The Palais played host to its second awards ceremony of the week last night (Tuesday) as the winners of the Mobile, Media, Outdoor and Creative Effectiveness Lions were unveiled on stage.
The UK bagged its first Grand Prix of the week as BBH London scored the top prize in the Create Effectiveness category for its Axe Excite project. Launched globally in 100 different countries, the campaign helped the brand recapture a lost audience and increase product sales with commercials such as Even Angels Will Fall.
Five other agencies were also honoured in the same category, including Wieden + Kennedy for its Chrysler Born of Fire work, Leo Burnett Sydney for its Bundaberg Rum Watermark campaign and Grey New York for its Febreeze Breathe Happy initiative.
China snared its second ever Grand Prix as Ogilvy Shanghai came up trumps in the Outdoor category, winning for its #CokeHands posters for Coca-Cola. Last year it was another Shanghai agency, JWT, who brought home the nation’s first Cannes Lions Grand Prix in the Press category.
The second Grand Prix in this year’s Outdoor competition went to Jung von Matt Hamburg’s ambient project for Mercedes. Titled The Invisible Drive, the campaign showcased the carmaker’s F-CELL zero emission technology by covering the car in LEDs and screening images of the car’s real time surroundings to make it ‘invisible’.
There was a second reason for the UK to celebrate in the Media category, as London-based media agency Manning Gottlieb OMD was presented with the Grand Prix for its part in the launch of Google’s voice search technology. With the creative campaign based around the use of phonetics, the agency’s outdoor media plan developed the concept by making each poster relevant to its surroundings – such as one in the Square Mile reading “foot-see wun-hun-dred”.
The first ever Mobile Lions were also included in last night’s line-up, and victory went to the USA as Grow Interactive and Johannes Leonardo picked up the Grand Prix for their part in Google’s Re:Brief project. Reimagining Coca-Cola’s classic Hilltop spot for the digital age, the campaign allowed users to spread a little happiness and send a Coca-Cola across the world with the click of a button.
For a full list of winners, please visit the Cannes Lions website, and check out our video interview above with Outdoor jury president Paul Silburn, of Saatchi & Saatchi London, to hear the insider’s view on this year’s winners.
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