Closed captions hadn’t changed since 1971; they failed to show tone, emotion, or speaker identity. FCB Chicago’s campaign reworked closed captions to make for a more immersive experience that fits within cinematic language. It won three Grand Prix at Cannes Lions this year.
MullenLowe
Stella Artois “Reassuringly Expensive” (1982)
Stella Artois turned its higher price point into a positive with Lowe (which became part of MullenLowe). The slogan ran from 1982 to 2007 with cinematic ads that garnered international acclaim.
Monster.com “When I Grow Up” (1999)
Mullen’s Super Bowl ad for Monster.com broke through with dry humor and black-and-white shots–and helped turn the online jobs board into a household name.
E-Trade “Don’t Get Mad, Get E-Trade” (2017)
Instead of envying or hating the super-wealthy, you could be one of them, said E-Trade in its long-running campaign by MullenLowe.
Persil / Skip / Omo “Dirt is Good” (2020)
In the U.K., MullenLowe helped the Unilever detergent find its purpose by encouraging messy play for childhood development. The campaign was multi-award-winning and contributed to Unilever being named Cannes Lions 2024 Creative Marketer of the Year.
