Cannes Lions Day Three: DIRECT
Winners
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THE DIRECT LIONS CELEBRATE TARGETED AND RESPONSE-DRIVEN CREATIVITY.
Pancho Cassis, Jury President
Partner & Global Chief Creative Officer, DAVID
grand prix / 10 gold / 20 silver / 31 bronze
Grand Prix
THE EVERYDAY TACTICIAN – MCCANN, LONDON / XBOX
Gold
DARTY - LONG LASTING REVIEWS – PUBLICIS CONSEIL, PARIS / DARTY
SPREADBEATS – FCB NEW YORK / SPOTIFY
DOORDASH-ALL-THE-ADS – WIEDEN+KENNEDY, PORTLAND / DOORDASH
ALCARAZ SIGNS – DAVID, MADRID / NETFLIX
RENAULT - CARS TO WORK – PUBLICIS CONSEIL, PARIS / RENAULT
150 YEARS OF WHATEVERKEN – LEPUB, MILAN / HEINEKEN
ADOPTABLE. BY PEDIGREE – COLENSO BBDO, AUCKLAND / PEDIGREE
HEINZ KETCHUP & SEEMINGLY RANCH – RETHINK, TORONTO
ROOM FOR EVERYONE – MCCANN POLAND, WARSAW
PUB MUSEUMS LEPUB, MILAN / HEINEKEN
Silver Lions
CLEAN SPONSORSHIP
Consumer Goods / CONSUL, DM9
SPREADBEATS
Consumer Services/Business to Business / SPOTIFY, FCB NEW YORK
RIGHTS AGAINST THE RIGHT - THE FIRST TRADEMARK THAT STOPS TRADING NAZI MERCH.
Not-for-Profit / Charity / Government / LAUT GEGEN NAZIS, JUNG VON MATT AG
BALLBOARDS
Use of Print/Outdoor / MERCADO LIBRE, GUT
DORITOS SILENT: THE WORLD'S FIRST AI AUGMENTED SNACK
Metaverse, New Realities & Emerging Tech / DORITOS/ PEPSICO, PEPSICO
GAMER LOAN
Gaming / BANCO DEL PACÍFICO, PARADAIS DDB
PINK CHIP
Use of Digital Platforms / DEGIRO, UN WOMEN, AKQA
UNINTERRUPTAD
Use of Digital Platforms / BUDWEISER, AFRICA CREATIVE DDB
THANKS FOR COKE-CREATING
Co-Creation & User-Generated Content / COCA-COLA, VML
EPIDEMIC SOUND – FEEL IT FIND IT
Copywriting / EPIDEMIC SOUND, RETHINK
SIGHTWALKS
Experience Design / SOL CEMENT, CIRCUS GREY
DON'T DRINK HERTOG JAN
Experience Design / HERTOG JAN, GUT
150 YEARS OF WHATEVERKEN
Personalised Campaigns / HEINEKEN, LEPUB
IF YOU'RE INTO IT, IT'S IN THE V&A
Personalised Campaigns / V&A, adam&eveDDB
BETIS PREGNANCY TEST
Use of Humour / REAL BETIS, VML SPAIN
THE BALD THRU
Use of Humour / BURGER KING, DAVID
DON'T DELETE MENU
Breakthrough on a Budget / WENDY'S, VML
THE GREENPRINT
Corporate Purpose & Social Responsibility / VOLKSWAGEN NZ, DDB NEW ZEALAND
REVIEWS
Corporate Purpose & Social Responsibility / HEINZ, AFRICA CREATIVE DDB
BEER RETIREMENT ACCOUNT
Market Disruption / POKER BEER, MEDIA.MONKS
Bronze Lions
HEINZ KETCHUP & SEEMINGLY RANCH
Consumer Goods / HEINZ KETCHUP, RETHINK
BLOOD AID
Healthcare / DASA INTEGRATED HEALTH SYSTEM, DM9
AFTER-DINNER DINNER
Travel, Leisure, Retail, Restaurants & Fast Food Chains / MCDONALD'S, FP7 McCANN
Can you KFC it?
Travel, Leisure, Retail, Restaurants & Fast Food Chains / KFC, McCann
HEAR MY LAST WISH
Not-for-Profit / Charity / Government / TAIWAN ORGAN SHARING REGISTRY AND PATIENT AUTONOMY PROMOTION CENTER, LEO BURNETT
WAITING TO LIVE
Not-for-Profit / Charity / Government / NHS, VML
THE DAY A COUNTRY STOOD STILL
Not-for-Profit / Charity / Government / CZECH INSURANCE ASSOCIATION, McCANN
HVRXHVR
Small-Scale Media / HIDDEN VALLEY RANCH, FCB CHICAGO
CLIMATE DOCTOR'S CERTIFICATE
Small-Scale Media / SCHOOL STRIKE 4 CLIMATE, CHEP NETWORK
THANKS FOR COKE-CREATING
Small-Scale Media / COCA-COLA, VML
AID AISLE
Large-Scale Media / FRESHCHOICE, DENTSU CREATIVE
UBER EATS HORROR CODES
Use of Print/Outdoor / UBER EATS, RETHINK
LUPIN ON THE MOVE
Use of Print/Outdoor / NETFLIX, DAVID
ADOPTABLE. BY PEDIGREE
Use of Print/Outdoor / PEDIGREE, COLENSO BBDO
DARTY - LONG LASTING REVIEWS
Data-Driven Direct Strategy / DARTY, PUBLICIS CONSEIL
BANNED BOOK CLUB
Data-Driven Targeting / DIGITAL PUBLIC LIBRARY OF AMERICA, FCB CHICAGO
ANIMAL ALERTS
Use of Real-Time Data / PETPACE, SERVICEPLAN
MEOWZER
Use of Digital Platforms / WHISKAS, COLENSO BBDO
TRY GALAXY FOLD EXPERIENCE
Use of Mobile / SAMSUNG, CHEIL WORLDWIDE
INPLOYABLE
Use of Social Platforms / CDSS, FCB TORONTO
DOORDASH-ALL-THE-ADS
Real-Time Response / DOORDASH, WIEDEN+KENNEDY
855-HOW-TO-QUIT-(OPIOIDS)
Art Direction/Design / ANZEN HEALTH, SERVICEPLAN
IMAGINE WITH PETACOS
Experience Design / ABInBev, BUENTIPO ANCHOR
RICE OF GLORY
Launch/Relaunch / SUPER EXTRA, MARURI
ROB IT TO GET IT
Local Brand / DISTANCE, BETC
AUDIENCE DELIVERY
Social Behaviour & Cultural Insight / IFOOD, DM9
TRUCKER NAPP
Social Behaviour & Cultural Insight / VOLKSWAGEN & LIVELO, ALMAPBBDO
TRUST THE TWIST
Social Behaviour & Cultural Insight / OREO, LEPUB
GHOST CAMPAIGN
Use of Humour / BURGER KING, DAVID
YES, COUCH!
Breakthrough on a Budget / FACEBOOK, MOJO SUPERMARKET
SHT
Corporate Purpose & Social Responsibility / IKEA, EDELMAN