MC Hammer Runs Away With Creative Strategy Top Honors

While Advocacy and Inclusion pick up gold and silver awards, fun spot with the rapper wins top prize

In the second day of honors announced at Cannes, Cheetos and San Francisco agency Goodby, Silverstein & Partners took home the Grand Prix Lions for the creative strategy category.
GSP, San Francisco

Advocacy, inclusion and MC Hammer (also known professionally as simply “Hammer”) helped agencies take home Creative Strategy Lions during the Cannes Festival. 

In the second day of honors announced at Cannes, Cheetos and San Francisco agency Goodby, Silverstein & Partners took home the Grand Prix Lions for the Creative Strategy category.

Top honors: the Grand Prix winner

Standing out from the batch of advertising advocating for purpose and inclusion, Cheetos fun spot aired during the 2020 Super Bowl by suggesting an everyday man cannot do anything except eat his Cheetos popcorn because of the famous orange dust on his fingers. The spot ended with rapper MC Hammer popping up to steal his bag of popcorn.

Despite award entries for this category being down year-over-year, show organizers attribute this slide to the pandemic, according to Cannes Lions CEO Philip Thomas said in a virtual interview during the ceremony. Cannes organizers think agencies prioritized “all hands at the pump” so that using “data and strategy took a back seat,” he explained, adding that Cannes organizers are optimistic this category will come back “quite strongly in future years.”

Another jury favorite

Starbucks UK’s touching spot building on data that discovered trans people often test their new names by requesting baristas write them on their coffee orders received a Gold Lion under Creative Strategy’s corporate purpose and social responsibility. This February 2020 campaign, developed with creative agency Iris, empowered the transgender community to “find their voice” by speaking their preferred name through a simple everyday act.

Other gold winners

• Boys and Girls, Dublin | “The Connected Island” (Ireland)

• DDB Mudra | “Project Free Period” (India)

Other silver winners

• Ogilvy India, Mumbai | “Dove #StopTheBeautyTest” (India)

• Cossette Toronto for McDonald’s Canada | “Friends Wanted” (Canada)

• Dentsu Webxhutney Mumbai for Vice Media | The 8-Bit Journo (India)

• Union, Toronto for Interval House | “Freedom Tampons” (Canada)

• Ambev Sao Paulo/Soko, Sao Paulo for AB InBev/Guarana Antartica | “She Can” (Brazil)

• FCB Inferno, London for The Big Issue and LinkedIn | “Raising Profiles” (UK)

• Havas Lisbon for XXX | “Filled By Palsy” (Portugal)

Be sure to read all of Adweek’s coverage from this year’s Cannes Lions Live virtual festival.

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