29 jun, 2018
Cannes Lion Juror Mariana Borga Shares Her Favorite Pieces of Work
Mariana Borga, Creative Director at J. Walter Thompson Brazil, was a juror for the Outdoor category at Cannes Lions this year. Now that the festival is over, we asked Mariana to share the three pieces of work that stood out to her most.
Highlight the Remarkable
This year, we’ve seen several campaigns that were dedicated to the topic of gender equality. While there were many pieces of work developed around this theme, I thought that DDB’s piece, “Highlight the Remarkable,” was the cleverest and most elegant in the Outdoor category – and it was an incredible fit for the brand.
Price on our Lives
One the most interesting things about the Outdoor category is that many different types of work – of all shapes and sizes – can fit within the category. This campaign for March for Our Lives is an example of how a small piece of communication can make a profound impact.
What’s the best way to convince your target that your ice cream is so creamy that you can eat it upside down? This campaign for Dairy Queen stood out to me because it exaggerates the best component of the product, taking it to an extreme. Also, it incorporates both a comical and straight-to-the-point idea.