Lions Daily News 2024 - Late Edition 21 June

LIONS DAILY NEWS

Marcel lifts Film trophy for ads tackling bias in football

THE POPULARITY of women’s football continues to grow, and now a campaign celebrating it has bagged the Film Grand Prix for 2024 at Cannes Lions. Marcel, Paris, created the

‘Women’s Football’ campaign for Orange last year in the run-up to the women’s World Cup, for which the French team was one of the favourites.

The film was not just a spot to eulogise the women’s game, however. It also aimed to tackle gender bias among the football-viewing audience. The two-minute film appears to be a video mon -

Film Grand Prix for The Monkeys

THE SECOND Film Grand Prix of 2024 went to a spot for the Sydney Opera House created as an antidote to conservatism and conformity.

The Monkeys, Sydney, which is part of Accenture Song, created the ‘Play it Safe’ film for the 50th anniversary of the pioneering music venue last year. It worked with two of Australia’s most talented creatives: musician and comedian Tim Minchin, and director Kim Gehrig, as well as a selection of the resident performers and companies at the Sydney Opera House. The film celebrates the creativity and bravery that drove the venue’s opening in 1973, but is also intended to remind

Australians of the importance of keeping that spirit alive.

“You ought to play it safe,” sings Minchin in the satirical song. “People like the rules as written, so just give them more of the same… You wanna

steer clear of the discomfort you feel when you walk in another person’s shoes.”

Besides showcasing the work put on at Sydney Opera House that does the opposite of that, the film

tage of some of the best goals scored by the French men’s football team. Halfway through, there’s a big reveal: it is actually footage of the French women’s team that has been doctored to replace them with the men, as a way to show that women’s football is no less technically skilled and thrilling than the men’s game.

Marcel worked with production company Prodigious on the film, using AI deepfake technology. It thus taps into one of the key themes of this year’s Cannes Lions: AI being put to purposeful use rather than simply deployed as a technology gimmick.

‘Women’s Football’ won the Grand Prix in Sport earlier this week, as well as Golds in the PR and Social & Influencer categories. It was also shortlisted for the Titanium and Glass awards.

W+K PORTLAND’S DOORDASH SMASH TAKES TITANIUM

AN INNOVATIVE multipronged campaign for DoorDash that threatened to top the Superbowl for entertainment has won this year’s Titanium Lion.

Created byWieden+Kennedy Portland,‘DoorDash-AllThe-Ads’ delivered every single item advertised during the Superbowl to one lucky winner. In the weeks leading up to the game, as brands unveiled their in-game spots, products were added to a DoorDash cart on a specially created website. Meanwhile a teaser film, influencer campaign and social media maintained engagement and created hype.

was created as a love letter to the arts and creative culture more generally. Participants ranged from the Sydney Symphony Orchestra, The Australian Ballet and Opera Australia through to veteran rocker Jimmy Barnes and drag queen and singer Courtney Act.

The second aspect of the competition involved deciphering a complex code that DoorDash revealed in its own Superbowl ad — a VFX rollercoaster by director Mike Diva. Competitors then had to enter the 1,813-character code correctly into a website for a chance of winning.

This caused a huge buzz online. And, with products added to the prize bounty in real time as the Superbowl progressed, it meant fans were watching the ads as closely as the game .

The final prize pot contained almost 2,500 items, including four cars and 60lbs (27kg) of mayonnaise. In all, a standout Superbowl ad that shifted perceptions of DoorDash, best known for restaurant delivery, towards being an allin-one delivery provider.

Marcel, Paris’ ‘Women’s Football’ for Orange

The Monkeys, Sydney’s ‘Play it Safe’

Ogilvy garners Glass with Vaseline’s transition story

OGILVY Singapore’s campaign for the world’s first clinically-proven skincare product for transgender women has won the 2024 Glass Grand Prix, in a ringing endorsement of the partnership between the company and client, Vaseline.

‘Transition Body Lotion’ was created to tackle the challenges caused by the transition process, when hormonal imbalances can make people’s skin dry.

The project began when Ogilvy’s team responded to a communication brief with a product idea. Two years of research to find the specific blend of ingredients to address the problem later, the lotion went into production. It was launched on International Transgender Day of Visibility in February this year, garnering 158 million im-

pressions as it was embraced by influencers and the wider transgender community alike.

The buzz was buoyed by Vaseline promising that it would be a permanent addition to its range, rather than a limited-edition product.

Ogilvy’s creative around the launch focused on transgender women’s feeling that the world isn’t made for them, with its star struggling with a tiny umbrella, enormous lipstick and cramped elevator.

AKQA, Amsterdam won a Gold Lion with ‘Pink Chip’ for Degiro and UN Women: a set of indices tracking women-led businesses to combat gender bias in the investment world. Silver Lions went to work from India (2) and Bronze Lions to Costa Rica, the United Arab Emirates and Brazil.

Double win for Publicis Conseil

THIS HAS been a week to remember for Publicis Conseil, Paris and Renault’s ‘Cars to Work’ initiative.

After winning the Creative Commerce Grand Prix on Thursday night, today it drove away with the Sustainable Development Goals Grand Prix.

Although the project was rooted in social commitments, offering people free cars during their trial periods in new jobs, it also had a strong sustainability thread running through it. Once participants had completed their trial periods, they had the option to buy

or long-term lease a new or used car from nearly 50 garages across France. However, more than 300 garages offered maintenance and repairs with discounts of around 40% on parts and labour. The scheme thus saved on fuel, maintenance

INNOCEAN’S FREE-PRESS CAMPAIGN LOOKING GOOD

THE 2024 Grand Prix For Good has gone to ‘The First Speech’, entered by Innocean Berlin on behalf of nongovernmental organisation RSF (Reporters Without Borders).

An elegantly shot campaign, ‘The First Speech’ consists of three cinematic films from Stink which overlay images of ordinary people going about their daily lives in Russia, Turkey and Venezuela with the first speeches ever made by their current leaders. Filled with optimistic statements about democracy, the leaders’ promises are in sharp contrast to the lived experience of citizens in the three countries today. Concluding with the strapline Trust The Free Press. Not PrettyWords, the campaign aims to shine a light on the role of organisations like RSF in holding political leaders to account.

and repair costs, providing a more ecologically-friendly alternative to buying an ageing car.

A public information campaign launched in March this year with a digital and TV campaign designed by Publicis Conseil. The agency worked with Division, Paris to produce 120-, 60- and 30-second spots, with fellow Parisian firms Prodigious and Firm Studio handling post production. Gold Sustainable Development Goals Lions went to work from Netherlands, Colombia, Peru and the UK. The category launched in 2018 as a partnership with the United Nations, and all entry fees are donated to Lion-winning charities — a move that raised more than €267,000 in 2023.

Gabriel Mattar,chiefcreative officer ofInnocean Berlin,said: “Reporters Without Borders turns 30 years old in 2024.To markthe occasion,we decided to remind everyone that the free press is fundamental to have a democracywith educated voters.” With over 80 countries holding elections in 2024, Sylvie Ahrens-Urbanek, head of communications at RSF Germany, added: “During a crucial year for democracy, we wanted to pay tribute to it with a strong message that reflects our commitment to point fingers at those who go against independent journalism and human rights.”

Renault’s ‘Cars to Work’ launched in March

Vaseline’s Transition Body Lotion campaign

‘The First Speech’

Sudakov: how to keep your CMOs in the creative loop

A DAY on from his session on the Cannes Lions stage (Death of a Salesman — Reimagining Marketing’s Value), Mars Petcare president of growth, digital and platforms

Leonid Sudakov is delighted with delegate feedback. “People tell me they found it provocative,” he said. “In a good way.”

The decision to use Arthur Miller’s iconic play as a reference point resonated strongly with Sudakov, who shared the stage with chief brand and experience officer Najoh Tita-Reid. “Willy Loman (Miller’s salesman) has this delusional idea about his own grandeur, and lives in a world where nobody will tell him the truth. That seemed like a

good metaphor for the role of the chief marketing officer amid the transformation caused by digital.”

Sudakov admits Mars Petcare has also had to reinvent itself. A marketer by background, his current role is a direct response to the transformation that has shaken the sector. “Our new structure is indicative of what we believe is needed to succeed. We did some research which shows CMOs are unclear about the value-creation strategy and operating model required in today’s world. For us, creating an organisation that combines growth and digital transformation was the answer.”

In the session, Sudakov

shared three anchors that Mars Petcare, a $30bn business, uses internally to ground its senior marketers. For starters: “If you’re ever in doubt, apply your creative genius to bettering your cus-

tomer’s lives,” he said. Picking up on a high-profile theme this week, he added: “Show complete focus on the human experience, putting tech in the service of that experience. That sits at the

heart of our Grand Prix -winner, ‘Pedigree Adoptable’.” Finally, he dug into the issue of long-term brand building versus industry fads: “There’s so much inspiration, it’s easy to get a sense of FOMO. Here, our internal message is clear. Refocus all your efforts on being the voice for the customers. An emphasis on customers allows marketers to claim back their power and rebuild confidence.”

Leonid Sudakov

‘We don’t take ourselves very seriously’

THREE social media stars joined Ziad Ahmed, head of next gen, United Talent Agency, for a Creators On The Terrace session on Thursday afternoon to explore what is being called the Age of Absurdism.

Madeline Argy has quickly risen to fame with her brutally honest life stories and conversational anecdotes. Since posting her first TikTok video in March of 2021, Madeline has gained 7.5 million followers and more than 300 million likes across her platforms. Her advice for brands when working with creators was to let go of the creative brief. “It’s really hard to put out content that is branded, that doesn’t sound like an advert when you have a list of, like, talking points,” she said. “When

you do that, it’s great because it gets information across about the product. But at the same time it’s just not going to reach people. People don’t open their phones to be advertised to, especially not on TikTok.”

Rising TikTok star Noah Miller, aka @nmillz1, has amassed a following of over 4.8 million. Known for his absurdist humour, Noah cited the example of working with Marc Jacobs. Miller has two TikTok accounts and came up with the idea of the two entities disagreeing with each other. The end result was a spliced video of @nmillz1 arguing with himself over whose Marc Jacobs outfit was better. “I think that’s a good example of ensuring that if you give a creator enough freedom to

run, and enough freedom to express themselves, they will be able to deliver a product that everyone will be happy with 100%. And I think that also goes to show you have to be inside the joke to get the joke.”

Yuri Lamasbella, an actor and content creator with her own brand, Myeahh, has a reptation for turning reality TV moments into comedic parodies. “I think this newer generation loves to laugh and we don’t take ourselves very seriously,” she said. “So anything that can make us laugh — we’re definitely watching that. I think people are tired of the deliverables.”

Ziad Ahmed (left) with Madeline Argy, Yuri Lamasbella and Noah Miller

‘Judge

me things we make on the

great together’

SOMETIMES, the thing a brand is most ashamed of can become the strongest hook for creative marketing campaigns.

That’s according to Quiet Storm founder and executive creative director Trevor Robinson OBE, whose work includes the iconic ‘You’ve Been Tango-ed’ campaign as well as Haribo’s series of ‘Kids Voices’ ads. His Let’s Talk Humour session yesterday saw Robinson encouraging the audience to embrace brand taboos in their creative processes.

He related the tale of working on a celebrity-focused magazine’s relaunch, and being ordered never to use the word gossip to refer to its content due to the perceived shame for readers around that term. Robinson went against those instructions, coming up with the strapline ‘The higher the IQ, the more the need for gossip’.

“It was taking on the one thing the client said for us not to do. But where that tension is, there’s always really good ideas,” Robinson said.

“Don’t be frightened of saying the most stupidest things”

“You feel an affinity to a brand when they do say the taboo things, and when they act out of character and they’re honest. Brands tend to not want to share their vulnerabilities, but it might make you love them more!” Robinson’s session was interactive, with attendees playing games including brainstorming the most taboo things different brands could talk about, and devising stand-up comedy routines about everyday objects.

“Just try and make each other laugh,” was his advice. “Don’t be frightened of saying the most stupidest things. I always say: ‘Don’t judge me on the stupid things I say when we’re creating. Judge me on the great things we make together.’”

During his session, Robinson also talked about some of his own iconic campaigns, including the orange assailant of ‘You Know When You’ve Been Tango-ed’, who would sneak up to Tango drinkers and slap them on both cheeks.

“We did not realise that people would start doing it. People were walking around angry because they had perforated eardrums,” Robinson said. “It got banned and we had to change it for a kiss.”

FROM Inspiration to Manifestation: Behind The Scenes With Poor Things offered an exclusive look at the creative journey of the Oscar-winning film.

In the Pinterest session at the Debussy Theatre on Thursday, production designer James Price, and production designer and set designer Shona Heath, who both won Oscars for their work on the film, explained some of the processes involved in creating the surreal, visually inventive sets.

“There was this balancing act of how we were going to show Poor Things, which wasn’t quite fantasy but certainly wasn’t set in reality,” Heath said. “We [walked] this tightrope of creating

Poor Things, rich vision

just the right amount of interest and discomfort and confusion, while people were able to believe her story and our story.”

Price said: “We had never met one another before we were asked to collaborate, so in the middle of this we were trying to figure out each other. We sat together and talked and made a kind of dogma of things that we liked and disliked. We picked architectural details and artists for references.”

Price added that they had “looked for people who were the Godwin Baxter of their time”. In the film, Dr Baxter is the monstrous scientist who brings the main character, Bella Baxter, back to life.

A short lesson in longer storytelling

TWO MASTERS of longform creativity — the Oscar-winning filmmaker

Asif Kapadia and Alexander Schill, global chief creative officer and partner of Serviceplan Group — shared their insights in a session that explored how the extended format can

shape viewer emotions and brand perceptions.

Master The Art Of LongForm Creativity: Lessons From The Big Screen, hosted by SAWA president Kathryn Jacob, looked at the power of long-form tools and techniques and how these can

help brand stories to resonate with audiences. Reflecting on his multi-award-winning documentary Amy, about the singer-songwriter Amy Winehouse, Kapadia said he started the project by asking himself what he wanted the audience to

feel: “With Amy, there was a lot of humour. She was funny. She was beautiful. She was this amazing person. While doing my research and making the film, I fell in love with her. And I was also angry about what happened to her.” He added that he wanted the

audience to feel all of that by the end of the of film. Talking about the tools he used to tell a compelling story, Kapadia said everything should be led by the main character — and should be true to that character. “I learn by doing my own interviews, and everything comes out of those interviews,” he said, adding that he carried out 120 audio-only interviews for Amy.

Schill took a close look at Serviceplan’s long-form ‘Penny’ commercial in which a mother wishes her son could get his youth back after the COVID pandemic. The emotionally charged story struck a chord with millions, both in Germany and internationally. “It is based on such a global truth,” he said. “So many families, parents and kids could relate to it.”

Asif Kapadia

Alexander Schill

‘It was the greatestmoment of my life’

THE OLYMPIC Refugee Team doesn’t have a home crowd. But it does have an extraordinary champion in the shape of Yusra Mardini, the Syrian refugee and Olympic swimmer whose amazing story of courage and resilience formed the basis of Netflix’s BAFTA-nominated film, The Swimmers.

“I’m here today to talk about Paris 2024 and the Olympic Refugee Team,” Mardini said at Thursday’s IOC Secret Speaker session: The Girl Who Swam For Her Life. “They’re incredible. They’ve travelled further and tried harder than anyone else to make it to Paris and each one has an incredible story.” She added that the global refugee crisis has spiralled since her first Olympics in Rio. In 2016, there were 65 million refugees around the world. Today, that number stands at 120 million. “So the Olympic Refugee Team is more important than ever, because we represent the hopes and dreams of literally 120 million displaced people.”

Mardini was born in Damascus and started swimming at the age of three. By nine she’d decided to be the next Michael Phelps. But by 13, she was living through a civil war and “my dream seemed a bit far away”. In 2015, after four years of fear and loss, Mardini and her sister made the difficult decision to flee to Europe. The 25-day journey across seven countries involved a treacherous crossing from Turkey to Greece in an overcrowded, unseaworthy dingy. When the boat began to ship water, the Mardini sisters jumped into the Aegean Sea to lighten the load and then swam alongside the sinking vessel for hours, guiding it to safety.

“Refugees don’t leave their homes because they don’t like it there anymore,” Mardini said, reflecting on why, every year, millions of normal people are prepared to lose everything, including their lives. “We leave our homes because it’s not safe there anymore.”

When Mardini eventually arrived in Germany, her first thought was to find a swimming pool. A year later, she was walking into the Rio stadium as a member of the Refugee Olympic Team. “It was the greatest moment of my life,” she said.

Mardini finished with a call for the world to “create a home crowd” for the 2024 Olympic Refugee Team. “Whether you’re from Switzerland, America or wherever you’re from, please count it as your home team. They need your support.”

‘There

I’M HERE to prove there is life after advertising,” joked James Patterson, one of the most prolific and bestselling novelists of all time, as he took to the Debussy stage for Hungry Dogs Run Faster: A Storytelling Masterclass. Patterson is a former J. Walter Thompson CEO (“But I’ve been clean for over 25 years”); as a young man, he worked in a psychiatric hospital. “It prepared me for advertising and all the people I’d meet there,” he said, adding: “What advertising helped me with was how to write about serial killers.”

Patterson was in conversation with his former employee Liz Taylor, now global CCO at Ogilvy, and their conversation covered many commonalities between ad writing and his current job. He described how he writes outlines up to eighty pages long for all his books. By contrast, his prose style is all about “cutting the fat” — an approach that he honed while copywriting. “My notion is your greatest strength is also your

greatest weakness. My strength is to keep things moving along, but that can also be my greatest weakness because sometimes I don’t dig deep enough,” he said.

Lengthy outlines help Patterson in his numerous book collaborations with people including Bill Clinton and Dolly Parton. Parton brought the authenticity to their shared tale of a struggling country singer, he said, and even contributed songs to the book. A recent job was finishing a novel started by the late, great Michael Crichton. “Crichton was a great collaborator because he never got in the way,” Patterson joked. If there was one lesson to take from his oeuvre, he thought, it was about the power of collaboration to make creative work better — in books and advertising alike. “The client has to be a collaborator too. One of the hard things is having clients who can look at work at a raw stage and get it. If you don’t have that, that’s a problem,” he said.

Grand Prix

GRAND PRIX

A06/096 • FRANCE • CONSUMER SERVICES / B2B

TITLE • WOMEN’S FOOTBALL

BRAND • ORANGE

PRODUCT • CSR

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

PRODUCTION • PRODIGIOUS, PARIS

F01/016 • AUSTRALIA • LOCAL BRAND

TITLE • PLAY IT SAFE

BRAND • SYDNEY OPERA HOUSE

PRODUCT • SYDNEY OPERA HOUSE

ENTERED BY • THE MONKEYS, PART OF ACCENTURE SONG, SYDNEY

IDEA CREATION • THE MONKEYS, PART OF ACCENTURE SONG, SYDNEY

PRODUCTION • REVOLVER, SYDNEY

POST PRODUCTION • ARC EDIT, SYDNEY / TURNING STUDIOS, SYDNEY / MASSIVEMUSIC, SYDNEY

GOLD LION

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IDEA CREATION • LOLA MULLENLOWE, MADRID

PRODUCTION • CZAR, BRUSSELS

POST PRODUCTION • CZAR, BRUSSELS

A01/084 • UNITED STATES • CONSUMER GOODS

TITLE • RELAX: TRACTOR

BRAND • APPLE

PRODUCT • IPHONE

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MEDIA • OMD USA, LOS ANGELES

PR • TBWA\MEDIA ARTS LAB, LOS ANGELES

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NFPO / CHARITY / GOVERNMENT

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IDEA CREATION • INNOCEAN BERLIN

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MEDIA • INNOCEAN BERLIN / HAVAS MEDIA

ITALY, MILAN / HAVAS MEDIA, FRANKFURT

PR • PERSUASION, LONDON

POST PRODUCTION • STINK FILMS, BERLIN / STUDIO FUNK, BERLIN

B07/041 • GERMANY • CAMPAIGN

NFPO / CHARITY / GOVERNMENT

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ENTERED BY • INNOCEAN BERLIN

IDEA CREATION • INNOCEAN BERLIN

PRODUCTION • STINK FILMS, BERLIN / STUDIO METRO, TBILISI / YATTA FILMES, PORTO ALEGRE / STINK FILMS, SAO PAULO / STUDIO FUNK, BERLIN

MEDIA • INNOCEAN BERLIN / HAVAS MEDIA

ITALY, MILAN / HAVAS MEDIA, FRANKFURT PR • PERSUASION, LONDON

POST PRODUCTION • STINK FILMS, BERLIN / STUDIO FUNK, BERLIN

B07/042 • GERMANY CAMPAIGN

NFPO / CHARITY / GOVERNMENT

TITLE • THE FIRST SPEECH. VENEZUELA BRAND • RSF

PRODUCT • REPORTERS WITHOUT BORDERS

ENTERED BY • INNOCEAN BERLIN

IDEA CREATION • INNOCEAN BERLIN

PRODUCTION • STINK FILMS, BERLIN / STUDIO

METRO, TBILISI / YATTA FILMES, PORTO ALEGRE / STINK FILMS, SAO PAULO / STUDIO FUNK, BERLIN

MEDIA • INNOCEAN BERLIN / HAVAS MEDIA

ITALY, MILAN / HAVAS MEDIA, FRANKFURT PR • PERSUASION, LONDON

POST PRODUCTION • STINK FILMS, BERLIN / STUDIO FUNK, BERLIN

D02/003 • THAILAND • MICROFILM

TITLE • WHAT THE FAST! BRAND • KRUNGSRI FIRST CHOICE

PRODUCT • KRUNGSRI FIRST CHOICE CREDIT CARD

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IDEA CREATION • LEO BURNETT, BANGKOK

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IDEA CREATION • CHOOJAI AND FRIENDS, BANGKOK

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USE OF HUMOUR

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IDEA CREATION • MOTHER, LONDON

PRODUCTION • BISCUIT FILMWORKS, LONDON

MEDIA • ESSENCEMEDIACOM, LONDON

POST PRODUCTION • WORK EDITORIAL, LONDON / ELECTRIC THEATRE COLLECTIVE, LONDON / FACTORY STUDIOS, LONDON

F05/029 • UNITED KINGDOM • CAMPAIGN

USE OF HUMOUR

TITLE • UBER TRAINS - TRAINS, NOW ON UBER

BRAND • UBER

PRODUCT • TRAINS

ENTERED BY • MOTHER, LONDON

IDEA CREATION • MOTHER, LONDON

PRODUCTION • BISCUIT FILMWORKS, LONDON

POST PRODUCTION • WORK EDITORIAL, LONDON / ELECTRIC THEATRE COLLECTIVE, LONDON / FACTORY STUDIOS, LONDON

F07/072 • MEXICO •

CORPORATE PURPOSE & CSR

TITLE • THIS IS NOT A GAME

BRAND • MOVISTAR

PRODUCT • MOVISTAR

ENTERED BY • VML, MEXICO CITY •

IDEA CREATION • VML, MEXICO CITY • PRODUCTION • LANDIA, MEXICO CITY

POST PRODUCTION • LANDIA, MEXICO CITY

SILVER LION

A01/064 • ARGENTINA • CONSUMER GOODS

TITLE • GESTICULATORS

BRAND • H2OH

PRODUCT • H2OH STILL

ENTERED BY • ISLA REPUBLICA, BUENOS AIRES

IDEA CREATION • ISLA REPUBLICA, BUENOS AIRES

PRODUCTION • ARGENTINACINE, BUENOS AIRES

A04/080 • UNITED ARAB EMIRATES • TRAVEL, LEISURE, RETAIL, RESTAURANT

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BRAND • FLOWARD

PRODUCT • FLOWARD

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IDEA CREATION • IMPACT BBDO, CAIRO PRODUCTION • GOOD PEOPLE FILMS , DUBAI

A05/018 • UNITED STATES • MEDIA/ENTERTAINMENT

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BRAND • GENERAL ENTERTAINMENT AUTHORITY

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A06/093 • UNITED KINGDOM • CONSUMER SERVICES / B2B

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PRODUCT • UBER ONE

ENTERED BY • MOTHER, LONDON

IDEA CREATION • MOTHER, LONDON

PRODUCTION • O POSITIVE, SANTA MONICA

POST PRODUCTION • THE QUARRY, LONDON / NUMBER 8, LONDON / THEODORE MUSIC, LONDON

A07/046 • UNITED STATES • NFPO / CHARITY / GOVERNMENT

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PRODUCT • SANDY HOOK PROMISE

ENTERED BY • BBDO NEW YORK

IDEA CREATION • BBDO NEW YORK

PRODUCTION • SMUGGLER, NEW YORK

MEDIA • PHD, NEW YORK

PR • WEBER SHANDWICK, WASHINGTON, DC / R&CPMK, NEW YORK

POST PRODUCTION • ROCK PAPER SCISSORS, NEW YORK / TRIM EDITING, LONDON / RARE MEDIUM, NEW YORK / SELECTED WORKS, LONDON / HUMAN, NEW YORK

A07/055 • UNITED KINGDOM • NFPO / CHARITY / GOVERNMENT

TITLE • SICKER THAN THE PATIENTS

BRAND • FRONTLINE19

PRODUCT • FRONTLINE19

ENTERED BY • ADAM&EVEDDB, LONDON

IDEA CREATION • ADAM&EVEDDB, LONDON

PRODUCTION • MJZ, LOS ANGELES

B04/061 • CANADA • TRAVEL, LEISURE, RETAIL, RESTAURANT

TITLE • 47

BRAND • CAFE JOYEUX

PRODUCT • DOWN SYNDROME AWARENESS

ENTERED BY • KLICK HEALTH, TORONTO

IDEA CREATION • KLICK HEALTH, TORONTO PRODUCTION • ZOMBIE STUDIO, SAO PAULO / CANJA AUDIO CULTURE, CURITIBA

B05/011 • FRANCE • MEDIA/ENTERTAINMENT

TITLE • SUPER

BRAND • CANAL+

PRODUCT • CANAL+

ENTERED BY • BETC, PARIS

IDEA CREATION • BETC, PARIS

PRODUCTION • BIG PRODUCTIONS, PARIS / HERCULES, PARIS / SOME FILMS, VILNIUS

POST PRODUCTION • FIRM STUDIO, PARIS

B05/027 • UNITED STATES • MEDIA/ENTERTAINMENT

TITLE • WE ARE AYENDA

BRAND • WHATSAPP

PRODUCT • WHATSAPP

ENTERED BY • CREATIVE X, PALO ALTO

IDEA CREATION • MODERN ARTS, LOS ANGELES / CREATIVE X, PALO ALTO

PRODUCTION • EVEN ODD , SAN FRANCISCO

B07/083 • UNITED KINGDOM • NFPO / CHARITY / GOVERNMENT

TITLE • RISE

BRAND • EVOKA

PRODUCT • N/A

ENTERED BY • BLACK DOG FILMS, LONDON

IDEA CREATION • EVOKA FOUNDATION, LONDON

PRODUCTION • BLACK DOG FILMS, LONDON

POST PRODUCTION • ABSOLUTE , LONDON

C01/004 • UNITED STATES • VIRAL FILM

TITLE • THE UNDERDOGS: SWIPED MAC BRAND • APPLE

PRODUCT • MAC

ENTERED BY • APPLE, SAN JOSE

IDEA CREATION • APPLE, SAN JOSE

PRODUCTION • APPLE, SAN JOSE

MEDIA • APPLE, SAN JOSE

POST PRODUCTION • APPLE, SAN JOSE

C01/022 • PHILIPPINES • VIRAL FILM

TITLE • SUMMER

BRAND • GRAB RIDE-HAILING AND FOOD

DELIVERY APP

PRODUCT • GRAB RIDE-HAILING AND FOOD DELIVERY APP

ENTERED BY • GIGIL, MANILA

IDEA CREATION • GIGIL, MANILA PRODUCTION • FACTORY01, BANGKOK

D02/011 • GERMANY • MICROFILM

TITLE • MORE REASONS TO ESCAPE

BRAND • GERMAN RAIL

PRODUCT • GERMAN RAIL

ENTERED BY • OGILVY GERMANY, FRANKFURT

IDEA CREATION • OGILVY GERMANY, FRANKFURT

PRODUCTION • RIVERSOUND STUDIO, GEISENHEIM

F04/158 • UNITED STATES • SOCIAL BEHAVIOUR & CULTURAL INSIGHT

TITLE • THE VAULT BRAND • POWERADE

PRODUCT • POWERADE

ENTERED BY • OGILVY, NEW YORK

IDEA CREATION • OGILVY, NEW YORK

PRODUCTION • SOMESUCH, LOS ANGELES / HOGARTH, NEW YORK

PR • OGILVY PR, NEW YORK

POST PRODUCTION • SOUNDTREE MUSIC, LONDON / BLACKSMITH, NEW YORK / TRIM EDITING, LONDON

F05/033 • UNITED STATES • USE OF HUMOUR

TITLE • ALBUM COVER (LONGFORM) BRAND • APPLE

PRODUCT • IPHONE

ENTERED BY • APPLE, SAN JOSE

IDEA CREATION • APPLE, SAN JOSE

PRODUCTION • O POSITIVE, NEW YORK

POST PRODUCTION • PARIAH CREATIVE, SANTA MONICA

F07/016 • UNITED STATES • CORPORATE PURPOSE & CSR

TITLE • THE LOST VOICE

BRAND • APPLE

PRODUCT • PERSONAL VOICE ON IPHONE

ENTERED BY • APPLE, SAN JOSE

IDEA CREATION • APPLE, SAN JOSE

PRODUCTION • HUNGRY MAN, NEW YORK

POST PRODUCTION • FACTORY STUDIOS, LONDON / FATHOM VFX, AUCKLAND / WORK EDITORIAL, LONDON

BRONZE LION

A01/002 • SINGAPORE • CONSUMER GOODS

TITLE • AS CLOSE AS YOU CAN GET – CONCERT BRAND • PRISM+

PRODUCT • PRISM+ Q SERIES

ENTERED BY • MULLENLOWE SINGAPORE

IDEA CREATION • MULLENLOWE SINGAPORE

PRODUCTION • FACTORY01, BANGKOK

POST PRODUCTION • THEQUIETLAB, SINGAPORE / MELLOW TUNES, BANGKOK / NEON SOUND, SINGAPORE

A01/072 • THAILAND • CONSUMER GOODS

TITLE • THE BOXER BRAND • COLGATE

PRODUCT • COLGATE

ENTERED BY • SOHO SQUARE BANGKOK

IDEA CREATION • SOHO SQUARE BANGKOK

PRODUCTION • HOGARTH WORLDWIDE, BANGKOK / UNDERDOC FILM, BANGKOK

MEDIA • WAVEMAKER, BANGKOK

POST PRODUCTION • BASE CAMP PA, BANGKOK / MELLOW TUNES, BANGKOK

A06/014

• UNITED STATES • CAMPAIGN

CONSUMER SERVICES / B2B

TITLE • SOCIAL LISTENING BRAND • PROGRESSIVE INSURANCE

PRODUCT • INSURANCE

ENTERED BY • ARNOLD WORLDWIDE, BOSTON IDEA CREATION • ARNOLD WORLDWIDE,

BOSTON

PRODUCTION

• MOXIE PICTURES, LOS ANGELES

POST PRODUCTION • UNION EDITORIAL, LOS ANGELES / ZERO VFX, BOSTON / SOUNDTRACK, BOSTON / JSM MUSIC, NEW YORK / COSMO STREET, NEW YORK

A06/015 • UNITED STATES • CAMPAIGN

CONSUMER SERVICES / B2B

TITLE • FAST CASUAL

BRAND • PROGRESSIVE INSURANCE

PRODUCT • INSURANCE

ENTERED BY • ARNOLD WORLDWIDE, BOSTON IDEA CREATION • ARNOLD WORLDWIDE, BOSTON

PRODUCTION • MOXIE PICTURES, LOS ANGELES

POST PRODUCTION • UNION EDITORIAL, LOS ANGELES / ZERO VFX, BOSTON / SOUNDTRACK, BOSTON / JSM MUSIC, NEW YORK / COSMO STREET, NEW YORK

A06/017 • UNITED STATES • CAMPAIGN

CONSUMER SERVICES / B2B

TITLE • LETTING GO

BRAND • PROGRESSIVE INSURANCE

PRODUCT • INSURANCE

ENTERED BY • ARNOLD WORLDWIDE, BOSTON

IDEA CREATION • ARNOLD WORLDWIDE, BOSTON

PRODUCTION • MOXIE PICTURES, LOS ANGELES

POST PRODUCTION • UNION EDITORIAL, LOS ANGELES / ZERO VFX, BOSTON / SOUNDTRACK, BOSTON / JSM MUSIC, NEW YORK / COSMO STREET, NEW YORK

B01/056 • UNITED STATES •

CONSUMER GOODS

TITLE • WE GAVE THE WORLD AN ORIGINAL, YOU GAVE US A THOUSAND BACK.

BRAND • ADIDAS ORIGINALS

PRODUCT • ADIDAS ORIGINALS

ENTERED BY • JOHANNES LEONARDO, NEW YORK

IDEA CREATION • JOHANNES LEONARDO, NEW YORK

PRODUCTION • LOVE SONG, LONDON / MONKEY FILMS, CAPE TOWN

POST PRODUCTION • CUT AND RUN, NEW YORK / MATHEMATIC, LOS ANGELES / COMPANY 3, NEW YORK / BARKING OWL, NEW YORK / RECORD PLAY, LONDON

B01/149 • UNITED STATES • CONSUMER GOODS

TITLE • SHOT ON IPHONE | HURACÁN RAMÍREZ VS. LA PINATA ENCHILADA

BRAND • APPLE

PRODUCT • IPHONE

ENTERED BY • TBWA\MEDIA ARTS LAB, LOS ANGELES

IDEA CREATION

• TBWA\MEDIA ARTS LAB, LOS

ANGELES / TBWA\MEDIA ARTS LAB, MEXICO CITY / TBWA\MEDIA ARTS LAB, MIAMI / TBWA\MEDIA ARTS LAB, TOKYO

PRODUCTION • RADICALMEDIA, NEW YORK / THE LIFT, MEXICO CITY / AOI PRO., TOKYO

MEDIA • OMD, SHANGHAI / OMD USA, LOS ANGELES / OMD, MINATOKU

POST PRODUCTION • CAFFEINE POST, MEXICO CITY / TRAFIK, LOS ANGELES

B02/005 • UNITED STATES • HEALTHCARE

TITLE • MICHAEL CERAVE

BRAND • CERAVE

PRODUCT • CERAVE MOISTURIZING CREAM

ENTERED BY • OGILVY PR, NEW YORK

IDEA CREATION • OGILVY PR, NEW YORK

PRODUCTION • PRETTYBIRD, LOS ANGELES

MEDIA • BCL, NEW YORK

PR • OGILVY PR, NEW YORK

POST PRODUCTION • BLACKSMITH, NEW YORK / HEARD CITY, NEW YORK / LELAND MUSIC, LONDON / MACKCUT, NEW YORK

B04/043 • AUSTRALIA •

TRAVEL, LEISURE, RETAIL, RESTAURANT

TITLE • PLAY IT SAFE

BRAND • SYDNEY OPERA HOUSE

PRODUCT • SYDNEY OPERA HOUSE

ENTERED BY • THE MONKEYS, PART OF ACCENTURE SONG, SYDNEY

IDEA CREATION • THE MONKEYS, PART OF ACCENTURE SONG, SYDNEY

PRODUCTION • REVOLVER, SYDNEY

POST PRODUCTION • ARC EDIT, SYDNEY / TURNING STUDIOS, SYDNEY / MASSIVEMUSIC, SYDNEY

B04/066 • DENMARK • TRAVEL, LEISURE, RETAIL, RESTAURANT

TITLE • WHOOPS

BRAND • COPENHAGEN METRO

PRODUCT • METRO

ENTERED BY • ACCENTURE SONG, COPENHAGEN

IDEA CREATION • ACCENTURE SONG, COPENHAGEN

PRODUCTION • ACCENTURE SONG

PRODUCTION STUDIOS, COPENHAGEN

POST PRODUCTION • ACCENTURE SONG

PRODUCTION STUDIOS, COPENHAGEN

B05/002 • UNITED KINGDOM • MEDIA/ENTERTAINMENT

TITLE • CHANNEL 4 IDENTS

BRAND • CHANNEL 4

PRODUCT • CHANNEL 4

ENTERED BY • 4CREATIVE, LONDON

IDEA CREATION • 4CREATIVE, LONDON

PRODUCTION • 4CREATIVE, LONDON

B06/059 • SWEDEN •

CONSUMER SERVICES / B2B

TITLE • MISSED CALLS

BRAND • TELENOR

PRODUCT • TELECOM

ENTERED BY • NORD DDB, STOCKHOLM

IDEA CREATION • NORD DDB, STOCKHOLM

PRODUCTION • NORD DDB, STOCKHOLM

MEDIA • PHD, STOCKHOLM

B07/007 • ITALY • NFPO / CHARITY / GOVERNMENT

TITLE • ASSUME THAT I CAN BRAND • COORDOWN

PRODUCT • COORDOWN

ENTERED BY • INDIANA PRODUCTION COMPANY, MILAN

IDEA CREATION • SMALL, NEW YORK

PRODUCTION • INDIANA PRODUCTION COMPANY, MILAN

C01/045 • UNITED STATES • VIRAL FILM

TITLE • SHOT ON IPHONE / LITTLE GARLIC

BRAND • APPLE

PRODUCT • IPHONE

ENTERED BY • TBWA\MEDIA ARTS LAB, LOS ANGELES

IDEA CREATION

• TBWA\MEDIA ARTS LAB, SHANGHAI / TBWA\MEDIA ARTS LAB, LOS ANGELES

PRODUCTION • RADICALMEDIA, NEW YORK

MEDIA • OMD, SHANGHAI / OMD USA, LOS ANGELES

PR • TBWA\MEDIA ARTS LAB, LOS ANGELES

POST PRODUCTION • TRAFIK, LOS ANGELES / THE MILL, SHANGHAI / CODA TECHNOLOGIES, SANTA ROSA

D01/033 • UNITED STATES • SCREENS & EVENTS

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 • 456 STUDIOS, CHICAGO / JSM MUSIC, NEW YORK

F01/039 • MEXICO • LOCAL BRAND

TITLE • THE LAST TRIP BRAND • LA UNION NEWSPAPER - ARTICULO 19

PRODUCT • LA UNION NEWSPAPER - ARTICULO 19

ENTERED BY • GREY, MEXICO CITY

IDEA CREATION • GREY, MEXICO CITY

PRODUCTION • ORIENTAL FILMS, MEXICO CITY / ORIENTAL FILMS, MEXICO CITY

POST PRODUCTION • ORIENTAL FILMS, MEXICO CITY / ORIENTAL FILMS, MEXICO CITY

F02/033 • THAILAND • CHALLENGER BRAND

TITLE • GO FOR LAUNCH BRAND • CP CHICKEN

PRODUCT • CP CHICKEN

ENTERED BY • WOLF BKK, BANGKOK

IDEA CREATION • WOLF BKK, BANGKOK

PRODUCTION • SUNETA HOUSE, BANGKOK

F03/057 • ARGENTINA • SINGLE-MARKET CAMPAIGN

TITLE • LA ARGENTINA HOTEL (FILM)

argentina / uruguay / chile / spain

BRAND • TYC SPORTS

PRODUCT • TYC SPORTS

ENTERED BY • MERCADO MCCANN, BUENOS AIRES

IDEA CREATION • MERCADO MCCANN, BUENOS AIRES

PRODUCTION • VIRGEN, BUENOS AIRES

F04/014 • THAILAND •

SOCIAL BEHAVIOUR & CULTURAL INSIGHT

TITLE • UNDER MY SKIN

BRAND • THAI LIFE INSURANCE

PRODUCT • THAI LIFE INSURANCE

ENTERED BY • OGILVY, BANGKOK

IDEA CREATION • OGILVY, BANGKOK

PRODUCTION • PHENOMENA, BANGKOK

POST PRODUCTION • WHITE LIGHT STUDIO, BANGKOK / BANANA SOUND STUDIO, BANGKOK / CINE DIGITAL SOUND STUDIO, BANGKOK

F04/038 • UNITED STATES •

SOCIAL BEHAVIOUR & CULTURAL INSIGHT

TITLE • DRIVING WHILE BLACK

BRAND • COURAGEOUS CONVERSATION

GLOBAL FOUNDATION

PRODUCT • COURAGEOUS CONVERSATION

GLOBAL FOUNDATION

ENTERED BY • GOODBY SILVERSTEIN AND PARTNERS, SAN FRANCISCO

IDEA CREATION • GOODBY SILVERSTEIN AND PARTNERS, SAN FRANCISCO / CRITICAL MASS, CALGARY

PRODUCTION • CRITICAL MASS, CALGARY / ELEVEL, SAN FRANCISCO

POST PRODUCTION • THE MILL, LOS ANGELES

F04/119 • SPAIN •

SOCIAL BEHAVIOUR & CULTURAL INSIGHT

TITLE • FIND YOUR SUMMER

BRAND • MAGNUM

PRODUCT • MAGNUM ICE CREAM

ENTERED BY • LOLA MULLENLOWE, MADRID

IDEA CREATION • LOLA MULLENLOWE, MADRID

PRODUCTION • MJZ, LOS ANGELES

MEDIA • MINDSHARE, LONDON

POST PRODUCTION • GLASSWORKS, BARCELONA / BIG SYNC MUSIC, LONDON

F04/124 • UNITED STATES •

SOCIAL BEHAVIOUR & CULTURAL INSIGHT

TITLE • MUSEUM-WORTHY

BRAND • AICP

PRODUCT • AICP CALL FOR ENTRIES

ENTERED BY • BBDO NEW YORK

IDEA CREATION • BBDO NEW YORK

PRODUCTION • O POSITIVE, SANTA MONICA

POST PRODUCTION • COMPANY 3, NEW YORK / CUTTERS, NEW YORK / FLAVOR, CHICAGO /

ANOTHER COUNTRY, NEW YORK

F04/169 • MEXICO •

SOCIAL BEHAVIOUR & CULTURAL INSIGHT

TITLE • THIS IS NOT A GAME

BRAND • MOVISTAR

PRODUCT • MOVISTAR

ENTERED BY • VML, MEXICO CITY •

IDEA CREATION • VML, MEXICO CITY • PRODUCTION • LANDIA, MEXICO CITY

POST PRODUCTION • LANDIA, MEXICO CITY

F05/014 • THAILAND • USE OF HUMOUR

TITLE • NOT VERY SWEET

BRAND • DELIGHT

PRODUCT • DUTCH MILL DELIGHT 0.1% SUGAR

ENTERED BY • OGILVY, BANGKOK

IDEA CREATION • OGILVY, BANGKOK PRODUCTION • SUNETA HOUSE, BANGKOK

F05/024 • THAILAND • USE OF HUMOUR

TITLE • SABINA BRALESS

BRAND • SABINA

PRODUCT • BRA

ENTERED BY • SOUR BANGKOK

IDEA CREATION • SOUR BANGKOK

PRODUCTION • HOME RUN FILM, BANGKOK

MEDIA • SOUR BANGKOK

PR

• SOUR BANGKOK

POST PRODUCTION • MINIP POSTPRODUCTION, BANGKOK / MELLOW TUNES, BANGKOK / BANANA SOUND STUDIO, BANGKOK

F05/066 • UNITED STATES • USE OF HUMOUR

TITLE • JACKSONVILLE JAGUARS SCHEDULE

RELEASE VIDEO

BRAND • JACKSONVILLE JAGUARS

PRODUCT • JACKSONVILLE JAGUARS

ENTERED BY • JACKSONVILLE JAGUARS

IDEA CREATION • ASHER GRODMAN, NEW YORK PRODUCTION • ASHER GRODMAN, NEW YORK / ASHER GRODMAN, NEW YORK

MEDIA • JACKSONVILLE JAGUARS

PR • JACKSONVILLE JAGUARS

POST PRODUCTION • ASHER GRODMAN, NEW YORK

F07/060 • FRANCE •

CORPORATE PURPOSE & CSR

TITLE • WOMEN’S FOOTBALL

BRAND • ORANGE

PRODUCT • CSR

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

PRODUCTION • PRODIGIOUS, PARIS

F08/008 • CANADA • MARKET DISRUPTION

TITLE • NEXT TO STOK’D

BRAND • STOK’D CANNABIS

PRODUCT • CANNABIS RETAILER

ENTERED BY • ANGRY BUTTERFLY, TORONTO

IDEA CREATION • ANGRY BUTTERFLY, TORONTO / ANGRY BUTTERFLY, TORONTO

PRODUCTION • NIMBLE CONTENT, TORONTO

MEDIA • STRYKER MEDIA, TORONTO / ANGRY BUTTERFLY, TORONTO

PR

• ANGRY BUTTERFLY, TORONTO

Grand Prix

GLASS: THE LION FOR CHANGE

TRANSITION BODY LOTION

UNILEVER

OGILVY, SINGAPORE

SINGAPORE

GRAND PRIX

A01/106 • SINGAPORE • GLASS

TITLE • TRANSITION BODY LOTION

BRAND • UNILEVER

PRODUCT • VASELINE PRODERMA TRANSITION BODY LOTION

ENTERED BY • OGILVY, SINGAPORE

IDEA CREATION • OGILVY, SINGAPORE

PRODUCTION • DOUBLE Y, BANGKOK / SOLDATS FILMS, PARIS

MEDIA • MINDSHARE, BANGKOK

PR

• OGILVY, SINGAPORE / EDELMAN, BANGKOK

GOLD LION

A01/114 • NETHERLANDS • GLASS

TITLE • PINK CHIP

BRAND • DEGIRO, UN WOMEN

PRODUCT • PINK CHIP INDEX

ENTERED BY • AKQA, AMSTERDAM

IDEA CREATION • AKQA, AMSTERDAM

PRODUCTION • AKQA, AMSTERDAM / THEMATIC CAPITAL, SAN FRANCISCO

POST PRODUCTION • AMP AMSTERDAM

SILVER LION

A01/033 • INDIA • GLASS

TITLE • HARPIC LOOCATOR - #BEFREETOPEE

BRAND • HARPIC INDIA

PRODUCT • LOOCATOR APP

ENTERED BY • TGTHR, MUMBAI

IDEA CREATION • TGTHR, MUMBAI / RECKITT BENCKISER, GURGAON

PRODUCTION • TGTHR, MUMBAI

MEDIA • WAVEMAKER, GURGAON

PR

• AVIAN WE, NEW DELHI

POST PRODUCTION • TGTHR, MUMBAI

A01/108 • INDIA • GLASS

TITLE • PROJECT FARM EQUAL

BRAND • LAY’S

PRODUCT • LAY’S

ENTERED BY • LEO BURNETT, MUMBAI

IDEA CREATION • LEO BURNETT, MUMBAI

BRONZE LION

A01/008 • COSTA RICA • GLASS

TITLE • WELCOME TO THE GROUP

BRAND • CAMBIEMOS LA REGLA

PRODUCT • LAW PROJECT 22,421

ENTERED BY • PHD, SAN JOSE

IDEA CREATION • PHD, SAN JOSE / TBWA\RIOT, SAN JOSE

PRODUCTION • KAIJU, SAN JOSE

MEDIA • PHD, SAN JOSE

PR • SHIFT PORTER NOVELLI, SAN JOSE

A01/141 • UNITED ARAB EMIRATES • GLASS

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

A01/163 • BRAZIL • GLASS

TITLE • 5 DAYS? GIVE ME A BREAK. BRAND • O BOTICÁRIO

PRODUCT • FATHER’S DAY

ENTERED BY • ALMAPBBDO, SAO PAULO

IDEA CREATION • ALMAPBBDO, SAO PAULO

PRODUCTION

• SWEET FILMS, SAO PAULO / RAW AUDIO, SAO PAULO

GLASS

Grand Prix

SUSTAINABLE DEVELOPMENT GOALS

RENAULT - CARS TO WORK

RENAULT

PUBLICIS CONSEIL, PARIS

FRANCE

GRAND PRIX

C01/024 • FRANCE • DECENT WORK AND ECONOMIC GROWTH

TITLE • RENAULT - CARS TO WORK

BRAND • RENAULT

PRODUCT • MOBILITY RIGHTS

ENTERED BY • PUBLICIS CONSEIL, PARIS

IDEA CREATION • PUBLICIS CONSEIL, PARIS

PRODUCTION • DIVISION, PARIS

POST PRODUCTION • PRODIGIOUS, PARIS / FIRM STUDIO, PARIS

GOLD LION

A05/061 • NETHERLANDS • GENDER EQUALITY

TITLE • PINK CHIP

BRAND • DEGIRO, UN WOMEN

PRODUCT • PINK CHIP INDEX

ENTERED BY • AKQA, AMSTERDAM

IDEA CREATION • AKQA, AMSTERDAM

PRODUCTION • AKQA, AMSTERDAM / THEMATIC CAPITAL, SAN FRANCISCO

POST PRODUCTION • AMP AMSTERDAM

B01/012 • COLOMBIA • CLEAN WATER AND SANITATION

TITLE • FILTER CAPS

BRAND • FILSA COLOMBIA

PRODUCT • FILTER CAPS

ENTERED BY • OGILVY COLOMBIA, BOGOTÁ

IDEA CREATION • OGILVY COLOMBIA, BOGOTÁ

B03/018 • PERU •

SUSTAINABLE CITIES AND COMMUNITIES

TITLE • SIGHTWALKS

BRAND • SOL CEMENT

PRODUCT • SOL CEMENT

ENTERED BY • CIRCUS GREY, LIMA

IDEA CREATION • CIRCUS GREY, LIMA

PRODUCTION • DINAMO, LIMA / REBECA, LIMA / CANICA FILMS, LIMA / PUNTOAPARTE, LIMA

MEDIA • APOYO COMUNICACION, LIMA

PR • LLYC, LIMA

POST PRODUCTION • AGOSTO MUSIC AND SOUND CRAFT, LIMA / NATIVO POST, LIMA

B05/034 • UNITED KINGDOM •

CLIMATE ACTION

TITLE • THE MOVE TO -15

BRAND • DP WORLD

PRODUCT • DP WORLD

ENTERED BY • EDELMAN, LONDON

IDEA CREATION • EDELMAN, LONDON

PR • EDELMAN, LONDON

SILVER LION

A01/009 • MEXICO • POVERTY

TITLE • THE E-COMMERCE OF TRUST

BRAND • GAHR WECAPITAL

PRODUCT • THE E-COMMERCE OF TRUST

ENTERED BY • DDB MEXICO, MEXICO CITY

IDEA CREATION • DDB MEXICO, MEXICO CITY

PRODUCTION • WHISKY FILMS, MEXICO CITY

PR • PORTER NOVELLI, MEXICO CITY

A03/030 • UNITED STATES • GOOD HEALTH AND WELL-BEING

TITLE • ILLUSTRATE CHANGE

BRAND • JOHNSON & JOHNSON

PRODUCT • ILLUSTRATE CHANGE

ENTERED BY • DELOITTE DIGITAL, NEW YORK

IDEA CREATION • DELOITTE DIGITAL, NEW YORK / JOHNSON & JOHNSON, NEW BRUNSWICK

PRODUCTION • NORTE, SAO PAULO

B05/004 • UNITED STATES • CLIMATE ACTION

TITLE • CONTRAILS: MAKING FLYING MORE SUSTAINABLE WITH GOOGLE AI

BRAND • GOOGLE

PRODUCT • GOOGLE RESEARCH

ENTERED BY • GOOGLE, MOUNTAIN VIEW

IDEA CREATION • GOOGLE, MOUNTAIN VIEW / GOOGLE CREATIVE LAB, NEW YORK

PRODUCTION • GOOGLE CREATIVE LAB, NEW YORK

POST PRODUCTION • GOOGLE CREATIVE LAB, NEW YORK

B05/040 • FRANCE •

CLIMATE ACTION

TITLE • ROCKSEEDS

BRAND • TBS

PRODUCT • CLOTHES BRAND

ENTERED BY • CHANGE AN FCB ALLIANCE, PARIS

IDEA CREATION • CHANGE AN FCB ALLIANCE, PARIS

B06/004 • FINLAND • LIFE BELOW WATER

TITLE • FORTUM+FISHHEART

BRAND • FORTUM

PRODUCT • FISHHEART

ENTERED BY

• TBWA\SCREEN, HELSINKI

IDEA CREATION

• FISHHEART, HELSINKI

MEDIA • TBWA\SCREEN, HELSINKI

PR • TBWA\SCREEN, HELSINKI

BRONZE LION

A03/045 • NETHERLANDS • GOOD HEALTH AND WELL-BEING

TITLE • KIKI, VIRTUAL HUMAN INTERPRETER

BRAND • NHK ENTERPRISES & NHK GLOBAL

MEDIA SERVICES

PRODUCT • WEB PLATFORM

ENTERED BY • MEDIA.MONKS, HILVERSUM

IDEA CREATION • MEDIA.MONKS, HILVERSUM

PRODUCTION • MEDIA.MONKS, HILVERSUM

PR • MEDIA.MONKS, HILVERSUM

POST PRODUCTION • MEDIA.MONKS, HILVERSUM

A03/082 • MEXICO • GOOD HEALTH AND WELL-BEING

TITLE • TEST-ICLES

BRAND • FUNDACIÓN DE ALBA, A.C.

PRODUCT • CANCER FOUNDATION

ENTERED BY • OGILVY, MEXICO CITY

IDEA CREATION • OGILVY, MEXICO CITY / OGILVY HEALTH, NEW YORK

PRODUCTION • BELIEVE TV, SANTIAGO

PR • OGILVY, MEXICO CITY

A05/068 • INDIA • GENDER EQUALITY

TITLE • DABBA SAVINGS ACCOUNT

BRAND • ESAF SMALL FINANCE BANK

PRODUCT • ESAF SAVINGS BANK ACCOUNT

ENTERED BY • MCCANN, GURUGRAM

IDEA CREATION • MCCANN, GURUGRAM

B04/048 • INDIA • RESPONSIBLE CONSUMPTION&PRODUCTION

TITLE • DROPS OF JOY

BRAND • LAY’S

PRODUCT • LAY’S

ENTERED BY • LEO BURNETT, MUMBAI

IDEA CREATION • LEO BURNETT, MUMBAI

C01/012 • CANADA •

DECENT WORK AND ECONOMIC GROWTH

TITLE • INPLOYABLE

BRAND • CDSS

PRODUCT • CDSS

ENTERED BY • FCB TORONTO

IDEA CREATION • FCB TORONTO

PRODUCTION • SUNEEVA, TORONTO

MEDIA • INITIATIVE, TORONTO

PR

• GLOSSY PR, TORONTO

POST PRODUCTION • MARRIED TO GIANTS, TORONTO / GRAYSON MUSIC, TORONTO

C01/025 • BRAZIL •

DECENT WORK AND ECONOMIC GROWTH

TITLE • REVIEWS

BRAND • HEINZ

PRODUCT • HEINZ

ENTERED BY • AFRICA CREATIVE DDB, SAO PAULO

IDEA CREATION • AFRICA CREATIVE DDB, SAO PAULO

PRODUCTION • SILVIO MEDEIROS, SAO PAULO / PUNCH AUDIO, SAO PAULO

C03/011 • SWITZERLAND • REDUCED INEQUALITIES

TITLE • GIVING A VOICE TO THE UNHEARD

BRAND • ISLAM ALIJAJ

PRODUCT • SWISS NATIONAL COUNCIL ISLAM ALIJAJ

ENTERED BY • FARNER PR, ZURICH

IDEA CREATION • FARNER PR, ZURICH

PRODUCTION • FARNER PR, ZURICH / YOVEO, ZURICH

PR

• FARNER PR, ZURICH

POST PRODUCTION • NEWTMRRW, STUTTGART

C03/031 • ARGENTINA • REDUCED INEQUALITIES

TITLE • ABSURD PROMISES

BRAND • ASDRA

PRODUCT • DOWN SYNDROME ASSOCIATION OF ARGENTINA

ENTERED BY • VML, BUENOS AIRES IDEA CREATION • VML, BUENOS AIRES

D01/001 • ITALY • PEACE, JUSTICE&STRONG INSTITUTIONS

TITLE • THE HUMANITY CHECK

BRAND • AMNESTY INTERNATIONAL ITALIA

PRODUCT • CEASEFIRE NOW PETITION.

ENTERED BY • AMNESTY INTERNATIONAL, ROME IDEA CREATION • AMNESTY INTERNATIONAL, ROME

D01/002 • GERMANY • PEACE, JUSTICE&STRONG INSTITUTIONS

TITLE • RIGHTS AGAINST THE RIGHT - THE FIRST TRADEMARK THAT STOPS TRADING NAZI MERCH.

BRAND • LAUT GEGEN NAZIS

PRODUCT • THE FIRST TRADEMARK THAT STOPS TRADING NAZI MERCH

ENTERED BY • JUNG VON MATT AG, HAMBURG IDEA CREATION • JUNG VON MATT AG, HAMBURG

PRODUCTION • SEHSUCHT, BERLIN

PR • REDGERT COMMS, BERLIN

DEVELOPMENT GOALS

Grand Prix

A01/195 • UNITED STATES •

TITLE • DOORDASH-ALL-THE-ADS

BRAND • DOORDASH

PRODUCT • DOORDASH

ENTERED BY • WIEDEN+KENNEDY, PORTLAND

IDEA CREATION • WIEDEN+KENNEDY, PORTLAND / SUPERETTE, SAN FRANCISCO

PRODUCTION • LORD DANGER, LOS ANGELES

MEDIA • WAVEMAKER, NEW YORK

PR • EDELMAN, LOS ANGELES / DOORDASH, SAN FRANCISCO / WIEDEN+KENNEDY, PORTLAND

POST PRODUCTION • MODERN LOGIC, LOS ANGELES / THE ARTERY, NEW YORK / FIELD DAY, PORTLAND

TITANIUM LION

A01/098 • SPAIN •

TITANIUM

TITLE • MEET MARINA PRIETO

BRAND • JCDECAUX

PRODUCT • B2B

ENTERED BY • DAVID, MADRID

IDEA CREATION • DAVID, MADRID

PRODUCTION • PICKLE MUSIC, MADRID / DESEIF, MADRID / FAR MEDIA, MADRID

POST PRODUCTION • THE LOBBY, MADRID

A01/126 • UNITED KINGDOM •

TITANIUM

TITLE • THE MOVE TO -15

BRAND • DP WORLD

PRODUCT • DP WORLD

ENTERED BY • EDELMAN, LONDON

IDEA CREATION • EDELMAN, LONDON

PR • EDELMAN, LONDON

A01/197 • UNITED KINGDOM •

TITANIUM

TITLE • THE EVERYDAY TACTICIAN

BRAND • XBOX

PRODUCT • XBOX GAME PASS

ENTERED BY • MCCANN, LONDON

IDEA CREATION • MCCANN, LONDON

PRODUCTION

• CRAFT, LONDON / CLOCKWORK, JOHANNESBURG / LOWKEY FILMS, LONDON / EXELL, LONDON

MEDIA • TNT SPORTS, LONDON

PR • ASSEMBLY, LONDON

POST PRODUCTION • CRAFT, LONDON / WAVE STUDIOS, LONDON

Grand Prix GRAND PRIX FOR GOOD

THE FIRST SPEECH. RUSSIA RSF (REPORTERS WITHOUT BORDERS) INNOCEAN BERLIN GERMANY

United in diversity

Asian agencies are embracing diversity, but how and to what extent depends on where you look in a region that encompasses vastly different cultures, social attitudes and legal systems. Angel Guerrero, president and editor-in-chief of adobo magazine, shares some of the work that is moving the dial on diversity in Asia — and it’s as diverse as the region itself

SEVERAL notable LGBTQ ad campaigns have emerged in Asia recently, reflecting a growing recognition of diversity and inclusivity, and support for the LGBTQ community. These campaigns not only promote products but also play a crucial role in challenging stereotypes, fostering acceptance, and supporting the rights of LGBTQ individuals. However, progress is uneven across the region. While significant steps are being taken towards LGBTQ acceptance, legal and cultural attitudes towards LGBTQ rights

vary considerably. Countries such as Taiwan and Thailand are more progressive, while others still have restrictive laws and traditional societal norms. In 2019, Taiwan became the first country in Asia to enact marriage equality and, more recently, Thailand passed a registration bill for same-sex couples that provides them with the same rights as heterosexual couples. These campaigns reflect a broader trend of increasing visibility and support for LGBTQ+ rights in Asia, which is in turn reflected in the work by both multinational corporations and local brands. Companies

including Unilever, McDonald’s, Google, Apple and Burger King are examples. Governments and non-profit organisations, as well as youth organisations, have also started to take the lead in pushing for increased LGBTQ+ rights in their respective countries. Pride marches have attracted thousands across the region to show support for the LGBTQ+ community. Taiwan continues to be a leader in this regard. In October 2023, Taiwan held its largest pride event ever, with more than 176,000 participants in capital Taipei.

On June 1, 2024, as the world celebrated Pride Month, thousands of LGBTQ+ revellers and activists filled the streets of Bangkok and Love Wins placards were displayed across the city. Thailand is also set to legalise same-sex marriage under an equality bill that is heading for its final readings in the country’s senate later this month. Thailand will then join Taiwan as the only countries in Asia that offer elements of legal equality to same-sex couples. In 2023, BBDO Asia’s report, Brand Purpose In Asia, revealed that nearly half of Asian consumers have recently chosen brands on the basis of their

‘Bench Coukure’ from TBWA\SMP

social purpose, as well as brands that “make a positive impact on society”. However, when it comes to the potential for brand-purpose messaging around LGBTQ+ advocacy,

“As global demographics shift, it is important for brands to adopt an inclusive, diverse and intersectional approach… The alternative is a brand that will slowly become less relevant”

JASON ROSARIO

the situation in Asia is highly nuanced. In terms of openness to LGBTQ+ issues and advocacy, Thai consumers are identified as active advocates, meaning they are likely to embrace LGBTQ+ openness and want brands to advocate harder for it. They are followed by people in the Philippines and India, where

consumers are more likely to be passive advocates. In Korea, Japan and China, however, those people championing brand activism are best described as ‘sympathetic’. These are countries where the LGBTQ+ community is not fully accepted, but certain niche audiences — women in Japan, for example — would like brands to support their cause.

“We live in an increasingly diverse world,” says Jason Rosario, chief diversity, equity and inclusion officer at BBDO Worldwide. “As global demographics shift, it is important for brands to adopt an inclusive, diverse and intersectional approach to consumer engagement as part of their business growth strategy. The alternative is a brand that will slowly become less relevant. We know that Gen Z consumers are the most accepting consumer segment as it relates to the LGBTQ+ community, and this study demonstrates how mission-critical it is for brands to align themselves in advocating for this community as well.”

Recent examples of work that have moved the cause of diversity forward include a campaign for a product innovation targeted specifically at transgender women. The transitioning process can have a negative effect on skin, which inspired Vaseline and Ogilvy Singapore to collaborate on a new product — Transition Body Lotion — made by and for transgender women. The result is the world’s first clinically proven skincare solution for transgender women, of which Thailand has one of the largest populations in the world.

In 2023, Dove in Thailand and

media agency Edelman launched ‘#LetHerGrow’, which took aim at the traditional practice of forcing schoolgirls to cut they hair, which was having a significant impact on students’ confidence. The integrated campaign, which focused on creating a future in which Thai students can grow into the greatest version of themselves, achieved widespread awareness, advocacy on behalf of girls by the government and influencers, and thousands of pledges to support students on #LetHerGrow.com.

Awarded a Bronze in Health & Wellness at last year’s Cannes Lions International Festival of Creativity, the campaign led the government to lift the unfair rule on girls’ hairstyles. In the Philippines, next-of-kin regulations make it illegal for queer couples to make decisions for each other during medical emergencies. The Quezon City government and ad agency MullenLowe Treyna set out to address this healthcare injustice with its ‘Right To Care’ campaign. The city government launched a Right To Care card during Southeast Asia’s biggest pride march. The card was made operational through a Special Power of Attorney that recognises the cardholders’ decision to agree to, refuse or withdraw consent for any medical care for their partners, including treatment, procedures, tests and prescriptions. Also in the Philippines, McDonald’s launched the ‘I’m Lovin’ Her’ campaign with creative agency TBWA\SMP Philippines. The video features a love story between two women — a narrative that is rarely given the spotlight in the Philippines, where a

large chunk of the population remains deeply conservative. The video reached 33.9 million organic views across the social-media platforms in less than 48 hours, with ‘McDo’ and ‘LGBTQ+’ becoming trending topics locally on X. The boundless creativity and imagination of Filipino youth takes centre-stage in a captivating new campaign from Bench, the country’s leading local fashion brand. Called ‘Bench Coukure’ — a play on the words curtains and couture — the

“There’s no form of violence more subversive than financial violence… When we deny someone a livelihood, we deny them a life”

SWATI BHATTACHARYA

campaign was launched with creative agency TBWA\SMP. The video celebrates the joy of self-expression by focusing on the secret rite of passage — dressing-up —experienced by LGBTQ+ children. For many of these young people, curtains and bed sheets are their first gowns, and shiny things at home stand in for their first jewellery. Singapore, despite its conservative culture, has seen

McDonald’s ‘I’m Lovin’ Her’ by TBWA\SMP

companies including Google team up with Pink Dot, a non-profit movement started by a group of individuals who care deeply about the place that LGBTQ+ Singaporeans call home. This month, Pink Dot’s #NoOneLeftBehind event will see thousands of Singaporeans gather in Hong Lim Park to raise awareness of the ways in which LGBTQ+ people continue to experience marginalisation and discrimination in the city state. Bombay Times, a free supplement of The Times of India, in collaboration with inclusion-first consultancy Pride Circle and creative agency FCB India, launched the second edition of the

landmark campaign ‘Out & Proud @ Work’, which draws on inspirational stories to highlight the discrimination faced by LGBTQ+ people and the need for a fair and inclusive workplace. The partnership with Pride Circle bridges the gap between job seekers and employment opportunities, thus helping to create a more inclusive workforce. The initiative also seeks to involve those beyond the LGBTQ+ community by encouraging open dialogue on this important subject. FCB India chief creative officer Swati Bhattacharya said: “There’s no form of violence more subversive than financial violence. And there’s an unbearably high incidence of it in the LGBTQ+ community in India.

When we deny someone a livelihood, we deny them a life, and that’s what this bias at work across India’s workplaces is doing to thousands every day. The Bombay Times’ ‘Out & Proud @Work’ campaign isn’t just a call for conversations — it’s a call to action, which is why we’re not starting this campaign at the beginning of Pride Month, but at the beginning of the financial year.”

With work like this showing the way, the future for increased diversity and representation across Asia’s advertising industry is looking bright. However, there needs to be greater progress across the larger but more conservative markets, in north Asia in particular. Meanwhile, the gains made in the more progressive nations need to be further embraced by marketers to truly reflect the concerns and values of a new generation.

The Bombay Times’ ‘Out & Proud @Work’ by FCB India

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