Lions Daily News - June 23 2022 by Boutique Editions

LIONS DAILY NEWS

THURSDAY JUNE 23 / 2022

IN PRINT AND ONLINE - LIONSDAILYNEWS.COM - PUBLISHED BY BOUTIQUE EDITIONS

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We are a force for

In 2021 we reduced scope 1 & 2 carbon emissions by 53%

198m people reached through campaigns that promote equality

Over 500m people reached with campaign to end malaria

We inspire people everywhere to a new, better way of living – for our business, for our planet and for society

Artwork credit: Draw the Line by Laolu Senbanjo (Malaria No More)

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LIONS DAILY NEWS

THURSDAY JUNE 23 / 2022

IN PRINT AND ONLINE - LIONSDAILYNEWS.COM - PUBLISHED BY BOUTIQUE EDITIONS

TODAY’S SEMINARS 10.00 TALENT/BUSINESS TRANSFORMATION

NO IDEA IS TOO BIG ACCENTURE SONG/LUMIERE

10.30 TALENT

THE SAATCHI & SAATCHI NEW CREATORS’ SHOWCASE SAATCHI & SAATCHI/DEBUSSY

11.30 DATA/ TECH & INNOVATION

NETFLIX’S TED SARANDOS ON THE FUTURE OF ENTERTAINMENT NETFLIX/LUMIERE

12.30 DATA/TECH & INNOVATION/BUSINESS TRANSFORMATION

BUILDING AGENCY PARTNERSHIPS THAT MOVE AT THE SPEED OF DIGITAL MEDIA.MONKS/DEBUSSY

13.30 DE&I/CREATIVE EFFECTIVENESS

LONG-TERM CREATIVE EFFECTIVENESS – BUILDING FANDOMS WITH THE STAR TREK FRANCHISE PARAMOUNT/DEBUSSY

14.30 SUSTAINABILITY

HOW DO WE TAKE REAL ACTION FOR THE GLOBAL GOALS? PROJECT EVERYONE/ SAMSUNG AND KARMARAMA PART OF ACCENTURE SONG/DEBUSSY

15.30 DATA/TECH & INNOVATION/CREATIVE EFFECTIVENESS

THE FUTURE OF BRANDS AND GAMING ACTIVISION BLIZZARD/DEBUSSY

16.30 DATA/TECH & INNOVATION/CREATIVE EFFECTIVENESS

IF YOU’RE NOT FIRST, YOU’RE LAST WITH MEGAN THEE STALLION GOODBY SILVERSTEIN & PARTNERS/DEBUSSY

Dentsu takes second Grand Prix for Vice’s History Tour ‘THE UNFILTERED History Tour’, an innovative campaign for Vice Media by Dentsu Creative Bengaluru/Mumbai/Gurgaon, has won its second Cannes Lions Grand Prix of the week. Brand Experience & Activation Jury President Yasuharu Sasaki, chief creative officer of Dentsu Japan, called it “a strong and provocative experience that shows how the use of tech has the power to change mindsets. It also comes at a time when cultural appropriation is a hot topic.” ‘The Unfiltered History Tour’ is based around a series of culturally significant artefacts that were stolen from their homelands and are now on display in the British Mu-

BRAND EXPERIENCE & ACTIVATION JURY PRESIDENT YASUHARU SASAKI

seum. By using Instagram AR filters and immersive audio, visitors to the museum are able to access an unofficial tour of the treasures, which explains the significance of each object and how it came to be a landmark of the Lon-

don cultural scene. Series subjects include the Elgin Marbles, the Benin Bronzes and the Rosetta Stone. Sasaki said Brand Experience is a tough category to judge because “everything is an experience, whether people are in the real world or digital”. He added: “One of the key things we looked for was the relevance and consistency of the brand experience. We were also looking for experiences that empower people not just in the moment but that have a long-term impact.” The jury also awarded nine Gold Lions to seven different campaigns. Latin America featured strongly among the Gold recipients, with wins for Brazil, Peru and Honduras.

Leo Burnett best in Innovation INNOVATION JURY PRESIDENT CLEVE GIBBON

THE WINNER of the 2022 Grand Prix for Innovation is ‘One House To Save Many’, entered by Leo Burnett Sydney on behalf of Australian insurance group Suncorp. Jury President Cleve Gibbon, chief technical officer of Wunderman Thompson, US, said: “This entry gave me goosebumps when I first saw it. It got the jury’s attention and now it deserves to get the world’s attention.” Led by Suncorp, ‘One House To Save Many’ was a collaborative engineering project

launched to create a house that could withstand Australia’s extreme weather systems. Utilising expertise from a range of scientific fields, the resultant house is capable of withstanding extreme attack from fire, flood and wind. The goal now is for the house to provide the basis of a damageprevention strategy that can be applied in Australia and beyond. According to Gibbon, the jury spent a lot of time thinking about what “it really means to be innovative”. TURN TO PAGE 5

REAL TONE AN EASY WINNER THE 2022 Cannes Lions Grand Prix for Mobile has gone to ‘Real Tone’, an ingenious product development entered by Google, T Brand Studio New York, Wieden+Kennedy Portland and GUT Miami. Mobile Jury President Hugo Veiga, global chief creative officer for AKQA, called ‘Real Tone’ “an easy Grand Prix to give. It was simple, yet very empowering.” In simple terms, ‘Real Tone’ is a Google innovation. It addresses a historic bias in photography that makes it difficult to capture dark skin tones accurately. Veiga said: “We’ve had a situation where black people can’t see themselves properly in photos. So this technology repairs a historical issue with something that really shouldn’t be a problem. And it’s just the beginning for a technology that will allow people to see themselves as they really are.” Veiga said the jury’s approach to its task was “to let the work guide us”. He added: “We didn’t come away with any specific trends, but we did identify some powerful TURN TO PAGE 5

MOBILE JURY PRESIDENT HUGO VEIGA

Opt in to the future of consumers ’ time, attention and privacy. Cannes Lion 2022 | June 20-24 | Le Majestic Hotel

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WE’RE ONLY IN B2B FOR FAME AND MONEY

Is that shallow of us? Or are we just being refreshingly honest? Truth in advertising. It’s a potent weapon. It gets attention. It builds fame for the brands we work with. It creates relevance and competitive advantage. That’s why we dare to tell the truth. It sticks. It jolts. It makes people think. It makes people remember. It unites brands with their customers. Fame for you means fame for us. And if we can make a decent living out of it, well that’s a bonus. In any case, we could do with a new yacht. This one didn’t work.

trueagency.com

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3LIONSNEWS DAILY NEWS

NEWS 3

MONDAY / JUNE 19 / 2022

Cycling platform sets prisoners virtually free

CREATIVE STRATEGY JURY PRESIDENT CHRISSIE HANSON

THE CREATIVE Strategy Grand Prix has gone to the brilliant and inspiring “The Breakaway: The First eCycling Team For Prisoners” by BBDO Belgium for Decathlon. Using virtual cycling platform Zwift, inmates from a maximumsecurity Belgian prison cycle and interact with people in the outside world — a lifechanging experience that has had a significant impact on the mental health of the participants. In fact, so positive have the results been

that the initiative has now been extended to all Belgian prisoners. Creative Strategy jury president Chrissie Hanson, global chief strategy officer at OMD, said: “Great work should move people to think differently and spark a broader discussion about inclusivity. This work does that brilliantly. It also opens up a debate about fairness and empathy.” Hanson also offered an insight into the process of picking the winner of the Creative Strategy category: “We were looking for that killer combination of purpose, profit and play. But perhaps most importantly, we wanted to see work that sent a motivating signal to other brands and was brave. We wanted to see campaigns that had a broad appeal and that were scalable and sustainable.”

Wingstop re-brand an inspiration to all

CREATIVE COMMERCE JURY PRESIDENT BETH ANN KAMINKOW

LEO BURNETT Chicago has won the Creative Commerce Grand Prix for its ‘Thighstop’ campaign for US food chain Wingstop. When the supply of chicken wings ran out in 2021 due to the pandemic, Wingstop decided to sell chicken thighs instead and it was faced with the need for a rapid re-branding campaign. Leo Burnett’s solution succeeded brilliantly. “We were looking for commerce-led thinking that

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did justice to the brand and solved a genuine business problem — and ‘Thighstop’ did that to perfection,” said Creative Commerce Jury President Beth Ann Kaminkow, global CEO of VMLY&R Commerce and CEO of VMLY&R NY. “Leo Burnett defines what’s possible with a campaign that is absolutely bursting with seasoned experience.” Kaminkow said the success of ‘Thighstop’ has given other brands “permission to implement truly consumercentric ideas”. She added: “To have pivoted so brilliantly literally overnight is a true reflection of our times and makes us look at the world differently. Their agility was totally breathtaking.”

Michelob offers its business to farmers who go organic THE GRAND Prix winner in the Creative Effectiveness category is ‘Contract For Change’ by FCB Chicago and New York. The Award was announced yesterday by Jury President Raja Rajamannar, chief marketing & communications officer at Mastercard Global. Created for Michelob Ultra Pure Gold, the initiative came about because, despite the fact that 90% of Americans would prefer to buy organic products, only 1% of cultivated land is organic. Michelob offers farmers a ‘Contract for Change’ which guarantees that it will become a customer of organic produce once their farm has gone through the three

goes above and beyond expectations. It is, in fact, utterly game changing for farmers and for other brands, not just Ultra Pure Gold. It’s a movement and

It is, in fact, utterly game changing for farmers CREATIVE EFFECTIVENESS JURY PRESIDENT RAJA RAJAMANNAR

years needed to convert land to certifiably organic. It also promised to pay 25% above the market rate in order to help the farm recoup the losses incurred during the conversion process. “We chose the campaign because it

RAJA RAJAMANNAR

a platform for the farming community, for the brand and for the planet. The overall impact is completely astonishing and we were all blown away by the brilliance and the sheer seriousness of this campaign.”

Vegan leather substitute turns waste into profit THE ‘PIÑATEX’ campaign, created by L&C New York for the Dole Sunshine Company and Ananas Anam, has taken the 2022 Grand Prix for Creative Business Transformation. Dole Sunshine Company, one of the largest producers of pineapples in the world, partnered with Ananas Anam to produce Piñatex, a sustainable replacement for leather, the planet’s second-most polluting product. The fibres from pineapple leaves are used create the vegan, cruelty-free leather alternative, which is now being used by over 1,000 brands and has generated more than $100m in revenue.

CREATIVE BUSINESS TRANSFORMATION JURY PRESIDENT RONALD NG

Jury president Ronald Ng, global chief creative officer of MRM, said: “We were looking for an idea with genuine longevity and one

that also brought with it an undeniable magnitude of transformation. We were also looking for the sort of craft and elegance that takes an idea to the next level. And we were keen to see end-to-end transformation and measurable, credible impact. Piñatex ticks all those boxes perfectly.” And Piñatex has turned the problem of millions of tons of pineapple-leaf waste into an opportunity and Dole Sunshine’s Philippines-based operation predicts it will be producing zero waste by 2025. “It’s a brilliant idea that creatively connects all the dots and turns waste into profit.” Ng added.

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NEWS

NEWS 5

LIONS DAILY NEWS

LEO BURNETT BEST IN INNOVATION

He added: “We saw a lot of good corporate hospitality work, but it wasn’t necessarily innovative. It was what those companies should have been doing anyway.” The jury was keen to see work where innovations could have a direct impact to a brand’s business. In this case, Suncorp has to pay out billions in disaster claims every year, so any innovation that builds resilience into people’s lives is a potential bottom-line saving. The jury also awarded a Gold Lion to ‘McEnroe vs McEnroe’, entered by FCB New York on behalf of AB InBev beer brand Michelob Ultra. ‘EMPOWERING’ ‘REAL TONE’ WINS MOBILE

thoughts — for example, the ability of mobile tech to make everyday life better for people. We also saw some examples of how mobile-led ideas can be key to business transformation.” The mobile jury awarded three Gold Lions, all of which originated in the Latin American/ Hispanic markets. These included Burger King’s ‘Burger Glitch’, which also won Gold in the Brand Experience & Activation category.

WEDNESDAY / JUNE 22 / 2022

Ad-supported services Major brands urged set to transform the to take stand against streaming world gun violence THE TREND of ad-supported streaming services is likely to become ever more prevalent, Lions delegates heard, as Julia Boorstin, senior media and tech correspondent, CNBC, interviewed Jeff Shell, CEO, NBCUniversal, in the Palais yesterday. NBC’s streaming service, Peacock, “may have launched later than most of the competition… but that gave us the luxury of looking at the market and deciding how to do it best,” Shell said. Peacock has tried out several new ad formats since debuting in 2020, including frame ads and in-scene ads most recently, which create dual revenue streams and an opportunity to work further with brands, Shell added. Boorstin said that other streaming venues were closely scrutinising the model and had already hinted at changing their strategies. HBO Max and Disney+ are serving up commercials to consumers who opt for a lower-price tier that includes advertising and Netflix is set to embrace ad-supported services imminently. “Ad-supported streaming facilitates free

NBCUNIVERSAL’S JEFF SHELL

or low-cost streaming,” she said. “Will the changes in strategy of other platforms affect NBC’s revenues?” Shell said that it was unlikely: “We are the biggest scale player in the ad sales business. It won’t have an impact.” A tantalising mix of live sports on top of fandom-magnets Bravo, Bel-Air and Yellowstone, and even news, mean a bright future for Peacock, he added. “Take the theme parks. We can collect data from people who go to our parks, when they download the app, we can see what they’re doing if they choose to opt in. They’re also great for extending viewers’ relationships with the characters they love. They can ride the Jurassic ride and have a powerful in-person experience.”

TOMORROW at Cannes Lions, Manuel Oliver will ask: “Are you ready to break the norm and become the next brand to create a campaign standing against gun violence?”, at a session titled Take The Risk, on the Terrace Stage at 15.30. Florida-based Oliver and his wife Patricia are the parents of Joaquin Oliver, a 17-year-old murder victim of the 2018 Parkland school shooting in the US. Their non-profit organisation Change the Ref has a mission to use the memory of their basketball-loving teenage son to remind the world that gun violence is annihilating far too many young lives. The goal is for a major global brand owner to use its reach to send a forceful anti-gun message that will put a stop to these killings. “I am trying to find the next brand willing to go against gun violence, to be a brave activist, even if it comes at a financial risk. This is about saving lives,” Oliver said. “The US is waiting for the next Nike to make a statement: my personal dream

PATRICIA AND MANUEL OLIVER

is to have a brand with such a powerful message, it will be featured at the next Super Bowl.” Oliver has already enlisted a host of high-profile ad agencies, working with Leo Burnett to create ‘The Lost Class’, an impactful campaign illustrating how thousands of children will never graduate because bullets put an end to their short lives. In 2019 Joaquin’s parents joined forces with ad agency Alma to create a 3D-printed life-size sculpture of him, which won prizes in Cannes. “This was used to fight against the gun industry’s promotion of how easy it is to use 3D printing to make guns at home,” Oliver said. “We want to send a message against injustice.”

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7LIONSNEWS DAILY NEWS

NEWS 7

MONDAY / JUNE 19 / 2022

Frankie says ‘Don’t Choose Extinction’ DIRECT from delivering an impassioned roar of encouragement to Cannes Lions delegates in the Debussy Theatre, UN Development Programme ambassador Frankie The Dinosaur met with the Lions Daily News to discuss his climate change lobbying efforts. Joining him were UNDP chief creative officer Boaz Paldi, actors Nikolaj CosterWaldau and Aïssa Maïga, and Florian Weischer, president of global cinema advertising association SAWA. Frankie is the centrepiece of UNDP’s ‘Don’t Choose Extinction’ campaign, which raises awareness about the huge government subsidies channelled into fossil fuel firms. He was first seen in a CGI-based film made inside the UN General Assembly

building. In the three- AÏSSA MAÏGA, AND minute film, a com- FRANKIE NIKOLAJ puter-generated ver- COSTERWALDAU ON TERRACE sion of Frankie storms THE OF THE LIONS into the iconic build- DAILY NEWS ing, seizes the speaker’s podium and urges stunned dignitaries to avoid the dinosaurs’ fate — extinction. The film was voiced in 39 languages and features well-known actors, including Coster-Waldau and Maïga. Initially it was released online, but now, through a partnership with SAWA, a cinema version of that relates to people. Fossil the film is screening across fuel subsidies were $423bn 30 countries. So far, the film last year and will hit $800bn has been viewed 1.8 billion this year. That’s money times worldwide. Paldi said: being directed away from “These issues are complex, renewables.” Coster-Waldense and scary. So we need dau, who has worked with to talk about them in a way the UNDP for several years,

said humour is “a great way to reach people and avoid just preaching to the choir”. On the positive impact of his own celebrity status, he said: “I don’t think being an actor means you have an added responsibility, but

if you care about these issues it can open doors and raise curiosity.” Maïga was delighted to give Frankie a female voice in France. “I’ve always been vocal on issues like diversity. But I didn’t really have legitimacy to talk about the climate until I filmed in Niger about access to water. I think this project provides a sense of hope and truth.” Weischer said SAWA has partnered the UN since 2015. “Cinema is a great channel for this kind of message because people need to pay attention. No other medium concentrates the audience’s focus like the big screen.” Cinema also attracts younger demos “who put climate action high on the list for themselves, the brands they use and the companies they work for.”

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MONDAY / JUNE 19 / 2022

With the industry ‘at a crossroads’ Infillion is putting consumers first A GROUP of familiar faces is back at Cannes Lions this year, but under a different name. Infillion is a new portfolio company, which owns a couple of “very well-known flagship products”, according to president Christa Carone. These are true[X], the CTV engagement platform, and location-based intelligence platform, Gimbal. “Our number one objective at Lions this year is to introduce the marketplace to the new brand. That’s why we’ve taken the space in the Majestic garden, where we’re focusing on demonstrating our portfolio of advanced tech and marketing solutions,” Carone told Lions Daily News. She added that she believed

that the industry is poised at a crossroads, where consumer wants and needs can no longer be ignored. “We believe there’s an opportunity to modernise marketing and put

We have products that have deep respect for consumer’s time

CHRISTA CARONE

the consumer first. We have created products that have this deep respect for consumers’ time and attention, so consumers are opting in to share their data. We believe

INFILLION’S CHRISTA CARONE

that everything in marketing should involve some kind of value exchange.” She added: “There’s still something broken within our broader ecosystem. We are CCM-based and digital media; we still have an infatuation with TV, but aren’t sure if we are measuring it effectively. We are not asking consumers if they like advertising and although we think they have some appetite for it, they are also adopting subscription models for content consumption. We need to reach them in a respectful and involving way.” Today at 16.30, Infillion is hosting a debate looking at the future of data and accountability featuring the likes of Diageo, PwC, agency leads and heads of industry associations. “Lions is all about reconnecting with our community, and getting our leaders together while we communicate where we’re intending to go in the future.”

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10 CEREMONY

THURSDAY / JUNE 23 / 2022

1 The team from AMV BBDO, London, collected the Industry Craft Grand Prix for its ‘Hope Reef’ campaign, an environmental project to regenerate coral reefs, for Sheba Pet 2 Teams from Google and BBH USA in New York and Anonymous Content in Los Angeles took home a Gold for Digital Craft with their powerful ‘Black-Owned Friday 2021’ campaign celebrating black-owned businesses 3 Teams from Smuggler in Central LA and Apple in Cupertino picked up Gold for their humorous ‘Escape From the Office’ campaign for Apple, in the Film Craft category 4 Winning the Digital Craft Grand Prix, New York’s Virtue Worldwide hit home with their ‘Backup Ukraine’ campaign designed to preserve regional and cultural history by digitally indexing monuments, buildings and objects in a war zone 5 Yuya Furukawa picked up a Gold Industry Craft Lion for Dentsu, Tokyo’s ‘Beautiful Mutations’ creative promoting the D&AD Awards 2021 Exhibition in Japan

Meet the winners

Industry-leading artistry, skill, talent and flair were all recognised in Cannes Lions’ second award ceremony, which handed out gongs for categories including Industry Craft Lions, Digital Craft Lions, Film Craft Lions and Design Lions. In partnership with Unity, meanwhile, the Entertainment awards shone a light on the creativity that goes one step beyond in the Entertainment Lions, Entertainment Lions for Music and Entertainment Lions for Sport categories

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LIONS DAILY NEWS

6 Teams from Dentsu Creative in Bengaluru, Mumbai and Gurgaon, India, collaborated on ‘The Unfiltered History Tour’ for the British Museum, a retelling of artefacts’ origins, attracting Gold in the Digital Craft category 7 The Digital Young Lions Award was given to Jackson Elliott (left) and William Campion of M&C Saatchi, Australia 8 ‘The Wish’ from Serviceplan Germany blew the jury away in the Film Craft category, attracting the Grand Prix for its touching portrayal of youth stolen by pandemic lockdowns for discount supermarket chain Penny

9 The team from McCann, Stockholm picked up the Entertainment Grand Prix for its hilarious mockumentary campaign ‘Eat a Swede’ on behalf of the Swedish Food Federation

10 The Young Lions Design Award went to Marcus Mahecha (left) and Jonas Hjort of Kontrapunkt, Copenhagen 11 The team from FCB, Lisbon celebrated winning the Design Grand Prix for its Portuguese (Re) construction campaign on behalf of Penguin Books, revisiting the haunting past of censorship

12 Director Gregory Ohrel from Doomsday Entertainment, Los Angeles, in collaboration with Sony Music Latin, Miami, collected the Entertainment Music Grand Prix for Puerto Rican rapper Residente’s music video ‘This is not America ft. Ibeyi’, taking aim at police brutality 13 All smiles from the Ogilvy, Mexico City team after collecting Gold in the Entertainment Lions category for Ab InBev’s Cerveza Victoria. The beer was showcased in a moving campaign about mourning entitled ‘Victoria Cempasuchil: the taste of Reunion’ 14 The team from VMLY&R, Sao Paulo, picked up Gold for their Greenpeace campaign in the Entertainment for Sport category, underlining the fragility of the environment 15 The Grand Prix for Entertainment for Sport was collected by the team from R/GA London, for a Nike campaign exploring the power of women in tune with their menstrual cycles

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13LIONSNEWS DAILY NEWS

NEWS 13

MONDAY / JUNE 19 / 2022

We need to ‘drive innovation and bet on bold creative ideas’ BEVERAGE giant Coca-Cola is on a journey of transformation, turning its marketing capability upside down in order to stay relevant. On Wednesday afternoon, global CMO Manolo Arroyo and WPP CEO Mark Read took to the Cannes Lions stage to explain how they are navigating the challenges ahead. Interviewed by Dawn Ostroff, chief content and advertising business officer, Spotify, Arroyo kicked off by saying: “We’re going through the largest transformation in the history of marketing at the company. And this is driven by the realisation that the industry is changing rapidly. Consumers want differ-

ent things and the way they engage is radically different compared to when we made our first ads.” Arroyo said his ambition is to ensure marketing and in-

We have an amazing diversity of ideas within the company

MANOLO ARROYO

novation are “the key drivers of company’s growth algorithm. We need to drive better innovation, not just in product and packaging but also through platforms,

MANOLO ARROYO

tech and partnerships. We need to be betting on bold, creative ideas and embracing fully the power of diversity and cocreation. We have an amazing diversity of ideas

MARK READ

within the company which we haven’t yet leveraged, and that is where WPP comes in.” WPP came through a long and gruelling pitch during COVID-19 to secure

the Coca-Cola account. Read said that WPP is going through its own transformation and that the Coca Cola account is the perfect opportunity to demonstrate the company’s skillset: “It was a rigorous process but it showed ultimately that we share the same cultural values. We talked about subjects like tech and reach, but I also want WPP to be famous for the quality of its creative ideas. We want to work with Coca-Cola to deliver simple but powerful ideas that travel the world.” A big theme during the session was exposing consumers to experiences — both real world and digital. The partners showcased a key music-based initiative called Coke Studios, which is currently rolling out around the world. Arroyo also talked about the significance of a new esports partnership with Riot Games.

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‘We never say

‘white’ films don’t work…’

SCAR-winning actor, author, director and producer Lupita Nyong’o took to the Lumiere stage yesterday to talk about flipping the script on Hollywood, finding new ways to build communities and enlighten brands, and how she succeeded in winning our hearts and minds. “The success of Black Panther was hailed as a validation that ‘black films’ can work,” she told Nicola Mendelsohn, vice-president of Meta’s global

business group. “But really, when you look at the history of Hollywood, Coming To America was the thirdhighest grossing film in 1988 and Sidney Poitier’s films were hugely successful in the 1960s. So how many times does it have to be conclusively proved that ‘black’ films have an audience?” But even Nyong’o was shocked by the fact that Black Panther grossed $1bn in a mere 26 days. “We had no idea it was going to have such an effect,” she said. “People were dressing up and taking drums with them to the cinema to celebrate African culture. When I went to Korea to do a series of interviews to promote the film, the journalists were turning up in traditional Korean clothes. We were all shocked that what the film really did was to empower the idea of indigenous cultures all over the world. That’s an amazing thing.” Nyong’o also gently mocked Hollywood attitudes: “I call it motivated reasoning, which is the ability of all human beings to make things fit preconceived ideas. So America has never acknowledged its original sin — which of course is slavery — and that narrative affects Hollywood’s attitude to ‘black’ films. We never say ‘white’ films don’t work, even though many of them don’t. What this all boils down to is the need for us all to acknowledge our shared humanity.” Nyong’o also admitted to having had a hard time enjoying her early success. “After 12 Years A Slave, so many doors opened for me and it was disorientating for a while. People really don’t have much sympathy for someone having major success. But once I learnt to give myself permission to fail, it got much better.”

LUPITA NYONG’O

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16 NEWS

THURSDAY MONDAY//JUNE JUNE23 19 / 2022

Driving growth with creativity is our industry’s ‘superpower’ MARC Pritchard, one of the world’s most powerful marketers, took to the Cannes Lions stage on Tuesday to explore the role of creativity as a force for growth. During his talk, P&G’s chief brand officer told delegates that “the power of creativity for growth could be considered our industry’s most fundamental reason for being.” Despite the economic headwinds facing companies like P&G, Pritchard was emphatic that the “business case for creativity” remains powerful. Pritchard’s emphasis on creativity for growth is a mantra that makes sense for a broad-based FMCG company that now has to grapple with a cost of living crisis. But it doesn’t mean P&G will be turning its back

P&G’S CHIEF BRAND OFFICER MARC PRITCHARD

on its commitment to social purpose. Describing creativity for growth as “a superpower”, he said, “when we do our job of creating value as a force for growth,

that gives us the means to be a force for good — in ways that help society and the planet.” Giving his own interpretation of the creative pro-

cess, Pritchard called it “a deeply human endeavour” starting with authentic insights into people’s lives, which are transformed into creative ideas that touch them in ways that feel personal. “That’s the joy of creativity. It touches hearts and minds, gives people something of personal value, and makes them smile, laugh, cry, act and, of course, buy.” He described the particular challenges of channeling creative messaging into day-to-day commodity products. Being creative, while also conveying the USPs of an everyday product in an interesting way is “the equivalent of a full twisting double back somersault with a half gainer from a tightrope to a tightrope,” he said.

Giving MND sufferers back their voice VMLY&R and Dell’s Finding The Heart In Tech seminar focused on the Grand Prix-winning campaign ‘I Will Always Be Me’, an initiative that has transformed MND ASSOCIATION’S NICK GOLDUP

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the lives of Motor Neuron Disease (MND) sufferers by enabling them to quickly and easily record, or ‘bank’, their voice for when they can no longer speak.

“MND, also known as ALS and Lou Gherig’s disease, is a devastating illness because there’s no cure and, as well as affecting the person who has the disease, it impacts everyone around them,” Wayne Best, chief creative officer of VMLY&R New York, told the audience in his opening remarks. Nick Goldup, of the MND Association, recounted the genesis of the project: “I got a call from the son of a victim and that inspired me to contact Dell, Rolls Royce and Intel. They all came on board from the start, which was so inspiring for all of us.” Liz Matthews of Dell Technologies’, said it was Goldup’s passion that persuaded a company that receives myriad requests every year to become involved. “We’ve even had requests

from Manchester United and the Pope asking us to get involved in projects,” she said. “But the challenge of speeding up the process of banking the voices of terminally ill people who don’t have much time left really got to us. It also made us think that we should get VMLY&R involved.” Karen Walker, Intel’s senior vice-president and chief marketing officer, said the project has been a gift to MND sufferers: “We have created something that will last for generations and, given that we are a purposedriven brand, we’re so glad that we got involved with ‘I Will Always Be Me’. We’re well aware of how people judge brands by their commitment to good causes and this initiative was very special.”

TIME’S UP FOR TIRED BEERDRINKING STEREOTYPES BEER IS for men right? Not any more. Speaking during their Cannes Lions session Ripping Apart The Old Beer Playbook, on Monday, DDB chief creative officer Ari Weiss and Molson Coors CMO Michelle St Jacques contended that beer is having a mid-life crisis. They explained how the use of male stereotypes and a sexist sense of humour — what used to be the strength of beer brands — is now their weakness. Based on this insight, St Jacques, the first ever female CMO at Molson Coors, took the opportunity to build a majority female and POC leadership team. Then, working with creative powerhouse DDB, she set about dismantling the status quo, replacing it with an inclusive, sustainable and fearlessly creative future. Key to St Jacques’ strategy was an “anti big beer playbook” based around three core themes: act the opposite of big beer, invite everyone to the bar and sell beer to do good. One of the first ads that really showed her innovative approach was Coors lights’s ‘Official Beer of Being Done Wearing A Bra’. In this ad, a young woman comes home from work, grabs a Coors Light, takes off her bra from beneath her shirt and flings it on the couch. It’s a moment of release and relaxation that received praise from the media, who called it “refreshing”.

ARI WEISS

MICHELLE ST JACQUES

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ITH typical humour, actor and entrepreneur Ryan Reynolds tackled thoughts around nextgeneration storytelling on Wednesday and charted his leap into the world of advertising, a world he “loves and feels privileged to be a part of”. In 2018, Reynolds and George Dewey launched Maximum Effort, their film production company and digital marketing agency, after working on promoting the first two Deadpool films. “I then bought Aviation Gin with some of that sweet, Deadpool money and we needed to market that,” Reynolds said. “After, I acquired a significant stake in Mint Mobile… suddenly we were a marketing firm.” Moderator Wendy Clark, global CEO of Dentsu, said that the hallmarks of Maximum Effort’s work include speed, humour, placing the product front and centre and resisting perfection. “I love humour. Humour and emotion are the two things that travel the most virally,”

Reynolds said. “Combining both in one is the unicorn that everyone is looking for. If you can make people laugh… you can break down the artifice of marketing.” He added: “We make sure that product we are working with is very clean and at the centre of the campaign. It tends to travel more. If I tried to hide the fact that it’s an ad, I think people would feel manipulated.” Looking to the next generation of content and creative, Reynolds said: “I love TikTok — creators making things out of thin air. The idea that we are striving for perfection is insane. It’s also completely subjective. “Also, speed is a huge part of what we do. Culture moves really fast. Those conversations which are happening on social media, those water-cooler moments — if you add production to that, you take it to a whole new level. “So many campaigns take nine to 12 months to launch; if you are seeking cultural context you may completely miss the mark.” Reynolds latest initiative, The Creative Ladder, supports access to creative careers for people from under-represented communities. He concluded: “Better stories are told with complex and diverse opinions. How can we continue to tell stories that are relevant, if they are only relevant to a few?”

Stories for the many,

RYAN REYNOLDS

not the few

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Behind the scenes at a Stella Artois shoot on the island of Mallorca

BACK IN ACTION

Film Commissions have traditionally been in existence to help with film shoots — and more recently TV series, while comparatively few serve commercials. But they are increasingly looking to this sector, not least in Spain, a country that has bounced back fast after COVID — and whose varied urban looks, mild weather and wild landscapes attract hundreds of commercial shoots every year Gary Smith reports

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HE principal reason why commercial productions travel is to find aesthetically pleasing, exotic and sometimes simply anonymous locations to serve as a backdrop for their client’s brands. And Spain has all of that. In the words of Spain Film Commission president Carlos Rosado Covián, the country offers “a unique map of locations to fulfil all of a production’s aspirations with fast and sustainable connectivity between all of them. We have coastline, countryside, historic villages and towns, and world heritage buildings, stylish cities and modern infrastructure recognised worldwide ... We also have different climates and scenery in the north, south and the islands, so you can shoot in a desert and on a snowy mountain, on a beach paradise in the Mediterranean Sea, in the Cantabrian Sea or in the Atlantic Ocean.” The Commission governs a regional

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network of 34 film commissions and film offices all of which are geared up to contribute to the success of a commercial production. “We work with you throughout the entire process, from proposing locations to searching for the best professionals at all stages of the production. This includes permit processing,” Covián says. “We also act as a liaison between the production company, public institutions and private agents. Today Spain is the safest, most competitive and most attractive option for the global advertising industry. The talent and creativity of our agencies and professionals win prizes every year at the most prestigious festivals around the world.” Covián says that the commission is acutely aware of the power of advertising and how it stimulates business. “All the major companies in the motor industry, technology, banking and finance, aviation and travel, fashion and fragrances, sport, food and restaurant chains and supermarkets have shot in

“Brands that shoot once in Spain always come back”

CARLOS ROSADO COVIAN

The other-worldy Adan Martin Auditorio in Santa Cruz de Tenerife, Canary Islands

Spain at some point,” he says. “Our network of film commissions and film offices has been there for all of them, offering help and collaborating from the start to the end of the project. Brands that shoot once in Spain always come back.” He adds: “Today advertising represents the talent and creativity that we uphold as strengths of the audiovisual industry. Through an idea, the creators add value to a business, reach its potential audience, explore new means of communication, spark conversations and connect with

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people’s aspirations. Advertising has great transformative power.” Spain’s many islands offer the perfect backdrop for so many brands — an obvious choice for luxury goods, for example. The island of Mallorca has an impressive variety of locations, including mountains, dramatic cliffs and small bays, historical and urban sites — and thanks to the compact nature of the island, most of them are within a one-hour drive. “Also the fact of having one of the mildest climates in Europe, with over 310 sunny days a year, is a plus,” Pedro Barbadillo, director of the Mallorca Film Commission, says. “And we’re well connected to almost all the main capital cities in Europe, with a wide variety of hotels and restaurants. “We’re also improving the sustainability on shoots and working to become a fully green shooting territory within the next year.” In terms of unique sites, Barbadillo has several suggestions: “The Cap de

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Lanzarote has attracted leading motoring brands, including Citröen, Polestar 2

Formentor and its lighthouse and the 360º curves of the Sa Calobra road are firm favourites. And in terms of buildings, the Castle of Bellver in Palma and La Fortaleza in Pollença, a 17th-century fortress on a hill surrounded by the Mediterranean, where TV series The Night Manager was shot, are very special.” Mallorca has hosted challenging shoots recently including HBO’s The Climb, showcasing the extreme form of climbing known as Psicobloc, with Jason Momoa (Aquaman, Game of Thrones) and top climber Chris Sharma. “The weather was really bad, and the rocks were slippery,” Barbadillo says. “It wasn’t easy, but they ended up doing almost everything they wanted. We’re also regularly hosting shoots from Bollywood, China and Japan, and in terms of production companies, we have an increasing number of series from Netflix, HBO, Amazon and others coming here.” But it’s not all about movies and

streamers. “Mallorca has been a very popular spot for commercials since the 1990s and its service industry gets a regular flow of big brands and celebrity shoots all year long,” Barbadillo says. “Automobiles, such as Porsche or Mercedes Benz have presented their new models in some of the stunning bending roads on the cliffs of the north coast of the island. Seat has even given one of its high-end models the name Formentor, a peninsula with some of the most spectacular curves in the Mediterranean.” Jewelry and fashion are also regular visitors to the locations in Mallorca. “Watching CubanAmerican actress Ana de Armas, star of Only Natural Diamonds ‘Love Live’ campaign, climb the impressive stairs of La Torre Cega, is one of my fondest memories of this year. “Mallorca offers connectivity with almost any european capital city; commercial productions are also attracted by the high-

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quality of crews and equipment, the international casting based on the island, and a thriving service industry with companies like Palma Pictures, TwentyFour Seven, The Local Production Company, The Blondes Pool or MN Studios,” Barbadillo says. The Commission offers free assistance to local and international companies that choose to produce their commercials on the island. “Our assistance helps producers and directors in their search for the right locations and sometimes also to safely avoid bureaucratic obstacles,” he says. “The island’s autumn season is busiest for commercials shoots because of the quality of the natural light at that time of the year.” “The production of commercials and campaigns is a must for our business,” according to Enrica Roberta Martino of Canary Islands Film. “Before the boom of the fiscal incentives for the film industry, it was the main activity in the Canary Islands. Nowadays we consider it an ongoing market,

“Mallorca’s services industry gets a regular flow of big brands and celebrity shoots all year long” PEDRO BARBADILLO with a consolidated industry.” The Canary Islands are a regular choice for global brands and commercials producers. According to the local Film Commission, Fuerteventura, one of the eight islands of the archipelago, hosted some 50 commercials in 2021 and that figure is predicted to double this year. Leading brands to have used Fuerteventura as a backdrop include Vogue Spain, fashion brands Springfield and Dolce & Gabbana, and jewelry and accessories brand Tous. But all of the region’s diverse backdrops are in demand from brands around the world. Lanzarote has attracted leading motoring brands Citröen, Polestar 2, Seat Ateca Cupra, Mercedes-Benz, BMW,

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Maserati, Jaguar and Kawasaki; Tenerife has hosted Volkswagen ID.4 GTX, Dacia Duster, Louis Vuitton, Yves Saint Laurent, BMW, Edeka, Porsche, Vodafone, Volkwagen, Edeka, Tonno Nostromo, Fashion Liverpool, BMW, Orlando, Burberry and Hermés in recent years; La Palma has provided locations for Audi, Zara, Polinesia Sports, and Vogue; and Gran Canaria recently hosted Pepe Jeans, Loewe, Bershka, Daniel Bohnhif, Forevermark, JP 1880, Pronovias, Pull and Bear, Ulla Popken, YSL and Zara. Canary Islands Film, the Audiovisual Department of The Canary Islands Government, serves as “a one-stopwindow for all the foreign producers that are interested in our region”, Martino says. “We co-ordinate the seven Film commissions that serve to advise on permits and locations. And the archipelago can offer very experienced fixers, producers, and location managers.” Dramatic mainland locations can provide stunning backdrops for a wide variety of brands. According to Sara Sevilla, commissioner at the Navarre Film Commission, it’s the mix of original and varied locations, convenient logistics and a generous tax deduction that make the region outstanding. “The diversity of locations offers a wide variety of artistic and creative opportunities within a fairly small radius. But more than anything else, we love to point to sites such as the Valley of Rio Aragon, where the medieval village of Gallipienzo is surrounded by a unique landscape that mixes the two main ingredients that productions look for in Navarre: forested landscape and period architecture. I would say those are the looks that best define us.” Then there’s the amazing Irati Forest, the Roncal Valley, the Urbasa mountain range, the Castle of Olite and the Monastery of Irache, all of which have hosted commercials as well as major movie productions — most recently the Mark Waters’ movie Vampire Academy. “The scale of that production meant that it involved most of the technical staff based in Navarre. And finally, all this mix of forest, mountains and unique buildings is perfectly contrasted by the utterly unexpected semi-desert of Bardenas Reales.” Spain does great urban, too. San Sebastián, a resort town on the Bay of Biscay in Spain’s mountainous Basque Country, has a mix of ancient

and modern that attracts every kind of production — the whole city a potential location thanks to its un-spoilt streetscapes and buildings. Likewise the mountains and coast of Gipuzcoa offer perfect cinematic backdrops. “Then there are the villages and countryside, which are exceptional,” the San SebastianGipuzkoa Film Commission’s Marta Zabaleta says. “Examples include Itzurun beach in Zumaia, where Game of Thrones was shot and where several feature films and commercials have been filmed. La Concha Beach played a leading role in Woody Allen’s Rifkin’s Festival and in the J&B commercial directed by Tony Kaye in 2021.” Looking ahead, Carlos Rosado Covián says the Spain Film Commission is “committed to the development of the Spain, Audiovisual HUB of Europe plan. This is a strategic commitment by the country, in which the entire audiovisual ecosystem is involved, both public and private sectors. We have joined forces to make Spain the most attractive and competitive destination in Europe for audiovisual production, which of course includes advertising.” The pandemic brought all filming in Spain to a halt for two months in March and April 2020, but activity then resumed and has not stopped since. The Commission has ensured that “work has been carried out under safe conditions at all times, respecting workplace health and safety protocols. Production companies have maintained an exemplary attitude and proven themselves to be a serious industry with great capacity to adapt and innovate,” Covián says. “The evidence is clear to see. Campaigns are now more aware of the value of sustainability; they enhance social responsibility; they seek new forms of communication such as gamification, virtual reality and audio; they prioritise empathy and positive emotions ... Advertising has emerged strengthened from the pandemic because it has put the focus on people. Its objective now is to offer solutions to their problems and improve their quality of life. And the data support this change: today the business is bigger than in 2019 and professionals are working at full capacity. The audiovisual sector is going through a great moment and advertising is key in this process.”

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Grand Prix

BRAND EXPERIENCE & ACTIVATION THE UNFILTERED HISTORY TOUR VICE MEDIA DENTSU CREATIVE, BENGALURU INDIA

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28 EXPERIENCE TRACK –– WINNERS –– BRAND EXPERIENCE & ACTIVATION

GRAND PRIX B02/039 • INDIA

USE OF MOBILE & DEVICES TITLE • THE UNFILTERED HISTORY TOUR BRAND • VICE MEDIA PRODUCT • BRITISH MUSEUM ENTERED BY • DENTSU CREATIVE, BENGALURU IDEA CREATION • DENTSU CREATIVE, BENGALURU/ DENTSU CREATIVE, MUMBAI/DENTSU CREATIVE, GURGAON PRODUCTION • DENTSU CREATIVE, BENGALURU PR • DENTSU CREATIVE, BENGALURU POST PRODUCTION • DENTSU CREATIVE, BENGALURU

GOLD AWARDS A05/039 • BRAZIL

RETAIL TITLE • BURGER GLITCH BRAND • BURGER KING PRODUCT • WHOPPER ENTERED BY • DAVID, SÃO PAULO IDEA CREATION • DAVID, SÃO PAULO PRODUCTION • VETOR ZERO, SÃO PAULO/HEFTY, SÃO PAULO A09/049 • USA

NFPO/CHARITY/GOVERNMENT TITLE • DOJACODE BRAND • GIRLS WHO CODE PRODUCT • DOJACODE ENTERED BY • MOJO SUPERMARKET, NEW YORK IDEA CREATION • MOJO SUPERMARKET, NEW YORK/ RCA RECORDS, NEW YORK PRODUCTION • ACTIVE THEORY, LOS ANGELES PR • MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK A09/065 • HONDURAS

NFPO/CHARITY/GOVERNMENT TITLE • MORNING AFTER ISLAND BRAND • GRUPO ESTRATEGIGO GE PAE PRODUCT • WOMEN RIGHTS ENTERED BY • OGILVY HONDURAS, TEGIUCIGALPA IDEA CREATION • OGILVY HONDURAS, TEGIUCIGALPA PRODUCTION • 14 AL CENTRO LATAM, TEGUCIGALPA MEDIA • OGILVY HONDURAS, TEGIUCIGALPA PR • OGILVY HONDURAS, TEGIUCIGALPA B08/008 • USA

INTERACTIVE BRAND VIDEO TITLE • DOJACODE BRAND • GIRLS WHO CODE PRODUCT • DOJACODE ENTERED BY • MOJO SUPERMARKET, NEW YORK IDEA CREATION • MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK PRODUCTION • ACTIVE THEORY, LOS ANGELES PR • MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK E02/024 • FRANCE

CHALLENGER BRAND TITLE • HACK MARKET BRAND • BACK MARKET PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS ENTERED BY • MARCEL, PARIS IDEA CREATION • MARCEL, PARIS PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS

E05/072 • PERU

CULTURAL INSIGHT TITLE • THE EMANCIPATION LOAN BRAND • MIBANCO PRODUCT • MIBANCO ENTERED BY • CIRCUS GREY, LIMA IDEA CREATION • CIRCUS GREY, LIMA PRODUCTION • KUBRICK, LIMA MEDIA • OMD PERU, LIMA POST PRODUCTION • KUBRICK, LIMA/AGOSTO, BARRANCO E06/042 • HONDURAS

BREAKTHROUGH ON A BUDGET TITLE • MORNING AFTER ISLAND BRAND • GRUPO ESTRATEGIGO GE PAE PRODUCT • WOMEN RIGHTS ENTERED BY • OGILVY HONDURAS, TEGIUCIGALPA IDEA CREATION • OGILVY HONDURAS, TEGIUCIGALPA PRODUCTION • 14 AL CENTRO LATAM, TEGUCIGALPA MEDIA • OGILVY HONDURAS, TEGIUCIGALPA PR • OGILVY HONDURAS, TEGIUCIGALPA E07/064 • USA

CORPORATE PURPOSE & CSR TITLE • PLASTIC FISHING TOURNAMENT BRAND • AB INBEV/CORONA PRODUCT • CORONA BEER ENTERED BY • WE BELIEVERS, BROOKLYN IDEA CREATION • WE BELIEVERS, BROOKLYN PRODUCTION • PRIMO CONTENT, MEXICO CITY/ RELEVANT, MÉXICO D.F. POST PRODUCTION • STEREO MONKEY STUDIO, MIRAFLORES E07/104 • USA

CORPORATE PURPOSE & CSR TITLE • I WILL ALWAYS BE ME BRAND • DELL TECHNOLOGIES & INTEL PRODUCT • DELL TECHNOLOGIES & INTEL ENTERED BY • VMLY&R, NEW YORK IDEA CREATION • VMLY&R, NEW YORK PRODUCTION • BORDERLAND, LONDON/JAM3, AMSTERDAM/ THE MILL, LOS ANGELES POST PRODUCTION • HUMAN, NEW YORK

SILVER AWARDS A01/041 • USA

FOOD & DRINK TITLE • NATIVE SPORTSCASTERS BRAND • AB INBEV PRODUCT • CORONA ENTERED BY • WE BELIEVERS, BROOKLYN IDEA CREATION • WE BELIEVERS, BROOKLYN PRODUCTION • PRODOERS, NEW YORK MEDIA • MEDIACOM MEXICO, MEXICO CITY POST PRODUCTION • PRODOERS, NEW YORK/ PICKLE MUSIC, NEW YORK A06/025 • SINGAPORE

TRAVEL/LEISURE TITLE • GAMER ASYLUM BRAND • ARTOTEL GROUP PRODUCT • HOTELS ENTERED BY • OGILVY, SINGAPORE IDEA CREATION • OGILVY, SINGAPORE PRODUCTION • O GILVY, SINGAPORE/BALIPROD, KABUPATEN BADUNG B02/049 • INDIA

USE OF MOBILE & DEVICES TITLE • THE NOMINATE ME SELFIE BRAND • POLITICAL SHAKTI + THE TIMES OF INDIA

PRODUCT • PUBLIC PRESSURE GROUP ENTERED BY • FCB INDIA, DELHI IDEA CREATION • FCB INDIA, DELHI/FCB CHICAGO PRODUCTION • BASTA FILMS, MUMBAI B02/057 • GERMANY

USE OF MOBILE & DEVICES TITLE • DOT GO. THE FIRST OBJECT INTERACTION APP FOR THE VISUALLY IMPAIRED. BRAND • DOT PRODUCT • DOT GO ENTERED BY • SERVICEPLAN GERMANY, MUNICH IDEA CREATION • SERVICEPLAN GERMANY, MUNICH PRODUCTION • ALBERT COON, MUNICH/PAULUS.CO, SEOUL/ DAMIANDAMIAN, HAMBURG B02/074 • FRANCE

USE OF MOBILE & DEVICES TITLE • HACK MARKET BRAND • BACK MARKET PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS ENTERED BY • MARCEL, PARIS IDEA CREATION • MARCEL, PARIS PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS B04/016 • INDIA

NEW REALITIES & VOICE-ACTIVATION TITLE • THE UNFILTERED HISTORY TOUR BRAND • VICE MEDIA PRODUCT • BRITISH MUSEUM ENTERED BY • DENTSU CREATIVE, BENGALURU IDEA CREATION • DENTSU CREATIVE, BENGALURU/DENTSU CREATIVE, MUMBAI/DENTSU CREATIVE, GURGAON PRODUCTION • DENTSU CREATIVE, BENGALURU PR • DENTSU CREATIVE, BENGALURU POST PRODUCTION • DENTSU CREATIVE, BENGALURU B09/010 • INDIA

TECH-LED BRAND EXPERIENCE TITLE • SHAH RUKH KHAN-MY-AD BRAND • CADBURY CELEBRATIONS PRODUCT • CADBURY CELEBRATIONS ENTERED BY • OGILVY, MUMBAI IDEA CREATION • OGILVY, MUMBAI PRODUCTION • THE PACK, MUMBAI MEDIA • WAVEMAKER INDIA, MUMBAI POST PRODUCTION • REPHRASE.AI, BENGALURU B09/039 • USA

TECH-LED BRAND EXPERIENCE TITLE • DOJACODE BRAND • GIRLS WHO CODE PRODUCT • DOJACODE ENTERED BY • MOJO SUPERMARKET, NEW YORK IDEA CREATION • MOJO SUPERMARKET, NEW YORK/ RCA RECORDS, NEW YORK PRODUCTION • ACTIVE THEORY, LOS ANGELES PR • MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK B10/019 • COLOMBIA

CROSS-PLATFORM DIGITAL EXPERIENCE TITLE • ROYALTY FREE BOT BRAND • ABINBEV PRODUCT • BUDWEISER BUDXRECORDS ENTERED BY • DAVID, BOGOTÁ IDEA CREATION • DAVID, BOGOTÁ PRODUCTION • PIVOTE, BOGOTÁ MEDIA • ZENITH, BOGOTÁ POST PRODUCTION • PIVOTE, BOGOTÁ

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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C01/030 • ITALY

RETAIL/IN-STORE EXPERIENCE TITLE • BOTTEGA FOR BOTTEGAS BRAND • BOTTEGA VENETA PRODUCT • BOTTEGA VENETA ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • PUBLICIS ITALY, MILAN PRODUCTION • PRODIGIOUS, MILAN

PRODUCT • HEINZ KETCHUP ENTERED BY • RETHINK, TORONTO IDEA CREATION • RETHINK, TORONTO MEDIA • CARAT, TORONTO PR • THE COLONY PROJECT, TORONTO/MIDDLE CHILD, TORONTO POST PRODUCTION • GRAYSON MUSIC, TORONTO E04/051 • BANGLADESH

SOCIAL BEHAVIOUR C02/020 • AUSTRALIA

RETAIL PROMOTIONS & COMPETITIONS TITLE • REJECTED ALES BRAND • MATILDA BAY PRODUCT • MATILDA BAY ORIGINAL ALE ENTERED BY • HOWATSON + COMPANY, SYDNEY IDEA CREATION • HOWATSON + COMPANY, SYDNEY PRODUCTION • WORK WORKS, MOORABBIN/HOWATSON + COMPANY, SYDNEY/HECKLER, SYDNEY MEDIA • HOWATSON + COMPANY, SYDNEY/PHD, SYDNEY PR • HOWATSON + COMPANY, SYDNEY POST PRODUCTION • WORK WORKS, MOORABBIN/ HOWATSON + COMPANY, SYDNEY/HECKLER, SYDNEY C03/040 • SPAIN

TITLE • CHILD MARRIAGE PREVENTION LOAN BRAND • IPDC FINANCE LTD. & AMAL FOUNDATION PRODUCT • SERVICE ENTERED BY • GREY BANGLADESH, DHAKA IDEA CREATION • GREY BANGLADESH, DHAKA E05/005 • SOUTH KOREA

CULTURAL INSIGHT TITLE • GREETING MILK BRAND • MAEIL DAIRIES CO.,LTD PRODUCT • MAEIL SOJAL(LACTOSE-FREE) MILK ENTERED BY • INNORED, SEOUL IDEA CREATION • INNORED, SEOUL PRODUCTION • PAULUS.CO, SEOUL MEDIA • INNORED, SEOUL PR • INNORED, SEOUL

CUSTOMER ACQUISITION & RETENTION TITLE • HUMAN MEAT BURGER BRAND • OUMPH! PRODUCT • PLANT BASED HUMAN MEAT BURGER ENTERED BY • LOLA MULLENLOWE, MADRID IDEA CREATION • LOLA MULLENLOWE, MADRID PRODUCTION • LANDIA, MADRID MEDIA • LOLA MULLENLOWE, MADRID PR • LOLA MULLENLOWE, MADRID POST PRODUCTION • LANDIA, MADRID D03/038 • ITALY

BRAND-OWNED EXPERIENCES TITLE • THE UNWASTED BEER BRAND • HEINEKEN PRODUCT • HEINEKEN ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • PUBLICIS ITALY, MILAN/PUBLICIS, DUBLIN PRODUCTION • D12 FILM CLUB, DUBLIN D06/030 • ITALY

360 INTEGRATED BRAND EXPERIENCE TITLE • THE VIRTUAL HEINEKEN SILVER BRAND • HEINEKEN PRODUCT • HEINEKEN SILVER ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • PUBLICIS ITALY, MILAN PRODUCTION • BOOMERANG AGENCY, AMSTERDAM/ DENTSU AEGIS NETWORK, LONDON/ FRAMESTORE, LONDON/ SFERA PRODUCTION, MILAN MEDIA • DENTSU REDSTAR, LONDON PR • EDELMAN, LONDON E03/036 • ITALY

SINGLE-MARKET CAMPAIGN TITLE • BOTTEGA FOR BOTTEGAS BRAND • BOTTEGA VENETA PRODUCT • BOTTEGA VENETA ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • PUBLICIS ITALY, MILAN PRODUCTION • PRODIGIOUS, MILAN E04/029 • CANADA

SOCIAL BEHAVIOUR TITLE • HEINZ HOT DOG PACT BRAND • KRAFT HEINZ

E05/124 • USA

CULTURAL INSIGHT TITLE • BACKUP UKRAINE BRAND • POLYCAM X UNESCO PRODUCT • PRESERVE REGIONAL AND CULTURAL HISTORY, AND PROMOTE CULTURAL DIVERSITY ENTERED BY • VIRTUE WORLDWIDE, NEW YORK IDEA CREATION • VIRTUE WORLDWIDE, NEW YORK PRODUCTION • VIRTUE WORLDWIDE, NEW YORK MEDIA • VIRTUE WORLDWIDE, NEW YORK PR • VIRTUE WORLDWIDE, NEW YORK POST PRODUCTION • VIRTUE WORLDWIDE, NEW YORK E07/136 • HONDURAS

CORPORATE PURPOSE & CSR TITLE • MORNING AFTER ISLAND BRAND • GRUPO ESTRATEGIGO GE PAE PRODUCT • WOMEN RIGHTS ENTERED BY • OGILVY HONDURAS, TEGIUCIGALPA IDEA CREATION • OGILVY HONDURAS, TEGIUCIGALPA PRODUCTION • 14 AL CENTRO LATAM, TEGUCIGALPA MEDIA • OGILVY HONDURAS, TEGIUCIGALPA PR • OGILVY HONDURAS, TEGIUCIGALPA

BRONZE AWARDS A01/081 • USA

FOOD & DRINK TITLE • APOLOGIZE THE RAINBOW BRAND • SKITTLES PRODUCT • SKITTLES LIME ENTERED BY • DDB, CHICAGO IDEA CREATION • DDB, CHICAGO /DDB, NEW YORK PRODUCTION • PICROW, LOS ANGELES POST PRODUCTION • WHITEHOUSE POST PRODUCTIONS, NEW YORK/WHITEHOUSE POST, NEW YORK/ CARBON VFX, CHICAGO A02/033 • MEXICO

CONSUMER GOODS TITLE • PLASTICOFF BRAND • WHIRLPOOL PRODUCT • WHIRLPOOL ENTERED BY • VMLY&R MEXICO, MEXICO CITY IDEA CREATION • VMLY&R MEXICO, MEXICO CITY PRODUCTION • ORIENTAL FILMS, MEXICO CITY PR • BCW, MEXICO CITY

A02/035 • FRANCE

CONSUMER GOODS TITLE • HACK MARKET BRAND • BACK MARKET PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS ENTERED BY • MARCEL, PARIS IDEA CREATION • MARCEL, PARIS PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS A04/024 • FRANCE

AUTOMOTIVE TITLE • RENAULT - PLUG-INN BRAND • RENAULT PRODUCT • PLUG-INN ENTERED BY • PUBLICIS CONSEIL, PARIS IDEA CREATION • PUBLICIS CONSEIL, PARIS B01/040 • FRANCE

SOCIAL ENGAGEMENT & INTEG LIVE EXP TITLE • HOMELESS IN THE METAVERSE BRAND • ENTOURAGE PRODUCT • ASSOCIATION FOR HOMELESS ENTERED BY • TBWA, PARIS IDEA CREATION • TBWA, PARIS POST PRODUCTION • \ELSE, PARIS B01/044 • BRAZIL

SOCIAL ENGAGEMENT & INTEG LIVE EXP TITLE • HEINZ HIDDEN SPOTS BRAND • THE KRAFT HEINZ CO PRODUCT • KRAFT KETCHUP ENTERED BY • GUT, SÃO PAULO IDEA CREATION • GUT, SÃO PAULO PRODUCTION • I HATE FLASH, CONSOLAÇÃO/ARMS STUDIO, -/ MOL, SÃO PAULO/BBL E-SPORTS, SÃO PAULO/ HEFTY, SÃO PAULO MEDIA • GUT, SÃO PAULO PR • GUT, SÃO PAULO B02/088 • USA

USE OF MOBILE & DEVICES TITLE • BACKUP UKRAINE BRAND • POLYCAM X UNESCO PRODUCT • PRESERVE REGIONAL AND CULTURAL HISTORY, AND PROMOTE CULTURAL DIVERSITY ENTERED BY • VIRTUE WORLDWIDE, NEW YORK IDEA CREATION • VIRTUE WORLDWIDE, NEW YORK PRODUCTION • VIRTUE WORLDWIDE, NEW YORK MEDIA • VIRTUE WORLDWIDE, NEW YORK PR • VIRTUE WORLDWIDE, NEW YORK POST PRODUCTION • VIRTUE WORLDWIDE, NEW YORK B03/036 • BRAZIL

USE OF WEBSITE/MICROSITES TITLE • NEW ICONIC KISSES BRAND • MERCADO LIVRE (EBAZAR) PRODUCT • MERCADO LIVRE ENTERED BY • GUT, SÃO PAULO IDEA CREATION • GUT, SÃO PAULO PRODUCTION • SAIGON, SÃO PAULO/LOUD, SÃO PAULO/ RODRIGO MALTCHIQUE, SP MEDIA • GUT, SÃO PAULO PR • GUT, SÃO PAULO/FLEISHMANHILLARD BRAZIL, SÃO PAULO POST PRODUCTION • NASH, SÃO PAULO B05/002 • FRANCE

BRANDED GAMES TITLE • MONOPOLY OF INEQUALITIES BRAND • L’OBSERVATOIRE DES INEGALITES PRODUCT • MONOPOLY OF INEQUALITIES ENTERED BY • HEREZIE, PARIS

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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30 EXPERIENCE TRACK –– WINNERS –– BRAND EXPERIENCE & ACTIVATION

IDEA CREATION • HEREZIE, PARIS PRODUCTION • HEREZIE, PARIS PR • HEREZIE, PARIS B05/024 • CHINA

BRANDED GAMES TITLE • QUEST FOR DYSLEXIA BRAND • SAMSUNG PRODUCT • SAMSUNG MOBILE ENTERED BY • CHEIL WORLDWIDE, BEIJING IDEA CREATION • CHEIL, HONG KONG PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING MEDIA • CHEIL WORLDWIDE, BEIJING PR • CHEIL WORLDWIDE, BEIJING POST PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING B05/026 • PERU

BRANDED GAMES TITLE • E-NTERPRETERS BRAND • PILSEN CALLAO PRODUCT • PILSEN CALLAO ENTERED BY • FAHRENHEIT DDB, LIMA IDEA CREATION • FAHRENHEIT DDB, LIMA PRODUCTION • KA&O FILMS AND CONTENT, LIMA POST PRODUCTION • NATIVO POST, LIMA/LUNATIC, LIMA B07/009 • ARGENTINA

TANGIBLE & SPATIAL TECHNOLOGY TITLE • THE ART OF SELF EXAMINTION BRAND • MACMA PRODUCT • BREAST CANCER PREVENTION ENTERED BY • DAVID, BUENOS AIRES IDEA CREATION • DAVID, BUENOS AIRES PRODUCTION • POSTER FILMS, BUENOS AIRES B09/002 • BELGIUM

TECH-LED BRAND EXPERIENCE TITLE • THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS BRAND • DECATHLON PRODUCT • SPORTS EQUIPMENT ENTERED BY • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN IDEA CREATION • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN PRODUCTION • FLEDGE, SINT-NIKLAAS/ RED EAGLE PRODUCTIONS, DORDRECHT MEDIA • SEMETIS, BRUSSELS PR • WALKIE TALKIE, GENT C03/035 • BRAZIL

D01/050 • ITALY

PR • EDELMAN, NEW YORK

TITLE • BOYCOTT ADS BRAND • HEINEKEN PRODUCT • HEINEKEN ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • PUBLICIS ITALY, MILAN/PUBLICIS, BUENOS AIRES PRODUCTION • TRESBIEN!, MARTÍNEZ

POST PRODUCTION • GIANNINI CREATIVE, CHICAGO

D02/058 • SPAIN

GUERRILLA MARKETING & STUNTS TITLE • INVALUABLE FOOD BRAND • MADRID FUSIÎN PRODUCT • MADRID FUSIÎN ENTERED BY • LEO BURNETT, MADRID IDEA CREATION • LEO BURNETT, MADRID PRODUCTION • ATTIC FILMS, MADRID PR • LEO BURNETT, MADRID

C03/036 • CANADA

CUSTOMER ACQUISITION & RETENTION TITLE • DREAM DROP BRAND • ONTARIO LOTTERY AND GAMING CORPORATION PRODUCT • LOTTO MAX ENTERED BY • FCB CANADA, TORONTO IDEA CREATION • FCB CANADA, TORONTO PRODUCTION • COMMON GOOD, TORONTO/CRUEL, TORONTO, ON MEDIA • MEDIACOM, TORONTO PR • HILL+KNOWLTON STRATEGIES, TORONTO POST PRODUCTION • GRAYSON MUSIC, TORONTO/ COMMON GOOD, TORONTO

E03/003 • FRANCE

SINGLE-MARKET CAMPAIGN TITLE • OUTLAW RUNNERS BRAND • DISTANCE PRODUCT • DISTANCE ENTERED BY • BETC, PARIS IDEA CREATION • BETC, PARIS PRODUCTION • GUM, PARIS/SOLDATS FILMS, PARIS

E04/010 • FRANCE

SOCIAL BEHAVIOUR TITLE • HATE TO PROTECT BRAND • GUIDES TAO

D02/067 • BRAZIL

PRODUCT • TRAVEL GUIDES

GUERRILLA MARKETING & STUNTS

ENTERED BY • TBWA, PARIS

TITLE • THE FOAMY HAIRCUT BRAND • BRAHMA BEER PRODUCT • AB INBEV ENTERED BY • AFRICA DDB, SÃO PAULO IDEA CREATION • AFRICA DDB, SÃO PAULO PRODUCTION • SEIVA, SÃO PAULO/SATELITE AUDIO, SÃO PAULO POST PRODUCTION • CAJAMANGA, RIO DE JANEIRO

IDEA CREATION • TBWA, PARIS POST PRODUCTION • \ELSE, PARIS

E05/098 • CANADA

CULTURAL INSIGHT TITLE • TOUGH TURBAN BRAND • PFAFF HARLEY-DAVIDSON

D05/048 • SPAIN

PRODUCT • PFAFF HARLEY-DAVIDSON

LAUNCH/RE-LAUNCH

ENTERED BY • ZULU ALPHA KILO, TORONTO

TITLE • SCRATCHBOARDS BRAND • ACTIVISION PRODUCT • GAMES ENTERED BY • DAVID, MADRID IDEA CREATION • DAVID, MADRID PRODUCTION • THE BAIT SHOPPE, NEW YORK/ 900 FILMS, SAN DIEGO/THE PRODUCER, MADRID

IDEA CREATION • ZULU ALPHA KILO, TORONTO

D05/066 • PERU

LAUNCH/RE-LAUNCH TITLE • VERTICAL BIKE BRAND • HONDA PRODUCT • HONDA MOTORS ENTERED BY • OGILVY PERU, LIMA IDEA CREATION • OGILVY PERU, LIMA PRODUCTION • CANICA FILMS, LIMA/BARBA ROJA AUDIO, LIMA POST PRODUCTION • GRECIA STUDIO, LIMA

CUSTOMER ACQUISITION & RETENTION TITLE • THE PIRATE MATCH BRAND • DIRECTVGO PRODUCT • IPTV STREAMING ENTERED BY • MIRUM AGENCY BRAZIL, CURITIBA IDEA CREATION • MIRUM AGENCY BRAZIL, CURITIBA PRODUCTION • BUZZ CREATIVE CONTENT STUDIO, CURITIBA/TORO ÁUDIO, CURITIBA MEDIA • MIRUM AGENCY BRAZIL, CURITIBA

PRODUCTION • KALEIDOSCOPE, NEW YORK

LIVE BRAND EXPERIENCE & ACTIVATION

E01/023 • USA

LOCAL BRAND TITLE • THE INEVITABLE NEWS BRAND • THE INEVITABLE NEWS PRODUCT • THE INEVITABLE NEWS ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK PRODUCTION • STELLAR PRINTING INC, QUEENS/ BROOKLYN SPORTS PAGE, NEW YORK MEDIA • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK POST PRODUCTION • RITMIKA AUDIO ARTS, SÃO PAULO

PRODUCTION • ZULUBOT, TORONTO PR • NELSON CONNECTS, TORONTO/SELECT PR, TORONTO

E07/102 • UNITED KINGDOM

CORPORATE PURPOSE & CSR TITLE • DYSLEXIC THINKING BRAND • VIRGIN GROUP PRODUCT • MADE BY DYSLEXIA ENTERED BY • FCB INFERNO, LONDON IDEA CREATION • FCB INFERNO, LONDON PRODUCTION • FCB INFERNO, LONDON MEDIA • FCB INFERNO, LONDON PR • FCB INFERNO, LONDON

E08/041 • FRANCE

MARKET DISRUPTION TITLE • FNAC - ALGORITHM BRAND • FNAC PRODUCT • ALGORITHM ENTERED BY • PUBLICIS CONSEIL, PARIS IDEA CREATION • PUBLICIS CONSEIL, PARIS

E02/027 • USA

CHALLENGER BRAND TITLE • BEER DROPS BRAND • MILLER LITE PRODUCT • MILLER LITE ENTERED BY • DDB, CHICAGO IDEA CREATION • DDB, CHICAGO

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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STRATEGY TRACK –– WINNERS 31

Grand Prix

CREATIVE STRATEGY THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS DECATHLON BBDO BELGIUM, MOLENBEEKSAINT-JEAN, BELGIUM

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32 STRATEGY TRACK –– WINNERS –– CREATIVE STRATEGY

GRAND PRIX A05/001 • BELGIUM

RETAIL TITLE • THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS BRAND • DECATHLON PRODUCT • SPORTS EQUIPMENT ENTERED BY • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN IDEA CREATION • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN PRODUCTION • FLEDGE, SINT-NIKLAAS/ RED EAGLE PRODUCTIONS, DORDRECHT MEDIA • SEMETIS, BRUSSELS PR • WALKIE TALKIE, GENT

GOLD AWARDS A01/012 • CANADA

FOOD & DRINK TITLE • DRAW KETCHUP BRAND • KRAFT HEINZ PRODUCT • HEINZ KETCHUP ENTERED BY • RETHINK, TORONTO IDEA CREATION • RETHINK, TORONTO PRODUCTION • VAPOR MUSIC GROUP, TORONTO MEDIA • CARAT, TORONTO/STARCOM, CHICAGO PR • THE COLONY PROJECT, TORONTO POST PRODUCTION • R+D PRODUCTIONS, TORONTO C02/016 • SWEDEN

BREAKTHROUGH ON A BUDGET TITLE • DISCOVER THE ORIGINALS BRAND • VISIT SWEDEN PRODUCT • TRAVEL & TOURISM ENTERED BY • FORSMAN & BODENFORS, GOTHENBURG IDEA CREATION • FORSMAN & BODENFORS, GOTHENBURG PRODUCTION • B-REEL, STOCKHOLM MEDIA • MINDSHARE, STOCKHOLM PR • HILL+KNOWLTON STRATEGIES, STOCKHOLM C04/003 • CANADA

A06/007 • SWEDEN

C02/026 • DENMARK

TRAVEL/LEISURE

BREAKTHROUGH ON A BUDGET

TITLE • DISCOVER THE ORIGINALS BRAND • VISIT SWEDEN PRODUCT • TRAVEL & TOURISM ENTERED BY • FORSMAN & BODENFORS, GOTHENBURG IDEA CREATION • FORSMAN & BODENFORS, GOTHENBURG PRODUCTION • B-REEL, STOCKHOLM MEDIA • MINDSHARE, STOCKHOLM PR • HILL+KNOWLTON STRATEGIES, STOCKHOLM

TITLE • EMPTY CHAIRS BRAND • BØRNS VIKÅR PRODUCT • BØRNS VILKÅR ENTERED BY • UNCLE GREY, COPENHAGEN IDEA CREATION • UNCLE GREY, COPENHAGEN PRODUCTION • UNCLE GREY, COPENHAGEN MEDIA • UNCLE GREY, COPENHAGEN PR • UNCLE GREY, COPENHAGEN POST PRODUCTION • UNCLE GREY, COPENHAGEN

C05/038 • ITALY

CORPORATE PURPOSE & CSR TITLE • THE UNWASTED BEER BRAND • HEINEKEN PRODUCT • HEINEKEN ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • PUBLICIS ITALY, MILAN/PUBLICIS, DUBLIN PRODUCTION • D12 FILM CLUB, DUBLIN D01/001 • BELGIUM

BRAVE BRANDS TITLE • THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS BRAND • DECATHLON PRODUCT • SPORTS EQUIPMENT ENTERED BY • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN IDEA CREATION • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN PRODUCTION • FLEDGE, SINT-NIKLAAS/RED EAGLE PRODUCTIONS, DORDRECHT MEDIA • SEMETIS, BRUSSELS PR • WALKIE TALKIE, GENT D02/004 • AUSTRALIA

D02/017 • ITALY

COLLABORATION TITLE • SHUTTER ADS BRAND • HEINEKEN PRODUCT • HEINEKEN ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • PUBLICIS ITALY, MILAN PRODUCTION • PRODIGIOUS, MILAN/TRESBIEN!, MARTÍNEZ/ JAJA FILM, BARCELONA D02/024 • UNITED KINGDOM

COLLABORATION TITLE • DYSLEXIC THINKING BRAND • VIRGIN GROUP PRODUCT • MADE BY DYSLEXIA ENTERED BY • FCB INFERNO, LONDON IDEA CREATION • FCB INFERNO, LONDON PRODUCTION • FCB INFERNO, LONDON MEDIA • FCB INFERNO, LONDON PR • FCB INFERNO, LONDON D02/026 • SPAIN

COLLABORATION

TITLE • CRIME INTERRUPTED BRAND • AUSTRALIAN FEDERAL POLICE PRODUCT • AUSTRALIAN FEDERAL POLICE RECRUITMENT ENTERED BY • HOST HAVAS, SYDNEY IDEA CREATION • HOST HAVAS, SYDNEY PRODUCTION • SEDONA, SYDNEY/CASEFILE PRESENTS, SYDNEY

TITLE • STEVENAGE CHALLENGE BRAND • BURGER KING PRODUCT • RESTAURANTS ENTERED BY • DAVID, MADRID IDEA CREATION • DAVID, MADRID/DAVID, MIAMI PRODUCTION • LANDIA, MADRID

LONG-TERM STRATEGY TITLE • CDSS LONG TERM BRAND • CANADIAN DOWN SYNDROME SOCIETY PRODUCT • CANADIAN DOWN SYNDROME SOCIETY ENTERED BY • FCB CANADA, TORONTO IDEA CREATION • FCB CANADA, TORONTO PRODUCTION • JIGSAW CASTING, TORONTO/FUEL CONTENT, TORONTO MEDIA • UM, TORONTO POST PRODUCTION • SAINTS EDITORIAL, TORONTO/ROOSTER POST PRODUCTION, TORONTO/OUTSIDER EDITORIAL, TORONTO/GRAYSON MUSIC, TORONTO/ALTER EGO, TORONTO

SILVER AWARDS A02/014 • FRANCE

CONSUMER GOODS TITLE • THE SMILE THAT CHANGED AN INDUSTRY BRAND • COLGATE PALMOLIVE PRODUCT • COLGATE ENTERED BY • VMLY&R, PARIS IDEA CREATION • VMLY&R, PARIS/RED FUSE, PARIS

BRONZE AWARDS A06/011 • FRANCE

TRAVEL/LEISURE TITLE • SNCF - HEXAGONAL BRAND • SNCF PRODUCT • HEXAGONAL ENTERED BY • PUBLICIS CONSEIL, PARIS IDEA CREATION • PUBLICIS CONSEIL, PARIS PRODUCTION • IC CONTENT, PARIS B02/017 • USA

E01/017 • USA

PRODUCTS/SERVICES TITLE • SICK BEATS BRAND • WOOJER PRODUCT • SICK BEATS BY WOOJER ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK POST PRODUCTION • BANDIT, NEW YORK E01/020 • USA

AUDIENCE INSIGHT

PRODUCTS/SERVICES

TITLE • PROJECT CONVEY BRAND • COX COMMUNICATIONS PRODUCT • DIGITAL CABLE TELEVISION PROVIDER, TELECOMMUNICATIONS AND HOME AUTOMATION SERVICES ENTERED BY • COX COMMUNICATIONS, ATLANTA IDEA CREATION • 180LA PRODUCTION • UNIT9, LONDON/SANCTUARY CONTENT, NEW YORK

TITLE • OREO THINS PROTECTION PROGRAM BRAND • OREO PRODUCT • OREO THINS ENTERED BY • THE COMMUNITY, MIAMI IDEA CREATION • THE COMMUNITY, MIAMI PRODUCTION • MEDIA.MONKS, NEW YORK MEDIA • VAYNERMEDIA, NEW YORK PR • WEBER SHANDWICK, NEW YORK

A03/010 • USA

B02/018 • DENMARK

HEALTHCARE

AUDIENCE INSIGHT

TITLE • SICK BEATS BRAND • WOOJER PRODUCT • SICK BEATS BY WOOJER ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK POST PRODUCTION • BANDIT, NEW YORK

TITLE • HELMET HAS ALWAYS BEEN A GOOD IDEA BRAND • DANISH ROAD SAFETY COUNCIL PRODUCT • BIKE HELMET AWARENESS ENTERED BY • &CO./NOA, COPENHAGEN IDEA CREATION • &CO./NOA, COPENHAGEN PRODUCTION • NEW LAND, COPENHAGEN MEDIA • ORCHESTRA, COPENHAGEN POST PRODUCTION • COPENHAGEN VFX, KOPENHAGEN/ THE IMAGE FACULTY, FREDERIKSBERG

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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EXPERIENCE TRACK –– WINNERS 33

Grand Prix

CREATIVE COMMERCE THIGHSTOP WINGSTOP LEO BURNETT, CHICAGO, USA

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34 EXPERIENCE TRACK –– WINNERS –– CREATIVE COMMERCE

GRAND PRIX C06/006 • USA

BRAND STRATEGY TITLE • THIGHSTOP BRAND • WINGSTOP PRODUCT • FOOD ENTERED BY • LEO BURNETT, CHICAGO IDEA CREATION • LEO BURNETT, CHICAGO PRODUCTION • THE FUNNEL CREATIVE, MABLETON, GA/MK FILMS, CHICAGO/CLINT BLOWERS PHOTOGRAPHY INC., CHICAGO, IL MEDIA • PUBLICIS CONNECT, CHICAGO PR • MSL, CHICAGO POST PRODUCTION • THE DEN, LOS ANGELES/HARBOR PICTURE COMPANY, SANTA MONICA, CA/ANOTHER COUNTRY, CHICAGO

GOLD AWARDS A04/004 • BELGIUM

AUTOMOTIVE TITLE • VOLVO STREET CONFIGURATOR BRAND • VOLVO CAR BELUX PRODUCT • AI APP ENTERED BY • FAMOUSGREY, BRUSSELS IDEA CREATION • FAMOUSGREY, BRUSSELS PRODUCTION • FAMOUSGREY, BRUSSELS/ HOGARTH WORLDWIDE, SINGAPORE MEDIA • MINDSHARE, BRUSSELS PR • FAMOUS RELATIONS NV, DILBEEK POST PRODUCTION • FAMOUSGREY, BRUSSELS B05/010 • INDIA

SUSTAINABLE COMMERCE TITLE • SMART FILL BRAND • UNILEVER PRODUCT • UNILEVER ENTERED BY • VMLY&R COMMERCE INDIA, MUMBAI IDEA CREATION • VMLY&R COMMERCE INDIA, MUMBAI PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI POST PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI E02/032 • INDIA

B03/006 • SPAIN

CUSTOMER ACQUISITION & RETENTION

TITLE • TRAPPED IN THE 90S BRAND • IKEA PRODUCT • TRAPPED IN THE 90S ENTERED BY • MCCANN SPAIN, MADRID IDEA CREATION • MCCANN SPAIN, MADRID PRODUCTION • CRAFT, MADRID/LANDIA, MADRID MEDIA • YMEDIA, MADRID PR • TINKLE, MADRID/LLYC, MADRID POST PRODUCTION • CRAFT, MADRID/SULFURICA, SANTIAGO/ METROPOLITANA, MADRID/THE LOBBY, MADRID/OEO MUSIC, MADRID

B05/007 • USA

NEW REALITIES

TITLE • THE INHERITANCE PASS BRAND • YELLOWSTONE FOREVER PRODUCT • YELLOWSTONE NATIONAL PARK ENTERED BY • HAVAS, CHICAGO IDEA CREATION • HAVAS, CHICAGO PRODUCTION • GETTY IMAGES, SEATTLE MEDIA • HAVAS, CHICAGO PR • HAVAS, CHICAGO POST PRODUCTION • WHITEHOUSE POST PRODUCTIONS, SANTA MONICA/CARBON VFX, CHICAGO

TITLE • THE FIRST META SNEAKER BRAND • UNDER ARMOUR PRODUCT • GENESIS CURRY FLOW NFT ENTERED BY • BERLIN CAMERON, NEW YORK IDEA CREATION • BERLIN CAMERON, NEW YORK PRODUCTION • NEWKINO STUDIO, NEW YORK PR • DIGENNARO COMMUNICATIONS, NEW YORK/ EDELMAN, WASHINGTON /NASTY/CREATIVE, BROOKLYN

C04/027 • CANADA

BRONZE AWARDS A08/011 • BRAZIL

CONSUMER SERVICES/B2B

TITLE • SHAGUN KA LIFAFA BRAND • UJJIVAN SMALL FINANCE BANK PRODUCT • PROMOTING JOINT ACCOUNTS AMONG WOMEN ENTERED BY • MCCANN INDIA, MUMBAI IDEA CREATION • MCCANN INDIA, MUMBAI

TITLE • SANTANDER WE STAND BRAND • SANTANDER BANK PRODUCT • WE STAND FOR NEWSSTANDS ENTERED BY • VMLY&R, SÃO PAULO IDEA CREATION • VMLY&R, SÃO PAULO/ SUNO UNITED CREATORS, SÃO PAULO MEDIA • VMLY&R, SÃO PAULO PR • VMLY&R, SÃO PAULO

A01/001 • JAPAN

FOOD & DRINK TITLE • FAVORITE FOOD SOY SAUCE BRAND • DENTO DESIGN KOBO INC. PRODUCT • SHOKUNIN-SHOYU ENTERED BY • HAKUHODO INC., TOKYO IDEA CREATION • HAKUHODO INC., TOKYO A09/006 • UNITED ARAB EMIRATES

NFPO/CHARITY/GOVERNMENT TITLE • BREAKCHAINS WITH BLOCKCHAIN BRAND • CHILDREN OF FEMALE PRISONERS’ ASSOCIATION PRODUCT • NGO ENTERED BY • HORIZON FCB, DUBAI IDEA CREATION • HORIZON FCB, DUBAI PRODUCTION • HORIZON FCB, DUBAI/VOX HAUS COMPANY ACTIVITY, NOVO HAMBURGO/FILM DNA, CAIRO/ THE YOUTH, CURITIBA/ BLACK MADRE, SÃO PAULO MEDIA • HORIZON FCB, DUBAI

C05/004 • USA

SUSTAINABLE COMMERCE

SOCIAL BEHAVIOUR&CULTURAL INSIGHT

SILVER AWARDS

C04/025 • SPAIN

ENTERTAINMENT COMMERCE

B03/007 • BRAZIL

ENTERTAINMENT COMMERCE TITLE • BLACK BUSINESS BEATS BRAND • MERCADO LIVRE (EBAZAR) PRODUCT • INSTITUTIONAL ENTERED BY • GUT, SÃO PAULO IDEA CREATION • GUT, SÃO PAULO PRODUCTION • MAGMA, SÃO PAULO/HEFTY, SÃO PAULO MEDIA • GUT, SÃO PAULO PR • GUT, SÃO PAULO

D01/002 • PUERTO RICO

HOLISTIC JOURNEY DESIGN TITLE • THE EYE TRACKER BRAND • SUPERMAX ONLINE PRODUCT • SUPERMAX SUPERMARKETS ENTERED BY • DE LA CRUZ OGILVY, GUAYNABO IDEA CREATION • DE LA CRUZ OGILVY, GUAYNABO PRODUCTION • DE LA CRUZ OGILVY, GUAYNABO MEDIA • DE LA CRUZ OGILVY, GUAYNABO PR • DE LA CRUZ OGILVY, GUAYNABO D03/012 • MEXICO

PAYMENT SOLUTIONS TITLE • JERSEY PAY BRAND • CORONA PRODUCT • CORONA EXTRA, CORONA LIGHT, CORONA ZERO ALCOHOL ENTERED BY • VMLY&R COMMERCE MEXICO, MEXICO CITY IDEA CREATION • VMLY&R COMMERCE MEXICO, MEXICO CITY PRODUCTION • LITEMEX, MEXICO CITY E04/022 • CANADA

CORPORATE PURPOSE & CSR TITLE • GEAR UP BRAND • BANK OF MONTREAL PRODUCT • BANK OF MONTREAL ENTERED BY • FCB CANADA, TORONTO IDEA CREATION • FCB CANADA, TORONTO PRODUCTION • SOMA PUB, MONTREAL MEDIA • UM, TORONTO POST PRODUCTION • BLVD, MONTREAL/LA MAJEURE, MONTRÉAL

C03/003 • FRANCE

IN-STORE EXPERIENCES TITLE • LA REDOUTE BRAND • TEST PRODUCT • TEST ENTERED BY • FRED & FARID, PARIS IDEA CREATION • FRED & FARID, PARIS

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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22/06/2022 16:29

STRATEGY TRACK –– WINNERS 35

Grand Prix

CREATIVE EFFECTIVENESS CONTRACT FOR CHANGE MICHELOB ULTRA FCB CHICAGO, USA

Creative_Effectiveness_Win.indd 35

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36 STRATEGY TRACK –– WINNERS –– CREATIVE EFFECTIVENESS

GRAND PRIX A01/003 • USA

FOOD & DRINK TITLE • CONTRACT FOR CHANGE BRAND • MICHELOB ULTRA PRODUCT • MICHELOB ULTRA PURE GOLD ENTERED BY • FCB CHICAGO IDEA CREATION • FCB CHICAGO/FCB NEW YORK PRODUCTION • BEESON VENTURES, BANNOCKBURN POST PRODUCTION • LORD & THOMAS, CHICAGO

A03/004 • GERMANY

NFPO/CHARITY/GOVERNMENT

TITLE • THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION BRAND • THE FEMALE COMPANY PRODUCT • THE TAMPON BOOK ENTERED BY • SCHOLZ & FRIENDS, BERLIN IDEA CREATION • SCHOLZ & FRIENDS, BERLIN PR • SCHOLZ & FRIENDS, BERLIN

TITLE • #STILLSPEAKINGUP DEEPTRUTH BRAND • PROPUESTA CIVICA AC PRODUCT • PROPUESTA CIVICA AC/ MEXICAN JOURNALISTS PROTECTION ENTERED BY • PUBLICIS MEXICO, MEXICO CITY IDEA CREATION • PUBLICIS MEXICO, MEXICO CITY/ PUBLICIS WW RIGA, RIGA PRODUCTION • THE PUB, MEXICO CITY POST PRODUCTION • PUBLICIS WW RIGA, RIGA/ THE PUB, MEXICO CITY

A08/003 • IRELAND

CONSUMER SERVICES/B2B

GOLD AWARDS A05/002 • SWEDEN

RETAIL TITLE • MOLDY WHOPPER BRAND • BURGER KING PRODUCT • WHOPPER ENTERED BY • INGO, STOCKHOLM IDEA CREATION • INGO, STOCKHOLM/DAVID, MIAMI/PUBLICIS ROMANIA, BUCHAREST PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI PR • INGO, STOCKHOLM POST PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI B01/018 • GERMANY

SINGLE MARKET TITLE • THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION BRAND • THE FEMALE COMPANY PRODUCT • THE TAMPON BOOK ENTERED BY • SCHOLZ & FRIENDS, BERLIN IDEA CREATION • SCHOLZ & FRIENDS, BERLIN PR • SCHOLZ & FRIENDS, BERLIN C05/014 • UNITED KINGDOM

REAL-TIME RESPONSE TITLE • COURAGE IS BEAUTIFUL BRAND • DOVE | UNILEVER PRODUCT • GLOBAL PERSONAL CARE BRAND ENTERED BY • OGILVY, LONDON IDEA CREATION • OGILVY, LONDON/OGILVY, TORONTO PRODUCTION • OUTSIDER EDITORIAL, TORONTO MEDIA • MINDSHARE, NEW YORK C07/005 • CANADA

COLLABORATION TITLE • PROJECT UNDERSTOOD BRAND • CANADIAN DOWN SYNDROME SOCIETY PRODUCT • CANADIAN DOWN SYNDROME SOCIETY ENTERED BY • FCB CANADA, TORONTO IDEA CREATION • FCB CANADA, TORONTO PRODUCTION • FUEL CONTENT, TORONTO POST PRODUCTION • OUTSIDER EDITORIAL, TORONTO/ ALTER EGO, TORONTO/GRAYSON MUSIC, TORONTO C08/004 • FRANCE

BREAKTHROUGH ON A BUDGET TITLE • UNDERCOVER AVATAR BRAND • ASSOCIATION L’ENFANT BLEU PRODUCT • UNDERCOVER AVATAR ENTERED BY • HAVAS PARIS, PUTEAUX IDEA CREATION • HAVAS PLAY, PARIS PRODUCTION • HAVAS PLAY, PARIS PR • HAVAS PLAY, PARIS

SILVER AWARDS A01/008 • USA

FOOD & DRINK TITLE • CAN’T TOUCH THIS BRAND • CHEETOS PRODUCT • CHEETOS CRUNCHY ENTERED BY • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO IDEA CREATION • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO PRODUCTION • DUMMY FILMS, LOS ANGELES POST PRODUCTION • ARCADE EDIT, SANTA MONICA/THE MILL, LOS ANGELES/LIME STUDIOS, SANTA MONICA/HUMAN, NEW YORK

A09/018 • MEXICO

HEALTHCARE

TITLE • THE ISLAND BRAND • THREE PRODUCT • THREE BUSINESS ENTERED BY • BOYS + GIRLS, DUBLIN IDEA CREATION • BOYS + GIRLS, DUBLIN B03/005 • UNITED KINGDOM

GLOBAL MARKET TITLE • COURAGE IS BEAUTIFUL BRAND • DOVE | UNILEVER PRODUCT • GLOBAL PERSONAL CARE BRAND ENTERED BY • OGILVY, LONDON IDEA CREATION • OGILVY, LONDON/OGILVY, TORONTO PRODUCTION • OUTSIDER EDITORIAL, TORONTO MEDIA • MINDSHARE, NEW YORK C07/009 • USA

COLLABORATION TITLE • MICHELOB ULTRA COURTSIDE BRAND • ANHEUSER-BUSCH INBEV PRODUCT • MICHELOB ULTRA ENTERED BY • FCB NEW YORK IDEA CREATION • FCB NEW YORK PRODUCTION • FCB NEW YORK POST PRODUCTION • FCB NEW YORK C10/011 • USA

MARKET DISRUPTION TITLE • CONTRACT FOR CHANGE BRAND • MICHELOB ULTRA PRODUCT • MICHELOB ULTRA PURE GOLD ENTERED BY • FCB CHICAGO IDEA CREATION • FCB CHICAGO/FCB NEW YORK PRODUCTION • BEESON VENTURES, BANNOCKBURN POST PRODUCTION • LORD & THOMAS, CHICAGO

BRONZE AWARDS A04/002 • FRANCE

AUTOMOTIVE TITLE • RENAULT - VILLAGE ELECTRIQUE BRAND • RENAULT PRODUCT • APPY, VILLAGE ELECTRIQUE ENTERED BY • PUBLICIS CONSEIL, PARIS IDEA CREATION • PUBLICIS CONSEIL, PARIS PRODUCTION • BIG PRODUCTIONS, PARIS MEDIA • OMD FRANCE, PARIS PR • OMD FRANCE, PARIS A05/003 • USA

RETAIL TITLE • MCDONALD’S: THE TRAVIS SCOTT MEAL BRAND • MCDONALD’S PRODUCT • MCDONALD’S X THE TRAVIS SCOTT MEAL ENTERED BY • WIEDEN+KENNEDY NEW YORK IDEA CREATION • WIEDEN+KENNEDY NEW YORK PRODUCTION • PSYOP, LOS ANGELES PR • NARRATIVE, LOS ANGELES POST PRODUCTION • PSYOP, LOS ANGELES

B02/001 • SWEDEN

MULTI MARKET TITLE • MOLDY WHOPPER BRAND • BURGER KING PRODUCT • WHOPPER ENTERED BY • INGO, STOCKHOLM IDEA CREATION • INGO, STOCKHOLM/DAVID, MIAMI/ PUBLICIS ROMANIA, BUCHAREST PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI PR • INGO, STOCKHOLM POST PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI B03/003 • CANADA

GLOBAL MARKET TITLE • SIGNAL FOR HELP BRAND • CANADIAN WOMEN’S FOUNDATION PRODUCT • SIGNAL FOR HELP ENTERED BY • JUNIPER PARK\TBWA, TORONTO IDEA CREATION • JUNIPER PARK\TBWA, TORONTO PR • JUNIPER PARK\TBWA, TORONTO B04/002 • INDIA

CREATIVE EFFECTIVENESS FOR GOOD TITLE • STAYFREE PROJECT FREE PERIOD BRAND • JOHNSON & JOHNSON PRODUCT • STAYFREE SANITARY PADS ENTERED BY • DDB MUDRA, MUMBAI IDEA CREATION • DDB MUDRA, MUMBAI B04/028 • CANADA

CREATIVE EFFECTIVENESS FOR GOOD TITLE • PROJECT UNDERSTOOD BRAND • CANADIAN DOWN SYNDROME SOCIETY PRODUCT • CANADIAN DOWN SYNDROME SOCIETY ENTERED BY • FCB CANADA, TORONTO IDEA CREATION • FCB CANADA, TORONTO PRODUCTION • FUEL CONTENT, TORONTO POST PRODUCTION • OUTSIDER EDITORIAL, TORONTO/ ALTER EGO, TORONTO/GRAYSON MUSIC, TORONTO C08/008 • USA

BREAKTHROUGH ON A BUDGET TITLE • THE MATCH OF AGES BRAND • ABINBEV PRODUCT • CORONA ENTERED BY • WE BELIEVERS, BROOKLYN IDEA CREATION • WE BELIEVERS, BROOKLYN PRODUCTION • PRO DOERS, NEW YORK POST PRODUCTION • WE BELIEVERS, BROOKLYN/ PRO DOERS, NEW YORK/PICKLE MUSIC, NEW YORK/BONSAI, OLIVOS

A09/006 • FRANCE

NFPO/CHARITY/GOVERNMENT TITLE • UNDERCOVER AVATAR BRAND • ASSOCIATION L’ENFANT BLEU PRODUCT • UNDERCOVER AVATAR ENTERED BY • HAVAS PARIS, PUTEAUX IDEA CREATION • HAVAS PLAY, PARIS PRODUCTION • HAVAS PLAY, PARIS PR • HAVAS PLAY, PARIS

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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EXPERIENCE TRACK –– WINNERS 37

Grand Prix

INNOVATION ONE HOUSE TO SAVE MANY SUNCORP GROUP LEO BURNETT, SYDNEY AUSTRALIA

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38 EXPERIENCE TRACK –– WINNERS –– INNOVATION

GRAND PRIX A06/014 • AUSTRALIA

PRODUCT INNOVATION TITLE • ONE HOUSE TO SAVE MANY BRAND • SUNCORP GROUP PRODUCT • WEATHER RESILIENT HOUSING ENTERED BY • LEO BURNETT, SYDNEY IDEA CREATION • LEO BURNETT, SYDNEY PRODUCTION • LEO BURNETT, SYDNEY/REVOLVER, SYDNEY POST PRODUCTION • THE GLUE SOCIETY, SYDNEY

SILVER AWARDS A06/019 • INDIA

PRODUCT INNOVATION TITLE • THE KILLER PACK BRAND • MAXX FLASH PRODUCT • MAXX FLASH MOSQUITO REPELLENT COIL ENTERED BY • VMLY&R, MUMBAI IDEA CREATION • VMLY&R, MUMBAI PRODUCTION • MONKEY ON HOT BRICKS, MUMBAI

GOLD AWARDS

POST PRODUCTION • MONKEY ON HOT BRICKS, MUMBAI

A03/023 • USA

APPLIED INNOVATION TITLE • MCENROE VS MCENROE BRAND • ANHEUSER-BUSCH INBEV PRODUCT • MICHELOB ULTRA ENTERED BY • FCB NEW YORK IDEA CREATION • FCB NEW YORK PRODUCTION • FCB NEW YORK/UNIT9, LONDON/456 STUDIOS/ LORD + THOMAS, NEW YORK/FALKON, LOS ANGELES PR • 3PM - WEBER SHANDWICK, NEW YORK POST PRODUCTION • FCB NEW YORK/456 STUDIOS/LORD + THOMAS, NEW YORK/FALKON, LOS ANGELES

BRONZE AWARDS A04/001 • USA

SCALABLE INNOVATION TITLE • PIÑATEX BRAND • DOLE SUNSHINE COMPANY + ANANAS ANAM PRODUCT • PIÑATEX ENTERED BY • L&C, NEW YORK IDEA CREATION • L&C, NEW YORK PRODUCTION • SUITCASE PRODUCTIONS, NEW YORK POST PRODUCTION • AGOSTO, LIMA

INTERESTED IN ADVERTISING? LIONS DAILY NEWS CIRCUS CO-FOUNDERS LIAUDAT (LEFT) AND BRUNO LAMBERTINI Contact Jerry Odlin at theIGNACIO sales office on level 4 of the Palais des Festivals Office: 04 92 99 80 01 Mobile: 00 44 7768 860417

Your news

Contact Julian Newby, Editor, Lions Daily News on level 4 of the Palais des Festivals to make an appointment 04 92 99 80 04

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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Try a course today using this code for preferential rates: LIONS-2242 Or to get your team Cannes Lions certified email teams@42courses.com

LIONS_2206_Ads.indd 39

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22/06/2022 15:53

LIONS_2206_Ads.indd 40

22/06/2022 16:58

EXPERIENCE TRACK –– WINNERS 41

Grand Prix

CREATIVE BUSINESS TRANSFORMATION PIÑATEX DOLE SUNSHINE COMPANY + ANANAS ANAM L&C, NEW YORK, USA

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42 EXPERIENCE TRACK –– WINNERS –– CREATIVE BUSINESS TRANSFORMATION

GRAND PRIX B01/001 • USA

OPERATIONAL TRANSFORMATION TITLE • PIÑATEX BRAND • DOLE SUNSHINE COMPANY + ANANAS ANAM PRODUCT • PIÑATEX ENTERED BY • L&C, NEW YORK IDEA CREATION • L&C, NEW YORK PRODUCTION • SUITCASE PRODUCTIONS, NEW YORK POST PRODUCTION • AGOSTO, LIMA

GOLD AWARDS A04/011 • USA

CREATIVE USE OF EMERGING TECH TITLE • THE PREVENTION GRID BRAND • SCE PRODUCT • SOUTHERN CALIFORNIA EDISON ENTERED BY • DELOITTE DIGITAL, NEW YORK IDEA CREATION • DELOITTE DIGITAL, NEW YORK PRODUCTION • DELOITTE DIGITAL, NEW YORK

SILVER AWARDS B04/011 • ARGENTINA

NEW RELATIONSHIP MODELS TITLE • A CHAT AWAY FROM EVERYTHING BRAND • ITAÚ BANK PRODUCT • ITAÚ CHAT ACCOUNT ENTERED BY • GREY ARGENTINA, BUENOS AIRES IDEA CREATION • GREY ARGENTINA, BUENOS AIRES PRODUCTION • ARGENTINACINE, BUENOS AIRES MEDIA • INITIATIVE, BUENOS AIRES

PR • GREY ARGENTINA, BUENOS AIRES POST PRODUCTION • RATIO VFX, BUENOS AIRES/ PORTAESTUDIO, BUENOS AIRES B05/004 • USA

END-TO-END TRANSFORMATION TITLE • HOW CREATIVITY HELPED AB INBEV TO GROW BRAND • AB INBEV PRODUCT • AB INBEV ENTERED BY • AB INBEV, NEW YORK IDEA CREATION • AB INBEV, NEW YORK D01/003 • USA

VENTURE MODELS & CORP INNOVATION TITLE • THE BUDWEISER ENERGY COLLECTIVE BRAND • BUDWEISER PRODUCT • THE ENERGY COLLECTIVE ENTERED BY • AB INBEV, NEW YORK IDEA CREATION • REVOLT, LONDON PRODUCTION • REVOLT, LONDON PR • ALLISON & PARTNERS, NEW YORK

BRONZE AWARDS B01/006 • USA

OPERATIONAL TRANSFORMATION TITLE • WIDEN THE SCREEN: THE PROGRAM BRAND • P&G PRODUCT • N/A ENTERED BY • GREY, NEW YORK IDEA CREATION • GREY, NEW YORK PRODUCTION • TOWNHOUSE, NEW YORK/ CHELSEA PICTURES, NEW YORK MEDIA • CARAT, NEW YORK PR • HILL+KNOWLTON STRATEGIES, NEW YORK

B02/017 • PERU

BRAND PURPOSE & IMPACT TITLE • THE EMANCIPATION LOAN BRAND • MIBANCO PRODUCT • MIBANCO ENTERED BY • CIRCUS GREY, LIMA IDEA CREATION • CIRCUS GREY, LIMA PRODUCTION • KUBRICK, LIMA MEDIA • OMD PERU, LIMA POST PRODUCTION • KUBRICK, LIMA/AGOSTO, BARRANCO B02/025 • INDIA

BRAND PURPOSE & IMPACT TITLE • SMART FILL BRAND • UNILEVER PRODUCT • UNILEVER ENTERED BY • VMLY&R COMMERCE INDIA, MUMBAI IDEA CREATION • VMLY&R COMMERCE INDIA, MUMBAI PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI POST PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI C02/001 • UKRAINE

SERVICE DESIGN TITLE • DIIA BRAND • MINISTRY OF DIGITAL TRANSFORMATION OF UKRAINE PRODUCT • DIIA ENTERED BY • FEDORIV AGENCY, KYIV IDEA CREATION • FEDORIV AGENCY, KYIV/MINISTRY OF DIGITAL TRANSFORMATION OF UKRAINE, KYIV PRODUCTION • RAFESTHETIC, KYIV

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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ARE YOU READY TO BREAK THE NORM AND BECOME THE NEXT BRAND TO CREATE A CAMPAIGN STANDING AGAINST GUN VIOLENCE?

TAKE THE RISK

SPEAKER- MANUEL OLIVER CO-FOUNDER CHANGE THE REF FRIDAY 24, 15:30 TERRACE STAGE, THE TERRACE

LIONS_2206_Ads.indd 44

22/06/2022 15:54

EXPERIENCE TRACK –– WINNERS 45

Grand Prix

MOBILE

REAL TONE — PRODUCT INNOVATION & GLOBAL CAMPAIGN GOOGLE GOOGLE, MOUNTAIN VIEW USA

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46 EXPERIENCE TRACK –– WINNERS –– MOBILE

GRAND PRIX A09/003 • USA

ADVANCED LEARNING TECHNOLOGIES TITLE • R EAL TONE — PRODUCT INNOVATION & GLOBAL CAMPAIGN BRAND • GOOGLE PRODUCT • REAL TONE ENTERED BY • GOOGLE, MOUNTAIN VIEW IDEA CREATION • GOOGLE, MOUNTAIN VIEW/T BRAND STUDIO, NEW YORK/WIEDEN+KENNEDY, PORTLAND/ GUT, MIAMI PRODUCTION • T BRAND STUDIO, NEW YORK/ WIEDEN+KENNEDY, PORTLAND/PRETTYBIRD, LOS ANGELES/1STAVEMACHINE, SANTA MONICA/GUT, MIAMI POST PRODUCTION • ROCK PAPER SCISSORS, SANTA MONICA/ STITCH EDITING, LOS ANGELES

GOLD AWARDS A07/014 • ARGENTINA

MCOMMERCE TITLE • A CHAT AWAY FROM EVERYTHING BRAND • ITAÚ BANK PRODUCT • ITAÚ CHAT ACCOUNT ENTERED BY • GREY ARGENTINA, BUENOS AIRES IDEA CREATION • GREY ARGENTINA, BUENOS AIRES PRODUCTION • ARGENTINACINE, BUENOS AIRES MEDIA • INITIATIVE, BUENOS AIRES PR • GREY ARGENTINA, BUENOS AIRES POST PRODUCTION • RATIO VFX, BUENOS AIRES/ PORTAESTUDIO, BUENOS AIRES A07/018 • PUERTO RICO

A10/025 • INDIA

MOBILE LED CREATIVITY TITLE • THE UNFILTERED HISTORY TOUR BRAND • VICE MEDIA PRODUCT • BRITISH MUSEUM ENTERED BY • DENTSU CREATIVE, BENGALURU IDEA CREATION • DENTSU CREATIVE, BENGALURU/DENTSU CREATIVE, MUMBAI/DENTSU CREATIVE, GURGAON PRODUCTION • DENTSU CREATIVE, BENGALURU PR • DENTSU CREATIVE, BENGALURU POST PRODUCTION • DENTSU CREATIVE, BENGALURU C04/001 • FRANCE

TARGETED COMMUNICATION TITLE • SOS MIGRANTS BRAND • FRANCE TERRE D’ASILE/WATIZAT PRODUCT • ASSOCIATION FOR IMMIGRANTS ENTERED BY • TBWA, PARIS IDEA CREATION • TBWA, PARIS MEDIA • OMD FRANCE, PARIS POST PRODUCTION • \ELSE, PARIS C08/039 • CHINA

SOCIAL PURPOSE TITLE • QUEST FOR DYSLEXIA BRAND • SAMSUNG PRODUCT • SAMSUNG MOBILE ENTERED BY • CHEIL WORLDWIDE, BEIJING IDEA CREATION • CHEIL, HONG KONG PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING MEDIA • CHEIL WORLDWIDE, BEIJING PR • CHEIL WORLDWIDE, BEIJING POST PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING

MCOMMERCE TITLE • THE EYE TRACKER BRAND • SUPERMAX ONLINE PRODUCT • SUPERMAX SUPERMARKETS ENTERED BY • DE LA CRUZ OGILVY, GUAYNABO IDEA CREATION • DE LA CRUZ OGILVY, GUAYNABO PRODUCTION • DE LA CRUZ OGILVY, GUAYNABO MEDIA • DE LA CRUZ OGILVY, GUAYNABO PR • DE LA CRUZ OGILVY, GUAYNABO C01/047 • BRAZIL

CONTENT FOR USER ENGAGEMENT TITLE • BURGER GLITCH BRAND • BURGER KING PRODUCT • WHOPPER ENTERED BY • DAVID, SÃO PAULO IDEA CREATION • DAVID, SÃO PAULO PRODUCTION • VETOR ZERO, SÃO PAULO/HEFTY, SÃO PAULO

SILVER AWARDS A01/020 • FRANCE

ACTIVATION BY LOCATION TITLE • HACK MARKET BRAND • BACK MARKET PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS ENTERED BY • MARCEL, PARIS IDEA CREATION • MARCEL, PARIS PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS A05/005 • USA

D02/016 • USA

UTILITY APPS TITLE • EYEDAR BRAND • HORIZON THERAPEUTICS PRODUCT • EYEDAR APP FOR THE BLIND ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK PRODUCTION • DALMATIAN COW, LOS ANGELES POST PRODUCTION • BLIND PIG, LONDON

BRONZE AWARDS A08/011 • USA

INNOVATIVE USE OF TECHNOLOGY TITLE • R EAL TONE — PRODUCT INNOVATION & GLOBAL CAMPAIGN BRAND • GOOGLE PRODUCT • REAL TONE ENTERED BY • GOOGLE, MOUNTAIN VIEW IDEA CREATION • GOOGLE, MOUNTAIN VIEW/T BRAND STUDIO, NEW YORK/WIEDEN+KENNEDY, PORTLAND/ GUT, MIAMI PRODUCTION • T BRAND STUDIO, NEW YORK/ WIEDEN+KENNEDY, PORTLAND/PRETTYBIRD, LOS ANGELES/1STAVEMACHINE, SANTA MONICA/GUT, MIAMI POST PRODUCTION • ROCK PAPER SCISSORS, SANTA MONICA/ STITCH EDITING, LOS ANGELES A08/018 • USA

INNOVATIVE USE OF TECHNOLOGY

TITLE • WHOPPER HEIST BRAND • BURGER KING PRODUCT • WHOPPER ENTERED BY • WE BELIEVERS, BROOKLYN IDEA CREATION • WE BELIEVERS, BROOKLYN PRODUCTION • THE MOVEMENT – BY LANDIA, CHACARITA MEDIA • HOY, BUENOS AIRES POST PRODUCTION • LANDIA, BUENOS AIRES

TITLE • STAYBL BRAND • DEUTSCHE PARKINSON VEREINIGUNG E.V. (GERMAN PARKINSON ASSOCIATION) PRODUCT • BROWSER-APP FOR PEOPLE WITH PARKINSON’S DISEASE ENTERED BY • HAVAS, NEW YORK IDEA CREATION • HAVAS, NEW YORK/HAVAS GERMANY, DÜSSELDORF PRODUCTION • HAVAS MEDIA, NEW YORK/HAVAS GERMANY, DÜSSELDORF MEDIA • HAVAS GERMANY, DÜSSELDORF PR • HAVAS GERMANY, DÜSSELDORF POST PRODUCTION • HAVAS MEDIA, NEW YORK

MCOMMERCE TITLE • JERSEY PAY BRAND • CORONA PRODUCT • CORONA EXTRA, CORONA LIGHT, CORONA ZERO ALCOHOL ENTERED BY • VMLY&R COMMERCE MEXICO, MEXICO CITY IDEA CREATION • VMLY&R COMMERCE MEXICO, MEXICO CITY PRODUCTION • LITEMEX, MEXICO CITY

B01/015 • PUERTO RICO

BRAND-LED MOBILE WEBSITES TITLE • THE EYE TRACKER BRAND • SUPERMAX ONLINE PRODUCT • SUPERMAX SUPERMARKETS ENTERED BY • DE LA CRUZ OGILVY, GUAYNABO IDEA CREATION • DE LA CRUZ OGILVY, GUAYNABO PRODUCTION • DE LA CRUZ OGILVY, GUAYNABO MEDIA • DE LA CRUZ OGILVY, GUAYNABO PR • DE LA CRUZ OGILVY, GUAYNABO C03/022 • FRANCE

CO-CREATION&USER GENERATED CONTENT TITLE • DUBBING FACTORY BRAND • PRIME VIDEO PRODUCT • PRIME VIDEO ENTERED BY • HEREZIE, PARIS IDEA CREATION • HEREZIE, PARIS PRODUCTION • OCTOPUS, PARIS/TELEPHONE MAISON FILMS, PARIS C03/026 • BRAZIL

CO-CREATION&USER GENERATED CONTENT

CONNECTED DEVICES/WEARABLES

A07/010 • MEXICO

PRODUCT • PRESERVE REGIONAL AND CULTURAL HISTORY, AND PROMOTE CULTURAL DIVERSITY ENTERED BY • VIRTUE WORLDWIDE, NEW YORK IDEA CREATION • VIRTUE WORLDWIDE, NEW YORK PRODUCTION • VIRTUE WORLDWIDE, NEW YORK MEDIA • VIRTUE WORLDWIDE, NEW YORK PR • VIRTUE WORLDWIDE, NEW YORK POST PRODUCTION • VIRTUE WORLDWIDE, NEW YORK

A10/058 • USA

MOBILE LED CREATIVITY TITLE • BACKUP UKRAINE BRAND • POLYCAM X UNESCO

TITLE • BLACK CHARACTERS BRAND • REVISTA RAÇA PRODUCT • REVISTA RAÇA ENTERED BY • FCB BRASIL, SÃO PAULO IDEA CREATION • FCB BRASIL, SÃO PAULO MEDIA • FCB BRASIL, SÃO PAULO C04/027 • BRAZIL

TARGETED COMMUNICATION TITLE • BURGER GLITCH BRAND • BURGER KING PRODUCT • WHOPPER ENTERED BY • DAVID, SÃO PAULO IDEA CREATION • DAVID, SÃO PAULO PRODUCTION • VETOR ZERO, SÃO PAULO/HEFTY, SÃO PAULO C04/032 • ITALY

TARGETED COMMUNICATION TITLE • BOYCOTT ADS BRAND • HEINEKEN PRODUCT • HEINEKEN ENTERED BY • PUBLICIS ITALY, MILAN IDEA CREATION • P UBLICIS ITALY, MILAN/PUBLICIS, BUENOS AIRES PRODUCTION • TRESBIEN!, MARTÍNEZ C06/032 • COLOMBIA

INFLUENCER/TALENT TITLE • WHTSPP RECORDS BRAND • ABINBEV PRODUCT • BUDWEISER BUDXRECORDS ENTERED BY • DAVID, BOGOTÁ IDEA CREATION • DAVID, BOGOTÁ PRODUCTION • DRAFTLINE, BOGOTA MEDIA • ZENITH, BOGOTÁ POST PRODUCTION • DRAFTLINE, BOGOTA C08/041 • SOUTH AFRICA

SOCIAL PURPOSE TITLE • VODACOM ANTI-HIJACK AD’S BRAND • VODACOM PRODUCT • VODACOM ENTERED BY • VMLY&R, JOHANNESBURG IDEA CREATION • VMLY&R, JOHANNESBURG PRODUCTION • CARAT, JOHANNESBURG MEDIA • CARAT, JOHANNESBURG

LIONS DAILY NEWS / THURSDAY / JUNE 23 / 2022

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SCREENING SCHEDULE

CANNES LIONS 2022

The Work & Awards Hub Screening Room 1

The Work & Awards Hub Screening Room 2

Screening Schedule Classic Track - Film Lions

Screening Schedule Craft Track - Film Craft Lions

Monday 20 June

11:00-12:00

A01. Food & Drink

12:00-13:15

A02. Consumer Goods

Film Craft Lions Shortlist

11:00-19:00

A03. Healthcare A04. Automotive 13:15-15:00

A05. Retail A06. Travel/ Leisure

15:00-19:00

Film Craft Lions Shortlist

09:00-19:00

A07. Media/ Entertainment

A08. Consumer Services/ Business to Business A09. Not-for-profit/ Charity/ Government

Tuesday 21 June 09:00-12:15

Tuesday 21 June

D01. Screens & Event

Wednesday 22 June Film Craft Lions Shortlist

09:00-19:00

Thursday 23 June Film Craft Lions Shortlist

09:00-19:00

D02. Micro-film 12:15-14:45

D03. New Realities E01. TV/Cinema Film

14:45-19:00

E02. Online & viral Film

Friday 24 June 09:00-19:00

Film Craft Lions Shortlist

Wednesday 22 June 09:00-12:15

F01. Local Brand F02. Challenger Brand

12:15-15:00

F03. Single-market Campai

15:00-19:00

F04. Social Behavior

Thursday 23 June 09:00-19:00

Film Lions Shortlist

Friday 24 June 10:00-16:00 Film Lions Shortlist at the Debussy Theatre

LIONS_2206_Screen.indd 47

To find out when your work is screening come and talk to us at the Awards Hub desk.

22/06/2022 16:36

SCREENING SCHEDULE

CANNES LIONS 2022

The Work & Awards Hub: Screening Room 3 Screening Schedule Entertainment Track Monday 20 June 11:00-13:30

Entertainment Lions Shortlist

13:30-16:00

Entertainment Lions for Music Shortlist

16:00-19:00

Entertainment Lions for Sport Shortlist

Tuesday 21 June 09:00-12:20

Entertainment Lions Shortlist

12:20-15:40

Entertainment Lions for Music Shortlist

15:40-19:00

Entertainment Lions for Sport Shortlist

Wednesday 22 June 09:00-12:20

Entertainment Lions Shortlist

12:20-15:40

Entertainment Lions for Music Shortlist

15:40-19:00

Entertainment Lions for Sport Shortlist

Thursday 23 June 09:00-12:20

Entertainment Lions Shortlist

12:20-15:40

Entertainment Lions for Music Shortlist

15:40-19:00

Entertainment Lions for Sport Shortlist

Friday 24 June 09:00-12:20

Entertainment Lions Shortlist

12:20-15:40

Entertainment Lions for Music Shortlist

15:40-19:00

Entertainment Lions for Sport Shortlist

To find out when your work is screening come and talk to us at the Awards Hub desk.

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