The greatest achievement of an advertising creative is to be present on the stage of the Cannes Festival, when a piece is awarded is proudly shown to the public who looks forward to seeing the genius of the creative minds of the moment.
But this was not what happened this year at the festival, where for the first time in history a piece won gold at Health & Wellness and did not come out to be applauded much less we will find it in the media. This piece of advertising was hidden and protected for the sake of the project.
“ETHICS ARE STRONGER THAN FAME”
This is an incredible idea generated by Area23 (the Healthcare department at FCB NYC) for Polaris, which is an association that fights against human trafficking.
The creative idea for this campaign is so great and is helping rescue exploited people generating incredible results that both the agency and jurors decided not to broadcast the video erasing all evidence of their social networks.
This is where we realize that ethics is stronger than fame and that advertising is not only a means of entertainment, it is a tool that puts people first and can help change lives.
It seems to me that this is an important example of human quality and how people always goes first than any award or prize, well done by this incredible agency that with its ideas are changing lives and worlds all together.