The 71st Cannes Lions International Festival of Creativity continues to dazzle as the latest set of Lions were announced during the penultimate Awards Show. Recognizing excellence in Brand Experience & Activation, Creative Business Transformation, Creative Commerce, Creative Effectiveness, Creative Strategy, Innovation, and introducing the new Luxury & Lifestyle Lions, the evening highlighted exceptional achievements in marketing creativity and effectiveness.
“Thursday at the 71st International Festival of Creativity has showcased exceptional marketing experiences, effectiveness, strategy, and innovation. We are thrilled to introduce the inaugural Grand Prix winner for the Luxury & Lifestyle Lions, LOEWE – a testament to future-facing luxury brands that blend heritage craftsmanship with contemporary vision,” said Simon Cook, CEO LIONS.
In the Brand Experience & Activation Lions, which celebrate comprehensive brand engagement, Pop-Tarts’ ‘The First Edible Mascot’ by Weber Shandwick, Chicago, USA, claimed the Grand Prix. This unique activation introduced the Pop-Tarts Bowl during a US college football game, where the winning team celebrated by consuming a mascot-shaped treat post-game.
Anselmo Ramos, Founder and Creative Chairman at GUT, Global, and President of the Brand Experience & Activation Jury, praised the idea’s creativity and impact: “‘The First Edible Mascot’ generated significant buzz, showcasing the power of live sampling and playful marketing.”
The first-ever Luxury & Lifestyle Lions Grand Prix went to ‘LOEWE x Suna Fujita’ by LOEWE, Madrid, Spain. This collaboration with Japanese ceramicist Suna Fujita produced an exclusive collection, blending traditional craftsmanship with contemporary design sensibilities.
Charles Georges-Picot, CEO of Global Luxury Practice, Publicis Groupe, Global, and Luxury & Lifestyle Lions Jury President, highlighted LOEWE’s cultural engagement and sustainability efforts: “Jonathan Anderson’s vision exemplifies excellence in luxury, combining meticulous craftsmanship with innovative design.”
In the Innovation Lions, ‘Voice 2 Diabetes’ by Klick Health, Toronto, Canada, clinched the Grand Prix. This groundbreaking innovation uses voice analysis to detect type 2 diabetes, potentially impacting millions globally.
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Diego Machado, Global Chief Creative Officer at AKQA, Global, and Innovation Lions Jury President, underscored the entry’s transformative potential: “‘Voice 2 Diabetes’ sets a new standard in healthcare accessibility and technological innovation.”
The Creative Effectiveness Lions awarded the Grand Prix to ‘It Has To Be Heinz’ by Rethink, Toronto, Canada, for its impactful campaign.
Harjot Singh, Global Chief Strategy Officer at McCann Worldgroup, Global, and Creative Effectiveness Lions Jury President, praised the campaign’s undeniable impact: “‘It Has To Be Heinz’ exemplifies the power of creativity to drive measurable results.”
The Creative Strategy Lions honored ‘A Piece of Me’ by KPN, Amsterdam, with the Grand Prix. This campaign challenged societal norms around sexting in the Netherlands.
Vita M. Harris, Global Chief Strategy Officer at FCB, Global, and Creative Strategy Lions Jury President, highlighted the campaign’s cultural impact and strategic insight: “‘A Piece of Me’ reframed societal attitudes with deep cultural resonance.”
In the Creative Business Transformation Lions, ‘Refurb’ by Philips, Amsterdam, won the Grand Prix for its innovative approach to reducing e-waste through refurbished products.
Ariana Stolarz, Global Chief Strategy Officer, Accenture Song, and Creative Business Transformation Lions Jury President, praised Philips’ sustainable business model: “‘Refurb’ demonstrates the power of creative thinking to drive business growth while addressing environmental challenges.”
The Creative Commerce Lions recognized ‘Renault – Cars To Work’ by Publicis Conseil, Paris, France, with the Grand Prix for its innovative approach to mobility solutions in France.
Amy Lanzi, CEO of Digitas North America, and Creative Commerce Lions Jury President, commended Renault’s initiative to solve societal challenges while enhancing brand affinity: “Renault’s approach showcases a new era of consumer-brand interaction.”
Regional Network of the Year Awards:
- Asia: Ogilvy
- Europe: Publicis Worldwide
- MENA: BBDO Worldwide
- Latin America: DDB Worldwide
- North America: FCB
- Pacific: BBDO Worldwide
- Sub-Saharan Africa: TBWA Worldwide
Winners of the Lions will be announced at the Award Shows taking place each evening throughout the Festival, from 17 to 21 June 2024. Click here for more Reel 360 News from Cannes.
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