‘The Lion’s Share’ is a bold illustration of what is possible if we combine our creative and media muscle to help prevent the extinction of so many iconic species.”
The winner of the Cannes Lions Sustainable Development Goals (SDG) Grand Prix for 2019 was ‘The Lion’s Share’, an environmental initiative that had its first outing at Cannes Lions 2018. Entered by Clemenger BBDO Melbourne on behalf of Mars Australia, ‘The Lion’s Share’ was launched in partnership with the UN Development Programme (UNDP). It is based on the insight that animals appear in 20% of all ads, but receive minimal industry support. Mars estimates that the advertising industry spent a staggering $118bn on campaigns featuring animals in 2018 alone. With nine out of the 10 most popular animals in ads endangered, ‘The Lion’s Share’ aim was to raise $100m over three years for wildlife conservation, by asking advertisers to contribute 0.5% of their media spend for every ad that features an animal. Since the campaign launched, JCDecaux, The Economist Group, BBDO, Finch and Nielsen have come on board.
Coming into the 2019 Festival, the partners behind the initiative add- ed weight to the campaign by asking individuals, creative teams and brands to pledge their support using the hashtag #LionforLions. Nick Garrett, CEO of Clemenger BBDO Melbourne, said: “Our goal is to use the Festival to unite even more of the advertising and marketing community to join the Fund, using our creativity in a way that can help address some of the world’s largest environmental challenges.” Jane Wakely, lead chief marketing officer for Mars, added: “‘The Lion’s Share’ is a bold illustration of what is possible if we combine our creative and media muscle to help prevent the extinction of so many iconic species.” In the same category, SDG Golds were awarded to Street Grace’s Gracie AI; Google’s Morse Code For GBoard; and The Open Door Project, an Indian campaign from FCBUlka for The Millennium School.