Finding that magic formula is not easy, but if you are looking for one single ingredient on how to win a PR Lion, then look no further than humor.
This year's Grand Prix winner is called Dumb Ways To Die. I am used to scare tactics in the UK or in my native Ireland to address similar deadly serious themes but the approach taken here was funny, eye-catching, and impactful.
Last year's victor also had a strong leaning toward humor as did the 2011 overall winner. After a week in a Cannes bunker dissecting all the entries, I suspect the judges must need a laugh.
– John Saunders, regional president of FleishmanHillard EMEA, explains that laughter can be a serious matter when it comes to PR Lions.
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