Out-of-Home Roars at Cannes Lions
Since 1954, the Cannes Lions awards have set the benchmark for excellence in creative communication. This year’s Cannes Lions International Advertising Festival took place from 16 to 21 June and celebrated the best of creativity in brand communication in 16 categories including Film, Press, Radio, Cyber, Media, Innovation and Outdoor.
Each year around 11,000 people go to Cannes to get inspiration. In 2013, a record of 35,765 entries was submitted by 92 countries, an increase on 2012 which held the previous record after 2 years of declining entries following the global economic crisis.
This year, there were 5,613 entries in the Outdoor category. IBM won the Outdoor Grand Prix for their “Smarter Ideas for Smarter Cities”, a campaign based on a fresh and innovative idea that was purposeful. JCDecaux France and JCDecaux Lithunia won Gold, Silver and Bronze awards in the Outdoor category thanks to their collaboration with creative agencies which submitted some very creative and innovative concepts. IGPDecaux Italy also won a Bronze Award in the Promo & Activation category for their campaign for Fastweb in Milan underground.
Winner of the Outdoor Grand Prix - IBMIBM & Ogilvy France won the Outdoor Grand Prix for their “Smart Ideas for Smarter Cities” campaign. IBM is committed to creating solutions that help cities get smarter and people’s lives get better. For this, Ogilvy France created Outdoor advertising with a purpose: a bench, a shelter and a ramp were designed not only to promote IBM but also to be useful for city dwellers.
This vision is also shared by JCDecaux, whose street furniture is designed to offer new solutions for cities, brands and consumers.
Outdoor Gold and Silver Winner – Ray Ban with JCDecaux France
The agency MARCEL Paris won a both a Gold and a Silver Lion in the Outdoor category for their "Never Hide" campaign for Ray Ban. The campaign comprises several creatives. Each creative carries the message “Never Hide” and aims to show how Ray Ban wearers stand out from the crowd.
Outdoor Bronze Winner – La Redoute with JCDecaux FranceCLM BBDO 's “Live Weather Billboard” won a Bronze Lion for La Redoute. This campaign was created in conjunction with JCDecaux Innovate France on Digital screens in Angers. The display on the screen changed according to the weather. This was a great way to suggest to potential consumers appropriate clothing for every type of climate by showing them a wide range of La Redoute products.
Outdoor Bronze Winner – Vilnius Book Festival with JCDecaux Lithuania
Lithuania received its second Cannes Lions award in the country’s history. A Bronze Lion was awarded to the agency Not Perfect | Y&R for their creation “The Forehead”. The campaign ran on JCDecaux’s network and promoted the first Vilnius Book Festival. The creative was the work of one of the most highly regarded contemporary Lithuanian artist, Stasys Eidrigevicius.
Promo & Activation Bronze Winner – Fastweb with IGPDecaux Italy
To illustrate the broadband speed of Italian provider Fastweb, M&CSaatchi and IGPDecaux underwent a complete makeover of Moscova tube station in Milan underground that was turned into Tokyo’s Shibuya station in Japan - transporting users from one end of the earth to another in an instant. This makeover gave passengers a realistic feel of one of Japan’s well-known areas.