UK advertising celebrated in new advertising campaign launched at Cannes Lions

The Department for International Trade (DIT), in partnership with an industry coalition led by the Advertising Association, has launched a campaign to celebrate the very best of UK advertising at the Cannes Lions festival.

The creative campaign has been developed by the GREAT Global Trade campaign and will be supported online across DIT and industry channels during the festival from June 20 to 25th, as well as on-the-ground during the festival.

It is designed to support the efforts of a UK Advertising Export Group (UKAEG) trade mission involving 40 companies, with campaign support from industry partners including the APA, Clear Channel, Channel 4, Framestore, M&C Saatchi, Pinterest, and PwC.

In its role as UK representative for Cannes Lions, the Advertising Association is running a programme of activity to profile the very best of UK advertising at the festival across jurors, speakers and companies shortlisted for the prestigious Lions.

In addition, it will deliver a series of exclusive networking events with international delegates, all designed to foster relations with companies from around the world and support export opportunities for the industry.

The UK is bringing people together at events such as an ‘East Meets West’ afternoon tea; ‘Creativity Rocks’ on the Little Black Book Beach to hear from breakthrough British music acts; as well as events focusing on Ad Net Zero and All In, to promote UK advertising’s sustainability and inclusion initiatives.

Full details of the plans can be seen at the special Cannes Lions hub on the Advertising Association website.

Rupert Daniels, Director of Digital, Education, Creative, Consumer and Sports at Department for International Trade, said: “DIT is delighted to partner with the Advertising Association and their working partners to shine a spotlight on the best of British creativity at this year’s Cannes Lions. Our goal is to showcase how the UK is the leader at harnessing creativity, innovation and tech to deliver both impact and results for global brands.

'DIT will be there as part of a great UK team – excited to be on the ground at Cannes Lions after three years – ensuring the world’s leading advertising and marketing professionals see the door is open wide to working with inspirational businesses across the UK.”

Stephen Woodford, Chief Executive, Advertising Association, said: “We’d like to thank our colleagues at the Department for International Trade for their support in making this campaign happen for Cannes Lions. In addition, we have received tremendous support from our partners - the APA, Clear Channel, Channel 4, Framestore, M&C Saatchi, Pinterest, and PwC – who have committed time, energy and funding to help us promote UK advertising in the most positive, inclusive and sustainable way possible. As the world opens up post-pandemic, it is critical our industry is there to show the world its unique position as a global strategic, creative and technical hub.”

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