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10:30 THE CANNES LIONHEART SEMINAR | SONITA ALIZADEH
CANNES LIONS/DEBUSSY
13:15 CLIMATE INFORMATION INTEGRITY BEFORE COP30: OPPORTUNITES AND RISKS FOR ADVERTISERS
CONCIOUS AD NETWORK, PRESIDENCY OF THE REPUBLIC OF BRAZIL, UNITED NATIONS AND UNESCO/THE FORUM, ROTONDE
14:45 CREATIVITY IN THE MAKING: SHAPING TOMORROW WITH 2025 JURY PRESIDENTS
CANNES LIONS/DEBUSSY
A PROJECT reworking closed captioning to better serve deaf and hard-of-hearing viewers has won the Brand Experience & Activation Grand Prix.
In the most contested category of the 2025 Cannes Lions, with 2,337 entries, FCB Chicago’s ‘Caption With Intention’ — for the Academy of Motion Picture Arts & Sciences — was a worthy winner. The work has already won this year’s Design and Digital Craft Grands Prix. The reimagined system synchronises subtitles with
THE WINNER of the 2025 Creative Strategy Grand Prix is Ogilvy UK for Dove’s ‘Real Beauty, how a soap brand created a global self-esteem movement’.
Jury President Pats McDonald, global chief strategy officer, Dentsu Creative, Global said:
“When you get a group of strategists together in a room, you might expect disagreements. But it was hard to argue about a campaign that has written the playbook on modern strategy for the last 20 years.”
McDonald said Dove took “the simple, devastating in-
sight that just 2% of women see themselves as beautiful and transformed beauty into a source of confidence. The campaign relentlessly reinvents itself for every generation and every shift in culture, all while embracing tech. It also open-sources its playbook for the rest of the industry.”
The impact of the campaign goes well beyond purpose, having also driven the brand to spectacular heights. Today it is a $7.5bn brand active across 10 product categories. McDonald talked about the importance of the Creative
the words being spoken onscreen, but also uses different type sizes, weights and animation to signify the intonation — for example when people are shouting or whispering.
It also uses different colours to ensure that the 466 million people who rely on closed captioning know who is speaking at any given time.
“You can feel the difference in the experience. It’s more immersive, it’s more immediate,” said Jury President Tara Ford, chief creative officer at Droga5 London.
Strategy category, which received a record-breaking 902 entries this year: “When facing so much uncertainty and change, it is important to stop and find the best strategy in work, because that is going to take us forward with confidence and optimism.”
The Jury awarded five Gold Lions to campaigns from the UAE, Japan, France, Colombia and Brazil. Discussing criteria, McDonald said they were looking for entries that “know the audience and know algorithms, that embrace AI as a partner in joyful and provocative work with extraordinary ambition for what creative strategy can do. We wanted work that makes us optimistic about the future of the industry.”
A CAMPAIGN that reactivated expired food coupons for shoppers grappling with the costof-living crisis has won the 2025 Creative Commerce Grand Prix.
‘Preserved Promos’ was created by VML, New York, for Ziploc, which is best known for its foodstorage bags. A brand that preserves food was now preserving out-of-date food coupons as well. People could visit the campaign’s website and upload photos of their expired coupons to have them rejuvenated to be used next time they shopped — as long as they also had Ziploc products in their basket.
Ziploc worked with more than 80 retailers with a network of more than 76,000 physical stores across the US where the reborn vouchers could be used, leading to a 5% sales li for the brand.
“It doesn’t get more commerce than this!” said Jury President Gabriel Schmi , TURN TO PAGE 1
THE WINNER of the 2025 Creative Effectiveness Grand Prix is ‘Shot On iPhone’, created by TBWA\Media Arts Lab Los Angeles for Apple. The award is a timely triumph for Apple which is also this year’s Cannes Lions Creative Marketer of the Year. The Creative Effectiveness Lions celebrate work that can demonstrate how an effective strategy rooted in creativity has met its chosen business objectives, generated positive customer outcomes and driven sustainable business impact over time. Jury President Andrea Diquez Global CEO, Gut, said it is a tough category to judge because “the work comes from the previous year’s Cannes Lions winners, which means it is all amazing. That makes it so dif -
Jury President Andrea Diquez
ficult to choose a Grand Prix.” In the end, the Jury decided on a campaign that has been circumnavigating the globe since it was launched in 2015, to support the iPhone 6s. “It’s a campaign everybody knows,” said Diquez. “When a client commits to a long-term campaign and platform that is highly creative, that uses UGC, that has product and tech at the forefront, that is relevant globally and locally, then the end result is just magical. It has everything.”
In terms of trends, Diquez said: “We saw a lot of funny and emotional work, a lot of work with purpose. We were also pleased to see work from a lot of countries.”
The Jury also awarded three Gold Lions — to the UK (2) and the Netherlands.
‘changed the rules of engagement’
PUBLICIS CONSEIL has won its second Grand Prix of the week for ‘Three Words’, created in partnership with Axa. The campaign, which sets out to provide a solution for women experiencing domestic abuse, came out on top in Creative Business Transformation.
The work involved rewriting a clause in Axa home insurance policies so that instead of providing emergency relocation for victims of ‘fire and flood’ it extended to cover ‘fire, flood and domestic violence’. The change meant that women who had no way of escaping abuse at home
now had a genuine chance to rebuild their lives.
France has mandatory home insurance contracts, so Axa’s decision had huge societal impact, with the new phrase being added to 2.5 million contracts (retroactively). Women who contact Axa get legal, financial and psychological support to help them relocate (with their children if necessary). They do not need to be named in the contract to benefit from support. Axa saw a 9% increase in contracts.
Jury President Jane Lin-Baden, CEO APAC and member of the global management committee,
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global chief creative o cer at Grey, who outlined the mission that this year’s Creative Commerce Jury set itself.
“Let’s make sure that whatever is the top [award] here makes us equally jealous but also proud. Proud of being part of an industry that puts ideas like this out in the world,” Schmi said. There has been talk of coupons making a comeback in the creative sphere this year, but Schmi had a di erent take.
“I think coupons never le real people’s lives. The challenge we have is to turn those into things that go much further and are much more wonderful than just coupons,” he said.
Work that helps people save money is a trend this year. “We know the world is not exactly stable from many points of view, including economic. It’s such a good opportunity for us as an industry to show the actual value that we can bring.”
Three Gold Lions were awarded in the category for work from Brazil, India and Thailand.
Publicis Groupe , said: “The jury all loved this work. With just three tiny words, it changed the rules of engagement and refined the category.”
Lin-Baden said the Jury stuck very close to the intention of the category: “We looked through the lens of new creative ideas that are very core to the business and also bring transformative, sustainable change as a result.”
In terms of trends, she saw an evolution in purpose. “Purpose can be decorative but this year’s work brought purpose close to the core of the brand and business.”
There was also a trend towards work which had “an impact on the entire business ecosystem. Creativity goes beyond advertising. The most powerful work in this category impacted suppliers, legal, commercial and so on.”
The Jury also awarded a Gold Lion to ‘Lucky Yatra’, a campaign by FCB India, Mumbai, on behalf of Indian Railways.
‘NATURE’ is now an officially-verified artist on Spotify with more than 150 million streams, thanks to an initiative designed to route music royalties towards conservation.
The Sounds Right project was devised by AKQA, Copenhagen, for the Museum for the United Nations and Spotify, and has won the 2025 Cannes Lions Innovation Grand Prix. It involved recording sounds of nature and wildlife then making them available for artists to use in their new songs. ‘Nature’ was credited as an artist on those tracks, thus earning royalties that were then distributed to conservation projects.
170 tracks were released in the first year of the project from artists including Aurora, Brian Eno, Ellie Goulding, Bomba Estéreo, Hozier and London Grammar, attracting more than 14 million listeners. The first donations — $225,000 of funding for conservation projects in Colombia — were made in October 2024, six months after the launch.
“The campaign stood out because it
HAVAS Play and French luxury giant LVMH have secured the Grand Prix in the second year of the Luxury category. Their entry, ‘The Partnership That Changed Everything’, came out ahead of 181 entries from around the world. The campaign centred on LVMH’s activation of its Paris 2024 Olympics sponsorship. This involved the creation of various bespoke outfits and accessories by LVMH brands including Dior, Berluti, Louis Vuitton and Chaumet — with the ultimate goal of taking the various Olympic
ceremonies to a new level of performance, creativity and elegance.
Jury President Mathilde Delhoume Debreu, global brand officer, LVMH, who was not present for the final decision because of the potential conflict, said: “This partnership changed sports sponsorship for ever. It was about more than just sponsorship, it was about crafting the Games in a way that was consistent with with LVMH’s brands.”
The Luxury category is about work that brings an aspirational lifestyle to life. It recognises
was just innovative thinking. They came up with a really interesting way to drive royalties and to take those funds and put it back into nature conservation,” said Jury President Courtney Brown Warren, chief marketing officer at Kickstarter.
“They’re already scaling past music into gaming. We saw that it could have real-world, long-term impact, and that’s what we were looking for.”
Sustainability was part of a wider theme in the Innovation category this year. “It wasn’t so much about stopping using things, but reuse of materials,” Warren said. “And across the board we had a number of ideas grounded in betterment for the world, accessibility, helping others and sustainability.”
“We were looking for impact, for scale, for creative disruption and for work that we thought would stand the test of time,” Warren added. One Gold was awarded in the category, to FCB Chicago’s ‘Caption With Intention’, which also won the Grand Prix for Brand Experience & Activation.
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“It’s also beautifully crafted and beautifully simple. It’s something we felt would become part of culture.”
Ford noted that the entries this year largely fell into two categories. “It was solving a problem or a consumer need, or it was just playful and entertaining. But sometimes it was a combination of both.”
11 Golds were awarded in the category to work from the US (2), Brazil (2), Costa Rica, Peru, Poland, India, Colombia, Mexico and Germany.
branded communications and solutions that drive business performance, brand loyalty and creativity — and innovation rooted in craftsmanship.
While the primary goal is to find work that sets a benchmark for luxury, Delhoume Debreu said: “We viewed luxury as a lighthouse, a pioneering sector that challenges existing norms. We wanted entries that pushed creativity without betraying the DNA of the brand. We asked whether luxury does enough on DEI and sustainability.”
The Jury awarded seven Lions in total. One Gold went to ‘Late Checkout: A Ritz-Carlton Story’, entered by Little Spain Madrid, Late Checkout Madrid and The Ritz-Carlton Bethesda.
IN A WORLD where AI-powered agents may soon be doing our shopping for us, brands had better start thinking about how to capture machines as well as hearts and minds. This was the starting point of yesterday’s Sassy!! presentation by Esi Eggleston Bracey, Unilever’s chief growth and marketing officer, who talked about how the consumer-products giant is future-proofing its marketing ecosystem to deliver experiences that drive both resonance and revenue. And front and centre of this new paradigm is the “democratisation of desire”. It’s desire that will allow brands to navigate tomorrow’s AI-enabled market, Eggleston Bracey said. “To really capture people’s hearts, we need to disrupt desire — that unconscious urge that drives you to feel, ‘I just have to have that…’. And that desire will in turn feed the machines.”
So how exactly do brands transform
themselves into objects of lust? Enter SASSY, Unilever’s framework for elevating and expressing a brand’s desirability quotient. The acronym — “And no, for the Brits in the room, I don’t mean cheeky…”— stands for Science, Aesthetics, Sensorials, Shared by others and Young spirited. ‘Science’ is the bit that builds trust “which is a core driver of desire”, Eggleston Bracey said. She namechecked Cif as a prime example of a Unilever brand that has harnessed science to meet consumers’ growing desire for non-toxic cleaning products. Next up is ‘Aesthetics’. “The look, the feel, the whole experience needs to work together to build desire,” Eggleston Bracey said, citing “the beauty in a bottle” that is Nexxus Promend hair serum. ‘Sensorials’ are a product’s taste, texture, flavour, scent, sound and rituals. “These evoke deep emotional memories to build de-
sire,” she said, referencing the iconic crack of the chocolate on a Magnum.
‘Shared by others’ refers to the shift from brands broadcasting one message to many people, to many people communicating many messages to many others, which builds desire by fostering trust and a sense of belonging. Eggleston Bracey pointed to Vaseline as a brand that has excelled at finding ingenious ways to use its product and create community.
Last comes ‘Young spirited’. “Cultural relevance isn’t about age, it’s about attitude,” Eggleston Bracey said. “And Dove knows this better than anyone.”
So where does all this leave us?
“We’re at a pivotal moment in this dance between data and desire,” she acknowledged. “But we’ve discovered something profound: humanity isn’t our limitation, it’s actually our superpower. It’s our most powerful advantage in this age of AI.”
Screening Schedule Screen 1
Film Lions Entries and Shortlist
Friday 20 June
09:00-19:00 Film Lions Shortlist
Screening Schedule Screen 3
Entertainment Track Shortlists and Winners
Film Cra Shortlist and Winners Screening Schedule Screen 2
09:00-19:00 Film Cra Lions Winners Friday 20 June
09:00-19:00 Entertainment Track Winners Friday 20 June
A full Lumiere Theatre hailed the third awards show of Cannes Lions 2025, with raucous applause as Lions were awarded for Direct, Creative B2B, Creative Data, Media, PR and Social & Creator. There was also Media Person of the Year and Media Network of the Year.
An ebullient team from Edelman, Chicago celebrated its PR Gold Lion for ‘Progresso Soup Drops’. Its work focused on the launch of Soup Drops — soup- avoured sweets dubbed ‘Soup you can suck on’
There was no hiding for the team from Uzina, Lisbon. Its ‘Hidden Tags’ work for IKEA won a Creative Data Gold Lion. The campaign encouraged people to check the tags on their IKEA products in a search for the ‘oldest IKEA piece of furniture’
The nal award of the night saw the OMD Worldwide team take to the stage to collect its Media Network of the Year award. OMD beat second-placed Mindshare and third-ranked PHD Worldwide to take this year’s prize.
Amazon CEO Andy Jassy picked up his award for Media Person of the Year from LIONS CEO Simon Cook. “Not only is Amazon the largest media platform globally, but it has also set new standards for scale, creativity and in uence,” LIONS chair Philip Thomas said 4 Grey, São Paulo, won a PR Gold Lion for ‘Sun Reserve’ for Corona. The campaign saw Corona create the world’s rst sun reserve, using beach-front real estate to highlight issues around the obstruction of sunlight by high buildings
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When Steph Curry led the US basketball team to a crushing Olympics nal victory over France in 2024, McDonald’s France threatened to remove curry sauce from its menu as a cheeky riposte. DDB Paris won a Social & Creator Gold Lion for the campaign
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The delight on the faces of the Marcel, Paris, team was clear as they picked up a Direct Gold Lion for ‘Lidlize’ for retailer Lidl. It made clever use of GenAI to get customers to dream up products they’d love Lidl to sell — all in its signature brand colours
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More Brazilian joy came with the Media Gold Lion for ‘Streaming Bars’, entered by LePub, São Paulo. Created for Heineken, it was a bar — the drinks-serving kind — that opened within Net ix when viewers paused a show, enabling them to order real beers to be delivered to their homes
Who be er to design the new Skoda Octavia car than the community on a Reddit subreddit devoted to the brand? Entered by Leo, London, the work scooped a Social & Creator Gold Lion
The team from Gut, São Paulo, bagged a Direct Gold Lion for ‘Coupon Rain’ for Mercado Livre. Its work involved turning the confe i raining down on a trophy-winning football team into coupons, visible — and redeemable by fans — in all the photos from the event
The Special, Los Angeles, and Uber, San Francisco, teams picked up a Direct Gold Lion for ‘Football Is For Food’. It was an inventive conspiracy theory about American football being a ruse to make people think about eating — with deliveries to satisfy their appetites
Mindshare, New York, scooped the Media Grand Prix and its team was eager to celebrate. ‘Dove Real Beauty Rede ned for the AI Era’ was an e ort to re-orient Pinterest’s AI’s understanding of beauty. “The work re ected real optimism for how brands can embrace the future of media creativity,” said Jury President Dan Clays
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19 The team from DM9, São Paulo celebrated the Creative Data Grand Prix for ‘E cient Way to Pay’. The work, for Consul Appliances, helped low-income families upgrade their devices, and thus pay lower energy bills. “The work showed what’s possible when data serves real people,” said Jury President Tina Allan
The team from DDB Colombia, Bogota stormed the stage to receive their Media Gold Lion for ‘Fictional Insurance’. The work, for RCN/Prime, saw viewers of a popular TV show invited to choose which insurance its characters should take out – then watch to see if their choice matched the show’s storylines
14 GoDaddy and Quality Meats, Chicago, bagged the Creative B2B Grand Prix for ‘B2B: Act Like You Know’. “This year’s Grand Prix stood out for its boldness, con dent execution, and pure B2B creativity,” said Jury President Wendy Walker
The team from Publicis Conseil, Paris, won the Direct Grand Prix for ‘AXA – Three Words’. The addition of three words to its home insurance contracts will support women eeing domestic violence. “Their idea will have a lasting impact on consumers, the brand and the entire category,” said Jury President Gaëtan du Peloux
15 In a strong year for Brazilian work, the team from Africa Creative DDB, São Paulo, celebrated its Social & Creator Gold Lion for ‘Resale’, which turned e-commerce sellers into media for Budweiser in an innovative piece of work
17 The team from Ogilvy, Singapore, bounded onto the stage to pick up its Social & Creator Grand Prix for ‘Vaseline Veri ed’, which saw Vaseline verifying the quirky and inventive uses for its product on social media. “A singular creative brand platform founded in the feed,” said Jury President Beth Keamy
18 On-stage bedlam for the team from FCB India, Mumbai, as they won the PR Grand Prix for ‘Lucky Yatra’, which turned Indian train tickets into lo ery tickets to encourage people not to evade fares. “It had engagement, likeability, talkability and integration,” said Jury President Tom Beckman. “Selecting the Grand Prix didn’t take long”
‘The
SOME people make life work, others make it worth living. David Droga, Accenture Song’s outgoing CEO, is definitely in the latter category.
The self-described “prolific daydreamer”, who won his first Lion at the precocious age of 19, said his whole career had been about “trying to test the limits of creativity — to stretch the parameters and confines of advertising”.
its infancy in 2006 — to trick millions into believing somebody had tagged Air Force One with graffiti. “We had to hire a 747 and paint it and we were being told we were breaking the Patriot Act and I’m like, ‘I don’t give a shit’. It’s the right thing for the right audience.”
Another example of Droga’s dedication to “doing things differently” is his belief that starting at the end gets you to a more interesting and more creatively effective place than starting at the beginning.
To say he has succeeded would be an understatement, as the delegates packing out the Lumiere Theatre were reminded at Thursday’s Q&A session with Ad Age’s Tim Nudd. From his first day in advertising as an 18-year-old in his native Australia, Droga has spent his working life being “blown away that I was being paid to use my imagination. It was like a gift and I’ve held on to that all the way.”
But being successful as a creative is not about trying to prove how creative you are, he added, referencing the early days of Droga5 and the audacious Air Force One stunt that put his fledgling agency on the map. “My belief system to this day is that an idea has to be the right thing for the right audience at the right time and in the right context. Sorting out how to do it is the easy part.”
The spot for streetwear maker Marc Ecko used social media — in
“I’ve said that to any creative that’s ever worked for me. Start with what you want the end reaction to be — blowing up the internet or getting the news media to propel the message — because then you know what to create.”
In an industry that feels increasingly beleaguered, Droga believes that creativity has never been more important. “We creatives are going to be the people who save our industry, but we have to expand the definition of what creativity is and what it can do and what it means,” he said. “We are the ones who are going to break the business model; the ones who are going to stretch limits with the audacity and purity and care we put into our work. So as an industry, we must stand against compromise and apathy and mediocrity and formula.”
YOUTUBE is 20 years old this year, and CEO Neal Mohan had something else to celebrate in his Cannes Lions keynote on Wednesday: a new milestone for YouTube Shorts, his platform’s short-video feature.
“YouTube Shorts are now averaging over 200 billion daily views. Fans can’t get enough,” Mohan said, adding that YouTube was seeing a “huge uptick” in the number of people creating Shorts, as well as watching them. He offered a bullish take on YouTube’s place in the entertainment world.
“Today, YouTube is the epicentre of culture. I’m not talking about forgettable fads or one-hit wonders we scroll right past,” Mohan said. “I mean culture with a capital C.” His presentation focused on the ever-growing influence of individual creators, describing them as “the
start-ups of Hollywood — and like most start-ups they’re reimagining the industry that inspired them”.
Hernandez warns of creativity crisis
AS OPENINGS go to a Cannes Lion session, “creativity is in crisis” is certainly memorable.
It’s the view of TikTok’s global head of business marketing and commercial partnerships Sofia Hernandez, speaking at a Terrace Stage session on Wednesday.
“I’m not saying it’s gone, but what I’m saying is we keep trying to control it. In an effort to prove ROI, we’re over-briefing it,” she said. “We’re benchmarking it. We’re creating these walls around it and we’re tweaking it to death — and then we’re wondering why it doesn’t break through!”
However, there was a silver lining in the explosion of “a whole bunch of everyday people leaning into creativity” on social media.
‘We’re tweaking it to death’
Hernandez was accompanied by two of them: TikTokers Keith Lee and Logan Moffitt, who have 17.1 million and 7.2 million followers respectively on the platform.
Lee, who is a food vlogger, offered advice to brands about working with creators. “The biggest thing is knowing who you reached out to and letting that person be that person,” he said.
“A lot of brands reach out and they’ll be ‘Hey, I want you to do exactly what you do, to talk exactly how you talk,
vision screens, with TV becoming the most-watched screen for “more than half of the top 100 most-watched YouTube channels in the world”.
Mohan was joined by three creators during his talk: Amelia Dimodenberg, Alex Cooper and Brandon Baum. The latter showed off videos made using Google’s Veo 3 GenAI video tool, which Mohan said will be made available for YouTube Shorts later this summer.
After showing an impressive space-themed video, Baum stressed that “that demo wasn’t made by Veo 3, it was made by me using Veo 3. Tools don’t bring stories to life: storytellers do. Tools open doors, they expand what we’re capable of … but true art still comes, and will always come, from creatives.”
Mohan ended with some predictions for the next 20 years. “Creators will flip formats, blend genres and push deeper into the mainstream. And communities will continue to surprise us with the power of their fandom.”
but I don’t want you to say things that you usually say and I don’t want you to eat where you usually eat’. And it can be contradicting,” he said.
“I understand from a brand perspective there’s certain things that have to be hit on, but there’s a way to integrate it to where the people who watch it understand that it’s still that person. Once you get away from that, people can sniff it out immediately.”
THE CORE of creative work hasn’t changed, and the things that have always mattered the most, such as emotional resonance continue to be the most important thing that people should focus on when developing creative,” according to Nataly Kelly, chief marketing officer at Zappi. The consumer insights platform has brought its latest State of Creative Effectiveness report to Cannes Lions, which features research based on testing more than 4,000 ads with 1.6 million consumers and includes expert insights from Vayner Media. “The trends come and go — celebrities and AI cre -
ated, images and content. But what really matters the most is emotional resonance and that connection to the consumer,“ she said. The report found the top quartile of performers in emotional resonance had double the sales impacts score.
“One of the things that is important to me is bringing that consumer perspective into the process earlier and more often, because often testing creative work was done almost as a rubber-stamping exercise, and toward the end of the process, after most of the important strategic decisions have already been made,” she said. “So bringing the
CONCERNS around AI replacing real-life locations on shoots are misplaced according to Jo Hayek, executive producer at Avion Films, which provided production services for the 2019 Gold Lion winning commercial ‘Diesel’. “I can feel a lot of concern on this subject. I am open to change, but I believe it is a tool that we need to use for the right purpose, and the right time, in the right way.” Citing the recent ‘Yves Saint Laurent Libre L’Eau Nue’ campaign starring Dua Lipa, for which he coordinated production services, Hayek said it demonstrated the appeal of filming in Greece with
its “beautiful colour palette, the mix between sea, blue water and sky — and the angle of the sun that gives this magical light with long, almost endless daylight as well”.
Hayek added that being in the real-life location can also bring out the best performances from actors. “They’re actually there. They are real, and they live the moment. Either the actual moment or a moment somewhere in their life,” he said. “I’m sure if we give you the choice between shooting one month in a dark studio, on a green screen, or on a Greek island by the beach, I have the answer.”
Avion Film’s Jo Hayek
consumer into the loop and testing along the way enables you to develop creative with the consumer as a co-creator. And that’s what I think is very exciting.” If your first real consumer interaction happens when your ad is already live — it’s too late, the report concluded.
Tackling the hot topic of AI, Kelly added: “At the end of the day, if there’s emotional resonance, then consumers might not notice if it’s AI generated, and many don’t care,” she said. “But what they do care about is that it hits them, and that it makes them feel something. That’s ultimately what the heart of good advertising does.”
Zappi’s Nataly Kelly
MADRID- based Lola MullenLowe won a 2024 Cannes Lions Film Gold for ‘Robbery’, a darkly comic piece of work for Axe/Lynx. This year executive creative director Tomás Ostiglia was back in Cannes for a session explaining how the agency helped the brand to re-find its mojo through humour. “The challenge was how we could bring the edge back to the brand and be funny again. There’s a way to talk about attraction and be funny these days, without being wrong or toxic,” he told Lions Daily News.
Follow-up campaign ‘Be Sweeter Than the Sweetest’ continued in that vein, with its protagonists attacked by teddy bears, babies and dogs enraged by no longer being the sweetest thing in the room. “They are super funny! Humour is a good way to connect with human beings, and it gives you the chance to get into a lot of different subjects that without humour are impossible to tackle,” Ostiglia said. “And these days, maybe humour is even more necessary than ever, because the world is in the middle of deep shit!” he added.
Short distances between agencies and clients, and bolder ads, characterise the Norwegian advertising market. But the fear of boring advertising still looms large, writes Yngve Garen Svardal, editor of KOM24
“WE HAVE many advantages as a small country. Our budgets are often smaller compared to international agencies, but our clients are braver. When there isn’t 50 million kroner at stake, you dare to take risks — and Norwegian advertisers are open to creative ideas.”
So says Caroline Riis, a creative at TRY Reklame, who has racked up a number of Lions in recent years. Her resumé includes two Gold Lions, one Silver and three Bronze.
The serial winner from Norway’s mostawarded agency says what truly sets Norwegian advertising apart is its humour — and the fact that you don’t need celebrities to make great ads.
“We don’t have the budgets to make things look like a billion dollars, so we make up for it with shock value, charm and making people laugh. Humour advertising from other markets just isn’t as good as it is in Norway,” Riis says, adding that what’s acceptable on Norwegian TV would never fly abroad.
Speaking of shock value, one of Riis’ award-winning campaigns for IKEA showed new products getting peed on, puked on and trashed at afterparties. The point was to show what homes really look like. Even in a liberal country like Norway, the campaign stirred controversy and ended up on the front page of VG, the country’s largest online newspaper. Riis spent several years working in
the UK, including nearly five years at Wieden+Kennedy. When she returned to Norway in 2017, it came as a bit of a shock. On the plus side, she highlights the generous budgets and time given to make things just right abroad. “In Norway, we might get one day to work on the sound mix. In London, we’d spend two weeks fine-tuning treble and bass. We’re forced into tighter deadlines because of budgets,” she says.
But the downside of working abroad, according to Riis, was the time it took and the number of people involved. “It could easily take a year to produce a single film.
If you were making something for Nike, it had to go through both New York and Portland. You’d end up with 25 versions of a script and a final result made by compromise,” she says.
Doffen Trellevik, creative director at Apriil Reklame, had a similar experience with long timelines. As a recent graduate, he spent a year at Leo Burnett in New York. “Two months after I’d moved back to Norway, we finally got a thumbs-up from compliance that our Angry Birds idea, pitched to a major mobile company, was approved. That was years after anyone actually played Angry Birds,” he says, laughing.
Like Riis, Trellevik points out that Norwegian budgets are simply not on the same level. “But the upside of the Norwegian ad industry is that there’s
“We know creativity has value but making that value visible — and getting clients to pay for good ideas — is a challenge”
less legal, big corporate and compliance hassle. Things move faster, from idea to publication,” he says.
Both Trellevik and Riis highlight that Norwegian advertising often leans toward reactive ideas — something rarely seen in larger markets. One of the most iconic reactive Norwegian
campaigns was ‘Brad is Single’, created by TRY Reklame for Norwegian Airlines in 2016, when the airline launched a direct route from Oslo to Los Angeles. The breakup between Angelina Jolie and Brad Pitt was the global headline at the time, and the campaign cleverly jumped on the hype. Created in just a few hours, it ran in Norway’s largest newspaper VG, as well as the Evening Standard in London, and delivered strong results for the airline.
“That kind of idea would be nearly impossible to get through in New York. In Norway, it’s easier to stay relevant,” Trellevik adds.
But the Norwegian ad industry has faced some tough years. Several agencies have gone bankrupt, unemployment among creatives has risen and even the surviving agencies have mostly delivered poor numbers.
Trellevik believes the market for creativity is shrinking. One key reason? The rise of in-house agencies. “Everyone’s trying to figure out their business model and that’s a direct result of in-housing,” he says. “It’s hard to price the value we bring when everything’s reduced to hourly billing. We know creativity has value but making that value visible — and getting clients to pay for good ideas — is a challenge.”
But Trellevik is proof that you don’t need big budgets to do great work. Twenty sample glasses, some postage stamps and a marker pen. That’s what it cost Apriil to win a Silver Lion in the Creative B2B category for its campaign ‘Handle With I Don’t Care’, made for Strahl, a maker of unbreakable glassware.
“Winning a Lion was just insanely cool
— the biggest moment in my career. I’m incredibly proud of that award. It proves that great creativity can come from anywhere, on any budget,” he says.
Trellevik believes there’s still a lot of good advertising coming out of Norway, pointing to the fact that Norwegian campaigns continue to punch above their weight internationally. But both he and Riis are concerned about Norway’s fading presence in Cannes. In 2022, Norway submitted 156 entries to the Cannes Lions. This year, the number dropped to just 75.
Trellevik calls it a vicious cycle. He believes much changed in Cannes when CMOs started getting seats at the table.
“That’s turned it into a more elitist and homogeneous group, at the expense of the creatives,” he says.
Trellevik has been to Cannes 17 years in a row. He finds it deeply inspiring, especially the time he spends in the basement screening rooms, watching submitted work. One year, his entire agency went along.
“We saw how much higher the bar was when we got back home. Every award-winning piece we made that year came after we’d been to Cannes,” he says. For him, attending is so crucial that he’s written it into his contract.
But even Trellevik’s Cannes track record is nothing compared to Kjetil Try. Except for the COVID year of 2020, he’s been to Cannes every year since 1983. Try founded TRY Reklame and has long been a towering figure in Norwegian advertising. He’s now begun stepping back, selling parts of the company, stepping down as CEO and taking on the role of working chairman. He be-
lieves the Norwegian ad industry is far from healthy, pointing to the near-weekly reports of bankruptcies and layoffs.
He worries about the creative consequences. “There’s been a pandemic. People in Norway have been spending less. Interest rates are high. That makes advertisers pull back, slash their marketing budgets and insource more, because they think it’s cheaper. But I’m not so sure it actually is,” he says.
Try believes creativity used to have more room to flourish — back when clients were less nervous and less afraid to fail.
Try has won Lions every year since 2004, with just one exception. But he sees a shift: Norwegian clients have become more focused on short-term returns than long-term brand building. “There’s less bold advertising than there used to be. Clients don’t feel they can afford to take risks anymore,” he adds.
But that, Try argues, is a fundamental misunderstanding. He insists that the very best work always carries an element of risk. He also believes the great campaigns are fewer and further between in Norway today and that many advertisers now opt for the safer route. “And that’s actually the most dangerous thing you can do: making films and communication that no one notices or remembers,” he says. “A big part of advertising is to get attention — to make people talk. That means you have to touch the audience in some way. But too often, advertisers settle for safe choices that might feel right in the moment, but rarely make for good or effective advertising.” Try emphasises that great advertising isn’t about winning Cannes Lions — it’s about driving sales. “Truly great advertising does both,” he says.
Camilla Kim Kielland from the independent agency Morgenstern confirms that the industry is going through a rough patch. She says she can’t recall the last meeting she attended where people didn’t talk about how tough the market is. She’s unsure if the industry will ever return to its heyday, but believes people in the business need to stop complaining.
“The market is what it is and advertisers have the budgets they have. It’s on us to demonstrate the value we create,” she says.
Like Try, Kielland sees growing caution among advertisers and also says it’s affecting the quality of the work. “A lot can be done on smaller budgets. But in uncertain times, clients also become uncertain. They want maximum return on investment and end up focusing on short-term growth, forgetting the importance of long-term brand building,” she says.
Kielland believes there’s still plenty of fun and effective work being made, but that many advertisers are staying inside their comfort zones, clinging to what feels safe. At her agency, staying true to their creative integrity is key.
“If we water down what we stand for — if we make work we don’t believe in or aren’t proud of — then our brand value declines. And in the long run, we lose. That’s incredibly hard to rebuild,” she says.
REAL BEAUTY: HOW A SOAP BRAND CREATED A GLOBAL SELF-ESTEEM MOVEMENT DOVE OGILVY UK, LONDON UNITED KINGDOM
F01/024 • UNITED KINGDOM
LONG-TERM BRAND PLATFORM
TITLE • REAL BEAUTY: HOW A SOAP BRAND
CREATED A GLOBAL SELF-ESTEEM MOVEMENT
BRAND • DOVE
PRODUCT • DOVE
ENTERED BY • OGILVY UK, LONDON
IDEA CREATION • OGILVY UK, LONDON
A05/008 • UNITED ARAB EMIRATES
MEDIA/ENTERTAINMENT
TITLE • THE NEW PRESIDENT
BRAND
• ANNAHAR NEWSPAPER
PRODUCT • ANNAHAR NEWSPAPER
ENTERED BY • IMPACT BBDO, DUBAI
IDEA CREATION • IMPACT BBDO, DUBAI
PRODUCTION • ADDITION, NEW YORK
MEDIA
• AN-NAHAR NEWSPAPER, BEIRUT
PR
• IMPACT BBDO, BEIRUT / IMPACT PORTER NOVELLI, DUBAI
B01/003 • JAPAN
DATA & ANALYTICS
TITLE • SATO 2531
BRAND • ASUNIWA
PRODUCT • THINK NAME PROJECT
ENTERED BY • DENTSU DIGITAL, TOKYO
IDEA CREATION • DENTSU DIGITAL, TOKYO
PRODUCTION • TAIYO KIKAKU, TOKYO
PR
• PLATINUM INC., TOKYO
POST PRODUCTION • MASSIVEMUSIC, TOKYO
B01/010 • COLOMBIA
DATA & ANALYTICS
TITLE • HUMANIMAL TOURISM
BRAND • PROCOLOMBIA
PRODUCT • COLOMBIA, THE COUNTRY OF BEAUTY
ENTERED BY • DDB COLOMBIA, BOGOTA
IDEA CREATION • DDB COLOMBIA, BOGOTA PRODUCTION • PRIMO CONTENT, BOGOTA
E01/017 • FRANCE
PRODUCTS/SERVICES
TITLE • AXA - THREE WORDS
BRAND • AXA
PRODUCT • INSURANCE
ENTERED BY
• PUBLICIS CONSEIL, PARIS
IDEA CREATION • PUBLICIS CONSEIL, PARIS
PRODUCTION • PRODIGIOUS, PARIS
MEDIA • WAVEMAKER, PARIS
PR
• PUBLICIS CONSULTANTS, PARIS
POST PRODUCTION • PRODIGIOUS, PARIS
E03/047 • BRAZIL
BRAND STRATEGY
TITLE • PEDIGREE CARAMELO
BRAND • PEDIGREE
PRODUCT • PEDIGREE
ENTERED BY • ALMAPBBDO, SAO PAULO
IDEA CREATION • ALMAPBBDO, SAO PAULO
PRODUCTION • BLACK MADRE, SAO PAULO / SURREAL HOTEL ARTS, SAO PAULO / RAW AUDIO, SAO PAULO
MEDIA • ESSENCEMEDIACOM, SAO PAULO
PR • GIUSTI CREATIVE PR, SAO PAULO / IMAGEM CORPORATIVA, SAO PAULO
POST PRODUCTION • GAFANHOTTO POST, SAO PAULO
A01/038 • UNITED KINGDOM
CONSUMER GOODS
TITLE • GET COMFORTABLE
BRAND • ANDREX
PRODUCT • ANDREX
ENTERED BY • FCB LONDON
IDEA CREATION • FCB LONDON
A02/004 • UNITED STATES
HEALTHCARE
TITLE • THE LAST BARF BAG
BRAND • DRAMAMINE
PRODUCT • DRAMAMINE
ENTERED BY • FCB CHICAGO
IDEA CREATION • FCB CHICAGO
PRODUCTION • SUNNY SIXTEEN, LOS ANGELES
MEDIA • THE SHIPYARD, COLUMBUS
PR • 360PR, BOSTON
POST PRODUCTION • JSM MUSIC, NEW YORK / 456 STUDIOS, CHICAGO
B02/036 • BRAZIL
AUDIENCE INSIGHT
TITLE • THE PRINCESS & THE CROWN BRAND • SEDA
PRODUCT • SEDA SHAMPOO
ENTERED BY • DROGA5, PART OF ACCENTURE SONG, SAO PAULO
IDEA CREATION • DROGA5, PART OF ACCENTURE SONG, SAO PAULO / UNILEVER BRASIL, SAO PAULO
PRODUCTION • TUK CREATIVE STUDIOS, RIO DE JANEIRO / SAGAZ FILMES, SAO PAULO / LOUD+ , SAO PAULO / AUDIOMANIACOS, SAO PAULO
POST PRODUCTION • BIG SYNC MUSIC, LONDON / CASA DE VIDEO, SÃO PAULO
C02/010 • UNITED KINGDOM
BREAKTHROUGH ON A BUDGET
TITLE • DAISY VS SCAMMERS
BRAND • O2
PRODUCT • DAISY VS SCAMMERS
ENTERED BY • VCCP, LONDON
IDEA CREATION • VCCP, LONDON / GIRL AND BEAR, LONDON / FAITH, LONDON / BERNADETTE, LONDON
PRODUCTION • GIRL AND BEAR, LONDON
MEDIA • VCCP, LONDON
PR • O2, LONDON / BROADCAST REVOLUTION, LONDON
POST PRODUCTION • GIRL AND BEAR, LONDON
C05/022 • FRANCE
CORPORATE PURPOSE & CSR
TITLE • AXA - THREE WORDS
BRAND • AXA
PRODUCT • INSURANCE
ENTERED BY • PUBLICIS CONSEIL, PARIS
IDEA CREATION • PUBLICIS CONSEIL, PARIS
PRODUCTION • PRODIGIOUS, PARIS
MEDIA • WAVEMAKER, PARIS
PR • PUBLICIS CONSULTANTS, PARIS
POST PRODUCTION • PRODIGIOUS, PARIS
C07/004 • PUERTO RICO
CULTURAL ENGAGEMENT
TITLE • FOUND IN TRANSLATION
BRAND • MEDALLA LIGHT
PRODUCT • MEDALLA LIGHT
ENTERED BY • DDB LATINA PUERTO RICO
IDEA CREATION • DDB LATINA PUERTO RICO
MEDIA • PHD PUERTO RICO, GUAYNABO
D01/044 • FRANCE
BRAVE BRANDS
TITLE • CHOOSE UBER
BRAND • HEETCH
PRODUCT • HEETCH
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS
PRODUCTION • SOLDATS FILMS, PARIS
F01/020 • UNITED STATES
LONG-TERM BRAND PLATFORM
TITLE • IT’S A CHEETOS THING
BRAND • CHEETOS | PEPSICO
PRODUCT • CHEETOS
ENTERED BY • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
IDEA CREATION • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
PRODUCTION • DUMMY FILMS, LOS ANGELES / O POSITIVE, SANTA MONICA / BISCUIT FILMWORKS, LOS ANGELES / WILDEBEEST, COLLINGWOOD
MEDIA • OMD USA, NEW YORK / RED ROCK
OUTDOOR, NEW YORK
PR
• KETCHUM, NEW YORK
POST PRODUCTION • ARCADE EDIT, LOS ANGELES / HUMAN, NEW YORK / LIME STUDIOS, SANTA MONICA / THE MILL, CHICAGO
F01/021 • UNITED ARAB EMIRATES
LONG-TERM BRAND PLATFORM
TITLE • ANNAHAR’S ACTIVE JOURNALISM
BRAND • ANNAHAR
PRODUCT • ANNAHAR
ENTERED BY • IMPACT BBDO, DUBAI
IDEA CREATION • IMPACT BBDO, DUBAI
MEDIA • OMD, DUBAI
PR
• IMPACT BBDO, BEIRUT / IMPACT PORTER NOVELLI, DUBAI
A04/008 • AUSTRALIA
TRAVEL, LEISURE, RETAIL, RESTAURANT
TITLE • THE HIDDEN EYE TEST
BRAND • 1001 OPTOMETRY
PRODUCT • 1001 OPTOMETRY
ENTERED BY • VML, SYDNEY
IDEA CREATION • VML, SYDNEY
PRODUCTION • PROSPEX PARK, LOS ANGELES
MEDIA • WAVEMAKER, SYDNEY
PR • BURSON, SYDNEY
A04/016 • UNITED STATES
TRAVEL, LEISURE, RETAIL, RESTAURANT
TITLE • FOOTBALL IS FOR FOOD
BRAND • UBER EATS
PRODUCT • UBER EATS
ENTERED BY • SPECIAL, LOS ANGELES
IDEA CREATION • SPECIAL, LOS ANGELES / UBER, SAN FRANCISCO
PRODUCTION
• O POSITIVE, SANTA MONICA
MEDIA • PHD, NEW YORK
POST PRODUCTION • EXILE, SANTA MONICA / PARIAH CREATIVE, SANTA MONICA / THE TRAFIK, SANTA MONICA / ROYAL MUSTER, CULVER CITY
A05/009 • DENMARK
MEDIA/ENTERTAINMENT
TITLE • SOUNDS RIGHT
BRAND • MUSEUM FOR THE UNITED NATIONSUN LIVE, SPOTIFY
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PUBLISHER, LIONS DAILY NEWS BOUTIQUE MEDIA INTERNATIONAL LTD.
PRODUCT • MUSIC
ENTERED BY • AKQA, COPENHAGEN
IDEA CREATION • AKQA, COPENHAGEN
MEDIA • SPOTIFY, STOCKHOLM
PR • LD COMMUNICATIONS, LONDON / NO. 29
COMMUNICATIONS, NEW YORK / THE WORLD WE WANT, LONDON
A06/001 • SPAIN
CONSUMER SERVICES / B2B
TITLE • MEET MARINA PRIETO
BRAND • JCDECAUX
PRODUCT • MEDIA CHANNEL
ENTERED BY • DAVID, MADRID
IDEA CREATION • DAVID, MADRID
PRODUCTION • FAR MEDIA, MADRID
POST PRODUCTION • DESEIF, MADRID / THE LOBBY, MADRID
A07/012 • UNITED KINGDOM
NFPO / CHARITY / GOVERNMENT
TITLE • WAITING TO LIVE
BRAND • NHS BLOOD & TRANSPLANT
PRODUCT • NHS BLOOD & TRANSPLANT
ENTERED BY • VML, LONDON
IDEA CREATION • VML, LONDON
MEDIA • WAVEMAKER, LONDON PR • BURSON, LONDON
B02/057 • IRELAND
AUDIENCE INSIGHT
TITLE • THE 26TH MINUTE
BRAND • DUBLIN SAMARITANS
PRODUCT • SAMARITANS VOLUNTEER RECRUITMENT
ENTERED BY • DROGA5, PART OF ACCENTURE SONG, DUBLIN
IDEA CREATION • DROGA5, PART OF ACCENTURE SONG, DUBLIN
C02/029
• UNITED ARAB EMIRATES BREAKTHROUGH ON A BUDGET
TITLE • CHILD WEDDING CARDS
BRAND • UN WOMEN
PRODUCT • UN WOMEN
ENTERED BY • IMPACT BBDO, DUBAI
IDEA CREATION • IMPACT BBDO, DUBAI
PRODUCTION • SHINY TOY GUNS, KARACHI / KARMA KOLLECTIVE, KARACHI
C05/011 • ITALY
CORPORATE PURPOSE & CSR
TITLE • PUB MUSEUMS
BRAND • HEINEKEN
PRODUCT • HEINEKEN
ENTERED BY • LEPUB, MILAN
IDEA CREATION • LEPUB, MILAN / PUBLICIS, DUBLIN
PRODUCTION • THINKHOUSE, DUBLIN
POST PRODUCTION • LENS THAT - AR CREATIVE STUDIO, WARSAW
C05/041 • BRAZIL
CORPORATE PURPOSE & CSR
TITLE • GUARDED BUS STOP
BRAND • ELETROMIDIA
PRODUCT • GUARDED BUS STOP
ENTERED BY • ALMAPBBDO, SAO PAULO
IDEA CREATION • ALMAPBBDO, SAO PAULO
PRODUCTION • ELETROMIDIA, SAO PAULO / ANTFOOD, SAO PAULO / CINE, SAO PAULO
MEDIA • ELETROMIDIA, SAO PAULO
C06/037 • UNITED STATES
MARKET DISRUPTION
TITLE • MICHAEL CERAVE
BRAND • CERAVE
PRODUCT • CERAVE
ENTERED BY • OGILVY PR, NEW YORK
IDEA CREATION
• OGILVY PR, NEW YORK
PRODUCTION • PRETTYBIRD, CULVER CITY
MEDIA • BEAUTY CO-LAB, NEW YORK
PR • OGILVY PR, NEW YORK
POST PRODUCTION • BLACKSMITH, NEW YORK / LELAND MUSIC, LONDON / MACKCUT, NEW YORK / HEARD CITY, NEW YORK
C07/003 • JAPAN
CULTURAL ENGAGEMENT
TITLE • SATO 2531
BRAND • ASUNIWA
PRODUCT • THINK NAME PROJECT
ENTERED BY • DENTSU DIGITAL, TOKYO
IDEA CREATION • DENTSU DIGITAL, TOKYO
PRODUCTION • TAIYO KIKAKU, TOKYO
PR • PLATINUM INC., TOKYO
POST PRODUCTION • MASSIVEMUSIC, TOKYO
D01/036 • UNITED ARAB EMIRATES
BRAVE BRANDS
TITLE • THE NEW PRESIDENT
BRAND • ANNAHAR NEWSPAPER
PRODUCT • ANNAHAR NEWSPAPER
ENTERED BY • IMPACT BBDO, DUBAI
IDEA CREATION • IMPACT BBDO, DUBAI
PRODUCTION • ADDITION, NEW YORK
MEDIA • AN-NAHAR NEWSPAPER, BEIRUT
PR • IMPACT BBDO, BEIRUT / IMPACT PORTER NOVELLI, DUBAI
E01/009 • SINGAPORE
PRODUCTS/SERVICES
TITLE • TRANSITION BODY LOTION
BRAND • UNILEVER
PRODUCT • VASELINE PRO DERMA TRANSITION BODY LOTION
ENTERED BY • OGILVY, SINGAPORE
IDEA CREATION • OGILVY, SINGAPORE
PRODUCTION • THEQUIETLAB, SINGAPORE / DOUBLE Y, BANGKOK / SOLDATS FILMS, PARIS / MUM FILMS, BANGKOK
MEDIA • MINDSHARE, LONDON
PR • OGILVY, SINGAPORE / EDELMAN, BANGKOK
PRESERVED PROMOS ZIPLOC
C06/004 • UNITED STATES • BRAND STRATEGY
TITLE • PRESERVED PROMOS
BRAND • ZIPLOC
PRODUCT • ZIPLOC
ENTERED BY • VML, NEW YORK
IDEA CREATION • VML, NEW YORK
MEDIA • OMD USA, CHICAGO
PR • ZENO GROUP, CHICAGO
A06/003 • BRAZIL •
CONSUMER SERVICES / B2B
TITLE • RECIPE FOR GROWTH
BRAND • IFOOD
PRODUCT • IFOOD B2B
ENTERED BY • DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
C04/045 • INDIA •
CUSTOMER ACQUISITION & RETENTION
TITLE • LUCKY YATRA
BRAND • INDIAN RAILWAYS
PRODUCT • RAILWAY SERVICE
ENTERED BY • FCB INDIA, MUMBAI
IDEA CREATION • FCB INDIA, MUMBAI
C04/053 • THAILAND •
CUSTOMER ACQUISITION & RETENTION
TITLE • SAD KAMA-CHAN
BRAND • BAR B Q PLAZA
PRODUCT • BAR B Q PLAZA
ENTERED BY • GREY THAILAND, BANGKOK
IDEA CREATION • GREY THAILAND, BANGKOK
PRODUCTION
• FOOD PASSION, BANGKOK
MEDIA • FOOD PASSION, BANGKOK
A04/023 • UNITED STATES •
TRAVEL, LEISURE, RETAIL, RESTAURANT
TITLE • FOOTBALL IS FOR FOOD
BRAND • UBER EATS
PRODUCT • UBER EATS
ENTERED BY • SPECIAL, LOS ANGELES
IDEA CREATION • SPECIAL, LOS ANGELES / UBER, SAN FRANCISCO
PRODUCTION • O POSITIVE, SANTA MONICA
MEDIA • PHD, NEW YORK
POST PRODUCTION • EXILE, SANTA MONICA / PARIAH CREATIVE, SANTA MONICA / THE TRAFIK, SANTA MONICA / ROYAL MUSTER, CULVER CITY
A04/026 • BRAZIL • TRAVEL, LEISURE, RETAIL, RESTAURANT
TITLE • COUPON RAIN
BRAND • MERCADO LIVRE
PRODUCT • MERCADO LIVRE
ENTERED BY • GUT, SAO PAULO
IDEA CREATION • GUT, SAO PAULO
MEDIA • GUT, SAO PAULO
PR • GUT, SAO PAULO / CDN, SAO PAULO
A06/006 • FRANCE • CONSUMER SERVICES / B2B
TITLE • ORANGE - SAFER PHONE
BRAND • ORANGE
PRODUCT • SAFER PHONES
ENTERED BY • PUBLICIS CONSEIL, PARIS
IDEA CREATION • PUBLICIS CONSEIL, PARIS
PRODUCTION • BIG PRODUCTIONS, PARIS
POST PRODUCTION • FIRM STUDIO, PARIS
B05/028 • BRAZIL •
INNOVATIVE USE OF COMMERCE CHANNEL
TITLE • MAKEUP PAYMENT
BRAND • MASTERCARD
PRODUCT • MASTERCARD
ENTERED BY • MRM, SAO PAULO
IDEA CREATION • MRM, SAO PAULO
B06/002 • GERMANY •
RETAIL MEDIA
TITLE • PRICE PACKS
BRAND • PENNY
PRODUCT • FOOD/NON-FOOD
ENTERED BY • SERVICEPLAN, MUNICH
IDEA CREATION • SERVICEPLAN, MUNICH
PRODUCTION • WE MAKE THEM WONDER
GMBH, MUNICH
MEDIA • PION3ERS, DUSSELDORF
E02/006 • BRAZIL • SOCIAL BEHAVIOUR
TITLE • PRIZE ON THE BONE
BRAND • KFC
PRODUCT • KFC ICE-CREAM
ENTERED BY • DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
PR • DM9, SAO PAULO
E02/012 • UNITED ARAB EMIRATES • SOCIAL BEHAVIOUR
TITLE • THE SOCIAL FEED
BRAND • HUNGERSTATION
PRODUCT • FOOD DELIVERY APP
ENTERED BY • VML, DUBAI
IDEA CREATION • VML, DUBAI
E05/002 • CANADA • USE OF HUMOUR
TITLE • U UP?
BRAND • IKEA
PRODUCT • IKEA
ENTERED BY • RETHINK, TORONTO
IDEA CREATION • RETHINK, TORONTO
MEDIA • CARAT, TORONTO
A01/010 • UNITED STATES • CONSUMER GOODS
TITLE • EMOJI COKE
BRAND • COCA-COLA
PRODUCT • COCA-COLA
ENTERED BY • VML, NEW YORK
IDEA CREATION • VML, NEW YORK / VML, DUBAI
PRODUCTION • STUDIO X, ISTANBUL / BELIEVE TV, SANTIAGO
MEDIA • ESSENCEMEDIACOM, NEW YORK
B05/014 • UNITED STATES •
INNOVATIVE USE OF COMMERCE CHANNEL
TITLE • KLEENEX SCORE
BRAND • KLEENEX
PRODUCT • KLEENEX
ENTERED BY • VML, NEW YORK
IDEA CREATION • VML, NEW YORK
PRODUCTION • BELIEVE TV, SANTIAGO
MEDIA • SPARK FOUNDRY, CHICAGO / AMAZON, NEW YORK
PR • CALL & RESPONSE, NEW YORK
B05/022 • BRAZIL • INNOVATIVE USE OF COMMERCE CHANNEL
TITLE • TRASH TALK CODES
BRAND • BRAHMA
PRODUCT • BEER
ENTERED BY • AFRICA CREATIVE DDB, SAO PAULO
IDEA CREATION • AFRICA CREATIVE DDB, SAO PAULO
PRODUCTION • PILULA FILMES, SAO PAULO / SATELITE AUDIO, SAO PAULO
MEDIA • AFRICA CREATIVE DDB, SAO PAULO
C01/011 • COLOMBIA • TARGETING,INSIGHTS&PERSONALISATION
TITLE • BAD LUCK REVERSER
BRAND • REFISAL
PRODUCT • REFISAL
ENTERED BY • NAME, BOGOTA
IDEA CREATION • VML, NEW YORK
PRODUCTION • BELIEVE TV, SANTIAGO / NAME, BOGOTA / AKIRA CINE, BOGOTA / VOX HAUS, PORTO ALEGRE
MEDIA • SPARK FOUNDRY, BOGOTA
PR • DATTIS COMUNICACIONES, BOGOTA
C03/002 • SWEDEN •
IN-STORE EXPERIENCES
TITLE • GAMEPAY
BRAND • ELGIGANTEN
PRODUCT • GAMEPAY PAYMENT SOLUTION
ENTERED BY • LEO STOCKHOLM
IDEA CREATION • LEO STOCKHOLM
PRODUCTION • LEO STOCKHOLM / FRAME, STOCKHOLM
MEDIA • DENTSU CREATIVE, STOCKHOLM
PR • FRAME, STOCKHOLM
D04/008 • BRAZIL •
SUSTAINABLE COMMERCE
TITLE • EFFICIENT WAY TO PAY
BRAND • CONSUL APPLIANCES
PRODUCT • CONSUL APPLIANCES
ENTERED BY • DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
E02/014 • NEW ZEALAND • SOCIAL BEHAVIOUR
TITLE • CERTIFIED TOASTERS
BRAND • GOODMAN FIELDER
PRODUCT • VOGEL’S
ENTERED BY • DDB NEW ZEALAND, AUCKLAND
IDEA CREATION • DDB NEW ZEALAND, AUCKLAND
POST PRODUCTION • DDB NEW ZEALAND, AUCKLAND / TOYBOX, AUCKLAND
E02/046 • BRAZIL •
SOCIAL BEHAVIOUR
TITLE • BAR DATING – POWERED BY HEI!
BRAND • HEINEKEN
PRODUCT • HEINEKEN
ENTERED BY • LEPUB, SAO PAULO
IDEA CREATION • LEPUB, SAO PAULO / LEPUB, MILAN
PRODUCTION • WANDA PRODUCTIONS, PARIS / SIZZER, AMSTERDAM / KPVA, SAO PAULO / DAHOUSE AUDIO, SAO PAULO
MEDIA • DENTSU CREATIVE, SAO PAULO / RED STAR, MILAN
PR • LEMA+, SAO PAULO / THE ROMANS, AMSTERDAM / INC PR AGENCY, MILAN / NSS FACTORY, MILAN
POST PRODUCTION • PRODIGIOUS, MILAN
E04/021 • UKRAINE •
CORPORATE PURPOSE & CSR
TITLE • MINEFIELD HONEY: HARVESTING HOPE
BRAND • KERNEL, MINISTRY OF FOREIGN AFFAIRS OF UKRAINE
PRODUCT • AGRICULTURE
ENTERED BY • SAATCHI & SAATCHI UKRAINE, KYIV
IDEA CREATION • SAATCHI & SAATCHI UKRAINE, KYIV
SOUNDS RIGHT
MUSEUM FOR THE UNITED NATIONS – UN LIVE, SPOTIFY AKQA, COPENHAGEN DENMARK
B03/027 • DENMARK
ENVIRONMENTAL INNOVATION
TITLE • SOUNDS RIGHT
BRAND • MUSEUM FOR THE UNITED NATIONSUN LIVE, SPOTIFY
PRODUCT • MUSIC
ENTERED BY • AKQA, COPENHAGEN
IDEA CREATION • AKQA, COPENHAGEN
MEDIA • SPOTIFY, STOCKHOLM
PR • LD COMMUNICATIONS, LONDON / NO. 29
COMMUNICATIONS, NEW YORK / THE WORLD WE WANT, LONDON
B04/042 • UNITED STATES
SOCIETAL INNOVATION
TITLE • CAPTION WITH INTENTION
BRAND • ACADEMY OF MOTION PICTURE ARTS & SCIENCES - RAKISH - CHICAGO HEARING
SOCIETY
PRODUCT • CLOSED CAPTIONING
ENTERED BY • FCB CHICAGO
IDEA CREATION • FCB CHICAGO
PRODUCTION • BELIEVE TV, SANTIAGO
POST PRODUCTION • 456 STUDIOS, CHICAGO / PES MOTION STUDIO, HIGHLAND PARK / BOGOTA, CURITIBA
A01/028 • UNITED STATES
EARLY-STAGE TECHNOLOGY
TITLE • BABY MINDER
BRAND • EUROFARMA
PRODUCT • BABY MINDER
ENTERED BY • OGILVY HEALTH, NEW YORK
IDEA CREATION • OGILVY HEALTH, NEW YORK
PRODUCTION • MOL, SAO PAULO / BUMBLEBEAT, SAO PAULO / FUTVRE FACTORY, SAO PAULO / WIDELABS, PORTO ALEGRE
POST PRODUCTION • LADO ANIMATION, SAO PAULO
B04/031 • COLOMBIA
SOCIETAL INNOVATION
TITLE • BEER RETIREMENT ACCOUNT
BRAND • POKER BEER
PRODUCT • POKER
ENTERED BY • MONKS, BOGOTA
IDEA CREATION • MONKS, BOGOTA
PRODUCTION • PRIMO CONTENT, BOGOTA
POST PRODUCTION • PRIMO CONTENT, BOGOTA
A01/030 • UNITED STATES
EARLY-STAGE TECHNOLOGY
TITLE • DROPS OF HOPE
BRAND • KIMBERLY-CLARK
PRODUCT • POISE
ENTERED BY • FCB NEW YORK
IDEA CREATION • FCB NEW YORK
PRODUCTION • FCB NEW YORK / NARRATIVE, LOS ANGELES
PR • WEBER SHANDWICK, CHICAGO
POST PRODUCTION • PAPAMUSIC, BUENOS AIRES / 456 STUDIOS, NEW YORK / RCO, NEW YORK
B02/030 • SPAIN
PRODUCT INNOVATION
TITLE • PAINVISIBLE BRAND • ARITIUM
PRODUCT • PAINVISIBLE
ENTERED BY • VML, MADRID
IDEA CREATION • VML, MADRID / VML, NEW YORK
PRODUCTION • LA BOUTIQUE 77, MADRID / AGOSTO MUSIC, LIMA / WIDELABS, SAO PAULO
B03/023 • COLOMBIA
ENVIRONMENTAL INNOVATION
TITLE • LIVING FABRIC
BRAND • UNIVERSIDAD DE LOS ANDES & ATRATUS
PRODUCT • LIVING FABRIC
ENTERED BY • VML, BOGOTA
IDEA CREATION • VML, BOGOTA
PRODUCTION • VML, BOGOTA
POST PRODUCTION • VML, BOGOTA
THE PARTNERSHIP THAT CHANGED EVERYTHING LVMH
HAVAS PLAY, PARIS FRANCE
A08/005 • FRANCE • PARTNERSHIPS/COLLABORATIONS
TITLE • THE PARTNERSHIP THAT CHANGED EVERYTHING
BRAND • LVMH
PRODUCT • LVMH
ENTERED BY • HAVAS PLAY, PARIS
IDEA CREATION • HAVAS PLAY, PARIS
PRODUCTION • HAVAS PLAY, PARIS / PROSE ON PIXELS, PARIS
MEDIA • PUBLICIS LUXE, PARIS
PR • PUBLICIS ACTIV
POST PRODUCTION • HAVAS PLAY, PARIS / PROSE ON PIXELS, PARIS
A06/001 • SPAIN • BRAND STORYTELLING
TITLE • LATE CHECKOUT: A RITZ-CARLTON STORY
BRAND • THE RITZ-CARLTON, LATE CHECKOUT
PRODUCT • LATE CHECKOUT COLLECTION, RITZ-CARLTON HOTELS
ENTERED BY • LITTLE SPAIN, MADRID
IDEA CREATION • LATE CHECKOUT, MADRID / THE RITZ-CARLTON, BETHESDA / LITTLE SPAIN, MADRID
PRODUCTION • LITTLE SPAIN, MADRID
MEDIA • 71 WEST, BOSTON
PR • 71 WEST, BOSTON
A02/006 • UNITED STATES • SUSTAINABLE LUXURY
TITLE • 1837 TIFFANY BLUE CONSERVATION
BRAND • TIFFANY & CO.
PRODUCT • TIFFANY & CO.
ENTERED BY • L&C, NEW YORK
IDEA CREATION • L&C, NEW YORK
PRODUCTION • SUITCASE PRODUCTIONS, NEW YORK
MEDIA • L&C, NEW YORK
POST PRODUCTION • AGOSTO MUSIC, LIMA / ZEPPELIN, LIMA / CONTENT GRID, LIMA
A01/019 • ITALY • EXPERIENCE
TITLE • THE EVERLASTING LOGO
BRAND • BOTTEGA VENETA
PRODUCT • BOTTEGA VENETA
ENTERED BY • LEPUB, MILAN
IDEA CREATION • LEPUB, MILAN
A06/018 • FRANCE • BRAND STORYTELLING
TITLE • PRADA: BEYOND THE LINE
BRAND • PRADA BEAUTÉ
PRODUCT • PRADA LUNA ROSSA OCEAN
ENTERED BY • MCCANN, PARIS
IDEA CREATION • MCCANN, PARIS
PRODUCTION • PHANTASM, PARIS
POST PRODUCTION • CRAFT, PARIS
A10/012 • SPAIN • SOCIAL CAMPAIGN
TITLE • LOEWE TIKTOK
BRAND • LOEWE
PRODUCT • LOEWE
ENTERED BY • LOEWE, MADRID
IDEA CREATION • LOEWE, MADRID
PRODUCTION • LOEWE, MADRID
MEDIA • LOEWE, MADRID
PR • LOEWE, MADRID
POST PRODUCTION • LOEWE, MADRID
A10/013 • FRANCE • SOCIAL CAMPAIGN
TITLE • DON’T CALL IT LOVE
BRAND • YVES SAINT LAURENT BEAUTÉ
PRODUCT • ABUSE IS NOT LOVE
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS
PRODUCTION • ASWAN, PARIS / GUM, PARIS
PR • BETC, PARIS
POST PRODUCTION • POSTER, PARIS
AXA – THREE WORDS AXA PUBLICIS CONSEIL,
A01/029 • FRANCE •
TRANSFORMATIVE STRATEGY
TITLE • AXA - THREE WORDS
BRAND • AXA
PRODUCT • INSURANCE
ENTERED BY • PUBLICIS CONSEIL, PARIS
IDEA CREATION • PUBLICIS CONSEIL, PARIS
PRODUCTION • PRODIGIOUS, PARIS
MEDIA • WAVEMAKER, PARIS
PR
• PUBLICIS CONSULTANTS, PARIS
POST PRODUCTION • PRODIGIOUS, PARIS
D01/007 • INDIA • TARGETING,INSIGHTS&PERSONALISATION
TITLE • LUCKY YATRA
BRAND • INDIAN RAILWAYS
PRODUCT • RAILWAY SERVICE
ENTERED BY • FCB INDIA, MUMBAI
IDEA CREATION • FCB INDIA, MUMBAI
F01/001 • AUSTRALIA •
LONG-TERM BRAND PLATFORM
TITLE • BUILDING A MORE RESILIENT AUSTRALIA BRAND • SUNCORP
PRODUCT • INSURANCE
ENTERED BY • LEO, SYDNEY
IDEA CREATION • LEO, SYDNEY
PRODUCTION • REVOLVER, SYDNEY / LE POLISH BUREAU, LODZ / HOGARTH WORLDWIDE, ALEXANDRIA / GOOD OIL FILMS, SYDNEY / PXP STUDIOS, SYDNEY
MEDIA • OMD, SYDNEY
F01/007 • FRANCE • LONG-TERM BRAND PLATFORM
TITLE • RENAULT - LONG-TERM BRAND • RENAULT
PRODUCT • AUTOMOTIVE
ENTERED BY • PUBLICIS CONSEIL, PARIS
IDEA CREATION • PUBLICIS CONSEIL, PARIS
PRODUCTION • DIVISION, PARIS / PUBLICIS
SAPIENT, PARIS / BIG PRODUCTIONS, PARIS
POST PRODUCTION • PRODIGIOUS, PARIS / FIRM STUDIO, PARIS
A01/018 • BRAZIL • TRANSFORMATIVE STRATEGY
TITLE • RECIPE FOR GROWTH
BRAND • IFOOD
PRODUCT • IFOOD B2B
ENTERED BY • DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
F01/011 • ITALY •
LONG-TERM BRAND PLATFORM
TITLE • BACKING THE BARS
BRAND • HEINEKEN
PRODUCT • HEINEKEN
ENTERED BY • LEPUB, MILAN
IDEA CREATION • LEPUB, MILAN
MEDIA • DENTSU REDSTAR, LONDON
PR • EDELMAN, LONDON
F01/023 • UNITED STATES •
LONG-TERM BRAND PLATFORM
TITLE • IT’S A CHEETOS THING
BRAND • CHEETOS | PEPSICO
PRODUCT • CHEETOS
ENTERED BY • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
IDEA CREATION
• GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
PRODUCTION
• DUMMY FILMS, LOS ANGELES / O POSITIVE, SANTA MONICA / BISCUIT
FILMWORKS, LOS ANGELES / WILDEBEEST, COLLINGWOOD
MEDIA • OMD USA, NEW YORK / RED ROCK OUTDOOR, NEW YORK
PR • KETCHUM, NEW YORK
POST PRODUCTION • ARCADE EDIT, LOS ANGELES / HUMAN, NEW YORK / LIME STUDIOS, SANTA MONICA / THE MILL, CHICAGO
SHOT ON IPHONE
APPLE
TBWA\MEDIA ARTS LAB, LOS ANGELES UNITED STATES
D01/017 • UNITED STATES
LONG-TERM BRAND PLATFORM
TITLE • SHOT ON IPHONE
BRAND • APPLE
PRODUCT • IPHONE
ENTERED BY • TBWA\MEDIA ARTS LAB, LOS ANGELES
IDEA CREATION • TBWA\MEDIA ARTS LAB, LOS ANGELES
B01/041 • NETHERLANDS
SINGLE MARKET
TITLE • DON’T DRINK HERTOG JAN
BRAND • HERTOG JAN
PRODUCT • HERTOG JAN
ENTERED BY • GUT, AMSTERDAM
IDEA CREATION • GUT, AMSTERDAM
PRODUCTION • SITESUPPORT, BREDA
C01/014 • UNITED KINGDOM
LAUNCH
TITLE
• THE EVERYDAY TACTICIAN: HOW GETTING A FOOTBALL CLUB PROMOTED
HELPED XBOX TAKE A STEP CLOSER TO THE FUTURE OF GAMING
BRAND • XBOX
PRODUCT • XBOX GAME PASS
ENTERED BY • MCCANN, LONDON
IDEA CREATION • MCCANN, LONDON
PRODUCTION • CRAFT, LONDON / LOWKEY FILMS, LONDON / EXELL, LONDON
MEDIA • TNT SPORTS, LONDON
PR • ASSEMBLY, LONDON
POST PRODUCTION • WAVE, LONDON
C03/003 • UNITED KINGDOM
ACQUISITION
TITLE • THE MISHEARD VERSION
BRAND • SPECSAVERS
PRODUCT • AUDIOLOGY
ENTERED BY • GOLIN, LONDON
IDEA CREATION • GOLIN, LONDON
PR
• GOLIN, LONDON
SILVER LION
A01/024
• NETHERLANDS
CONSUMER GOODS
TITLE • REFURB
BRAND • PHILIPS
PRODUCT • PHILIPS
ENTERED BY
• LEPUB, AMSTERDAM
IDEA CREATION • LEPUB, AMSTERDAM
PRODUCTION • SHOTZ, BERLIN / AMBASSADORS, AMSTERDAM / LENS THAT - AR CREATIVE STUDIO, WARSAW
MEDIA • OMD, AMSTERDAM / OMD GERMANY, DUSSELDORF
PR • KETCHUM, AMSTERDAM
B02/008 • BRAZIL
MULTI-MARKET
TITLE • HANDSHAKE HUNT
BRAND • MERCADO LIVRE
PRODUCT • MERCADO LIVRE
ENTERED BY • GUT, SAO PAULO
IDEA CREATION • GUT, SAO PAULO
C08/002 • BRAZIL
BREAKTHROUGH ON A BUDGET
TITLE • SAMSUNG THROWBACK DEALS
BRAND • SAMSUNG BRAZIL
PRODUCT • E-COMMERCE
ENTERED BY • MRM, SAO PAULO
IDEA CREATION • MRM, SAO PAULO
C10/006 • JAPAN
MARKET DISRUPTION
TITLE • NO SMILES
BRAND • MCDONALD’S
PRODUCT • HIRING
ENTERED BY • TBWA\HAKUHODO, TOKYO
IDEA CREATION • TBWA\HAKUHODO, TOKYO
PRODUCTION • ROBOT COMMUNICATIONS, TOKYO
POST PRODUCTION • ROBOT COMMUNICATIONS, TOKYO
C10/014 • SPAIN
MARKET DISRUPTION
TITLE • FIND YOUR SUMMER
BRAND • MAGNUM
PRODUCT • MAGNUM ICE CREAM
ENTERED BY • LOLA MULLENLOWE, MADRID IDEA CREATION • LOLA MULLENLOWE, MADRID
D01/018 • UNITED KINGDOM
LONG-TERM BRAND PLATFORM
TITLE • REAL BEAUTY: HOW A SOAP BRAND CREATED A GLOBAL SELF-ESTEEM MOVEMENT
BRAND • DOVE
PRODUCT • DOVE
ENTERED BY • OGILVY UK, LONDON
IDEA CREATION • OGILVY UK, LONDON
A02/008 • UNITED STATES HEALTHCARE
TITLE • MICHAEL CERAVE
BRAND • CERAVE
PRODUCT • CERAVE
ENTERED BY • OGILVY PR, NEW YORK
IDEA CREATION • OGILVY PR, NEW YORK
PRODUCTION • PRETTYBIRD, CULVER CITY
MEDIA • BEAUTY CO-LAB, NEW YORK
PR • OGILVY PR, NEW YORK
POST PRODUCTION • BLACKSMITH, NEW YORK / LELAND MUSIC, LONDON / MACKCUT, NEW YORK / HEARD CITY, NEW YORK
B04/011 • NETHERLANDS
CREATIVE EFFECTIVENESS FOR GOOD TITLE • A PIECE OF ME BRAND • KPN
PRODUCT • KPN
ENTERED BY • DENTSU CREATIVE, AMSTERDAM IDEA CREATION • DENTSU CREATIVE, AMSTERDAM
PRODUCTION • WEFILM CREATIVE AGENCY, AMSTERDAM / AMP AMSTERDAM
MEDIA • MINDSHARE, AMSTERDAM PR • HPB | HET PR BUREAU, AMSTERDAM
B04/025 • PERU
CREATIVE EFFECTIVENESS FOR GOOD TITLE • SIGHTWALKS
BRAND • CEMENTO SOL
PRODUCT • CEMENT
ENTERED BY • CIRCUS GREY, MIRAFLORES
IDEA CREATION • CIRCUS GREY, MIRAFLORES
PRODUCTION • REBECA, LIMA / AGOSTO MUSIC, LIMA
PR • LLYC, LIMA
POST PRODUCTION • PUNTO APARTE, LIMA
C01/007 • UNITED KINGDOM
LAUNCH
TITLE • GRAVY RACE
BRAND • SHEBA
PRODUCT • SHEBA GRAVY INDULGENCE
ENTERED BY • AMV BBDO, LONDON
IDEA CREATION • AMV BBDO, LONDON
PRODUCTION • RED STUDIOS, LONDON
MEDIA • ESSENCEMEDIACOM, NEW YORK
PR • / WEBER SHANDWICK, NEW YORK
POST PRODUCTION • JUNGLE STUDIOS, LONDON / RED STUDIOS, LONDON / CANJA
AUDIO CULTURE, CURITIBA
C05/007 • CANADA
REAL-TIME RESPONSE
TITLE • HEINZ KETCHUP & SEEMINGLY RANCH
BRAND • KRAFT HEINZ
PRODUCT • HEINZ KRANCH
ENTERED BY • RETHINK, TORONTO
IDEA CREATION • RETHINK, TORONTO
PRODUCTION • FUZE REPS, TORONTO
MEDIA • STARCOM, CHICAGO
PR • ZENO GROUP, CHICAGO
C07/013 • UNITED KINGDOM COLLABORATION
TITLE • THE EVERYDAY TACTICIAN: HOW GETTING A FOOTBALL CLUB PROMOTED HELPED XBOX TAKE A STEP CLOSER TO THE FUTURE OF GAMING
BRAND • XBOX
PRODUCT • XBOX GAME PASS
ENTERED BY • MCCANN, LONDON
IDEA CREATION • MCCANN, LONDON
PRODUCTION • CRAFT, LONDON / LOWKEY FILMS, LONDON / EXELL, LONDON
MEDIA • TNT SPORTS, LONDON
PR
• ASSEMBLY, LONDON
POST PRODUCTION • WAVE, LONDON
C10/003 • SINGAPORE MARKET DISRUPTION
TITLE • TRANSITION BODY LOTION
BRAND • UNILEVER
PRODUCT • VASELINE PRO DERMA TRANSITION BODY LOTION
ENTERED BY • OGILVY, SINGAPORE
IDEA CREATION • OGILVY, SINGAPORE
PRODUCTION • THEQUIETLAB, SINGAPORE / DOUBLE Y, BANGKOK / SOLDATS FILMS, PARIS / MUM FILMS, BANGKOK
MEDIA • MINDSHARE, LONDON
PR
• OGILVY, SINGAPORE / EDELMAN, BANGKOK
CAPTION WITH INTENTION
ACADEMY OF MOTION PICTURE ARTS & SCIENCES –
RAKISH - CHICAGO HEARING SOCIETY
FCB CHICAGO
UNITED STATES
A05/026 • UNITED STATES • MEDIA/ENTERTAINMENT
TITLE • CAPTION WITH INTENTION
BRAND • ACADEMY OF MOTION PICTURE ARTS & SCIENCES - RAKISH - CHICAGO HEARING SOCIETY
PRODUCT • CLOSED CAPTIONING
ENTERED BY • FCB CHICAGO
IDEA CREATION • FCB CHICAGO
PRODUCTION • BELIEVE TV, SANTIAGO
POST PRODUCTION • 456 STUDIOS, CHICAGO / PES MOTION STUDIO, HIGHLAND PARK / BOGOTA, CURITIBA
A01/080 • UNITED STATES • CONSUMER GOODS
TITLE • DROPS OF HOPE
BRAND • KIMBERLY-CLARK
PRODUCT • POISE
ENTERED BY • FCB NEW YORK
IDEA CREATION • FCB NEW YORK
PRODUCTION • FCB NEW YORK / NARRATIVE, LOS ANGELES
PR • WEBER SHANDWICK, CHICAGO
POST PRODUCTION • PAPAMUSIC, BUENOS AIRES / 456 STUDIOS, NEW YORK / RCO, NEW YORK
A07/016 • COSTA RICA •
NFPO / CHARITY / GOVERNMENT
TITLE • LESSONS OF SHAME
BRAND • WORLD VISION
PRODUCT • INSTITUTIONAL
ENTERED BY • HAVAS COSTA RICA, SAN ANTONIO
IDEA CREATION • HAVAS COSTA RICA, SAN ANTONIO
PRODUCTION • HAVAS COSTA RICA, SAN ANTONIO
MEDIA • HAVAS COSTA RICA, SAN ANTONIO
PR • HAVAS COSTA RICA, SAN ANTONIO
POST PRODUCTION • HAVAS COSTA RICA, SAN ANTONIO
B01/024 • PERU •
SOCIAL ENGAGEMENT & INTEG LIVE EXP
TITLE • THE KIMBERLY PRICE
BRAND • PLAZA VEA
PRODUCT • PLAZA VEA
ENTERED BY • FAHRENHEIT DDB, LIMA
IDEA CREATION • FAHRENHEIT DDB, LIMA
PRODUCTION • CANICA FILMS, LIMA
POST PRODUCTION • GRECIA STUDIO, LIMA
C01/027 • POLAND •
CUSTOMER RETAIL/IN-STORE EXPERIENCE
TITLE • WINTER TAKES ON COLORS
BRAND • MCDONALD’S POLSKA
PRODUCT • DRWALA BURGER (LIMITED TIMED OFFER)
ENTERED BY • DDB WARSAW
IDEA CREATION • DDB WARSAW
PRODUCTION • PAPAYA FILMS, WARSAW / PANOWIE PROGRAMISCI, WARSAW
MEDIA • OMD, WARSAW
POST PRODUCTION • RIO DE POST, WARSAW / JUICE, WARSAW
C03/054 • INDIA •
CUSTOMER ACQUISITION & RETENTION
TITLE • LUCKY YATRA
BRAND • INDIAN RAILWAYS
PRODUCT • RAILWAY SERVICE
ENTERED BY • FCB INDIA, MUMBAI
IDEA CREATION • FCB INDIA, MUMBAI
C03/059 • COLOMBIA •
CUSTOMER ACQUISITION & RETENTION
TITLE • FICTIONAL INSURANCE
BRAND • RCN/PRIME
PRODUCT • INSURANCE
ENTERED BY • DDB COLOMBIA, BOGOTA
IDEA CREATION • DDB COLOMBIA, BOGOTA
D01/045 • BRAZIL •
LIVE BRAND EXPERIENCE OR ACTIVATION
TITLE • PLASTIC BLOOD
BRAND • OKA BIOTECH
PRODUCT • OKA BIOTECH
ENTERED BY • DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
PR • DM9, SAO PAULO
D02/093 • BRAZIL •
GUERRILLA MARKETING & STUNTS
TITLE • ADS COVER RENTS
BRAND • BRAHMA
PRODUCT • BEER
ENTERED BY • AFRICA CREATIVE DDB, SAO PAULO
IDEA CREATION • AFRICA CREATIVE DDB, SAO PAULO
PRODUCTION • FILMART, RIO DE JANEIRO / HALLEY SOUND, SAO PAULO
MEDIA • AFRICA CREATIVE DDB, SAO PAULO
E01/026 • MEXICO •
LOCAL BRAND
TITLE • GULF OF MEXICO (BAR)
BRAND • TECATE
PRODUCT • TECATE LIGHT
ENTERED BY • LEPUB, MEXICO CITY
IDEA CREATION • LEPUB, MEXICO CITY
PRODUCTION • LANDIA, MEXICO CITY
MEDIA • DENTSU RED STAR, MEXICO CITY
PR • SERNA, MEXICO CITY
POST PRODUCTION • LANDIA, MEXICO CITY
E07/091 • UNITED STATES •
CORPORATE PURPOSE & CSR
TITLE • DROPS OF HOPE
BRAND • KIMBERLY-CLARK
PRODUCT • POISE
ENTERED BY • FCB NEW YORK
IDEA CREATION • FCB NEW YORK
PRODUCTION • FCB NEW YORK / NARRATIVE, LOS ANGELES
PR • WEBER SHANDWICK, CHICAGO
POST PRODUCTION • PAPAMUSIC, BUENOS AIRES / 456 STUDIOS, NEW YORK / RCO, NEW YORK
E08/026 • GERMANY •
MARKET DISRUPTION
TITLE • PRICE PACKS
BRAND • PENNY
PRODUCT • FOOD/NON-FOOD
ENTERED BY • SERVICEPLAN, MUNICH
IDEA CREATION • SERVICEPLAN, MUNICH
PRODUCTION • WE MAKE THEM WONDER GMBH, MUNICH
MEDIA • PION3ERS, DUSSELDORF
A02/002 • GERMANY • HEALTHCARE
TITLE • 855-HOW-TO-QUIT-(OPIOIDS) BRAND • ANZEN HEALTH
PRODUCT • 855-HOW-TO-QUIT-HELPLINE
ENTERED BY • SERVICEPLAN, MUNICH
IDEA CREATION • SERVICEPLAN, MUNICH
PRODUCTION • JOJX, LOS ANGELES
MEDIA • MEDIAPLUS GERMANY, MUNICH
PR • TULOM, SAO PAULO
POST PRODUCTION • JAMM, VENICE CA
A03/012 • AUSTRALIA • AUTOMOTIVE
TITLE • ROOBADGE
BRAND • VOLKSWAGEN
PRODUCT • AUTOMOTIVE ACCESSORY
ENTERED BY • DDB SYDNEY
IDEA CREATION • DDB SYDNEY
PRODUCTION • NAKATOMI, SYDNEY / VERT
DESIGN, SYDNEY
POST PRODUCTION • MOSAIC MUSIC & SOUND, SYDNEY
A04/039 • PERU •
TRAVEL, LEISURE, RETAIL, RESTAURANT
TITLE • THE KIMBERLY PRICE
BRAND • PLAZA VEA
PRODUCT • PLAZA VEA
ENTERED BY • FAHRENHEIT DDB, LIMA
IDEA CREATION • FAHRENHEIT DDB, LIMA
PRODUCTION • CANICA FILMS, LIMA
POST PRODUCTION • GRECIA STUDIO, LIMA
A05/027 • UNITED STATES • MEDIA/ENTERTAINMENT
TITLE • HAALAND PAYBACK TIME
BRAND • CLASH OF CLANS
PRODUCT • CLASH OF CLANS
ENTERED BY • DAVID, NEW YORK
IDEA CREATION • DAVID, NEW YORK
PRODUCTION • SUPERCELL, HELSINKI / BUTTER, NEW YORK / FOUNDER, MANCHESTER
PR • THE ROMANS, LONDON
A06/011 • UNITED STATES •
CONSUMER SERVICES / B2B
TITLE • SPREADBEATS
BRAND • SPOTIFY
PRODUCT • SPOTIFY
ENTERED BY • FCB NEW YORK
IDEA CREATION • FCB NEW YORK
POST PRODUCTION • COLOSSAL, CURITIBA
A06/013 • BRAZIL •
CONSUMER SERVICES / B2B
TITLE • PLASTIC BLOOD BRAND • OKA BIOTECH
PRODUCT • OKA BIOTECH
ENTERED BY
• DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
PR • DM9, SAO PAULO
B06/014 • POLAND • DIGITAL INSTALLATIONS
TITLE • PUBLIC MONEY ATM
BRAND • MASTERCARD
PRODUCT • MASTERCARD
ENTERED BY • MCCANN POLAND, WARSAW
IDEA CREATION • MCCANN POLAND, WARSAW
PRODUCTION • FP7 MCCANN, DUBAI
MEDIA • ASSEMBLY GLOBAL, WARSAW
PR
• SOLSKI COMMUNICATIONS, WARSAW
C02/060 • COLOMBIA • RETAIL PROMOTIONS & COMPETITIONS
TITLE • FICTIONAL INSURANCE
BRAND • RCN/PRIME
PRODUCT • INSURANCE
ENTERED BY • DDB COLOMBIA, BOGOTA
IDEA CREATION • DDB COLOMBIA, BOGOTA
C03/007 • PORTUGAL •
CUSTOMER ACQUISITION & RETENTION
TITLE • IKEA HIDDEN TAGS
BRAND • IKEA
PRODUCT • IKEA
ENTERED BY • UZINA, LISBON
IDEA CREATION • UZINA, LISBON
PRODUCTION • PLAYGROUND, LISBON / MUTE SOUND DESIGN, LISBON
C03/062 • UNITED STATES • CUSTOMER ACQUISITION & RETENTION
TITLE • DROPS OF HOPE BRAND • KIMBERLY-CLARK PRODUCT • POISE
ENTERED BY • FCB NEW YORK
IDEA CREATION • FCB NEW YORK
PRODUCTION
• FCB NEW YORK / NARRATIVE, LOS ANGELES
PR • WEBER SHANDWICK, CHICAGO
POST PRODUCTION • PAPAMUSIC, BUENOS
AIRES / 456 STUDIOS, NEW YORK / RCO, NEW YORK
D01/064 • BRAZIL •
LIVE BRAND EXPERIENCE OR ACTIVATION
TITLE • FISHERMEN STORYTELLERS
BRAND • CORONA
PRODUCT • BEER
ENTERED BY • AFRICA CREATIVE DDB, SAO PAULO
IDEA CREATION • AFRICA CREATIVE DDB, SAO PAULO
PRODUCTION • RECONCAVO, SAO PAULO / LOUD+, SAO PAULO / BLACK MADRE, SAO PAULO / MONKEY, SAO PAULO
D02/039 • UNITED STATES • GUERRILLA MARKETING & STUNTS
TITLE • PROGRESSO SOUP DROPS
BRAND • PROGRESSO
PRODUCT • PROGRESSO CANNED SOUPS
ENTERED BY • EDELMAN, CHICAGO
IDEA CREATION • EDELMAN, CHICAGO
PRODUCTION • MAUREEN MOMOKO FRITZ, CHICAGO
MEDIA • EDELMAN, CHICAGO
PR • EDELMAN, CHICAGO
D02/047 • COSTA RICA • GUERRILLA MARKETING & STUNTS
TITLE • LESSONS OF SHAME
BRAND • WORLD VISION
PRODUCT • INSTITUTIONAL
ENTERED BY • HAVAS COSTA RICA, SAN ANTONIO
IDEA CREATION • HAVAS COSTA RICA, SAN ANTONIO
PRODUCTION • HAVAS COSTA RICA, SAN ANTONIO
MEDIA • HAVAS COSTA RICA, SAN ANTONIO
PR • HAVAS COSTA RICA, SAN ANTONIO
POST PRODUCTION • HAVAS COSTA RICA, SAN ANTONIO
D03/058 • ITALY • BRAND-OWNED EXPERIENCES
TITLE • PUB SUCCESSION
BRAND • HEINEKEN
PRODUCT • HEINEKEN
ENTERED BY • LEPUB, MILAN
IDEA CREATION • LEPUB, MILAN / PUBLICIS, DUBLIN
PRODUCTION • BANJOMAN FILMS, DUBLIN
MEDIA • DENTSU RED STAR, DUBLIN / RED STAR, NEW YORK / RED STAR, SYDNEY
PR • THINKHOUSE, DUBLIN / THE ROMANS, LONDON / MBOOTH, NEW YORK
D03/070 • COLOMBIA • BRAND-OWNED EXPERIENCES
TITLE • CLANDESTINATION
BRAND • PROCOLOMBIA
PRODUCT • COLOMBIA, THE COUNTRY OF BEAUTY
ENTERED BY • DDB COLOMBIA, BOGOTA
IDEA CREATION • DDB COLOMBIA, BOGOTA
PRODUCTION • LUTHER FILMS, MEDELLIN
E01/023 • PERU •
LOCAL BRAND
TITLE • THE KIMBERLY PRICE
BRAND • PLAZA VEA
PRODUCT • PLAZA VEA
ENTERED BY • FAHRENHEIT DDB, LIMA
IDEA CREATION • FAHRENHEIT DDB, LIMA
PRODUCTION • CANICA FILMS, LIMA
POST PRODUCTION • GRECIA STUDIO, LIMA
E03/047 • GERMANY •
SINGLE-MARKET CAMPAIGN
TITLE • PRICE PACKS
BRAND • PENNY
PRODUCT • FOOD/NON-FOOD
ENTERED BY • SERVICEPLAN, MUNICH
IDEA CREATION • SERVICEPLAN, MUNICH
PRODUCTION • WE MAKE THEM WONDER
GMBH, MUNICH
MEDIA • PION3ERS, DUSSELDORF
E05/028 • UNITED KINGDOM • USE OF HUMOUR
TITLE • HARMONISER
BRAND • TWIX
PRODUCT • TWIX
ENTERED BY • ADAM&EVEDDB, LONDON
IDEA CREATION • ADAM&EVEDDB, LONDON
PRODUCTION • ROGUE FILMS, LONDON / VONAGE, LONDON / PLAN8, STOCKHOLM
MEDIA
• ESSENCEMEDIACOM, LONDON
PR
• KETCHUM, LONDON
POST PRODUCTION • 1920VFX, LONDON / COMPANY 3, LONDON / FACTORY STUDIOS, LONDON / WORK EDITORIAL, LONDON
E06/027 • AUSTRALIA • BREAKTHROUGH ON A BUDGET
TITLE • TIME TO LIVE BRAND • AUSTRALIAN CANCER RESEARCH FOUNDATION
PRODUCT • ACRF AWARENESS CAMPAIGN
ENTERED BY • THE MINISTRY FOR COMMUNICATION & THE ARTS, COOGEE
IDEA CREATION • THE MINISTRY FOR COMMUNICATION & THE ARTS, COOGEE
E07/035 • FRANCE •
CORPORATE PURPOSE & CSR
TITLE • OLYMPIC GAMES OPENING CEREMONY PARIS 2024
BRAND • PARIS 2024
PRODUCT • PARIS 2024
ENTERED BY • PANAME 24, PARIS
IDEA CREATION • AUDITOIRE, PARIS / DOUBLE 2, PARIS / OBO, PARIS / HAVAS PARIS / HAVAS EVENTS, PARIS
PRODUCTION • UBI BENE, PARIS
POST PRODUCTION • PROSE ON PIXELS, PARIS
E07/093 • UNITED STATES • CORPORATE PURPOSE & CSR
TITLE • THE ATHLETES CODE
BRAND • POWERADE
PRODUCT • POWERADE
ENTERED BY • OGILVY, NEW YORK
IDEA CREATION • OGILVY, NEW YORK
PRODUCTION • LET IT RIP PICTURES, BROOKLYN / HOGARTH WORLDWIDE, NEW YORK
MEDIA • ESSENCEMEDIACOM, NEW YORK
PR • OGILVY PR, NEW YORK
POST PRODUCTION • SOUND GOODS, NEW YORK
E07/115 • GERMANY •
CORPORATE PURPOSE & CSR
TITLE • LIFE DONOR CARD
BRAND • MASTERCARD
PRODUCT • LIFE DONOR FEATURE
ENTERED BY • MRM GERMANY, FRANKFURT
IDEA CREATION • MRM GERMANY, FRANKFURT
PRODUCTION • MRM GERMANY, FRANKFURT
/ TONY PETERSEN FILM, HAMBURG / FP7
MCCANN, DUBAI
MEDIA • DENTSU X, FRANKFURT AM MAIN
PR • WEBER SHANDWICK, MUNICH
POST PRODUCTION • TONY PETERSEN FILM, HAMBURG
E08/030 • UNITED ARAB EMIRATES • MARKET DISRUPTION
TITLE • RECIPE FOR CHANGE
BRAND • ARLA
PRODUCT • PUCK
ENTERED BY • FP7 MCCANN, DUBAI
IDEA CREATION • FP7 MCCANN, DUBAI
PRODUCTION • CRAFT DUBAI
PR • CURRENT GLOBAL, DUBAI
E08/034 • MEXICO • MARKET DISRUPTION
TITLE • GULF OF MEXICO (BAR)
BRAND • TECATE
PRODUCT • TECATE LIGHT
ENTERED BY • LEPUB, MEXICO CITY
IDEA CREATION • LEPUB, MEXICO CITY
PRODUCTION • LANDIA, MEXICO CITY
MEDIA • DENTSU RED STAR, MEXICO CITY
PR • SERNA, MEXICO CITY
POST PRODUCTION • LANDIA, MEXICO CITY
E09/072 • UNITED STATES • CULTURAL ENGAGEMENT
TITLE • CAPTION WITH INTENTION
BRAND • ACADEMY OF MOTION PICTURE ARTS & SCIENCES - RAKISH - CHICAGO HEARING SOCIETY
PRODUCT • CLOSED CAPTIONING
ENTERED BY • FCB CHICAGO
IDEA CREATION • FCB CHICAGO
PRODUCTION • BELIEVE TV, SANTIAGO
POST PRODUCTION • 456 STUDIOS, CHICAGO / PES MOTION STUDIO, HIGHLAND PARK / BOGOTA, CURITIBA
A01/025 • UNITED STATES • CONSUMER GOODS
TITLE • OTHER HAND
BRAND • CHEETOS | PEPSICO PRODUCT • CHEETOS
ENTERED BY • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
IDEA CREATION • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
PRODUCTION
• DUMMY FILMS, LOS ANGELES / OMNICOM PRODUCTION, SAN FRANCISCO
MEDIA • OMD USA, NEW YORK / VAYNERMEDIA, NEW YORK
PR • KETCHUM, NEW YORK
POST PRODUCTION • ARCADE EDIT, LOS ANGELES / THE MILL, CHICAGO / COMPANY 3, LOS ANGELES / SONIC UNION, NEW YORK / DIRECT FOCUS, VANCOUVER
A02/008 • GERMANY • HEALTHCARE
TITLE • CAMDOM
BRAND • BILLY BOY
PRODUCT • THE FIRST DIGITAL CONDOM
ENTERED BY • INNOCEAN BERLIN
IDEA CREATION • INNOCEAN BERLIN
PRODUCTION • PAY4BRAIN, SAO PAULO / JUNG&BILLIG, BREMEN / DAHOUSE AUDIO, BERLIN / RADICAL MEDIA, BERLIN
MEDIA • INNOCEAN WORLDWIDE EUROPE, FRANKFURT
PR • CLAUDIA WUNSCH COMMUNICATION, BERLIN / PUNKT PR, HAMBURG / PERSUASION, LONDON
POST PRODUCTION • ESTUDIO DEAD PIXEL, SAO PAULO
A02/027 • FRANCE • HEALTHCARE
TITLE • MOMMYPHONE
BRAND • LABORATOIRE GALLIA
PRODUCT • LABORATOIRE GALLIA CARELINE
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS
PRODUCTION • SOLDATS FILMS, PARIS / MAKE IT TANGIBLE, PARIS / ESQUISSE 3D BUREAU
DETUDES, PARIS / GUM, PARIS
PR • BETC, PARIS
POST PRODUCTION • 1TO1 PARIS
A03/015 • UNITED STATES • AUTOMOTIVE
TITLE • SUPPORTBELT
BRAND • FORD
PRODUCT • FORD SUPPORTBELT
ENTERED BY • VML, DETROIT
IDEA CREATION • VML, DETROIT
PRODUCTION • HOGARTH WORLDWIDE, DETROIT / LEAR CORPORATION, SOUTHFIELD / NICE SHOES, NEW YORK / SEVENTY 7
PRODUCTIONS, ROYAL OAK
MEDIA • MINDSHARE, DETROIT
PR • BURSON, DETROIT
POST PRODUCTION • GOLDSOUND, DETROIT / HOWLING MUSIC, NASHVILLE / ASCHE & SPENCER, MINNEAPOLIS
A07/040 • UNITED STATES •
NFPO / CHARITY / GOVERNMENT
TITLE • THE FINAL EXAM
BRAND • CHANGE THE REF
PRODUCT • PRO BONO
ENTERED BY • ENERGY BBDO, CHICAGO
IDEA CREATION • ENERGY BBDO, CHICAGO
PRODUCTION • WEBCORE INTERACTIVE GAMES, SAO PAULO / DRUID SAO PAULO, SAO PAULO / FLUTU MUSIC, SAO PAULO
PR
• DRUID SAO PAULO, SAO PAULO / CASHMAN & ASSOCIATES, PHILADELPHIA
B01/010
• UNITED ARAB EMIRATES • SOCIAL ENGAGEMENT & INTEG LIVE EXP
TITLE • THE SOCIAL FEED
BRAND • HUNGERSTATION
PRODUCT • FOOD DELIVERY APP
ENTERED BY • VML, DUBAI
IDEA CREATION • VML, DUBAI
B02/040 • UNITED KINGDOM • USE OF MOBILE & DEVICES
TITLE • HARMONISER
BRAND • TWIX
PRODUCT • TWIX
ENTERED BY • ADAM&EVEDDB, LONDON
IDEA CREATION
PRODUCTION
• ADAM&EVEDDB, LONDON
• ROGUE FILMS, LONDON / VONAGE, LONDON / PLAN8, STOCKHOLM
MEDIA • ESSENCEMEDIACOM, LONDON
PR
• KETCHUM, LONDON
POST PRODUCTION • 1920VFX, LONDON / COMPANY 3, LONDON / FACTORY STUDIOS, LONDON / WORK EDITORIAL, LONDON
B09/065 • UNITED STATES • TECH-LED BRAND EXPERIENCE
TITLE • LAP OF LEGENDS
BRAND • AB INBEV - MICHELOB ULTRA
PRODUCT • MICHELOB ULTRA
ENTERED BY • FCB NEW YORK
IDEA CREATION • FCB NEW YORK
PRODUCTION • THE MILL, NEW YORK
MEDIA • STARCOM, NEW YORK
PR • WEBER SHANDWICK, NEW YORK
POST PRODUCTION • THE MILL, NEW YORK / 456 STUDIOS, NEW YORK
C02/026 • BRAZIL • RETAIL PROMOTIONS & COMPETITIONS
TITLE • FOLLOWERS STORE
BRAND • NEW BALANCE
PRODUCT • NEW BALANCE
ENTERED BY • LEPUB, SAO PAULO
IDEA CREATION • LEPUB, SAO PAULO
PRODUCTION • RISING, SAO PAULO / MAD
SOUNDS PRODUCTIONS, SAO PAULO / JAMUTE, SAO PAULO
C02/066 • BRAZIL •
RETAIL PROMOTIONS & COMPETITIONS
TITLE • COUPON RAIN
BRAND • MERCADO LIVRE
PRODUCT • MERCADO LIVRE
ENTERED BY • GUT, SAO PAULO
IDEA CREATION • GUT, SAO PAULO
MEDIA • GUT, SAO PAULO
PR • GUT, SAO PAULO / CDN, SAO PAULO
C03/014 • NEW ZEALAND •
CUSTOMER ACQUISITION & RETENTION
TITLE • CERTIFIED TOASTERS
BRAND • GOODMAN FIELDER
PRODUCT • VOGEL’S
ENTERED BY • DDB NEW ZEALAND, AUCKLAND
IDEA CREATION • DDB NEW ZEALAND, AUCKLAND
POST PRODUCTION • DDB NEW ZEALAND, AUCKLAND / TOYBOX, AUCKLAND
C03/023 • SWEDEN •
CUSTOMER ACQUISITION & RETENTION
TITLE • THE PARENTAL LEAVE MORTGAGE
BRAND • NORDEA
PRODUCT • THE PARENTAL LEAVE MORTGAGE
ENTERED BY • NORD DDB, STOCKHOLM
IDEA CREATION • NORD DDB, COPENHAGEN / NORD DDB, STOCKHOLM / NORD DDB, HELSINKI
C03/074 • FRANCE •
CUSTOMER ACQUISITION & RETENTION
TITLE • CHOOSE UBER
BRAND • HEETCH
PRODUCT • HEETCH
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS
PRODUCTION • SOLDATS FILMS, PARIS
D01/016 • FRANCE •
LIVE BRAND EXPERIENCE OR ACTIVATION
TITLE • THE FLAME THAT WASN’T A FLAME
BRAND • EDF
PRODUCT • EDF
ENTERED BY • BETC, PARIS
IDEA CREATION • BETC, PARIS / EDF, PARIS
PRODUCTION • EDF, PARIS / ATELIER BLAM, NANTES / MOVEMENT, PARIS / FALABRACKS, PARIS
MEDIA • HAVAS MEDIA, PARIS / HAVAS PLAY, PARIS
PR • EDF, PARIS
D02/117 • ECUADOR • GUERRILLA MARKETING & STUNTS
TITLE • REPORT THIS AD
BRAND • VERIS
PRODUCT • ONLINE MENTAL HEALTH
INSTITUTION
ENTERED BY • PARADAIS DDB, GUAYAQUIL
IDEA CREATION • PARADAIS DDB, GUAYAQUIL
PRODUCTION • APOLO, QUITO
MEDIA • PARADAIS DDB, GUAYAQUIL
D03/061 • INDIA • BRAND-OWNED EXPERIENCES
TITLE • EYE TEST MENU
BRAND • TITAN COMPANY LIMTED
PRODUCT • EYEWEAR
ENTERED BY • OGILVY, BANGALORE
IDEA CREATION • OGILVY, BANGALORE
PRODUCTION • ABSOLUTE PRODUCTIONS, MUMBAI
MEDIA • OGILVY, BANGALORE
D04/069 • UNITED STATES • SPONSORSHIP & BRAND PARTNERSHIP
TITLE • THE ATHLETES CODE
BRAND • POWERADE
PRODUCT • POWERADE
ENTERED BY • OGILVY, NEW YORK
IDEA CREATION • OGILVY, NEW YORK
PRODUCTION
• LET IT RIP PICTURES, BROOKLYN / HOGARTH WORLDWIDE, NEW YORK
MEDIA • ESSENCEMEDIACOM, NEW YORK
PR • OGILVY PR, NEW YORK
POST PRODUCTION • SOUND GOODS, NEW YORK
D04/078 • UNITED STATES • SPONSORSHIP & BRAND PARTNERSHIP
TITLE • AIRBNB ICONS
BRAND • AIRBNB
PRODUCT • AIRBNB ICONS
ENTERED BY • WEBER SHANDWICK, SAN FRANCISCO
IDEA CREATION • WEBER SHANDWICK, LOS ANGELES / WEBER SHANDWICK, SAN FRANCISCO / WEBER SHANDWICK, SEATTLE / WEBER SHANDWICK, ATLANTA / WEBER SHANDWICK, TORONTO
PRODUCTION • VERB, CALIFORNIA / HOGWASH STUDIOS, MIAMI BEACH / TOY & ROBIN LTD, BOURNEMOUTH
MEDIA • WEBER SHANDWICK, SAN FRANCISCO
PR • WEBER SHANDWICK, SAN FRANCISCO / DKC PUBLIC RELATIONS, NEW YORK
POST PRODUCTION • HOGWASH STUDIOS, MIAMI BEACH
D05/024 • BRAZIL • LAUNCH/RELAUNCH
TITLE • PRIZE ON THE BONE
BRAND • KFC
PRODUCT • KFC ICE-CREAM
ENTERED BY • DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
PR • DM9, SAO PAULO
D05/052 • SPAIN • LAUNCH/RELAUNCH
TITLE • LYNX WITH CATNIP
BRAND • AXE/LYNX
PRODUCT • DEODORANT
ENTERED BY • LOLA MULLENLOWE, MADRID
IDEA CREATION • LOLA MULLENLOWE, MADRID
PRODUCTION • CANADA, BARCELONA / SUNHOUSE CREATIVE, BATH
POST PRODUCTION • MELT, BARCELONA
D05/072 • NETHERLANDS • LAUNCH/RELAUNCH
TITLE • HAGELCHUP
BRAND • KRAFT-HEINZ
PRODUCT • HEINZ KETCHUP
ENTERED BY • GUT, AMSTERDAM
IDEA CREATION • GUT, AMSTERDAM
PRODUCTION • XARLEE VIDEO PRODUCTION, AMSTERDAM
PR
• PRSSKD, AMSTERDAM
POST PRODUCTION • XARLEE VIDEO PRODUCTION, AMSTERDAM
D06/015 • UNITED STATES •
360 INTEGRATED BRAND EXPERIENCE
TITLE
• RETURNING CREATIVITY
BRAND • CRAYOLA
PRODUCT • CRAYOLA CRAYONS
ENTERED BY • DENTSU CREATIVE, NEW YORK
IDEA CREATION
PRODUCTION
• DENTSU CREATIVE, NEW YORK
• HUMMINGBIRD CONTENT
STUDIO, SANTA MONICA / MKTG, NEW YORK
MEDIA • DENTSU X, NEW YORK
PR
• DENTSU CREATIVE, NEW YORK
POST PRODUCTION • TAG, NEW YORK / SPARK MUSIC GROUP, LOS ANGELES / 750MPH, LONDON
D06/016 • UNITED STATES • 360 INTEGRATED BRAND EXPERIENCE
TITLE • OTHER HAND
BRAND • CHEETOS | PEPSICO
PRODUCT • CHEETOS
ENTERED BY • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
IDEA CREATION • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO
PRODUCTION • DUMMY FILMS, LOS ANGELES / OMNICOM PRODUCTION, SAN FRANCISCO
MEDIA • OMD USA, NEW YORK / VAYNERMEDIA, NEW YORK
PR
• KETCHUM, NEW YORK
POST PRODUCTION • ARCADE EDIT, LOS ANGELES / THE MILL, CHICAGO / COMPANY
3, LOS ANGELES / SONIC UNION, NEW YORK / DIRECT FOCUS, VANCOUVER
E03/074 • SPAIN • SINGLE-MARKET CAMPAIGN
TITLE • SHADES OF RED BRAND • COCA-COLA
PRODUCT • COCA-COLA COMPANY
ENTERED BY • DAVID, MADRID
IDEA CREATION
PRODUCTION
• DAVID, MADRID
• PICKLE MUSIC, MADRID / STINK FILMS, LOS ANGELES
MEDIA
• ESSENCEMEDIACOM, MEXICO CITY
E04/041 • UNITED STATES • SOCIAL BEHAVIOUR
TITLE • THANKS FOR COKE-CREATING
BRAND • COCA-COLA
PRODUCT • COCA-COLA
ENTERED BY • VML, NEW YORK
IDEA CREATION • VML, NEW YORK / VML, KANSAS CITY / VML, SAO PAULO
PRODUCTION • MANGO FILMS, GUADALAJARA / BALIPROD, BALI / SUGARCANE FILMES, SAO PAULO / GLITCH PRODUCTIONS, MUMBAI / NETO+SHOOKAN PRODUCTIONS, JOHANNESBURG
MEDIA • ESSENCEMEDIACOM, MEXICO CITY
PR • OGILVY PR, LONDON
POST PRODUCTION • VML, SAO PAULO / SUGARCANE FILMES, SAO PAULO / RAW AUDIO, SAO PAULO
E04/043 • NEW ZEALAND •
SOCIAL BEHAVIOUR
TITLE • WORST CHILDREN’S LIBRARY
BRAND • SAMSUNG
PRODUCT • SAMSUNG
ENTERED BY • DDB NEW ZEALAND, AUCKLAND IDEA CREATION • TRIBAL AOTEAROA, AUCKLAND
PRODUCTION • DDB NEW ZEALAND, AUCKLAND
PR • MANGO COMMUNICATIONS, AUCKLAND
POST PRODUCTION • DDB NEW ZEALAND, AUCKLAND / CREATURE POST, AUCKLAND
E04/070 • COLOMBIA •
SOCIAL BEHAVIOUR
TITLE • BAD LUCK REVERSER
BRAND • REFISAL
PRODUCT • REFISAL
ENTERED BY • NAME, BOGOTA
IDEA CREATION • VML, NEW YORK
PRODUCTION • BELIEVE TV, SANTIAGO / NAME, BOGOTA / AKIRA CINE, BOGOTA / VOX HAUS, PORTO ALEGRE
MEDIA • SPARK FOUNDRY, BOGOTA
PR • DATTIS COMUNICACIONES, BOGOTA
E06/006 • AUSTRIA • BREAKTHROUGH ON A BUDGET
TITLE • SIGHTS OF TOMORROW
BRAND • LETZTE GENERATION AUSTRIA
PRODUCT • LETZTE GENERATION AUSTRIA
ENTERED BY • DEMNER, MERLICEK & BERGMANN, VIENNA
IDEA CREATION • DEMNER, MERLICEK & BERGMANN, VIENNA
PRODUCTION • DEMNER, MERLICEK & BERGMANN, VIENNA
MEDIA • DEMNER, MERLICEK & BERGMANN, VIENNA
E07/038 • UNITED KINGDOM • CORPORATE PURPOSE & CSR
TITLE • THE MEAL
BRAND • MCDONALD’S
PRODUCT • HAPPY MEAL
ENTERED BY • LEO, LONDON
IDEA CREATION • LEO, LONDON / READY10, LONDON
PRODUCTION • ROGUE FILMS, LONDON
MEDIA • OMD UK, LONDON
PR • READY10, LONDON
POST PRODUCTION • ROGUE FILMS, LONDON / PRODIGIOUS, LONDON
E07/067 • BRAZIL •
CORPORATE PURPOSE & CSR
TITLE • BUILDING FUTURES
BRAND • MRV
PRODUCT • MRV CONSTRUCTION
ENTERED BY • DM9, SAO PAULO
IDEA CREATION • DM9, SAO PAULO
PRODUCTION • DM9, SAO PAULO
MEDIA • DM9, SAO PAULO
E07/111 • INDIA •
CORPORATE PURPOSE & CSR
TITLE • ACKO TAILOR TEST
BRAND • ACKO
PRODUCT • HEALTH INSURANCE
ENTERED BY • LEO, MUMBAI
IDEA CREATION • LEO, MUMBAI
PRODUCTION • CHROME PICTURES, MUMBAI
E07/114 • UNITED STATES •
CORPORATE PURPOSE & CSR
TITLE • CAPTION WITH INTENTION
BRAND • ACADEMY OF MOTION PICTURE ARTS & SCIENCES - RAKISH - CHICAGO HEARING SOCIETY
PRODUCT • CLOSED CAPTIONING
ENTERED BY • FCB CHICAGO
IDEA CREATION • FCB CHICAGO
PRODUCTION
• BELIEVE TV, SANTIAGO
POST PRODUCTION • 456 STUDIOS, CHICAGO / PES MOTION STUDIO, HIGHLAND PARK / BOGOTA, CURITIBA