The last one of the notable Grands Prix that use Promo & Activation, before we go into the less publicised winners. A modern classic, the 2014 Cannes Cyber Lions Grand Prix is a dramatic example of how to prove your brand proposition through real live stunts.

Inevitably, it reminds me of this other classic ad —circa 1983— by the late David Abbott. Proof that it doesn’t hurt to go back in time for inspiration and convert proven static ideas into epic experiences.