PR's dominance at the 2024 Cannes Lions continued with Ogilvy winning a Grand Prix for leading the creative concept behind CeraVe's "Michael CeraVe" campaign.
The campaign, recognized in the multi-platform social campaign category, also received Gold Lions for innovative use of influencers/creators in both the social & influencer and media categories.
"Michael CeraVe" was an immersive campaign that playfully planted and debunked a conspiracy theory surrounding the product's origins. The three-week journey culminated in a Super Bowl ad featuring Cera himself, alongside dermatologists setting the record straight.
?Ç£What a thrill to receive this Cannes Lions Grand Prix, along with two Golds, for this elaborate conspiracy that we created together with CeraVe. By putting earned-first thinking at the forefront of this campaign, and ensuring PR, social and influencer worked in concert at every stage, we were able to drive an entirely new kind of Super Bowl experience that educated around a product truth while being wildly entertaining. Ogilvy is so grateful for the bravery and trust of our client partners, and to the many committed team members it took to pull off such an intricate story,?Ç¥ said Charlotte Tansill, (pictured), President, Ogilvy PR, social & influence.
Ogilvy's win further solidifies PR's remarkable showing at Cannes Lions this year. Golin's "The Misheard Version" campaign for Specsavers achieved a historic feat, becoming the first PR-led idea to win the PR Grand Prix.
Overall, the PR industry had a banner year at Cannes Lions. Edelman's "Bar Experience" for Heineken and Weber Shandwick's "Translators" initiative for U.S. Bank secured Gold Lions. Weber Shandwick also contributed PR support towards IPG's Area 23 health network's Gold Lion-winning "In Transit" effort, and Zeno earned PR credit for Rethink Toronto's "Heinz Ketchup Fraud" campaign, another Gold Lion winner.
