Cannes Flash Report 2★ Grand Prix Announcement for Creative Effectiveness, Direct, PR, Promo & Activation Categories

On June 16th, the Cannes Lions International Festival of Creativity announced awards across four categories: Creative Effectiveness, Direct, PR, and Promo & Activation. The Grand Prix winners of note are as follows:

● Creative Effectiveness

The first Grand Prix of the year went to V/Line, the Victorian rail company in Australia, for "Guilt Trips" (created by McCann Melbourne). "Guilt Trips" are prepaid tickets designed to be given by parents in the countryside to their children who moved to the city and rarely visit, packaged with a "guilt trip." The campaign playfully combined online tips on how to effectively heighten guilt with posters reading "Joan's son came home with a Guilt Trip ticket. What a good boy!" Sales of the tickets increased by 12%, translating to an additional 120,000 return trips. Created by McCann Melbourne, the agency that won five Grand Prix awards last year for Melbourne Metro Trains' "Dumb Way to Die" campaign.

View the work here → http://bit.ly/1kYLyUD

Ad Age
McCann Melbourne Wins Creative Effectiveness Grand Prix for 'Guilt Trips'

●Direct Category

The Grand Prix went to British Airways' "Magic of Flying" (produced by OgilvyOne UK). A billboard was installed at London's Piccadilly Circus. The moment a British Airways plane passed overhead, a boy appeared on the billboard screen, looked up at the sky, pointed at the plane, and ran after it. Simultaneously, the plane's destination and flight number were displayed. The system synchronizes the billboard's location data with the aircraft's position, triggering the video display each time a plane passes overhead. It reportedly detects aircraft 200 kilometers away, identifies the model and destination, and even measures cloud cover to ensure visibility. The idea of "selling the moment" – making passersby look up and see the actual aircraft alongside the ad – was highly praised.
According to the judges, Honda Motor Co., Ltd.'s "Sound of Honda / Ayrton Senna 1989" (produced by Dentsu Inc.) competed fiercely for the Grand Prix until the very end, ultimately winning Gold and Silver.

View the Grand Prix-winning work here → http://bit.ly/1bD9DLE

Creativity
BA's Interactive, Plane-Recognizing Billboards Take the Direct Grand Prix at Cannes

 

●PR Category

The Grand Prix went to "The Scarecrow" by Chipotle Mexican, a U.S. Mexican food chain (produced by Creative Artists Agency Los Angeles / Edelman New York). It uses animation to depict the inner workings of the food service industry—including food additives and factory-farmed meat—and the quest for natural, healthy eating, aiming to raise awareness about sustainable food. Fiona Apple's song "Pure Imagination," which aligns with the campaign's message, is used effectively.
Additionally, "#MAMMING" (N/A), produced by 360i under the Dentsu Inc. Network, won Bronze.

View the Grand Prix winner here → http://bit.ly/1nL07ec

Creativity
Chipotle's Swipe at Big Food Nabs the PR Grand Prix at Cannes

 

●Promo & Activation Category

The Grand Prix went to British luxury department store Harvey Nichols for "Sorry I Spent it on Myself" (produced by Adam & Eve DDB). This Christmas 2013 campaign translates its title as "Sorry I Spent it on Myself." Gifts for family, partners, and children were toothpicks, paper clips, and rubber bands, while the saved money was spent on expensive gifts for themselves. The humorous campaign, featuring expressions of bewilderment upon unwrapping the gifts, was accompanied by the sale of a similarly named gift series online. It cleverly appealed to the feelings of the actual payer, aiming to increase shopping budgets.
Additionally, Honda Motor Co., Ltd.'s "Sound of Honda / Ayrton Senna 1989" (produced by Dentsu Inc.) won Gold and Silver.

View the Grand Prix-winning work here → http://bit.ly/IuiXX4 (Harvey Nichols Official Video)