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16TH JUNE 2017


The best of British creativity will dominate the skyline at Cannes this year as part of our new campaign for the Department of International Trade, showcasing the benefits of working with the UK’s exceptional creative businesses. The campaign, designed to drum up demand to trade with and procure services from the UK, was originated by an integrated Engine team from Partners Andrews Aldridge and WCRS.

A billboard featuring a 3D animated GREAT British lion, situated atop the Grand Hotel, will roar to alert Cannes goers whenever British talent involved in a Cannes Lions award wins. The work will be featured on the billboard in real-time as the awards are announced.

Flying the flag for British business and talent involved in award-winning campaigns, from agencies to post-production houses or directors, the billboard will shine a spotlight onto the contribution to exceptional global creativity made by British businesses at this year’s Cannes Lions Festival, projected to reach more than 11,000 industry professionals from over 90 countries around the world.

The campaign aims to generate further international demand for the UK’s exceptional creative services and invites those attending the festival to bring their ideas to life by collaborating with them.  

The UK Government was the first in the world to recognise creative industries as a proper industrial sector, and it has never been stronger. Now worth £87.4bn a year to the economy, the UK’s creative industries sector is growing at almost twice the rate of the wider UK economy; the total UK creative economy accounts for 12% of all UK firms and creates around 2.8m jobs.

Conrad Bird, GREAT Campaign Director said:

 “The UK has a rich history at Cannes. Through this initiative, we are celebrating the latest wave of exceptional thinkers, collaborators and creators. British talent is pushing boundaries in all areas of creative services and continues to be a collaborative partner for any business with their own creative and commercial ambitions.”

Debbie Klein, CEO of Engine Europe and Asia said:

“This powerful creative campaign celebrates the best of British creativity, and demonstrates how true collaboration between a committed client and a talented creative agency can bring ideas to life. Cannes is a time for the industry to come together and celebrate creativity and innovations across the sector. Not only will this billboard be a first of its kind in Cannes, but it is also a reminder for us and the rest of the world, of the truly amazing talent that we have here in the UK.”