CANNES FRANCE – Cannes Lions has announced the award winners in the penultimate day of Cannes Lions Live, running from 21-25 June 2021. The Brand Experience and Activation Lions, Creative Business Transformation Lions, Creative eCommerce Lions, Creative Effectiveness Lions, Mobile Lions, Innovation Lions, and Radio & Audio Lions winners were all announced in the Awards Show, streamed from Cannes, France.
Experience Track, in partnership with Amazon
In the Brand Experience and Activation Lions, honouring creative, comprehensive brand building through experience design, activation, immersive, retail and 360° customer engagement, 75 Lions were awarded by the jury from 2,352 entries received: 11 Gold, 19 Silver and 43 Bronze. The jury awarded two Grands Prix: ‘True Name’ for Mastercard, McCann New York, USA, the campaign that empowered transgender and nonbinary cardholders to use their True Name®. Jury President, Vicki Maguire, Chief Creative Officer, Havas, UK, described it as a piece of work that “touches you, that hits something, that you feel before you actually comprehend it.” The second Grand Prix – the third of the week for this work – was presented to ‘Stevenage Challenge’ by DAVID, Madrid / DAVID, Miami for Burger King.
The new Creative Business Transformation Lions, which celebrate the creativity that drives businesses forward received 202 entries and awarded 9 Lions: 1 Gold, 3 Silver and 4 Bronze. The inaugural Grand Prix went to ‘Act for Food’ by Marcel, Paris for Carrefour, a worldwide programme of actions for the food transition to improve health and make our food system better for farmers and the planet.
In the Creative eCommerce Lions, which recognise creative, commercial ecommerce, payment solutions and innovation, 336 entries were received and 15 Lions presented: 2 Gold, 4 Silver and 7 Bronze. Two Grands Prix were awarded to: ‘Tienda Cerca’ by draftLine, Bogota, Colombia, for AB InBev, a hyper-local ecommerce platform supporting small businesses and consumers through the pandemic. The second Grand Prix went to: FCB Inferno, London’s ‘Raising Profiles’ for The Big Issue / LinkedIn, which connected Big Issue magazine sellers with customers through the LinkedIn platform during lockdown.
Communication Track, in partnership with Microsoft
In the Mobile Lions, celebrating device-driven creativity, 898 entries were received and 34 Lions awarded: 7 Gold, 11 Silver and 15 Bronze. A second Grand Prix of the week was awarded to ‘Naming the invisible by Digital Birth Registration’ by Telenor Pakistan, Islamabad / Ogilvy Pakistan, Islamabad, for Telenor Pakistan. Mobile Lions Jury President, Andrew Keller, VP, Global Creative Director, Facebook, called it a “beautifully ambitious project” adding: “I love that the work is sustainable, this isn’t a campaign that’s here today, gone tomorrow, it’s something that’s going to drive continued change for Pakistan in an incredibly powerful way and we were all blown away and beyond inspired by this piece.”
The Radio & Audio Lions, celebrating creativity that is wired for sound, received 886 entries and 34 Lions were honoured: 6 Gold, 9 Silver and 14 Bronze. The Grand Prix went to ‘SICK BEATS’, by Area 23, an FCB Health Network Company, New York for Woojer, which also took the Pharma Grand Prix as the first music-powered airway clearance vest revolutionizing therapy for children with cystic fibrosis.
From 161 entries received in the Innovation Lions, which honour ground-breaking innovation, technology and problem solving, 5 Lions were awarded: 1 Silver, 3 Bronze and the Grand Prix went to ‘Degree Inclusive’ by Wunderman Thompson, Buenos Aires for Unilever, this innovative deodorant is designed specifically for people with visual impairment and upper extremity impairment.
The Creative Effectiveness Lions that celebrate the measurable impact of creative work, received 141 entries and 11 Lions were awarded: 3 Gold, 3 Silver and 4 Bronze. The Creative Effectiveness Grand Prix went to ‘Nike Crazy Dreams’ by Wieden+Kennedy, Portland for Nike.
Across Cannes Lions Live, today’s content highlights include The Daily Agenda / History In The Making: End Malaria Now with Malaria No More UK and Dentsu discussing how they leveraged creativity and collaboration to tackle humanity’s oldest and deadliest disease. In the Virtual Experience platform, Amazon presents ‘From Sapiens to Amazon: How Storytelling Shapes Society and Marketing’ with Amazon’s Neil Lindsay and Sapiens author Yuval Noah Harari, discussing the transformative power of storytelling to progress societies and brands.
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