Here’s the award winning highlights from the 2021 Cannes Lions International Festival of Creativity – All the Grand Prix awards.
In the Pharma Lions, which celebrate life-changing creativity Grand Prix was presented to Area 23, an FCB Health Network Company, New York, USA, for Woojer’s ‘SICK BEATS’; the world’s first music-powered airway clearance vest for cystic fibrosis. Jury President, Anne de Schweinitz, Global Managing Director, Healthcare FleishmanHillard, said: “To turn tech to such an important, beautiful use in such a cool way, I think really blew everybody away in the jury room. . .there was an underlying feeling that this was going to be something really special.”
The Health & Wellness Lions, celebrating creativity for personal wellbeing, saw two Grands Prix’s awarded. TBWALondon, UK, won a Grand Prix for their work for Beco, ‘Beco. #StealOurStaff’, which raised awareness of the ‘Disability Employment Gap’ which disrupted employers’ outdated attitudes towards people with disabilities. The UK also won a second Grand Prix in Health & Wellness with AMV BBDO, London, taking the Grand Prix for Essity’s ‘#WomenPainStories’, the taboo-busting campaign that explores the true extent of the pain that women endure.
The Outdoor Lions, which celebrate ideas that leverage public spaces to communicate a message or immerse consumers in a brand experience, awarded three Grands Prix. The Grands Prix went to: Burger King’s campaign ‘Day 35’, ‘Day 28’, ‘Day 32’ created by Burger King, Miami / INGO, Stockholm / DAVID, Miami / Publicis Romania, Bucharest; as well as Publicis Italy, Milan, for Heineken’s ‘Shutter Ads’; and Publicis Conseil, Paris, France, for ‘Renault – Village Electrique’.
In the Print & Publishing Lions, work that demonstrates outstanding creativity in printed media is awarded. The Grand Prix was awarded to Ogilvy London, UK / Ogilvy Toronto, Canada for ‘Courage is Beautiful’, the work for Dove that celebrated the strength and determination of frontline workers amid the coronavirus pandemic. Grand Prix, Jury President Liz Taylor, Global Chief Creative Officer, Leo Burnett / Chief Creative Officer, Publicis Communications North America, said: that they had created something that was “insightful, beautiful and smart, that was true to their brand – not just doing it to do it – and lived beyond our industry.”
The winners of the Design Lions celebrating visual craftsmanship, award two Grands Prix. AKQA Stockholm, Sweden picked up a Grand Prix for H&M’s ‘H&M Looop’, the world’s first in-store recycling system that turns old garments into new ones. The second Grand Prix went to Superunion, London / Notpla Limited, London, UK, for Notpla, a revolutionary material which aims to make plastic disappear.
The Social & Influencer Lions celebrate creative social thinking and strategic influencer marketing solutions. Two Grands Prix were presented to: R/GA San Francisco for ‘Superb Owl’ for Reddit, Reddit’s first-ever Super Bowl ad; and a second Grands Prix for DAVID, Madrid / DAVID, Miami, ‘Stevenage Challenge’ for Burger King.
In the Media Lions, which demonstrate work that enhances and amplifies through game-changing channel strategy, awarded Two Grands Prix. The first to: ‘Boards of Change’ by FCB Chicago, for the City of Chicago, an initiative that greatly increased voter participation in the 2020 US Presidential election. The second Grand Prix went to ‘Naming the invisible by Digital Birth Registration’ by Telenor Pakistan Islamabad / Ogilvy Pakistan, Islamabad, for Telenor Pakistan, which utilised mobile technology to provide digital birth registration for thousands of ‘invisible’ children in Pakistan.
The PR Lions honour strategic and creative communication – work with storytelling at its core, which establishes, protects and enhances reputation and business. There were two Grands Prix, which went to: FCB Chicago /FCB New York for ‘Contract for Change’ for AB Inbev; and ‘The Bread Exam’ by McCann Paris for Spinneys and the Lebanese Breast Cancer Foundation. Speaking about The Bread Exam, PR Lions Jury President, Gail Heimann, President & CEO, Weber Shandwick, said: “This one was a very simple, very elegant idea. It used its simplicity to break through, and did so in a way that was beautiful and intimate, but also drove change”.
In the Direct Lions, celebrating targeted and response-driven creativity, the Grand Prix was presented to DAVID, Madrid / DAVID, Miami for ‘Stevenage Challenge’ for Burger King, a campaign encouraging people across the world to try and transform Stevenage FC into the biggest football club online. Direct Jury President, Reed Collins, Chief Creative Officer, Ogilvy APAC, said: “It was unanimous amongst the jury. Everybody thought that this stood above the rest of the work as a benchmark for Direct. It was a spectacular insight, idea and understanding of hacking the system.”
The Creative Strategy Lions, which honour work that demonstrates how strategic planning can redefine a brand, reinvent its business, and influence consumers, or wider culture. The Grand Prix went to ‘Can’t Touch This’ by Goodby Silverstein & Partners, San Francisco for Cheetos. This Super Bowl ad launched Cheetos Popcorn with an ingenious take on MC Hammer’s iconic catchphrase “U Can’t Touch This”.
In the Creative Data Lions, which honour the interplay of ideas and information, Grand Prix was presented to ‘Saylists’, by Rothco, part of Accenture Interactive, Dublin, for Warner Music Group. This ground-breaking initiative used music and technology to augment the speech therapy experience for young people.
The Digital Craft Lions which award technological artistry, gave the Grand Prix to Epic Games, Inc., Cary, USA, for ‘Astronomical’ a one of a kind musical journey that featured Travis Scott and the world premiere of a brand new track, built from the ground up in Fortnite.
Celebrating the creative artistry, talent and skill required to bring a creative idea to life, the Industry Craft Lions Grand Prix was awarded to Ogilvy London, UK / Ogilvy Toronto, Canada for their work for Dove ‘Patricia’, ‘Amanda’, ‘Patrick’; part of the Courage is Beautiful campaign that celebrates the strength and determination of frontline workers amid the coronavirus pandemic.
The Film Craft Lions, celebrating onscreen artistry, awarded the Grand Prix to Chelsea Pictures, Los Angeles, USA / AMV BBDO, London, UK, for ‘#WombStories’, the campaign for Libresse that gave a voice to the unseen, unspoken and unknown truths about the physical experiences of women everywhere.
In the Entertainment Lions, creativity that turns content into culture is honoured. Two Grands Prix were awarded: ‘In Love We Trust’, from dentsumcgarrybowen, Taipei City, Taiwan, whose film for Sinyi Reality encouraged young people to overcome their fear of commitment and seek lasting love, was awarded Taiwan’s first Grand Prix. Jury President Jae Goodman, CEO, Observatory (A Stagwell and CAA Company), praised it for taking the ‘long view’, saying: “This is about shifting culture in a direction that ultimately helps the brand and business. It is really hard not to reward and award something that does all of those things at the same time and does them so beautifully and powerfully.” The second Grand Prix in Entertainment went to 72andSunny Los Angeles, USA, for Match Group’s ‘Swipe Night’, an interactive experience within the Tinder app.
Celebrating creativity that taps into fan culture and leverages the power of sports and eSports in connecting people to brands, The Entertainment Lions for Sport awarded two Grands Prix. Edelman, London, UK picked up the first for Asics ‘Eternal Run’, the world’s first race without a finish line. The second Grand Prix went to Africa DDB, São Paulo, Brazil, for House of Lapland’s ‘Salla 2032’, the campaign launched by the town of Salla in Lapland to host the 2032 Olympics.
The Entertainment Lions for Music, celebrating creative musical collaborations and original music content. The jury chose to award two Grands Prix: Prettybird, Culver City / Columbia Records, New York, USA for Columbia’s music video sensation ‘Lil Nas X – Old Town Road (official movie) FT. Billy Ray Cyrus’. The second Grand Prix went to Gut Agency, São Paulo, Brazil, for ‘Feed Parade’ for Mercado Livre, the activation that turned Brazil’s biggest pride parade into an instagram feed and saw Gloria Groove – a legendary LGBTQIA+ singer and activist – release a music video featuring the Instagram handle of every single person involved. Jury President, Wyclef Jean, President and Chief Strategy Officer, Sodo Mood Lab, said the jury chose this as a Grand Prix because of “the idea of engagement, the idea of courage and the idea that we will never stand down”, adding, “we have to send these kind of signals around the world.”
In the Brand Experience and Activation Lions, honouring creative, comprehensive brand building through experience design, activation, immersive, retail and 360° customer engagement. The jury awarded two Grands Prix: ‘True Name’ for Mastercard, McCann New York, USA, the campaign that empowered transgender and nonbinary cardholders to use their True Name®. Jury President, Vicki Maguire, Chief Creative Officer, Havas, UK, described it as a piece of work that “touches you, that hits something, that you feel before you actually comprehend it.” The second Grand Prix – the third of the week for this work – was presented to ‘Stevenage Challenge’ by DAVID, Madrid / DAVID, Miami for Burger King.
The new Creative Business Transformation Lions, which celebrate the creativity that drives businesses forward, awarded the inaugural Grand Prix to ‘Act for Food’ by Marcel, Paris for Carrefour, a worldwide programme of actions for the food transition to improve health and make our food system better for farmers and the planet.
View The Creative Business Transformation Lions Grand Prix
In the Creative eCommerce Lions, which recognise creative, commercial ecommerce, payment solutions and innovation, presented two Grands Prix. The first went to ‘Tienda Cerca’ by draftLine, Bogota, Colombia, for AB InBev, a hyper-local ecommerce platform supporting small businesses and consumers through the pandemic. The second Grand Prix went to: FCB Inferno, London’s ‘Raising Profiles’ for The Big Issue / LinkedIn, which connected Big Issue magazine sellers with customers through the LinkedIn platform during lockdown.
In the Mobile Lions, celebrating device-driven creativity, saw a second Grand Prix awarded to ‘Naming the invisible by Digital Birth Registration’ by Telenor Pakistan, Islamabad / Ogilvy Pakistan, Islamabad, for Telenor Pakistan. Mobile Lions Jury President, Andrew Keller, VP, Global Creative Director, Facebook, called it a “beautifully ambitious project” adding: “I love that the work is sustainable, this isn’t a campaign that’s here today, gone tomorrow, it’s something that’s going to drive continued change for Pakistan in an incredibly powerful way and we were all blown away and beyond inspired by this piece.”
The Radio & Audio Lions, celebrating creativity that is wired for sound, awarded the Grand Prix to ‘SICK BEATS’, by Area 23, an FCB Health Network Company, New York for Woojer, which also took the Pharma Grand Prix as the first music-powered airway clearance vest revolutionizing therapy for children with cystic fibrosis.
The Innovation Lions, which honour ground-breaking innovation, technology and problem solving, Grand Prix went to ‘Degree Inclusive’ by Wunderman Thompson, Buenos Aires for Unilever, this innovative deodorant is designed specifically for people with visual impairment and upper extremity impairment.
The Creative Effectiveness Lions that celebrate the measurable impact of creative work awarded ‘Nike Crazy Dreams’ by Wieden+Kennedy, Portland for Nike the Grand Prix.
In the Film Lions, which celebrate the creativity of the moving image awarded three Grands Prix: ‘Crocodile Inside’, for Lacoste, by BETC Paris, France; The second Grand Prix went to: ‘Nike: You Can’t Stop Us’, by Wieden+Kenndy, Portland, USA; and the third Grand Prix to: ‘#WombStories’, for Essity, by AMV BBDO London, UK.
The Titanium Lions honour game-changing creativity presented the Grands Prix to: ‘#WombPainStories’ for Essity, by AMV BBDO London, UK. This ground-breaking work used True View technology and world-class female animators to chronicle the experiences of people with wombs. Talking about just one of the reasons that this piece was Titanium Grand Prix worthy, Jury President Susan Credle, Global Chief Creative Officer, FCB, said, “This work is going to teach women about their bodies and this work is going to teach doctors about women’s bodies, and for us (the jury) that was exceptional. We actually felt that we could see medical books being rewritten because of this campaign.”
In Glass: The Lion for Change, which celebrates culture-shifting creativity, the Grand Prix went to: ‘I am’, for Starbucks, by VMLY&R Brazil, São Paulo, which transformed a Starbucks store into a registry office where trans people could legally change their names, free of charge, creating a space they would always feel welcome to visit.
The Sustainable Development Goals Lions celebrate creative problem solving, solutions or other initiatives that harness creativity and positively impact the world. The Grand Prix was presented to: ‘The 2030 Calculator’, Doconomy, from Doconomy, Stockholm / FARM, Stockholm, Sweden. Jury President, Eduardo Maruri, VP Global Creative Board & President/CEO Europe, Grey Worldwide, said, “It matched every single criteria that we as a jury agreed at the beginning: scalable, touches multiple Sustainable Development Goals and is a solution not an awareness problem. I think the Doconomy Calculator has the potential to actually change the world.”
The Grand Prix for Good – awarded to a Gold Lion winning piece of work unable to win a Grand Prix in its category because it is created for a non-profit organisation or charity – was awarded to ‘#StillSpeakingUp DeepTruth’, Propuesta Cívica + Reporters Sans Frontieres, Publicis Mexico / Publicis Latvia, Riga; a first Grand Prix for Latvia.