Cannes Lions / Film and Film Craft winners
Leica’s 100 TV spot and Geico’s Unskippable Pre-roll have both been awarded the Grand Prix for Film at this year’s Cannes Lions awards.
Jury President Tor Myhren, president and worldwide chief creative officer of Grey, said that ‘the film category is the oldest category at Cannes, but it’s also the newest.’ Brands and agencies, he continued, need to constantly find new ways to tell stories in a category that is exploding online. ‘We were looking from the outset for something really new. The new can be scary, it can be uncomfortable, and I think that’s what we found.’
Leica’s entry was, according to Myhren, ‘nearly a perfect piece of storytelling,’ and almost received a unanimous decision among the jury – 19 out of the 22 jurors felt that it should be awarded the Grand Prix. F/Nazca Saatchi & Saatchi, in Sao Paulo, created the advert.
Likewise, Geico’s YouTube ads, which aimed to combat the fact that 94% of pre-rolls are skipped after the first five seconds, bagged the Grand Prix in the non-TV section. Myhren stated that the jury ‘picked something that broke every rule of storytelling,’ by brazenly ensuring that all the brand’s messaging was delivered in the first couple of seconds. (Contagious I/O subscribers, you can read our in-depth Insight & Strategy interview with The Martin Agency, the agency behind the spots.)
The jury awarded ten golds in total, with many of this week’s big winners adding to their tallies of Lions. These included Honda’s The Other Side, by Wieden+Kennedy in London, Always’ #LikeAGirl by Leo Burnett and Beats by Dre’s The Game Before The Game, by R/GA in London.
In Film Craft, UK retailer John Lewis walked away with the Grand Prix for its seasonal spot, Monty’s Christmas, created by Adam&EveDDB in London. João Daniel Tikhomiroff, founder of Mixer in Brazil and Jury President, explained that the jury approached the category in an analytical way, but in the end their decision ‘came absolutely from the heart.’
16 Golds were also awarded. These included Sport England’s This Girl Can spot, by FCB Inferno in London, as well as the Leica, Honda and Always campaigns highlighted above.