5 campaigns that dominated at Cannes PR Lions 2018

PR pros have an issue with talking about their own work.

The belief that being in the spotlight is for clients, not PR pros, stays strong. PR competitions are one of the rare occasions for the industry to share their jobs well done, often being a source of valuable case studies.

Another edition of one of the worlds’ biggest creativity festivals, The PR Lions, has just come to an end. Here’s a subjective selection of five campaigns you should know:

1. The Flip

On International Women’s Day, McDonald’s flipped its iconic arches upside down. The idea was to encourage and inspire women by celebrating company-related female success stories, with Patricia Williams as the leading example.

Campaign results? McDonald’s arguably covered Google on International Women’s Day, being the most searched brand on March 8^th. With campaigns carried out at this scale (over 1.6 billion impressions up to submission date), it seems impossible to point out a measurable sales effect, but that never was a direct goal of “The Flip”. Plus, many became more positive towards the brand after hearing about the campaign.