Eleven works from India won 22 Lions — 2 Gold, 9 Silver and 11 Bronze — at the Cannes Lions this year.
A close look at the winning works tells us that 6 of the 11 campaigns were executed before March 2020 and would have qualified for the Cannes Lions 2020 Awards had it taken place last year. These six campaigns won 16 Lions — 2 Gold, 8 Silver and 6 Bronze.
The five campaigns that were executed after April 2020, and would have qualified for the 2021 Awards, won 6 Lions — 1 Silver and 5 Bronze.
The reasons behind this can be largely attributed to Covid forcing brands to curb advertising budgets, shutting shoots for a few months, and forcing agencies to work from home without meeting colleagues and clients, which is a crucial factor in the communication business.
The agencies sending their best bet because of squeezed budgets due to cost-cutting measures can also be one of the reasons but a close analysis tells us that Covid has had an impact on creativity.
Let us take a look at the winning works with their release date:
Title
|
Brand
|
Entrant
|
Award
|
Release
|
#Notjustacadburyad
|
Cadbury Celebrations
|
Ogilvy India, Mumbai
|
Bronze (1)
|
Nov 20
|
Dove #Stopthebeautytest
|
Dove
|
Ogilvy India, Mumbai
|
Silver (1)
|
Feb 21
|
H For Handwashing
|
Lifebuoy
|
Lowe Lintas, Mumbai / Mullenlowe Singapore
|
Bronze (2)
|
Oct 20
|
Hackwashing
|
Lifebuoy
|
Geometry Encompass, Mumbai
|
Bronze (1)
|
Oct 20
|
The Better Half Recipes
|
Swiggy Instamart
|
Dentsu Webchutney, Bangalore
|
Bronze (1)
|
Feb 21
|
The works that would have qualified last year
|
Now, Words aren't Just Heard, But Felt.
|
Samsung Good Vibes
|
Cheil India, Gurugram
|
Silver (1)
|
Sep 19
|
Out and Proud Classified
|
The Times Of India
|
FCBUlka, Delhi
|
Bronze (1)
|
May 19
|
Project Free Period
|
Stayfree
|
DDB Mudra, Mumbai
|
Gold (1)
|
2018-19
|
The 8-bit Journo
|
Vice Media
|
Dentsu Webchutney, Mumbai
|
Silver (3) Bronze (2)
|
Dec 19
|
The Punishing Signal
|
Mumbai Police
|
FCB Interface, Mumbai
|
Gold (1) Silver (3) Bronze (3)
|
Feb 20
|
The World's Most Reported Trailer
|
Trigger Happy Entertainment / Thappad Film
|
Dentsu Webchutney, Mumbai
|
Silver (1)
|
Feb 20
|
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