LTC 259-2024 Miami Beach Campaign Shortlisted for Cannes Lions AwardsM IAM I BEACH
OFFICE OF THE CITY MANAGER
LTC# LETTER TO COMMISSION
TO:
FROM:
DATE:
SUBJECT:
Honorable Mayor Steven Meiner and Members of the City Commission
Rickelle Williams, Interim City Manager /?u}
June 25, 2024
Miami Beach Campaign Shortlisted for Cannes Lions Awards
The purpose of this Letter to Commission (L TC) is to announce that the Miami Beach Breakup
campaign created by the Office of Marketing and Communications in close collaboration with the
Greater Miami Convention and Visitors Bureau (GMCVB) and its agency of record, VML, was
shortlisted for the Cannes Lions 2024 Awards.
The Cannes Lions are considered the pinnacle of achievement in the advertising world, often
referred to as the "Oscars of the advertising industry". Only about 5% of all entries make it to the
shortlist. This indicates a very selective process where only the top tier of entries is recognized by
industry experts as innovative and impactful. The Miami Beach Breakup campaign was shortlisted
three (3) times. Once in the Direct Lions and twice in the PR Lions categories.
"Direct Lions celebrate targeted and response-driven creativity. The work will need to
demonstrate how insights and/or data were used as part of the strategy to engage specific
target audience groups and develop customer relationships, inspiring action and producing
measurable results."
"The PR Lions celebrate the craft of strategic and creative communication. The work should
demonstrate how original thinking, transformative insight and a strategy rooted in earned
media have influenced opinion and driven progress and change in business, society or
culture. The work should have storytelling at its core and establish, protect and enhance
the reputation and business of an organization or brand," according to the organization.
In the Direct Lions category, the Miami Beach Breakup Campaign distinguished itself among 2,025
entries by being the sole shortlisted entry from a destination, standing out against brands like
Netflix, McDonald's, and Heineken. In the PR Lions category, which received 1,525 entries, the
campaign was shortlisted alongside "Visit Sweden, not Switzerland."
The judging process is thorough and stringent, involving multiple rounds of evaluation by industry
experts. Only the most innovative and impactful campaigns make it through each round. Weighting
includes: 20% idea; 30% strategy; 20% execution; 30% impact and results.
The Miami Beach Breakup campaign was created in tandem with the policies implemented by the
City in March 2024 to prevent the anticipated spring break chaos that has threatened public safety.
The messaging focused on the City of Miami Beach officially breaking up with spring break and
communicated what the City was looking for in a relationship (its visitors): someone who is mature
and respectful enough to relax on the beach, visit a spa, check out a new restaurant, but most
importantly - abide by the law.
259-2024
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