CANNES — Once again, McCann New York’s ‘Fearless Girl’ for State Street Global Advisors won a Grand Prix, this time at the Titanium Lions.
The Titanium Lions honors game-changing, provocative, work which “marks a new direction for the industry and moves it forward.”
The ‘Fearless Girl’ campaign which showed the importance of having women in leadership hauled four Grand Prix trophies, including the Titanium Lion Grand Prix.
Under the category, three other campaigns gained the Titanium Lion: MJZ Los Angeles, Black USA, and Frame NY’s ‘My Mutant Brain’ for Kenzo World, ‘Refugee Nation’ by Ogilvy New York for Amnesty International, and 180LA’s ‘Boost Your Voice’ for Boost Mobile.
‘My Mutant Brain’ by MJZ Los Angeles, Black USA, and Frame NY for Kenzo World was unlike the usual perfume ads which portray women (and men) as irresistible, attractive, and sexy. The short film took the audience on a wild “dancing” spree with a woman who decided she finally wanted to break out and show her true emotions. Her actions were strong and her expressions intense. The ad broke the mold by showing that women can and should be allowed to express themselves in any way they want — and this by a brand in a category that mostly thrived in showing beauty and sex appeal.
Ogilvy New York’s ‘Refugee Nation’ for Amnesty International was a campaign built around 10 refugee athletes who competed in the last 2016 Olympics. Since they were displaced from their own countries, who were they going to represent? Amnesty International and Ogilvy New York told their story, created a ‘Refugee Nation’ flag to show they represented all displaced people in the world as well as a call out for awareness and support on this humanitarian crisis.
Boost Mobile’s ‘Boost Your Voice’ by 180LA was already a two-time Grand Prix winner during the past week for Integrated Lions and Promo & Activation Lions. The brand took taking a stand during the elections further by turning hundreds of their stores into actual polling places at a time when many others were shut down because of lack of federal funding. The brand may not have voiced a political ideology, but it did enable citizens to voice theirs.
See details of the winning campaigns here:
2017 Cannes Lions Titanium Winners by adobo magazine on Scribd
