During the 2023 Cannes Lions Festival,

more trophies were taken home by UK agencies than anywhere else. 

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For the following year's festival, the representative of the UK creative advertising industry *UK AEG* wanted a simple ode to British creativity which could be plastered everywhere at Cannes.

 

The festival happened to be the same week as the Euros, so while I'm sorry to have to transport you back to England’s heartbreaking performance, at least it was a great backdrop for this tactical ad, eh.