Like A Girl Case Study Cannes Red

Creative Effectiveness

Art Institute of Chicago "Van Gogh’s bedrooms: Let yourself in" by Leo Burnett Chicago
To promote the Art Institute of Chicago’s 2016 van Gogh exhibit, Leo Burnett replicated the Dutch master’s painting The Bedroom and posted it on Airbnb. The campaign brought 133,000 visitors in incremental attendance and drove $2m in incremental revenue.
Read more: Leo Burnett wins Creative Effectiveness Grand Prix for van Gogh's Airbnb bedroom

Cyber

Transport Accident Commission Victoria "Meet Graham" by Clemenger BBDO Melbourne
The road safety campaign conveyed the frailty of the human body by creating a life-size sculpture of a man who would be able to survive a car crash.

MailChimp "Did you mean MailChimp?" by Droga5 New York
The second Grand Prix in the category went to this quirky campaign for MailChimp, which used variations of the email marketing company’s name as inspiration for a series of films and interactive executions.

The Bank of Åland "Åland index/Baltic sea project" by RBK Communication
Stockholm’s RBK Communication also won for a biodegradable credit card that tracked the carbon footprint of its purchases and showed customers their environmental impact.
Read more: 'Indestructable' Graham and MailChimp mispronunciations win Cyber Grand Prix

Design

AP Thailand "The unusual football field" by CJ Worx Bangkok
Thailand won its first Grand Prix for a simple campaign for property development company AP Thailand, which turned empty spaces in Bangkok’s heavily populated Khlong Toei district into football fields.
Read more: ManvsMachine London and Nike bring home UK's only gold Design Lion

Digital Craft

Björk "Real-time virtual reality experience for Björk’s Notget" by Analog and W&N Studio
A VR experience music video placed the audience within Björk’s world of Vulnicura.
Read more: UK's Analog and W&N Studio grab Cannes Digital Craft Grand Prix for Björk VR experience

Direct

Burger King "Google home of the Whopper" by David Miami
Burger King’s ad contained a message designed to activate Google’s voice personal assistant, Home.
Read more: Burger King adds to Cannes haul with Direct Grand Prix for Google Home ad

Film

Channel 4 "We’re the superhumans" by 4Creative and Blink Productions
Channel 4’s campaign for the Rio Paralympics was the UK’s big winner at Cannes this year.
Read more: 4Creative and Blink win Film Lions Grand Prix for 'We're the superhumans'

Film Craft

The Blaze "Territory" by Iconoclast
French directing and artist duo The Blaze made a powerful music video about a man’s homecoming in Algiers. 
Read more: Channel 4's 'We're the superhumans' wins two gold Lions for Film Craft

Glass

State Street Global Advisors "Fearless girl" by McCann New York
The campaign that swept Cannes set up a sculpture of a young girl facing Wall Street’s Charging Bull statue to highlight the lack of female representation in corporate boardrooms.
Read more: McCann New York scoops Glass Lion Grand Prix for 'Fearless girl'

Integrated

Boost Mobile "Boost your voice" by 180LA
Mobile phone shops were turned into polling stations in this political campaign to provide minority communities with voting resources during the US presidential election.
Read more: Channel 4, 4Creative and OMD UK win Integrated gold Lion for Paralympics campaign

Entertainment

Santander Bank "Beyond money" by MRM and McCann Spain
A 17-minute sci-fi film starring Adriana Ugarte helped launch a new account for the bank.
Read more: Channel 4, JWT and Black Sheep Studios win golds in Entertainment Lions

Entertainment for Music

Adidas "Original is never finished" by Johannes Leonardo
A 90-second spot promoting Adidas Originals featured Snoop Dogg and Stormzy and was set to a cover of Frank Sinatra’s My Way.
Read more: Adidas' 'Original is never finished' wins Entertainment for Music Grand Prix

Creative Data

Whirlpool "Care counts" by DigitasLBi Chicago
The "Care counts" programme installed washers in at-risk schools across the US and equipped them with data collection devices, showing that kids had a higher chance of staying in school if they had access to clean clothes.
Read more: DigitasLBi picks up Innovation Lion Creative Data Grand Prix for Whirlpool's "Care counts"

Innovation

IM Swedish Development Partner "The Humanium metal initiative" by Akestamholst, Stockholm and Great Works
This Swedish campaign promoted Humanium metal as a new commodity, recycled from weapon destruction programmes and made available for commercial production.
Read more: Innovation Grand Prix goes to campaign to melt guns for good

Media

Jet.com "Innovating saving" by R/GA New York
The e-commerce brand ran a Super Bowl ad without paying for one with a campaign for "super bowls" that ended up featuring highly in searches for commercials around the big game.
Read more: R/GA scoops Media Lion Grand Prix for Jet.com campaign that trolled Super Bowl advertisers

Mobile

Recruit Lifestyle "The family way" by Dentsu Y&R Tokyo
Dentsu Y&R Tokyo created a sperm testing smartphone kit to shine the spotlight on Japanese infertility in private.
Read more: Dentsu Y&R Tokyo wins Mobile Grand Prix for smartphone sperm test kit

Outdoor

State Street Global Advisors "Fearless girl" by McCann New York
The bold statue scooped another top prize for Outdoor.

Twitter
Meanwhile Twitter also won in the category for a series of ads highlighting its ability to provide a forum for political debate. The campaign showed political figures such as Vladimir Putin and Donald Trump, as well as imagery of controversial issues including marijuana and guns, with simply a Twitter logo, hashtag and no tagline.
Read more: Twitter and 'Fearless girl' win Outdoor Grand Prix at Cannes

PR

State Street Global Advisors "Fearless girl" by McCann New York
Read more: Ketchum wins big at Cannes PR Lions as 'Fearless girl' bags the Grand Prix

Print & publishing

Burger King "Flame-grilled since 1954" by David Miami
Burger King’s ads showed real restaurants that burned down in Oregon, Italy and Pennsylvania to illustrate its flame-grilled burgers.
Read more: Burger King campaign showing restaurants on fire scoops Print & Publishing Grand Prix

Product design

Tigo-Une "Payphone bank" by Grey Colombia, Bogotá
This campaign converted 13,000 payphones from the turn of the century into digital banking terminals to help lower-income people access the country’s financial system.
Read more: SeymourPowell wins UK's only Product Design gold Lion

Promo & activation

Boost Mobile "Boost your voice" by 180LA
Read more: Adam & Eve/DDB wins gold at Cannes for Skittles 'Give the rainbow'

Radio

KFC "Repeat the punchline", "Long red thin shape", "No one cheerses" by Ogilvy & Mather Johannesburg
A trio of radio ads for KFC featured men revealing their saddest moments to lament the fast-food chain’s decision to take its Double Down burger off the market.
Read more: Tragicomic KFC campaign wins Radio Grand Prix for Ogilvy Johannesburg

Titanium

State Street Global Advisors "Fearless girl" by McCann New York
With the Titanium honour "Fearless girl" won a total of four Grands Prix during the festival.
Read more: 'Fearless girl' wins Titanium Grand Prix for McCann New York

2017 Cannes Lions winners (UK agencies/companies)

Healthcare Lions (UK winners)

PR Lions (UK winners)

The final night of the Cannes Lions International Festival of Creativity unveils what traditionally have been the most anticipated honors of the week -- the Grand Prix in Titanium, Integrated and Film.

On Saturday evening, "Fearless Girl" for State Street Global Advisors added the Titanium Grand Prix to its three earlier "Big Lions," while Boost Mobile's "Boost Your Voice" picked up the top prize in the Integrated category for its second Grand Prix. Meanwhile, the Film jury awarded its Grand Prix to Channel 4's "We're the Superhumans."

WHAT IT IS: Created out of McCann New York, "Fearless Girl," a bronze statue of a girl that stands defiantly across from the iconic Wall Street Charging Bull, added the Titanium Grand Prix on Saturday. It previously won the top awards in the PR, Glass and Nontraditional Outdoor categories on Monday.

WHY IT WON: The Titanium award is for work that is disruptive and irreverent, and that fits "Fearless Girl," said jury President Tham Khai Meng, co-chairman and worldwide chief creative officer of Ogilvy & Mather. "We also wanted to award what the world loves." He added that "Fearless Girl" goes beyond an ad and will be a permanent icon. "It's about time we stand up for women, and not just women. It's fighting against fear. Especially in a world riven with fear."

WHAT IT IS: The "Boost Your Voice" campaign by 180 L.A. for Boost Mobile added the Integrated Grand Prix to the Promo & Activation Grand Prix it won earlier this week. The campaign aimed to help minority communities have their voices heard during the U.S. presidential race by offering up the mobile provider's retail locations as polling places on Election Day.

WHY IT WON: "We felt the new integration is about transcending intermedia and really integrating into culture and society," said Jury President Tham Khai Meng. (The Titanium and Integrated categories share a single jury, with the same president).

WHAT IT IS: "We're the Superhumans" by Channel 4's in-house agency 4Creative in the U.K. promoted the broadcaster's coverage of the 2016 Paralympics. It opens on stage with a Rat Pack-era-style outfit, "The Superhumans Band," comprising disabled musicians from around the world. Then the spot features scene after scene of accomplished individuals, including Paralympians who make high jumps, score goals, lift barbells and shoot arrows. With every step, the stars of the ad gleefully sing, chant or grunt, "Yes, I can."

WHY IT WON: "The most important thing is it pushes humanity forward," said Pete Favat, president of the Film jury and chief creative officer of Deutsch North America. This was the first Grand Prix this week for "We're the Superhumans," but the spot was a contender in the earlier Film Craft category.

NOTABLE NEWS: Tham Khai Meng said this was the first time his jury, Titanium & Integrated, had an equal number of men and women, and attributed that gender equality to fostering "deep conversations."

In previous years, the Film jury has often awarded two Grand Prix, one for a TV commercial and the other for an online film. Not this year. "We decided this one piece had all of it," Favat said. "It was original and shareable."

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