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Contagious

1. července 2021

Cannes Lions: Přehled vítězů 2021 část první 

Od našich londýnských kolegů, kteří byli celý týden v centru dění, přinášíme kompletní výsledkovou listinu nejdůležitější události oboru

Print & Publishing /

Dove wins Grand Prix for its Courage Is Beautiful campaign

Dove’s Courage Is Beautiful campaign celebrating nurses and doctors fighting the coronavirus has won the Print & Publishing Grand Prix at Cannes.

The campaign, which was created by Ogilvy’s London and Toronto offices, comprised photojournalistic images of fatigued and emotional nurses and doctors coming off a shift with deep mask lines on their face, next to the strapline ‘Courage Is Beautiful’.

In a previous interview with Contagious about the campaign, Dove global vice president Sophie van Ettinger said: ‘Our main concern was making sure we were taking action and contributing to the global effort, especially because we are one of the world’s biggest personal care brands. The first thing we did was show that we care with donations to frontline healthcare workers of products that help them look after their skin, as well as funds to get them the protective equipment they badly need.’

Gold Lions 

Moldy Whopper for Burger King, by Burger King, Miami; INGO, Stockholm; David, Miami and Publicis Romania, Bucharest (winning executions: Day 28, Day 32, Day 33, Day 35). The campaign also won a Grand Prix in the Outdoor Category.

The Birth of Gaming Tourism for Microsoft Xbox by McCann London.

The Most Valuable News for Folha de S.Paulo Newspaper by Africa DDB, São Paulo.

The Tampon Book: A Book Against Tax Discrimination for The Tampon Company by Scholz & Friends, Berlin.

Outdoor /

Three Grands Prix awarded in the Outdoor category at the 2021 Cannes Lions International Festival of Creativity

Burger King, Heineken and Renault all won a Grand Prix in the Outdoor category at Cannes this year.

Burger King won a Grand Prix for its polarising Moldy Whopper campaign, which also won Gold in the Print & Publishing category. The campaign used images of a rotting hamburger to announce that it was removing preservatives from its food.

It was entered by Burger King, Miami; Ingo, Stockholm; David, Miami, and Publicis Romania, Bucharest.

Heineken won a Grand Prix for helping bar owners in Argentina during the coronavirus lockdown with its Shutter Ads. Working with Publicis Italy, the brand diverted its outdoor marketing budget to bars that were forced to shut because of the pandemic, paying owners to paste ads on their shuttered windows.

Renault took the final Grand Prix for its Village Electrique campaign to promote its Zoe model car. The campaign, created by Publicis Conseil, Paris, saw Renault give every household (of which there are 11) in the rural village of Appy its own Zoe electric vehicle and install a public charging point there.

Renault also filmed the villagers for a few months as part of a documentary to show that electric vehicles could be practical even in remote French villages, and aired the footage during the lunchtime and evening news on TF1, a free-to-air channel.

Gold Lions 

Backstage for Havaianas (Alpargatas) by Almap BBDO, São Paulo

Modern/ Sixties/ Terrace for McDonald’s by Leo Burnett, London

Park Distance Control/ Adaptive Headlights/ Parking Assistant for Mini by Serviceplan Germany, Munich

Vietnam/ Zimbabwe for Red Cross by Arnold Worldwide, Boston

Boards of Change for the City of Chicago by FCB Chicago

Lifeboat – The Experiment for Sea Watch EV by Serviceplan Germany, Munich

Donation Dollar for The Royal Australian Mint by Saatchi & Saatchi, Melbourne

Up The Vote for Reddit by R/GA, San Francisco

Uber Heetch for Heetch by Marcel, Paris

The Homeless Bank Account for HSBC by Wunderman Thompson, London

Social & Influencer /

Burger King and Reddit both scooped a Grand Prix for their Social & Influencer campaigns at this year’s International Festival of Creativity

Reddit’s Super Bowl ad and Burger King’s Stevenage Challenge were both awarded Grands Prix in the Social & Influencer category at the Cannes Lions International Festival of Creativity.

Reddit’s SuperbOwl ad, which aired in regional markets during the 2021 Super Bowl, was created by R/GA’s New York office.

The text-heavy TV spot was only five-seconds long, so R/GA made it look like a technical glitch in a bid to intrigue viewers enough to want to pause it and read the brand’s message.

According to R/GA, it was the second most-searched ad on Google and third most-searched ad on Twitter on the night of the Super Bowl.

Burger King’s Stevenage Challenge campaign invited Fifa 20 players to complete challenges while playing as Stevenage FC (which is sponsored by Burger King) in return for prizes.

The campaign, which was created by David’s Madrid and Miami offices, also won a Grand Prix in the Direct category at Cannes this year.

Gold Lions

​​​​​​Bee Influencer for Fondation De France by Publicis Conseil, Paris

Super Wendy’s World for Wendy’s by VMLY&R, Kansas City

Swipe Night for Tinder for (Match Group) by 72andSunny, Los Angeles

Parkscapes for Regent Park School of Music by BBDO Toronto

Future Official Sponsors for Budweiser (AB InBev) by VaynerMedia, New York

#StillSpeakingUp Deeptruth for Propuesta Civica + Reporters Sans Frontieres by Publicis Mexico, Mexico City, and Publicis Latvia, Riga

The Uncensored Library for Reporters Without Borders by DDB Germany, Berlin

Back to School Essentials for Sandy Hook Promise by BBDO New York

Creative Strategy /

Cheetos is the Grand Prix-winner in this year’s Creative Strategy category at Cannes

Cheetos has won a Grand Prix in the Creative Strategy category at Cannes for its 2020 Super Bowl ad featuring MC Hammer.

The ad – which was created by Goodby Silverstein & Partners, San Francisco – is called Can’t Touch This and promotes Cheetos Popcorn.

The 40-second TV spot depicts a man who is able to get out of irritating obligations, like helping to lift a couch or handling paperwork, because his hands are covered in dust from eating Cheetos Popcorn.

Each time the man successfully avoids an interaction because of his Cheetos hands, rapper MC Hammer (real name Stanley Kirk Burrell) appears in a surprising place to sing a line from his hit 1990 song ‘U Can’t Touch This’.

The Can’t Touch This ad was Cheetos’ first Super Bowl ad in over a decade.

The brand refers to the orange dust that collects on your fingers when eating its snacks as ‘cheetle’.

Gold Lions 

The Connected Island for Three Ireland by Boys And Girls, Dublin

Project Free Period for Stayfree Sanitary Napkins by DDB Mudra, Mumbai

What’s Your Name for Starbucks by Iris, London

Media Winners /

Two Grands Prix were awarded in the Media category at the 2021 Cannes Lions International Festival of Creativity

A campaign encouraging Black Americans to vote and another helping Pakistanis register as citizens were the big winners in the Media category at Cannes this year.

The City of Chicago won a Grand Prix for its campaign that transformed the plywood boards that had barricaded businesses during the Black Lives Matter protests into voting booths, mobilising citizens in minority neighbourhoods to register to vote. The Boards of Change campaign, created with FCB, Chicago, preceded record numbers of Chicago voters in the 2020 election.

Telenor Pakistan won the other Media Grand Prix for its app that made it easy for disenfranchised, rural Pakistanis to register as citizens.

The telco’s Naming the Invisible by Digital Birth Registration campaign enabled people to bypass existing paper-based processes and gain access to essential state services. Telenor worked with Ogilvy Pakistan in Islamabad on the app, and said that it resulted in a 300% increase in birth registrations.

Gold Lions 

Media That ‘Eats’ Pollution for Volkwagen UK by PHD, London

Addressing The ‘No Fixed Address’ Problem for HSBC UK by PHD, London and Wunderman Thompson, London.

Invisible Petitions for We Will Stop Femicide Platform by TBWA\Istanbul

Michelob Ultra Courtside for AB InBev’s Michelob Ultra by FCB, New York

#NoKidsInCages for Raices by Badger and Winters, New York

Raising Profiles for The Big Issue and LinkedIn by FCB Inferno, London

Cold Tracker for Castle Lite (AB InBev) by Promise, Johannesburg

Your Data is your Data for S-Group, done in-house

The Bread Exam for Spinneys Flour and The Lebanese Breast Cancer Foundation by McCann Paris

Chicken Wars for Popeyes Louisiana Kitchen by GDS&M, Austin

Creative Data /

Warner Music Group wins Grand Prix in the Creative Data category at Cannes for its Saylists campaign

Warner Music Group’s campaign to offer speech therapy for kids through its songs has won the Creative Data Grand Prix at Cannes.

The Saylists campaign, which was created by Dublin agency Rothco, was based on the therapeutic strategy of getting kids with speech impediments to repeat difficult syllables, words and phrases over and over again. 

Rothco developed an algorithm that analysed over 70 million songs in Apple Music’s catalogue and identified tracks with lyrics that repeat the most common sounds used in speech therapy (‘CH’, ‘D’, ‘F’, ‘G’, ‘K, ‘L’, ‘R’, ‘S’, ‘Z’, ‘T’). The brand then selected 173 songs (by its own artists) and divided them into 10 Saylists.

Each collection of tracks tackled a specific sound, so that children could select the playlist that had the most therapeutic value and sing along to improve their speech.

Gold Lions

For Seasons – Composed by Climate Data for NDR Elbphilharmonie Orchester by Jung von Matt AG / Hamburg.

Laugh Tracker for Tennessee Department of Tourist Development by VMLY&R Kansas City.

Direct /

Burger King wins Grand Prix for its Stevenage Challenge campaign

Burger King’s Stevenage Challenge has taken home the Grand Prix in the Direct category at the 2021 Cannes Lions.

Burger King earned the top accolade for its 2019 to 2021 sponsorship of Stevenage FC, a football club in one of the lowest divisions of UK professional football. The fast food brand, working with agency David in Madrid and Miami, then hijacked the videogame Fifa 20 to transform Stevenage F.C. into the world’s biggest online club.

Gamers were encouraged to play as the squad in their new red and white stripped BK jersey and compete within in-game challenges for prizes such as free Whoppers for a year. Using an in-game mechanic, people were also able to trade for world renowned players from across the globe and dress them in Burger King’s Stevenage F.C. kit.

In a previous interview with Contagious about the campaign, global head of brand marketing Marcelo Pascoa said: ‘Burger King is bold, confident challenger and that is a fundamental part of our brand personality. We rely on the creative voltage of our ideas to break through the clutter. That is not a choice but a necessity. In many markets, our main competitor outspends us big time when it comes to overall media investment. In order to stand out, we need to multiply our media dollars with ideas that have the power to become a part of the conversation and reach people beyond what can be expected through paid media alone.’

The Stevenage Challenge also won a Grand Prix in the Social & Influencer category at Cannes this year.

Another Burger King campaign, the Moldy Whopper, also scooped a Grand Prix in the Outdoor category.

Gold Lions

#StillSpeakingUpDeepTruth for Propuesta Cívica and Reporters Sans Frontieres by Publicis, Mexico City

Donation Dollar for The Royal Australian Mint by Saatchi & Saatchi, Melbourne

True Name for Mastercard by McCann New York

Salla 2032 for House of Lapland by Africa DDB São Paulo

Contract for Change for AB InBev’s Michelob Ultra Pure Gold by FCB, Chicago

Mother Blanket for Vivir Association and Ambato’s Cantonal Human Rights Protection Council by Ogilvy Colombia, Bogota

The Birth of Gaming Tourism for Xbox by McCann, London

That Look From Popeyes for Popeyes Louisiana Kitchen by Gut, Miami

Enjoy Before Returning for Diesel by Publicis Italy Milan

Laundry Night for Procter & Gamble’s Tide by Saatchi & Saatchi, New York

Anticorruption Hackathon Znám kamaráda by Prague & WMC|GREY, Prague

Buy With Your Time for Ikea by Memac Ogilvy Dubai

PR /

The Grands Prix went to AB InBev’s Michelob Ultra Pure Gold and Spinneys and the Lebanese Breast Cancer Foundation

Two PR Grands Prix were awarded at this Cannes this year. The Bread Exam, by McCann Paris for Spinneys and the Lebanese Breast Cancer Foundation won the top accolade, as did Contract For Change, by FCB Chicago and New York for AB InBev’s Michelob Ultra Pure Gold.

The Bread Exam fought a deep-rooted taboo and helped Lebanese women self-check their breasts through a cultural tradition: baking bread. Step-by-step instructions of how to knead and press dough taught women how to do a self-exam in coded language, overcoming a social barrier that traditionally prevents women from talking about their bodies.

The instructions were shared on social media as well as on packs of flour sold in Lebanese supermarket chain, Spinneys, reaching 112 million people.

Meanwhile, Michelob Ultra Pure Gold was recognised for its work helping US farmers transition to organic farming. The Contract For Change campaign saw the beer brand remove one of the biggest barriers to going organic by guaranteeing farmers a buyer at the end of their three year transition to organic. According to the case study, 104,000 acres are currently in transition and will be able to produce ingredients for Michelob ULTRA Pure Gold, as well as many other brands.

Gold Lions 

Moldy Whopper for Burger King, by Burger King, Miami; INGO, Stockholm; David, Miami and Publicis Romania, Bucharest (the campaign also won in the Print & Publishing and Outdoor categories)

Sperm Positive: The World’s First HIV-Positive Sperm Bank for The New Zealand AIDS Foundation and Body Positive and Positive Women NZ by DDB New Zealand

The Uncensored Library for Reporters Without Borders by DDB Berlin

Save Salla for House of Lapland by Africa, São Paulo 

Enjoy Before Returning for Diesel by Publicis Italy, Milan and Smuggler, London

N23 for Novaya Gazeta by Action, Moscow

Boards of Change for the City of Chicago by FCB Chicago and Lord & Thomas Chicago

True Name for Mastercard by McCann New York

Entertainment /

Tinder took one of the two Grands Prix awarded in the Entertainment category at the 2021 Cannes Lions International Festival of Creativity

Tinder took one of the two Grands Prix awarded in the Entertainment category at Cannes this year for a choose-your-own-adventure show that matched singles according to their decisions.

Swipe Night was a six-part series about the chaos that ensues when people learn the Earth is about to be destroyed by a meteor.

The show aired within Tinder’s app and users could apply the same swiping technique they use to sort potential mates to make decisions on behalf of the show’s protagonists. For example, whether to save a person or a puppy, ask for a lift or steal a car.

Different choices unlocked different plots but also helped Tinder match users based on an apparent shared morality.

The campaign, which began in October 2019 and lasted for six weeks, was created by 72andSunny, Los Angeles. It also won a Gold Lion in the Social & Influencer category at this year’s advertising festival.

The Entertainment category’s second Grand Prix was awarded to Taiwanese property company Sinyi Realty for a film called In Love We Trust.

The film was about a young woman whose job at the Household Registration Office causes her to lose faith in love.

Dentsu Mcgarrybowen, Taipei City, created the film to inspire more young people to want to get married and buy a home together – to create more customers for Sinyi.

Two Grands Prix were also awarded in the Entertainment For Sport category. Edelman, London, took home one for its Eternal Run campaign for Asics, while Africa DDB, São Paulo, won the other for its Salla 2032 film for House of Lapland, which made a tongue-in-cheek bid for the 2032 Summer Olympics in order to address the risks of global warming and promote tourism.

In the Entertainment For Music category, South American ecommerce company Mercado Livre took a Grand Prix for Feed Parade. The campaign, by Gut Agency, São Paulo, recreated Paulista Avenue (where Brazil’s annual pride parade is held) on Instagram and invited people to tag themselves, as a symbolic attendance to the event that was cancelled by the pandemic.

Lil Nas X also won a Grand Prix for Old Town Road (Official Movie) Ft. Billy Ray Cyrus.

Industry and Digital Craft /

Dove and Fortnite were awarded Grands Prix the categories celebrating craft at this year’s Cannes Lions International Festival of Creativity

Dove has won the Industry Craft Grand Prix for its Courage is Beautiful campaign, which champions the frontline doctors and nurses fighting the coronavirus.

Created by Ogilvy’s London and Toronto offices, the campaign featured photographs of fatigued and emotional nurses and doctors with mask lines on their faces, next to the strapline ‘Courage Is Beautiful’.

The campaign also won a Grand Prix in the Print & Publishing category earlier this week.

In the Digital Craft category, the Grand Prix went to Epic Games for its Astronomical Travis Scott Fortnite event in April 2020. The in-game concert was attended by 28 million people and has since racked up over 158 million views on YouTube.

Industry Gold Lions

The Most Valuable News for Folha de S.Paulo Newspaper by Africa DDB, São Paulo.

Zimbabwe for Red Cross by Arnold Worldwide, Boston

Peace, Music and Sausage and Historic Landing for Jimmy Dean by Ogilvy Chicago

Digital Craft Gold Lions 

Drawn Closer for Cox Communications by 180La and Nexus Studios

The Uncensored Library for Reporters Without Borders by DDB Berlin

Project Understood for Google AI and Canadian Down Syndrome Society by FCB Canada

The MTA Live Subway Map for Metropolitan Transit Authority (MTA) New York by Work & Co

Alone With Me by Spotify in-house

Film Craft /

Bodyform wins Film Craft Grand Prix at Cannes for its Womb Stories campaign

Bodyform has clinched a Grand Prix in the Film Craft category for its taboo-busting Womb Stories ad.

The film was created by AMV BBDO, London, and blends live action and animation.

Touching on miscarriage, menopause, period cramps, sex and birth, the evocative campaign depicts the love hate relationship women have with their own bodies and reproductive cycles.

In a previous interview with Contagious about the campaign, AMV BBDO executive creative director Nicholas Hulley said: ‘There’s the ongoing brief to push against taboos – I think the silent brief is to make work that your daughters will be proud of – and this particular campaign was to represent a more holistic vision of period care rather than just periods.’

Bodyform’s Womb Pain Stories (which includes executions beyond the film) also won a Grand Prix in the Health & Wellness category earlier this week.

Over the years, the feminine hygiene brand has consistently created provocative work that has been celebrated at Cannes. In 2018 it picked up the Glass Lion Grand Prix for Blood Normal, and in 2019 it won a Gold in the Glass Lion category, as well as a Titanium Lion, for its Viva La Vulva campaign.

Gold Lions 

Francesca for Diesel by Division, Paris and Publicis Italy, Milan

The Long Goodbye – Aneil Karia for Riz Ahmed and WePresent by Somesuch, London and WePresent, London

Crocodile Inside for Lacoste by Iconoclast, Paris and BETC, Paris

The Whole Working-From-Home Thing for Apple by Smuggler, Los Angeles and Apple, Cupertino

Life Needs Truth for The New York Times by Cosmo Street, Santa Monica and Droga5, New York

Festive for Burberry by MPC, London and Riff Raff, London

Nobody is Normal for Childline by The Gate, London

Innovation /

Uniliver’s adaptive deodorant wins Innovation Grand Prix

Unilever has won the Innovation Grand Prix at this year’s Cannes Lions International Festival of Creativity for its Degree Inclusive Deodorant, a personal care product designed by and for people with disabilities.

The deodorant was created with agency Wunderman Thompson, Buenos Aires, in collaboration with a global taskforce of people with diverse disabilities, occupational therapists, designers and engineers.

Degree, which is also sold as Rexona, Sure and Shield in various markets, developed new packaging for its deodorant, making it easier for people with disabilities to open, close and apply the product. For example, the container is hooked so people can use it with one hand and it features better grip placement, as well as a magnetic click closure. It also has a larger roll-on applicator so that more product comes out at each swipe and the label is in braille.

According to the agency, the deodorant received more than 2 billion media impressions.

‘As a brand that’s committed to inspiring confidence in everyone to move more, Degree believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement,’ said Kathryn Swallow, global Degree brand vice president. ‘More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind.’

No Gold Lions were awarded in the Innovation category this year. 

Creative Effectiveness /

Nike’s Colin Kaepernick campaign returns to Cannes to collect the Grand Prix in the Creative Effectiveness category

Nike’s Crazy Dreams campaign featuring Colin Kaepernick has won the Grand Prix in the Creative Effectiveness category at Cannes.

The campaign, by Wieden & Kennedy, Portland, earned media worth $163m, added $6bn of value to Nike’s brand and boosted sales 31%, according to the case study video.

Crazy Dreams launched in 2018 with a social media post: a black-and-white close-up image of Kaepernick’s face along with the strapline ‘believe in something, even if it costs you everything’. The campaign also included a film, which Kaepernick narrated.

Kaepernick was a quarterback for the NFL’s San Francisco 49ers when he began kneeling during the pre-game national anthem in 2016, to protest the treatment of Black people in America.

The Nike campaign, released on the 30th anniversary of the brand’s ‘Just Do It’ slogan, referenced the sacrifice made by Kaepernick, who has not played professional football since 2017.

While many people applauded Nike’s stance at the time, others – who considered Kaepernick’s protest unpatriotic – were displeased and a few reacted by posting images of themselves burning the brand’s products.

The Creative Effectiveness category at Cannes celebrates work that demonstrates ‘how an effective strategy rooted in creativity has met its chosen business objectives’, and is eligible to campaigns that have already won or been shortlisted at Cannes.

Nike’s campaign with Kaepernick won a Grand Prix in the Outdoor category at Cannes in 2019, as well as a Grand Prix in the Entertainment For Sport category.

Gold Lions 

The Time We Have Left for Ruavieja (Pernod Ricard) by Leo Burnett, Madrid

The Whopper Detour for Burger King by FCB New York

Radio & Audio /

Woojer’s Sick Beats vest takes the Grand Prix

Sick Beats, a music-powered airway clearance vest for patients with cystic fibrosis, has won the Radio & Audio Grand Prix at Cannes this year.

The product was designed by agency Area 23, an FCB Health Network company, and created with Woojer, which makes wearable sound systems. The idea also won two Gold and one Bronze Lions.

The vest works like an oscillation vest, which use vibrations to loosen mucus in patients’ lungs, but incorporates music to create a more enjoyable experience – instead of physical pounding, the vest plays music with 40 HZ deep-bass vibrations.

Gold Lions 

Beck’s Frequency for Beck’s Beer by AKQA, São Paulo

Sneezing into bumping elbows, What’s wrong with this baby? and Not starting startups for Burger King by DAVID, Madrid

Saylists for Warner Music by Rothco, Dublin

Radio Recliner for Bridge Senior Living by Luckie, Duluth

A new jingle for a new era for Good Humor (Unilever) by Edelman, New York

 

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