21 Nov 2017
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Cannes Lions announces first set of winners across 4 categories

MUMBAI: Following Saturday’s conclusion of the second Lions Health, the doors of the Palais des Festivals have opened for the 62nd Cannes Lions Festival of Creativity. Cannes Lions held its first awards ceremony of the week where winners of the Promo & Activation, Direct, Mobile and Press Lions were announced.

From a total of 3,196 entries in Promo & Activation this year, 117 Lions were awarded. The Grand Prix was claimed by Grey London for Volvo UK, ‘Lifepaint’.

Jury president Matt Eastwood, the Worldwide CCO of J. Walter Thompson, said ‘Lifepaint’ not only raised the bar creatively but also made a positive contribution to humanity. “It reinforces a life-long commitment to a strategy of safety and then elegantly turns that to a guiding purpose not just for the cars, but for all of society. It’s a simple, easy to apply solution that will genuinely save lives.”

The Direct Lions saw Volvo pick up a second Grand Prix via Grey New York for ‘Interception’. The category saw 2,813 entries, where 83 Lions were presented.

Jury president Judy John, CEO and CCO of Leo Burnett Canada said, “Smart, strategic, creative and real-time, Volvo zagged and created a new conversation which hijacked The Superbowl. It pushed and rethought what you can do in direct. Interception is a deep example of what’s going on. It’s an exciting time in the category and the business.”

In Mobile, 57 Lions were awarded from 1,246 entries, with Google Mountain View taking home the Grand Prix for Google ‘Cardboard’.

Jury president Joanna Monteiro, VP, creative director FCB Brazil said that it had made virtual reality far more accessible. “The jury believed that this is a game-changer since it democratizes VR. Cardboard costs about $20 and will allow brands to engage many more consumers, offering them a different level of experience.”

Meanwhile, in the Press category 79 Lions were awarded from 4,470 entries. ‘Dog’, ‘Baby’, ‘Squirrel’ and ‘Moths’, a campaign for the City of Buenos Aires by The Community/La Communidad Miami, triumphed.

Jury president Pablo del Campo, Worldwide creative director Saatchi & Saatchi Argentina said the jury had seen many entries which had “brought light” to the category, but the Grand Prix stood out for its freshness, originality and, ultimately, creative bravery.

The 62nd Cannes Lions International Festival of Creativity, held from 21-27 June, is the world’s leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France.

The international annual advertising and communications awards witnesses close to 37,500 entries from all over the world across categories like Film, Print, Outdoor, Interactive, Radio, Design, Product Design, Promo & Activation, Film Craft, Mobile, Branded Entertainment and Integrated advertising, as well as the best Media, Direct, PR, Titanium, Creative Effectiveness, Creative Data and Innovation ideas.