2023-07-04 07:00:09
Festivals – Cannes 2023
(07/04/23). The President of the category inaugurated this year by Cannes, Entertainment Lions for Gaming, Francine Li, Global Marketing Director of Riot Games; Entertainment for Sports Chairman Rob Doubal, Co-President of McCann London and Joint Chief Creative Officer of McCann UK; Brand Experience & Activation Jury President Ari Weiss, Global Creative Director of DDB Worldwide; Creative Business Transformation President Justin Peyton, Global Head of Emerging Channels at Wunderman Thompson, Global; and the President of Creative Commerce, Nancy Crimi-Lamanna, Chief Creative Officer of FCB, Canada; they analyze the categories of Entertainment and Experience, the tracks where they were the leaders of the juries in charge of selecting the best works of world .
In the new Entertainment Lions for Gaming, which celebrates the creative work that connects people with brands through gaming, 609 entries were received and the jury awarded 26 Lions: 3 Golds, 6 Silvers and 16 Bronzes. The Grand Prix went to “Clash from The Past”, by Clash of Clans, from Wieden+Kennedy Portland, USA. The work rewrote the history of the most successful mobile game of all time, in a documentary that celebrates the tenth anniversary from the Clash universe. Entertainment Lions for Gaming Jury President Francine Li, Global Head of Marketing at Riot Games, said: “Our inaugural Gaming for Entertainment jury wanted to recognize courageous work that respects the nuances of gaming culture and adds value in a way that to the gamer experience. The award winner does this in spades. It taps into a universal truth in gaming: Gamers don’t just love games, they love the entire universe around them.”
Celebrating creativity that harnesses fan culture and harnesses the power of sports and esports to connect people with brands, Entertainment Lions for Sport received 607 entries and the jury awarded 20 Lions: 3 Gold, 7 Silver and 9 Bronzes. The Grand Prix went to “Dreamcaster”, for Michelob ULTRA, from FCB New York. By inventing new technology, the work enables blind sports fans to feel a game live, instead of just hearing the audio to transform the live sports experience. Entertainment Lions for Sport Jury President Rob Doubal, Co-Chairman of McCann London and Global Creative Director of McCann UK, McCann London, said: “This year’s winning Grand Prix harnessed emerging technology, a strong partnership and had the inclusion intrinsic at its core to engage fans with one of the best and most innovative live streams of the year. He showed a strong impact on the brand and his approach, execution and provision of new technology will surely provide a legacy for all who come after.”
“The key to victory in this category is really understanding the fans and fan communities, the truth behind sports, and understanding the battles that are fought every day and how sports sometimes represent the battle itself. The winner of this category combined several elements of the category. We saw AI and creativity together challenging obstacles to make people feel more alive than they did before”, concluded the President of Entertainment Lions for Sport.
In the Brand Experience & Activation Lions, an Award that honors comprehensive and creative brand building through experience design, activation, immersion, retail, and 360° customer engagement, 2,226 entries were received and the jury awarded 69 Lions: a total of 11 Golds, 25 Silvers and 32 Bronzes and the Grand Prix was awarded to “FIFA 23 X TED LASSO”, for EA Sports & Apple, by Apple, Cupertino / EA Sports, Redwood City.
The chair of this jury, Ari Weiss, Global Creative Director of DDB Worldwide, announced: “If you provide enough value, consumers will strive to spend time with your brand. This idea transcended and became intellectual property. Never mind 6 seconds, fans did their best to play with this idea 90 minutes at a time. He also referred to the power of collaboration. Two brands, both great at what they do, came together to create an experience better than any of them could have created alone.”
The Creative Business Transformation Lions category celebrates the creativity that drives business, the creative thinking that changes the way businesses are organized, people work and customers interact with them. This Award was led by Justin Peyton, Global Head of Emerging Channels at Wunderman Thompson, Global and this was his reflection on the work: “We saw operational transformations, transformation experiences, and the great humility of some of the brands to look at themselves , challenge their own culture and transform themselves from within. The Grand Prix not only transforms the brand, it not only transforms the business, but it transforms every business and every person with whom it is committed. This work has a transformation that impacts today and in the years to come.”
At Creative Commerce Lions, innovative and creative approach to online and offline commerce, payment solutions and transactional travel are honored. This category, where 467 entries were received and the jury awarded 17 Lions: 4 Golds, 4 Silvers and 8 Bronzes, was chaired by Nancy Crimi-Lamanna, Creative Director of FCB, Canada. The Grand Prize went to “The Subconscious Order”, for HungerStation, from Wunderman Thompson, Riyadh, Saudi Arabia, a food delivery service that allows users to order food online by harnessing the power of their subconscious mind. The Creative Commerce Lions Jury President added of the Grand Prix in the category: “Some work brilliantly showed us what is possible in creative commerce today, but this idea showed us what is possible tomorrow. It sets a new standard for commerce and shows the way forward in how brands can eliminate pain points in a moment of purchase while adding significant value to it. We hope this work shows what can happen when brands get the right value exchange for their customers and use fresh creativity to drive engagement.”
On the debate of his jury, Crimi-Lamanna, reflected: “We discussed a lot, but there was one thing that united us, the passion of the works in putting the value of creativity in Commerce, which indicates the results of the brands, allows us to measure the success of the idea that is what makes success happen. This year the Grand Prix demonstrated that when you achieve an engaging experience, you create value between the brand and consumers that makes work work.”
PHOTO: Francine Li, Rob Doubal, Ari Weiss, Justin Peyton y Nancy Crimi-Lamanna.
Clash from the past (Cannes 2023). Advertiser: Clash of Clans. Brand: Clash of Clans Campaign. Product: Institutional Clash of Clans. archyde news Agency: WIEDEN+KENNEDY, Portland. Country: USA. Category: Institutional . Cannes Awards: Gold Entertainment Lions For Gaming Cannes 2023.
Dreamcaster (Cannes 2023). Advertiser: Michelob Ultra. Brand: Michelob Ultra Campaign. Product: Institutional Michelob Ultra. archyde news Agency: FCB New York. Audiovisual Production Company: DAHOUSE AUDIO Los Angeles / HELO Santa Monica / NEPYRU London. Country: USA. Category: Institutional . Cannes Awards: Grand Prix Entertainment Lions For Sport Cannes 2023.
FIFA 23 x Ted Lasso (Cannes 2023). Advertiser: Apple & EA Sports. Brand: Apple & EA Sports Campaign. Product: Institutional Apple & EA Sports. archyde news Agency: Apple & EA Sports. Audiovisual Production Company: EA Sports / Warner Bros. Country: USA. Category: Institutional .
The Subconscious order (Cannes 2023). Advertiser: Hungerstation. Brand: Hungerstation Campaign – The Subconscious order. Product: Hungerstation Delivery app. archyde news Agency: Wunderman Thompson Riyadth. Country: International. Category: Image .
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