What the world really needs is more advertising, according to Andrew Robertson, president and CEO of BBDO Worldwide and David Lubars, chief creative officer of BBDO Worldwide.

And they just may have a point. After all, good advertising lifts culture rather than pollutes it. It inspires behavioural change and can be a much-needed force for good.

Robertson and Lubars took to the Inspiration Stage at Cannes Lions 2017 to do just that – inspire the audience with a showreel of advertising that exemplifies the two key lessons they’ve learnt from doing pro-bono work, and how those lessons have translated into impactful and beautiful advertising for a range of paying clients.

Lesson 1: Create a credible connection

Ariel – #ShareTheLoad (65 million views)

Barbie – Imagine the Possibilities (resulted in sales growth from -12 to +8)

Lesson 2: Focus on highlighting a single issue

Maltesers – New Boyfriend (+7% rise in sales)

Pedigree – Feed the Good (+6% rise in sales)