Cannes – A kickboxing supermodel, glow-in-the-dark spray paint and a cast-iron fish are among the Grand Prix winners from another four Cannes Lions categories announced tonight.
Cyber Lions Grand Prix
Droga5 New York (D5) took home the top prize for “I Will What I Want,” what Under Armour calls as its most expansive women’s campaign to-date featuring remarkable female athletes.
The centerpiece of the campaign is supermodel Gisele Bündchen in an interactive online film of her in a raw workout, ignoring the real social comment from both haters and supporters to her signing with Under Armour flooding the walls – embodying the tagline “Will Beats the Noise.”
“It demonstrates the power of narratives enable by technologies. It’s social by nature and real time by design. Digital is the melting point to bring everything together,” said Jean Lin, Global CEO of Isobar and Cyber Lions Jury president.
Cyber Winners by adobo magazine
Design Lions Grand Prix
Volvo LifePaint from Grey London won the top prize in this category, winning its second Grand Prix at Cannes after acing the Promo & Activations Lions category.
Created in collaboration with Swedish startup Albedo 100, the special paint can be sprayed on clothes, backpacks and other items used by cyclists to make them more visible to cars at night in a bid to lower accident cases in the UK.
“We agreed that we that design should solve a problem…make the world a better place,” said Andy Payne, global CCO for Interbrand Group and Design Lions jury president.
“The brand that is trying to do something which is important using design. Design does change things to make things better and this one worked on multitple points. It combines innovation, created something new, design, experience, communication and digital, he adds, commenting on the winning campaign.
Design Winners by adobo magazine
Product Design Grand Prix
Geometry Global from Dubai takes the Grand Prix for their simple, yet strikingly effective idea to combat anemia crippling Cambodia. Called Lucky Iron Fish, it’s essential a chunk of iron thrown in while cooking to enrich the iron-deficient foods many Cambodians deal with.
Together with the University of Guelph, the campaign has helped over 54,800 people and has seen a 50% decrease in iron deficiency within its first nine months.
“Many entries were submitted by advertising agencies. But in our opinion, the product is the ad. Designers are advertisers,” said award-winning designer Dan Formosa, Product Design jury president.
“It’s not about the object but the effect it has. It used to be just about the design, the aesthetic. But now it is about the user experience and human-centric value. This is more low-tech, a fish made of iron. It is an example of the power of design to make change.”
Product Design Winners by adobo magazine
Radio Grand Prix
Soundcloud and Grey Germany took won the Grand Prix for “The Berlin Wall of Sound” an audio reconstruction of infamous landmark to commemorate the 25th anniversary of its fall.
The sound reconstruction lasts 7:32 minutes, reflecting the amount of time that sound would need to travel the 155 km length of the Berlin Wall. The sound wave creates a shape that mirrors the wall of concrete and its watchtowers that so cruelly divided Berlin. There are no comments – merely tags that represent the victims and mark where they fell.
“The technology is great paired with brilliant strategy. It’s an original idea with flawless execution. The sounds left a feeling of dread and sobriety. It actually feels like walking through an audio museum, said Paul Reardon, ECD at Whybin\TBWA Group Melbourne and Radio jury president.
Radio Winners by adobo magazine
SEE ALSO: APAC scores 6 Gold Lions in Cyber, Design, Radio and Product Design Lions
