Day five of the Cannes Lions International Festival of Creativity ended in a red carpet awards show to honour the winners of the Entertainment Lions, Entertainment Lions for Music, Design, Media and Product Design Lions.
McCann Worldgroup India dominated the Indian winners’ chart by winning three out of eight Lions in Design, Product Design and Media categories. Ogilvy & Mather Mumbai won two metals while Taproot Dentsu, Leo Burnett and Famous Innovations bagged a Lion each.
The Design Lions recognise visual craftsmanship, demonstrating how design defines a brand or communicates its key messages. There were four winning campaigns including 2 Silver and 2 Bronze from India in this category from 10 shortlisted entries from four different agencies - Ogilvy & Mather Mumbai, Taproot Dentsu, Leo Burnett and Famous Innovations.
Ogilvy won Silver Lion in ‘Promotional Item Design’ sub-category for ‘Savlon Healthy Hands Chalk Sticks’ campaign done for ITC Savlon. Taproot Dentsu’s Adidas Odds was the second Silver winner of the category and made the cut in the sub-category ‘Special Editions & Promotional Packaging’.
Leo Burnett India won a Bronze Lion in ‘Promotional Item Design’ sub-category for ‘Roads That Honk’ campaign done for HP Lubricants. The other Bronze Lion went to Famous Innovations in ‘Special Editions & Promotional Packaging’ sub-category. The agency won the medal for ‘The Proposal Box That'll Get You A Yes’ conceptualised for Caratlane - A Tata Product.
From a total of 2780 entries received for Design Lions, 112 Lions were awarded: 20 Gold, 33 Silver and 58 Bronze, and a first Grand Prix for Thailand went to ‘The Unusual Football Field’ by AP Thailand, Bangkok / CJ Worx, Bangkok for AP (Thailand) Public Company Limited. Jury President Sandra Planeta, Founder & Creative Director, Planeta Design, Sweden said “It’s clever, smart, simple, purposeful and useful design. And the best part is that I’d love to try it myself.”
There were two medals for India in the Product Design category recognising creativity that fuses form and function. ‘Afgan Immunity Charm’ campaign by McCann Worldgroup India Mumbai and McCann Health Delhi won a Silver Lion. Ogilvy Mumbai won a Bronze Lion for ‘Savlon Healthy Hands Chalk Sticks’ campaign done for ITC Savlon.
The Product Design jurors, led by Ruth Berktold, Owner, YES architecture, Germany, selected ‘Payphone Bank’ by Grey Colombia, Bogotá 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. From 435 entries received in Product Design, 22 Lions were awarded including the Grand Prix - 4 Gold, 6 Silver and 11 Bronze.
In Media category that celebrates the context of creativity, enhanced and amplified by a game-changing channel strategy, McCann Worldgroup India won two Bronze Lions for ‘Afgan Immunity Charm’ and ‘PayTM Sweet Change’ campaigns.
From 2949 entries for Media Lions from across the globe, 95 Lions were awarded - 9 Gold, 28 Silver and 57 Bronze - and ‘Innovating Saving’ by R/GA, New York for jet.com took the Grand Prix. President Mike Cooper, Worldwide Chief Executive Officer, PHD, led the jury who 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.
Elated on the wins, Prasoon Joshi, Chairman McCann Asia Pacific & CEO and Chief Creative Officer McCann India, said, “I am really happy that our work ‘Immunity Charm’ has connected across categories with juries. Our entire team at McCann Worldgroup India is extremely delighted.”
“Paytm is a brand we helped built over the years and it's a great partnership. Our work on Paytm has already resonated with the consumers here in India and a Cannes Lion will add another dimension to the brand's success. I must acknowledge the efforts of Kapil Batra and his team including Gaurav Sharma, Rohit Devgun, Gaurav Verma and Utsav Khare with terrific support from Prateek Bharadwaj. I must also thank our client Vijay Shekhar the founder of Paytm who always has faith in our work,” added Joshi.
Sir Lucian Grainge, Chairman & Chief Executive Officer of Universal Music Group (UMG), was honoured as this year’s Cannes Lions Media Person of the Year. The award recognises an individual who has shaped the future of creative communications and stands as an influential figure in today’s media landscape.
Media Network of the Year was also announced: 1st place went to OMD Worldwide; 2nd place to Mediacom; and 3rd to Starcom.