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.
Bagging the Grand Prix for Film (Media/Entertainment), public service broadcaster Channel 4, together with creative agency 4CREATIVE London splits the highly influential “Superhumans” campaign in two to bring out the Paralympians’ human side. Because what sets these athletes apart is not their disability, but the human qualities of obsession, competition and sacrifice that they take to the next level.
Winning the Grand Prix for Design (Books), the“Portuguese(Re)Constitution” is a reformulation of the Portuguese Constitution of 1933, utilizing the blackout poetry technique. Poets and illustrators passed the blue pencil over the constitution until some chosen words were highlighted, emphasizing the freedom of expression. Released on Portugal’s“National Freedom Day,” it is part of the permanent collection of the Museum of Aljube for Resistance and Freedom in Lisbon.
Serviceplan Munich’s“The Wish” for Penny obtains the Grand Prix for Film Craft (Direction). The film shows a woman and her son having a conversation about what he should get her for Christmas that year. Then, she starts to reminisce about the milestones of his teenage life, which in the end turn out to be mere fantasies, stolen from him by Covid-19.
AMV BBDO’s“Hope Reef” for Mars Petcare wins big with two Grand Prix awards for Industry Craft (Outdoor) and Media (Use of Large-Scale Ambient Media). The Hope Reef features handmade star-shaped steel structures to restore coral reefs. Divers will install these to create a stable base for coral fragments to rapidly regrow. Within two days, 500 reef stars will have been installed, and in 20, a hectare of reef can be rebuilt.
Produced by WALKIE TALKIE, BBDO Belgium‘s campaign for Decathlon is awarded Grand Prix under the categories of Creative Strategy (Retail) and PR (Social Engagement). With the tagline Sport is Freedom,“The Breakaway: The First eCycling Team for Prisoners” gives the opportunity for inmates to become athletes as they race with other people on the virtual world. The race allows them to take their minds off the bars, prove themselves, and give off their residual energy to a productive sport.
McCann Stockholm’s “Eat a Swede” for the Swedish Food Federation plays with the idea of cultivating human cells to grow edible meat. Winning the Grand Prix for Entertainment (Fiction Film), the mockumentary garnered impressions worldwide and effectively brought attention to the issue of sustainable food production. This shift can be done as evidenced by Swedish food producers and they aim to share their practices to speed up the road to sustainability.
Bagging the Grand Prix for Entertainment Lions for Sport (Diversity & Inclusion in Sport), “NikeSync” is a digital platform that allows women to harness the power of their cycle to maximize their training accordingly. First sports brand to consider women’s menstrual cycles, Nike utilizes the body physiology to understand what the female body needs for each phase of their cycle. The first-ever cycle syncing training collection is available on the Nike Training Club App.
Being the sole Titanium Lions Grand Prix recipient, ENGINE London’s campaign for the Kiyan Prince Foundation took the act of honoring a deceased athlete to the next level; incorporating pioneering age projection and deep fake technologies in its production. The campaign leveraged brand partnerships, gaming, PR, social and influencer channels in a way that’s totally new. The campaign gained massive engagement as a result.
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 theofficial website.
