2017 Cannes Lions International Festival of Creativity has announced winners in the Direct, Creative Data, Innovation, Mobile, Cyber categories. There were no shortlists from India in the Creative Data, Mobile and Cyber category. India brought home three Silver Lions in Direct and Innovation categories on day-4 of the festival.
Leo Burnett has bagged first Innovatoin Lion for India as its campaign ‘Roads that Honk’ for HP Lubricants won a Silver medal. The award winning work is an anti-collision vehicle management system that alerts drivers about approaching vehicles. Conceptualised, designed and executed by Leo Burnett India and installed by HP Lubricants, the technology aimed at making highways safer across Indian roads.
The project was launched on NH1 in North India, along the Jammu-Srinagar Highway, notorious for hairpin bends that makes it one of the most dangerous highways in the world (source: National Geographic). #RoadsThatHonk is named after the installed SmartLife poles that use radar technology across dangerous bends, alerting speeding drivers to slow down and avoid collisions. The poles are installed at key intersections, and use an advanced networked device to combine wireless technology, radar systems, and an anti-collision warning system -- all powered by solar PV modules.
#RoadsThatHonk was the only shortlist from India for Innovation Lions that saw 298 entries from across the world. There were a total of 12 Lions including a Grand Prix, 2 Gold, 4 Silver and 5 Bronze were awarded this year. The Grand Prix went to ‘The Humanium Metal Initiative’ by Åkestam Holst, Stockholm / Great Works, Stockholm for IM Swedish Development Partner. The innovation created "The world's most valuable metal" which is derived from recycled illegal firearms and is then used to build anything from toys to smartphone cases.
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.
Indian agencies hit two Silver medals from eight shortlists in the ‘Direct Lions’ category that recognises response-driven and relationship-building creativity. Taproot Dentsu has won a Silver Lion for the ‘Adidas Odds’ campaign while another Silver went to McCann for the ‘Afghan Immunity Charm’ campaign for the Ministry of Public Health, Islamic Republic of Afghanistan.
Adidas Odds was an idea conceptualised by Taproot Dentsu that transformed into product during Paralympics games last year. As an ode to all athletes in the world who choose to run against the odds, Adidas Odds is a pair of shoes for the same foot. The initiative emerged from a simple insightful idea from Taproot Dentsu of giving para-athletes, primarily blade runners, a pair of the same side footwear they need, rather than the generic pair that is sold to consumers.
Adidas ‘Odds’ films:
Immunity Charm campaign by McCann Worldgroup India, Mumbai and McCann Health, Delhi:
From 2719 entries received from across the globe for Direct Lions, 76 Lions were awarded, including 13 Gold, 21 Silver and 41 Bronze. ‘Google Home of the Whopper’ by DAVID Miami for Burger King, took the Grand Prix. Jury President Ted Lim, Chief Creative Officer, Dentsu Brand Agencies, APAC, described it as “outstanding, outrageous and simply incredible”.