The Department for International Trade (DIT), in partnership with an industry coalition led by the Advertising Association, has launched a new campaign to celebrate the very best of UK advertising at Cannes Lions this month.
The campaign has been developed by the “Great” Global Trade campaign and will be supported online across DIT and industry channels during the festival, as well as at the event on the Côte d’Azur.
Designed to support the efforts of a UK Advertising Export Group trade mission involving 40 companies, he creative takes the Lions image and integrates it as a new addition to DIT’s suite of advertising creatives, produced to deliver marketing campaigns that promote UK sectors and, ultimately inward trade and investment into the UK from overseas.
Industry partners, including the APA, Clear Channel, Channel 4, Framestore, M&C Saatchi, Pinterest, and PwC have provided campaign support.
The activity will include a special showcase of every company featuring in the UK trade mission , as well as equipping each participant with assets to use as part of their networking and lead generation activities.
The trade mission features a wide range of advertising and marketing services companies offering capabilities across creative, e-commerce, B2B, adtech, production, social, gaming, immersive, events and sports and has wide support from across the creative industries, including backing from the Creative Industries Trade & Investment Board.
In its role as UK representative for Cannes Lions, the Advertising Association will be running a programme of activity to profile the best of UK advertising at the festival across jurors, speakers and companies shortlisted for the Lions.
In addition, it will deliver a series of networking events with international delegates, all designed to foster relations with companies from around the world and support export opportunities for the industry.
The UK is bringing people together at events such as an ‘East Meets West’ afternoon tea; ‘Creativity Rocks’ on the Little Black Book Beach to hear from breakthrough British music acts; as well as events focusing on Ad Net Zero and All In, to promote UK advertising’s sustainability and inclusion initiatives.
DIT director of digital, education, creative, consumer and sports Rupert Daniels said: “DIT is delighted to partner with the Advertising Association and their working partners to shine a spotlight on the best of British creativity at this year’s Cannes Lions. Our goal is to showcase how the UK is the leader at harnessing creativity, innovation and tech to deliver both impact and results for global brands.
“DIT will be there as part of a great UK team, on the ground at Cannes Lions after three years, ensuring the world’s leading advertising and marketing professionals see the door is open wide to working with inspirational businesses across the UK.”
Advertising Association chief executive Stephen Woodford added: “We’d like to thank our colleagues at the DIT for their support in making this campaign happen for Cannes Lions. In addition, we have received tremendous support from our partners, who have committed time, energy and funding to help us promote UK advertising in the most positive, inclusive and sustainable way possible.
“As the world opens up post-pandemic, it is critical our industry is there to show the world its unique position as a global strategic, creative and technical hub.”
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