The recently concluded Cannes Lions International Festival of Creativity honoured the outstanding advertising and communication works done across the globe. While India put up its best ever performance by winning 40 Lions, including a Grand Prix for Good in Lion Health, 10 Gold, 16 Silver and 13 Bronze Lions, it failed to impress the jurors in many categories. What goes through the minds of jury members and heads of who decide the best entries in any category and award the coveted Grand Prix? Although it is difficult even to guess what makes a campaign win a Grand Prix over the other, BestMediaInfo.com brings to you the Grand Prix winners in every category with the reasons given by the respective jury heads.
The one work that won Grand Prix in four categories â Titanium, PR, Outdoor and Glass â was 'Fearless Girl' by McCann New York, for State Street Global Advisors.
The jurors from PR, Outdoor and Glass championed gender equality, each awarding 'Fearless Girl' by McCann New York, for State Street Global Advisors, a Grand Prix.
Glass Lion Jury President, Wendy Clark, President & Chief Executive Officer, DDB Worldwide, North America, said that the work had both âinspired the world and transformed the world,â adding that it âtranscended both geography and culture and would inspire the world for years to come.â
Karen van Bergen, Chief Executive Officer, Omnicom Public Relations Group, led the PR Lions jury and said her jury had found their Grand Prix winner, 'Fearless Girl' to be a âperfect example of doing well by doing good.â
The fourth Grand Prix for âFearless Girlâ was in Titanium category. Titanium Jury President Tham Khai Meng said the work was âdisruptive, irreverent and broke the mould. Itâs beyond anything weâve ever done. The bronze statue stands defiantly as a permanent icon.â Adds Khai Meng, âItâs the zeitgeist and culture is ready to embrace it. The Titanium jury loved it wholeheartedly.â
Health and Wellness
'Meet Graham' by Clemenger BBDO Melbourne, Australia, for Transport Accident Commission Victoria claimed the Grand Prix.
Health & Wellness Jury President,Â Mike Rogers, Creative Partner, Serviceplan Health & Life, Germany, said,Â âSince the introduction of Lions Health in 2014, itâs been fascinating to witness the incredible impact the Health & Wellness Lion has had on the industry perception of healthcare creativity. Weâve seen the work flourish and this yearâs shortlist showed a range and depth of work, crossing technology and the creative use of data.â
There were no Grand Prix in the Pharma category.
TheÂ Lions Health Grand Prix for Good,Â open to Gold Lion winning entries ineligible for a Grand Prix in their section, was also awarded to 'Immunity Charm' byÂ McCann Health, New Delhi / McCann Worldgroup India, Mumbai, for Ministry of Public Health, Islamic Republic of Afghanistan. The award was judged byÂ Caleb Tiller, Executive Director of Communications & Public Affairs, the United Nations Foundation, and members of the Pharma and Health & Wellness Juries:Â Mike Rodgers, June Laffey, Christine AbbottÂ andÂ R. John Fidelino.
Tiller commented, âThe Lions Health Grand Prix for Good award sits at the cross-section of creativity and social impact. Itâs an exciting time for our community, as cross-pollination between sectors is creating new opportunities to engage people in driving social change and improving lives.â
Besides âFearless Girlâ, the second Grand Prix was also awarded in Outdoor to Twitter, San Francisco, for their campaign comprising 10 executions: 'Cannabis', 'Gloria Steinem & Dorothy Pitman Hughes', 'Guns', 'Muhammad Ali', 'Putin', 'Sonogram', 'Prince', 'Saturday Night Live', 'Hands Up', 'Eyes: Hillary Clinton & Donald Trump'.
Jury President, Bruno Bertelli, Global Chief Creative Officer, Publicis, said, âIt was a beautiful campaign that was both simple and engaging.â
Print and Publishing
Print & Publishing Grand Prix winner: 'Oregon', 'Pensylvannia', 'Aviano', DAVID, Miami, for Burger King, was selected for Burger Kingâs brave, playful, tongue-in-cheek humour. Jury President,Â Fran Luckin, Chief Creative Officer, Grey Africa, South Africa, also highlighted a trend towards work that uses details of physical making, from sculpture to drawing, even against the backdrop of our highly digitised world.
Promo & Activation
The Grand Prix went to 'Boost Your Voice', 180LA, Santa Monica, for Boost Mobile.
Jury President, StĂ©phane Xiberras, President & Chief Creative Officer, BETC, France, explained, âThe campaign took a brand, already at the heart of communities, and gave it a way to get involved in the US election campaign. It didnât just create an audience, but involved an audience in the democratic process.â
The Grand Prix went to âCare Countsâ by DigitasLBi, Chicago for Whirlpool. Lauded as a special piece of work, it exemplified a brand âmoving from storytelling, to story doing,â said Jury President Eric Salama, Chief Executive Officer of Kantar.
Three Grand Prix were honoured in this category. âĂ land Index/Baltic Sea Projectsâ by RBK Communication, Stockholm for The Bank of Ă land; âMeet Grahamâ by Clemenger BBDO Melbourne for Transport Accident Commission Victoria; and Did you Mean Mailchimp? by Droga5, New York and Mailchimp, Atlanta, which had bold originality at its heart.
Jury PresidentÂ Colleen DeCourcy, Global Chief Creative Officer, Wieden + Kennedy, explained that the jury selected work that embodied where technology has moved ideas forward.
âGoogle Home of the Whopperâ by DAVID Miami for Burger King, took the Grand Prix.
Jury President Ted Lim, Chief Creative Officer, Dentsu Brand Agencies, APAC, described it as âOutstanding, outrageous and simply incredibleâ.
Grand Prix went to âThe Humanium Metal Initiativeâ by Ă kestam Holst, Stockholm/Great Works, Stockholm for IM Swedish Development Partner.
Jury President Susan Lyne, President and Managing Partner at BBG Ventures, praised the work for demonstrating innovation at every stage from concept to the business model, to support communities affected by gun violence.
The Mobile Lions celebrate device-driven creativity. âThe Family Wayâ by Dentsu Y&R, Tokyo for Recruit Lifestyle Co., Ltd. took the Grand Prix.
Jury President Andy Hood, Head of Emerging Technologies, AKQA, explained that the best work has seen creatives offering solutions to some of the worldâs biggest problems and the Grand Prix did just that. âItâs not just an award, itâs a statement of how we want the winning work to be and how technology can have a direct impact on peopleâs lives.â
The Entertainment Lions recognise creativity that turns content into culture.
âBeyond Moneyâ by MRM//McCann Spain, Madrid for Santander Bank took the Grand Prix.
Jury President, PJ Pereira, Co-Founder & Chief Creative Officer Pereira & O'Dell, said, âThe work was a perfect example of how a brand can make a statement, but also conquer and earn precious consumer time.â
Entertainment for music
Grand Prix went to âOriginal is Never Finishedâ by Johannes Leonardo, New York for adidas Originals. Jury President, Olivier Robert-Murphy, Global Head of New Business for Universal Music Group, and his jury chose the work, which reinvented the classic hit, Frank Sinatraâs My Way, with the sound of a new generation of artists. The work cleverly reinvents the past to create meaning for young audiences and form authentic connections with todayâs consumers.
The Design Lions recognise visual craftsmanship, demonstrating how design defines a brand or communicates its key messages. The Grand Prix went to âThe Unusual Football Fieldâ by AP Thailand, Bangkok / CJ Worx, Bangkok for AP (Thailand) Public Company Limited.
Jury President Sandra Planeta, Founder & Creative Director, Planeta Design, Sweden, said, âItâs clever, smart, simple, purposeful and useful design. And the best part is that Iâd love to try it myself.â
âInnovating Savingâ by R/GA, New York for jet.com took the Grand Prix.
President Mike Cooper, Worldwide Chief Executive Officer, PHD, led the jury that chose the work by a then start-up retailer for its highly sustainable communication strategy. Driven by price and consumer data, it utilised social media and search insight to produce the commercial results of big brands.
The Product Design Lions recognise creativity that fuses form and function.
The Product Design jurors, led by Ruth Berktold, Owner, YES architecture, Germany, selected âPayphone Bankâ by Grey Colombia, BogotĂĄ for TigoUNE for the Grand Prix. A purposeful, useful and ultimately world-changing work, it transformed the interface of a payphone into micro savings accounts to support Colombian communities.
Creative Effectiveness is the only global award to recognise the link between award-winning creativity and business results. The Grand Prix went to âVan Goghâs Bedrooms: Let Yourself Inâ by Leo Burnett Chicago for the Art Institute of Chicago.
Jury President, Jonathan Mildenhall, Chief Marketing Officer of Airbnb, stated that the best Creative Effectiveness work impacts audiences, business, culture and the creative community at large. The Grand Prix winning work used creativity to breathe new life into an organisation, introducing it to a younger, broader audience and creating a huge global conversation. Mildenhall said, âIt clearly understood how to live in the uncomfortable space necessary for the work to be truly remarkable.â
The Grand Prix was picked up by âReal-Time Virtual Reality Experience for BjĂ¶rkâs Notget VRâ by Analog, London / W&N Studio, London for BjĂ¶rk.
Jury President, Henry Cowling, Creative Director, UNIT9, UK, said, âThe work combines all the facets of digital craft to the highest possible level. Itâs breaking new ground in media storytelling and experience design and is doing it in a way thatâs absolutely virtuous.â
The Grand Prix went to three executions for KFC by Ogilvy & Mather Johannesburg: âRepeat the Punchline,' 'Long Red Thin Shape,' 'No One Cheersesâ. Funny, moving and expertly crafted, Jury President Mario D'Andrea, President & Chief Creative Officer, Dentsu, Brazil, described the work as âa very traditional brand with a very traditional way of doing copywriting."
The Grand Prix went to âThe Blaze - Territoryâ by Iconoclast, Culver City for musician The Blaze.
Jury President Robert Galluzzo, Founder/Executive Producer, FINCH, Australia, said, âThe work was more than an award-winner, itâs âa gift to the festival audience.â He further said, âItâs a stunning example of what vulnerability and poetry can look like on screen. The casting is stunning, the cinematography is stunning, the editing is superb â itâs a piece of film that has an ambiguous yet important narrative that you can watch over and over again.â
The Grand Prix went to âWeâre the Superhumansâ by Blink Productions, London / 4creative, London for Channel 4.
Jury President Pete Favat, Chief Creative Officer, Deutsch North America, USA, said his jury looked for work that was bold, provocative and moving and pushed the industry forward. Favat described the winning work as a piece that started a new conversation on the representation of disability and confronted diversity. âIt makes us feel a range of emotions; it makes us happy, it makes us think and itâs extremely provocative. It pushes humanity forwards,â he added.
Grand Prix was won by âBoost Your Voiceâ 180LA, Santa Monica for Boost Mobile, which also took the top award in Promo & Activation. Jury President Tham Khai Meng, Worldwide Co-Chairman & Chief Creative Officer at Ogilvy, said he and his jury âfelt strongly that true integration is about work that cuts through, transcends media and integrates into culture and society,â and described âBoost Your Voiceâ as an âincredible piece of work.â