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24.06.2024 By Demar Anderson, EVP Marketing and Business Development

Current Global Shines at the 2024 Cannes Lions International Festival of Creativity.

The image showcases 9 Cannes Lions icon with text that reads: Current @ Cannes - 2 Gold, 1 Silver, 6 Bronze.

Current Global made an impressive return to the Cannes Lions International Festival of Creativity this year, bringing home 9 Cannes Lions—2 Gold, 1 Silver, and 6 Bronze! Our impactful campaigns and dedication to creativity earned us multiple awards, highlighting our commitment to immersive, inclusive, and innovative, human-first communications. Here’s a closer look at our award-winning work: 

Adidas Runner 321: Breaking Barriers in Sports

When people with Down syndrome don’t see themselves represented in sports, it can be hard for them to envision their potential. Adidas aimed to change this narrative by sponsoring Chris Nikic, the first athlete with Down syndrome to complete the Ironman, making him the first globally sponsored athlete with Down syndrome. The goal was to include neurodivergent athletes in running by targeting major marathons and enlisting 100 races to add a Runner 321 in 2023. Launched on World Down Syndrome Day, the campaign gained global traction, with all six major marathons reserving Bib 321. The result: 278 athletes signed up, 252 races committed, and the campaign earned 268 million impressions. This initiative won a GOLD and BRONZE in the Entertainment Lions for Sport categories.

The Banned Book Club: Fighting Censorship

Libraries are facing unprecedented book bans, disproportionately affecting books by people of color and LGBTQIA+ authors. To combat this, the Digital Public Library of America (DPLA), in partnership with The Palace Project, created The Banned Book Club. This initiative provides free access to banned books via virtual libraries, using GPS-based geo-targeting to allow readers to download digital versions of banned books. Highlighted by President Barack Obama and the Obama Foundation during Banned Book Week, the campaign received 77 media hits and 1.16 billion impressions. It earned a BRONZE in Digital Craft and multiple awards in the Media category, including GOLD for Market Disruption and SILVER for Use of Mobile.

Hidden Valley Ranch HVRXHVR: Tapping into Hype Culture

Hidden Valley Ranch connected with Gen Z by launching the “Only Serious About Flavor” platform, subverting hype culture with self-collaboration. They released limited edition Double Ranch bottles at ComplexCon, using a Snap lens to turn every booth into a Hidden Valley Ranch booth. This innovative approach saw the limited run of 222 Double Ranch bottles sell out in under 30 minutes, achieving 1.9 billion impressions and an 8.6% sales increase. By joining and mocking hype culture, Hidden Valley Ranch proved it is serious about flavor. This campaign earned a BRONZE in the Direct category.

Heinz Ketchup Insurance: A Fun Solution to Everyday Frustrations

Heinz Ketchup Insurance addressed a major pain point for 48% of Heinz customers—ketchup accidents—by offering coverage for 57 real incidents found on social media. Customers called a 24-hour hotline, navigating a witty, interactive system with 57 options and jokes to make their claim. Successful claimants received services like laundry help, making this an entertaining and rewarding audio experience. The campaign boosted brand engagement by 856%, with 3,056 applications in one month, reaching 136.1 million people globally and earning $23 million in media value. This innovative approach won a BRONZE in the Audio & Radio category.

Arla Selfless Shelves: Empowering Women in Lebanon

Puck, a brand that supports mothers, launched a campaign to help unemployed women in Lebanon amid the economic meltdown. By donating sanitized jars and providing a hygienic kitchen, Puck empowered these women to produce and sell their products through Carrefour and online. The campaign, “Your Way Shines Best,” celebrated mothers’ unique journeys and promoted sustainability and entrepreneurship. Documented in webisodes, it garnered significant media attention with 3 billion impressions, 878 coverage pieces, and a 300% boost in women’s income. This initiative plans to expand to other markets, demonstrating the power of big businesses supporting small ones. The campaign earned a BRONZE in the Creative Commerce category.

We are incredibly proud of our teams for their creativity and hard work. These awards are a testament to our commitment to pushing boundaries and delivering authentic, impactful, and inclusive campaigns. Thank you to our clients and partners for your continued support.

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