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Cannes Lions 2022: Grand Prix Showcase — All the winners from this year’s Lions Festival

MANILA, PHILIPPINES — The Cannes Lions International Festival of Creativity 2022 has announced the winners of the Grand Prix award, the highest award bestowed upon the entries submitted in the festival.

A total of 31 campaigns were awarded the Grand Prix across nine major categories, with entries from North and South America taking the lead, bagging a total of 14 Grand Prix awards, followed by 10 entries from Europe, 5 entries from Asia-Pacific, and 2 entries from Middle East and Africa regions.

Winners from USA and Latin America:

WeCapital and DDB Mexico helping low-income women and small businesses establish financial and economic autonomy 
Grand Prix for Glass: The Lion For Change, Grand Prix: Social & Influencer, and Grand Prix: Creative Data

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Obtaining a record total of three Grand Prix, WeCapital and creative agency DDB Mexico established Datatienda.mx, a website that collected information from neighborhood businesses and used it to create a credit history that secures them with the banks and allows them to obtain microcredits, financial inclusion, and economic autonomy. The campaign is awarded the Grand Prix for Glass: The Lion For Change, Social & Influencer (Media and Entertainment), and Creative Data (Data-Driven Consumer Product).

Apple’s Escape from the Office by SMUGGER Central LA
Grand Prix: Film (Consumer Services / Business to Business)

Produced by SMUGGER Central LA, “Escape from the Office” follows an unlikely gang of underdogs as they skip out on their evil boss, come up with a product, and grow it into a booming small business. Thanks to various Apple devices, and a suite of business apps, the team manages to find its footing. Because when you stick together — and your devices work together — you’ll always find a way, in the office or not. The campaign is awarded the Grand Prix for Film (Consumer Services / Business to Business).

“Backup Ukraine” by Virtue Worldwide for Polycam X Unesco
Grand Prix: Digital Craft (Real-time Contextual Content)

The Grand Prix for Digital Craft (Real-time Contextual Content) went to “Backup Ukraine” by Virtue Worldwide for Polycam X Unesco. The platform is used to preserve Ukrainian heritage where no bombs can reach. This is done by scanning buildings and monuments as 3d models using just one’s phone, which will then be stored in an open and secure online archive.

Wunderman Thompson’s “Speaking in Color” for Sherwin-WIlliams
Grand Prix for Creative B2B (Brand Experience)

“Speaking in Color” is an AI-powered tool that allows its users to find the perfect hue by describing it and narrowing it down by voice function. The campaign is seen as a major evolution and is expected to be a gamechanger in developing new colors. Developed with Wunderman Thompson, the web app aims to create one of the largest color libraries in the world. The campaign is awarded the Grand Prix for Creative B2B (Brand Experience).

“Less Talk, More Bitcoin” for Coinbase by Accenture Song
Grand Prix: Direct (Use of Broadcast)

Coinbase’s Super Bowl ad ideated by Accenture Song was definitely the talk of the town, winning the Grand Prix for Direct (Use of Broadcast). Knowing how connected viewers are to their smartphones – whether they’re watching, betting, or more — the brand leaned in with a mobile-first execution and a direct consumer journey: scan the QR code bouncing on the TV with your phone to get the Coinbase app and then be rewarded with Bitcoin.

“This is Not America” by Doomsday Entertainment and Sony Music Latin for Residente
Grand Prix: Entertainment Lions for Music 

Bagging the Entertainment Lions for Music Grand Prix, Residente’s “This is Not America” paints the backdrop of America’s political climate. Created by Doomsday Entertainment and Sony Music Latin, the film offers imagery of gun violence, hunger, police brutality, and capitalism.

L&C New York, Dole Sunshine Company, and Ananas Anam create “Piñatex”
Grand Prix: Creative Business Transformation


As an alternative means to real leather, Dole Sunshine Company and Ananas Anam launched
“Piñatex” made from discarded pineapple leaves. The textile is environmentally friendly and is sourced from natural resources as opposed to the plastic ones vegan leathers use. The green answer to leather, Piñatex is one of Dole’s initiatives to be zero-waste by 2025. The sustainable effort was awarded a Grand Prix for Creative Business Transformation.

Stop, it’s chicken time! By Leo Burnett Chicago and Wingstop
Grand Prix: Creative Commerce (Brand Strategy)


As a response to the chicken wings shortage in America, restaurant Wingstop renamed itself to “Thighstop,” offering an alternative to the beloved chicken part. The company also changed its menu, packaging, and commercials to put the word thigh where wings once were. Conceptualized by Leo Burnett Chicago, this effectively hacked their own brand and catapulted them to social media stardom, thanks to rapper Rick Ross who starred in their new spot advertising the chicken thighs. This campaign was awarded the Grand Prix for Creative Commerce (Brand Strategy).

“Real Tone” by Google and Wieden + Kennedy
Grand Prix: Mobile (Advanced Learning Technologies)


Google’s latest innovation is the result of collaboration with different photographers and image experts to drive inclusivity in one of the most basic features of smartphones: its camera. Thousands of photos of people of color were taken under different lighting conditions and the result is a product that captures the nuances of all skin tones equally.  The global campaign earned a Grand Prix for Mobile (Advanced Learning Technologies).

“Save Ralph,” a look into the (cruel) life of an animal lab tester by The Humane Society of the United States
Grand Prix for Good

“SAVE RALPH” is a powerful stop-motion animation short film for The Humane Society of the United States featuring Oscar winner Taika Waititi as the voice of Ralph, who is being interviewed for a documentary as he goes through his daily routine as a “tester” in a lab. The campaign’s efforts to stop animal lab testing have obtained them the Grand Prix for Good.

Hip-Hop Public Health makes nutrition literature more fun for kids
Lions Health and United Nations Foundation Grand Prix


The Lions Health and United Nations Foundation Grand Prix for Good winner is “Lil Sugar—Master of Disguise” by Hip-Hop Public Health
(HHPH). The campaign used rap, storytelling, and gaming to help children understand nutrition literature. Excess sugar consumption has contributed to obesity and type 2 diabetes among children. Through the use of the song and the music video, co-written and performed by Darryl DMC McDaniels from Run-DMC, Lil Sugar was exposed in his many disguises and drove audiences to install the Lil Sugar app on their phone after watching.

Dell and VMLY&R New York store your voice in a book
Grand Prix: Pharma Lions


Pharma Lions Grand Prix winner “I Will Always Be Me” by VMLY&R New York for Dell Technologies & Intel is a
“book that banks your voice,” created for people with Motor Neurone Disease, a terminal illness that causes people to develop difficulties in speech. Through this, they can bank their voices through reading the book out loud, with all the syllables needed to create an accurate copy of their voices present throughout the story. These recordings are processed to create a digital voice, which can be used through an assistive speech device.

FCB’s “Contract for Change” for Michelob Ultra 
Grand Prix: Creative Effectiveness 


Awarded the Creative Effectiveness Grand Prix, FCB Chicago/New York’s “Contract for Change” for Michelob Ultra ensures a farmer’s future by giving them a buyer in three years as they transition to organic farming.

Winners from Europe:

4CREATIVE’s “Super. Human.” for CHANNEL 4
Grand Prix: Film (Media/Entertainment)

Bagging the Grand Prix for Film (Media/Entertainment), public service broadcaster Channel 4, together with creative agency 4CREATIVE London splits the highly influential “Superhumans” campaign in two to bring out the Paralympians’ human side. Because what sets these athletes apart is not their disability, but the human qualities of obsession, competition and sacrifice that they take to the next level.

FCB Lisbon reformulates the Portuguese Constitution
Grand Prix: Design (Books)


Winning the Grand Prix for Design (Books), the
“Portuguese (Re)Constitution” is a reformulation of the Portuguese Constitution of 1933, utilizing the blackout poetry technique. Poets and illustrators passed the blue pencil over the constitution until some chosen words were highlighted, emphasizing the freedom of expression. Released on Portugal’s “National Freedom Day,” it is part of the permanent collection of the Museum of Aljube for Resistance and Freedom in Lisbon.

PENNY asks what you really want for Christmas
Grand Prix: Film Craft (Direction)

Serviceplan Munich’s “The Wish” for Penny obtains the Grand Prix for Film Craft (Direction). The film shows a woman and her son having a conversation about what he should get her for Christmas that year. Then, she starts to reminisce about the milestones of his teenage life, which in the end turn out to be mere fantasies, stolen from him by Covid-19.

Watch a film, help restore corals
Grand Prix: Industry Craft (Outdoor) and Media (Use of Large-Scale Ambient Media)

 


AMV BBDO
’s“Hope Reef” for Mars Petcare wins big with two Grand Prix awards for Industry Craft (Outdoor) and Media (Use of Large-Scale Ambient Media). The Hope Reef features handmade star-shaped steel structures to restore coral reefs. Divers will install these to create a stable base for coral fragments to rapidly regrow. Within two days, 500 reef stars will have been installed, and in 20, a hectare of reef can be rebuilt.
 
Grand Prix: Creative Strategy (Retail) and PR (Social Engagement)
 

Produced by WALKIE TALKIE, BBDO Belgium‘s campaign for Decathlon is awarded Grand Prix under the categories of Creative Strategy (Retail) and PR (Social Engagement). With the tagline Sport is Freedom, “The Breakaway: The First eCycling Team for Prisoners” gives the opportunity for inmates to become athletes as they race with other people on the virtual world. The race allows them to take their minds off the bars, prove themselves, and give off their residual energy to a productive sport.

Would you eat a Swede? 

Grand Prix: Entertainment (Fiction Film)


McCann Stockholm’s “Eat a Swede”
for the Swedish Food Federation plays with the idea of cultivating human cells to grow edible meat. Winning the Grand Prix for Entertainment (Fiction Film), the mockumentary garnered impressions worldwide and effectively brought attention to the issue of sustainable food production. This shift can be done as evidenced by Swedish food producers and they aim to share their practices to speed up the road to sustainability.   

R/GA London’s NikeSync App for Nike

Grand Prix: Entertainment Lions for Sport (Diversity & Inclusion in Sport)
 

Bagging the Grand Prix for Entertainment Lions for Sport (Diversity & Inclusion in Sport), “NikeSync” is a digital platform that allows women to harness the power of their cycle to maximize their training accordingly. First sports brand to consider women’s menstrual cycles, Nike utilizes the body physiology to understand what the female body needs for each phase of their cycle. The first-ever cycle syncing training collection is available on the Nike Training Club App.
 
 
 

Being the sole Titanium Lions Grand Prix recipient, ENGINE London’s campaign for the Kiyan Prince Foundation took the act of honoring a deceased athlete to the next level; incorporating pioneering age projection and deep fake technologies in its production. The campaign leveraged brand partnerships, gaming, PR, social and influencer channels in a way that’s totally new. The campaign gained massive engagement as a result.

Winners from Asia-Pacific, Middle East, and Africa:

“The Unfiltered History Tour” by Dentsu Creative India for Vice Media  
Grand Prix: Classic (Radio & Audio) and Experience (Brand Experience & Activation)

This campaign bagged two Grand Prix awards, under the categories of Classic – Radio & Audio Grand Prix and Experience – Brand Experience & Activation Grand Prix. A guerilla tour of the British Museum using Augmented Reality and through the use of Instagram filters, the technology used in filters was re-engineered to scan and identify life-sized 3D artifacts and unfilter centuries of colonial narrative. 

Adidas “Liquid Billboard” with Havas Middle East
Grand Prix: Classic – Outdoor Lions (Cultural Insight)

This campaign won under Classic – Outdoor Lions Grand Prix (Cultural Insight). Made in collaboration with Havas Middle East, the campaign raises the issue of how 32% of women around the world feel uncomfortable swimming in public, with this rate being multiplied three-fold in the Middle East. Turning the women in Dubai into brand ambassadors for their inclusive swimwear line, the campaign reassures that sport is a welcoming platform for all.

“The Elections Edition” by Impact BBDO Dubai for AnNahar Newspaper
Grand Prix: Classic – Print & Publishing

Awarded the Classic – Print & Publishing Grand Prix, this campaign ought to eliminate the excuses from the Lebanese government to keep delaying their national elections by saying that there was a shortage of paper and ink, the newspaper promoted their Elections Edition, where ceased their daily print of issues, and sent the paper and ink that was supposed to be used to the government to print their ballots. “The Elections Edition was the edition that never was, so the election can be.”

 
 
The sole winning entry from Australia, “One House to Save Many” won the Experience – Innovation Grand Prix. To help create more resilient communities, Suncorp with agency Leo Burnett Sydney partnered with industry-leading experts to design, build and test a home resilient to fire, flood, storm, and cyclone.
 

“The Missing Chapter” by Leo Burnett Mumbai’s for Whisper
Grand Prix: Good – Sustainable Development Goals

Under the Good category, this campaign was awarded the Sustainable Development Goals Grand Prix. The campaign is an effort to prevent girls in India from dropping out of school through proper education on period awareness and period management.

 

 
This campaign obtained the Health and Wellness Grand Prix. Life-threatening diseases like dengue and malaria had been at an all-time high in India, and it was found that garbage collection points had become a breeding ground for these diseases. With this in mind, the campaign developed a 100% biodegradable, innovative packaging, killing mosquito larvae disposed of in garbage collection points such as dustbins and stagnant water.
 


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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