Creative Effectiveness, Direct, PR , Promo & Activation Lions categories announced

June 18, 2021 3:25 pm0 commentsViews:

Cannes: Celebrating its 60th year, Cannes Lions has held the first of its four awards ceremonies which saw the winners of the Creative Effectiveness, Direct, PR and Promo & Activation Lions categories announced to a packed auditorium.

McCann Melbourne, Australia, took both the PR and Direct Grands Prix for their entry ‘Dumb Ways to Die’ for Metro Trains. The PR category received 1296 entries of which 158 were shortlisted. The jury, led by president David Gallagher, Senior Partner, Chief Executive Officer, Europe, Ketchum, went onto award 20 gold, 29 silver and 45 bronze Lions. The Direct jury, led by Mark Tutssel, Worldwide Chief Creative Officer, Leo Burnett, shortlisted 247 entries from an initial 2578 and awarded 13 gold, 19 silver and 28 bronze trophies.

The Promo & Activation Grand Prix was taken by Ogilvy Brasil, for their entry ‘Immortal Fans’, created for football club Sport Club Recife. The jury looked at 2974 entries before arriving at a shortlist of 265. Rob Schwartz, Global Creative President, TBWA\Worldwide, headed the jury which went on to award 18 gold, 32 silver and 44 bronze trophies.

Shelly Lazarus, Chairman Emeritus, Ogilvy & Mather, acted as jury president for the Creative Effectiveness Lions, which in its third year received 120 entries. Of the 12 shortlisted entries, Wieden+Kennedy Amsterdam took the Grand Prix for ‘Heineken’s Legendary Journey: Justifying a Premium the World Over’ and a further six Creative Effectiveness Lions were awarded.

Delegates attending the Festival have already experienced an exceptional content programme with speakers that have included Actor, Producer and Musician Jack Black; Formula One Driver Jenson Button; Singer Melanie Brown and industry names from Andrew Robertson, President, CEO, BBDO Worldwide to Nick Law, Global Chief Creative Officer, R/GA. Running alongside the seminars, other content streams include Workshops, Forums, TechTalks and Master Classes.

Anyone who hasn’t made it to the Festival can tune into Lions Live, where once a day a seminar will be streamed live across the globe. The general public have voted to choose the seminar which will go live each day, with tomorrow’s seminar coming from Leo Burnett and Contagious. The seminars can be viewed and further information found at Offering exclusive interviews, seminar clips and daily highlights from across the Festival, Cannes Lions TV is updated every day .

The Game Changers Exhibition officially opened its doors on Saturday to both delegates and the general public. Celebrating the campaigns that have changed the brand communications industry forever, the exhibition showcases the ads and creativity that have altered the shape of advertising. Other exhibitions at the Festival include a retrospective look at 60 years of Cannes Lions, featuring programmes, press releases and other memorabilia from across the decades, as well as exhibitions of the shortlisted and winning work as and when they are announced.

The Cannes Lions International Festival of Creativity is currently taking place in Cannes, France and is being attended by close to 12,000 delegates.


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