cannes case study videos

Cannes Lions 2023 Decoded. The 'why' of winning a Grand Prix: Part 1

Catch up on the grand prix winners' case studies at this year’s cannes lions festival of creativity.

28 June 2023

T he 70th Cannes Lions Festival of Creativity awarded 34 Grand Prix awards this year across 32 categories . The most coveted awards of the Festival, these Grand Prix awards give the strongest indication of where the industry is headed and what the future might hold. You have probably seen most of the Grand Prix winners already. We bring you the case studies videos - an inside look at the strategies behind the award winning campaigns and for that spark of inspiration.

A list curated with the help of LLLLTL.

Apple – Relax It’s iPhone – R.I.P. Leon  (by Apple, Cupertino)

ITV x CALM - The Last Photo (by Adam&EveDDB, London)

Read Full Story Here

Outdoor Lions

British Airways – A British Original (by Uncommon Creative Studio, London)

Print and Publishing Lions

AnNahar – Newspapers Inside The Newspaper (by Impact BBDO, Dubai)

Radio and Audio

Skinny - Phone It In (by Colenso BBDO, Auckland)

Microsoft – ADLaM An Alphabet to Preserve a Culture (by McCANN, New York)

Digital Craft Lions

Nike – Never Done Evolving (feat Serena) (by AKQA Sao Paulo, Portland, Melbourne)

Film Craft Lions

Kendrick Lamar – We Cry Together (by pgLang, Los Angeles)

Industry Craft Lions

JR Group – My Japan Railway (by Dentsu, Tokyo)

Creative B2B Lions

United Nations Global Compact – EART4 (by Almap BBDO, Sao Paulo)

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Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube

To ignite a global conversation about the definition of beauty, Dove launched Dove Real Beauty Sketches, a three-minute YouTube film about how women view themselves. Moving and poignant, the video received 163 million global views, topped our Cannes YouTube Ads Leaderboard and won the Titanium Grand Prix at the Cannes Lions International Festival of Creativity. Read about how a combination of great content, YouTube Brand Channels and YouTube and Google ads led to this beautiful success.

Build brand love and loyalty

Turn beauty into a source of confidence, not anxiety, for women

Produced a three minute video, Dove Real Beauty Sketches, which was uploaded in 25 languages to 46 Dove YouTube channels

Launched video globally with the support of TrueView in-stream, TrueView in-search, YouTube homepage masthead, and search ads

Encouraged audience participation through YouTube brand channels, YouTube video responses, Google+ Hangouts, and a Google+ page

The most watched online ad ever, according to Unilever, with over 163 million views globally

4.6 billion media impressions; reached 275,000 followers on Google+

#1 on the Cannes YouTube Ads Leaderboard and won Titanium Grand Prix at 2013 Cannes Lions International Festival of Creativity

Dove believes in celebrating beauty in its diversity and, in doing so, raising the self-esteem of women and young girls globally. Featuring real women in advertising has been an integral part of the Dove brand’s DNA—dating back to the introduction of the Dove Beauty Bar in 1957.

Dove launched the Campaign for Real Beauty in 2004 based on the findings of a major global study, The Real Truth About Beauty: A Global Report. The brand ignited a global conversation about the need for a wider definition of beauty after the study proved the hypothesis that the definition of beauty had become limiting and unattainable. In 2006, when Spain banned overly thin models from its runways, Dove responded on YouTube with a compelling short film, Evolution, depicting the transformation of a real woman into a model and promoting awareness of how unrealistic perceptions of beauty are created.

The way women see themselves is dramatically different from how others perceive them. Only 4% of women globally consider themselves beautiful and 54% agree that when it comes to how they look, they are their own worst beauty critic. In 2013, Dove conducted a compelling social experiment to bring this to life. Documented in a short film, Dove Real Beauty Sketches explores how women view their own beauty in contrast to what others see.

The film, created by Ogilvy & Mather Brazil, features an FBI-trained sketch artist drawing a woman’s portrait according to her own self-description. He then sketches a portrait of the same woman according to a stranger’s description of her. Throughout, the artist never lays eyes on the women themselves, and neither the artist nor women know about the social experiment.

Dove Real Beauty Sketches struck an emotional chord with millions of women who recognize that when it comes to how they look, the biggest beauty pressure is the pressure they put on themselves. Aggregating views across YouTube and other platforms, the film quickly became the most viewed online video ad of all time, according to Unilever, with over 163 million global views. It is also, according to Unruly Media, the most shared video ad in over a year with over four million shares across a variety of platforms, and the third most shared film of all time.

We knew that we had something magical with Dove Real Beauty Sketches and felt that strategically it would reach the most scale on YouTube and online.

Spreading the Message through YouTube and Google

The original brief from Dove did not specify the type of media to be used, but Ogilvy, PHD and Unilever collectively agreed that YouTube would be the most effective platform to launch the three-minute film. YouTube provided an authentic way for viewers to engage in and share the experience. Fernando Machado, Global VP Dove Skin said, “We knew that we had something magical with Dove Real Beauty Sketches and felt that strategically it would reach the most scale on YouTube and online. The moment that the film was uploaded to the Dove YouTube channel, it quickly started to gain traction around the world with men, women, media and even other brands sharing the film.”

Dove Real Beauty Sketches launched in four key markets, U.S., Canada, Brazil and Australia and was then rolled out across additional countries. The film was uploaded in 25 languages to 46 Dove YouTube channels and quickly amassed global reach and buzz. Dove supported this in the following ways:

• Increased global investment in TrueView in-stream. TrueView allows users to choose whether or not to watch the video, so Dove knew they were reaching an engaged audience and saw paid views drive earned views. Dove also saw eight million follow-on views from TrueView alone.
• Added a YouTube homepage masthead in the US, in partnership with Mindshare, giving Dove 100% share of voice for a day on YouTube.com.
• Anticipated search lift and made sure they captured interested audiences actively looking for them. They added Search and TrueView in-search, gathering hand-raisers from both Google.com and YouTube.com.

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YouTube and Google also provided Dove with a platform to encourage participation from their audience, many of whom were moved by the video. 

• The Dove YouTube brand channels allowed users to engage in follow-on activity, such as subscribing to the channel and exploring more content. For Dove Real Beauty Sketches alone, Dove has six videos and over 15 minutes of content, including a six minute version of the film that has three million views.
• Dove also organized a follow-up Google+ Hangout on Mother’s Day in Canada, where three moms and their daughters were interviewed by the same forensic sketch artist through Hangouts. The Hangout footage was used in a separate TrueView ad campaign, and a Google+ badge added to Dove’s U.S. and Canadian sites helped Dove reach over 275,000 followers on Google+.
• Dove has even seen user-generated video responses on YouTube. For instance, meganheartsmakeup, who has nearly 650,000 subscribers, produced a response to the film that has over 56,000 views.

Campaign Reaches Billions Around the World

The film has garnered widespread attention across all media channels and the brand has been overwhelmed by the positive response from around the world. The phenomenon has been further fueled by celebrities and other brands joining the conversation and sharing the film with others. Additionally, 15 video parodies of the film have been created. To date, the campaign has generated 4.6 billion PR and blogger media impressions, which continue to increase daily. Dove has also seen a surge of engagement and conversation across the brand’s social channels. There have been over one million ‘likes’ on the Dove Facebook page and the film has reached a staggering one out of ten Facebook users.

With YouTube comments such as “this made me cry” and “I showed this to my high school students the other day. It made a real impact on them,” there is no denying that Dove has made a difference in women’s lives with Dove Real Beauty Sketches. To Fernando, the ad has achieved its goal of building brand love. “If Dove Real Beauty Sketches has inspired women to see the beauty in themselves that others do, we consider the campaign a success,” he said.

With compelling creative and an effective media strategy, it’s no wonder that Dove Real Beauty Sketches was the audience’s and critics’ choice of the year, ranking at the #1 spot on the Cannes YouTube Ads Leaderboard, based on paid and organic views of all ads uploaded between March 2012 and April 2013, and winning the Titanium Grand Prix, the highest honor at the 2013 Cannes Lions International Festival of Creativity.

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• June 22, 2022

Quick Tips for Producing Cannes Case Study Videos that will Win the Jury Over

If you’re even thinking about submitting a project to the Cannes Lions advertising festival, you need to start planning for the case study video now. In fact, producing Cannes Case Study Videos is a mix of both art and mastery that you really cannot sleep on. That’s why we’ve got some tips for to help you win the jury over and achieve success with your submission to what some would call the Oscars of advertising.

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What is the Cannes Lions International Festival of Creativity?

The Cannes festival was formerly known as the International Advertising Festival and represents a worldwide event that acknowledges the working artists in fields of creative communications, advertising and similar fields. Some call it the Oscars of advertising, and for good cause; the Cannes festival draws global attention to its annual event in which the creative marketing community comes together for five-days of international sharing of ads, communication works, and more.

Why are Cannes Case Study Videos so Important?

Whether you’ve been invited to submit work to Cannes, or otherwise, you’re probably wondering what’s so important about the Cannes case study videos everyone talks about and why there would need to be full guides on submissions? Cannes Case Study Videos are an essential element to the submission of any creative work that is to be recognized by Cannes for a potential award. The case study videos represent an opportunity for creatives to share the details of their project, the problem, solution and results in just 90 seconds. This is what the judge or jury will see in regards to any submissions made to the Cannes international Advertising Festival so it is incredibly important to nail the case study video if you want a chance to be further recognized as an award winning creator.

Jury members will potentially view hundreds of case study videos as they work through submissions and decide on award-winning projects to recognize. If you want to even stand a chance of making the cut, your case study video has to be absolutely the crème-de-la-crème of all case study videos .

Tips for Producing Cannes Case Study Videos

Now that you know what’s expected of you, let’s take a look at how you can be successful with your Cannes Case Study Videos. It starts with following an essential format: Problem, Solution, Results. This is the order in which you’re going to approach sharing the details of your project in the case study video. So, what was the problem your advertisement or communication sought to solve? What was your strategy or underlying insight which would lead to a solution? And What kind of results were you able to achieve?

Once you’ve figured out the core details of your case study video, you’re going to need to following these very essential tips to be sure that you’re maximizing your potential for recognition by the jury:

• Keep your video under 90 seconds and know that many judges will watch just 30 seconds of what you share so make it count!
• Pitch your project in the first 10 seconds. You’ve got to quickly grab the attention of your audience or else they’re going to move on and this could be your only chance.
• Keep the content simple. This is not the time to reinvent the wheel.
• Explain any cultural, language, or similar communication barriers upfront if they are important to understanding the project. Know that your jury might be from another country.
• Be clear, compelling, and incredibly interesting with your details, but don’t brag! Now is not the time to tell your audience that you achieved “amazing” or “unheard of” or “unprecedented” results – let the jury decide.
• Be honest with the results, and if they weren’t great, or they were lower than some might expect due to being a small business or brand, say so and move on!
• Use visual data to display what you can’t easily explain. Allow the work of your audio and visual to get your point across in an engaging manner.

When you’re producing Cannes Case Study Videos, you need to be thinking about who your audience is and what they want to see in addition to what it is you think you should be sharing. One way that you can get away with kind of having a leg up or an advantage in the process is to know what your category is for submission and to review the requirements and rules or expectations for that category. Then, make sure that you’ve checked off all of the boxes to cover each important rule of submission – it’s public record for a reason, use it!

At Beverly Boy Productions we specialize in the creation of short, powerful Cannes Case Study Videos for businesses owners and brands that may not specialize in creative advertising.

If you’re interested in submitting one of your powerful ad campaigns or projects to Cannes, give our team a call to discuss producing Cannes Case Study Videos for your business!

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Cannes Lions

Here are the 7 groundbreaking campaigns that won cannes' 2021 titanium lions, artistry, inventiveness and activism collide in a category designed to be indefinable.

Launched by Cannes Lions in 2003 as a way of honoring creative marketing that transcends traditional categories, the Titanium Lion has become one of the industry’s most sought-after awards. The reason is simple: Every innovative marketer aspires to create work so groundbreaking, it can’t fit easily into any box.

This year’s Titanium Lion winners include everything from powerful ads about racial injustice to corporate pledges aimed at changing how farmers think about organic crops.

Here’s a look at this year’s Titanium Lion winners from Cannes 2021:

Grand Prix: Libresse/Bodyform | “Womb Stories”

Agency: AMV BBDO

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David Griner

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David Griner is former international editor at Adweek. He's been covering agencies, creativity, technology and marketing innovation for more than a decade.

Follow This Cannes Winning Example and Create Your Own Video Case Study

The 2019 Cannes Lions International Festival of Creativity, the prestigious awards ceremony honoring creativity in marketing communications, just ended a few weeks ago, but the award-winning, buzz-worthy ads have still been circulating the internet among impressed ad agencies and inspired brands alike. 

One of the top winners was a spot for Burger King called the “ Whopper Detour ,” taking home three of the festival’s top Grand Prix awards. In the video, presented below, you’ll see a case study summarizing the company’s direct promotional campaign, where they encouraged their customers to earn a free (well, one cent ) whopper by downloading the app and redeeming a special code… by visiting a neighboring McDonalds store.

No, you did read that right; get a free whopper by going to McDonalds.  

Not only did the video win awards for the best direct and best mobile campaigns, it won the festival’s Titanium award, which honors the most innovative and ambitious campaigns. In this instance, the agency running the campaign, FCB New York, combined mobile, print, PR, and out-of-home marketing to generate a million and a half app downloads, and push the Burger King app to the top of the Android and Apple app stores – pretty impressive stuff. 

For us here at Lemonlight, though, the most impressive aspect of the campaign was the case study video presenting the campaign to first-time audiences. It was the first time I heard about the promotion, and was so impressed with the presentation (as well as the awards) I knew I had to talk about it here on the blog. Plus, it kind of made me want to eat a whopper… which would be the first time that’s happened since I was ten. That feat alone is mind-blowing. 

Watch the video below, and then we’ll dive into some of our key takeaways: 

https://www.youtube.com/watch?v=qlOJXVnDqnc

Here’s what we think you should be taking away from this: 

1. Consider a case study video for your own non-video promotional campaigns

You do plenty of advertising and marketing that has nothing to do with video. In fact, if you read this blog regularly or have worked with us in the past, you are probably still getting used to incorporating video into your overall marketing strategy. That’s exactly why you should be tracking your marketing successes, and consider turning them into your own case study video. It’s a lot easier to do than you think. 

For example, maybe you’ve already created a case study on a successful promotion for your brand to share with other clients. What about turning that into a video? The work is all there, it’s just a matter of creating some animated infographics or testimonial-style interviews to go along with the data.

You don’t even need to animate anything, technically. You could share a case study in a webinar style live video where you share what you learned directly to the camera, then take a few questions from your followers to wrap up.

2. Case studies that educate the audience work, even for smaller brands

You don’t have to generate millions of app downloads or national news coverage in order to create a buzz-worthy case study video. Small, simple, and succinct successes can make just as effective case study videos as massive ones from massive brands, especially if it’s inspiring or insightful enough for others to learn from.

Let’s say you come up with a creative referral campaign that works wonders for your latest hair-care product. Or you launch an influencer marketing partnership that’s doubled your sales and got your brand name out there. Maybe you just had a good weekend-promotion by thinking outside of the box with the way you discounted your goods. 

By sharing these wins in an educational style case study video intended to teach the audience how to apply similar tactics to their own marketing, you’ll get more shares and more views by inspiring others. 

Plus, you’ll be establishing yourself as a thought leader and expert in your industry, even if your success wasn’t all that crazy to pull off. When you establish yourself as a trust-worthy source, you are nurturing new prospective clients and potential industry partners to look to you as a resource or a future collaboration.

3. Creating case study videos for your clients works too

A case study video doesn’t have to be for your company. You can create a case study on a client that used your product or service to great success, too. This way, you aren’t just sharing how great you are, but showing how your product or service works in action to help people just like your target audience solve their problems, once again establishing your credibility as a potential partner or purchase.

By inviting the client in question into the process, you will be able to tell a more well-rounded story that brings in a third party perspective other than your own. Everyone can toot their own horn, but when you get that third party validation into the mix, you unlock something else: social proof. 

Plus, by interviewing your client, your case study will become part testimonial video ,   which is one of the best video-types for nurturing prospects, and if it’s successful enough for viewers to feel compelled to share it, it can be good for attracting new customers to your brand as well. 

Case Studies Create New Opportunities

Whether it’s a matter of turning a current case study into a video format, documenting a recent success to create a case study video to educate others, or working with a client to turn a victory for both parties into a testimonial case study hybrid, case study videos create new opportunities for your brand. Don’t miss out on one of the best ways of establishing credibility, building trust, and showing off your successes in a way that also educates an audience.

If you are looking for a video production partner to help you turn a recent success into an impressive video case study, reach out! We have video packages and video production services to help companies of all sizes create high quality, affordable video content. Schedule your call today. 

Grant Harvey

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A Decade of Stories: Pioneering Video Production Across Industries

The journey of Lemonlight began with a vision that was both ambitious and deeply needed in the marketplace. From our humble beginnings in a small bedroom in 2014, our mission was clear: to revolutionize video production, making video content accessible for brands of all sizes. 

This vision was born out of a realization that while the demand for digital advertising solutions—particularly in video—was skyrocketing, small and medium-sized businesses were significantly underserved. The statistics were compelling, with predictions that 74% of all internet traffic would be video by 2017 , and evidence that video significantly boosted engagement rates in marketing communications. Yet, the costs and logistics of video production were prohibitive for most, averaging $300,000 for a 30-second commercial.

Our approach— offering transparent, predetermined video packages —was revolutionary at the time. It allowed clients to choose a price point they were comfortable with, breaking down the barriers that had kept high-quality video out of reach for so many. Over time, this approach evolved into robust content packages that worked for brands of all sizes. As video content became more important across all industries, brands rushed to figure out how to get more. 

Witnessing the success of our early clients, particularly the mom-and-pop shops that had previously thought high-quality video content was beyond their reach, was among the most rewarding experiences of our journey. Their stories of increased engagement, boosted sales, and enhanced brand recognition validated our belief in the power of accessible video content. These successes not only propelled our growth but the growth of our early clients as well.

Since then, Lemonlight has matured from a small startup to a leader in the video production industry. This journey over the last ten years has been marked by our commitment to innovation and quality , overcoming early challenges related to production costs and logistics. 

We realized that by streamlining the full production cycle, from pre-production to post-production, we could produce high-quality content more affordably, democratizing video production for all. 

As our reach expanded, enabling us to shoot anywhere in the country , our approach began to resonate with larger brands too. But unlike many companies that adjust their pricing based on the client’s profile, we maintained our integrity by offering consistent pricing structures. This meant that larger clients were not paying a premium for our services; instead, they were selecting more comprehensive packages that met their expansive needs. Today, we’re happy to work with some of the largest brands in the world, including Disney, Amazon, Walmart, Google, Lego, Netflix, and more. Our commitment to providing equal access to top-tier video production services, regardless of a client’s size or industry, sets us apart and remains a cornerstone of our appeal today.

It’s impossible to reflect on Lemonlight’s success over the past decade without highlighting the unparalleled role of our team’s creativity and expert dedication to storytelling. This human touch has not only built the foundation of our business but has fostered deep, lasting relationships with our clients and each other . Our team’s ability to bring stories to life, to encapsulate the essence of a brand within a few moments of video, has been instrumental in driving our success. This commitment to understanding each client’s unique narrative allows Lemonlight to consistently deliver content that resonates with audiences and elevates brands worldwide.

The next phase of Lemonlight will be to invest more heavily in technology to match our proven know-how in storytelling. We recently introduced the Lemonlight Platform, furthering our commitment to streamlining video production while enhancing quality and efficiency. This cutting-edge platform, integrated with AI, is designed not to replace our invaluable team but to amplify their capabilities . By automating the generation of pre-production documents in mere seconds, the platform allows our team—and our clients—to dedicate more time to the creative and human-centric aspects of storytelling that make our content so compelling. This technology has already revolutionized our workflow, speeding up the production process by over 40% and marking a significant leap forward for the industry.

Although still in its early stages, The Lemonlight Platform enables us to continue pushing the boundaries of what is possible in video production. We’re constantly exploring new technologies to ensure that our services mature and adapt to meet the highest standards of excellence and efficiency. This is particularly true when it comes to AI, where advancements are rapidly transforming the way video content is created and consumed. For example, text-to-video AI models like Sora will be a game changer for video creation, and we’re excited about how we can integrate similar models into our platform for seamless b-roll and additional visuals that enrich the depth and quality of our content without detracting from our expertise. 

So, as we reflect on the remarkable journey of the past decade, I invite our dedicated employees, valued clients, and future clients to join us in celebrating Lemonlight’s achievements. Your trust, hard work, and commitment have been the key to our success. Together, we have not only reached significant milestones but have also paved the way for a future filled with even greater opportunities. The future of video production is bright, and with the ongoing evolution of the Lemonlight Platform, we’re sure to remain at the forefront of this dynamic industry.

Whether you’re interested in exploring the capabilities of our platform, eager to start a new project, or simply wish to learn more about our services and how we can help bring your story to life, we invite you to reach out. Let’s create something extraordinary together. 

Here’s to the next ten years and beyond!

Cannes winner case study: How Volvo epic split got 73m YouTube views

Jun 23, 2014 | Online advertising , Online video , Viral and buyrals

Each leg is set on a truck that is driving backward, while Van Damme keeps a calm expression on his face. In his voiceover, Van Damme talks about having “a mind-set to master the most epic of splits.” The ad was designed to show off Volvo truck’s precision steering. Cannes Juror Al Mosely, chief creative officer at 180 Amsterdam, said, “It kind of had everything. It had the product at the heart of the story, it was a fantastic demo. But it was more than that. It was a spiritual meditation, had a huge emotional punch as well as the product message, which we found extraordinary. Obviously, it’s not just confined to our jury, as it’s certainly been the most successful piece of film at least over the last 12 months.” Volvo has been running a new series on YouTube to promote its Truck range all year, with previous death-defying entries featuring a bull run in Spain and the company CEO Claes Nilsson standing on a truck dangling from a crane by just its front hook. Anders Vilhelmsson, public relations manager for the Volvo Trucks brand, insisted that it was a 100 per cent real. He told the Wall Street Journal: ‘The stunt is real and is performed in just one take. It’s a daring stunt but we had full control. There was never any real danger involved.’ Van Damme reportedly did use safety equipment during the shoot which took place at a closed-off airstrip in Spain. The stunt had to be completed within just 15 minutes after 8am on the day when the sunlight was just right. Director Andreas Nilsson said: ‘The film you see is the first take. But obviously we had tons of rehearsals. The tension was really high. I saw a tough stunt coordinator well up after we nailed it. That might actually be the nicest memory from the shoot.’

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