France – Cannes Lions 2015 has just announced the first set of winners tonight, handing out a total of 335 Lions. A total of 4 Grand Prix winners were honored for Mobile, Press, Promo & Activations and Direct categories.
Mobile Lions Grand Prix: Google Cardboard
Google’s answer to the rapidly growing world of virtual reality (VR) is literally made out of cardboard. Using a pair of glass lenses, Google Cardboard can turn just about any Android or iOS device into a VR viewer, working in tandem with an app.
It’s cheap and unassuming but the concept impressed the jury for bringing this novel yet promising technology to the masses. “It’s a game changer. It democratizes the VR technology. In the future, will allow the brand to engage, says Joanna Monteiro, Vice President Creative Director for FCB Brazil and Mobile Jury President.”
A total of 57 Mobile Lions has been awarded this year, with the US taking the lead with 23 awards. Lisnr from R/GA New York was the second Grand Prix contender, Monteneiro shares with adobo:
“We came down to a debate. There was a lot of love for cardboard but it was not a completely unanimous decision. Both are enablers. Lisnr solves how to connect people in a physical environment, beautifully done and in an elegant way while Google Cardboard had mass impact. We expect client conversations on the back of Cannes after this.
Asia Pacific nabbed 9 out of the 57 Lions for Mobile.
M&C Saatchi Sydney’s campaign ‘Clever Buoy’ for Optus Network, the world’s first shark detection buoy won Australia, the leading country in the region, a Gold Lion for Mobile. The campaign aims to alert Australian beach goers if there is any threat of a shark attack.
Meanwhile, Colenso BBDO Auckland’s campaign ‘Found’ for Pedigree scooped a Silver Lion. ‘Found’ is a real time app that helps owners find their lost dogs. In a few clicks, the app sends a lost dog alert containing photos and description of the dog to the people around the area where it was last seen.
Cheil Worldwide’s Samsung ’Look at Me’ app that helps children with autism make eye contact also scored a Silver Lion.
Press Lions Grand Prix: The Community – “Never Stop Riding” for The Buenos Aires Public Bike System
A total of 78 Press Lions has been awarded this year, with The Community (formerly La Comunidad) from Miami taking the Grand Prix for a zany ad about Buenos Aires City’s new 24/7 automatic bicycle system.
Despite doomsayers on the decline of print, Pablo Del Campo, Worldwide Creative Director for Saatchi & Saatchi and Press Lions jury president, said that 10 gold Lions in the category is “an incredible example of creativity” despite the odds
“If you dominate in print you can do it in other media,” he adds.
Also vying for the top spot was Coca-Cola’s “Together Love” and “Together Peace” via Ogilvy Paris, but Del Campo said that the Buenos Aires ad eventually won the jury over for “stepping outside the comfort zone.”
“We were close to rewarding it but we found the bicycle campaign is braver. Another discussion was to find transformational ideas in print. That’s really hard in print.”
Out of the 17 entries from 7 countries in Asia Pacific, Australia scooped the sole Gold Lion for Colenso BBDO Auckland’s ‘A cream that gives you wrinkles’ for Skinfoods/New Zealand Breast Cancer Foundation. It’s a cream that gives wrinkles because it saves and lengthens women’s lives by helping them spot the signs of cancer. When women apply the cream to their breasts regularly, the cream helps them look and feel for any changes which they can immediately tell their doctors about.
Meanwhile, the region took home 4 Silver Lions for McCann Worldgroup India’s campaigns, ‘French Horn’, ‘Flugelhorn’ and ‘Saxophone’ for Dabur Gastrina, and ‘Puddle’ and ‘Basement’ for Essel Group, Grey Worldwide India/Marury Grey Guayaquil’s campaign, ‘DHL Hands’ for DHL, and BBDO Proximity Thailand’s campaign for Thai Air Asia, ‘Beach’, ‘Mountain’, ‘Waterfall’.
Promo & Activation Lions Grand Prix: Grey London for Volvo Lifepaint
While the US took home 23 out of the 117 Lions in this category, the UK got the distinction for winning the Grand Prix via Grey London and their work with Volvo LifePaint – a wash-off reflective paint that aims to curb nighttime cycling accidents in the country.
“I talked to the jury about finding work that uplifted creativity. To look beyond. Something that moves the category to a new level. Make the world a safer and better place,” said Matt Eastwood, Worldwide Chief Creative Officer at JWT and Promo & Activation Jury president.
“On the Grand Prix, it is incredibly elegant. It is in line with Volvo’s strategic direction for safety. Evidence of Volvo as a brand with a purpose. The safety of people made the brand feel it cared about humanity. It lifted the brand to a higher level. It hit the two things that we were looking for.”
DDB Singapore’s campaign for Starhub, ‘4G4Good’, that converts unused data into cash donations to charities scooped the single Gold Lion out of the 17 winners from the region.
Meanwhile, Colenso BBDO Auckland’s campaign, ‘K9FM’, an FM radio station that’s created especially for dogs, and a recent Black Pencil winner scored a Silver Lion.
The agency also won another Silver Lion for Volkswagen ‘Reduce Speed Dial’, a safety innovation that aims to disrupt the behavior of the motorist every time they consider speeding by replacing the dial of the standard speedo with a design that was personally hand written by a loved one.
A Silver Lion was also awarded to GPY&R Brisbane for its campaign ‘Melanoma Likes Me’ and to Ogilvy & Mather Singapore for ‘Mums and Maids’.
Direct Lions Grand Prix: Grey New York for Volvo’s “The Greatest Interception Ever”
While most brands shelled out millions to have broadcast ads during the Super Bowl, Volvo decided to run a social campaign with a new car up for grabs. Every time a car TV ad shows up, viewers are encouraged to nominate the lucky owner of a new Volvo XC60 with the hashtag #VolvoContest.
“We were looking for work that was pushing the boundaries of what is direct. What is direct? There are changes in the category right now as seen from the work. I am proud of the work that made it to the shortlist,” Judy John, Leo Burnett CEO & Chief Creative Officer and Direct Lion jury president.
Commenting on the Grand Prix winner, she explained: “It has a social conversation about Volvo.
It was smart, strategic, creative and real time. Superbowl was all about big commercials. Volvo zagged by creating conversations online. We picked it because it really pushed the definition of what we consider direct.”
The contender for the top prize was #HandsOff, a much-publicized campaign around Europe for adult entertainment brand Marc Dorcel.
“We worked until1 am. It was a split jury. Both are big industries. Trying to get you to buy subscription to buy high quality porn… the concept was so direct. You had to try the product. All you want and keep your hands on the key board. That and Volvo very different examples. In two big industries. It was like comparing an apple and a banana.”
Asia Pacific only took a measly 5 spots out of the 83 winners for Direct Lions.
Gold Lion winner for Promo & Activation, ‘4G4Good’ by DDB Singapore took home a Bronze for Direct.
D&AD Black Pencil winner, ‘K9FM’ by Colenso BBDO Auckland / Clemenger BBDO Melbourne which scooped a Silver Lion for Promo & Activation also got a Bronze Lion for Direct.