News & Views

Cannes Lions / Branded Content & Entertainment winners

by Patrick Jeffrey


For the second year running, no Grand Prix was awarded in the Branded Content & Entertainment category at the Cannes Lions.

David Lubars, Jury President and chief creative officer of BBDO Worldwide, said this decision showed that 'there’s still room for growth in the category.’ He went on to say that the gold's represented the best of this year, but a Grand Prix would only be awarded to a campaign that would still be talked about 30 years from now. ‘The jury and I didn’t think any of the entries quite hit that peak,’ he added.

However, Lubars did hint that, had Honda’s The Other Side by Wieden+Kennedy in London been entered into the category, in could have walked away with the Grand Prix.

A total of 16 Gold Lions were also awarded. These included The New Zealand Transport Agency’s Snapchat campaign called Tinnyvision (by Clemenger BBDO in Wellington), which reached teens while also communicating the dangers of driving under the influence of drugs. States United to Prevent Gun Violence’s Gun Shop (by Grey New York) also won a Gold, as did L’Oreal ParisMakeup Genius app (by McCann in Paris).

EA Sport’s Giferator campaign for Madden also won gold (by Heat in San Francisco), and some of the week’s biggest winners added to their collection of Lions. These included The ALS Association for The Ice Bucket Challenge, No Somos Delito for Holograms for Freedom and the United Nations World Food Programme for 805 Million Names – an awareness campaign featuring Paris Saint-Germain’s centre forward, Zlatan Ibrahimovic.