New York Times and Nike win Grand Prix at Cannes Lions in Craft and Entertainment
Day two wrapped at the Cannes Lions International Festival of Creativity, and The New York Times ended up taking multiple Grand Prix Lions awards for its ‘The Truth is Worth It’ campaign. Nike also won its second Grand Prix in the Entertainment category for its ‘Dream Crazy’ ad featuring Colin Kaepernick.
The New York Times 'The Truth is Worth It' campaign
The Craft class at Cannes Lions found The New York Times taking home Grand Prix prizes for Film Craft for its ‘The Truth is Worth It’ spots, winning for each spot: ‘Resolve,’ ‘Rigor,’ ‘Courage,’ ‘Perserverance’ and ‘Fearlessness.’ The spots won in the editing category, with Final Cut and Droga5 being recognized for the work.
The spots show different ways where The New York Times journalists fought through adversity, and sometimes life-threatening situations, to bring the stories to life in print and online.
In the Digital Craft category, Carlings won for its ‘adDress the Future’ campaign for what it describes as the “world’s first digital clothing collection with 0% negative environmental impact.”
The collection consists of virtual clothes that today’s 18-to-25-year-olds can wear on social media in order to showcase their fashion creativity without harming the planet.
Through mobile photo meta-data, a virtual tailor adjusts the clothes in the 3D program Marvelous Designer, where digital clothing design is created in the same way as real clothes. And because it is digital, there is an infinite number of pieces available once a piece has been created.
This means an infinite clothing collection, and the production has had 0% negative impact on the environment. The electricity was produced with green energy, and all income went directly to WaterAid.com.
Nike took home a Grand Prix in Industry Craft for its ‘Just Do It HQ at The Church,’ one of a series of physical spaces and experiences across the United States that enabled new generations of athletes to enter that chase for greatness.
The campaign helped Nike mark the 30th anniversary of its ‘Just Do It’ tag, and The Church was built for the basketball community in Chicago. It celebrated how the power of sports can bring a city together and be a catalyst for change by provide a safe haven for Chicago's youth.
In partnership with the community and Momentum Worldwide, Nike Chicago transformed the vacant Church of Epiphany in Chicago’s West Loop neighborhood into a cultural hub for basketball, inspiration, and the ultimate summer training program to help Chicago’s youth chase their dreams.
On the Entertainment side, Nike scored its second Grand Prix for ‘Dream Crazy,’ this time for the whole campaign in the Entertainment Lions for Sport category, with an appearance by Colin Kaepernick and an ad featuring Serena Williams that calls out the double standards for female athletes.
The Entertainment category saw Johnson & Johnson’s ‘5B’ film take the Grand Prix.
Johnson & Johnson, seeking to expand beyond being a ‘baby brand,’ worked with UM Studios New York on the feature-length documentary film, combining top-tier Hollywood talent and an A-list musical soundtrack to create a moving monument to the quiet heroes who risked infection and scorn to care for an ostracized community ravaged by the horrors of the AIDS epidemic.
‘5B’ claims to be the first-ever brand-funded film to be celebrated at the Cannes Film Festival, with screenings at the San Francisco Film Festival (in partnership with the Telluride Film Festival) and Melbourne Film Festival.
The film was acquired for distribution by Verizon, making its first foray into the film industry.
The Entertainment Lions for Music went to Childish Gambino for his breakout ‘This is America’ video.
The song is a provocative one of race and violence, and the video gives it a surreal visual narrative with a crazy confluence of tone changes. The video and song was one of the most buzzed about of the year and cemented the artist as a force in entertainment.
It won the Grand Prix for both Donald Glover, aka Childish Gambino, and Doomsday Entertainment Los Angeles.