Film craft honours go to Coinbase
- Jun 24
- 1 min read
Crypto Exchange Coinbase levelled up its marketing with its games-inspired ‘Your
Way Out’ campaign. Now it has won the mother of all boss battles: winning a Cannes Lions
Film Craft Grand Prix.
The film, created by New York agency Isle of Any, sees a non-playing character (NPC) in a game break free of his boring routine and run towards freedom — a narrative presented in
console-game visuals with lots of nods towards gaming culture.
“It just naturally rose to the top through the process of the judging, even for the jurors who
may have originally had another piece of work in their hearts,” said Jury President Pip Smart, executive producer and partner at Revolver.
“There were so many visionary choices throughout the work. The depth and the originality of the craft was really what we couldn’t deny.”
There were 1,433 entries in the Film Craft category this year, with Golds awarded to work
from Switzerland, the US (4), Germany and Mexico.
“We saw some incredibly inspiring and compelling work,” Smart said. “A lot of traditional in-camera effects, a lot of physical set pieces and practical effects. We had a lot of puppets, we had a lot of music and we had a lot of singing and dancing, which was fun!"
“There felt like a definite push to a tone that was uplifting, playful — even magical — and nostalgic, ultimately. And we came back to direction, which is where we awarded our Grand Prix.”
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