My favourite Cannes Grand Prix: Josy Paul

It's 17 days to the 59th edition of the Cannes Lions International Festival of Creativity. Even as Indian entrants nervously await results - of visa applications and entries - Campaign India asks Indian adlanders to pick their favourites, from among all Grand Prix winners at Cannes.

First up is Josy Paul, chairman and national creative director, BBDO India, who will make his debut as speaker at the Festival this year.

His pick is the 'American Rom' campaign that won Grand Prix last year. Here's why.

Paul said, "For me, the Grand Prix winner that is the most memorable is the 'American Rom' campaign. Rom is a chocolate bar from Romania. The brand said, 'You young guys like America so much, so we're changing everything for you.'  The Romanian flag was removed from the packaging, and substituted with the American flag. It was a real life statement, because people realise the real value of something only when it is taken away from them. The campaign created such nationalistic fervour, and for a chocolate bar to provoke it, it really proved the power of packaging. Just by fooling around with some elements of packaging, they could make a nation stand up and take notice, was fantastic."

Watch the case study here:

Credits (Courtesy www.canneslions.com):

Advertiser: Kandia Dulce
Product: Snack
Entrant Company: McCann Erickson, Bucharest
Country: Romania
Year: 2011
Award: Grand Prix