Creativity

James Swift

21 June 2021

Cannes Lions: Outdoor winners 2021 

Three Grands Prix awarded in the Outdoor category at the 2021 Cannes Lions International Festival of Creativity

Burger King, Heineken and Renault all won a Grand Prix in the Outdoor category at Cannes this year.

Burger King won a Grand Prix for its polarising Moldy Whopper campaign, which also won Gold in the Print & Publishing category. The campaign used images of a rotting hamburger to announce that it was removing preservatives from its food.

It was entered by Burger King, Miami; Ingo, Stockholm; David, Miami, and Publicis Romania, Bucharest.

Heineken won a Grand Prix for helping bar owners in Argentina during the coronavirus lockdown with its Shutter Ads. Working with Publicis Italy, the brand diverted its outdoor marketing budget to bars that were forced to shut because of the pandemic, paying owners to paste ads on their shuttered windows.

Renault took the final Grand Prix for its Village Electrique campaign to promote its Zoe model car. The campaign, created by Publicis Conseil, Paris, saw Renault give every household (of which there are 11) in the rural village of Appy its own Zoe electric vehicle and install a public charging point there.

Renault also filmed the villagers for a few months as part of a documentary to show that electric vehicles could be practical even in remote French villages, and aired the footage during the lunchtime and evening news on TF1, a free-to-air channel.

Gold Lions winners 

Backstage for Havaianas (Alpargatas) by Almap BBDO, São Paulo

Modern/ Sixties/ Terrace for McDonald’s by Leo Burnett, London

Park Distance Control/ Adaptive Headlights/ Parking Assistant for Mini by Serviceplan Germany, Munich

Vietnam/ Zimbabwe for Red Cross by Arnold Worldwide, Boston

Boards of Change for the City of Chicago by FCB Chicago

Lifeboat - The Experiment for Sea Watch EV by Serviceplan Germany, Munich

Donation Dollar for The Royal Australian Mint by Saatchi & Saatchi, Melbourne

Up The Vote for Reddit by R/GA, San Francisco

Uber Heetch for Heetch by Marcel, Paris

The Homeless Bank Account for HSBC by Wunderman Thompson, London

Cannes Deconstructed 

Want to know about the best work and key trends from this year’s Cannes Lions International Festival of Creativity? Book a Contagious Cannes Deconstructed briefing for your team and we’ll deliver a week’s worth of festival insights in one hour. These can be delivered in person (depending on Covid restrictions) or virtually. Contact [email protected] for more information.

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