Edelman Becomes First Legacy PR Firm to Win a Titanium Lion
Edelman has won a Titanium Lion at the Cannes Lions Festival of Creativity for DP World’s 'The Move to Minus 15,' a world-changing sustainability initiative. The recognition sets a new industry standard as Edelman becomes the first legacy PR firm to ever win the Festival’s coveted prize.
The Titanium category is defined by work that causes the industry to stop in its tracks and reconsider the way forward. DP World’s “The Move to Minus 15” is one of 80 Titanium Lions ever awarded since the category was first introduced 21 years ago.
The idea challenges a 100-year accepted standard in the frozen food supply chain of setting freight cargo temperatures at -18 degrees by simply asking, “why?” There was no scientific reason for storing food at that temperature, and so DP World, working with Edelman, commissioned an international panel of experts who discovered that the -18 degrees could be raised to -15, saving 5-7% of energy in the process and 17.7 million tons of carbon every year. The simple action of turning the dial up by three degrees costs nothing, wouldn’t harm the food, but would be transformative for the world. In an effort to unify all global logistics leaders, DP World made their research publicly available and within days, 60% of the global shipping container industry had joined The Move to Minus 15 Coalition.
“With this win, we’ve scaled the ultimate mountain,” says Richard Edelman, Edelman’s CEO. “Thank you, DP World, for recognising the strength in collaboration to drive real change. Our job is to take the challenges brought by our clients and bring the curiosity and relentlessness that makes change possible. This work delivers on our belief that Trust Drives Growth and Action Earns Trust. I could not be prouder of what everyone at Edelman has accomplished.”
"I’m so proud of the diversity of our wins across categories, clients, and our winning teams,” says Judy John, Edelman’s global chief creative officer, “From challenging representation in gaming with Dove's 'Code My Crown' to challenging double taxation with IKEA 'SHT' our work is positively impacting the world. I always say, ‘we are one idea away from changing the world’. DP World’s 'The Move to Minus 15' is a wonderful example of that aspiration, creating an idea that challenges an entire industry. We’re just getting started.”
2024 has been Edelman’s best and most representative showing at Cannes since the firm started attending a decade ago.
In addition to the Titanium, Edelman was recognised in second place for Independent Network of the Year, Edelman London was named Independent Agency of the Year for the Good Track and received second place for Independent Agency of the Year Globally.
In total Edelman won four Gold Lions, six Silver Lions and five Bronze Lions for a total of 16 trophies.
Winning work came from 9 different campaigns and three regions including EMEA, North America, and APAC.
Wins were across a diverse range of categories, representative of Edelman’s breadth of expertise and capabilities, including strategy, creative commerce, social & influencer, digital craft, B2B, entertainment for gaming, direct, sustainability and of course PR.
See below for a full list of Edelman’s Cannes Lions wins.
Campaign Name: The Move to Minus 15
Client: DP World
Category: Titanium
Sub-Category: Titanium
Prize: Titanium
Campaign Name: The Move to Minus 15
Client: DP World
Category: Sustainable Development Goals
Sub-Category: Climate Action
Prize: Gold
Campaign Name: Code My Crown
Client: Dove
Category: Creative Strategy
Sub-Category: Market Disruption
Prize: Gold
Campaign Name: SHT
Client: IKEA
Category: Creative Commerce
Sub-Category: Market Disruption
Prize: Gold
Campaign Name: Bar Experience
Client: Heineken
Category: PR
Sub-Category: Corporate Image, Communication & Reputation Management
Prize: Gold
Campaign Name: The Move to -15
Client: DP World
Category: Creative B2B
Sub-Category: Corporate Purpose & Social Responsibility
Prize: Silver
Campaign Name: Allegra Airways
Client: Sanofi
Agency: Salutem, an Edelman Family Agency
Category: Health & Wellness
Sub-Category: OTC Oral Medicine > Creative Data
Prize: Silver
Campaign Name: Code My Crown
Client: Dove
Category: Entertainment Lions for Gaming
Sub-Category: Diversity & Inclusion in Gaming
Prize: Silver
Campaign Name: SHT
Client: IKEA
Category: PR
Sub-Category: Market Disruption
Prize: Silver
Campaign Name: Code My Crown
Client: Dove
Category: PR
Sub-Category: Sponsorship & Brand Partnership
Prize: Silver
Campaign Name: #LetHerGrow
Client: Dove
Category: Creative Strategy
Sub-Category: Brand Strategy
Prize: Silver
Campaign Name: The Wild Algorithm
Client: Ampara
Category: Social & Influencer
Sub-Category: Social Listening & Insight
Prize: Bronze
Campaign Name: #CancelPizza
Client: Ajinomoto
Category: Social & Influencer
Sub-Category: Consumer Goods
Prize: Bronze
Campaign Name: The Social Swap
Client: Heineken
Category: Social & Influencer
Sub-Category: Real-Time Response
Prize: Bronze
Campaign Name: SHT
Client: IKEA
Category: Direct
Sub-Category: Corporate Purpose & Social Responsibility
Prize: Bronze
Campaign Name: Code My Crown
Client: Dove
Category: Digital Craft
Sub-Category: Personalised Storytelling & Experience
Prize: Bronze
