From Nike activations in India and Singapore to public health campaigns in Australia and Afghanistan, Cannes Lions 2017 was full of award-winning ideas from APAC.
It was a great year for Asia at Cannes Lions 2017. Thailand won its first ever Grand Prix and there were big wins for agencies from across the region and across the Lions. As we build up to Spikes Asia in Singapore in September, we've picked out just five of the region's biggest winners.
Wieden+Kennedy won both a Gold and a Bronze in the Film Lions for this campaign for Nike Delhi. The film addressed how Indian culture often reinforces the idea that sport isn’t for girls. They did this by creating a new language and a portrait of girls not seen before, in the form of a music video featuring women who came out and reclaimed the streets of Mumbai.
'Meet Graham' for Transport Accident Commission Victoria by Clemenger BBDO Melbourne
One of this year’s biggest winners, ‘Meet Graham’ earned the Grands Prix in both the Cyber and Health & Wellness Lions, as well as eight Golds and 15 Silvers. Part interactive sculpture, educational tool, Graham is the only person designed to survive on our roads. He was the result of a collaboration between a trauma surgeon, a road safety engineer collaborated and a world-renowned artist and he sparked a global road safety conversation with over 10 million website visits in five days.
'Immunity Charm' for the Ministry of Public Health in Afghanistan by McCann Worldgroup India
With the Lions Health Grand Prix for Good and multiple Golds in the Parma Lions, this campaign is another of the big winners of 2017. McCann Health in India overcame cultural issues and illiteracy in Afghanistan to radically improve vaccination rates in the country. The simple idea will help thousands of infants complete their vaccination schedule and is a great example of collecting data and then using that same data as incentive in and of itself.
'The Unusual Football Field' for AP (Thailand) Public Company Limited by CJ Worx
Thailand won its first Grand Prix at Cannes Lions
2017, thanks to a campaign from property development company AP Thailand and
digital ad agency CJ Worx. The “Unusual Football Field” won the top prize in
the Design Lions for the innovative way design was used to influence culture. The
campaigns saw AP Thailand turn wasted small useless spaces into a series of
irregularly shaped football pitches that fit perfectly into local
‘Unlimited Stadium’ for Nike by BBH
BBH in Singapore won Golds in Outdoor, Cyber and Design when they created the world’s first full-size LED running track for Nike. The innovative training environment took a runner’s data – lap time, speed, lap count, etc – and turned it into an digital avatar displayed onscreen that you could actually run against and train with.
If this selection of APAC's Lion winners has inspired you, don't forget Spikes Asia is a three-day Festival dedicated to creativity in the region. It takes place in Singapore from 27-29 September. The deadline for entering work has been extended to 4 August and passes to the Festival are available here.