Ad Age is reporting that Network BBDO, Johannesburg, took home the Cannes Grand Prix in outdoor for a solar-powered billboard.
What ultimately swayed the jury in the favor of the NedBank “Power to the People” work was that the solar power being collected by the billboard was helping to power several community buildings, including a schoolhouse. That the work made a difference in the community made all the difference to the jury.
At a time when it is so common to have short-term promotions, that the “work that continues to work and continues providing” was key, said jury chair Jean-Remy Von Matt, founder-chairman, Jung Von Matt, Hamburg.
The fact that this advertisement is for a bank is key. Banks invest in the community and help make it what it is, for good or for bad. To see the NedBank’s outdoor advertising put to work for the benefit of the community is the perfect brand message.
