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Cannes 2014: India Wins 4 Cyber, 2 Design and 2 Press Lions

By Ashwini Gangal , afaqs! | In Advertising | June 19, 2014
Of these, 2 are Gold Lions - O&M's Design Gold (Cleft To Smile) and Grey's Press Gold (Duracell Batteries).

Cleft to smile

Duracell Battery

India has won four Cyber Lions, two Design Lions and two Press Lions this year.

Of these eight Lions, two are Gold - O&M's Design Gold for its Cleft To Smile campaign for Operation Smile India and Grey's Press Gold for its campaign for Procter & Gamble's Duracell Batteries comprising three entries, namely, Choo-choo, Remote Control and Camera.

Here are the details, category-wise:

Cyber Lions

JWT's Make Every Yard Count campaign for Nike India's Nike Cricket won a Silver Lion and two Bronze Lions in this category.

From a bank of 2,25,001 crowd sourced images of cricket crazy youngsters, a film was created using 1,440 images. The film features 'seamless action', as the agency puts it, across a thousand playing fields; it's a film of the game in motion, basically. Athletes were invited, via Facebook, Twitter and www.nikecricket.in, to send in their images. The same action was also captured, by 108 traveling photographers, in playgrounds, streets, gullies and cricket pitches across India.

The chants, breaths, appeals, screams and sledges one typically hears during a heated cricket match were recorded and incorporated in the final soundtrack.

Read our detailed story on this campaign here.

O&M's Message Barter campaign for The Akanksha Foundation Schools won a Bronze Cyber Lion. Read about this campaign in a recent story on afaqs!.

Design Lions

O&M's Cleft to Smile campaign for Operation Smile India won a Gold Lion in this category. The campaign helped spread awareness around the issue of cleft lips (a congenital defect that causes the upper lip to have a very visible cleft or fissure) through Twitter. In all, the campaign fetched 20,000+ tweets and 100+ celebrity tweets (names include Alia Bhatt, Amitabh Bachchan, Abhishek Bachchan, Chetan Bhagat, Shashi Tharoor and Shilpa Shetty Kundra). Total campaign reach was 30 million. The symbol :{to:) that stands for cleft or ':{' to smile or ':)' became the world's most tweeted logo.

Meanwhile, as far as its Mango, Pear and Tangerine entries for Perfetti Van Melle went, McCann kept its winning streak up by fetching a Bronze Lion for the campaign.

Press Lions

Grey Worldwide India won a Gold Lion in this category for its campaign for P&G's Duracell Batteries; the campaign comprises three entries - Choo-choo, Remote Control and Camera.

JWT won a Bronze Lion for its Press campaign for Godrej Security Solutions; the campaign comprises three entries - House, Antique Store and Music Store. Paintbox Mumbai is listed as the production company for this campaign.

A total of 95 Press Lions, 68 Design Lions and 145 Cyber Lions were given away.

Of the 49 Radio Lions given away this year, none was for India.

Catch up on all the latest updates from the Cannes Lions - International Festival of Creativity here.

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