Vice Media, Leo Burnett and BBDO Belgium shine at Cannes 2022
Cannes Lions has 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, France.
In the Brand Experience & Activation Lions, honouring 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 artefacts, which also took home the coveted trophy in the Radio & Audio Lions.
In the Innovation Lions, honouring ground-breaking 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 ‘One House To Save Many’ for Suncorp Group, by Leo Burnett Sydney, weather resilient housing that is resilient to fire, flood, storm and cyclone.
Cleve Gibbon, CTO, Wunderman Thompson, United States, and Innovation Lions Jury President: 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 democratises 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.
Honouring 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.
Raja Rajamannar, Chief Marketing & Communications Officer, Mastercard and Creative Effectiveness Lions Jury President: “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.
Chrissie Hanson, Global Chief Strategy Officer, OMD Global and Creative Strategy Lions Jury President: ‘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 honour 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, honouring 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.
Beth Ann Kaminkow, Global CEO, VMLY&R COMMERCE / CEO NY VMLY&R, Global and Creative Commerce Lions Jury President,: "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."