THE CANNES LIONS DISPATCH
WEDNESDAY
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Reimagining Experience
Virtual and augmented realities are transforming experiences, offering exciting potential for brands. The Creative Strategy Lions Grand Prix winner for Decathlon, through BBDO Belgium Molenbeek-Saint-Jean, enabled prisoners to participate in a virtual cycling race thanks to cycling platform Zwift. The Creative Strategy Lions Jury President, Chrissie Hanson, Global Chief Strategy Officer, OMD, said: “Decathlon Sports did the seemingly unthinkable; it extended its purpose of making sports accessible to all.”
VICE Media’s ‘The Unfiltered History Tour’, through Dentsu Creative Bengaluru, won its second Grand Prix, in the Brand Experience & Activation Lions. Instagram filters and audio allowed visitors in the British Museum to discover the real provenance of the artefacts.
Presenting alternatives
A common theme among three of Wednesday’s Grand Prix winners was using the power of creativity to present alternative options to audiences. Food brand Dole took the Creative Business Transformation Lions Grand Prix with Piñatex. This vegan alternative to leather is made from pineapple leaves that would otherwise be discarded. ‘Thighstop’, via Leo Burnett Chicago for US restaurant chain Wingstop, presented chicken thighs as an alternative to wings. It increased sales by 10% year-on-year and netted the Creative Commerce Lions Grand Prix. And ‘One House To Save Many’ for Suncorp through Leo Burnett Sydney presented a durable alternative to existing Australian houses and took the Innovation Lions Grand Prix.
GRAND PRIX
GALLERY
Wednesday saw seven Lions awarded
Mobile Lions
Technical improvements made Google’s camera and image products more equitable for people of colour
GOOGLE I REAL TONE
GOOGLE I MOUNTAIN VIEW
“This tremendous technological endeavour allows people of colour to see themselves and be seen as they truly are.”
HUGO VEIGA
GLOBAL CHIEF CREATIVE OFFICER I AKQA JURY PRESIDENT I MOBILE LIONS
Creative Business Transformation Lions
Fibre from pineapple leaves offered a vegan, cruelty-free alternative to leather
DOLE SUNSHINE COMPANY & ANANAS ANAM | PIÑATEX
PIÑATEX I L&C I NEW YORK
Creative Commerce Lions
Wingstop replicated the experience of chicken wings with thighs to address a supply shortage of wings
WINGSTOP I THIGHSTOP
LEO BURNETT I CHICAGO
Creative Effectiveness Lions
In partnership with Bain & Company
A three-year agreement between AB InBev and American farmers helped 4% of barley farmland in the US transition to organic
MICHELOB ULTRA I CONTRACT FOR CHANGE
FCB I CHICAGO
Creative Strategy Lions
How It Got Made
In partnership with
Debby De Ridder, Copy Director, BBDO Belgium, Frederik Clarysse and Tom Jacobs, Freelance Creatives, reveal how a virtual cycling team for prisoners was ‘life-changing’
What was your objective with ‘The Breakaway’?
Decathlon’s mission is about making sport accessible to all, and the theme for 2021’s spring campaign was freedom. ‘The Breakaway’ brought those things together.
How did you overcome the logistical challenges of filming inside a prison?
We put a lot of effort into gaining trust. Once the prisoners saw that we were genuine, they engaged with it and were really enthusiastic. We also had to get the bikes in and secure special permission to allow participating prisoners to access the internet.
How did the prisoners find it?
It was life-changing for them. They’re used to the four walls of the prison and they don’t have much contact with people outside. But on that platform, they are back in the real world. Even though it’s a virtual reality, there are still other people from other countries cycling, just as there are in real cycling races.
What does this project say about Decathlon?
That it’s courageous. Not every brand wants to be associated with prisoners because they’re often regarded as non-humans. It was very brave of Decathlon to show them as real people.
DECATHLON I THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS
BBDO I BELGIUM I MOLENBEEK-SAINT-JEAN
Brand Experience & Activation Lions
A virtual tour of the British Museum provoked conversations about postcolonialism
VICE MEDIA I THE UNFILTERED HISTORY TOUR
DENTSU CREATIVE I BENGALURU
Innovation Lions
Insurance company Suncorp built a prototype of a house that could withstand extreme weather conditions
SUNCORP GROUP I ONE HOUSE TO SAVE MANY
LEO BURNETT I SYDNEY
Spotlight on:
Creative Effectiveness
The Creative Effectiveness Lions have recognised creativity’s impressive impact for 12 years.
In a joint session from WARC and LIONS Intelligence at The Forum on Thursday at 3pm, learn what trends have emerged over time in these Lions and how they can help you focus on creativity that drives growth.
In another set of WARC sessions on Thursday afternoon, learn from effectiveness stories shared by Nescafé in China and McDonald’s in the US.
Finally, a session from Goodby Silverstein & Partners with PepsiCo and Grammy Award-winner Megan Thee Stallion (pictured, right) will show how to drive effectiveness for digital natives and tech-driven start-ups. Lumiere 4.30pm
Want to know more about effectiveness? Check out WARC’s updated Anatomy of Effectiveness White Paper.
Quote of the day
“The enemy of creativity is too much time and money. Constraints can become incredible creative tools.”
RYAN REYNOLDS CHIEF CREATIVE OFFICER
MNTN/ MAXIMUM EFFORT
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