Another night and another awards show saw more Lions handed out on stage in Cannes last night with all eyes on the Creative Data, Creative Strategy, Direct, Media, PR and Social & Influencer Lions.
A total of six more Grands Prix were awarded at Wednesday's ceremony that saw the Creative Strategy Lions enter the fray for the first time. The category celebrates the idea behind the idea and how strategic planning can redefine a brand.
The top prize went to The E.V.A. Initiative for Volvo Cars by Forsman & Bodefors Gothenburg. The campaign aims to improve gender safety equality in cars and saw Volvo share research to help other automakers produce safer cars.
In the creative Data Lions, which honour the interplay of ideas and information, the Grand Prix was awarded to Go Back to Africa for Black & Abroad by FCB/Six Toronto.
In Direct, celebrating targeted and response-driven creativity, the Grand Prix was presented to The Whopper Detour for Burger King by FCB New York. The work created an app enabling people within 600 feet of one of the 14,000 McDonald’s locations in America to unlock a deal for a 1-cent Whopper.
For Media, which celebrate the creative implementation of ideas through the use of media, the Grand Prix went to Air Max Graffiti Stores for Nike by AKQA São Paulo.
The PR Lions, which celebrate the craft of strategic and creative communication, saw The Tampon Book: A Book Against Tax Discrimination for The Female Company by Scholz & Friends Berlin pick up the Grand Prix prize. The work was created in protest against the unfair taxation of feminine hygiene products, still considered luxury goods and taxed at a higher rate in Germany.
In the Social & Influencer Lions, which honour creative social thinking and strategic influencer marketing solutions, Keeping Fortnite Fresh for Wendy’s by VMLY&R Kansas City (pictured, top) was honoured with the Grand Prix. The work saw the fast-food chain going after fictional rivals on Fortnite, which highlighted the fact they use fresh beef.