Digital Craft, Promo & Activation, Outdoor, Product Design and Design winners


THE FIRST-ever Digital Craft Grand Prix has been awarded to Because Recollection, a beautifully-constructed campaign by 84.Paris for Because Music.


Explaining why it won, Jury President Wesley ter Haar said it was “an amazing celebration of digital craft. Its use of sound design and imagery really brought the Because Collection to life in such a playful way. It was very interactive, which we thought was a key element of what digital craft should be about.”


Ter Haar said his Jury took the responsibility of judging a new category very seriously. “I was really impressed. They took a deep dive into every entry and I’m very proud of the work we chose. Any of the Golds could have been a Grand Prix. The final decision went to the wire. The work that bubbled up deserved attention, but would have been difficult to celebrate before this category.”


There were 1150 entries in this new category, with nine Gold Lions awarded to six campaigns from the US (3), France, Germany and the Netherlands. There was an especially strong performance from Falter/Inferno, a campaign for Falter Newspaper from Jung von Matt Hamburg that took three Golds.



THE WINNER of the Promo & Activation Grand Prix is #OptOutside, a campaign that jury president Rob Reilly, global creative chairman of McCann Worldgroup Global, described as “the greatest anti-promotion ever”.

Created by Venables Bell & Partners (VB&P) San Francisco, the ingenious campaign saw outdoor retailer REI shut all its stores and close its sales website on Black Friday, the busiest day in the US retail calendar. It then urged its staff and customers to “Opt Outside”, and provided them with ideas about how to enjoy their day.

Such was the impact of the campaign that 170 other organisations followed suit and scores of parks offered free entry for the day. All told, REI generated 2.7 billion PR impressions in 24 hours and got 1.4 million people to go outside.


Reilly said that REI was run very close by Heineken New Zealand’s Brewtroleum, with the jury split down the middle. “Both were amazing, but #OptOutside won in the end because it felt more appropriate for the Promo & Activation category”.

Reilly praised the diversity of both the jury and the entry pool, which he said  was “testament to how far Cannes Lions has come. We shortlisted 306 entries from 71 countries, and 26 countries were represented among the winners.”

In terms of Gold Lions, 16 campaigns secured 23 gongs. Geographically, this broke down as follows: US (nine), New Zealand (five), Argentina (two), Australia (two), the UK (two) and one each for France, Norway and Sweden. The Brewtroleum campaign, created by Colenso BBDO Auckland, picked up an impressive three Golds.


THE WINNER of the Outdoor Grand Prix is one of the week’s most talked-about campaigns — Colenso BBDO’s “Brewtroleum” on behalf of Heineken New Zealand’s beer brand DB Export.

The campaign was carried to glory by an underlying innovation that has seen the residue from beer production converted to a biofuel that emits 8% fewer carbon emissions than conventional fuel.

Having waded through an astonishing 5,365 entries, Outdoor jury president Ricardo John, chief creative officer of J Walter Thompson, Brazil, said the biggest challenge with judging Outdoor lies in the way it has evolved: “It used to be just a display medium, but now it interacts with other media. It is a living organism, like a tablet. It used to be about one-to-many communication, but now it can do one-to-one. There are no boundaries.”

In awarding the Grand Prix to “Brewtroleum”, John said the jury selected a campaign “that solves a real business problem: how to give people an excuse to drink more beer. What better way than to say it will save the world.” The results were excellent, he added, with DB Export sales up around 10% in a declining market.

In total, 43 Golds were awarded to 16 campaigns from the US (three), France (two), Germany (two), New Zealand (two), and one each for Argentina, Brazil, the Netherlands, Singapore, Thailand, the UAE, and the UK. The most Golds went to Saatchi & Saatchi Singapore for a public-service campaign for the Thai Health Promotion Foundation (two).


THE WINNER of the Product Design Grand Prix is an innovation that “allowed us to dream”, said jury president Amina Horozic, lead industrial designer at fuseproject. “It was something that we imagined could be a sustainable solution that would enable and empower us to build a better, safer life, while also challenging the creative status quo.”

The subject of this accolade was Google’s wearable fabric Jacquard, entered by Google Creative Lab London. Although still at an early stage of development, it is a revolutionary technology that makes it possible to turn clothing and other fabrics into connected devices by weaving touch controls into textiles.

Now in its third year, Product Design is on a steep growth curve, with 538 entries compared to 280 in 2015. Eleven were awarded Lions, including the Grand Prix. In terms of country of origin, the UK triumphed, delivering four winners. Other winners were Germany, which took two awards, Bangladesh, Japan, Sweden, Thailand and the US.


“LIFE is Electric”, a campaign from Dentsu Inc Tokyo on behalf of Panasonic, has won the 2016 Design Grand Prix. Explaining why, jury president Tristan Macherel, executive creative director of Landor, said: “It’s a special piece that managed, through the power of design, to change the perception of a product that has become a commodity — electricity.”

The creative idea at the heart of the campaign involved charging batteries in 21 very unconventional ways, ranging from using citrus fruit to a child’s roundabout. “It made us see electricity in a new way with clever, beautiful craft.”

Echoing other presidents this week, Macherel added: “We saw a big trend towards technology. But there is a challenge for the industry in using technology that has a purpose… that creates a difference and also has brand relevance.”

With 2,857 entries, Design is on the up. A total of 111 Lions were awarded, of which 27 were Gold. Golds went to 20 campaigns from the US (seven), Japan (four), France (two), Thailand (two), the UK (two), and one each to Australia, Germany and Poland.


Jerry Odlin, Sales Director

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June 22 | Lions Winners