Outdoor, PR, Media and More Lion Winners Announced

The advertising honours continued last night at the second awards ceremony of the 2015 Cannes International Festival of Creativity, with scores of Lions handed out in Media, PR, Outdoor and Creative Effectiveness as well as the new Glass Lion category.

Glass Lion

Created in partnership with LeanIn.Org, this was the Glass Lion's inaugural year, with just eight gender stereotype-shattering campaigns awarded. Hotly tipped to do well at the festival, FCB Inferno's This Girl Can for Sport England duly picked up a Glass Lion but was ultimately pipped to the post at Grand Prix level by BBDO Mumbai's Touch The Pickle campaign for Proctor & Gamble sanitary napkin brand, Whisper.   

Jury president Cindy Gallop said judges came to the decision following lengthy discussion, informed by a strong sense of responsibility for what the category represents. “Ultimately we unanimously agreed on work tackling a gender issue that impacts every single woman worldwide; does it in a way that is innovative and disruptive while entertaining and engaging; comes naturally from a brand for whom effecting change in this area is not only its innate social responsibility but of tremendous business benefit; and which has achieved amazing results in one of the most conservative markets in the world.”

For more insights on the Glass Lion's roots and rationale, read our interview with Gallop. 

Media

Meanwhile in Media, a haul of 80 Lions were handed out, with the Grand Prix going to Vodafone via Y&R Istanbul for its innovative Red Light app, designed to stop women becoming victims of domestic violence. Jury president Nick Emery, global CEO of Mindshare, called the work clever, a good cause and a great media idea. “It embraces the best of both a corporate campaign and the originality of an NGO approach," he said. "Technology was at its heart and it also has an adaptable and flexible media approach, personalised to the women of Turkey.”  

PR

79 Lions were presented in the PR category, with over half coming from PR specialists, something which jury president Lynne Anne Davis, president and senior partner of FleishmanHillard Asia Pacific attributed to the creativity gap having “completely closed” between advertising and PR agencies. Of the Grand Prix-winning entry, Always' #Like A Girl via PR agency MSLGROUP New York and Leo Burnett Toronto, Davis said: "This is a campaign that marries a brand promise with brand purpose and commercial pursuit. It’s not just counting the people reached, but reaching the people who count."  

Outdoor

In Outdoor, TBWAMedia Arts Lab Los Angeles and Apple Cupertino triumphed with iPhone 6 World Gallery, an integrated campaign that jury president Juan Carlos Ortiz, president and CEO of DDB Latina, described as "a ground-breaking blend of innovation and simplicity-of-thought" that made the jury's decision an easy one: "We didn’t choose the Grand Prix – the Grand Prix chose us,” he said. In total, 131 Lions were awarded in the section.

Creative Effectiveness

With 17 Creative Effectiveness Lions awarded this year, Volvo continued its winning streak with Swedish agency Forsman & Bodenfors Gothenburg bagging the Grand Prix for Volvo Trucks' Live Test Series. Jury president Wendy Clark, president of sparkling brands and strategic marketing, Coca-Cola North America, called the campaign “a gift to the industry” that demonstrated the power of creative bravery as a conduit to exceptional effectiveness. “This was unapologetic advertising, proud to communicate its message. Every jury member was jealous of the work,” she said. 

Young PR Lions

The up-and-coming PR talents of the industry were also recognised at last night's ceremony. From a total of 18 international teams tasked with creating an online campaign for Greenpeace, the gold medal went to PR consultants Joseph Borenstein and Linnéa Rinäs of Cohn & Wolfe Sweden.

For a full list of Tuesday night's award winners, visit Cannes Lions.