As the 2010 Cannes Lions drew to a close, the most awaited results of the competition were announced. Crispin Porter + Bogusky’s campaign for Best Buy’s “Twelpforce” was awarded the Titanium Grand Prix, and Wieden+Kennedy Portland’s “Livestrong” for the Nike Livestrong Foundation was chosen as the Grand Prix winner of the Integrated Lions.
There are no categories in both Titanium and Integrated. However the Titanium Lions gives its top honor to the ad or campaign that is considered the most breakthrough idea of the year. The Integrated Grand Prix is presented to the idea that conveys its message seamlessly and effectively across many media.
CPB’s “Twelpforce” was an interesting experiment in marketing Best Buy’s geeky customer support, also known as the “blue shirts”, on Twitter. Would helping customers online bring them into the store, or reinforce their inertia?
Wieden+Kennedy’s campaign for the Nike Livestrong Foundation combined Lance Armstrong’s advocacy, the Tour de France, social media and a extremely slow robot named “Chalkbot”. In its presentation, the W+K team wrote:
“Cancer affects us all. It’s about finding your bike, whatever that may be. It’s about competing in your own personal Tour de France. It’s about you. ‘It’s About You’ was the theme of our campaign, and a call to action that tied together many different pieces. We created an inspirational film series, a Lance Armstrong ‘Just Do It’ commercial, bold print and OOH , as well as a new medium: The Chalkbot. The Chalkbot allowed the world to see their words of memoriam, hope and courage chalked onto the roads of the Tour de France. The campaign is about hope, strength, and It’s About You.”
In addition to the two grand winners, four other ads were honored with Gold Lions:
- a Titanium Lion for IKEA “Facebook Showroom” by Forsman & Bodenfors Gothenburg SWEDEN
- JFK Presidential Library “We choose the moon” by The Martin Agency USA
- The Metropolitan Police Force “Choose a different ending” by Abbot Mead Vickers BBDO UK
- Gatorade “Replay” by TBWAChiatDay LA USA
There were no Asian entries in the Titanium & Integrated Shortlist.
