New Cannes Festival promotion not your “stock standard” campaign

New Cannes Festival promotion not your “stock standard” campaign

The Cannes Lions International Festival of Creativity have teamed up with McCann London in a new campaign to promote the festival, creating a series of stills that mimic the generic excitement of the stock photo.

B&T Magazine
Posted by B&T Magazine

The campaign features a collection of world-renowned creative professionals portrayed as super-positive, fist-pumping, stock photography models.

Each execution features a stock image-style watermark with the legend: ‘You’ll come back as pumped as a stock photo model.’ Along with relevant search terms like ‘Success’ ‘Winning’ ‘Inspired’ ‘Energised’ ‘Cannes’ ‘Festival’ ‘Pumped’.

The images are likely to appeal to anyone familiar with stock photo databases and manages to successfully capture the predictable nature of stock photography.

Photographer Max Oppenheim was called in to shoot the series, "It was a challenge to find just the right visual language to pull off this series. I was very careful to select neutral locations, styling and wardrobe to capture the generic world of stock. And it helped massively that all the 'models' understood how great the idea was and threw themselves into their performances.”

 “Our campaign celebrates the one thing that everyone who goes to Cannes experiences: the feeling of falling in love again with what you do for a living,” Senta Slingerland, director of brand strategy at Cannes Lions, commented.

The 2014 Cannes Lions International Festival of Creativity will run from 15 to 21 June.

Credits: Agency: McCann London, Campaign: Pumped, Client: Cannes Lions International Festival of Creativity, Photographer: Max Oppenheim, Chief Creative Officers: Rob Doubal & Lolly Thomson, Creative Director: Mike Oughton, Copywriter: Mike Oughton, Art Director: Simon Hepton, Digital Team: Thomas Ilum & Carl Rapp, Typographer: Gary Todd, Producer: Anna Henderson