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  • When do lions praise penguins? And who thinks about Christmas in June? Advertisers do!

When do lions praise penguins? And who thinks about Christmas in June? Advertisers do!

In the third week of June those involved in the advertising industry turn their attention to the south of France and Cannes. This year, the level of creativity cannot be argued - from a beer company selling "Brewtroleum" in Australia to an American outdoor retailer eschewing Black Friday and shuttering its doors as they urge their customers to #OptOutside. This year's Grand Prix Creative Effectiveness winner for John Lewis and adam & eve DDB, Monty the Penguin, has us all dreaming of Christmas.

At Ipsos Connect, our analysis, leveraging realeyes' Facial Coding, suggested the spot would be a clear winner. It is nice to see that foresight come true both in 2015 (Film Craft) and 2016 (Creative Effectiveness). While Monty the Penguin is a beautiful and engaging story, its launch can teach us a few good lessons about how to build your brand.

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