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Cannes Lions 2022: Grand Prix Showcase — Check out all the winners from USA and Latin America

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.

Here are all the winners from USA and Latin America:


WeCapital and DDB Mexico helping low-income women and small businesses establish financial and economic autonomy 

Obtaining a record total of three Grand Prix, WeCapital and creative agency DDB Mexico established, 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

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

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

“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

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

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”

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

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

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

“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

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. 

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. 

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.

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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