Blog / July 1, 2022
2022 finally saw the return of the Cannes Festival at the Palais in France. Rethink had a very successful week, picking up 12 Cannes Lions and 24 shortlists. The festival ended on a high as Rethink was ranked #1 Creative Strategy Agency of The Year and #3 Global Independent Agency Network of the Year. The winning work comes from 9 clients and 14 different ‘Lion’ juries.
The two Gold Lions were awarded to the Draw Ketchup campaign in Print and Creative Strategy. The campaign also took home an additional two Bronze Lions in Film and Media. It was also shortlisted by the Titanium and Print & Publishing juries.
Kraft Heinz kept the momentum up throughout the week, collecting more hardware for its Hot Dog Pact campaign. Rethink received two Silver Lions in Experience & Activation and PR and a Bronze in Social.
For decades, people have been asking why hot dog buns come in packs of 8 when wieners come in packs of 10. Following the massive support from hot dog lovers all over the world, Wonder officially joined the Heinz Hot Dog Pact. Starting June 23rd, they are releasing the first ever 10-pack. 10 wieners. 10 buns. Finally.
A Silver Design lion went to The National Magazine Award Foundation for its rebrand identity. The identity drew inspiration from a magazine’s most distilled form: the spine. From there, the design system explores a range of perspectives – inspired by the wide range of publications that submit to the award show each year.
Three Bronze Lions went to the Fondation Emergence: Colours of Pride campaign in Print, Design and Industry Craft. The work was also shortlisted by the Health & Wellness jury.
Colors of Pride reimagines one of the world’s most iconic symbols using real bruises from real assaults against LGBTQ2+ activists. A real “bruised” flag was created, using six key photographs from victims of assault during Pride celebrations.
Another non profit campaign– ‘Add the M’ for YWCA Metro Vancouver was awarded a Bronze lion in Entertainment For Sport: Diversity & Inclusion in Sport.
Drawing attention to inequity in sports we added an M to the iconic logos of men’s sports leagues, matching the W which often serves as an asterisk marking women’s sports as separate, different, and less worthy.
Further shortlists went to McCain Foods, IKEA, YWCA, Periods For Periods and Purdy’s Chocolatier.
We’re thrilled to have had our best year to date at the festival and the most wins for a Canadian agency this year.
Thank you and congratulations to all of the clients and partners who made it happen.