CANNES, FRANCE — Cannes Lions International Festival of Creativity has wrapped up the fourth day of the week-long celebration of creative communications innovations and works across the world, and with that, comes a new batch of winners of this year’s awards. On day four of the festival, the winners for categories under the Experience and Strategy sections were announced.
These two sections account for a total of seven categories; Brand Experience & Activation, Innovation, Mobile, Creative Business Transformation, and Creative Commerce are under the Experience section while Creative Effectiveness and Creative Strategy fall under Strategy. Among the metal-winning works for these categories are entries that came from agencies in Asia countries, particularly Saudi Arabia, India, South Korea, Turkey, UAE, Japan, and China.
Two Asia agencies even went home from day four with a Grand Prix to their name.
One of these big winners is Wunderman Thompson Riyadh, which scored a Creative Commerce Grand Prix with “The Subconscious Order” for the HungerStation app. This is a feature that can recognize when a customer is experiencing decision fatigue and, through AI, gives them a narrowed-down list of options of what they are actually subconsciously craving.
Meanwhile, India-based Ogilvy Mumbai earned a Creative Effectiveness Grand Prix with “Shak Rukh Khan-My-Ad” for Mondelez. Via machine learning, this campaign empowered smaller businesses without big budgets for advertising to craft their own ads. And not just any ads, but ads that featured Bollywood star Shah Rukh Khan vouching for their business.
Here’s a full list of Asia winners across the seven categories:
Brand Experience & Activation
Use of Mobile and Devices
- GOLD – “Knock Knock” by Cheil Worldwide for Korea National Police Agency
Customer Retail / In-store Experience
- BRONZE – “Is That Heinz?” by Wunderman Thompson Turkey for Heinz
Guerrilla Marketing & Stunts
- BRONZE – “The Heinzjack” by FP7 McCann for Heinz
Launch/Re-launch
- GOLD – “Airtel 175 Replay” by Leo Burnett Mumbai for Airtel Telecommunications
Corporate Purpose & Social Responsibility
- BRONZE – “Suraksha Ka Teeka” by Dentsu Creative Gurgaon for Mortein
Innovation
Scalable Innovation
- BRONZE – “Lay’s Smart Farm” by Leo Burnett Mumbai, Pepsico Gurgaon, and Cropin Bangalore for Lay’s
Product Innovation
- GOLD – “Shellmet” by TBWA\Hakuhodo Inc. for Koushi Chemical Industry Co. LTD.
Creative Business Transformation
Operational Transformation
- SILVER – “Corona Extra Lime” by Draftline Shanghai for Corona
Company Culture
- GOLD – “Well-Being Index” by Dentsu Inc. Tokyo for Nikkei Inc.
Product
- BRONZE – “Shellmet” by TBWA\Hakuhodo Inc. for Koushi Chemical Industry Co. LTD.
Venture Models & Corporate Innovation
- SILVER – “Lay’s Smart Farm” by Leo Burnett India for Lay’s
Creative Commerce
Targeting, Insights, and Personalisation
- GRAND PRIX – “The Subconscious Order” by Wunderman Thompson Riyadh for HungerStation
Metaverse, New Realities, & Emerging Tech
- BRONZE – “KFC Re:Store” by Dentsu Creative Shanghai for KFC
Social Behaviour & Cultural Insight
- SILVER – “Self Check-Out” by Leo Burnett Dubai for K-Lynn
- BRONZE – “Time to Read” by Saatchi & Saatchi Dubai for Kinokuniya
Creative Effectiveness
Single Market
- SILVER – “Shak Rukh Khan-My-Ad” by Ogilvy Mumbai for Mondelez
Re-Brand
Market Disruption
- GRAND PRIX – “Shak Rukh Khan-My-Ad” by Ogilvy Mumbai for Mondelez
Creative Strategy
Healthcare
- BRONZE – “The Missing Chapter” by Leo Burnett Mumbai for P&G Whisper
Corporate Purpose & Social Responsibility
- BRONZE – “The Elections Edition” by Impact BBDO for AnNahar Newspape
Experience and Relationship Models
- SILVER – “Self Check-Out” by Leo Burnett Dubai for K-Lynn
