CANNES, FRANCE — As day four of the Cannes Lions International Festival of Creativity arrives, everyone is gearing up for the announcement of more winners. Today’s batch of Lion winners belong to the Experience and Strategy awards section, which includes Brand Experience & Activation, Innovation, Mobile, Creative Business Transformation, and Creative Commerce under Experience and Creative Effectiveness and Creative Strategy under Strategy.
Several Asia-based agencies made a great showing for this batch of shortlists, and entrants from the Philippines are among them. Representing the country are three agencies that made the cut in Experience and Strategy categories: Leo Burnett Manila, Gigil, and Ogilvy Philippines.
Quickly proving to be the country’s MVP at this year’s Cannes Lions festival is “Unbranded Menu” by Leo Burnett Manila, which has landed a shortlist spot Gaming-led Brand Experience under the Brand Experience & Activation category. This adds to the McDonald’s campaign’s impressive Cannes run so far, which includes two Social & Influencers shortlists, two Direct shortlists, and four Entertainment Lions For Gaming shortlists.
Among its shortlists so far, the agency has already secured two Entertainment Lions For Gaming wins early in the week: a Silver Lion for sub-category Influencer & Co-Creation and a Bronze Lion for Breakthrough on a Budget.
Also from the Philippines is “Maya. The Hit Song That Was Actually a Bank.” The work for all-in-one banking app Maya was created by Ogilvy Philippines and made it the cut for the Creative Commerce shortlist twice — one for Social / Influencer Commerce and another for Customer Acquisition & Retention.
Meanwhile, the minds behind two of the shortlisted works — “Family” for RC Cola and “Fuel Station” for Netflix — are the creatives at Gigil. The viral “Family” ad is one of the shortlisted works for Re-Brand under Creative Commerce while “Fuel Station” made the Launch/Re-launch shortlist under Brand Experience & Activation.
This adds to the Netflix campaign’s shortlist placement for the Outdoor Lions category.
The winners for Brand Experience & Activation, Innovation, Mobile, Creative Business Transformation, Creative Commerce, Creative Effectiveness and Creative Strategy will be announced on June 22, 2023.
