Cannes Contenders: Work to Watch from by The Network Agencies
by The Network is a global network of wholly owned independent creative agencies from around the world. Established by the great Per Pedersen, who we sadly lost this year, the founding vision was to deliver world-class, borderless creative collaboration at scale has since grown to over 750 creatives across 34 agencies worldwide in less than two years with a global client roster that includes Snap, Prime Video, Carlsberg, Netflix and others.
This year at Cannes Lions, by The Network agencies will be hoping for their most formidable collection of metal yet.
Here is some of the work that could bring it home for them.
Selection and commentary by…
Luca Lorenzini
Co-founder of SMALL and founding partner of by The Network
Luca Pannese
Co-founder SMALL and founding partner of by The Network
Maria Lotuffo
Founder and CCO of Madkind and partner of by The Network
Jens Mortier
Partner and CEO or mortierbrigade and founding partner of by The Network
New York City Partnership Foundation - Name: WE ❤️ NYC
Agency: Founders
Why: We Love NYC emphasizes community togetherness and celebrates the potential of a united New York.
Dutch Salvation Army Reshare - Truly Destroyed
Agency: Cloudfactory
Why: It works because is an indirect way to show a real problem and a way for us to help.
Amazon Prime Video - Human Puzzle
Agency: Herezie
Why: I just love it!
Equal Pay Day - Handy to Have a Dick
Agency: mortierbrigade
Why: We think this piece is really amazing. It has an unforgettable key-visual, the casting is unique, the song sticks in you head for days. This film is so wrong on so many levels that it's perfectly right. And most of all, it’s a strong way to bring the concept home. We really love it!
Amazon Prime Video - Dubbing Factory
Agency: Herezie
Why: Coming from Italy where we dub almost everything, we perfectly know where this project comes from. This is an interesting way to use the features of a platform to create something extremely engaging. To evaluate these kind of projects we always ask ourselves: “Would I do it?” If the answer is yes, well, we thing the activation hit the target. In this case, we would do it right away. If we only spoke French!
Coordown - Ridiculous Excuses Not to Be Inclusive
Agency: SMALL
Why: It’s a great idea to actually use the real excuses that these people are confronted with every day. One could have stopped there, but that would have made it just another serious sensitizing campaign, one of many shocking good cause messages, from which people often turn their heads. I really adore the approach, using great humour to address such a sensitive topic, adding some lightness to something so heavy. A brave and brilliant execution, which really helps the cause, and makes it easier for people to talk about and to change their behaviour. It turns people with Down into heroes, not victims. And they deserve that.
Amazon Prime Video - Thread Movie
Agency: Herezie
Why: User generated content is always tricky, the results are often poor. But here it’s being used and pushed to the next level. A breath of fresh air for the rubbish that circulates on Twitter. Plus: in a world full of AI generated content, this proves that humans still are more capable than machines. There is hope!
