The future will be data-driven, that’s what most experts believe. But raw data, even with the amount of information it holds, can only do so much for a campaign. It is ultimately creativity and direction that will render a campaign effective or not.
FCB/SIX’s “Go Back to Africa” Campaign proved it had what it takes to be the Creative Data Lions track’s Grand Prix Winner.
The video created by FCB/SIX for multi-platform lifestyle and travel company Black and Abroad starts off by showing hateful tweets from different users suggesting people of color go back to Africa, which the campaign says is actually a good idea.
The tech-driven campaign successfully hijacked the derogatory and racist phrase, and turned it into a tourism campaign that showcased the numerous beautiful sights in the continent, compelling people to indeed go back to Africa.
Other campaigns that won Gold for the Creative Data Lions are:
- “Pet-Commerce” by OGILVY, São Paulo for Petz
- “The E.V.A Initiative” by FORSMAN & BODENFORS, Gothenburg for Volvo Cars
Click here to view and download the full list of winners.
Main Image from Cannes Lions 2019 via Twitter.
