A Shoe Polish Brand Won Big at Cannes for One of the Most Delightful Campaigns of the Festival

A look at Ogilvy Chicago's 'Portraits Completed' for Kiwi

It's gotta be the shoes: Ogilvy playfully completed the bottom half of a number of famous paintings.
Headshot of Tim Nudd

CANNES, France—Fine art has been an inspiration for a lot of great advertising lately, including the Cannes Lions Grand Prix winners “Van Gogh Bnb” and “The Next Rembrandt” from 2016. Ogilvy Chicago continues that tradition in 2017 with a playful, irresistible campaign for Kiwi shoe polish in which the agency imagined, and then painted, the bottom half of famous artworks—to show the subject’s shoes.

The “Portraits Completed” campaign won a gold Lion and a bronze Lion in Print & Publishing contest here at the Cannes festival on Monday. But the campaign extended beyond the excellent print work.

Ogilvy organized an exhibition of the paintings, with a humorous audio tour that gave lots of real art history but also cleverly worked the brand into the narrative. The agency also partnered with a museum app that replicated the experience via augmented reality. All of which helped the campaign snag a silver Lion and two bronze Lions in Outdoor as well. Check out the audio tour below, along with all the complete portraits.

@nudd Tim Nudd is a former creative editor of Adweek.