How to get free drinks in Cannes? Win a Grand Prix.
So it looks like Romania is the new creative capital of the world after McCann Erickson Bucharest scooped two of the first three Grand Prix Lions awarded.
The agency won in the Promo & Activation and Direct categories for its work on Rom, a chocolate bar that for years has aimed to represent Romania – hence the name and the fact it’s packaging comes in the style of the Romanian flag.
But with Romanian teenagers no longer feeling patriotic, McCann created a tongue-in-cheek campaign which saw Rom embrace the US, even to the extent of changing the packaging to mimic the star and stripes.
It was brave thing to do, but they got the reaction they wanted as Romanians got angry that those arrogant yanks had come over and messed with their country’s chocolate bar.
Naturally, it was changed back after public protest, and people started buying Rom again.
So how do you celebrate after winning two Grand Prix? Well you go to the Gutter bar, obviously. The creatives behind it soon realised that as long as they were clutching those two statues, they wouldn’t have to buy a drink all night.