CANNES — The Creative Effectiveness Lions Grand Prix went to Leo Burnett Chicago for turning Van Gogh’s ‘Bedroom’ painting into reality for the Art Institute of Chicago. 

The campaign ‘Van Gogh’s Bedroom Let Yourself In’ involved recreating the artist’s famous painting into a temporary art exhibition to promote a comprehensive exhibit on his work. The ‘Bedroom’ was advertised on ‘Room for Rent’ posters in train stations and newspapers. It was also listed on Airbnb and was made available to guests for $100 per night. The reproduction itself was not meant to be a profit-generating activity, but was created to generate buzz — and buzz it did make on social media. 

adobo Magazine caught up with Jonathan Mildenhall, Chief Marketing Officer of Airbnb and Creative Effectiveness jury president to give his insights on the deliberation process and selection of the Grand Prix winner. Watch his take below. 

The category further produced five Gold Lions, with two coming from India, namely BBDO India’s ‘Ariel Share the Load’ for P&G India and Leo Burnett India’s Bajaj V – The Nation’s Bike for Bajaj Auto Ltd. Six Silver Lions were given away as well as eight Bronze Lions. See full list of winners below:

2017 Cannes Lions Creative Effectiveness Winners by adobo magazine on Scribd