Cannes Lions 2024 Grand Prix Winners in Lion for Change, Sustainable Development Goals, Film, Dan Wieden Titanium Lions and Grand Prix for Good

In a world where healthy skin should be a right, not a privilege, Vaseline embarked on a groundbreaking mission. Recognizing the unique challenges faced by transgender women during gender reassignment therapy, they defied convention. Instead of a typical brand campaign, with the help of Ogilvy Singapore, they created the world’s first clinically proven skincare product tailored specifically for this community – the Transition Body Lotion.

This industry-first marvel tackles dryness, dullness, and hyperpigmentation – the very skin issues that transgender women encounter. Powered by patented Unilever Technology, it introduces Isoflavones, a plant-based oestrogen previously unexplored in skincare. These magic molecules regulate hormonal imbalances arising from gender-affirming therapy.

But it’s not just about lotion; it’s about empowerment. Transgender women were integral to every step, from conception to launch. Their voices echoed through focus groups, consultations with specialists, and fragrance refinements. Vaseline championed inclusivity, aligning with their “Healthy Skin for All” mission. Social media buzzed with positivity as the Transition Body Lotion hit Watsons stores across Thailand on International Transgender Day of Visibility.

Jury president of Glass: The Lion for Change, Cindy Gallop, founder and CEO of MakeLoveNotPorn, Global, said: “Vaseline’s 'Transition Body Lotion' impressed the entire Glass Lion Jury with its demonstration of how driving social change is good business. The two-year R&D process conducted in close collaboration with the target customer on the principle of ‘Nothing about us without us’, the innovation of isoflavones, and the delivery of product efficacy while making its customers feel seen, respected and included, represent a holistic approach to gender equality at its finest and made it an easy unanimous decision to award Vaseline the Glass Grand Prix.”

In France’s mobility deserts – areas where public transport is scarce or altogether non existent – Renault Group launched a practical initiative. Consider this: four out of 10 French residents lack access to public transportation, impacting their ability to find work. As a result, unemployment rates in these areas exceed the national average.

Enter ‘Cars to Work’, the campaign created with Publicis Conseil Paris, that provides cars to individuals during their three-month job trial period – months during which employees can be let go at any point. The insight? “No Car, no job. No job, no loan. No loan, no Car.” A cycle that traps vulnerable populations. Renault breaks it by offering cars to those who need them most. 

‘Cars to Work’ asks for no upfront cost – payment begins once job security is established. To make the campaign possible, Renault collaborated with the French Public Employment Service.

So next time you see a Renault cruising through a mobility desert, know it’s not just a car – it’s a lifeline, connecting people to employment opportunities. 

Sustainable Development Goals Lions jury president, Gustavo Lauria, co-founder, president and chief creative officer at We Believers, United States, said: “The Grand Prix reflects the essential goal we should achieve in advertising. It is an idea that is good for people and good for business. By helping people get the access they need to secure a job, Renault ends up selling cars and transforms consumers into loyal believers in the brand. It is a great example of a brave brand that cares, takes risks, and gets results.”

Last summer, during the 5th Women’s World Cup, French women’s football faced a broadcasting rights dilemma. Despite the game’s passionate following in France, women’s football remained marginalised due to prejudice about women’s technical abilities. Orange, a long-standing football partner, seized the moment to combat these biases.

Their ingenious approach included a Trojan horse video. Initially showcasing technical moves by French men’s team players – Mbappé, Giroud, Griezmann – the video later revealed a twist: it was actually a compilation of women’s skillful actions. Visual effects masked the women’s team in the first part, only to unveil them in the second.

The strategy targeted football fans, particularly men, who constitute 66% of sports viewership. Research highlighted sexism’s prevalence, with male supporters displaying hostile attitudes toward women’s football. By using this ‘Trojan horse’, Orange aimed to dismantle stereotypes and elevate women’s football.

The campaign film launched on X only and its clever reveal sparked high engagement, propelling it from France to global virality. This is the campaign’s second Grand Prix, the first one being in Entertainment Lions for Sport.

Film Lions jury president, Tor Myhren, VP marketing communications at Apple Inc, Global, said on Orange’s campaign: “Sometimes the idea wins out over everything. This was hands down the best, most empowering idea in film this year. To see it is to love it, and we fell in love the first day of judging.”

The Sydney Opera House, an architectural marvel, marked its 50th anniversary with a powerful message. Unveiled in 1973, the Opera House stood as a beacon of brave creativity. As Australia grappled with conservatism, its spirit needed revival.

Collaborating with songwriter Tim Minchin, director Kim Gehrig, and ad agency The Monkeys, they created ‘Play It Safe’, a visual and musical ode to creativity. Their strategy spanned continents with embargoed interviews and global buzz. The film premiered on YouTube, Facebook, and Instagram, while Spotify hummed with its original song.

The challenge? Acknowledge the Opera House’s legacy while embracing the future. Resident companies like the Sydney Symphony Orchestra and Opera Australia lent their voices. As a result, the misconception that the Opera House is elitist was entirely dispelled. The film spoke to all – a universal invitation.

The message echoed: silence caution, embrace audacity. The Opera House belongs to everyone. 

Film Lions jury president Myhren also described ‘Play It Safe’ as "a celebration of the creative spirit, of brave ideas and taking huge risks in the face of critics and controversy and cultural norms. Quite simply, it’s the best film of the year and makes you proud to be in this industry.”

DoorDash, best known for its food delivery service, sought to redefine itself as a brand during the Super Bowl. The mission was to showcase that they deliver more than just meals, and in fact are capable of delivering virtually anything. How? By promising to give away every product mentioned in every Super Bowl ad.

The idea was breathtakingly simple: DoorDash would deliver all the products advertised during the game. But it was also audacious. It required rethinking partnerships, promotions, and real-time social engagement.

Before the game, they collaborated with partners, pre-setting multiple plans. But during the live game, surprises emerged. For each unexpected mention, they improvised prizes – like a cowboy hat for a movie trailer or $600 towards Verizon’s phone service.

The total prize value? Estimated between $340,000 and $480,000, including a Toyota truck and electric vehicles from BMW, Kia, and Volkswagen. DoorDash tracked it all in real-time on a special website.

Their Super Bowl ad ran in the fourth quarter, building on weeks of social media hype. The result was a symphony of earned impressions, rewriting Super Bowl history.

Titanium Lions jury president, Debbi Vandeven, global chief creative officer at VML, Global, said: “When work makes the most of a moment in time, it truly reflects groundbreaking creativity. We wanted to award this idea that hijacked a key cultural moment to make the world look at this company in a fresh and broader way. The idea is simple on the surface, yet daring in execution. At its core, it’s a spectacular product demonstration at a scale we’ve never seen before.”

Reporters Without Borders Germany, celebrating their 30th anniversary, launched a campaign that resonated deeply in a year when democracy faced unprecedented challenges. Their mission: to emphasise the symbiotic relationship between a free press and a healthy democracy. Amid eloquent political rhetoric, they urged citizens not to be swayed by mere words but to trust the journalists who hold power accountable.

The campaign’s cinematography, masterfully crafted by Konrad Losch, played a pivotal role. Through evocative visuals, viewers were transported into the lives of characters—a journalist risking their safety to report from a conflict zone, an editor poring over sensitive documents. Each frame carried emotional weight, emphasising the human cost of journalism.

The films premiered in German cinemas and online platforms, quickly transcending borders. Other Reporters Without Borders offices, including Sweden, embraced the campaign, streaming the films. However, in repressive environments like Russia, the state swiftly blocked web access to RSF’s site, underscoring the urgency of the mission.

The Cannes Lions Grand Prix for Good jury president, Debbi Vandeven, global chief creative officer at VML, Global, said: “In today's unparalleled age, the preservation of free speech for generations to come is crucial. 'First Speech' is a captivating series of films that skillfully combine simplicity and creativity to leave a lasting impact on the viewer. This collection of films illuminates a critical issue affecting global democracy and our evolution as communicators.”