Tuesday, June 19, 2018
  • Tuesday, Jun. 21, 2016
Because Music, 84.Paris Win Cannes Inaugural Digital Craft Lions Grand Prix 
Wesley ter Haar, jury president, Digital Craft Lions (photo by Bas de Graaf)
Adam & Eve DDB Takes Creative Effectiveness Grand Prix For John Lewis" "Monty's Christmas"
  • CANNES, France
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In the third awards show of the week, winners of the Creative Effectiveness, Design, Outdoor and PR Lions were announced, alongside Product Design and the new Digital Craft Lions. From boundary-breaking ideas to the technical mastery behind products, world-class creativity took center stage.

The inaugural Digital Craft Lions Grand Prix went to “Because Recollection” for Because Music by 84.Paris, France--work which jury president, Wesley ter Haar, founder and COO, MediaMonks, described as a perfect way to launch the Lion. “It combines best-of-breed craft across categories, and opens up a decade of musical magic in a way that only digital can do. It is a celebratory piece, and reminds us of the great work that made us fall in love with digital craft, while simultaneously showing a way forward.”

Carved out of the craft categories from the Cyber and Mobile Lions,  the new Digital Craft Lions celebrated the skill and artistry in omni-channel digital creativity, from desktop to mobile to virtual reality. There were 1,148 entries from which 50 Lions were awarded. Click here for a rundown of Digital Craft Lions winners.

From a 109 entries in Creative Effectiveness, 13 Lions were awarded and the Grand Prix went to “Monty’s Christmas” for John Lewis, by Adam & Eve DDB, UK. “The winner epitomizes the very best of creative effectiveness. It’s heartwarming work that uses creativity to drive exceptional results and profit growth,” said Lions jury president, Andrew Robertson, CEO, BBDO.  

Click here for a rundown of Creative Effectiveness Lions winners.

A record-breaking 540 entries were received for Product Design and 11 Lions were awarded. The Grand Prix went to “Jacquard” for Google, by Google Creative Lab, London. “To a product designer, material is everything and Jacquard allows us to dream up solutions in nearly every segment of our industry, from medical design to furniture and even social and environmental sustainability,” said jury president, Amina Horozic, lead industrial designer, fuseproject.

Click here for a rundown of Product Design Lions winners.

Design received 2,856 entries and 104 Lions were awarded. The Grand Prix went to “Life is Electric” for Panasonic, by DENTSU INC, Tokyo, which was chosen for its creative bravery. “This special work embraces the paradox of integrating traditional values with technology. It shows that when used with agility, technology becomes a creative springboard that brings new meaning to design and pushes its boundaries further,” said jury president, Tristan Macherel, executive creative director, Landor.

Click here for a rundown of Design Lions winners.

From 5,367 Outdoor entries, 129 Lions were awarded. The Grand Prix went to “Brewtroleum” for Heineken New Zealand, by Colenso BBDO. Jury president, Ricardo John, chief creative officer of J. Walter Thompson, said, “Brewtroleum proved that outdoor has no boundaries. To make gas out of beer? That’s unbelievable! It proves that agencies are going deeper and solving clients’ business problems with creativity.” 

Click here for a rundown of Outdoor Lions winners.

Finally, from a total of 2,225 entries in PR, 84 Lions were awarded. The Grand Prix went to “The Organic Effect” for Coop by Forsman & Bodenfors, Sweden. “We wanted to find a winner that truly earned attention and was social by design--one that was driven by a simple but powerful idea and delivered stellar results,” said jury president, John Clinton, Chair, Canada, North American head of creative and content, Edelman.

Click here for a rundown of PR Lions winners.