During the last Cannes Lions Festival of Advertising, which ended last week, the UN Women campaign for gender equality made a great impression.
The campaign started with print ads. But it was online that it really spread. People started talking about it, sharing and tweeting. Big media picked up the story and it became a spontaneous PR phenomenon, leading to 3 gold Lions, 2 silver and a coveted Titanium Lion award.
Why did it work?
- It dealt with a sensitive subject matter.
- It had an iconic layout.
- It causes what I call the "brain popcorn" effect.