Cannes Lions 2022: Film, Titanium, Glass and SDG winners

Film Lions

Headed by David Lubars, Global Chief Creative Officer of BBDO Worldwide, the Film Lions saw two Grands Prix awarded.

As Phil Thomas, Chairman of the Cannes Lions explained, since 2012 the festival has permitted two Grands Prix in Film to allow the jury to contemplate longer and shorter form work separately. 

In 2022 Channel 4's amazing Paralympics campaign, Super. Human., picked up the top prize. Created by 4Creative London and directed by Bradford Young through Serial Pictures x somesuch, Lubars said the spot was "a real head-snapper that was flawlessly executed", and that it "did an extraordinary job of portraying the Games".

The second Grand Prix was awarded to Apple's Escape From the Office , which was created in-house at Apple and directed by SMUGGLER's Mark Molloy. Lubars said the the near nine-minute film "makes you laugh and empathise [is] beautifully shot, edited and executed [and] if it was me, I'd turn it into a TV show, and I'd tune in every week."

There were eight gold Lions handed out, 20 silver and 22 bronze, with work for Heineken [The Night is Young], Gun Violence Awareness [The Lost Class], and Humane Society [Save Ralph] among the gold winners. 

Titanium Lions

The chairman of this year's Titanium Lion jury, Global Chief Creative Officer of WPP, Rob Reilly, began by re-emphasising the words of this category's architect, Dan Wieden, who said that the Titanium Lions were for work that "pushed the industry forward". 

The Grand Prix was handed to Engine London for their campaign for the Kiyan Prince Foundation called Long Live the Prince. Reilly highlighted the collaborative nature of the work, with games company EA Sports and sports retailer JD Sports involved in the campaign, saying; "It's collaborative nature shows us how the industry can move forward. We have to keep figuring out ways to sell to teens without turning them off, and that's getting harder and harder."

Among the other Titanium winners was another UK campaign by FCB Inferno, two from India, a US and a German campaign.

Glass Lions

Former President of Wieden+Kennedy and now Snap's CCO, Colleen DeCourcy, headed the Glass Lions jury and announced that DDB Mexico's campaign for WeCapital, Data Tienda, was the 2022 recipient of the Glass Lions Grand Prix. Of the entered work she said that there was campaigns "addressing freedom, physical safety, reproductive rights, choosing who we are... and there were some outstanding pieces of work." 

Of the winning piece she said Data Tienda re-examined how we use data, and that the jury "wanted to look at how creativity affected change, and did so in the long term."

Sustainable Development Goals Lions

This year's Grand Prix in the SDG category was awarded to Leo Burnett Mumbai for its campaign for P&G Whisper and their Missing Chapter campaign. The jury, which was headed by Kimberlee Wells, CEO at TBWA\Melbourne and Adelaide, said that the SDG Lions "needs the industry's impatience to make sure we hit our goals". She also said the jury decided that "authenticity was critically important, as was real-world impact [and] genuine bravery; something that would stop us, and surprise us."

Missing Chapter did that, with Wells saying that the jury applauds the commitment to challenging stigmas and that this campaign is "an example of the power our industry has".

Grand Prix for Good

After picking up a gold Lion in the Film category, the Humane Societies Save Ralph campaign, featuring the voice of Ricky Gervais, picked up this year's Grand Prix for Good.

Special Awards

Agency of the Year: Dentsu Creative Bangalore 

Creative Company of the Year (formerly Holding Company of the Year): WPP

Network of the Year: Ogilvy

Independent Network of the Year: Serviceplan Group

Independent Agency of the Year: We Believers Brooklyn 

Palme d'Or: Smuggler USA

Creative Brand of the Year: Burger King