The Promo & Activation category at the Cannes International Festival of Creativity has once again provided UK agencies with a clutch of awards, picking up nine gongs – including a gold – in what many perceive to be the “grubby” end of the industry.
Adam & Eve/DDB scooped the gold Lion for Skittles’ LGBT Pride work “Give the rainbow”, in which the brand ditched its rainbow theme in favour of an all-white look in order to give LGBT pride celebrations centre stage. The initiative also won a silver Lion.
Meanwhile Grey London landed silver and bronze for the Comic Relief “Swear jar” and Y&R London won silver for its “Christmas with love” campaign for Marks & Spencer.
The four bronzes went to Google Creative Lab London for “Back to life in virtual reality”, McCann London for Doctors of the World’s alternative Christmas cards “Reality Xmas”, Droga5 London the Baywatch movie’s “The slow mo marathon” work, and Saatchi & Saatchi London for Deutsche Telekom’s “Magenta unleashed”.
The Grand Prix went to 180LA Santa Monica for Boost Mobile’s “Boost your voice” experiential campaign, which saw mobile phone shops turned into voting stations.
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