Cannes Lions: Glass and Sustainable Development Goals winners
Gazeta's The Last Ever Issue and Mars' The Lion's Share bagged the top accolades at last night's ceremony.
GLASS - THE LION FOR CHANGE
"We were looking for action, not just talk" was how jury president and Co-Founder of Joan, Jaime Robinson, described the jury's approach on judging the Glass Lion category this year. "Culture-shifting creativity" was the touchstone in deciding which work to award, and it was the "lightning bolt" idea behind Gazeta's The Last Ever Issue that won it the Grand Prix.
SUSTAINABLE DEVELOPMENT GOALS
The growing importance and relevance of this category was demonstrated by a hefty 900 entries (97 per cent of which came from brands). Jury president David Droga, Founder and Creative Chairman of Droga5, commented that although 'Sustainable Development Goals might not be the simplest name which trips off the tongue... but if we don't get it right, everything else is superfluous."
Lasting impact was key in judging the work; the jury had to look beyond a "wonderful" creative idea and decide if the campaign was something people would be talking about "long after the award on the shelf had got dusty". Ultimately, it was the scalability of Mars' The Lion's Share - an initiative to support animal welfare - that saw it awarded the Grand Prix.
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