CB close-up on the Cannes Lions Grand Prix
Six Grand Prix awards were awarded at the second awards night of these Cannes Lions. Campaign Brief highlights each of these worthy winners.
In the DESIGN LIONS the Grand Prix went to ‘Trash Isles’ by AMVBBDO, London for Plastic Oceans / Ladbible, United Kingdom. A powerful idea that highlights in the North Pacific, an area of plastic trash the size of France has formed. Governments have simply ignored it so the Plastic Oceans Foundation and LadBible submitted an application to the UN to recognise The Trash Isles as an official country. If granted, this would compel other nations to clean it up. As a result, 200,000 people became citizens and the campaign reached half a billion people.
In the MOBILE LIONS the Grand Prix went to ‘Corruption Detector’ by Grey Brazil, São Paulo for Reclame Aqui, Brazil. ‘The Corruption Detector’ aimed to be a public consultation tool for the recent 2018 Brazilian elections. Using Microsoft’s facial recognition technology with 98% accuracy, the Corruption Detector identifies photos of politicians and instantly brings up on the screen which corruption or administrative processes he/she responds to in court.
In the PRINT & PUBLISHING LIONS the Grand Prix winner was ‘Tagwords’ by Africa, São Paulo for Ab Inbev, Brazil.
“The Grand Prix was a print ad that was pure – there was nothing wasted on the page. It looked perfect, yet it was intriguing. It shows the way forward for print – demonstrating the blend of mediums that can coexist to present more powerful messages,” said Print & Publishing Lions Jury president: Kate Stanners, Chairwoman & Global Chief Creative Officer, Saatchi & Saatchi.
In the OUTDOOR LIONS two Grand Prix awards were awarded. First to the “Follow the Arches” campaign by Cossette, Toronto for McDonald’s Canada. In the “Follow the Arches” campaign, the iconic arches have been deconstructed and transformed into directional billboards, meant to give consumers a nudge in the right direction. The campaign features sections of the golden arches logo as the only graphic element, paired with a simple instructional line, allowing them to work anywhere in the world with any language and be immediately recognizable as the brand.
The second Grand Prix went to ‘The Daily Show Presents: The Donald J. Trump Presidential Twitter Library’ by Comedy Central, New York and 23 Stories X Conde Nast, New York for Comedy Central.
Over a weekend in New York Comedy Central hosted a “Donald J. Trump Presidential Twitter Library” pop up museum. The museum tour includes Framed Trump tweets on the wall, a Trump nickname generator and a replica of the Oval Office.
In the RADIO & AUDIO the Grand Prix was awarded to ‘Soccer Song for Change’ by Ogilvy Cape Town for Ab-Inbev Africa, South Africa.
Brave women took to the field at the #SowetoDerby in South Africa on the 3rd March 2018, to perform popular soccer song Masambe Nono, like you’ve never heard it before. The lyrics were changed to tell a story of a woman who suffers from abuse after her husband comes home from a soccer match. Being under the influence of alcohol is not an excuse, a team losing a match is not an excuse.
“The Grand Prix work is a song that will really make a change and an impact on the world,” said Radio & Audio Lions Jury president: Jo McCrostie, Creative Director, Global
