The 71st Cannes Lions International Festival of Creativity announced day four winners in Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy, Innovation and the new Luxury & Lifestyle Lions.
Trophies went to CHEP Network Melbourne, DDB Sydney and VML Melbourne.
In the Brand Experience & Activation Lions, 2262 entries were received and 70 Lions awarded: 10 Gold, 29 Silver, 30 Bronze.
The Grand Prix was awarded to ‘The First Edible Mascot’ for Pop-Tarts by Weber Shandwick, Chicago. To expand outside the breakfast category, the brand launched its inaugural Pop-Tarts Bowl during a US college football game where the winning team got to toast and then devour the mascot Strawberry after the final whistle blew.
CHEP Network Melbourne got a Bronze for Climate Doctor's Certificate for School Strike 4 Climate.
DDB Sydney, alongside adam&eveDDB London won a Silver for The Original Mouthful for McDonald's.
For the first year of the newly launched Luxury & Lifestyle Lions, 188 entries were received and seven Lions awarded: one Gold, two Silver, three Bronze.
The Grand Prix went to LOEWE x Suna Fujita for LOEWE by LOEWE, Madrid.
The partnership between the Spanish luxury fashion house and Japanese artisanal ceramicist studio Suna Fujita gave birth to a highly exclusive collection of bags, jumpers, accessories and more that were inspired by the original world created by Suna Fujita.
In the Innovation Lions, 231 entries were received and eight Lions were awarded: one Gold, two Silver, four Bronze.
The Grand Prix went to ‘Voice 2 Diabetes’ for KVI Brave Fund INC by Klick Health, Toronto, Canada.
The ‘Voice 2 Diabetes’ innovation, which can detect if someone has type 2 diabetes simply through an audio recording of their voice, is estimated to have the long-term potential of saving an estimated $32.75bn globally and helping 240 million adults living with diabetes worldwide who do not know they have the condition.
The Creative Effectiveness Lions received 306 entries and 15 Lions awraded: two Gold, five Silver, seven Bronze.
The Creative Effectiveness Grand Prix went to ‘It Has To Be Heinz’ for Heinz Ketchup by Rethink, Toronto, Canada.
In the Creative Strategy Lions, 814 entries were received and 27 Lions were awarded: four Gold, nine Silver,13 Bronze.
The Grand Prix went to ‘A Piece of Me’ for KPN by Dentsu Creative, Amsterdam. The leading Dutch telecom brand created a powerful music video and original song featuring a girl being shamed for forwarding a nude photo of herself to a love interest. ‘A Piece of Me’ helped raise awareness and change entrenched cultural attitudes of sexting being shameful in the Netherlands, helping to shift the criticism onto the person forwarding these images without consent instead of the victim.
VML Melbourne won a Silver and a Bronze for FitChix for Honest Eggs Co.
In the Creative Business Transformation Lions, 271 entries were received and eight Lions were awarded: one Gold, two Silver, four Bronze.
The Grand Prix went to ‘Refurb’ for Phillips by LePub, Amsterdam. The global tech brand tackled the issue of e-waste caused by unwanted products being returned after the winter gifting holiday season by only selling refurbished versions of its products during the period – revolutionising the brand’s e-commerce platform.
In the Creative Commerce Lions, 551 entries were received and 19 Lions were awarded by the Jury: four Gold, five Silver, nine Bronze.
The Grand Prix went to ‘Renault - Cars To Work’ for Renault by Publicis Conseil, Paris, France. The new initiative from the automotive brand seeks to help French people who live in mobility deserts – areas where it’s difficult to reach a place of employment by public transport. The brand launched a scheme where people could use a Renault car for free while under their work probationary period and only start paying once they had secured their employment contract.
Regional Network of the Year Awards:
Regional Network of the Year - Asia
Ogilvy
Regional Network of the Year - Europe
Publicis Worldwide
Regional Network of the Year - MENA
BBDO Worldwide
Regional Network of the Year - Latin America
DDB Worldwide
Regional Network of the Year - North America
FCB
Regional Network of the Year - Pacific
BBDO Worldwide
Regional Network of the Year - Sub-Saharan Africa
TBWA Worldwide
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