Dentsu’s ‘The Unfiltered History Tour’ Wins Second Grand Prix – Leo Burnett Sydney Wins for ‘One House To Save Many’

Day Three has wrapped up at Cannes Lions 2022 with another big win for India, while Leo Burnett picks up a Grand Prix for Australia.

Cannes Lions announced the day three winners for 2022 across the categories of Brand Experience & Activation Lions, Innovation Lions, Mobile Lions, Creative Effectiveness Lions, Creative Strategy Lions, Creative Commerce Lions and Creative Business Transformation Lions in the third Awards Show of the week, live from Cannes, France.

Highlights include another big win for Asia-Pacific with “The Unfiltered History Tour” winning its second Grand Prix for Dentsu Webchutney – Dentsu Creative, Bengaluru / Dentsu Creative, Mumbai / Dentsu Creative, Guragaon. It won earlier this week in the Radio & Audio Lions category.

Leo Burnett Sydney also brought home an Innovation Lions Grand Prix for their work on ‘One House To Save Many’ for Suncorp Group.


Cannes Lions 2022 Day Three winners

Brand Experience & Activation Lions

In the Brand Experience & Activation Lions, which celebrates creative brand building through experience design, activation, immersive, retail and 360° customer engagement, there were 1,919 entries this year with 57 Lions awarded by the jury: 9 Gold, 20 Silver and 27 Bronze.

The Grand Prix went to ‘The Unfiltered History Tour’ for VICE Media, by Dentsu Creative, Bengaluru / Dentsu Creative, Mumbai / Dentsu Creative, Guragaon.

This was the second Grand Prix of the week for this piece of work, an unofficial guide to the British Museum’s disputed artifacts, which also took home the coveted trophy in the Radio & Audio Lions.

It additionally won a Silver in the category.


Winners from Asia

Silver Lions were awarded to:

Cheil Worldwide Beijing/Cheil Hong Kong took home a Bronze Lion for “Quest For Dyslexia”.

Innovation Lions

In the Innovation Lions, honoring ground-breaking innovation, technology and problem-solving, 117 entries were received and 4 Lions were awarded: 1 Gold, 1 Silver and 1 Bronze.

The Grand Prix went to ‘One House To Save Many’ for Suncorp Group, by Leo Burnett Sydney, weather-resilient housing that is resilient to fire, flood, storm, and cyclone.

“Every year in Australia, homes are destroyed and billions are spent on rebuilding communities due to extreme weather events,” said Innovation Lions Jury President, Cleve Gibbon, CTO, Wunderman Thompson, United States.

“The One House set out to achieve something never done before — it democratises access to resilient housing materials to protect homes against tropical cyclones, floods, and fires. This housing solution was brought to life through a creative brand/agency partnership backed by the Australian government to deliver a commercially viable transformative product. As a jury, we were blown away by the boldness of the idea, the creative bravery of the execution, and the massive societal, environmental and economic impact. One House innovation has started a movement.”

Winners from Asia

VMLY&R Mumbai was awarded a Silver Lion for “The Killer Pack”, which won a Health & Wellness Grand Prix earlier this week.

Mobile Lions

In the Mobile Lions, celebrating device-driven creativity, 543 entries were received and 21 Lions were awarded by the jury including 3 Gold, 7 Silver, and 10 Bronze.

The Grand Prix went to ‘Real Tone – Product Innovation & Global Campaign’, for Google, by Google, Mountain View / T Brand Studio, New York / Wieden+Kennedy, Portland / GUT, Miami.

Winners from Asia

Silvers Lions were awarded to Cheil Worldwide for its work on “Quest for Dyslexia” for Samsung and Dentsu Creative’s “The Unfiltered History Tour” additionally won Silver.

Creative Effectiveness Lions

Honoring the measurable impact of creative work, the Creative Effectiveness Lions received 258 entries and the jury awarded 21 Lions: 5 Gold, 6 Silver and 9 Bronze.

The Grand Prix went to ‘Contract for Change’, for Michelob Ultra, by FCB Chicago / FCB New York.

“To pick the Creative Effectiveness Lion Grand Prix winner is to pick the best of the absolute best,” said Creative Effectiveness Lions Jury President, Raja Rajamannar Chief Marketing & Communications Officer, Mastercard.

“The campaign we chose was not only strong on creativity and effectiveness, it went above and beyond – it is disruptive, game-changing and has impact lasting into the future. It’s a powerful example of how marketing should play an effective role in driving the business, build the brand and play a key role in the entire business value chain.”

Winners from Asia

DDB Mudra Mumbai was awarded a Bronze Lion for their work on the Stayfree Project Free Period campaign.

Creative Strategy Lions

In the Creative Strategy Lions, 574 entries were received and 19 were awarded by the jury: 3 Gold, 6 Silver and 9 Bronze.

The Grand Prix went to ‘The Breakaway: The First Ecycling Team For Prisoners’, for Decathlon, by BBDO Belgium, Molenbeek-Saint-Jean.

Creative Strategy Lions Jury President, Chrissie Hanson, Global Chief Strategy Officer, OMD, Global, said ‘We believe that the work we elevate to a Grand Prix sends a signal about the values that our industry should hold, and therefore the Decathlon Sports for Prisoners (Belgium) represents the brave and socially conscious moves that are possible when the strategy, media, and retail activations flow directly from the core brand purpose.”

Creative Business Transformation Lions

There were 158 entries received and 9 awarded by the jury: 1 Gold, 3 Silver and 4 Bronze.

The Grand Prix was awarded to ‘Piñatex’, for Dole Sunshine Company + Ananas Anam.

Creative Commerce Lions

Celebrating the innovative and creative approach to online and offline commerce, payment solutions, and transactional journeys, there were 374 entries received and 17 awarded by the jury: 3 Gold, 5 Silver and 8 Bronze.

The Grand Prix went to ‘Thighstop’, for Wingstop, by Leo Burnett Chicago.

“Some work changes the world, and some exceptional work demonstrates the transformation that is possible when creativity is unleashed in response to the world changing,” said Creative Commerce Lions Jury President, Beth Ann Kaminkow, Global CEO VMLY&R COMMERCE.

“In the inaugural Creative Commerce Lions, we are recognizing this work that provocatively pivoted – bravely and holistically – to deliver big for both their customers and business. We hope this courageous work will serve as inspiration for Commerce-led creativity that’s business driving, brand-building, and deeply engaging.”

Winners from Asia

  • McCann Mumbai was awarded Gold was for their Ujjivan Small Finance Bank “Shagun Ka Lifafa” campaign
  • VMLY&R COMMERCE Mumbai took home a Gold Lion for their “Smart Fill” campaign for Unilever.
  • Hakuhodo Tokyo won up a Silver Lion for “Favorite Food Soy Sauce” for Dento Design Kobo Inc.

You can see all of the winners here.

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Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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