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Asian agencies score 3 Golds on Day 3 of Cannes Lions; Kazakhstan wins its first Lion in History

CANNES, FRANCE — Agencies from India, Tokyo, and Kazakhstan have won one Gold Lion each in the third awards night of the Cannes Lions International Festival of Creativity, where winners of the Creative B2B, Creative Data, Direct, Media, PR, and Social & Influencer Lions were announced.

“Turf Finder”

Agency: Leo Burnett Mumbai
Client: Gatorade

Leo Burnett Mumbai won a Gold Lion in the Creative Data Lions for its path-breaking tech innovation that it developed in partnership with Google Maps. The work analyzed 20 years’ worth of historical traffic data in the country, as well as real-time insights, so that they can predict when roads will go empty – becoming open spaces to drop the turf and play for everyone.

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“NO SMILES”

Agency: TBWA\ Hakuhodo Tokyo
Client: McDonald’s

TBWA\ Hakuhodo Tokyo brought home Japan’s first Gold Lion from this year’s Cannes Lions for its work “No Smiles” for McDonald’s. The campaign, which won in the Social & Influencer Lions, successfully addressed McDonald’s Japan’s challenge to engage the Gen Z who no longer resonated with the brand’s proud tradition of offering free “smiles” on the menu.

The work was recognized for its disruptive collaboration with a popular J-Pop artist Ano to produce an original track singing the Gen Z’s desire to express themselves, and the brand’s commitment to encourage authenticity in the workplace for all.

“THE NATIONAL SPORT OF KAZAKHSTAN”

Agency: GForce, Almaty
Client: Ruh Fighting Championship

Asia’s last Gold Lion of the night was a historic one – as it was Kazakhstan’s first-ever win at Cannes Lions. The work by agency GForce Almaty entitled “The National Sport of Kazakhstan” won Asia’s second gold in the Social & Influencer Lions. The social work stemmed from the insight that most men in Kazakhstan actually don’t care about the problem of domestic violence and prefer not to speak about it. But the thing they really care about and love to talk about is ultimate fighting sports! So GForce, in partnership with Ruh Fighting Championship (RFC) brought domestic violence from the kitchen to the professional MMA ring.

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