Cannes Lions, the pinnacle of advertising accolades, annually celebrates the most innovative and impactful campaigns across various media. Print advertising, despite the digital surge, continues to showcase creativity that resonates deeply with audiences. Analyzing recent Cannes Lions winners in the Print & Publishing category reveals enduring lessons for crafting compelling print advertisements.
1. Simplicity Wins Every Time
A cluttered ad dilutes impact. The McWhopper campaign by Burger King (2016) nailed this by proposing a peace-themed collaboration with McDonald’s. A single visual of the combined burgers, with minimal text, made the message instantly clear and generated global buzz.
📌 More about McWhopper: VMLY&R
2. Cultural Relevance Creates Conversations
The Blank Edition by An-Nahar (2019) addressed Lebanon’s political inaction with a completely blank newspaper. It forced readers to confront the silence of their government, making it one of the most talked-about campaigns.
📌 Read more: Contagious
3. Emotional Storytelling Leaves a Lasting Impact
Rolling Stone Magazine’s campaign (2021) portrayed overworked mothers during the pandemic as rock stars, celebrating their struggles in a raw, relatable way. The imagery struck an emotional chord with audiences worldwide.
📌 Case study: PrintPower
4. Provocative Imagery Sparks Dialogue
The UN Women “Autocomplete Truth” campaign (2013) used real Google search autocomplete results to expose everyday sexism. The stark imagery—women’s faces partially covered by the search bar—demanded attention and change.
📌 More details: UN Women Campaign
5. Innovative Use of Medium Makes Ads Stand Out
The Trillion Dollar Campaign (2009) by The Zimbabwean newspaper printed ads on actual worthless banknotes, highlighting the nation’s hyperinflation crisis. The bold execution made it unforgettable.
📌 Full story: Wikipedia
6. Boldness in Concept Elevates Impact
Burger King’s McWhopper campaign was more than just simple; it was daring. Openly challenging a competitor for a social cause took courage, which paid off in massive media coverage and consumer goodwill.