Data and diversity takes the spotlight on the stages
Tonight’s Cannes Lions awards ceremony announced the winners of the Creative Data, Innovation, Cyber, Direct and Mobile Lions, honouring creative excellence across the board.
The Creative Data Lions celebrate the interplay of ideas and information, enhanced or driven by the creative use of data. From 690 entries received, 38 Lions were awarded: 5 Gold, 11 Silver and 21 Bronze. The Grand Prix went to ‘Care Counts’ by DigitasLBi, Chicago for Whirlpool. Lauded as a special piece of work, it exemplified a brand “moving from storytelling, to story doing,” said Jury President Eric Salama, Chief Executive Officer of Kantar.
The Cyber Lions recognise creativity experienced digitally to enhance a brand’s message and demonstrate results. From 2893 entries, 110 Lions were awarded: 19 Gold, 33 Silver and 55 Bronze. Jury President Colleen DeCourcy, Global Chief Creative Officer, Wieden + Kennedy, explained that the jury selected work that embodied where technology has moved ideas forward. Three Grands Prix were honoured: ‘Åland Index/Baltic Sea Projects’ by RBK Communication, Stockholm for The Bank of Åland; ‘Meet Graham’ by Clemenger BBDO Melbourne for Transport Accident Commission Victoria; and Did you Mean Mailchimp? by Droga5, New York and Mailchimp, Atlanta, that had bold originality at its heart.
The Direct Lions recognise response-driven and relationship-building creativity. From 2719 entries, 76 Lions were awarded, including 13 Gold, 21 Silver and 41 Bronze. ‘Google Home of the Whopper’ by DAVID Miami for Burger King, took the Grand Prix. Jury President Ted Lim, Chief Creative Officer, Dentsu Brand Agencies, APAC, described it as “outstanding, outrageous and simply incredible”.
From 298 entries received in Innovation, 12 Lions were awarded: 2 Gold, 4 Silver and 5 Bronze, and the Grand Prix went to ‘The Humanium Metal Initiative’ by Åkestam Holst, Stockholm / Great Works, Stockholm for IM Swedish Development Partner. Jury President Susan Lyne, President and Managing Partner at BBG Ventures, praised the work for demonstrating innovation at every stage from concept to the business model, to support communities affected by gun violence.
The Mobile Lions celebrate device-driven creativity. From 1297 entries, 68 Lions were awarded: 8 Gold, 24 Silver and 35 Bronze. ‘The Family Way’ by Dentsu Y&R, Tokyo for Recruit Lifestyle Co., Ltd. took the Grand Prix. Jury President Andy Hood, Head of Emerging Technologies, AKQA, explained that the best work has seen creatives offering solutions to some of the world’s biggest problems and the Grand Prix did just that. “It’s not just an award, it’s a statement of how we want the winning work to be and how technology can have a direct impact on people’s lives.”
Lions Innovation, the two-day tech and innovation-focused specialist event, wrapped-up today.Now in its third year, Lions Innovation once again proved it’s the Festival’s incubator for new ideas. Brand, media and advertising leaders, plus technology pioneers and entrepreneurs showcased the ideas, thinking and technology driving the future of the industry, from android actor and comedian Ginger the Robot getting 500 attendees doing yoga together to Halle Berry, alongside IPG CEO Michael Roth and Mastercard CMO Raja Rajamannar, sharing how emerging media platforms and technology connect.
In the Lumière Theatre, Reverend Jesse Jackson discussed the need for brands to advance a more inclusive society and the role the industry can play, alongside Richard Edelman. Elsewhere in the Palais, the second Cannes Lions China Day showcased the latest trends and developments visible in Chinese creativity, and featured talks from classical music icon Lang Lang and online superstar Papi Jiang.