2012 CANNES LIONS 59th International Festival of Creativity
Journal presented by Table of Contents
I. Intro II. Branded Content & Entertainment Lions III. Creative Effectiveness Lions IV. Cyber Lions V. Design Lions VI. Direct Lions VII. Film Craft Lions VIII. Film Lions VIV. Grand Prix for Good X. Media Lions XI. Mobile Lions XII. Outdoor Lions XIII. PR Lions XIV. Press Lions XV. Promo & Activation Lions XVI. Radio Lions XVII. Titanium & Integrated Lions XVIII. U.S. Young Lions Program
Presented by USA TODAY 2 Congratulations!
On behalf of the entire team at USA TODAY, we would like to congratulate the winners from the 2012 Cannes Lions International Festival of Creativity.
The Festival is the world’s leading celebration of creativity and is internationally recognized as the most prestigious annual advertising and communications awards. USA TODAY is proud to serve as the official U.S. representative to the Festival, a partnership we have enjoyed since 2000. Inspiring creativity is at the heart of Cannes Lions and we are honored to celebrate and further insightful discussions with creative leaders across the U.S.
Cannes Lions sets the benchmark for excellence in creative communications and we recognize the winners’ hard work, dedication and innovative brainpower.
2012 was a record year at the Cannes Lions International Festival of Creativity with more than 9,000 delegates attending, and 34,300 entries from 87 countries. This year, the U.S. continued to bring home the most awards of any country – 182 total. Those included 8 Grand Prix, 32 Gold, 57 Silver, 81 Bronze, 2 Titanium, and 2 Effectiveness Lions.
USA TODAY is thrilled to have the opportunity to recognize and showcase some of the leading creative work that was produced in the U.S. and honored at this year’s Festival.
Congratulations again to all of the Festival winners, and we invite you to join us as we celebrate by looking back on the winning work.
Sandra Micek Senior Vice President of Marketing
Mary Murcko President of Sales
Presented by USA TODAY 3 Branded Content & Entertainment Lions
Grand Prix Cultivate Campaign Advertiser: Chipotle Product: Fast Food Agency: Creative Artists Agency Los Angeles
Gold Lion Winners
Great Paper Airplane Project Advertiser: Pima Air And Space Museum Product: Non-Profit Museum/Entertainment & Education Agency: Bbdo San Francisco / BeCore Los Angeles
GT Academy USA Advertiser: Nissan / PlayStation Product: Nissan / GT-R / Gran Turismo 5 Agency: Tbwa\Chiat\Day Los Angeles / Omd Los Angeles
Mfceo Advertiser: K-Swiss Product: Footwear Agency: 72andSunny Los Angeles
Presented by USA TODAY 4 Gold Lion Winners Branded Content & Entertainment Lions continued Nature Valley Trail View Advertiser: General Mills Product: General Mills Agency: McCann Erickson New York
New York Writes Itself Advertiser: Village Voice / New York Types Product: Village Voice Newspaper Agency: Leo Burnett New York
Pom Wonderful Presents: The Greatest Movie Ever Sold Advertiser: Pom Wonderful, Hyatt, JetBlue Product: Feature Film Agency: Warrior Poets New York
Snoop Dogg’s Smokable Book Advertiser: Snoop Dogg Product: King Size Slim Rolling Paper Agency: Pereira & O’Dell San Francisco
Wheat Thins & Colbert Advertiser: Kraft Product: Wheat Thins Agency: Starcom MediaVest Group New
Presented by USA TODAY 5 Silver Lion Winners Branded Content & Entertainment Lions continued 24 Hours Of Reality Everything To Prove Advertiser: The Climate Reality Project Advertiser: Gatorade Product: Climate Change Awareness Product: Sports Drinks Agency: m ss ng p eces / Fearless Revolution Agency: Vml Kansas City / Fleishman-Hillard Brooklyn / Electric Pulp Sioux Falls Chicago / Nfl Films Mount Laurel
Call Of Duty Xp 2011 Gt Academy USA Advertiser: Activision Publishing Advertiser: Nissan / PlayStation Product: Call Of Duty: Modern Warfare 3 Product: Nissan / Gt-R / Gran Turismo 5 Agency: NCompass International West Hollywood Agency: TBWA\CHIAT\DAY Los Angeles / Omd Los Angeles The Creators Project Advertiser: Intel Project Imagin8ion Advertiser: Canon USA Product: Intel Product: Digital Slr Cameras Agency: Vice Media Brooklyn Agency: Grey New York / Alliance New York / Mediacom New York
Bronze Lion Winners
Always Open Re: Generation Advertiser: Denny’s Music Project Product: Denny’s Restaurant Advertiser: Hyundai Motor America Agency: Gotham New York / Dumbdumb Product: Hyundai Veloster Productions West Hollywood Agency: GreenLight Media and Marketing / Innocean USA Huntington Beach / Rsa Films Centennial Films Los Angeles Advertiser: IBM Product: IBM True Origins Of Pizza Agency: Ogilvy New York Advertiser: Mr. Pizza Product: Pizza Restaurant Coca-Cola Polar Bowl Agency: Ss+K New York / Addict Media Films Advertiser: The Coca-Cola Company Seoul Product: Coca-Cola Classic Agency: Wieden+Kennedy Portland World Gone Sour Advertiser: Kraft The Explosive Game Product: Sour Patch Kids Advertiser: Jordan Agency: Mother New York New York Product: Carmelo Anthony’s M8 Nyc Flight Shoe The X Factor USA Agency: Wieden+Kennedy New York /
Klip Collective Philadelphia Digital Ecosystem Advertiser: Pepsi Product: Pepsi / Verizon Phones & Services /
Mlb Fan Cave Sony Electronics Advertiser: Major League Baseball Agency: Sony Music New York / SYCO Product: Mlb Fan Cave / Fremantle Media Beverly Hills / Fox Agency: Hill Holliday Boston Broadcasting Corporation Los Angeles
Presented by USA TODAY 6 Product: Creative effectiveness Lions
Creative Effectiveness Winners
Breathe Happy Born of Fire Advertiser: P&G Advertiser: Chrysler Product: Febreze Product: 200 Entrant Company: Grey New York Entrant Company: Wieden+Kennedy Portland
Presented by USA TODAY 7 Cyber Lions
Grand Prix Nike+ FuelBrand Advertiser: Nike+ Product: Nike+ Fuelband Agency: R/GA New York
Gold Lion Winner
Small Business Gets An Official Day Advertiser: American Express Product: American Express Agency: Crispin Porter + Bogusky Boulder / Digitas New York
Silver Lion Winners
Back To The Start Project Re: Brief Advertiser: Chipotle Advertiser: Google Product: Fast Food Product: Display Advertising Agency: Creative Artists Agency Agency: Fi New York / Google New York Los Angeles Small Business Hilltop Re-Imagined Gets An Official Day For Coca-Cola Advertiser: American Express Advertiser: Google Product: American Express Product: Display Advertising Agency: Crispin Porter + Bogusky Boulder / Agency: Grow Interactive Norfolk / Digitas New York Johannes Leonardo New York
Mfceo Advertiser: K-Swiss Product: Footwear Agency: 72andSunny Los Angeles
Presented by USA TODAY 8 Bronze Lion Winners Cyber Lions continued
Chevy Sonic Integrated Mano A Mano In El Bãno Advertiser: Chevrolet Advertiser: Old Spice Product: Chevrolet Sonic Product: Old Spice Agency: Goodby Silverstein & Partners San Francisco Agency: Wieden+Kennedy Portland
Chip It! Manta Claus Advertiser: Sherwin-Williams Advertiser: Old Spice Product: Paint Product: Old Spice Fiji Bodywash and Agency: McKinney Durham Deodorant Agency: Wieden+Kennedy Portland
Devastating Explosions Advertiser: Old Spice One Copy Song Product: Old Spice Advertiser: Adam Tensta Agency: Wieden+Kennedy Portland Product: Adam Tensta Agency: R/GA New York Dig Deeper Advertiser: Hbo Slavery Footprint Product: True Blood Advertiser: Call + Response / US State Agency: BBDO New York Department Product: Human Rights Agency: Muh-Tay-Zik | Hof-Fer San Francisco / Unit 9 London
Presented by USA TODAY 9 Design Lions
Gold Lion Winners
Google Display Logo Advertiser: Google Product: Display Advertising Entrant Company: Johannes Leonardo New York Agency: Johannes Leonardo New York
Think Advertiser: IBM Product: IBM Entrant Company: Ogilvy New York Agency: Ogilvy New York
Silver Lion Winner
15th Anniversary Posters Advertiser: Expedia Product: Travel Website Entrant Company: Creature Seattle Agency: Creature Seattle
Presented by USA TODAY 10 Bronze Lion Winners Design Lions continued
BardotSilver Lion Winners Icons Of Progress Advertiser: Advanced Ice Cream Technologies Advertiser: Ibm Product: Frozen Confections Product: Ibm EntrantInteractive Company: Norfolk Ogilvy New York ProjectEntrant Company: Re: Brief Landor Associates San Francisco Agency: Ogilvy New York Advertiser: Google Hilltop Re-Imagined For Agency:Product: DisplayLandor AssociatesAdvertising San Francisco Agency: Fi New York / Google New York ProgressCoca-Cola On Powell Street Advertiser: Audi Of America Coca-Cola Summer Advertiser: Google Project2011 Packaging Re: Brief Product:Product: A7 Display Advertising EntrantAgency: Company: Grow Interactive Venables BellNorfolk & Partners / Advertiser: Google The Coca-Cola Company North San JohannesFrancisco Leonardo New York Product:America Display Advertising Agency: Venables Bell & Partners San Agency:Product: Johannes Coca-Cola Leonardo New York / Grow Francisco / Hood Design San Francisco Entrant Company: Turner Duckworth San Francisco Agency: Turner Duckworth San Francisco / Unicef: Good Shirts Turner Duckworth London Advertiser: Unicef Product: Unicef Entrant Company: Bbh New York Bronze Lion Winners Agency: Bbh New York
Small Business Gets An Official Advertiser: Old Spice Product: Old Spice Day Agency: Wieden+Kennedy Portland Advertiser: American Express Product: American Express Agency: Crispin Porter + Bogusky Boulder / Digitas Slavery Footprint New York Advertiser: Call + Response / Us State Department Product: Human Rights Back To The Start Agency: Muh-Tay-Zik | Hof-Fer San Francisco / Advertiser: Chipotle Unit 9 London Product: Fast Food Agency: Creative Artists Agency Los Angeles Chevy Sonic Integrated Mfceo Advertiser: Chevrolet Product: Chevrolet Sonic Advertiser: K-Swiss Agency: Goodby Silverstein & Partners San Product: Footwear Francisco Agency: 72andsunny Los Angeles
Small Business Gets An Official Manta Claus Advertiser: Old Spice Day Product: Old Spice Fiji Bodywash And Advertiser: American Express Deodorant Product: American Express Agency: Wieden+Kennedy Portland Agency: Crispin Porter + Bogusky Boulder / Digitas New York Mano A Mano In El Bãno Advertiser: Old Spice Product: Old Spice Devastating Explosions Agency: Wieden+Kennedy Portland
Get Your Edge Back Advertiser: Wrangler Emea Product: Clothing Agency: Stinkdigital New York
Devastating Explosions Advertiser: Old Spice Product: Old Spice Agency: Wieden+Kennedy Portland
Chip It! Advertiser: Sherwin-Williams Presented by USA TODAY 11 Product: Paint Agency: Mckinney Durham Direct Lions
Grand Prix Small Business Gets An Official Day Advertiser: American Express Product: American Express Agency: Crispin Porter + Bogusky Boulder / Digitas New York
Gold Lion Winners
Book Burning Party Advertiser: Leo Burnett Detroit / Troy Public Library Product: Troy Public Library Agency: Leo Burnett Detroit
Coca-Cola Polar Bowl Advertiser: The Coca-Cola Company Product: Coca-Cola Classic Agency: Wieden+Kennedy Portland
Help I Want To Save A Life Advertiser: Help Remedies Product: Bandages Agency: Droga5 New York
Presented by USA TODAY 12 Silver Lion Winners Direct Lions continued
Cable Effects Good Shirts Advertiser: DirecTV Advertiser: Unicef Product: Telecommunications Product: Unicef Agency: Grey New York Agency: BBH New York
Chaos In Your Town Small Business Gets Advertiser: State Farm An Official Day Product: Insurance Advertiser: American Express Agency: DDB Chicago Product: American Express Agency: Crispin Porter + Bogusky Boulder
Bronze Lion Winners
Back 4 The Future New York Writes Itself Advertiser: Nike Advertiser: Village Voice Product: Nike Product: Village Voice Newspaper Agency: Wieden+Kennedy Portland Agency: Leo Burnett New York
Book Burning Party You’ve Got A Case Advertiser: Leo Burnett Detroit / Advertiser: At&T Troy Public Library Product: Phone and Cell Services Product: Troy Public Library Agency: Bbdo New York Agency: Leo Burnett Detroit
Coca-Cola Polar Bowl Advertiser: The Coca-Cola Company Product: Coca-Cola Classic Agency: Wieden+Kennedy Portland
Presented by USA TODAY 13 Film Craft Lions
Gold Lion Winners
Back to the Start Advertiser: Chipotle Product: Fast Food Agency: Creative Artists Agency Los Angeles Production Company: Nexus Productions London
Best Job Advertiser: Proctor & Gamble Product: Proctor & Gamble Agency: Wieden+Kennedy Portland Production Company: Anonymous Content Culver City
Silver Lion Winners
Back To The Start History Made Advertiser: Chipotle And In The Making Product: Fast Food Advertiser: Converse Agency: Creative Artists Agency Product: Converse Los Angeles Agency: Anomaly New York Production Company: Nexus Productions Production Company: Smuggler Hollywood London Manny Best Job Advertiser: Lvmh Advertiser: Procter & Gamble Product: Hennessy Product: Procter & Gamble Agency: Droga5 New York Agency: Wieden+Kennedy Portland Production Company: Hungry Man New York Production Company: Anonymous Content Culver City
Presented by USA TODAY 14 Film Craft Lions Bronze Lion Winners continued
The Bark Side Kentucky Advertiser: Volkswagen Advertiser: Toyota Product: Vw Beetle Product: Toyota Agency: Deutsch Los Angeles Agency: Saatchi & Saatchi La Production Company: Caviar Los Angeles Production Company: Smuggler Hollywood
Gas Powered Everything Legacy Advertiser: Nissan Advertiser: Levi Strauss & Co. Product: Leaf Product: Levi Strauss & Co. Agency: Tbwa\Chiat\Day Los Angeles Agency: Wieden+Kennedy Portland Production Company: Mjz Los Angeles Production Company: @Radical.Media New York I Would Run To You Advertiser: Nike The Name Product: Nike Free Run+ Advertiser: Espn Agency: Wieden+Kennedy Portland Product: Espn Production Company: Rattling Stick Agency: Wieden+Kennedy New York Los Angeles Production Company: Biscuit Filmworks Los Angeles Introducing Google Play Advertiser: Google Ok Go Product: Google Play Advertiser: Chevrolet Agency: Google Studio G Mountain View Product: Chevy Sonic Production Company: Google Studio G Agency: Goodby Silverstein & Partners San Francisco Mountain View / Camp Creative Berkeley Production Company: Caviar Los Angeles
Jumprope Platoon Advertiser: Nike Advertiser: DirecTV Product: Nike Surfwear Product: Telecommunications Production Company: Harvest Santa Monica Agency: Grey New York Production Company: Mjz Los Angeles
Presented by USA TODAY 15 Film Lions
Grand Prix Back to the Start Advertiser: Chipotle Product: Fast Food Agency: Creative Artists Agency Los Angeles
Gold Lion Winners
Best Job Advertiser: Procter & Gamble Product: Procter & Gamble Entrant Company: Wieden+Kennedy Portland Agency: Wieden+Kennedy Portland Production Company: Anonymous Content Culver City
Dog Collar, House, Platoon, Roadside Ditch, Stray Animal, Wig Shop Advertiser: Directv Product: Telecommunications Entrant Company: Grey New York Agency: Grey New York Production Company: Mjz Los Angeles
Presented by USA TODAY 16 Silver Lion Winners Film Lions continued
Aaaa Auto Repair It’s Halftime In America Advertiser: FedEx Advertiser: Chrysler Group Product: FedEx Product: Chrysler Brand Entrant Company: Bbdo New York Entrant Company: Wieden+Kennedy Portland Agency: Bbdo New York Agency: Wieden+Kennedy Portland Production Company: O Positive Films New York Production Company: Chelsea Pictures New York
Brain Surgery Mfceo Advertiser: Kayak.Com Advertiser: K-Swiss Product: Travel Search Engine Product: Footwear Entrant Company: Barton F. Graf 9000 Entrant Company: 72andSunny Los Angeles New York Agency: 72andSunny Los Angeles Agency: Barton F. Graf 9000 New York Production Company: Caviar Los Angeles Production Company: Station Film New York Michael Forgive Your Son, Release the Advertiser: Sony Computer Entertainment America Smoke, Sing Your Favorite Product: PlayStation 3 Entrant Company: Deutsch Los Angeles Word, Tell Us Why You Love Agency: Deutsch Los Angeles Your Dog Production Company: Imperial Woodpecker Advertiser: Kayak.Com Santa Monica Product: Travel Search Engine Entrant Company: Barton F. Graf 9000 Pommel Horse, Sword Fight New York Advertiser: Heineken Agency: Barton F. Graf 9000 New York Product: Dos Equis Production Company: Driver Digital New York Entrant Company: Euro Rscg New York Agency: Euro Rscg New York Google Chrome: Dear Production Company: @Radical.Media New York Sophie Advertiser: Google Shake On It Product: Google Chrome Advertiser: Espn Entrant Company: Bbh New York Product: Espn Agency: Bbh New York / Google Creative Lab Entrant Company: Wieden+Kennedy New York New York Agency: Wieden+Kennedy New York Production Company: Moxie Pictures New York Production Company: Biscuit Filmworks Los Angeles
Presented by USA TODAY 17 Bronze Lion Winners Film Lions continued
Bounce Miners Advertiser: Procter & Gamble Advertiser: Heineken Product: Old Spice Red Zone Body Spray Product: Newcastle Collection Entrant Company: Droga5 New York Entrant Company: Wieden+Kennedy Agency: Droga5 New York Portland Production Company: Smuggler New York Agency: Wieden+Kennedy Portland Production Company: Absolutely Productions Motorcycle New York Advertiser: Procter & Gamble Product: Old Spice Swagger Coca-Cola Polar Bowl Entrant Company: Wieden+Kennedy Portland Advertiser: The Coca-Cola Company Agency: Wieden + Kennedy São Paulo / Product: Coca-Cola Classic Wieden+Kennedy Portland Entrant Company: Wieden+Kennedy Production Company: Mjz Los Angeles Portland Agency: Wieden+Kennedy Portland The Name Production Company: Animal Logic Sydney / Advertiser: Espn Framestore New York / Blitz Games Product: Espn Leamington Spa Entrant Company: Wieden+Kennedy New York Agency: Wieden+Kennedy New York Cocoon Production Company: Biscuit Filmworks Los Angeles Advertiser: General Mills Product: Fruit Rollups The Offer Entrant Company: Saatchi & Saatchi Advertiser: FedEx New York Product: FedEx Agency: Saatchi & Saatchi New York Entrant Company: Bbdo New York Production Company: Biscuit Filmworks Agency: Bbdo New York Los Angeles Production Company: O Positive Films New York
Google Chrome: It Gets Project Re: Brief, A Film Better About Re-Imagining Advertiser: Google Advertiser: Google Product: Google Chrome Product: Display Advertising Entrant Company: Bbh New York Entrant Company: Johannes Leonardo New York Agency: Bbh New York / Google Creative Lab Agency: Johannes Leonardo New York / Google New York New York Production Company: Oil Factory Los Angeles Locker Room Advertiser: Planet Fitness What I See Product: Gym Advertiser: Procter & Gamble Entrant Company: Mullen Boston Product: Procter & Gamble Agency: Mullen Boston Entrant Company: Wieden+Kennedy Portland Production Company: Station Film New York Agency: Wieden+Kennedy Portland Production Company: Anonymous Content Love The Game Culver City Advertiser: Jordan Product: Jordan Brand Entrant Company: Wieden+Kennedy New York Agency: Wieden+Kennedy New York Production Company: Hsi Productions Los Angeles
Presented by USA TODAY 18 Grand Prix For Good
Grand Prix Help I Want To Save A Life Advertiser: Help Remedies Product: Bandages Agency: Droga5 New York
Presented by USA TODAY 19 Media Lions
Gold Lion Winners
Project Imagin8ion Advertiser: Canon USA Product: Digital Slr Cameras Entrant Company: MediaCom New York Media Company: MediaCom New York
Silver Lion Winners
Coca-Cola Polar Bowl Kre-O Transform Your World Advertiser: The Coca-Cola Company Advertiser: Hasbro Product: Coca-Cola Classic Product: Kre-O Transformers Entrant Company: Wieden+Kennedy Portland Entrant Company: Initiative New York Media Company: Starcom MediaVest Group Media Company: Initiative New York New York
Bronze Lion Winners
Aquafresh Presents Forgot Your Password? The Nurdles Advertiser: Alzheimer’s Association Us Advertiser: GlaxoSmithKline Product: Alzheimer’s Association Product: Toothpaste Entrant Company: Grupo Gallegos Entrant Company: Phd New York Huntington Beach Media Company: Phd New York Gt Academy Usa Book Burning Party Advertiser: Nissan & PlayStation Advertiser: Troy Public Library Product: Nissan 370z, Gt-R Vehicles & Product: Troy Public Library Gran Turismo 5 Entrant Company: Leo Burnett Detroit Entrant Company: Tbwa\Chiat\Day Los Angeles Fair Tweets Media Company: Omd Los Angeles Advertiser: Ben & Jerry’s Product: World Fair Trade Day Live Young Entrant Company: Amalgamated New York Advertiser: Dannon Product: Bottled Water Entrant Company: Mpg New York Media Company: Mpg New York
Presented by USA TODAY 20 Bronze Lion Winners Media Lions continued
One Copy Song Pepsi’s Game Changing Advertiser: Adam Tensta X Factor Partnership Product: Adam Tensta Advertiser: Pepsico Beverage Company Entrant Company: R/Ga New York Product: Carbonated Soft Drink Entrant Company: Omd Usa New York Media Company: Omd Usa New York
Presented by USA TODAY 21 Mobile Lions
Grand Prix Hilltop Re-Imagined for Coca-Cola Advertiser: Google Product: Display Advertising Agency: Grow Interactive Norfolk / Johannes Leonardo New York
Gold Lion Winners
Band-Aid Magic Vision Advertiser: Johnson & Johnson Product: Band-Aid Agency: Jwt New York
Chevy Game Time Advertiser: Chevrolet Product: Chevrolet Agency: Goodby Silverstein & Partners San Francisco
Presented by USA TODAY 22 Mobile Lions Silver Lion Winners continued
Cnn iReport Nike+ FuelBand Advertiser: Nokia Advertiser: Nike Product: Cnn Windows App - iReport Product: Nike+ FuelBand Agency: Turner Broadcasting System Atlanta Agency: R/Ga New York
The Escape Iad Sting 25 Advertiser: Intel Advertiser: Ksm Product: 2nd Generation Intel Product: Sting 25 Core Processors Agency: @Radical.Media New York Agency: Ansible Mobile New York / Omd New York Tori 500 Advertiser: Lexus Gagosian Product: Lexus Gs Advertiser: Gagosian Gallery Agency: Team One El Segundo Product: Gagosian Agency: @Radical.Media New York
Bronze Lion Winners
Captains Conquest Hilltop Re-Imagined Advertiser: Diageo For Coca-Cola Product: Captain Morgan Original Spiced Rum Advertiser: Google Agency: Anomaly New York Product: Display Advertising Agency: Grow Interactive Norfolk / Johannes Drive It Like You Hate It Leonardo New York Re-Imagined Advertiser: Google Real Life With Virtual Wallet Product: Display Advertising Advertiser: PNC Bank Agency: Grow Interactive Norfolk / Johannes Product: Virtual Wallet Leonardo New York Agency: Deutsch Inc. New York
Presented by USA TODAY 23 Outdoor Lions
Silver Lion Winners
Run With Ryan Advertiser: Asics Product: Asics Entrant Company: Vitro San Diego Agency: Vitro San Diego
Bronze Lion Winners
Dice Outdoor Campaign Snoop Dogg’s Smokable Book Advertiser: Dice Holding Company Advertiser: Snoop Dogg Product: Dice.Com Product: King Size Slim Rolling Papers Entrant Company: Barkley Kansas City Entrant Company: Pereira & O’Dell San Francisco Agency: Barkley Kansas City Agency: Pereira & O’Dell San Francisco
Fry Lights Advertiser: McDonald’s Product: McDonald’s Fries Entrant Company: Leo Burnett Chicago Agency: Leo Burnett Chicago
Presented by USA TODAY 24 PR Lions
Gold Lion Winners
Book Burning Party Advertiser: Troy Public Library Product: Troy Public Library Entrant Company: Leo Burnett Detroit
One Copy Song Advertiser: Adam Tensta Product: Facebook App Entrant Company: R/Ga New York
Silver Lion Winners
Book Burning Party #Millionhoodies For Trayvon Advertiser: Troy Public Library Martin Product: Troy Public Library Advertiser: The Parks & Crump Law Firm Entrant Company: Leo Burnett Detroit Product: Public Awareness Message Entrant Company: McCann Erickson New York
Presented by USA TODAY 25 Bronze Winners PR Lions continued
Ged Pep Talk Center Project Imagin8ion Advertiser: Ad Council/Dollar General Advertiser: Canon Usa Literacy Product: Digital Slr Cameras Product: Free Ged Classes Entrant Company: Grey New York Entrant Company: Ddb Chicago Small Business Gets Madrid An Official Day Advertiser: Ibm Advertiser: American Express Product: Ibm Product: American Express Entrant Company: Ogilvy New York Entrant Company: Crispin Porter + Bogusky Boulder
New York Writes Itself Advertiser: Village Voice Product: Village Voice Newspaper Entrant Company: Leo Burnett New York
Presented by USA TODAY 26 PRess Lions
Silver Lion Winners
Dry Armpit Affair, Dry Action Hero, Rocker Armpit Bluff, Dry Armpit Advertiser: P&G Product: Old Spice Swagger Informant Entrant Company: Wieden+Kennedy Portland Advertiser: P&G Agency: Wieden+Kennedy Portland Product: Gillette Odor Shield Anti-Perspirant Entrant Company: Bbdo New York Agency: Bbdo New York
Bronze Lion Winners
Blue Brick Advertiser: M.Cassab Product: Lego Entrant Company: Pereira & O’dell San Francisco Agency: Pereira & O’Dell San Francisco
Presented by USA TODAY 27 Promo & Activation Lions
Grand Prix Small Business Gets An Official Day Advertiser: American Express Product: American Express Entrant Company: Crispin Porter + Bogusky Boulder Agency: Crispin Porter + Bogusky Boulder / DIGITAS New York
Gold Lion Winners
Help I Want To Save A Life Advertiser: Help Remedies Product: Bandages Entrant Company: Droga5 New York Agency: Droga5 New York
Silver Lion Winners
Great Paper Airplane The Human Preservation Project Project Advertiser: Wrigley Advertiser: Pima Air & Space Museum Product: 5 Gum Product: Pima Air & Space Museum Entrant Company: 42 Entertainment Burbank Entrant Company: Bbdo San Francisco Agency: 42 Entertainment Burbank Agency: Bbdo San Francisco Small Business Gets Hot Wheels For Real An Official Day Advertiser: Mattel Advertiser: American Express Product: Hot Wheels Product: American Express Entrant Company: Mistress Venice Entrant Company: Crispin Porter + Bogusky Boulder Agency: Mistress Venice Agency: Crispin Porter + Bogusky Boulder / Crispin Porter Bugusky + DIGITAS Boulder
Presented by USA TODAY 28 Bronze Lion Winners Promo and Activation Lions continued Book Burning Party The Official Sponsorship Advertiser: Troy Public Library of the Azerbaijani Product: Troy Public Library Olympic Wrestlers Entrant Company: Leo Burnett Detroit Advertiser: P&G Agency: Leo Burnett Detroit Product: Febreze Entrant Company: Grey New York Agency: Grey New York
Presented by USA TODAY 29 RAdio Lions
Gold Lion Winners
Action, Adult, Epic Look Advertiser: Cine Las Americas Advertiser: Old Spice Product: International Film Festival Product: Old Spice Fresh Collection Entrant Company: LatinWorks Austin Entrant Company: Wieden+Kennedy Agency: LatinWorks Austin Portland Production Company: Personal Music Agency: Wieden+Kennedy Portland Miami Production Company: Digital One Portland
Cinco, Good Side Advertiser: Heineken Product: Dos Equis Beer Entrant Company: Euro Rscg New York Agency: Euro Rscg New York Production Company: Berwyn Editorial New York
Silver Lion Winners
Dorm, Knock Knock, Poetry Stork Advertiser: Campbell’s Soup Advertiser: Procter & Gamble Product: Soup Product: Clearblue Easy Digital Entrant Company: Y&R New York Pregnancy Test Production Company: Phantom Audio New York Entrant Company: Lapiz Chicago Production Company: Earhole Studios Heart Tokens, Windows Down, Chicago Moods Up Advertiser: Old Spice Product: Old Spice Fresh Collection Entrant Company: Wieden+Kennedy Portland Production Company: Wieden+Kennedy Portland Digital One Portland
Bronze Lion Winners
Company Outing, Grand Canyon, Fox, Maradona, Picture Day Miss Panama Advertiser: Leica Advertiser: Cine Las Americas Product: V-Lux 20 Camera Product: International Film Festival Entrant Company: The Bravo Group New York Entrant Company: LatinWorks Austin Agency: The Bravo Group New York Agency: LatinWorks Austin Production Company: audioEngine New York Production Company: Personal Music Miami
Presented by USA TODAY 30 Titanium & Integrated Lions
Grand Prix Nike+ FuelBand Advertiser: Nike Product: Nike+ FuelBand Entrant Company: R/GA New York Agency: R/GA New York
Titanium Lion Winners
Ted Williams Fight Hunger Advertiser: Kraft Product: Kraft Entrant Company: Crispin Porter + Bogusky Boulder Agency: Crispin Porter + Bogusky Boulder
Virtual 2Pac For Coachella Advertiser: Dr. Dre Product: 2Pac Album Sales Entrant Company: Chronic Touring Agency: Chronic Touring
Presented by USA TODAY 31 Gold Lion Winners Titanium & Integrated Lions continued
Day One Advertiser: Prudential Product: Prudential Financial Entrant Company: Droga5 New York Agency: Droga5 New York
Nike+ FuelBand Advertiser: Nike Product: Nike+ FuelBand Entrant Company: R/Ga New York Agency: R/Ga New York
Silver Lion Winners
Mano A Mano In El Bãno Small Business Gets Advertiser: Procter & Gamble An Official Day Product: Old Spice Fresh Collection Advertiser: American Express Entrant Company: Wieden+Kennedy Portland Product: American Express Agency: Wieden+Kennedy Portland Entrant Company: Crispin Porter + Bogusky Boulder Agency: Crispin Porter + Bogusky Boulder / Digitas New York
Bronze Lion Winners
Little Marina Advertiser: Target Product: Missoni For Target Entrant Company: Mother New York Agency: Mother New York
Presented by USA TODAY 32 U.S. Young LIons Program
Creative teams were asked to develop print, cyber and film ads, and media teams executed a media plan—all to drive awareness for the non-profit organization, First Book.
With nearly 400 teams registering, this year’s Young Lions Program included teams from agencies across the U.S. Only four winning teams were selected to compete in Cannes as “Team USA.” Special thanks to our 2012 Judges and Sponsors. Cyber Competition
Sponsor: Winners: Justin Berg, Sr. Designer, SapientNitro Alice Shin, Sr. Copywriter, SapientNitro
Film Competition
Sponsor: Winners: Maxwell Riesberg, Partner, CNCNTRTE David Solorzano, Director/Cinematographer, CNCNTRTE
Media Competition
Sponsor: Winners: Erin Hauswirth, Project Manager, OMD Peter Pelberg, Associate Project Mgr, OMD
Presented by USA TODAY 33 Print Competition U.S. Young Lions Program continued Sponsor: Winners: Gong Liu, Copywriter, DOJO San Francisco Suzanna Yeranosyan, Art Director, RPA: Rubin Postaer and Associates
In 2013, USA TODAY will administer four Young Lions competitions – Cyber, Film, Media and Print. The competitions are open to teams of two advertising professionals under the age of 28 working in the advertising or communications industry. The competitions will run January through May. Registration opens January 15th. For more information please contact [email protected].
The winning teams will be sponsored to attend the Cannes Lions Festival in June 2013 to participate in the global Young Lions competitions against teams from across the world.
Presented by USA TODAY 34