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 Product:Agency: 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