Cannes Frontline | Day2 Creative continues ~ The results of the seven types of prizes such as the design of the lion and the entertainment lion are announced!

2022 Cannes Creative Festival Grand Awards

Design Lion (Design Lions)

Case name: Rebate Portuguese Constitution

Advertiser: Penguin Books

Acting company: FCB LISBON

National: Portugal

Case introduction

Fascist's dictatorship tortured and killed thousands of Portuguese people. Under such dictatorship, the Portuguese lived for more than 40 years. Used to review the artist's blue pencil has become a symbol of oppression.

On the 50th anniversary of the Carnations Revolution, Penguin Book Company provided contemporary artists with blue pencils. Inspired by the skills of graffiti poetry, these contemporary artists selected words and illustrations covering other content from historical documents, and re -created the fascist constitution with them. As a result, a symbol of oppression transformed into a book that celebrates freedom.

This book covers 58 graffiti poems created by poets and illustrators.

This book has attracted widespread attention from the media and has become a best -selling book with a sales volume of $ 1 million. It is now part of the Aljube Museum, which was predected by a political prison. Portuguese schools also use it as textbooks to teach students revolutionary history for students through art.

Film and television lion

(Film Craft Lions)

Case name: wish

Advertiser: Penny

Acting company: Serviceplan Munich

National: Germany

Case introduction

When a teenage boy asked his mother what Christmas gifts wanted, her answer was very different: "I hope you can find your youth, along with all the bumps in the growth." A list of desire becomes a list of wishes becoming For the demands of a generation, she hopes to let her son find everything that she missed in two years due to the new crown epidemic and isolation restrictions.

In Germany, teenagers are the most affected by the new crown epidemic isolation restrictions: due to family education, contact restrictions, and long -term confinement, their adolescent life is basically canceled. Many of their needs have been ignored, and they missed possible love, heartache, party, drunk, and travel. The influence of the psychological health of a whole generation was seriously underestimated. The experience they missed will affect their lives, but they are not resolved.

Industry production lion

(Industry Craft Lions)

Case name: Hope Reef (Hope Reef)

Advertiser: Mars Pet Care

Acting company: AMV BBDO, London

National: Britain

Case introduction

The pet brand SHEBA of Mars likes cats, and cats like fish most are fish. But fish need coral to survive. But the extinction speed of corals is faster than the rain forest. "Sheba's Hope Reef" was launched in May 21. At that time, there were news that destroyed and desperate every day. It was predicted that coral reefs would be extinct in 2050, and consumers were skeptical of the brand's "washing green".

Sheba wants to prove that everything is not too late through the form of visualization, and the damage can be reversed. So on the reef that had been destroyed before, a "live" outdoor advertisement was cultivated with real and living corals. When the Google Map Satellite saw it, it wrote a big word of Hope on the bottom of the sea.

This picture has been exposed by 2.5 billion media. 1 million people accessed it on Google Maps and visited Shebahopegrows.com to learn more.

The "Hope Reef" lesion cards have been scratched in an hopeless ocean, symbolizing artificial problems with artificial solutions.

Entertainment lion

(ENTERTAINMENT LIONS)

Case name: Eat a Swedish

Advertiser: Swedish Food Federation

Acting company: McCann Stockholm

National: Sweden

Case introduction

A movie of the Swedish Food Federation- "Eat a Swedish"

By 2050, the global population will reach 10 billion. In order to support the growing global population and the speed of slowing climate change, we need to change our diet. However, this urgency is not consensus. Therefore, we need a idea that can prevent people from being in trouble.

The Swiss Food Federation is an industry organization with 800 member companies. From Ai Morning, it is absolutely vodka to Ozyl and Okla. They have the mission of improving the advantages of Swedish food competition.

One of the most famous actors in Sweden Food Federation and Sweden starred in "If he says that, that's the best meat if he may say", this film presents sustainable food production, one Food production based on innovative technologies and methods that can be copied by others. 2 million people produce higher -quality foods.

Entertainment Lions for Music

Case name: this is not America ft. Ibeyi

Advertiser: Rap

Acting Company: Doomsday Entertainment Los Angeles Country: United States

Case introduction

"This is not the United States" is a strong protest against the history of the American Empire and the country's exploitation and wipering the entire Latin America and the Caribbean. In his songs, RESIDENTE rap: "For a while, as early as you came here, our footprints had already spread through this land." This music video is trying to tell the story of Latin America through a lot of culture, social politics, and historical reference.

When Residente wrote "This is not the United States", he wanted to pass a message, and this was exactly how he and director Gregory Ohrel handled the corresponding way of handling his movie. This video hit people's hearts, which flashed scenes and scenes of the violence suffered by imperialism in other parts of the United States due to US imperialism. This is a movie that speaks for those silent people.

Sports entertainment lion

Case name: nikeSync

Advertiser: nike

Acting company: R/GA, London

National: Britain

Case introduction

Women are accustomed to using menstruation as a taboo topic, so when Nike began to openly and actively talk about women's menstruation and use it as a super force, followers from various places responded warmly. We know that it is time to bring "her menstruation" into the sports world in a loud, proud and positive way. With the bright red and a beating graphics point, we image the menstrual image, accompanied by all the materials, the word "Period" wraps all the slogans.

This loud and proud information and visual identification is placed in social channels and partner channels. Nike placed "menstruation" at the forefront of women's training.

2022 Cannes Creative Festival Part of the Gold Awards

Digital production lion

(DIGITAL CRAFT LIONS) Gold Award

Case name: McCanlo VS "McKinlo"

Advertiser: Baili Yingbo

Acting company: FCB New York usa

National: United States

Case introduction

The first real VS virtual tennis competition in history -a game without technology support cannot be achieved

If you enjoy it, it is worth it.

John McCanlo is always tough on the court. But sometimes, his irritable personality and the pressure on himself make him the worst opponent. Therefore, in order to help him reflect on his career and allow him to enjoy his career at the end, Mi Kairo Brewery brought him to the strongest opponent -himself.

Mika Luo Beer created the first real VS. virtual tennis event in history. On one side of the stadium, John McCanlo; on the other side of the stadium, the virtual John McCanlo -an A.R. Superman created by a virtual engine was projected into the real world by high -resolution particles screen.

Mika Luo Beer believes that "if you enjoy it, it is worth it." During the epidemic, the stadium gathered fans and athletes to enjoy basketball in an innovative way. Now, in 2022, when the athletes are questioned by the public "the mentality of winning at all costs", it is time to use a brand new, more influential, and unprecedented way to prove the happiness of Mi Kairo Beer.

This event lives on ESPN's self -media for 1 hour, and more than 1 million people watch it. The number of audiences is higher than that of the NBA finals. This event is reported by more than 120 media channels. More than 30 countries discuss and mobilize 99% Active social emotions, Mi Kello's natural search volume rose 95%.

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