homecenter replaced other brands’ billboards with a fun 15 km catalog of summer products, in which passengers could interact and directly buy their products while having a blast on their way to the beach.
Execution:
Through virtual reality technology and 3D montages, the main summer products were placed along 15 kilometers of the highway, replacing the current billboards with Sodimac Homecenter products. This was done through a YouTube video shot in 360 degrees, which allowed users to interact with the products and with the space.The co-drivers and passengers of the cars that attended the South during the main weekends of the summer between January and March received cardboard lenses with instructions. In this way, it was sought that the brand stands out in this space so acclaimed by the brands in summer.In order to amplify the experience of the road, a Branded Content was carried out in February where the action was explained.