During the penultimate day of Cannes Lions Live, Cannes Lions has announced the winners of a slew of categories.
The Brand Experience and Activation Lions, Creative Business Transformation Lions, Creative eCommerce Lions, Creative Effectiveness Lions, Mobile Lions, Innovation Lions, and Radio & Audio Lions winners were all announced in the Awards Show, streamed from Cannes, France.
For the Experience Track, in partnership with Amazon:
In the Brand Experience and Activation Lions, honouring creative, comprehensive brand-building through experience design, activation, immersive, retail and 360° customer engagement, 75 Lions were awarded by the jury from 2,352 entries received: 11 Gold, 19 Silver and 43 Bronze.
The jury awarded two Grands Prix: ‘True Name’ for Mastercard, McCann New York, USA, the campaign that empowered transgender and nonbinary cardholders to use their True Name.
Jury President, Vicki Maguire, chief creative officer, Havas, UK, described it as a piece of work that “touches you, that hits something, that you feel before you actually comprehend it.”
The second Grand Prix – the third of the week for this work – was presented to ‘Stevenage Challenge’ by DAVID, Madrid / DAVID, Miami for Burger King.
Bronze Lions were awarded to Ogilvy Sydney for their ‘Secret Menu’ campaign for KFC and to Clemenger BBDO for the ‘Pitversing’ campaign for Rexona.
The new Creative Business Transformation Lions, which celebrate the creativity that drives businesses forward received 202 entries and awarded nine Lions: one Gold, three Silver and four Bronze.
The inaugural Grand Prix went to ‘Act for Food’ by Marcel, Paris for Carrefour, a worldwide programme of actions for the food transition to improve health and make our food system better for farmers and the planet.
In the Creative eCommerce Lions, which recognise creative, commercial ecommerce, payment solutions and innovation, 336 entries were received and 15 Lions presented: two Gold, four Silver and seven Bronze. Two Grands Prix were awarded to: ‘Tienda Cerca’ by draftLine, Bogota, Colombia, for AB InBev, a hyper-local ecommerce platform supporting small businesses and consumers through the pandemic.
The second Grand Prix went to FCB Inferno, London’s ‘Raising Profiles’ for The Big Issue / LinkedIn, which connected Big Issue magazine sellers with customers through the LinkedIn platform during lockdown.
In the Communication Track, in partnership with Microsoft:
In the Mobile Lions, celebrating device-driven creativity, 898 entries were received and 34 Lions awarded: seven Gold, 11 Silver and 15 Bronze. A second Grand Prix of the week was awarded to ‘Naming the invisible by Digital Birth Registration’ by Telenor Pakistan, Islamabad / Ogilvy Pakistan, Islamabad, for Telenor Pakistan.
Mobile Lions Jury President, Andrew Keller, VP, global creative director, Facebook, called it a “beautifully ambitious project” adding, “I love that the work is sustainable, this isn’t a campaign that’s here today, gone tomorrow, it’s something that’s going to drive continued change for Pakistan in an incredibly powerful way and we were all blown away and beyond inspired by this piece.”
A Gold Lion in the category went to AKQA Sao Paulo and AKQA Melbourne for ‘Code of Conscience’ for the Raoni Institue (pictured above). They were then awarded a second Bronze Lion for the campaign.
The campaign has now won four Lions overall – two Bronze, one Silver, one Gold.
Special Group Auckland and Special Group Sydney won a Bronze Lion for ‘Good Morning World’ for Tourism New Zealand. They were previously awarded a Silver Lion for the campaign in the Social & Influencer Lions.
The Radio & Audio Lions, celebrating creativity that is wired for sound, received 886 entries and 34 Lions were honoured: six Gold, nine Silver and 14 Bronze. The Grand Prix went to ‘SICK BEATS’, by Area 23, an FCB Health Network Company, New York for Woojer, which also took the Pharma Grand Prix as the first music-powered airway clearance vest revolutionizing therapy for children with cystic fibrosis.
AKQA Melbourne was awarded another Silver Lion, this time for their work on Tennis Australia’s ‘Action Audio’ campaign. They were the only Australian winners in the category.
In the Innovation Track:
From 161 entries received in the Innovation Lions, which honour ground-breaking innovation, technology and problem solving, five Lions were awarded: one Silver, three Bronze and the Grand Prix went to ‘Degree Inclusive’ by Wunderman Thompson, Buenos Aires for Unilever, this innovative deodorant is designed specifically for people with visual impairment and upper extremity impairment.
In the Impact Track:
The Creative Effectiveness Lions that celebrate the measurable impact of creative work, received 141 entries and 11 Lions were awarded: three Gold, three Silver and four Bronze.
The Creative Effectiveness Grand Prix went to ‘Nike Crazy Dreams’ by Wieden+Kennedy, Portland for Nike.
Across Cannes Lions Live, Wednesday’s content highlights included ‘The Daily Agenda / History In The Making: End Malaria Now’ with Malaria No More UK and Dentsu discussing how they leveraged creativity and collaboration to tackle humanity’s oldest and deadliest disease.
In the Virtual Experience platform, Amazon presented ‘From Sapiens to Amazon: How Storytelling Shapes Society and Marketing’ with Amazon’s Neil Lindsay and Sapiens author Yuval Noah Harari, discussing the transformative power of storytelling to progress societies and brands.
All LIONS members receive complimentary access to Cannes Lions Live as part of their membership. Buy your LIONS Membership here.
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