MERCADEO
World-Changing Creativity Honored at Cannes
Manuela Walfenzao| 1 de julio de 2018
Cannes Lions Live
The 65th Cannes Lions International Festival of Creativity closed with a final Awards Show. The evening’s Lion winners showed the power of creativity to change behavior and minds while showcasing excellent creative work for brands and businesses that drives growth, impacts culture and creates a fairer world.
In the Creative Effectiveness Lions category, 169 entries were received and 18 Lions awarded: two Gold, six Silver and nine Bronze. The Grand Prix went to Savlon Healthy Hands Chalk Sticks by Ogilvy Mumbai, India, for ITC, described by the jury as an authentic cause collaboration that drove results.
For Film Lions, 2,158 entries were received and 74 Lions awarded: 10 Gold, 20 Silver and 42 Bronze.
Two Grand Prix were awarded for Campaign, one to Procter & Gamble’s It’s Another Tide Ad; It’s a Tide Ad; It’s Yet Another Tide Ad; It’s Yet Another Tide Ad Again by Procter & Gamble, Cincinnati, and Saatchi & Saatchi, New York, and the other to The Talk by BBDO New York for P&G. Damon Jones, VP global communications for P&G, said “this honor reinforces the power and responsibility of brands to make the courageous changes we want and need in the world. We’re humbled that The Talk sparked dialogue, opened hearts and changed minds.”
For the Glass Lion: The Lion for Change, 218 entries were received and 11 Lions awarded: two Gold, three Silver and five Bronze. The Grand Prix winner, Bloodnormal by AMVBBDO of London for Essity, is a powerful work that challenges perceptions of female menstruation.
For the Sustainable Development Goals Lions, 898 entries were received and 29 Lions awarded: 3 Gold, 10 Silver and 15 Bronze. The Grand Prix went to Palau Pledge by Host/Havas of Sydney, Australia, for the Palau Legacy Project.
The Titanium Lions received 154 entries and 5 Titanium Lions were awarded. This Grand Prix again went to Palau Pledge by Host/Havas of Sydney for the Palau Legacy Project, which also took home a Grand Prix in the Direct Lions category, bringing its Grand Prix total to three.
“It won our hearts, not because of the good it did but because of the good it was. If our job is attracting attention and transferring it from mind to heart, Palau Pledge was an incredibly effective way to do it. It’s a truly inspiring work that will have a lasting legacy,” said Titanium Lions presiding juror Colleen DeCourcy, CCO at Wieden+Kennedy
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