"Here the routine continues. Not in Ukraine". This was the slogan of the Amnesty International campaign that led BAR Ogilvy and MEO to win gold at the largest advertising creativity festival - the Cannes Lions International Festival of Creativity.
At the end of March, MEO reinforced its role as a brand of causes by joining Amnesty International's initiative to raise awareness among the Portuguese people about the new reality of the Ukrainian people, recalling the importance of supporting the work of this international organization in defending human rights. For this purpose, MEO provided its advertising space in various media and platforms to sound the campaign's sirens. It also provided logistical support for this important cause.
"When MEO undertook to be a brand of causes, it was precisely so that we could give voice to initiatives like this one by Amnesty International. Humanization is one of the main pillars that sustain MEO's performance and is an unquestionable part of its DNA, so that is why we are proud to see this campaign being awarded the highest recognition by the biggest festival of advertising creativity", shares Ana Figueiredo, Executive President of Altice Portugal. As well as the advertising channels where it was seen and heard, the campaign was also on social media and in MEO stores, to remind us that, while life in Portugal is normal, the Ukrainian people are forced to fight for their lives, their homes, their families, their freedom, their country.
MEO has positioned itself as a brand of causes, joining the public debate on several divisive issues and using its means to give voice to awareness-raising initiatives from the fight against domestic violence to maritime pollution, this is another cause embraced by MEO in order to achieve a more just, equitable, and balanced society.
The Cannes Lions International Festival of Creativity was created in 1953 by SAWA (Screen Advertising Worlds Agencies) and is currently the most important award in advertising worldwide. Organized by the British company Ascential plc, it is held annually in the city of Cannes, on the French Riviera, recognizing the most creative advertising works of the last year, and hosting a conference with around 200 activities including debates and meetings with big names in the sector. The event runs until the 24th of June.