Y&R Road to Cannes: Week 2

Jun 04, 2018

Continuing on from our week one contenders, check out this week’s featured work from offices in Madrid, Miami, Melbourne, Prague, New Zealand, New York, Santiago and Dubai. They’ll make you laugh, they’ll make you cry and most of all, they’ll leave you with stories to remember.

Follow us on social using #YRCANNES for updates leading up to and on the ground at Cannes.


IF IT’S NOT GAY, IT’S NOT GAY

In RainbowYOUTH's first national ad campaign, they joined forces with Y&R New Zealand to call out casual homophobia and address the importance of inclusive language.


MAMMA BEER

For women undergoing chemotherapy, the treatment’s effect on taste can make many foods and drinks unpalatable. Mamma HELP, a breast cancer advocacy and support group, teamed up with Y&R Prague to create the first beer designed for women with breast cancer.


BEIN BED

The world’s fastest growing sports network, beIN SPORTS, aimed to encourage American viewership for El Clásico, a match between FC Barcelona and Real Madrid, despite the unusual 7 a.m. EST/4 a.m. PST start time. Created by Y&R Miami, the campaign helped fans get to sleep early via snooze-inducing content featuring notable on-air talent.


OUR FLOWERS AREN’T MEANT TO SAY SORRY

"Ana felt guilty about her partner being jealous. After each slap, he always brought her daisies," reads the copy. In this stunning campaign for AEFI Association of Spanish Florists, Y&R Madrid reminds readers that flowers are never meant to hide acts of abuse, physical or emotional.

AEFI-SORRY-YELLOW
AEFI-SORRY-WHITE
AEFI-SORRY-RED
AEFI-SORRY-PINK
AEFI-SORRY-GREEN



SIP SAFE

To help protect and educate students against drink spiking, Monash University and Y&R Melbourne created Sip Safe – a simple wristband, commonly seen at festivals and events, that can detect drugs in just a drop of liquid.


RX PRESCRIPTION STICKERS

Dubai is home to over 750,000 blue collar workers, many of whom are illiterate and at risk of overdosing on prescription medication. In response to the challenge, Dubai Health Authority and Classic Partnership Dubai introduced easy-to-interpret pictorial prescription stickers.


THE FEMINIST LETTERS

To amplify messages advocating for gender equality, Y&R New York created a bold new font. Each letter and number is specifically designed to call attention to issues like equal pay and reproductive rights. The platform was launched with Women of Sex Tech, the 3% Conference, Bow & Drape, Bustle, and Yola Mezcal. All proceeds generated through the campaign benefited Planned Parenthood of New York.


YOU’RE ALREADY RICH

We’ve all dreamed of living as millionaires, but in the gambling and lottery brand category that aspirational message is a saturated one. So, Polla Loto and Y&R Santiago took an unexpected approach. They used Loto’s brand platform to remind us that we’re already rich.