CANNES – A faux political ad for Frank Underwood, a fictional presidential candidate in the Netflix series, House of Cards has won the votes of the Integrated Lions jury, making it this year’s Grand Prix winner.
A campaign by BBH New York, ‘FU 2016’ was created to launch the fourth season of the famous political show. To kick off the campaign, a spot was ran during one of the biggest GOP debates aired on CNN, masking the film as one of the legitimate presidential candidates’ ads. The integrated campaign included a website, a variety of merchandise and an actual headquarters in South Carolina that people can visit.
“The jury has awarded the work that’s trying to be a part of the cultural zeitgeist,” said Integrated Lions jury president and BBH founder Sir John Hegarty who asked a fellow juror to further comment on his agency’s winning work.
“Great marketing leverages on culture or influences culture. We were just looking for excellent execution and this is the slam dunk,” shared Pete Favat, Chief Creative Officer, Deutsch North America, and Titanium and Integrated Lions jury member.
‘FU 2016’ paved the way for Netflix’s most talked about season premiere in history.
Asia-Pacific
Grand Prix and Titanium Lion-winning APAC agencies Y&R New Zealand and Colenso BBDO also earned Gold and Bronze Lions for Integrated respectively while Clemenger BBDO scooped a Silver for ‘The Boys,’ a campaign for Pacific Brands Underwear Group Australia.
See the full list of winners below:
Cannes Lions 2016 Winners: Integrated Lions by adobo magazine
