News & Views

Cannes Lions / Design and Product Design Winners

by Chloe Markowicz

Volvo’s LifePaint has bagged the Grand Prix in Design at the 2015 Cannes Lions Awards.

Andy Payne, Design jury president and global chief creative officer at Interbrand Group, said the jury was looking for design that would ‘solve problems and make the world a better place’. The jury unanimously felt that the Volvo campaign by Grey London, which prevents accidents by making bikes or clothing glow luminously when they’re in the path of a car’s headlights, fit that description.

Payne explained that the jury sought work that went ‘beyond style’ and had a sense of scale. He told Contagious that Volvo’s project impressed because the brand is building on the initial activation by planning to distribute thousands more cans of the spray paint in other markets. Payne added: ‘It was a big brand taking on a challenge. It was aligning its purpose but going past where safety had been before. If you think about safety it had been aligned to the car and now safety was extending out past the product to culture and humanity in general. We saw scale in extending the brand’s purpose and in what it is going to do.’

The Design president also explained that the jury was also looking for campaigns that achieved ‘some sense of cultural change’ and used multiple touchpoints. ‘We weren’t looking for a piece of packaging,’ said Payne.

The jury awarded a total of 12 Gold Lions for Design, including Burger King’s Proud Whopper by DAVID in Miami, States United to Prevent Gun Violence’s Gun Shop by Grey New York and Holograms for Freedom by No Somos Delito (We are not a Crime) and DDB Spain.

Meanwhile, the Product Design jury choose to award the Grand Prix to Geometry Global in Dubai for The Lucky Iron Fish Project, a cost-effective way to eradicate iron deficiency in Cambodia and around the world.

The Lucky Iron Fish is a fish-shaped piece of iron, luckily, that people can add to their cooking pot to give them the iron they need and prevent them from feeling tired or ill due to anaemia. The project was developed by a student at the University of Guelph, who has since built Lucky Iron Fish into its own company.

Dan Formosa, an independent designer and consultant, who headed up the Product Design jury, said that the work submitted differed greatly from each other: ‘The entries ranged from human-like robots to entries made from cardboard and paper.’ He explained that since this is only the second year that Product Design has been included at Cannes Lions the jury felt a responsibility to set a precedent for what the category means at the festival. ‘We could not have got any more lo-tech than a fish made out of iron but we felt it was an important example of using design to affect change,’ he said of the Grand Prix-winning work.

A total of seven other Lions were handed out for Product Design including Hammerhead Navigation’s Hammerhead bike system by R/GA New York and Talwar Bindi’s Life Saving Dot by Grey Group Singapore.