Half the battle of winning a Lion is properly understanding the category. In this essential weekly guide for Festival veterans and first-timers alike, the Cannes Lions Awards team share five examples of work to help you make sense of Media.
The Media Lions celebrate the context of creativity. Entries need to demonstrate an inspiring and innovative implementation of ideas. That is, work which is enhanced and amplified by a game-changing channel strategy. Media is a big Lion, and regularly attracts around 3,000 entries. This means the scope of work that takes home Lions is rich and varied. Take a look at some of these recent winning examples chosen by our Awards team…
The flying one
Magic of Flying, by British Airways
Gold Media Lion: Use of Screens, 2014
This campaign used "interrupt" technology to stop whatever ad that was currently playing and display a British Airways ad whenever a BA plane flew overhead. The ads not only displayed the flight number, but also where the plane was flying from, creating an engaging campaign that raised awareness of the breadth of destination offered by the airline.
The Post-it® one
The Banner That Makes You Like Banners, by 3M
Gold Media Lion: Use of Other Digital Platforms, 2015
This campaign repurposed the technology behind retargeting banners used by the big websites for something people deliberately put in front of their eyes: Post-it® notes.
Using a banner network covering over 20,000 websites they made sure that the users met their Post-it® notes wherever they went in the digital space.
The alternative score
The Second Scoreboard, by Teletica, Inamu, Fedefutbo
Gold Media Lion: Public Sector & Awareness Messages. 2016
Using the insight that domestic violence complaints in Costa Rica rose by almost 700% during soccer matches this campaign came up with a clever way to raise awareness of the issue.
A second scoreboard was introduced right next to the usual match score, displaying live updates of reported domestic violence incidents. Taking the conversation to social media and even congress, a reduction of 40% in complaints were reported after the board went up.
The dandruff one
100% Kosher Head & Shoulders, by Procter & Gamble
Gold Media Lion: Fast Moving Consumer Goods, 2016
Creating a culturally relevant strategy for Israel, Head & Shoulders created a new mechanism to spread the news on their product. They called it 'divine sampling' and it placed their dandruff testing strip into the middle of the Jewish holiday of Passover.
The morning one
Morning Like A King, by Burger King
Silver Media Lion: Use of Ambient Media: Small Scale, 2015
A clever campaign that allowed South Korean commuters to get some extra sleep on their commute (without missing their stop) while increasing Burger King brand love and sales.
Bringing together professionals from across healthcare and pharma communications, Lions Health seeks to challenge norms and motivate change in these highly innovative yet fiercely regulated industries.
Lions Innovation examines how data and technology can act as catalysts and enablers for creativity. It is where start-ups with revolutionary ideas meet major technology providers with game-changing products.