Dentro de las diversas categorías que conforman la edición número 66 del festival Cannes Lions 2019, Direct es una de las más relevantes para InformaBTL, dadas las diversas temáticas y tipo de estrategias desarrolladas.
Desde el día de ayer se generó expectación al haberse publicado la lista de nominados en esta categoría. Finalmente, hoy se dieron a conocer las 42 campañas que resultaron ganadoras este año, en donde Burger King se coronó como el preciado Grand Prix, esto gracias a su campaña “The Whopper Detour”, proyecto creado por FCB, con sede en Nueva York.
A diferencia de otras categorías como lo es packaging promocinal, en la parte de Diseño o Film, en Direct no hubo campañas mexicanas, pero sí en otros países de América Latina como Brasil, también con Burger King.
Te sugerimos: Direct: shortlist de campañas latinoamericanas en Cannes Lions 2019.
A continuación se presenta la lista completa de los galardonados en Direct en el festival Cannes Lions 2019.
| Campaña | Anunciante | Producto | Agencia creativa | País |
| THE WHOPPER DETOUR | BURGER KING | FOOD | FCB NEW YORK | USA |
| STREET-VET | PURINA | PURINA VETERINARY DIETS | McCANN PARIS | FRANCE |
| THISABLES | IKEA | IKEA THISABLES | McCANN, Tel Aviv | ISRAEL |
| THE WHOPPER DETOUR | BURGER KING | FOOD | FCB NEW YORK | USA |
| THE WHOPPER DETOUR | BURGER KING | FOOD | FCB NEW YORK | USA |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO | BRAZIL |
| LEGAL-ADE | KRAFT HEINZ | COUNTRY TIME LEMONADE | LEO BURNETT CHICAGO | USA |
| HARMLESS GUNS | DAGOMA | 3D PRINTING | TBWA\PARIS | FRANCE |
| BILLIE JEAN KING YOUR SHOES | ADIDAS | ADIDAS | TBWA\CHIAT\DAY, New York | USA |
| THISABLES | IKEA | IKEA THISABLES | McCANN, Tel Aviv | ISRAEL |
| SCENT BY GLADE | S.C JOHNSON | GLADE | OGILVY, Chicago | USA |
| THE WHOPPER DETOUR | BURGER KING | FOOD | FCB NEW YORK | USA |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO | BRAZIL |
| STREET-VET | PURINA | PURINA VETERINARY DIETS | McCANN PARIS | FRANCE |
| VOICE OF HUNGER | SWIGGY | FOOD DELIVERY | DENTSU WEBCHUTNEY, Bangalore | INDIA |
| EXPENSIFY TH!$ | EXPENSIFY | MOBILE APP EXPENSIFY | JOHNXHANNES NEW YORK | USA |
| BILLIE JEAN KING YOUR SHOES | ADIDAS | ADIDAS | TBWA\CHIAT\DAY, New York | USA |
| SECOND CHANCES | DONATE LIFE CALIFORNIA | DONATE LIFE CALIFORNIA | CASANOVA//McCANN, Costa Mesa / McCANN CANADA, Toronto / McCANN NEW YORK | USA |
| THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION | THE FEMALE COMPANY | THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION | SCHOLZ & FRIENDS, Berlin | GERMANY |
| MISCARRIAGE ASSOCIATION – CARDS OF ACKNOWLEDGEMENT | MISCARRIAGE ASSOCIATION | CHARITY | MRM//McCANN , London | UNITED KINGDOM |
| BILLIE JEAN KING YOUR SHOES | ADIDAS | ADIDAS | TBWA\CHIAT\DAY, New York | USA |
| NO NEED TO FLY – AROUND THE WORLD IN GERMANY | GERMAN RAIL | GERMAN RAIL | OGILVY GERMANY, Frankfurt | GERMANY |
| MIND THE GAP | BERLINER VERKEHRSBETRIEBE | BVG | SERVICEPLAN GERMANY, Munich | GERMANY |
| POSTABLE FUKUSHIMA LOCAL PAPER | FUKUSHIMA-MINPO CO. | FUKUSHIMA-MINPO | DENTSU INC., Tokyo | JAPAN |
| SANS FORGETICA | RMIT UNIVERSITY | RMIT UNIVERSITY EDUCATION | NAKED COMMUNICATIONS, Sydney | AUSTRALIA |
| HUNGRY PUFFS | FOODBANK WA | HUNGRY PUFFS | THE BRAND AGENCY, Perth | AUSTRALIA |
| DISTRACTED GOALKEEPER | UBER/ UBER | YELLOW MAY | TECH AND SOUL, São Paulo | BRAZIL |
| SECOND CHANCES | DONATE LIFE CALIFORNIA | DONATE LIFE CALIFORNIA | CASANOVA//McCANN, Costa Mesa / McCANN CANADA, Toronto / McCANN NEW YORK | USA |
| STOP TRAFFICK | STREET GRACE | FIGHTING DOMESTIC MINOR SEX TRAFFICKING | BBDO ATLANTA | USA |
| LIFE DIRECT – R.I.P SIMON | TRADE ME NZ | LIFE DIRECT | VMLY&R , Auckland / Y&R ANZ, Auckland | NEW ZEALAND |
| THE TIME WE HAVE LEFT | PERNOD RICARD | RUAVIEJA | LEO BURNETT, Madrid | SPAIN |
| EXPENSIFY TH!$ | EXPENSIFY | MOBILE APP EXPENSIFY | JOHNXHANNES NEW YORK | USA |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO | BRAZIL |
| CRAFT A WESTERN WHOPPER | BURGER KING | WHOPPER | INGO, Stockholm | SWEDEN |
| BK BOT | BURGER KING | BURGER KING | DAVID, Miami | USA |
| UBERTOYS | UBER | UBERTOYS | DDB PARIS | FRANCE |
| THISABLES | IKEA | IKEA THISABLES | McCANN, Tel Aviv | ISRAEL |
| BURN THAT AD | BURGER KING | BURGER KING WHOPPER | DAVID SÃO PAULO | BRAZIL |
| HARMLESS GUNS | DAGOMA | 3D PRINTING | TBWA\PARIS | FRANCE |
| LEGAL-ADE | KRAFT HEINZ | COUNTRY TIME LEMONADE | LEO BURNETT CHICAGO | USA |
| LOFI BEATS SUICIDE | VICE UK | SUICIDE PREVENTION | McCANN LONDON / COLLEGE MUSIC, Berkshire | UNITED KINGDOM |
| MILES FOR THE PEOPLE | RECLAME AQUI | RECLAME AQUI | GREY BRAZIL, São Paulo | BRAZIL |
| Total: 42 |
