The 69th International Festival of Creativity Cannes Lions, which took place physically after two years, on June 20-24. On the last day of the festival, the brands, networks and agencies of the year were awarded.
Simon Cook, CEO of Cannes Lions, said: “Creators from around the world have come together to make progress through creativity for business, the planet and society at large. Congratulations to everyone who participated, shortlisted, and earned a Lion as a measure of creative excellence on the global stage.” made the statement at the end of the festival.
We have compiled our impressions of the festival and our favorite works among the award winners for you. Enjoyable readings!
On Monday, health and wellness, Pharma, Outdoor, Radio & Audio, Print and publishing, and Lion’s health and united nations foundation Grand Prix were delivered.
A massive Grand Prix win went to Adidas Liquid Billboard through Havas middle east, a swimmable billboard promoting the brand’s inclusive swimwear. In pharma, an illustrated book that preserved the voices of people with motor neuron diseases, through dell technologies. Meanwhile, Dentsu Creative India revealed how they hacked the British Museum to show the provenance of its artifacts.
The digitization of landmarks in Ukraine, a pet food brand restoring coral reefs, and a pledge from a retailer help German teenagers who miss out on life during pandemic times. This year’s three Craft Grand Prix winners have shown how brands use inventive craft techniques to take issues into a wider sense of the world.
The design of the Lions Grand Prix, through FCB Lisbon, was in a similar vein. The Portuguese Constitution for penguin books turned a censorious blue pencil into a book celebrating free speech.
The work of Polycom and Unesco “Backup Ukraine“, through Virtue Worldwide, archived Ukrainian monuments as a digital blueprint in the cloud, and took the Digital Craft Lions Grand Prix.
Ukrainian creatives received a standing ovation in an emotive Lumiere session entitled “Creativity under bombs”. It opened with a message from president Volodymyr Zelensky “I believe that the power of human creativity is greater than the power of the nuclear state that is stuck in the past. Your work will make our fight for freedom legendary”
Virtual and augmented realities are transforming experiences that offer exciting potential for brands. The creative strategy Lions Grand Prix winner for Decathlon enabled prisoners to participate in a virtual cycling race thanks to the cycling platform Swift. The creative strategy Lions jury president stated that decathlon sports did the unthinkable, it extended its purpose of making sports accessible to all.
Vice media: “The unfiltered History Tour” through Dentsu, won its second Grand Prix, in the brand experience and activation lion. Instagram Filters and audio allowed visitors of the British Museum to discover the real provenance of the artifacts.
A common theme on this particular day was seeing how creativity can be used to present alternative options to audiences. Food brand Dole took the creative business transformation Lions Grand Prix with Piñatex. This vegan alternative to leather is made from pineapple leaves that would otherwise be discarded. Thighstop via Leo Burnett Chicago for US restaurant chain Wingstop, presented chicken thighs as an alternative to wings. It increased sales by 10% yearly and netted the creative commerce lion Grand Prix. And “One house to save many” presented a durable alternative to existing Australian Houses and took the innovation Lions Grand Prix.
This day in particular offered lessons in inclusion. The project “Data tienda” of Mexican agency DDB was all about facilitating financial inclusion for low-income women. Decathlon took its second Grand Prix for “The breakaway”: the first ecycling for prisoners through BBDO Belgium. This initiative enabled inmates to join virtual cycling races with riders from the outside world. The need for greater inclusivity was talked about on stage too. Equity is acknowledging that there was an exclusion in the past and also in the present tense, the idea is to bring a whole different future.
The Paint and coating company Sherwin William took the inaugural creative B2B Lions Grand Prix with “Speaking in Color“.
This echoed a more human-centric approach to B2B marketing that was championed on stage earlier in the week on Tuesday by Ryan Rolansy, CEO, of Linkedin. He stated “ understanding these issues facing business leaders the way you understand households. Your industry understands how households buy tide and cereal. But you need to learn to understand how IT managers buy software or cyber security systems”
Fresh creative thinking on issues including knife crime and cosmetic animal testing were among the themes among Grand Prix winners of this particular day. The titanium Grand Prix winner, “Long Live The Prince”, reframed knife crime using the deep face of Kyan Prince, a rising football star stabbed aged 15 in 2006. Purposeful ideas will go nowhere if you don’t bring them to the world in a disruptive way. To sell it to teens, a different and fresh approach is needed where the purpose is hidden and dealt with sneakily and smoothly.
“Save Ralph“ an animated film starring an affable bunny voiced by Taika Waititi, gave a glimpse into the horrors of animal testing. The film offered a compelling call to action to viewers to help ban testing.
This year’s sustainability development goals Lions Grand Prix went to Procter and Gamble “the missing chapter“ through Leo Burnett of Mumbai, India. It saw feminine hygiene brand Whisper educating girls about periods to prevent them from dropping out of school. As mentioned earlier, DDB facilitated the financial inclusion of low-income women using a centralized information system. It took its second Grand Prix in glass: in a glass the lion for change.
Category: Classic / Outdoor
Award: Outdoor Grand Prix
Winner: Havas Middle East
Campaign: Liquid Billboard
Category: Health / Health & Wellness
Award: Health & Wellness Grand Prix
Publisher: Maxx Flash
Campaign: The Killer Pack
Category: Good / Sustainable Development Goals
Award: Sustainable Development Goals Grand Prix
Winner: Leo Burnett Mumbai
Publisher: P & G
Campaign: The Missing Chapter
Category: Entertainment /Entertainment
Award: Entertainment Grand Prix
Winner: McCann, Stockholm
Publisher: Swedish Food Federation
Campaign: Eate A Swede
Category: Craft / Digital Craft
Award: Digital Craft Grand Prix
Winner: Virtue Worldwide New York
Publisher: Polycam X UNESCO
Campaign: Backup Ukraine
Category: Experience / Creative Business Transformation
Award: Creative Business Transformation Grand Prix
Winner: L&C, New York
Publsiher: Dole Sunshine Company & Ananas Anam
Category: Engagement / Creative B2B
Award: Creative B2B Grand Prix
Winner: Wunderman Thompson Minneapolis
Publisher: Sherwin Williams Coil Coatings
Campaign: Speaking in Color
Most of the winners are not only ideas that make a difference for a brand, but also make a difference for the world.
Agencies are gaining more and more respect from clients for their product development ability and competition from other types of creative work has weakened primarily due to work from home affecting engineering more than any type of creative work.
The products and services developed by the agencies were the center of attention and highlighted how design is a discipline focused on enhancing the well-being and quality of life of all human beings. This is what this festival is all about and why it is so important.