Marketing Cannes Lions In Depth

US dominates, UK disappoints: the Cannes Lions 2019 awards broken down


By Imogen Watson | Senior reporter

June 26, 2019 | 10 min read

This year there were 29 categories and 932 awards up for grabs at the Cannes Lions Festival of Creativity 2019.

The US dominated, swooping 70 Gold Lions and 14 Grand Prix awards.

Meanwhile, the UK's performance was mediocre in comparison to last year. It only brought home 17 golds, compared to 29 the year before; a 41% drop. It also failed to secure any Grand Prix awards.

Although the UK failed to receive a Grand Prix, the rest of Europe picked up five between them, with Sweden earning two for creative strategy and creative e-commerce.

Country Total % Total
US 313 33.6%
UK 90 9.8%
Brazil 85 9.1%
France 60 6.4%
Germany 32 3.4%
Spain 28 3.0%
India 18 1.9%
Japan 16 1.7%
Sweden 15 1.6%
Italy 13 1.4%

Out of a total of 932 awards, the US scooped up 313; a colossal 33.6%. The UK came in second, with 90; a 9.8% share. This was a drop from the 2018 awards when it picked up 117.

Brazil was just behind the UK, picking up 85 awards. Next up was France, which grabbed 60 awards, and Germany with 32.

Gold Lions wins Total
US 70
UK 17
Brazil 8
France 8
Spain 4
China 3
Canada 3
Israel 3
Sweden 3
Australia 3

Gold Lion wins were also dominated by the US, which took home 70. Burger King's 'Whopper Detour,' Nike's 'Dream Crazy,' and Microsoft's 'Changing the Game' were among the most awarded campaigns.

The UK gained 17 with Libresse's 'Viva La Vulva' campaign by AMV BBDO winning four Gold Lions, making it the most awarded campaign.

Brazil won eight Gold Lions, tieing with France, followed by Spain. China, Canada, Israel, Sweden and Australia all won 3.

Country Award Campaign
US Brand Experience and Activation Microsoft 'Changing the Game' from McCann New York
Design Google, 'Creativity' from Google Creative Lab
Direct Mobile Burger King, 'The Whopper Detour' from FCB New York
Mobile Burger King, 'The Whopper Detour' from FCB New York
Titanium Burger King, 'The Whopper Detour' from FCB New York
Entertainment Johnson & Johnson, '5b' from UM Studios
Entertainment: Music Childish Gambino, 'This is America'
Entertainment: Sport Nike, 'Dream Crazy' from Wieden + Kennedy Portland
Outdoor Nike, 'Dream Crazy' from Wieden + Kennedy Portland
Film Craft The New York Times, 'The Truth Is Worth It' from Droga5
Film The New York Times, 'The Truth Is Worth It' from Droga5
Innovation Wavio, 'See Sound' from Area 23
Grand Prix for Good March for Our Lives, 'Generation Lockdown' from McCann New York
Radio & Audio HBO, 'Westworld: The Maze' from 360i
Brazil Entertainment: Music Bacu Exu do Blues, 'Bluesman'
Media Nike, 'Air Max Graffiti Stores' from AKQA Sao Paulo
Sweden Creative e-Commerce Doconomy, 'Do Black - The Carbon Limit Credit Card' from RBK Communication
Creative Strategy Volvo, 'The E.V.A. Initiative,' from Forsman & Bodenfors
France Creative Effectiveness Carrefour, 'Black Supermarket' from Marcel Paris
Denmark Digital Craft Carlings, 'AdDress the Future' from Virtue Copenhagen
Dubai Print & Publishing An-Nahar, 'The Blank Edition' from Impact BBDO Dubai
Australia Sustainable Development Goals Mars, 'The Lion's Share' from Clemenger BBDO
Poland Glass: The Lion for Change, 'The Last Ever Issue' from VMLY&R Poland
Israel Health and Wellness Ikea, 'ThisAbles' from McCann Tel Aviv
China Pharma GSK, 'Breath of Life' from McCann Health
Canada Creative Data Black & Abroad, 'Go Back to Africa' from FCB/SIX

Of 26 Grand Prix's, the US won 14. Burger King's 'Whopper Detour' from FCB New York picked up three; Design, Direct Mobile and Titanium.

12 years after winning its last Titanium Grand Prix at Cannes Lions for 'Xbox King Games' Burger King came out top, for FCB New York's ingenious stunt that sparked 1.5 million downloads of the Burger King App.

Nike, 'Dream Crazy' from Wieden + Kennedy Portland picked up two Grand Prix's; Outdoor and Entertainment: Sport, proving the risk paid off. The New York Times, 'The Truth Is Worth It' from Droga5 also won two awards.

Following the US, Brazil and Sweden both won two Grand Prix awards a piece.

FCB, creator of the Burger King 'Whopper Detour' which won the top prize, also won the most Gold Lions, bringing in 22 to add to its three Grand Prix wins.

Agency Total Gold Lions
FCB 22
DDB 15
McCann 12
Wieden + Kennedy 11

Globally, DDB came in second, with 70 combined Lions. It got awarded one Titanium, 15 gold, 24 silver and 30 bronze, spanning 10 categories.

TBWA won a total of 65 lions across 19 categories, representing more than 15 different TBWA offices. It got awarded 12 golds and 25 silver.

TBWA\New York delivered its best performance in 20 years with 18 Lions.

These results will be entered into The Drum's annual Big Won Rankings, which collates the results the world's major advertising competitions – including D&AD, Cannes Lions, the Clios, The Drum Awards and more. You can read last year's rankings here.
Marketing Cannes Lions In Depth

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