Another night filled with celebrations as the awards continue for Cannes Lions 2019. Burger King and FCB New York are tonight’s big winners with 1 Direct Lions Grand Prix, 4 Golds, and 1 Silver, continuing their streak of wins from yesterday’s awards. FCB/SIX, Forsman & Bodenfors, AKQA, Scholz & Friends, VMLY&R also brought home Grand Prix Lions for the following categories, respectively: Creative Data Lions, Creative Strategy Lions, Media Lions, PR Lions and Social & Influencer Lions.
Here’s a lowdown on tonight’s winning campaigns:
Creative Data Lions
Grand Prix: “Go Back to Africa” by FCB/SIX, Toronto for Black & Abroad
FCB/SIX’s “Go Back to Africa” Campaign proved it had what it takes to be the Creative Data Lions track’s Grand Prix Winner. The video created by FCB/SIX for multi-platform lifestyle and travel company Black and Abroad starts off by showing hateful tweets from different users suggesting people of color go back to Africa, which the campaign says is actually a good idea.
Gold Winners:
- “Pet-Commerce” by OGILVY, São Paulo for Petz
- “The E.V.A Initiative” by FORSMAN & BODENFORS, Gothenburg for Volvo Cars
The Creative Data Lions category has a total of 13 winners: 1 Grand Prix, 2 Golds, 4 Silvers, and 6 Bronzes. For the complete list of winners, click and download here.
Creative Strategy Lions
Grand Prix: “The E.V.A Initiative” by FORSMAN & BODENFORS, Gothenburg for Volvo Cars
Today’s awarding night named the first-ever recipient of the Creative Strategies Grand Prix award — Forsman & Bodenfors for their E.V.A. Initiative with car manufacturer Volvo. The campaign the duo built together was all about providing Equal Vehicles for All (hence the acronym) after data showed that cars weren’t built to keep women safe since most test dummies used for safety tests are shaped like males.
Gold Winners:
- “The Time We Have Left” by LEO BURNETT, Madrid for Pernod Ricard
- “Viva La Vulva” by AMV BBDO, London for Essity
- “Endangered Syndrome” by FCB CANADA, Toronto for Canadian Down Syndrome Society
The Creative Strategy Lions category has 1 Grand Prix, 3 Golds, 7 Silvers and 11 Bronzes, totalling in 22 winners. For the full list, click and download here.
Direct Lions
Grand Prix: “The Whopper Detour” by FCB New York for Burger King
Who says Big Data has to be boring? If anything, Whopper Detour winning the Grand Prix award for this year’s Direct Lions at the Cannes Lions Festival of Creativity shows you can have both a data and humor-driven campaign. The Whopper Detour Campaign cleverly makes use of data analytics, mapping, and geo-fencing technology, and is regarded by Burger King’s Chief Marketing Officer Fernando Machado as one of the defining campaigns they’ve made for the fast food chain.
Gold Winners:
- “Street-vet” by McCann Paris for Purina
- “ThisAbles” by McCann Tel Aviv for IKEA
- “The Whopper Detour” by FCB New York for Burger King (2 Golds)
- “Burn That Ad” by DAVID Sao Paulo for Burger King
Media Lions
Grand Prix: “Air Max Graffiti Stores” by AKQA, São Paulo for Nike
From iconic shoe designs, to street art, mobile apps, and traditional media, AKQA’s “Air Max Graffiti Stores” for Nike made great use of these different elements as it launched a new line of stylish footwear in Brazil. It was so effective, “Air Max Graffiti Stores” instantly became a lucrative platform for the sportswear giant, increasing visits to the brand’s website by 22%, boosting social media reach to 80 million users, and of course generating sales.
- “The Whopper Detour” by FCB New York for Burger King (2 Golds)
- “Scent By Glade” by OGILVY Chicago for S.C Johnson
- “Keeping Fortnite Fresh” by VMLY&R, Kansas City for Wendy’s
- “It’s a Thursday Night Tide Ad” by SAATCHI & SAATCHI, New York for Procter & Gamble
- “Hacking Prime Day” by MINDSHARE, Chicago for General Mills
- “You Seeing This?” by R/GA , New York for ESPN X NBA
PR Lions
Grand Prix:“The Tampon Book: A Book Against Tax Discrimination” by SCHOLZ & FRIENDS, Berlin for The Female Company
The relationship between business, brands, and people are changing, especially in the advent of purpose-driven campaigns or advocacies that seek societal change. That’s exactly what “The Tampon Book: A Book Against Tax Discrimination” by Scholz & Friends was able to address for The Female Company, earning it its PR Lions Grand Prix Award in this year’s Cannes Lions Festival.
The campaign was a protest against highly taxed feminine hygiene products that were classified as luxury items under tax systems in the U.S. and countries under the E.U., whereas actual luxury items like oil paintings, caviar, and truffles were all taxed way lower. The advocacy then begged the question — is women’s menstruation a luxury?
- “Wind Never Felt Better” by DAVID, Miami for ABINBEV
- “Second Chances” by CASANOVA//McCANN, Costa Mesa / McCANN CANADA, Toronto / McCANN NEW YORK for Donate Life California
- “The People’s Seat” by GREY, London for United Nations
- “Harmless Guns” TBWA\ Paris for Dagoma
- “Big Mac 50th Anniversary” by GOLIN, Chicago / MCDONALDS, Chicago for McDonald’s
- “Perussian Prices” by FAHRENHEIT DDB, Lima for Plaza Vea
Social & Influencer Lions
Grand Prix: “Keeping Fortnite Fresh” by VMLY&R, Kansas City for Wendy’s
When Fortnite installed a new expansion called Food Fight, Wendy’s and VMLY&R Kansas City saw an opportunity and explored how the game worked. But upon entering, they saw freezers in burger joints, and instantly found a way to engage players and fans of the game.
By recording and streaming footage of a Wendy’s-based character destroying freezers (because they don’t do frozen beef), the fast food chain successfully penetrated not just the Fortnite or the gaming community, but also live streaming platforms like Twitch and YouTube. And beyond the recognition in the online community, the campaign was also picked up by various media outlets, thus earning it its Social and Influencer Grand Prix award.
- “Nike Dream Crazy” by WIEDEN+KENNEDY, Portland for Nike (2 Golds)
- “My Life as an NPC” by ODYSSEY DDB PARIS for Obisoft
- “Sleeping Giants – A Campaign to Defund Bigotry” by Sleeping Giants, San Francisco for Sleeping Giants
- “Nike Dream Crazier” by WIEDEN+KENNEDY, Portland for Nike
- “Generation Lockdown” by McCANN NEW YORK for March For Our Lives
- “Be A Follower” by PUBLICIS ITALY, Milan for DIESEL
