The best commercials of Cannes lions in Russian. Cannes lions

The 60th festival ceremony took place. While the festival also hosts workshops, training courses and social events for the advertising industry, its main highlight is the Lions (Lions) Awards Ceremony. best works years in the field of advertising. Although the awards ceremony takes place in France, the festival is hosted by a British company.

Works are awarded Bronze, Silver, Gold Lions and Grand Prix in a number of categories: Film Lions, Press Lions, Outdoor Lions, Direct Lions, Media Lions. In 1998, the festival introduced a new category of award "Cyber ​​Lion". Oddly enough, the category of radio advertising appeared at the festival only in 2005. The category "Promo Lions" was added to and the category "Integrated Lions" was added to the category. Introduced new category Design Lions and Branded Content & Entertainment Lions and Mobile Lions.

The festival has categories for both advertising campaigns and technical achievements. In each of these cases, the Gold Lion award is given to the best entrants in the category. Then one of the winners of the "Golden Lions" is awarded the highest award for the best advertising work of the year in its category - "Grand Prix". Additionally, Lions are awarded in various subcategories related to specific market areas (eg charity, social advertisement) or various nominations for advertising (for example, "Leo for Musical Excellence"). The festival also awards the annual Network of the Year award to the best advertising network, Agency of the Year, and Palme d'Or (Palme d'Or) for the best production studio of the year.

Advertising products are mainly presented by the agencies that created them, although, in principle, anyone can offer their own advertising work. The judging is carried out by a jury of creative directors of advertising agencies around the world. The jury members award advertising works both for the idea and for its implementation. Each jury is chaired by its president. In list recent presidents The jury for the commercials category was Bob Isherwood of Saatchi & Saatchi and Dan Wieden of Wieden + Kennedy. Jury members do not vote when reviewing entries from their own country.

In 2014, MegaFon, winner of the Grand Prix in the Innovation nomination for the project of the MegaFaces pavilion at the Sochi Games (http://www.vesti.ru/videos/show / vid / 605736 /).

In addition to watching the winning films in the Film and Craft Film nomination on the big screen, the presentation included the main award festival - Cannes Leo. The statuette was delivered to the cities of the tour by a special flight, where spectators had the opportunity to take pictures with the Cannes Lion at the MegaFon stand.

Russian prize winners

2014

10 awards, the Grand Prix was received by Megafon for the MegaFaces project, which was implemented during the Sochi Olympics.

2013

5 Gold Lions, 1 Silver and 1 Bronze in the categories PR, Promo & Activation, Media and Outdoor, the work "Make officials work", created by the "Voskhod" agency, was awarded.

Bronze lion For the project “Audioguide” for the Museum of Erotica, Point G was awarded to the Y&R Moscow agency.

Gold medals of the Young Lions competition The Cyber ​​category was awarded to the #playtrue project (Sergey Yanovsky and Oleg Savchuk) for the World Anti-Doping Agency.

2012

Golden Lion in the Mobile Lions category went to Parking Douche, for urban online media The Village, owned by Look At Me. ...

2011

Golden Lion in the Outdoor Lions category were works by Bettle, Deep ocean and Spaceship created by Leo Burnett Moscow agency for.

Silver lion in the "Design Lions" category was awarded to the Depot WPF branding agency for the Mlk dairy packaging design. In addition, it was included in the [shortlist] of the festival with the packaging design of Dizao Organics cosmetics.

Bronze lion in the Media Lions nomination went to the Yekaterinburg advertising agency "Voskhod" for the project "Refreshing Books". And in the Direct Lions category, Leo Burnett Moscow received bronze for the work "Photohunt".

2006

Golden Lion in the category "Promo Lions" was awarded to the advertising agency IQ marketing for the work "Beware of dog!" Promotion Legend: angry dog terrorizes the city's population by encouraging people to shop online without leaving their homes.

2005

Golden Lion in the category “Media Lions” was awarded to the advertising agency IQ marketing for the work “Campaign for Beslan Children” - “Let's Draw a City”. The campaign was designed to return smiles to the children of Beslan at least for a day, reminding the public of this tragedy.

Golden Lion in the category “Media Lions” was awarded to the Belarusian agency “Kryn” / Starcom for placing the advertising campaign “BEERka. Delivered to beer! " The peculiarity of the placement was that on television advertising for beer snacks by the Russian manufacturer Sibirskiy Bereg was placed immediately behind the advertisement for beer.

The title “Finalist” in the “Media Lions” category: Best Purpose-Built Media was awarded to APR Media Services, a member of the Optimum Media OMD Group. for a project for the mobile operator Megafon called "Switch to green".

2003

The title "Finalist" in the category "Media Lions": Target Audience - High net worth individuals was awarded to the media agency

Bronze lion in the category "Film Lions" received Video International for a commercial for the same bank. Commercial Legend: A bored bank employee uses all her charm to grab the attention of her male colleagues. In vain. Here they think only about work.

International festival Cannes Lions advertising (Cannes Lions International Advertising Festival, abbreviated IAF) is considered the most authoritative international festival of advertising producers. The festival, lasting from 5 to 7 days, is held annually in the French city of Cannes, usually in the third week of June. In 2010, the 57th festival ceremony will take place. While the festival also hosts workshops, training courses and community events for the advertising industry, its highlight is the Lions Awards ceremony for the best advertising work of the year. Although the awards ceremony takes place in France, the festival is hosted by a British company.

Works are awarded Bronze, Silver, Gold Lions and Grand Prix in a number of categories: Film Lions, Press Lions, Outdoor Lions, Direct Lions, Media Lions. In 1998, the festival introduced a new category of award "Cyber ​​Lion". Oddly enough, the category of radio advertising appeared at the festival only in 2005. The category "Promo Lions" was added to and the category "Integrated Lions" was added to the category. Introduced a new category, "Design Lions", and introduced "Branded Content & Entertainment Lions" and "Mobile Lions".

The festival has categories for both advertising companies and for advances in the technical field. In each of these cases, the Gold Lion award is given to the best competitor in the category. Then one of the winners of the Golden Lions is awarded the highest award for the best advertising work of the year - the Grand Prix. Additionally, "Lions" are awarded in different subcategories related to specific market areas (eg charity, social advertising) or different nominations for advertising (eg "Leo for Musical Excellence"). The festival also presents the annual Network of the Year award for the best advertising network, Agency of the Year, and Palme d'Or (Golden Palm) for the best production studio of the year.

Advertising products are mainly presented by the agencies that created them, although, in principle, anyone can offer their own advertising work. The judging is carried out by a jury of creative directors of advertising agencies around the world. The jury members award advertising works both for the idea and for its implementation. Each jury is chaired by its president. The last presidents of the jury in the commercials category were Bob Isherwood of Saatchi & Saatchi and Dan Wieden of Wieden + Kennedy. Jury members do not vote when reviewing entries from their own country.

Russian prize winners

In the entire history of the festival, Russia only a few times became the owner of the Gold, Silver and Bronze Lions (according to RIA Novosti), as well as the agency of the Optimum Media OMD Group. twice short-list (title "Finalist") (according to OMD Global).

2011

Silver Lion in the "Design Lions" category was awarded to the Depot WPF branding agency for the Mlk dairy packaging design. In addition, it was included in the [shortlist] of the festival with the packaging design of Dizao Organics cosmetics.

Bronze Lion in the Media Lions nomination went to the Yekaterinburg advertising agency "Voskhod" for the project "Refreshing Books". And in the Direct Lions category, Leo Burnett Moscow received bronze for the work "Photohunt".

2006

Golden Lion in the category “Promo Lions” was awarded to the advertising agency IQ marketing for the work “Beware of dog!”. Promotion legend: an angry dog ​​terrorizes the city's population by encouraging people to shop online without leaving their homes.

2005

Golden Lion in the category "Media Lions" was awarded to the advertising agency IQ marketing for the work "Campaign for the Children of Beslan" - "Let's Draw a City". The campaign was designed to return smiles to the children of Beslan at least for a day, reminding the public of this tragedy. However, on the Internet you can find mixed reviews about the need to attend the festival.

Golden Lion in the category “Media Lions” was awarded to the Belarusian agency “Kryn” / Starcom for placing the advertising campaign “BEERka. Delivered to beer! " The peculiarity of the placement was that on television advertising for beer snacks by the Russian manufacturer Sibirskiy Bereg was placed immediately behind the advertisement for beer.

The title of "Finalist" in the category "Media Lions": Best Purpose-Built Media was awarded to APR Media Services, a member of the Optimum Media OMD Group. for a project for the mobile operator Megafon called "Switch to green".

2003

The title "Finalist" in the category "Media Lions": Target Audience - High net worth individuals was awarded to the Optimum Media OMD media agency, which is part of

Paralympic supermen, Van Gogh's Airbnb bedroom and Fearless Girl from New York.

To bookmarks

Photo by Reuters

On the last weekend of June, the "" festival, the main advertising competition in the world, ended in France. This year, prizes went to campaigns highlighting gender inequality in business, minorities and athletes with disabilities.

Four Fearless Girl Grand Prix

Four Grand Prix were won by the sculpture "Fearless Girl" installed on Wall Street. McCann Campaign New york became one of the most successful Cannes Lions in history, receiving a total of 18 statuettes.

The jury awarded the campaign the Grand Prix in the Glass Lion category, which explores the topic of gender relations in society. Also "Fearless Girl" won the Grand Prix in the categories Outdoor (Outdoor Advertising), PR (Public Relations), as well as in the Titanium nomination, where new formats compete in advertising.

The statue of a little girl appeared on Wall Street in May 2017. To put it in front of the famous sculpture "Attacking Bull" ordered financial institution State Street. The statue should be a reminder of the challenges women face in the management of large American companies.

Two Graham Grand Prix

Major award for Best Health-Related Video (Health & Wellness nomination), campaigned by Australian road safety organization The Transport Accident Commission. Its employees created a conditional "person" named Graham, who is able to survive in any car accident.

Also, the campaign with Graham won the main prize in the Cyber ​​nomination, awarded for online promotion.

Two grand prizes of the mobile operator Boost Mobile

Another successful advertising campaign noted at the festival was Boost Your Voice, which was filmed by 180 L.A. for the telecommunications company Boost Mobile. The jury gave the ad the main prize for the best integrated campaign (Integrated), as well as for the involvement of consumers in the campaign (Promo and Activation).

The campaign was launched in the United States during the presidential elections to transform the stores of a mobile phone provider into polling stations - and thus make voting more accessible to ethnic minorities and diasporas.

Film

The main award in the "Film" nomination was given to a series of videos entitled "We are supermen". They were created by the studios Blink Production and 4Creative at the request of Channel 4., which the jury chose the winner of the nomination in just 10 seconds.

Videos created for the 2016 Paralympic Games show athletes with disabilities struggling to overcome challenges in sport and in life.

Creative Effectiveness

Advertising agency Leo Burnett Chicago won the Creative Effectiveness Grand Prix for its campaign for the Art Institute of Chicago. The jury noted the impact on the brand's audience and the revenue generated from advertising.

As part of the campaign, the Art Institute of Chicago recreated a bedroom from artist Vincent Van Gogh's Bedroom in Arles. After that, anyone could rent it on Airbnb for $ 10 a day. As a result, the campaign brought in $ 2 million in additional income with an investment of $ 500,000, and the room was visited by 133,000 people.

Digital craft

Analog Studio and W&N won the Digital Craft nomination for the video for the song Notget by singer Bjork. The video was created using augmented reality glasses for the HTC Vive VR helmet, in which Bjork appeared in the form of a fairy tale.

Film craft

For the technical skill of creating a video (nomination Film Craft), the Iconoclast agency received the Grand Prix, which shot a video for the French electronic duo The Blaze. The video for the song Territory tells about the return of the protagonist home, surrounded by relatives and friends.

Outdoor

In addition to Fearless Girl, the Twitter hashtag campaign won the Grand Prix in the Outdoor category. It was launched on the eve of the US presidential election and collected discussions and opinions on public issues.

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Product Design

The main winner in the Product Design nomination was the Gray Colombia advertising agency. Creatives have turned payphones into micro-savings systems for low-income residents. As part of the campaign, even the smallest money could be deposited into an account and then used to pay for various purchases.

Cyber

Three nominees received the Grand Prix in the Cyber ​​nomination. In addition to Graham, the prize went to the RBK Communication Stockholm campaign for the Finnish bank Bank of Aland, which issued eco-payment cards that decompose in the ground. Droga5 New York also won the Grand Prix for the campaign with nine mysterious products.

Direct

David Miami's Burger King campaign won the Direct Grand Prix for targeted advertising. The essence of advertising is that when a video is broadcast on the phrase “OK, Google. What is a whopper? " Google Home speakers responded to the command and read the first sentence from Wikipedia about the burger.

Media

Design

Print And Publishing

David Miami's Burger King ad campaign also won the Print and Publishing Grand Prix. The photo shows the burning establishments of the chain and the message "Cooking on the grill since 1954".

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Radio

An advertising festival is held annually in French Cannes. But this is not just a competition for video and photo presentations. This is a real creative extravaganza, featuring the masterpieces of the best advertising authors from around the world. Geniuses of creative thought bring their most original, most successful, and sometimes the most ironic works to the Cannes Lions Festival. Winners become the marketing benchmark and role model for years to come.

History of the advertising festival

It has long been established that actors and directors are rewarded for their films and musicians for their music. The former have an Oscar, the latter have a Grammy. But there are no less talented people working in the industry. They are as creative and ambitious as artists. And if so, why is there not a single prestigious international award in this direction? It was this idea that entered the heads of the advertising group. At the time, they were selling pre-movie time in theaters, which prompted them to consider creating a marketing premium. And enthusiasts inspired by this idea decided to establish it for their colleagues. They were inspired by the example of the famous which by that time had already been successfully held for 14 years, and already in 1954 the world saw the first festival for advertising creators. Initially, it was held not only in Cannes, but also in Venice, and in 1977 the competition found its permanent home and began to be held exclusively in French Cannes.

Golden lions of the festival

The Cannes Lions International Advertising Festival also has its coveted prizes. And it is not surprising that the cherished figurines are made in the form of proud predators - lions. These figurines are the most coveted prize for all workers in the marketing industry around the world. Naturally, the most prestigious are the golden lions. This is a kind of first place in the advertising championship. But “silver” and “bronze” are not less honored and respected by colleagues and spectators, because from a huge number of competitive applications the jury selects only a few really worthy ones.

The number of nominations is increasing every year. Today, the Cannes Lions Festival presents television, interactive, outdoor, and even radio advertisements.

International Advertising Festival

Every year in June, a holiday comes to French Cannes - the Cannes Lions advertising festival takes place here for seven whole days. Every time about 10 thousand representatives of the marketing and advertising business come here. This is not only a competition, but also a platform for exchanging experience and solving pressing problems.

More than 16 thousand works, ideas and presentations are brought to Cannes, which form an exhibition within the framework of the festival. In addition, seminars are held by authoritative representatives of the advertising industry. And, of course, the competition itself takes place, during which an impartial jury selects the best in each category.

Nominations of the competition program of the festival

As part of the competition days, the jury selects the winners in the following nominations:

• Film.
• Press and Outdoor.
• Cyber ​​Lions.
• Media Lions.
• Direct Lions.
• Promo Lions.
• Titanium Lions.

In addition to these categories, there is a competition for beginner advertisers, the winners of which are also awarded with festival prizes. This competition is held as part of the youth program and also includes a gala evening for young contestants. In addition, at the festival, awards are presented for the "Network of the Year", "Agency of the Year" and "Palm Branch" (for the best production studios). All this is the Cannes Lions competition of commercials.

Composition of international delegations and jury

Representatives of the marketing industry from all over the world come to the Cannes Lions Festival. There are 2 participants from each participating country: a copywriter and a creative director. As for the jury, everything is no less strict here. It is staffed annually by the most respected and renowned advertising and marketing professionals from twenty countries. Interestingly, it is possible to become a jury representative only once. This criterion, coupled with a very serious, truly scrupulous selection of works by participants, makes the festival prize such a prestigious award. For example, if a company was able to receive the "Lion of Cannes", there is no need to mention any of its other achievements: the main prize of the competition is already a guarantor of the laureate's professionalism.

Russian companies at the advertising festival

Every year Russian works take part in competition program festival. And our compatriots have been awarded a prestigious prize more than once. For example, social project agency "Voskhod" under the name "Make politicians work" in 2013 collected a whole set of awards: bronze, silver and as many as five gold lions.

A year earlier, the Leo Burnett Moscow agency also received "gold" for the "Ring for Happiness" video, created for the McDonald's company. And in 2011, the same team won the Golden Lion in the outdoor advertising nomination. Thus, the recognition of Russian creators on international level- Not unusual.

After the end of the festival, the contestants bring their works back to Russia and hold presentations in different cities, where you can see not only advertisements of our compatriots, but also the winning projects of the Cannes Lions competition. Moscow, along with St. Petersburg and others major cities, is the venue for such shows.

Outdoor advertising at the 2015 festival

Outdoor advertising is one of the most spectacular and creative nominations. These are banners and posters placed around the city. Their main task is to attract attention. And in this category, perhaps the most extraordinary and creative of all advertisers work.

This year was no exception for the festival and again presented the most unusual and catchy works in the Outdoor nomination.

The winner in the outdoor category was Apple with its World Gallery idea of ​​the value of smartphone photography. This campaign was successfully carried out in 25 countries. All amateur footage taken for this project can be seen on the Internet or Apple TV spots.

Bright nominees for this year:

Look At Me campaign urging women not to tolerate domestic violence, and others.

Cannes Lions 2015 Advertising Festival. Winners

In 2015, the Cannes Lions gold was awarded to campaigns that reveal acute social and social problems... Among them - social advertising directed against the converging project from Coca Cola; advertisement for the Great Museum patriotic war in the town of Mo; advertising of a cream that helps prevent the risk of developing breast cancer.

In addition to the acute painful problems of society, the festival also noted simply creative projects. For example, the ironic campaign of the Smart brand aimed at the closest competitors. Or beautiful idea from Air Asia, showing the waterfalls and other beauties of Thailand under the influx of tourists. Or the adorable Mars ad featuring pet food packs ripped apart by cats.

Well, or a completely sarcastic work of a beer manufacturer, in which there is a clear hint of the final of last year's Mundial.

Golden Lion - Advertising Oscar of the Marketing Industry

The award annually attracts many guests from all over the world to the competition is held in a prestigious place - the Palace of Festivals and Congresses. This already speaks about the high status of the festival, about the authority not only in the advertising industry, but also in the art world. An atmosphere of freedom and creativity, solidarity and originality reigns at the Cannes Lions event, but in addition, the festival is distinguished by a strict competition, a decent level of organization and sufficient authority. This event is one of the ten most important cultural events in France, along with the renowned Cannes Film Festival.

In addition to all this, the competition of commercials "Kansk Lions" is a meeting center for businessmen and companies working in the advertising industry, a place for discussing various issues of the industry and solving its further development, a platform for the exchange of invaluable experience of creators from different countries.

Thus, the Cannes Lions Award is one of the most famous and high-profile world festivals. Here they can give a start to beginners and immortalize the names of the famous. Politics or money does not matter at the competition, the main thing is creativity and creative thinking, allowing the really best to win.