CANNES, FRANCE — The humble Philippine pineapple leaves were one of the things that caught eyes on the global stage during the Cannes Lions International Festival of Creativity 2022.
“Piñatex” by L&C New York for Dole Sunshine Company and Ananas Anam was one of the big winners of the festival, bringing home six accolades:
- 1 Grand Prix under Creative Business Transformation Lions
- 2 Golds under B2B and Design Lions
- 1 Silver under B2B Lions
- 2 Bronze under Innovation and SDG Lions
As one of the largest producers of pineapples in the world, the Philippines also produces thrice the agricultural waste for every ton of the fruit harvested. Dole Sunshine Company made use of their plantation and facilities in South Cotabato to provide Ananas Anam with more access to pineapple leaves, thereby addressing the environmental problems and increase the social impact among the farmers.
Piñatex was an innovation created by Dr. Carmen Hijosa, a leather specialist who after learning of the harmful effects of leather production, decided to design a responsible, honest and ecological non-fabric substitute. The materials are sourced in the Philippines and finished in Spain and the UK.
“This is an initiative that involves the entire business and is not limited to a campaign or communications alone. This involves every part of our organization — our supply chain, procurement, R&D, our farms, and of course our partners Ananas Anam,” said Dole Sunshine Company’s Global Head of Communications Ranjit Jathanna.
Through Dole and agency L&C New York, Piñatex has been used by hundreds of brands in over 80 countries including fashion giants Hugo Boss, Nike, and H&M.
“They basically converted trash to profit,” said MRM Global Chief Creative Officer Ronald Ng, who headed the jury for the Creative Business Transformation Lions.
Ng added that the category is about implementing transformation in different ways and giving it to the world in beautiful ways, a feat that was indeed achieved by Piñatex at the top of adding more revenue to Dole Sunshine Company.
On winning multiple metals, Jathanna said, “This business transformation takes creativity at the convergence of People, Planet and Prosperity, all thriving together rather than at the cost of one of the other. We could not be more proud to see this recognized at Cannes Lions!”
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 were 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.