Grey London has won its 2nd Grand Prix for Lifepaint for Volvo, in Design. M&C Saatchi’s Optus Clever Buoy was won 1 Gold and 1 Silver in Cyber.
DESIGN: 79 Lions were awarded
Grey London’s 2nd Grand Prix for Lifepaint for Volvo UK was awarded because, “Our job is to make things better. Understand the status quo, challenge the status quo, change the status quo. That’s what design is.” [ Jury president, Andy Payne, global chief creative officer, Interbrand]
Australia’s winners:
McCann Melbourne’s Infrequent Flyer for Tigerair won 1 Silver
Full list of winners here: Design Winners
CYBER:
Droga5 New York won the Grand Prix for Gisele Bundchen – I Will What I Want for Under Armour.
Jury President Jean Lin, global chief executive officer, Isobar, noted that, “It demonstrates how well-crafted digital experiences create the uplifting impact to bring a brand closer to its people, from the point of engagement to the point of transaction. It demonstrates how real-time data enhances creativity and tells a beautiful human story to empower its audience.
“It’s an entry that demonstrates how a powerful brand narrative is enabled through technology and how this narrative can live and grow in a modern, multi-screen digital environment. It’s social by nature and real-time by design. It demonstrated how a well-crafted digital experience can create uplifting impact, from the point of engagement to the point of transaction.”
There were more than 3,700 entries from 54 countries in Cyber. Lin stated that Droga5 New York’s was a very clear winner. She added, that Cyber had moved beyond “ideas that innovated in the novelty of how technology can be used. This year we see a confidence in how people use it. How technology has empowered a strong piece of narrative, how technology has helped to spread ideas that can create an impact – that’s what we saw in many of the great entries.”
Australia’s winners:
M&C Saatchi Sydney’ Optus Clever Buoy won 1 Gold and 1 Silver
Emotive Sydney / M&C Saatchi Sydney’s Let’s Make an Anti-ad With Ricky Gervais won 1 Bronze
DDB Group Melbourne’s Radiant Return Master Film for PZ Cussons won 1 Bronze
New Zealand’s winners:
Colenso BBDO, Volkswagen, Reduce Speed Dial won 1 Silver
Full list of winners here: Cyber Winners
PRODUCT DESIGN:
Geometry Global Dubai won the Grand Prix for The Lucky Iron Fish Project.
Much of the Cambodian population lives on a diet of fish and rice. Iron deficiency dominates, leading to anaemia and other serious health conditions. A simple solution is to cook a small piece of iron in the same pot with a meal for 10 minutes, providing 75% of the iron a family needs. Few people were doing this. So the agency made a fish shape of iron pieces. Fish is a cultural symbol of hope and good fortune.
After nine months of trials and tests, a 55% drop in iron deficiency was recorded. The project is sustainable, using recyclable materials and adding jobs in the local community to package the iron fish.
Geometry Global is a digital and activation network that grew from a merger between G2, OgilvyAction and JWTAction.
Jury President, Dan Formosa, stated, “Cannes Lions contains outstanding examples of our ability to use high-tech tools to output the best in creative video, digital and print. Yet at the basis, what really makes it work, is our ability to understand people and to communicate. The fact that the Product Design jury selected a low-tech product, using a manufacturing process that has been in place for centuries, in the end, surprised even us. Yet, we were unanimous in our decision.”
RADIO: 58 Lions were awarded.
Grey Germany Dusseldorf/Grey Germany Berlin won the Grand Prix for The Berlin Wall of Sound – The Most Unbearable Radio Ad for SoundCloud.
The ad lasts more than 7.5 minutes, the time it takes for sound to travel the wall’s 155 kms. The Soundcloud audio visualiser creates a sound experience of the wall’s shape and along the way, its various sounds are tagged with the names and experiences of men, women and children who died near the wall trying to escape to freedom.
Jury President Paul Reardon, executive creative director, WHYBIN /TBWA Group Australia stated, “In some ways it was more like walking through an audio museum than listening to a spot. It’s macabre. It’s somber. It’s uncomfortable. It’s 7 minutes and 32 seconds long. But conversations surrounding traditional radio, the rise of new radio and audio platforms are making headlines every second week. So strategically, the timing is perfect. As is the historical timing of the subject matter.”
Australia’s winners:
GPY&R Melbourne’s campaign Letters of Gallipoli 1 / Letters of Gallipoli 2 / Letters of Gallipoli 3 for Legacy won 2 Silver
BMF Sydney’s campaign Walkout / Security Doors / Couples Scientists / Big Cats for Sportsbet won 1 Bronze
New Zealand’s winners:
Colenso BBDO Lottery & Whack Job for Mars Pedigree Dogs Don’t Judge won 1 Silver
Cannes Lions Media Person of the Year is SY Lau, senior executive vice president of Tencent, President of its Online Media Group.
Cannes Lions is now encouraging festival delegates to donate a portion of Glass Lion entry proceeds to gender equality causes. Delegates can go to inpactcode.com/glasslion, enter their badge number, select one of ten causes for gender equality and donate €10 from the total fund.
Full list of winners here: Radio winners
Cannes winners Day 1 here.
Cannes winners Day 2 here.
