McCann London “pumped” Cannes Lions this year

Ads, Creativity, Festivals & Awards

McCann London realized the campaign promoting this year’s Cannes Lions International Creativity festival. The series of print executions part of the campaign, shot by award-winning photographer Max Oppenheim, sees world-renowned creative professionals portrayed as super-positive, fist-pumping models.

The executions are featuring stock image style watermarks – “You’ll come back as pumped as a stock photo model” – and relevant search terms – “Success,” “Winning,” “Inspired,” “Energised,” “Cannes,” ”Festival,” and “Pumped.”, highlighting the fact that Cannes Lions inspires delegates to return to work with renewed enthusiasm.

Our campaign celebrates the one thing that everyone who goes to Cannes experiences: the feeling of falling in love again with what you do for a living.

Senta Slingerland,

Director of Brand Strategy Cannes Lions

It was a challenge to find just the right visual language to pull off this series. I was very careful to select neutral locations, styling and wardrobe to capture the generic world of stock. And it helped massively that all the “models” understood how great the idea was and threw themselves into their performances. They were pumped!

Max Oppenheim,


This campaign will strike a chord with everyone in the world who has ever typed the word ‘success’ into a stock image library search bar

Mike Oughton,

Creative Director McCann London 

The campaign features Benjamin Palmer – Chairman The Barbarian Group New York; Chloe Gottlieb – ECD of R/GA New York; Amir Kassaei – Global Chief Creative Officer DDB Worldwide; Ted Royer – Chief Creative Officer Droga5 New York; Angel Anderson – VP/Experience Director CP+P LA; Sean Sim – ECD Ogilvy China; Cindy Gallop – Founder & CEO If We Ran The World and Make Love Not Porn; James Hilton – Co-founder and CCO AKQA; and Laura Gregory – CEO and Founder Great Guns.


Agency: McCann London
Campaign: Pumped
Client: Senta Slingerland, Cannes Lions
Photographer: Max Oppenheim
Chief Creative Officers: Rob Doubal & Lolly Thomson
Creative Director: Mike Oughton
Copywriter: Mike Oughton
Art Director: Simon Hepton
Digital Team: Thomas Ilum & Carl Rapp
Typographer: Gary Todd
Producer: Anna Henderson