The Beko Inheritance campaign wins Bronze at Cannes Lions

Beko, one of Europe's leading home technology brands, was awarded the Bronze Lion at the prestigious Cannes Lions international competition for its global "The Beko Inheritance" campaign. Blending creativity and humor, the campaign emphasizes the durability and longevity of Beko products.

ISTANBUL, June 26, 2024 /PRNewswire/ -- Combining innovative technologies with superior quality, Beko, which is among Europe's leading technology brands, continues to reinforce its global success with awards. Shortlisted in two categories, "Print & Publishing" and "Media" at the 71st Cannes Lions International Festival of Creativity with its global campaign "The Beko Inheritance", the company won the Bronze Lion award in the "Print & Publishing" category.

Launched in April across global markets, "The Beko Inheritance" campaign has captured a broad audience through a film produced by VML. Directed by Jack Howard, the film masterfully combines creativity and humor, presenting a mysterious storyline. The plot revolves around family inheritance tensions that culminate in a surprising will, aiming to highlight the durability and longevity of Beko products through an unconventional narrative. The film features a distinguished cast, including Brendan Patricks (Downton Abbey), Ross Hatt (The Gentlemen), and Marty Cruickshank (The Crown).

Within the scope of the campaign, a multi-channel communication strategy was implemented, and in addition to digital media and influencer communications, different events were organized in Egypt and Spain. The will template has been signed and shared by influencers. The campaign received approximately 5 billion impressions across press and social media channels.

Film link: https://www.youtube.com/watch?v=aJydkwE6oTw 

 About Beko:  

Beko is one of the top three large home appliance brands in Europe* in the white goods sector. Beko is helping customers make better choices for healthier lifestyles and contribute to a healthier environment. The brand's essence is built on the motto of 'Beko state of mind,' which defines the absolute confidence that customers have in making the right choices. Beko is committed to protecting the planet by designing and manufacturing innovative, reliable, efficient and sustainable products.  
**Source Euromonitor International Limited; Large Appliances as per "Major Appliances" in Consumer Appliances 2024ed, retail volume, 2023 data

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

The Beko Inheritance campaign wins Bronze at Cannes Lions

The Beko Inheritance campaign wins Bronze at Cannes Lions

HONG KONG, June 29, 2024 /PRNewswire/ -- This is a report from Xinhuanet:

On June 29, "'See the Spectacular and Kaleidoscopic China'—Victoria Park Celebrate the Return of Hong Kong" opens in Victoria Park, Hong Kong, and Deyang, catching the audience's attention with its unique charm. In the exhibition, people immerse in the whole archaeological research process via Sanxingdui VR interactive cabin, buy the lovely Sanxingdui cultural and creative products, see the ingenious skills of intangible cultural heritage, queue up in front of various speciality food stalls...... They fully enjoy themselves in Deyang's beautiful cityscape and the mysterious Sanxingdui culture.

Sanxingdui becomes the most popular in Deyang's exhibition. In Sanxingdui VR interactive cabin, the audience "walk" into the exact Sanxingdui archaeological site, and close contact with the new archaeological technologies used on site. They can also scan the QR code of Sanxingdui Museum, appreciate the over 2-metre bronze statue, the bronze mask with protruding eyes and big ears, and the mask with a gold content of about 85%. They feel like travelling back, as the life of ancient Shu people slowly unfolds in front of their eyes.

Also, more than 40 cultural and creative products from Sanxingdui Museum appear in the exhibition: "Chuan Shu Xiaodui" blind box, "Long Hu Zun" tea set, bronze bird plush toy, bronze standing man...... They are all popular among the audience.

Mianzhu New Year's painting, Deyang Chaozhou-style round fan, Luojiang soybean meat, eight delicacies oily cake, Changlin century egg...... The local specialities, old brands, intangible cultural heritage skills and distinctive food have attracted many audience to stop to watch, try and buy. The exhibition also highlights Deyang's other urban cultural landmarks such as China Dried Noodle Village, China Mianzhu New Year's painting Village, Sanxingdui and Long Men Zhi Dian International Tourism Resort.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Enchanting Deyang Shines in Hong Kong