Each June, advertising executives from around the world descend on the south of France for the Cannes Lions International Festival of Creativity, the most coveted creative awards in the industry. This year, over 40,000 submissions were entered into competition in 23 different categories. Travel brands haven't traditionally had a strong presence at the awards, but with big moves such as Airbnb hiring Jonathan Mildenhall from Coke, we'll be seeing a new standard of creative work. Among the notable examples include:
- The Swedish Number - Swedish Tourist Association: The first country in the world with its own phone number. Get connection to a random Swede and talk about anything.
- Giga Selfie - Tourism Australia: Australia, the land of giga, where everything is gigantic. Tourism Australia created the world's largest selfie service to better fit the country's vast natural landscapes into a single shot.
- Don't Go There, Live There - Airbnb: Airbnb is supplying the means to connect people; homes is where it is starting but going forward we want to look at that end to end journey.