|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: 'I’m Drinking It For You'
Agency: Colenso BBDO, New Zealand
Client: DB Export Extra Low Carb
Laura Liang, Chief Strategy Officer of DDB China Group:
I think it is quite a cheeky, fun and entertaining way to promote a beer product, by using a song. It creates an almost natural and light-hearted phenomenon online of people singing and memeing the performance, and it all felt hilarious and accessible, perfect for the category. And choosing Valentine’s Day is another smart move.