New Delhi: Known as the Oscars of the advertising world, the five-day Cannes Lions event in France has concluded, wrapping up hundreds of awards and unveiling a list of Grand Prix winners for marketers to learn from and admire.
While the Festival of Creativity dazzled with glam and glitz, backstage, marketers shared a common wish: to have the Grand Prix-winning idea. This year, the festival awarded prizes in 32 categories, celebrating film craft, technology, design, and innovation.
Below is a list of all the Grand Prix-winning works, the dream of every marketer.
In the Film Lions, celebrating the creativity of the moving frames, 1887 entries were received and the jury decided to award two Grand Prix. The first went to ‘WoMen’s Football’ for Orange by Marcel, Paris, France. Orange’s clever bait-and-switch campaign showcased what first appears to be the skill of the national men’s French football team but is then revealed to be the prowess of the women’s national side disguised as the men through deepfake technology.
The second Grand Prix was awarded to ‘Play It Safe’ for Sydney Opera House by The Monkeys, Accenture Song, Sydney. The foot-tapping music video celebrates the unique architecture and defiant creative spirit of Sydney’s most recognisable landmark, all set to an original song that satirically encourages the audience to avoid risks and ‘Play It Safe’ in life.
Honouring culture-shifting creativity, the festival received 165 entries, the Grand Prix went to ‘Transition Body Lotion’ for Vaseline Proderma Transition Body Lotion by Ogilvy, Singapore. The skincare brand formulated a new body lotion that was designed to help transitioning women who often experience skin challenges during hormone therapy.
Attempting to honour provocative, boundary-busting, and envy-inspiring work that marks a new direction for the industry, 200 entries were received and the Jury chose to award the Grand Prix to ‘DoorDash-All-The-Ads’ for DoorDash by Wieden+Kennedy, Portland and Superette, San Francisco.
The campaign challenged the assumption that DoorDash is only a food delivery service, the brand hijacked the period leading up to the Super Bowl by offering people the chance to win an ever-growing prize pool from all the brands advertising on game day.
This award recognises and celebrates the use of creativity to positively impact not only businesses and brands but also the world at large. The Jury chose to award this year’s Grand Prix for Good to three ads, ‘The First Speech. Russia’, ‘The First Speech. Turkey’, and ‘The First Speech. Venezuela’ for Reporters. Reporters Without Borders launched a campaign celebrating its dedication to holding accountable those who oppose democracy and the free press.
Recording a new version of Rick Astley’s Never Gonna Give You Up, Specsavers composed a song with wrong the lyrics to raise awareness about hearing loss. They partnered with Golin, London for the same.
Pushing the boundaries when it comes to providing customers with an experience they can savour, Pop-Tarts created the first edible mascot for the Super Bowl in partnership with Weber Shandwick, New York.
JCDecaux partnered with David to launch a campaign that raised awareness of the power of poster campaigns. Titled “JCDecaux: Meet Marina Prieto” featured an anonymous grandma taking over the subway in Madrid to raise awareness of the power of poster campaigns.
Titled “Philips: Refurb” the campaign raised awareness of Philips’ sustainability by selling returned or refurbished products (with an upgraded warranty) at a lower price. To execute it, the brand partnered with Lepub, Amsterdam.
The largest auto manufacturer in Europe partnered with Publicis Conseil, Paris to launch the Renault CareMakers programme that helps make cars available to people who live in areas with poor public transport to drive safely to work.
Shaking hands with McCann Poland, Mastercard’s Room for Everyone campaign created a platform that helps Polish and Ukraninan businesses succeed together by highlighting mutually profitable locations.
Heinz’s long-running campaign ‘Heinz: It has to be Heinz; Agency: Rethink Toronto’ ads showing restaurants committing ‘fraud’ by refilling Heinz bottles with cheap alternatives, and another campaign that shows audiences create pictures of Heinz bottles when asked to ‘draw ketchup’.
The agency involved was Circus Grey, Lima partnered with Cemento Sol which is Peru’s leading cement brand to launch a campaign named “Sightwalks” that worked with visual impairment organisations in the country to devise a visual system on the pavements to help people identify different shops and businesses and improve their autonomy.
Spotify Advertising created a B2B campaign featuring a music video in the form of a spreadsheet. Aimed at marketers the campaign was titled “Spreadbeats” and it was executed in association with FCB, New York.
Along with winning the Entertainment Lions for Gaming Xbox’s campaign “The Everyday Tactician” executed by McCann London saw Bromley FC offers a paid role to a skilled player of the Sega game Football Manager 24.
Led by Whatsapp to document the story of the Afghan Youth Women’s National Football Team and their escape from Afghanistan after the Taliban took power in 2021. “We are Ayenda” started as an awareness campaign to raise “We Are Ayenda” with Creative X, Palo Alto & Modern Arts, Los Angeles.
Winning two Grand Prix awards Xbox’s campaign “The Everyday Tactician” executed by McCann London saw Bromley FC offers a paid role to a skilled player of the Sega game Football Manager 24.
Last year, on October 8, Carnegie Hall held a tribute event commemorating a significant 1962 concert that played a crucial role in introducing bossa nova music to a worldwide audience. Alaíde Costa, who was not part of the original performance, made an appearance this time, sharing the stage with artists such as Seu Jorge, Daniel Jobim, Roberto Menescal, and Carlinhos Brown.
Marcel, Paris, created an ad for Orange’s Women’s Football Agency that cleverly uses visual effects (VFX) to showcase the skill and excitement of women’s football, emphasizing its parity with men’s football.
Heimat and TBWA Berlin created an imaginative ad for German DIY brand Hornbach, emphasizing that every square meter of space in a home should be treated as the best in the world.
UN Women collaborated with Impact BBDO Dubai on a direct mail campaign called “Child Wedding Cards.” The campaign targeted lawmakers in Pakistan, sending them invitations to a fictional child’s wedding. These wedding cards, designed entirely by children, urged legislators to take action against child marriage. As a result, the Federal Islamic Court ruled that the minimum age for marriage should be 18.
For Holocaust Remembrance Day on January 27, 2024, the Frankfurter Allgemeine Zeitung unveiled the 100th anniversary motif of their Brilliant Minds campaign, featuring Holocaust survivor Margot Friedländer, now 102.
“Klick Health in Toronto developed the Voice 2 Diabetes project, which integrates voice technology and artificial intelligence to revolutionize diabetes detection.
Loewe, based in Madrid, has partnered with ceramic studio Suna Fujita for their Holidays collection, combining luxury fashion with artistic craftsmanship.
Handshake Hunt” campaign, created by Gut in São Paulo, cleverly integrated QR codes for discounts with the TV channel Globo. Whenever a handshake appeared on-screen, viewers were treated to exclusive deals.
Pedigree’s innovative initiative, developed by Colenso BBDO in Auckland, leverages AI to elevate awareness of adoptable dogs. By converting shelter dog photos into professional studio images and seamlessly integrating them into Pedigree’s digital ads, they encourage adoption and showcase these deserving companions.
Siemens Healthineers collaborated with Agency Area 23 on the “Magnetic Stories” campaign. Their innovative approach transformed MRI scan sounds into delightful children’s audio books, helping alleviate fear and anxiety for young patients.
The Specsavers campaign, created by Agency Golin in London, achieved a remarkable feat by winning a second Grand Prix in PR, in addition to its recognition in the Audio & Radio category. This campaign effectively raises awareness about hearing loss.
In an upending move, Coca-Cola crushed its logo in this print campaign to encourage recycling. Titled as “Recycle Me” the campaign was executed by Ogilvy, New York.
In a humorous twist, the CeraVe campaign, orchestrated by Ogilvy PR in New York, featured actor Michael Cera playfully asserting that he was the mastermind behind the skincare brand.
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