Millennial-focused, statement-making and music platforms successes were some of the hot topics at last night’s awards show, which celebrated two of the Festival’s newest categories – Entertainment Lions and Entertainment Lions for Music – alongside the Design, Product Design and Media Lions.
Turning millennials’ cynicism towards banks on its head lay at the heart of MRM and McCann’s Entertainment Grand Prix-winning ‘Beyond Money’ campaign for Santander. In a company first, the bank launched a short sci-fi film set in a dystopian future which was screened in 15 Spanish cinemas and distributed on five TV channels.
Tapping into the generation’s love of cinema paid off, with Jury President PJ Perreira describing it as “a perfect example of how a brand can make a statement about themselves but also conquer and earn precious consumer time”. He continued, “We’ve developed an interesting understanding of what branded entertainment is becoming, specially because of how diverse the group was.
He continued: “Not only in gender and nationality, but there are jurors from creative industries, media industries, client side, entertainers, social media platforms and video games. There were so many points of view on how brands can find a way to compete for consumers’ time against regular entertainment.”
And for Entertainment Lions for Music Jury President Olivier Robert-Murphy, the best work had real authenticity, created meaningful connections and was all about taking action. That’s exactly what Johannes Leonardo’s Grand Prix-winning campaign ‘Original is Never Finished’ for adidas Originals did, Robert-Murphy commented: “They took that brand theme and turned it into a music platform success, and took a generation of creators with them to find the meaning of originality.”
He also picked up on the evolution of the ad industry, asserting that the myriad forms of creativity represented at Cannes Lions were always based on one fundamental truth, that consumers’ time can be bought, but it’s a truth that no longer stands.
Brand association has massively evolved, and Robert-Murphy summed it up: “The connection is much more complex than just sticking a brand to some music, so we looked at that as a jury.”
Reinforcing brand promise and relating to real people were similarly central to R/GA’s Media Grand Prix-winning ‘Innovating Saving’ campaign for Jet.com, which enabled the then-fledgling retailer to undergo huge growth, all using a strategy driven by price and using real consumer data. Jury President Mike Cooper described it as “a fantastic social media and search insight that enabled them to play with the really big brands, without making a massive investment.”
He continued: “The media demonstrates and reinforces the brand promise very successfully and helped them to build a business quickly, using a strategy that’s very sustainable.
Meanwhile in the Design Lions, Thailand scooped a Grand Prix for the very first time with AP Thailand and CJ Worx’s ‘The Unusual Football Field’, which was lauded by Jury President Sandra Planeta as a vision that’s breaking the norm of what’s possible, she said: “It’s clever, smart, simple, purposeful, useful design – it’s human, and creates use where there was none. And the best part of it is that I’d love to try it myself.”
Purposeful, useful and ultimately world-changing work was equally celebrated by the Product Design jurors, where the Grand Prix went to Grey Colombia’s ‘Payphone Bank’ campaign for Tigo Une, which was also Colombia’s only Grand Prix at Cannes Lions – the country previously won a one in Lions Health’s Health & Wellness category.
To address the fact that low income prevents 8 million Colombians from joining the banking system, software was developed to convert the existing 13,000 Une pay phones across Colombia into de facto digital banking terminals. Every coin inserted was added to the users’ total balance – and the result? Those 8 million Colombians integrated into the banking system.