Day 3 winners unveiled across Brand Experience & Activation, Innovation, Mobile, Creative Effectiveness, Creative Strategy, Creative Commerce and Creative Business Transformation Lions
Cannes Lions announced the winners of the Brand Experience & Activation Lions, Innovation Lions, Mobile Lions, Creative Effectiveness Lions, Creative Strategy Lions, Creative Commerce Lions and Creative Business Transformation Lions in the third Awards Show of the week, live from Cannes.
In the Brand Experience & Activation Lions, honoring creative, comprehensive brand building through experience design, activation, immersive, retail and 360° customer engagement, 1,919 entries were received and 57 Lions awarded by the jury: 9 Gold, 20 Silver and 27 Bronze. The Grand Prix went to “The Unfiltered History Tour’ for VICE Media, by Dentsu Creative, Bengaluru/Dentsu Creative, Mumbai/Dentsu Creative, Guragaon. This was the second Grand Prix of the week for this piece of work, an unofficial guide to the British Museum’s disputed artifacts, which also took home the coveted trophy in the Radio & Audio Lions.
In the Innovation Lions, honoring groundbreaking innovation, technology and problem solving, 117 entries were received and 4 Lions were awarded: 1 Gold, 1 Silver and 1 Bronze. The Grand Prix went to Leo Burnett Sydney’s “One House To Save Many” for Suncorp Group, weather resilient housing that is resilient to fire, flood, storm and cyclone. Innovation Lions jury resident, Cleve Gibbon, CTO, Wunderman Thompson, United States, commented: “Every year in Australia, homes are destroyed and billions are spent on rebuilding communities due to extreme weather events. The One House set out to achieve something never done before–it democratizes access to resilient housing materials to protect homes against tropical cyclones, floods, and fires. This housing solution was brought to life through a creative brand/agency partnership backed by the Australian government to deliver a commercially viable transformative product. As a jury, we were blown away by the boldness of the idea, the creative bravery of the execution, and the massive societal, environmental and economic impact. One House innovation has started a movement.”
In the Mobile Lions, celebrating device-driven creativity, 543 entries were received and 21 Lions awarded by the jury: 3 Gold, 7 Silver and 10 Bronze. The Grand Prix went to “Real Tone – Product Innovation & Global Campaign” for Google, by Google, Mountain View/T Brand Studio, New York/Wieden+Kennedy, Portland/GUT, Miami.
Honoring the measurable impact of creative work, the Creative Effectiveness Lions received 258 entries and the jury awarded 21 Lions: 5 Gold, 6 Silver and 9 Bronze. The Grand Prix went to “Contract for Change” for Michelob Ultra, by FCB Chicago/FCB New York. Creative Effectiveness Lions jury president Raja Rajamannar, chief marketing & communications officer, Mastercard, said: “To pick the Creative Effectiveness Lion Grand Prix winner is to pick the best of the absolute best. The campaign we chose was not only strong on creativity and effectiveness, it went above and beyond – it is disruptive, game-changing and has impact lasting into the future. It’s a powerful example of how marketing should play an effective role in driving the business, build the brand and play a key role in the entire business value chain.”
In the Creative Strategy Lions, 574 entries were received and 19 were awarded by the jury: 3 Gold, 6 Silver and 9 Bronze. The Grand Prix went to “The Breakaway: The First Ecycling Team For Prisoners,” for Decathlon by BBDO Belgium, Molenbeek-Saint-Jean. Creative Strategy Lions jury president Chrissie Hanson, global chief strategy officer, OMD, Global, commented: ‘We believe that the work we elevate to a Grand Prix sends a signal about the values that our industry should hold, and therefore the Decathlon Sports for Prisoners (Belgium) represents the brave and socially conscious moves that are possible when the strategy, media, and retail activations flow directly from the core brand purpose.”
In the Creative Business Transformation Lions, which honor the creativity that drives businesses forward, 158 entries were received and 9 were awarded by the jury: 1 Gold, 3 Silver and 4 Bronze. The Grand Prix went to “Piñatex” for Dole Sunshine Company + Ananas Anam.
In the Creative Commerce Lions, honoring the innovative and creative approach to online and offline commerce, payment solutions and transactional journeys, 374 entries were received and 17 were awarded by the jury: 3 Gold, 5 Silver and 8 Bronze. The Grand Prix went to “Thighstop” for Wingstop, by Leo Burnett Chicago. Creative Commerce Lions jury president Beth Ann Kaminkow, global CEO, VMLY&R COMMERCE and CEO NY VMLY&R, Global, said: “Some work changes the world, and some exceptional work demonstrates the transformation that is possible when creativity is unleashed in response to the world changing. In the inaugural Creative Commerce Lions, we are recognizing this work that provocatively pivoted–bravely and holistically–to deliver big for both their customers and business. We hope this courageous work will serve as inspiration for Commerce-led creativity that’s business driving, brand-building, and deeply engaging.”
Eleanor Adds Director Candice Vernon To Its Roster For Spots and Branded Content
Director Candice Vernon has joined production house Eleanor for U.S. representation spanning commercials and branded content. She has already wrapped several jobs at Eleanor, which waited to announce her until they had a body of work together.
Via Eleanor, Vernon made history as the first Black director on a Febreze commercial. The “Small Spaces” campaign marks a major departure from Febreze’s typical blue-and-white world. The home of the “Revolving Door” commercial is a beautiful array of bold sunset hues, African prints, and African art.
Vernon said, “I asked myself, what feels right to me? What feels new? I wanted to bring an essence of not just Black Americans but the full diaspora. I wanted to make a statement that we’re not a monolith.”
Following the success of the “Small Spaces” campaign, Febreze brought Vernon back for a comedy-infused trifecta exploring the hilarious situations that call for an air freshening hero.
Febreze Brand VP Angelica Matthews said, “About two years ago, we realized the consumers that were the most loyal to Febreze were the African American consumers. And the more we learned, the more we realized the richness that we were really missing. So we said we have to go beyond just Black casting, we need to get Black directors that truly understand the culture that truly understand how to bring authentic performances out on screen. We really looked around the industry and noticed there’s actually a shortage of African American directors who have experience doing commercials. When we all saw Candice’s reel, we could all tell the passion for the craft, passion for really trying to help us from where we are to where we’re trying to go.”
Vernon brings a unique lens to... Read More