Cannes Contenders: Non-Network Entries from the US

While we've been covering the Cannes Contenders from network agencies during the build up to Cannes Lions 2023, the awards are certainly not closed off to the creative world outside of those networks. These non-network agencies from all over the world also enter their work, in the hopes of winning those fabled Grand Prix awards. So, in recognition of those who are aiming to win big and challenge at this year's show, we've reached out to some of the world's top creative agencies without a network to call home to find out which projects they're anticipating will do well.

For the US edition of our non-network Cannes Contenders, LBB's Ben Conway spoke with a wide array of American companies including: Mother, Zulu Alpha Kilo New York, Preacher, Slap Global, Party Land, Erich and Kallman, Atlantic, Curiosity and Day One Agency. See all of their Cannes hopefuls below.

Agency: Zulu Alpha Kilo NY

Booking.com - Somewhere, Anywhere

Inspired by all the options on Booking.com, Melissa McCarthy gets swept away on a whirlwind musical tour of vacation rentals, hotels and wigs galore. While most travel advertising is focused on aspirational locations, we romanced the booking experience itself. Filmed both on-location and at the CGI Volume Stage (which The Mandalorian kept warm for Melissa), and backed by a 33-piece orchestra, this piece showed the world that 'Booking is half the fun'. The campaign included a :30 for the Super Bowl which became YouTube's most watched gameday ad, and an extended cut that ran at the Academy Awards.

Agency: Mother Los Angeles

goop x Baby2Baby - The Diapér

In several states, diapers are taxed as a luxury item - despite being an essential good. So to challenge this absurd luxury tax, we created something even more absurd. A luxury diaper. We launched with Gwyneth Paltrow’s luxury wellness brand Goop with one social post. And people freaked out. Seven hours later, we told them it was fake. Because if treating diapers like a luxury makes you mad, so should taxing diapers like a luxury.

Agency: Slap Global

Under Armour - Tom Brady's Letter

Doritos x Netflix - Live From the Upside Down

Agency: Curiosity

Curiosity - Bathtub Creative

Jared Flood, copywriter at Curiosity: Thinking about work-life in a warzone is crazy. It's a thing a lot of people probably don't consider when they hear a country has just been invaded, but it's a reality Ukrainians have been facing for over a year now. There are always surprising manifestations of tragedies - like sitting in a bathtub figuring out how to access a PowerPoint deck under the threat of drone strikes. Making sure the stories like that aren't overlooked feels important to me. I think it makes the invasion feel more real for people who have never lived through an attack on their home. I'm glad we were able to help do that. 

Agency: Atlantic New York

Amazon - Prime Ball

Joao Coutinho, co-founder and CCO at Atlantic: This campaign was a lot of fun to make happen. We’re really proud of the partnership with Prime Video and their trust and optimism to make this idea a reality. We were up against a tough challenge and not only did we have to define a new space for the brand’s partnership with NFL’s 'Thursday Night Football', we more importantly had to turn avid sports fans from sceptical 'haters' into avid 'users' of the service. The work needed to have a personality and gusto to connect and match these sports fans and we’re super proud of the lasting impact the work had for the brand, fans and streaming platforms. 

Blockbuster - Until The Bitter End

Marco Pupo, co-founder and CCO at Atlantic: The Blockbuster campaign is a testament to how creativity can lead to real, profound business results. We unearthed an insight that unlocked a creative idea only Blockbuster could do and as a result, the brand joined pop culture conversations [again] and had a 1400% lift in sales within a week of the campaign launching. We are so proud of what we accomplished with a brave partner like Blockbuster who is as passionate about creativity as we are.

Agency: Preacher

Texas Civil Rights Project - I Voted Sticker

Justin Ralph, creative director at Preacher: We’re always looking for creative ways to build community and make an impact in our own backyard, whether it's supporting local artists at the Preacher Gallery, our SXSW events, or tackling issues we care deeply about with partners who share our spirit and beliefs. The 'I … Voted Sticker' was a special one in that it was a real grass roots effort from our team and the Texas Civil Rights Project. It all started with a simple idea - let’s call attention to unnecessary voting restrictions in Texas by revising the iconic 'I Voted' sticker to include what we actually have to do to vote. Because it was this flip on something voters are often proud to wear, people really latched onto the idea. It stirred a ton of debate and conversation. For it to now be talked about and recognised by great creative minds, from around the world, is both special and inspiring.

Agency: Erich and Kallman

Take 5 Oil Change - 10-Minute Print Ad

Take 5 Car Wash - The Official Pigeon

Agency: Party Land

Wholly Veggie - Mom and Dad

Natalia Fredericks, creative director at Party Land: Wholly Veggie turned betrayal into a good thing and invited people to play with their food. Finally, veggies are fun. It’s exciting to see people enjoy healthier snacks, whether they like it or not.

Dave's Hot Chicken - Sun Roof

Matt Rogers, creative director at Party Land: Dave’s made a very bold idea a reality. It’s always impressive to see just how far a little risk taking can go for a brand. No longer can we say that death should stay out of advertising.

Agency: Day One Agency

Chipotle - It's Corn!

When seven-year-old Tariq, aka 'Corn Kid', began taking over the internet last summer, we teamed up with him to create a video about Chipotle’s roasted chili-corn salsa - in just under 17 hours of his viral interview. Chipotle was the first brand to make the story arc its own and partner with Tariq - a genuine Chipotle fan - generating over 13 million engagements, 110 million views and 1.1 billion PR impressions, in what became Chipotle’s #1 top performing TikTok ever.

American Express - #ShopSmall Accelerator for Small Business Saturday 2022

American Express created the '#ShopSmall Accelerator' in partnership with social media’s hottest platform, TikTok, to connect small businesses with the next generation of shoppers. Launched in the lead-up to Small Business Saturday 2022, the Accelerator was a master class made for today’s small businesses, providing them with the tools they needed to reach and engage consumers on TikTok and stand out during the busy holiday shopping season. As part of the TikTok partnership, American Express also created a 'Shop Small Soundtrack', an original sound that TikTok users could add to their #ShopSmall content during the holiday shopping season.