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Cannes Lions 2022: 23 entries from Asia-Pacific shortlisted under Direct Lions

CANNES, FRANCE – The Cannes Lions International Festival of Creativity 2022 announced the shortlist for the Direct category, with 23 entries from the Asia-Pacific region.

A02 (Consumer Goods)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
SAMSUNG ITEST
SAMSUNG
SAMSUNG OS
DDB NEW ZEALAND, Auckland / TRIBAL AOTEAROA, Auckland
NEW ZEALAND

A09 (Not-for-profit / Charity / Government)

Sponsor
Title
Brand
Product / Service
Entrant / Idea Creation
Location
DAVID’S UNUSABLES
MOTOR NEURONE DISEASE ASSOCIATION NZ
CHARITY
SPECIAL, Auckland
NEW ZEALAND
CHATPAT
SOS CHILDREN’S VILLAGES INDIA
SOS CHILDREN’S VILLAGES INDIA
KINNECT, Mumbai / FCB INDIA, Delhi / FCB INDIA, Delhi / FCB CHICAGO
INDIA

C01 (Data-Driven Direct Strategy)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
STATE MISTAKE REPORT
STATE
STATE
COLENSO BBDO, Auckland
NEW ZEALAND

C02 (Data-driven Targeting)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
SHAH RUKH KHAN-MY-AD
CADBURY CELEBRATIONS
CADBURY CELEBRATIONS
OGILVY, Mumbai
INDIA

C03 (Use of Real-time Data)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
ACTION AUDIO
TENNIS AUSTRALIA
ACTION AUDIO
AKQA, Melbourne
AUSTRALIA

C04 (New Realities & Voice-activation)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
ACTION AUDIO
TENNIS AUSTRALIA
ACTION AUDIO
AKQA, Melbourne
AUSTRALIA

C05 (Immersive Experiences & Other Technology)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
ACTION AUDIO
TENNIS AUSTRALIA
ACTION AUDIO
AKQA, Melbourne
AUSTRALIA

C06 (Gaming)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
GAMER ASYLUM
ARTOTEL GROUP
HOTELS
OGILVY, Singapore
SINGAPORE

D01 (Use of Digital Platforms)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
SHAH RUKH KHAN-MY-AD
CADBURY CELEBRATIONS
CADBURY CELEBRATIONS
OGILVY, Mumbai
INDIA
BEYOND BINARY CODE
SPARK
SPARK
COLENSO BBDO, Auckland
NEW ZEALAND

D02 (Use of Mobile)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
SAMSUNG ITEST
SAMSUNG
SAMSUNG OS
DDB NEW ZEALAND, Auckland / TRIBAL
AOTEAROA, Auckland
NEW ZEALAND

E01 (Copywriting)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
REJECTED ALES
MATILDA BAY
MATILDA BAY ORIGINAL ALE
HOWATSON + COMPANY, Sydney
AUSTRALIA

E02 (Art Direction / Design)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
AUDIO AD YOU CAN SEE
DEFENCE FORCE RECRUITING
ROYAL AUSTRALIAN NAVY
VMLY&R, Melbourne
AUSTRALIA

E03 (Experience Design)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
SAMSUNG ITEST
SAMSUNG
SAMSUNG OS
DDB NEW ZEALAND, Auckland / TRIBAL
AOTEAROA, Auckland
NEW ZEALAND

E04 (Launch / Re-launch)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
REJECTED ALES
MATILDA BAY
MATILDA BAY ORIGINAL ALE
HOWATSON + COMPANY, Sydney
AUSTRALIA

F03 (Single-market Campaign)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
THE AD BREAK CHAMPIONSHIP – GTI HIJACK
VOLKSWAGEN
VOLKSWAGEN GOLF GTI
DDB, Sydney
AUSTRALIA
DAVID’S UNUSABLES
MOTOR NEURONE DISEASE ASSOCIATION NZ
CHARITY
SPECIAL, Auckland
NEW ZEALAND

F04 (Social Behaviour)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
SHAGUN KA LIFAFA
UJJIVAN SMALL FINANCE BANK
PROMOTING JOINT ACCOUNTS AMONG WOMEN
McCANN INDIA, Mumbai
INDIA

F05 (Cultural Insight)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
THE NOMINATE ME SELFIE
POLITICAL SHAKTI + THE TIMES OF INDIA
PUBLIC PRESSURE GROUP
FCB INDIA, Delhi / FCB CHICAGO
INDIA
UNBOX ME
UNAIDS
UNAIDS
FCB INDIA, Delhi / FCB CHICAGO
INDIA

F06 (Breakthrough on a Budget)

Title
Brand
Product / Service
Entrant / Idea Creation
Location
THE NOMINATE ME SELFIE
POLITICAL SHAKTI + THE TIMES OF INDIA
PUBLIC PRESSURE GROUP
FCB INDIA, Delhi / FCB CHICAGO
INDIA
CHATPAT
SOS CHILDREN’S VILLAGES INDIA
SOS CHILDREN’S VILLAGES INDIA
KINNECT, Mumbai / FCB INDIA, Delhi / FCB INDIA, Delhi / FCB CHICAGO
INDIA

View the full shortlist here:

Founded in 1954, the Cannes Lions International Festival of Creativity is the home of great ideas. For over 68 years, Cannes Lions has served as a convening force for the global creative community. The Lions, the industry’s most prestigious, coveted creative accolade, receive thousands of entries every year. The work is judged by over 400 authoritative, respected creative leaders before the winners are showcased and awarded at the nightly awards shows.

The winners of the Lions will be announced at evening Award Shows taking place throughout the Festival, from June 20-24, 2022. Further information on how to be a part of the Cannes Lions can be found on the official website.

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