THE CANNES LIONS DISPATCH
TUESDAY
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Craft With a Conscience
The digitisation of landmarks in Ukraine, a pet-food brand restoring coral reefs, and a pledge from a retailer helping German teenagers who missed out on life during the pandemic. This year’s three Craft Grand Prix winners have shown how brands are using inventive craft techniques to take on issues in the wider world.
And the Design Lions Grand Prix, through FCB Lisbon, was in a similar vein. ‘Portuguese (Re)Constitution’ for Penguin Books turned a censorious blue pencil into a book celebrating free speech.
Polycam x UNESCO’s ‘Backup Ukraine’, through Virtue Worldwide, archived Ukrainian monuments as a digital blueprint in the cloud, and took the Digital Craft Lions Grand Prix.
Ukrainian creatives received a standing ovation in an emotive Lumiere session entitled ‘Creativity Under Bombs’. It opened with a message from President Volodymyr Zelensky: “I believe that the power of human creativity is greater than the power of the nuclear state that is stuck in the past. Your work will make our fight for freedom legendary.”
Entertainment and Identity
Lions in the Entertainment track celebrated plurality. Rapper Residente’s powerful music video ‘This is Not America’ was a heated rejection of US imperialism in Latin America. It took the Entertainment Lions for Music Grand Prix.
And ‘NikeSync’, through R/GA London, set out to balance training programmes skewed towards men, taking the Grand Prix in the Entertainment Lions for Sport. The Jury President in this Lion, Marcel Marcondes, Global Chief Marketing Officer, AB InBev, said: “It demonstrates how brands can leverage sports to celebrate human nuances.”
GRAND PRIX
GALLERY
Tuesday saw seven Grand Prix winners awarded, including Portugal’s first Grand Prix in the Design Lions
Film Craft Lions
Discount supermarket Penny pledged to ‘repay’ youth for time lost during the pandemic
PENNY I THE WISH
SERVICEPLAN GERMANY I MUNICH
"This film is a throwback to classic film-making. It had to be so perfectly crafted on every level to work. In the wrong hands, a film like this could have been lost to over sentimentality or victim to false notes. But it is perfectly complete and the obvious work of a film-maker in utter command of their craft."
PATRICK MILLING SMITH
CO-FOUNDER & GLOBAL CEO I SMUGGLER
JURY PRESIDENT I FILM CRAFT LIONS
Entertainment Track
In partnership with
Entertainment Lions
A Swedish scientist proposes a ‘human meat’ alternative to spark debate around sustainability
SWEDISH FOOD FEDERATION I EAT A SWEDE
MCCANN I STOCKHOLM
Entertainment Lions for Sport
Nike's training programme integrates users' menstrual cycles
NIKE I NIKESYNC
R/GA I LONDON
Entertainment Lions for Music
Puerto Rican Rapper Residente tells the real story of Latin America through a poignant music video
RESIDENTE I THIS IS NOT AMERICA FT. IBEYI
DOOMSDAY ENTERTAINMENT I LOS ANGELES
Industry Craft Lions: How it Got Made 'Hope Reef'
Premium petcare brand’s living, growing billboard helped to revive Indonesia’s coral reefs
Nadja Lossgott, Chief Creative Officer, AMV BBDO London, explains how a sustainability initiative delivered for Mars
What was the business issue ‘Hope Reef’ addressed for MARS?
Its premium cat food brand had committed to sourcing only 100% sustainable fish but we realised that if we truly want fish to be in our oceans forever, it's not enough to just stop the bad fishing practices. We had to ensure the environment was sustainable too.
How did the idea grow?
An idea like this starts small. Then we made it large enough to be picked up by Google Maps. We made the Reef Star technology open source and now it’s grown into a 10-year commitment and the world's biggest coral reef restoration project. Reef Stars are being deployed in The Maldives, Seychelles, Mexico, Australia & US Virgin Islands.
What was involved?
We worked with marine biologists to create a scientifically accurate growing coral font. We created 500 assets from the reef itself to a monetised YouTube channel that raised funds for even more reef restoration with the typography running through every touchpoint.
The environmental impact is clear. What business impact did it have?
Brand awareness grew by 17%, purchase intent by 14% and the campaign ROI was 308%, showing that these commitments to sustainability make a difference to the consumer. People care; consumers are willing to pay for it and buy a brand for this reason above other brands.
MARS | HOPE REEF
AMV BBDO I LONDON
Digital Craft Lions
Phones were turned into 3D scanners to preserve Ukrainian monuments
POLYCAM X UNESCO I BACKUP UKRAINE
VIRTUE WORLDWIDE I NEW YORK
Design Lions
Through blackout poetry, Penguin turned a symbol of fascist repression into a book celebrating free speech
PENGUIN BOOKS I PORTUGUESE (RE)CONSTITUTION
FCB I LISBON
PROMOTED CONTENT
Making Inclusive Marketing Accessible
Google has launched a playbook for designing accessible marketing as part of its inclusive marketing toolkit All In.
Created with LaVant Consulting and Disability:IN, and endorsed by influential organisations such as American Association of Ad Agencies, Ad Council and Cannes Lions, this accessible creative playbook has guided Google’s marketing efforts over the past year. Following extensive research and collaboration, it is part of an ongoing process to identify a range of actions to improve accessibility, from building accessible web experiences to seeking opportunities to portray people with disabilities authentically. It is available to everyone today at google.com/all-in.
‘To rule the world, make it more interesting’
ALICE CHOU
CHIEF CREATIVE OFFICER I DENTSUMB TAIWAN
Every day throughout festival week, The Work has invited industry experts to create playlists of their favourite pieces of work from over the years. Here, 2022 Entertainment Lions Juror Alice Chou shares her favourite winning work from this Lion.
Quote of the day
“I don't want just to create something beautiful; I want to create something that has meaning. And that meaning sparks that little fire that we all believe in. The creative process is looking at what's going on in the world and using that as fuel to create.”
HARRIS REED FASHION DESIGNER
ZEO I EDELMAN GEN Z LAB
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