Marcel's Nicolas Lévy on France's Cannes Chances

Addict Aide Like My Addiction

One of the best uses of social media this year. BETC Paris created an Instagram sensation called Louise Delage and for weeks, while her popularity was growing, almost no one realised that on each of her (pretty hot) pictures she was holding a glass or a bottle of alcohol. A smart way to address the delicate issue of social drinking, with the insight melting seamlessly into the execution. I also like the irony of having a bunch of ad people at Cannes awarding a campaign raising awareness of social alcoholism.

Libération The Refugees’ Issue

I love what Fred & Farid has done for French daily newspaper Libération. At the height of the refugee crisis, while France was torn apart by the debate, the paper put out an issue written entirely by refugees – a chance to hear the truth and generate some empathy for their situation. It reflects the paper’s core values more than any ‘classic’ ad could.

Volkswagen Nothing

DDB Paris' ode to ‘nothing’ advertises the brand’s safety innovations – as ‘nothing’ is the best thing that could happen to you on the road. It’s full of the smartness and wit Volkswagen is capable of when sticking to its creative DNA.

Groupama The Safest Route

Marcel Paris used public accidents data to create a digital tool for insurance brand Groupama that recommends a route where the fewest accidents have occurred. It came from a simple insight: all other GPS systems recommend the fastest or cheapest route, but never the safest.