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

Grey, W+K win gold Lions in Film

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 – – "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 – – "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"