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New DIT Great Global Trade Campaign Ad Kicks Off UK’s Cannes Lions 2022

Advertising Association

3 min read Partner content

40 UK advertising companies on Cannes Lions trade mission

The Department for International Trade (DIT), in partnership with an industry coalition led by the Advertising Association, has launched a new campaign to celebrate the very best of UK advertising at Cannes Lions this month. The new creative campaign has been developed by the GREAT Global Trade campaign and will be supported online across DIT and industry channels during the festival, as well as on-the-ground during the festival. It is designed to support the efforts of a UK Advertising Export Group (UKAEG) trade mission involving 40 companies, with campaign support from industry partners including the APA, Clear Channel, Channel 4, Framestore, M&C Saatchi, Pinterest, and PwC.

In its role as UK representative for Cannes Lions, the Advertising Association will be running a programme of activity to profile the very best of UK advertising at the festival across jurors, speakers and companies shortlisted for the prestigious Lions. In addition, it will deliver a series of exclusive networking events with international delegates, all designed to foster relations with companies from around the world and support export opportunities for the industry. The UK is bringing people together at events such as an ‘East Meets West’ afternoon tea; ‘Creativity Rocks’ on the Little Black Book Beach to hear from breakthrough British music acts; as well as events focusing on Ad Net Zero and All In, to promote UK advertising’s sustainability and inclusion initiatives. Full details of the plans can be seen at the special Cannes Lions hub on the Advertising Association website.

Rupert Daniels, Director of Digital, Education, Creative, Consumer and Sports at Department for International Trade, said: “DIT is delighted to partner with the Advertising Association and their working partners to shine a spotlight on the best of British creativity at this year’s Cannes Lions. Our goal is to showcase how the UK is the leader at harnessing creativity, innovation and tech to deliver both impact and results for global brands. DIT will be there as part of a great UK team – excited to be on the ground at Cannes Lions after three years – ensuring the world’s leading advertising and marketing professionals see the door is open wide to working with inspirational businesses across the UK.”

Stephen Woodford, Chief Executive, Advertising Association, said: “We’d like to thank our colleagues at the Department for International Trade for their support in making this campaign happen for Cannes Lions. In addition, we have received tremendous support from our partners - the APA, Clear Channel, Channel 4, Framestore, M&C Saatchi, Pinterest, and PwC – who have committed time, energy and funding to help us promote UK advertising in the most positive, inclusive and sustainable way possible. As the world opens up post-pandemic, it is critical our industry is there to show the world its unique position as a global strategic, creative and technical hub.”

The GREAT Global Trade campaign creative takes the iconic Lions image and integrates it as a new unique addition to DIT’s suite of advertising creatives, produced to deliver marketing campaigns that promote UK sectors and, ultimately inward trade and investment into the UK from overseas. This new campaign will include a special showcase of every company featuring in the UK trade mission to Cannes Lions, as well as equipping each participant with assets to use as part of their networking and lead generation activities. The trade mission features a wide range of advertising and marketing services companies offering capabilities across creative, e-commerce, B2B, adtech, production, social, gaming, immersive, events and sports. The campaign has wide support from across the creative industries, including backing from the Creative Industries Trade & Investment Board.


Associated Organisation