The four categories that make up Cannes Lions’ Craft track brought 10 more Lions to Canadian agencies, led by a Gold Lion in Design for BBDO Canada.
Created for the Canadian Paralympic Committee, the “Para Expansion Pack” was a set of 3D printing instructions for 11 Lego pieces that would add representation for different disabilities, as well as for nine Paralympic sports.
The Design Lions also brought a Silver for Rethink and its rebrand of the National Magazine Awards. The design work aimed to capture a wide breadth of topics and publications by distilling the medium of the magazine down to its simplest form: its spine. The minimalist approach was used across ads for the awards, within the awards annual, on merchandise and on its website. Rethink also won two Bronze Lions for Fondation Émergence’s “Colours of Pride,” one in Design and the other in Industry Craft.
Zulu Alpha Kilo also added a Bronze Lion in Design to the tally for “Tough Turban.” FCB Canada won Bronze for its “Dream Drop” merch line for OLG, as did Sid Lee for the Ellen MacArthur Foundation’s “Circular Design for Fashion” book.
The Design Grand Prix went to FCB Lisbon for “Portuguese (Re)constitution.” The campaign for Penguin Random House Books turned the country’s previous fascist constitution over to a team of poets along with blue pencils (a symbol of oppression during the fascist government’s reign), who blacked out its words to create poems. The books were distributed to schools to teach children about the country’s history.
In Digital Craft, Jam3 won a Silver Lion for its work promoting Adidas’ Ozworld collection of sneakers, which it did with a platform that allowed people to create highly stylized metaverse avatars decked out in the brand’s gear.
Performance Art also won a Silver Digital Craft Lion for its work on Black & Abroad’s “Black Elevation Map,” an online travel planning site that uses things like population data, historical markers, Black-owned businesses and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map for Black travellers.
The Digital Craft Grand Prix went to Virtue Worldwide for Polycam and Unesco’s “Backup Ukraine” campaign, which used various forms of 3D technology to digitally preserve historical sites at risk of destruction during war.
In Film Craft, White Ribbon’s “Day After Day” was recognized with a Bronze Lion for its achievements in Sound Design. Creative agency Bensimon Byrne worked with audio studio Berkeley on the spot’s sound design.
The Film Craft Grand Prix went to Serviceplan Germany for “The Wish.” Created for supermarket chain Penny’s, the holiday spot revolves around a mother and son and wish for the latter to “get his youth back” after nearly two years of the pandemic.
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Finally, the Industry Craft Grand Prix was awarded to AMV BBDO’s “Hope Reef” for Sheba Pet. The pet food brand’s campaign was the start of a project to restore coral reefs – including one that was done in a way that it spelled the word “hope” so large it could be seen on Google Earth.
Design
GOLD
BBDO Toronto
Canadian Paralympic Committee, “Para Expansion Pack”
Infant Products, Toys & Educational Product
SILVER
Rethink
National Magazine Awards, “National Magazine Awards”
Rebrand/Refresh of an Existing Brand
BRONZE
FCB Canada
Lotto Max (OLG), “Dream Drop”
Promotional Item Design
Partners: Mediacom, Hill + Knowlton Strategies, Common Good, Cruel, Grayson Music, Mr. Saturday
Rethink
Fondation Émergence, “Colours of Pride”
Special Editions & Bespoke Items
Partners: Grayson Music
Sid Lee
Ellen MacArthur Foundation, “Circular Design For Fashion”
Books
Partners: M&H, Seacourt Printing
Zulu Alpha Kilo
Pfaff Harley-Davidson, “The Tough Turban”
Special Editions & Bespoke Items
Partners: Zulubot, Select PR, Nelson Connects, Spark Innovations
Digital Craft
SILVER
Jam3
Adidas, “Adidas Ozworld”
New Realities
Performance Art
Black & Abroad, “The Black Elevation Map”
Data Visualization
Film Craft
BRONZE
Bensimon Byrne
White Ribbon, “Day After Day”
Sound Design
Partners: Untitled Films, Alter Ego, Berkeley, Fort York VFX, Rooster Post Production, Jigsaw Casting
Industry Craft
BRONZE
Rethink
Fondation Émergence, “Colours of Pride”
Print & Publishing
Partners: Grayson Music
