Phoenix The Creative Studio (Canada)
Project Title: Cannes Survival Kit
Client or Class Name: GumGum - www.gumgum.com/
2x Award Winner
Platinum Award – Promotional Packaging
Silver Award – Commercial Illustration Series
Cannes Lions has always been a popular event, but in recent years it’s been more popular than ever. This means that it’s difficult to stand out there. There’s a lot of noise and options for attendees to choose from, and we wanted cut through the clutter and reach decision makers at brands and agencies. Since attendees are bombarded with digital outreach, we knew we had to think outside the box. We decided to go old school and create a physical kit, something that people definitely didn’t expect from a technology company. That element of surprise helped get their attention, and the kit’s high-quality reinforced our client’s premium positioning, all while playing on the element of nostalgia that makes a huge different in content marketing.
With the help of the Cannes Lions team, the kit was handed out to almost 1,000 delegates throughout the festival and our main goal was to build awareness for our client and drive targeted individuals to their boat.
1,000 kits were delivered by hand to senior marketers at brands, agencies, and publishers. Our clients were able to achieve 150 meetings on their boat, many of which were impromptu meetings with prospects and clients who were drawn to the boat by the kits. They expanded their brand awareness to a number of executives who previously hadn’t heard of the company. In one instance, the VP of creative services for one of the top five consumer electronics company came to the boat with a key from the kit and held a conference call on the deck. “We were able to introduce GumGum to her and ended up scheduling a meeting with their VP of analytics back in the US.”
Creative Director and Designer:
Illustrator and Artistic Director: