HOW WE “STOLE” $160.000.000 FROM CANNES LIONS IN 3 DAYS?
The story started when Quynh had to run around asking to share a Cannes Lions Live account with an HR lady at the agency where she was soon to be a Junior Copywriter. Then we jumped on many calls in order for us to view and discuss all shortlisted and winning cases that made it to the festival this year.
This was unnecessarily a lot of effort, and it bugged us to think about how many cash-strapped and hungry creatives out there are going through the same hardship.
So we ended up compiling all Lions-winning cases in a Google Document that was shared across our home country, Vietnam, and it spread like wildfire. And we went bolder: constructing a global and permanent website, LoveTheWorkMore.com, that saw more than 80,000 visitors in 150 countries in the first 3 days. The name is a dig at Cannes Lions which owns the URL LoveTheWork.com.
THE REST WAS HISTORY.
✓ 80,000 unique visitors from 150+ countries in the first 3 days, and was most famous in Brazil (Obrigado, amigos).
✓ Featured on Adweek.
✓ Offered to display the idea in Times Square. For free.
✓ The CEO of Cannes Lions called the agency that had just hired Quynh to ask for her contact. That agency was, ironically, the main sponsor of Cannes Lions 2020/2021. The CEO never found her, his sidekick (the Head of PR) did. We got on a call with her and their Managing Director, smiled, and negotiated to open their Cannes archive for free permanently to all students from universities globally. They agreed.
✓ An ex-employee of Cannes Lions told us we did a good job.
✓ Contacted by Atlantic New York, Grey New York, Ogilvy London, Wunderman Thompson Singapore, R/GA London, TBWA Auckland, McCann Bucharest, Impact BBDO, FP7/McCann Dubai, AndUs Dubai, TBWA\Raad, and MullenLowe Dubai.
✓ Won 0 awards, but millions of hearts.
TREMENDOUS POSITIVE REACTIONS
THE PEOPLE’S AWARDS
…. AND CANNES REACHED OUT TO US.
THE STORY WILL BE UPDATED SOON.
Creative team: Quynh Tran, Toan Mai.