Vive la promotion as Brits bring home Cannes golds

microsoft 2Once again the humble Promotion and Activation category has come to the rescue of UK agencies on the Côte D’Azur as McCann London and Saatchi & Saatchi brought home gold awards at this year’s Cannes Festival.
McCann London was also the only UK agency to achieve gold in the Direct Lions category.
Across both categories, British agencies scooped a total of three golds, three silvers and four bronzes. Although not a single DM or promotional marketing agency came away with anything, MRM Meteorite does deserve a mention, having worked alongside McCann on the“Survival billboard” for Microsoft Xbox (above).
The campaign promoted a new Tomb Raider game. It challenged eight people to stand in a billboard on London Bridge for 24 hours as gamers chose the weather conditions, including blizzards, snow and pelting rain.
The initiative made a great play on interaction, and was streamed live on Twitch, digital posters, banners, social media and the Xbox dash. It generated 3.5 million online views and 32,000 comments in a single day.
sea hero questMeanwhile, Saatchis “Sea hero quest” for Deutsche Telekom (right) is a mobile game which contributes to research on dementia. Each player controls a young explorer who sails the world to find missing pages from their father’s journal – and the key to his memories. The findings are being collated by University College London.

The full list of UK agencies for Promo and Activation Lions:
Saatchi & Saatchi London, Deutsche Telekom, “Sea Hero Quest” – gold and silver
McCann London, Microsoft Xbox, “Survival billboard” – gold
Adam & Eve/DDB, Harvey Nichols, “Shoplifters” – bronze

The full list of UK agencies for Direct Lions:
McCann London, Microsoft Xbox, “Survival billboard” – gold and silver
Saatchi & Saatchi London, Deutsche Telekom, “Sea Hero Quest” – silver
RKCR/Y&R, Oxfam, “Donation icons” – 2 bronzes
Ogilvy & Mather London, Kronenbourg 1664, “#LeBigSwim” – bronze

Related stories
Cannes: Brits scoop nine on Promo Lions shortlist
Cannes: Ad shops lead as UK nets 17 Direct finalists
Cannes: Ad shops lead as UK nets 17 Direct finalists
Sacre bleu, promos lift Cannes gloom
UK bags 12 on Cannes promo list
UK gets 22 on Cannes promo list
Brits net 12 Cannes Direct finalists
UK gets double gold in Cyber Lions
UK scoops three at Cannes mobile
31 on digital shortlists at Cannes
Double Cannes grand prix joy for UK

Print Friendly