Cannes Lions / Titanium & Integrated winners
Nike Jordan’s Re2pect has won the Integrated Grand Prix at this year’s Cannes Lions festival. The campaign celebrated the career of Derek Jeter, the New York Yankees captain, who retired after 20 seasons in Major League Baseball. Working with Wieden+Kennedy in New York, the brand created a movement where people were encouraged to tip their hat in respect to the player’s stellar career.
Pizza chain Domino’s was then awarded the Titanium Grand Prix for Emoji Ordering, a new service where people can order pizza by using the emoji icon on Twitter.
Jury President Mark Fitzloff, ECD of Wieden+Kennedy in Portland, said: ‘The winner of our Integrated Grand Prix is really driven by emotion, and our Titanium winner is, ironically, very utilitarian, very functional, and we felt good about that mix.’
In reference to Domino’s specifically, Fitzloff continued to say that: ‘We felt really good about awarding an idea that has the potential to impact a big advertiser’s business model.’ He compared Emoji Ordering, which was created by CP+B in Boulder, to Amazon’s one-click ordering process, which may not have any emotional resonance but is a legitimate and efficient business idea. ‘Increasingly that’s where the opportunities for ad agency creative are’, he said, ‘to affect business with the touch of a craftsman, with the touch of an artist and a human being, with comedy and with human insight.'
The jury awarded a further five Titanium Lions, with winners including Optus’ Clever Bouy by M&C Saatchi in Sydney, Salta’s Beer Tooth Implant by Ogilvy & Mather in Buenos Aires and Always’ #LikeAGirl by Leo Burnett.
When asked about why no virtual reality campaigns were awarded in the categories this year, Fitzloff said that the entries failed to go ‘above and beyond the fact that they used it.’ He went on to say that ‘from a conceptual creative and insight level there wasn’t anything mind-blowing, and from a utilitarian sense there wasn’t a surprising use of it for business purposes.’