CANNES, FRANCE — The Cannes Lions International Festival of Creativity has concluded this year’s event with the fifth awards night, releasing winners from the festival’s first-ever category, Film Lions, as well as the Titanium Lions, Sustainable Development Goals Lions and Glass: The Lion for Change, along with this year’s Special Award winners.
Three Philippines agencies – BBDO Guerrero, Ogilvy Manila, and GIGIL – have brought home one Lion each from three different categories, ending the festival with two Silvers and one Bronze to be brought home to the Philippines.
Aside from these metals, five shortlists across four Lions categories were also added to the Philippine tally this year. Ogilvy Manila’s two shortlists from the Media Lions and the Outdoor Lions, BBDO Guerrero and Tribal Worldwide Philippines’ one shortlist each from the Audio & Radio Lions, and MullenLowe TREYNA’s shortlist from the PR Lions.
“This Is An IKEA Store”
- SILVER LION | Media Lions > Culture & Context > Single-Market Campaign
- Shortlist | Media Lions > Channels > Large-Scale Media
- Shortlist | Outdoor Lions > Ambient & Experiential > Displays
Agency: Ogilvy Manila
Media: OMD Philippines
Client: IKEA
Ogilvy Manila, together with OMD Philippines, created almost 1,000 retail “sampling” locations all over the country that led Filipino shoppers to IKEA.ph. Within three months, 927 new “IKEA stores” were created across online and offline touchpoints. The campaign brought IKEA to Filipinos by taking over salons, gyms, clinics, beaches, resorts, camping sites, and even Grab cars — turning them into IKEA stores through a QR code that led shoppers to purchase via IKEA.ph.
“SUMMER“
- SILVER LION | Film Lions > Viral Film
Agency: GIGIL Manila
Production House: Factory01 Bangkok
Client: Grab
The film takes viewers through the day of a lovable character as he goes about his daily tasks. From his commute to working at his office to cooking a meal at home, he’s always drenched in waterfall-level sweat. Playing with this hyperbole, Grab promoted its services like the air-conditioned GrabCar and the ability to order cold drinks from GrabFood without needing to step out to meet the scorching heat of the sun.
Notably, this is the independent agency’s third time winning a metal in the Film Lions in four years. The past two times, in 2021 and 2022, it brought home one Bronze Lion each for the viral RC Cola ad Family and its film Party for Cheers by Sanitary Care Products Asia.
“PLAY THE DEW: DEW BATTLE“
- BRONZE LION | Audio & Radio Lions > Excellence in Audio & Radio > Sound Design
- Shortlist | Audio & Radio Lions > Audio & Radio Consumer Goods
BBDO Guerrero’s radio work for long-time client Mountain Dew cracks open a potential brand platform that will allow it to connect to Filipino gamers in the years to come. Part of the “Play The Dew” series, “Dew Battle” uses audio to show an impeccable connection between the brand (Dew) and various in-game sound effects. It worked with sound designers and musicians to “create authentic gaming audio environments with only the human voice, vocalizing that single word.”
“Right to Care”
- Shortlist | PR Lions > PR Techniques > Launch & Relaunch
Agency: MullenLowe TREYNA
Client: Quezon City Gender and Development Council, Quezon City Government
Given the absence of a national-level law protecting LGBTQ Filipinos from discrimination, especially in healthcare matters, the MullenLowe TREYNA team developed the Right to Care Card in partnership with the Quezon City Gender and Development Council.
This seemingly simple card ingeniously repurposes an already existing legal document – the Special Power of Attorney, which grants the bearer authority to perform specific actions on behalf of the principal and is primarily used for financial transactions and property – into a card that can grant medical decision-making rights to same-sex couples.
FORGOTTEN: SON
- Shortlist | Audio & Radio Lions > Social Behaviour & Cultural Insight
Agency: Tribal Worldwide Philippines
Client: National Mental Health Council, Philippines Department of Health
Using the same 14 words but delivered in three emotions, Tribal Worldwide Philippines’ radio spot booked its spot in Cannes Lions, fighting to be one of the first metal winners this coming Monday on the festival’s first awards night.
The agency created this to address the rising number of Dementia or Alzheimer’s cases in the Philippines, but more specifically, aiming to rally support around the grieving and exhausted caretakers of Dementia patients.
In the heart-tugging spot, which is just under a minute, the listener will hear a familiar sentence spoken by the son, being repeated. But each time it’s spoken, the emotion changes, ultimately ending in grief.
