Two blockbuster campaigns have added two more Lions to Canada’s record-breaking medal count in one of the festival’s most coveted categories.
Leo Burnett Toronto’s Judy John raised a Titanium Lion on stage with her counterparts from Chicago and London for Always’ “#LikeAGirl.”
Grey Canada also added to its haul for the “Groceries Not Guns” campaign with Moms Demand Action Against Gun Sense in America, earning a Silver Lion in the category.
The Integrated Grand Prix was won by Wieden+Kennedy New York for its “Re2pect” campaign, bidding farewell to future baseball hall of famer Derek Jeter on behalf on Nike’s Jordan Brand. The video shows opponents, fans, athletes from other sports, celebrities and even Red Sox fans tipping their hats to Jeter in respect of all he’s accomplished in his career.
[iframe_youtube video = “X03_bNuihLU”]
Both the hat tip and “Re2pect,” incorporating Jeter’s jersey number, took on a life of their own beyond the video, being used by fans on social, personalities in media and on official league merchandise.
“It had a real sense of it being integrated,” jury president Mark Fitzloff, partner and ECD at Wieden+Kennedy, said in a press conference. “People were able to get wrapped up in the story of it and not think of the checklist of ‘is this integrated or not?’ Something like this couldn’t have been done without [integration]. There were others where you could see the awards submission bleeding though, but that wasn’t the case here.”
The Titanium Grand Prix went to CP+B Boulder for its “Emoji Ordering” concept for Domino’s. By simply tweeting the pizza emoji to the restaurant chain, anyone who has linked their Twitter handle to their Domino’s online account will have their favourite order delivered to them.
“It’s very simple, but we as jury wouldn’t say there’s not much special about it,” Fitzloff said. “We felt really good about awarding an idea that has potential to impact a big advertiser’s business model. It doesn’t have a lot of emotion or humanity. What I see in this is the touch of a creative agency person on a business idea.”
