In the category of Industry Craft, which honors the talent and skill necessary to deliver a beautifully executed solution to a brand’s problems, executions from Dove’s pandemic-themed “Courage Is Beautiful” campaign took the Grand Prix.
During a Cannes Lions de-brief, Industry Craft juror Carol Lambert, creative director at Publicis Dublin, noted that the jury was looking for something fresh in each aspect of the craft.
Juliana Paracencio, Global Creative Director at Ogilvy U.K., said that posed a huge challenge given the pandemic and the subjects of the ads, which were pulled together in the span of 72 hours.
Over five days in April 2020, Scott, in the form of a massive digital avatar that transformed from cyborg to spaceman, performed 15-minutes sets on a virtual island before massive audiences of Fortnite players.
Digital Craft Jury President Jax Ostle-Evans, managing director of Stink Studios U.K, noted that the Grand Prix campaign represented the best of what digital work demands these days.
In terms of deciding the Grand Prix, “We were clear we didn’t want to award anything that felt gimmicky.” The campaign checked a lot of boxes, including the personalization aspect that is critical for digital messages.
In Film Craft, the Cannes jury once again honored Libresse for its “#WombStories” ad, part of the “#WombPainStories” integrated push that on Monday earned the Health Grand Prix for Good.
But also this piece really affected a lot of the men in our jury.” As for what made it the top winner, “the idea is obviously part of it, but in terms of craft, it showed up at the top of judging in every category, from the seamless way the director blends animations live action, to the editing.