Publicis Conseil, the 98-year-old French company that will morph into the $28 billion colossus Publicis Groupe, has taken the Company of the 12 months honor on the 2024 Cannes Lions.
In all, Publicis Conseil took dwelling 18 Lions this 12 months: two Grand Prix, together with six silver and 6 bronze awards.
“Our dream was to make Publicis Conseil probably the most inventive company on the planet by 2026, proper on time for the company’s centenary,” Publicis France president Agathe Bousquet and chief inventive officer Marco Venturelli informed ADWEEK. “What appeared like an nearly unimaginable dream then has develop into a actuality at present, two years forward of schedule.”
Businesses based mostly in america have a tendency to comb the trophy desk at Cannes: In 2023, American outlets took dwelling 218 trophies, 134 greater than runner-up Brazil. However inventive work from France tends to punch above its weight class—and Publicis Conseil is broadly considered the main French company.
This 12 months, Publicis Conseil acquired its two Grand Prix honors for a talked-about spot titled “Renault—Vehicles to Work.”
The brief video stems from the discovering that 54% of French residents of restricted monetary means have needed to flip down job affords as a result of they didn’t personal vehicles and lived in “mobility deserts” the place public transportation didn’t exist. The Vehicles to Work program palms over the keys to a brand new Renault in the beginning of their jobs’ probationary interval and requires funds solely when potential employees have employment contracts in hand.
By casting a number of actual world employees who’ve benefitted from this system, the spot provides an in any other case dry company initiative validity and coloration.
“The Grand Prix displays the important aim we must always obtain in promoting,” mentioned jury president Gustavo Lauria in a press release. “It’s an concept that’s good for folks and good for enterprise. By serving to folks get the entry they should safe a job, Renault finally ends up promoting vehicles and transforms shoppers into loyal believers within the model. It’s a nice instance of a courageous model that cares, takes dangers and will get outcomes.”
One other buzzworthy piece of Pubicis Conseil inventive work—additionally for Renault—was “The Climb,” which received two bronzes, one for manufacturing design/artwork course and the second for achievement in manufacturing.
The apocalypse-flavored spot reveals a person climbing a mountain product of deserted, rusting vehicles—almost dropping his life to mess plummeting from the highest—till he reaches the summit. There, in a blaze of daylight, sits a brand new, all-electric Renault 5.
Aside from its core message that the automotive trade’s previous order of waste and air pollution should give solution to a extra sustainable future, the spot was a technical triumph of its personal. The manufacturing workforce assembled 120 crushed Renaults, discovered throughout Argentina, and stacked them 33 ft excessive for the shoot.
