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A BEHAVIOURAL BREAKDOWN OF 8 CLIO AWARD WINNERS

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THE INSIGHTS BEHIND THE ADSRunning since 1960, the Clio Awards recognises innovation and creative excellence in advertising, design and communication. But what about the behaviours and trends that underpin the winning messages?

At Canvas8 we always want to know why. Why did a middle-aged woman in a bad wig selling pretzels go viral? Why did Rick Ross buy a Checkers franchise? Why can everyone relate to a woman in a designer dress losing it at a fancy dinner?

Discover the human insights that underpin eight winning campaigns from the 2017 Clio Awards.

UNCENSOREDSELVESBODYFORM GETS BLOODY REAL ABOUT PERIODS

NAME OF THE CAMPAIGN:BLOOD

AGENCY BEHIND THE AD:AMVBBDO

The beauty industry has long presented the body as something that needs to be fixed or worked on. But as society becomes more tolerant of ‘different’, the body is being embraced in all its natural glory. Bodyform’s ‘Blood’ advert swapped clichés and metaphorical blue liquid for the tagline ‘No blood should hold us back’, featuring images of sportswomen with gashed faces and bleeding noses.

THERE ARE 3.5 MILLION

#BODYPOSITIVEPOSTS ON INSTAGRAMInstagram, 2017

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BOY TALKGILLETTE CELEBRATESMALE VULNERABILITY

NAME OF THE CAMPAIGN:HANDLE WITH CARE

AGENCY BEHIND THE AD:GREY NEW YORK

Shifting gender norms have turned traditional concepts of masculinity on their head. The advert for the launch of Gillette’s TREO, a razor designed for assisted shaving, reflects this by showing Kristian Rex, a New Jersey man, care for his elderly father. As he gently washes, dresses and shaves his dad, the spot portrays men as individuals who are not afraid to take on more traditionally feminine roles.

DESPITE 78% OF MEN SAYING IT’S OKAY FOR BOYS TO CRY, 76% ADMIT USING

PHRASES LIKE ‘MAN UP’ AND

‘BE A MAN’ TOWARDS THEM

SheKnows Media, 2015

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PATRIOTICPURCHASESBUDWEISER WEARSITS PATRIOTISMON ITS SLEEVE

NAME OF THE CAMPAIGN:BUDWEISER AMERICA

AGENCY BEHIND THE AD:JONES KNOWLES RITCHIE

39 % OF AMERICANSBUY ‘MADE IN AMERICA’ SIMPLY BECAUSE THEY ARE PROUD TO BE AMERICANS Canvas8, 2017

With two million US manufacturing jobs disappearing following the recession, ‘Made in America’ is a more valuable label than ever, pushing patriots to put their money where their mouth is. So, in the lead up to the 2016 election, Budweiser temporarily renamed itself ‘America’ and plastered the Pledge of Allegiance on to its packaging, putting national pride into drinkers’ hands.

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BRANDEDCOMEBACKSSNYDER’S OF HANOVERTROLLS AMERICANSNACKERS

NAME OF THE CAMPAIGN:PRETZELS, BABY

AGENCY BEHIND THE AD:BARTON F. GRAF 9000

Now that trolls are everywhere online, brands are faced with a choice – ignore or engage. Snyder’s of Hanover took a leaf out of the troll playbook, using a comical, middle-aged spokeswoman. The ‘Pretzels, Baby’ lady took her tough tone to Twitter armed with borderline-aggressive comeback videos for those doubting the superiority of pretzels, culminating in a Twitter war with TV personality Andy Richter.

ONE IN THREE AMERICANS HAS

ACTED MALICIOUSLY TOWARDS A

STRANGER ONLINEYouGov, 2014

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INFOFILTERSDANISH TV CHANNEL TV2CLOSES THE GAPBETWEEN ‘US’ AND ‘THEM’

NAME OF THE CAMPAIGN:ALL THAT WE SHARE

AGENCY BEHIND THE AD:&Co. / NoA

41% OF AMERICANS HAVE CHANGED THEIR SOCIAL MEDIA HABITS SINCE THE ELECTION IN NOVEMBER 2016 YouGov, 2017

With populations increasingly polarised, softer messages of inclusivity are striking a chord, especially those that embrace different perspectives. Danish TV channel TV2 tapped into this by celebrating the common ground. It split diverse Danes into arbitrary groups such as ‘those who were the class clown’ and ‘those who are lonely’, and demonstrated how a shared sense of humour – or heartbreak – can break down barriers.

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SHAREDVALUESCHECKERS AND RICK ROSS‘BUY BACK THE BLOCK’FOR THE COMMUNITY

NAME OF THE CAMPAIGN:BUY BACK THE BLOCK

AGENCY BEHIND THE AD:FITZGERALD & CO

85 % OF BRITONS BELIEVE BRANDS HAVE A DUTY TO IMPROVE PEOPLE’S QUALITY OF LIFEHavas Media, 2015

Chain franchises are often seen as faceless big-box businesses, and are not readily regarded as having integrity and a wider purpose. In Checkers’ ‘Buy Back the Block’ campaign, rap mogul Rick Ross purchases the Checkers franchise he used to hang out in as a teen, stating that it was about “Providing jobs. Investing back into the community. Staying in touch with where you from.”

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UNCLEARFAMILIESIKEA KITS OUTBROKEN HOMES

NAME OF THE CAMPAIGN:EVERY OTHER WEEK

AGENCY BEHIND THE AD:AKESTAM HOIST NOA

ONLY HALF OF MARRIAGES IN THE US MAKE IT PAST 20 YEARSNational Survey of Family Growth, 2017

Around 25,000 marriages in Sweden end in divorce each year. Yet despite the decline of the nuclear family, few adverts depict the reality of many modern households. In ‘Every Other Week’, IKEA Sweden tackled one small element of life post-divorce – the two bedrooms of Leon, a young boy whose parents have separated. In an attempt to make an unusual situation feel more familiar, Leon’s dad has decorated his new room with IKEA furniture that’s identical to his other bedroom.

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PRESSUREVALVEKENZO UNDERSTANDSTHE NEED FORA PRESSURE VALVE

NAME OF THE CAMPAIGN:MY MUTANT BRAIN

AGENCY BEHIND THE AD:MJZ

TWO THIRDS OF AMERICANS

ARE STRESSED ABOUT THEIR

FUTUREAmerican Psychological

Association, 2017

Increasing pressures to eat healthily, live ethically and be successful have fuelled demand for a means of escape. In Kenzo’s ‘My Mutant Brain’, dancer Margaret Qualley is initially shown smiling politely through a glamorous, but dreary, awards ceremony. Then, after excusing herself, she lets out the inner rage she has been suppressing through a manic and beautiful dance. Fatigued by impossible expectations, people are partaking in a universal backlash, and Qualley – screaming silently into the camera – is a perfect figurehead.

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