The Cannes Lions International Festival of Creativity wrapped up another year of rosé, posh yachts and celebrating the best in creative marketing, advertising and innovation with an evening that saw the Titanium Lions and other key awards handed out.
The highly coveted Titanium Lions – created to honor marketing work that doesn’t fit neatly into traditional categories – were handed out on Friday (22 June) evening, and the Titanium Grand Prix winner was named: 'Palau Pledge' by Host/Havas Sydney for the Palau Legacy Project.
The campaign was designed to build awareness of the environmental effect of mass tourism on the island, creating a pledge that visitors need to sign within the visa stamp in their passports, which acts as an agreement to protect the environment on entering the country.
The hope of the campaign is to preserve the economic value of tourism but also help tourists understand what they can do to help preserve the environment.
A digital version of the pledge was set up online and acts as a source for all environmental and visitor information. It also hosts a video, introducing the concept through a story about a giant that learns about the damage he can do to a fragile ecosystem.
To promote the campaign to a wider audience, celebrities and notable figures were tapped to post about the pledge on social media, including Leonardo DiCaprio, HRH Queen Noor of Jordan, John Kerry and conservation luminary Dr Sylvia Earle, among others.
The campaign was created by Host/Havas, along with the help of Red Agency, a social and PR agency. See the creative by clicking on the Creative Works box below.
The 'Palau Pledge' also won the Sustainable Development Goals Lions Grand Prix.
Other Titanium Lions winners were: 'Today@Apple' for Apple Inc.; 'It's a Tide Ad Campaign' by Saatchi & Saatchi for Procter & Gamble; 'Dundee: The Son of a Legend Returns Home' for by Droga5 New York for Tourism Australia; 'Bloodnormal' by AMV BBDO London for Bodyform/Essity; and 'Nothing Beats a Londoner' by Wieden+Kennedy London for Nike.
The Grand Prix Glass Lions was won by the aforementioned 'Bloodnormal' by AMV BBDO London for Bodyform/Essity, an ad that sparked plenty of social media buzz by showing that women's periods are normal.
The campaign appears to be working. It launched in four countries and has reached over 32. Emboldened by the success, more and more Essity markets are preparing official launches in their territories, with the US next in line.
Those responsible for the campaign say that the PR reach of it is over 4.5 billion, with a 72% positive reaction.
Grand Prix for Good
The ALS Ice Bucket Challenge was a social phenomenon, but the resulting 'Project Revoice' by BWM Dentsu Sydney for the ALS Association, to help give people with ALS the ability to speak freely and naturally in their own voice, even after they can't physically speak, won the Grand Prix for Good Lions.
'Project Revoice' is a voice cloning program to help people like Pat Quinn, the co-founder of the ice bucket challenge, gain back their voice. It used footage of Quinn promoting the challenge around the world before he lost the power to speak and rebuilding his voice to make it sound as authentic as possible.
The results are staggering, with more than 850 million earned media reach and $9.8m estimated earned PR value. Currently more than100 patients a week are signing up to receive their own Revoice.
See the work by clicking on the Creative Works box below.
Creative Effectiveness Lions
This year's Creative Effectiveness Grand Prix went to 'Savlon Healthy Hands Chalk Sticks' by Ogilvy Mumbai for ITC's Personal Care Brand.
The information campaign in India showed how Savlon, a new entrant in the Indian FMCG hygiene space, created a positive impact on the health of school kids through an innovative behavior change idea by showing them proper hand hygiene.
The company introduced cleansers (soap) infused chalk sticks that could be used to write like normal chalks on slates but turned its powder into soap automatically upon coming in contact with water. This compelled kids to wash their hands, thereby teaching them an important lesson in handwashing.
Omnicom was named Holding Company of the Year, while Adam&eveDDB got the Agency of the Year award. BBDO topped the Network of the Year category.
To see more of The Drum's Cannes Lions coverage, click here.