Meanwhile, in tonight’s brief from RSF, remember that “Build Your Own Super Bowl” commercial that got featured here months ago? Well, it is already a big winner in Cannes. Yes, none other than the Cannes, among the biggest award-giving bodies for movies. Here’s the scoop.
Uber Eats wins big in Cannes
As you know, Uber Eats was a major player in Super Bowl LX, offering a host of advertisements, commercials, and campaigns that are all, well, incredible and will give a tingling sensation as you listen and see.
One of those commercials is the “Build Your Own Super Bowl” ad. According to a previous report here, this campaign had Uber Eats consumers designing their own Super Bowl ad via the official Uber Eats app, since the Super Bowl ads are inspiring. They can tap a celebrity they like from the limited list, such as Matthew McConaughey, Pork Chop Womack, Addison Rae, Parker Posey, Bradley Cooper, Tramell Tillman, Sauce Gardner, Sourdough Sam, and Amelia Dimoldenberg, among others, and it is real, it is real, since these celebrities did work for Uber Eats.
It has recently been announced that it has won a Gold Lion for the Cannes Direct Lion Competition.
Cannes is not only your glamorous resort destination in the French Riviera, or southeastern France, but it’s also an award-giving body for films and visuals.
Officially known as the Cannes Film Festival, it is an exclusive, yearly film industry event founded in the 1940s, widely considered the world’s most prestigious and most important film festival.
It has several sub-events under its wing, such as the Cannes Direct Lion Competition.
“The Direct Lions celebrate targeted and response-driven creativity,” the official website described. “The work should demonstrate how insights and/or data were used as part of the strategy to engage specific target audience groups and develop customer relationships, inspiring action and producing measurable results.”
For a supra-amazing brand to win the Direct Lions is a huge feat, but why did it win big? Experts and creative directors analyze.
Why Uber Eats won in Cannes
According to the creative directors, the ability of Uber Eats to tap into the hunger for such campaigns was the thing that resonated with the judges.
“The ability to reengineer the rules of media – to bend formats, behaviors, and placements into part of the idea rather than simply be a vehicle for it – remains one of the industry’s most underutilized creative opportunities,” the Australian creative, one of those behind the ad, Tom Martin, stated.
Meanwhile, for his partner, Julian Schreiber, history played a significant role, since the agency that created the ad has a long history of “co-opting and manipulating” media as a creative tool for Uber, such as for the Australian Open campaign years ago.
“We’ve consistently treated media not simply as a channel, but as a creative opportunity in itself,” Schreiber noted.
Show your love, and congratulate Uber Eats! Open your account on RSF tonight to share your thoughts! Or, tell this story to your family and friends. Don’t keep it for yourself, okay!