Cannes 2012

The winners are being announced in the Cannes Lions Awards 2012. Below is a round-up of the Grand Prix winners as they are released, some links are included so you can view the award winning work.

Cannes Lions Awards - Grand Prix Winners 

23 June 2012

Branded Content & Entertainment, Film Craft, Film and Titanium and Integrated Lions Awards

Branded Content & Entertainment Lions

Chipotle – Fast Food

Creative Artists Agency

Chipotle aimed to show its sustainability credentials through a short animated film.

http://www.creamglobal.com/17798/29903/cultivate-campaign

Film Craft Lions

Bear – Canal +

BETC Paris

A bearskin explains what it takes to become a great Hollywood director.

Film Lions

Back To The Start - Chipotle

Creative Artists Agency

The animated film, Back To The Start, from the Chipotle campaign which also won Grand Prix for Branded Content & Entertainment. The film depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. The soundtrack is Coldplay's 'The Scientist' as performed by country music singer Willie Nelson. Both the film and the soundtrack were commissioned by Chipotle to emphasise the importance of developing a sustainable food system.

http://www.creamglobal.com/17798/29903/cultivate-campaign

Titanium Grand Prix

Nike+ Fuelband - Nike+

R/GA New York

Two years ago, Nike had an idea for a device that tracks your daily activity and has a common, universal metric called Fuel for every active body out there. They asked R/GA to design the entire user experience. The agency ensured ease of use - set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. The agency also created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. NikeFuel aimed to level the playing field, and fit into your life.

20 June 2012

Cyber, Design, Radio and Press Lions Awards

Cyber Lions

Nike+ Fuelband - Nike+

R/GA New York

Two years ago, Nike had an idea for a device that tracks your daily activity and has a common, universal metric called Fuel for every active body out there. They asked R/GA to design the entire user experience. The agency ensured ease of use - set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. The agency also created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. NikeFuel aimed to level the playing field, and fit into your life.

Curators of Sweden - Swedish Institute/ Visit Sweden

Volontaire Stockholm

Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens.

http://www.creamglobal.com/17798/29874/curators-of-sweden

Design Lions

The Solar Annual Report 2011 - Austria Solar

Serviceplan Munich

Austria Solar created a report using special ink that could only be viewed under sunlight.

http://www.creamglobal.com/case-studies/17798/29878/the-solar-annual-report-2011

Press Lions

UNHATE (Palestine and Israel)  

UNHATE (USA and Venezuela)

UNHATE (Germany and France)

Fabrica Treviso Italy/ 72ANDSUNNY NL Amsterdam

This ad campaign from United Colors of Benetton shows world leaders kissing, linked to the UNHATE campaign promoting tolerance. The digitally manipulated images show U.S. President Barack Obama and China's President Hu Jintao kissing, for example, and are part of a series of ads by Benetton Group, known for their controversial ads.The UNHATE Foundation seeks to promote a culture of tolerance and combat hatred around the world.

Radio Lions

Repellent Radio - Go Outside Magazine

Talent São Paulo

On behalf of Go Outside magazine, the agency turned an ordinary FM radio broadcast into mosquito repellent. It worked from 6 pm to 8 pm every night for three weeks, the agency had a local radio station add a 15 kHz frequency sound to its normal music programming. This tone was inaudible to humans, but to mosquito’s it sounded like a dragonfly, one of its natural enemies. The mosquito’s stayed away from the radios, allowing Go Outside's readers to go outside.

19 June 2012

Creative Effectiveness, Media, Mobile and Outdoor Lions Awards

Creative Effectiveness Lions

Axe ‘Excite  - Axe

BBH London

Male deodorant brand, Axe (Lynx) wanted to remain fresh, interesting and relevant to a new generation of guys and launched Axe angels – with the tagline ‘even angels will fall’. The angels descended on 100 markets worldwide with creative showing them falling from the sky having given in to the Axe effect.

Media Lions

Google voice search – Google

OMD

Google bought its voice search technology benefit to life using phonetic adverts.

http://www.creamglobal.com/case-studies/17798/29856/google-voice-search

Mobile Lions

Hilltop re-imagined for Coca-Cola - Google

Grow Interactive

Coca-Cola's classic 'Hilltop' commercial is re-imagined for a modern audience, in the digital age. Fulfilling the promise of the original ad, it allows users to connect with strangers by sending a Coke around the globe to an unsuspecting recipient, making the world feel just a little bit smaller.

http://www.creamglobal.com/17798/29969/hilltop-re-imagined-for-coca-cola

Outdoor Lions

#Cokehands  - The Coca-Cola Company
Ogilvy Shanghai

The Coca-Cola Company and Ogilvy & Mather Advertising Shanghai teamed up to create a new outdoor execution to celebrate the spirit and happiness that comes with sharing a bottle of Coke. Coca Cola launched the ads in bus shelters in April 2012 and promoted the campaign with the Twitter hashtag #Cokehands.

The invisible drive - Mercedes Benz
Jung von Matt

This campaign enabled people to experience the Mercedes Benz B-Class F-Cell the same way the environment does – like it's not even existent. The B-Class F-Cell was disguised with mats out of LEDs on the one side and fixed a camera on the other side of the car. The camera filmed everything that happened behind the vehicle and transferred every action directly to the LED mats. The effect: The B-Class fused completely with its surrounding and became invisible for the passersby in the immediate vicinity.

18 June 2012

Promo & Activation, PR and Direct Lions Awards

PR Lions

The most popular song - Banco popular de Puerto Rico

JWT

Banco Puerto Rico sparked debate about the problems that hindered the island’s economic progress through a popular song.

http://www.creamglobal.com/case-studies/17798/29857/the-most-popular-song

Promo & Activation Lions

Small business gets an official day - American Express

Crispin Porter + Bogusky Boulder

American Express created Small Business Saturday in 2010, a new shopping day right after Black Friday, and wanted to make it an official shopping day in the US in 2011.  

http://www.creamglobal.com/17798/29855/small-business-gets-an-official-day

Direct Lions

Small business gets an official day  - American Express

Crispin Porter + Bogusky Boulder

American Express created Small Business Saturday in 2010, a new shopping day right after Black Friday, and wanted to make it an official shopping day in the US in 2011.  

http://www.creamglobal.com/17798/29855/small-business-gets-an-official-day