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INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

Universally creative

We mark the announcement of Lucian Grainge as Media Person of the Year, with a selection of work featuring Universal Music Group

created on Monday 1 May 2017

Sir Lucian Grainge, Chairman & Chief Executive Officer of Universal Music Group (UMG), has been announced as the 2017 Media Person of the Year at this year's Festival. Grainge is the first music executive to be recognised since the award launched in 1999.
 
Launched in 1999, Media Person of the Year is an award that innovators who have shaped the future of media. 
 
During a career spanning nearly four decades in the music business, Grainge signed and worked with many global stars, including ABBA, Justin Bieber, Elton John, Jay Z, Katy Perry, Queen, Rihanna, The Rolling Stones, Sam Smith, U2 and Amy Winehouse.
 
Widely credited for laying the foundation that has led to the music industry’s return to growth after more than a decade of decline, Grainge developed new approaches to the signing and development of global recording artists and songwriters and championed innovative business models and created partnerships with a wide range of international technology and media partners.
 
To celebrate this achievement, We take a look back at a selection of Lion-winning work that has featured Universal Music and its subsidiary labels in recent years...

The product promotion

See the full credits in the Cannes Lions Archive
Share A Coke And A Song, by Coca-Cola
Silver Branded Content & Entertainment Lion: Branded Entertainment, 2013
Coca-Cola partnered with three leading music TV stations – MTV, Max and Channel V – to create unique shows for each channel curated by Australian consumers. To discover the country’s favourite musical moments, the brand partnered with Spotify and Universal Music to turn individual Coke packs into ‘digital jukeboxes’; on each pack was printed a year, between 1938 and 2012 – scanning these with a smartphone played 50 classic tracks from that year.

The global hit

See the full credits in the Cannes Lions Archive
Pharrell Williams - 24 Hours Of Happy, by Universal and I am OTHER 
Grand Prix Cyber Lion: Craft, 2014
The brief for this campaign was to push sales of Pharrell’s single ‘Happy’, connect with fans by creating a one of kind digital experience and make the world a happier place. The idea was to give people the little push they need to express themselves and create a piece of content that would allow the audience to immediately relate to the 300 everyday-people enjoying simple and happy dances everywhere. Single sales increased 14,000%, and Pharrell was named sponsor of the UN's International Happy Day on 20 March. 

The competition

See the full credits in the Cannes Lions Archive
The Les Paul Skill Check, by Gibson Guitar 
Silver Mobile Lion: Integrated Mobile Campaign, 2015
In this campaign facilitated by Universal Music Publishing, a new Signature Edition of their most famous model: the Les Paul – played by legends like Slash and Jimmy Page or James Hetfield, it challenged amateur guitar players to prove their skills by playing a difficult guitar solo. Players could measure their precision through a Shazam and win exclusive benefits.

The charity single

See the full credits in the Cannes Lions Archive
Raising Voices, by Colegio Las Lomas Oral 
Gold Direct Lion: Product & Servuce, 2014
Lomas Oral School is a foundation in Argentina that teaches deaf children to hear and finally talk. It's law that national radio and TV stations in Argentina broadcast the national anthem at 6:00am every morning, so to raise funds, the school choir recorded a new version of the anthem where performing rights royalties for its performers: the children.

The branded band

See the full credits in the Cannes Lions Archive
Josh's Band, by T-Mobile 
Bronze Media Lion: Product & Service, 2010
The 2009-2010 creative year was famous for two things: flashmobs and MySpace. Although both are less popular now, this third mass participation installment from Saatchi & Saatchi enlisted the help of Josh, star from one of the previous films who would use his unlimited plan to make a superband. 

The radio station

See the full credits in the Archive
Chrysler Motown Radio, by Fiat Chrysler Automobiles Latam
Entered into Entertainment Lion For Music: Music & Brands, 2016
An important part of Chrysler´s communication is built on its deep affection for the city of Detroit, so the brand worked with Universal (owner of the catalogue of Detroit's legendary-Motown label) to collaborate on an online radio station that would carry the Detroit Sound to the south end of the world.

The music video

See the full credits in the Cannes Lions Archive
Preacherman, by Melody Gardot (Verve)
Entered into Film Craft Lion, 2015
The video to Melody Gardot’s new single ‘Preacherman’ on the Verve lable was inspired by the racially motivated murder of Emmett Till, a 14-year-old boy whose murder became a major event in 20th Century America, many believing it contributed to the start of the American Civil Rights Movement. The film also featured haunting choral vocals crowdsourced from Melody’s Facebook fans.

The brand commission

See the full credits in the Cannes Lions Archive
Jeep & X Ambassadors ‘Renegades’ By X Ambassadors and Jeep 
Shortlisted for Entertainment for Music Lion: Music Craft & Composition 2016
Playing matchmaker between brand and artist, Interscope Records tasked the band X Ambassadors to create an original song just with the theme “Renegades.” They responded with what was to become the smash hit “Renegades” off their breakout album VHS. It went on to become Billboards #1 Alternative Song of the Year, and #1 in the US Alternative charts for 12 weeks. 

The cultural moment

See the full credits in the Cannes Lions Archive
Straight outta by Beats by Dre
Gold direct lion: Digital & Social, 2016
Without Compton there would be no Dre, and without Dre there would be no Beats. Universal Pictures partnered with Beats by Dre to promote Straight Outta Compton – the biopic movie of the headphone company’s founding father, billionaire rap mogul and Interscope Records artist – Dr. Dre – and start a global movement by amplifying Beats voice in music and culture through significant moments around the film and in music.

The branded video

See the full credits in the Cannes Lions Archive
Live music video with Gwen Stefani, by Target
Shortlisted in Entertainment for music: Music & Brands Music Video, 2016
Another one for Universal's Interscope Records imprint: Gwen Stefani appeared in Target’s four-minute commercial break to create the first-ever live music video shot on national television during the GRAMMYs. 

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