On the third day of the 2022 Cannes Lions International Festival of Creativity, the “Unfiltered History Tour” campaign by VICE Media walked away with yet another Grand Prix, this time in the Social & Influencer Lions.
The campaign, which was held in partnership with the British Museum by the Dentsu Creative teams of Mumbai, Bengaluru and Guragaon, also picked up the Grand Prix in the Brand Experience & Activation and Radio & Audio Lions, raising their total tally up to three.
The Social & Influencer Lions received 1,642 entries and 50 were awarded: 6 Gold, 17 Silver and 26 Bronze.
Among the other big winners of the day was AMV BBDO London for their campaign ‘Hope Reef’ for Mars Petcare, who picked up their second Grand Prix, this time in the Media Lions. The first was for the Industry Craft Lions.
The Media Lions received 1,752 entries while 57 were awarded: 9 Gold, 19 Silver and 28 Bronze. Media Lions Jury President, Daryl Lee, Global CEO, IPG Mediabrands, Global commented: “The Grand Prix was brilliantly amphibious in every way. It created new living media that embodied a powerful message of hope. It opened up an immersive experience that built both global scale and a deeply personal connection. And it’s helping to save our planet in an authentic and credible way for the brand. The jury was united in celebrating this perfect marriage of idea and technology, of message and medium, of purpose and place.”
BBDO Belgium also picked up their second Grand Prix, coming out as big winners in the PR Lions for their work in Decathlon’s campaign, ‘The Breakaway: The First Ecycling Team For Prisoners’. Their first win was in the Creative Strategy Lions.
From 1,488 entries received in the PR Lions, which honour strategic and creative communication, 49 Lions were awarded: 7 Gold, 17 Silver and 24 Bronze.
In the Creative Data Lions, which honour the interplay of ideas and information, 328 entries were received and 13 Lions were awarded by the jury: 3 Gold, 3 Silver and 6 Bronze. The Grand Prix went to ‘Data Tienda’, for We Capital, by DDB Mexico, Mexico City / DDB Mexico, Ciudad de México.
In the Direct Lions, 1,931 entries were received and 55 Lions were awarded: 7 Gold, 20 Silver and 27 Bronze. The Grand Prix went to ‘Less Talk, More Bitcoin’, for Coinbase, by Accenture Song, New York / Coinbase, San Francisco.
Cannes Lions also honoured two special awards. The 2022 Cannes LionHeart was presented to girls’ education activist and Nobel Peace Prize laureate, Malala Yousafzai. The award is given to a person who has harnessed their position to make a significant and positive difference to the world around us.
The Entertainment Person of the Year, which is given in recognition of the vital role that entertainment plays in the marketing and communications landscape was presented to Ted Sarandos, co-CEO, Netflix.
The Media Network of the Year 2022 was also announced in the following rank:
1. OMD WORLDWIDE
2. MEDIACOM
3. STARCOM
