Five Australian agencies won Lions in the Media category on day three at Cannes Lions International Festival of Creativity.
Special Group took home a Silver and three Bronze Lions for its Uber Eats' Australian Open Ambush. It has also won a Bronze Lion on day two in the Entertainment Lions for Sport category.
Uber Eats divided viewers with its game-changing integration into the live tennis action. Tricking viewers into thinking they were watching the live game, the Uber Eats ads pretended to return to the coverage of the game but then the player on court ordered a delivery of food.
Clemenger BBDO Sydney and Melbourne won a Silver Lion for its Wrigley's Extra Reminder.
In a partnership with 7/11, Wrigley's Extra Reminder is a cash register integration that alerts customers every time they purchase a product that will cause them bad breath.
The standard "beep" of the scanner is replaced by a buzzer sound when someone purchased over 100 products such as cheese, chips, pies, coffee, cigarettes etc.
Mindshare Sydney on a Silver Lion for its work Monty's Wicket Warnings for Foxtel.
An automated cricket AI that predicts the fall of wickets was created in collaboration with Google as part of the summer of cricket campaign.
Named "Monty", the custom machine learning model was designed to spot when and how wickets will fall in live games, in real time.
The model was integrated into the Fox Sports app for the Boxing Day Test, with Foxtel managing a double-digit increase in weekly sales growth in the week that followed.
TBWA Melbourne has won a Silver Lion for ANZ Signs of Love. The agency has already picked a Gold and Silver Lion for the work in the Outdoor category.
The outdoor campaign showed support for the LGBTQI community beyond inner-city Sydney and across Australia.
Oxford Street signs around Australia were transformed into fabulous Mardi Gras sculptures to support and celebrate LGBTQI individuals in more isolated areas of the nation.
The Brand Agency Perth won a Bronze Lion for its work Hungry Puffs for Foodbank WA. The agency has also won a Silver Lion for the work in the Design category for the work.
Foodbank WA worked with the agency to release a campaign last Christmas to shine a light on the issues surrounding hungry children all over Western Australia (WA).
As part of the efforts, an empty cereal box that contains no vitamins, minerals, carbohydrates or calories will be available for purchase in participating IGA stores in WA or online. When purchasing this $5 cereal, the money will help feed 10,000 children in WA.
Earlier this month, Foodbank announced it would be running the campaign again this Christmas across all 200 IGA stores in WA following its success last year.
Ogilvy Melbourne also won a Bronze Lion for its work Warning Spots for AAMI.
The campaign, aimed at keeping Victorians safe on the road, used geolocation targeting to alert drivers of impending road hazards via Spotify native ads.
Launched along Victoria’s Great Ocean Road over the Labour Day long weekend, AAMI ‘Warning Spots’ was delivered to listeners approaching the six most dangerous locations, with additional geo-targeted ads tnear inner-city Melbourne accident hotspots.
In the Media Lions, which celebrate the creative implementation of ideas through the use of media, 2,196 entries were received and 65 Lions presented: one Grand Prix, seven Gold Lions, 20 Silver Lions and 37 Bronze Lions.
The Grand Prix was awarded to "Air Max Graffiti Stores", for Nike, by AKQA, São Paulo.
Media Lions Jury President Karen Blackett OBE, WPP UK Country Manager & MediaCom Chairwoman UK & Ireland, WPP, explained that the work demonstrated brand bravery, benefiting the brand and the community.
Blackett described it as: “A brilliant piece of work that tapped into local culture with ecommerce intertwined with geo fencing to create a new store opportunity - the media is the message. Great creativity, partnerships to make the media idea come to life and a brave client with phenomenal results.”
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