The winners of the prestigious Outdoor Lions Awards (sponsored for the eighth consecutive year by Clear Channel Outdoor) have been announced at Cannes Lions 2017. Joint Grand Prix winners were: Twitter, for their brand campaign through Twitter San Francisco, and McCann New York for State Street Global Advisors’ “She ETF” campaign and the “Fearless Girl” statue. The Twitter ads simply show incendiary images and political figures such as Vladimir Putin or Donald Trump (a notorious Twitter user himself) with a Twitter logo, hashtag and no tagline. The campaign also won a gold Lion. McCann New York’s “Fearless Girl,” meanwhile, depicts a young girl standing up to the famous Wall Street charging bull statue and is heralded as a symbol of female empowerment. Fearless Girl also picked up a Grand Prix in the Glass Lions category yesterday.
Three UK agencies picked up a gold Outdoor Lion: Saatchi & Saatchi London won a gold and a silver for Deutsche Telekom’s “Magenta Unleashed,” while Publicis London also picked up gold and silver for Tourism Ireland’s “Door of thrones.” In a joint entry, adam&eveDDB and MediaCom shared a gold Lion for Skittles’ “Give the rainbow,” in which the famously multi-coloured sweets are stripped back to white for LGBT Pride. A&E/DDB also picked up two bronze Lions for the work as the sole lead agency. FCB Inferno was awarded a silver Lion for Sport England’s “This girl can – phenomenal women,” while McCann London also picked up silver for Microsoft Xbox’s “Zombie Christmas.” Leo Burnett London also picked up a bronze Lion campaign for McDonald’s “All-time favourites” outdoor ads, which show popular search terms with similar spellings for products like a Big Mac or McChicken Nuggets.
Other big winners who scooped Gold Lions for their work in the Outdoor Lions category included:
David Miami for The Kraft Heinz Company’s “Heinz”
Ogilvy & Mather, Mexico City for Aeromexico
Twitter San Francisco for Twitter
ALMAPBBDO São Paulo for Man Latin America “Volkswagen Trucks”
SCHOLZ & FRIENDS Berlin for Der Tagesspiegel “Trump”
Proximity Madrid for Bijoux Indiscrets, “Orgasm Sound Library”
BBH Singapore for Nike “Unlimited Stadium”
Grey Colombia Bogotá for Tigo-Une “Payphone Bank”
Saatchi & Saatchi London for Deutsche Telekom “Magenta Unleashed”
ALMAPBBDO São Paulo for Mars Pet / Pedigree, “Dog Channel”
Leo Burnett Toronto for IKEA Canada, “IKEA: Cook This Page”
Ogilvy & Mather Mumbai for ITC Savlon’s “Savlon Healthy Hands Chalk Sticks”
Publicis London for Tourism Ireland’s “Door of Thrones”
Publicis Brasil São Paulo for Heineken “The Cliché”
180LA Santa Monica for Boost Mobile’s “Boost Your Voice”
Marcel Sydney for Heineken Asia Pacific PTE. Ltd.
Ogilvy New York for Amnesty International’s “The Refugee Nation”
MediaCom London/adam&eveDDB for Wrigley’s Skittles’ “Give the Rainbow”
Commenting on the winners, William Eccleshare, Chairman and CEO of Clear Channel International, said: “With two Grand Prix’ awarded in the Outdoor Lions category for traditional and non-traditional campaigns, the diversity of this year’s winners’ reflects the infinite breadth of creative possibilities that out-of-home offers. For a world-class digital brand like Twitter to use the pure creative canvas of the oldest medium to connect with their audiences, both reinforces out-of-home’s relevance within the media mix, and its powerful relationship with mobile. This is a stunningly simple yet utterly compelling campaign which absolutely captures the magic of our medium. Congratulations to all of this year’s Outdoor Lions winners. Your creativity and innovation confirms that out of home is truly the most creative advertising medium.”
Outdoor Lions Jury President, Bruno Bertelli, Global Chief Creative Officer at Publicis WW, added: “I understood the magic of outdoor advertising when I attended ad school. They really made us sweat over billboards and OOH activations. For good reason - it's the ultimate stress test for creatives in the making. Ad schools still put a big emphasis on mastering the medium because it represents the synthesis of simplicity and the basics of creativity.”
In total, the jury awarded Gold Lions to 20 campaigns, six from the US, three each from Brazil and the UK, and one each from Australia, Canada, Colombia, Germany, India, Mexico, Singapore and Spain.