It was an evening of celebrations for Asia-Pacific on the Cannes Lions closing awards ceremony tonight, as the area emerged to assert Grand Prix glory, together with the first-ever awarded for Singapore.
The aptly-named Lion Metropolis secured the Grand Prix within the Glass: The Lion for Change class, with Ogilvy Singapore taking dwelling the coveted prize for his or her impactful work for Vaseline Professional Derma Transition Physique Lotion—the primary product designed particularly for transgender girls. Developed in collaboration with Thailand’s transgender neighborhood, it addresses distinctive pores and skin challenges skilled throughout and after transitioning. The lotion’s substances fight widespread unwanted effects of hormone remedy, together with gentle sensitivity, dullness, irritation, uneven pores and skin tone, and allergy symptoms. Launched in February 2024, the lotion is on the market solely at Watsons shops in Thailand and on-line.
Jury President for the class, Cindy Gallop, founder and CEO of MakeLoveNotPorn world mentioned of the win in a press launch: “Vaseline’s ‘Transition Physique Lotion’ impressed your entire Glass Lion jury with its demonstration of how driving social change is sweet enterprise. The 2-year R&D course of performed in shut collaboration with the goal buyer on the precept of ‘nothing about us with out us’, the innovation of isoflavones, and the supply of product efficacy whereas making its clients really feel seen, revered and included symbolize a holistic method to gender equality at its most interesting and made it a straightforward unanimous determination to award Vaseline the Glass Grand Prix.”
Chatting with Marketing campaign on the bottom at Cannes, Ogilvy Singapore’s David Dahan managing director, WPP@Unilever and president and managing director, The&Partnership APAC expressed the workforce’s pleasure sharing, “We’re so extremely proud to carry dwelling the primary Grand Prix for Singapore, and hopefully there are numerous extra for us all to come back!”
Ogilvy Singapore additionally took dwelling the “Company of the yr—Good” steel by observe.
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Ogilvy Singapore took dwelling its first ever Grand Prix for the nation.
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Workforce Ogilvy Singapore.
Two silver Lions have been additionally awarded on this class to Asia, each going to India. Leo Burnett India acquired one for Lays’ “Venture farm equal” whereas TGTHR Mumbai received the opposite for Harpic Locator’s “#BeFreeToPee.”
Extra extensively, APAC excelled in different classes, together with the Cannes LionHeart Award for 2024, which was awarded to Filipino-American journalist Maria Ressa. Famend for her investigations into authorities corruption and disinformation campaigns within the Philippines, Ressa co-founded Rappler, an internet information website, and has confronted authorized challenges and harassment for her vital reporting on the Duterte administration. She acquired the Nobel Peace Prize in 2021 for her efforts to safeguard freedom of expression. In an emotional handle, Ressa urged advertisers to deal with “details and reality like a model” and discover inventive methods to guard the sanctity and worth of stories, enabling journalists and media organisations worldwide to proceed informing residents.
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The Cannes LionHeart Award went to veteran journalist and advocate Maria Ressa.
Asian expertise additionally shone brightly within the Younger Lions class, with India, Uzbekistan, Kazakhstan, Japan, South Korea, Singapore, and China all successful metals. The Younger Lions competitors, aimed toward younger professionals in promoting, digital advertising, media, and communications, targets individuals underneath 30, providing them an opportunity to showcase their creativity and expertise globally. Groups develop progressive options to real-world briefs inside a restricted timeframe, serving as a stepping stone for rising abilities to achieve recognition and advance their careers within the inventive trade.
Coming to the ultimate award of the evening, the coveted Movie class, jury president Tom Myhren—vice chairman of selling communications for Apple—highlighted the comeback of humour throughout the work in 2024, with a particular point out for Thailand who Myhren shared “made us chuckle so much this yr.” And chuckle they did, as Krungsri First Selection Credit score Card’s “What the quick!” marketing campaign by Leo Burnett Bangkok took dwelling a gold, alongside Thai company Choojai and Mates for his or her much-lauded “Sammakorn not Sanpakorn” advert movie for a neighborhood actual property firm.
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Leo Burnett Bangkok’s “What the quick!” marketing campaign takes dwelling gold.
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Thai company Choojai and Mates have fun their gold win.
Nevertheless, the massive win of the evening got here for The Monkeys Sydney (a part of Accenture Tune) who picked up one in all two Grands Prix awarded for the class for his or her “Play it secure” marketing campaign for the Sydney Opera Home. The honour was shared with Marcel Paris’ a lot celebrated movie for Orange on girls’s soccer. The Monkeys’ upbeat music video highlighted the distinctive structure and daring inventive spirit of Sydney’s iconic landmark, accompanied by an unique music that humorously suggested the viewers to keep away from dangers and ‘play it secure’ in life.
Movie Lions jury president Myhren praised the marketing campaign in a press launch, describing it as “a celebration of the inventive spirit, of courageous concepts and taking big dangers within the face of critics and controversy and cultural norms. Fairly merely, it’s the very best movie of the yr and makes you proud to be on this trade.”
Australia was additionally dwelling to one in all 5 Palme d’Or particular awards, received by manufacturing firm Revolver for 2024.
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The Monkeys Sydney take dwelling the Movie Grand Prix.
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The Monkeys Sydney.
Click on right here to catch-up on the continuing depend and evaluation by Marketing campaign on APAC’s efficiency at Cannes Lions 2024 with day 5’s closing tally to come back.