Cannes Entertainment and Craft categories are spotlighting how to transform brands and consumer experience with the power of fandom.
Day two of Cannes revealed the winners of the Entertainment Lions; Entertainment Lions for Gaming, Entertainment Lions for Music, Entertainment Lions for Sport and Design, Digital Craft, Film Craft and Industry Craft Lions.
"Our Jurors have set the creative benchmark with this year's Entertainment and Craft Lion winners,” said LIONS CEO Simon Cook.
From 656 entries received in the Entertainment Lions, 20 Lions were awarded: 3 Gold, 6 Silver, 10 Bronze.
The Jury awarded the Grand Prix to ‘Original Forever’, for adidas, by Johannes Leonardo, New York / adidas, London.
“Choosing a Grand Prix was difficult, but in the end one piece of work stood apart because it understood the moment perfectly,” said BBDO Worldwide chief creative officer and entertainment jury president, Chris Beresford-Hill.
“At a time when so many brands are trying to manufacture relevance, this was a reminder that the most powerful thing a brand can do is show up in the right moment, for the right community, with something worth caring about."
Entertainment Lions for Gaming received 216 entries, and 8 Lions were awarded by the Jury: 1 Gold, 2 Silver, 4 Bronze.
The Grand Prix went to ‘Copycats Welcome’, for Clash Royale, by David, New York.
"The Jury debated hard, but when we got there, we were unified,” said M+C Saatchi Group global chief creative officer and entertainment lions for gaming jury president, Lolly Thomson.
“This year's Grand Prix did something radical— an amnesty. Instead of lengthy IP battles, it went after the millions playing knock-offs and said: we see you, come home, bring everything with you.
“Progress, hours, accrued wealth— all transferable, no quibbling. Re-establishing the original as the most generous version of itself— a masterclass in value exchange.
“When you do something like that, the community takes over. You don’t need to shout. They do it for you."
In Entertainment Lions for Music, 318 entries were received and 13 Lions awarded: 2 Gold, 2 Silver, 7 Bronze.
The Jury also awarded two Grands Prix, to ‘Rosalía Ft. Björk, Yves Tumor – Berghain', for Rosalía, by Canada, Barcelona / Rosalia, Barcelona; and ‘Original Forever’, for adidas, by Johannes Leonardo, New York / adidas, London.
“This Award is about music driving the storytelling experience, where the brand endorses the artist, as much as the artist endorses the brand,” said 72andSunny global chief creative officer and music jury president, Matt Murphy.
“We were looking for breakthrough collaborations between artists and culture. Ultimately, it came down to COMMITMENT. Going all in on an idea. We awarded two Grands Prix: adidas ‘Original Forever’, a fantastic integration of Brand, Band and Audience.
“It not only reignited nostalgia for older fans, it ushered in an era of new ones. Rosalina ‘Berghain’. Wow! Just wow! A feast for the eyes and ears, integrating classical and modern, fantasy and reality.”
From 660 entries received in the Entertainment Lions for Sport, 21 Lions were awarded: 3 Gold, 6 Silver, 11 Bronze and the Grand Prix, which went to ‘The Thousand Sponsors of Muni’, for Club Deportivo Municipal, by McCann, Lima.
“What got me about ‘The Thousand Sponsors of Muni’ is the sheer, simple ingenuity of it! Taking a club in crisis and turning that crisis into a thousand acts of belonging,” said 11 Ounces chief creative officer and managing partner and entertainment lions for sport jury president, Shannon Washington.
“The craft is exceptional, down to the math behind the pricing and the grid on the jersey itself. But what makes this Grand Prix-worthy for the room is what it says about sport: this is fandom doing the work that money used to do, and community deciding what the future of a club looks like.
“It’s a reminder that sport’s real power isn’t the sponsorship deal – it’s the people who refuse to let the thing they love disappear.”
In Design, from 792 entries received, 26 Lions were awarded: 5 Gold, 8 Silver and 13 Bronze.
The Grand Prix was presented to ‘Apple TV Rebrand’, for Apple, by TBWA\Media Arts Lab, Los Angeles / Apple, Cupertino.
"We awarded the Grand Prix because it’s gloriously human-made. It recaptures the drama of cinema and the sheer magic of light and sound,” said Design Bridge and Partners chief creative officer and design jury president, Greg Quinton.
“Frankly, at a time obsessed with tech threats, this is a beautiful rebellion. Had they not shown how it was crafted, the magic may have evaporated. Instead, you can genuinely feel the love poured into it.
“A brilliantly simple, soulful design with a proper beating heart and a glorious brand transformation”.
Digital Craft received 355 entries, and 11 Lions were awarded: 2 Gold, 3 Silver, 5 Bronze.
The Grand Prix was presented to ‘Project Genie’, for Google, by Google, Mountain View.
“’Genie’ earned the Grand Prix because it perfectly embodies what Digital Craft should celebrate: not just where technology is today, but where creativity can take it next,” said McCann global chief creative officer and digital craft jury president, Andrés Ordóñez.
“The work gives us a glimpse of new creative possibilities, transforming a powerful tool into a platform for imagination. It reminds us that technology alone is never enough.
“The real breakthrough happens when creativity unlocks what technology can become.”
From 1433 Film Craft entries, 43 Lions were awarded: 6 Gold, 15 Silver, 21 Bronze.
The Grand Prix went to ‘Your Way Out’, for Coinbase, by Isle of Any, New York.
“‘Your Way Out' was the film that organically rose to the top as we worked through the judging process,” said Revolver executive producer and partner and film craft jury president, Pip Smart.
“Whilst a few of the Jurors may have their hearts in other places to begin with, eventually it was hard to argue for any other piece for the Grand Prix.
“Ultimately, it was awarded a Grand Prix for direction primarily because the depth and originality of the craft was undeniable.”
In Industry Craft, 649 entries were received and 18 Lions awarded: 2 Gold, 5 Silver, 10 Bronze.
The Grand Prix was awarded to ‘Tiny Coffee Shops’ for De'longhi, by LOLA, Madrid.
“‘Tiny Coffee Shop’ reconnects us with something rare: the ability to feel like children again,” said Artplan chief creative officer and industry craft jury president, Rafael Gil.
“Every detail was crafted with extraordinary care, turning tiny decisions into giant emotions.
“Throughout the judging, this work consistently stood out. And in the final moment, when the lights of the tiny coffee shop turned on, something else lit up as well: our conviction that this was the perfect symbol of what Craft can be.
“And that is exactly the role of a Grand Prix: to be the symbol of a category today, and an inspiration for the industry tomorrow.”
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