The Cannes Lions for Direct, Glass, Print & Publishing, Promo & Activation, and Radio have been presented to the respective winners.
Cannes Lions has revealed the winners of the Direct, Glass, Print & Publishing, Promo & Activation, and Radio Lions, with the results unveiled at the 63rd International Festival of Creativity. For the first time in its history, the ceremony was live-streamed via YouTube.
The new series was a truly international celebration, with entries from more than 70 countries making the shortlists. From a total of 3,458 entries in Promo & Activation, 107 Lions were awarded. The Grand Prix was claimed by OptOutside for outdoor retail company, REI, by Venables Bell & Partners, San Francisco.
“It’s about a brand living its authentic truth. A brand that places more value in its customers than short term profit and operates with conviction. It didn’t impact culture, but exploded it,” said Rob Reilly, Jury President and Global Creative Chairman of McCann Worldgroup.
Print & Publishing received 3,777 entries and awarded 80 Lions, with the Grand Prix going to McWhopper for Burger King by Y&R NZ. Jury President, Joji Jacob, Group ECD of DDB Group, said they chose the work because it had the ability to start the conversation and be the linchpin of a master campaign.
From a total of 3,097 entries, 75 Direct Lions were presented, and The Swedish Number for the Swedish Tourist Association by INGO Stockholm, claimed the Grand Prix. The idea was said to have transcended tourism, becoming a demonstration of the country’s 250-year commitment to freedom of speech.
“It’s refreshing to see a campaign that unites 9.5 million global brand ambassadors through the most direct form of communication: a one-to-one phone call,” said Mark Tutssel, Jury President for Direct Lions.
Radio gained 1,410 entries and presented 51 awards. The Grand Prix was presented to The Everyman Meal – Coloured Weights for KFC by Ogilvy & Mather, Johannesburg. According to Jury President, Tom Eymundson, CEO and Director of Pirate Group, the concept touched everyone in the jury room and resonated.
Finally, the winners of the Glass: The Lion for Change, devised in partnership with Lean In.Org, were also announced. The award recognises work that positively impacts ingrained gender inequality, imbalance or injustice. Meanwhile, the Grand Prix was claimed by 6 Pack Band for Hindustan Unilever from Mindshare, Mumbai.
Jury President, Madeline di Nonno, went on to describe the work as global, inclusive and impactful. “Gender equality is not only a women’s issue. It includes all aspects of marginalisation, discrimination and unconscious bias faced by all genders,” she said.
Entry fees from Glass will now be distributed to causes aligned with the goals of the award, including UN Women, No Ceilings, Men Engage, Gender and Development Network, Geena Davis Institute on Gender in Media, Women for Women, Pro Mujer, Equality Now, and Global Fund for Women.
With the assistance of a unique giving platform created by in/PACT, Festival attendees will each be able to allocate €100 of proceeds (€25, up to four times) throughout the remainder of the Festival to their cause of choice, via the Cannes Lions App.