Lessons from the 2020-2021 winners
Empower consumers, address multiple SDGs and think long-term. Learn how this year’s Lion winners applied these creative approaches to drive action and impact.
Sustainable Development Goals Lions Grand Prix winner Doconomy arms consumers with data to encourage more responsible consumption. Consider how your brand can use hard data to steer people towards more planet-friendly purchases.
Address multiple SDGs at once
Carrefour’s ‘Act For Food’ not only ensured greater biodiversity and stronger supplier chains, it also improved the health of the nation. This enabled it to address two Sustainable Development Goals: Life on Land and Responsible Consumption and Production. Consider how your creative strategy can deliver on more than one Sustainable Development Goal.
Think long term
AB InBev’s ‘Contract for Change’ was a three-year commitment between novice organic farmers and Michelob Ultra Pure beer. For creative agencies, this goes beyond traditional ad-led solutions and starts shaping long-term grassroots change. Consider how your creative approach could be geared towards long-term solutions.
Transparency tool offers SMEs a competitive edge
Doconomy's 2030 Calculator enables brands to be more transparent about their carbon footprint which, in turn, empowers consumers to make informed purchasing decisions.
2020-2021 DOCONOMY | 2030 CALCULATOR
GRAND PRIX SUSTAINABLE DEVELOPMENT GOALS LIONS DOCONOMY | FARM STOCKHOLM
Using the calculator, small and medium-sized enterprises can start to challenge bigger brands by making sustainable production and low-impact products a competitive difference.
Johan Pihl, Executive Creative Director, Head of Innovation & Founder at Doconomy, said: “We started two years ago, and we failed many, many times. Then we started looking at the calculation model. And we noticed an opportunity to develop a simple, precise tool in a space where it's so important that carbon labels are correct.”
Watch Doconomy's Behind The Scenes film from Lions Decoded for more insights into the 2030 Calculator
The Jury President’s View:
Eduardo Maruri on Doconomy’s ‘2030 Calculator’
“This calculator's potential to democratise and be an open source to every single product to add the carbon label is a game-changer. If we can put a carbon label in our products to help us, as consumers, to select the ones with less footprint, we can change the world and solve climate change.”
Eduardo Maruri VP Global Creative Board & President/CEO Europe | Grey Worldwide Jury President | Sustainable Development Goals Lions
ADDRESS MULTIPLE SDGS AT ONCE
Inspiring people with 'beautiful ideas'
‘Act For Food’ became Carrefour’s global platform, repositioning the retailer’s entire organisation. It stood for better nutrition, improved relationships with suppliers, planet-friendly packaging and vegan ranges.
Sarah Lemarié, Co-Head of Strategic Planning, Marcel Paris, Carrefour’s agency, said at Cannes Lions Live: “‘Act For Food’ launched in September 2018… and is a long-term process dedicated to making Carrefour better year after year… Our role as creative agencies is to find the creativity to do this.
We’re not going to bore or bully people into making responsible choices; we have to inspire them with beautiful and inspiring ideas.”
2020 CARREFOUR | ACT FOR FOOD
GRAND PRIX CREATIVE BUSINESS TRANSFORMATION LIONS MARCEL PARIS
Watch the Debrief into the 2020-2021 Creative Business Transformations Lions
THINK LONG TERM
AB InBev’s three-year commitment
AB InBev's ‘Contract for Change’ is a three-year commitment to US farmers switching to organic methods. Contracts between AB InBev’s Michelob Ultra Gold beer and US farmers committed the brand to helping farmers with subsidies and training, and then buying barley crops at the end of the three-year period.
It took a Grand Prix in the PR Lions and a Bronze in the Sustainable Development Goals Lions. Susan Credle, Chief Creative Officer, FCB, the network behind the initiative, said at LIONS Decoded:
“The most fulfilling thing is brands and ideas that last over time. Creativity is a problem-solver.”
2020 AB INBEV | CONTRACT FOR CHANGE
GRAND PRIX PR LIONS FCB CHICAGO, FCB NEW YORK
Watch Susan Credle at LIONS Decoded