Every year at this time, around thousands of registered delegates from more than hundred countries throng the Cannes Lions International Festival of Creativity, a global event for those working in creative communications, advertising and related fields. Considering the relevance, SIGN & GRAPHICS picks up some of the outstanding outdoor display works recognised with the prestigious accolades under different categories in the recently concluded 2016 edition of the seven-day festival of creativity at Cannes, France.
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Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is considered to be the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers for a week-long competition. As usual, this year too, the festival recognised a number creative works from professionals all across the globe under different categories. Surprisingly, among all, outdoor was the most popular category at this year’s Lions, attracting 5367 entries.
Sponsored for the seventh consecutive year by Clear Channel Outdoor, one of the largest advertising corporations headquartered in San Antonio, creative works that bagged the awards under the outdoor category at the Cannes Lions 2016 deserved big applause. The top accolade (Grand Prix) was won by Colenson BBDO Auckland for its Heineken New Zealand campaign, ‘Brewtroleum’.
Some of the other big winners that scooped Lions awards for their works include: Memac Ogilvy, Dubai, for Ikea ‘Special Offers’; TBWA\Chiat\Day New York\TBWA London for Airbnb’s ‘Travel Service’; Y&R NZ Auckland for Jaguar Land Rover New Zealand’s ‘Jaguar F-Type’; McCann London for Microsoft XBOX’s ‘Survival Billboard’; Leo Burnett Chicago for Art Institute of Chicago’s ‘Van Gogh ‘Bedrooms’ Exhibit; Marcel Paris for Intermarché’s ‘Sugar Detox’; J Walter Thompson Amsterdam for ING’s ‘The Next Rembrandt’; Del Campo Saatchi & Saatchi Buenos Aires for AB Inbev’s ‘Andes Beer – The Fairest Night of All’ and many more.
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In his word of praise for the outdoor winners, William Eccleshare, chairman and CEO, Clear Channel International, said, “Another record-breaking year for entries to the Outdoor Lions category, reflecting the fact that ‘outdoor’ is growing faster than any other traditional medium around the world. I have been particularly impressed with the increased number of smart and creative digital OOH campaigns entered this year – such as Jung von Matt/Limat’s ‘The Great Escape’ for Graubuenden Ferien – which I think demonstrates how agencies are harnessing the power of digital OOH to engage audiences in new and more innovative ways.”
Congratulating the winners, William remarked that the inspiring use of OOH reinforces the unique power of the medium. Out of 5367 outdoor entries, 129 Lions were awarded; Outdoor Lions jury president, Ricardo John, chief creative officer of J Walter Thompson, said that the Grand Prix winner Brewtroleum proves that outdoor has no boundaries.