CANNES — After five days of competition, “Like My Addiction (Louise Delage)” for Addict Aide by BETC Paris is among the most-awarded campaigns at the Cannes Lions International Festival of Creativity.
So far, the campaign has earned 17 Lions (5 Gold, 7 Silver, 5 Bronze) in five different categories: PR, Promo & Activation, Cyber, Direct and Mobile.
Overall, the campaigns that received the most silverware in the world in Cannes by Wednesday morning are #MeetGraham (22 Lions), #LouiseDelage (17 Lions) and #Fearless Girl (13 Lions).
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This seems to indicate a first trend among the 2017 awards winners with brands and organizations creating fictional characters to make a statement and create a movement.
Watch the campaign video here:
