Pragmatic creativity triumphs

Welcome to Thursday's edition of The Daily Digest. We’ll continue to bring you the latest from Cannes Lions Live for the rest of this week.

The Big Issue & LinkedIn | Raising Profiles

FCB Inferno London

Creativity has always provided incredible solutions to some of the world's most urgent problems, and Thursday's collection of Grands Prix reveals that the creative industry's problem-solving skills are sharper than ever.

The two Creative eCommerce Grands Prix awarded innovations that have helped keep people financially afloat during the pandemic. Through Raising Profiles, social business organisation The Big Issue teamed up with LinkedIn, via FCB Inferno London, so its magazine vendors could access and broaden their customer base. And in Colombia, AB InBev's Tienda Cerca, through Draftline Bogota, saw the beer giant helping small shops to trade through lockdowns.

Carrefour's Act For Food, via Marcel Paris and Grand Prix winner of the inaugural Creative Business Transformation Lion, tackles the twin challenges of obesity and sustainable farming. It follows the French retailer's Creative Effectiveness Grand Prix win in 2019, with Black Supermarket. Nike took this year's Creative Effectiveness Grand Prix, with Crazy Dreams, through Wieden+Kennedy Portland.

Sick Beats, through Woojer and Area 23, transforms a daily endurance test for cystic fibrosis sufferers into a pumping, music-filled highlight, and won its second Grand Prix of the week, in Radio & Audio.

CMOs are only too aware of the need to problem-solve to grow their businesses. In his CMOs In The Spotlight session, Brad Hiranaga, Chief Brand Officer, North America, General Mills, said: "Brands need to be useful, and they have to solve problems. We created a rallying cry last year about how our brands need to solve problems and deliver joy.”

Thoughtful Brand Experience

The Innovation Grand Prix went to Unilever, via Wunderman Thompson Buenos Aires, for Degree Inclusive, an adaptive deodorant for physically challenged people. Two Grands Prix were awarded in Brand Experience & Activation. True Name, from Mastercard and McCann New York, enabled transgender people to use a preferred name on their Mastercard, paving the way for other finance brands. And Burger King's Stevenage Challenge, through David Madrid and David Miami, took its third Grand Prix.

Congratulations to all Thursday's Lions winners.

Want to explore all the winners? Find them on The Work

Missed any of the talks? Find them on On Demand.

If you are not a member or do not have a pass, buy it here now to watch:


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Carrefour: Act For Food: "Impact all the way through to the stock price"

It led from a place of brand purpose, and Carrefour took it across the entire business with a portfolio of initiatives delivering enterprise transformation. The scale of impact all the way through to the stock price was the best example of what creative transformation can be."

Creative Business Transformation Jury President | Geoff Northcott Global Chief Experience Officer & Managing Partner EMEA | AKQA

Senior marketers have been championing a pragmatic approach to creativity that's firmly rooted in problem-solving. One organisation blazing the trail is beer behemoth AB InBev. In Contract For Change, which took the PR Grand Prix, it helped farmers switch to organic methods, while in Creative eCommerce Grand Prix-winning Tienda Cerca, it digitised commerce for shuttered shops. Find out more from Pedro Earp, AB-InBev's Chief Marketing and ZX Ventures Officer, about how marketers can benefit from taking this approach.
“Sometimes in marketing, we see creativity as creative advertising. In the world today, we need holistic solutions for customers' problems.”

Nine Grands Prix were awarded across seven Lions categories on Thursday at Cannes Lions Live, including the third Grand Prix of the week to Burger King for Stevenage Challenge.

Explore all the Grands Prix on The Work.

Creative Business Transformation Grand Prix

Carrefour | Act For Food

Marcel Paris

Radio & Audio Grand Prix

Woojer | Sick Beats

Area 23

Creative eCommerce Grand Prix

AB InBev | Tienda Cerca

Draftline Bogota

Creative eCommerce Grand Prix

The Big Issue & LinkedIn | Raising Profiles

FCB Inferno London

Mobile Grand Prix

Telenor | Naming The Invisible By Digital Birth Registration

Telenor Pakistan, Islamabad | Ogilvy Pakistan, Islamabad

Innovation Grand Prix

Unilever | Degree Inclusive

Wunderman Thompson | Buenos Aires

Creative Effectiveness Grand Prix

Nike | Crazy Dreams

Wieden+Kennedy Portland

Brand Experience & Activation Grand Prix

Mastercard | True Name

McCann New York

Brand Experience & Activation Grand Prix

Burger King | Stevenage Challenge

David Madrid | David Miami

BRAZE: #BrazeBreakdown

VidMob - It’s A Revolution, The Era of Intelligent Creative unites industry experts to debate digital advertising’s final frontier, the human + machine creative process.

Takeouts include a call for new forms of data to bolster marketing performance now that the death of the cookie is imminent.

Data will be key to optimising creative content, with MIT’s Sinan Aral (featured in the video, right) predicting it will trigger a creative renaissance.

“Everybody loves the big battle between data and creativity, but in fact data is just an enabler for creativity,” says one of the film's contributors, Susannah Keller, Global Business Leader, BBDO.

Braze is our partner for this edition of The Daily Digest and will also partner LIONS on a Cannes Lions Live wrap-up report, published on Monday 28 June.

Virtual Experience / Goodby Silverstein & Partners Present Innovate or Die

13.30-13.50 (BST)

Learn from Frito-Lay’s CMO, Rachel Ferdinando, and GS&P’s CCO, Margaret Johnson, on how they achieve the never-been-done-before year-after-year.

Meet Up / Why Old Is Gold

14.00-14.45 (BST)

MRM's Chairwoman & Chief Creative Officer, Nicky Bullard, tackles ageism in the creative industry.

Lions announced on Friday

Join Juan Senor on his last day in Cannes when he will announce the following Lions:




Sustainable Development Goals

Grand Prix For Good

If you are a member or hold a digital pass, watch live from 12:00 BST here:

If you are not a member or do not have a pass, buy it here now to watch.


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