Mars Inc. and The Lion’s Share Take Home the Grand Prix for Sustainable Development Goals Lions

Initiative encourages brands to contribute 0.5% of their media spend back to animals

The tangible results the The Lion's Share is already seeing particularly impressed the jury. The Lion's Share
Headshot of Diana Pearl

CANNES, France—Mars Inc. is taking home the Grand Prix Lion for the Sustainable Development Goals Lions for The Lion’s Share initiative with a campaign created by Clemenger BBDO Melbourne and Finch Melbourne.

The Sustainable Development Goals Lions are unique in that the entrants are judged not just on creativity and effectiveness, but on how they “contributed to or advanced” the United Nations’s 2030 Agenda for Sustainable Development, which aims to help “people, planet and prosperity.”

The Lion’s Share encourages brands who feature animals in their advertisements to contribute 0.5% of their media spend its initiative, which will then put the funds towards “wildlife conservation, habitats and animal welfare,” according to its website.

This year, the Sustainable Development Goals category had 900 entries, 97 percent of which brands submitted. David Droga, founder and creative chairman of Droga5 and the jury president for the Sustainable Development Goals Lions, said the goal was to choose a piece of work that prompted actual action.

“We had to scrutinize and look at it beyond just how wonderful the creative idea was, beyond just the intentionality of the idea,” said Droga. “This had to be actually proven that it was something that was having genuine impact and something that could scale up.”

Droga said the tangible results the The Lion’s Share is already seeing particularly impressed the jury.

“They didn’t just put it out and make a good film about what they wanted to do,” said Droga. “They actually set up a sustainable program that has already started reaping rewards. And that, for us, is what’s important.”

Taking home the Gold Lions in this category are “The Open Door Project” for the Millennium School from FCBUlka Delhi; “Gracie AI” for Street Grace and Fighting Domestic Minor Sex Trafficking from BBDO Atlanta; and “Morse Code for GBoard” from Google and Google Creative Lab, New York.

Droga said that the winners in this particular category have the potential for lasting impact. He hopes  a win here will help propel them to greater success in the future.

“Whatever ideas win here, they’ll be even better next year when we’re not talking about them,” he said. “It’s one thing to celebrate in the shininess of what’s going on now. But if these ideas are sincere and they have impact, we’ll be talking about them long after the awards on the shelves have got dust.”

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.