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After a year without Cannes Lions, the awards show upped the ante on Grand Prix winners for its outdoor category this year, awarding three campaigns, from Burger King, Heineken and Renault, the top prizes.
In a nod to the pandemic, Heineken’s “Shutter Ads” from agency Publicis Italy grabbed the Outdoor Grand Prix for an ad campaign highlighting bars that were shuttered due to Covid-19 and redirecting OOH media buys to their closed shops. The campaign redirected money that would have gone to billboards to the bars so that they wouldn’t have to close permanently.