Direct, Promo & Activation, PR & Glass Lions

The Direct, Promo & Activation, PR and Glass Lions awards kick-started the 63rd Cannes Lions Festival of Creativity last night. Here's a look at some of the winning work and winners from the evening.

Direct

A total of 76 Lions were awarded, with 14 Golds and one Grand Prix dished out for campaigns that inspired change and direct action.

Agencies from New Zealand took home the most awards for the Direct Lions category with Colenso BBDO scooping up two Golds for its Brewtroleum campaign (below), while Y&R Auckland also won the same amount thanks to its McWhooper spot for Burger King.

Otherwise, INGO Stockholm won the Grand Prix for it’s The Swedish Number campaign for the Swedish Tourist Association.

Promo & Activation

The Promo & Activation winners were awarded based on their ability to inspire activity across campaigns using stunts, installations, festivals or other ambient activations. Known as one of the most innovative awards of the festival, the Promo & Activation category attempts to engage consumers by focussing on measurable results.

107 entries were submitted to this category with a total of 23 Golds awarded and one Grand Prix.

The most awarded agencies included Colenso BBDO; FCB Chicago; Leo Burnett Chicago; McCann New York; DAVID Buenos Aires with Brewtroleum for Heineken (as above); The Baby Stroller Test for Baby Strollers (below); Van Gogh BNB for the Art Institute of Chicago; The Field Trip for Lockheed Martin and Manboobs for MACMA respectively.

PR

Of the 36 entries entered into the PR category, there were seven Gold Lions and one Grand Prix awarded - all to European agencies.

Saatchi & Saatchi Switzerland took home the Grand Prix for The HIV+ Issue for Vangardist Magazine (below).

While the Golden winners included DDB Stockholm with The Rag Bag for Uniforms For The Dedicated; Wirz BBDO's Literary Critic Reviews for Ikea; McCann Erickson's Rich Kids of Instagram for KFC; Forsman & Bodenfors' Slow Down GPS for If Insurance and Grabarz & Partner's Nazis Against Nazis for ZDK Gesellschaft Demokratische Kultur.

Ogilvy Paris' The Marathon Walker for Water For Africa was the only campaign to win two Gold Lions in this category.

Glass Lions

Also included in the Monday night award show round-up was the results for the Glass Lions, also known as the Lion for change. This award campaigns for change relating to gender inequality or prejudice in advertising and beyond. Click here to find out what being on the jury for the Glass Lions was like.

This year, there were six winning entries from Lebanon, Sweden, India and the UK.

These include Leo Burnett’s Legally Bride, Kafa; Forsman & Bodenfors' Marriage Market Takeover for SK-II; O&M’s Beauty Tips by Reshma for Make Love Not Scars; BBDO India’s Dads #ShareTheLoad for Procter & Gamble; AMV BBDO’s Never Alone for Diageo; and Mindshare’s 6 Pack Band for Hindustan Unilver.