Talking about the campaign, jury president Gabriel Schmitt, global chief creative officer at Grey, global said, ‘It doesn’t get more commerce than this.’

He said the campaign stood out because it took a globally recognised product and extended it into the digital space to address a different kind of problem – not what the product was designed for, but still something the brand could credibly own. That made it feel both unexpected and entirely right. He also pointed to the scale and longevity of the idea, calling it a near-perfect fit for the category. That combination, he said, ‘just checks every box’.

When asked about a mini-trend of other coupon-based campaigns picking up awards this year at Cannes, Schmitt said, ‘Coupons never left real people’s lives. And I think the challenge we have is to turn those into things that are go much further, much more wonderful than just simple coupons. That’s showing you that things that may feel pedestrian, actually, if you repackage them, they become so so much more powerful.’