WHAT HAPPENED ON TUESDAY?
Pete Way received an NFT from Paris Hilton! Our Cannes delegates got to enter the Metaverse! A Grand Prix turned into the Ukrainian flag! And 7 categories were awarded – Industry craft, Digital craft, Film craft, Digital craft, Entertainment Lions, Entertainment Lions for Music, and finally Entertainment Lions for Sports. We also got to see the winners For Cannes Young Digital and Design Lions!
LIONS OF THE DAY!
Craft, craft, craaaaaaaft mixed with some good old ENTERTAINMENT. Here are the winners from yesterday:
- The Grand Prix in Industry Craft goes to Sheba's Hope Reef by AMV. Don't get me wrong, this is a really cool activation – they created the only outdoor ad visible from space by growing back coral reefs. It has very little to do with cats tho and I'd be surprised if Sheba sold a single tin thanks to this campaign, which, by the way, is often the point with our industry – help clients sell stuff.
- Back up Ukraine for Poly cam x Unesco by Virtue World Wide New York wins the Grand Prix for Digital Craft Believe it or not, but this idea has popped up in Petra Andersson's brain as well so I'm very happy it got made – We've all seen the devastating shelling of Ukraine. Polycam and Unesco turned Ukrainian citizens' phones into cameras used to scan and map all of the country – essentially creating the perfect blueprints to build it up again. It probably didn't make anyone buy anything but I'm a LOT less upset about this.
- The Grand Prix for Film Craft goes to The Wish for Penny by Iconoclast Berlin. A quiet, well-behaved child gets told off for being quiet and well-behaved and I now wonder if I've wronged my mother? Is it too late to be sick on her doorstep? The ad is for children who missed out on experiences during Covid, little did they know the same scenario took place in the Swedish countryside sans pandemic!
- The Grand Prix in Design Lions goes to Penguin Books for The Portuguese (Re)constitution by FCB Lisbon. 50 years after the authoritarian Portuguese government was overthrown, Penguin Books decided to breathe new life into the blue pens used to censor texts and turn them into a reminder of freedom. Artists blocked out fascist texts and left a few words about freedom, love, and equality to create new meaning and appreciation for the Portuguese liberation. Blocked-out text is nothing new but this execution deserves to be noted for the craft.
- The Grand Prix Entertainment Lion goes to the Motherland, the Swedish Food Federation for Eat A Swede by McCann Stockholm. Sorry Sweden, but I'm not too sold on this. We need to stop eating meat, so SFF created an 18-minute mockumentary about how human flesh is best for us, and for some reason Alexander Skarsgård's is especially so. Maybe it's just me but these kinds of mock campaigns just feel quite... 2013?
- The Grand Prix for Entertainment Lions Music goes to This is Not America for Residente by Doomsday Entertainment Los Angeles (try reading that in one breath). It's a moving piece on how America is a continent – not a country – and that it belongs to native Americans. It includes everything from breastfeeding, machetes, and a verbal stab to Childish Gambino!
- The Grand Prix for Entertainment Lions For Sports goes to Nike for NikeSync by RG/A London. Periods really are HOT STUFF at the moment, thinking back to the 4,757 Grand Prixs they've won AMV. Here comes Nike's take on periods – they created the first exercise app that's tailored to your cycle. During the menstrual phase we should work with strength and kindness(?), during the follicular phase we're looking at speed and power, and for the luteal phase you should apparently focus on endurance. Maybe not for me then as I tend to get very frustrated when that progesterone hits.
And that my friends, concludes the lions for the day!
THINGS TO COME
- Will Pete Way manage to set up a digital wallet for his NFT gifted by Paris Hilton?
- We put on our STRATEGY glasses and look for unique SMPs and GREAT strategic platforms. Also Mobile and Brand Lions – We see you!
Will I actually have time to watch any of the talks?
Update your inbox on Thursday and you will find out!