AMV BBDO's 'Hope Reef' Campaign Wins Media Lions Grand Prix

Omnicom’s AMV BBDO London took home the Grand Prix in the Media Lions competition Thursday for its “Hope Reef” campaign for Mars Petcare. It was the second Grand Prix bestowed this week to the effort, which earlier won Grand Prix statue in the Industry Craft Lions category. 

The campaign promotes the building of Hope Reef and is billed as the world's largest coral reef restoration program--off the coast of Sulawesi, Indonesia. The reef, which can be seen on Google Earth, has been built to spell the word H-O-P-E and is a symbol to show the world how positive change can happen. 

Daryl Lee, Global CEO, IPG Mediabrands, Global commented: “The Grand Prix was brilliantly amphibious in every way. It created new living media that embodied a powerful message of hope.  It opened up an immersive experience that built both global scale and a deeply personal connection. And it’s helping to save our planet in an authentic and credible way for the brand.  The jury was united in celebrating this perfect marriage of idea and technology, of message and medium, of purpose and place.” 



Fifty-seven Media Lions were awarded: 9 Gold, 19 Silver and 28 Bronze.

The Media Network of the Year 2022 was also announced Thursday with Omnicom’s OMD Worldwide ranked number one followed by second-ranked MediaCom, part of GroupM and third-ranked Starcom, a Publicis Groupe media agency.  

In the Creative B2B Lions, the Grand Prix went to “Speaking in Color,” for Sherwin-Williams Coil Coatings, by Wunderman Thompson Minneapolis. Fourteen Lions awarded by the jury: 3 Gold, 4 Silver and 6 Bronze. 

The Grand Prix in the Creative Data Lions went to “Data Tienda,” for We Capital by DDB Mexico City. 

The PR Grand Prix went to “The Breakaway: The First Ecycling Team For Prisoners,” for Decathlon by BBDO Belgium. It also won a Grand Prix in the Creative Strategy Lions earlier in the week. 

“The Unfiltered History Tour,” about disputed artifacts in the British Museum, won a third Grand Prix in the Social & Influencer Lions. The work was by the Dentsu Creative offices in Bengaluru, Mumbai and Guragaon for Vice Media. Earlier it took home Grand Prix in the Brand Experience/Activation and Radio & Audio Lions. 

The Grand Prix in the Direct Lions went to ‘Less Talk, More Bitcoin’, for Coinbase, by Accenture Song, New York / Coinbase, San Francisco. 

As previously reported the 2022 Cannes LionHeart was presented to girls’ education activist and Nobel Peace Prize laureate, Malala Yousafzai. And the Entertainment Person of the Year was presented to Ted Sarandos, co-CEO, Netflix. 


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