Bask in the Brilliance of the Winning Lions from Craft, Entertainment and Experience
Wednesday’s Cannes Lions Awards Show was all about thrilling audiences in style as it announced the winners in three tracks from the festival’s new revamped structure - the Entertainment Track, Craft Track and Experience Track Lions.
The Craft Track Lions honoured the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring creative ideas to life.
In the Digital Craft Lions: 728 entries were received and 27 Lions awarded: 3 Gold, 8 Silver and 15 Bronze. The Grand Prix went to ‘Aeronaut VR’, by Isobar, New York / Viacom, New York, USA, for William Patrick Corgan.
In the Industry Craft Lions: 1,720 entries were received and 47 Lions awarded: 5 Gold, 13 Silver and 28 Bronze. The Grand Prix went to ‘Ali’ by Ogilvy, Chicago for SC Johnson, USA.
The Film Craft Lions received: 2,519 entries and 86 Lions were awarded: 13 Gold, 29 Silver and 43 Bronze. The Grand Prix went to ‘Hope’ by Blur Producciones, Madrid / SRA. Rushmore, Madrid for International Committee of the Red Cross, Spain.
The Entertainment Track Lions were also honoured, celebrating creativity that goes beyond branded communications to create authentic entertainment that engages consumers and impacts culture.
In the Entertainment Lions: 1,255 entries were received and 48 Lions awarded: 9 Gold, 15 Silver and 23 Bronze. The Grand Prix went to: ‘Evert_45’ by N=5, Amsterdam for KPN, The Netherlands.
In the Entertainment Lions for Music: 481 entries were received and 19 Lions awarded: 3 Gold, 7 Silver and 7 Bronze. Two Grands Prix were awarded to:
‘Jay-Z “Smile”’ by Smuggler, New York / Roc Nation, New York for Roc Nation, USA.
‘Welcome Home’ by TBWA\Media Arts Lab, Los Angeles, USA, for Apple’s Homepod, USA.
Entertainment Lions for Music Jury President, Lori Feldman, EVP Strategic Marketing, Warner Bros. Records, said that her jury first had to question whether ‘Welcome Home’ was a music video or an ad. “I feel the eye is with the viewer,” said Feldman. “Music is at the core, the complex film craft is undeniable and the brand is at the centre of the work in a very unique way.”
Also announced, the Experience Track Lions honour work focused on the customer journey and the brand experiences designed to captivate audiences at every touch point.
Brand Experience & Activation Lions received 2,335 entries and awarded 71 Lions: 11 Gold, 21 Silver and 38 Bronze. The Grand Prix went to ‘Today at Apple’ by Apple Inc., Cupertino for Apple Inc., USA.
“This work is so important and a great example of how brands really play a meaningful role in people's lives – that can last forever,” said Brand Experience & Activation Lions Jury President, Rob Reilly, Global Creative Chairman, McCann Worldgroup.
Creative eCommerce Lions saw 268 entries and 16 Lions awarded: 4 Gold, 4 Silver and 7 Bronze. The Grand Prix went to ‘Xbox Design Lab Originals: The Fanchise Model’ by McCann London for Microsoft, United Kingdom.
Also announced during Wednesday's award show: Media Brand of the Year awarded to Spotify. Daniel Ek, co-founder, Chairman and Chief Executive Officer, accepted the award on behalf of Spotify.