“We are living in a bubble celebrating creativity or an idea of creativity and awarding stuff which don’t have any kind of relevance in real life”Amir Kassaei, in "Do this or die" at Cannes Lions 2015

What if an unknown brand, with no media budget, with almost no money at all, only with tasty "home made" cakes could prove the relevance of Cannes Lions and be "The most famous unknown cake”?

An online video was created drawing attention to Areias Brancas and to this matter. After posting on the brand's facebook page, the conversation started, and major publications from around the world (from Australia to Latin America) picked up the story.

Considering our modest brief and budget, we had to play our cards right. We waited for as long as we could to be as near as possible to the festival date before publishing the video online — even with the risk of having less results by the time we show it, but for the sake of our argument, we needed to do it that way.

Can this idea have impact and prove to all countries (and markets) the importance of Cannes?

In just a few weeks, right before Cannes final deadline, with zero media investment and a budget that could only cover the Cannes Lions entry fee, the brand grew its awareness from 0 to major publications around the World (from Australia to Latin America). Portuguese publications and TV shows, also wanted to known more about this unknown cake, and for the first time, Areias Brancas became news in the local newspapers.

The video had more than 500 shares in the brand's Facebook page only growing it in 175%. And in just two days reached 4600 views on Youtube

A site will be created shortly due to future online orders.

In just two weeks the orders increase by 274%, and this will be the best year ever for Areias Brancas. Still, without the festival "live" results. With a Cannes Lion, who knows what can happen?