Гран-при фестиваля Каннские Львы
Ассоциация Коммуникационных и Маркетинговых Агентств Беларуси поздравляет обладателей Гран-при фестиваля Канские Львы, а также победителей и участников. В данной статье можно ознакомиться с лучшими работами фестиваля Каннские Львы 2018 года.
HEALTH
HEALTH & WELLNESS LIONS
The Health & Wellness Lions celebrate creativity for personal wellbeing. Exceptionally engaging work which promotes non-prescription products, publically educates to allow self-diagnosis or facilitates pro-active personal care.

Jury President: R. John Fidelino
Executive Creative Director - InterbrandHealth
Corazón - Give Your Heart
(JOHN X HANNES USA)
Grand Prix
115,000 Americans are currently waiting for a life-saving organ transplant. Although 98% support organ donation, only 1 in 5 New Yorkers is a donor. Considering these statistics, how do you get young people to register as organ donors? You make them feel something—then make it easy to become part of the solution. Montefiore Hospital, founded in New York in 1884 on the belief that all human life is worth fighting for, saw an opportunity: move people to action through the power of film. By creating a compelling piece of entertainment, we connected a younger audience to the importance of organ donation, then made it easy for them to become part of the solution through interactive mobile technology.

LIONS HEALTH GRAND PRIX FOR GOOD
Jury President: Rajesh Mirchandani
CCO - United Nations Foundation
Blink To Speak

(TBWA\INDIA MUMBAI)
Grand Prix
PHARMA LIONS
The Pharma Lions celebrate creative communications from pharmaceutical clients and services in this highly-regulated industry, honouring work that has supported in facilitating diagnosis, disease mitigation or illness management.

Jury President: Rich Levy
CCO - FCB Health
Blink To Speak

(TBWA\INDIA MUMBAI)
Gold Lion
An estimated 60 million patients of ALS, MNDs, spinal cord injuries, and paralysis live all around the world with a paralysed body and an alert mind.

NeuroGen and Asha Ek Hope wanted to help these patients. They are able to give these patients a longer life, but no power to communicate. Because the alternative methods of communication like the E-TRAN board are very tedious and the hi-tech assistive tools unaffordable. Every day patients struggle to communicate their needs. And the only body part that is functional till the very end, are their eyes.

The Hearing Test In Disguise

(CHE PROXIMITY MELBOURNE)
Gold Lion
In the film a "Harbour glimpse" is mentioned, which is a reference to being able to see a view of Sydney Harbour.
"David Cassidy" is a pop singer and artist from the 1970s.
"Walkman" is a personal music device that played audio tapes.

Brief With Projected Outcomes
Cochlear products are registered as medical devices. Cochlear is governed by the Therapeutic Goods Administration. Medical devices can be promoted direct-to-consumers.

Gold Lion
The Change Gout campaign would challenge existing misconceptions and ineffectual prescribing by using the chemical process underpinning gout to crystallise a three-dimensional patient scaffold, externalising the hidden nature of this misunderstood condition and creating a dramatic visual representation that's impossible to ignore. This was taken into the digital space with an immersive experience that brought the story to life through a dynamically generated WebGL visualisation of the crystalline body. Hotspots embedded throughout the site revealed bite-sized information, which then dropped into a deeper medical story. The design approach balances medical and modern for a sleek, clinical yet emotional presentation, while the circular navigation breaks the story into digestible chapters, chronicling the causes and treatment paths of the condition.
COMMUNICATION
DESIGN LIONS
The Design Lions celebrate visual craftsmanship. Work in which a unique visual identity leads to consumer recognition or understanding.

Jury President: Johnny Tan
Executive Creative Director - 72 and Sunny
Trash Isles

(AMVBBDO LONDON)
Grand Prix
8 million tons of plastic is dumped in our ocean each year. Despite the scale of this problem and the massive areas this plastic is now forming Governments have simply ignored it and the public are unaware of it.

Brief
Draw the attention to the unacceptable amounts of plastic in the ocean and make governments take notice

Objectives
Make the public aware of the scale of the problem.

FILM LIONS
The Film Lions celebrate the creativity of the moving image and brilliant brand storytelling intended for a screen. That is, filmed content created for TV, cinema, online and out-of-home experiences.

Jury President: Luiz Sanches
Partner & Chief Creative Officer - AlmapBBDO
It's a Tide Ad Film Campaign
(PROCTER & GAMBLE CINCINNATI)
Grand Prix Campaign
Old Spice's "The Man Your Man Could Smell Like" is one of the most beloved and iconic commercials in the last decade. Isaiah Mustafa is an actor known for Old Spice.

This second spot in the Tide Ad campaign had over 824,000 organic views and social conversations around #TideAd spiked again with this continuation of the campaign.

Brief Explanation

David Harbour hijacks an Old Spice ad to remind everyone that whenever they see clean clothes it's a Tide ad. He ends up riding a double horse with Old Spice spokesman Isaiah Mustafa (from the iconic ad the Man Your Man Could Smell Like).

It's a Tide Ad Film Campaign
(PROCTER & GAMBLE CINCINNATI)
Grand Prix Campaign
During the Super Bowl, millions of viewers go online to comment on and scrutinize every ad of the broadcast. To own the social conversation, we found something all ads have in common, and gave people a filter through which they could judge every ad they saw: the presence of clean clothes. With the unexpected appearance of David Harbour hijacking different commercials, we kept the Internet guessing. People talked and laughed about laundry, questioning many of the commercials as to whether they were #TideAds. #TideAd was used 45,000 times, with people generating their own #TideAd content memes and even won Twitter's #BrandBowl. David Harbour is the star of "Stranger Things", the global sci-fi hit show from Netflix. He also has a cult following on social media.
It's a Tide Ad Film Campaign
(PROCTER & GAMBLE CINCINNATI)
Grand Prix Campaign
Clydesdales are the iconic horses that have appeared in Budweiser advertising over the decades.

Last year, Mr. Clean had one of the most popular Super Bowl ads that showed a dancing and cleaning Mr. Clean in front of a woman who gets carried away. Mr. Clean is a 60 year old iconic cleaning brand in the US.

This third spot in the campaign had over 479,000 organic views and social conversations around #TideAd spiked again with this continuation of the campaign.

It's a Tide Ad Film Campaign
(PROCTER & GAMBLE CINCINNATI)
Grand Prix Campaign
Entry Summary
In the US, pharmaceutical commercials are characterized by a slice of life that shows a physical problem (like back pain) and a lifestyle montage once they're cured. Legal voice over tends to play under the montage.

Brief Explanation
David Harbour hijacks what appears to be a pharma ad of old citizens playing tennis, however they all wear clean white tennis clothes, so it's a Tide ad.

The Talk: 2min
(BBDO NEW YORK)
Grand Prix
The phrase "The Talk" in mass American culture usually refers to the awkward conversation parents have with their teens about sex. But in black homes, families giving the "The Talk" usually means discussing with children how being black will affect their lives, from how to deal with hearing racial slurs, to overcoming discrimination to how they should behave during interactions with the police to avoid dangerous or deadly outcomes.

Also relevant is the re-emergence of race as a point of debate in America with the rise of the Black Lives Matter movement to stop police violence against unarmed black citizens as well as the overall racial and societal tensions that have surfaced after the 2016 US presidential election.

MOBILE LIONS
The Mobile Lions celebrate device-driven creativity, designed for portable platforms. Work where a hand-held or wearable environment is integral to the idea and enables key aspects of the execution.

Jury President: Jay Morgan
Innovations Director - The Monkeys
Corruption Detector
(GREY BRAZIL SAO PAULO)
Grand Prix
General elections are scheduled to be held in Brazil in October 2018. More than 40,000 candidates favored by a complex justice system designed to hide their acts of corruption are flooding the country with electoral campaigns. That's why ReclameAQUI, the number one consumer-protection company in Brazil, decided to expand its business to citizen-rights. And in a country with over 200 million smartphones, there was no better way to fight corruption then turning their phones into a weapon against corruption.
OUTDOOR LIONS
The Outdoor Lions celebrate creativity experienced out of home - work which leverages public spaces to telegraph a message or immerse consumers in a brand experience.

Jury President: Chris Garbutt
CCO - TBWA
Follow The Arches

(COSSETTE TORONTO)
Grand Prix Campaign
McDonald's is one of the most recognizable and consistent brands in the world. But everywhere you go, from major cities to small towns, you'll find signs directing you to the nearest McDonald's that are surprisingly inconsistent. Our objective was to unify the design of these signs to be used anywhere.
Follow The Arches

(COSSETTE TORONTO)
Grand Prix Campaign
McDonald's is one of the most recognizable and consistent brands in the world. But everywhere you go, from major cities to small towns, you'll find signs directing you to the nearest McDonald's that are surprisingly inconsistent. Our objective was to unify the design of these signs to be used anywhere.
Follow The Arches

(COSSETTE TORONTO)
Grand Prix Campaign
McDonald's is one of the most recognizable and consistent brands in the world. But everywhere you go, from major cities to small towns, you'll find signs directing you to the nearest McDonald's that are surprisingly inconsistent. Our objective was to unify the design of these signs to be used anywhere.
Follow The Arches

(COSSETTE TORONTO)
Grand Prix Campaign
McDonald's is one of the most recognizable and consistent brands in the world. But everywhere you go, from major cities to small towns, you'll find signs directing you to the nearest McDonald's that are surprisingly inconsistent. Our objective was to unify the design of these signs to be used anywhere.
The Daily Show Presents: The Donald J. Trump Presidential Twitter Library

(COMEDY CENTRAL NEW YORK)
Grand Prix
Every president since Franklin D. Roosevelt has been honored with a meticulously curated memorial library commemorating the documents of historical value crafted during his time as leader of the free world. Continuing this hallowed tradition, and seeing no need to wait for him to leave office, The Daily Show honored our current president in a way that would showcase our Commander in Chief's preferred vessel for communicating with the public, his Twitter feed.
PRINT & PUBLISHING LIONS
The Print & Publishing Lions celebrate creativity in circulation. Work in this category exhibits ingenuity and outstanding craftsmanship in published media, showcasing ideas that leap off the page.

Jury President: Kate Stanners
Chairwoman & Global CCO - Saatchi & Saatchi
TagWords
(AFRICA SAO PAULO)
Grand Prix
Budweiser is one of the few brands that has truly become part of pop culture, and this started when the brand's reputation grew stronger within the alternative music community, with magazines referring to Budweiser as "the alternative beer".
RADIO & AUDIO LIONS
The Radio & Audio Lions celebrate creative audio content that showcases ideas wired for sound. Work that communicates a brand message through audio excellence, sonic innovation or superior aural storytelling.

Jury President: Jo McCrostie
Creative Director - Global
Soccer Song for Change
(OGILVY CAPE TOWN)
Grand Prix
Gender-based violence is currently a hot topic in the media and has been a growing social issue in South Africa. Despite constitutional protections, gender-based violence remains persistent and widespread in South Africa.

The song we used (and then changed) is the most popular football song in South Africa. It's essentially the national soccer anthem and is sung at every soccer game before kick-off, and then throughout the game. The song was originally a struggle song, which was reappropriated by this football nation to support and encourage their sporting heroes. Even those who don't understand the Zulu words sing along. At least until we changed the lyrics to speak to the issue of gender based violence.
TITANIUM LIONS
The Titanium Lions celebrate game-changers. Work in this category breaks new ground in branded communications; it is provocative, boundary-busting, envy-inspiring and marks a new direction for the industry.

Jury President: Colleen DeCourcy
CCO - Wieden+Kennedy
Palau Pledge
(HOST/HAVAS SYDNEY)
Titanium Grand Prix
Palau, a Pacific island-nation, has seen a massive growth in tourist numbers in the past three years.

The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands.

The challenge was to find a balance between encouraging tourism without compromising the environment.

However, the costs of environmentally wasteful, destructive behaviour are difficult to feel on an individual level. Those costs aren't the result of any one person's careless actions but of aggregate actions, not felt until months/ years afterwards.
Today@Apple
(APPLE INC. CUPERTINO)
Titanium Grand Prix
Almost 500 million people visit the Apple Store every year. They come to see the latest products, make a purchase, or get a little help at the Genius Bar. It's a strong platform, but there was an opportunity to make those visits more meaningful. The brief was simple: How could the Apple Store do more to enrich the lives of the people in the neighborhoods they serve? The dream was to reimagine all 501 Apple Stores as vital hubs where the community could come together to connect, learn, and create. It was a unprecedented global undertaking in scope and scale that would require an architectural redesign and the creation of a new role in the store.
Dundee: The Son of a Legend Returns Home
(DROGA5 NEW YORK)
Titanium Lion
Out-of-region travel from the US has grown by 11% in recent years, and yet Australia's share of US tourism has been stagnant at only 1.3%. Because while the world loves the idea of an Australian holiday (we rank third in the world in desire), the "tyranny of distance" means we struggle to convert that desire to visitation.

With Europe and the Caribbean so close to the US, Tourism Australia's traditional campaigns promoting our wine and beaches weren't presenting a compelling enough argument for the extra 10 hours on a plane. Add to that the fact we're outspent in an industry that spends over $5.6B a year, we simply needed to do something different.

Our tasks were clear and vital: we needed to break Australia out of the tourism sea of sameness in a way that made us A) top-of-mind, B) different and C) drove US intent to book today.
bloodnormal
(AMVBBDO LONDON)
Titanium Lion
We live in a world that silences and shames women for having periods. Culture is awash with imagery of blood, in medical, crime and horror films and live sports. Yet periods are either absent or ridiculed if it is shown.

This has led to a culture that makes women feel disgusting and men disgusted by periods.

This effects women's mental and physical well-being. Statistics prove it. 56% of teens would rather be bullied than tell their parents about their period. 42% of women have been period shamed. And half of women have felt embarrassed by their periods.
Nothing Beats a Londoner
(WIEDEN+KENNEDY LONDON)
Titanium Lion
Brief
Nike wanted to reaffirm its place with young Londoners, create a deeper connection with them and talk to them authentically and meaningfully, on their level, through the power of sport.

Situation
Kids in London are faced with impossibly high pressures and expectations to succeed - to be seen as popular, stylish, "cool" (whatever that is). At a time when many brands were feeding into their insecurities, promoting style, swag and big celebrities as a way to achieve it. Nike knew they had a harder challenge, but a more rewarding one - to inspire the inner athlete within every youth through the entertaining, empowering, confidence-building ability of sport.
It's a Tide Ad Campaign
(PROCTER & GAMBLE CINCINNATI)
Titanium Lion
Tide challenged us to become "the most loved brand of the Super Bowl" and surpass the highly-successful "Bradshaw Stain" from last year. Keeping that in mind, and knowing we had to go big in order to earn the love of over 103 million watching the game, we decided to take over the Super Bowl and turn every ad into a Tide ad. We knew the best way to get people talking about detergent and laughing was to get them to rethink the other 53 ads, and hopefully every other ad to come.
CRAFT
DIGITAL CRAFT LIONS
The Digital Craft Lions celebrate technological artistry - flawless design, masterful execution and outstanding user experience created for all digital environments.

Jury President: Jean Lin
Global CEO - Isobar
Aeronaut VR
(ISOBAR NEW YORK)
Grand Prix
"Aeronaut VR" is a three-and-a-half-minute room-scale experience designed for Smashing Pumpkins' William Patrick Corgan's single, "Aeronaut." The unique content was not only designed as a fully immersive and participatory VR experience, but a 2D video was filmed within the VR experience using Cinemachine, a new software tool from Unity.

The 2D video filmed inside the 3D VR world was imagined by San Francisco artist and filmmaker Danny Bittman using Tilt Brush and Blocks from Google, and brought to life by the joint Viacom and Isobar team. By capturing Corgan's three-and-a-half-minute performance in volumetric video at Microsoft's Mixed Reality Capture Studios, Isobar, Viacom, and Bittman were able to place Corgan inside of Bittman's world, and use Unity to take viewers inside that world as well.
FILM CRAFT LIONS
The Film Craft Lions celebrate onscreen artistry. Exceptional filmmaking in which technical skill and prowess in production elevates an idea or dramatically enhances its execution.

Jury President: Diane McArter
Founder & President - Furlined
Grand Prix
"Hope" is a global campaign created by the ICRC, focused on attacks on hospitals and healthcare workers, which are a daily occurrence in areas of armed conflict. This spot tells the story of Raya, a girl who indirectly becomes a victim of this type of attack. The aim of this campaign, is to raise awareness about attacks that occur every day in hundreds of places, where the victims are not only healthcare personnel, but also entire civilian populations that die, are maimed, or fall fatally ill after being deprived of doctors and health centres where they otherwise would have sought care.

This is why the ICRC wants to make this cause more visible, raising awareness and including as many people in the conversation as possible, in order to influence those responsible for actions taking place in wars so that they can adopt measures to avoid these types of attacks.
INDUSTRY CRAFT LIONS
The Industry Craft Lions celebrate the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life - demonstrating expertise and vision in the application of creative techniques.

Jury President: Yang Yeo
reative Kaiju - Hakuhodo Inc.
First Steps
(OGILVY CHICAGO)
Grand Prix
Endless words have been written about the people whose shoes are portrayed in this campaign. For instance, Muhammad Ali inspired some of the best sports writing ever, from the likes of Norman Mailer, Hunter S. Thompson, and George Plimpton. Far from yearning to compete with those legendary pens or to slavishly echo their style, we approached the story of 6 charismatic figures from a different angle; we put their steps in the spotlight. We showed the revolutionary impact they had. We illustrated the difference that these people made in the course of human events. Things we take today for granted, or in hindsight we think are self-evident. But for them, it was almost inconceivable to think what they thought. Few of us today would have the courage to walk even a step in their shoes. That is the crux of the idea that informs all the storytelling.
EXPERIENCE
BRAND EXPERIENCE & ACTIVATION LIONS
The Brand Experience & Activation Lions celebrate creative, comprehensive brand building through the next level use of experience design, activation, immersive, retail and 360° customer engagement.

Jury President: Rob Reilly
Global Creative Chairman - McCann Worldgroup
Today@Apple
(APPLE INC. CUPERTINO)
Grand Prix
Almost 500 million people visit the Apple Store every year. They come to see the latest products in person, buy a new iPhone or Mac, or get a little help at the Genius Bar. It's a strong platform, but there was an opportunity to make those visits more meaningful. The brief was simple: How could the Apple Store do more to enrich the lives of the people in the neighborhoods they serve? The dream was to reimagine all 501 Apple Stores as vital hubs where the community could come together to connect, learn, and create.
CREATIVE ECOMMERCE LIONS
The Creative eCommerce Lions celebrate creative, commercial ecommerce, payment solutions and innovation - demonstrating how the innovation and optimisation of the customer journey led to increased consumer engagement and commercial success.

Jury President: Nick Law
CCO, Publicis Groupe & President, Publicis Communications - Publicis
Xbox Design Lab Originals: The Fanchise Model
(MCCANN LONDON)
Grand Prix
Back in 2016, Xbox launched Design Lab, an e-commerce store for customising controllers. However, in 2017, they approached us with a problem: Design Lab's customisable controllers are relatively expensive, retailing at 50% more than standard controllers, which was proving to be a barrier to purchase. With concerns within the gaming community around the high cost of gaming, how could Xbox take cost out of the equation, in order to increase sales of Design Lab controllers?
ENTERTAINMENT
ENTERTAINMENT LIONS
The Entertainment Lions celebrate creativity that turns content into culture - work which captivated in order to cut-through, communicate a brand message or connected with consumers in a new way.

Jury President: Debbi Vandeven
Global CCO - VML
Evert_45
(N=5 AMSTERDAM)
Grand Prix
Lessons from WWII: these stories must be passed on

Every year on May 4th and 5th, the Dutch commemorate the casualties of WWII, and celebrate their freedom. These are emotional days, and the personal stories of people who survived the war play a prominent role. But fewer and fewer eye-witnesses of the war are still alive. This means fewer people are able to engage new generations with their unique personal stories.

When we read a newspaper article in which war veterans reached out with a plea to pass on their stories, it got us thinking. It is KPN's mission to connect people. So how could KPN connect those who are young today with those who were young during WWII and help to pass on their stories? And how could we let this reflect positively on the KPN brand – boosting its brand appeal?
ENTERTAINMENT LIONS FOR MUSIC
The Entertainment Lions for Music celebrate creative collaborations and original content, demonstrating original production, promotion or distribution of music for brands.

Jury President: Lori Feldman
EVP Strategic Marketing - Warner Bros. Records
Jay-Z "Smile"
(SMUGGLER NEW YORK)
Grand Prix
Jay-Z set out to make his most personal album with the release of 4:44. After losing contact with his father, Jay's closest person in his life became his mother, Gloria. Jay credits Gloria for introducing him to music, such as Stevie Wonder which is sampled in the beat for 'Smile'. After Jay learned that his mother had been hiding her sexuality identity to try and raise a family, Jay wrote the song 'Smile' which is an ode to his mother about smiling through adversity.

When Jay played the song for Gloria, she said he could never release it. She wanted her privacy, but after being convinced how powerful of a message it would be for others in a similar position, she agreed to release it. On the way to LA to meet her son, Gloria wrote a poem on the plane about her experience which closes the song.
Grand Prix
In 2018, Apple launched HomePod. A smart-speaker that can re-architect the acoustics of any space to deliver the highest-fidelity sound. Coupled with the intelligence of Siri and Apple Music integration, HomePod takes the home listening experience to a whole new level for anyone who loves and respects music.

Generate buzz around our new speaker while simultaneously generating excitement around the song featured, a new release from rising star Anderson Paak. Puling from Apple ability to introduce audiences to new artists, we wanted to identify a rising star who would generate curiosity and also work perfectly with our creative execution.

INNOVATION
INNOVATION LIONS
The Innovation Lions celebrate ground-breaking innovation, technology and problem solving - standalone solutions including tools, products, models and platforms, as well as creative campaigns utilising new tech.

Jury President: Tor Myhren
VP Marketing Communications - Apple
MY LINE Powered By Google
(MULLENLOWE SSP3 BOGOTA)
Grand Prix
In the last years, the Government of Colombia, through the Ministry Of Communication and Technology, achieved the largest penetration of Internet in the history of the country.

Regardless of all the efforts that have been made, many people in different regions are still having no access to Internet or Smartphones, due their remote geographical location.

How can we get all those people closer to all the information they're missing?
PRODUCT DESIGN LIONS
The Product Design Lions celebrate creativity that fuses form and function. Work that demonstrates aesthetics that are inseparable from application; work that blurs the line between a product's beauty and utility by achieving both.

Jury President: Asif Khan
Architect - Asif Khan Ltd
Grand Prix
There are more than 1.3 billion people around the world that live in the dark, without access to electricity, making them the poorest people on earth. These people live in some of the most remote locations of the planet, making it impossible for the traditional energy companies to reach them. Even as solar power is becoming more and more affordable, ironically enough, this 17% of the world's population pays for the most expensive energy substitutes (candles/kerosene/diesel), which are not only dangerous and expensive, but are also significantly limiting their development.

If the sun shines for all of us, why can´t we all benefit from it?
REACH
CREATIVE DATA LIONS
The Creative Data Lions celebrate the interplay of ideas and information - demonstrating how the execution of a campaign was enhanced or driven by the creative use, interpretation, analysis or application of data.

Jury President: Marc Maleh
Global Director - Havas
Grand Prix
The Times was seen as a paper with a narrow mindset. This wasn't actually true.

The Times prides itself on having many differing opinions and voices on any particular stoHelp launch the Times 'Find your voice campaign' to its readers and potential readers around the world.

Reposition The Times as a paper that represents many differing voices.

DIRECT LIONS
The Direct Lions celebrate response-driven and relationship-building creativity. Work demonstrating the pursuit and application of customer relationships, which directly targeted a specific audience with a call-to-action.

Jury President: Susan Credle
Global CCO - FCB
Palau Pledge
(HOST/HAVAS SYDNEY)
Grand Prix
Palau, a Pacific island-nation, has seen a massive growth in tourist numbers in the past three years.

The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands.

The challenge was to find a balance between encouraging tourism without compromising the environment.

However, the costs of environmentally wasteful, destructive behaviour are difficult to feel on an individual level. Those costs aren't the result of any one person's careless actions but of aggregate actions, not felt until months/ years afterwards.
MEDIA LIONS
The Media Lions celebrate the context of creativity - the inspiring and innovative implementation of ideas. That is, work which is enhanced and amplified by a game-changing channel strategy.

Jury President: Tim Castree
Global CEO - Wavemaker
Tesco's Food Love Stories
(MEDIACOM LONDON)
Grand Prix
Tesco's Food Love Stories is a story of success - their most effective campaign ever, driving an incremental sales uplift of 38% YOY, with £231 million of sales being attributable to the campaign.

Tesco tasked us with boosting quality perceptions, so we innovatively partnered data with media to deliver a campaign personalised to food preferences.
PR LIONS
The PR Lions celebrate creative work which successfully builds trust and cultivates relationships, utilising mainly earned-media tactics or channels to influence public dialogue and ultimately change perceptions.

Jury President: Stuart Smith
Global CEO - Ogilvy PR
Trash Isles
(AMVBBDO LONDON)
Grand Prix
8 million tons of plastic is dumped in our ocean each year. Despite the scale of this problem and the massive areas this plastic is now forming Governments have simply ignored it and the public are unaware of it.

Draw the attention to the unacceptable amounts of plastic in the ocean and make governments take notice

Make the public aware of the scale of the problem.
SOCIAL & INFLUENCER LIONS
The Social & Influencer Lions celebrate creative social thinking and strategic influencer marketing solutions. Work that shows how levels of engagement, social reach or brand ambassadors led to commercial success.

Jury President: Mark D'Arcy
VP & CCO - Facebook Creative Shop
Nothing Beats a Londoner
(WIEDEN+KENNEDY LONDON)
Titanium Lion
Brief
Nike wanted to reaffirm its place with young Londoners, create a deeper connection with them and talk to them authentically and meaningfully, on their level, through the power of sport.

Situation
Kids in London are faced with impossibly high pressures and expectations to succeed - to be seen as popular, stylish, "cool" (whatever that is). At a time when many brands were feeding into their insecurities, promoting style, swag and big celebrities as a way to achieve it. Nike knew they had a harder challenge, but a more rewarding one - to inspire the inner athlete within every youth through the entertaining, empowering, confidence-building ability of sport.
GOOD
GLASS: THE LION FOR CHANGE
Glass: The Lion for Change celebrates ideas intended to change the world, demonstrated through work which sets out to positively impact ingrained gender inequality, imbalance or injustice.

Jury President: Madonna Badger
Founder & CCO - Badger & Winters
bloodnormal
(AMVBBDO LONDON)
Titanium Lion
We live in a world that silences and shames women for having periods. Culture is awash with imagery of blood, in medical, crime and horror films and live sports. Yet periods are either absent or ridiculed if it is shown.

This has led to a culture that makes women feel disgusting and men disgusted by periods.

This effects women's mental and physical well-being. Statistics prove it. 56% of teens would rather be bullied than tell their parents about their period. 42% of women have been period shamed. And half of women have felt embarrassed by their periods.
GRAND PRIX FOR GOOD
Jury President: Colleen DeCourcy
CCO - Wieden+Kennedy
Project Revoice
BWM DENTSU SYDNEY
Grand Prix for Good
SUSTAINABLE DEVELOPMENT GOALS LIONS
The Sustainable Development Goals Lions celebrate creative solutions and initiatives that seek to positively impact the world - work that contributed to or advanced the 2030 Agenda for Sustainable Development across people, planet and prosperity.

Jury President: Mark Tutssel
Executive Chairman & Global CCO - Leo Burnett Worldwide
Palau Pledge
(HOST/HAVAS SYDNEY)
Grand Prix
Palau, a Pacific island-nation, has seen a massive growth in tourist numbers in the past three years.

The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands.

The challenge was to find a balance between encouraging tourism without compromising the environment.

However, the costs of environmentally wasteful, destructive behaviour are difficult to feel on an individual level. Those costs aren't the result of any one person's careless actions but of aggregate actions, not felt until months/ years afterwards.
IMPACT
CREATIVE EFFECTIVENESS LIONS
The Creative Effectiveness Lions celebrate the measurable impact of creativity and hard results over the long term. Work that has shown tangible business effects, was instrumental to cultural change or integral in the achievement of brand purpose.

Jury President: Fernando Machado
Global CMO - Burger King
Savlon Healthy Hands Chalk Sticks
(OGILVY MUMBAI)
Creative Effectiveness Grand Prix
This case study shows how Savlon, a new entrant in the Indian FMCG hygiene space, created a positive impact on the health of school kids through an innovative behaviour change idea.

- Awareness around hand hygiene is low among not just kids but also adults in small town India (Tier 2 and 3 cities).
Most of these children do not wash their hands with soap before meals which in turn affects their attendance and academic progress in school.

- Savlon realised that the solution lay in behavioural engineering and not just advertising.
- We introduced cleansers (soap) infused chalk sticks that could be used to write like normal chalks on slates but turned its powder into soap