India Wins Two Grand Prix on Day One of Cannes Lions With ‘The Unfiltered History Tour’ & ‘The Killer Pack’

Pharma Lions, Health & Wellness Lions, Outdoor Lions, Print & Publishing Lions, and Radio & Audio Lions were awarded.

Cannes Lions 2022 has announced the winners of the Pharma Lions, Health & Wellness Lions, Outdoor Lions, Print & Publishing Lions, and Radio & Audio Lions which mark the first winners announced for 2022.

Representing the Asia Pacific, VMLY&R Mumbai took home the Grand Prix in the Health and Wellness Category for their work on ‘The Killer Pack’,

The Grand Prix in Radio & Audio went to ‘The Unfiltered History Tour’ of the British Museum, for VICE Media, by Dentsu Creative, Bengaluru / Dentsu Creative, Mumbai / Dentsu Creative, Gurgaon.

 
 

Work from the United Arab Emirates also earned two Grand Prix on the first day of Cannes Lions 2022


Grand Prix Winners

Health & Wellness

For the Health & Wellness category, the jury awarded seven Gold Lions, 11 Silver, and 19 Bronze, with the Grand Prix going to ‘The Killer Pack’ a collaborative campaign between VMLY&R Mumbai and Maxx Flash aimed at fighting mosquito-borne diseases in India.

The Pack is 100% biodegradable packaging that kills mosquito larvae when disposed of in garbage dumps and stagnant water and is designed to help fight diseases such as dengue and malaria in India.

 
 

Jury President, Brett O’Connor, Executive Creative Director, VCCP Health, UK, said: “This piece of work blew our minds, the way in which they manage, through the user experience, to tell a very simple story about their condition to loved ones, friends and family. The genius behind the user experience to decrease the process down from three months to 30 minutes for us was just invaluable, especially at a time in their lives when every second counts.”

Radio & Audio Lions

The Unfiltered History Tour

Radio & Audio Lions received 692 entries and 23 Lions were awarded: 3 Gold, 7 Silver, and 12 Bronze Lions. The Grand Prix went to ‘The Unfiltered History Tour’ of the British Museum, for VICE Media, by Dentsu Creative, Bengaluru / Dentsu Creative, Mumbai / Dentsu Creative, Guragaon, a creatively ground-breaking unofficial podcast guide to the British Museum’s disputed artifacts.

“This is a humongous win. A Grand Prix, 1 Silver and 2 Bronze on Day 1 itself indeed make for a perfect fairytale,” said Amit Wadhwa, CEO India, Dentsu Creative.

“The Unfiltered History Tour has won several laurels in the past but this one gets us positioned at the very top in terms of creativity. Kudos to each one from our army of artistic folks, both ex and current, who have invested their blood and sweat to build the masterpiece. This victory completely belongs to you and it deserves to be cherished for times to come.”

Outdoor Lions

Liquid Billboard

The Outdoor Lions received 1,809 entries and 48 Lions were awarded: 10 Gold, 15 Silver, and 23 Bronze. The Grand Prix went to ‘Liquid Billboard’ by Havas Middle East, Dubai, Cultural Insight for Adidas. The world’s first swimmable billboard was created to promote the brand’s inclusive, full-cover swimwear collection.

Pharma

I Will Always Be Me

Pharma Lions, which celebrate life-changing creativity, from 298 entries, 11 Lions were awarded: 2 Gold, 4 Silver, and 4 Bronze Lions. The jury awarded the Pharma Grand Prix to ‘I Will Always Be Me’ for Dell Technologies & Intel, VMLY&R, New York.

Print & Publishing

‘The Elections Edition’

There were 795 entries received and 21 Lions awarded: 4 Gold, 6 Silver, and 10 Bronze Lions, with the Grand Prix going to ‘The Elections Edition’ for Annahar Newspaper, by Impact BBDO, Dubai. This marked a second Grand Prix for the United Arab Emirates.

Commenting on the Grand Prix, Print & Publishing Lions Jury President, Natalie Lam, Chief Creative Officer, Publicis Groupe APAC & MEA, Hong Kong, SAR, said: “The Elections Edition has the kind of genius simplicity that we often see in Grand Prix winning work. The best work is the least complicated. It cuts through the clutter and hits straight at your heart. The element of innovative thinking also pushes work in the Lion ahead.”

Lions Health and United Nations Foundation Grand Prix for Good

This award, which is given to work created for non-profit organizations and charities, was awarded to ‘Lil Sugar— Master Of Disguise’ for Hip-Hop Public Health (HHPH) by AREA 23, an IPG Health Network Company, New York.

Driven by a music video with a song, co-written and performed by rap sensation Darryl DMC McDaniels from Run-DMC, the work uses storytelling and gaming to make nutrition literacy fun.

The Young Lions Print Gold

This was awarded to ‘The Protest Cardboard’ by Will Cega and Rafael Quintal, Germany.


You can see all of the winners here.

Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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