The 71st edition of the Cannes Lions International Festival of Creativity has revealed the Lion winners for day four across several categories, including Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy, Innovation, and the newly introduced Luxury & Lifestyle Lion.
Regional Network of the Year Awards
The prestigious Regional Network of the Year Awards were also announced, celebrating excellence across different regions:
– Regional Network of the Year – Asia: Ogilvy
– Regional Network of the Year – Europe: Publicis Worldwide
– Regional Network of the Year – MENA: BBDO Worldwide
– Regional Network of the Year – Latin America: DDB Worldwide
– Regional Network of the Year – North America: FCB
– Regional Network of the Year – Pacific: BBDO Worldwide
– Regional Network of the Year – Sub-Saharan Africa: TBWA Worldwide
Grand Prix Lion Winners – Day Four
Brand Experience & Activation Lions:
The Brand Experience & Activation Lions category, which honors creative, comprehensive brand building through experience design, activation, immersive, retail, and 360° customer engagement, received 2,262 entries. The Jury awarded 70 Lions: 10 Gold, 29 Silver, and 30 Bronze.
Grand Prix: ‘The First Edible Mascot’ for Pop-Tarts by Weber Shandwick, Chicago, USA. The campaign featured the inaugural Pop-Tarts Bowl during a US college football game, where the winning team toasted and devoured the mascot ‘Strawberry.’
Luxury & Lifestyle Lions:
This new category celebrates creative communications for luxury goods and experiences, bringing an aspirational lifestyle to life. It received 188 entries, with the Jury awarding seven Lions: one Gold, two Silver, and three Bronze.
Grand Prix: ‘LOEWE x Suna Fujita’ for LOEWE by LOEWE, Madrid, Spain. The partnership between LOEWE and the Japanese artisanal ceramicist studio Suna Fujita resulted in a highly exclusive collection of bags, jumpers, and accessories.
Innovation Lions:
Celebrating groundbreaking innovation, technology, and problem-solving, this category received 231 entries. The Jury awarded eight Lions: one Gold, two Silver, and four Bronze.
Grand Prix: ‘Voice 2 Diabetes’ for KVI Brave Fund INC by Klick Health, Toronto, Canada. This innovation can detect type 2 diabetes through an audio recording of a person’s voice, potentially saving an estimated $32.75bn globally.
Creative Effectiveness Lions:
Honoring the measurable impact of creative work, this category received 306 entries. The Jury awarded 15 Lions: two Gold, five Silver, and seven Bronze.
Grand Prix: ‘It Has To Be Heinz’ for Heinz Ketchup by Rethink, Toronto, Canada.
Creative Strategy Lions:
With 814 entries, this category focuses on strategic creative work. The Jury awarded 27 Lions: four Gold, nine Silver, and 13 Bronze.
Grand Prix: ‘A Piece of Me’ for KPN by Dentsu Creative, Amsterdam. The campaign addressed cultural attitudes towards sexting in the Netherlands, shifting the focus from shaming the victim to the person sharing the images without consent.
Creative Business Transformation Lions:
This category celebrates creativity driving businesses forward. It received 271 entries, with the Jury awarding eight Lions: one Gold, two Silver, and four Bronze.
Grand Prix: ‘Refurb’ for Phillips by LePub, Amsterdam. Philips tackled e-waste by only selling refurbished products during the winter holiday season, transforming its e-commerce platform.
Creative Commerce Lions:
Honoring innovative approaches to commerce, this category received 551 entries. The Jury awarded 19 Lions: four Gold, five Silver, and nine Bronze.
Grand Prix:‘Renault – Cars To Work’ for Renault by Publicis Conseil, Paris, France. This initiative helped French people in mobility deserts by offering Renault cars for free during their probationary period of employment.
Statements from Jury Presidents
Anselmo Ramos, Brand Experience & Activation Lions: “Bizarre. Weird. Genius. Uncomfortable. These words define the winning idea, which made PR headlines and great results.”
Charles Georges-Picot, Luxury & Lifestyle Lions: “LOEWE’s Grand Prix exemplifies luxury’s responsibility in blending traditional craftsmanship with contemporary design.”
Diego Machado, Innovation Lions: “This year’s Grand Prix combines years of research into a seamless user experience, paving a new frontier in healthcare.”
Harjot Singh, Creative Effectiveness Lions: “This work is unforgettable and has an undeniable impact.”
Vita M. Harris, Creative Strategy Lions: “‘A Piece of Me’ reframed societal understanding of sexting and had a significant cultural impact.”
Ariana Stolarz, Creative Business Transformation Lions: “Philips’ ‘Better Than New’ brilliantly solves multiple business challenges, benefiting consumers and the environment.”
Amy Lanzi, Creative Commerce Lions: “Renault’s initiative showcased a new way to build meaningful connections between brands and consumers.”
Closing Remarks
Simon Cook, CEO of LIONS, commented, “As we pass the halfway point at the 71st International Festival of Creativity, Thursday has proven to be another day full of exceptional marketing experiences, effectiveness, strategy, and innovation. We’re particularly excited to announce the first Grand Prix winner for our newly launched Luxury & Lifestyle Lions, LOEWE – a wonderful example of a future-facing, conscious luxury brand that showcases heritage craftsmanship in the modern age.”
For more updates and full details on the winners will also be available to view on The Work, visit the Cannes Lions official website canneslions.com.