Awards season has arrived, and Creative Artist Agency made a strong entrance—beating out more traditional ad shops for the top honor at the Andy Awards.
In the esteemed opinion of the Film Lions jury and the Film Craft Lions jury at Cannes, these are the best commercials of the past year—15 individual spots, along with four campaigns of more than one spot. We hadn't seen several of these before this week. They're all worth watching.
Droga5 in New York ruled Cannes on Saturday night, adding its second and third Grand Prix of the 2011 festival—an Integrated Grand Prix for its Jay-Z Decoded work, and a Film Craft Grand Prix for its Puma spot "After Hours Athlete." The Decoded campaign, which had won the Outdoor Grand Prix earlier this week, involved a 13-city scavenger hunt with a strong digital component. The agency hid all 320 pages of Jay-Z's autobiography (mostly blown-up versions) in unexpected outdoor locations—at the bottom of a pool in Miami, on cheeseburger wrappers in New York, etc. The people who discovered the pages first, and checked them in on a Bing-sponsored website, got a chance at Jay-Z concert tickets for life. There was a lot more to the campaign, as you can see in this video: Droga5's 90-second "After Hours Athlete" Puma spot was the centerpiece of an integrated campaign aimed not at sports enthusiasts but at casual, nocturnal athletes—those who bowl, play darts and pool, throw back shots and sing karaoke until the sun comes up. The spot is exquisitely shot, in keeping with the Film Craft Lions' goal of honoring the craft of filmmaking—i.e., production design, direction, copywriting, cinematography, editing, use of music, sound design, effects and/or computer graphics and animation. There was no Titanium Grand Prix bestowed. Droga5's Decoded campaign did win a Titanium Lion, one of three given out in that category. Along with the Grand Prix, three Gold Lions were awarded in Integrated, along with six Silvers and three Bronzes. In Film Craft, a total of 11 Gold Lions were handed out. Puma's "After Hours Athlete," Nike's "Write the Future" and Chrysler's "Born of Fire" spots each won for two different entrants—Droga5 and Smuggler, Wieden + Kennedy and Work Post, and Wieden and Serial Pictures, respectively. See winners lists in those categories after the jump.
Wieden + Kennedy, Amsterdam, won the Film Grand Prix at the 2011 Cannes Lions festival on Saturday for its electric Nike "Write the Future" spot, made for the 2010 World Cup. An extravaganza of a soccer commercial, the three-minute ad featured the world's biggest stars dreaming of glory on and off the field if they triumph at the tournament—and ignominy and scorn if they fail. Among the Gold Lion winners were two favorites from this year's Super Bowl: Volkswagen's "The Force" spot with the little Darth Vader, by Deutsch, Los Angeles; and Chrysler's "Born Of Fire" ad, from Wieden + Kennedy's Portland, Ore., office. Eight other individual commercials won Gold Lions, as did four campaigns. See a full list of Gold Lion winners after the jump.
Abbott Mead Vickers BBDO in London took home the first-ever Grand Prix for Creative Effectiveness at the Cannes Lions festival on Saturday, honored for its work on behalf of Walkers potato chips. AMV was tasked with getting more people to eat Walkers potato chips at lunch, with their sandwiches. So, to prove that Walkers can make any sandwich more exciting, the agency held a series of surprise events in the sleepy Kent village of Sandwich. The events galvanized the locals, and through a PR strategy combining traditional and social media, engaged millions of people across Britain. The campaign included 26 separate pieces of content, earned 1.6 million views on YouTube (the equivalent of 3 million minutes), generated more than $5 million worth of media coverage, and helped boost sales by 15 percent. The Creative Effectiveness Lions were introduced this year to recognize work that has shown a measurable and proven impact on a client's business. In addition to the Grand Prix, five other Creative Effectiveness Lions were handled out. There were no golds, silvers or bronzes—simply Lions. See those winners after the jump.
The U.S. has earned its second Grand Prix of the 2011 Cannes Lions, with Digital Kitchen in Chicago topping the Design contest for its stunning, digitally infused interior-design work at the The Cosmopolitan hotel in Las Vegas. The Cosmopolitan is an iconic luxury brand. Digital Kitchen's task was to give the building itself a personality and a voice. The agency installed digital displays throughout the hotel that looked like dynamic art canvases. The immersive digital experience extended to the marquee, the casino, the elevators, and most of all the lobby—which presented a unique blend of architecture, contemporary art and digital technology.After the jump, a full list of Gold Lion winners in Design.
A print ad for Samsonite's Cosmolite suitcase, depicting a classical-style heaven-and-hell scene, has earned JWT Shanghai the Grand Prix in the 2011 Press Lions contest at Cannes.
Droga5 in New York nabbed the Grand Prix in Outdoor at Cannes on Tuesday for its playful, ingenious and grand out-of-home campaign for Jay-Z's autobiography, Decoded. The campaign was a scavenger hunt. The agency hid all 320 pages of the book (mostly blown-up versions) in outdoor spots in 13 cities, in locations that related in some way to the text on each page—at the bottom of a pool in Miami, on cheeseburger wrappers in New York, on clothing racks, in subways, on rooftops, on traditional billboards, in the lining of a leather jacket, on the felt of a pool table, etc. The people who found the pages first, and checked them in on a Bing-sponsored website, got a chance at two tickets to any and all Jay-Z concerts for life. More images, and a full list of all the Gold Lion winners in Outdoor, after the jump.