Adidas and Rosalía share spoils with duo of Music Grands Prix
- Jun 24
- 1 min read
The entertainment Lions for Music jury has the right to award two Grands Prix — and it
did just that.
‘Original Forever’ (Adidas; Johannes Leonardo New York) and ‘Rosalía Ft. Bjork, Yves Tumor – Berghain’ (Rosalía; Canada, Barcelona) both received Grands Prix in a closely-fought
category that also delivered Gold Lions to Apple and Fuck Cancer.
This category celebrates creative musical collaborations and branded music content. Entries need to creatively leverage a recording artist or platform to communicate with consumers.
Jury president Matt Murphy, global chief creative officer, 72andSunny, hailed “a very strong category with a wide range of storytelling and emotionality”.
According to Murphy, the jury was looking for entries where “the brand benefited the artist as much as the artist benefited the brand”, with ‘Original Forever’ a perfect example of that.
This was the second Grand Prix for the campaign following its win in the Entertainment Lions category.
“This was an example of a brand becoming a partner, not just a sponsor. We applauded them for going all in. It’s hard to do that, but when you give 100% commitment that’s when you get a Grand Prix.”
The Rosalía video, for the Berghain track, also stood out, Murphy said. “It floored me with its mix of heartache and freedom. It was classic yet modern, a fantasy yet rooted in reality. From a craft perspective, we also loved the decision to shoot on film.”
Comments