Top prize for menstruation sports app
Announcing the winner of the Entertainment Lions Sport category, Jury President Marcel Marcondes, global CMO, AB InBev, said that the NikeSync App by RG/A London, which shows women how to optimise their sporting efforts during their period, was not a stunt:
“This campaign was designed for the long run. And that shows in the fact that the language in the campaign is real and authentic,”
“One of the judging criteria was to weed out the campaigns that were only about visibility at the expense of being meaningful and relevant. And to do that, you have to be able to speak to the language.”
Marcondes said that sport is stepping up to support worthy issues and causes: “Sport has a gigantic impact on culture, and with great power comes great responsibility. It’s good to see sports people stepping up and embracing big causes, but the focus needs to be on creative solutions rather than merely talking about the problem.”
He added that even though sports and brands are getting involved in causes, there is no obligation: “If you feel there’s an authentic connection, get in there and be an agent of change, but don’t do it just because others are and you feel you have to.”
Cannibalism mockumentary wins for Swedish Film Federation
McCann Stockholm’s mockumentary ‘Eat a Swede’, for the Swedish Food Federation, is winner of the Grand Prix in the Entertainment category, it was announced by Jury President Maria Garrido, former Global CMO at Vivendi, at a press conference yesterday.
The 18-minute film features a scientist obsessed with developing lab-grown food from human cells, which becomes human meat – which he then encourages people to eat.
Garrido spelled out the criteria that she and her jurors adopted to make sense of a category that covers so many possibilities. “We were looking at the value to the audience in terms of emotional connection, the value to the brand whether strategic or tactical, its authenticity, positive impact on image or sales, and the quality of the craft – plus the way that the story was told and the message that it was conveyed.”
And ‘Eat a Swede’ ticked all those boxes: “We loved the fact that anyone can do great work, and the timing of this campaign is just perfect,” Garrido added.
Garrido said that the jury saw a lot of games, “so much so that I’m thinking this maybe be a new Lions category. But we all felt that many of the submissions were struggling to understand how to integrate themselves into the collaborative space that typically surrounds the gaming world.”
Jury diversity leads to a win by an outsider
The Grand Prix in the Entertainment Lions for Music was a controversial choice that was nearly rejected at an earlier stage of the judging process: “Residente’s This Is Not America featuring Ibeyi came out of nowhere,” Jury President Amani Duncan, CEO of BBH, said. “No one initially saw it as a front runner, then Angel [Lee] of Netflix posed a question, and because this is Cannes and ‘best in class’, it sparked a two-hour debate. After that, it remained top-of- mind and eventually it was chosen.
Although it’s not the obvious choice, it is certainly the right one.”
The rap video, produced by Los Angeles-based Doomsday Entertainment,
recounts the often savage and traumatic history of South America, with white privilege creating misery and persecution for the continent’s indigenous people. The story is told through inspired cinematography that marries dramatic, confrontational scenes with astonishing choreography, and a tour de force performance by rapper Ibeyi. “The video carries a point of view that not everyone shares, but the more important thing for us is that the outcome of the discussion was down to the diversity of the voices in the jury. And the fact that that conversation made us all think about the world at large differently, and that it catapulted a relatively unknown body of work to a Grand Prix is really special.”