WD World

Part 3: Cannes Lions Best of Series

The 2015 Cannes Lions Festival is over. Here at WD we are going to be picking some of our favorites that exemplify premium brands in creative and innovative ways.

“Every Day Is Day One” for Samsung/ASP Surf Sponsorship by 72andSunny won a Gold Lion in the Film Craft category. Samsung smashes the tan, sunny stereotype of the surfer’s life to give us a cross-section of today’s surfing community while also highlighting the premium brand’s newest collaboration with the Association of Surfing Professionals as the ASP’s only global partner. The ad uses a broad and colorful scope to spotlight surfing professionals and amateurs, in moments not usually seen on screen; while also cleverly incorporating their products and usage throughout. The product placement is very well done and is so organically incorporated that one doesn’t immediately notice that it’s been happening until the very end of the spot.

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