Saatchi & Saatchi’s ‘Donation Dollar’ Continues To Make Waves At Cannes Lions Live, While More Aussie Agencies Secure Success

Saatchi & Saatchi’s ‘Donation Dollar’ Continues To Make Waves At Cannes Lions Live, While More Aussie Agencies Secure Success
B&T Magazine
Edited by B&T Magazine
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Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th.

On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in partnership with NBCUniversal.

In the Creative Data Lions, which honours the interplay of ideas and information, 12 Lions were awarded from 364 entries: two Gold, four Silver and five Bronze.

A Grand Prix was presented to ‘Saylists’, by Rothco, part of Accenture Interactive, Dublin, for Warner Music Group. This ground-breaking initiative used music and technology to augment the speech therapy experience for young people.

The Creative Strategy Lions, which honour work that demonstrates how strategic planning can redefine a brand, reinvent its business, and influence consumers, or wider culture, received 677 entries and awarded 20 Lions: three Gold, seven Silver, and nine Bronze.

The Grand Prix went to ‘Can’t Touch This’ by Goodby Silverstein & Partners, San Francisco for Cheetos. This Super Bowl ad launched Cheetos Popcorn with an ingenious take on MC Hammer’s iconic catchphrase “U Can’t Touch This”.

In the Direct Lions, celebrating targeted and response-driven creativity, 64 Lions were awarded from 1,978 entries: 13 Gold, 20 Silver and 30 Bronze and the Grand Prix was presented to DAVID, Madrid / DAVID, Miami for Stevenage Challenge’ for Burger King, a campaign encouraging people across the world to try and transform Stevenage FC into the biggest football club online.

Direct Jury President, Reed Collins, chief creative officer, Ogilvy APAC, said, “it was unanimous amongst the jury. Everybody thought that this stood above the rest of the work as a benchmark for Direct. It was a spectacular insight, idea and understanding of hacking the system.”

Saatchi & Saatchi Melbourne won another Gold Lion, as well as a Silver Lion for the ‘Donation Dollar’ campaign designed for the Royal Australian Mint.

Clemenger BBDO Melbourne’s ‘VB Solar’ campaign for, you guessed it Victoria Bitter also won a Bronze Lion in the category.

In the Media Lions, which demonstrate work that enhances and amplifies through game-changing channel strategy, 1,972 entries were received and 64 Lions won: 10 Gold, 19 Silver, 33 Bronze Lions.

Two Grands Prix were awarded to: ‘Boards of Change’ by FCB Chicago, for the City of Chicago, an initiative that greatly increased voter participation in the 2020 US Presidential election. The second Grand Prix went to ‘Naming the invisible by Digital Birth Registration’ by Telenor Pakistan Islamabad / Ogilvy Pakistan, Islamabad, for Telenor Pakistan, which utilised mobile technology to provide digital birth registration for thousands of ‘invisible’ children in Pakistan.

It was also a stand out category for Aussie agencies.

CHEP Proximity Sydney was awarded a Silver Lion for their ‘Sloways’ campaign for NRMA Insurance.

Also on the winners’ list was Brisbane agency Brother & Co, who were awarded a Bronze Lion for their campaign ‘Slow Down Songs’. It was created for the Australian Road Safety Foundation.

Finally, VMLY&R Melbourne was again awarded for Monash University’s ‘A Future Without Change’ campaign, winning a Bronze Lion in the category.

The PR Lions honour strategic and creative communication – work with storytelling at its core, which establishes, protects and enhances reputation and business. 1,725 entries were received and 67 Lions awarded: 11 Gold, 21 Silver, 33 Bronze and two Grands Prix, which went to FCB Chicago /FCB New York for ‘Contract for Change’ for AB Inbev and ‘The Bread Exam’ by McCann Paris for Spinneys and the Lebanese Breast Cancer Foundation.

Speaking about ‘The Bread Exam’, PR Lions Jury President Gail Heimann, president & CEO, Weber Shandwick, said: “this one was a very simple, very elegant idea. It used its simplicity to break through, and did so in a way that was beautiful and intimate, but also drove change”.

Saatchi & Saatchi and Herd MSL Sydney were awarded yet another Silver Lion for Donation Dollar, and Clemenger BBDO were recognised once more for ‘VB Solar’.  They received a Bronze Lion in the category.

Finally, the Social & Influencer Lions saw wins for ANZ agencies. From 1,726 entries received, 55 Lions were awarded: eight Gold, 16 Silver and 29 Bronze. Grands Prix were presented to R/GA San Francisco for Superb Owl’ for Reddit, Reddit’s first-ever Super Bowl ad, which went viral back in February. A second Grands Prix was awarded to DAVID, Madrid / DAVID, Miami, Stevenage Challenge’ for Burger King.

Special group Auckland and Sydney were awarded a Silver Lion for their ‘Good Morning World’ Tourism New Zealand campaign.

For Air NZ’s ‘Bring On Winter’ campaign, Host/Havas Sydney were recognised with a Bronze Lion.

Finally, The Monkeys’ campaign for UN Women, ‘When Will She Be Right?’ was awarded a Bronze Lion.

The Media Network of the Festival was awarded to:

  1. PHD Worldwide
  2. OMD Worldwide
  3. Carat

Day two of Cannes Lions Live also featured a live broadcast bringing analysis of the work from jury members, Presidents and Lion-winners’ interviews.


In today’s Creativity On Demand film channel, catch ‘Shoot for the moon’ with Bryce Dallas Howard and discover the story of transforming a Super Bowl commercial into the first all-civilian mission to space. See what happened when marketing company, Known, received a call to go where no man had been before, from entrepreneur and self-made billionaire – Jared Isaacman.

Discover Cannes Lions Live here.

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