CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY 2015 TABLE OF CONTENTS
3 Intro
5 Branded Content & Entertainment Lions
10 Creative Effectiveness Lions
12 Cyber Lions
22 Design Lions
27 Direct Lions
31 Film Craft Lions
36 Film Lions
48 Media Lions
52 Mobile Lions
58 Outdoor Lions
65 PR Lions
72 Press Lions
80 Product Design Lions
82 Promo & Activation Lions
87 Radio Lions
90 Titanium and Integrated Lions
94 US Young Lions Competitions
2 CANNES LIONS 2015
INTRO
On behalf of the entire team at USA TODAY and Gannett, we would like to congratulate the winners from the 62nd Cannes Lions International Festival of Creativity.
Cannes Lions is internationally recognized as one of the most prestigious awards in the world for the brand communications industry. In addition to the Lions Health Festival which launched in 2014, the Innovation Lions category became part of the awards at the inaugural Lions Innovation Festival in 2015. The awards at this two-day Festival recognized and celebrated the relationship between technology, data and ideas. As the proud US representative since 2000, we are honored to celebrate creativity, foster dialogue with creative leaders, and champion the Festival across the nation.
2015 was a record year at Cannes Lions with more than 15,000 delegates attending, and more than 40,000 pieces of work showcased. This year, the US brought home 298 awards total. These include 10 Grand Prix, 56 Gold, 97 Silver, 127 Bronze, 3 Product Design Lions, and 1 Titanium Grand Prix, 1 Glass Lion, and 1 Grand Prix for Good. To see all of the global winners from Cannes Lions 2015, including Lions Health, Lions Innovation, and the Special Awards, please visit www.canneslionsarchive.com.
Congratulations again to all of the US winners, and we invite you to join us as we celebrate by looking back on the winning work.
Andy Yost Kevin Gentzel SVP, Chief Marketing Officer SVP, Chief Revenue Officer
3 CANNES LIONS 2015 BRANDED CONTENT & ENTERTAINMENT LIONS
GOLD LION WINNERS
The Gun Shop The Ice Bucket Challenge Advertiser: States United to Prevent Advertiser: The ALS Association Gun Violence Product: The ALS Association Product: Anti-Gun Violence Entrant: The ALS Association Washington Entrant: Grey New York
Madden Season Advertiser: EA Sports America Product: Madden NFL 15 Entrant: HEAT San Francisco
4 CANNES LIONS 2015 BRANDED CONTENT & ENTERTAINMENT LIONS
SILVER LION WINNERS
Barely Legal Pawn The Return of Lasso Advertiser: Audi of America Advertiser: NBC Sports Product: Brand Product: Barclay Premier League Entrant: PMK*BNC New York Entrant: The Brooklyn Brothers New York
Madden Season Proud Whopper Advertiser: EA Sports Advertiser: Burger King Product: Madden 15 Product: Whopper Entrant: Hungry Man New York Entrant: David Miami
5 CANNES LIONS 2015 BRANDED CONTENT & ENTERTAINMENT LIONS
SILVER LION WINNERS (continued)
Superpower For Hire: Rise of the Horse with Harden Private Military Advertiser: Foot Locker Advertiser: Activision Product: Foot Locker Product: Call of Duty: Blacksmith Entrant: BBDO New York Entrant: Virtue Worldwide: Creative Services by Vice New York
The Last Shot Pretzel Bacon Cheeseburger – Advertiser: Jordan Brand Yes, Yes, Yes Product: Footwear Advertiser: Wendy’s Entrant: AKQA San Francisco Product: Quick Service Restaurant Entrant: VML Kansas City
6 CANNES LIONS 2015 BRANDED CONTENT & ENTERTAINMENT LIONS
SILVER LION WINNERS (continued)
Gisele Bundchen – I Will Tap Thru What I Want Advertiser: Lowe’s Advertiser: Under Armour Product: Lowe’s Product: Women’s Apparel Entrant: BBDO New York Entrant: Droga5 New York
7 CANNES LIONS 2015 BRANDED CONTENT & ENTERTAINMENT LIONS
BRONZE LION WINNERS
Sweat It to Get It The Snickers Write-Off Advertiser: Gatorade Advertiser: Mars Chocolate North America Product: Gatorade Product: Snickers Entrant: TBWA\Chiat\Day Los Angeles Entrant: BBDO New York
What Lives Inside Bud Light Whatever, Advertiser: Intel & Dell USA Launch 2014 Product: Dell Venue Tablet with Intel Inside Advertiser: AB-Inbev Entrant: Pereira & O’Dell San Francisco Product: Bud Light Entrant: Energy BBDO Chicago
8 CANNES LIONS 2015 BRANDED CONTENT & ENTERTAINMENT LIONS
BRONZE LION WINNERS (continued)
Zoolander Returns to the Runway Left Swipe Dat Advertiser: Paramount Pictures Advertiser: American Legacy Foundation Product: Zoolander 2 Product: Truth Entrant: WME | IMC New York Entrant: 72andSunny Playa Vista
Project Architeuthis Unskippable Advertiser: U.S. Navy Advertiser: Geico Product: Recruitment Product: Insurance Entrant: Lowe Campbell Ewald Detroit Entrant: The Martin Agency Richmond
9 CANNES LIONS 2015 CREATIVE EFFECTIVENESS LIONS
GOLD LION WINNER
This is Wholesome Advertiser: Mondeléz International Product: Honeymaid Entrant: Droga5 New York
SILVER LION WINNERS
If We Made It Cable Effects Advertiser: Heineken USA Advertiser: DIRECTV Product: Newcastle Product: Pay TV Entrant: Droga5 New York Entrant: Grey New York
10 CANNES LIONS 2015 CREATIVE EFFECTIVENESS LIONS
BRONZE LION WINNERS
2014 Taco Bell Breakfast Launch The Launch of PS4 (Ronald McDonald Launch) Advertiser: Playstation Advertiser: Taco Bell Product: Games Console Product: Taco Bell Breakfast Menu Entrant: BBH New York Entrant: Deutsch LA
11 CANNES LIONS 2015 CYBER LIONS
GRAND PRIX WINNERS
Gisele Bundchen – I Will What I Want Advertiser: Under Armour Product: Women’s Apparel Entrant: Droga5 New York
GOLD LION WINNERS
Hammerhead Gisele Bundchen – I Will Advertiser: Hammerhead Navigation What I Want Product: Hammerhead Advertiser: Under Armour Entrant: R/GA New York Product: Women’s Apparel Entrant: Droga5 New York
12 CANNES LIONS 2015 CYBER LIONS
GOLD LION WINNERS (continued)
Dream On The Ice Bucket Challenge Advertiser: Adobe Advertiser: The ALS Association Product: Photoshop Product: The ALS Association Entrant: Goodby Silverstein & Partners Entrant: The ALS Association Washington San Francisco
Unskippable Advertiser: Geico Product: Insurance Entrant: The Martin Agency Richmond
13 CANNES LIONS 2015 CYBER LIONS
SILVER LION WINNERS
Made in NY Jeff Bridges Sleeping Tapes Advertiser: Gatorade Advertiser: Squarespace Product: Gatorade Product: Squarespace Entrant: TBWA\CHIAT\DAY Los Angeles Entrant: Wieden+Kennedy New York
Dream On The Missing Project Advertiser: Adobe Advertiser: Autism Speaks Product: Photoshop Product: Autism Speaks Entrant: Goodby Silverstein & Partners Entrant: BBDO New York San Francisco
14 CANNES LIONS 2015 CYBER LIONS
SILVER LION WINNERS (continued)
Be More Human Online Experience Newcastle Band of Brands Advertiser: Reebok Advertiser: Heineken USA Product: Be More Human Product: Newcastle Brown Ale Entrant: Venables Bell & Partners San Francisco Entrant: Droga5 New York
Unskippable Self-Destructing Book Advertiser: Geico Advertiser: James Patterson Product: Insurance Product: Self Destructing Book Entrant: The Martin Agency Richmond Entrant: Mother New York
15 CANNES LIONS 2015 CYBER LIONS
SILVER LION WINNERS (continued)
Hope.ly Gisele Bundchen – I Will Advertiser: American Red Cross & Bitly What I Want Product: American Red Cross & Bitly Advertiser: Under Armour Entrant: BBDO New York Product: Women’s Apparel Entrant: Droga5 New York
What Lives Inside – Episode One What Lives Inside – Episode Two Advertiser: Intel + Dell Advertiser: Intel + Dell Product: Dell Venture Tablet with Intel Inside Product: Dell Venture Tablet with Intel Inside Entrant: Pereira & O’Dell San Francisco Entrant: Pereira & O’Dell San Francisco
16 CANNES LIONS 2015 CYBER LIONS
SILVER LION WINNERS (continued)
What Lives Inside – Episode Three What Lives Inside – Episode Four Advertiser: Intel + Dell Advertiser: Intel + Dell Product: Dell Venture Tablet with Intel Inside Product: Dell Venture Tablet with Intel Inside Entrant: Pereira & O’Dell San Francisco Entrant: Pereira & O’Dell San Francisco
Interception Horse with Harden Advertiser: Volvo Advertiser: Foot Locker Product: Automobiles Product: Foot Locker Entrant: Grey New York Entrant: BBDO New York
17 CANNES LIONS 2015 CYBER LIONS
SILVER LION WINNERS (continued)
Hammerhead Be More Human Advertiser: Hammerhead Navigation Advertiser: Reebok Product: Hammerhead Product: Be More Human Entrant: R/GA New York Entrant: Venables Bell & Partners San Francisco
18 CANNES LIONS 2015 CYBER LIONS
BRONZE LION WINNERS
What Lives Inside Samsung Holiday Dreams Advertiser: Intel + Dell Advertiser: Samsung Product: Dell Venue Tablet with Intel Inside Telecommunications America Entrant: Pereira & O’Dell San Francisco Product: Samsung Entrant: R/GA New York
Unskippable Hammerhead Advertiser: Geico Advertiser: Hammerhead Navigation Product: Insurance Product: Hammerhead Entrant: The Martin Agency Richmond Entrant: R/GA New York
19 CANNES LIONS 2015 CYBER LIONS
BRONZE LION WINNERS (continued)
Love Has No Labels Play! Advertiser: Ad Council Advertiser: IBM Product: Love Has No Labels Product: Technology & Consulting Entrant: R/GA New York Entrant: Ogilvy New York
Proud Whopper Taco Bell Blackout Advertiser: Burger King Advertiser: Taco Bell Product: Whopper Product: Fast Food Restaurant Entrant: David Miami Entrant: DigitasLBi San Francisco
20 CANNES LIONS 2015 CYBER LIONS
BRONZE LION WINNERS (continued)
Newcastle Band of Brands Horse with Harden Advertiser: Heineken USA Advertiser: Foot Locker Product: Newcastle Brown Ale Product: Foot Locker Entrant: Droga5 New York Entrant: BBDO New York
Hope.ly Adoptable Trends Advertiser: American Red Cross & Bitly Advertiser: DPA Product: American Red Cross & Bitly Product: Pet Adoption Entrant: BBDO New York Entrant: Dieste Dallas
21 CANNES LIONS 2015 DESIGN LIONS
GOLD LION WINNERS
Proud Whopper The Gun Shop Advertiser: Burger King Advertiser: States United to Prevent Product: Whopper Gun Violence Agency: David Miami Product: Anti-Gun Violence Agency: Grey New York
The Last Shot Advertiser: Jordan Brand Product: Footwear Entrant: AKQA San Francisco
22 CANNES LIONS 2015 DESIGN LIONS
SILVER LION WINNERS
The Gun Shop The Cancer Sutra Advertiser: States United to Prevent Advertiser: Stupid Cancer Gun Violence Product: Early Cancer Detection Product: Anti-Gun Violence Awareness and Education Entrant: Grey New York Entrant: The Bull-White House New York
Shoemoji Intel Clear Advertiser: Foot Locker Advertiser: Intel Product: Foot Locker Product: Corporate Brand Font Entrant: BBDO New York Entrant: Red Peak New York
23 CANNES LIONS 2015 DESIGN LIONS
SILVER LION WINNERS (continued)
Airbnb Portland Call Center The Last Shot Advertiser: Airbnb Advertiser: Jordan Brand Product: Airbnb Product: Footwear Entrant: Airbnb San Francisco Entrant: AKQA San Francisco
24 CANNES LIONS 2015 DESIGN LIONS
BRONZE LION WINNERS
World Gallery Marco Polo Title Sequence Advertiser: Apple Advertiser: Netflix/Weinstein Group Product: iPhone 6 Product: Title Sequence Entrant: TBWA\Media Arts Lab Los Angeles Entrant: MILL + New York
Centerstage Snow Graffiti Advertiser: Samsung Electronics Advertiser: Mexico Tourism Board Product: Samsung Electronics Product: Mexico Entrant: The Barbarian Group New York Entrant: Lapiz Chicago
25 CANNES LIONS 2015 DESIGN LIONS
BRONZE LION WINNERS (continued)
Website Redesign Advertiser: Virgin America Product: Responsive Website Entrant: Work & Co Brooklyn
26 CANNES LIONS 2015 DIRECT LIONS
GRAND PRIX WINNER
Interception Advertiser: Volvo Product: Automobiles Entrant: Grey New York
GOLD LION WINNERS
Joe Boxer Inactivity Tracker The Ice Bucket Challenge Advertiser: Kmart/Joe Boxer Advertiser: The ALS Association Product: Joe Boxer Inactivity Tracker Product: The ALS Association Entrant: FCB Chicago Entrant: The ALS Association Washington
27 CANNES LIONS 2015 DIRECT LIONS
GOLD LION WINNERS (continued)
Interception Love Has No Labels Advertiser: Volvo Advertiser: Ad Council Product: Automobiles Product: Love Has No Labels Entrant: Grey New York Entrant: R/GA New York
SILVER LION WINNERS
Proud Whopper Love Has No Labels Advertiser: Burger King Advertiser: Ad Council Product: Whopper Product: Love Has No Labels Entrant: David Miami Entrant: R/GA New York
28 CANNES LIONS 2015 DIRECT LIONS
SILVER LION WINNER
The Gun Shop Advertiser: States United to Prevent Gun Violence Product: Anti-Gun Violence Entrant: Grey New York
BRONZE LION WINNERS
Unskippable Horse With Harden Advertiser: Geico Advertiser: Foot Locker Product: Insurance Product: Foot Locker Entrant: The Martin Agency Richmond Entrant: BBDO New York
29 CANNES LIONS 2015 DIRECT LIONS
BRONZE LION WINNERS (continued)
Social Savvy Burglar Proud Whopper Advertiser: Allstate Insurance Company Advertiser: Burger King Product: Home Insurance Product: Whopper Entrant: Leo Burnett Chicago Entrant: David Miami
30 CANNES LIONS 2015 FILM CRAFT LIONS
GOLD LION WINNER
The Ocean Advertiser: Conservation International Product: Conservation International Entrant: TBWA\Media Arts Lab Los Angeles
SILVER LION WINNERS
What Lives Inside – Episode One What Lives Inside – Episode Two Advertiser: Intel + Dell Advertiser: Intel + Dell Product: Dell Venue Tablet with Intel Inside Product: Dell Venue Tablet with Intel Inside Entrant: Pereira & O’Dell San Francisco Entrant: Pereira & O’Dell San Francisco
31 CANNES LIONS 2015 FILM CRAFT LIONS
SILVER LION WINNERS
What Lives Inside – Episode Three What Lives Inside – Episode Four Advertiser: Intel + Dell Advertiser: Intel + Dell Product: Dell Venue Tablet with Intel Inside Product: Dell Venue Tablet with Intel Inside Entrant: Pereira & O’Dell San Francisco Entrant: Pereira & O’Dell San Francisco
Beauty Grew All Around Advertiser: Regency Beauty Institute Product: Beauty Institute Entrant: Colle + McVoy Minneapolis
32 CANNES LIONS 2015 FILM CRAFT LIONS
BRONZE LION WINNERS
The Boy Who Beeps What Lives Inside – Episode One Advertiser: GE Advertiser: Intel + Dell Product: GE Product: Dell Venue Tablet with Intel Inside Entrant: BBDO New York Entrant: Pereira & O’Dell San Francisco
What Lives Inside – Episode Two What Lives Inside – Episode Three Advertiser: Intel + Dell Advertiser: Intel + Dell Product: Dell Venue Tablet with Intel Inside Product: Dell Venue Tablet with Intel Inside Entrant: Pereira & O’Dell San Francisco Entrant: Pereira & O’Dell San Francisco
33 CANNES LIONS 2015 FILM CRAFT LIONS
BRONZE LION WINNERS (continued)
What Lives Inside – Episode Four Unskippable Advertiser: Intel + Dell Advertiser: Geico Product: Dell Venue Tablet with Intel Inside Product: Insurance Entrant: Pereira & O’Dell San Francisco Entrant: The Martin Agency Richmond
Original Superstar Converse: Made By You Advertiser: Adidas Originals Advertiser: Converse Product: Sneakers Product: Fashion/Apparel Entrant: Johannes Leonardo New York Entrant: Anomaly New York
34 CANNES LIONS 2015 FILM CRAFT LIONS
BRONZE LION WINNERS (continued)
If You’re Happy All-Powerless Advertiser: Weight Watchers Advertiser: Mophie Product: Weight Loss Product: Mophie Entrant: Wieden+Kennedy Portland Entrant: Deutsch LA
35 CANNES LIONS 2015 FILM LIONS
GRAND PRIX WINNER
Unskippable: Family Long Form 01 Advertiser: Geico Product: Insurance Entrant: The Martin Agency Richmond
GOLD LION WINNERS
Made in NY Dadsong Advertiser: Gatorade Advertiser: Old Spice Product: Gatorade Product: Personal Care Entrant: TBWA\Chiat\Day Los Angeles Entrant: Wieden+Kennedy Portland
36 CANNES LIONS 2015 FILM LIONS
GOLD LION WINNERS (continued)
Ripple Between Two Ferns with Advertiser: Nike Golf Zach Galifianakis: President Product: Apparel and Footwear Barack Obama Entrant: Wieden+Kennedy Portland Advertiser: White House Product: Healthcare.gov Entrant: Funny or Die Los Angeles
SILVER LION WINNERS
Settle it 30’ Brady Bunch Advertiser: Mars Advertiser: Mars Chocolate North America Product: Skittles Product: Snickers Entrant: DDB Chicago Entrant: BBDO New York
37 CANNES LIONS 2015 FILM LIONS
SILVER LION WINNERS (continued)
Band of Brands Mega Ad Old Table Advertiser: Heineken USA Advertiser: Value City Furniture Product: Newcastle Brown Ale Product: Furniture Entrant: Droga5 New York Entrant: Dummy. Los Angeles
If You’re Happy Dream On Advertiser: Weight Watchers Advertiser: Adobe Product: Weight Loss Product: Photoshop Entrant: Wieden+Kennedy Portland Entrant: Goodby Silverstein & Partners San Francisco
38 CANNES LIONS 2015 FILM LIONS
SILVER LION WINNERS (continued)
First Moon Party The Last Game Advertiser: Helloflo Advertiser: Nike Product: Period Starter Kit/Tampon Product: Footwear/Apparel Subscription Service Entrant: Wieden+Kennedy Portland Entrant: Hayden 5 Media New York
Unskippable: Family Unskippable: Elevator Advertiser: Geico Advertiser: Geico Product: Insurance Product: Insurance Entrant: The Martin Agency Richmond Entrant: The Martin Agency Richmond
39 CANNES LIONS 2015 FILM LIONS
SILVER LION WINNERS (continued)
Unskippable: High Five Unskippable: Cleaning Crew Advertiser: Geico Advertiser: Geico Product: Insurance Product: Insurance Entrant: The Martin Agency Richmond Entrant: The Martin Agency Richmond
The World’s Toughest Job Win From Within: Ben Jackman Advertiser: American Greetings Advertiser: Gatorade Product: Cardstore.com Product: Gatorade Entrant: Mullen Lowe U.S. Boston Entrant: VML Kansas City
40 CANNES LIONS 2015 FILM LIONS
SILVER LION WINNERS (continued)
The Gun Shop The Gentleman’s Wager Advertiser: States United to Prevent Advertiser: Johnnie Walker Gun Violence Product: Blue Label Product: Anti-Gun Violence Entrant: RSA Films Los Angeles Entrant: Grey New York
41 CANNES LIONS 2015 FILM LIONS
BRONZE LION WINNERS
Dial-Up Flat Top Advertiser: Mars Chocolate North America Advertiser: Mars Chocolate North America Product: Twix Bites Product: Twix Bites Entrant: BBDO New York Entrant: BBDO New York
Y2K Hot Tub Advertiser: Mars Chocolate North America Advertiser: Old Spice Product: Twix Bites Product: Personal Care Entrant: BBDO New York Entrant: Wieden+Kennedy Portland
42 CANNES LIONS 2015 FILM LIONS
BRONZE LION WINNERS (continued)
Soccer Night Club Advertiser: Old Spice Advertiser: Old Spice Product: Personal Care Product: Personal Care Entrant: Wieden+Kennedy Portland Entrant: Wieden+Kennedy Portland
Misty Copeland – I Will Gisele Bundchen – I Will What I Want What I Want Advertiser: Under Armour Advertiser: Under Armour Product: Women’s Apparel Product: Women’s Apparel Entrant: Droga5 New York Entrant: Droga5 New York
43 CANNES LIONS 2015 FILM LIONS
BRONZE LION WINNERS (continued)
The Scripted Life Routine Republic Advertiser: Audi of America Advertiser: Taco Bell Product: 2015 Audi Q3 Product: Breakfast Entrant: Venables Bell & Partners San Francisco Entrant: Deutsch LA
My Butt Lebron James Together Advertiser: Weight Watchers Advertiser: Nike Product: Weight Loss Product: Footwear, Clothing, & Accessories Entrant: Wieden+Kennedy Portland Entrant: Wieden+Kennedy Portland
44 CANNES LIONS 2015 FILM LIONS
BRONZE LION WINNERS (continued)
The Boy Who Beeps Listen Advertiser: GE Advertiser: NFL Product: GE Product: Public Awareness PSA/NoMore.org Entrant: BBDO New York Entrant: Chelsea Pictures New York
Call for Brands Stephen Merchant Presents “If We Advertiser: Heineken USA Won” with Newcastle Brown Ale Product: Newcastle Brown Ale Advertiser: Heineken USA Entrant: Droga5 New York Product: Newcastle Brown Ale Entrant: Droga5 New York
45 CANNES LIONS 2015 FILM LIONS
BRONZE LION WINNERS (continued)
Winter Stays The Collective Project Advertiser: Nike Advertiser: Microsoft Product: Apparel/Footwear Product: Onenote Entrant: Wieden+Kennedy Portland Entrant: Possible Seattle
Re2pect Drew Brees Advertiser: Jordan Brand Advertiser: Old Spice Product: Jordan Brand Product: Personal Care Entrant: Wieden+Kennedy Portland Entrant: Wieden+Kennedy Portland
46 CANNES LIONS 2015 FILM LIONS
BRONZE LION WINNERS (continued)
Early Thomas Jamaal Charles Advertiser: Old Spice Advertiser: Old Spice Product: Personal Care Product: Personal Care Entrant: Wieden+Kennedy Portland Entrant: Wieden+Kennedy Portland
The Wave Advertiser: Land Rover USA Product: Five Camera Surround System Entrant: Y&R New York
47 CANNES LIONS 2015 MEDIA LIONS
GOLD LION WINNERS
The Gun Shop The Ice Bucket Challenge Advertiser: States United to Prevent Advertiser: The ALS Association Gun Violence Product: The ALS Association Product: Anti-Gun Violence Entrant: The ALS Association Washington Entrant: Grey New York
#LikeAGirl Risk Everything Advertiser: Procter & Gamble Advertiser: Nike Product: Always Product: Nike Entrant: Starcom Mediavest Group Chicago Entrant: Wieden+Kennedy Portland
48 CANNES LIONS 2015 MEDIA LIONS
SILVER LION WINNERS
Speak Beautiful Taco Bell Blackout Advertiser: Unilever Advertiser: Taco Bell Product: Dove Product: Fast Food Restaurant Entrant: Mindshare New York Entrant: DigitasLBi San Francisco
Adoptable Trends I Will What I Want Advertiser: DPA Advertiser: Under Armour Product: Pet Adoption Product: Women’s Apparel Entrant: Dieste Dallas Entrant: Droga5 New York
49 CANNES LIONS 2015 MEDIA LIONS
BRONZE LION WINNERS
Not There Social Savvy Burglar Advertiser: The Clinton Foundation Advertiser: Allstate Insurance Company Product: No Ceilings Report Product: Home Insurance Entrant: Droga5 New York Entrant: Leo Burnett Chicago
#SendBadLuck Bluebird Advertiser: Allstate Advertiser: McDonald’s Product: Allstate Insurance Product: McDonald’s Entrant: Lapiz Chicago Entrant: OMD New York
50 CANNES LIONS 2015 MEDIA LIONS
BRONZE LION WINNERS (continued)
Drinkable Advertising #LikeAGirl Advertiser: The Coca-Cola Company Advertiser: Procter & Gamble Product: Non Alcoholic Beverages Product: Always Entrant: Ogilvy New York Entrant: Starcom Mediavest Group Chicago
Technology & Stuff Proud Whopper Advertiser: General Motors - Chevrolet Advertiser: Burger King Product: Cars Product: Whopper Entrant: Commonweath/McCann Detroit Entrant: David Miami
51 CANNES LIONS 2015 MOBILE LIONS
GRAND PRIX WINNER
Cardboard Advertiser: Google Product: Cardboard Entrant: Google Mountain View
GOLD LION WINNERS
The Pursuit by Equinox Lisnr Advertiser: Equinox Advertiser: Lisnr Product: Equinox Product: Lisnr Entrant: R/GA New York Entrant: R/GA New York
52 CANNES LIONS 2015 MOBILE LIONS
GOLD LION WINNERS (continued)
Hammerhead The Unforgotten Advertiser: Hammerhead Navigation Advertiser: Illinois Council Against Product: Hammerhead Handgun Violence Entrant: R/GA New York Product: Gun Violence Education, Awareness and Lobbying Entrant: FCB Chicago
The Ice Bucket Challenge Advertiser: The ALS Association Product: The ALS Association Entrant: The ALS Association Washington
53 CANNES LIONS 2015 MOBILE LIONS
SILVER LION WINNERS
Owlet Project Learning Curve Advertiser: Owlet Baby Care Advertiser: Illinois Council Against Product: Owlet Advertiser: Domtar Entrant: R/GA New York Product: Paper Entrant: Eric Mower + Associates Charlotte
Hammerhead #SpringIsWeird Advertiser: Hammerhead Navigation Advertiser: Gap Product: Hammerhead Product: Gap Spring Collection Entrant: R/GA New York Entrant: Wieden+Kennedy New York
54 CANNES LIONS 2015 MOBILE LIONS
SILVER LION WINNERS (continued)
The Pursuit by Equinox Advertiser: Equinox Product: Equinox Entrant: R/GA New York
BRONZE LION WINNERS
The Unforgotten Logitech Harmony App Advertiser: Illinois Council Against Advertiser: Logitech Handgun Violence Product: Logitech Product: Gun Violence Education, Entrant: R/GA New York Awareness and Lobbying Entrant: FCB Chicago
55 CANNES LIONS 2015 MOBILE LIONS
BRONZE LION WINNERS (continued)
The Pursuit by Equinox Tap Thru Advertiser: Equinox Advertiser: Lowe’s Product: Equinox Product: Lowe’s Entrant: R/GA New York Entrant: BBDO New York
Owlet Hammerhead Advertiser: Owlet Baby Care Advertiser: Hammerhead Navigation Product: Owlet Product: Hammerhead Entrant: R/GA New York Entrant: R/GA New York
56 CANNES LIONS 2015 MOBILE LIONS
BRONZE LION WINNERS (continued)
Horse with Harden The Slight Advertiser: Foot Locker Advertiser: HBO Product: Foot Locker Product: Game of Thrones Entrant: BBDO New York Entrant: Elastic Santa Monica
Hope.Ly Advertiser: American Red Cross & Bitly Product: American Red Cross & Bitly Entrant: BBDO New York
57 CANNES LIONS 2015 OUTDOOR LIONS
GRAND PRIX WINNERS
World Gallery Advertiser: Apple Product: iPhone 6 Entrant: TBWA\Media Arts Lab Los Angeles
GOLD LION WINNERS
Brendan O Cielo D Advertiser: Apple Advertiser: Apple Product: iPhone 6 Product: iPhone 6 Entrant: TBWA\Media Arts Lab Los Angeles Entrant: TBWA\Media Arts Lab Los Angeles
58 CANNES LIONS 2015 OUTDOOR LIONS
GOLD LION WINNERS (continued)
Jirasak P Cole R Advertiser: Apple Advertiser: Apple Product: iPhone 6 Product: iPhone 6 Entrant: TBWA\Media Arts Lab Los Angeles Entrant: TBWA\Media Arts Lab Los Angeles
Teppo K The Gun Shop Advertiser: Apple Advertiser: States United to Prevent Product: iPhone 6 Gun Violence Entrant: TBWA\Media Arts Lab Los Angeles Product: Anti-Gun Violence Entrant: Grey New York
59 CANNES LIONS 2015 OUTDOOR LIONS
GOLD LION WINNERS
Dog Baby Advertiser: City of Buenos Aires Advertiser: City of Buenos Aires Product: The Buenos Aires Public Bike System Product: The Buenos Aires Public Bike System Entrant: The Community/La Comunidad Miami Entrant: The Community/La Comunidad Miami
SILVER LION WINNERS
Dog Baby Advertiser: City of Buenos Aires Advertiser: City of Buenos Aires Product: The Buenos Aires Public Bike System Product: The Buenos Aires Public Bike System Entrant: The Community/La Comunidad Miami Entrant: The Community/La Comunidad Miami
60 CANNES LIONS 2015 OUTDOOR LIONS
SILVER LION WINNERS (continued)
Squirrel Moths Advertiser: City of Buenos Aires Advertiser: City of Buenos Aires Product: The Buenos Aires Public Bike System Product: The Buenos Aires Public Bike System Entrant: The Community/La Comunidad Miami Entrant: The Community/La Comunidad Miami
Sinkboy Love Has No Labels Advertiser: Colgate-Palmolive Advertiser: Ad Council Product: Colgate Product: Love Has No Labels Entrant: Red Fuse Communications New York Entrant: R/GA New York
61 CANNES LIONS 2015 OUTDOOR LIONS
SILVER LION WINNERS (continued)
The Gun Shop Austin M Advertiser: States United to Prevent Advertiser: Apple Gun Violence Product: iPhone 6 Product: Anti-Gun Violence Entrant: TBWA\Media Arts Lab Los Angeles Entrant: Grey New York
Brendan O Advertiser: Apple Product: iPhone 6 Entrant: TBWA\Media Arts Lab Los Angeles
62 CANNES LIONS 2015 OUTDOOR LIONS
BRONZE LION WINNERS
Panda Sinkgirl Advertiser: The Clorox Company Advertiser: Colgate - Palmolive Product: Green Works Product: Colgate Entrant: Alma DDB Miami Entrant: Red Fuse Communications New York
Sinkboy Title: Marcia Gets Hungry Advertiser: Colgate-Palmolive Advertiser: Mars Chocolate North America Product: Colgate Product: Snickers Entrant: Red Fuse Communications New York Entrant: BBDO New York
63 CANNES LIONS 2015 OUTDOOR LIONS
SILVER LION WINNERS
Proud Whopper Mas Que Un Auto Advertiser: Burger King Advertiser: Toyota Product: Whopper Product: Brand Loyalty Entrant: David Miami Entrant: Conill Saatchi & Saatchi Miami
The Last Shot Advertiser: Jordan Brand Product: Footwear Entrant: AKQA San Francisco
64 CANNES LIONS 2015 PR LIONS
GRAND PRIX WINNER
#LikeAGirl: Turning an Insult Into A Confidence Movement Advertiser: Procter & Gamble Product: Femcare Product Entrant: MSLGroup New York
GOLD LION WINNERS
Interception The Gun Shop Advertiser: Volvo Advertiser: States United to Prevent Product: Automobiles Gun Violence Entrant: Grey New York Product: Anti-Gun Violence Entrant: Grey New York
65 CANNES LIONS 2015 PR LIONS
GOLD LION WINNERS (continued)
Proud Whopper Photoshop Murder Mystery Advertiser: Burger King Advertiser: Adobe Product: Whopper Product: Photoshop Entrant: David Miami Entrant: Edelman San Francisco
#TechnologyAndStuff: Rapid The Ice Bucket Challenge Integration Turns PR Crisis Into Advertiser: The ALS Association Social Currency Product: The ALS Association Advertiser: Chevrolet Entrant: The ALS Association Washington Product: Chevrolet Trucks Entrant: FleishmanHillard St. Louis
66 CANNES LIONS 2015 PR LIONS
GOLD LION WINNERS (continued)
Always: #LikeAGirl: Turning An Insulting Into A Confidence Movement Advertiser: Procter & Gamble Product: Femcare Product Entrant: MSLGroup New York
SILVER LION WINNERS
Proud Whopper TechnologyAndStuff: Rapid Advertiser: Burger King Integration Turns PR Crisis Into Product: Whopper Social Currency Entrant: David Miami Advertiser: Chevrolet Product: Chevrolet Trucks Entrant: FleishmanHillard St. Louis 67 CANNES LIONS 2015 PR LIONS
SILVER LION WINNERS (continued)
The Gun Shop Mas Que Un Auto Advertiser: States United to Prevent Advertiser: Toyota Gun Violence Product: Brand Loyalty Product: Anti-Gun Violence Entrant: Conill Saatchi & Saatchi Miami Entrant: Grey New York
Interception Photoshop Murder Mystery Advertiser: Volvo Advertiser: Adobe Product: Automobiles Product: Photoshop Entrant: Grey New York Entrant: Edelman San Francisco
68 CANNES LIONS 2015 PR LIONS
BRONZE LION WINNERS
Wake Up & Smell the Bacon Horse Sells Nasal Strip to Humans Advertiser: Oscar Mayer Advertiser: GSK Product: Oscar Mayer Bacon Product: Breathe Right Nasal Strips Entrant: Olson Engage Chicago Entrant: PHD New York
More Than A Costume The Unforgotten Advertiser: Doctors of the World Advertiser: Illinois Council Against Product: Doctors of the World Handgun Violence Entrant: Publicis Kaplan Thaler New York Product: Gun Violence Education Awareness and Lobbying Entrant: FCB Chicago
69 CANNES LIONS 2015 PR LIONS
BRONZE LION WINNERS (continued)
Zoolander Returns to the Runway Wake Up to Eggs with Bacon Advertiser: Paramount Pictures Advertiser: American Egg Board Product: Zoolander 2 Product: Eggs Entrant: WME|IMG New York Entrant: Edelman Chicago
Los Cabos Reselfies Dove #SpeakBeautiful Advertiser: Mexico Board of Tourism Advertiser: Dove Product: Los Cabos, Mexico Product: Public Message Entrant: Lapiz Chicago Entrant: Edelman New York
70 CANNES LIONS 2015 PR LIONS
BRONZE LION WINNERS (continued)
Mission 22: War at Home Newcastle Brown Ale’s Advertiser: Elder Heart “Brand of Brands” Product: Mission 22 Advertiser: Heineken USA Entrant: CP+B Miami Product: Newcastle Brown Ale Entrant: Fast Horse Minneapolis
71 CANNES LIONS 2015 PRESS LIONS
GRAND PRIX WINNERS
Dog Baby Advertiser: City of Buenos Aires Advertiser: City of Buenos Aires Product: The Buenos Aires Public Bike System Product: The Buenos Aires Public Bike System Entrant: The Community/La Comunidad Miami Entrant: The Community/La Comunidad Miami
Squirrel Moths Advertiser: City of Buenos Aires Advertiser: City of Buenos Aires Product: The Buenos Aires Public Bike System Product: The Buenos Aires Public Bike System Entrant: The Community/La Comunidad Miami Entrant: The Community/La Comunidad Miami
72 CANNES LIONS 2015 PRESS LIONS
GOLD LION WINNERS
Dog Baby Advertiser: City of Buenos Aires Advertiser: City of Buenos Aires Product: The Buenos Aires Public Bike System Product: The Buenos Aires Public Bike System Entrant: The Community/La Comunidad Miami Entrant: The Community/La Comunidad Miami
Squirrel Advertiser: City of Buenos Aires Product: The Buenos Aires Public Bike System Entrant: The Community/La Comunidad Miami
73 CANNES LIONS 2015 PRESS LIONS
SILVER LION WINNERS
Elephant Ape Advertiser: Land Rover USA Advertiser: Land Rover USA Product: Land Rover Print Ads Product: Land Rover Print Ads Entrant: Y&R New York Entrant: Y&R New York
Hyena Frog Advertiser: Land Rover USA Advertiser: Land Rover USA Product: Land Rover Print Ads Product: Automobile Entrant: Y&R New York Entrant: Y&R New York
74 CANNES LIONS 2015 PRESS LIONS
SILVER LION WINNER
Frog Advertiser: Land Rover USA Product: Land Rover Print Ads Entrant: Y&R New York
BRONZE LION WINNERS
Break Up Cry Advertiser: Procter & Gamble Advertiser: Procter & Gamble Product: Crest Product: Crest Entrant: Conill Saatchi & Saatchi Miami Entrant: Conill Saatchi & Saatchi Miami
75 CANNES LIONS 2015 PRESS LIONS
BRONZE LION WINNERS (continued)
Hospital Rain Advertiser: Procter & Gamble Advertiser: Procter & Gamble Product: Crest Product: Crest Entrant: Conill Saatchi & Saatchi Miami Entrant: Conill Saatchi & Saatchi Miami
Photos Viking Advertiser: Procter & Gamble Advertiser: Copic Product: Crest Product: Copic Marker Entrant: Conill Saatchi & Saatchi Miami Entrant: FCB Chicago
76 CANNES LIONS 2015 PRESS LIONS
BRONZE LION WINNERS (continued)
Bear Luchador Advertiser: Copic Advertiser: Copic Product: Copic Marker Product: Copic Marker Entrant: FCB Chicago Entrant: FCB Chicago
Beetle Grape Advertiser: Land Rover USA Advertiser: Land Rover USA Product: Land Rover Print Ads Product: Land Rover Print Ads Entrant: Y&R New York Entrant: Y&R New York
77 CANNES LIONS 2015 PRESS LIONS
BRONZE LION WINNERS (continued)
Snake Flower Advertiser: Land Rover USA Advertiser: Land Rover USA Product: Land Rover Print Ads Product: Land Rover Print Ads Entrant: Y&R New York Entrant: Y&R New York
Andy Warhol George Lucas Advertiser: City of Buenos Aires Advertiser: City of Buenos Aires Product: Blood Donation Product: Blood Donation Entrant: The Community/La Comunidad Miami Entrant: The Community/La Comunidad Miami
78 CANNES LIONS 2015 PRESS LIONS
BRONZE LION WINNERS (continued)
Rockets Advertiser: Sneaker Freaker Boogazine Product: Sneaker Freaker Boogazine Entrant: BBDO New York
79 CANNES LIONS 2015 PRODUCT DESIGN LIONS
GRAND PRIX WINNER
The Lucky Iron Fish Project Advertiser: Lucky Iron Fish Product: Fortified Nutrition Entrant: Lucky Iron Fish
PRODUCT DESIGN LION WINNERS
Hammerhead Bioranger Advertiser: Hammerhead Navigation Advertiser: Diagenetix Product: Hammerhead Product: Crop Testing Device/Mobile App Entrant: R/GA New York Entrant: R/GA New York
80 CANNES LIONS 2015 PRODUCT DESIGN LIONS
PRODUCT DESIGN LION WINNERS (continued)
The Pursuit by Equinox Advertiser: Equinox Product: Equinox Entrant: R/GA New York
81 CANNES LIONS 2015 PROMO & ACTIVATION LIONS
GOLD LION WINNERS
The Ice Bucket Challenge The Gun Shop Advertiser: The ALS Association Advertiser: States United to Prevent Product: The ALS Association Gun Violence Entrant: The ALS Association Washington Product: Anti-Gun Violence Entrant: Grey New York
Unskippable Proud Whopper Advertiser: Geico Advertiser: Burger King Product: Insurance Product: Whopper Entrant: The Martin Agency Richmond Entrant: David Miami
82 CANNES LIONS 2015 PROMO & ACTIVATION LIONS
SILVER LION WINNERS
Proud Whopper The Gun Shop Advertiser: Burger King Advertiser: States United to Prevent Product: Whopper Gun Violence Entrant: David Miami Product: Anti-Gun Violence Entrant: Grey New York
Interception Delta Innovation Class Advertiser: Volvo Advertiser: Delta Air Lines ProductL Automobiles Product: Delta Air Lines Entrant: Grey New York Entrant: Wieden+Kennedy New York
83 CANNES LIONS 2015 PROMO & ACTIVATION LIONS
SILVER LION WINNERS (continued)
Gisele Bundchen – I Will Sweat It To Get It What I Want Advertiser: Gatorade Advertiser: Under Armour Product: Gatorade Product: Women’s Apparel Entrant: TBWA\Chiat\Day Los Angeles Entrant: Droga5 New York
The Volvo Hijacking Car Services Unskippable Advertiser: Volvo North Miami Advertiser: Geico Product: Volvo Product: Insurance Entrant: We Believers New York Entrant: The Martin Agency Richmond
84 CANNES LIONS 2015 PROMO & ACTIVATION LIONS
BRONZE LION WINNERS
Sweat It To Get It Marcia Gets Hungry Advertiser: Gatorade Advertiser: Mars Chocolate North America Product: Gatorade Product: Snickers Entrant: TBWA\Chiat\Day Los Angeles Entrant: BBDO New York
Lovin’ The Super Bowl Foo Fighters RVA Advertiser: McDonald’s Advertiser: The Branching Product: McDonald’s Product: The Branching Entrant: DDB Chicago Entrant: The Branching Richmond
85 CANNES LIONS 2015 PROMO & ACTIVATION LIONS
BRONZE LION WINNERS (continued)
Delta Innovation Class Social Saavy Burglar Advertiser: Delta Air Lines Advertiser: Allstate Insurance Company Product: Delta Air Lines Product: Home Insurance Entrant: Wieden+Kennedy New York Entrant: Leo Burnett Chicago
86 CANNES LIONS 2015 RADIO LIONS
GOLD LION WINNER
Conference Room Advertiser: Popclik Product: Headphones Agency: Bravo/Y&R Miami
SILVER LION WINNERS
Skype Conference Room Advertiser: Popclik Advertiser: Popclik Product: Headphones Product: Headphones Agency: Bravo/Y&R Miami Agency: Bravo/Y&R Miami
87 CANNES LIONS 2015 RADIO LIONS
BRONZE LION WINNERS
Clones Two Heads Advertiser: Mars Advertiser: Mars Product: Skittles Product: Skittles Agency: DDB Chicago Agency: DDB Chicago
Bikers Ghosts Advertiser: Dos Equis Advertiser: Dos Equis Product: Dos Equis Product: Dos Equis Agency: Havas Worldwide New York Agency: Havas Worldwide New York
88 CANNES LIONS 2015 RADIO LIONS
BRONZE LION WINNERS (continued)
Jiu Jitsu Dadsong Advertiser: Dos Equis Advertiser: Old Spice Product: Dos Equis Product: Personal Care Agency: Havas Worldwide New York Agency: Wieden+Kennedy Portland
Pretzel Bacon Cheeseburger – Pandora Thumbmoments: Yes, Yes, Yes Radio Promotion for the Advertiser: Wendy’s Digital Radio Age Product: Quick Service Restaurant Advertiser: Pandora Agency: VML Kansas City Product: Pandora Radio Agency: TwoFifteenMcCann San Francisco
89 CANNES LIONS 2015 TITANIUM AND INTEGRATED LIONS
GRAND PRIX WINNER
Re2pect Advertiser: Jordan Brand Product: Jordan Brand Agency: Wieden+Kennedy New York
TITANIUM GRAND PRIX WINNER
Emoji Ordering Advertiser: Domino’s Product: Domino’s Agency: CP+B Boulder
90 CANNES LIONS 2015 TITANIUM AND INTEGRATED LIONS
GOLD LION WINNER
Newcastle Band of Brands Advertiser: Heineken USA Product: Newcastle Brown Ale Agency: Droga5 New York
SILVER LION WINNERS
Red Sox: Green Monster Social Savvy Burglar Advertiser: Benjamin Moore Advertiser: Allstate Insurance Company Product: Paint Product: Home Insurance Agency: The Martin Agency Richmond Agency: Leo Burnett Chicago
91 CANNES LIONS 2015 TITANIUM AND INTEGRATED LIONS
BRONZE LION WINNERS
Horse with Harden Love Has No Labels Advertiser: Foot Locker Advertiser: Ad Council Product: Foot Locker Product: Comcast/Xfinity Agency: BBDO New York Agency: Goodby Silverstein & Partners New York
Risk Everything Advertiser: Nike Product: Apparel/Footwear Agency: Wieden+Kennedy Portland
92 CANNES LIONS 2015 TITANIUM AND INTEGRATED LIONS
GLASS LION
The Equal Pay Back Project Advertiser: National Women’s Law Center Product: PSA Entrant: Droga5 New York
GRAND PRIX FOR GOOD
The Ice Bucket Challenge Advertiser: The ALS Association Product: The ALS Association Entrant: The ALS Association Washington
93 CANNES LIONS 2015
US YOUNG LIONS COMPETITIONS
In 2015, we administered the US Young Lions competitions in five categories – Cyber, Film, Media, PR and Print. The work submitted for Young Lions this year focused on the goals and missions of Every Mother Counts, a non-profit organization dedicated to making pregnancy and childbirth safe for every mother. The organization informs, engages and mobilizes new audiences to take actions and raise funds that support maternal health programs around the world. The assignment challenged the teams to develop creative digital/mobile ads, short films, media, PR strategies, and print ads to engage their target audiences to raise awareness and take catalytic actions in support of the cause.
The 2015 US Young Lions Competitions included teams from creative, media, and PR companies or agencies, as well as in-house professionals from marketers across the US, totaling approximately 400 entries. The below five winning teams represented the US in the Global Young Lions Competitions during this year’s Cannes Lions Festival. There were 46 cyber teams, 43 film teams, 31 media teams, 20 PR teams and 45 print teams in this year’s global competitions.
CYBER COMPETITION FILM COMPETITION
Justin Lake, R/GA Patrick Merritt, Publicis Kaplan Thaler Emily Moore, R/GA Kimberly Ronan, Publicis Kaplan Thaler Sponsor: Sponsor:
MEDIA COMPETITION PR COMPETITION PRINT COMPETITION
Ryan Patti, Havas Media Angela Mears, Weber Shandwick Adam Beal, R/GA Maddy Reavey, Havas Media Margaux Pepper, Weber Shandwick Casey Schweikert. R/GA Sponsor: Sponsor: Sponsor:
94 CANNES LIONS 2015
SPONSOR SPOTLIGHT
This year, our competition sponsors once again shined a spotlight on entries that best embody a principle they are passionate about. The teams selected, along with the winning teams of this year’s US Young Lions Competitions, were invited to participate in a live pitch day where they could present their work to the team at Every Mother Counts. The following teams are being recognized by our sponsors:
CYBER: DigitasLBi | Creating Connections that Inspire Behavior Celebrates fearless ideas and innovative executions that will help brands connect with their customers, through an acute understanding of consumer motive and behavior. This could be a first or a never-been-done-before concept, or simply a new approach to an established idea. Caroline Cappelli and Pablo Rochat, Goodby Silverstein & Partners Jose Ripol and Samantha Salzano, DigitasLBi Justin Lake and Emily Moore, R/GA
FILM: Pereira & O’Dell | Celebrating More Moms Recognizes ideas that inspire positive action and awareness of maternal health by crafting an effective message. These teams expressed compassion and possibility in their work. Maxie Etess and Michael Palma, Taxi Denise Castañeda, Walton Isaacson and Michael Zhang, Ogilvy & Mather
MEDIA: Spark SMG | Beyond Boundaries Entries that challenge the status quo, take risks and redefine how to connect a brand with consumers through media. Alexander Quintana and Daniela Sayegh, Mindshare Miami Sasha Kelemen and Matthew Witt, Maxus Global Josh Brown and Erik Lunde, Spark
PR: PR Council | #PRThinking Entries that best embody what PR is today: an integrated approach that utilizes traditional and new media to create content that compels, stories that resonate, and conversations that engage. Courtney Rule and Rachel Silverman, Hill + Knowlton Strategies Matthew Molino and Nicholas Nelson, Cohn & Wolfe
PRINT: USA TODAY | Smarter. Faster. More Colorful. USA TODAY’s Smarter, Faster, More Colorful Spotlight highlights entries that are concise, informed, & visual with a distinct, colorful approach. Nina Golik and Ian Hill, BBDO San Francisco Kara Coyle and Stephanie Kim, Ogilvy & Mather
95 CANNES LIONS 2015