Lions Daily news 2022 - Thursday June 23 by boutiquemedia

LIONS DAILY NEWS

We are a force for

198m people reached through campaigns that promote equality

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

Over 500m people reached with campaign to end malaria

LIONS DAILY NEWS

SEMINARS

10.00

Dentsu takes second Grand Prix for Vice’s History Tour

REAL TONE AN EASY WINNER

& SAATCHI/DEBUSSY

11.30 DATA/ TECH & INNOVATION

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

12.30 DATA/TECH & INNOVATION/BUSINESS TRANSFORMATION

BUILDING AGENCY

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

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

14.30 SUSTAINABILITY HOW DO WE TAKE REAL ACTION FOR THE GLOBAL GOALS?

PROJECT EVERYONE/ SAMSUNG AND KARMARAMA PART OF ACCENTURE SONG/DEBUSSY

15.30 DATA/TECH & INNOVATION/CREATIVE EFFECTIVENESS THE FUTURE OF BRANDS AND GAMING ACTIVISION BLIZZARD/DEBUSSY

16.30 DATA/TECH & INNOVATION/CREATIVE EFFECTIVENESS

IF YOU’RE NOT FIRST, YOU’RE LAST WITH MEGAN THEE STALLION

GOODBY SILVERSTEIN & PARTNERS/DEBUSSY

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

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

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

Leo Burnett best in Innovation

THE WINNER of the 2022 Grand Prix for Innovation is ‘One House To Save Many’, entered by Leo Burnett Sydney on behalf of Australian insurance group Suncorp.

Jury President Cleve Gibbon, chief technical officer of Wunderman Thompson, US, said: “This entry gave me goosebumps when I first saw it. It got the jury’s attention and now it deserves to get the world’s attention.”

Led by Suncorp, ‘One House To Save Many’ was a collaborative engineering project

launched to create a house that could withstand Australia’s extreme weather systems. Utilising expertise from a range of scientific fields, the resultant house is capable of withstanding extreme attack from fire, flood and wind. The goal now is for the house to provide the basis of a damageprevention strategy that can be applied in Australia and beyond.

According to Gibbon, the jury spent a lot of time thinking about what “it really means to be innovative”.

THE 2022 Cannes Lions Grand Prix for Mobile has gone to ‘Real Tone’, an ingenious product development entered by Google, T Brand Studio New York, Wieden+Kennedy Portland and GUT Miami. Mobile Jury President Hugo Veiga, global chief creative officer for AKQA, called ‘Real Tone’ “an easy Grand Prix to give. It was simple, yet very empowering.”

In simple terms, ‘Real Tone’ is a Google innovation. It addresses a historic bias in photography that makes it difficult to capture dark skin tones accurately. Veiga said: “We’ve had a situation where black people can’t see themselves properly in photos. So this technology repairs a historical issue with something that really shouldn’t be a problem. And it’s just the beginning for a technology that will allow people to see themselves as they really are.” Veiga said the jury’s approach to its task was “to let the work guide us”. He added: “We didn’t come away with any specific trends, but we did identify some powerful

MOBILE JURY

WE’RE ONLY IN B2B FOR FAME AND MONEY

Is that shallow of us?

Or are we just being refreshingly honest?

Truth in advertising. It’s a potent weapon. It gets attention. It builds fame for the brands we work with. It creates relevance and competitive advantage.

That’s why we dare to tell the truth. It sticks. It jolts. It makes people think. It makes people remember. It unites brands with their customers.

Fame for you means fame for us. And if we can make a decent living out of it, well that’s a bonus. In any case, we could do with a new yacht. This one didn’t work.

Cycling platform sets prisoners virtually free

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

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

Wingstop re-brand an inspiration to all

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

Michelob offers its business to farmers who go organic

THE GRAND Prix winner in the Creative Effectiveness category is ‘Contract For Change’ by FCB Chicago and New York. The Award was announced yesterday by Jury President Raja Rajamannar, chief marketing & communications officer at Mastercard Global.

Created for Michelob Ultra Pure Gold, the initiative came about because, despite the fact that 90% of Americans would prefer to buy organic products, only 1% of cultivated land is organic. Michelob offers farmers a ‘Contract for Change’ which guarantees that it will become a customer of organic produce once their farm has gone through the three

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

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

It is, in fact, utterly game changing for farmers

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

Vegan leather substitute turns waste into profit

did justice to the brand and solved a genuine business problem — and ‘Thighstop’ did that to perfection,” said Creative Commerce Jury President Beth Ann Kaminkow, global CEO of VMLY&R Commerce and CEO of VMLY&R NY.

“Leo Burnett defines what’s possible with a campaign that is absolutely bursting with seasoned experience.”

Kaminkow said the success of ‘Thighstop’ has given other brands “permission to implement truly consumercentric ideas”. She added:

“To have pivoted so brilliantly literally overnight is a true reflection of our times and makes us look at the world differently. Their agility was totally breathtaking.”

THE ‘PIÑATEX’ campaign, created by L&C New York for the Dole Sunshine Company and Ananas Anam, has taken the 2022 Grand Prix for Creative Business Transformation.

Dole Sunshine Company, one of the largest producers of pineapples in the world, partnered with Ananas Anam to produce Piñatex, a sustainable replacement for leather, the planet’s second-most polluting product. The fibres from pineapple leaves are used create the vegan, cruelty-free leather alternative, which is now being used by over 1,000 brands and has generated more than $100m in revenue.

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

that also brought with it an undeniable magnitude of transformation. We were also looking for the sort of craft and elegance that takes an idea to the next level. And we were keen to see end-to-end transformation and measurable, credible impact. Piñatex ticks all those boxes perfectly.”

And Piñatex has turned the problem of millions of tons of pineapple-leaf waste into an opportunity and Dole Sunshine’s Philippines-based operation predicts it will be producing zero waste by 2025. “It’s a brilliant idea that creatively connects all the dots and turns waste into profit.” Ng added.

JURY

CHRISSIE HANSON

RAJA RAJAMANNAR

LEO BURNETT BEST IN INNOVATION

He added: “We saw a lot of good corporate hospitality work, but it wasn’t necessarily innovative. It was what those companies should have been doing anyway.”

The jury was keen to see work where innovations could have a direct impact to a brand’s business. In this case, Suncorp has to pay out billions in disaster claims every year, so any innovation that builds resilience into people’s lives is a potential bottom-line saving. The jury also awarded a Gold Lion to ‘McEnroe vs McEnroe’, entered by FCB New York on behalf of AB InBev beer brand Michelob Ultra.

‘EMPOWERING’ ‘REAL TONE’ WINS MOBILE

thoughts — for example, the ability of mobile tech to make everyday life better for people. We also saw some examples of how mobile-led ideas can be key to business transformation.”

The mobile jury awarded three Gold Lions, all of which originated in the Latin American/ Hispanic markets. These included Burger King’s ‘Burger Glitch’, which also won Gold in the Brand Experience & Activation category.

Ad-supported services set to transform the streaming world

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

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

Major brands urged to take stand against gun violence

TOMORROW at Cannes

Lions, Manuel Oliver will ask: “Are you ready to break the norm and become the next brand to create a campaign standing against gun violence?”, at a session titled Take The Risk, on the Terrace Stage at 15.30.

Florida-based Oliver and his wife Patricia are the parents of Joaquin Oliver, a 17-year-old murder victim of the 2018 Parkland school shooting in the US. Their non-profit organisation Change the Ref has a mission to use the memory of their basketball-loving teenage son to remind the world that gun violence is annihilating far too many young lives. The goal is for a major global brand owner to use its reach to send a forceful anti-gun message that will put a stop to these killings.

“I am trying to find the next brand willing to go against gun violence, to be a brave activist, even if it comes at a financial risk. This is about saving lives,” Oliver said.

“The US is waiting for the next Nike to make a statement: my personal dream

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

NBCUNIVERSAL’S JEFF SHELL

PATRICIA AND MANUEL OLIVER

Frankie says ‘Don’t Choose Extinction’

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

building. In the threeminute film, a computer-generated version of Frankie storms into the iconic building, seizes the speaker’s podium and urges stunned dignitaries to avoid the dinosaurs’ fate — extinction. The film was voiced in 39 languages and features well-known actors, including Coster-Waldau and Maïga. Initially it was released online, but now, through a partnership with SAWA, a cinema version of the film is screening across 30 countries. So far, the film has been viewed 1.8 billion times worldwide. Paldi said: “These issues are complex, dense and scary. So we need to talk about them in a way

that relates to people. Fossil fuel subsidies were $423bn last year and will hit $800bn this year. That’s money being directed away from renewables.” Coster-Waldau, who has worked with the UNDP for several years,

said humour is “a great way to reach people and avoid just preaching to the choir”.

On the positive impact of his own celebrity status, he said: “I don’t think being an actor means you have an added responsibility, but

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

With the industry ‘at a crossroads’ Infillion is putting consumers first

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

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

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

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

INFILLION’S CHRISTA CARONE

CHRISTA CARONE

Meet the winners

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

1 The team from AMV BBDO, London, collected the Industry Craft Grand Prix for its ‘Hope Reef’ campaign, an environmental project to regenerate coral reefs, for Sheba Pet

2 Teams from Google and BBH USA in New York and Anonymous Content in Los Angeles took home a Gold for Digital Craft with their powerful ‘Black-Owned Friday 2021’ campaign celebrating black-owned businesses

3 Teams from Smuggler in Central LA and Apple in Cupertino picked up Gold for their humorous ‘Escape From the Office’ campaign for Apple, in the Film Craft category

4 Winning the Digital Craft Grand Prix, New York’s Virtue Worldwide hit home with their ‘Backup Ukraine’ campaign designed to preserve regional and cultural history by digitally indexing monuments, buildings and objects in a war zone

5 Yuya Furukawa picked up a Gold Industry Craft Lion for Dentsu, Tokyo’s ‘Beautiful Mutations’ creative promoting the D&AD Awards 2021 Exhibition in Japan

6 Teams from Dentsu Creative in Bengaluru, Mumbai and Gurgaon, India, collaborated on ‘The Unfiltered History Tour’ for the British Museum, a retelling of artefacts’ origins, attracting Gold in the Digital Craft category

7 The Digital Young Lions Award was given to Jackson Elliott (left) and William Campion of M&C Saatchi, Australia

8 ‘The Wish’ from Serviceplan Germany blew the jury away in the Film Craft category, attracting the Grand Prix for its touching portrayal of youth stolen by pandemic lockdowns for discount supermarket chain Penny

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

10 The Young Lions Design Award went to Marcus Mahecha (left) and Jonas Hjort of Kontrapunkt, Copenhagen

11 The team from FCB, Lisbon celebrated winning the Design Grand Prix for its Portuguese (Re) construction campaign on behalf of Penguin Books, revisiting the haunting past of censorship

12 Director Gregory Ohrel from Doomsday Entertainment, Los Angeles, in collaboration with Sony Music Latin, Miami, collected the Entertainment Music Grand Prix for Puerto Rican rapper Residente’s music video ‘This is not America ft. Ibeyi’, taking aim at police brutality

13 All smiles from the Ogilvy, Mexico City team after collecting Gold in the Entertainment Lions category for Ab InBev’s Cerveza Victoria. The beer was showcased in a moving campaign about mourning entitled ‘Victoria Cempasuchil: the taste of Reunion’

14 The team from VMLY&R, Sao Paulo, picked up Gold for their Greenpeace campaign in the Entertainment for Sport category, underlining the fragility of the environment

15 The Grand Prix for Entertainment for Sport was collected by the team from R/GA London, for a Nike campaign exploring the power of women in tune with their menstrual cycles

flyingfish.nz

We need to ‘drive innovation and bet on bold creative ideas’

BEVERAGE giant Coca-Cola is on a journey of transformation, turning its marketing capability upside down in order to stay relevant. On Wednesday afternoon, global CMO Manolo Arroyo and WPP CEO Mark Read took to the Cannes Lions stage to explain how they are navigating the challenges ahead.

Interviewed by Dawn Ostroff, chief content and advertising business officer, Spotify, Arroyo kicked off by saying: “We’re going through the largest transformation in the history of marketing at the company. And this is driven by the realisation that the industry is changing rapidly. Consumers want differ-

ent things and the way they engage is radically different compared to when we made our first ads.”

Arroyo said his ambition is to ensure marketing and in-

We have an amazing diversity of ideas within the company

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

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

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

BoutiqueProductionService

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

MANOLO ARROYO MARK READ

MANOLO ARROYO

‘We never say ‘white’ films don’t work…’

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

business group. “But really, when you look at the history of Hollywood, Coming To America was the thirdhighest grossing film in 1988 and Sidney Poitier’s films were hugely successful in the 1960s. So how many times does it have to be conclusively proved that ‘black’ films have an audience?”

But even Nyong’o was shocked by the fact that Black Panther grossed $1bn in a mere 26 days. “We had no idea it was going to have such an effect,” she said. “People were dressing up and taking drums with them to the cinema to celebrate African culture. When I went to Korea to do a series of interviews to promote the film, the journalists were turning up in traditional Korean clothes. We were all shocked that what the film really did was to empower the idea of indigenous cultures all over the world. That’s an amazing thing.”

Nyong’o also gently mocked Hollywood attitudes: “I call it motivated reasoning, which is the ability of all human beings to make things fit preconceived ideas. So America has never acknowledged its original sin — which of course is slavery — and that narrative affects Hollywood’s attitude to ‘black’ films. We never say ‘white’ films don’t work, even though many of them don’t. What this all boils down to is the need for us all to acknowledge our shared humanity.”

Nyong’o also admitted to having had a hard time enjoying her early success.

“After 12 Years A Slave, so many doors opened for me and it was disorientating for a while. People really don’t have much sympathy for someone having major success. But once I learnt to give myself permission to fail, it got much better.”

Driving growth with creativity is our industry’s ‘superpower’

MARC Pritchard, one of the world’s most powerful marketers, took to the Cannes Lions stage on Tuesday to explore the role of creativity as a force for growth. During his talk, P&G’s chief brand officer told delegates that “the power of creativity for growth could be considered our industry’s most fundamental reason for being.”

Despite the economic headwinds facing companies like P&G, Pritchard was emphatic that the “business case for creativity” remains powerful.

Pritchard’s emphasis on creativity for growth is a mantra that makes sense for a broad-based FMCG company that now has to grapple with a cost of living crisis. But it doesn’t mean P&G will be turning its back on its commitment to social purpose. Describing creativity for growth as “a superpower”, he said, “when we do our job of creating value as a force for growth,

that gives us the means to be a force for good — in ways that help society and the planet.”

Giving his own interpretation of the creative pro -

cess, Pritchard called it “a deeply human endeavour” starting with authentic insights into people’s lives, which are transformed into creative ideas that touch them in ways that feel personal. “That’s the joy of creativity. It touches hearts and minds, gives people something of personal value, and makes them smile, laugh, cry, act and, of course, buy.”

He described the particular challenges of channeling creative messaging into day-to-day commodity products. Being creative, while also conveying the USPs of an everyday product in an interesting way is “the equivalent of a full twisting double back somersault with a half gainer from a tightrope to a tightrope,” he said.

Giving MND sufferers back their voice

VMLY&R and Dell’s Finding The Heart In Tech seminar focused on the Grand Prix-winning campaign ‘I Will Always Be Me’, an initiative that has transformed

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

“MND, also known as ALS and Lou Gherig’s disease, is a devastating illness because there’s no cure and, as well as affecting the person who has the disease, it impacts everyone around them,” Wayne Best, chief creative officer of VMLY&R New York, told the audience in his opening remarks.

Nick Goldup, of the MND Association, recounted the genesis of the project: “I got a call from the son of a victim and that inspired me to contact Dell, Rolls Royce and Intel. They all came on board from the start, which was so inspiring for all of us.”

Liz Matthews of Dell Technologies’, said it was Goldup’s passion that persuaded a company that receives myriad requests every year to become involved. “We’ve even had requests

TIME’S UP FOR TIRED BEERDRINKING STEREOTYPES

from Manchester United and the Pope asking us to get involved in projects,” she said. “But the challenge of speeding up the process of banking the voices of terminally ill people who don’t have much time left really got to us. It also made us think that we should get VMLY&R involved.”

Karen Walker, Intel’s senior vice-president and chief marketing officer, said the project has been a gift to MND sufferers: “We have created something that will last for generations and, given that we are a purposedriven brand, we’re so glad that we got involved with ‘I Will Always Be Me’. We’re well aware of how people judge brands by their commitment to good causes and this initiative was very special.”

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

MICHELLE ST JACQUES

ARI WEISS

WITH typical humour, actor and entrepreneur Ryan Reynolds tackled thoughts around nextgeneration storytelling on Wednesday and charted his leap into the world of advertising, a world he “loves and feels privileged to be a part of”. In 2018, Reynolds and George Dewey launched Maximum Effort, their film production company and digital marketing agency, after working on promoting the first two Deadpool films. “I then bought Aviation Gin with some of that sweet, Deadpool money and we needed to market that,” Reynolds said. “After, I acquired a significant stake in Mint Mobile… suddenly we were a marketing firm.”

Moderator Wendy Clark, global CEO of Dentsu, said that the hallmarks of Maximum Effort’s work include speed, humour, placing the product front and centre and resisting perfection. “I love humour. Humour and emotion are the two things that travel the most virally,”

Reynolds said. “Combining both in one is the unicorn that everyone is looking for. If you can make people laugh… you can break down the artifice of marketing.”

He added: “We make sure that product we are working with is very clean and at the centre of the campaign. It tends to travel more. If I tried to hide the fact that it’s an ad, I think people would feel manipulated.”

Looking to the next generation of content and creative, Reynolds said: “I love TikTok — creators making things out of thin air. The idea that we are striving for perfection is insane. It’s also completely subjective. “Also, speed is a huge part of what we do. Culture moves really fast. Those conversations which are happening on social media, those water-cooler moments — if you add production to that, you take it to a whole new level. “So many campaigns take nine to 12 months to launch; if you are seeking cultural context you may completely miss the mark.” Reynolds latest initiative, The Creative Ladder, supports access to creative careers for people from under-represented communities. He concluded: “Better stories are told with complex and diverse opinions. How can we continue to tell stories that are relevant, if they are only relevant to a few?”

REYNOLDS

Stories for the many, not the few

RYAN

BACK IN ACTION

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

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

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

The Commission governs a regional

network of 34 film commissions and film offices all of which are geared up to contribute to the success of a commercial production. “We work with you throughout the entire process, from proposing locations to searching for the best professionals at all stages of the production. This includes permit processing,” Covián says. “We also act as a liaison between the production company, public institutions and private agents. Today Spain is the safest, most competitive and most attractive option for the global advertising industry. The talent and creativity of our agencies and professionals win prizes every year at the most prestigious festivals around the world.”

Covián says that the commission is acutely aware of the power of advertising and how it stimulates business. “All the major companies in the motor industry, technology, banking and finance, aviation and travel, fashion and fragrances, sport, food and restaurant chains and supermarkets have shot in

“Brands that shoot once in Spain always come back”

CARLOS ROSADO COVIAN

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

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

inspires cinema

30% TAX INCENTIVE

LOCAL SUPPORT AND GRANTS SOUND STAGES AND STUDIOS

EXCELLENT CONNECTIVITY

LOCAL AND INTERNATIONAL TALENT

PRODUCTIONS

The NIGHT MANAGER / BBC ME BEFORE YOU / MGM White LINEs / netflix

THE mallorca files / BBC Hustle / netflix KÖNIg von Palma / UFA FICTION

LA CAZA. TRAMUNTANA / TVE1

EL ventre del mar / testamento prod. Pan de limón / filmax

people’s aspirations. Advertising has great transformative power.”

Spain’s many islands offer the perfect backdrop for so many brands — an obvious choice for luxury goods, for example.

The island of Mallorca has an impressive variety of locations, including mountains, dramatic cliffs and small bays, historical and urban sites — and thanks to the compact nature of the island, most of them are within a one-hour drive. “Also the fact of having one of the mildest climates in Europe, with over 310 sunny days a year, is a plus,” Pedro Barbadillo, director of the Mallorca Film Commission, says. “And we’re well connected to almost all the main capital cities in Europe, with a wide variety of hotels and restaurants.

“We’re also improving the sustainability on shoots and working to become a fully green shooting territory within the next year.”

In terms of unique sites, Barbadillo has several suggestions: “The Cap de

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

Formentor and its lighthouse and the 360º curves of the Sa Calobra road are firm favourites. And in terms of buildings, the Castle of Bellver in Palma and La Fortaleza in Pollença, a 17th-century fortress on a hill surrounded by the Mediterranean, where TV series The Night Manager was shot, are very special.”

Mallorca has hosted challenging shoots recently including HBO’s The Climb, showcasing the extreme form of climbing known as Psicobloc, with Jason Momoa (Aquaman, Game of Thrones) and top climber Chris Sharma. “The weather was really bad, and the rocks were slippery,” Barbadillo says. “It wasn’t easy, but they ended up doing almost everything they wanted. We’re also regularly hosting shoots from Bollywood, China and Japan, and in terms of production companies, we have an increasing number of series from Netflix, HBO, Amazon and others coming here.”

But it’s not all about movies and

streamers. “Mallorca has been a very popular spot for commercials since the 1990s and its service industry gets a regular flow of big brands and celebrity shoots all year long,” Barbadillo says. “Automobiles, such as Porsche or Mercedes Benz have presented their new models in some of the stunning bending roads on the cliffs of the north coast of the island. Seat has even given one of its high-end models the name Formentor, a peninsula with some of the most spectacular curves in the Mediterranean.”

Jewelry and fashion are also regular visitors to the locations in Mallorca. “Watching CubanAmerican actress Ana de Armas, star of Only Natural Diamonds ‘Love Live’ campaign, climb the impressive stairs of La Torre Cega, is one of my fondest memories of this year. “Mallorca offers connectivity with almost any european capital city; commercial productions are also attracted by the high-

quality of crews and equipment, the international casting based on the island, and a thriving service industry with companies like Palma Pictures, TwentyFour Seven, The Local Production Company, The Blondes Pool or MN Studios,” Barbadillo says.

The Commission offers free assistance to local and international companies that choose to produce their commercials on the island. “Our assistance helps producers and directors in their search for the right locations and sometimes also to safely avoid bureaucratic obstacles,” he says.

“The island’s autumn season is busiest for commercials shoots because of the quality of the natural light at that time of the year.”

“The production of commercials and campaigns is a must for our business,” according to Enrica Roberta Martino of Canary Islands Film. “Before the boom of the fiscal incentives for the film industry, it was the main activity in the Canary Islands. Nowadays we consider it an ongoing market,

“Mallorca’s services industry gets a regular flow of big brands and celebrity shoots all year long”

PEDRO BARBADILLO

with a consolidated industry.”

The Canary Islands are a regular choice for global brands and commercials producers. According to the local Film Commission, Fuerteventura, one of the eight islands of the archipelago, hosted some 50 commercials in 2021 and that figure is predicted to double this year. Leading brands to have used Fuerteventura as a backdrop include Vogue Spain, fashion brands Springfield and Dolce & Gabbana, and jewelry and accessories brand Tous.

But all of the region’s diverse backdrops are in demand from brands around the world. Lanzarote has attracted leading motoring brands Citröen, Polestar 2, Seat Ateca Cupra, Mercedes-Benz, BMW,

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

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

Grand Prix

DENTSU

EXPERIENCE TRACK –– WINNERS –– BRAND EXPERIENCE &

GRAND PRIX

B02/039 • INDIA

USE OF MOBILE & DEVICES

TITLE • THE UNFILTERED HISTORY TOUR

BRAND • VICE MEDIA

PRODUCT • BRITISH MUSEUM

ENTERED BY • DENTSU CREATIVE, BENGALURU

IDEA CREATION

• DENTSU CREATIVE, BENGALURU/ DENTSU CREATIVE, MUMBAI/DENTSU CREATIVE, GURGAON

PRODUCTION • DENTSU CREATIVE, BENGALURU

• DENTSU CREATIVE, BENGALURU

POST PRODUCTION • DENTSU CREATIVE, BENGALURU

GOLD AWARDS

A05/039 • BRAZIL

RETAIL

TITLE • BURGER GLITCH

BRAND • BURGER KING

PRODUCT • WHOPPER

ENTERED BY • DAVID, SÃO PAULO

IDEA CREATION

• DAVID, SÃO PAULO

PRODUCTION • VETOR ZERO, SÃO PAULO/HEFTY, SÃO PAULO

A09/049 • USA

NFPO/CHARITY/GOVERNMENT

TITLE • DOJACODE

BRAND • GIRLS WHO CODE

PRODUCT • DOJACODE

ENTERED BY • MOJO SUPERMARKET, NEW YORK

IDEA CREATION

PRODUCTION

• MOJO SUPERMARKET, NEW YORK/ RCA RECORDS, NEW YORK

• ACTIVE THEORY, LOS ANGELES

• MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK

A09/065 • HONDURAS

NFPO/CHARITY/GOVERNMENT

TITLE • MORNING AFTER ISLAND

BRAND • GRUPO ESTRATEGIGO GE PAE

PRODUCT • WOMEN RIGHTS

ENTERED BY • OGILVY HONDURAS, TEGIUCIGALPA

IDEA CREATION • OGILVY HONDURAS, TEGIUCIGALPA

PRODUCTION • 14 AL CENTRO LATAM, TEGUCIGALPA

MEDIA • OGILVY HONDURAS, TEGIUCIGALPA

PR • OGILVY HONDURAS, TEGIUCIGALPA

B08/008 • USA

INTERACTIVE BRAND VIDEO

TITLE • DOJACODE

BRAND • GIRLS WHO CODE

PRODUCT • DOJACODE

ENTERED BY • MOJO SUPERMARKET, NEW YORK

IDEA CREATION • MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK

PRODUCTION • ACTIVE THEORY, LOS ANGELES

PR • MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK

E02/024 • FRANCE

CHALLENGER BRAND

TITLE • HACK MARKET

BRAND • BACK MARKET

PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS

E05/072 • PERU

CULTURAL INSIGHT

TITLE • THE EMANCIPATION LOAN

BRAND • MIBANCO

PRODUCT • MIBANCO

ENTERED BY • CIRCUS GREY, LIMA

IDEA CREATION • CIRCUS GREY, LIMA

PRODUCTION • KUBRICK, LIMA

MEDIA • OMD PERU, LIMA

POST PRODUCTION • KUBRICK, LIMA/AGOSTO, BARRANCO

E06/042 • HONDURAS

BREAKTHROUGH ON A BUDGET

TITLE • MORNING AFTER ISLAND

BRAND

• GRUPO ESTRATEGIGO GE PAE

PRODUCT • WOMEN RIGHTS

ENTERED BY • OGILVY HONDURAS, TEGIUCIGALPA

IDEA CREATION • OGILVY HONDURAS, TEGIUCIGALPA

PRODUCTION • 14 AL CENTRO LATAM, TEGUCIGALPA

MEDIA • OGILVY HONDURAS, TEGIUCIGALPA

PR • OGILVY HONDURAS, TEGIUCIGALPA

E07/064 • USA

CORPORATE PURPOSE & CSR

TITLE • PLASTIC FISHING TOURNAMENT

BRAND • AB INBEV/CORONA

PRODUCT • CORONA BEER

ENTERED BY • WE BELIEVERS, BROOKLYN

IDEA CREATION • WE BELIEVERS, BROOKLYN

PRODUCTION • PRIMO CONTENT, MEXICO CITY/ RELEVANT, MÉXICO D.F.

POST PRODUCTION • STEREO MONKEY STUDIO, MIRAFLORES

E07/104 • USA

CORPORATE PURPOSE & CSR

TITLE • I WILL ALWAYS BE ME

BRAND • DELL TECHNOLOGIES & INTEL

PRODUCT • DELL TECHNOLOGIES & INTEL

ENTERED BY • VMLY&R, NEW YORK

IDEA CREATION

PRODUCTION

• VMLY&R, NEW YORK

• BORDERLAND, LONDON/JAM3, AMSTERDAM/ THE MILL, LOS ANGELES

POST PRODUCTION • HUMAN, NEW YORK

SILVER AWARDS

A01/041 • USA

FOOD & DRINK

TITLE • NATIVE SPORTSCASTERS

BRAND • AB INBEV

PRODUCT • CORONA

ENTERED BY

• WE BELIEVERS, BROOKLYN

IDEA CREATION • WE BELIEVERS, BROOKLYN

PRODUCTION • PRODOERS, NEW YORK

MEDIA • MEDIACOM MEXICO, MEXICO CITY

POST PRODUCTION • PRODOERS, NEW YORK/ PICKLE MUSIC, NEW YORK

A06/025 • SINGAPORE

TRAVEL/LEISURE

TITLE • GAMER ASYLUM

BRAND • ARTOTEL GROUP

PRODUCT • HOTELS

ENTERED BY • OGILVY, SINGAPORE

IDEA CREATION

PRODUCTION

• OGILVY, SINGAPORE

• OGILVY, SINGAPORE/BALIPROD, KABUPATEN BADUNG

B02/049 • INDIA

USE OF MOBILE & DEVICES

TITLE • THE NOMINATE ME SELFIE

BRAND • POLITICAL SHAKTI + THE TIMES OF INDIA

PRODUCT • PUBLIC PRESSURE GROUP

ENTERED BY • FCB INDIA, DELHI

IDEA CREATION • FCB INDIA, DELHI/FCB CHICAGO

PRODUCTION • BASTA FILMS, MUMBAI

B02/057 • GERMANY

USE OF MOBILE & DEVICES

TITLE • DOT GO. THE FIRST OBJECT INTERACTION APP FOR THE VISUALLY IMPAIRED.

BRAND • DOT

PRODUCT • DOT GO

ENTERED BY • SERVICEPLAN GERMANY, MUNICH

IDEA CREATION • SERVICEPLAN GERMANY, MUNICH

PRODUCTION • ALBERT COON, MUNICH/PAULUS.CO, SEOUL/ DAMIANDAMIAN, HAMBURG

B02/074 • FRANCE

USE OF MOBILE & DEVICES

TITLE • HACK MARKET

BRAND • BACK MARKET

PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS

B04/016 • INDIA

NEW REALITIES & VOICE-ACTIVATION

TITLE • THE UNFILTERED HISTORY TOUR

BRAND • VICE MEDIA

PRODUCT • BRITISH MUSEUM

ENTERED BY • DENTSU CREATIVE, BENGALURU

IDEA CREATION • DENTSU CREATIVE, BENGALURU/DENTSU CREATIVE, MUMBAI/DENTSU CREATIVE, GURGAON

PRODUCTION • DENTSU CREATIVE, BENGALURU

PR • DENTSU CREATIVE, BENGALURU

POST PRODUCTION • DENTSU CREATIVE, BENGALURU

B09/010 • INDIA

TECH-LED BRAND EXPERIENCE

TITLE • SHAH RUKH KHAN-MY-AD

BRAND • CADBURY CELEBRATIONS

PRODUCT • CADBURY CELEBRATIONS

ENTERED BY • OGILVY, MUMBAI

IDEA CREATION • OGILVY, MUMBAI

PRODUCTION • THE PACK, MUMBAI

MEDIA • WAVEMAKER INDIA, MUMBAI

POST PRODUCTION • REPHRASE.AI, BENGALURU

B09/039 • USA

TECH-LED BRAND EXPERIENCE

TITLE • DOJACODE

BRAND • GIRLS WHO CODE

PRODUCT • DOJACODE

ENTERED BY • MOJO SUPERMARKET, NEW YORK

IDEA CREATION • MOJO SUPERMARKET, NEW YORK/ RCA RECORDS, NEW YORK

PRODUCTION • ACTIVE THEORY, LOS ANGELES

PR • MOJO SUPERMARKET, NEW YORK/RCA RECORDS, NEW YORK

B10/019 • COLOMBIA

CROSS-PLATFORM DIGITAL EXPERIENCE

TITLE • ROYALTY FREE BOT

BRAND • ABINBEV

PRODUCT • BUDWEISER BUDXRECORDS

ENTERED BY • DAVID, BOGOTÁ

IDEA CREATION • DAVID, BOGOTÁ

PRODUCTION • PIVOTE, BOGOTÁ

MEDIA • ZENITH, BOGOTÁ

POST PRODUCTION • PIVOTE, BOGOTÁ

C01/030 • ITALY

RETAIL/IN-STORE EXPERIENCE

TITLE • BOTTEGA FOR BOTTEGAS

BRAND • BOTTEGA VENETA

PRODUCT • BOTTEGA VENETA

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION • PUBLICIS ITALY, MILAN

PRODUCTION • PRODIGIOUS, MILAN

C02/020 • AUSTRALIA

RETAIL PROMOTIONS & COMPETITIONS

TITLE • REJECTED ALES

BRAND • MATILDA BAY

PRODUCT • MATILDA BAY ORIGINAL ALE

ENTERED BY • HOWATSON + COMPANY, SYDNEY

IDEA CREATION • HOWATSON + COMPANY, SYDNEY

PRODUCTION • WORK WORKS, MOORABBIN/HOWATSON + COMPANY, SYDNEY/HECKLER, SYDNEY

MEDIA • HOWATSON + COMPANY, SYDNEY/PHD, SYDNEY

• HOWATSON + COMPANY, SYDNEY

POST PRODUCTION • WORK WORKS, MOORABBIN/ HOWATSON + COMPANY, SYDNEY/HECKLER, SYDNEY

C03/040 • SPAIN

CUSTOMER ACQUISITION & RETENTION

TITLE • HUMAN MEAT BURGER

BRAND • OUMPH!

PRODUCT • PLANT BASED HUMAN MEAT BURGER

ENTERED BY • LOLA MULLENLOWE, MADRID

IDEA CREATION • LOLA MULLENLOWE, MADRID

PRODUCTION • LANDIA, MADRID

MEDIA • LOLA MULLENLOWE, MADRID

• LOLA MULLENLOWE, MADRID

POST PRODUCTION • LANDIA, MADRID

D03/038 • ITALY

BRAND-OWNED EXPERIENCES

TITLE • THE UNWASTED BEER

BRAND • HEINEKEN

PRODUCT • HEINEKEN

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION • PUBLICIS ITALY, MILAN/PUBLICIS, DUBLIN

PRODUCTION • D12 FILM CLUB, DUBLIN

D06/030 • ITALY

360 INTEGRATED BRAND EXPERIENCE

TITLE • THE VIRTUAL HEINEKEN SILVER

BRAND • HEINEKEN

PRODUCT • HEINEKEN SILVER

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION • PUBLICIS ITALY, MILAN

PRODUCTION • BOOMERANG AGENCY, AMSTERDAM/ DENTSU AEGIS NETWORK, LONDON/ FRAMESTORE, LONDON/ SFERA PRODUCTION, MILAN

MEDIA • DENTSU REDSTAR, LONDON

PR • EDELMAN, LONDON

E03/036 • ITALY

SINGLE-MARKET CAMPAIGN

TITLE • BOTTEGA FOR BOTTEGAS

BRAND • BOTTEGA VENETA

PRODUCT • BOTTEGA VENETA

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION

• PUBLICIS ITALY, MILAN

PRODUCTION • PRODIGIOUS, MILAN

E04/029 • CANADA

SOCIAL BEHAVIOUR

TITLE • HEINZ HOT DOG PACT

BRAND • KRAFT HEINZ

PRODUCT • HEINZ KETCHUP

ENTERED BY • RETHINK, TORONTO

IDEA CREATION

• RETHINK, TORONTO

MEDIA

• CARAT, TORONTO

PR • THE COLONY PROJECT, TORONTO/MIDDLE CHILD, TORONTO

POST PRODUCTION • GRAYSON MUSIC, TORONTO

E04/051 • BANGLADESH

SOCIAL BEHAVIOUR

TITLE • CHILD MARRIAGE PREVENTION LOAN

BRAND • IPDC FINANCE LTD. & AMAL FOUNDATION

PRODUCT • SERVICE

ENTERED BY • GREY BANGLADESH, DHAKA

IDEA CREATION • GREY BANGLADESH, DHAKA

E05/005 • SOUTH KOREA

CULTURAL INSIGHT

TITLE • GREETING MILK

BRAND • MAEIL DAIRIES CO.,LTD

PRODUCT • MAEIL SOJAL(LACTOSE-FREE) MILK

ENTERED BY • INNORED, SEOUL

IDEA CREATION

PRODUCTION

• INNORED, SEOUL

• PAULUS.CO, SEOUL

MEDIA • INNORED, SEOUL

PR • INNORED, SEOUL

E05/124 • USA

CULTURAL INSIGHT

TITLE • BACKUP UKRAINE

BRAND • POLYCAM X UNESCO

PRODUCT • PRESERVE REGIONAL AND CULTURAL HISTORY, AND PROMOTE CULTURAL DIVERSITY

ENTERED BY

• VIRTUE WORLDWIDE, NEW YORK

IDEA CREATION

PRODUCTION

• VIRTUE WORLDWIDE, NEW YORK

MEDIA • VIRTUE WORLDWIDE, NEW YORK

PR • VIRTUE WORLDWIDE, NEW YORK

POST PRODUCTION

• VIRTUE WORLDWIDE, NEW YORK

E07/136 • HONDURAS

CORPORATE PURPOSE & CSR

TITLE • MORNING AFTER ISLAND

BRAND • GRUPO ESTRATEGIGO GE PAE

PRODUCT • WOMEN RIGHTS

ENTERED BY • OGILVY HONDURAS, TEGIUCIGALPA

IDEA CREATION • OGILVY HONDURAS, TEGIUCIGALPA

PRODUCTION

• 14 AL CENTRO LATAM, TEGUCIGALPA

MEDIA • OGILVY HONDURAS, TEGIUCIGALPA

PR • OGILVY HONDURAS, TEGIUCIGALPA

BRONZE AWARDS

A01/081 • USA

FOOD & DRINK

TITLE • APOLOGIZE THE RAINBOW BRAND • SKITTLES

PRODUCT • SKITTLES LIME

ENTERED BY • DDB, CHICAGO

IDEA CREATION • DDB, CHICAGO /DDB, NEW YORK

PRODUCTION • PICROW, LOS ANGELES

POST PRODUCTION • WHITEHOUSE POST PRODUCTIONS, NEW YORK/WHITEHOUSE POST, NEW YORK/ CARBON VFX, CHICAGO

A02/033 • MEXICO

CONSUMER GOODS

TITLE • PLASTICOFF

BRAND • WHIRLPOOL

PRODUCT • WHIRLPOOL

ENTERED BY • VMLY&R MEXICO, MEXICO CITY

IDEA CREATION

• VMLY&R MEXICO, MEXICO CITY

PRODUCTION • ORIENTAL FILMS, MEXICO CITY

PR • BCW, MEXICO CITY

A02/035 • FRANCE

CONSUMER GOODS

TITLE • HACK MARKET

BRAND • BACK MARKET

PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS

A04/024 • FRANCE AUTOMOTIVE

TITLE • RENAULT - PLUG-INN

BRAND • RENAULT

PRODUCT • PLUG-INN

ENTERED BY • PUBLICIS CONSEIL, PARIS

IDEA CREATION • PUBLICIS CONSEIL, PARIS

B01/040 • FRANCE

SOCIAL ENGAGEMENT & INTEG LIVE EXP

TITLE • HOMELESS IN THE METAVERSE

BRAND • ENTOURAGE

PRODUCT • ASSOCIATION FOR HOMELESS

ENTERED BY • TBWA, PARIS

IDEA CREATION • TBWA, PARIS

POST PRODUCTION • \ELSE, PARIS

B01/044 • BRAZIL

SOCIAL ENGAGEMENT & INTEG LIVE EXP

TITLE • HEINZ HIDDEN SPOTS

BRAND • THE KRAFT HEINZ CO

PRODUCT • KRAFT KETCHUP

ENTERED BY • GUT, SÃO PAULO

IDEA CREATION • GUT, SÃO PAULO

PRODUCTION • I HATE FLASH, CONSOLAÇÃO/ARMS STUDIO, -/ MOL, SÃO PAULO/BBL E-SPORTS, SÃO PAULO/ HEFTY, SÃO PAULO

MEDIA • GUT, SÃO PAULO

PR • GUT, SÃO PAULO

B02/088 • USA

USE OF MOBILE & DEVICES

TITLE • BACKUP UKRAINE

BRAND • POLYCAM X UNESCO

PRODUCT • PRESERVE REGIONAL AND CULTURAL HISTORY, AND PROMOTE CULTURAL DIVERSITY

ENTERED BY • VIRTUE WORLDWIDE, NEW YORK

IDEA CREATION • VIRTUE WORLDWIDE, NEW YORK

PRODUCTION • VIRTUE WORLDWIDE, NEW YORK

MEDIA • VIRTUE WORLDWIDE, NEW YORK

PR • VIRTUE WORLDWIDE, NEW YORK

POST PRODUCTION • VIRTUE WORLDWIDE, NEW YORK

B03/036 • BRAZIL

USE OF WEBSITE/MICROSITES

TITLE • NEW ICONIC KISSES

BRAND • MERCADO LIVRE (EBAZAR)

PRODUCT • MERCADO LIVRE

ENTERED BY • GUT, SÃO PAULO

IDEA CREATION • GUT, SÃO PAULO

PRODUCTION • SAIGON, SÃO PAULO/LOUD, SÃO PAULO/ RODRIGO MALTCHIQUE, SP

MEDIA • GUT, SÃO PAULO

PR • GUT, SÃO PAULO/FLEISHMANHILLARD BRAZIL, SÃO PAULO

POST PRODUCTION • NASH, SÃO PAULO

B05/002 • FRANCE

BRANDED GAMES

TITLE • MONOPOLY OF INEQUALITIES

BRAND • L’OBSERVATOIRE DES INEGALITES

PRODUCT • MONOPOLY OF INEQUALITIES

ENTERED BY • HEREZIE, PARIS

EXPERIENCE TRACK –– WINNERS –– BRAND EXPERIENCE &

IDEA CREATION • HEREZIE, PARIS

PRODUCTION • HEREZIE, PARIS

PR • HEREZIE, PARIS

B05/024 • CHINA

BRANDED GAMES

TITLE • QUEST FOR DYSLEXIA

BRAND • SAMSUNG

PRODUCT • SAMSUNG MOBILE

ENTERED BY • CHEIL WORLDWIDE, BEIJING

IDEA CREATION • CHEIL, HONG KONG

PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING

MEDIA • CHEIL WORLDWIDE, BEIJING

PR • CHEIL WORLDWIDE, BEIJING

POST PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING

B05/026 • PERU

BRANDED GAMES

TITLE • E-NTERPRETERS

BRAND • PILSEN CALLAO

PRODUCT • PILSEN CALLAO

ENTERED BY • FAHRENHEIT DDB, LIMA

IDEA CREATION • FAHRENHEIT DDB, LIMA

PRODUCTION • KA&O FILMS AND CONTENT, LIMA

POST PRODUCTION • NATIVO POST, LIMA/LUNATIC, LIMA

B07/009 • ARGENTINA

TANGIBLE & SPATIAL TECHNOLOGY

TITLE • THE ART OF SELF EXAMINTION

BRAND • MACMA

PRODUCT • BREAST CANCER PREVENTION

ENTERED BY • DAVID, BUENOS AIRES

IDEA CREATION • DAVID, BUENOS AIRES

PRODUCTION • POSTER FILMS, BUENOS AIRES

B09/002 • BELGIUM

TECH-LED BRAND EXPERIENCE

TITLE • THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS

BRAND • DECATHLON

PRODUCT • SPORTS EQUIPMENT

ENTERED BY • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN

IDEA CREATION • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN

PRODUCTION • FLEDGE, SINT-NIKLAAS/ RED EAGLE PRODUCTIONS, DORDRECHT MEDIA • SEMETIS, BRUSSELS

• WALKIE TALKIE, GENT

C03/035 • BRAZIL

CUSTOMER ACQUISITION & RETENTION

TITLE • THE PIRATE MATCH

BRAND • DIRECTVGO

PRODUCT • IPTV STREAMING

ENTERED BY • MIRUM AGENCY BRAZIL, CURITIBA

IDEA CREATION • MIRUM AGENCY BRAZIL, CURITIBA

PRODUCTION • BUZZ CREATIVE CONTENT STUDIO, CURITIBA/TORO ÁUDIO, CURITIBA

MEDIA • MIRUM AGENCY BRAZIL, CURITIBA

C03/036 • CANADA

CUSTOMER ACQUISITION & RETENTION

TITLE • DREAM DROP

BRAND • ONTARIO LOTTERY AND GAMING CORPORATION

PRODUCT • LOTTO MAX

ENTERED BY

• FCB CANADA, TORONTO

IDEA CREATION • FCB CANADA, TORONTO

PRODUCTION • COMMON GOOD, TORONTO/CRUEL, TORONTO, ON

MEDIA • MEDIACOM, TORONTO

PR • HILL+KNOWLTON STRATEGIES, TORONTO

POST PRODUCTION • GRAYSON MUSIC, TORONTO/ COMMON GOOD, TORONTO

D01/050 • ITALY

LIVE BRAND EXPERIENCE & ACTIVATION

TITLE • BOYCOTT ADS

BRAND • HEINEKEN

PRODUCT • HEINEKEN

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION • PUBLICIS ITALY, MILAN/PUBLICIS, BUENOS AIRES

PRODUCTION • TRESBIEN!, MARTÍNEZ

D02/058 • SPAIN

GUERRILLA MARKETING & STUNTS

TITLE • INVALUABLE FOOD

BRAND • MADRID FUSIÎN

PRODUCT • MADRID FUSIÎN

ENTERED BY • LEO BURNETT, MADRID

IDEA CREATION • LEO BURNETT, MADRID

PRODUCTION • ATTIC FILMS, MADRID PR • LEO BURNETT, MADRID

D02/067 • BRAZIL

GUERRILLA MARKETING & STUNTS

TITLE • THE FOAMY HAIRCUT

BRAND • BRAHMA BEER

PRODUCT • AB INBEV

ENTERED BY • AFRICA DDB, SÃO PAULO

IDEA CREATION • AFRICA DDB, SÃO PAULO

PRODUCTION • SEIVA, SÃO PAULO/SATELITE AUDIO, SÃO PAULO

POST PRODUCTION • CAJAMANGA, RIO DE JANEIRO

D05/048 • SPAIN

LAUNCH/RE-LAUNCH

TITLE • SCRATCHBOARDS

BRAND • ACTIVISION

PRODUCT • GAMES

ENTERED BY • DAVID, MADRID

IDEA CREATION • DAVID, MADRID

PRODUCTION • THE BAIT SHOPPE, NEW YORK/ 900 FILMS, SAN DIEGO/THE PRODUCER, MADRID

D05/066 • PERU

LAUNCH/RE-LAUNCH

TITLE • VERTICAL BIKE

BRAND • HONDA

PRODUCT • HONDA MOTORS

ENTERED BY • OGILVY PERU, LIMA

IDEA CREATION

• OGILVY PERU, LIMA

PRODUCTION • CANICA FILMS, LIMA/BARBA ROJA AUDIO, LIMA POST PRODUCTION • GRECIA STUDIO, LIMA

E01/023 • USA

LOCAL BRAND

TITLE • THE INEVITABLE NEWS

BRAND • THE INEVITABLE NEWS

PRODUCT • THE INEVITABLE NEWS

ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

PRODUCTION • STELLAR PRINTING INC, QUEENS/ BROOKLYN SPORTS PAGE, NEW YORK

MEDIA • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

POST PRODUCTION • RITMIKA AUDIO ARTS, SÃO PAULO

E02/027 • USA

CHALLENGER BRAND

TITLE • BEER DROPS

BRAND • MILLER LITE

PRODUCT • MILLER LITE

ENTERED BY • DDB, CHICAGO

IDEA CREATION • DDB, CHICAGO

PRODUCTION • KALEIDOSCOPE, NEW YORK

• EDELMAN, NEW YORK

POST PRODUCTION • GIANNINI CREATIVE, CHICAGO

E03/003 • FRANCE

SINGLE-MARKET CAMPAIGN

TITLE • OUTLAW RUNNERS

BRAND • DISTANCE

PRODUCT • DISTANCE

ENTERED BY • BETC, PARIS

IDEA CREATION • BETC, PARIS

PRODUCTION • GUM, PARIS/SOLDATS FILMS, PARIS

E04/010 • FRANCE

SOCIAL BEHAVIOUR

TITLE • HATE TO PROTECT

BRAND • GUIDES TAO

PRODUCT • TRAVEL GUIDES

ENTERED BY • TBWA, PARIS

IDEA CREATION • TBWA, PARIS

POST PRODUCTION • \ELSE, PARIS

E05/098 • CANADA

CULTURAL INSIGHT

TITLE • TOUGH TURBAN

BRAND • PFAFF HARLEY-DAVIDSON

PRODUCT • PFAFF HARLEY-DAVIDSON

ENTERED BY • ZULU ALPHA KILO, TORONTO

IDEA CREATION • ZULU ALPHA KILO, TORONTO

PRODUCTION • ZULUBOT, TORONTO

PR • NELSON CONNECTS, TORONTO/SELECT PR, TORONTO

E07/102 • UNITED KINGDOM

CORPORATE PURPOSE & CSR

TITLE • DYSLEXIC THINKING

BRAND • VIRGIN GROUP

PRODUCT • MADE BY DYSLEXIA

ENTERED BY • FCB INFERNO, LONDON

IDEA CREATION • FCB INFERNO, LONDON

PRODUCTION • FCB INFERNO, LONDON

MEDIA • FCB INFERNO, LONDON

PR • FCB INFERNO, LONDON

E08/041 • FRANCE

MARKET DISRUPTION

TITLE • FNAC - ALGORITHM

BRAND • FNAC

PRODUCT • ALGORITHM

ENTERED BY • PUBLICIS CONSEIL, PARIS

IDEA CREATION • PUBLICIS CONSEIL, PARIS

Grand Prix

CREATIVE STRATEGY

THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS DECATHLON

BBDO BELGIUM, MOLENBEEKSAINT-JEAN, BELGIUM

STRATEGY TRACK –– WINNERS

GRAND PRIX

A05/001 • BELGIUM

RETAIL

TITLE • THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS

BRAND • DECATHLON

PRODUCT • SPORTS EQUIPMENT

ENTERED BY • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN

IDEA CREATION • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN

PRODUCTION • FLEDGE, SINT-NIKLAAS/ RED EAGLE PRODUCTIONS, DORDRECHT

MEDIA • SEMETIS, BRUSSELS

• WALKIE TALKIE, GENT

GOLD AWARDS

A01/012 • CANADA

FOOD & DRINK

TITLE • DRAW KETCHUP

BRAND • KRAFT HEINZ

PRODUCT • HEINZ KETCHUP

ENTERED BY • RETHINK, TORONTO

IDEA CREATION • RETHINK, TORONTO

PRODUCTION • VAPOR MUSIC GROUP, TORONTO

MEDIA • CARAT, TORONTO/STARCOM, CHICAGO

• THE COLONY PROJECT, TORONTO

POST PRODUCTION • R+D PRODUCTIONS, TORONTO

C02/016 • SWEDEN

BREAKTHROUGH ON A BUDGET

TITLE • DISCOVER THE ORIGINALS

BRAND • VISIT SWEDEN

PRODUCT • TRAVEL & TOURISM

ENTERED BY • FORSMAN & BODENFORS, GOTHENBURG

IDEA CREATION

• FORSMAN & BODENFORS, GOTHENBURG

PRODUCTION • B-REEL, STOCKHOLM

MEDIA • MINDSHARE, STOCKHOLM

PR • HILL+KNOWLTON STRATEGIES, STOCKHOLM

C04/003 • CANADA

LONG-TERM STRATEGY

TITLE • CDSS LONG TERM

BRAND • CANADIAN DOWN SYNDROME SOCIETY

PRODUCT • CANADIAN DOWN SYNDROME SOCIETY

ENTERED BY • FCB CANADA, TORONTO

IDEA CREATION • FCB CANADA, TORONTO

PRODUCTION • JIGSAW CASTING, TORONTO/FUEL CONTENT, TORONTO

MEDIA • UM, TORONTO

POST PRODUCTION • SAINTS EDITORIAL, TORONTO/ROOSTER POST PRODUCTION, TORONTO/OUTSIDER EDITORIAL, TORONTO/GRAYSON MUSIC, TORONTO/ALTER EGO, TORONTO

SILVER AWARDS

A02/014 • FRANCE

CONSUMER GOODS

TITLE • THE SMILE THAT CHANGED AN INDUSTRY

BRAND • COLGATE PALMOLIVE

PRODUCT • COLGATE

ENTERED BY • VMLY&R, PARIS

IDEA CREATION • VMLY&R, PARIS/RED FUSE, PARIS

A03/010 • USA

HEALTHCARE

TITLE • SICK BEATS

BRAND • WOOJER

PRODUCT • SICK BEATS BY WOOJER

ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

POST PRODUCTION • BANDIT, NEW YORK

A06/007 • SWEDEN

TRAVEL/LEISURE

TITLE • DISCOVER THE ORIGINALS

BRAND • VISIT SWEDEN

PRODUCT • TRAVEL & TOURISM

ENTERED BY • FORSMAN & BODENFORS, GOTHENBURG

IDEA CREATION • FORSMAN & BODENFORS, GOTHENBURG

PRODUCTION • B-REEL, STOCKHOLM

MEDIA • MINDSHARE, STOCKHOLM

PR • HILL+KNOWLTON STRATEGIES, STOCKHOLM

C05/038 • ITALY

CORPORATE PURPOSE & CSR

TITLE • THE UNWASTED BEER

BRAND • HEINEKEN

PRODUCT • HEINEKEN

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION • PUBLICIS ITALY, MILAN/PUBLICIS, DUBLIN

PRODUCTION • D12 FILM CLUB, DUBLIN

D01/001 • BELGIUM

BRAVE BRANDS

TITLE • THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS

BRAND • DECATHLON

PRODUCT • SPORTS EQUIPMENT

ENTERED BY • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN

IDEA CREATION • BBDO BELGIUM, MOLENBEEK-SAINT-JEAN

PRODUCTION

• FLEDGE, SINT-NIKLAAS/RED EAGLE

PRODUCTIONS, DORDRECHT

MEDIA • SEMETIS, BRUSSELS

PR • WALKIE TALKIE, GENT

D02/004 • AUSTRALIA

COLLABORATION

TITLE • CRIME INTERRUPTED

BRAND • AUSTRALIAN FEDERAL POLICE

PRODUCT • AUSTRALIAN FEDERAL POLICE RECRUITMENT

ENTERED BY • HOST HAVAS, SYDNEY

IDEA CREATION • HOST HAVAS, SYDNEY

PRODUCTION • SEDONA, SYDNEY/CASEFILE PRESENTS, SYDNEY

BRONZE AWARDS

A06/011 • FRANCE

TRAVEL/LEISURE

TITLE • SNCF - HEXAGONAL

• SNCF

BRAND

PRODUCT • HEXAGONAL

ENTERED BY • PUBLICIS CONSEIL, PARIS

IDEA CREATION • PUBLICIS CONSEIL, PARIS

PRODUCTION • IC CONTENT, PARIS

B02/017 • USA

AUDIENCE INSIGHT

TITLE • PROJECT CONVEY

BRAND • COX COMMUNICATIONS

PRODUCT • DIGITAL CABLE TELEVISION PROVIDER, TELECOMMUNICATIONS AND HOME AUTOMATION

SERVICES

ENTERED BY • COX COMMUNICATIONS, ATLANTA

• 180LA

IDEA CREATION

PRODUCTION • UNIT9, LONDON/SANCTUARY CONTENT, NEW YORK

B02/018 • DENMARK

AUDIENCE INSIGHT

TITLE

• HELMET HAS ALWAYS BEEN A GOOD IDEA

BRAND • DANISH ROAD SAFETY COUNCIL

PRODUCT • BIKE HELMET AWARENESS

ENTERED BY • &CO./NOA, COPENHAGEN

IDEA CREATION • &CO./NOA, COPENHAGEN

PRODUCTION • NEW LAND, COPENHAGEN

MEDIA • ORCHESTRA, COPENHAGEN

POST PRODUCTION • COPENHAGEN VFX, KOPENHAGEN/ THE IMAGE FACULTY, FREDERIKSBERG

C02/026 • DENMARK

BREAKTHROUGH ON A BUDGET

TITLE • EMPTY CHAIRS

BRAND • BØRNS VIKÅR

PRODUCT • BØRNS VILKÅR

ENTERED BY • UNCLE GREY, COPENHAGEN

IDEA CREATION • UNCLE GREY, COPENHAGEN

PRODUCTION • UNCLE GREY, COPENHAGEN

MEDIA • UNCLE GREY, COPENHAGEN

PR • UNCLE GREY, COPENHAGEN

POST PRODUCTION • UNCLE GREY, COPENHAGEN

D02/017 • ITALY

COLLABORATION

TITLE • SHUTTER ADS

BRAND • HEINEKEN

PRODUCT • HEINEKEN

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION • PUBLICIS ITALY, MILAN

PRODUCTION • PRODIGIOUS, MILAN/TRESBIEN!, MARTÍNEZ/ JAJA FILM, BARCELONA

D02/024 • UNITED KINGDOM

COLLABORATION

TITLE • DYSLEXIC THINKING

BRAND • VIRGIN GROUP

PRODUCT • MADE BY DYSLEXIA

ENTERED BY • FCB INFERNO, LONDON

IDEA CREATION • FCB INFERNO, LONDON

PRODUCTION • FCB INFERNO, LONDON

MEDIA • FCB INFERNO, LONDON

PR • FCB INFERNO, LONDON

D02/026 • SPAIN

COLLABORATION

TITLE • STEVENAGE CHALLENGE

BRAND • BURGER KING

PRODUCT • RESTAURANTS

ENTERED BY • DAVID, MADRID

IDEA CREATION • DAVID, MADRID/DAVID, MIAMI

PRODUCTION • LANDIA, MADRID

E01/017 • USA

PRODUCTS/SERVICES

TITLE • SICK BEATS

BRAND • WOOJER

PRODUCT • SICK BEATS BY WOOJER

ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

POST PRODUCTION • BANDIT, NEW YORK

E01/020 • USA

PRODUCTS/SERVICES

TITLE • OREO THINS PROTECTION PROGRAM

BRAND • OREO

PRODUCT • OREO THINS

ENTERED BY • THE COMMUNITY, MIAMI

IDEA CREATION • THE COMMUNITY, MIAMI

PRODUCTION • MEDIA.MONKS, NEW YORK

MEDIA • VAYNERMEDIA, NEW YORK

PR • WEBER SHANDWICK, NEW YORK

Grand Prix

EXPERIENCE TRACK –– WINNERS –– CREATIVE COMMERCE

GRAND PRIX

C06/006 • USA

BRAND STRATEGY

TITLE • THIGHSTOP

BRAND • WINGSTOP

PRODUCT • FOOD

ENTERED BY • LEO BURNETT, CHICAGO

IDEA CREATION • LEO BURNETT, CHICAGO

PRODUCTION • THE FUNNEL CREATIVE, MABLETON, GA/MK FILMS, CHICAGO/CLINT BLOWERS PHOTOGRAPHY INC., CHICAGO, IL

MEDIA • PUBLICIS CONNECT, CHICAGO

• MSL, CHICAGO

POST PRODUCTION • THE DEN, LOS ANGELES/HARBOR PICTURE COMPANY, SANTA MONICA, CA/ANOTHER COUNTRY, CHICAGO

GOLD AWARDS

A04/004 • BELGIUM

AUTOMOTIVE

TITLE • VOLVO STREET CONFIGURATOR

BRAND • VOLVO CAR BELUX

PRODUCT • AI APP

ENTERED BY • FAMOUSGREY, BRUSSELS

IDEA CREATION • FAMOUSGREY, BRUSSELS

PRODUCTION

• FAMOUSGREY, BRUSSELS/ HOGARTH WORLDWIDE, SINGAPORE

MEDIA • MINDSHARE, BRUSSELS

PR • FAMOUS RELATIONS NV, DILBEEK

POST PRODUCTION • FAMOUSGREY, BRUSSELS

B05/010 • INDIA

SUSTAINABLE COMMERCE

TITLE • SMART FILL

BRAND • UNILEVER

PRODUCT • UNILEVER

ENTERED BY • VMLY&R COMMERCE INDIA, MUMBAI

IDEA CREATION

• VMLY&R COMMERCE INDIA, MUMBAI

PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI

POST PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI

E02/032 • INDIA

SOCIAL BEHAVIOUR&CULTURAL INSIGHT

TITLE • SHAGUN KA LIFAFA

BRAND • UJJIVAN SMALL FINANCE BANK

PRODUCT • PROMOTING JOINT ACCOUNTS AMONG WOMEN

ENTERED BY • MCCANN INDIA, MUMBAI IDEA CREATION • MCCANN INDIA, MUMBAI

SILVER AWARDS

A01/001 • JAPAN

FOOD & DRINK

TITLE • FAVORITE FOOD SOY SAUCE

BRAND • DENTO DESIGN KOBO INC.

PRODUCT • SHOKUNIN-SHOYU

ENTERED BY • HAKUHODO INC., TOKYO

IDEA CREATION • HAKUHODO INC., TOKYO

A09/006 • UNITED ARAB EMIRATES

NFPO/CHARITY/GOVERNMENT

TITLE • BREAKCHAINS WITH BLOCKCHAIN

BRAND • CHILDREN OF FEMALE PRISONERS’ ASSOCIATION

PRODUCT • NGO

ENTERED BY • HORIZON FCB, DUBAI

IDEA CREATION • HORIZON FCB, DUBAI

PRODUCTION • HORIZON FCB, DUBAI/VOX HAUS COMPANY ACTIVITY, NOVO HAMBURGO/FILM DNA, CAIRO/ THE YOUTH, CURITIBA/ BLACK MADRE, SÃO PAULO

MEDIA • HORIZON FCB, DUBAI

B03/006 • SPAIN

ENTERTAINMENT COMMERCE

TITLE • TRAPPED IN THE 90S

BRAND • IKEA

PRODUCT • TRAPPED IN THE 90S

ENTERED BY • MCCANN SPAIN, MADRID

IDEA CREATION • MCCANN SPAIN, MADRID

PRODUCTION • CRAFT, MADRID/LANDIA, MADRID

MEDIA • YMEDIA, MADRID

PR • TINKLE, MADRID/LLYC, MADRID

POST PRODUCTION • CRAFT, MADRID/SULFURICA, SANTIAGO/ METROPOLITANA, MADRID/THE LOBBY, MADRID/OEO MUSIC, MADRID

B05/007 • USA

SUSTAINABLE COMMERCE

TITLE • THE INHERITANCE PASS

BRAND • YELLOWSTONE FOREVER

PRODUCT • YELLOWSTONE NATIONAL PARK

ENTERED BY • HAVAS, CHICAGO

IDEA CREATION • HAVAS, CHICAGO

PRODUCTION • GETTY IMAGES, SEATTLE

MEDIA • HAVAS, CHICAGO

PR • HAVAS, CHICAGO

POST PRODUCTION • WHITEHOUSE POST PRODUCTIONS, SANTA MONICA/CARBON VFX, CHICAGO

C04/027 • CANADA

CUSTOMER ACQUISITION & RETENTION

TITLE • DREAM DROP

BRAND • ONTARIO LOTTERY AND GAMING CORPORATION

PRODUCT • LOTTO MAX

ENTERED BY • FCB CANADA, TORONTO

IDEA CREATION

• FCB CANADA, TORONTO

PRODUCTION • COMMON GOOD, TORONTO/CRUEL, TORONTO, ON

MEDIA • MEDIACOM, TORONTO

PR • HILL+KNOWLTON STRATEGIES, TORONTO

POST PRODUCTION • GRAYSON MUSIC, TORONTO/ COMMON GOOD, TORONTO

BRONZE AWARDS

A08/011 • BRAZIL

CONSUMER SERVICES/B2B

TITLE • SANTANDER WE STAND

BRAND • SANTANDER BANK

PRODUCT • WE STAND FOR NEWSSTANDS

ENTERED BY • VMLY&R, SÃO PAULO

IDEA CREATION • VMLY&R, SÃO PAULO/ SUNO UNITED CREATORS, SÃO PAULO

MEDIA • VMLY&R, SÃO PAULO

PR • VMLY&R, SÃO PAULO

B03/007 • BRAZIL

ENTERTAINMENT COMMERCE

TITLE • BLACK BUSINESS BEATS

BRAND • MERCADO LIVRE (EBAZAR)

PRODUCT • INSTITUTIONAL

ENTERED BY • GUT, SÃO PAULO

IDEA CREATION • GUT, SÃO PAULO

PRODUCTION • MAGMA, SÃO PAULO/HEFTY, SÃO PAULO

MEDIA • GUT, SÃO PAULO

PR • GUT, SÃO PAULO

C03/003 • FRANCE

IN-STORE EXPERIENCES

TITLE • LA REDOUTE

BRAND • TEST

PRODUCT • TEST

ENTERED BY

• FRED & FARID, PARIS

IDEA CREATION • FRED & FARID, PARIS

C04/025 • SPAIN

CUSTOMER ACQUISITION & RETENTION

TITLE • TRAPPED IN THE 90S

BRAND • IKEA

PRODUCT • TRAPPED IN THE 90S

ENTERED BY • MCCANN SPAIN, MADRID

IDEA CREATION • MCCANN SPAIN, MADRID

PRODUCTION • CRAFT, MADRID/LANDIA, MADRID

MEDIA • YMEDIA, MADRID

• TINKLE, MADRID/LLYC, MADRID

POST PRODUCTION • CRAFT, MADRID/SULFURICA, SANTIAGO/ METROPOLITANA, MADRID/THE LOBBY, MADRID/OEO MUSIC, MADRID

C05/004 • USA

NEW REALITIES

TITLE • THE FIRST META SNEAKER

BRAND • UNDER ARMOUR

PRODUCT • GENESIS CURRY FLOW NFT

ENTERED BY • BERLIN CAMERON, NEW YORK

IDEA CREATION • BERLIN CAMERON, NEW YORK

PRODUCTION • NEWKINO STUDIO, NEW YORK

PR • DIGENNARO COMMUNICATIONS, NEW YORK/ EDELMAN, WASHINGTON /NASTY/CREATIVE, BROOKLYN

D01/002 • PUERTO RICO

HOLISTIC JOURNEY DESIGN

TITLE • THE EYE TRACKER

BRAND • SUPERMAX ONLINE

PRODUCT • SUPERMAX SUPERMARKETS

ENTERED BY • DE LA CRUZ OGILVY, GUAYNABO

IDEA CREATION • DE LA CRUZ OGILVY, GUAYNABO

PRODUCTION • DE LA CRUZ OGILVY, GUAYNABO

MEDIA • DE LA CRUZ OGILVY, GUAYNABO

PR • DE LA CRUZ OGILVY, GUAYNABO

D03/012 • MEXICO

PAYMENT SOLUTIONS

TITLE • JERSEY PAY

BRAND • CORONA

PRODUCT • CORONA EXTRA, CORONA LIGHT, CORONA ZERO ALCOHOL

ENTERED BY • VMLY&R COMMERCE MEXICO, MEXICO CITY

IDEA CREATION • VMLY&R COMMERCE MEXICO, MEXICO CITY

PRODUCTION • LITEMEX, MEXICO CITY

E04/022 • CANADA

CORPORATE PURPOSE & CSR

TITLE • GEAR UP

BRAND • BANK OF MONTREAL

PRODUCT • BANK OF MONTREAL

ENTERED BY • FCB CANADA, TORONTO

IDEA CREATION • FCB CANADA, TORONTO PRODUCTION • SOMA PUB, MONTREAL

MEDIA • UM, TORONTO

POST PRODUCTION • BLVD, MONTREAL/LA MAJEURE, MONTRÉAL

Grand Prix

STRATEGY TRACK –– WINNERS –– CREATIVE EFFECTIVENESS

GRAND PRIX

A01/003 • USA

FOOD & DRINK

TITLE • CONTRACT FOR CHANGE

BRAND • MICHELOB ULTRA

PRODUCT • MICHELOB ULTRA PURE GOLD

ENTERED BY • FCB CHICAGO

IDEA CREATION • FCB CHICAGO/FCB NEW YORK

PRODUCTION • BEESON VENTURES, BANNOCKBURN

POST PRODUCTION • LORD & THOMAS, CHICAGO

GOLD AWARDS

A05/002 • SWEDEN RETAIL

TITLE • MOLDY WHOPPER

BRAND • BURGER KING

PRODUCT • WHOPPER

ENTERED BY • INGO, STOCKHOLM

IDEA CREATION • INGO, STOCKHOLM/DAVID, MIAMI/PUBLICIS ROMANIA, BUCHAREST

PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI

PR • INGO, STOCKHOLM

POST PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI

B01/018 • GERMANY

SINGLE MARKET

TITLE • THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION

BRAND • THE FEMALE COMPANY

PRODUCT • THE TAMPON BOOK

ENTERED BY • SCHOLZ & FRIENDS, BERLIN

IDEA CREATION • SCHOLZ & FRIENDS, BERLIN

• SCHOLZ & FRIENDS, BERLIN

C05/014 • UNITED KINGDOM REAL-TIME RESPONSE

TITLE • COURAGE IS BEAUTIFUL

BRAND • DOVE | UNILEVER

PRODUCT • GLOBAL PERSONAL CARE BRAND

ENTERED BY • OGILVY, LONDON

IDEA CREATION • OGILVY, LONDON/OGILVY, TORONTO

PRODUCTION • OUTSIDER EDITORIAL, TORONTO MEDIA • MINDSHARE, NEW YORK

C07/005 • CANADA COLLABORATION

TITLE • PROJECT UNDERSTOOD

BRAND • CANADIAN DOWN SYNDROME SOCIETY

PRODUCT • CANADIAN DOWN SYNDROME SOCIETY

ENTERED BY • FCB CANADA, TORONTO

IDEA CREATION • FCB CANADA, TORONTO

PRODUCTION • FUEL CONTENT, TORONTO

POST PRODUCTION • OUTSIDER EDITORIAL, TORONTO/ ALTER EGO, TORONTO/GRAYSON MUSIC, TORONTO

C08/004 • FRANCE

BREAKTHROUGH ON A BUDGET

TITLE • UNDERCOVER AVATAR

BRAND • ASSOCIATION L’ENFANT BLEU

PRODUCT • UNDERCOVER AVATAR

ENTERED BY • HAVAS PARIS, PUTEAUX

IDEA CREATION

PRODUCTION

• HAVAS PLAY, PARIS

SILVER AWARDS

A01/008 • USA

FOOD & DRINK

TITLE • CAN’T TOUCH THIS

BRAND • CHEETOS

PRODUCT • CHEETOS CRUNCHY

ENTERED BY • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO

IDEA CREATION • GOODBY SILVERSTEIN & PARTNERS, SAN FRANCISCO

PRODUCTION • DUMMY FILMS, LOS ANGELES

POST PRODUCTION

• ARCADE EDIT, SANTA MONICA/THE MILL, LOS ANGELES/LIME STUDIOS, SANTA MONICA/HUMAN, NEW YORK

A03/004 • GERMANY

HEALTHCARE

TITLE • THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION

BRAND • THE FEMALE COMPANY

PRODUCT • THE TAMPON BOOK

ENTERED BY • SCHOLZ & FRIENDS, BERLIN

IDEA CREATION • SCHOLZ & FRIENDS, BERLIN

PR • SCHOLZ & FRIENDS, BERLIN

A08/003 • IRELAND

CONSUMER SERVICES/B2B

TITLE • THE ISLAND

BRAND • THREE

PRODUCT • THREE BUSINESS

ENTERED BY • BOYS + GIRLS, DUBLIN

IDEA CREATION • BOYS + GIRLS, DUBLIN

B03/005 • UNITED KINGDOM

GLOBAL MARKET

TITLE • COURAGE IS BEAUTIFUL

BRAND • DOVE | UNILEVER

PRODUCT • GLOBAL PERSONAL CARE BRAND

ENTERED BY • OGILVY, LONDON

IDEA CREATION

• OGILVY, LONDON/OGILVY, TORONTO

PRODUCTION • OUTSIDER EDITORIAL, TORONTO

MEDIA • MINDSHARE, NEW YORK

C07/009 • USA

COLLABORATION

TITLE • MICHELOB ULTRA COURTSIDE

BRAND • ANHEUSER-BUSCH INBEV

PRODUCT • MICHELOB ULTRA

ENTERED BY • FCB NEW YORK

IDEA CREATION

• FCB NEW YORK

PRODUCTION • FCB NEW YORK

POST PRODUCTION • FCB NEW YORK

C10/011 • USA

MARKET DISRUPTION

TITLE • CONTRACT FOR CHANGE

BRAND • MICHELOB ULTRA

PRODUCT • MICHELOB ULTRA PURE GOLD

ENTERED BY • FCB CHICAGO

• FCB CHICAGO/FCB NEW YORK

IDEA CREATION

PRODUCTION

• BEESON VENTURES, BANNOCKBURN

POST PRODUCTION

• LORD & THOMAS, CHICAGO

BRONZE AWARDS

A04/002 • FRANCE

AUTOMOTIVE

TITLE • RENAULT - VILLAGE ELECTRIQUE

BRAND • RENAULT

PRODUCT • APPY, VILLAGE ELECTRIQUE

ENTERED BY • PUBLICIS CONSEIL, PARIS

IDEA CREATION • PUBLICIS CONSEIL, PARIS

PRODUCTION

• BIG PRODUCTIONS, PARIS

MEDIA • OMD FRANCE, PARIS

PR • OMD FRANCE, PARIS

A05/003 • USA

RETAIL

TITLE • MCDONALD’S: THE TRAVIS SCOTT MEAL

BRAND • MCDONALD’S

PRODUCT • MCDONALD’S X THE TRAVIS SCOTT MEAL

ENTERED BY • WIEDEN+KENNEDY NEW YORK

IDEA CREATION • WIEDEN+KENNEDY NEW YORK

PRODUCTION • PSYOP, LOS ANGELES

PR • NARRATIVE, LOS ANGELES

POST PRODUCTION • PSYOP, LOS ANGELES

A09/006 • FRANCE

NFPO/CHARITY/GOVERNMENT

TITLE • UNDERCOVER AVATAR

BRAND • ASSOCIATION L’ENFANT BLEU

PRODUCT • UNDERCOVER AVATAR

ENTERED BY • HAVAS PARIS, PUTEAUX

IDEA CREATION

• HAVAS PLAY, PARIS

PRODUCTION • HAVAS PLAY, PARIS

PR • HAVAS PLAY, PARIS

A09/018 • MEXICO

NFPO/CHARITY/GOVERNMENT

TITLE • #STILLSPEAKINGUP DEEPTRUTH

BRAND • PROPUESTA CIVICA AC

PRODUCT • PROPUESTA CIVICA AC/ MEXICAN JOURNALISTS PROTECTION

ENTERED BY • PUBLICIS MEXICO, MEXICO CITY

IDEA CREATION • PUBLICIS MEXICO, MEXICO CITY/ PUBLICIS WW RIGA, RIGA

PRODUCTION • THE PUB, MEXICO CITY

POST PRODUCTION • PUBLICIS WW RIGA, RIGA/ THE PUB, MEXICO CITY

B02/001 • SWEDEN

MULTI MARKET

TITLE • MOLDY WHOPPER

BRAND • BURGER KING

PRODUCT • WHOPPER

ENTERED BY • INGO, STOCKHOLM

IDEA CREATION • INGO, STOCKHOLM/DAVID, MIAMI/ PUBLICIS ROMANIA, BUCHAREST

PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI

• INGO, STOCKHOLM

POST PRODUCTION • INGO, STOCKHOLM/DAVID, MIAMI

B03/003 • CANADA

GLOBAL MARKET

TITLE • SIGNAL FOR HELP

BRAND • CANADIAN WOMEN’S FOUNDATION

PRODUCT • SIGNAL FOR HELP

ENTERED BY • JUNIPER PARK\TBWA, TORONTO

IDEA CREATION • JUNIPER PARK\TBWA, TORONTO

PR • JUNIPER PARK\TBWA, TORONTO

B04/002 • INDIA

CREATIVE EFFECTIVENESS FOR GOOD

TITLE • STAYFREE PROJECT FREE PERIOD

BRAND • JOHNSON & JOHNSON

PRODUCT • STAYFREE SANITARY PADS

ENTERED BY • DDB MUDRA, MUMBAI

IDEA CREATION • DDB MUDRA, MUMBAI

B04/028 • CANADA

CREATIVE EFFECTIVENESS FOR GOOD

TITLE • PROJECT UNDERSTOOD

BRAND • CANADIAN DOWN SYNDROME SOCIETY

PRODUCT • CANADIAN DOWN SYNDROME SOCIETY

ENTERED BY • FCB CANADA, TORONTO

IDEA CREATION • FCB CANADA, TORONTO

PRODUCTION • FUEL CONTENT, TORONTO

POST PRODUCTION • OUTSIDER EDITORIAL, TORONTO/ ALTER EGO, TORONTO/GRAYSON MUSIC, TORONTO

C08/008 • USA

BREAKTHROUGH ON A BUDGET

TITLE • THE MATCH OF AGES

BRAND • ABINBEV

PRODUCT • CORONA

ENTERED BY • WE BELIEVERS, BROOKLYN

IDEA CREATION • WE BELIEVERS, BROOKLYN

PRODUCTION • PRO DOERS, NEW YORK

POST PRODUCTION • WE BELIEVERS, BROOKLYN/ PRO DOERS, NEW YORK/PICKLE MUSIC, NEW YORK/BONSAI, OLIVOS

Grand Prix

GRAND PRIX

• AUSTRALIA

A06/014

PRODUCT INNOVATION

TITLE • ONE HOUSE TO SAVE MANY

BRAND • SUNCORP GROUP

PRODUCT • WEATHER RESILIENT HOUSING

ENTERED BY

• LEO BURNETT, SYDNEY

IDEA CREATION

• LEO BURNETT, SYDNEY

PRODUCTION • LEO BURNETT, SYDNEY/REVOLVER, SYDNEY

POST PRODUCTION • THE GLUE SOCIETY, SYDNEY

GOLD AWARDS

A03/023 • USA

APPLIED INNOVATION

TITLE • MCENROE VS MCENROE

BRAND • ANHEUSER-BUSCH INBEV

PRODUCT • MICHELOB ULTRA

ENTERED BY • FCB NEW YORK

IDEA CREATION

PRODUCTION

• FCB NEW YORK

• FCB NEW YORK/UNIT9, LONDON/456 STUDIOS/

LORD + THOMAS, NEW YORK/FALKON, LOS ANGELES

• 3PM - WEBER SHANDWICK, NEW YORK

POST PRODUCTION

• FCB NEW YORK/456 STUDIOS/LORD + THOMAS, NEW YORK/FALKON, LOS ANGELES

SILVER AWARDS

A06/019 • INDIA

PRODUCT INNOVATION

TITLE • THE KILLER PACK

BRAND • MAXX FLASH

PRODUCT • MAXX FLASH MOSQUITO REPELLENT COIL

ENTERED BY • VMLY&R, MUMBAI

IDEA CREATION • VMLY&R, MUMBAI

PRODUCTION • MONKEY ON HOT BRICKS, MUMBAI

POST PRODUCTION • MONKEY ON HOT BRICKS, MUMBAI

BRONZE AWARDS

A04/001 • USA

SCALABLE INNOVATION

TITLE • PIÑATEX

BRAND • DOLE SUNSHINE COMPANY + ANANAS ANAM

PRODUCT • PIÑATEX

ENTERED BY • L&C, NEW YORK

IDEA CREATION • L&C, NEW YORK

PRODUCTION • SUITCASE PRODUCTIONS, NEW YORK

POST PRODUCTION • AGOSTO, LIMA

Grand Prix

EXPERIENCE TRACK –– WINNERS

GRAND PRIX

B01/001 • USA

OPERATIONAL TRANSFORMATION

TITLE • PIÑATEX

BRAND • DOLE SUNSHINE COMPANY + ANANAS ANAM

PRODUCT • PIÑATEX

ENTERED BY • L&C, NEW YORK

IDEA CREATION • L&C, NEW YORK

PRODUCTION • SUITCASE PRODUCTIONS, NEW YORK

POST PRODUCTION • AGOSTO, LIMA

GOLD AWARDS

A04/011 • USA

CREATIVE USE OF EMERGING TECH

TITLE • THE PREVENTION GRID

BRAND • SCE

PRODUCT • SOUTHERN CALIFORNIA EDISON

ENTERED BY • DELOITTE DIGITAL, NEW YORK

IDEA CREATION

PRODUCTION

• DELOITTE DIGITAL, NEW YORK

SILVER AWARDS

B04/011 • ARGENTINA

NEW RELATIONSHIP MODELS

TITLE • A CHAT AWAY FROM EVERYTHING

BRAND • ITAÚ BANK

PRODUCT • ITAÚ CHAT ACCOUNT

ENTERED BY • GREY ARGENTINA, BUENOS AIRES

IDEA CREATION

• GREY ARGENTINA, BUENOS AIRES

PRODUCTION • ARGENTINACINE, BUENOS AIRES

MEDIA • INITIATIVE, BUENOS AIRES

PR • GREY ARGENTINA, BUENOS AIRES

POST PRODUCTION • RATIO VFX, BUENOS AIRES/ PORTAESTUDIO, BUENOS AIRES

B05/004 • USA

END-TO-END TRANSFORMATION

TITLE • HOW CREATIVITY HELPED AB INBEV TO GROW

BRAND • AB INBEV

PRODUCT • AB INBEV

ENTERED BY • AB INBEV, NEW YORK

IDEA CREATION • AB INBEV, NEW YORK

D01/003 • USA

VENTURE MODELS & CORP INNOVATION

TITLE • THE BUDWEISER ENERGY COLLECTIVE

BRAND • BUDWEISER

PRODUCT • THE ENERGY COLLECTIVE

ENTERED BY • AB INBEV, NEW YORK

IDEA CREATION • REVOLT, LONDON

PRODUCTION • REVOLT, LONDON

PR • ALLISON & PARTNERS, NEW YORK

BRONZE AWARDS

B01/006 • USA

OPERATIONAL TRANSFORMATION

TITLE • WIDEN THE SCREEN: THE PROGRAM

BRAND • P&G

PRODUCT • N/A

ENTERED BY • GREY, NEW YORK

IDEA CREATION • GREY, NEW YORK

PRODUCTION • TOWNHOUSE, NEW YORK/ CHELSEA PICTURES, NEW YORK

MEDIA • CARAT, NEW YORK

PR • HILL+KNOWLTON STRATEGIES, NEW YORK

B02/017 • PERU

BRAND PURPOSE & IMPACT

TITLE • THE EMANCIPATION LOAN

BRAND • MIBANCO

PRODUCT • MIBANCO

ENTERED BY • CIRCUS GREY, LIMA

IDEA CREATION • CIRCUS GREY, LIMA

PRODUCTION • KUBRICK, LIMA

MEDIA • OMD PERU, LIMA

POST PRODUCTION • KUBRICK, LIMA/AGOSTO, BARRANCO

B02/025 • INDIA

BRAND PURPOSE & IMPACT

TITLE • SMART FILL

BRAND • UNILEVER

PRODUCT • UNILEVER

ENTERED BY • VMLY&R COMMERCE INDIA, MUMBAI

IDEA CREATION • VMLY&R COMMERCE INDIA, MUMBAI

PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI

POST PRODUCTION • VMLY&R COMMERCE INDIA, MUMBAI

C02/001 • UKRAINE

SERVICE DESIGN

TITLE • DIIA

BRAND • MINISTRY OF DIGITAL TRANSFORMATION OF UKRAINE

PRODUCT • DIIA

ENTERED BY • FEDORIV AGENCY, KYIV

IDEA CREATION • FEDORIV AGENCY, KYIV/MINISTRY OF DIGITAL TRANSFORMATION OF UKRAINE, KYIV

PRODUCTION • RAFESTHETIC, KYIV

Grand Prix

REAL TONE — PRODUCT INNOVATION & GLOBAL CAMPAIGN

GOOGLE

GOOGLE, MOUNTAIN VIEW USA

GRAND PRIX

A09/003 • USA

ADVANCED LEARNING TECHNOLOGIES

TITLE • REAL TONE — PRODUCT INNOVATION & GLOBAL CAMPAIGN

BRAND • GOOGLE

PRODUCT • REAL TONE

ENTERED BY • GOOGLE, MOUNTAIN VIEW

IDEA CREATION • GOOGLE, MOUNTAIN VIEW/T BRAND STUDIO, NEW YORK/WIEDEN+KENNEDY, PORTLAND/ GUT, MIAMI

PRODUCTION

• T BRAND STUDIO, NEW YORK/ WIEDEN+KENNEDY, PORTLAND/PRETTYBIRD, LOS ANGELES/1STAVEMACHINE, SANTA MONICA/GUT, MIAMI

POST PRODUCTION • ROCK PAPER SCISSORS, SANTA MONICA/ STITCH EDITING, LOS ANGELES

GOLD AWARDS

A07/014 • ARGENTINA

MCOMMERCE

TITLE • A CHAT AWAY FROM EVERYTHING

BRAND • ITAÚ BANK

PRODUCT • ITAÚ CHAT ACCOUNT

ENTERED BY • GREY ARGENTINA, BUENOS AIRES

IDEA CREATION

• GREY ARGENTINA, BUENOS AIRES

PRODUCTION • ARGENTINACINE, BUENOS AIRES

MEDIA • INITIATIVE, BUENOS AIRES

• GREY ARGENTINA, BUENOS AIRES

POST PRODUCTION • RATIO VFX, BUENOS AIRES/ PORTAESTUDIO, BUENOS AIRES

A07/018 • PUERTO RICO

MCOMMERCE

TITLE • THE EYE TRACKER

BRAND • SUPERMAX ONLINE

PRODUCT • SUPERMAX SUPERMARKETS

ENTERED BY • DE LA CRUZ OGILVY, GUAYNABO

IDEA CREATION

PRODUCTION

• DE LA CRUZ OGILVY, GUAYNABO

MEDIA • DE LA CRUZ OGILVY, GUAYNABO

• DE LA CRUZ OGILVY, GUAYNABO

C01/047 • BRAZIL

CONTENT FOR USER ENGAGEMENT

TITLE • BURGER GLITCH

BRAND • BURGER KING

PRODUCT • WHOPPER

ENTERED BY • DAVID, SÃO PAULO

IDEA CREATION • DAVID, SÃO PAULO

PRODUCTION • VETOR ZERO, SÃO PAULO/HEFTY, SÃO PAULO

SILVER AWARDS

A01/020 • FRANCE

ACTIVATION BY LOCATION

TITLE • HACK MARKET

BRAND • BACK MARKET

PRODUCT • MARKETPLACE FOR REFURBISHED ELECTRONIC GOODS

ENTERED BY • MARCEL, PARIS

IDEA CREATION • MARCEL, PARIS

PRODUCTION • ARTISANS DU FILM, PARIS/ADF L’ATELIER, PARIS

A05/005 • USA

CONNECTED DEVICES/WEARABLES

TITLE • WHOPPER HEIST

BRAND • BURGER KING

PRODUCT • WHOPPER

ENTERED BY • WE BELIEVERS, BROOKLYN

IDEA CREATION • WE BELIEVERS, BROOKLYN

PRODUCTION • THE MOVEMENT – BY LANDIA, CHACARITA

MEDIA • HOY, BUENOS AIRES

POST PRODUCTION • LANDIA, BUENOS AIRES

A07/010 • MEXICO

MCOMMERCE

TITLE • JERSEY PAY

BRAND • CORONA

PRODUCT • CORONA EXTRA, CORONA LIGHT, CORONA ZERO

ALCOHOL

ENTERED BY • VMLY&R COMMERCE MEXICO, MEXICO CITY

IDEA CREATION

• VMLY&R COMMERCE MEXICO, MEXICO CITY

PRODUCTION • LITEMEX, MEXICO CITY

A10/025 • INDIA

MOBILE LED CREATIVITY

TITLE • THE UNFILTERED HISTORY TOUR

BRAND • VICE MEDIA

PRODUCT • BRITISH MUSEUM

ENTERED BY • DENTSU CREATIVE, BENGALURU

IDEA CREATION • DENTSU CREATIVE, BENGALURU/DENTSU CREATIVE, MUMBAI/DENTSU CREATIVE, GURGAON

PRODUCTION • DENTSU CREATIVE, BENGALURU

PR • DENTSU CREATIVE, BENGALURU

POST PRODUCTION • DENTSU CREATIVE, BENGALURU

C04/001 • FRANCE

TARGETED COMMUNICATION

TITLE • SOS MIGRANTS

BRAND • FRANCE TERRE D’ASILE/WATIZAT

PRODUCT • ASSOCIATION FOR IMMIGRANTS

ENTERED BY

• TBWA, PARIS

IDEA CREATION

• TBWA, PARIS

MEDIA • OMD FRANCE, PARIS

POST PRODUCTION • \ELSE, PARIS

C08/039 • CHINA

SOCIAL PURPOSE

TITLE • QUEST FOR DYSLEXIA

BRAND • SAMSUNG

PRODUCT • SAMSUNG MOBILE

ENTERED BY • CHEIL WORLDWIDE, BEIJING

IDEA CREATION • CHEIL, HONG KONG

PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING

MEDIA • CHEIL WORLDWIDE, BEIJING

• CHEIL WORLDWIDE, BEIJING

POST PRODUCTION • CHEIL WORLDWIDE, BEIJING/HOBA, BEIJING

D02/016 • USA

UTILITY APPS

TITLE • EYEDAR

BRAND • HORIZON THERAPEUTICS

PRODUCT • EYEDAR APP FOR THE BLIND

ENTERED BY • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

IDEA CREATION • AREA 23, AN IPG HEALTH NETWORK COMPANY, NEW YORK

PRODUCTION • DALMATIAN COW, LOS ANGELES

POST PRODUCTION • BLIND PIG, LONDON

BRONZE AWARDS

A08/011 • USA

INNOVATIVE USE OF TECHNOLOGY

TITLE • REAL TONE — PRODUCT INNOVATION & GLOBAL CAMPAIGN

BRAND • GOOGLE

PRODUCT • REAL TONE

ENTERED BY • GOOGLE, MOUNTAIN VIEW

IDEA CREATION • GOOGLE, MOUNTAIN VIEW/T BRAND STUDIO, NEW YORK/WIEDEN+KENNEDY, PORTLAND/ GUT, MIAMI

PRODUCTION • T BRAND STUDIO, NEW YORK/ WIEDEN+KENNEDY, PORTLAND/PRETTYBIRD, LOS ANGELES/1STAVEMACHINE, SANTA MONICA/GUT, MIAMI

POST PRODUCTION • ROCK PAPER SCISSORS, SANTA MONICA/ STITCH EDITING, LOS ANGELES

A08/018 • USA

INNOVATIVE USE OF TECHNOLOGY

TITLE • STAYBL BRAND • DEUTSCHE PARKINSON VEREINIGUNG E.V. (GERMAN PARKINSON ASSOCIATION)

PRODUCT • BROWSER-APP FOR PEOPLE WITH PARKINSON’S DISEASE

ENTERED BY • HAVAS, NEW YORK

IDEA CREATION • HAVAS, NEW YORK/HAVAS GERMANY, DÜSSELDORF

PRODUCTION

• HAVAS MEDIA, NEW YORK/HAVAS GERMANY, DÜSSELDORF

MEDIA • HAVAS GERMANY, DÜSSELDORF

PR • HAVAS GERMANY, DÜSSELDORF

POST PRODUCTION • HAVAS MEDIA, NEW YORK

A10/058 • USA

MOBILE LED CREATIVITY

TITLE • BACKUP UKRAINE

BRAND • POLYCAM X UNESCO

PRODUCT • PRESERVE REGIONAL AND CULTURAL HISTORY, AND PROMOTE CULTURAL DIVERSITY

ENTERED BY • VIRTUE WORLDWIDE, NEW YORK

IDEA CREATION • VIRTUE WORLDWIDE, NEW YORK

PRODUCTION • VIRTUE WORLDWIDE, NEW YORK

MEDIA • VIRTUE WORLDWIDE, NEW YORK

PR • VIRTUE WORLDWIDE, NEW YORK

POST PRODUCTION • VIRTUE WORLDWIDE, NEW YORK

B01/015 • PUERTO RICO

BRAND-LED MOBILE WEBSITES

TITLE • THE EYE TRACKER

BRAND • SUPERMAX ONLINE

PRODUCT • SUPERMAX SUPERMARKETS

ENTERED BY • DE LA CRUZ OGILVY, GUAYNABO

IDEA CREATION • DE LA CRUZ OGILVY, GUAYNABO

PRODUCTION • DE LA CRUZ OGILVY, GUAYNABO

MEDIA • DE LA CRUZ OGILVY, GUAYNABO

PR • DE LA CRUZ OGILVY, GUAYNABO

C03/022 • FRANCE

CO-CREATION&USER GENERATED CONTENT

TITLE • DUBBING FACTORY

BRAND • PRIME VIDEO

PRODUCT • PRIME VIDEO

ENTERED BY • HEREZIE, PARIS

IDEA CREATION • HEREZIE, PARIS

PRODUCTION • OCTOPUS, PARIS/TELEPHONE MAISON FILMS, PARIS

C03/026 • BRAZIL

CO-CREATION&USER GENERATED CONTENT

TITLE • BLACK CHARACTERS

BRAND • REVISTA RAÇA

PRODUCT • REVISTA RAÇA

ENTERED BY • FCB BRASIL, SÃO PAULO

IDEA CREATION • FCB BRASIL, SÃO PAULO

MEDIA • FCB BRASIL, SÃO PAULO

C04/027 • BRAZIL

TARGETED COMMUNICATION

TITLE • BURGER GLITCH

BRAND • BURGER KING

PRODUCT • WHOPPER

ENTERED BY • DAVID, SÃO PAULO

IDEA CREATION • DAVID, SÃO PAULO

PRODUCTION • VETOR ZERO, SÃO PAULO/HEFTY, SÃO PAULO

C04/032 • ITALY

TARGETED COMMUNICATION

TITLE • BOYCOTT ADS

BRAND • HEINEKEN

PRODUCT • HEINEKEN

ENTERED BY • PUBLICIS ITALY, MILAN

IDEA CREATION • PUBLICIS ITALY, MILAN/PUBLICIS, BUENOS AIRES

PRODUCTION • TRESBIEN!, MARTÍNEZ

C06/032 • COLOMBIA

INFLUENCER/TALENT

TITLE • WHTSPP RECORDS

BRAND • ABINBEV

PRODUCT • BUDWEISER BUDXRECORDS

ENTERED BY • DAVID, BOGOTÁ

IDEA CREATION • DAVID, BOGOTÁ

PRODUCTION • DRAFTLINE, BOGOTA

MEDIA • ZENITH, BOGOTÁ

POST PRODUCTION • DRAFTLINE, BOGOTA

C08/041 • SOUTH AFRICA

SOCIAL PURPOSE

TITLE • VODACOM ANTI-HIJACK AD’S

BRAND • VODACOM

PRODUCT • VODACOM

ENTERED BY • VMLY&R, JOHANNESBURG

IDEA CREATION • VMLY&R, JOHANNESBURG

PRODUCTION

• CARAT, JOHANNESBURG

MEDIA • CARAT, JOHANNESBURG

SCREENING SCHEDULE

The Work & Awards Hub

Screening Room 1

Screening Schedule

Classic Track - Film Lions

Monday 20 June

11:00-12:00

A01. Food & Drink 12:00-13:15

A02. Consumer Goods

A03. Healthcare

A04. Automotive

13:15-15:00

15:00-19:00

A05. Retail

A06. Travel/ Leisure

A07. Media/ Entertainment

A08. Consumer Services/ Business to Business

A09. Not-for-profit/ Charity/ Government

Tuesday 21 June

09:00-12:15

12:15-14:45

D01. Screens & Event

D02. Micro-film

D03. New Realities

E01. TV/Cinema Film 14:45-19:00

E02. Online & viral Film

Wednesday 22 June

09:00-12:15

F01. Local Brand

F02. Challenger Brand 12:15-15:00

15:00-19:00

F03. Single-market Campai

F04. Social Behavior

Thursday 23 June

09:00-19:00 Film Lions Shortlist

Friday 24 June

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

The Work & Awards Hub Screening Room 2

Screening Schedule

Craft Track - Film Craft Lions

Monday 20 June

11:00-19:00 Film Craft Lions Shortlist

Tuesday 21 June

09:00-19:00 Film Craft Lions Shortlist

Wednesday 22 June

09:00-19:00 Film Craft Lions Shortlist

Thursday 23 June

09:00-19:00 Film Craft Lions Shortlist

Friday 24 June

09:00-19:00 Film Craft Lions Shortlist

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

SCREENING SCHEDULE

The Work & Awards Hub: Screening Room 3

Screening Schedule Entertainment Track

Monday 20 June

11:00 -13:30

13:30-16:00

16:00 -19:00

Entertainment Lions Shortlist

Entertainment Lions for Music Shortlist

Entertainment Lions for Sport Shortlist

Tuesday 21 June

09:00-12:20

12:20-15:40

15:40-19:00

Entertainment Lions Shortlist

Entertainment Lions for Music Shortlist

Entertainment Lions for Sport Shortlist

Wednesday 22 June

09:00-12:20

12:20-15:40

15:40-19:00

Entertainment Lions Shortlist

Entertainment Lions for Music Shortlist

Entertainment Lions for Sport Shortlist

Thursday 23 June

09:00-12:20

12:20-15:40

15:40-19:00

Friday 24 June

09:00-12:20

12:20-15:40

15:40-19:00

Entertainment Lions Shortlist

Entertainment Lions for Music Shortlist

Entertainment Lions for Sport Shortlist

Entertainment Lions Shortlist

Entertainment Lions for Music Shortlist

Entertainment Lions for Sport Shortlist

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

At the heart of every great treatment.