The concepts for
“Exclusive the Rainbow” and
“Trolling is Ugly”
are worth the praise alone,
but the executions
are also exceptional.
So far this week, DDB and its specialty units have claimed a massive haul of awards at the Cannes Lions Festival of Creativity. With Exclusive the Rainbow for Skittles and Trolling Is Ugly for The Cybersmile Foundation, the agency network has not only earned seven coveted Lion trophies, but has also distinguished itself as a creative force of the future.
The concepts alone are worth the praise, and the executions are exceptional.
EXCLUSIVE THE RAINBOW FOR SKITTLES
GOLD | SILVER | BRONZE WINNER FOR BRAND EXPERIENCE & ACTIVATION
BRONZE WINNER FOR ENTERTAINMENT
Described in a press release as “a welcome disruption to the predictable game ads,” DDB Chicago’s Exclusive the Rainbow took a peculiar risk that paid off with billions of online impressions during the 2018 Super Bowl.
But the YouTube commercial at the heart of the campaign aired to only a single viewer during the game. Marcos Menendez — “a typical high school teenager from Canoga Park, CA,” — was the only one who got to see it.
According to a press release, the premise “hijacked conversation surrounding the industry’s most-high priced ads.”
Actor David Schwimmer boosted the anticipation with awesome campy weirdness in a series of teasers leading up to the infinitesimally targeted screening.
Exclusive the Rainbow “generated earned traditional media coverage with 437 print, online, and broadcast articles garnering 711.1MM+ impressions including ABCNews.com and Good Morning America,” the release continues.
TROLLING IS UGLY FOR THE CYBERSMILE FOUNDATION
GOLD | SILVER | BRONZE WINNER FOR MOBILE
The agency’s London-based specialty shop adam&eveDDB took viewers on a tour through the world of unsolicited online opinions in Trolling Is Ugly, an anti-bullying campaign for the The Cybersmile Foundation that won a trio of Cannes Lions yesterday.
Social media influencer and body confidence campaigner Chessie King starred as herself in the live Instagram story of a post that traveled down what seemed like a lifetime of cruelty over a 24-hour span.
adam&eveDDB manipulated King’s appearance according to the negative criticisms it generated, ultimately conforming to the online mob’s standard of “beauty” in a grotesque final image.
According to an agency press release, “more than 300,000 people followed the Instagram story live, with thousands of overwhelmingly supportive comments made in response.”
“Trolling Is Ugly also made the national news, was discussed on live TV programmes, (and) was used as a lesson in schools to educate kids on the effects of cyberbullying,” it continued.
ABOUT THE CYBERSMILE FOUNDATION
The Cybersmile Foundation is a multi-award winning anti-cyberbullying nonprofit organization. Committed to tackling all forms of digital abuse, harassment and bullying online, it works to promote diversity and inclusion by building a safer, more positive digital community.
CREDITS FOR “EXCLUSIVE THE RAINBOW”
Creative Agency – DDB
Ari Weiss – Chief Creative Officer, North America
Colin Selikow – Executive Creative Director
Nathaniel Lawlor – Creative Director (Copywriter)
Ruth Bellotti – Creative Director (Art Director)
Matt Blitz – Executive Producer
Jason Georgen – Senior Producer
Tim Allan – Producer
Scott Terry – Production Business Manager
Azher Ahmed – EVP, Director of Digital Operations
Jim Higgins – VP, Digital Director
Nico Nieto – Digital Director
Josh Drueck – Group Strategy Director
Jonathan Palmer – Strategist
Richard Guest – Global Business Director
Eli Velez – Global Segment Lead
Josh Lenze – Global Brand Lead
Erin Leahy – Global Account Director
Katie Goold – Account Executive
Talent Partner – The Marketing Arm
Brad Sheehan – Vice President
Paul Williams – Account Director
Jill Robben – Client Manager
Production Company – MJZ
Director: Steve Ayson
President: David Zander
Executive Producer: Emma Wilcockson
Producer: Laurie Boccaccio
Director of Photography: Jody Lee Lipes
Production Designer: Inbal Weinberg
2ND Unit Director: Jane Shearer
Edit – Work Editorial
Editors – Rich Orrick, Cass Vanini, Adam Witten, & Keith Hamm
Assistant Editors- Mike Horan, Josh Sasson, & Winter Brihn
Executive Producer – Erica Thompson
Post Production – The Mill
Senior Producer – Nirad ‘Bugs’ Russell
VFX Shoot Supervisor – Jade Kim
CREDITS FOR “TROLLING IS UGLY”
Advertiser: The Cybersmile Foundation
Brand: Dan Raisbeck, Iain Alexander
Creative Agency
Creative Agency: Adam&Eve DDB
Creative Director: Rasmus Smith Bech, Jonas Roth
Chief Creative Officer: Richard Brim
Managing Partner: Miranda Hipwell
Planners: Martin Beverley
Creative Team: Lily Scarlett Hurst, William Blackburn
Agency Producer: Suzy MacGregor
Account Manager: Rosie Snowball
Account Director: Olivia Chittenden
Post Production / VFX
Post Production Company: FreeFolk / cain & abel
Producer: Charles Gillet (FreeFolk)
Send your agency updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.
