Como es costumbre, Cannes Lions no sólo es el certamen más importante de mercadotecnia y publicidad en prácticamente todo el mundo, sino que también es un encuentro en el que converge lo mejor de una industria altamente creativa e constantemente innovadora. Outdoor, Brand experience & activation y Direct son las tres categorías más esperadas en el sector below the line. Precisamente sobre esta última división se han dado a conocer los ganadores de los distintas preseas que se distribuyen entre las diversas subcategorías.
Algunas de las subcategorías que componen Direct son Healthcare, Food & Drink, Retail, Travel, B2B, Mailing, Use of Ambient Media Small y large scale, Use of Print/Outdoor, Data Strategy, Use of Mobile, entre otros.
La clave para participar en Direct es que se haga utilización de bases de datos para la creación de campañas y de productos, los cuales sean creativos, tengan impacto en la sociedad, entre otras cosas.
GRAND PRIX
PALAU PLEDGE | PALAU LEGACY PROJECT | HOST/HAVAS Sydney | AUSTRALIA | HOST/HAVAS Sydney |
ORO
BVG X ADIDAS – THE TICKET-SHOE | BERLINER VERKEHRSBETRIEBE (BVG) | JUNG VON MATT Hamburg | GERMANY | JUNG VON MATT Hamburg |
XBOX DESIGN LAB ORIGINALS: THE FANCHISE MODEL | MICROSOFT | McCANN LONDON | UNITED KINGDOM | McCANN LONDON |
IT’S A TIDE AD CAMPAIGN | PROCTER & GAMBLE | PROCTER & GAMBLE Cincinnati | USA | SAATCHI & SAATCHI New York |
BLACK SUPERMARKET | CARREFOUR | CARREFOUR Massy | FRANCE | MARCEL Paris |
BLACK SUPERMARKET | CARREFOUR | CARREFOUR Massy | FRANCE | MARCEL Paris |
IT’S A TIDE AD CAMPAIGN | PROCTER & GAMBLE | PROCTER & GAMBLE Cincinnati | USA | SAATCHI & SAATCHI New York |
SCARY CLOWN NIGHT | BURGER KING | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
MY LINE POWERED BY GOOGLE | MINISTRY OF COMMUNICATIONS & TECHNOLOGY | MULLENLOWE SSP3 Bogotá | COLOMBIA | MULLENLOWE SSP3 Bogotá |
SINDOOR KHELA – NO CONDITIONS APPLY | TIMES OF INDIA | FCB INDIA Mumbai | INDIA | FCB INDIA Mumbai |
DEISEL – GO WITH THE FAKE | DIESEL | DIESEL Breganze | ITALY | PUBLICIS ITALY Milan / PUBLICIS New York |
PRICE ON OUR LIVES | MARCH FOR OUR LIVES – PARKLAND STUDENTS | McCANN NEW YORK | USA | McCANN NEW YORK |
TAGWORDS | AB INBEV | AFRICA São Paulo | BRAZIL | AFRICA São Paulo |
PLATA
LOVING “IT” | BURGER KING DEUTSCHLAND GMBH | GRABARZ & PARTNER Hamburg | GERMANY | GRABARZ & PARTNER Hamburg |
TOUCH YOUR FOOTBALLS | LÍBERO | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
THE MOST GERMAN SUPERMARKET | EDEKA ZENTRALE AG & CO. KG | JUNG VON MATT Hamburg | GERMANY | JUNG VON MATT Hamburg |
FIGHT FOR TERRITORY | LION | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | DDB GROUP NEW ZEALAND Auckland |
FIGHT FOR TERRITORY | LION | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | DDB GROUP NEW ZEALAND Auckland |
FIGHT FOR TERRITORY | LION | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | DDB GROUP NEW ZEALAND Auckland |
IT’S A TIDE AD CAMPAIGN | PROCTER & GAMBLE | PROCTER & GAMBLE Cincinnati | USA | SAATCHI & SAATCHI New York |
TOUCH YOUR FOOTBALLS | LÍBERO | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
THE PREGNANCY PAUSE | THE PREGNANCY PAUSE | MOTHER USA New York | USA | MOTHER USA New York |
THE MOST EXCLUSIVE COLLECTION | YOOX | STINK STUDIOS London | UNITED KINGDOM | GOOGLE Milan / STINK STUDIOS London |
EXCLUSIVE THE RAINBOW | MARS WRIGLEY CONFECTIONERY | DDB CHICAGO | USA | DDB CHICAGO |
EVITA, THE EQUALITY BILL. | DDL&CO | HAVAS BUENOS AIRES | ARGENTINA | HAVAS BUENOS AIRES |
BLACK SUPERMARKET | CARREFOUR | CARREFOUR Massy | FRANCE | MARCEL Paris |
BLACK SUPERMARKET | CARREFOUR | CARREFOUR Massy | FRANCE | MARCEL Paris |
BLACK SUPERMARKET | CARREFOUR | CARREFOUR Massy | FRANCE | MARCEL Paris |
THIS COKE IS A FANTA | COCA-COLA | DAVID THE AGENCY São Paulo | BRAZIL | DAVID THE AGENCY São Paulo |
CARSALES AUTOADS | CARSALES.COM.AU | CHE PROXIMITY Melbourne | AUSTRALIA | CHE PROXIMITY Melbourne |
TOUCH YOUR FOOTBALLS | LÍBERO | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
TOUCH YOUR FOOTBALLS | LÍBERO | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
BLACK SUPERMARKET | CARREFOUR | CARREFOUR Massy | FRANCE | MARCEL Paris |
BLACK SUPERMARKET | CARREFOUR | CARREFOUR Massy | FRANCE | MARCEL Paris |
NATURE REPRESENTED | SAMBITO | MARURI GREY Guayaquil | ECUADOR | MARURI GREY Guayaquil |
DESTINATION PRIDE | PFLAG CANADA | FCB/SIX Toronto | CANADA | FCB/SIX Toronto |
DESTINATION PRIDE | PFLAG CANADA | FCB/SIX Toronto | CANADA | FCB/SIX Toronto |
THIS COKE IS A FANTA | COCA-COLA | DAVID THE AGENCY São Paulo | BRAZIL | DAVID THE AGENCY São Paulo |
MY LINE | MINISTRY OF COMMUNICATIONS & TECHNOLOGY | MULLENLOWE SSP3 Bogotá | COLOMBIA | MULLENLOWE SSP3 Bogotá |
MY LINE POWERED BY GOOGLE | MINISTRY OF COMMUNICATIONS & TECHNOLOGY | MULLENLOWE SSP3 Bogotá | COLOMBIA | MULLENLOWE SSP3 Bogotá |
MY FIRST PAD | JOHNSON & JOHNSON | DM9DDB São Paulo | BRAZIL | DM9DDB São Paulo |
THE RAPE TAX | NATIONAL ORGANIZATION FOR VICTIM ASSISTANCE | AREA 23, AN FCB HEALTH NETWORK COMPANY New York | USA | AREA 23, AN FCB HEALTH NETWORK COMPANY New York |
DEISEL – GO WITH THE FAKE | DIESEL | DIESEL Breganze | ITALY | PUBLICIS ITALY Milan / PUBLICIS New York |
TAGWORDS | AB INBEV | AFRICA São Paulo | BRAZIL | AFRICA São Paulo |
TAGWORDS | AB INBEV | AFRICA São Paulo | BRAZIL | AFRICA São Paulo |
BRONCE
GIRLS BREAK UP ICE CREAM | SKY TELEVISION NEW ZEALAND | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | DDB GROUP NEW ZEALAND Auckland |
SCARY CLOWN NIGHT | BURGER KING | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
SCARY CLOWN NIGHT | BURGER KING | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
PAY WITH VIEWS | OPEL | J. WALTER THOMPSON AMSTERDAM | THE NETHERLANDS | J. WALTER THOMPSON AMSTERDAM |
BVG X ADIDAS – THE TICKET-SHOE | BERLINER VERKEHRSBETRIEBE (BVG) | JUNG VON MATT Hamburg | GERMANY | JUNG VON MATT Hamburg |
TO THE LAST TREE STANDING | GREENPEACE POLAND | OGILVY POLAND Warsaw | POLAND | AMP POLAND Warsaw / OGILVY POLAND Warsaw / SHOOTME VISUAL ARTISTS Warsaw / SOUNDS GOOD Warsaw |
PAY WITH VIEWS | OPEL | J. WALTER THOMPSON AMSTERDAM | THE NETHERLANDS | J. WALTER THOMPSON AMSTERDAM |
THE MOST GERMAN SUPERMARKET | EDEKA ZENTRALE AG & CO. KG | JUNG VON MATT Hamburg | GERMANY | JUNG VON MATT Hamburg |
THE MOST GERMAN SUPERMARKET | EDEKA ZENTRALE AG & CO. KG | JUNG VON MATT Hamburg | GERMANY | JUNG VON MATT Hamburg |
2’45” WITHOUT BREATHING | BBVA COLOMBIA | DDB COLOMBIA Bogota | COLOMBIA | DDB COLOMBIA Bogota |
SAVE OUR SPECIES | LACOSTE | BETC Paris | FRANCE | BETC Paris |
TRASH ISLES | PLASTIC OCEANS/LADBIBLE | AMVBBDO London | UNITED KINGDOM | AMVBBDO London |
FIFA 18 MORE THAN A GAME | EA SPORTS | adam&eveDDB London | UNITED KINGDOM | adam&eveDDB London |
FOLLOW THE ARCHES | MCDONALD’S RESTAURANTS OF CANADA LIMITED | COSSETTE Toronto | CANADA | COSSETTE Toronto / MCDONALD’S Toronto |
COVERAGE COALITION | GET AMERICA COVERED | BARTON F. GRAF New York | USA | BARTON F. GRAF New York |
MAILLOT 45 | LIBERTY SEGUROS | VCCP SPAIN Madrid | SPAIN | VCCP SPAIN Madrid |
FOLLOW THE ARCHES | MCDONALD’S RESTAURANTS OF CANADA LIMITED | COSSETTE Toronto | CANADA | COSSETTE Toronto / MCDONALD’S Toronto |
UNSILENCED | LA PAROLE AUX SOURDS | BETC Paris | FRANCE | BETC Paris |
GENE PROJECT 90″ | UNILEVER | adam&eveDDB London | UNITED KINGDOM | adam&eveDDB London |
THE MOST EXCLUSIVE COLLECTION | YOOX | STINK STUDIOS London | UNITED KINGDOM | GOOGLE Milan / STINK STUDIOS London |
EXCLUSIVE THE RAINBOW | MARS WRIGLEY CONFECTIONERY | DDB CHICAGO | USA | DDB CHICAGO |
SHARE A COKE 1,000 NAME CELEBRATION | COCA-COLA | FITZCO//McCANN Atlanta | USA | FITZCO//McCANN Atlanta |
HEMOJI | SANTA CASA DE MISERICÓRDIA DE SÃO PAULO | Y&R BRAZIL São Paulo | BRAZIL | Y&R BRAZIL São Paulo |
THIS COKE IS A FANTA | COCA-COLA | DAVID THE AGENCY São Paulo | BRAZIL | DAVID THE AGENCY São Paulo |
PAY WITH VIEWS | OPEL | J. WALTER THOMPSON AMSTERDAM | THE NETHERLANDS | J. WALTER THOMPSON AMSTERDAM |
HEMOJI | SANTA CASA DE MISERICÓRDIA DE SÃO PAULO | Y&R BRAZIL São Paulo | BRAZIL | Y&R BRAZIL São Paulo |
NATURE REPRESENTED | SAMBITO | MARURI GREY Guayaquil | ECUADOR | MARURI GREY Guayaquil |
DESTINATION PRIDE | PFLAG CANADA | FCB/SIX Toronto | CANADA | FCB/SIX Toronto |
DESTINATION PRIDE | PFLAG CANADA | FCB/SIX Toronto | CANADA | FCB/SIX Toronto |
THIS COKE IS A FANTA | COCA-COLA | DAVID THE AGENCY São Paulo | BRAZIL | DAVID THE AGENCY São Paulo |
CORRUPTION DETECTOR | RECLAME AQUI | GREY BRAZIL São Paulo | BRAZIL | GREY BRAZIL São Paulo |
THE CANCELLER | RECLAME AQUI | GREY BRAZIL São Paulo | BRAZIL | GREY BRAZIL São Paulo |
THE ALL-IN PROMO | NEWSAN | DAVID Buenos Aires | ARGENTINA | DAVID Buenos Aires |
INSTAGRAM MENU | MCDONALD’S | DM9DDB São Paulo | BRAZIL | DM9DDB São Paulo |
SINDOOR KHELA – NO CONDITIONS APPLY | TIMES OF INDIA | FCB INDIA Mumbai | INDIA | FCB INDIA Mumbai |
INSTAGRAM MENU | MCDONALD’S | DM9DDB São Paulo | BRAZIL | DM9DDB São Paulo |
POSTS INTO LETTERS | CHANGE THE REF | AREA 23, AN FCB HEALTH NETWORK COMPANY New York | USA | AREA 23, AN FCB HEALTH NETWORK COMPANY New York |
JOB ON THE SHELF | WALMART | DM9DDB São Paulo | BRAZIL | DM9DDB São Paulo |
WHOPPER NO-SHOW | BURGER KING | BURGER KING Miami | USA | PUBLICIS ROMANIA Bucharest |
DUTCH MASTERJUICES | PHILIPS | OGILVY AMSTERDAM | THE NETHERLANDS | OGILVY AMSTERDAM / OGILVY SINGAPORE |
DEISEL – GO WITH THE FAKE | DIESEL | DIESEL Breganze | ITALY | PUBLICIS ITALY Milan / PUBLICIS New York |
FLY LIKE A PRESIDENT | DESTINATIONS TRAVEL AGENCY | McCANN SAN JOSE | COSTA RICA | McCANN SAN JOSE |
GENE PROJECT 90″ | UNILEVER | adam&eveDDB London | UNITED KINGDOM | adam&eveDDB London |
POSTS INTO LETTERS | CHANGE THE REF | AREA 23, AN FCB HEALTH NETWORK COMPANY New York | USA | AREA 23, AN FCB HEALTH NETWORK COMPANY New York |