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CAA, Chipotle Snag Two Grand Prix—in Film and Branded Content

Grey, W+K win gold Lions in Film

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CANNES, France—The beautiful animated short film for Chipotle that has charmed viewers worldwide since its initial release online last August earned its creator, Creative Artists Agency in Los Angeles, the Film Lions Grand Prix at the Cannes Lions festival here tonight—and also won the inaugural Branded Content & Entertainment Lions contest for the larger "Cultivate a Better World" campaign.

The two-minute spot, which had its TV debut on the Grammy Awards on CBS in February, tells the story of a farmer who builds his small operation into a giant industrial machine, polluting nearby rivers in the process. He then has a crisis of conscience and reverts to his old way of doing things. Under the direction of Nexus' Johnny Kelly, the stop-motion visuals are breathtaking—transcended only by the soundtrack, a soulful cover of Coldplay's "The Scientist" by Willie Nelson. It also had a major charity element, with all proceeds from the sale of Nelson's song on iTunes going to the Chipotle Cultivate Foundation, supporting sustainable farming.

The Branded Content jury honored the whole "Cultivate a Better World" initiative, which includes great content not just in video but in food, music, games and live events.


A total of 93 Lions were awarded in the Film contest. Among U.S. agencies, Grey in New York won gold for its "Cable Effects" campaign for DirecTV—the very campaign that former president Bill Clinton said was his favorite at a speech here in Cannes on Thursday. And Wieden + Kennedy in Portland, Ore., won gold for the Olympic-themed "Best Job" spot, honoring mothers, for Procter & Gamble—a spot that Dan Wieden and John Hegarty discussed at a screening of their agencies' work on Friday.

U.S. agencies also won a haul of silvers and bronzes—nine and 12, respectively. Those winning spots and campaigns were:

Film Lions - Grand Prix
• Creative Artists Agency, Los Angeles - Chipotle - "Back to the Start"

Film Lions - Gold (U.S. agencies)
• Grey, New York - DirecTV - "Roadside Ditch," "Stray Animal," "Dog Collar," "Wig Shop," "Platoon," "House" (campaign)
• Wieden + Kennedy, Portland, Ore. - Procter & Gamble - "Best Job"

Film Lions - Silver (U.S. agencies)
• Euro RSCG, New York - Dos Equis - "Pommel Horse," "Sword Fight" (campaign)
• Barton F. Graf 9000, New York - Kayak.com - "Brain Surgery"
• Wieden + Kennedy, New York - ESPN - "Shake On It"
• BBDO, New York - FedEx - "AAAA Auto Repair"
• BBH, New York - Google Chrome - "Dear Sophie"
• Wieden + Kennedy, Portland, Ore. - Chrysler - "It's Halftime In America"
• 72andSunny, Los Angeles - K-Swiss - "MFCEO"
• Deutsch, Los Angeles - Sony Playstation 3 - "Michael"
• Barton F. Graf 9000, New York - Kayak.com - "Forgive Your Son," "Release The Smoke," "Sing Your Favorite Word," "Tell Us Why You Love Your Dog" (campaign)

Film Lions - Bronze (U.S. agencies)
• Saatchi & Saatchi, New York - General Mills - Fruit Rollups - "Cocoon"
• Droga5, New York - Newcastle - "Miners"
• Wieden + Kennedy, Portland, Ore. - Old Spice Swagger - "Motorcycle"
• Wieden + Kennedy, New York - ESPN - "The Name"
• BBDO, New York - FedEx - "The Offer"
• BBH, New York - Google Chrome - "It Gets Better"
• Wieden + Kennedy, Portland, Ore. - Procter & Gamble - "What I See"
• Wieden + Kennedy, New York - Jordan Brand - "Love the Game"
• Wieden + Kennedy, Portland, Ore. - Old Spice Red Zone - "Bounce"
• Mullen, Boston - Planet Fitness - "Locker Room"
• Johannes Leonardo, New York - Google - "Project Rebrief"
• Wieden + Kennedy, Portland, Ore. - Coca-Cola - "Coca-Cola Polar Bowl"
 

U.S. shops also did extremely well in the first-ever Branded Content & Entertainment Lions contest, winning nine golds, six silvers and nine bronzes. Out of 56 total Lions awarded, U.S. agencies took 25 of them. Here is the full list of U.S. wins in the category:

Branded Content & Entertainment Lions - Grand Prix
• Creative Artists Agency, Los Angeles - Chipotle - "Back to the Start"

Branded Content & Entertainment Lions - Gold Lions (U.S. agencies)
• 72andSunny, Los Angeles - K-Swiss - MFCEO
• TBWA\Chiat\Day, Los Angeles - Nissan/PlayStation - GT Academy USA
• Warrior Poets, New York - POM Wonderful, Hyatt, JetBlue - POM Wonderful Presents: The Greatest Movie Ever Sold
• Starcom Mediavest Group, New York - Kraft - Wheat Thins & Colbert
• Mccann Erickson, New York - General Mills - Nature Valley Trail View
• Leo Burnett, New York - Village Voice/New York Types - New York Writes Itself
• BBDO, San Francisco - Pima Air and Space Museum - Great Paper Airplane Project
• Pereira & O'Dell, San Francisco - Snoop Dogg - Snoop Dogg's Smokable Book
• McCann Erickson, New York - General Mills - Nature Valley Trail View

Branded Content & Entertainment Lions - Silver Lions (U.S. agencies)
• VML, Kansas City, Mo. - Gatorade - Everything to Prove
• Grey, New York - Canon - Project Imagin8Ion
• NCompass International, West Hollywood - Activision Publishing - Call Of Duty XP 2011
• Vice Media, Brooklyn - Intel - The Creators Project
• TBWA\Chiat\Day, Los Angeles - Nissan/PlayStation - GT Academy USA
• m ss ng p eces, Brooklyn - The Climate Reality Project - 24 Hours of Reality

Branded Content & Entertainment Lions - Bronze Lions (U.S. agencies)
• SS+K, New York - Mr. Pizza - True Origins Of Pizza
• Gotham, New York - Denny's - Always Open
• Ogilvy, New York - IBM - Centennial Films
• Hill Holliday, Boston - Major League Baseball - MLB Fan Cave
• Wieden + Kennedy, New York - Jordan - The Explosive Game
• GreenLight Media and Marketing - Hyundai Motor America - Re:Generation Music Project
• Sony Music, New York - Pepsi - The X Factor USA Digital Ecosystem
• Wieden + Kennedy, Portland, Ore. - Coca-Cola - Coca-Cola Polar Bowl
• Mother, New York - Kraft - World Gone Sour
 

All the Film Lions winners will be posted here after 11 p.m. Cannes time (5 p.m. ET) on Saturday night. The Branded Content & Entertainment Lions will be posted here.

 For complete coverage of Cannes Lions 2012,
visit adweek.com/cannes.