Taking the top spot during Monday night’s Cannes Promo/Activation and Direct Lions was Romanian agency BV McCann which took home two Grand Prixs for Promo/activation and direct. The agency won for the work it did for Kandia Dulce.
Kandia Dulce is a Romanian chocolate bar that was originally tied to the country’s patriotism with packaging that mirrored the country’s flag. But when the economy tanked, the packaging became less relevant and sales took a hit. BV McCann came up with a tongue and cheek strategy which repackaged the product to look like the American flag, complete with stars and stripes and the tagline, “The taste of coolness.”
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