The Drum Awards for Marketing - Extended Entry Deadline

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By John McCarthy | Media editor

June 18, 2014 | 3 min read

The triumphant winning entries of the Media, Outdoors and Mobile Lions Grand Prix were announced at the Cannes festival this morning.First, taking the Media Lions Grand Prix was ‘Happy ID’, created by McCann Lima, Peru, for the Coca Cola Company.McCann identified that young Peruvians were not smiling in their IDs despite no law prohibiting it. As a result, quirky photo booths that reward smiling users with Coke were distributed to malls throughout Peru.The campaign spread happiness with a simple by encouraging Peruvians to smile in their IDs. It had over 1.3m shares on social networks and free press of USD 300M. Furthermore it inspired a strong message of happiness that would link consumers emotionally with the brand.Second was the Outdoor Lions Grand Prix. ‘Anz Gaytms’, created by WHYBIN\TBWA Group Melbourne, Austrailia, for Anz Bank took home the prize.Showing their support to the LGBT community, ANZ Bank glammed up their ATM machines with colourful rhinestones, sequins, studs, leather, denim, fur and more.The campaign had over 62m media impressions, had coverage on every one of Australia’s news channels and was picked up by media in over 70 countries.US sitcom Modern family’s Jesse Tyler Ferguson even complemented the campaign.

Finally, the Mobile Lions Grand Prix went to FCB Brasil Sao Paulo, Brazil for ‘Protection Ad’ created for Nivea.Protection Ad is an app within an ad. Magazines and other print media used ads as a distribution method for bracelet locators that could sync up with a mobile.The solar-powered locator could be worn like a wrist by a child at the beach ensuring they would not get lost. The idea was to further protect children at the beach.Even after the campaign had finished parents were contacting Nivea for more.For the first time, as a result of Protection Ad, Nivea Sun Kids became the segment’s sales leader, with a 62 per cent increase in Rio de Janeiro.The winners of the Cyber, Design, Press, Radio and Product Design Lions will be announced tomorrow morning.
Cannes Lions Europe News

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Coca Cola

Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola Company. Originally intended as a patent medicine, it was invented in the late 19th century by John Pemberton and was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century.

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Nivea is a German personal care brand that specializes in body-care. It is owned by the Hamburg-based company Beiersdorf Global AG. 

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