Here Are 2 of the Campaigns That Are Winning for Wunderman at Cannes

CCO Lincoln Bjorkman talks 'Testimonies' and 'Breakvertising'

CANNES, France—By bringing innovations to everything from HIV test result letters to TV pause screens, Wunderman has won over several juries at the Cannes Lions.

"Testimonies," an Argentine nonprofit campaign from Wunderman Buenos Aires, created a direct mail piece that sent a powerful message of advocacy, in the form of an audio chip, to those who tested negative for HIV.

The message congratulated the test-takers on being HIV-free but also encouraged them to support treatment for those who weren't as lucky.

"We saw a huge uptick in people not only donating money, but also getting involved in the cause," said Wunderman global CCO Lincoln Bjorkman.

The work won a bronze Lion in Direct this week.

Another winner for Wunderman was "Breakvertising," which turned the pause screen from digital TV footage into an ad placement for Royco snack soups. The ad required Wunderman-owned These Days, Antwerp, to build a new form of ad technology from scratch.

Bjorkman called it "a really great take on how advertising might find a way to be in there and do something and add some value instead of just interrupting."