The top 5 Cannes Lions Grand Prix winning campaigns

Last week the advertising and marketing industry returned to the South of France to celebrate the Cannes Lions International Festival of Creativity. One of the key themes discussed during the week was how brands and agencies can create enduring platforms that impact the world and consumers' lives. These are the five ideas that have the potential to live up to that goal. 

5. Apple: Escape from the Office
Agency: In-house

Apple earned one of the two Film Grand Prix awarded at the festival for the third episode in its ongoing “Underdogs” campaign, which saw the series’ scrappy crew break out on its own with a big new product idea. This idea isn't quite "world-changing," but it proved the power of more “traditional” ideas to command attention and entertain consumers. We'd love to see the "Underdogs" live on—as in the words of the Film Grand Prix Jury President David Lubars, “If they turned it into a show, I’d tune in every week.”

4. WeCapital: Data Tienda
Agency: DDB Mexico

This data-driven campaign from financial services firm WeCapital earned double Grand Prix in Creative Data and the Glass Lions. Created out of DDB Mexico, it helped to bring financial support to women in Mexico, 83% of whom are shut out from obtaining loans for their businesses because they lack credit history.  It centered on providing women with a credit history via WhatsApp and the seals of approval from local shopkeepers they have patronized over the years. 

3. Wingstop: Thighstop
Agency: Leo Burnett Chicago

One of the more lighthearted winners of the festival was“Thighstop,” which earned the Creative Commerce Grand Prix. It saw the restaurant chain Wingstop launch a virtual brand that cleverly tackled the U.S. national shortage of chicken wings. The simple solution promoted readily available (and meatier) thighs over scarce wings and turned a business pain point into a huge opportunity.

2. Google: Real Tone
Agency (Campaign): Gut Miami, T Brand Studio, Wieden+Kennedy, Essence (Media)

This Mobile Grand Prix-winning idea saw Google engineers team up with Black photography and directing talents to develop “Real Tone” technology designed to more accurately capture a diverse range of skin tones. It was promoted earlier this year in a Super Bowl spot from Gut, launch work from Wieden+Kennedy and also in a native advertising campaign with The New York Times’ T Studio. 

1. Dole: Piñatex
Agency: L&C

The Business Transformation Grand Prix went to Dole for its partnership with vegan leather startup brand Ananas Anam. By banding together, they were able to scale production of Piñatex, a leather substitute made from fiber from pineapple leaves that otherwise would have gone to waste. Though the product idea wasn’t a new one, Dole’s support brought it to a whole new level, bringing in collaborations with more than 1,000 brands including Nike and H&M. It also helped to bolster earnings for local pineapple farmers and led to $100 million in additional revenue for Dole outside of its own pineapple products.