The best of British creativity will dominate the skyline at Cannes this year as part of the recently launched GREAT International Trade Campaign that showcases the benefits of working with the UK’s exceptional businesses. We created the campaign as part of an Engine team; designed to drum up demand to trade with and procure services from the UK.

A billboard featuring a 3-d animated GREAT British lion, situated atop the Grand Hotel, will roar to alert Cannes-goers whenever British talent involved in a Cannes Lions award wins. The work will be featured on the billboard in real-time as the awards are announced.

The ads will fly the flag for British business and talent involved in award-winning campaigns, from agencies to post-production houses or directors, and will shine a spotlight onto the contribution to exceptional global creativity made by British businesses at this year’s Cannes Lions Festival, projected to reach more than 11,000 industry professionals from over 90 countries around the world.

The campaign aims to generate further international demand for the UK’s exceptional creative services and invites those attending the festival to bring their ideas to life by collaborating with them.

Engine has worked with DIT since 2015, delivering both international and domestic campaigns including the award-winning ‘Exporting is GREAT’ campaign.

The UK Government was the first in the world to recognise creative industries as a proper industrial sector, and it has never been stronger. Now worth £87.4bn a year to the economy, the UK’s creative industries sector is growing at almost twice the rate of the wider UK economy; the total UK creative economy accounts for 12% of all UK firms and creates around 2.8m jobs.