UK agencies have scooped nine finalists in the Promo and Activation category at Cannes Lions this week, with Saatchi & Saatchi London’s “Sea hero quest” leading the field on three.
While promotional marketing may not be everyone’s idea of glamour on the Côte d’Azur, last year’s awards proved to be one of the most fruitful for UK agencies, with Grey London bagging the Grand Prix for Volvo “Life Paint”.
Saatchis “Sea hero quest” – which is also shortlisted in the Direct Lions category – is a mobile game which contributes to research on dementia. The way in which players navigate the game will help researchers to understand the mental process of 3D navigation, which is one of the first skills lost when people get the condition.
McCann London and Ogilvy & Mather London have also been shortlisted twice, with DigitasLBi London and Adam & Eve/DDB picking up one a piece.
The full list of UK agencies for Promo and Activation Lions:
Saatchi & Saatchi: Deutsche Telekom “Sea hero quest” (3 entries)
O&M London: Kronenbourg 1664 “#LeBigSwim” (2 entries)
McCann London: Microsoft Xbox/Tomb Raider “Survival billboard” and Premier Foods, Bisto “Spare chair Sunday”
DigitasLBI: Plume Labs “Pigeon air patrol”
Adam & Eve/DDB: Harvey Nichols’ “Shoplifters”
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