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A lion in five

This week: Promo & Activation

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 Promo & Activation.

created on Tuesday 25 Apr 2017

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Promo & Activation is a Lion that's all about making people 'do' something.  Introduced in 2006, it was originally known as the Promo Lion, expanding to include 'Activation' in 2011. Another one of the 'big' Lions (with Cyber, Design, Film, Media, Print & Publishing, Outdoor and Direct), Promo & Activation attracts more than 3,000 entries each year. This year's Jury President is St├ęphane Xiberras from BETC. 

The one that made drivers slow down

See full credits in the Cannes Lions Archive

SLOW DOWN GPS, by If Insurance
Gold Promo & Activation Lion, 2016

'If' Insurance found a new way to talk to their customers through an innovative voice navigation app. The GPS programme automatically changed to a child’s voice when cars drove through child-dense areas like schools or day-care centres, reminding Scandinavian drivers to watch their speed.

The footy prank

See full credits in the Cannes Lions Archive

The Dilemma, by Heineken
Silver Promo & Activation Lion, 2016

60,000 footy fans witnessed this live stunt at the Roma vs Real Madrid Champions league game. This funny and heart-warming prank gained international PR exposure, racked up over 2 million online views and inspired mates all over the world to enjoy the game with their mates (whilst enjoying a Heineken).

The burger one

See full credits in the Cannes Lions Archive

#whoistheking?, by Burger King France
Gold Promo & Activation Lion, 2016

The battle of the burgers continues with Burger Kings fast and cheeky response to McDonald's latest dig. Coming back with an extended version of McDonald's own ad with an alternate ending showing how far their fans will go for a Whopper, Burger King certainly reminded them who's King.

The gun control one

See full credits in the Cannes Lions Archive

Groceries Not Guns, by Moms Demand Action For Gun Sense in America
Gold Promo & Activation Lion, 2015

A creative way of tackling a divisive issue in the States, this campaign raised mass awareness on the need for stricter gun laws.

The street stunt that added some drama

See full credits in the Cannes Lions Archive

Push to Add Drama, by TNT Turner Broadcasting System
Gold Promo & Activation Lion, 2012

A street stunt in the heart of a small Flemish town that really brought the drama to the people and highlighted the specific brand offering.