CANNES – What do companies do with CCTV videos of shoplifters inside their shops other than making themselves feel frustrated for letting them get away with it (90% of the time)? Well, Harvey Nichols and adam&eveDDB thought of making a film, earning them a Grand Prix in Film Lions.
Using footage of shoplifting inside stores from security cameras, a film was created not to shame or shoo them away but to even invite them in by downloading the Harvey Nichols rewards app which will allow them to ‘legally’ get freebies.
“The Grand Prix goes to a phenomenal piece that introduced a new way to use security camera footage,” shared jury president Joe Alexander, Chief Creative Officer, The Martin Agency. “It’s a very modern piece. It makes you think: how did that happen?”
Jury member Ana Balarin, Executive Creative Director at Mother London added, “We first watched it on a computer. When we watched it on the big screen, everyone simultaneously applauded.”
Alexander revealed that among the jury favorites were ‘Whale’, a film by Wieden+Kennedy, Biscuit Filmworks, The Mill and Revolver for Old Spice, ‘Never Alone’ by AMVBBDO and Stink for Guinness and Dad#ShareTheLoad by BBDO India and Red Ice Films for Ariel Matic.
Asia-Pacific
Ogilvy & Mather Mumbai also picked up Gold Lions for Acid Attack campaign ‘How To Get Red Perfect Lips’ and ‘How To Apply Eyeliner’.
Silver Lion winners include Clemenger BBDO for Bonds’ campaigns, ‘Talcum’, ‘Trim’ and ‘Shower’ and The Boys ‘Impact’; NITTO and Geek Pictures Tokyo for Ocedel campaign, ‘Firefly Man’; Finch Sydney for University of Western Sydney’s ‘Deng Adut’ while DDB Sydney and Projector Tokyo took home Bronzes.
See the full list of winners below:
