Cannes Lions has announced the award winners in the penultimate day (6/24) of Cannes Lions Live, running from June 21-25. 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 unveiled in the Awards Show, streamed from Cannes, France.
In the Brand Experience and Activation Lions, honoring 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, 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” created by DAVID Madrid/DAVID Miami for Burger King.
DAVID came up with a Goliath of an idea, turning on its head the up until then conventional wisdom that if a brand wants to sponsor the best football players, it would have to pay millions. But Burger King found a way to endorse them without paying them a single penny. Burger King sponsored a team at the bottom of English football’s 4th division: Stevenage, because the brand knew that if its logo was on their shirt, it was going to appear in FIFA 20. Then the #StevenageChallenge was launched, inviting gamers to play with Stevenage and sharing UGC of the likes of Messi and Neymar wearing the BK logo, for BK rewards in return. A small team in real life became the biggest team online.
“Stevenage Challenge” earlier in the week scored its first two Grand Prix honors--in the Direct Lions and Social & Influencer Lions competitions.
The new Creative Business Transformation Lions, which celebrate the creativity that drives businesses forward, received 202 entries and awarded 9 Lions: 1 Gold, 3 Silver and 4 Bronze. The inaugural Grand Prix went to “Act for Food” by Marcel, Paris for Carrefour, a worldwide program 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 recognize creative, commercial ecommerce, payment solutions and innovation, 336 entries were received and 15 Lions presented: 2 Gold, 4 Silver and 7 Bronze. Two Grands Prix were awarded--one 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 Mobile Lions, celebrating device-driven creativity, 898 entries were received and 34 Lions awarded: 7 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.”
The Radio & Audio Lions, celebrating creativity that is wired for sound, received 886 entries and 34 Lions were honored: 6 Gold, 9 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.
From 161 entries received in the Innovation Lions, which honor groundbreaking innovation, technology and problem solving, 5 Lions were awarded: 1 Silver, 3 Bronze and the Grand Prix went to “Degree Inclusive” by Wunderman Thompson, Buenos Aires, for Unilever, introducing an innovative deodorant which is designed specifically for people with visual impairment and upper extremity impairment.
The Creative Effectiveness Lions that celebrate the measurable impact of creative work, received 141 entries and 11 Lions were awarded: 3 Gold, 3 Silver and 4 Bronze. The Creative Effectiveness Grand Prix went to “Nike Crazy Dreams” by Wieden+Kennedy, Portland, for Nike.