The Innovation, Media, Mobile and Outdoor Lions category winners have been announced at the annual Cannes Lions International Festival of Creativity. See also SA Cannes Lions winners Day 1.
South African winners
Innovation Lions: None
Mobile Lions: None
Media Lions:
Silver
Use of Media
Best Use of Outdoor
SHED LIGHT ON RAPE
JHHESA
BROTHERS FOR LIFE
JOE PUBLIC
Johannesburg SOUTH AFRICA
Creative Execution
The idea that a simple poster can light the way home for women walking in dark areas, where they are most vulnerable to rape, seems like something impossible. Nitesight, our media partners on this project, were given the challenge to help create glow in the dark posters that can glow long enough and bright enough to light up dark areas. They then created a poster than holds maximum light retention from the sun so that it can glow up to 8 hours long at night. Through the help of the authorities, extensive research was done as to where the rape hot spots in Gauteng are, and made sure that these areas that have enough sunlight in the day so it allows glow for the night. The glow in the dark posters combined with the perfect locations made this project a media success.
Bronze
Use of Media
Best Use of Special Events and Stunt/Live Advertising
JOURNEY OF HOPE
KFC
KFC ADD HOPE
OGILVY & MATHER JOHANNESBURG
SOUTH AFRICA
Results and Effectiveness
Add Hope donations peaked at just over ZAR12 million for the year – a ZAR3 million improvement on the year before and ZAR5.5 million on the year before that. The event drew over ZAR7 million worth of media attention, a return on investment of 1:34 (where the local industry norm is 1:3). Research noted a 31% increase in public perception among Quick Service Restaurant users that KFC is a brand that gives back.
Creative Execution
From the briefing stage, the media and creative teams were seamlessly integrated and worked on bringing the idea to life in a way that best protected its integrity. The Journey was ultimately a stunt that, due to its true-life nature was best captured as a series of 6 3-minute weekly episodes on national television. The main event was supported by radio, advertorials, online and a thorough PR strategy.
Outdoor Lions:
Silver
Billboards & Street Furniture
Household
WALL OF SHOES
TIGER BRANDS
DOOM SUPER
TBWA\HUNT\LASCARIS JOHANNESBURG
SOUTH AFRICA
Description of Ambient execution
South Africa is home to more than 100 000 species of insects. The most common way of killing them is with a primitive stomp of a shoe. To demonstrate Doom Super’s legendary insect killing power, we took the most basic method of killing a bug and multiplied it by the killing power of Doom.
We constructed a 22 meter high can of Doom made entirely out of real shoes. Each sneaker, stiletto, and boot made up the individual pixels of the classic Doom Super artwork. If one shoe is deadly, imagine how deadly thousands of them are.
Silver (Campaign)
Posters
Cars & Automotive Services
FRISBEE
VOLKSWAGEN
VOLKSWAGEN GENUINE PARTS
OGILVY & MATHER CAPE TOWN
SOUTH AFRICA
Description of Ambient execution
We were asked to develop a campaign for Volkswagen Genuine Parts, because during these recessionary times consumers were choosing to fit cheaper “no-name-brand” parts in their cars instead of the real thing.
Our unique insight was that many of the cheap and fake car parts that are on sale actually do fit our consumers’ cars, leading them to believe that all will be well. The truth, however, is that these parts don’t work as they should, so before long something inevitably goes wrong with the car.
Silver (Campaign)
Posters
Cars & Automotive Services
CONTACT LENS
VOLKSWAGEN
VOLKSWAGEN GENUINE PARTS
OGILVY & MATHER CAPE TOWN
SOUTH AFRICA
Description of Ambient execution
We were asked to develop a campaign for Volkswagen Genuine Parts, because during these recessionary times consumers were choosing to fit cheaper “no-name-brand” parts in their cars instead of the real thing.
Our unique insight was that many of the cheap and fake car parts that are on sale actually do fit our consumers’ cars, leading them to believe that all will be well. The truth, however, is that these parts don’t work as they should, so before long something inevitably goes wrong with the car.
Silver (Campaign)
Posters
Cars & Automotive Services
BALL
VOLKSWAGEN
VOLKSWAGEN GENUINE PARTS
OGILVY & MATHER CAPE TOWN
SOUTH AFRICA
Description of Ambient execution
We were asked to develop a campaign for Volkswagen Genuine Parts, because during these recessionary times consumers were choosing to fit cheaper “no-name-brand” parts in their cars instead of the real thing.
Our unique insight was that many of the cheap and fake car parts that are on sale actually do fit our consumers’ cars, leading them to believe that all will be well. The truth, however, is that these parts don’t work as they should, so before long something inevitably goes wrong with the car.
Silver (Campaign)
Posters
Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
I’LL BE THERE IN A WHILE
VOLKSWAGEN
OGILVY & MATHER CAPE TOWN
SOUTH AFRICA
Silver (Campaign)
Posters
Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
SEE YOU NOW
VOLKSWAGEN
OGILVY & MATHER CAPE TOWN
SOUTH AFRICA
Silver (Campaign)
Posters
Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
I’M IN TRAFFIC
VOLKSWAGEN
OGILVY & MATHER CAPE TOWN
SOUTH AFRICA
Silver
Ambient
Small Scale Special Solutions
ENGEN FIREBLANKET
ENGEN
DRAFTFCB CAPE TOWN
SOUTH AFRICA
Description of Ambient execution
To help avoid paraffin related shack fires which are a regular occurance in South Africa’s informal settlements, Engen distributes an annual educational paraffin safety calendar. The 2013 calendar took this a step further. With a quick shake it unfolds into a fire blanket 4 times the size, ready to suffocate a fire as it starts. By distributing calendars throughout the shantytown, we’re not only able to save one shack. We can also stop it spreading to hundreds of surrounding homes.
Bronze (Campaign)
Billboards & Street Furniture
Cars & Automotive Services
OKAVANGO DELTA
LAND ROVER
FREELANDER 2
Y&R SOUTH AFRICA
Cape Town SOUTH AFRICA
Bronze (Campaign)
Billboards & Street Furniture
Cars & Automotive Services
SANI PASS
LAND ROVER
FREELANDER 2
Y&R SOUTH AFRICA
Cape Town SOUTH AFRICA
Bronze (Campaign)
Billboards & Street Furniture
Cars & Automotive Services
ZIMBABWE HIGHLANDS
LAND ROVER
FREELANDER 2
Y&R SOUTH AFRICA
Cape Town SOUTH AFRICA
Bronze (Campaign)
Posters
Cosmetics & Beauty, Toiletries & Pharmacy
ZOMBIE
NAMPAK
TOILET PAPER
TBWA\HUNT\LASCARIS JOHANNESBURG
SOUTH AFRICA
Bronze (Campaign)
Posters
Cosmetics & Beauty, Toiletries & Pharmacy
SERIAL KILLER
NAMPAK
TOILET PAPER
TBWA\HUNT\LASCARIS JOHANNESBURG
SOUTH AFRICA
Bronze (Campaign)
Posters
Cosmetics & Beauty, Toiletries & Pharmacy
CROCODILE
NAMPAK
TOILET PAPER
TBWA\HUNT\LASCARIS JOHANNESBURG
SOUTH AFRICA
* Creative Execution and other information supplied by Cannes Lions.