Qantas ‘The great crusade’ wins gold in first branded content award at Cannes, ‘Australia strong at non-fictional storytelling’
The great crusade, a campaign for Qantas by Wonder Sydney, has won a gold lion in the inaugural year for branded content at Cannes, which saw Australia win three awards and New Zealand claim two.
Avi Savar, founder and chief creative officer of US content shop Big Fuel said: “Some of the best work we’ve seen this week has come out of Australia, which has been particularly strong for non-fictional storytelling. The great crusade was a contender to win the grand prix in this category.”
“It was a perfect example of strong tactical execution in branded content. It showed how to drive and motivate audiences, not just in creating video but taking the idea offline through events,” he said.
Can we please draw a distinction between branded content that plays online to 200,000 people and branded entertainment series on network tv (in prime time) that attract a 1 million plus audience over multiple weeks who also sit thru traditional ad breaks?
Totally different in my opinion.
Awesome work for The Great Crusade, glad to see the recognition. Well done guys.
that qantas thing got gold and air nz got bronze? what the?
Great Crusade = Unfunny.
Air NZ Skeptics = Answering a business problem in an engaging way
Great Crusade…in name only.
You must be joking…Gold?
It deserved Brown.
Views measured in hundreds for most of the films. Embarrassing…unfunny, lame and worst of all, chronically un-involving.
The Jacob’s Creek Agassi spots were a far more deserving winner.
Great crusade was excruciating. Canne is a joke.