By: Dina Dretvić
Day two of the 66th Cannes Lions International Festival of Creativity honoured the winners of the Craft Track, focusing on the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring the creative idea to life. No wonder then that Croatia’s Studio Sonda was among the winners, and they achieved that in a category that saw 1,697 entries!
The Awards Show also saw winners of the Entertainment Track, celebrating creativity that goes beyond branded communications to create authentic entertainment that engages consumers and impacts culture.
From 797 entries in the Digital Craft Lions, demonstrating technical artistry, 23 Lions were awarded: 1 Grand Prix, 4 Gold, 7 Silver and 11 Bronzes Lions
The Grand Prix was awarded to VIRTUE, Copenhagen for Carlings’ ‘adDRESS THE FUTURE’, whereby the multi-brand chain created a digital fashion collection to raise awareness of the environmental damage of fast fashion.
Celebrating on-screen artistry, Film Craft Lions saw a total of 1,924 entries, and the jury awarded 1 Grand Prix, 12 Gold, 24 Silver and 41 Bronze Lions.
Final Cut, New York picked up the Grand Prix for ‘The Truth Is Worth It’ campaign for The New York Times which aims to show that original, independent journalism requires resources, time and commitment, and that subscribing to The NY Times is crucial in that effort.
Celebrating creative artistry, 1,697 entries were submitted in Industry Craft Lions, with 1 Grand Prix, 6 Gold, 14 Silver and 20 Bronze Lions being awarded. The jury noted that much of the work was emotionally powerful using creative craft to present their messages.
The Grand Prix was presented to Momentum Worldwide, New York for Nike who transformed a church into a basketball facility called ‘Just Do It HQ at The Church’ for Chicago’s youth.
Entertainment Lions received 830 entries, 27 of which picked up a Lion – 1 Grand Prix, 3 Gold, 10 Silver and 13 Bronze Lions were awarded.
UM Studios, New York won the Grand Prix for Johnson & Johnson’s ‘5B’, a feature film showing how powerful nurses are.
Entertainment Lions for Music saw a total of 391 entries, and the jury awarded 14 Lions: 2 Grands Prix, 2 Gold, 3 Silver and 7 Bronze Lions.
Doomsday Entertainment, Los Angeles won the Music Content: Excellence in Music Video Grand Prix for ‘This Is America’ for Childish Gambino which looked at the representation of black people in America and the prejudices they faced. The second Grand Prix in this category awarded for Community: Fan Engagement/Community Building, was awarded to AKQA São Paulo, the first Entertainment Lion for Music Grand Prix for Brazil, for ‘Bluesman’ by Brazilian rapper Baco Exu Do Blues, aiming to unify audiences in the quest for equality and peace.
Entertainment Lions for Sport, which launched this year to celebrate creativity that taps into fan culture and leverages the power of sports and eSports in connecting people to brands, received 702 entries, with a total of 29 Lions awarded: 1 Grand Prix, 4 Gold, 10 Silver and 14 Bronze Lions.
The first ever Grand Prix has been awarded to Wieden+Kennedy Portland for Nike’s ‘Nike Dream Crazy’, which leverages the power of sport to move the world forward.
This is the second Grand Prix they’ve won at Cannes, having earlier won in the Outdoor Lions Billboards category.
Cannes Lions Festival of Creativity is currently taking place in Cannes until 21 June. For those unable to attend, the Festival Digital Pass, provides a mix of live and on-demand content from the Festival, including a live stream each day of the awards.
