CANNES – A total of 47 Industry Craft Lions were awarded from the shortlist of 202. The Grand Prix went to OGILVY Chicago their work ‘Ali’ for SC Johnson.
For this campaign, shoe polish brand Kiwi, owned by SC Johnson Company and agency Ogilvy Chicago decided to find out the mark on history that was left by the boxing icon Muhammad Ali. The ad features a long-form copy that explores the first steps that led to Ali’s amazing life story.
“Very easily, you get distracted by all these big visuals and animation and all those. But when we saw [‘Ali’]… it was so powerful. Because from the words, I could feel the subject, I could smell the subject, I could see the subject,” Yang Yeo, Cannes Lions 2018 Jury President of Industry Craft noted.
“And through that writing, they managed to engage me; not just engage me, it continued to get me to be even more interested. And from just reading a piece of paper, suddenly I’m in the environment. I could see Muhammad Ali dancing in the ring, I could see him dancing in front of me and I could literally feel his energy and that’s true copy.”
Watch adobo magazine’s exclusive interview with Cannes Lions 2018 Jury President of Industry Craft Yang Yeo here:
5 Gold Lions were given in the event and 2 went to Ogilvy Hong Kong for their work titled ‘Dragster’ for KFC Birdland Ltd. 13 Silver Lions were also handed out and 28 Bronze Lions were awarded.
The Industry Craft Lion celebrates the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life. Entries should demonstrate the highest levels of expertise and vision in the application of creative techniques.
See the full list of winners for the Industry Craft Lions here:
