News & Views

Cannes Lions / Promo and Activation Winners

by Emily Hare

Volvo’s LifePaint, through Grey London, won the Promo and Activation Grand Prix. The highly reflective spray paint was developed to extend the brand’s commitment to safety, helping to make cyclists easier for drivers to spot on the roads at night.

Jury chair and worldwide CCO at J. Walter Thompson, Matt Eastwood, spoke of the jury’s goal of ‘finding work that lifted creativity and society to a new level, praising work that made people healthier, smarter and safer. Eastwood described LifePaint as an ‘incredibly elegant extension of Volvo’s 30-year strategy, adding that Volvo was in touch with its sense of purpose: ‘It made the brand feel like it cared about humanity and lifted safety to a higher level.’

Contagious’ own endorsement of the work can be seen on the cover of our current issue (above), specially created by Grey, London.

Eastwood explained that the jury was particularly interested in ‘big brands doing smart things’, citing the importance of scale and the potential to make a big impact. He mentioned that Gold winner Proud Whopper for Burger King via David, Miami, was also discussed in relation to the Grand Prix, as it was moving corporate culture forward.

Similarly Nivea Doll for Nivea in Brazil, was developed by FCB Brasil to remind kids of the importance of reapplying sunscreen. The campaign was also awarded a Gold Lion, while ALS' Ice Bucket Challenge and States United to Prevent Gun Violence's The Gun Shop picked up a pair each. 

Further worthy and world-enhancing Gold winners included Mexican Red Cross' SOS SMS, Samsung's Lifetruck, mobile operator Starhub's 4G4Good, Nazis Against Nazis for Germany's Most Involuntary Charity Walk and Alway's #LikeAGirl. (click link for our Insight & Strategy interview with Leo Burnett Canada's Judy John).

Eastwood added that ‘brands have a huge role to play in terms of changing perception' and this year's winners certainly go a long way in terms of showing the positive difference that brands can make in the world.