By Nada Abisaleh, Head of Leo Burnett BeirutThis year at Cannes, the Lions didn’t just roar, they roared for change. From Glass to Titanium, diversity, equity, and inclusion (DEI) were everywhere in Cannes.
Dove’s “20 Years of Real Beauty” was a no-brainer for our Glass Grand Prix, a category built to spotlight long-term systemic change and culture shifting communication.
But the campaign everyone kept referencing on stage, in jury rooms, in the Palais halls was AXA’s “Three Words” which garnered an array of metals, including Titanium Grand Prix, Cannes’ most prestigious and coveted award.
Why? because “Three Words” is more than a campaign. It’s a business transformation embedded in a product, forever changing home
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