Entertainment accolade for MRM/McCann’s trailblazer
The winner of the Entertainment Grand Prix for 2017 is ‘Beyond Money’, a groundbreaking brand entertainment campaign from MRM/McCann Spain on behalf of Santander Bank.
‘Beyond Money’ is a high production value 17-minute film distributed across an array of platforms, including cinema. Its purpose was to connect Santander with youth audiences by getting them to think about how they value experiences compared to money — and it managed to secure the fastest account sign-up rate Santander had achieved in its 160-year history. Entertainment jury president PJ Pereira, co-founder and chief creative officer of Pereira & O’Dell, called it “the most perfect example of how a brand can make a statement about itself but also encourage people to invest their precious time.”
Pereira says the Spanish-originated campaign was run close for the Grand Prix by work from the US and Greece, proving great branded entertainment work can come from anywhere. Among 12 Gold Lions awarded were campaigns from Peru, Singapore and South Africa.
Entertainment is still a young category. As such, Pereira said the jury “had to be humble enough not to try and teach the world what the category is about, but learn from what the work was telling us.”