With the winners of the last five Grand Prix categories to be announced on the final day of the Cannes Lions festival tomorrow (Saturday), it’s time to take a look back over some of this years winners.
Creative Effectiveness Lions
Dutch firm Wieden and Kennedy Amsterdam picked up the Grand Prix, for its Heineken International campaign. They won for their creative way of entertaining and informing the audience.
Promo and Activation Lion
An innovative campaign by Brazilian Football club, Sport Club Recife picked up the Grand Prix for encouraging organ donation during a major football tie. This resulted in over 51,000 donor cards being issued and an increase of organ donation in the region by 54 percent. Additionally, the waiting list for heart and corneal transplants was reduced to zero.
Press Lions
TBWA\Media Arts Lab Los Angeles picked up the Grand Prix for five separate ads designed for Apple's iPad Mini, including: "time", "surfer", "Wired magazine" and the "New Yorker"
Design Lions
Auchan’s ‘The Self Scan Report’ picked up the Grand Prix for creating a report on sustainability that was itself sustainable as it was made from old receipts.
Cyber Lions
Pereira and O’Dell San Francisco took picked up one of the two Grand Prix for their entry ‘The Beauty Inside’, created for Intel + Toshiba. Draftfcb New York picked up the Grand Prix in the Viral category for Oreo’s ‘Oreo Daily Twist’.
Innovation Lions
Cinder, an open source software tool, entered by the Barbarian Group New York, picked up the Grand Prix for its contribution to media. The free software is widely used in developing mobile apps, music visualizers, and screensavers.
Media Lions
Advert, ‘Why Wait Until It Is Too Late’ produced by Dutch firm Ogilvy and Mather Amsterdam, for funeral insurance company Dela, picked up a Grand Prix for the emotional connection it made with viewers. The campaign boosted Dela’s website visitors by 66 per cent, and raised Facebook likes by 96 per cent. The ad offered ordinary people the chance to record messages for loved ones and as a result it captured the imagination of both the Dutch audience and Cannes.
Mobile Lions
The ‘Txtbks’ initiative by Smart Communications picked up the Grand Prix for providing an inexpensive method of using outdated analogue mobiles as e-readers in developing world schools. Children’s’ school backs were 50 percent lighter than before, saving them the burden of having to carry heavy books and pay for expensive e-readers. This is the first Grand Prix won by the Philippines.
Outdoor Lions
Ogilvy France Paris picked up the Grand Prix for a series of creative billboards. These include rain shelters, benches and ramps that offer physical assistance to citizens while also offering innovative advertising in the urban environment.
And finally, the Direct Lions, Radio Lions, PR Lions
The stand out winner of the Lions was the Australian agency McCann Melbourne. Their train safety campaign ‘Dumb Ways to Die’, created for the Victoria Metro, received over 20 million YouTube views and the song charted on iTunes in 28 countries. The campaign stood out for its use of entertainment instead of shock tactics and connected with the target audience.
