Outdoor Advertising is Hot at Cannes Lions
Cannes Lions is a global event inspired by the Cannes Film Festival, targeting those working in creative communications, advertising, and related fields and is considered the largest gathering of the advertising and creative communications industry. It includes multple award ceremonies and Day 1 included The Outdoor Lions which celebrate creativity experienced out of home - work which leverages public spaces to telegraph a message or immerse consumers in a brand experience.
The Outdoor category received a total of 2,389 entries from 66 countries with 65 campaigns winning Lions.The jury awarded one Grand Prix, 10 Gold, 20 Silver and 34 Bronze Lions. Let's take a look at some of the winners:
Dream Crazy: Nike/Wieden + Kennedy
Nike’s “Dream Crazy” campaign featuring Colin Kaepernick was awarded the Outdoor Grand Prix.
Outdoor jury president John Patroulis said:
“A lot of the entries are using lots of new innovation and are creating new things. But we kept coming back to this campaign when we thought about the absolute single best piece of work in the show. Nothing lived up to the power of this image at this moment in time, culturally and in society.”
Fake Newsstand: Columbia Journalism Review/TBWA/Chiat/Day New York
Media professionals and a group of students from the Columbia Journalism Review and the creative agency TBWA/Chiat/Day New York established a ‘Misinformation Newsstand’, which aimed at educating people on the danger of fake news and how to recognise it.
Paving for Pizza: Dominos/Crispin Porter & Bogusky
Dominos 'Paving for Pizza' campaign which looked at potholes on roads as a barrier to pizza delivery. They provided local grants for municipalities to pave the roads for safer pizza delivery, and people could nominate via a website the city or town they’d like to see receive a paving grant.
The campaign attracted significant media attention as well as filling many pot holes!
Burn that Ad: Burger King/David Sao Paulio/Loures Communication
One of our favourite outdoor ads this year, as part of the Burn That Ad campaign, people could launch the Burger King app in Brazil and point their smartphone at BK’s main competitors’ ads. In return they see those ads go up in flames thanks to augmented realiy and turn into a BK app. The screen then offerd them a free Whopper. They won a Bronze Lion.
It's notable that most of the Cannes Lion outdoor winners were not digital outdoor campaigns. But with the increased growth in dooh advertising, particularly digital campaigns, we predict that next year's awards might be very different.