The ACT Responsible Cannes Tributes are symbolic tributes to the agencies that have given their talent and creativity to make our world a better place. They are chosen by public vote and applaud outstanding work for good causes. They’re not awards in the literal sense. They’ve not been selected by a jury but have been singled out by people.
This year lg2 Canada, DDB BetterFly Georgia, gyro USA & McCann Health Brazil receive an ACT Responsible Cannes Tribute 2018 each.
Voting took place from June 18 to June 21, on-site at the Cannes Lions Exhibition (1 vote = 5 points) and online (1 vote = 1 point). The exhibition was divided into 4 themes: Education, Environment, Human Rights and Solidarity.
Over 15,582 votes were cast this year, both on-site and online. The 12 winners (3 per theme) are:
Education:
Favourite: lg2 Canada, Reaction time, for La Société de l’assurance automobile du Québec
2nd Favourite: la chose France, Behind the wheel, cell phones can kill, for La Sécurité routière
3rd Favourite: FCB Chicago USA, Rejection letter, for Boeing
Environment:
Favourite: DDB BetterFly Georgia, One Shot, for WWF
2nd Favourite: Avalanche Vitória Brazil, Adaptation, for Origens
3rd Favourite: FF New York USA, Plastic Ocean, for Sea Shepherd Conservation Society
Solidarity:
Favourite: McCann Health Brazil, Valuable Heritage, for Moinhos de Ventos Hospital
2nd Favourite: Human Argentina, The Impossible Riddle, for ALMA (Asociación Lucha contra el Mal de Alzheimer)
3rd Favourite: BBDO Group Germany GmbH Germany, Remember me, for Alzheimer Research Initiative
Human Rights:
Favourite: gyro New York USA, Hidden Damage, for Joe Torre Safe At Home Foundation
gyro etches its domestic violence message into your brain too
2nd Favourite: FCB Lisbon Portugal, Excuses, for Associação Portuguesa de Apoio à Vítima
3rd Favourite: Air, Partner of McCann Belgium, The Good Dictators, for Amnesty International
Out of the 800 campaigns identified since June 2017 in the ACT Responsible database, 280 were shortlisted to be part of the exhibition and 81 campaigns were shown in the exhibition (12 in the Environment theme, 23 in Education, 29 in Solidarity and 17 in Human Rights). The 2018 exhibition gathered work from 72 agencies spreading across 30 countries.
This year, in addition to the Tributes to Creativity for Good, ACT Tributes celebrated 4 Champions of Good (Public, NGO, Advertiser, Agency) who have made an impact in the social and environmental areas and helped improve the world through personal contributions and/or creative campaigns.
“It is not an Award. There is no competition and there is no winner. The goal of this Tribute is simply to acknowledge those champions, highlight clever and creative programs, share best practices and inspire others,” noted Hervé de Clerck, ACT Responsible dream leader.
The inaugural ACT Champions of Good Tribute were presented to:
- Tarana Burke, founder of the Me Too movement
- Marco Lambertini, director general of WWF International
- Michael Roth, chairman & chief executive officer of Interpublic
- Marc Pritchard, chief brand officer, Procter & Gamble.
