Ready for the next round? I hope so because there’s a lot to go through in this one…a lot.

The categories covered in this post will include cyber, print & publication and promo & activation.

Cyber

Brand: ING

Name: The Next Rembrandt

Agency: J. Walter Thompson, Amsterdam

Country: Netherlands

Award: Grand Prix

Verdict: Damn, another win for JWT for their Rembrandt campaign. This time a Grand Prix award (they tied with Leo Burnett Madrid). Again I could go on about this but there isn’t much else to add to this verdict. It’s a stunning campaign and because the cyber category picks campaigns based on digital creativity, this one is an unsurprising but well-deserved multi-winner.

Grade: A


Brand: Loterias y apuestas del estado (Spanish National Lottery)

Name: Justino

Agency: Leo Burnett, Madrid

Country: Spain

Award: Grand Prix

Verdict: I remember seeing this awhile back (I think it was around Christmas time) and thought it was beautiful. I like this sort of Pixar-esque style of animation and the story is just oh so sweet. In one of those instances where no voiceovers or such are needed, as you follower the character through his journey in this video. Pixar would be proud. Not surprised this won, didn’t even know it was in the running. Felicitaciones!

Grade: A+


Brand: Lexus

Name: Sliding Into Motion

Agency: Chi& Partners, London

Country: UK

Award: Gold Lion

Verdict: Quick and easy. This ad doesn’t boast too much vocal narrative which is good. I mean the video is more visual than anything else. The hoverboard is quite nifty. But it’ll cost a bomb though if it becomes commercially available to purchase.

Grade: B


Brand: Rei

Name: #OptOutside

Agency: Venables Bell & Partners, San Francisco

Country: USA

Award: Gold Lion (Won the Grand Prix & another Gold Lion in Promo & Activation category)

Verdict: I thought this campaign was brilliant! I remember reading up on it last year and also covering it as well (yes I was one of the many millions you picked up on this story too). Rei took the whole Black Friday event (or debacle, depending how you look at it) and completely turned it on its head. By closing all your stores AND telling people to go out and enjoy the outdoors is just too much of a great idea. It had all the ingredients of a viral hit and the campaign was far-reaching in terms of engagement both online and offline. Even other brands followed suit and quit Black Friday last year too. Talk about impact. Wonderful campaign, truly.

Grade: A


Brand: PPG Comex

Name: ColorMaps

Agency: J. Walter Thompson, Mexico City

Country: Mexico

Award: Gold Lion

Verdict: This idea is quite clever. In collaboration with Google, Comex & JTW Mexico came up with ColorMaps. So if you weren’t too sure on what shade of red you’d like, just drive down to Guadulajara to see what shade of red you’d like to purchase. Or if you can’t afford the air-miles, just visit the interactive website. I would have liked to have seen alot more colour options than the three that are just available on the link above, but still a inventive idea from everyone involved.

Grade: B


Brand: Swedish Tourist Association

Name: The Swedish Number

Agency: INGO, Stockholm

Country: Sweden

Award: Gold Lion

Verdict: I remember seeing the screenshot of this ad campaign video but never got a chance to click on it. I must confess, I thought it was a Volvo ad but it’s actually an advert for the Swedish Tourist Association. The concept behind this is different but cool, it’s quite open, friendly and rather informative. It’s very Swedish and I like it. I won’t spoil what happens in the video but it’s worth the watch.

Grade: B+


Brand: ASB Bank

Name: Clever Kash

Agency: Saatchi & Saatchi, Auckland

Country: New Zealand

Award: Gold Lion

Verdict: This is a cute idea which is equally educational and effective. ASB raised a very good point, we the way technology is quickly progressing, how are we supposed to teach our young the value of money of ‘yesteryear’? This is a clever way of getting engaged with learning financial responsibility and appreciating the value of currency. Whether it’s physical or digital. Brava ASB & S&S. Great concept.

Grade: B+


Brand: Norton by Symantec

Name: “The most dangerous town on the internet” Original docu-series

Agency: Grey, San Francisco

Country: USA

Award: Gold Lion

Verdict: This is a teaser trailer for a documentary series done by Grey and Norton. You can see the whole thing here. It’s a bit lengthy and I must admit I haven’t seen all of it as yet but from the trailer alone its short, sweet and oh so mysterious. I’m just going to judge the trailer for time being (if you’re accusing me of being lazy, you’d be right).

Grade: B-


Brand: GE

Name: GE Podcast Theatre presents ‘The Message’

Agency: BBDO, New York

Country: USA

Award: Gold Lion

Verdict: Watching this reminds me of a post I did ages ago about immersive campaigns and how they can be used effectively to really engage the target audience to partake in the campaign. This podcast idea by BBDO for GE is a great example. Creating scenarios by which the audience can actually interact with (in this case, a podcast, social media, audio snippets, ‘leaked’ documents, etc). In this case, GE based it on a fictional character (that actually responded to people in real life) who worked as a podcaster trying to crack a cursed cryptic-code.

Grade: B+


Brand: Pink Ribbon Germany

Name: Check It Before It’s Removed

Agency: DDB Group, Berlin

Country: Germany

Award: Gold Lion

Verdict: Wonderful campaign. Not for the prudish but it is important that such an issue that can affect anybody (yes men can be affected with breast cancer too) so why not talk about it? Yes there’s a time for decorum but sometimes decorum needs to take a backseat for the sake of public announcements, in which can change lives for the better. I think Pink Ribbon Germany ran a striking yet tasteful campaign, which trending on social media so much, Facebook & Instagram had removed several media posts featuring visible breast. After the major news and media outlets ran the stories, social media platforms relaxed their no-nude policy on the campaign.

Grade: A


Brand: Macma

Name: Manboobs

Agency: David, Buenos Aires

Country: Argentina

Award: Gold Lion (x2) (Won another two Gold Lions in Promo & Activation category)

Verdict: Hahahaha now this is a simple (in its art direction) but sly (in its delivery) concept. Similarly to the Pink Ribbon Germany video above, trying to promote breast cancer awareness and showing breasts is a touchy issue for social media networks and news outlets. Ladies usually tend to be censored (even if it is educational) but men aren’t. Cracking idea of merging the breast cancer message with using a man as the subject. Lest we forget, men can get it too. *Checks own chest*

Grade: B+


Brand: The Dali Museum

Name: Dreams of Dali

Agency: Goodby Silverstein & Partners, San Francisco

Country: USA

Award: Gold Lion

Verdict: I’m noticing that VR is becoming more common-place and seems to be a fun outlet for ad agencies to flex their creative muscles when creating marketing solutions. Dali is one of those painters that makes you wonder what on earth was running through his mind. This helps answer that question. Being able to experience a 2D piece of artwork in an immersive 3D simulation is something I highly doubt a lot of artists would have ever imagined an age ago. Love the idea and wish I could test it myself. Which is saying something because VR doesn’t get me hot like it does some people.

Grade: A-


Brand: UNICEF

Name: Malak & The Boat/Ivine & Pillow/Mustafa Goes For A Walk

Agency: 180LA, Santa Monica

Country: USA

Award: Gold Lion Campaign (x3)

Verdict: I was quite excited to see this because it’s quite different from what I would usually come across unintentionally from UNICEF. Adore the computer graphics and the art direction of this advert. The narrative is effective and you know what? I could feel my eyes getting teary. Damn thing made my heart ache. It’s a very moving advert and it’s definitely worth a watch. I command you! Also you can see the other two videos from the campaign here and here.

Grade: A


Brand: Lockheed Martin

Name: The Field Trip To Mars

Agency: McCann, New York

Country: USA

Award: Gold Lion (Won another two Gold Lions in Promo & Activation category)

Verdict: I commented on this advert in the Part 1 Cannes Lions blogpost and my sentiments are pretty much the same. Wonderful idea to engage kids in science and what better way than to create a immersive virtual experience? Much more memorable the reading from a 10-year old textbook.

Grade: A-


Brand: Ad Council

Name: I am A Witness

Agency: Goodby Silverstein & Partners, San Francisco

Country: USA

Award: Gold Lion

Verdict: Cyber bullying is rampant and quite difficult to contain and administer the appropriate punishment to those bullies. Now what Ad Council did with GS&P may seem simple and that’s because it is. But its equally effective too. By creating a unique emoji for the #IamAWitness campaign, people on social media can use it to accompany their words of encouragement to those who are being bullied and to use it also to sound-off on those who are playing the bullies.

Grade: B


Brand: NZ Transport Agency

Name: Hello

Agency: Clemenger BBDO

Country: New Zealand

Award: Gold Lion

Verdict: I remember seeing this a few months ago but I had to re-watch it to refresh my memory. *Goes to watch it, comes back* Hahaha ahhh now I remember how it goes. Good concept which has a light-hearted humour to put a different spin on driving safety. Sometimes shocking adverts drive the point home. Sometimes all it needs is a more subtle, gentle touch. This advert does exactly that.

Grade: B+


Brand: MTV

Name: MTV VMA Green Screens

Agency: MTV, New York

Country: USA

Award: Gold Lion

Verdict: Okay. This is a campaign that just screams millennial. Not throwing shade because it was hugely successful and targeted its audience with genius precision. What’s the one thing kids between 14-30 thrive on? The Internet. Why? Because some of us live for memes, gifs, photoshop, Instagram, video clips (I could go on). So plaster Miley Cyrus on a green-screen back and put her all over NYC on buses, billboards, buildings, digital screens and what do you get? Creative bedlam. Of course, the best ones replaces the green-screen ads and the interactive involvement was so huge it became the most tweeted televised event in TV history. That’s a helluva achievement. Watch the video to see how it all unfolded.

Grade: A-


Brand: Gatorade

Name: The Superbowl Dunk

Agency: VML, Kansas City

Country: USA

Award: Gold Lion

Verdict: This is why Snapchat seems to do so ridiculously well with some brands. It’s about participation. Want to get people engaged? Especially the young? Work Snapchat into your campaign. Just like how Gatorade did.  There’s another version of the video that you can view here.

Grade: B


Brand: Verizon

Name: Verizon in Minecraft

Agency: Wieden+Kennedy, Portland

Country: USA

Award: Gold Lion

Verdict: Damn Verizon. I never thought I would ever see a mobile service company utilise Minecraft in one of their adverts. I don’t even want to spoil how this campaign works, that because I want you to watch the video instead. But I will say this, any Minecraft player will ADORE this and for the rest of us, its still pretty damn fun too.

Grade: A

Brand: Art Institute of Chicago

Name: Van Gogh BnB

Agency: Leo Burnett, Chicago

Country: USA

Award: Gold Lion (Also won another in the Promo & Activation category too)

Verdict: Again, already covered in the Part 1 Cannes Lions blogpost but zero surprise that this ad campaign picked up another Gold Lion. It’s a pretty damn clever campaign so Leo Burnett had a real winner on their hands with this one. The social media engagement with this campaign was insane and if this booking page is anything to go by, you can book something as earlier as 2019. Damn.

Grade: A-


Brand: Tourism Australia

Name: Giga Selfie

Agency: TBWA\Hakuhodo, Tokyo

Country: Japan

Award: Gold Lion

Verdict: Selfies have become a phenomena onto itself. It even has it’s own entry in the Oxford Dictionary. So selfies is so common-place now that you would be considered a weirdo if you didn’t partake in it. Like ever. But TBWA\Hakuhodo took it one step further. Make that miles further. I mean being able to take a whole landscape shot and be able to zoom in on yourself with crisp detail? Now we’re talking, now that’s a selfie.

Grade: A


Brand: HP

Name: Magic Words: The Unwritten Story

Agency: AlmapBBDO, Sao Paulo

Country: Brazil

Award: Gold Lion

Verdict: HP, take a bow my son. Never came across this campaign and didn’t know it existed until I watched the video. One word. Remarkable. To be able to connect these people to their loved ones in such a way that only good tech can provide is quite astounding. I will definitely not ruin the story because it is a most-worthy advert that deserves your attention. It’s inventive, creative and heart-warming. What more do you people want?

Grade: A+

 

Print & Publication

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: Freddo

Name: Chocolate/Strawberry/Mint

Agency: Y&R, Sao Paulo

Country: Brazil

Award: Gold Lion Campaign (x3)

Verdict: LOL. This is one of my absolute favourite winners from the whole festival. I mean look at that kid’s reaction. Such range! I love it! Brilliant ad campaign from Freddo. It’s clean, sharp and funny as hell. Great copy and the kids featured are just too good. Be sure to see the other two prints too. You can view them here and here.

Grade: A+

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: Dutch Mill Co.

Name: Man/Lady/Office

Agency: Monday, Bangkok

Country: Thailand

Award: Gold Lion Campaign (x3)

Verdict: Hahaha I’m not too surprised this one is back as another winner in another category. I’ll say this, whichever team was in charge of putting this together must have had such a fun time doing this. May also be a warning that if you happen to be friends with a prankster who’s good at Photoshop then you could be looking at your possible future.

Grade: B+

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: Interflora

Name: Valentines/Vacation/Search History/Bridesmaid

Agency: Taspa/Y&R, Madrid

Country: Spain

Award: Gold Lion Campaign (x4)

Verdict: This is a great ad campaign. At a quick glance it doesn’t look like much but you wonder immediately, why are the flowers trashed? Then you move on to read the copy and then it all becomes clear. Painfully so. I’ma let y’all read it because it’s too good to spoil. You can see the other prints here, here and over here.

Grade: A-

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: IKEA Saudi Arabia

Name: Bed/Lamp/Nightstand/Table

Agency: Memac Oglivy Dubai

Country: Saudi Arabia

Award: Gold Lion Campaign (x4)

Verdict: You know what? Not faulting is ad campaign, but the more I see it, the more I’m actually not that bothered about it anymore. It’s not the best IKEA ad campaign but it isn’t terrible either. Maybe because it’s Friday afternoon or something but all I can muster with this is just a ‘meh’.

Grade: B-

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: Penguin Companhia Das Letras

Name: Gulliver, Scarlet, Gatsby

Agency: Y&R, Sao Paulo

Country: Brazil

Award: Gold Lion Campaign (x3)

Verdict: Clever. It’s subtly clever. No copy needed, just the visual. And the message is clear. the book is always better than the movie. There’s serious truth to that because when reading, you start world building in your mind. Breathing tangible life characters, how the look, act, feel and move around in the story within the written narrative inside one’s mind is really quite

Grade: B+

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: Getty Images

Name: Angela/Charles/Francis/Dalai

Agency: AlmapBBDO, Sao Paulo

Country: Brazil

Award: Gold Lion Campaign (x4)

Verdict: No surprise that this won another set of Gold Lions. Having one previously won in the Outdoor category, this campaign is still as every bit fabulous. It’s like the ultimate collage series. You can see Angela, Francis & Dalai as separate print adverts.

Grade: A-

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: Passop

Name: I am American/British/French/German/South African

Agency: VML, Cape Town

Country: South Africa

Award: Gold Lion Campaign (x5)

Verdict: Now this is striking. This campaign is pretty self-explanatory but deserves the attention. I know how some people may be uneasy about certain groups that may belong to a particular race, religion, sexual orientation etc. But it’s 2016 for crying out loud. Get a grip. This advert is brilliant because it’s a reminder that says ‘Hey, I am a citizen of my country, as well as being Muslim. Get over it.’ Beautifully shot and there’s a slight air of defiance, whilst being proud of one’s faith and nationality. Be sure to check out the US, German, French & South African versions too.

Grade: A-

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: It’s Not Okay

Name: Paradise Hill

Agency: FCB New Zealand, Auckland

Country: New Zealand

Award: Gold Lion Campaign

Verdict: Have you spotted it yet? If not, click the image and look at. Spotted it? Chilling isn’t it? Clever but chilling. What a fantastic campaign, really unexpected and just brings the issue to light in a completely different, but most effective way. You can see more shots of the magazine herehere and over here. There is also a case-study video based on the ad campaign for you to watch too. You lucky devils you.

Grade: A-

Ad Review: Cannes Lions 2016 Winners - Part 2

Brand: Leica Gallery Sao Paulo

Name: Colour/Black+White/Future

Agency: F/Nazca Saatchi & Saatchi, Sao Paulo

Country: Brazil

Award: Gold Lion Campaign (x3)

Verdict: It’s errr….different. Not entirely sure how to feel about this campaign. The copy’s fine and the composition of the text, headline and image is interesting but I got to be honest, I don’t find it that much engaging. Maybe I’m missing something, I’m sure I am. But for the time being, I just don’t rate it much (how dismissive of me, I know).

Grade: B-

 

 

Promo & Activation


Brand: Xbox

Name: The Survivor Billboard

Agency: McCann, London

Country: United Kingdom

Award: Gold Lion (x2)

Verdict: Previously a winner in the Outdoor category as well, I’m still impressed by the implementation and success of this X-Box campaign for Tomb Raider. It’s all very Survivor meets The Hunger Games. Actually it is a literal game of ‘Last Man Standing’. You know, without the booze.

Grade: A


Brand: DB Breweries New Zealand

Name: Brewtroleum

Agency: Colenso BBDO, Auckland

Country: New Zealand

Award: Gold Lion (x3)

Verdict: Okay in Part 1, where this ad won two Gold Lions & the Grand Prix in the Outdoor category, I mentioned whether or not it was a real thing. Now I’m assuming it was because it’s only gone and picked up another award in this one. It must have required so many man hours to co-ordinate and promote but its seems to have paid off in more ways than one. Just for that, I’ll edit my grade in this category and upgrade it.

Grade: B+

Brand: Contours Strollers

Name: The Baby Strollers Test-Ride by Contours

Agency: FCB, Chicago

Country: USA

Award: Gold Lion (x2)

Verdict: Bwahahaha, where can I get one of those? I’m joking, I’m far too much of a chicken to be caught in that contraption in public. The mammoth sized pram was specially built for adults to test out the Contour pram. Why? To show adults that their baby prams are ergonomically comfortable as all hell. And it seemed to do the trick. Great participation campaign!

Grade: B+


Brand: Harald A. Moller/Volkswagen Norway

Name: The Reversed Trailer

Agency: Try, Oslo

Country: Norway

Award: Gold Lion

Verdict: It is just what the title suggests. A trailer that drives in reverse. Or rather, a trailer that smart-reverses. I love the reactions of some of the Norwegians. The ‘WTF’ that just appears on their faces is brilliant. That driver must of been the Stig’s Scandinavian cousin or something. I won’t spoil it, you’d have to watch it to see what else happens. Hijinks ensue.

Grade: B


Brand: Toyota Motor Corp. Australia

Name: Landcruiser Emergency Network

Agency: Saatchi & Saatchi, Sydney

Country: Australia

Award: Gold Lion

Verdict: That 65% of Australia not having mobile signal coverage shocked me. Well, not completely but still quite a bit. That’s massive. Australia is a huge chunk of land so I guess when you think about it, it isn’t at all surprising that a lot of outback land isn’t adapted for mobile service. Now this idea from Toyota is wonderful. Basically they have a portable device that acts as a moving signal beacon that will bounce off and travel to other Landcruisers with the same device until it reaches the appropriate telecommunications tower. You know, in case you get stuck in the Bush for hours or days.

Grade: A-


Brand: If Insurance

Name: Slow Down GPS

Agency: Forsman & Bodenfors, Gothenburg

Country: Sweden

Award: Gold Lion

Verdict: This is pretty darn smart. An navigation app device that switches the voice mode from an adults to a child’s when driving in the vicinity of a child dominated area. As the video explains, a child voice causes us to immediate ‘think of the children’. Literally. It’s smart, it seems efficient and has the potential to push the existing barriers of voice activated navigation as we know it. Love the video, the kids were wonderful, it’s nicely shot and very informative.

Grade: B


Brand: Burger King

Name: McWhopper

Agency: Y&R NZ, Auckland

Country: New Zealand

Award: Gold Lion (x2)

Verdict: I remember seeing these months ago via Adweek and thought, wow…will McDonalds actually go for it? As far as I’m aware I don’t think McDonalds went for it. Which is a shame. It would have been one helluva collaboration and brought mass-exposure for the Peace Day organisation too. Alas, it was a wonderful effort on BK’s part and it would have been brilliant if it came to pass. But it picked up two Gold Lions so it still got something out of it.

Grade: B+


Brand: Deutsche Telekom

Name: Sea Hero Quest

Agency: Saatchi & Saatchi, London

Country: UK

Award: Gold Lion

Verdict: Now this impressed me. Didn’t know what to expect exactly with this advert but it is still wonderfully inventive. See the necessary research for understanding dementia is seriously lacking so S&S alongside Deutsche Telekom in association with some other collaborators come up with a mobile app game. Difference is, this tracks all the decision-making you do when playing the game. By collecting the navigation and decision-making data from the game, this helps researches understand dementia in a way that was very limited to them. It’s fun and interactive way of gathering highly valuable educational research. Also I like how apps are becoming more commonplace for good deeds and worthy causes. As oppose that gawd-awful Angry Birds or Candy Crush game.

Grade: A-


Brand: Beats by Dre

Name: Straight Outta Somewhere

Agency: R/GA Hustle, Los Angeles

Country: USA

Award: Gold Lion

Verdict: Great short & sweet ad. Love the monochrome look and the art direction of this video. Narrative’s decent and the ad features a number of celebrities too. Compton has had such a notorious rep for the longest time. But this advert is a reminder that some good can come out the most unlikeliest places. And not just Compton either. Whether you’re from Brooklyn, Detriot, Tupelo or Toronto, the ad has one message, represent your city, the best damn way you can.

Grade: B+


Brand: Netflix

Name: House of Cards FU 2016

Agency: BBH New York

Country: USA

Award: Gold Lion

Verdict: Hahaha take a bow Netflix & BBH NY. Now this is how you take real life events and turn it on its head. I mean airing the advert during the GOP debate is a brilliant hijack in terms of guerrilla marketing and ad campaigning. It trended like wildfire on the Internet and spilled over offline in the form of mass media coverage, merchandise swag and outdoor props. The FU gag as well is a stroke of naughty genius as well.

Grade: A+


Brand: Burger King France

Name: #WhoIsTheKing

Agency: Buzzman, Paris

Country: France

Award: Gold Lion

Verdict: Impeccable move on BK’s part. Basically McDonalds being the cheeky sods they can be, decided to slate Burger King in an advert, showing how there were more McDonalds per square mile, than there was a Burger King. Well BK took the ad, the threw it right back at McDonalds with their own twist. Revenge is a dish best served between two toasted buns. That bit about overtaking DiCaprio on Twitter at the end though. LOL ouch!

Grade: A-


Brand: Samsung Australia

Name: Brainband

Agency: Leo Burnett, Sydney

Country: Australia

Award: Gold Lion

Verdict: Any sport that requires physical contact is a tricky game. Rugby for example, a much more manly sport than American football. But it comes with its steep costs. Namely head injuries. Sometimes its hard to measure the severity of a head injury which may effect the injured party for weeks, months, maybe even years. Samsung’s Brainband is a cracking device that collects data on how to measure these varied levels of severity, which will in turn, help keep the players more safer when on the pitch.

Grade: A+

 

Written by: JR

Pics: Bigumigu

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