Innocean Berlin Wins Cannes’ Grand Prix with Reporters Without Borders Germany Campaign

Innocean Berlin, in collaboration with Stink Films Berlin, has been awarded the prestigious Grand Prix for Good at the Cannes Lions Festival for the much acclaimed 'The First Speech' campaign for Reporters Without Borders Germany (RSF). This marks the first Grand Prix win for the Innocean network in its 19-year history.

In addition to the top award, 'The First Speech' earned a Gold in Film and a Bronze in Film Craft for its outstanding execution. Directed by Giordano Maestrelli, the films address the growing threat to press freedom and human rights by exposing governments which were democratically elected but remain in power with significantly constrained liberties – among them press freedom – many years after. 

In the three films, we hear their very first speeches, each filled with hopeful promises about safeguarding freedom and democracy. This is then juxtaposed with the campaign's message: "The loss of freedom is never obvious at first." With cinematography by Konrad Losch, the visuals portray citizens from these countries tuning to their newly elected leaders through radio or TV, on the day when the speech took place. 

The campaign's call-to-action "Trust the Free Press. Not Pretty Words.” underscores the urgent need to rely on independent journalism as a weapon against autocratic manipulation and calls on audiences to support press freedom by donating to RSF. 

As 2024 shapes up to be a historic electoral year with 49% of the world’s population voting, 'The First Speech' serves as an urgent warning that resonates globally when key countries and regions - including USA, India, the EU, and most recently France’s newly called snap election - are heading to the polls. This warning is no less relevant for Germany, where the rise of extreme right-wing sentiment has reached an all-time high since 1945.

Debbi Vandeven, this year’s Titanium's jury president, who casts the Grand Prix for Good decision, mentioned the campaign’s significance at a press conference in Cannes: "In today's unparalleled age, the preservation of free speech for generations to come is crucial. 'The First Speech' is a captivating series of films that skilfully combines simplicity and creativity to leave a lasting impact on the viewer. It meant a lot to this jury."

Ricardo Wolff, executive creative director of Innocean Berlin, emphasised the campaign's importance: Looking at the sharp rise of the extreme right in Germany, this campaign for RSF Germany is a powerful reminder that without a free press and proper information, history will keep repeating itself."

The prints and out-of-home ads, which ran across Germany, contrast the speeches with photos of journalists at the exact moment they were detained by their oppressive governments, received acclaim for their powerful storytelling, including three shortlists in the Industry Craft category for copywriting and one in Outdoor.

Gabriel Mattar, CCO of Innocean Berlin, remarked, “Reporters Without Borders turns 30 years in 2024, coinciding with the largest election year in history. We aimed to remind everyone that a free press is fundamental for democracy. The loss of freedom isn't always immediate."

Sylvie Ahrens-Urbanek, head of communications at RSF Germany, added, “In a crucial year for democracy, we aimed to pay tribute with a strong message against those who oppose independent journalism and human rights.”

Giordano Maestrelli, director says, “It's not every day that you can direct a campaign that relies on simplicity as its more powerful asset, with no trickery, just pure cinematic language. My goal was never just about shining a light into the past, but rewriting both what once was and what it'll be. It’s a seed of doubt and awareness planted into the viewers’ mind in order to make them evaluate their own realities.”

Moritz Merkel, executive producer at Stink Films Berlin says, “As a film producer, there's a profound thrill in steering projects that champion democracy and uphold the sanctity of a free press. Every frame becomes a testament to the power of storytelling in shaping societies and safeguarding our liberties”, 

”It's not just about making movies; it's about amplifying voices that challenge, inspire, and ignite change, reminding us that in the pursuit of truth, press becomes a potent force for democracy” adds Florian Hülbig, head of Stink Rising Berlin.

In addition to the Grand Prix and Bronze for the 'The First Speech', Innocean won two Bronze - Industry Craft and Print & Publishing - with its campaign 'Capa Vs. War' for  Robert Capa Contemporary Photography Centre.