Add one Silver and two Bronze Lions to Canada’s Cannes tally after the Outdoor winners were announced Tuesday night during the second awards gala of the 62nd annual International Festival of Creativity.
Leo Burnett and Bell Media won a silver for their Kings and Queens of the Court campaign. The three executions used tennis balls stuffed into the chain-linked fence around a local tennis court to produce fierce portraits of tennis stars Milos Raonic, Eugenie Bouchard and Serena Williams.
One bronze was given to Brad Montreal for its Lego work, while LG2 won a silver for client Farnham Ale & Lager. The same ads for Farnham also picked up a bronze in the Press competition Monday night.
The jury awarded 19 Gold Lions in total along with the Grand Prix which went to “World Gallery” from TBWA\Media Arts Lab and Apple.
To demonstrate the quality of the camera in the iPhone 6, TBWA combed photo-sharing sites and identified 162 striking pictures taken by amateur photographers with the iPhone 6. Those photos were then blown up into massive pieces of art and posted to outdoor inventory around the world.
With more than 10,000 installations in 73 cities, TBWA described it as “the largest mobile photography gallery in history.” (The campaign extended into print and online as well.)
The “artwork” reached even further with the mobile photographers sharing photos of the photos. According to the submission, Instagram engagement for #shotoniPhone6 rose more than 11,000%.
“It is not just a great idea, it’s a game changer,” said Ortiz.
The Outdoor Lions received more entries than any other competition in the Festival with 5,037. Of those, 141 were from Canada and 17 of those made the shortlist.
“It’s really interesting to see the oldest format in the world is so big,” said jury president Juan Carlos Ortiz, president and CEO of DDB Latina.
But, he said, it is also now the category where “everything merges,” referring to the growing trend of using technical innovation to enhance the “purity and simplicity” of traditional out-of-home advertising. The Grand Prix was one such example.
CREATIVE EFFECTIVENESS
The Creative Effectiveness Lions were also handed out Tuesday evening though there were no Canadian winners.
Now in their fifth year, the Creative Effectiveness Lions are awarded to work that has produced a “measurable and proven impact on a client’s business.”
To be eligible for the competition, work has to have either won or been shortlisted in Cannes. In the first years of the competition, that honour had to come from the previous year but in 2015 the eligibility was changed so that work that shortlisted or won a Lion from the past three years could enter. Entries also require detailed explanations of the effectiveness of the work including demonstrable results.
“Our remit was to find the highest intersection of creativity and effectiveness,” said jury president Wendy Clark, president, sparkling brands & strategic marketing, Coca-Cola North America.
“Truly we believe that creativity is a business driver. Fundamentally we believe in the power of art and commerce and that those two should never be separated.”
The jury awarded 17 Lions in total, including two Gold Lions. The Grand Prix went to “Live Test Series” from Forsman & Bodenfors Gothenburg for Volvo Trucks. One of the biggest winners from Cannes 2014, “Live Test Series” was essentially a series of clever, totally original demonstration videos that promoted the performance of Volvo’s large trucks. The campaign most famously included “The Epic Split” which showed Jean-Claude Van Damme performing the splits between two Volvo tractor trailers driving in reverse.
Related
• How Successful were Volvo Trucks’ Epic Stunts?
“Essentially what we found in the Grand Prix winner is a body of work that we believe the creatives want to celebrate as much as the strategists want to celebrate,” said Clark. “We were really jealous of the work and we were really jealous of the results.”
Want the latest news and winners from the Cannes Lions International Festival of Creativity? Sign up for Marketing‘s Late Breaking newsletter for up-to-the-minute awards news. And to get our full coverage, sign up for the Marketing Morning Filter.
