Cannes Lions / Integrated Winners
The Integrated Lions jury today awarded the category's Grand Prix to House of Cards - FU 2016, the campaign created by BBH, New York, to launch series four of the Netflix drama series.
Jury member and CCO of Deutsch North America, Pete Favat, commented on the winner: 'Great marketing leverages culture or influences culture. [FU 2016] is a brilliant piece that leverages the current culture in the United States. In Integrated, we were looking for brilliant execution through the line. By far this was a slam dunk as the best piece of integrated communication.'
Meanwhile, jury president and founder of BBH, Sir John Hegarty, said, 'You wonder why we have to give this a special category. In a way, great ideas all integrate - that's what we should be looking for. The only danger with integrated is you try and think "integrated" rather than "let's have a great idea" and then work out how to integrate that great idea into lots of other media. The expertise of doing that is the thing that we applaud.'
A further 12 entries won awards, with Golds being awarded to two of the week's big winners: REI's #OptOutside by Venables Bell & Partners in San Francisco (the Grand Prix winner in Promo & Activation), and Burger King's McWhopper from Y&R in New Zealand (which bagged the top prize in Media).