Главный международный фестиваль креативности Cannes Lions-2023 огласил победителей в категориях Entertainment и Experience. В последней представлены номинации Brand Experience & Activation, Creative Business Transformation, Mobile, Creative Commerce и Innovation. Среди фаворитов жюри — шлем из ракушек, еда-конструктор и концерт Рианы на Super Bowl-2023. Ознакомьтесь с этими и другими кейсами в материале Sostav.
Entertainment
Fiction Film: Up to 5 minutes
Nike FC presents the Footballverse — Nike, Wieden+kennedy, Portland — Золото
Dirty laundry — Abaad resource center for Gender equality, Leo Burnett, Beiru — Золото
Brand Integration
High valyrianlessons — Duolingo, Pittsburgh — Золото
Integrated Brand Experience
Clash from the past — Clash Of Clans, Wieden+kennedy, Portland — Гран-при (также гран-при в категории Entertainment Lions for Gaming в номинации Audio-visual Content)
Audience Engagement / Distribution Strategy
Apologize the rainbow — Skittles, DDB, Chicago — Золото
Brand Partnerships, Sponsorships & Collaborations
The CEO — Noblex/ Paramount+ — Noblex TV 4k, GUT, Buenos Aires — Золото
Entertainment Lions for Gaming
Brand Integration for Games
Los Santos +3º— Greenpeace (признан нежелательной организацией), VMLR&R, Sao Paulo — Золото
Use of Gaming/Streaming Platforms
Fighting to Remember — Zikaron Baslon, McCann, Tel Aviv — Золото
Brand Partnerships, Sponsorships & Collaborations
FIFA 23 X Ted Lasso — EA Sports & Apple, Apple, Cupertino/Ea Sports, Redwood City — Золото (также гран-при в категории Brand Experience & Activation в номинации Sponsorship & Brand Partnership)
Entertainment Lions For Music
Excellence in music video
Pharrell, 21 Savage And Tyler, The Creator — Cash In Cash Out — I Am Other, Electric Theatre Collective, London/I Am Other, Beverly Hills — Золото
Fan Engagement/Community Building
Rosalia Motomami live experience on Tiktok —Tiktok Live, Tiktok, Sao Paulo/Columbia Records, New York / Motomami, Barcelona — Золото
Brand Partnerships, Sponsorships & Collaborations
Apple music Super bowl Halftime show — Rihanna — Apple Music, Los Angeles — Золото
Diversity & Inclusion in Music
The greatest Apple — Accessibility Apple, Cupertino — Гран-при
Entertainment Lions For Sport
Film Series and Audio
Lea — Kimberly Clark, Kotex, Ogilvy, São Paulo — Золото
Live Broadcast/Live Streaming
Dreamcaster — Michelob Ultra, FCB, New York — Гран-при
Sports Live Experience
The forgotten team — MEO — Football Jersey, Dentsu Creative, Lisbon — Золото
Brand Experience & Activation
Healthcare
See my skin — Vaseline, Edelman, New York — Золото
Social Engagement & Integration for Live Experience
World Cup Delivery — Pedidos Ya App, Gut, Buenos Aires — Золото (также золото в номинации Use of Mobile & Devices и гран-при Mobile в категории в номинации Activation by Location)
Use of Mobile & Devices
Knock knock — Korean national police agency — A silent emergency call, Cheil, Worldwide, Seoul — Золото
Cross-platform Digital Experience
Missing Matoaka — Muskrat Magazine, Online Magazine, BBDO Canada, Toronto — Золото
Sponsorship & Brand Partnership
The Last photo— ITV x calm — Adam&eveddb, London — Золото
Launch/Re-launch
Airtel 175 Replayed — Airtel Telecommunications, Leo Burnett, Mumbai — Золото
Cultural Insight
Adlam — An Alphabet to preserve a culture — Microsoft, 365 McCann, New York — Золото (также гран-при в категории Creative Business Transformation в номинации Targeting, Insights & Personalisation)
Heaven Fish — Regal Spring, Ogilvy Honduras, Tegucigalpa — Золото
Corporate Purpose & Social Responsibility
Certified care — Raid — Sc Johnson/Raid Energy, BBDO, Chicago — Золото
Creative Business Transformation
Service Design
Renault Plug-inn — Plug-inn, Publicis Conseil, Paris — Золото (также золото в номинации Mobile-led Commerce в категории Mobile)
Creative Commerce
Food & Drink
Lunchabuild this — Goodby Silverstein & Partners, San Francisco — Золото
Mobile-led Commerce
Oreocodes — Oreo, VMLY&r Commerce, New York — Золото
Targeting, Insights and Personalisation
The subconscious order — Hungerstation delivery app — Wunderman Thompson, Riyadh — Гран-при
Innovation
Early Stage Technology
Mouthpad^ — Augmental, Wunderman thompson, Lima/Augmental, San Francisco — Гран-при
Product Innovation
Shellmet — Koushi Chemical Industry Co., Ltd., TBWA\Hakuhodo Inc., Tokyo — Золото
Mobile
Social Purpose
Transparency card — Congresso Em Foco, Akqa, Sao Paulo — Золото