Award was given in the new Creative eCommerce category for Microsoft's Xbox Design Lab Originals: The Fanchise Model
History was made for McCann London at this year’s Cannes Lions International Festival of Creativity, winning its first Grand Prix. Partnering with MRM//Meteorite and Craft London, the award was given in the new Creative eCommerce category at Cannes for Microsoft's Xbox Design Lab Originals: The Fanchise Model. The submission was also awarded a silver Lion, but there were no other UK winners in this new category. In addition to the Grand Prix, 3 golds, 2 silvers and a bronze were awarded to the London agency across a range of other categories for Design Lab. And another Xbox project for McCann London also won 1 silver and 2 bronzes.
The campaign brought to life every gamers' dream - experienced or novice - as countless Xbox fans made their controllers one in a million by designing it exactly to their specific preference. They could then claim ownership of their unique design, promote it and earn money based on the sales of their design - turning consumers into entrepreneurs. The custom controller service has now expanded to a number of countries around the world.
Rob Doubal and Laurence Thomson, Chief Creative Officers, McCann London said, “This Grand Prix is testament to the fact that McCann London is now consistently a creative force to be reckoned with on a local, regional and global stage. One the key pillars of our creative success has been the Xbox team - creating 2 of the world’s most famous campaigns in 3 years. It takes such a huge number of people to contribute to success like this – both agency and client-side. We are fortunate to get to work with each and everyone one of them, every day. We are absolutely delighted with this amazing collective achievement.”
This is the 3rd time that the agency has achieved a major win with client Xbox winning over 30 Cannes Lions over five campaigns in just three years.
In addition to this milestone, sister agency, McCann Birmingham, gained 4 awards, including 1 gold, making the McCann Worldgroup network the second most awarded in the UK.
Mark Lund, CEO, UK Group, McCann Worldgroup said, ‘We’re incredibly proud of every single person that helped achieve the Grand Prix and our 13 other Lions this year. These awards came from fantastic partnerships, both with our clients and collaborating with each other to deliver creativity with real commercial results. This is where the future of our business lies."
Overall the network’s total Lions represented 32 different agencies and regions across McCann Worldgroup with the group’s performance including: 71 Lions: 1 Grand Prix, 11 Gold, 24 Silver and 35 Bronze. McCann Health Brazil’s “Valuable Heritage” campaign for Moinhos de Ventos Hospital was awarded first place in the Solidarity category by ACT Responsible, which recognizes outstanding work supporting good causes. Esteban Molina from McCann Costa Rica took home Gold in the Cannes Young Lions Digital, for his idea for an app that