Cannes Lions Live Day Three saw the announcement of winners in the Craft Track and Entertainment Track, in partnership with Unity, as well as an exciting first, with Taiwan awarded its first Grand Prix.
On the Australian front, awards were slightly slower, with Aussie agencies recognised only in the Digital Craft Lions.
These Lions award technological artistry, and this year received 703 entries and awarded 25 Lions: five Gold, eight Silver and 11 Bronze. The jury gave the Grand Prix to Epic Games, Inc., Cary, USA, for ‘Astronomical’, a one of a kind musical journey that featured Travis Scott and the world premiere of a brand new track, built from the ground up in Fortnite.
Brazil and Australia were again awarded for the ‘Code of Conscience’ campaign for the Raoni Institute, with AKQA Sao Polo and AKQA Melbroune recieving a Silver Lion for their work.
Deloitte Digital Melbourne received a Bronze Lion for their ‘Belong Carbon Footprint’ campaign for Belong Telecommunications,
Celebrating the creative artistry, talent and skill required to bring a creative idea to life, the Industry Craft Lionsreceived 1,164 entries. A total of 26 Lions were presented: four Gold, seven Silver and 14 Bronze.
Ogilvy London, UK / Ogilvy Toronto, Canada took the Grand Prix for their work for Dove ‘Patricia’, ‘Amanda’, ‘Patrick’, part of the Courage is Beautiful campaign that celebrates the strength and determination of frontline workers amid the coronavirus pandemic.
The Film Craft Lions, celebrating onscreen artistry, received 1,994 entries. The jury chose to award 65 Lions: nine Gold, 24 Silver and 31 Bronze. The Grand Prix was presented to Chelsea Pictures, Los Angeles, USA / AMV BBDO, London, UK, for ‘#WombStories’, a campaign for Libresse that gave a voice to the unseen, unspoken and unknown truths about the physical experiences of women everywhere.
In the Entertainment Lions, creativity that turns content into culture is honoured. 856 entries were received, and the jury awarded 36 Lions: five Gold, 11 Silver and 18 Bronze.
Two Grands Prix were awarded: ‘In love we trust’, from dentsumcgarrybowen, Taipei City, Taiwan, whose film for Sinyi Reality encouraged young people to overcome their fear of commitment and seek lasting love, was awarded Taiwan’s first Grand Prix (pictured above).
Jury President Jae Goodman, CEO, Observatory (A Stagwell and CAA Company), praised it for taking the ‘long view’, saying “this is about shifting culture in a direction that ultimately helps the brand and business. It is really hard not to reward and award something that does all of those things at the same time and does them so beautifully and powerfully.”
The second Grand Prix in Entertainment went to 72andSunny Los Angeles, USA, for Match Group’s ‘Swipe Night’, an interactive experience within the Tinder app.
Celebrating creativity that taps into fan culture and leverages the power of sports and eSports in connecting people to brands, theEntertainment Lions for Sport received 552 entries and the jury awarded 24 Lions: three Gold, eight Silver and 11 Bronze.
Two Grands Prix were awarded: Edelman, London, UK, for Asics ‘Eternal Run’, the world’s first race without a finish line. The second Grand Prix went to Africa DDB, São Paulo, Brazil, for House of Lapland’s ‘Salla 2032’, the campaign launched by the town of Salla in Lapland to host the 2032 Olympics.
The Entertainment Lions for Music, celebrating creative musical collaborations and original music content, received 407 entries and 18 Lions were awarded: three Gold, five Silver and bronze Bronze.
The jury chose to award two Grands Prix: Prettybird, Culver City / Columbia Records, New York, USA for Columbia’s music video sensation ‘Lil Nas X – Old Town Road (official movie) FT. Billy Ray Cyrus’.
The second Grand Prix went to Gut Agency, São Paulo, Brazil, for ‘Feed Parade’ for Mercado Livre, the activation that turned Brazil’s biggest Pride parade into an instagram feed and saw Gloria Groove – a legendary LGBTQIA+ singer and activist – release a music video featuring the Instagram handle of every single person involved.
Jury President, Wyclef Jean, president and chief strategy officer, Sodo Mood Lab, said the jury chose this as a Grand Prix because of “the idea of engagement, the idea of courage and the idea that we will never stand down”, adding, “we have to send these kind of signals around the world.”
Across the Cannes Lions Live content agenda, Wednesday’s standout sessions included: ‘The Daily Agenda: Making the Corporate World More Human’ with Anheuser-Busch CMO Marcel Marcondes and Neal Arthur, COO, Wieden+Kennedy, sharing the inside story of their creative process.
Inside the Virtual Experience platform, Jonathan Mildenhall, co-founder and chair, TwentyFirstCenturyBrand, presented a ‘Meet Up: How to Build an Iconic Influential 21st Century Brand’ and reveals what it takes to build and lead an iconic, influential brand in the 2020s.
Cannes Lions Live is streaming throughout the week 21-25 June with live, on-demand and immersive content. See the agenda and buy your pass here.
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