NEW YORK, June 23, 2023 – BCW, the leading global communications agency, celebrated seven Cannes Lions wins at the 2023 Cannes Lions International Festival of Creativity, for work on behalf of Change the Ref, Brady, Vow and Honest Egg Company. Overall, BCW won two Bronze Lions and shared a Gold, two Silver, and two additional Bronze Lions.
“It is an honor to be recognized at the Cannes Lions for our work on these campaigns,” said Fede Garcia, Global Chief Creative Officer, BCW. “We’re pushing the boundaries in our industry when it comes to our creative work and receiving this recognition from Cannes Lions is fantastic validation of our creative prowess. Our Earned-Plus, cross-channel approach delivers profound results for clients by reaching people wherever they are and moving people to take action. We’re excited to continue creating outstanding work for our clients through relentless creativity grounded in earned storytelling.”
“Joaquin’s First School Shooting” with Change the Ref – Bronze Lion, Direct, Social Behavior
“Joaquin’s First School Shooting" is a not-for-children (rather, for lawmakers) children’s book designed to illustrate to politicians, in the simplest terms possible, the horrific effects of mass shootings. It tells the story of the last day of Joaquin Oliver, son of Change the Ref Founders Manuel and Patricia Oliver, who was killed in the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida. Joaquin’s mother Patricia hand-delivered copies of the book to lawmakers on Capitol Hill, and Minority Whip and Massachusetts Representative Katherine Clark read the book on the House floor. Other representatives who engaged with the book include Senator Elizabeth Warren, Senators Debbie Stabenow and Tina Smith, and Representatives Judy Chu, Laurel Lee, Chrissy Houlahan, Madeline Dean, Maxwell Frost, Robin Kelly and Jeff Jackson. The book is now in its second printing, with citizens encouraged to send to their representatives.
“War Stories” with Brady – Bronze Lion, Film, Not-for-Profit/Charity/Government
Working with client Brady, a bipartisan gun safety organization, and as part of its overall “War Stories” campaign, BCW created A Story of Survival. The film depicts a U.S. Navy veteran reading a story that sounds like an intimate, first-hand account of combat in a war zone. When he finishes reading the letter, the veteran learns that the author is actually Josh who, at six years old, was a victim of a mass shooting.
FitChix with Honest Egg Company, Gold, Silver and Bronze in Outdoor, Silver in Creative Commerce
BCW shared in three Lions in the Outdoor category for “Fitchix,” produced by VMLY&R and Mindshare on behalf of the Honest Egg Company. BCW led earned-media efforts to launch this first-ever fitness tracker designed for chickens. The integrated campaign showed Australians how free and healthy Honest Eggs Co. chickens really are. It involved creating an ergonomic, chicken-friendly fitness tracker that doesn’t impose on day-to-day life and behaviour. Multiple prototypes were engineered and calibrated to properly capture the activity levels of individual chickens – including step counts, which are printed onto the eggs that Australians buy at the shelf. The work won a Gold Lion for Outdoor, Promotional Items and Printed Media; a Silver Lion for Outdoor, Market Disruption; and a Bronze Lion for Outdoor, Design for Promotional Items. It also won a Silver Lion in the Creative Commerce category, for Sustainable Commerce.
The Mammoth Meatball with Vow, Bronze in PR, Use of Events & Stunts
BCW shared in a Bronze Lion win in the PR Techniques – Use of Events & Stunts category for The Mammoth Meatball from Vow with Wunderman Thompson Benelux, Antwerp and For the Right Reasons, Amsterdam. The Mammoth Meatball – the world’s first meatball made from DNA of the extinct woolly mammoth, and completed with fragments of African elephant DNA - aims to demonstrate the potential of meat grown from cells without the slaughter of animals and to highlight the link between large-scale livestock production and the destruction of wildlife and the climate crisis. BCW led earned media.
