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Cannes

The World's 18 Best Outdoor Campaigns of 2014-2015

The top winners at Cannes, from Cupertino to Buenos Aires

WCRS London won gold for this responsive Women's Aid billboard.

We continue our 2015 Cannes Lions wrap-up today with a gallery of the Grand Prix and gold Lion winners in the Outdoor category. Only two of the campaigns were done by U.S. agencies, but TBWA\Media Arts Lab made it count by winning the Grand Prix for Apple. Also check out yesterday's gallery of the top Film and Film Craft winners.

 
• Apple/iPhone 6
World Gallery, Brendan O, Cielo D, Jirasak P, Cole R, Teppo K
Agency: TBWA\Media Arts Lab Los Angeles/Apple Cupertino
Grand Prix
—Apple found photos it liked from 162 iPhone 6 users around the world and put them on billboards. In all, the campaign featured more than 10,000 installations in 73 cities in 25 countries. Apple called it "the largest mobile photography gallery in history."

Adweek responsive video player used on /video.

 
• Unicef
Fatty, Nerd
Agency: Prolam Y&R Santiago, Chile
2 Gold Lions
—Kids aim their phones, firing squad style, at classmates in this anti-cyberbullying campaign from Chile. Copy reads: "One shot is enough. Cyberbullying represents one of the main causes of depression and suicide among kids at school. If you have a smartphone, use it wisely. Don't kill anyone's self-esteem. The work also won gold in Press.

 
• Ecofill Ink Cartridges
Cyan, Magenta, Yellow, Black
Agency: Ogilvy & Mather Colombia Bogotá
Gold Lion
—This fun Colombian campaign illustrated the perils of printer ink running out with amusing scenes—one for each of the CMYK colors—showing people losing their clothes at the worst possible time.

 
• Alghanim Motors - Honda/Honda Accord GPS
Confusing Indian, Confusing Iranian, Confusing Arab
Agency: Impact & Echo BBDO Safat, Kuwait
Gold Lion
—Built-in GPS technology with "voice guidance at every turn" informs these quirky ads from Kuwait, with locals giving directions with absurdly snaking arms.

 
• News UK/Sunday Times
Elton, Branson, Cowell
Agency: Grey London
Gold Lion
—Elton John, Richard Branson and Simon Cowell are fat cats indeed in these ads promoting the British newspaper's "Rich List."

 
• Abrinq Foundation - Save The Children
B&W Dress, Blue Dress, Pullover, Sweater, Tunic
Agency: Lew'Lara\TBWA São Paulo, Brazil
Gold Lion
—High-fashion clothes become a prison for children in developing countries in these striking Brazilian ads about child labor.

 
• Millimed Thailand/Throatsil
Alex, Ramsay, Tyler
Agency: BBDO Proximity Bangkok, Thailand
Gold Lion
—Notable yellers Alex Ferguson, Gordon Ramsay and Mick Jagger appear, in curiously repeating form, in these Thai ads for throat lozenges.

 
• KFC
Drumstick, Burger, French Fries
Agency: BBDO Proximity Kuala Lumpur, Malaysia
Gold Lion
—Kids scream for food, and their mouths make the shapes of KFC menu items, in this Malaysian campaign.

 
• 28 Too Many/FGM
U.K., Sweden, Netherlands, Germany, Italy, Scotland
Agency: Ogilvy & Mather London
Gold Lion
—This provocative campaign aimed to raise awareness that female genital mutilation (FGM) happens in Europe, not just in Africa and the Middle East.

 
• No Somos Delito (We Are Not Crime)
Holograms for Freedom
Agency: DDB Madrid
Gold Lion
—Last December, Spain approved a "gag law" that limited Spanians freedom of protest. To protest it, while not breaking the law, this group organized the first-ever hologram protest.

 
• Water for Africa
The Marathon Walker
Agency: Ogilvy Paris
Gold Lion
—At the Paris marathon in April, a Gambian woman named Siabatou Sanneh made headlines worldwide by walking the course with a 44-pound water container on her head—to raise awareness about the difficulties African women face in accessing clean drinking water.

 
• Sport Clube Do Recife
Security Moms
Agency: Ogilvy São Paulo, Brazil
Gold Lion
—The rivalry between Brazilian soccer teams Sport Club do Recife and Náutico can often get violent. So, Recife came up with a great solution—training the mothers of fans to be security guards to keep an eye on their kids.

 
• ZDK Gesellschaft Demokratische Kultur/Exit-Deutschland
Nazis Against Nazis: Germany's Most Involuntary Charity Walk
Agency: Grabarz & Partner Hamburg/GGH Lowe Hamburg
Gold Lion
—When a group of neo-Nazis arrived for a march in Wunsiedel, Germany, little did they know they'd be raising money to fight their own cause.

 
• Samsung
Safety Truck
Agency: Leo Burnett Buenos Aires
Gold Lion
—In a country with a high car-accident fatality rate, Samsung designed a system for Samsung trucks that used a wireless camera in front and four outdoor monitors in back to let drivers behind the trucks better see the road ahead.

 
• Women's Aid
Look At Me
Agency: WCRS London
Gold Lion
—This digital billboard uses facial recognition to recognize when people are paying attention to the image of a bruised woman. As more people looked at the ad, her bruises and cuts healed faster, communicating the benefit of not turning a blind eye to the problem.

 
• Xiao Zhu/Air Purifier
Breathe Again
Agency: Y&R Shanghai
Gold Lion
—Xiao Zhu, a Chinese company that sells air purifiers, called attention to the country's pollution crisis by projecting the faces of crying children on the smoke coming from Chinese industrial plants.

 
• States United to Prevent Gun Violence
The Gun Shop
Agency: Grey New York
Gold Lion
—Grey opened a real-looking gun store on the Lower East Side of Manhattan and invited first-time gun buyers to check it out, with hidden cameras rolling. The agency put disturbing tags on each weapon, indicating which models were used in particular mass shootings, unintentional shootings, homicides and suicides.

 
• City of Buenos Aires/The Buenos Aires Public Bike System
Dog, Baby
Agency: The Community/La Comunidad Miami
Gold Lion
—"Never stop riding," said this eye-catching animated campaign promoting city bikes, with hunters on the back wheels chasing prey on the front wheels. The campaign also won the Grand Prix and two gold Lions in Press.

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