Adidas does it their way

Olivier Robert-Murphy

Olivier Robert-Murphy

The Entertainment Lion for Music Grand Prix for 2017 went to ‘Original is Never Finished’, created by Johannes Leonardo New York for Adidas Originals.

The uber-cool campaign explores the contemporary relevance of classic brands like Adidas Originals. At the heart of the campaign was the Frank Sinatra song My Way, chosen because it has been re-recorded so many times. The song was used as the spine of a 90-second commercial in which talent including Snoop Dogg, Stormzy, Dej Loaf, Dev Hynes, Mabel, Petra Collins, Gonz and Lucas Puig illustrated the creative connection between past and present.

Jury president Olivier Robert-Murphy, global head of new business for Universal Music Group, said: “Music can’t be explained because it is all about emotion, but without music there is no Cannes Lions. It brings every campaign to the next level. Our key learnings this year were that music is a global language and that the best work has a real authenticity.”

The US picked up three Gold Lions as well as the Grand Prix. There were also Golds for ‘Black M’, a French campaign for Sony Music from Ogilvy Paris; and ‘A love song written by a murderer’, a Peruvian campaign from Circus Grey Peru for the Vida Mujer Organisation.

Harriet Palmer