Grand Prix: Titanium
Agency: Ogilvy & Mather, São Paulo, Brazil
Client: Dove "Real Beauty Sketches"
A true thing of beauty, this campaign used a criminal sketch artist to draw women as they described themselves, and as other people described them. The differences are stark—a reminder to women that they're more beautiful than they think. The runaway viral success of 2013 so far.
5 Grand Prix: Integrated, Film, Direct, PR, Radio
Agency: McCann, Melbourne, Australia
Client: Metro Trains Melbourne "Dumb Ways to Die"
The super-viral, animated "Dumb Ways to Die" train-safety video rolled over the competition this year, picking up the top prize in five categories. A delightful masterpiece of craft, it had the whole world humming along—and the Cannes judges, too.
3 Grand Prix: Film, Branded Content & Entertainment, Cyber
Agency: Pereira & O'Dell, San Francisco
Clients: Intel, Toshiba "The Beauty Inside"
"The Beauty Inside" was an episodic social film in which the main character woke up as a different person every day. It felt fresh in a branded-content space dominated by thrillers and comedy, and its theme of love was a great fit for Facebook.
Grand Prix: Film Craft
Agency: Agency: 4Creative, London
Client: Channel 4 "Meet the Superhumans"
This spot made last summer's Olympic Games seem like a warmup for the Paralympic Games. British TV network Channel 4 blew viewers away with the brutal action footage from Paralympic sports with glimpses of the athletes' origin stories—war, accidents, genetic disorders.
Grand Prix: Cyber
Agency: Draftfcb, New York
Client: Oreo "Daily Twist"
Oreo rejuvenated itself in spectacular fashion with Draftfcb's "Daily Twist" campaign, producing 100 playful pieces of content in 100 days (for Oreo's 100th birthday) in which the cookie illustrated current-events stories or historical anniversaries.
Grand Prix: Press
Agency: TBWA\Media Arts Lab, Los Angeles
Late last year, Apple placed ingenious iPad mini ads on the back covers of several national magazines, including Time, Wired and The New Yorker. They showed the tablet at actual size, with its display featuring the actual front cover of that issue of the magazine.
Grand Prix: Innovation
Agency: The Barbarian Group, New York
The Barbarian Group won the first-ever Innovation Lions Grand Prix for a software-development platform it built for creative coders. Called Cinder, it provides a toolbox for programming graphics, audio, video, networking, image processing and computational geometry.
Grand Prix: Outdoor
Agency: Ogilvy & Mather, Paris
Ogilvy Paris's outdoor campaign consisted of three billboards that function as a bench, a shelter and a ramp over stairs. Those small improvements to the cityscape serve as a metaphor for IBM's larger effort to make cities smarter through technology.
Grand Prix: Mobile
Agency: DM9 Jayme Syfu, Makati City, Philippines
Client: Smart Communications
The Philippines can't afford tablet computers for students, but DM9 and telecom Smart did the next best thing. They translated schoolbooks into thousands of 160-character text messages and loaded them onto old analog cell phones, turning the handsets into e-readers.
Grand Prix: Promo
Agency: Ogilvy & Mather, São Paulo, Brazil
Client: Sport Club Recife
Real patients on actual organ-transplant waiting lists filmed ads directed at fans of the Sport Club Recife soccer team—telling them their hearts will keep beating for the team if they sign up to be an organ donor.
Grand Prix: Creative Effectiveness
Agency: Wieden + Kennedy, Amsterdam
In 2012, Heineken orchestrated a successful tie-in with the James Bond movie Skyfall and sponsored the 2012 London Olympics, with W+K's top-notch creative propelling those partnerships to strong revenue gains.
Grand Prix: Media
Agency: Ogilvy & Mather, Amsterdam
Funeral-insurance company Dela's multimedia campaign was themed "Why wait until it's too late?" It used innovative print, outdoor and TV vehicles to convince ordinary people to say something wonderful to someone they love, while they still can.
Grand Prix: Design
Serviceplan topped the Design Lions for the second straight year. This time, it embedding a store's sustainability report on a single shopping receipt, allowing users to scan it and get all kinds of information on Auchan's sustainable practices.