• by Steve McClellan  @mp_mcclellan, June 20, 2022

The first batch of awards were issued today at Day 1 of the Cannes Lions Festival including an Outdoor Lions Grand Prix for “Liquid Billboard,” by Havas Middle East Dubai for client adidas.

The big idea was that many women worldwide don’t feel comfortable swimming in public due to cultural and other factors. Havas built a giant swimming tank branded “Beyond The Surface” by adidas to promote swimming inclusivity and the brand’s full-cover swimwear collection. Every swim in the tank was recorded and projected on Dubai’s largest outdoor digital screen and commemorated with a poster for each swimmer.

In addition to the Grand Prix, 48 Outdoor Lions were awarded including 10 gold, 15 silver and 23 bronze.

The Print & Publishing Grand Prix went to Impact BBDO Dubai for a campaign called “The Elections Edition” for Annahar Newspaper. 21 additional Print & Publishing Lions were awarded including 4 gold, 6 silver and 10 bronze.

The Grand Prix Radio & Audio Lions went to Dentsu Creative, Benaluru/Dentsu Creative Mumbai/Dentsu Creative Guragaon for a campaign for Vice Media about the British Museum’s disputed artifacts. 23 additional Lions were awarded in the category including 3 gold, 7 silver and 12 bronze.

In the Health & Wellness Lions 38 Lions awarded: 7 Gold, 11 Silver and 19 Bronze. The Grand Prix went to ‘The Killer Pack’, Maxx Flash Mosquito Repellent Coil by VMLY&R, Mumbai. This mosquito repellent, made from 100% biodegradable, innovative packaging, kills mosquito larvae when disposed in garbage dumps, dustbins and stagnant water, helping to break the vicious cycle of threatening diseases like dengue and malaria in India.  

11 Pharma Lions were awarded: 2 Gold, 4 Silver, and 4 Bronze Lions.  The Pharma Grand Prix went to ‘I Will Always Be Me’ for Dell Technologies & Intel, VMLY&R, New York.   

The Lions Health and United Nations Foundation Grand Prix for Good, which is given to work created for non-profit organizations and charities, has been awarded to ‘Lil Sugar— Master Of Disguise’ for Hip-Hop Public Health (HHPH) by AREA 23, an IPG Health Network Company, New York. 

Driven by a music video with a song, co-written and performed by rapper Darryl DMC McDaniels from Run-DMC, the ad used rap and gaming to make nutrition literacy fun and turn kids into experts on sugar, driving engagement through Lil Sugar app downloads. 

The Young Lions Print Gold winner was also announced live on stage: ‘The Protest Cardboard’ by Will Cega and Rafael Quintal, Germany.