THE CANNES LIONS DISPATCH

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Purpose Hits Refresh

Fresh creative thinking on issues including knife crime and cosmetic animal testing were among Friday’s Grand Prix winners. The Titanium Grand Prix winner, ‘Long Live The Prince’, reframed knife crime using a deepfake of Kiyan Prince, a rising football star who was stabbed aged 15 in 2006. This work for the Kiyan Prince Foundation, through Engine London, worked with EA Sports, football team QPR and Match Attax, and was described by Titanium Lions Jury President Rob Reilly, Global Chief Creative Officer, WPP, as “flawless”. He added: “Purposeful ideas will go nowhere if you do not bring them to the world in a disruptive way. To sell to teens, you need to craft an approach that feels almost undetectable - you need to 'sneak' in the purpose.”

‘Save Ralph’, an animated film starring an affable bunny voiced by Taika Waititi, gave a glimpse into the horrors of animal testing. The film, an in-house project by the Humane Society of the United States, offered a compelling call-to-action to viewers to help ban testing.

This year’s Sustainable Development Goals Lions Grand Prix went to Procter & Gamble’s ‘The Missing Chapter’, through Leo Burnett Mumbai. It saw feminine hygiene brand Whisper educating girls about periods to prevent them from dropping out of school. And WeCapital’s ‘Data Tienda’ through DDB Mexico facilitated the financial inclusion of low-income women using a centralised information system. It took its second Grand Prix — in Glass: The Lion For Change.

Malala Yousafzai, Nobel Laureate and Co-Founder, Malala Fund, championed such bold ideas in her Thursday keynote in the Lumiere. “We have to have a big vision, or things will not change. Someone has to make that commitment to changing the world.”

Film Lions: Underdogs and Superhumans

Two Grands Prix were awarded in the Film Lions. Apple’s Underdogs returned in an in-house film, ‘Escape From The Office’, with a focus on small businesses. And Channel 4’s ‘Super.Human.’ through Final Cut London continued the UK broadcaster’s mission to challenge perceptions around disability.

GRAND PRIX

GALLERY

Friday saw six Grands Prix awarded

Film Lions

A UK broadcaster’s Paralympics film challenged perceptions of people with disabilities

CHANNEL 4 I CHANNEL 4 PARALYMPICS 'SUPER.HUMAN'

FINAL CUT I LONDON

“It generates excitement for the Paralympics by portraying an under-represented and misunderstood group in a fun, aspirational and compassionate way. It’s a flawlessly executed head snapper.”

DAVID LUBARS

CHIEF CREATIVE OFFICER I BBDO WORLDWIDE

JURY PRESIDENT I FILM LIONS

Film Lions

Apple continued its ‘Underdogs’ film series with a focus on small businesses

APPLE I ESCAPE FROM THE OFFICE

APPLE I SUNNYVALE

“It does a masterful job of presenting complex products in a highly entertaining, empathetic, I-could-totally-see-myself-in-this-scenario way. The rare long form piece you wouldn’t have minded going on for longer.”

DAVID LUBARS

CHIEF CREATIVE OFFICER I BBDO WORLDWIDE

JURY PRESIDENT I FILM LIONS

Titanium Grand Prix

How It Got Made

'Long Live the Prince'

Engine’s Creative Directors Richard Nott and David Dearlove discuss the deepfake that highlighted knife crime in a novel way

How did you come up with the idea?

We looked at work that tackled the consequences of knife crime and there was a fair bit of negativity; the message seemed to be you’ll end up dead or in prison. Kids know that. They see the consequences of knife crime far more than we do. What they need to do is not carry a knife.

How did you make the deepfake?

The stakes were high. Our client [Mark Prince, CEO and Founder, Kiyan Prince Foundation] is a guy whose son was murdered at 15, and we were recreating Kiyan as an adult. We involved a Bradford University Professor who specialises in human facial ageing and worked with Framestore. We then collaborated with sports photographer David Clerihew to get to that final image. Both Framestore and David donated their time for free.

How did pitching to partners go?

The ones we worked with liked the idea straight away. JD Sports immediately saw the overlap with its audience, and FIFA helped us grow the idea.

How do you follow up a piece of work like this?

The goal is for the charity to help people. It’s not like working on a standard brand where you’re thinking about the next quarter. If someone phoned Mark tomorrow and did a campaign with him, we’d be cockahoop. I’m hoping as a result of this, someone will throw some money his way.

KIYAN PRINCE FOUNDATION, EA SPORTS, QPR, MATCH ATTAX

LONG LIVE THE PRINCE I ENGINE I LONDON

Good Track

In partnership with

Glass: The Lion for Change

A centralised financial information system helped women in Mexico to become entrepreneurs

WECAPITAL | DATA TIENDA

DDB MEXICO I MEXICO CITY

Sustainable Development Goals Lions

Whisper’s integrated education initiative around periods aimed to inform girls and stop them from dropping out of school

PROCTER & GAMBLE I THE MISSING CHAPTER

LEO BURNETT I MUMBAI

Grand Prix for Good

An animated bunny offers a first-hand view of animal testing

HUMANE SOCIETY INTERNATIONAL I SAVE RALPH

THE HUMANE SOCIETY OF THE UNITED STATES I WASHINGTON DC

PROMOTED CONTENT

The Path To Purpose:

Voices from Cannes Lions 2022

The She Runs It luncheon at the Beet Villa focused on how women in the creative industries find purpose, meaning and fulfillment in their careers and everyday lives.

Senior executives from companies including TikTok, Spark Foundry and Twitter concluded that the path to purpose was like uncovering the spark that powers an epic piece of creative. It also requires a finely-tuned work-life balance.

Watch the video for advice on finding personal and career fulfillment.

These interviews were recorded on June 22 at Cannes Lions as part of the She Runs It Summit hosted by Beet.TV and supported by Mediaocean and Twitter. Beet.TV is an official partner of Cannes Lions. These videos will be published in full length in the coming weeks on www.beet.tv.

Quote of the day

Being big means you have a responsibility, but also an obligation, to drive change.

ANNE KROGH

CHIEF MARKETING OFFICER I IKEA

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