Global
Creativity
ReportBy Cannes Lionswith Key Trends &Commentary by WARC

The leading global resourcefor benchmarking creativity
and effectivenessA MESSAGE FROMCANNES LIONSCreativity is Community

Creativity is Potential

Creativity is Curiosity

Creativity is a unifying force that brings communities together. We
see this clearly at Cannes Lions. In 2019 a diverse collective ofdedicated experts converged in Cannes to immerse themselves ina rich spread of increasingly diverse creative ideas, and businesssolutions, from around the globe. Our jurors awarded the very
best work and set the creative and effective benchmark for the
global industry, from Craft to eCommerce, Sport to Strategy. I’dlike to take this opportunity to thank our juries on behalf of every
single person who entered.

Over 2000 brands participate in our wider initiatives throughout
the year and over 100 brands brought speakers to the Festival
stages. That’s a 15% increase from 2018 and nearly a 50%
increase from 2017 – so the case for creativity is alive and well.
Brands come to Cannes Lions because they recognise that greatercommercial success is gained when you’re able to unlock creative
potential and produce Lion-winning work.

I recently came across the agency strapline ‘Never Finished’. For
this particular agency ‘Never Finished’ is about curiosity, limitlesspossibility and always asking ‘what can we do better?’. It’s thesame for those who say that winning a Lion isn’t the end...it’s justthe beginning. They view the Lion as a symbol of recognition, butalso as a green light - permission to push something further andraise the bar.

Burger King picked up the inaugural Creative Brand of the YearAward, based on their performance and Lion wins in 2019. A
huge achievement considering that when Fernando Machado
became Global CMO in 2014, Burger King had won just 1
Lion. Fast forward to 2019 and Burger King has tallied a totalof 40 Lions. It’s no coincidence then, that the company is also
experiencing a commercial all-time high.

It’s a common characteristic found in Lion winners. For example,
McDonalds won the Creative Marketer of the Year Award a few
years ago. After collecting the award, the former CMO didn’t
immediately lead his team off to celebrate. Instead, he sat themdown and asked, ‘So what are we going to do next?’, keen to set
the next rung of the ladder...

The published results in this year’s rankings are based entirely on
the performance at the Festival. In 2019 we’ve collaborated with
our partners at WARC to bring you more in-depth commentary,richer insights and an overview of the key trends and themes that
dominated the discussion inside the jury rooms and will go on to
help us all navigate the year ahead.
Our analysis, tracked over a significant time period, shows usthat the winning work has 26% more people credited than nonwinning work. This intelligence tells us that diversity, increased
collaboration and a collision of specialisms is driving many ofthe best performing ideas. Additionally, we found that workthat is powered by a long-term collaboration has an award
win rate that’s twice the average. Further proof that when wecome together, collaborate and forge strong relationships extraordinary things happen.

When you dig into the detail it becomes clear that commercial
success and Lion winning work are simultaneously celebrated
when the right tools, structure and culture are introduced - andthe results found in this report demonstrate that unlocking creative
potential has never been more business critical.

Congratulations to everyone who was shortlisted or won a Lion in
2019. As you may know, only 3% of all the entered work wins a
Lion - so it’s no easy ride.
This report is for the creative collaborators, for those who believein the creative potential of their team and for those who are braveand curious enough to ask the question... ‘what next?’

Simon CookManaging Director

Cannes Lions.
Curated.
Unlock the power of creativity with a bespoke
festival learning experience created just foryour team, with Cannes Lions Curated.
We bring the best of the festival to you, with tours of thework led by jury presidents, private Q&A sessions withMain Stage speakers, immersive festival experiences andtailored sessions featuring high profile industry experts.

FOR MORE INFORMATION EMAIL

canneslionscurated@canneslions.com

CONTENTS

Key Trends & Commentary
5
8
14
21
25
28
32
34
38
41

The Communication Track featuring The Titanium Lions
The Communication Track featuring The Print & Publishing Lions
The Craft Track featuring The Film Craft LionsThe Entertainment Track featuring The Entertainment Lions for Music
The Experience Track featuring The Creative eCommerce LionsThe Good Track featuring The Glass LionsThe Health Track featuring The Pharma LionsThe Impact Track featuring The Creative Effectiveness LionsThe Innovation Track featuring The Innovation Lions
The Reach Track featuring The Creative Strategy Lions

The Rankings
45
59
66
67

Specials Awards
BrandsPeopleRegional

The Grands Prix
75

Grand Prix per LionAppendices
89
124
139

AppendicesCalculations
Key Dates, Contact & Services

Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Titanium Lions5

A SPOLIGHT ON TITANIUM LIONS:IDEAS THAT PUSH THE
BOUNDARIESThe Titanium Lions celebrate provocative, gamechanging and envy-inspiring work that marks a new
direction for the industry. “Titanium Lions winners
change our world as communicators,” says Pelle
Sjoenell, Jury member and Worldwide Chief Creative
Officer at BBH. “It’s about where the future is going
and the things that no one thought of before that aregoing to lead the way in terms of what we do forbrands.”Titanium Lions
winners change
our world

1. Creativity for goodOf the winners, all but the Grand Prix were
campaigns designed to bring about good,
indicating that the trend for brand purpose isn’t
going away anytime soon. Collectively, this year’s
winners tackled issues around gender equality,
body image, disability, racism and freedom of thepress.

2. Brands breaking the rules
GSjoenell notes how at the heart of this year’s
winners was some kind of hack. FCB New Yorkhacked branches of McDonald’s to turn them into
Burger King stores, McCann New York hacked
gaming controllers, DDB Berlin hacked the systems
censoring journalism and VMLY&R Poland hacked
a porn mag to transform it into a message forgender equality. “Breaking the rules and goingaround the system is clearly something that ishappening,” says Sjoenell. “I believe that is why
we should be so grateful for creativity – whenever
there is oppression in the world, creativity finds away round it.”
3. Innovation through collaboration“I was surprised and delighted to see so muchcollaboration,” says Sjoenell. For example, the Last
Ever Issue couldn’t have happened if Gazeta.pl,
Mastercard and BNP Paribas hadn’t joined forces
to buy the magazine. Similarly, DDB Berlin worked
alongside musicians from five repressed countries
to create songs that contained censored articles in
the lyrics. “Let’s not allow isolated agencies, clientsor ideas,” says Sjoenell. “Brands collaborating,that’s what we need. Let’s gang up for greatness.”Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Titanium Lions6

In-depth
By 2020, mobile food ordering will have become
a $38 billion dollar industry. With this in mind,
Burger King wanted to boost downloads of its
mobile app, especially considering it was lagging
behind its competitors.

BEHIND THE GRAND PRIX:

THE WHOPPER
DETOUR

Enabling customers
to prank yourbiggest rival
At a Glance
A one-cent burger you can only orderwhile at McDonald’s
The Idea
To drive mobile downloads with a fun andaudacious offer
Lessons• Combining a promotional offer witha fun experience can maximise
engagement• Invite customers to participate inyour idea. Let them be part of yourmessage• There are untapped creative
opportunities in geolocation“We know how busy everyone is,” Gabriel
Schmitt, ECD at FCB New York explained in
Behind the Winning Ideas, WARC’s daily showon Cannes Lions TV. “The more we can facilitate
people’s lives and make sure they can get
whatever they want as fast as they want, thebetter.”
The goal was not about driving sales. “Success for
us was never selling more burgers,” said Schmitt.
“The point was how many people we can bring to
the app.”
Burger King had already launched promotional
offers within the app, but it needed to do more.
“We needed something with fire power,” says
Laszlo Szloboda, Associate Creative Director at
FCB New York. Their idea was to invite customers
to order a Whopper burger for just 1-cent – but
only while they were at a McDonald’s. When users
were within 600 ft. of a McDonald’s, the Burger
King app unlocked the promotion. Once the order
was placed, the app then navigated them to thenearest Burger King where they could pick up theirburger.

After years of rivalry, customers could now
participate in the fast food giants’ long running
game of one-upmanship and Burger King wasable to leverage McDonald’s popularity and size
against it.
The brand used geo-fencing technology to create
the functionality. Considering that there are
14,000 branches of McDonald’s across the US(double the number of Burger King stores), this was
no mean feat. “This was the biggest challenge,”
explains Alex Sprouse, Associate Creative Director
at FCB New York. “We had a whole team ofpeople working behind the scenes to make itwork.”
Their efforts paid off, as the promotion caused theapp to rocket from #626 to #1 in the download
chart. The app was downloaded 1.5 million
times, growing Burger King’s mobile customer
base by 33%. And while sales was never themain objective, mobile sales tripled during thepromotion and Burger King registered the highest
number of store visits in four years.
“This is a lesson in never underestimating thepower of fun in an idea,” says Sprouse. “Inviting
people to pull a prank on McDonald’s and be partof a brand rivalry that’s been building up for years
made it so engaging”.

Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Titanium LionsTHE
TITANIUM
LIONS
WINNERS

7

What the judges were looking for:———Work that indicates where the world is going. What has moved business, brands and innovation?
To feel inspired, even envious“Holy fuck what is that shit” was one description of the judges’ criteria

Titanium Winners

Changing the Game, McCann New York,USA
A Microsoft gaming controller designed for people
with limited mobility

See winner at the Work ›The Last Ever Issue, VMLY&R Poland,
Warsaw, Poland
The final edition of a porn mag redesigned toempower women, before Polish newspaper
Gazeta.pl shut it down

See winner at the Work ›Nike Dream Crazy, Wieden+Kennedy
Portland, USAA campaign celebrating Colin Kaepernick andother athletes who have overcome barriers toachieve their dreams

See winner at the Work ›Viva La Vulva, Essity
A film for Libresse celebrating the diversity andbeauty of vaginas

See winner at the Work ›The Uncensored Playlist, DDB Berlin,
Germany
A campaign that turned censored articles from
repressed countries into song lyrics, for Reporters
Without Borders

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Print & Publishing Lions8

A SPOLIGHT ON PRINT & PUBLISHING LIONS:THE ENDURING IMPACTOF PRINT

Within the Communication Track, the Print &Publishing Lions commend work that demonstrates
ingenuity and outstanding craftsmanship in
published media. “We were looking for quality
work that was true to the mission of the company
it represented and took a fresh approach to thematerial,” says Jury member Suzanne Donaldson,
Senior Director Creative Production at Nike, USA.

If your brand is notdoing anything to help
the world today, it
won’t exist in the next
five to ten years

1. Brands at your service
A number of this year’s winners performed somekind of public service. “There were multiple
themes within this, including global warming, gun
control, animal extinction and plastic danger,”says Donaldson. For example, FCB USA’s The
Gun Violence History Book began with a symbolic
printed item but ultimately transcended this tobecome a movement. Copies of the book, which
while detailing gun violence history were thickenough to stop a bullet, were posted to lawmakers
and used as an educational tool in schools.
Jury members note a shift from brands just talking
about causes to actually doing something about
them. “This year brands didn’t just wave a flag
about a subject,” says Print & Publishing Jurymember Monique Lopes Lima, Director of Special
Projects at Africa, Brazil. “We’re seeing a lot ofactions and effective solutions. If your brand is notconnected with purpose or is not doing anything
to help the world today, it won’t exist in the next
five to 10 years.” While this is evident among Print& Publishing winners such as The Gun Violence
History Book, it’s a trend that members of the
Glass: Lions for Change Jury highlight within theircategory too.
2. Combining print and platforms
More print advertising worked hand in hand withother, more modern mediums and platforms tomaximise engagement this year. “We saw print
inviting you to be part of the story on anotherplatform,” says Lopes Lima. “In these examples,
you see the creative in print and then go to anotherplace. It has to be like that, because nowadays weare multi-platform.”
For example, the Grand Prix winning campaign
from BBDO Dubai used a newspaper to galvanise
the public to hit back at politicians on social
media. As BBDO Dubai’s Creative Director behindthe campaign, Tres Colacion, tells us, “There is still
so much power in print. It doesn’t have to be oneway, people can make it theirs.”
3. Keeping tradition alive
Among the winners that used print in new ways,
there were other more traditional campaigns. “We
saw a lot of the good old days,” says Lopes Lima.
“Where you get the message as soon as you lookat the work.” Brands like Marmite, Coca-Cola andMcDonald’s all created catchy, yet traditional print
work, proving that print isn’t dead in any shape orform.

Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Print & Publishing Lions9
In-depth
When Lebanese politicians continued to fail tocreate a government, they used the press (mostof which is owned by political parties) to makeexcuses and shift the blame away from themselves.
Leading Lebanese independent newspaper AnNahar wanted to do something about the situation.
Not only did the newspaper have a history ofstanding up to inept politicians, but the editor-inchief Nayla Tueni’s father – who’d previously been
editor – had been assassinated in 2005 becauseof the paper’s determination to publish the truth.

BEHIND THE GRAND PRIX:

THE BLANKEDITION

Placing a newspaperback in the hands ofthe people
At a Glance
Printing a blank newspaper as a politicalprotestThe Idea
To pressurise politicians into being
accountable
Lessons• Timing is everything. Review media
plans for opportunities to use context
as well as content• A blank canvas can be a powerfultool for participation: people want tomake things theirs• Combining print and digital media
can make both more relevant“Nayla Tueni didn’t want to continue publishing
the same excuses anymore,” says Tres Colacion,
Creative Director at BBDO Dubai. She also saw abusiness opportunity. People were so fed up withthe political situation that they didn’t want to buy
newspapers anymore. By making a stand, AnNahar had an opportunity to make itself relevant
again.
“Our idea was one of the first things we talked
about: what if we just stop printing the news?” says
Colacion. “The politicians aren’t doing anything
and they’re still getting paid. What if we did thesame thing? That thought evolved to what if we
could turn the whole country into an editor for theday? What headlines do you want these politicians
to read?”At the time before the campaign launched, twoprint newspapers had gone out of businessand a Saudi journalist had been assassinated,creating more interest in the press than usual.
“We’d actually presented our idea to the clienta while before, but hadn’t found a way to do it,”explains Colacion. With the press trending, theteam decided it was the right time to make theiridea a reality and so a blank edition of An-Nahar
was sent to the printers without any content oradvertising.
“The newspaper staff had prepared a normal
newspaper that day – they had no idea,” says
Colacion. “It was important to cause panic andpandemonium. People thought the newspaper wasgoing out of business. I read actual conspiracy
theories.”

After letting the interest brew for a day, editor
Nayla Tueni held a press conference inviting the
public to use the blank newspapers to send theirmessage to Leabanese politicians. “That’s when it
just exploded,” says Colacion.
While the campaign started in print, the role digital
media played in enabling people to share theirheadlines was crucial. “Instagram Stories has all
the tools you need to create a newspaper,” says
Colacion. “We embraced the way people makecontent and mixed that with something that has
always been a one-way exchange.”
The campaign sounds simple, but printing a
newspaper without the ads that had been pre-paid
for was a bold move – was it hard to get the client
to sign off on the idea? “They’d loved the ideafrom the beginning – Tueni is one of the bravest
people I’ve ever met,” says Colacion. “But it wastechnically difficult.” The team had consideredrunning the paper just with ads, but in the end
decided it had to be all or nothing. “We wanted
people to know that the paper was taking a risk as
well,” says Colacion. “It was very important to us
to show total blankness.”
The paper went on to become its best-selling
edition ever and attracted $5 million in earned
media. Better yet, soon after the campaign ran agovernment in Lebanon was finally formed.
“I had come to believe that no one participatesin [user generated content campaigns], and that’s
often true – advertisers often pay money to getpeople to take part,” says Colacion. “So what I’ve
learned from this, is to throw the rules out the door.
This campaign broke all of them. It didn’t rely on
media spend, it relied on people to do something.”
For Colacion, creating a participatory campaignthat resonates requires being honest with yourself
at its conception. “We have to start asking, is thisworth believing in? Is it worth creating? Is thisfun? What am I going to get out of this as a user?
Because if it is worth it, then I’ll take part.”Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Print & Publishing Lions

THE PRINT &PUBLISHING
LIONS
WINNERS

10

What the judges were looking for:————Companies that practice what they preach
Brands brave enough to discuss controversial issues
Multi-platform work, but not with so many steps its confusing
Work that helps people through performing a service

Gold

The Coke Hear Campaign, David Miami,
USA
The sounds of Coca-Cola are so iconic you canhear them by just looking at the product

The Lovers, Don’t Spread the Hate
Campaign, adam&eveDDB London, UK
A warning to not accidentally infect other spreads
with your Marmite

Birthday 1, Birthday 4, Birthday 5, Lola
MullenLowe Madrid, Spain
As birthdays should always be happy occasions,avoid the clowns and go to Burger KingSee winner at the Work ›See winner at the Work ›See winner at the Work ›The Non-Issue, McCann Paris, France
An issue of Vogue magazine made by and for
women over 50, by L’Oréal

The Gun Violence History Book, FCB
Chicago, USA
A book detailing gun violence history in the USA
that’s thick enough to stop a bullet, by the Illinois
Council Against Handgun Violence

See winner at the Work ›See winner at the Work ›The Natural Disasters Campaign, VMLY&R
Santiago, Chile
Syria looks like it’s been hit by a natural disaster,
but the destruction is because of mankind. For
Amnesty International

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Print & Publishing Lions

11

THE PRINT &PUBLISHING
LIONS
WINNERS— continued

Silver

The Total Mess Campaign, DDB Argentina,
Buenos Aires
Volkswagen Driver Assist Features will help you
navigate the cities where road rules don’t seem toexist

KFC ‘AFC - ZFC’, Mother London, UK
KFC is only flattered by the scores of imitator
chicken shops in the UK

See winner at the Work ›See winner at the Work ›Judgeable Covers Collection, Africa São
Paulo, Brazil
New covers for literary Classics in the style of bestsellers, i.e. emblazoned with naked male torsos, by
E-Galaxia Publishing House

See winner at the Work ›Rearranged - 1, Rearranged - 3,
Rearranged - 4, Scholz & Friends Berlin,
Germany
Without a chief conductor, the new season at the
Berlin Philharmonic will be more creative than ever

The Fake News Stand, TBWA\Chiat\Day
New York, USA
Newspapers and magazines explaining how
to spot fake news, by the Columbia Journalism
Review

See winner at the Work ›See winner at the Work ›The Beer Behind Sports, Africa São Paulo,
Brazil
Ads inviting people to Google certain search terms
that reveal sports stars drinking Budweiser

The GPS Quality Label, Serviceplan France,
Paris
A food label that shows the coordinates of where it
was produced, by Auchan

See winner at the Work ›See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Print & Publishing Lions

12

THE PRINT &PUBLISHING
LIONS
WINNERS— continued

BronzeThe Chupa Chups Campaign, CheilWorldwide Hong Kong
Even kids deserve a sweet escape from everyday
tasks, by Chupa Chups

See winner at the Work ›The Ups and Downs Campaign, Geometry
Global Buenos Aires, Argentina
Volkswagen’s trucks have been transporting
Argentina’s goods through all the country’s ups anddowns for 20 years

See winner at the Work ›The Leica Campaign, Arnold Worldwide
Boston, USA
Leica’s instant camera is as iconic as any othermodel and it can be used for fun in mundane
situations

See winner at the Work ›Laughter Emoji, Party Emoji, Toy Gun Emoji,
MullenLowe SSP3 Bogotá, Colombia
How emojis look when speeding to remind people
not to text while driving, for Hyundai

See winner at the Work ›The For Every Imagination Campaign,Ogilvy Bangkok, Thailand
Lego is for everyone, no matter the size of their
imagination

Army Headquarter, Martial Arts Champions,
Police, Grey Brazil São Paulo, Brazil
If martial arts champions, the army and the police
need Sekron Digital security systems, so do you

See winner at the Work ›See winner at the Work ›McDelivery-1, McDelivery-2, McDelivery-3,
McDelivery-4, McDelivery-6, TBWA\Paris,
FranceWhen it rains, there’s nothing like staying at homeand getting a McDonald’s delivery

Arizona - Rhineland, Guilin - Kromlau,
Oregon - Bavaria, Santos - Berlin, Vancouver- Hunsrueck, Ogilvy Germany, Frankfurt
Comparing expensive foreign travel destinations tothose you can reach by train with Deutsche Bahn

See winner at the Work ›See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Communication Track featuring The Print & Publishing Lions

13
BronzeTHE PRINT &PUBLISHING
LIONS
WINNERS— continued

The Guns Campaign, Alma Miami, USA
Using data to show how Florida is living up to its
gun shape, by Change the Ref

See winner at the Work ›One Mindful Mind, TBWA\India, Mumbai
A mindfulness kit that empowers parents tobecome counsellors for their kids, by NeuroGen

See winner at the Work ›The Never Miss a Move Campaign, Africa
São Paulo, Brazil
When you watch sports on the ESPN App, you’ll
see every single move

The New Stereotypes Available Campaign,
Mercado McCann Buenos Aires, Argentina
New Shutterstock image categories that better
represent the world we live in

See winner at the Work ›See winner at the Work ›The Blood Alcohol Content Campaign, DDB
Argentina, Buenos Aires
Drinking just a bit of alcohol can be enough to
do something stupid, so don’t drink and drive, by
Volkswagen

The 9’58 Biography, BETC/Havas São
Paulo, Brazil
A biography of Usain Bolt in flipbook form,showing an animation of his 100m world record,by Puma

The Last Ever Issue, VMLY&R Poland,
Warsaw
The final edition of a porn mag redesigned toempower women, before Polish newspaper
Gazeta.pl shut it down

See winner at the Work ›See winner at the Work ›See winner at the Work ›Roots, Rothco | Part of Accenture
Interactive Dublin, Ireland
A book about sustainable farming that’s entirely
made of grass, for AIB

An Unrepeatable Photograph, FCB&Fire
Madrid, Spain
A photograph of an area of rainforest about to be
destroyed for palm oil, by Trapa Chocolates

See winner at the Work ›See winner at the Work ›Read More, Listen More, Droga5 New
York, USAFor UNESCO’s World Press Freedom Day, 30
news organisations told their audiences to readtheir rival publications

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Craft Track featuring The Film Craft Lions14

A SPOLIGHT ON FILM CRAFT LIONS:FILMS EXECUTED
WITH TECHNICALEXCELLENCE

The Film Craft Lions, one of three Lions in the Craft
Track, celebrate the art of filmmaking. The awards
spotlight how technical skill and prowess in production
can elevate an idea or brand message and focus
on the execution of a piece of work. “The craft andthe idea need to become one,” says Jury President
Rebecca Skinner, Managing Director and Executive
Producer at Supreme Films, USA.

The craft and the idea
need to become one

1. Inclusivity meets craft
Brands are making more effort to be inclusive
and make sure that their casting reflects a diverse
range of different people. Jury member John
McKelvey, Founder and Executive Creative
Director JohnXHannes New York, was pleased tosee that there wasn’t just more racial diversity in thework but that people with various disabilities wererepresented in ads this year too.
He stresses that craft plays an important role
when it comes to ads that are making a stand fordiversity. “If you go into that space as a brandit’s gross if you don’t do it well,” he says. If theexecution is clunky and the strategy becomes too
obvious, films risk appearing to be an insincere
attempt to score brownie points rather than comingfrom a genuine desire to do good.
For McKelvey, Gold Lion-winning film The Best
Look Is An Open Mind by Work Editorial New
York is a great example of how purposeful work
is maturing. “The execution is what made it sogood,” he says. “The casting included a crosssection of people without ever feeling like they
were ticking boxes to reflect everyone in society. It
was handled with a lot of respect and class.”
2. The long and short of it
The judges note a trend towards the length of films
being at one at extreme or the other. “The pace
and the progression of our culture is starting to
be reflected in the work,” says McKelvey. “We’re

getting either really short films, or longer pieces,which I think binge TV culture has paved the wayfor. Today it’s either, ‘hurry up and tell me what
the point of this is’, or ‘tell it really well and let me
get into it’. It’s getting harder to just do good 30
second commercials.”
For example, Gold Lion-winning film 5B by Um
Studios New York is feature-length, highlighting
the heroism of the nurses on the frontline of the
AIDS crisis. “It was inspiring to see work like 5B for
Johnson & Johnson,” says Skinner. “There was areal appetite in the jury room to see brands doing
longer-form content like this. Ultimately you want
to see work that provokes you and encourages us
to go further in the industry.”
3. Work you can watch again and again
The films that did well during the Film Craft Lionsjudging could stand the test of repetition. This year,
the jury debated over the winners for a whole eightdays, which meant that many films were watchedover and over.
“Some films do well early on in the week but they
don’t have the staying power and can’t sustain
multiple views,” says McKelvey. “That’s why theaudio choices you make are very important. Whenthe music and voiceover are masterful, people canwatch the film over and over again. If you shortcut
audio you’re not going to win in craft.” Take
the Grand Prix-winning The Truth Is Worth It for
example, which expertly used sound to make thestories more visceral and immersive.

Global Creativity Report 2019
A Spotlight on The Craft Track featuring The Film Craft Lions15

In-depth
The New York Times needed to increase
subscriptions at a time when people are used togetting their news for free. The newspaper briefed
Droga5, New York, to find a creative way ofmaking people realise why a subscription is athing worth paying for.

BEHIND THE GRAND PRIX:

THE TRUTH
IS WORTH IT
CAMPAIGN

Putting viewers in ajournalist’s shoes
At a Glance
Films that evoke the emotional experienceof an investigative journalist
The Idea
To show readers the lengths journalists go towhen uncovering a story
Lessons• Think about how every detail of craft
reinforces your message, including
sound, visuals and typography• Sound can be a powerful tool for
creating empathy• You don’t need millions of dollars to
produce highly-crafted work

“People don’t realise what goes into an article thatthey read and take journalism for granted,” says
Droga5 Group Creative Director Laurie Howell.
He and his creative partner, Droga5 Group
Creative Director Toby Treyer-Evans, admit they
didn’t realise how much rigour was involved inwriting one article. “We assumed everything was
being written from the safety of a high rise tower
in New York but actually the journalists are on the
ground, risking their lives to bring back the stories
for us,” says Treyer-Evans. “Our mission was toshow all of that in TV adverts.”
They devised a campaign that would put viewers
into journalists’ shoes to show them how much they
endure to get to the bottom of a story. Five films
centre around the constant re-writing of headlines
as if in a stream of consciousness, making theviewer feel like they have stepped into thejournalist’s mind. The headlines are re-written over
and over, only a few words changing each time,
until they get to the heart of the story and the truth
is revealed.
Each film is based on a different news story,
from Fearless, which portrays journalist Rukmini
Callimachi’s journey to uncover truths about
ISIS; to Resolve, which brings to life reporter
Hannah Beech’s investigation into the Myanmar
government. Each film is written in the tone ofvoice of the journalist in question. The writing also

reflects the nature of each journalist’s mission, forexample whether they were busy and on-the-goor more contemplative and paranoid.
“The words were telling you what was happening
and about the journalists’ thought processes, andthen the visuals told you where they were andwhat they were doing, to give you a sense ofbeing out there in the field,” explains Laurie.
The final layer was the sound design. “We spent a
lot of time on the sound design,” says Howell. “It
tells you how you should be feeling, like whether
you’re scared, for example, or if you’re being quiet
because you weren’t meant to be seen. We tried
to make it feel like you were there with them.”
Each film is structured in a similar manner and uses
the combination of writing, visuals and sound tobring viewers into the journalist’s experience, but
the individual films also have a unique tone andstyle. “Each film lives its own world,” says TreyerEvans. “In Fearless, the sound was more metallic,raw and hardcore, whereas Resolve sounds more
wet and is slower.”
The campaign out-performed its KPIs, deliveringsignificant lifts against the statements that the New
York Times “pursues the truth relentlessly”, “has apositive impact on the world” and “is worth payingfor.”
The success of the project shows that exceptional
craft doesn’t necessarily require a huge budget.
“The majority of it was found footage. There were
no million dollar shoots,” says Howell. “You don’t
have to spend millions of dollars on production to
make an effective film.”

Global Creativity Report 2019
A Spotlight on The Craft Track featuring The Film Craft Lions

THE FILM
CRAFT LIONSWINNERS

16

What the judges were looking for:
—
—
—
—
—

The craft being intrinsic to the idea
A focus on craft rather than the concept
Every aspect of craft being pushed to a high level in a cohesive way
To be surprised and discover work that is unique
Work that doesn’t tire after repeat watchingGold

Apple at Work: The Underdogs, Smuggler
Los Angeles, USA
The story of a team working day and night to gettheir idea for a round pizza box off the ground

An Open Mind is the Best Look, Droga5
New York, USA
A film about finding expression and connection
through diverse human experiences, for Nordstrom

See winner at the Work ›See winner at the Work ›Nike Dream Crazy, Wieden+Kennedy
Portland, USAA campaign celebrating Colin Kaepernick andother athletes who have overcome barriers toachieve their dreams

Share Your Gifts, TBWA\Media Arts Lab
Los Angeles, USA
An animation for Apple about sharing yourcreativity with the world, to a song by 16-year old
Billie Eilish

Expensify Th!$, JohnXHannes New York,USA
A music video for rapper 2 Chainz that doubles as
an Expensify product demo

Dark Chocolate Humor, Wieden+Kennedy
São Paulo, Brazil
A series of animations set in a world where
everything is made of chocolate, for Mondelez

See winner at the Work ›See winner at the Work ›See winner at the Work ›See winner at the Work ›What Happened?, Cherry Tokyo, Japan
A surreal film about avoiding decadence set in agame show, for Hecate

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Craft Track featuring The Film Craft Lions17
SilverTHE FILM
CRAFT LIONSWINNERS— continued

Reverse, Matter Unlimited New York, USA
A film by Merck for Mothers raising awarenessabout the fact that women of colour are 3-4 times
more likely to die during childbirth

See winner at the Work ›The Boy and the Piano, Academy Films
London, UK
John Lewis’ Christmas ad shows that some gifts are
more than just a gift, starring Elton John

See winner at the Work ›Right To Rise, BBDO Toronto, Canada
A series of poetic films about children refusing totake abuse and oppression, for Right to PlaySee winner at the Work ›Queens, Iconoclast Paris, France
The fourth music video for The Blaze’s debut album“Dancehall” tells a story of friendshipSee winner at the Work ›Great Shows Stay With You, Somesuch
London, UK
A series of films where the characters try to
become like the protagonists from their favourite
Amazon shows

5B, UM Studios New York, USA
A feature film by Johnson & Johnson depicting theheroism of nurses in the AIDS crisis

See winner at the Work ›See winner at the Work ›Almost Human, Bacon Copenhagen,Denmark
A film for the Carlsberg Foundation exploring our
relationship with technology

In the Long Run, Iconoclast Berlin, Germany
The story of a young woman competing in a
triathlon despite her physical limitations, for
Mercedes Benz

Oakley “It’s OK”, Gregory Caron Music &Sound Design Gent, Belgium
A film about accepting the difficult moments thatcome with pursuing your passions

See winner at the Work ›See winner at the Work ›See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Craft Track featuring The Film Craft Lions18

THE FILM
CRAFT LIONSWINNERS— continued

BronzeViva La Vulva, Somesuch London, UK
A Libresse film celebrating the diversity and beautyof vaginas

See winner at the Work ›Boys Don’t Cry, Bensimon Byrne Toronto,
CanadaA film about toxic masculinity and the many ways
boys are told to bottle their emotions, for White
RibbonSee winner at the Work ›Shitty Jobs, Mortierbrigade Brussels,
Belgium
If manly men aren’t afraid of shitty jobs, they canhelp out at home too, by Zij-Kant for Equal Pay
Day

Bohemian Rhapsody, adam&eveDDB
London, UK
A film about a school’s elaborate performance ofQueen’s Bohemian Rhapsody, for John Lewis andWaitrose

Mr Swan, Ogilvy London, UK
A meticulously crafted animation to match
Sipsmith’s ‘We Make Gin, Not Compromises”
positioning

See winner at the Work ›See winner at the Work ›Storm the Court, Barking Owl Los Angeles,USA
A girl in Reebok’s interrupts a basketball game witha strange and infectious dance

Diversish, AMVBBDO London, UK
A film telling businesses that if disability is not on
your agenda, neither is diversity. By the Valuable
500

The Lift, New Land Copenhagen, Denmark
Two people fall in love in the lift at work, butneither can bring themselves to break the ice, by
BiancoSee winner at the Work ›See winner at the Work ›See winner at the Work ›See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Craft Track featuring The Film Craft Lions

19
BronzeTHE FILM
CRAFT LIONSWINNERS— continued

Greenpeace ‘Rang-Tan’, Mother London, UK
The story of a baby orangutan whose home in
the rainforest was destroyed for palm oil, byGreenpeace

We Are All Equal. And No One Is More Equal
Than Anyone Else, Thjnk Zürich, Switzerland
A film for Pro Infirmis about the similarities between
people with and without disabilities

See winner at the Work ›See winner at the Work ›Mercedes Benz - Bertha Benz, Anorak
Berlin, Germany
A short film for International Women’s Day
celebrating Bertha Benz’s bravery

Get Ready, MJZ Los Angeles, USA
A Dollar Shave Club film showing different men
getting ready and their shared vulnerability

Make It, MJZ Los Angeles, USA
Idris Elba works with his assistant to create a new
website using Squarespace

See winner at the Work ›See winner at the Work ›Vicks - One in a Million #touchOfCare,
Offroad Films Mumbai, India
A P&G film about a girl who was adopted byloving parents despite her disability

See winner at the Work ›See winner at the Work ›Spark - Wedding, Spark New Zealand
Auckland
When a bride’s father is hospitalised just before
the wedding, technology enables him to deliver
his speech

Gaydr, McCann London, UK
A film about a device as ridiculous as the fact
gay men can’t give blood, for the Peter Tatchell
Foundation

Mama said knock you out, Droga5 New
York, USA
Celebrating Serena Williams’ dual strength as an
athlete and a mother, for JPMorgan Chase & Co

The 8 – City of No Cars, Serviceplan
Germany Munich
Launching BMW’s latest car, The 8, with scenes ofa boy growing up in Venice

See winner at the Work ›See winner at the Work ›See winner at the Work ›See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Craft Track featuring The Film Craft Lions

20
BronzeTHE FILM
CRAFT LIONSWINNERS— continued

The Others, DDB Paris, France
Other people are always to blame, especiallyon the road. But actually we are all others. By
Volkswagen

See winner at the Work ›Right on Tracks, 72andSunny New York,USA
Sending positive messages to kids throughpuppets, for Cheerios

The Beatbox Catalogue, Artplan São Paulo,
BrazilA video of Etna’s catalogue where product words
are turned into beatbox rhythms

See winner at the Work ›See winner at the Work ›Akuma No Kimura (Demonically Spicy
Ramen), Dentsu Inc. Tokyo, Japan
Chicken Ramen’s cute chick mascot is transformed
into a devil chicken

First Christmas, Jung Von Matt/ Donau
Vienna, Austria
A story about a hedgehog explains why you
should #believeinyourself, for Erste Banking GroupSee winner at the Work ›See winner at the Work ›Earth Video, RYOT Los Angeles, USA
Lil Dicky enlists other famous artists to help him
raise awareness about climate change

See winner at the Work ›Hornbach “Morning”, Heimat Berlin,
Germany
A film about the beauty and potential of a morning

See winner at the Work ›I’m Drinking It For You, Colenso BBDO
Auckland, New Zealand
A music video explaining why drinking DB
Breweries’ new beer is a selfless act for those youlove

See winner at the Work ›Space Station, BBDO New York, USA
A story about an astronaut and her daughter andthe wonder of giving at Christmas, for Macy’s

See winner at the Work ›The Seven Worlds, MPC London, UK
A film about seven fantastical worlds for Hennesy

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Entertainment Track featuring The Entertainment Lions For Music

21

A SPOLIGHT ON
ENTERTAINMENT LIONS FOR MUSIC:

WHERE MUSIC AND
IDEAS MEETThe Entertainment Lions for Music celebrate original
production, promotion or distribution of music forbrands and work where a recording artist or platform
is innovatively leveraged to communicate with
consumers. “We were looking for something thatwould make a difference,” says Jury President PauletteLong OBE, Music Consultant/Board Director/
Publisher. “Cannes Lions is such a high profile
platform. What change can we make beyond theawards, how can we make a lasting impact?”

1. Music for social change
The strongest work was designed to drive positivesocial change. “This year, it wasn’t just about
advertising and a product, it was about creatinga platform,” says Long. “Whether it was speaking
about bullying, domestic violence or racism, it
was about spreading a message that would help
society in general.”Both Doomsday Entertainment Los Angeles’ This
is America and AKQA São Paulo’s Bluesman
challenged institutional racism. The judges were
so torn between the two, they used the option in
the rules to award the Grand Prix to both. “Whenwe sat in that dark room and came up with that
resolution there was much rejoicing – we all stoodup and cheered,” says Jury member Chris Clarke,
Director of Music at Leo Burnett Chicago. “Weknew that if we awarded them together, people
would watch the less famous Bluesman. What’s
better than getting the whole global creative
community to watch both?”Clarke notes how music has always been used asa tool to bring about positive social change, butthat in today’s fraught political climate it is more
relevant than ever. “Music is the renegade art form
that will always have the right to be provocative,”
he says. “You’ll be dancing or singing to a hook
and two weeks later you’ll actually understandwhat it means. It creates a kind of empathy thatspeech can’t.”

it was about
creating a platform

2. Songs that strike a cultural chord
This year, winners used carefully chosen styles
and genres of music to resonate with a particularaudience. For example, Gold Lion-winning
Artplan Brasilia’s Mistaken Love Song used atypical pop ballad to draw its target audiencein, before the music video revealed that thesong is about domestic violence. Similarly, in theBarbershop Girls: Shaving Stereotypes, by Grey
India Mumbai, a traditional Indian song about thebirth of a baby boy was reworked to celebrate a
newborn girl.
The Grand Prix winners were both heavy rap
songs and, according to Nielsen Music’s 2017
year-end report, R&B/hip-hop has become themost popular genre of music in the US in termsof consumption. “Rap is clearly what audiences
will listen and pay attention to,” says Clarke.
“Otherwise, you need to make sure the geography
and cultural relevance of your music choice isextremely precise or you’re probably not going toconnect.”
3. Listening to your gut
While the relevance of the music to the audience
was important, the most vital criteria for the judges
was the emotional impact of a piece of work. “Youcan be listening to an out of tune, broken acoustic
guitar that’s about to fall apart, but if someone
is singing and performing like their life is on theline, that’s what all of us as human beings respondto,” says Clarke. “It wasn’t difficult to find ourfavourites among the 400 entries, we could all
agree on what hit us in the heart and in the gut. It’s
easy to know if something is effective if you careabout it after a few seconds.”

Global Creativity Report 2019
A Spotlight on The Entertainment Track featuring The Entertainment Lions For Music

BEHIND THE GRAND PRIX:

BLUESMAN

Challenging
institutional racism inBrazilAt a Glance
Uniting black Brazilians, a marginalised
majority, under a new identity
The Idea
A music video that reveals the viewer’s
unconscious
Lessons• Don’t let the medium define themessage – give your story the time itneeds to be told
• When confronting people withdifficult truths, do so in a way thatencourages them to engage rather
than switch off• Think about how your music video
could impact culture: how big can
you take it?

22

In-depth
In Brazil, people of colour earn 42% less thanwhite and make up less than 5% of businessexecutives. They also represent 64% of the prison
population and are more than twice as likely to get
killed. Breakthrough Brazilian artist Baco Exu doBlues wrote his second album Bluesman about thisinequality, claiming the music is “for anyone who
has ever felt oppressed, subjugated or devalued,
and does not want to be in that place”.
AKQA São Paulo came onboard to create a music
video that would amplify his important message.
“We decided to build not just a music video but
a longer, 8-minute film that is almost like a shortstory,” says Hugo Veiga, ECD at AKQA São
Paulo.
The film combines three songs from the album andfollows a young person of colour running throughvarious scenes. The team knew that, due to theirinherent racial bias, most viewers would assume
that he was running away from trouble. “There’s apopular saying in Brazil that a white man running
is an athlete, a person of colour running is a thief,”says Veiga. “We put this visual in the film, but inthe end you realise he is running because he is late
for a music class.”
To stay true to the music’s mission to empower
Brazilian people of colour, the team worked withphotographer and activist Helen Salomão, who

has developed new photography techniques thatbring out the luminosity of black skin. Traditional
methods, created by white people, only serve toflatter or enhance white skin. “[Photography has]never paid attention to how to make black skinlook good on camera or on film,” explains Diego
Machado, ECD at AKQA São Paulo.
The team hoped that by making an artistically
beautiful film, they would attract people who areblind to institutional racism and be able to engage
them with their message. “Sometimes a message
can be like a punch in the face,” says Machado.
“We didn’t want to take this approach. We
wanted people to be open and to bring peoplein.”
The Bluesman film generated 20 million YouTube
views and a 495% increase in the artist’s monthly
Spotify listeners. It not only shook viewers into
confronting their unconscious racism, but inspireda national movement where people began
identifying as a Bluesman in support of Baco’s
message.
“Bluesman reclaims the identities of people ofcolour in Brazil by giving the name to a community
and rejoicing in their identity,” says Entertainment
Lions for Music Jury member Chris Clarke. “Weawarded Bluesman a Grand Prix in the community
engagement category, because what makes better
community engagement than inviting two thirds ofa country to unite under the name of an album?”Global Creativity Report 2019
A Spotlight on The Entertainment Track featuring The Entertainment Lions For MusicTHE
ENTERTAINMENTLIONS FORMUSIC WINNERS

What the judges were looking for:————

Whether they had an instant emotional response to the work
Work that was created to have a positive social impact
Authenticity, especially if the work was trying to do social goodTechnical skill in terms of the music and the production

Grand Prix

Gold

This is America, Doomsday Entertainment
Los Angeles, USA
A music video for Childish Gambino about racism
and violence in American society

Mistaken Love Song, Artplan Brasilia,
Brazil A love song by a famous singer with ahidden message about domestic violence from theBrazilian government

See winner at the Work ›23

See winner at the Work ›———The most relevant choice of music for the audience
Thorough explanations (don’t assume the judges will know everything.
If in doubt, include the detail)Work that is bold, barefaced and unashamed

Expensify Th!$, JohnXHannes New York,USA
A music video for rapper 2 Chainz that doubles as
an Expensify product demo

See winner at the Work ›Silver

The Legendary Tour, Mortierbrigade
Brussels, Belgium
A tour for up-and-coming artist Chance acrosssmall places in Belgium with the same name as
famous venues

See winner at the Work ›Giving Songs, De La Cruz & Associates
Guaynabo, Puerto Rico
Artists change the titles of their videos on YouTube
to help drive #givingtuesday donations

See winner at the Work ›The Barbershop Girls: Shaving Stereotypes,
Grey India Mumbai, India
A traditional Indian song about the birth of a baby
boy reworked to celebrate a newborn girl, for
Gillette

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Entertainment Track featuring The Entertainment Lions For Music

24

THE
ENTERTAINMENTLIONS FORMUSIC WINNERS— continued

BronzeOh Baby, Caviar TV Los Angeles, USA
A film for LCD Soundsystem’s single “Oh Baby”
about the love between an older couple whoinvent teleportation

The Most Vicious Cycle, McCann New York,USA
A music video by March for Our Lives about thenever ending cycle of gun violence in America

See winner at the Work ›See winner at the Work ›See the Music, Talent Marcel São Paulo,
BrazilData visualisations that represent OSESP’s
principal conductor’s movements while conducting
12 classical pieces

Bohemian Rhapsody, adam&eveDDB
London, UK
A film about a school’s elaborate performance ofQueen’s Bohemian Rhapsody, for John Lewis andWaitrose

See winner at the Work ›See winner at the Work ›Share Your Gifts, TBWA\Media Arts Lab
Los Angeles, USA
An animation for Apple about sharing yourcreativity with the world, to a song by 16-year old
Billie Eilish

See winner at the Work ›No More, The&Partnership Toronto,
CanadaAn anthem to #EndBullying online, by rapper
SonReal for telco Telus

See winner at the Work ›Sound-Free Concert, Hakuhodo Inc. Tokyo,
Japan
A Japan Philharmonic concert that the hearingimpaired could experience via light and vibrations

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Experience Track featuring The Creative eCommerce Lions25

A SPOLIGHT ON
CREATIVE eCOMMERCE LIONS:GAME-CHANGINGSHOPPING SOLUTIONSThe Experience Track highlights brands that are
engaging customers through immersive experiences
and impactful customer journeys. Within this, theCreative eCommerce category celebrates innovative
payment solutions and creativity that optimises thepath to purchase.

1. Retail everywhere
Commerce opportunities are no longer limited
to stores or our home computers. This year’s
winners demonstrated that anywhere can betransformed into a shopping experience, thanks
to a smartphone’s geolocation technology. One
judge called this the “atomisation of retail”. For
example, Nike turned created graffiti art in Brazil
into sneaker shopping destinations and Burger
King turned its biggest competitor’s stores into
places to buy the Whopper.

Asia is leading therest of the world
when it comesto eCommerce
innovations

2. Creative use of voice commerce
Voice commerce is still in its infancy, but judges
noted that the two winning voice-based
campaigns are signs of things to come. Flipkart
and Dentsu Bangalore used Google Assistantto create a fun, virtual haggling experience for
shoppers in India. Meanwhile, Nike and R/
GA New York used the voice assistant to help
basketball fans buy its latest pair of shoes during alive game. This interplay between a live broadcast
and voice queries or “see it and say it” could bean effective communications tool in the future,according to the judges. Rather than just walk users
through making a purchase, these campaigns
used voice in more playful and imaginative ways,
creating a memorable experience.
3. Shopping continues to go social
Hot on the heels of last year’s Grand Prix winningsocial commerce campaign for Microsoft
Xbox, this year saw more brands reaching new
audiences through peer-to-peer sales platforms.
Gold Lion-winning Isobar Shanghai worked with
KFC to enable customers to create their own KFC
Pocket Stores on WeChat where they could sell
products to their friends. Similarly, in a lower-techexample of social commerce, The Big Issue madeit possible for people to sell their magazines on tosomeone else using a QR code, with the proceeds
going to the original vendor.
The jury noted that we’ll continue to see work inthis area as Western social networks evolve to
add WeChat-like functionality. But even besides
WeChat in China, Asia is leading the rest of theworld when it comes to eCommerce innovations,as demonstrated by Dentsu Bangalore’s
trailblazing use of voice technology for the
Hagglebot.

Global Creativity Report 2019
A Spotlight on The Experience Track featuring The Creative eCommerce Lions

BEHIND THE GRAND PRIX:

DO BLACK - THE
CARBON LIMITCREDIT CARD
Linking everyday
behaviour with its
environmental impact
At a Glance
A credit card that limits your CO2 spend
The Idea
To make CO2 emissions more tangible bytreating them as a currency
Lessons• Make behaviour change as easy
as possible for people by offering ahigh-quality user experience• When getting people to regularly
engage with a cause, beware oflanguage that breeds negative
emotions like guilt• People and brands are looking forways to be more sustainable26

In-depth
While 78% of millennials are willing to change
their lifestyle to protect the environment (according
to the World Economic Forum’s 2017 Global
Shaper Survey), the majority of people have noidea how much impact their daily behaviour hason the future of the planet.

“And what is more relevant to most people
than their environmental impact? Their personal
finances. So by taking the user experience of
personal finances and connecting it to your impact
on the planet, we think we have a formula forsuccess when it comes to educating people about
their choices.”

Swedish fintech startup Doconomy wanted tocreate a tool that could help consumers keep trackof their carbon footprint and in turn, empower
them to reduce their CO2 emissions. The company
was born out of the Ålands Index, a 2017 Cyber
Grand Prix-winning project by the Bank ofÅlands and RBK Communication Stockholm thatshows customers the environmental cost of theirpurchases.

The biggest challenge was getting the tone right.
Do Black straddles two key areas, in being both afinancial service and a tool for sustainability. “We
needed to balance the two,” explains Wikström.
“If we pushed too much on the responsibility
point people would not use this service. Right
now there’s a lot of strong emotions surrounding
the climate crisis. We had to find a way to offer a
super relevant, user friendly service, without getting
too mixed up with that emotional background andleaving customers feeling guilty”.

Taking the Ålands Index to the next level,
Doconomy launched Do Black: a global credit
card with a CO2 spending limit. “If you have acredit limit in Euros, why shouldn’t you have one
in CO2 emissions?” says Mathias Wikström,
Doconomy founder and RBK Communication
Stockholm’s ECD. “A credit limit affects you on a
personal level: if you overspend you have to livewith the consequences. Whereas if you overspend
on your CO2 limit, the planet has to suffer theconsequences.”
When customers spend on the biodegradable
credit card, the environmental cost of theirpurchases is credited against their account. As they
approach their CO2 limit, the corresponding app
informs them via notifications.
The team took cues from fintech products in orderto create the best possible user experience. “We
aim to drive a change in behaviour,” explains
Johan Pihl, ECD at RBK Communication Stockholm.

To achieve this balance, the team stayed awayfrom the typical design language and design
found in sustainability messaging. The platform
avoids emotional, accusatory language such asphrases like “saving the planet”, for example.
“This is not a guilt trip,” says Pihl. “It’s more about
financial activism, enabling everyone to makesmall decisions count.”
Do Black has already reached more than 20
million people via earned media and more than
4,000 people have registered for the card in
Sweden alone. Since winning the Grand Prix,brands from all over the world - including morethan 40 banks - have contacted Doconomy
about how they might work together. The hope isthat soon partnering brands will be able to offer“climate compensation” for making sustainablechoices. Wikström says, “We want to create theopportunity for shared responsibility between
consumer and producer when it comes to theimpact of consumption.”Global Creativity Report 2019
A Spotlight on The Experience Track featuring The Creative eCommerce Lions

THE CREATIVE
eCOMMERCE
LIONS
WINNERS

27

What the judges were looking for:
—
—
—
—
—

Ideas with traction beyond an initial promo period
Work that tapped into local insights and showed awareness of context
Applying creativity to the customer journey, blending commerce and brand experiences
The impressive use of data, technology or online content to enrich the shopping experience
The creative use of payment technology to generate engagement

Gold

SilverBronzeChristmas Pocket Store, KFC, Isobar
Shanghai
Inviting customers to open their own virtual KFC
stores on WeChat and sell products to their friends

The Whopper Detour, Burger King, FCB USA
A 1-cent Whopper that could only be orderedon the Burger King app when the user was at
McDonalds

Pay it Forward, The Big Issue, FCB London
Magazines equipped with unique QR codes sovendors can sell each copy multiple times

See winner at the Work ›See winner at the Work ›Car-2-Bike, Veloretti Amsterdam
Nudging Parisians to start cycling withpersonalised bike discounts based on their car
license plates

Hagglebot, Flipkart, Dentsu Bangalore
Enabling customers to haggle for discounts online
using Google Assistant voice technology

See winner at the Work ›See winner at the Work ›See winner at the Work ›Hey Google, Ask Nike, Nike, R/GA New
York
A live, in-game shopping experience where
basketball fans could buy Adapt BB shoes via
Google Assistant

See winner at the Work ›Air Max Graffiti Stores, Nike, AKQA São
PauloTurning graffiti spots into sneaker stores withgeolocation technology

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Good Track featuring The Glass Lions28

A SPOLIGHT ON GLASS:
THE LION FOR CHANGE:TRENDS IN CULTURESHIFTING WORKThe Good Track is where we shine a spotlight on work
which uses branded communications to make theworld a better place. Within this, our Glass: The Lionfor Change category recognises work that implicitly
or explicitly addresses issues of gender inequality
or prejudice, through the conscious representationof gender in advertising. “Culture shifting creativity
was our mantra,” says Jury President Jaime Robinson,
CCO of Joan Creative, New York.

The future ofcreativity is about
taking more
responsibility

1. Be the changeThis year, the Glass Lion winners went beyond
creating awareness around gender issues andsparked action, either via the brand manifestingchange itself or by empowering customers to act.
The Grand Prix winner The Last Ever Issue, by
VMLY&R Poland, Warsaw, didn’t just talk about
the lack of sex education in Poland, but actuallybought a porn magazine, changed its content
and then shut it down. Similarly, rather than simply
campaigning for women to take part in the Tourde France, Fallon UK and Škoda helped them do it
anyway in its Tour Des Femmes campaign. “Action
was the best message,” says member of the Glass
Jury Ali Rez, Impact BBDO’s Regional ECD,
Middle East and Pakistan. “As Gandhi famously
said, ‘You have to be the change you want tosee’”.
The winning work created actions that had lasting
impact. “We were looking for brands to put theirmoney where their mouth is and follow through on
the conversations they started,” says Glass Jury
President Jaime Robinson, CCO of Joan Creative,
New York.

2. Strike a new tone
To move society’s views about gender forward,
the way a message is crafted needs to be as
progressive as its subject matter. “The minute we
get comfortable with a certain subject matter ortone, that’s when we stop being able to change theconversation,” says Robinson. “Traditionally thiscategory has been known for its raw emotional
power, and while we definitely saw beautiful workthat made us cry, we loved seeing different tonal
approaches to gender issues”.
Libresse and Somesuch London’s Gold Lionwinning Viva La Vulva, for example, celebrated
female genitalia in absurd and hilarious ways.
This drew a parallel with the absurdity of society’s
prejudices. “They took something that wasperceived to be ugly or impure and made it
glorious, starting a culture-shifting conversation
through amazing craft,” says Rez.
3. Own your power
Brands are increasingly taking responsibility
for their actions and the influence they have onsociety. Gillette has swapped its two-dimensional,
macho hunks for stories about trans men and theirfirst shave. Meanwhile, releasing its proprietarydata around female safety and the “gendercrash gap” could have hurt Volvo by helping its
competitors, but the brand decided to act for thegreater good.
“The future of creativity is about taking more
responsibility, not only in the sense of being moreaware of the messages you’re creating but also
whether you are doing enough for humanity withyour superpower,” says Rez. “If you’ve got thepower to convince someone to buy a brand of
toothpaste over another, you have the power toconvince someone to change the way they think
about gender equality.”Global Creativity Report 2019
A Spotlight on The Good Track featuring The Glass Lions
LAST EVER
ISSUE

8 MARCh 2019

BEHIND THE GRAND PRIX:

INDEX NO. 378585, ISSUE NO. 2/2019

THE LAST
EVER ISSUE
48 SEXISM-FREE PAGES

29

Transforming a sexist
publication into a
tool for change

In-depth
Poland is the fifth lowest scoring country in the
EU’s Gender Equality Index and many people inthe country view women’s rights as a damaging
import and threat to traditional values. “There is anatmosphere of disrespect towards women,” says
VMLY&R Poland’s ECD Dawid Szczepaniak. “This
manifests in many different ways, but perhaps thebest illustration of the issue is the way politicians
and celebrities patronise and marginalise women”.
For example, one member of Poland’s EU
parliament publicly said that women are weaker,
smaller and should be earning less than men.
The disrespect for women in Poland is partly
caused by the fact that there is no sex or gendereducation in schools. Because of this, many young
men only learn about women and sex throughpornography. So, when one of Poland’s oldest
porn magazines the Weekend was up for sale,pogressive online news platform Gazeta.pl
teamed up with Mastercard and BNP Paribas
and decided to buy it.

Price: PLN 9.99 (including 8% VAT)

At a Glance
Buying a porn mag to shut it down
The Idea
To reach people who don’t know they are
the problem
Lessons• Aim to educate rather than preach• Look beyond a stunt: commit to anissue for the long term
• When working on sensitive topics,
consider building an alliance of likeminded organisations

Working with VMLY&R Poland, the brandcreated the Last Ever Issue of the magazine,
releasing it on International Women’s Day before
shutting it down for good. Instead of the usual
shots of very young, almost naked women, thecover featured a female writer, world champion in
mixed martial arts and an actress. Inside, essays,
interviews and photography explored genderequality.
“We wanted people to remember the oldmagazine so we kept the structure the same,” says
Ewelina Wojtyczka, the Art Director responsible
for the campaign. “But we turned the content

upside down, giving the old sections a new
narrative”. For example, a popular photo story
from the Weekend showing hospital-based sexual
fantasies was replaced with beautiful, natural
images of a baby being delivered.
Many people mistakenly assume the campaign
was designed for younger guys who read porn,
explains Szczepaniak. In fact, the brand wanted
to reach wealthy men in big cities who had grown
up reading magazines like the Weekend but don’t
think there is anything wrong with their attitudes
towards women. “We wanted to make themrealise that they have subconsciously been raisedwith sexist values and that they need to watch theirlanguage and behaviour,” says Szczepaniak.
Getting the tone right was important if the brand
was going to resonate with this audience. “We
needed to make sure it didn’t feel preachy orradical and that the educational message wasdisguised within inclusive and approachable
content,” says Maciek Kozina, Associate Creative
Director at VMLY&R Poland. “We wanted to be
encouraging,” adds Szczepaniak. “So the content
includes male role models and guys who admit the
mistakes they have made in the past.”
The campaign organically reached 4.5 million
people and generated 25 million media
impressions, while Gazeta.pl saw a 50% increase
in its daily traffic. To continue its work in changing
the narrative around gender issues in Poland,
every month Gazeta.pl is publishing more content
about gender equality. Though they can’t go into
specifics yet, the coalition of brands has decided
to work together again to continue tackling theissue in the coming year.

Global Creativity Report 2019
A Spotlight on The Good Track featuring The Glass LionsTHE
GLASS LIONSWINNERS

What the judges were looking for:
The Glass Jury assessed work from charities
and brands with the same standards andall ideas were viewed equally. Some of thethings they were looking out for were:

30

—
—
—
—
—
—

Creativity that inspired action, rather than just awareness
Brand bravery
Work that had a real world impact
A high level of craft
The combination of strategic depth and creative excellence
Authentic, long term commitment to improving gender equality

Gold

SilverViva La Vulva, Essity
A film celebrating the diversity and beauty ofvaginasProject #ShowUs, Dove, Getty Images andGirlgaze, Publicis Sapient, New YorkA global library of diverse stock images of womenTour des Femmes, Škoda, Fallon UK
A team of women cycling the race they arebanned fromSee winner at the Work ›See winner at the Work ›See winner at the Work ›Next Minute Scene, Ministerio Publico and
ABAP, VMLY&R Brazil São Paulo
Reaching sexual assault victims via soap opera
scenesJust Do It: Caster Semenya, Nike South
Africa, Wieden+Kennedy the Netherlands
Hitting back at an athlete’s gender discriminatory
critics

See winner at the Work ›See winner at the Work ›BronzeThe Genderless Voice, Copenhagen Pride,
Virtue Copenhagen
A gender-neutral voice for virtual assistants

See winner at the Work ›First Shave, Gillette, Grey Toronto
A film about a transgender man’s first shave

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Health Track featuring The Pharma Lions

31

A SPOLIGHT ON PHARMA LIONS:EXCEPTIONAL CREATIVITYFROM A HIGHLYREGULATED INDUSTRY

Within the health track, the Pharma Lions celebrate
creative communications from pharmaceuticalclients and services. The awards champion the needfor medicine and therapeutic care and recognise
how creativity is making a difference in this highlyregulated industry.

The criticalfactor is
empathy

1. Work that generates empathy
Like many Lions at this year’s festival, purpose
was a major theme among the Pharma Lions
winners. The Grand Prix winner by McCann
Health Shanghai created a potentially lifesaving
smartphone tool, while Havas Lynx Manchester’s
campaign educates people living with HIV about
how treatment could impact their everyday lives.
“There is a lot of talk about brands giving back, butwhat’s interesting about this Lion is that there is alegitimacy to that sort of activity. You are dealing
with people’s health and so it has a rightful place
here,” says Jury member Andrew Spurgeon, Chief
Creative Officer Europe, Publicis Health. “Thecritical factor is empathy. In this sector you’ve got
to put yourself in the shoes of people who are
suffering.”

2. Staying true to pharma
Given that health and wellness is a cause many
brands are engaging with currently, Jury President
Robin Shaprio, Global President of TBWA\WorldHealth, made sure that the winning work
was for truly pharma clients. “If we’re not rigorous
about this very specific category, it could lose its
credibility,” she says. “In years past we’ve seen
work that was either extraordinary but not pharma,or truly pharma but not to Cannes Lions’ highstandard.”
3. A sector that is maturing creatively
Shaprio admits that she was afraid she’dbe disappointed by the level of creativity
demonstrated in this heavily regulated Lion.
However, she was pleasantly surprised to find thestandard of work was higher than ever before.
“We’re no longer scraping to find great work fromthese clients,” says Shapiro. “I think we’re going tosee a Grand Prix every year from now on. We’removing in the right direction very quickly.”
This was evident in the way winners leaned
more heavily into craft, used data or employedtechnology in more sophisticated ways. “We did
not see gratuitous uses of technology; everything
served a purpose,” says Shapiro. For example, thetechnology within Area 23’s Get Up Alarm Clockwas invisible – employed only to deliver messagesof support to cancer patients from their loved ones.

Global Creativity Report 2019
A Spotlight on The Health Track featuring The Pharma Lions32

In-depth
Chronic obstructive pulmonary disease (COPD) isa lung condition that causes breathing difficulties
and symptoms such as breathlessness, coughing/wheezing and frequent chest infections. Researchsuggests 100 million adults have COPD in China
but less than 7% are properly diagnosed. Becauseof this, COPD is now the third biggest killer in
China.

BEHIND THE GRAND PRIX:

THE BREATH OF
LIFE
Turning asmartphone into aself-diagnostic tool
At a Glance
Using a phone’s microphone to determine
breath volume and lung capacity
The Idea
To raise awareness of lung diseases byhelping people self-diagnose
Lessons• Invite your audience to play anactive role in delivering yourmessage• Combine new information andbehavioural change with familiarity
and tradition• Create tools that can be part ofpeople’s existing lives and habits

Pharma brand GSK has a history of treating lungdisease and one of the best treatment regimens for
COPD. However, due to low awareness about thedisease many people are not seeking treatment.
COPD is particularly common among older adults
aged 50 to 70, but many of these people assume
their symptoms are just a natural sign of aging.
Working with McCann Health Shanghai, thebrand wanted to shine a spotlight on COPD andencourage this target group to get a professional
diagnosis.
“With such low levels of awareness of COPD,
it would not be possible to engage the target
audience of older adults unless the solution
was simple, easy to perform and with a clear
message,” says Wendy Chan, ECD, McCann
Health China. The brand designed a solution thatwould live on WeChat, China’s most popularmessaging platform.

The brand created a WeChat program thattransforms a smartphone into a self-testing
diagnostic tool. It works like this: when a user
blows into the phone’s microphone, the volume of
their breath produces a soundwave. This data canbe analysed to determine their lung capacity, andif this figure is less than 70% the tool recommends
the user gets a hospital check-up.
To make the experience more engaging, the user’slung volume was represented by an image of atree. The brand partnered with a popular Chinese
blowing-ink artist to make the trees look as if they
had been created according to this tradition.
Visualising the data in this way also encouraged
people to share their results on social media,
helping to drive more people to use the tool.
“I will quote a Chinese proverb that says – tellme and I’ll forget; show me and I may remember;
involve me and I’ll understand,” says Chan.
“When you develop an idea that allows people
to participate and get involved in the coremechanism, you generate a much higher level ofinterest and willingness to take action.” The tool
received more than 10,000 clicks and the agency
and GSK are now exploring ways they can scale
up the idea.

Global Creativity Report 2019
A Spotlight on The Health Track featuring The Pharma LionsTHE
PHARMALIONSWINNERS

33

What the judges were looking for:———

Whether they had an emotional response to the work
Work created for truly pharma clients, rather than moregeneral wellness brands
Work presented elegantly and seamlessly – a perfectly
formed package

GoldSilver

One Word, Area 23, an FCB Health
Network Company New York, USA
An interactive film explaining a brain injury
patient’s struggle to regain speech, by the Learning
Corp

U=U=, Havas Lynx Manchester, UK
A Viiv Healthcare film for people withHIV explaining that the disease becomes
untransmittable after successful treatment———

Cultural insights over glamorous, overly-produced case studies
To be surprised, either by seeing something new or being madeto think about something differently
Refreshing formats, as opposed to traditional ads based arounda core visual and big headline

See winner at the Work ›As Much As I Can, Harley & Company New
York, USAAn immersive theatre experience about the highrates of HIV among gay men of colour in America,
by Viiv Healthcare

Get Up Alarm Clock, Area 23, an FCB
Health Network Company New York, USA
An alarm clock for cancer sufferers that projects
motivational tweets from friends and family onto
their ceilings, for Eli Lilly and Company

See winner at the Work ›See winner at the Work ›The Ufologist, Ogilvy São Paulo, Brazil
Radio ads for Hermes Pardini that describe howeven conspiracy theorists aren’t crazy enough tomiss their kids’ vaccines

Smartread, Langland Windsor, UK
Large format magazines by Bayer designed forpeople with macular degeneration to be able toread in clinic waiting rooms

Bübl Fashion, Edelman Toronto, Canada
A fashion collection made from bubble wrap
to raise awareness about osteoporosis, forOsteoporosis Canada and Amgen Canada

Reverse, Matter Unlimited New York, USA
A film by Merck for Mothers raising awarenessabout the fact that women of colour are 3-4 times
more likely to die during childbirth

See winner at the Work ›See winner at the Work ›See winner at the Work ›See winner at the Work ›See winner at the Work ›BronzeGlobal Creativity Report 2019
A Spotlight on The Impact Track featuring The Creative Effectiveness Lions34

A SPOLIGHT ON
CREATIVE EFFECTIVENESS LIONS:

THE MEASURABLE
IMPACT OF CREATIVITY

The single Lion in the Impact Track, the Creative
Effectiveness Lions commends work that has
successfully delivered on its original objectives.
The campaigns have already been recognised for
creativity at the Cannes Lions festival in previous years
and for this Lion the jury must assess their results. “TheCreative Effectiveness Lions underpin everything
Cannes Lions stands for at a time when our industry is
calling for creativity and effectiveness to be seamlessly
integrated into the same conversation,” says Simon
Cook, Managing Director, Cannes Lions.

Brands have to livein the digital reality
but they can’t bedefined by it

1. Creative ‘catalysts’ pay off
This year’s winners highlight how highly creative
short-term initiatives can catalyse a brand’smore long term, everyday marketing activity.
The short bursts of activity can help reinforce along-running campaign’s objectives. For example,
during its Super Bowl activity, Tide continued to
run its regular marketing campaign concurrently,
including a TV spot specifically for Tide Ultra Oxi,
the brand’s newest and most effective product.
This approach is what Karen Crum, Head of
Strategy at McCann London and the brains behind
the Gold-winning Xbox Fanchise Model casestudy, describes as “functional” and “catalytic”
work, with the latter “using social and PR likerocket fuel, igniting brand work across all channels
to get it noticed.”

2. PR and social underpin participation
After a long period where brands were relying
on storytelling and emotion as creative strategies,
this year, participation was the creative strategy
in 50% of shortlisted cases. “Stories alone areinsufficient,” says Seifert. “You now have to see
the actions and experiences that brands create to
generate these outcomes.” Carrefour generated
more than 83,000 signatures for its petition tochange EU law, while Xbox turned to its gamer
community and invited them to design consoles foreach other.
Participation strategies were underpinned by
PR and social engagement. For example, It’s aTide Ad encouraged consumers to create theirown content based on the Super Bowl campaign
with a meticulous social media strategy, bringing
influencers and celebrities into the conversation
online at various key points during the big game.
3. Enduring power of the realThis year’s winners showed the importance ofplanning a holistic customer experience thatinvolves digital channels as well as real life
touchpoints and activations. Several awarded
campaigns demonstrated how a physical presence
for brands can help them connect more effectively
with audiences. Carrefour’s Black Supermarket
centred around an in-store pop-up activation,
CALM’s Project 84 included a striking outdoor
installation and National Safety Council’s
Prescribed to Death included a memorial wall.
“Brands have to live in the digital reality but they
can’t be defined by it; they need to have somekind of connection to a physical space,” says
Seifert.

Global Creativity Report 2019
A Spotlight on The Impact Track featuring The Creative Effectiveness Lions

BEHIND THE GRAND PRIX:

BLACK
SUPERMARKET

Defying the law in abid to change it
At a Glance
Selling illegal produce that’s better for
people and the planet
The Idea
Aligning Carrefour with food quality byshowing that it’ll risk everything for it
Lessons• Communications can change society
as well as individual behaviour• Elevate stories with actions that
attract audience participation• Being brave as a brand means
facing up to complexity as well as
taking risks

35

In-depth
Carrefour wanted to change consumers’
perceptions of the brand as a big and ruthlessretailer by revealing its long-standing commitment
to French agriculture. The retailer’s reputation has
suffered due to various public scandals aboutfood quality, which while not directly involving
Carrefour had hit the industry as a whole and, as
one of the biggest supermarkets in France, had
hurt the brand’s image. “Every time there was sucha scandal, we could see the impact on Carrefour’sbrand love metric,” says Sarah Lemarié, Senior
Strategic Planner at Marcel Worldwide.
Whereas actually, behind the scenes, Carrefour
had developed the biggest high-quality
supply chain for food producers in France. The
supermarket paid these farmers higher than
average fees to ensure that they did not use
harmful chemicals and respected the environment.
The problem was that French consumers did notknow about this.
“We wanted to position Carrefour as the biggest
retailer of organic agricultural produce in France,”says Lemarié. “And when it briefed us about
its intention, we realised there was a bigger
story in that agriculture is in the hands of a few
corporations that patent all our fruits, vegetables
and cereals”.
In Europe, 97% of seed varieties are illegal.
These ‘farmers’ varieties’ would be the source of
healthier products than those on the market, butthey are banned in favour of hybrid, pesticideresistant seeds patented by the agro-chemicalindustry. This greatly endangered agricultural
biodiversity and deprived consumers of a rangeof products that were richer in nutrients, taste, andbetter for the environment too.

So, working with Marcel Worldwide, Carrefour
started selling illegal varieties of cereals,
vegetables and fruit in 400 of its storesnationwide. The Black Supermarkets campaign
also saw the retailer sign contracts with producers
to protect them, guaranteeing it would pay any
fines incurred. It launched a change.org petition
demanding that the law be reconsidered, rallying
influential ambassadors such as journalists andchefs. Print, outdoor, films and social media turned
the illegal producers into national heroes anddrove traffic to the petition.
The campaign increased footfall in store by 15%
and it successfully overturned an outdated EU
law. Carrefour also became a preferred brand to
its long-term rival, Leclerc. These results went on
to spark an internal shift for the brand. “Carrefour
stopped seeing itself as the big bad boss of retail
and, for once, it was the hero,” says Lemarié.
“This triggered a transformation internally which
was perfectly timed because it coincided withus working on a new worldwide strategy for
Carrefour where the brief concerned shifting fromprice to quality”.
This transformation of Carrefour indicates how theclient/ agency relationship is evolving. “We did avery French thing because it’s a bit revolutionary
in terms of not respecting things and going against
the law,” says Lemarié. “What makes a lot of ourclients afraid is not taking a risk, it’s the complexityof these kinds of subjects. It’s the hours spent withlawyers, it’s the long-term commitment to changing
a European law. That’s why, increasingly,
agencies’ role will evolve beyond the traditional
one of creating campaigns and extend to guiding
clients through profound transformations that
require bravery and support.”Global Creativity Report 2019
A Spotlight on The Impact Track featuring The Creative Effectiveness LionsTHE
CREATIVE
EFFECTIVENESS
WINNERS

36

What the judges were looking for:
—
—
—
—
—

A correlation between objectives and results
Idea (25%), Strategy (25%), Results and effectiveness (50%)
Proof that the activity caused the results
Ideas that made a brand impact, business impact and cultural impact
Brands prepared to take a risk

—
—
—
—

Storytelling alone isn’t enough - stories need to be accompanied with actions
Work designed to have an impact beyond the medium term
A focus on hard rather than soft metrics, i.e. growth, sales and marketsharerather than reach, views, impressions
Case studies that are written simply but with some personality or flavour

Gold

It’s a Tide Ad, Tide, Saatchi & Saatchi NewYork
A series of Super Bowl spots claiming that any ad
including clean clothes is actually a Tide ad

XBox Design Lab Originals: The Franchise
Model, Microsoft, McCann London
Enabling gamers to design their own controllers
and earn money by selling their creations

See winner at the Work ›See winner at the Work ›The All-In Promo, Noblex, David Buenos
Aires
Offering a refund on purchases of new TVs if
Argentina’s football team lost its qualifying World
Cup games

See winner at the Work ›Silver

Prescribed to Death, National Safety
Council, Energy BBDO Chicago
A memorial showing the faces of 22,000
overdose victims carved onto pills

Project 84, CALM, Adam&EveDDB London
84 statues of men on top of the ITV tower in
London, representing the number of men who
commit sucide each week

See winner at the Work ›See winner at the Work ›Scary Clown Night, Burger King, Lola
MullanLowe Madrid
On Halloween night, Burger King gave a free
Whopper to anyone that came in store dressed as
its rival’s mascot

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Impact Track featuring The Creative Effectiveness Lions37

THE
CREATIVE
EFFECTIVENESS
WINNERS— continued

BronzeDundee: the Son of a Legend Returns
Home, Tourism Australia, Droga5 NewYork
A star-studded trailer for a new Crocodile Dundee
movie was actually a tourism ad for Australia

See winner at the Work ›Audi / Vorsprung Durch Technik: Beautiful
Cars with Amazing Brains, Audi, BBH
LondonTaking three words discovered on the wall of an
Audi factory in 1982 as the springboard for a new
brand platform expressing Audi’s “progressive
premium’ positioning

See winner at the Work ›Hair Talk, Sunsilk, Wunderman Thompson
BangkokThe story of a trans girl growing up in Thailand
establishing her true identity through growing her
hair

See winner at the Work ›#SuperSickMonday, Mucinex, McCannNew York
A campaign coining #SuperSickMonday, when
Americans call in sick the day after the Super Bowl

See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Innovation Track featuring The Innovation Lions38

A SPOLIGHT ON INNOVATION LION:LEARNINGS FROM THE
LATEST TECHThe Innovation category celebrates ground-breaking
innovation, technology and problem solving. The
award recognises standalone technological solutions,
including tools, products, models and platforms aswell as creative campaigns that harness technology.
“We were looking for the best idea which had astrong insight and the potential to create long term
relevance,” says Jury President Bill Yom, Global
Creative Director at Cheil Worldwide.

The criticalfactor is
empathy

1. Tech to solve real world problems
From pollution clearing paint to furniture add-ons
for the disabled, this year all the Innovation Lion
winning work was designed to make the world abetter place. Sustainability and accessibility were
the key causes being addressed, but a range of
CSR work made it through to the shortlist stage.
“90% of the entries that passed pre-judging werecreativity for good,” says Jury member Zélia
Sakhi, Chief Experience Officer at Virtusize, Tokyo.
“When you’re judging work side by side - and thisis true for all categories - the ones that do goodstand out significantly. That’s always been true, but
this year in this category it was even more so. It isa bit unfair as other ideas deserve recognition, but
the fact they are in the same bag makes it difficult.”
2. Reimagining the client/ agency
relationshipThis year saw agencies acting as founders,incubators and even VCs, going beyond
advertising and their comfort-zones. Behind

winning work like Area23’s See Sound and RBKCommunication’s Stockholm’s Do Black was awatertight agency/ startup partnership, provingthat new working models are key for creating
innovation. “The future of creativity is aboutcollaboration and changing the business for thebrand and the agency,” says Yom. “We all lookeddeep into the relationship between the agency/
startup and the client. We wanted to makesure that the work was driven by the power ofcollaboration and the synergy of different creative
assets.”
While the judges were impressed with newworking models, the partnerships had to begenuine. “You see the teams that are credible,
have bonded and are real,” says Sakhi. “Butalso those that have clearly never met each otherbefore coming on stage and weren’t convincing
when presenting the work.”

3. Keeping old ideas alive
Some of the winning projects such as See Soundand TBWA São Paulo’s Braille Bricks were up to
five years old (the Innovation category accepts
work that has been produced over a longer timeframe than other categories). As advertising
campaigns are often short-lived, the industry has
a tendency to move on from ideas quite quickly.
These innovation winners illustrate the power ofperseverance and evolving an idea over time.
“It was refreshing to see people not let good ideas
die because a client said ‘no’ or because they had
already won an award,” says Sakhi. “I want tosee more of that across the whole festival. I want
to see the work evolve. It shows that resilience is anecessary skill in this industry.”Global Creativity Report 2019
A Spotlight on The Innovation Track featuring The Innovation Lions39

In-depth
Whether it’s a tap left running or a child crying out
for help, most of us receive important signals about
our environment through sound. For a deaf person,
not being able to hear sounds and act accordingly
can put themselves, their environment and othersat risk.

BEHIND THE GRAND PRIX:

SEE SOUND

Empowering thedeaf with a device
that hears for you
At a Glance
Using machine learning to translate
sounds into texts
The Idea
To alert the deaf as to what’s going onaround them
Lessons• The data you need to to train amachine learning model could beright under your nose
• Form deep partnerships with yourcollaborators• Innovation to help the disabledshould be seen as far more thanan inclusivity project; it can lead towhole new business opportunities

When a member of FCB-owned Area23,
New York, presented her idea to help the deaf
community, the whole agency got onboard.
A diverse team including product designers,
technologists and project managers created a
prototype for a smart home hearing system — adevice that could translate sounds into text alerts
for the deaf.
They soon discovered a startup with the sameidea. “Wavio had created the software but had noplans to develop a hardware product,” Hawkey
explains. “We decided to form a partnership,
where Area23 would be the hardware lead andWavio would lead on the software”.
While there were already devices on the market
that could identify one type of sound, such as adoorbell ringing, there was no product that could
distinguish between different noises. This was due
to a lack of data. “In order to train an AI model
how to differentiate sounds, you need millions ofsound samples,” says Hawkey. “That would be avery laborious task.”
The answer, which delighted Cannes Lions Jurymembers and attendees, turned out to be YouTube.
Working with Google, the team were able totrain their software with two million audio-tagged
YouTube videos. By feeding the algorithm 10,000

samples of somebody shouting, for example, thetechnology was able to compare this data withnew sounds and learn how to recognise the soundof a shout.
“With the considerable resources of the agency,
we were able to accelerate the project through toworking prototypes and testing in homes,” says
Hawkey. The device listens out for sounds thatwould be inconvenient or dangerous to not hear,from the beep of a washing machine to the shriekof a fire alarm. After detecting an important sound,the system sends a text message to the deaf user
alerting them of what’s happening.
Having never built a product end-to-end, theproject has been a huge learning curve for theagency. “It’s not what we have been staffed foror are built to do,” says Hawkey. “This is a very
different working model but one we’ve learned
a lot from and that will help us service our clients
better.”
Their work is far from over. Area23 is continuing
to work with Wavio to commercialise the product,
which will mean seeing it through manufacturing,
distribution and sales. “The intensity for the projectpre-Cannes has been maintained post-Cannes.
We’re fully committed,” says Hawkey. “Since
winning the Grand Prix, the response from the deaf
community has been overwhelming. Thousands ofpeople are saying they don’t just want this product,
they need it,”He hopes that See Sound will also inspire more
people to create businesses designed for disabled
people. “Disability is not just something that canhelp a brand be inclusive: it is a potential billion
dollar business area,” says Hawkey. “I hope to see
disability represented for years to come and notjust have it be the cause du jour for 2019.”

Global Creativity Report 2019
A Spotlight on The Innovation Track featuring The Innovation LionsTHE
INNOVATION
LIONSWINNERS

40

What the judges were looking for:————

Solutions to real world problems
Great ideas that were elevated with technology
Work based on a human insight
A collaborative working process———

Commitment to an idea and its evolution
True partnerships between startups and agencies
Authenticity, rather than work designed to win an award

Gold

SilverChanging the Game, Microsoft, McCannUSA
A gaming controller for people with limited
mobility

ThisAbles, Ikea, McCann Tel Aviv
Furniture add ons to make existing pieces moreaccessible to the disabled

Braille Bricks, Dorina Nowill Foundation for
the Blind, TBWA São Paulo
Lego-like bricks that teach kids braille as they play

See winner at the Work ›See winner at the Work ›This is a Tree, Pacific Paints, TBWA Makati
City
Paint that cleans polluted air

Mimica, R/GA United Kingdom
A sticker that tells you when your food has gone
stale

See winner at the Work ›See winner at the Work ›Do Black, Doconomy, RBK Communication
Stockholm
A credit card that maxes out when you’ve spent
your carbon limit

See winner at the Work ›BronzeSee winner at the Work ›Global Creativity Report 2019
A Spotlight on The Reach Track featuring The Creative Strategy Lions41

A SPOLIGHT ON
CREATIVE STRATEGY LIONS:THE IDEA BEHIND
THE IDEA

2019 marked the first year of the Creative Strategy
Lions, Cannes Lions’ newest awards that celebrate
brilliance in strategic planning. The Lions are
dedicated to strategies that redefine a brand, reinventa business or influence consumers and wider culture.
“We were laser focused on the input rather than theexecution, which is what makes this category uniquely
special,” says Jury member Ian Davidson, Executive
Director, Strategy & Insights at VMLY&R.

Good strategy
starts withnovel research

1. Solving problems through new products
A significant proportion of the winners are productdevelopment submissions rather than more
traditional campaign work. “Product development
requires understanding the friction in somebody’slife and then having the courage and brand ability
to solve it,” says Davidson. “The more the idea
moves towards experience, the more it’s going tointercept with people’s lives.”

For example, Wunderman Thompson New Yorkwas able to design a line of clothing that met
the needs of disabled people because it worked
alongside them. While making Tommy Hilfiger
Adaptive, the team worked according to theirmantra, “nothing about us without us”. By working
with disabled people throughout the process, theteam were able to discover multiple insights that led
to life changing products.

For example, Cheil Worldwide’s Bronze Lionwinning Firevase is a flower vase that doubles asa throwable fire extinguisher. Meanwhile, Grey
London’s Bronze Lion-winning razor for Gillette
helps people shave others who can no longer do it
for themselves.

3. A plea for more long-term brand building
Jury members were disappointed about the lackof long-term effectiveness case studies enteredinto the Creative Strategy Lions, especially in lightof a recent report by Peter Field criticising theincreasingly short-term and disposable nature ofmarketing.

2. Good strategy starts with novel research
Winners demonstrated how interrogating aproblem in an unusual way can lead to deeper
and more refreshing insights. “The way you
approach research before the brief matters a lot,”says Davidson. “Good strategy starts with novel
research. If it got a Lions, the chances are theresearch had something different about it.”Jury member Amanda Feve, Partner and Chief
Strategy Officer at Anomaly Amsterdam, believes
the shift to short-term is partly due to the changing
nature of client/ agency relationships. “We’removing from having decades-long relationships,
where an agency sometimes knows more abouta brand and its business than the client, to asituation where work is more project based andtransactional,” she says.
Both the Grand Prix winner, The E.V.A. Initiative,
and Gold-winning campaign Viva la Vulva
demonstrate more long-term approaches toadvertising. “Volvo’s campaign has the ability to
impact the world more in five or 10 years from now
than it does today,” says Davidson. Meanwhile,
Feve believes Essity’s success with Viva la Vulva
was largely thanks to the strong agency/ client
relationship. “It was only by doing a successionof amazing work in feminine care that the brand
was able to do this product extension into intimate
care,” she says. “They’d built trust with client so thateverybody was willing to take a brave leap.”Global Creativity Report 2019
A Spotlight on The Reach Track featuring The Creative Strategy Lions

BEHIND THE GRAND PRIX:

THE E.V.A.
INITIATIVE

Making all cars
safer for women
At a Glance
A public library of research about thegender crash gap that empowers all
automakers to close it
The Idea
To continue Volvo’s legacy of putting
people’s safety before its competitive
advantage
Lessons• Data become more powerful whenhumanised and made relatable• Deliver purpose through yourproduct, where the cause you standfor is inextricable from the productyou sell• Think long term about what impact
you can make. Make your work
worth celebrating in years to come42

In-depth
60 years ago, Volvo released its patent for the
3-point seatbelt, making all cars safer for people
across the globe. The brand tasked Forsman& Bodenfors, Gothenburg, to celebrate thisanniversary and strengthen Volvo’s positioning as
the number one safety car brand.

To prove how much Volvo cares about safety, theteam decided to release this data. In doing so,
Volvo would help make all cars safer across theworld, just as it had done in 1959. The research,which included data from more than 43,000
collisions and 72,000 people, was presented in adigital library that anyone could download.

The team knew that across regions, women
influence up to 85% of all car purchases, and in
the US are responsible for 60% of car purchases.
Of the features most important to women, safety
comes out on top. However, women are not as
safe as men in most cars. Globally, women are
47% more likely to be seriously injured, 71% more
likely to be moderately injured and 17% more
likely to die in a car crash. This gender crash gap
is the result of the fact that most cars are tested onmale crash test dummies.

While the campaign wanted to provide a tool forthe rest of the automotive industry, it also needed
to create awareness around the gender crash gap,
which few people knew about. The team createda video to launch the idea, working with a dancer
to demonstrate the most common crash injuries
among women via choreography.

“We learned that Volvo is one of the few car
brands that has used proper female crash test
dummies, which we found very interesting,”says Forsman & Bodenfors Art Director Sophia
Lindholm. “But during meetings and research with
Volvo’s safety department we learned that the big
deal isn’t the dummies, it is the data.”
Since the 1970s, Volvo has been collecting reallife collision data on accidents involving both men
and women and using this research to make its
cars safe for people of all sizes and genders.

“We turned the massive amount of data into
something relatable and more human that would
instantly grab your attention,” says Lindholm. “Wechose a tonality that was both very serious but also
had a bit of hope and energy. Which is different
to the current creative landscape for a car brand,
where live footage and realistic shots take up a
great deal of space.”
The campaign is still active and the researchhas been downloaded more than 17,000 times.
“Giving away 50 years of advantage towards
competing brands for free might sound like a pretty
hard idea to pitch, but our client loved it from thestart,” says Forsman & Bodenfors Art Director Karl
Risenfors.

Global Creativity Report 2019
A Spotlight on The Reach Track featuring The Creative Strategy Lions

THE CREATIVESTRATEGY
LIONS
WINNERS

43—

What the judges were looking for:———A beautifully constructed argument – the written element of an
entry is crucial for this Lions
Entries that were tailored rather than repurposed from submissions
to other categories
New or novel approaches to research

—
—
—
—
—

Submissions that made an effort to earn the judges’ attention, just as ads
do in the real world
More long-term effectiveness case studies and brand building
Work that interrogated a problem
Breakthrough thinking, a creative leap that felt fresh and unexpected
Departures from award show conventions – how can you make sure yourcase study video isn’t cliché?
Stronger results than vanity metrics (“Impressions don’t impress us!”says Jury member Amanda Feve, Partner and Chief Strategy Officer at
Anomaly Amsterdam)Gold

The Time We Have Left, Leo Burnett Madrid,Spain
An online tool that calculates how much time
people have left to spend together, for Ruavieja

See winner at the Work ›SilverViva La Vulva, Essity
A film celebrating the diversity and beauty ofvaginasSee winner at the Work ›Endangered Syndrome, FCB Canada
Toronto, Canada
A campaign appealing for people with Down
syndrome to be considered an endangered species

Kingo, Ogilvy Guatemala City, Guatemala
A product making energy more affordable forpeople living in remote communities

A World Without Borders, Ogilvy Colombia
Bogotá, Colombia
Discounts on Aeromexico flights for Americans that
depend on how Mexican their DNA is

Lifebuoy #HelpAChildReach5, Lowe Lintas
Mumbai, India
A programme to help children in India reach 5
years-old through the simple act of washing theirhands

See winner at the Work ›See winner at the Work ›SilverUnforgettable Bag, Grey Malaysia Petaling
Jaya, Malaysia
A Tesco shopping bag with a bar code enablingcustomers to get rewarded every time they reuse it

See winner at the Work ›Refurbished Tweets, BETC Paris, France
Using celebrities’ old Tweets about their phones toadvertise Back Market’s refurbished devices

See winner at the Work ›See winner at the Work ›See winner at the Work ›Global Creativity Report 2019
A Spotlight on The Reach Track featuring The Creative Strategy Lions

44
BronzeTHE CREATIVESTRATEGY
LIONS
WINNERS— continued

Project 84, CALM, adam&eveDDB London
84 statues of men on top of the ITV tower in
London, representing the number of men who
commit suicide each week

See winner at the Work ›Where You Belong, Friends Moscow, Russia
A campaign by Russian domestic airline Utair
about the nostalgia of taking trips home

See winner at the Work ›Nike Dream Crazy, Wieden+Kennedy
Portland, USAA campaign celebrating Colin Kaepernick andother athletes who have overcome barriers toachieve their dreams

Tommy Hilfiger Adaptive, Wunderman
Thompson New York, USA
A fashion line designed for disabled people

See winner at the Work ›See winner at the Work ›Gillette Treo, Grey London, UK
A razor designed for caregivers to use on those
who can no longer shave themselves

See winner at the Work ›Firevase, Cheil Worldwide Seoul, SouthKorea
A flower vase that doubles as a throwable fire
extinguisher, by Samsung

See winner at the Work ›BronzeI Am Trash, Les Fleurs Du Déchet, Ogilvy
Paris, France
A perfume made of rubbish to challenge theamount of waste created by the luxury industry

See winner at the Work ›ThisAbles, McCann Tel Aviv, Israel
Free add-ons to make Ikea furniture moreaccessible to disabled people

See winner at the Work ›Safety Hub, Che Proximity Melbourne,
Australia
A platform that pays Australians to make theirhomes safer, from insurer NRMA

Touch of Care India, Publicis Singapore,
SingaporeFilms that redefine what family is in modern India
by celebrating the power of care, by Vicks

See winner at the Work ›See winner at the Work ›Global Creativity Report 2019
Special Awards 201945

HOLDING COMPANY
OF THE YEAR
Omnicon’s Reign Continues Into
2019
The Holding Company of the Year winner is theholding company whose member companies obtainthe most points for shortlisted and awarded entries.
This year, Omnicom fended off both InterpublicGroup and WPP to accrue 207 lions and retain
their title from 2018.
“It’s truly an honor to win the most creative holding
company for the second year in a row.” commented
John Wren, Chairman and CEO of Omnicom
Group. “However, it’s important to remember thatholding companies don’t win awards, people do.
I want to congratulate all of our people on theirtireless efforts to create exceptional work for ourclients.”
Interpublic Group moves up from third tosecond place in 2019 with 158 lions, after vital
contributions from the McCann Worldgroup
and FCB networks. This year is Interpublic’s fifthamongst the top three Holding Companies.
WPP followed closely after, with another wellrounded year that saw dependable winnings from
Grey, Ogilvy and VMLY&R.

2019
Rank

Holding Company

1
2
3
4
5
6
7
8
9
10

OMNICOM
INTERPUBLIC GROUP
WPP
PUBLICIS GROUP
DENTSU GROUPMDC PARTNERSHAVAS GROUP
BLUEFOCUS GROUPHAKUHODO DY HOLDINGSENERONETWORK OF THE YEAR
McCann Worldgroup Take Their
Place as Network of the Year in
2019
Network of the Year is awarded to the network
whose member companies obtain the most points
for winning and shortlisted entries.
For the first time on record, McCann Worldgroupare Network of the Year, rising from fourth-place in2018.
“We are very proud to win this honour
at Cannes this year recognizing our creative
work from so many countries, clientsand disciplines, across all platforms and Lionscategories,” said Harris Diamond, Chairman& CEO of McCann Worldgroup. “Thanks to
the inspired leadership of [Global Creative
Chairman] Rob Reilly, our incredibly diverse andtalented creative staff is driving our business, andthat of our clients, forward with real results.”
DDB Worldwide came in as runners up. They
have continued to climb the rankings since finishing
fifth in 2015. Their earnings this year include 69
lions, of which 15 are gold.
FCB take a huge leap from eleventh place in 2018
to finish third. Their winnings amount to 44 lions that
include 3 Grands Prix in the Direct, Mobile andCreative Data Lions.

2019
Rank

Network

1
2
3
4
5
6
7
8
9
10
11
12
13
14

McCANN WORLDGROUP
DDB WORLDWIDEFCBBBDO WORLDWIDETBWA WORLDWIDEOGILVYGREYWIEDEN + KENNEDY
DROGA5
VMLY&R
PUBLICIS WORLDWIDELEO BURNETTMDC PARTNERS
MULLENLOWE GROUPWUNDERMAN THOMPSON (workcreated as J. WALTER THOMPSON)SCHOLZ & FRIENDSDENTSUACCENTURE INTERACTIVEBETCCHEIL WORLDWIDE

15
16
17
18
19
20

Global Creativity Report 2019
Special Awards 201946

HEALTHCARE NETWORKOF THE YEARMEDIA NETWORKOF THE YEAR

McCann Health Make A
Comeback In 2019

Mindshare Take Pole Position In
2019

The Healthcare Network of the Year award goes tothe healthcare network that obtains the most points
for winning and shortlisted entries in the Health &Wellness and Pharma Lions.
McCann Health have reclaimed first-place after
a year out of the top three in 2018. Their Shanghai
branch were crucial to their success and took homea Grand Prix in the Pharma Lions for a smartphoneenabled diagnostic application. ‘Breath of Life’, for
GSK, sought to raise awareness and diagnoses of
COPD in China.
Commenting on their achievement, Matt Eastwood,
McCann Health Global Chief Creative Officer
said, “It has been incredibly gratifying to be named
Healthcare Network of the Year for a third year atLions Health, we feel humbled by the recognition.
This is a confirmation of the effort we, as a global
network, put behind our creative product on behalfof our clients, who have been true partners andwithout whom this would not have been possible.”

2019
Rank

Network

1
2
3
4

McCANN HEALTHFCB HEALTHHAVAS HEALTH & YOU
PUBLICIS HEALTH

The Media Network of the Year winner is the media
network whose member companies obtain themost points for winning and shortlisted entries in theMedia Lions.
Mindshare lead as Media Network of the Yearfor the first time on record, climbing from a thirdplace finish in 2018 and an eleventh-place finish in2017. Their winnings include Lions for ‘The Infection
Alert System’ for Lifebuoy and ‘Hacking PrimeDay’ for General Mills.
Speaking on the achievement, Nick Emery, Global
Chief Executive of Mindshare, said: “Mindshare has
had a great 2019 and winning the Cannes Media
Network of the Year topped it all off. Cannes
remains the creative pinnacle and for a company
founded on and rooted in creativity and invention in
all its forms, we were over the moon to win and tocelebrate excessively together. Thank you.”FCB Health follow as runners up this year andmaintain a top-2 position for the third year running.

In at second, Starcom worked on key media
placements for multiple award-winning campaigns
including ‘You Seeing This?’ for ESPN x NBA.
They take a huge leap from their thirteenth-placefinish in 2018.

Finally, it was Havas Health & You at third. Theydrop one place after coming in at second in 2018.

Mediacom, stayed competitive, arriving at third,
two spots down from their first-place finish in 2018.

2019
Rank

Network

1
2
3
4
5
6
7
8
9
10

MINDSHARE
STARCOM
MEDIACOM
PHD WORLDWIDEINITIATIVEWAVEMAKEROMD WORLDWIDEZENITHBLUE 449
UMGlobal Creativity Report 2019
Special Awards 201947

NETWORK BY REGION –ASIA PACIFIC

NETWORK BY REGION –EMEABBDO Worldwide Prevail in the
East

McCann Worldgroup Tops thePodium in Europe, the Middle
East and Africa

BBDO Worldwide have emerged as thedominant network of the Asia Pacific region after
tremendous results from BBDO Pakistan, Lahore(who, alone, won four trophies) and their Bangkok
branch. Winning campaigns included ‘Truck Art
Childfinder’ produced for Berger Paints and ‘The
Bridal Uniform’ for UN Women, which sought
to mobilise the Pakistani community against childmarriages.
David Lubars, Chief Creative Officer, BBDOWorldwide, stated: “With nine BBDO agencies
contributing to our Regional Network of the Year
performance, it speaks to the depth and breadthand quality of our work coming out of the AsiaPacific region.”
Dentsu took the runner-up position, demonstrating
an established position within the region. They
found success across a wide breadth of lions, withtrophies earned in Brand Experience & Activation,
Direct, eCommerce, Entertainment Lions for Sport,
Film, Film Craft, Industry Craft, Mobile and Social &Influencer Lions.
Meanwhile, the Ogilvy network arrived in at third
with standout performances from the Bangkok andHong Kong offices.

2019
Rank

Network

1
2
3
4
5
6
7
8
9
10

BBDO WORLDWIDEDENTSUOGILVYGREYTBWA WORLDWIDECHEIL WORLDWIDEMcCANN WORLDGROUP
DDB WORLDWIDEACCENTURE INTERACTIVE
FCB

After standout results from McCann, Tel Aviv,
including a Grand Prix in the Health and Wellness
Lions, and a bounty of gold Lions from Paris andLondon, McCann Worldgroup has emerged
as the most successful network within the region.
Their achievement is owed, in part, to the range ofmetal in their trophy cabinet; 10 Silver and over 15
Bronze Lions, as well as a large back-catalogue ofshortlisted entries.
Adrian Botan, President Creative Council Europe,
McCann Worldgroup commented:“To have achieved this in a time when our industry
is in the midst of exciting changes – with purpose
driven work around important social issues for
major brands central to so much of the work
recognised this year – is inspirational and highly
motivating. Thank you to Cannes Lions and ourinnovative industry peers with whom we share these
accolades.”
DDB Worldwide follow closely-behind in second
place. Major wins, for them, include a Gold Lionfor their 2018 John Lewis Christmas advert, ‘The
Boy and the Piano’ and multiple Golds for ‘My Lifeas an NPC’ produced for videogame company,
Ubisoft.
In at third, BBDO Worldwide saw a numberof impressive wins and a Grand Prix for Impact
BBDO, Dubai’s campaign ‘The Blank Edition’, for
An-Nahar aimed at breaking the government
deadlock in Lebanon.

2019
Rank

Network

1
2
3
4
5
6
7
8
9
10

McCANN WORLDGROUP
DDB WORLDWIDEBBDO WORLDWIDETBWA WORLDWIDEPUBLICIS WORLDWIDEFCBSCHOLZ & FRIENDS
VMLY&R
MULLENLOWE GROUP
GREYGlobal Creativity Report 2019
Special Awards 2019

48

NETWORK BY REGION –LATIN AMERICANETWORK BY REGION –NORTH AMERICAThe Ogilvy Network Leads in
Latin America

FCB Thrive in Canada and theUSA

Combined successes from David, São Paulo;
David, Buenos Aires and Ogilvy, São Paulo
see the Ogilvy network as a first-place incumbent
within the Latin America region. Their winning
campaigns included ‘Burn That Ad’ for Burger
King, ‘The All-In Promo’ for Noblex and ‘Pet
Commerce’ for Petz, all of which took home Gold
Lions.
Speaking on their success, CCO of Latin America,
Ogilvy, John Forero, said:¨Being the Latin American Network of the Yearaccording to the most important advertising festival
in the world, is not the recognition only of a great
creative team. It is a recognition of creativity as aculture of all the people who go to work every day
in a building that says Ogilvy at the entrance.¨
In at second, DDB Worldwide saw impressive
results from Fahrenheit DDB, Lima and Africa,São Paulo amongst their other South Americanbased agencies. One campaign, ‘Perussian Prices’,
produced by Fahrenheit DDB, Lima for Plaza
Vea during the World Cup, won gold in both the
PR and Brand Experience & Activation Lions.
Grey followed in at third, taking home 18 Lionsfrom their agencies in the region and a large bulk ofshortlisted entries. 2019 saw especially high trophy
winnings from their São Paulo and Buenos Aires
branches.

2019
Rank

Network

1
2
3
4

OGILVY
DDB WORLDWIDEGREY
VMLY&R
WUNDERMAN THOMPSON (workcreated as J. WALTER THOMPSON)BBDO WORLDWIDEWIEDEN & KENNEDY
PUBLICIS WORLDWIDE
MULLENLOWE GROUP
BETC

5
6
7
8
9
10

FCB enjoyed a blockbuster year in the North
America region with over 20 award-winning
entries and three Grands Prix. Their ‘Whopper
Detour’ campaign captured the highest accolade
in both the Direct and Mobile Lions and their social
consciousness campaign ‘Go Back to Africa’,
produced by FCB/SIX Toronto, took the crownin the Creative Data Lions.
“At FCB, we don’t set out to win awards; we set out
to prove that creativity is an economic multiplierin both the short term and the long term. This
recognition from Cannes Lions is particularly
gratifying because it comes from an organizationthat believes passionately in creativity that drives
business results.” Commented Susan Credle, FCB.
“When we celebrate work that our clients say
contributes directly to the value of their business, ourindustry’s future becomes much brighter.”As runners-up, McCann Worldgroup had plenty
to celebrate with two Grands Prix campaigns in the
Brand Experience & Activation and Industry Craft
Lions.
Wieden & Kennedy brought home 27 of theirown trophies, including a Grand Prix and Titanium
Lion for their widely acclaimed ‘Nike Dream Crazy’
campaign.

2019
Rank

Network

1
2
3
4
5
6
7
8
9
10

FCB
McCANN WORLDGROUPWIEDEN & KENNEDY
DROGA5TBWA WORLDWIDEOGILVY
DDB WORLDWIDEBBDO WORLDWIDE
VMLY&RMDC PARTNERS

World-class.
Curated.
Inspired.
Discover the stories behind over
200,000 Cannes Lions winning
campaigns; how they were briefed,
researched, conceived and crafted.
For a live, personalised demonstrationand consultation email enquiries@lovethework.com
Find your inspiration at LoveTheWork.com

Global Creativity Report 2019
Agency of the Year 201950

AGENCY OF THE YEAR

Agency of the Year 2019
Rank

AgencyCity

Location

Wieden + Kennedy Leap to First Place in 2019

1

WIEDEN+KENNEDY

PortlandUSA

2

McCANN NEW YORKNew York

USA

3

DROGA5

New York

USA

4

AMVBBDO

LondonUnited Kingdom

5

FCB NEW YORKNew York

USA

6

TBWA\CHIAT\DAY

New York

USA

7

DAVID

Miami

USA

8

FCB INFERNO

LondonUnited Kingdom

9

LOLA MULLENLOWE

MadridSpain

10

SCHOLZ & FRIENDS

BerlinGermany

11

adam&eveDDB

LondonUnited Kingdom

12

FCB CHICAGO

ChicagoUSA

13

TBWA\PARIS

Paris

France14

McCANNTel Aviv

IsraelThe Agency of the Year award goes to the agency
that obtains the most points for winning andshortlisted entries across all of the Lions. This year it
was Wieden + Kennedy’s Portland branch thatstole the show with an outstanding 20 Lions to their
name.

15

AREA 23, AN FCB HEALTH NETWORK COMPANY

New York

USA

16

VMLY&R

Kansas City

USA

17

DDB PARIS

Paris

France18

AKQA

São Paulo

Brazil19

McCANN PARIS

Paris

FranceThey saw off fierce competition from McCannNew York, who climbed from a fourth-place finish
in 2018 to second in 2019, marking the agency’s
fourth year in a row within the top five ranks.

20

VMLY&R POLAND

Warsaw

PolandFinally, it was Droga5 New York who secured
the third position, rising significantly from their
13-spot last year and earning a highly-coveted
Campaign Grand Prix in the Film Craft Lions.

Global Creativity Report 2019
Agency of the Year 2019 By Track

51

AGENCY OF THE YEAR BY TRACK

Agency of the Year 2019 - Communication

Agency of the Year 2019 - Experience

Rank Agency

City

Location

Rank Agency

City

Location

1

WIEDEN + KENNEDY

PortlandUSA

1

McCANN NEW YORKNew York

USA

2

DROGA5

New York

USA

2

RBK COMMUNICATION

Stockholm

Sweden3

McCANN NEW YORKNew York

USA

3

LEO BURNETT CHICAGO

ChicagoUSA

Agency of the Year - Craft

Agency of the Year - Good

1

DROGA5

New York

USA

1

VMLY&R POLAND

Warsaw

Poland2

DDB PARIS

Paris

France2

AMVBBDO

LondonUnited Kingdom

3

VIRTUE COPENHAGEN

Copenhagen

Denmark

3

CLEMENGER BBDO MELBOURNE

Melbourne

Australia

Agency of the Year - Entertainment

Agency of the Year - Reach

1

WIEDEN + KENNEDY

Portland

USA

1

VMLY&R

Kansas City

USA

2

AKQA

São Paulo

Brazil2

FORSMAN & BODENFORS

Gothenburg

Sweden3

VMLY&R

Kansas City

USA

3

FCB NEW YORKNew York

USA

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School is the essential learning experience for anyone
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canneslionsschool@canneslions.com

Global Creativity Report 2019
Healthcare Agency of the Year 201953

HEALTHCARE AGENCY OF THE YEAR

Healthcare Agency of the Year 2019
Rank

AgencyCity

Location

McCann Health, Shanghai, Emerge From 2019 With a Grand Prix

1

McCANN HEALTH

Shanghai

China

The Healthcare Agency of the Year goes to thehealthcare agency that obtains the most points
for winning and shortlisted entries in the Health &Wellness and Pharma Lions.
After a year out from the top three, a McCann
Health office return to take the top spot. It was their
Shanghai branch that stood out, winning the Pharma
Lions Grand Prix and a Gold Lion for their ‘Breathof Life’ campaign, which saw the agency help build
a diagnostic tool for GSK and raise awareness ofChronic Obstructive Pulmonary Disease in China.
COPD affects roughly 100m adults in China, but
only around 7% are diagnosed.
“McCann Health Shanghai being recognized as
Healthcare Agency of the Year shows the level ofcreativity the team has pushed forth boldly on forbrands,” said Matt Eastwood, McCann Health’s
Global Chief Creative Officer. “In addition, theteam winning the Pharma Grand Prix, the first
awarded in three years, for its the Breath of Life

campaign for client GlaxoSmithKline, further
demonstrates that our teams have stepped up
to meet the challenge to continue to expand thehorizon of healthcare communications.”
Remaining consistent, Area 23 New York are
in at second place. This year marks their third in a
row at either first or second. Finally, Havas Lynx
Manchester came in at third, contesting closely
but dropping two places since 2018.

2

AREA 23, AN FCB HEALTH NETWORK COMPANY

New York

USA

3

HAVAS LYNX

Manchester

United Kingdom

4

McCANN HEALTHSão Paulo

Brazil5

LANGLANDWindsorUnited Kingdom

6

McCANN HEALTH NEW YORKNew York

USA

7

PUBLICIS LIFEBRANDS

LondonUnited Kingdom

8

FCB HEALTH BRASIL

Sao Paulo

BrazilGlobal Creativity Report 2019
Independent Agency of the Year 201954

INDEPENDENT AGENCY
OF THE YEAR

Independent Agency of the Year 2019
Rank

AgencyCity

Location

Wieden & Kennedy, Portland, Sweep the Agency Rankings

1

WIEDEN + KENNEDY

PortlandUSA

The winner of the Independent Agency of
the Year Award is the independent agency
that obtains the most points for winning andshortlisted entries.
In a call back to their success from 2013,

Wieden & Kennedy, Portland, emerge as the
top-ranking independent agency of the year. The
West-Coast agency have finished within the top fivefor every year on record.
Droga 5, New York appear in second place tosustain an outstanding record in the award, having
ranked in first or second place every year since
2015.
JohnxHannes, New York break into third place
this year after entertaining juries with their Super
Bowl ad ‘Expensify Th!$’ for receipt app Expensify,
picking up Gold in the Entertainment Lions for Musicand Film Craft Lions.

2

DROGA5

New York

USA

3

JOHNXHANNES NEW YORKNew York

USA

4

RBK COMMUNICATION

Stockholm

Sweden5

DROGA5

LondonUnited Kingdom

6

WIEDEN + KENNEDYSão Paulo

Brazil7

MOTHER NEW YORKNew York

USA

8

TECH AND SOULSão Paulo

Brazil9

MOTHER

LondonUnited Kingdom

10180HEARTBEATS + JUNG VON MATT

Warsaw

Poland11

MOTHER

LondonUnited Kingdom

12

SPECIAL GROUP

SydneyAustralia

13

WIEDEN+KENNEDY AMSTERDAM

Amsterdam

The Netherlands

14

VAYNERMEDIANew York

USA

15

BENSIMON BYRNE

TorontoCanada16

SERVICEPLAN FRANCE

ParisFrance17

VENABLES BELL & PARTNERS

San Francisco

USA

18

ARTPLAN

Brasilia

Brazil19

FALKON CONTENT

Los Angeles

USA

20

TRY REKLAME

Oslo

NorwayGlobal Creativity Report 2019
Independent Agency of the Year 201955

INDEPENDENT AGENCIES OF THE YEAR BY TRACK

Rank Name

City

Location

Rank Name

City

LocationIndependent Agency of the Year - Experience

Independent Agency of the Year - Communication
1

WIEDEN + KENNEDY

PortlandUSA

1

RBK COMMUNICATION

Stockholm

Sweden2

DROGA5

New York

USA

2=

SERVICEPLAN FRANCE

ParisFrance3

WIEDEN + KENNEDYSão Paulo

Brazil2=

TECH AND SOULSão Paulo

Brazil2=

VAYNERMEDIANew York

USA

Independent Agency of the Year - Craft
1

DROGA5

New York

USA

Independent Agency of the Year - Good

2

DROGA5

LondonUnited Kingdom

1

RBK COMMUNICATION

Stockholm

Sweden3

JOHNXHANNES NEW YORKNew York

USA

2

WIEDEN + KENNEDY

Amsterdam

The Netherlands

3

SERVICEPLAN GERMANY

MunichGermany

Independent Agency of the Year - Entertainment
1

WIEDEN + KENNEDY

PortlandUSA

Independent Agency of the Year - Reach

2

JOHNXHANNES NEW YORKNew York

USA

1

WIEDEN + KENNEDY

PortlandUSA

3

ARTPLAN

Brasilia

Brazil2

TECH AND SOULSão Paulo

Brazil3

DROGA5

New YorkUSA

Global Creativity Report 2019
Palme d’Or 201956

PALME D‘OR

Palme d’Or 2019
Rank

AgencyLocation

Park Pictures Capture the 2019 Palme d’Or

1

PARK PICTURESUSAThe Palme d’Or Award goes to the Production
Company that obtains the most points for winningand shortlisted entries in the Film, Film Craft,
Entertainment (Section A), Social & Influencer,
Mobile and Digital Craft Lions. As well as thefollowing Lions Health mediums: Film, Film Craft,
Branded Content & Entertainment, Digital, Digital
Craft and Mobile.
This year, bi-coastal production company Park
Pictures, USA beat out fierce competition fromrivals to secure the Palme d’Or. Their tally included
19 awards at the festival, including a Titanium Lionfor ‘Nike Dream Crazy’.
Hungry Man, USA competed closely after
their involvement with multiple Grand Prix-winning
campaigns, including ‘Generation Lockdown’ for
March for Our Lives and ‘Changing the Game’for Xbox.
Then it was Somesuch, UK who arrived third, a
return to the rankings after their 2016 finish, when
they came in twentieth.

2

HUNGRY MAN

USA

3

SOMESUCH

United Kingdom

4

BUCK

USA

5

BISCUIT FILMWORKSUSA

6SMUGGLERUSA

7

SOMESUCH

USA8=

HWY 61 FILMS

USA

8=

SAVILLE

USA

10

EPOCH FILMS

USA

11

MJZ

USA

12

FURLINED

USA

13

FINAL CUT

USA

14

ICONOCLAST

France15

SIGNIFICANT OTHERS

USA

16

ANORAK

Germany

17

STORIES

Switzerland

18

MAKEMEPULSEFrance19

HECHO STUDIOS

USA

20

COSMO STREETUSA

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Meet global CMOs, showcase your brand andcement your long-term presence in the creative
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For full partnership benefits emailcommercial@canneslions.com

Global Creativity Report 2019
Brands — Creative Brand Of The Year

58

CREATIVE BRAND OF THE YEAR

Creative Brand Of The Year 2019
Rank

Company

Burger King Find Success with Disruptive Campaigns

1

BURGER KING

2

NIKE

3

IKEA

4

APPLE

5

THE NEW YORK TIMES

6

LIBRESSE / BODYFORM

7

XBOX

8

ADIDAS

9

SKITTLES

10

VOLVO

11

WENDY'S

12

KFC

13

VOLKSWAGEN14HUAWEI

15

UBER

16

GOOGLE

17

DIESEL

18

McDONALD'S

19

PURINA20

HBO

The Creative Brand of the Year Special Award isgiven to the Brand who obtains the most points forwinning and shortlisted work across all the Cannes
Lions awards.
Of over 20 submitted or winning entries, it was ‘The
Whopper Detour’ that stood out. FCB New York’s
guerrilla stunt sought to geofence rival brands byturning 14,000 of their stores into activation spots
for a Burger King whopper burger discount.
The campaign earned three Grands Prix and fiveGold Lions. Further to this, the campaign was viral
online and boosted Twitter mentions for the brandby 818%, garnered 3.5 billion impressions andproduced $40 million in earned media.
This disruptive approach is characteristic of Burger
King. In the Print and Publishing Lions the brandalso earned a Gold Lion for ‘Birthday Clowns’;

a campaign which poked fun at their rivals bydepicting the scarier side of spending a birthdaywith a clown.
Their strategy has proven successful. The brand’s
final trophy tally is 40, with Bronze, Silver, Gold,
Grand Prix and Titanium Lions awarded in a wide
range of categories.

S AV E T H E D AT E

CANNES LIONS 2020
21-26 JUNE
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Follow us on socialGlobal Creativity Report 2019
Brands — Highest Ranked Brands

60

CONSUMER SERVICES/
BUSINESS TO BUSINESSAUTOMOTIVE
Volvo Move Ahead of Rivals in
2019With award-winning work across three Lions,
Volvo secure top-spot in Automotive. It was theintegrated campaign ‘The E.V.A. Initiative’ thatbrought in the biggest haul and won a Grand Prixin the Creative Strategy Lions and a Gold in theCreative Data and Brand Experience & Activation
Lions.
Volkswagen, in at second, impressed the Radio& Audio Lions jury with print campaign Total
Mess; its execution sought to comically juxtapose
Volkswagen’s ‘Driver Assistance Features’ againstnightmarish traffic images from across the world.
Ford enjoy a strong outing at third place andCitroen completed a strong festival run, at fourth.

Highest Ranked Automotive Brands 2019
Rank

Company

1
2
3
4
5
6
7
8
9
10

VOLVO
VOLKSWAGEN
FORD
CITROEN
MERCEDES-BENZ
HYUNDAISKODADAIMLERHONDA
RENAULT

Uber Rise in Rank for Consumer
Services

Highest Ranked Consumer Services /Business To Business Brands 2019
Rank

Company

Consumer services company Uber pull into therankings at first place in 2019 after a wide net oftrophy wins in the Brand Experience & Activation,
Direct, Entertainment Lions for Sport, Media andOutdoor. Their campaigns included the ‘Uber Eats
Australian Open Ambush’, which played during
an ad break at the Australian Open and trickedviewers into believing that TV coverage had
resumed.

1
2
3
4
5
6
7
8
9
10

UBER
EXPENSIFYDOCONOMY
ANZ
RECLAME AQUIMASTERCARD
BNP PARIBAS
NRMA
SPARK
VERIZON

Expensify enjoyed success this year for their‘Expensify Th!$’ campaign. Winning two Golds
and a host of others after their collaboration withrapper ‘2 Chainz’ went viral. The results of thecampaign stretch beyond Youtube, with the brandenjoying a 1,400% increase in new customers andan estimated $60 million in earned media.
Arriving at third, Swedish fintech brandDoconomy received widespread acclaim fortheir carbon-emission spending limit credit card
‘Do Black’. The premium card’s main function
was to measure and block purchases that would
surpass an individual’s carbon emission quota.
The campaign earned the Grand Prix in Creative
eCommerce.

Global Creativity Report 2019
Brands — Highest Ranked Brands

61

CONSUMER DURABLESOTHER FMCG

Nike take the Top Spot

Highest Ranked Consumer Durables Brands
20192019 proves to be amongst Nike’s most successful
years to date at the festival, as the sports brandemerges unmatched in the Consumer Durables
rankings. Their score tally includes four Grands
Prix in addition to the multitude of Bronze, Silver
and Gold Lions. Most will point to the instantly
recognisable ‘Dream Crazy’ and ‘Dream Crazier’campaigns, but there was also wide acclaim forthe ‘Air Max Graffiti Stores’ in São Paulo and ‘Just
Do It HQ At the Church’ campaign, produced by
Momentum New York.

Rank

Company

1
2
3
4
5
6
7
8
9
10

NIKE
APPLE
XBOX
ADIDASHUAWEIGOOGLE
DIESELWAVIO
DAGOMA
PUMA

Feminine Hygiene Brands
Succeed Amid Other FastMoving Consumer Goods

Apple took a well-earned second-place withmultiple Gold Lions and enormous praise for theircampaign ‘Apple at Work: The Underdogs’. The
bulk of their awards came from the Film and Film
Craft Lions.
Third place contenders, Xbox, had an impressive
festival and were awarded Grand Prix in the
Brand Experience & Activation Lions for theirefforts in inclusivity. The ‘Xbox Adaptive Controller’
campaign catered to gamers with disabilities byoffering extensions for the device and packaging
tailored for people with limited mobility.

On the back of the ‘Viva La Vulva’ video campaign,
created by AMVBBDO, London, feminine
hygiene brand Libresse have emerged as highest
in this year’s ranking. The three-minute film features
a collage of vulvas lip-syncing to a track by Camille
Yarbrough.
Pet brand Purina arrive second with thanks totheir clever ‘Street Vet’ campaign. The strategy,
conceived by McCann France, made use ofenhanced digital billboards that detect healthproblems when peed on by dogs. Purina enjoyedimpressive results from the campaign, including 50+
million impressions and an 83% increase in intent topurchase the brand’s products.
At third, The Female Company found breakout
success after their campaign ‘The Tampon Book’
won a Grand Prix in the PR Lions. The book was sent
to 200 politicians & influencers and helped garner
150,000 signatures urging German Parliament todiscuss the abolition of the tampon tax.

Highest Ranked Other FMCG Brands 2019
Rank

Company

1
2
3
4
5
6
7
8
9
10

LIBRESSE / BODYFORM
PURINATHE FEMALE COMPANYGILLETTE
TIDE
GLADE
L'ORÉAL
OLD SPICE
LIFEBUOYSTABILO

Global Creativity Report 2019
Brands — Highest Ranked Brands

62

FOOD & DRINK
It’s Victory for Skittles in 2019
Skittles took the jury and Broadway by surprisewith a 45-minute-long musical. The show took
place in New York and, despite tickets costing$200 each, the sweets company earned$300,000 in box office revenue and 2.5 billion
media impressions. On the Cannes Lions stage,‘Skittles: Broadway the Rainbow’ saw similar
success and earned 24 awards, including fourGold and five Silver Lions.
Ranking second, Budweiser found success in four
separate Lions, including Gold in the PR award.
Standout campaigns included ‘Dwayne Wade’s
Last Swap’, ‘Wind Never Felt Better’ and ‘The Beer
Behind Sports’.
In at third, herbal liquor Ruavieja enjoyed one of
the most unexpected viral campaigns of the festive
season with ‘The Time We Have Left’. Their awards
included two Silvers and a Gold in the Creative
Data Lions.
Drink brands continued to find success in the top
five with Country Time Lemonade and Coca
Cola arriving in fourth and fifth.

HEALTHCARE
Highest Ranked Food & Drink Brands 2019
Rank

Company

1
2
3
4
5
6
7
8
9
10

SKITTLESBUDWEISERRUAVIEJACOUNTRY TIME LEMONADE
COCA-COLA
BEN & JERRY'SCHUPA CHUPSMARMITEPHILADELPHIAGUINNESSThe Learning Corp Rank Highest
in Healthcare
To promote their app, digital therapeutics brand
The Learning Corp launched the promotional
video ‘One Word’. The film sought to demonstrate
the experience of living with aphasia and build trustin ‘constant therapy’ as a valuable and effective
component of the rehabilitation process. The
campaign won five awards in the Pharma Lionsalone and helps propel the company to first in the
rankings for 2019.
At second, OTC Medicine brand Vicks won four
metals for their viral film ‘One in a Million’. The
video looked to banish social stigma surrounding
visible skin conditions by shining a light on Nisha,a young girl suffering from ichthyosis. Beyond its
social implications, the film achieved the highest
number of wins for a single campaign from India.
At third, the Neurogen Brain and Spine
Institute left a lasting impression on the Health& Wellness and Print & Publishing juries, earningsilverware in both.

Highest Ranked Healthcare Brands 2019
Rank

Company

1
2

THE LEARNING CORP
VICKSNEUROGEN BRAIN AND SPINEINSTITUTEHERMES PARDINI
FACULDADE DE ODONTOLOGIALARTRUVOHOSPITAL LEFORTE
THERAFLU
TULIPANJONTEX

3
4
5=
5=
7
8
9
10

Global Creativity Report 2019
Brands — Highest Ranked Brands

63

LEISURE
Ubisoft’s Virtual Methods Take
Them Top of LeisureGaming company Ubisoft take a resounding leadin the leisure sector after receiving six metals for two
campaigns ‘Echoes’ and ‘My Life as an NPC’. The
latter received two Gold Lions amid mass acclaim
and featured a unique execution that saw in-game
NPCs (non-playable characters) transformed into
real social influencers.
At second, world-famous German orchestra
Berliner Philharmonic left a strong impression
on the Industry Craft and Print & Publishing Lionsjuries with campaign ‘Rearranged’. The image
concepts for the ensemble’s 2018/2019 season
received Gold and Silver Lions.
Tribeca Film Festival assume the third spot
after scooping double Gold Lions in the Industry
Craft Lions for their ‘Great Stories are Timeless’campaign.

MEDIA/ENTERTAINMENTTop Ranked Leisure Brands 2019
Rank

Company

1
2
3
4
5

UBISOFTBERLINER PHILHARMONIKER
TRIBECA FILM FESTIVAL
CENTRE POMPIDOUACTIVISIONJAPAN PARA TABLE TENNISASSOCIATION
THE DALÍ MUSEUMFLAMENGO
FORMULA E
LOTERIAS Y APUESTAS DEL ESTADO

6
7
8
9
10

News Outlets Show Strength in
the Media/Entertainment Sector

Top Ranked Media/Entertainment Brands
2019
Rank

CompanyWith high-profile successes in the Film and Film
Craft Lions, The New York Times soar to alead in the Media/Entertainment ranking. The
media brand also enjoyed two Bronze Lions in theEntertainment and Print & Publishing Lions.

1
2
3
4
5
6
7
8
9
10

THE NEW YORK TIMESHBO
COLUMBIA JOURNALISM REVIEW
AN-NAHARCHILDISH GAMBINO
BACO EXU DO BLUES
FOXTELKLOOPGAZETA.PL
THE BLAZEThe second spot went to premium TV channel
HBO after their ‘Westworld: The Maze’ campaign
captured a Grand Prix in the Radio & Audio Lionsand three more metals, including Gold in the Digital
Craft Lions.
The third highest ranked brand in media/
entertainment is press-focused media outlet,
Columbia Journalism Review. Their campaign‘The Fake News Stand’ received six metals,
including a Gold Lion in the Outdoor Lions.

Global Creativity Report 2019
Brands — Highest Ranked Brands

64

RETAIL
Fast Food Outlets Shine in Retail
2019
Burger King emerge as the most highly ranked
brand this year after ‘The Whopper Detour’campaign scored the brand 12 metals includingGrand Prix awards in the Direct and Titanium Lions.
Coming in at second, furniture retailers IKEA
enjoyed an outstanding 2019 haul with 15 Lionsto their name and a well-earned Grand Prix inthe Health & Wellness Lions for their ‘Thisables’
campaign.
Another fast food brand, Wendy’s, took the third
spot after their ‘Keeping Fortnite Fresh’ campaign
pulled in nine metals and a Grand Prix in the Social& Influencer Lions.

TRAVELTop Ranked Retail Brands 2019
Rank

Company

1
2
3
4
5
6
7
8
9
10

BURGER KINGIKEA
WENDY'SKFC
MCDONALD'S
JOHN LEWIS & PARTNERSCARLINGSNORDSTROMDOMINO'S PIZZAAMAZONBlack & Abroad Rank Highest in2019
Cultural collective Black & Abroad lead theTravel sector with a social media campaign titled‘Go Back to Africa’. The brand responded with
African-positive images every time the phrase wasused on social media and impressed the Creative
Data Lions jury to win a Grand Prix award.
Mexican flight company Aeroméxico aired two
successful campaigns this year, ‘People Are thePlaces’ and ‘A World Without Borders’. The brandproved popular amongst juries and won metals in
the Brand Experience & Activation Lions, Creative
Strategy, Film and Social & Influencer Lions,boosting their ranking to second.
City Lodge Hotel Group left an impression in
the Radio & Audio Lions jury this year and tookhome two Gold Lions for their audio spots. They
arrive at third.

Top Ranked Travel Brands 2019
Rank

Company

1
2
3
4
5
6
7
8
9
10

BLACK & ABROAD
AEROMÉXICOCITY LODGE HOTEL GROUPDEUTSCHE BAHN AGEAST JAPAN RAILWAY COMPANYFLYBONDI
BVG
IBERIADISCOVER PUERTO RICOSYLT TOURISMSH AR E
TH E G LO RY
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Global Creativity Report 2019
Top Ranking People

66

TOP RANKINGPEOPLE

Rank Name

AgencyCity

Location

CREATIVE DIRECTOR 2019

Rank Name

AgencyCity

Location

WIEDEN+KENNEDY

PortlandUSA

ART DIRECTOR 2019

1

Alberto Ponte / Ryan O'Rourke

WIEDEN+KENNEDY

PortlandUSA

2

Akos Papp / Alex Sprouse / Daniel Salles /Gabriel Schmitt / Laszlo Szloboda

FCB NEW YORKNew York

USA

3

Alex Grieve

AMVBBDO

LondonUnited Kingdom

4Antony Goldstein / Chris Groom

WIEDEN+KENNEDY

PortlandUSA

5

Ricardo Franco

TBWA\CHIAT\DAY

New York

USA

6

Angelo Maia

R/GA

New YorkUSA

7

Adrian Rossi / Jim Hilson / Toby AllenAMVBBDO

LondonUnited Kingdom

8Fernando Pellizzaro / Jean Zamprogno

DAVID

Miami

USA

9

Juan Javier Peña Plaza / Ricardo Casal

DAVID

Miami

USA

10

Martin McAllister

FCB INFERNO

LondonUnited Kingdom

1Sara Phillips

2

Scott Kelly

AMVBBDO

LondonUK

3Jackie Moran

DROGA5

New York

USA

4

Andy Tamayo

DAVID

Miami

USA

5

Julie Koong

McCANN NEW YORKNew York

USA

6

Dana Moshkowitz, Kfir Peretz

McCANNTel Aviv

Israel7

Conor Clarke, Elias Julian, Jourdan Hull

VML

Kansas City

USA

8

Christiano Vellutini

AKQA

São Paulo

Brazil9

Rob Farren

FCB INFERNO

LondonUnited Kingdom

10

Ewelina Wojtyczka, Pawel Szczygiel

VMLY&R POLAND

Warsaw

PolandCompany

City

Location

Rank Name

COPYWRITER 20191

Dylan LeeWIEDEN+KENNEDY

PortlandUSA

DIRECTOR 20192

Caio Giannella

AMVBBDO

LondonUnited Kingdom

1

Bryan Buckley

HUNGRY MAN

New York

USA

3

Ben Brown

DROGA5

New York

USA

2

Jonathan Klein

PARTIZAN FILMS

Los Angeles

USA

4

Alexander Allen

DAVID

Miami

USA

3

Kim Gehrig

SOMESUCH

LondonUnited Kingdom

5David Cappolino

McCANN NEW YORKNew York

USA

4

Chris Overton

DOG EAT DOG

LondonUnited Kingdom

6

Eldar Yusupov, Yiftach Sarig

McCANNTel Aviv

Israel6

Daniel Lindsay, TJ Martin

FURLINED

Los Angeles

USA

7

Nate Steele

VML

Kansas City

USA

7

Laerke Herthoni

NEW LAND

Stockholm

Sweden8

Chase Kimball

DROGA5

New York

USA

8=

Jefferson Lellouche

MCCANN PARIS

Paris

France9

Nellie Santee

DAVID

Miami

USA

10

Ben Usher

FCB INFERNO

LondonUnited Kingdom

8=

Mario Schiniotakis

KIDS GO FIRSTParisFrance9

Dougal Wilson

BLINK PRODUCTIONS

LondonUnited Kingdom

10

Andreas Nilsson

BISCUIT FILMWORKS

Los Angeles

USAGlobal Creativity Report 2019
Agency of the year by Region

67

AGENCY OF THE YEAR BY REGION
Rank Agency

City

Location

Africa & Middle East

Rank Agency

City

Location

Asia

1

IMPACT BBDO

Dubai

United Arab Emirates

1

McCANN HEALTH

Shanghai

China

2

TBWA\HUNT\LASCARISJohannesburg

South Africa

2

DENTSU INC.

Tokyo

Japan

3

OGILVY JOHANNESBURG

Johannesburg

South Africa

3

TBWA\HAKUHODO INC.

Tokyo

Japan

4

KING JAMES GROUP

Cape Town

South Africa

4

BBDO PAKISTAN

LahorePakistan

5

J. WALTER THOMPSON

BeirutLebanon

5

CHEIL WORLDWIDE HONG KONG

Hong Kong SAR

China

6

J. WALTER THOMPSON DUBAI

Dubai

United Arab Emirates

6

DENTSU WEBCHUTNEY

Bangalore

India

7

VMLY&R SOUTH AFRICA

Johannesburg

South Africa

7

GREY BANGLADESH

Dhaka

Bangladesh

8

TBWA\RAAD

Dubai

United Arab Emirates

8

FCBULKA

Delhi

India

9

VMLY&R

Dubai

United Arab Emirates

9

OGILVY HONG KONG

Hong Kong SAR

China

10=

INTERESTING TIMES

BeirutLebanon10

HO COMMUNICATION

Shanghai

China

10=

NET#WORK BBDO

Johannesburg

South Africa

11

ISOBAR CHINA GROUP

Shanghai

China

12

FOXP2

Cape Town

South Africa

12

OGILVY

BangkokThailand13

JOE PUBLIC UNITED

Johannesburg

South Africa

13

PUBLICIS SINGAPORE

Singapore

Singapore

14=

FCB AFRICA

Johannesburg

South Africa

14

MINDSHARE

MumbaiIndia

14=

FP7/DXB

Dubai

United Arab Emirates

15

GREY INDIA

MumbaiIndia

14=

OGILVY CAPE TOWN

Cape Town

South Africa

16

LEO BURNETT INDIA

MumbaiIndia

14=

THE CLASSIC PARTNERSHIP

Dubai

United Arab Emirates

17

TBWA\INDIA

MumbaiIndia

14=

Y&R DUBAI

Dubai

United Arab Emirates

18

GREY MALAYSIA

Petaling Jaya

Malaysia

19=

LEO BURNETT BEIRUT

BeirutLebanon19

GREYNJ UNITED

BangkokThailand19=

J. WALTER THOMPSON

RiyadhSaudi Arabia

20

INNOCEAN WORLDWIDE

Seoul

South Korea

19=

M&C SAATCHI ABEL

Cape Town

South Africa

19=

DUKE

Cape Town

South Africa

19=

HELLOFCB+

Cape Town

South Africa

19=

DDB SOUTH AFRICA

Johannesburg

South Africa

19=

GREY AFRICA

Johannesburg

South Africa

19=

COMMONWEALTH//McCANN

Dubai

United Arab Emirates

19=

GREY

Dubai

United Arab Emirates

Global Creativity Report 2019
Agency of the year by Region

68

AGENCY OF THE YEAR BY REGION— continued

Rank Agency

City

Location

EuropeRank Agency

City

Location

Latin America

1

AMVBBDO

LondonUnited Kingdom

1

AKQA

São Paulo

Brazil2

FCB INFERNO

LondonUnited Kingdom

2

GREY BRAZILSão Paulo

Brazil3

LOLA MULLENLOWE

MadridSpain

3

AFRICASão Paulo

Brazil4

SCHOLZ & FRIENDS

BerlinGermany

4

DAVID SÃO PAULO

São Paulo

Brazil5

adam&eveDDB

LondonUnited Kingdom

5

VMLY&R BRAZILSão Paulo

Brazil6

TBWA\PARIS

Paris

France6

WIEDEN+KENNEDYSão Paulo

Brazil7

McCANNTel Aviv

Israel7

ALMAPBBDOSão Paulo

Brazil8

DDB PARIS

Paris

France8

FAHRENHEIT DDB

Lima

Peru

9

McCANN PARIS

Paris

France9

J. WALTER THOMPSON BRAZILSão Paulo

Brazil10

VMLY&R POLAND

Warsaw

Poland10

OGILVYSão Paulo

Brazil11

PUBLICIS ITALY

Milan

Italy

11

VMLY&R

Santiago

Chile

12

VIRTUE

Copenhagen

Denmark

12

TECH AND SOULSão Paulo

Brazil13

FORSMAN & BODENFORS

Gothenburg

Sweden13

CIRCUS GREY PERU

Lima

Peru

14

McCANN LONDON

LondonUnited Kingdom

14

BETC/HAVASSão Paulo

Brazil15

MARCEL

Paris

France15

MULLENLOWE SSP3

BogotáColombia

16

RBK COMMUNICATION

Stockholm

Sweden16

DDB ARGENTINA

Buenos Aires

Argentina

17

ACHTUNG!mcgarrybowen

Amsterdam

The Netherlands

17

GTB BRASIL

São Paulo

Brazil18

LEO BURNETT

Madrid

Spain

18

DAVID

Buenos Aires

Argentina

19

BETC

Paris

France19

SANTO

Buenos Aires

Argentina

20

OGILVY GERMANY

Frankfurt

Germany

20

GREY ARGENTINA

Buenos Aires

Argentina

Global Creativity Report 2019
Agency of the year by Region

69

AGENCY OF THE YEAR BY REGION— continued

Rank Agency

City

Location

North America

Rank Agency

City

Location

Pacific

1

WIEDEN+KENNEDY

PortlandUSA

1

CLEMENGER BBDO MELBOURNE

Melbourne

Australia

2

McCANN NEW YORKNew York

USA

2

DDB SYDNEY

SydneyAustralia

3

DROGA5

New York

USA

3

TBWA\MELBOURNE

Melbourne

Australia

4

FCB NEW YORKNew York

USA

4

COLENSO BBDO

Auckland

New Zealand

5

TBWA\CHIAT\DAY

New York

USA

5

CHE PROXIMITY

Melbourne

Australia

6

DAVID

Miami

USA

6

NAKED COMMUNICATIONS

SydneyAustralia

7

FCB CHICAGO

ChicagoUSA

7

SPECIAL GROUP

SydneyAustralia

8

AREA 23, AN FCB HEALTH NETWORK COMPANY

New York

USA

8

THE BRAND AGENCY

PerthAustralia

9

VMLY&R

Kansas City

USA

9

CLEMENGER BBDO WELLINGTON

Wellington

New Zealand

10

TBWA\MEDIA ARTS LAB

Los Angeles

USA

10

whiteGREY SYDNEY

SydneyAustralia

11

GOOGLE CREATIVE LAB

New York

USA

11

MINDSHARE

SydneyAustralia

12

LEO BURNETT CHICAGO

ChicagoUSA

12

Y&R ANZ

Auckland

New Zealand

13

JOHNXHANNES NEW YORKNew York

USA

13

HOUSTON GROUP

SydneyAustralia

14

DDB CHICAGO

ChicagoUSA

14

THE MONKEYS | PART OF ACCENTURE INTERACTIVE

SydneyAustralia

15

FCB/SIX

TorontoCanada15

Y&R ANZ

Melbourne

Australia

16

OGILVY

ChicagoUSA

16

FCB NEW ZEALAND

Auckland

New Zealand

17

BBDO NEW YORKNew York

USA

17

CLEMENGER BBDO SYDNEY

SydneyAustralia

18

R/GA

New York

USA

18

LEO BURNETT SYDNEY

SydneyAustralia

19

GOODBY SILVERSTEIN & PARTNERS

San Francisco

USA

19

SPECIAL GROUP

Auckland

New Zealand

20

CRISPIN PORTER BOGUSKY+

Boulder

USA

20=

OGILVY AUSTRALIA

Melbourne

Australia

20=

VMLY&R

SydneyAustralia

Global Creativity Report 2019
Geography — Most Awarded Countries

MOST AWARDED COUNTRIESThe USA Remains the Most Awarded Country in 2019

With 16 Grand Prix awards and 71 Gold Lions, theUSA has re-affirmed its status as a global creativehub. It is the Most Awarded Country in 2019 andhas seen results in every Lion.
The UK holds on to its position from 2018. The
UK’s tally included multiple awards in the Brand
Experience and Activation Lions with both FCBInferno and AMVBBDO securing Gold Lions.
In third, Brazil also protect their rank, arriving closely
behind the UK. This is their second year-in-a-row
within the top three rankings.

70

2019
Rank

Country

Rank

Country

1

USA

19=

SWITZERLAND

2UNITED KINGDOM

19=

UNITED ARAB EMIRATES

3

BRAZIL

20

RUSSIA

4

FRANCE

21=

CHILE

5

AUSTRALIA

21=

IRELAND

6

GERMANY

21=

PAKISTAN

7

CANADA

21=

SINGAPORE

8

SPAIN

22

SOUTH KOREA

9

ARGENTINA

23=

BANGLADESH

10

CHINA

23=

FINLAND

11=

INDIA

23=

NORWAY

11=

JAPAN

23=

TURKEY12

SWEDEN24=

HUNGARY

13

DENMARK24=

LEBANON

14

ITALY

24=

MALAYSIA

15=ISRAEL

24=

ROMANIA15=

NEW ZEALAND

25=

AUSTRIA16=

POLAND

25=

COSTA RICA

16=

THE NETHERLANDS

25=

CROATIA

17=

COLOMBIA

25=

ECUADOR

17=

HONG KONG SAR

25=

GUATEMALA17=

MEXICO

25=

PUERTO RICO

17=

PERU

25=

THE PHILIPPINES18=

BELGIUM

25=

UKRAINE18=

SOUTH AFRICA

18=

THAILANDGlobal Creativity Report 2019
Geography — Agency of the Year by Country

71

AGENCY OF THE YEAR BY COUNTRY
Rank Agency

City

Argentina
1

DDB ARGENTINA

Rank Agency

City

BrazilBuenos Aires

1

Rank Agency

City

FranceAKQA

Rank Agency

City

India

São Paulo

1

TBWA\PARIS

Paris

1

DENTSU WEBCHUTNEY

Bangalore

2

DAVID

Buenos Aires

2

GREY BRAZILSão Paulo

2

DDB PARIS

Paris

2

FCBULKA

Delhi

3

SANTO

Buenos Aires

3

AFRICASão Paulo

3

McCANN PARIS

Paris

3

MINDSHARE

Mumbai

4

GREY ARGENTINA

Buenos Aires

4

DAVID SÃO PAULO

São Paulo

4

MARCEL

Paris

4

GREY INDIA

Mumbai5

PUBLICIS BUENOS AIRES

Buenos Aires

5

VMLY&R BRAZILSão Paulo

5

BETC

Paris

5

LEO BURNETT INDIA

Mumbai6

MERCADO McCANN

Buenos Aires

6

WIEDEN+KENNEDYSão Paulo

6

SERVICEPLAN FRANCE

Paris

6

TBWA\INDIA

Mumbai7

BBDO ARGENTINA

Buenos Aires

7

ALMAPBBDOSão Paulo

7

CLM BBDO

Paris

7

DDB MUDRA

Mumbai

8

GEOMETRY GLOBAL

Buenos Aires

8

J. WALTER THOMPSON BRAZILSão Paulo

8

AKQA

Paris

8

J. WALTER THOMPSON INDIA

Mumbai

9

WUNDERMAN CATO JOHNSON Buenos Aires

9

OGILVYSão Paulo

9

FAMOUS GREY PARIS

Paris

9

DENTSU WEBCHUTNEY

Mumbai10

DHÉLET Y&R

10

TECH AND SOULSão Paulo

10

WE ARE SOCIAL

Paris

10

McCANN INDIA

Mumbai

Buenos Aires

CanadaAustralia

Germany

Japan

1

CLEMENGER BBDO MELBOURNE Melbourne

1

FCB/SIX

Toronto1

SCHOLZ & FRIENDS

Berlin1

DENTSU INC.

Tokyo

2

DDB SYDNEY

2

MOMENTUM CANADA

Toronto2

OGILVY GERMANY

Frankfurt

2

TBWA\HAKUHODO INC.

Tokyo

Sydney3

TBWA\MELBOURNE

Melbourne

3

FCB CANADA

Toronto3

DDB BERLIN

Berlin3

HAKUHODO INC.

Tokyo

4

CHE PROXIMITY

Melbourne

4

GREY CANADA

Toronto4

ANTONI

Berlin4

BEACON/LEO BURNETT

Tokyo

5

NAKED COMMUNICATIONS

Sydney5

McCANN CANADA

Toronto5

HEIMAT

Berlin

5=

PARTY

Tokyo

BENSIMON BYRNE

Toronto6

DDB DÜSSELDORF

Düsseldorf

6

SPECIAL GROUP

Sydney6

5=

R/GA TOKYO

7

THE BRAND AGENCY

Perth

7

RETHINK

Montréal7

SERVICEPLAN GERMANY

Munich7

HAKUHODO KETTLE INC

Tokyo

BBDO TORONTO

Toronto8

BBDO

Düsseldorf

Tokyo

8

whiteGREY SYDNEY

Sydney88=

SHA INC.

9MINDSHARE

Sydney9

LG2Montréal

9

PUBLICIS PIXELPARK

Hamburg

8=

GREY TOKYO

10

HOUSTON GROUP

Sydney10

JAM3

Toronto10

MUTABOR

Hamburg

8=

AID-DCC INC.

TokyoGlobal Creativity Report 2019
Geography — Agency of the Year by Country

72

AGENCY OF THE YEAR BY COUNTRY— continued

Rank Agency

City

South Africa

Rank Agency

City

Spain

Rank Agency

City

United Kingdom

Rank Agency

City

USA

1

TBWA\HUNT\LASCARISJohannesburg

1

LOLA MULLENLOWE

Madrid1

AMVBBDO

London1

WIEDEN+KENNEDY

Portland

2

OGILVY JOHANNESBURG

Johannesburg

2

LEO BURNETT

Madrid2

FCB INFERNO

London2

McCANN NEW YORKNew York

3

KING JAMES GROUP

Cape Town

3

DDB SPAIN

Madrid3

adam&eveDDB

London3

DROGA5

New York

4

VMLY&R SOUTH AFRICA

Johannesburg

4

PUBLICIS SPAIN

Madrid4

McCANN LONDON

London4

FCB NEW YORKNew York

5

NET#WORK BBDO

Johannesburg

5=

McCANN SPAIN

Madrid5

MOTHER

London5

TBWA\CHIAT\DAY

New York

6

FOXP2

Cape Town

5=

PS21

Madrid6

GREY

London

6

DAVID

Miami

7

JOE PUBLIC UNITED

Johannesburg

6

TBWA\ESPAÑA

Madrid7

DROGA5

London7

FCB CHICAGO

Chicago8=

FCB AFRICA

Johannesburg

7

CONTRAPUNTO BBDO

Madrid8

J. WALTER THOMPSON

London8

OGILVY CAPE TOWN

Cape Town

8

MRM//McCANN MADRID

Madrid9

FALLON LONDON

LondonAREA 23, AN FCB HEALTHNETWORK COMPANY

New York

8=
10=

M&C SAATCHI ABEL

Cape Town

9

FCB&FIRE

Madrid10

HAVAS LYNX

Manchester

9

VMLY&R

Kansas City

10=

DUKE

Cape Town

10=

SRA. RUSHMORE

Madrid10

TBWA\MEDIA ARTS LAB

Los Angeles

10=

HELLOFCB+

Cape Town

10=

OFFICER AND GENTLEMAN

Madrid10=

DDB SOUTH AFRICA

Johannesburg

10=

OGILVY MADRID

Madrid10=

GREY AFRICA

Johannesburg

United Arab Emirates
1

IMPACT BBDO

Dubai

2

J. WALTER THOMPSON DUBAI

Dubai

3

TBWA\RAAD

Dubai

4

VMLY&R

Dubai

5=

THE CLASSIC PARTNERSHIP

Dubai

5=

Y&R DUBAI

Dubai

5=

FP7/DXB

Dubai

8=

COMMONWEALTH//McCANN

Dubai

8=

GREY

Dubai

Global Creativity Report 2019
Geography — Agency of the Year by City73

AGENCY OF THE YEAR BY CITY— continued

Top Ranking by City 2019

Rank Agency

Rank Agency

Rank Agency

Rank Agency

Rank

City

Johnnesburg

New York

Sao Paolo

Tokyo

1

NEW YORK

1

TBWA\HUNT\LASCARIS

1McCANN NEW YORK

1

AKQA

1

DENTSU INC.

2

LONDON2

OGILVY JOHANNESBURG2DROGA52

GREY BRAZIL

2

TBWA\HAKUHODO INC.

3

SÃO PAULO

3

VMLY&R SOUTH AFRICA

3FCB NEW YORK

3

AFRICA3

HAKUHODO INC.

4

PARIS

4

NET#WORK BBDO

4

TBWA\CHIAT\DAY

4

DAVID SÃO PAULO

4

BEACON/LEO BURNETT

5CHICAGO

5

JOE PUBLIC UNITED

55

VMLY&R BRAZIL

5=

PARTY

6

MADRID6

FCB AFRICA

AREA 23, AN FCB HEALTHNETWORK COMPANYWIEDEN+KENNEDY5=

R/GA TOKYOTORONTO7=

DDB SOUTH AFRICA

GOOGLE CREATIVE LAB

6

7

6

7

HAKUHODO KETTLE INC.

7=

GREY AFRICAJOHNXHANNES NEW YORKALMAPBBDOLOS ANGELES

7

7

8

8=

SHA INC.

BUENOS AIRESBBDO NEW YORK

J. WALTER THOMPSON BRAZIL

9=

8

8

R/GA

OGILVY8=

GREY TOKYOPORTLAND

9

9

9=

8=

AID-DCC INC.

SYDNEYMOTHER NEW YORKTECH AND SOUL

11

10

10

12

BERLIN

13

TOKYO

14

MELBOURNE

15COPENHAGEN

16

MILAN

17=

MIAMI

17=

SAN FRANCISCO

17=

STOCKHOLM

17=

TEL AVIV

LondonParis

1

AMVBBDO

1

TBWA\PARIS

Sydney1

DDB SYDNEY2FCB INFERNO

2

DDB PARIS

2

NAKED COMMUNICATIONS

3

adam&eveDDB

3

McCANN PARIS

3

SPECIAL GROUP

4

McCANN LONDON

4

MARCEL4

whiteGREY SYDNEY

5MOTHER

5BETC

5MINDSHARE

6

GREY

6

SERVICEPLAN FRANCE

6

HOUSTON GROUP

7DROGA5

7

CLM BBDO

7

8

J. WALTER THOMPSON

8

AKQA

THE MONKEYS | PART OF
ACCENTURE INTERACTIVE

9FALLON LONDON

8

CLEMENGER BBDO SYDNEY

9FAMOUS GREY PARIS

10

IRIS

9

LEO BURNETT SYDNEY

10

WE ARE SOCIAL

10

VMLY&RLEA RN F RO M
T HE L E AD ERS
Get feedback from one of ourexpert jurors on your 2019
Cannes Lions entry and improve
the impact of your creative.

For more information email
AWARDS@CANNESLIONS.COM

Global Creativity Report 2019
Grand Prix per Lion

75

Communication Track

Communication Track

Google Creative Impress in 2019

Droga5, New York, Make the
Headline in 2019

DESIGN LIONS GRAND PRIX
By combining machine-learning algorithms withuser-friendly design, New York-based Google
Creative Labs were able to build a Grand Prix
worthy project that showcases the accessibilityfunctions of Google AI. Their work resulted in 8
applications that made clever use of Posenet andTensorflow.js. and granted disabled users withaccess to virtual instruments so they could create art
and music.
Design Lions Jury President Richard Ting, Global
Chief Experience Officer & US Chief Creative
Officer of R/GA, Global, described the reasons
behind his jury’s Grand Prix choice:“One of the main reasons why we felt that thisproject deserved the Grand Prix was because it was
creating a platform that was scalable to everyone
within the accessibility community. It was creating
new creative tools that we as creatives are notaccustomed to right now. So now suddenly, youhave Google stepping forward, and rethinking how
the tools that exist, are being designed for people
that are shut out of this process. We found that to
be extremely special. So that’s what that’s why I got
awarded the Grand Prix.”

FILM LIONS GRAND PRIX
Droga5’s campaign for The New York Times
secured a second Grand Prix Campaign accolade,this time in Film Lions. The campaign contained
five executions titled Rigor, Perseverance, Resolve,
Courage and Fearlessness, each an individual story
tied to an existing news headline.

TITLE: Creatability
ENTRANT COMPANY: Google Creative Lab,New York
BRAND: Google
COUNTRY: USA

Margaret Johnson, Chief Creative Officer &Partner, Goodby Silverstein & Partners, USA,commented on their choice:“The Truth Is Worth It” is a campaign built on the
profound importance to society of what the New
York Times does, highlighting the journalists behindthe stories - some of them risking their lives to get to
the truth and deliver it to readers.
The campaign’s narrative framework is flexible
enough to handle any number of stories. The
dynamic typography plays a leading role in thestorytelling, with the typing choreographed in themusic, resulting in a dance of provocative headlinesand gripping photos. There’s an honesty in its
simplicity.”

TITLE: The Truth Is Worth ItENTRANT COMPANY: Droga5, New York
BRAND: The New York Times
COUNTRY: USA

Global Creativity Report 2019
Grand Prix per Lion

76

Communication Track

Communication Track

FCB NEW YORK BreakBoundaries to Earn a Grand Prix

The Outdoor Jury Stand forColin Kaepernick

MOBILE LIONS GRAND PRIX

Produced for Nike, Wieden + Kennedy
Portland’s Outdoor ‘Dream Crazy/Colin
Kaepernick’ campaign has earned a Grand Prix.
The winning entry was within ‘Bilboards’ andfeatured an execution with the tagline ‘Believe insomething, even if it means sacrificing everything.’

To help draw phone users to the newly overhauled
Burger King app, FCB NEW YORK pursued the
audacious strategy of encouraging users to activatea promotion from inside their rivals’ stores. To accomplish their goal, Burger King geofenced 14,000
rival stores nationwide.
Ari Weiss, Worldwide Chief Creative Officer,
DDB and Jury President remarked on the jury’s
choice:“Mobile. Mobile. Mobile. It was a geofencing
campaign that drove app downloads and mobile
sales conversion. It proved that mobile can drive
movement vs being sedentary and the sheer
audacity of hosting it exclusively at 14,000 of its
competitors stores couldn’t have been more on
brand for Burger King.”

OUTDOOR LIONS GRAND PRIXJohn Patroulis - Worldwide Chief Creative
Officer, Grey, Global, Jury President commented:“This particular category comes to life in so manydifferent ways. A lot of the entries are using lots of
new innovation and are creating new things. But
we kept coming back to this campaign when wethought about the absolute single best piece ofwork in the show. Nothing lived up to the power ofthis image at this moment in time, culturally and insociety.
TITLE: The Whopper Detour
ENTRANT COMPANY: FCB New York
BRAND: Burger King
COUNTRY: USA

TITLE: Nike Dream Crazy
ENTRANT COMPANY: Wieden + Kennedy,
Portland
BRAND: Nike
COUNTRY: USA

Global Creativity Report 2019
Grand Prix per Lion

77

Communication Track

Communication Track

Impact BBDO Impress the Print &Publishing Jury in 2019

360i New York Make Some
Noise in 20192018 saw Lebanon engulfed by political infightingthat resulted in a government shutdown of over
5 months. Impact BBDO were commissioned
by Lebanese newspaper An-Nahar to find asolution. They created ‘The Blank Edition’; a “whiteout” version of the daily newspaper, that provided
a visual representation of the country’s standstillpolitics. The campaign grew traction as the #1
trending topic on Twitter and was featured in over
100 major newspapers globally.

To get fans talking about Westworld, 360i New
York produced ‘Westworld: The Maze’ for clients
HBO, a voice-activated quest that enabled users
to navigate through the show’s unique universe.
The final product featured 11,000 lines of script,
60 storylines, 400 possible choices and the voicetalents of 36 different actors.

PRINT & PUBLISHING LIONSGRAND PRIX

Olivier Altmann, CEO & Chief Creative Officer,
Altmann + Pacreau, France, Jury President
and Print & Publishing Jury President for 2019
commented:“We are very happy to award the Grand Prix
to a piece of work that celebrates creativity andjournalism. We have seen some great campaigns
over the past few days where the new magazines
need our creativity to promote freedom of press andthe Grand Prix is a white page of paper, multiple
white pages of paper that are the proof that a great
idea can help democracy to work better.”

TITLE: The Blank Edition
ENTRANT COMPANY: Impact BBDO, Dubai
BRAND: An-Nahar
COUNTRY: United Arab Emirates

RADIO & AUDIO LIONSGRAND PRIX

Jose Miguel Sokoloff, Global President,
Creative Council and Chief Creative Officer UK,
Mullenlowe London – Jury President:“The power of traditional radio to surprise anddelight remains intact. On the other hand, thepossibilities of innovation with voice activation,
streaming platforms, geolocation and audiodelivery technology, to name a few, are immense.
Our Grand Prix was a reflection of the latter, butwith all the values of traditional radio. The idea ofcreating a voice-activated game was genius for thebrand. Additionally, the voices, casting, acting andsound design, which needed to convey completely
different scenarios as you progressed through themaze, were all perfect. And all of this was delivered
in a new platform, within a gaming experience, andthe audio component was not only central, but the
only one used. It was an easy choice where we all
agreed. Audio is not just expanding; it is exploding.”

TITLE: Westworld: The MazeENTRANT COMPANY: 360i, New York
BRAND: HBO
COUNTRY: USA

Global Creativity Report 2019
Grand Prix per Lion

78

Communication Track

Craft Track

FCB New York Emerge
Victorious in the Titanium Lions

Smart Phones Reign Supreme in2019’s Digital Craft Lions

Looking to increase downloads for Burger King’s
smartphone app, FCB New York rolled out ‘The
Whopper Detour’, a mischievous campaign thatsought to geofence their rivals. For 9 days, Burger
King enabled the purchase of $0.01 whoppers, but
only when ordering from inside a rival’s store. Theiroutrageous strategy paid off, with an 818% increasein Twitter mentions for the brand and 1.5 million new
downloads.

Copenhagen-based creative agency Virtue won
over the 2019 Digital Craft jury after their mobilebased initiative ‘Address the Future’ won the Grand
Prix. Their campaign sought to equip clothing brandCarlings fans with a 3D virtual dressing room,
where they could try on millions of clothes digitallyand with 0% impact on the environment. As well as
showcasing masterful technical artistry, the entry
sought to raise awareness of the environmental
damage of fast fashion.

TITANUM LIONS GRAND PRIX

Titanium Lions Jury President, David Lubars,
Chief Creative Officer Worldwide, Chairman North
America, BBDO commented:“This is an amazing use of technology to get
consumers out of a rival store and into their own
store. It’s a future-facing tech hack, with great sales
results, we hadn’t seen before.
The work checks all the boxes. It’s flawlessly
executed, and I can assure you, is so incredibly
difficult to do, but it looks effortless. It’s fun andhuman and delighting.”

TITLE: The Whopper Detour
ENTRANT COMPANY: FCB New York
BRAND: Burger King
COUNTRY: USA

DIGITAL CRAFT LIONS GRAND PRIX

Rei Inamoto, Digital Craft Jury President andFounding Partner of Inamoto & Co commented:“Before the event, I told the jury I would love tofind something unexpected that has the potential toalter the course of the category or the industry. Thiswinner might cause controversy, but I believe it was
the most intellectually stimulating piece of work in
the design craft category — addressing two criticalissues: the environment and social media.”

TITLE: Address the Future
ENTRANT COMPANY: Virtue, Copenhagen
BRAND: Carlings
COUNTRY: Denmark

Global Creativity Report 2019
Grand Prix per Lion

79
Craft Track

Craft Track

FILM CRAFT LIONS GRAND PRIX

The Truth Is Worth It for Final Cut
New York
Final Cut, New York’s brand campaign,
produced for, The New York Times was arallying cry for journalism and attained the hotly
contested Grand Prix. Their win came despite fierce
competition with 1,924 entries in the Film Craft Lionsthis year and only one Grand Prix awarded.
Rebecca Skinner, Managing Director/Executive
Producer, Supreme Films, USA commented onher jury’s choice:“At its core, the craft and the idea became one,seamlessly. The overall details to the craft in every
aspect were considered. Immersed in the workthrough craft and message. Editing won out but it
could have easily been awarded in all craft areas
as they each complimented the other. Over sevendays of judging there were many perspectives anddiscussions across all of the work, but when it cameto the GP it was unanimous. A bold and courageous
campaign crafted in a unique way.”

INDUSTRY CRAFT LIONSGRAND PRIX
Nike See a Grand Prix in 2019Awarded for outstanding art direction,
Momentum New York’s ‘Just Do It HQ At The
Church’ installation produced for Nike, has earned
the Industry Craft Grand Prix in 2019. Nike worked
with youth from the city to provide training foryoung athletes, interactive workshops, access to
Chicago sports legends from the NBA, WNBA,
and NCAA, in a transformed vacant Churchof Epiphany, located in Chicago’s West Loopneighbourhood.
Trevor Robinson OBE, Founder & Executive
Creative Director, Quiet Storm, Jury President
2019 commented on the second year of the Industry
Craft Lions:

TITLE: The Truth Is Worth It Campaign
ENTRANT COMPANY: Final Cut, New York
BRAND: The New York Times
COUNTRY: USA“A Grand Prix that celebrates bringing restraint tocraft, with a legacy that lives beyond this award.
Nike’s “Just do it HQ at the church” has the ability totransform communities and save lives. Nike gave asafe haven to kids living in neighbourhoods where
you can’t even go outside to play basketball forfear of getting attacked. What also impressed me
was how respectfully the redevelopment of theseabandoned churches was done. For the black
community, the church is something you don’t messwith; big, brash logos wouldn’t have worked. The
Nike logo is in evidence, but you need to lookcarefully to see it.”

TITLE: Just Do It HQ At the Church
ENTRANT COMPANY: Momentum, New York
BRAND: Nike
COUNTRY: USA

Global Creativity Report 2019
Grand Prix per Lion

80

Entertainment Track

Entertainment Track

UM Studios Wow theEntertainment Lions Jury

Wieden + Kennedy Prove
Worthy in the Entertainment
Lions for SportENTERTAINMENT LIONSGRAND PRIX
UM Studios have risen to the top of theEntertainment Lions in 2019 after their 30-minutespot for Johnson & Johnson, ‘5B’ won theGrand Prix. Looking to reshape public perceptionof the brand, J&J invested in a full-scale equity
campaign to help bring awareness to thetransformational advances in HIV care and those
who administer it. With this funding, UM Studios
produced a feature-length documentary film thatcombined top-tier Hollywood talent and a worldclass soundtrack, capturing the highest award inEntertainment Lions and exploring the perceptionof nursing professionals. The success of the film’s
festival run led to its acquisition for distribution by
Verizon. It was released in 400 cinemas across the
U.S. and later received a global cinematic release.
Entertainment Lions Jury President and Global Chief
Creative & Content Officer of Digitas, Global,
Scott Donaron, discussed his jury’s choice toaward the Grand Prix:“5B is a brave idea and a beautiful story that’s
brilliantly crafted. It can--and will--stand as a pieceof great entertainment as well as an example ofbold marketing. We need more stories like this,stories that make people care, that reflect a brand’svalues and that point the way forward for ourindustry.”

ENTERTAINMENT LIONS FOR SPORTGRAND PRIX

Wieden + Kennedy outshone the competition in
the Entertainment Lions for Sport with their GrandPrix-winning campaign for Nike, ‘Dream Crazy’.
2018 marked the 30th anniversary of Nike’s
famous slogan “Just Do It”; the ‘Dream Crazy’
campaign was designed to provide fresh brand andbusiness momentum. It has resulted in significant
impact, with a 31% increase in sales and $163m
worth of exposure just three days after Colin
Kaepernick’s sponsored tweet.
Steve Stoute Founder & CEO, Translation
Enterprises and Entertainment Lions for Sport Jury
President commented:“After deliberation, we really applauded the factthat not only was Nike bold to tell this story, but theuse of Colin Kaepernick, we felt was what made it
special that Nike had taken a risk itself, using Colin
Kaepernick and sticking with Colin Kaepernick. And
the same craziness that they were asking of us was
the same crazy, and the application of that theory
that they were playing to themselves.”
TITLE: 5B
ENTRANT COMPANY: UM Studios, New York
BRAND: Johnson & Johnson
COUNTRY: USA

TITLE: Nike Dream Crazy
ENTRANT COMPANY: Wieden + Kennedy,
Portland
BRAND: Nike
COUNTRY: USA

Global Creativity Report 2019
Grand Prix per Lion

81

Entertainment Track

ENTERTAINMENT LIONS FOR MUSIC GRAND PRIX
AKQA and Doomsday
Entertainment Take Joint
Honours in the Entertainment
Lions for MusicA second Grand Prix was awarded to ‘Bluesman’,a music video produced by AKQA for theirclient, Baco Exu Do Blues. The video, seeking
to champion black pride, places powerful,
abstract imagery beside unflinching realism andhas ignited debate online, driving exposure forthe lesser-known rap artist. The album itself, titled‘Bluesman’, was recognised as Album of the Yearby Rolling Stone.

The Entertainment Lions for Music jury awarded
two Grands Prix this year, one for LA-based Film
Production company Doomsday Entertainment
and the other for Brazilian Digital Agency, AKQA.
The first Grand Prix, awarded within the ‘Excellencein Music Video’ category, was for Doomsday
Entertainment’s work in collaboration with HipHop star, Childish Gambino. ‘This Is America’is a startling commentary on the livelihoods ofAfrican Americans in contemporary America andis considered an iconic work of art, symbolic of its
decade.
Music Consultant / Board Director / Publisher for
Paulette Long and Entertainment Lions for Music
president Paulette Long OBE remarked:“Every so often a video comes out and it points afinger, and we have to look, and we have to admit
where we are, we have to admit what’s going on,
we have to admit that we need to make a change,
we have to admit that we need to do something
different. And music is such a brilliant tool to dothat.”TITLE: This Is America
ENTRANT COMPANY: Doomsday Entertainment,
Los Angeles
BRAND: Childish Gambino
COUNTRY: USA

Talking about ‘Bluesman’, Paulette commented:“It’s brilliant. It’s arty, it’s classy. It’s a new artist.
It’s the first time that there’s a Grand Prix for Brazil,
which is absolutely brilliant. This artist has beenable to use his experience in his country to pull
all the bluesmen people together. He’s saying thisis who we are. We need to stand up for who weare. We need to be proud of who we are. And we
needed to show this message. I’m a bluesman you
could be a bluesman too.”
TITLE: Bluesman
ENTRANT COMPANY: AKQA, São Paulo
CLIENT: Baco Exu Do Blues
COUNTRY: Brazil

Global Creativity Report 2019
Grand Prix per Lion

82

Experience Track

BRAND EXPERIENCE &ACTIVATION LIONS GRAND PRIX
McCann New York Improve
Accessibility for a Grand Prix

CREATIVE eCOMMERCE LIONSGRAND PRIXRBK Communication Stockholm
Swipe the Grand Prix in theCreative eCommerce Lions for
2019

McCann New York take the lead in the Brand
Experience & Activation Lions with Grand Prixwinning campaign ‘Changing the Game’, producedfor Microsoft. The team spent four months learningfrom children with limited mobility, in order todevelop an ‘Adaptive Controller’ that would makegaming accessible to everyone.

RBK Communication Stockholm impressed
the jury with their unique fintech solution “DOBlack – the carbon emission limit credit card” forDoconomy. This service allows the user to track,
measure and offset their carbon emissions through
United Nations-certified Green Projects, whilst also
providing data-driven insights to support behaviourchanges and take climate action through conscious
consumption.

Jaime Mandelbaum, Chief Creative Officer for
VLMY&R Europe spoke about his jury’s GrandPrix choice:“This idea goes much further than any brand
impact it completely changed the experience thatits customers have with the product but also has
the power to instill confidence and change theirrelationship with others.”
The campaign has seen profound results across thegaming industry, with major competitors enabling
their platforms to accommodate the Adaptive
Controller.

Experience Track

TITLE: ‘Changing the Game’ENTRANT COMPANY: McCann New York
BRAND: Microsoft
COUNTRY: USA

Commenting on the Grand-Prix decision, Daniel
Bonner, Global Chief Creative Officer ofWunderman said:“The Grand Prix we chose is truly innovative andambitious. A signal and future of responsible
consumerism that is doable in the present. A unique
idea that no doubt will be copied and leveragedby businesses all over the world - and full ofcreativity for sustainability, in terms of the platform,
the production and design, the enterprise and thepotential impact for everyone.”

TITLE: Do Black – The Carbon Limit Credit Card
ENTRANT COMPANY: RBK Communication,
Stockholm
BRAND: Doconomy
COUNTRY: Sweden

Global Creativity Report 2019
Grand Prix per Lion

83

Good Track

Good Track

GLASS: THE LION FOR CHANGE
GRAND PRIX

SUSTAINABLE DEVELOPMENTGOALS LIONS GRAND PRIX

VMLY&R Poland Warsaw Take
Pole Position in 20198 MARCh 2019

BBDO Australia Have the Lion’s
Share in 2019
‘The Lion’s Share’ is an initiative that encourages
brands and organisations using images of animals intheir marketing to donate 0.5% of their media spend
to save species from extinction, preserve wildlife
habitats and protect animal welfare. The strategy,
produced for MARS, involved close collaboration
with Sir David Attenborough and their key video
asset has been distributed globally in over 100
countries.

INDEX NO. 378585, ISSUE NO. 2/2019

VMLY&R’s Polish branch saw off steep competition
to claim a Grand Prix in Glass: The Lion for Change.
Their award-winning campaign saw Poland’s mostread adult magazine ‘Your Weekend’ transformed
into a symbol of female empowerment, sparking
debate and turning sexist conventions on theirhead. VMLY&R worked in collaboration with theirclient Gazeta.pl, to generate excitement for themagazine before revealing, on National Women’sDay (the day of its publication), that the magazine
would instead feature progressive narratives offemininity. It was the adult magazine’s final issue.
Jaime Robinson, Chief Creative Officer, Joancreative, USA, spoke about the choice for theGrand Prix:“Our jury held all of the work to a single, single
term that we found within the definition of the Glass
Lions - we demanded “culture-shifting creativity.”
No small feat, right? This year, our Grand Prix is thevery definition of that standard. “The Last Ever Issue”
is one of those ideas that makes a bold statement by
taking a rebellious action – and using the system tochange the system.”

LAST EVER
ISSUE

48 SEXISM-FREE PAGES

Price: PLN 9.99 (including 8% VAT)TITLE: The Last Ever Issue
ENTRANT COMPANY: VMLY&R Poland, Warsaw
BRAND: Gazeta.PL/Mastercard/BNP Paribas
COUNTRY: Poland

Sustainable Development Goal Lions Jury President
David Droga, Founder and Creative Chairman,
Droga5, commented:“Animals are a fundamental part of our world,
our culture, our society, and our language, evenour filmmaking and marketing. In fact, imagesof animals appear in approximately 20% of all
advertisement, CBC. Yet, despite this, animals do notalways receive the support that they deserve. Until
now introducing the lion’s share an initiative thatencourages brands and organizations using imagesof animals in their marketing to donate 0. 5% of their
media spend to the Lion’s Share Trust, backed by theUnited Nations, the money will then be dispersed
across the world to save species from extinction,
preserve wildlife habitats, and look after animal
welfare. It was a programme that was instigatedand backed by a big brand, supported and put
together by an incredible creative collective. They
didn’t just make a good film about what they wanted
to do, they actually set up a sustainable programmethat has already started reaping rewards. And thatfor us is what’s important.”

TITLE: The Lion’s ShareENTRANT COMPANY: Clemenger BBDO
Melbourne
BRAND: MARSCOUNTRY: Australia

Global Creativity Report 2019
Grand Prix per Lion

84
Health Track

GRAND PRIX FOR GOOD

HEALTH & WELLNESS LIONSGRAND PRIX

McCann New York Lock Down aGrand Prix in 2019

‘Thisables’ Earns HotlyContested Grand Prix

Produced for student-led movement, March for
Our Lives, ‘Generation Lockdown’ is a chilling
two-minute film centred on an active shooter drill;
it was conducted at a real workplace in California
and led by an 11-year-old girl. It beat out toughcompetition this year to win the Grand Prix for Good
Lions.

Seeking to bridge the gap between people withdisabilities and client IKEA’s products, McCann
Tel Aviv produced ‘Thisables’, a series of add-ons
that make existing furniture disabled-friendly. As
well as providing accessibility to Tel Aviv’s disabledcommunity, the campaign saw sales of 13 iconic
items increase by 33% and huge traffic increases
online.
TITLE: Generation Lockdown
ENTRANT COMPANY: McCann New York
BRAND: March for Our Lives
COUNTRY: USA

Shaheed Peera, Executive Creative Director,
UK, and Health & Wellness Jury President for 2019
commented:“The world can be a cruel and heartless place attimes. The Grand Prix demonstrated how brands
can help normalise the everyday for the mostmarginalised in society.”
TITLE: Thisables
ENTRANT COMPANY: McCann, Tel Aviv
BRAND: IKEA
COUNTRY: IsraelGlobal Creativity Report 2019
Grand Prix per Lion

85

Impact Track

CREATIVE EFFECTIVENESS LIONSGRAND PRIX
Marcel Paris Takes Pole Position
in CREFF with Daring Grand Prix

Impact Track

INNOVATION LIONS GRAND PRIX
AREA 23, an FCB Health
Network Company Scoop aGrand Prix

By transforming multinational French retailer
Carrefour into an illegal black supermarket,
Marcel Paris were able to shine a light on anunsustainable law that forbids farmers’ varietiesof cereals, vegetables, and fruits. Their rebellious
campaign sparked a national debate and saw
a change in the law, reauthorizing the sale andcultivation of farmers’ seeds, after 40 years ofprohibition.

Based out of New York, specialist healthcare
agency Area 23 have nudged out competition
to emerge as leaders in the Innovation Lions.
‘See Sound’ produced for WAVIO, seeks torevolutionise home accessibility for deaf users byidentifying sound and then displaying its readings inclear text via the user’s smartphone. The technology
was built with over 2 million human-labelled,
10-second sound clips. It operates similarly to
Google Home or Amazon Echo.

John Seifert, Worldwide CEO, Ogilvy
Global and Creative Effectiveness Jury President
commented on their decision:“The impact that this piece of work created was justdare I say, a no brainer Grand Prix. This case stoodup with every single juror among all the entries. Andat every phase it just continued to stand out over
and over. It’s one of the most compelling cases weread, word for word and these are very hard cases
to write. Even if you get the facts, you still must tell astory that’s compelling. As a as a jury, we could not
be more unanimous or more respectful and inspiredby this winning Grand Prix.”
TITLE: Black Supermarket
ENTRANT COMPANY: Marcel Paris
CLIENT: Carrefour
COUNTRY: France

Bill Yom, Global Creative Director, CheilWorldwide, Global, and Jury President 2019
remarked:“This was one of the most courageous and simplest
solutions we’ve seen which solves a problem forthe deaf and hard of hearing community thathas not been addressed enough before. What’s
also important is that it utilizes machine learningtechnology in a genius creative way - basically‘hacking’ Youtube to train a sound database withlimited resources - to essentially, save lives.”

TITLE: See SoundENTRANT COMPANY: Area 23, An FCB Health
Network Company, New York
BRAND: WAVIOCOUNTRY: USA

Global Creativity Report 2019
Grand Prix per Lion

86

Reach Track

Reach Track

FCB/SIX Scoop a Grand Prix

Forsman & Bodenfors
Gothenburg Launch Iconic
Campaign in Creative Strategy’sFirst Year

CREATIVE DATA LIONSGRAND PRIX
FCB/SIX’s data-led ‘Go Back to Africa’ campaign
for travel brand, Black & Abroad has earned
the Toronto-based agency the top prize in 2019’s
Creative Data Lions, up from third in 2018. Seeking
to reclaim the common racist slur, the campaign
used a custom algorithm to filter through 2.8
million social media images for representational
photos; from a filtered list of 14,000, the task wasthen passed to humans with knowledge of ethicalprinciples such as “shadeism”, who selected 6,840
variants and inserted these into digital ads.
Yasuharu Sasaki, Head of Digital Creative andExecutive Creative Director for Dentsu commented
on the winning work:

CREATIVE STRATEGY LIONSGRAND PRIX

Forsman & Bodenfors, based in Gothenburg,
Sweden, identified a key statistic, that 80% of all
car purchases are influenced by women and that
63% of female buyers claim to do all researchand purchasing on their own; their top priority
being safety. Conducting over 100 hours of desk
research and SEO analysis, they also discoveredthat most crash tests are based on men. Drawing
upon their client Volvo’s 40 years’ worth of crashand safety data, they built a digital library and a
global campaign that would elucidate the injustices
affecting women globally.

“In this digital age, there are a lot of negative
data like fake news, privacy violations, or hatemessages. The Grand Prix winner tackled this issue
with a bold and impactful way. It changes negative
messages into meaningful contents. It created a newcommunity with the power of data and contributed
to the culture.”

TITLE: Go Back to Africa
ENTRANT COMPANY: FCB/SIX, Toronto
BRAND: Black & Abroad
COUNTRY: Canada

Commenting on her jury’s decision to award thecampaign Grand Prix, Creative Strategy Lionspresident and founder of Futuremade, Tracey
Follows, commented:“Starting from one hereto unobserved data insightabout how women in the world were catered, for it
transformed how we saw the whole world and gavea fresh take on safety to refresh and reinvigorate
Volvo.”TITLE: ‘The E.V.A. Initiative’
ENTRANT COMPANY: Forsman &Bodenfors, Gothenburg
BRAND: Volvo
COUNTRY: Sweden

Global Creativity Report 2019
Grand Prix per Lion

87

Reach Track

Reach Track

FCB New York Earn a GrandPrix for ‘The Whopper
Detour’

AKQA Capture the Eye of theJury and a Grand Prix in 2019

DIRECT LIONS GRAND PRIX

MEDIA LIONS GRAND PRIX
AKQA’s bold ‘Air Max Graffiti Stores’ campaign
for Nike invited artists to equip graffiti charactersaround São Paulo with Air Max sneakers, customers
were then invited to visit the graffiti locations
and unlock them for purchase via geolocation.
More than just a smart marketing decision, theagency claim their campaign solidified Nike as abrand synonymous with Brazilian streetwear andcontemporary art.

FCB New York ‘Whopper Detour’ campaign
brought in a Grand Prix for 2019 and saw a hugeincrease in app downloads for their client Burger
King. Their strategy encouraged customers to travel
to a rival outlet in order to activate an exclusive
promotion.
Nicky Bullard, Direct Lions Jury President andChairwoman & Chief Creative Officer for MRM
McCann, GLOBAL, discussed his jury’s choice:“Our Grand Prix was completely brilliant –‘completely’ being an important word. It had
everything. Targeting, amazing execution, a clear
call to action and results. On top of that it’s one of
the most audacious campaigns any of us had everseen.”TITLE: The Whopper Detour
ENTRANT COMPANY: FCB New York
BRAND: Burger King
COUNTRY: USA

Jury President Karen Blackett OBE,
Country Manager WPP UK & Mediacom
Chairwoman, UK & Ireland:“A brilliant piece of work that tapped into local
culture with eCommerce intertwined with geo
fencing to create a new store opportunity - themedia is the message. Great creativity, partnerships
to make the media idea come to life and a braveclient with phenomenal results.”

TITLE: Air Max Graffiti Stores
ENTRANT COMPANY: AKQA, São Paulo
BRAND: Nike
COUNTRY: Brazil

Global Creativity Report 2019
Grand Prix per Lion

88
Reach Track

PR LIONS GRAND PRIX

SOCIAL & INFLUENCER LIONSGRAND PRIX

Scholz & Friends Scoop theGrand Prix

VMLY&R Swipe a Social &Influencer Grand Prix

With an aim to reverse the luxury goods tax placedon German-sold tampons, Scholz & Friends
built ‘The Tampon Book: a book against tax
discrimination’ for their client, tampon producers,
The Female Company. To get around the law,tampons were packaged within a book and soldat a lower tax rate of seven percent, whereas thebook itself contained 45 pages of bold illustrations
and empowering stories about menstruation. Withina day, The Tampon Book sold out in stores. It also
went on to generate 10.5 million views online, spark
serious debate within German parliament and,eventually, win the PR Lions Grand Prix.

In its second year, Social & Influencer Lions has
seen tough competition across categories, with
VMLY&R Kansas City’s campaign ‘Keeping
Fortnite Fresh’ for Wendy’s fending of all others
to snatch both the Grand Prix and first-place on
the rankings. Their strategy involved entering the
popular videogame Fortnite as a player andstreaming it live on the equally popular streaming
service, Twitch. Instead of playing conventionally,
the brand sought to destroy any fridges they could
find in-game to spread the message that ‘fresh beef
beats frozen beef’.

Reach Track

Michelle Hutton, Managing Director, Global
Clients, Edelman, and Jury President commented
on this year’s winner:“We are proud to have chosen “The Tampon Book”
a book designed to highlight and fight against
tax discrimination. At its core we believe it is aperfectly formed public relations campaign - fromconception of the idea, to the impact it delivers. Asa campaign that is focused on tax discrimination it
has public affairs at its core. It represents a moderntake on communications combining creativity, andthe art of PR. It is a call out to the creatives of theworld to show public relations has some of themost interesting challenges. It demonstrates thata campaign that sets out to change law can be‘super-powered’ though creativity.”

TITLE: The Tampon Book: a book against tax
discrimination
ENTRANT COMPANY: Scholz & Friends, Berlin
BRAND: The Female Company
COUNTRY: Germany

Pj Pereira, Founder & Creative Chairman,
Pereira & O’dell, Social & Influencer Lions Jury
President 2019 commented:“This idea made us smile and stood out not only
because of its unpretentious sense of humor(something very refreshing in this world of brands
taking themselves so seriously) but also because it
made us all realize we still have so much to learn.
Wendy’s doesn’t try to sneak into anyone’s life,
doesn’t try to attract the audience or even invite
them to do anything. It just joins the audience andminds its own business. Alone and committed to its
silly version of “purpose,” its goes smash freezers
at the Burger Joint inside the hottest game in theworld: Fortnite. After all, freezers and burgers, evenif virtual ones, have no business being next to eachother. Not only that, but the brand also dressed itself
with an improvised a Little Red Riding Hood whichmakes its avatar look just like the brand’s mascot.
Simple, resourceful, funny, and incredible.”

TITLE: Keeping Fortnite Fresh
ENTRANT COMPANY: VLMY&R, Kansas City
BRAND: Wendy’s
COUNTRY: USA

Global Creativity Report 2019
Appendices — Holding Company of the Year 2014 - 201989

HOLDING COMPANY OF THE YEAR

Rank

Holding Company

2019

Rank

Holding Company

2017

1

OMNICOM

1

2

INTERPUBLIC GROUP

3

WPP

4
5

Rank

Holding Company

2015
WPP

1

2

OMNICOM

2OMNICOM

3

INTERPUBLIC GROUP

3

PUBLICIS GROUPE

PUBLICIS GROUP

4

PUBLICIS GROUPE

4

INTERPUBLIC GROUP

DENTSU GROUP

5

HAVAS GROUP

5

HAVAS WORLDWIDE6MDC PARTNERS

6

DENTSU GROUP

6

DENTSU GROUP

7

HAVAS GROUP

7

MDC PARTNERS

7

GRUPO ABC

8

BLUEFOCUS GROUP

8HAKUHODO BY HOLDINGS8MDC PARTNERS

9HAKUHODO DY HOLDINGS9

BLUEFOCUS COMMUNICATION GROUP

9CHEIL WORLDWIDE

10

ENERO

10

ENERO

10

HAKUHODO BY HOLDINGS

2018

2014

2016

1

OMNICOM

2WPP

3INTERPUBLIC GROUP

4

PUBLICIS GROUPE5

HAVAS GROUP

6

DENTSU GROUP

7

HAKUHODO BY HOLDINGS8MDC PARTNERS

9

BLUEFOCUS COMMUNICATION GROUP

10

ENERO

WPP

WPP

1

WPP

2

OMNICOM

2OMNICOM

3

INTERPUBLIC GROUP

3

PUBLICIS GROUPE

4

PUBLICIS GROUPE

4

INTERPUBLIC GROUP

5

DENTSU GROUP

5

DENTSU6

HAVAS WORLDWIDE

6

HAVAS

7

MDC PARTNERS

7

GRUPOABC

8

CHEIL WORLDWIDE8HAKUHODO BY HOLDINGS9HAKUHODO BY HOLDINGS

9CHEIL WORLDWIDE

M&C SAATCHI

10MDC PARTNERS

1

10

Global Creativity Report 2019
Appendices — Network of the Year 2014 - 2019

90

NETWORK OF THE YEAR

Rank

Network

2019

Rank

Network

2017

Rank

Network

2015

1

McCANN WORLDGROUP

1

BBDO WORLDWIDE

1

OGILVY & MATHER

2

DDB WORLDWIDE2

OGILVY & MATHER

2BBDO WORLDWIDE

3

FCB

3

McCANN WORLDGROUP

3

GREY

4

BBDO WORLDWIDE

4YOUNG & RUBICAM GROUP

4YOUNG & RUBICAM GROUP

5

TBWA WORLDWIDE5

DDB WORLDWIDE5

DDB WORLDWIDE6

OGILVY

6

TBWA WORLDWIDE

6

LEO BURNETT

7

GREY

7

GREY

7

McCANN WORLDGROUP

8WIEDEN + KENNEDY

8

LEO BURNETT

8TBWA WORLDWIDE9DROGA5

9

PUBLICIS WORLDWIDE

9

PUBLICIS WORLDWIDE

10

VMLY&R

10

FCB

10

FCB

2018

2014

2016

1

BBDO WORLDWIDE2

OGILVY

3

DDB WORLDWIDE

4McCANN WORLDGROUP

5

TBWA WORLDGROUP

6

YOUNG & RUBICAM GROUP

7

GREY

8

HAVAS

9

PUBLICIS WORLDWIDE

10

MULLENLOWER GROUPOGILVY & MATHER

1OGILVY

2

BBDO WORLDWIDE

2

BBDO

3

YOUNG & RUBICAM GROUP

3

DDB

4

DDB WORLDWIDE

4

Y&R

5

GREY

5

LEO BURNETT

6

McCANN WORLDGROUP

6

TBWA

7

J. WALTER THOMPSON

7McCANN

8TBWA WORLDWIDE

8

PUBLICIS

9LEO BURNETT

9

GREY

FCB

10

LOWE

1

10

Global Creativity Report 2019
Appendices — Healthcare Network of the Year 2014 - 201991

HEALTHCARE NETWORK OF THE YEAR

Rank

Network

2019

Rank

Network

2017

Rank

Network

2015

1

McCANN HEALTH

1

McCANN HEALTH

1

CDM

2

FCB HEALTH2

FCB HEALTH

2

McCANN HEALTH3

HAVAS HEALTH & YOU

3

CDM GROUP

3

PUBLICIS HEALTHCARE COMMUNICATIONS GROUP

4

PUBLICIS HEALTH

4

PUBLICIS HEALTH

4

TBWA/WORLDHEALTH5HAVAS HEALTH

5

FCB HEALTH

6

THE BLOC PARTNERS

6

INDIGENUS

7

HAVAS HEALTH

7

INVENTIV

2018

2014

2016

1

FCB HEALTH

1

McCANN HEALTH

1

LEO BURNETT2HAVAS HEALTH & YOU

2

PUBLICIS HEALTHCARE COMMUNICATIONS GROUP

2

McCANN HEALTH

3

PUBLICIS HEALTH

3

OGILVY COMMONHEALTH

3

Y&R

4

McCANN HEALTH

4

DDB HEALTH GROUP

5

CDM GROUP5

HAVAS HEALTH

6

FCB HEALTH

7

CDM GROUP

8

SUDLER & HENNESSEY

9

TBWA/WORLDHEALTH

10INVENTIV

Global Creativity Report 2019
Appendices — Media Network of the Year 2014 - 201992

MEDIA NETWORK OF THE YEAR

Rank

Network

2019

Rank

Network

2018

Rank

Network

2017

1

MINDSHARE

1

MEDIACOM

1

OMD WORLDWIDE

2STARCOM

2OMD WORLDWIDE2

MEDIACOM

3

MEDIACOM

3

MINDSHARE

3

STARCOM

4PHD WORLDWIDE

4

UM

4

HEARTS & SCIENCE

5

INITIATIVE

5PHD WORLDWIDE5HAVAS MEDIA GROUP

6

WAVEMAKER6HAVAS MEDIA GROUP

6

MEC

7

OMD WORLDWIDE

7WAVEMAKER

7

PHD WORLDWIDE8ZENITH

8

VIZEUM

8

CARAT

9

Blue 449

9

CARAT

9

UM

10

UM

10

HEARTS & SCIENCE

10MEDIAVEST/SPARKGlobal Creativity Report 2019
Appendices — Agency of the Year 2014 - 201993

AGENCY OF THE YEAR

Rank

AgencyCity

Location

1

WIEDEN+KENNEDY

PortlandUSA

2

McCANN NEW YORKNew York

USA

3

DROGA5

New York

USA

4

AMVBBDO

LondonUnited Kingdom

5

FCB NEW YORKNew York

USA

6

TBWA\CHIAT\DAY

New York

USA

7

DAVID

Miami

USA

8

FCB INFERNO

LondonUnited Kingdom

9

LOLA MULLENLOWE

MadridSpain

10

SCHOLZ & FRIENDS

BerlinGermany

2019

Rank

AgencyCity

Location

2017

2018
1

adam&eveDDB

LondonUnited Kingdom

2

AMVBBDO

LondonUnited Kingdom

3

BBDO NEW YORKNew York

USA

4

McCANN NEW YORKNew York

USA

5

TBWA/MEDIA ARTS LAB

Los Angeles

USA

6

OGILVY

ChicagoUSA

7

HOST/HAVAS

SydneyAustralia

8

AFRICASão Paulo

Brazil9

SAATCHI & SAATCHI

New York

USA

10

VML

Kansas City

USA

Rank

AgencyCity

Location

1

R/GA NEW YORKNew York

USA

2

GREY NEW YORKNew York

USA

3

OGILVY BRASIL

São Paulo

Brazil4

BBDO NEW YORKNew York

USA

5

DROGA5

New York

USA

6

ALMAPBBDOSão Paulo

Brazil7

WIEDEN+KENNEDY

PortlandUSA

8

adam&eveDDB

LondonUnited Kingdom

9

GREY LONDON

LondonUnited Kingdom

10

COLENSO BBDO

Auckland

New Zealand1

adam&eveDDB

LondonUnited Kingdom

2

DENTSU

Tokyo

Japan

3

ALMAPBBDOSão Paulo

Brazil4

LEO BURNETT TAILOR MADESão Paulo

Brazil5

OGILVY BRASIL

São Paulo

Brazil6

FORSMAN & BODENFORS

Gothenburg

Sweden7

WIEDEN+KENNEDY

PortlandUSA

8

GREY NEW YORKNew York

USA

9

DROGA5

New York

USA

10

Y&R SÃO PAULO

São Paulo

Brazil2015

1

CLEMENGER BBDOMELBOURNE

Melbourne

Australia

2

ALMAPBBDOSão Paulo

Brazil3

McCANN NEW YORKNew York

USA

4

DAVID

Miami

USA

5

BETC

Paris

France6

adam&eveDDB

LondonUnited Kingdom

7

COLENSO BBDO

Auckland

New Zealand

8

OGILVY NEW YORKNew York

USA

9

DROGA5

New York

USA

10

180LA

Los Angeles

USA

2014

2016
1

ALMAPBBDOSão Paulo

Brazil2

GREY NEW YORKNew York

USA

3

INGO

Stockholm

Sweden4

McCANN NEW YORKNew York

USA

5

DAVID

Buenos Aires

Argentina

6

adam&eveDDB

LondonUnited Kingdom

7

COLENSO BBDO

Auckland

New Zealand

8

BBDO

New York

USA

9

FORSMAN & BODENFORS

Gothenburg

Sweden10

LEO BURNETT CHICAGO

ChicagoUSAGlobal Creativity Report 2019
Appendices — Healthcare Agency of the Year 2014 - 201994

HEALTHCARE AGENCY OF THE YEAR

Rank

AgencyCity

Location

1

McCANN HEALTH

Shanghai

CHINA

2

AREA 23, AN FCB HEALTHNETWORK COMPANY

2019

Rank

AgencyCity

Location

1

AREA 23

New York

USA

2

MEDULLACOMMUNICATIONS

MumbaiIndia

2017
New YorkUSA

HAVAS LYNX

Manchester

United Kingdom

3

McCANN HEALTH

New Delhi

India

4

McCANN HEALTHSão Paulo

BRAZIL4

CDM LONDON

LondonUnited Kingdom

5

LANGLANDWindsorUnited Kingdom

5

LANGLANDWindsorUnited Kingdom

6

McCANN HEALTH NEW YORK New YorkUSA

6

McCANN HEALTHNew York

USA

7

PUBLICIS LIFEBRANDS

United Kingdom

7

CDM PRINCETON

Princeton

USA

2018

AgencyCity

Location

1

MEDULLACOMMUNICATIONS

MumbaiIndia

2

LANGLANDWindsorUnited Kingdom

3

McCANN HEALTH

Hong Kong
SAR

China

4

DDB REMEDY

LondonUnited Kingdom

5

AREA 23 AN FCB HEALTHCOMPANYNew York

USA

6

HAVAS LIFE

São Paulo

BrazilSydneyAustralia

20163

LondonRank

7

FCB HEALTHNew York

USA

7

OGILVY COMMONHEALTH
AUSTRALIA

8

McCANN HEALTH

LondonUnited Kingdom

9

PUBLICIS LIFE BRANDSRESOLUTE

LondonUnited Kingdom

10

CDM NEW YORKNew York

USA

7

HAVAS LYNX

Manchester

United Kingdom

1

HAVAS LYNX

Manchester

United Kingdom

10

HAVAS LIFE

São Paulo

Brazil2

AREA 23, AN FCB HEALTHNETWORK COMPANY

New York

USA

10

McCANN HEALTHSão Paulo

Brazil3

LANGLANDWindsorUnited Kingdom

10

McCANN HEALTH

LondonUnited Kingdom

4

FCB HEALTHNew York

USA

10Frankfurt

Germany

2015

5

CDM NEW YORKNew York

USA

WindsorUnited Kingdom

New York

USA

United Kingdom

LANGLANDMcCANN HEALTH

London1

6

CDM

LondonUnited Kingdom

7

McCANN HEALTH

Shanghai

China

10

2

8

KLICK HEALTHNew York

USA

3

MumbaiIndia

10

MEDULLACOMMUNICATIONS

9McCANN HEALTH

New Delhi

India

4

McCANN HEALTH

LondonUnited Kingdom

10

PATIENTS & PURPOSE

New York

USA

5

McCANN ECHO

Mountain
Lakes

USA

10

McCANN HEALTH

SydneyAustralia

6

PUBLICIS LIFE BRANDSRESOLUTE

LondonUnited Kingdom

1

LANGLANDWindsorUnited Kingdom

2

LEO BURNETT TAILOR MADESão Paulo

Brazil3

DENTSU

NagoyaJapan

10

PINK CARROTS
COMMUNICATIONSPUBLICIS LIFE BRANDSRESOLUTESAATCHI & SAATCHIWELLNESSNew YorkUSA

DIGITAS HEALTH LIFEBRANDS

Philadelphia

USA

10

PUBLICIS LIFE BRANDS
MEDICUSNew York

USA

10

McCANN HEALTH

Shanghai

China

2014

Global Creativity Report 2019
Appendices — Independent Agency of the Year 2014 - 201995

INDEPENDENT AGENCY OF THE YEAR

Rank

AgencyCity

Location

AgencyCity

Location

1

WIEDEN + KENNEDY

PortlandUSA

1

DROGA5

New York

USA

2

DROGA5

New York

3

JOHN X HANNES NEW YORK New YorkUSA

2WIEDEN + KENNEDY

PortlandUSA

3

4CREATIVE

London4

RBK COMMUNICATION5DROGA5

Stockholm

Sweden4

POL

LondonUnited Kingdom

5

BLACK FRAME

67

WIEDEN + KENNEDYSão Paulo

Brazil6

MOTHER NEW YORKNew York

USA

7

8

TECH AND SOULSão Paulo

Brazil9

MOTHER

LondonUnited Kingdom

10180HEARTBEATS + JUNG VON
Warsaw
MATT

Poland2019

Rank

AgencyCity

Location

1

DROGA5

New York

USA

USA

2

WIEDEN + KENNEDY

PortlandUSA

United Kingdom

3

WIEDEN + KENNEDY

LondonUnited Kingdom

Oslo

Norway4

FORSMAN & BODENFORS

Gothenburg

Sweden

New York

USA

5

GRABARZ & PARTNER

Hamburg

Germany

GRABARZ & PARTNER

Hamburg

Germany

6

WIEDEN + KENNEDY

New YorkUSA

CJ WORX

BangkokThailand

7

SERVICEPLAN

MunichGermany

8

FF PARIS

ParisFrance8

WIEDEN + KENNEDY

Amsterdam

Netherlands

9

DON'T PANIC

LondonUnited Kingdom

9

LANGLANDWindsorUnited Kingdom

10

SERVICEPLAN FRANCE

ParisFrance10

SID LEE

Paris

France

2017

2015

2014

2016

2018
1

Jung von Matt

Hamburg

Germany2

DROGA5

New York

USA

3

WIEDEN + KENNEDY

LondonUnited Kingdom

4

WIEDEN + KENNEDY

PortlandUSA

5

MOTHER

LondonUnited Kingdom

6

JOHN X HANNESNew York

USA

7

N=5

Amsterdam

Netherlands

8

GRABARZ & PARTNER

Hamburg

9

SERVICEPLAN GERMANY

10

RPA

1

Rank

DROGA5

New York

USA

1

FORSMAN & BODENFORS

Gothenburg

SwedenLEMZ

Amsterdam

Netherlands

2Jung von Matt

Hamburg

Germany

2

3

WIEDEN + KENNEDY

PortlandUSA

3

WIEDEN + KENNEDY

PortlandUSA

CREATIVE ARTISTS AGENCY

Los Angeles

USA

4

VENABLES BELL & PARTNERS

San Francisco USA

4

5

FORSMAN & BODENFORS

Gothenburg

Sweden5

DROGA5

New YorkUSA

SID LEE

Paris

France6

SERVICEPLAN

MunichGermany

6

7

FF PARIS

ParisFrance7

PEREIRA & O'DELL

San Francisco USA

Germany

8

MEDULLACOMMUNICATIONS

MumbaiIndia

8

WIEDEN + KENNEDY

LondonUnited Kingdom

MunichGermany

984. PARIS

Paris

France9

KOLLE REBBE

Hamburg

Germany

Santa
MonicaUSA

10

WE BELIEVERS

New York

USA

10

SS+K

New YorkUSA

Global Creativity Report 2019
Appendices — Palme d’Or 2014 - 201996

PALME D’OR

Rank

AgencyLocation

AgencyLocation

AgencyLocation

1

PARK PICTURES

USA

1

MJZ

USA

1

SMUGGLERUSA

2

HUNGRY MAN

3

SOMESUCH

USA

2

SMUGGLER

United Kingdom

3

THE MILLUSA

2

BLINK PRODUCTIONS

UK

USA

3

SOMESUCH

UK

4
5

BUCK

USA

4

BISCUIT FILMWORKSUSA

5

TOHOKUSHINSHA FILM CORPORATION

Japan

4

PARK PICTURES

USA

ICONOCLASTUSA

5

BISCUIT FILMWORKSUSA

6SMUGGLERUSA

7

SOMESUCH

USA

6BLINK PRODUCTIONSUK6CAVIAR

USA

7

STINK

UK

7

AOI PRO.

Japan8

HWY 61 FILMS

9SAVILLEUSA

8

CAVIAR

USA

8

ROGUE

UK

USA

9

LIME STUDIOS

USA

9

MJZ

UK

10

EPOCH FILMS

USA

10

O POSITIVE

USA

10

MJZ

USA

2019

Rank

2017

2018

2015

2014

2016

1

MJZ

USA

2

REVOLVER/WILL O'ROURKE

Australia

2

3

THE CORNER SHOP

USA

3

4

BLUR FILMS

Spain

4

5

THE MILL

USA

5

6

HUB HO HIN BANGKOKThailand

6

7

THE PLANE

France7

8

BBDO STUDIOS

USA

8

9

OUTSIDER

United Kingdom

910

BLINK PRODUCTIONS

United Kingdom

1

10

Rank

USA

1

MJZ

USA

EPOCH FILMSUSA2O POSITIVE FILMS

USA

STINK

UK

3

OUTSIDER LONDONUK

VRSE WORKS

USA

4

MJZ

UnK

O POSITIVEUSA

5

BLINK PRODUCTIONSUKLANDIA

Argentina

6

FOLKE STOCKHOLM

Sweden

UNIVERSAL PRODUCTION PARTNERS

Czech Republic

7

BISCUIT FILMWORKSUSA

GUILTY CONTENT

Australia

8

MOONBOT STUDIOSUSA

ANONYMOUS CONTENT

USA

9PARK PICTURES

USA

UK

10

FURLINED

USA

TOOL

OUTSIDER

Global Creativity Report 2019
Appendices — Top Ranking People 2014 - 201997

Top Ranking People

CREATIVE DIRECTOR

Rank People

AgencyCity

Location

WIEDEN+KENNEDY

Portland

USA

2019

Rank People

AgencyCity

Location

2017

1

Alberto Ponte/Ryan O'Rourke

2

Akos Papp /Alex Sprouse/Daniel Salles/
Gabriel Schmitt/Laszlo Szloboda

1

Evan Roberts, Stephen de Wolf

Clemenger BBDO

Melbourne

BrazilUSA

2

Bruno Prosperi, Benjamin Yung Jr./Pernil/
Marcelo Nogueira/Anre GolaFCB NEW YORKNew York

AlmapBBDOSão Paulo

USA

3

Alex Grieve

AMVBBDO

LondonUnited Kingdom

3

Antony Kalathara

David

Miami

USA

4

Antony Goldstein/Chris Groom

WIEDEN+KENNEDY

PortlandUSA

4

Dov Zmood, Vince Lim

McCANN New YorkNew York

USA

5

Ricardo Franco

TBWA\CHIAT\DAY

New York

USA

5

Rafael Rizuto/William Gelner/Eduardo Marques 180LA

Los Angeles

USA

6

Angelo Maia

R/GA

New York

USA

6

Karan Dang

Los Angeles

USA

180LA

7

Adrian Rossi/Jim Hilson/Toby AllenAMVBBDO

LondonUnited Kingdom

7

Ben Tollett

adam&eveDDB

LondonUSA

8Fernando Pellizzaro/Jean Zamprogno

DAVID

Miami

USA

8

Bastien Baumann

Ogilvy New YorkNew York

USA

9

Juan Javier Peña Plaza/Ricardo Casal

DAVID

Miami

USA

9

Rodrigo Moran

Ogilvy New YorkNew York

USA

10

Martin McAllister

FCB Inferno

LondonUnited Kingdom

10

Andre Sallowicz, Simon Vicars

Colenso BBDO

Auckland

New Zealand1

Adrian Rossi/Alex Grieve

AMV BBDO

LondonUnited Kingdom

2

Gustavo Vampre/Josh Bryer/Paul Bootlis/
Seamus Higgins

Host/Havas

SydneyAustralia

20183

Tomás Ostiglia

LOLA Mullenlowe

MadridSpain

4Mark BrUnited Kingdomer

OgilvyChicagoUSA

5

Hital Pandya/Luissandro Del Gobbo

OgilvyChicagoUSA

6

Jamie Mietz/Sanjiv Mistry

McCANN

LondonUnited Kingdom

7

Chad Baker/Daniel Lobaton/Kiko Mattoso/
Paul Bichler/Rafael Segri/Max McKeon

Saatchi & Saatchi

New York

USA

8

Fabio Brígido

LOLA Mullenlowe

MadridSpain

9

Ian Tait/Tony Davidson

WIEDEN + KENNEDY

LondonUnited Kingdom

10

Matias Menendez

AfricaSão Paulo

BrazilGlobal Creativity Report 2019
Appendices — Top Ranking People 2014 - 201998

Top Ranking People

CREATIVE DIRECTOR— continued

Rank People

AgencyCity

Location

2016

AgencyCity

Locationadam&eveDDB

London

UK

2014

1

Bruno Prosperi

AlmapBBDOSão Paulo

Brazil2

Benjamin Yung Jr./Pernil/Marcelo Noguiera/
Andres Gola

AlmapBBDOSão Paulo

Brazil3

Bjorn Stohl

INGO

Stockholm

Sweden4

Tom Paine

Y&R NZ

Auckland

New Zealand

5

Will McGinness

Venables Bell & Partners

San Francisco

USA

6

Lee Einhorn

Venables Bell & Partners

San Francisco

USA

7

Bas Korsten

J. Walter Thompson

Amsterdam

The Netherlands

8

Adrian Rossi/Alex Grieve

AMV BBDO

LondonUK

9Sanjiv Mistry/Jamie Mietz

McCANN London

LondonUK

10

Britt Nolan/Mikal Pittman

Leo Burnett Chicago

ChicagoUSA

Roberto Fernandez

David

Miami

USA

2015
1

Rank People

2

Judy John

Leo Burnett Toronto

TorontoCanada3

Bruno Prosperi

AlmapBBDOSão Paulo

Brazil

4

Ben Priest

adam&eveDDB

LondonUK

5

Paco Conde

OGILVY BRASIL

São Paulo

Brazil6

Joe Staples/Mark Fitzloff

WIEDEN + KENNEDY

PortlandUSA

7

Andre Gola/Pernil

AlmapBBDOSão PauloUK

8

Baptiste Clinet

Ogilvy Paris

Paris

France9Marcelo Nogueira/Benjamin Yung Jr

AlmapBBDOSão Paulo

Brazil10

Ben Tollett

adam&eveDDB

LondonUK

1

Ben Priest/Ben Tollett/Emer Stamp2

Roberto Fernandez

OGILVY BRASIL

São Paulo

Brazil3

Joe Staples/Susan Hoffman

WIEDEN + KENNEDY

PortlandUSA

4

Paco Conde

OGILVY BRASIL

São Paulo

Brazil5

Bruno Prosperi

AlmapBBDOSão Paulo

Brazil6

Erik Vervroegen

Publicis

Paris

France7

Chacho Puebla

Lola Lowe

MadridSpain

8

Rui Branquinho

Y&R SÃO PAULO

São Paulo

Brazil9Mariano Serkin/Maxi Itzkoff

Del Campo Saatchi &SaatchiMadridSpain

10Joanna Monteiro/Max Geraldo

FCB BrasilSão Paulo

BrazilGlobal Creativity Report 2019
Appendices — Top Ranking People 2014 - 201999

Top Ranking People

ART DIRECTOR

Rank People

AgencyCity

Location

WIEDEN+KENNEDY

Portland

USA

2019
1

Rank People

AgencyCity

Location

CLEMENGER BBDO

Melbourne

Australia

2017
Sara Phillips

1

George McQueen

2

Scott Kelly

AMVBBDO

LondonUK

2

Ricardo Casal

DAVID

Miami

USA

3

Jackie Moran

DROGA5

New YorkUSA

3

Lizzie Wilson

MCCANN NEW YORKNew York

USA

4

Andy Tamayo

DAVID

Miami

USA

4

Andre Sallowicz

5

Julie Koong

McCANN NEW YORKNew York

USA

ALMAP BBDO/COLENSO BBDOSão Paulo/
AucklandBrazil/New Zealand

6

Dana Moshkowitz, Kfir Peretz

McCANNTel Aviv

Israel5

Belén Márquez

OGILVY NEW YORKNew York

USA

7

Conor Clarke, Elias Julian, Jourdan Hull

VML

Kansas City

USA

6

Arthur Amiune/Eduardo Lunardi/Renato Tagliari

OGILVY NEW YORKNew York

USA

8

Christiano Vellutini

AKQA

São Paulo

Brazil9

Rob Farren

FCB INFERNO

LondonUnited Kingdom

10

Ewelina Wojtyczka, Pawel Szczygiel

VMLY&R POLAND

Warsaw

Poland2018
1

Gustavo Vampre/Stu Alexander

HOST/HAVAS

SydneyAustralia

2

Hital Pandya

OGILVY

ChicagoUSA

3

Chad Baker/Erin Evon/Jacopo Biorcio/Maddy
Kramer/Rafael Segri

SAATCHI & SAATCHI

New York

USA

4

Dalatando Almeida

AMV BBDO

LondonUnited Kingdom

5Jean Zamprogno

DAVID

Miami

USA

6

Clément Sechet/Eulalia Bartolomeu

MARCEL

Paris

France7

Mario Mendoza/Victor Rodriguez

MULLENLOWE SSP3

BogotaColumbia

8

Devon Williamson

FCB/SIX

TorontoCanada9

Daniel Marciniak/Mateus Cerqueira

OGILVY & MATHER

Warsaw

Poland10

Nadja Lossgoff

AMV BBDO

LondonUnited Kingdom

7

Lisandro Ancewicz

SAATCHI & SAATCHI

New York

USA

8

Jackson Harper

CLEMENGER BBDO

Melbourne

Australia

9Richard Cruz

DAVID

Miami

USA

10

Rayhaan Khodabux

BETC

Paris

FranceGlobal Creativity Report 2019
Appendices — Top Ranking People 2014 - 2019100

Top Ranking People

ART DIRECTOR— continued

Rank People

AgencyCity

Location

2016

Rank People

AgencyCity

Location

2014

1

Andre Sallowicz

ALMAPBBDO

Sao PaulaBrazil1Anders Eklind / Sophia Lindholm

FORSMAN & BODENFORS

Gothenburg

Sweden2

Ricardo Casal

DAVID

Miami

USA

2

Andy Davis

OGILVYONE

LondonUnited Kingdom

3=

Guney Soykan

J. WALTER THOMPSONAMSTERDAM

Amsterdam

Netherlands

3

Nils Andersson

Y&R CHINA

Shanghai

China

3=

Avery Oldfield

VENABLES BELL & PARTNERS

San Francisco

USA

4

Fabio Natan / Fernando Passos

OGILVY BRASIL

Sao Paulo

Brazil4

Gustav Westman

INGO

Stockholm

Sweden5

Eduard Cubel

THE CYRANOS MCCANNWORLDGROUP

Barcelona

Spain

5

Brett Colliver

COLENSO BBDO

Auckland

New Zealand

6

Christopher Hunt / Sabia Fatayri

MEMAC OGILVY

Dubai

6

Kavon Johnson

MCCANN NEW YORKNew York

USA

United ArabEmirates

7

Marcelo Rizerio

LEO BURNETT TAILOR MADE

Sao Paulo

Brazil7=

Hernán Garcia Dietrich /Fernando Lanuza

DEL CAMPO SAATCHI & SAATCHI

Buenos Aires

Argentina

8

Brett Beaty

PEREIRA & O'DELL

San Francisco

USA

7=

Jacob BjördalMCCANN LONDON

LondonUnited Kingdom

9

Jianjun Geng / Bruce Xie

Y&R BEIJING

Beijing

China

8

Wisit Lumsiricharoenchoke /Nopadol Srikiaetikajohn

OGILVY GROUP THAILAND

BangkokThailandOscar Amodia

THE CYRANOS MCCANNWORLDGROUP

Barcelona

Spain

9=

Wentao Zhang / Nicolas Berthier

FRED & FARID

ParisFrance9=

Ami Lewis

R/GA HUSTLE

New York

USA

10

Julia Menassa

DROGA5

New York

USA

1=

Nick Bygraves

HOLLER

LondonUnited Kingdom1=

Hmi Hmi Gibbs

LEO BURNETT

ChicagoUSA

2=

Fiete Luehn

GGH LOWE

Hamburg

Germany

2=

Yasemin Boyraz

GRABARZ & PARTNER

Hamburg

Germany5

Logan Allanson

GEOMETRY GLOBAL DUBAI

Dubai

United ArabEmirates

6

Rodrigo Bistene / Bruno Luglio

DAVID

Miami

USA

7

Bruno Oppido

F/NAZCA SAATCHI & SAATCHI

Sao Paulo

Brazil8

Raymond ChanFCB INFERNO

LondonUnited Kingdom

9

Ale Koston

OGILVY BRASIL

Sao Paulo

Brazil10

Diana Duque

MARURI GREY

Guayaquil

Ecuador2015

10

Global Creativity Report 2019
Appendices — Top Ranking People 2017 - 2019

101

Top Ranking People

COPYWRITER

Rank

PeopleAgencyCity

Location

1

Dylan LeeWIEDEN+KENNEDY

PortlandUSA

2

Caio Giannella

AMVBBDO

London3

Ben Brown

DROGA5

New York

4

Alexander Allen

DAVID

5

David Cappolino

McCANN NEW YORK

6

Eldar Yusupov/Yiftach Sarig

7

Nate Steele8910PeopleAgencyCity

Location

1

Tom McQueen

CLEMENGER BBDO

Melbourne

Australia

United Kingdom

2Juan Javier Pena Plaza

DAVID

Miami

USA

USA

3

Tali Gumbiner

MCCANNNew York

USA

Miami

USA

4

Daniel Oksenberg

ALMAPBBDOSão Paulo

BrazilNew York

USA

5

Simon Vicars

COLENSO BBDO

Auckland

New Zealand

McCANNTel Aviv

Israel6

Imen Soltani

OGILVYNew York

USA

VML

Kansas City

USA

7

Blake Morris/Will Danilow

SAATCHI & SAATCHI

New York

USA

Chase Kimball

DROGA5

New York

USA

8

Wade Alger/David Vogeleer

THE MARTIN AGENCY

Richmond

USA

Nellie Santee

DAVID

Miami

USA

9

Shannon Crowe/Jim Robbins

CLEMENGER BBDO

Melbourne

Australia

Ben Usher

FCB Inferno

LondonUnited Kingdom

10

Dan Flora

DAVID

Miami

USA

10

Rémi Campet

BETC

Paris

France

2019

Rank

2017

2018
1

Daniel Fryer

HOST/HAVAS

SydneyAustralia

2

Paul Bootlis

HOST/HAVAS

SydneyAustralia

3Mark BrUnited Kingdomer

OGILVY

ChicagoUSA

4

Luissandro Del Gobbo

OGILVY

ChicagoUSA

5

Blake Morris

SAATCHI & SAATCHI

New York

USA

6

Michael Hughes

AMV BBDO

LondonUnited Kingdom

7Antonin Jacquot

MARCEL

Paris

France8Juan Pablo Maldonado

MULLENLOWE SSP3

BogataColumbia

9James Ly

FCB/SIX

TorontoCanada10

Wojciech Kowalik

OGILVY

Warsaw

Poland10

Rémi Campet

BETC

Paris

FranceGlobal Creativity Report 2019
Appendices — Top Ranking People 2017 - 2019

102

Top Ranking People

COPYWRITER— continued

Rank People

AgencyCity

Location

Almap BBDOSão Paulo

Brazil2016
1

Rank People

AgencyCity

Location

FORSMAN & BODENFORS

Gothenberg

Sweden2014
Andre Sallowicz

1

Anders Eklind/Sophia Lindholm

2

Ricardo Casal

David

Miami

USA

2

Andy Davis

OGILVYONE

LondonUnited Kingdom

3

Avery Oldfield

Venables Bell & Partners

San FranciscoUSA

3

Nils Andersson

Y&R CHINA

Shanghai

China

4

Fabio Natan/Fernando Passos

OGILVY BRASIL

São Paulo

Brazil5

Eduard Cubel

THE CYNAROS MCCANNWORLDGROUP

Barcelona

Spain

6

Christopher Hunt/Sabia Fatayri

MEMAC OGILVY

Dubai

UAE

4

Guney Soykan

J. WALTER THOMPSON

Amsterdam

Netherlands

5

Gustav Westman

INGO STOCKHOLM

Stockholm

Sweden6

Brett Colliver

COLENSO BBDO

Auckland

New Zealand

7

Kavon Johnson

MCCANN NEW YORKNew York

USA

Marcelo Rizerio

LEO BURNETT TAILOR MADESão Paulo

BrazilHernán Garcia Dietrich/Fernando Lanuza

DEL CAMPO SAATCHI &SAATCHI7

8

Buenos Aires

Argentina

8

Brett Beaty

PEREIRA & O'DELL

San Francisco

USA

9

Jacob Bjordal

MCCANN LONDON

LondonUnited Kingdom

9

Jianjun Geng/Bruce Xie

Y&R BEIJING

Beijing

China

10

Wisit Lumsiricharaoenchoke/Napadol
Srikiaetikajohn

OGILVY GROUP THAILAND

BangkokThailandOscar Amodia

THE CYNAROS MCCANNWORLDGROUP

Barcelona

Spain

Nick Bygraves

HOLLER

LondonUnited Kingdom

2015
1
2

Hmi Hmi Gibbs

LEO BURNETT

ChicagoUSA

3

Yasemin Boyraz

GRABARZ & PARTNER

Hamburg

Germany

4

Fiete Luehn

GGH LOWER

Hamburg

Germany5

Logan Allanson

GEOMETRY GLOBAL

Dubai

UAE

6

Rodrigo Bistene/Bruno Luglio

DAVID

Miami

USA

7

Bruno Oppido

F/NAZCA SAATCHI &SAATCHISão Paulo

Brazil8

Raymond ChanFCB INFERNO

LondonUnited Kingdom

9Alex Koston

OGILVY BRASIL

São Paulo

Brazil10

Diana Duque

MARURI GREY

Guayaquil

Ecuador10

Global Creativity Report 2019
Appendices — Top Ranking People 2014 - 2019

103

Top Ranking People

DIRECTOR

Rank People

AgencyCity

Location

Hungry Man

New York

USA

2019
1

Rank People

AgencyCity

Location

Square Pixel

New York

Brazil2017
Bryan Buckley

1Raphael Dias/Nayana Gouvea/Marcelo Vidal

2

Jonathan Klein

Partizan Films

Los Angeles

USA

1

Guilherme Pau y Biglia

Asteroide Filmes

Curtiba

Brazil3

Kim Gehrig

SomesuchLondonUnited Kingdom

2

Kris Belman

CaviarLos Angeles

USA

4

Chris Overton

Dog Eat Dog

LondonUnited Kingdom

3

Henry-Alex Rubin

Smuggler

New York

USA

6

Daniel Lindsay/TJ Martin

Furlined

Los Angeles

USA

4

Adam Gunser

DarlingFilms

LondonUnited Kingdom

7

Laerke Herthoni

New Land

Stockholm

Sweden5

Pierre Edouard Joubert

Pierre Edouard Joubert

ParisFrance8

Jefferson Lellouche

McCann Paris

Paris

France6Peter Medlock

Ogilvy & Mather

ChicagoUSA

TorontoCanada8

Mario Schiniotakis

Kids Go First

Paris

France7

Elias Campbell

Elias Campbell

9

Dougal Wilson

Blink Productions

LondonUnited Kingdom

8Mark Zibert

Freelance

10

Andreas Nilsson

Biscuit Filmworks

Los Angeles

USA

2018
1

Evan Viera/Tommy Wooh

ROYGBIV

1

Jed Kurzel

Independent

Los Angeles

USA

2

Aline Lata

LandiaSão Paulo

Brazil3

Daniel Wolfe

Somesuch & Co.

LondonUnited Kingdom

4James Rouse

OutsiderLondonUnited Kingdom

5

Edouard Le Scouarnec

iconoclast

Paris

France6

Miguel Herrera

Macarena

BogataColumbia

7

Spike Jonze

MJZ

Los Angeles

USA

8

Megaforce

Riff Raff

LondonUnited Kingdom

9

Steve Rogers

RevolverSydneyAustralia

10

Rodrigo Cortés

Only 925

MadridSpain

Canada9

Dougal Wilson

Blink Productions

LondonUnited Kingdom

10Mike DalyScoundrel/Exit Films

SydneyAustralia

Global Creativity Report 2019
Appendices — Top Ranking People 2014 - 2019

104

Top Ranking People

DIRECTOR— continued

Rank People

AgencyCity

Location

Buenos Aires

Argentina

1

2016

Rank People

AgencyCity

Location

Anders Eklind/Sophia Lindholm

Andreas Nilsson

Malmö

Sweden2014

1

Nicolas Hardy

Landia2

Juliette Stevens

New Amsterdam Film Company Amsterdam

The Netherlands

2

Andy Davis

Kosai Sekine/Naoto Nakanishi

Japan

3

Benji Weinstein

Tool of North America

Los Angeles

USA

3

Nils Andersson

James Rouse

United Kingdom

4Bryce Fortner/Wally Pfister

Reset Content

Santa Monica

USA

4

Fabio Natan/Fernando Passos

Errol Morris

USA

5

Nick Bell

Furlines

Los Angeles

USA

5

Eduard Cubel

Coban Beutelstetter

France6

Christopher Hunt/Sabia Fatayri

Brandon Oldenburg/Limbert
FabianUSA

5

Lance Accord

Park Pictures/Grey/New YorkNew York

USA

6

Tony Rogers

Guilty Productions

Melbourne

Australia

Marcelo Rizerio

David Shane

USA

Edouard Le Scouarnec

Marcel/Kuest Prod/Cinq Etoiles
Paris
Productions

7

7

France8

Brett Beaty

Ted PaulyUSA

8

Blandine Mercier

MarcelParis

France9

Jianjun Geng/Bruce Xie

Randy Krallman

USA

9

Tarik Saleh/Fredrik Wenzel

Bacon

Copenhagen

Denmark

10

Oscar Amodia

Marc Oller

Canada10

Atul KattUnited Kingdomaran

1st December

MumbaiIndia

1

Nick Bygraves

Lauren Greenfield

Los Angeles

USA2

Hmi Hmi Gibbs

Henry-Alex Rubin

New York

USA

3

Yasemin Boyraz

Esteban Crespo

MadridSpain

4Fiete Luehn

Andrew Lane

New York

USA

5

Logan Allanson

Dougal Wilson

LondonUnited Kingdom

6Rodrigo Bisten/Bruno Luglio

Kim Gehrig

LondonUnited Kingdom

7

Bruno Oppido

Jaron Albertin

New York

USA

8

Raymond Chan

Lawrence ChenNew York

USA

9Alex Koston

Giovanni Fantoni Modena

10

Diana DuqueJonathan Finnigan

2015

Italy
Singapore

SingaporeGlobal Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

105

AFRICA & MIDDLE EAST

Rank

AgencyCity

Location

AgencyCity

Location

1

IMPACT BBDO

Dubai

UAE

1

Y&R SOUTH AFRICA

Cape Town

South Africa

2

TBWA\HUNT\LASCARISJohannesburg

3

OGILVY JOHANNESBURG

Johannesburg

South Africa

2

IMPACT BBDO

Dubai

UAE

South Africa

3

MEMAC OGILVY & MATHER

Dubai

UAE

4

KING JAMES GROUP

5

J. WALTER THOMPSON

Cape Town

South Africa

4

Y&R DUBAI

Dubai

UAE

BeirutLebanon5

VML

Cape Town

South Africa

6

OGILVY & MATHERJOHANNESBURG

Johannesburg

South Africa

7

FP7/CAI

Cairo

Egypt

8

THE CLASSIC PARTNERSHIP
ADVERTISING

Dubai

UAE

2019

Rank

2017

6

J. WALTER THOMPSON DUBAI

Dubai

UAE

7

VMLY&R SOUTH AFRICA

Johannesburg

South Africa

8

TBWA\RAAD

Dubai

UAE

9

VMLY&R

Dubai

UAE

10

INTERESTING TIMES

BeirutLebanon9

FCB CAPE TOWN

Cape Town

South Africa

10

NET#WORK BBDO

Johannesburg

South Africa

10

LEO BURNETT BEIRUT

BeirutLebanon

MEMAC OGILVY

Dubai

UAE

Johannesburg

South Africa

Johannesburg

South Africa

2016

2018
1

TBWA/RAAD

Dubai

UAE

2

OGILVY CAPE TOWN

Cape Town

South Africa

3

TBWA/HUNT/LASCARISJohannesburg

South Africa

4

Y&R DUBAI

Dubai

UAE

5

J. WALTER THOMPSON

Casablanca

Morocco6

KING JAMES GROUP

Cape Town

South Africa

7

DDB SOUTH AFRICA

Johannesburg

South Africa

8

OGILVY JOHANNESBURG

Johannesburg

South Africa

9

JOE PUBLIC UNITED

Johannesburg

South Africa

10

1886

Johannesburg

South Africa

1
2
3

TBWA/HUNT LASCARISJOHANNESBURG
OGILVY & MATHERJOHANNESBURG

4

VML

Cape Town

South Africa

5

Y&R DUBAI

Dubai

UAE

6

LEO BURNETT BEIRUT

BeirutLebanon7

J. WALTER THOMPSON

BeirutLebanon

8

TBWA/RAAD

Dubai

UAE

9

IMPACT BBDO

Dubai

UAE

10

OGILVY & MATHER CAPE TOWN

Cape Town

South Africa

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

106

ASIA

Rank

AgencyCity

Location

AgencyCity

Location

1

McCANN HEALTH

Shanghai

China

1

DENTSU INC.

Tokyo

Japan

2

DENTSU INC.

Tokyo

3

TBWA\HAKUHODO INC.

Tokyo

Japan

2

BBH

Singapore

Japan

3

OGILVY & MATHER MUMBAI

Mumbai4

BBDO PAKISTAN

Lahore5

CHEIL WORLDWIDE HONG
KONG

Hong Kong
SAR

Pakistan

4

McCANN WORLDGROUP INDIA

China

5

OGILVY & MATHER SINGAPORE

6DENTSU WEBCHUTNEY

Bangalore

India

7

GREY BANGLADESH

Dhaka

Bangladesh

8

FCBULKA

Delhi

OGILVY HONG KONG

2019

9
10

Rank

AgencyCity

Location

1

COLENSO BBDO

Auckland

New ZealandSingapore2

M&C SAATCHI

SydneyAustralia

India

3

Y&R SHANGHAI

Shanghai

China

MumbaiIndia

4

DENTSU

Tokyo

Japan

Singapore

Singapore

5

GREY GROUP

Singapore

Singapore

6

McCANN WORLDGROUP
INDIA

Mumbai

India

2017

HO COMMUNICATION

Rank

2015

6

GREYNJ UNITED

Tokyo

Japan

7

FCB INDIA

BangkokThailandGPY&R

Melbourne

Australia

8

J. WALTER THOMPSONBANGKOK

7

India

BangkokThailand8

BBDO PROXIMITY THAILAND

BangkokThailandHong Kong
SAR

China

9

HAKUHODO INC.

MumbaiIndia

9

CHEIL WORLDWIDE

Seoul

South Korea

Shanghai

China

10

DENTSU JAYMES SYFU

Tokyo

Japan

10

HAKUHODO

Tokyo

Japan

1

DENTSU INC.

Tokyo

Japan

1

DENTSU

Tokyo

Japan

2

OGILVY & MATHER

BangkokThailand2

HAKUHODO

Tokyo

Japan

Y&R BEIJING

Beijing

China

2014

2016

2018
1

DENTSU INC.

Tokyo

Japan

2

OGILVY HONG KONG

Hong Kong
SAR

China

3

OGILVY MUMBAI

MumbaiIndia

4

OGILVY GROUP THAILAND

BangkokThailand5

TBWA/INDIA

MumbaiIndia

6

GREYNJ UNITED

BangkokThailand7

FCB INDIA

MumbaiIndia

8

J. WALTER THOMPSONBANGKOK

BangkokThailand9

HAKUHODO INC.

Tokyo

Japan

10

DENTSU JAYMES SYFU

Makati City

The Philippines

3

TBWA/HAKUHODO

Tokyo

Japan

3

4

MEDULLA COMMUNICATIONS

MumbaiIndia

4

LEO BURNETT SYDNEY

SydneyAustralia

5

COLENSO BBDO

Auckland

New Zealand

6

SAATCHI & SAATCHI

SydneyAustralia

7

OGILVY & MATHER INDIA

Mumbai

India

8

CLEMENGER BBDO MELBOURNE Melbourne

Australia

9

DDB GROUP NEW ZEALAND

Auckland

New Zealand

10

FCB NEW ZEALAND

Auckland

New Zealand5

Y&R SHANGHAI

Shanghai

China

6

J. WALTER THOMPSONBANGKOK

BangkokThailand7

BBDO INDIA

MumbaiIndia

8

OGILVY & MATHER MUMBAI

MumbaiIndia

9

HAKUHODO

Tokyo

Japan

10

MONDAYTokyo

ThailandGlobal Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019107

EUROPE

Rank

AgencyCity

Location

AgencyCity

Location

1

AMVBBDO

London

UK

1

BETC

Paris

France2

FCB INFERNO

London3

LOLA MULLENLOWE

MadridUK

2

adam&eveDDB

LondonSpain

3

Y&R MADRID

Madrid4

SCHOLZ & FRIENDS

5

adam&eveDDB

BerlinGermany

4

DDB PARIS

Paris

FranceLondonUK

5&CO

Copenhagen

Denmark

6

TBWA\PARIS

Paris

France6

SAATCHI & SAATCHI

LondonUK

7

McCANNTel Aviv

Israel7

PUBLICIS ITALY

Milan

Italy

8

DDB PARIS

Paris

France8

TBWA/PARIS

Paris

France9

McCANN PARIS

Paris

France9

J. WALTER THOMPSON

London

UK

10

VMLY&R POLAND

Warsaw

Poland

10

4CREATIVE

LondonUK

1

adam&eveDDB

London

UK

1

INGO

Stockholm

Sweden2

AMVBBDO

LondonUK

2

adam&eveDDB

LondonUK

3Jung von Matt

Hamburg

Germany

3

FORSMAN & BODENFORS

Gothenburg

Sweden4

LOLA MULLENLOWE

MadridSpain

4Amsterdam

5

McCANN LONDON

LondonUK

J. WALTER THOMPSONAMSTERDAMThe
Netherlands

6

WIEDEN + KENNEDY

LondonUK

5

AMVBBDO

LondonUK

7

MARCEL

Paris

France6

GREY LONDON

London

UK

8

BETC

Paris

France7

OGILVY & MATHER LONDON

LondonUK

Jung von Matt

Hamburg

Germany

9

ROTHCO / ACCENTURE
INTERACTIVE

8

DublinIreland9

TAPSA/Y&R

MadridSpain

10ÅKESTAM HOLST NOA

Stockholm

Sweden10

McCANN LONDON

London

UK

2019

Rank

AgencyCity

Location1

adam&eveDDB

London

UK

UK

2

FORSMAN & BODENFORS

Gothenburg

Sweden

Spain

3

LEMZ

Amsterdam

The
Netherlands

4

LOLA LOWE MADRID

MadridSpain

5

OGILVYONE LONDON

LondonUK

6

LEO BURNETT FRANCE

ParisFrance7

LES GAULOIS

Puteaux

France8

ABBOT MEAD VICKERS BBDO

LondonUK

9

TBWA/LONDON

London

UK

10

SID LEE

Paris

France

2017

2018

Rank

2014

2016

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

108

LATIN AMERICA

Rank Agency

City

LocationSão Paulo

Brazil2019
1

Rank Agency

City

LocationSão Paulo

Brazil

2017
AKQA

1

Rank Agency

City

LocationSão Paulo

Brazil2015
ALMAPBBDO

1

OGILVY BRASIL

2

GREY BRAZILSão Paulo

Brazil2

OGILVY BRASIL

São Paulo

Brazil2

ALMAPBBDOSão Paulo

Brazil3

AFRICASão Paulo

Brazil3

GREY COLOMBIA

BogotáColombia

3

AFRICASão Paulo

Brazil4

DAVID SÃO PAULO

São Paulo

Brazil4

CIRCUS GREY PERU

Lima

Peru

4

MARURI GREY

Guayaquil

Ecuador5

VMLY&R BRAZILSão Paulo

Brazil5

Y&R BRAZILSão Paulo

Brazil5

PROLAM Y&R

Santiago

Chile

6

WIEDEN+KENNEDYSão Paulo

Brazil6

GREY BRAZILSão Paulo

Brazil6

F/NAZCA SAATCHI & SAATCHI

São Paulo

Brazil7

ALMAPBBDOSão Paulo

Brazil7

AFRICASão Paulo

Brazil7

FCB BRASIL

São Paulo

Brazil8

FAHRENHEIT DDB

Lima

Peru

8

J. WALTER THOMPSON BRAZILSão Paulo

Brazil8

LEO BURNETT ARGENTINA

Buenos Aires

Argentina

9J. WALTER THOMPSON BRAZILSão Paulo

Brazil9

DM9DDBSão Paulo

Brazil9

GREY MEXICO

Mexico City

Mexico10

OGILVYSão Paulo

Brazil10

J. WALTER THOMPSON COLOMBIA Bogotá

Colombia

10

Y&R SÃO PAULO

São Paulo

Brazil

2018

2014

2016

1

AFRICASão Paulo

Brazil2

MULLENLOWE SSP3

BogotáColombia

2

DAVID

3

GREY BRAZILSão Paulo

Brazil3

Y&R SÃO PAULO

4

ALMAPBBDOSão Paulo

Brazil4

J. WALTER THOMPSON BRAZIL

5

Y&R BRAZILSão Paulo

Brazil5

DEL CAMPO SAATCHI & SAATCHI

6

OGILVY BRASIL

São Paulo

Brazil6

AFRICA

7

PROLAM Y&R

Santiago

Chile

7

GREY MÉXICO

8DAVID THE AGENCYSão Paulo

Brazil8

DDB BRASIL

9

MARURI GREY

Guayaquil

Ecuador

9

J. WALTER THOMPSON ARGENTINA Buenos Aires

10

DAVID THE AGENCY

Buenos Aires

Argentina

1

10

ALMAPBBDOGREY BRAZIL

Brazil1

ALMAPBBDOSão Paulo

BrazilBuenos Aires

Argentina

2

LEO BURNETT TAILOR MADESão Paulo

BrazilSão Paulo

Brazil3

OGILVY BRASIL

São Paulo

BrazilSão Paulo

Brazil4

Y&R SÃO PAULO

São Paulo

BrazilBuenos Aires

Argentina

5

DEL CAMPO SAATCHI & SAATCHI

Buenos Aires

Argentina

São Paulo

Brazil6

FCB BRASIL

São Paulo

BrazilMexico City

Mexico7

OGILVY & MATHER ARGENTINA

Buenos Aires

Argentina

Brazil8

LODUCCASão Paulo

BrazilSão PauloSão PauloSão Paulo

Argentina

9

DM9DDBSão Paulo

BrazilBrazil10

DDB MEXICO

Mexico City

MexicoGlobal Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019109

NORTH AMERICA

Rank Agency

City

Location

Portland

USA

2019
1

Rank Agency

City

Location

New York

USA

2018
WIEDEN+KENNEDY1

Rank Agency

City

Location

New York

USA

2017
BBDO NEW YORK

1McCANN NEW YORK

2McCANN NEW YORKNew York

USA

2

McCANN NEW YORKNew York

USA

2

DAVID

Miami

USA

3

DROGA5

New York

USA

3

TBWA/MEDIA ARTS LAB

Los Angeles

USA

3

OGILVY NEW YORKNew York

USA

4

FCB NEW YORKNew York

USA

4

OGILVY

ChicagoUSA

4

DROGA5

New York

USA

5

TBWA\CHIAT\DAY

New York

USA

5

SAATCHI & SAATCHI

New York

USA

5

180LA

Los Angeles

USA

6

DAVID

Miami

USA

6

VML

Kansas City

USA

6

WIEDEN + KENNEDY

PortlandUSA

7

FCB CHICAGO

ChicagoUSA

7

DROGA5

New York

USA

7

BBDO NEW YORKNew York

USA

8

AREA 23, AN FCB HEALTHNETWORK COMPANY

New York

USA

9

VMLY&R

Kansas City

USA

10

TBWA\MEDIA ARTS LAB

Los Angeles

USA

8

WIEDEN + KENNEDY

PortlandUSA

8

THE MARTIN AGENCY

Richmond

USA

9

DAVID

Miami

USA

9

OGILVY & MATHER

ChicagoUSA

10

FCB/SIX

TorontoCanada10

FCB CHICAGO

ChicagoUSAGlobal Creativity Report 2019
Appendices — Highest Ranked Agencies 2016 - 2019110

PACIFIC

Rank Agency

City

Location

Melbourne

Australia

20191

Rank Agency

City

Location

2017
CLEMENGER BBDO MELBOURNE

1CLEMENGER BBDO MELBOURNE

Melbourne

Australia
New
Zealand2

DDB SYDNEY

SydneyAustralia

3

TBWA\MELBOURNE

Melbourne

Australia

4

COLENSO BBDO

AucklandNew
Zealand

5

CHE PROXIMITY

Melbourne

Australia

6

NAKED COMMUNICATIONS

SydneyAustralia

7

SPECIAL GROUP

SydneyAustralia

8

THE BRAND AGENCY

PerthAustralia

8

CHE PROXIMITY

SydneyAustralia

9

OGILVY AUSTRALIA

Melbourne

Australia

10

LEO BURNETT SYDNEY

SydneyAustralia

COLENSO BBDO

AucklandNew
Zealand

9

CLEMENGER BBDO WELLINGTON

Wellington

New
Zealand10

whiteGREY SYDNEY

SydneyAustralia

1

HOST/HAVAS

SydneyAustralia

2

CHE PROXIMITY

Melbourne

Australia

2018

2

COLENSO BBDO

Auckland3

McCANN MELBOURNE

Melbourne

Australia

4

DDB GROUP NEW ZEALAND

AucklandNew
Zealand

5

R/GA SYDNEY

SydneyAustralia

6

LEO BURNETT MELBOURNE

Melbourne

Australia

7

MARCEL SYDNEY

SydneyAustralia

2016

3

DDB GROUP NEW ZEALAND

AucklandNew
Zealand

4

BWM DENTSU

SydneyAustralia

5

COLENSO BBDO

AucklandNew
Zealand6

CUMMINS & PARTNERS

SydneyAustralia

7

Y&R MELBOURNE

Melbourne

Australia

8

CLEMENGER BBDO SYDNEY

SydneyAustralia

9

HISTORY WILL BE KIND

SydneyAustralia

10

CLEMENGER BBDO MELBOURNE

Melbourne

Australia

1
2

LEO BURNETT SYDNEY

SydneyAustralia

3

CLEMENGER BBDO MELBOURNE

Melbourne

Australia

4

Y&R NZ

Auckland

5

DDB GROUP NEW ZEALAND

AucklandNew
ZealandNew
Zealand

6

DDB GROUP NEW ZEALAND

SydneyAustralia

7

TBWA MELBOURNE

Melbourne

Australia

8

GREY MELBOURNE

Melbourne

Australia

9

FCB NEW ZEALAND

AucklandNew
Zealand

10

LEO BURNETT MELBOURNE

Melbourne

Australia

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019111

HIGHEST RANKED AGENCIES BY COUNTRY

ARGENTINA

Rank

AgencyCity

1

DDB ARGENTINA

Buenos Aires

2

DAVID

3

SANTO

4
5

AgencyCity

Agency

City

1

DAVID

Buenos Aires

1

MERCADO McCANN

Buenos Aires

Buenos Aires

2

GREY ARGENTINA

Buenos Aires

3

J. WALTER THOMPSON ARGENTINA

Buenos Aires2

DDB ARGENTINA

Buenos Aires

Buenos Aires

3

LA COMUNIDAD

Buenos AiresGREY ARGENTINA

Buenos Aires

4

PUBLICIS BUENOS AIRES

Buenos Aires

5

DHÉLET Y&R

Buenos Aires

4

DAVID

Buenos Aires

PONCE

Buenos Aires

5

DHÉLET Y&R

Buenos Aires

6

MERCADO McCANN

Buenos Aires

7

BBDO ARGENTINA

Buenos Aires

6

WUNDERMAN CATO JOHNSON

Buenos Aires

6

WUNDERMAN BUENOS AIRES

Buenos Aires7

HAVAS BUENOS AIRES

Buenos Aires

7

SAATCHI & SAATCHI

Buenos Aires

8

GEOMETRY GLOBAL

9WUNDERMAN CATO JOHNSON

Buenos Aires

8

MERCADO McCANN

Buenos Aires

8

R/GA BUENOS AIRES

Buenos Aires

Buenos Aires

9

TBWA/ARGENTINA

Buenos Aires

9

GREY ARGENTINA

Buenos Aires10

DHÉLET Y&R

Buenos Aires

10

OGILVY ARGENTINA

Buenos Aires

10

BBDO ARGENTINA

Buenos Aires

2019

Rank

2018

Rank

2017

Global Creativity Report 2019
Appendices — Highest Ranked Agencies Australia 2014 - 2019112

HIGHEST RANKED AGENCIES BY COUNTRY

AUSTRALIA

Rank

AgencyCity

1

CLEMENGER BBDO MELBOURNE

Melbourne

2

DDB SYDNEY

3

TBWA\MELBOURNE

45

AgencyCity

AgencyCity

1

CLEMENGER BBDO MELBOURNE

Melbourne

1

M&C SAATCHI

SydneySydney2

McCANN MELBOURNE

Melbourne

3

R/GA SYDNEY

Melbourne

2

GPY&R

Melbourne

Sydney3

LEO BURNETT SYDNEY

SydneyCHE PROXIMITY

Melbourne

4

NAKED COMMUNICATIONS

Sydney5

LEO BURNETT MELBOURNE

Melbourne

4

J. WALTER THOMPSON

SydneyMARCEL SYDNEY

Sydney5

GPY&R

Brisbane

6

SPECIAL GROUP

Sydney7

THE BRAND AGENCY

Perth

6

CHE PROXIMITY

Sydney6

McCANN MELBOURNE

Melbourne

7

OGILVY AUSTRALIA

Melbourne

7

DDB GROUP

Melbourne

8

whiteGREY SYDNEY

9MINDSHARE

Sydney8

LEO BURNETT SYDNEY

Sydney8

SAATCHI & SAATCHI

SydneySydney9

SAATCHI & SAATCHI

Sydney9

LEO BURNETT

Melbourne

10

HOUSTON GROUP

Sydney10

VML

Sydney10

TRAFFIK

Sydney1

HOST/HAVAS

Sydney1

LEO BURNETT SYDNEY

Sydney1

LEO BURNETT SYDNEY

Sydney2

CHE PROXIMITY

Melbourne

2

CLEMENGER BBDO MELBOURNE

Melbourne

2

SAATCHI & SAATCHI

Sydney3

BWM DENTSU

Sydney3

DDB

Sydney3

CLEMENGER BBDO MELBOURNE

Melbourne

4

CUMMINS & PARTNERS

Sydney4

TBWA MELBOURNE

Melbourne

4

McCANN MELBOURNE

Melbourne

5

Y&R MELBOURNE

Melbourne

5

GREY MELBOURNE

Melbourne

5

DDB SYDNEY

Sydney6

CLEMENGER BBDO SYDNEY

Sydney6

LEO BURNETT MELBOURNE

Melbourne

6

WHYBIN

Melbourne

7

HISTORY WILL BE KIND

Sydney7

SAATCHI & SAATCHI

Sydney7

DDB GROUP

Melbourne

8

CLEMENGER BBDO MELBOURNE

Sydney8

GPY&R

Melbourne

8

GREY MELBOURNE

Melbourne

9

M&C SAATCHI

Sydney9

TBWA/SYDNEY

Sydney9

JWT

Sydney10

WHITEGREY SYDNEY

Sydney10

McCANN MELBOURNE

Melbourne

10

PROXIMITY BRISBANE

Brisbane

2019

Rank

2017

2018

Rank

2015

2016

2014

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

113

HIGHEST RANKED AGENCIES BY COUNTRYBRAZIL

Rank

AgencyCity

Agency

City

1

AKQA

São Paulo

1

OGILVY BRASIL

São Paulo

2

GREY BRAZIL

3

AFRICASão Paulo

2

ALMAPBBDOSão PauloSão Paulo

3

AFRICASão Paulo

4
5

GREY BRAZILSão Paulo

4

F/NAZCA SAATCHI & SAATCHI

São Paulo

AFRICASão Paulo

5

FCB BRASIL

São Paulo

6

J. WALTER THOMPSON BRAZILSão Paulo

6

Y&R SÃO PAULO

São Paulo

7

DM9DDBSão Paulo

7

LEW'LARA/TBWA

São PauloSão Paulo

8

PUBLICIS BRASIL

São Paulo

8

LEO BURNETT TAILOR MADESão PauloSão Paulo

9

TALENT MARCELSão Paulo

9

DDB BRASIL

São Paulo

TECH AND SOULSão Paulo

10

NEOGAMA

São Paulo

10

F.BIZ

São Paulo

1

AFRICASão Paulo

1

ALMAPBBDOSão Paulo

1

ALMAPBBDOSão Paulo

2

GREY BRAZILSão Paulo

2

Y&R SÃO PAULO

São Paulo

2

LEO BURNETT TAILOR MADESão Paulo

3

ALMAPBBDOSão Paulo

3

J. WALTER THOMPSON BRAZILSão Paulo

3

OGILVY BRASIL

São Paulo

4

Y&R BRAZILSão Paulo

4

AFRICASão Paulo

4

Y&R SÃO PAULO

São Paulo

5

OGILVY BRASIL

São Paulo

5

DDB BRASIL

São Paulo

5

FCBSão Paulo

6

DAVID THE AGENCYSão Paulo

6

GREY BRAZILSão Paulo

6

LODUCCASão Paulo

7

DM9DDBSão Paulo

7

OGILVY BRASIL

São Paulo

7

DM9DDBSão Paulo

8

LEW'LARA/TBWA

São Paulo

8

FCB BRASIL

São Paulo

8

JWT BRAZILSão Paulo

9

R/GA SÃO PAULO

São Paulo

9

AKQA

São Paulo

9

BORGHI/LOWE

São Paulo

10

J. WALTER THOMPSON BRAZILSão Paulo

10

W3HAUS

São Paulo

10

PUBLICIS BRASIL

São Paulo

AgencyCity

1

ALMAPBBDOSão PauloSão Paulo

2

OGILVY BRASIL

São Paulo

3

Y&R BRAZILDAVID SÃO PAULO

São Paulo

4

VMLY&R BRAZILSão Paulo

5

6

WIEDEN+KENNEDYSão Paulo

7

ALMAPBBDOSão Paulo

8

J. WALTER THOMPSON BRAZIL9

OGILVY

10

2019

Rank

2017

2018

Rank

2015

2014

2016

Global Creativity Report 2019
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114

HIGHEST RANKED AGENCIES BY COUNTRY

CANADA

Rank

AgencyCity

1

FCB/SIX

Toronto2

MOMENTUM CANADA3FCB CANADA

4
5

AgencyCity

AgencyCity

1

FCB/SIX

Toronto1

FCB/SIX

TorontoToronto2

COSSETTE

Toronto3

RETHINK

Toronto2

COSSETTE

TorontoToronto3

LEO BURNETT TORONTO

Toronto

GREY CANADA

Toronto4

McCANN CANADA

Toronto5

OGILVY TORONTO

Toronto4

SICKKIDS TORONTO

TorontoBBDO TORONTO

Toronto5

LG2 TORONTO

Toronto6

BENSIMON BYRNE

Toronto7

RETHINK

Montréal

6

COSSETTE

Montréal

6

JOHN ST.

Toronto7

SID LEE

Toronto7

SID LEE

Montréal

8

BBDO TORONTO

9

LG2

Toronto8

TOUCHÉ!

Montréal

8

LG2

QuébecMontréal

9

McCANN CANADA

Toronto9

J. WALTER THOMPSON CANADA

Toronto10

JAM3

Toronto10

McCANN HEALTH

Toronto10

SID LEE

Toronto

2019

Rank

2018

Rank

2017

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019115

HIGHEST RANKED AGENCIES BY COUNTRYFRANCE

Rank

AgencyCity

AgencyCity

1

TBWA\PARIS

Paris

1

OGILVY PARIS

Paris

2

DDB PARIS

3

McCANN PARIS

Paris

2

MARCEL

Paris

Paris

3

McCANN

Paris

4
5

PUBLICIS CONSEIL

Paris

4

DDB PARISParis

FF PARIS

Paris

5

ROSAPARK

Paris

6

HEREZIE

Paris

6

LEO BURNETT FRANCE

Paris

7

MARCEL

Paris

7

BETC

Paris

Paris

8

BUZZMANParis

8

HEREZIE

Paris

Paris

9

NURUN

Paris

9

LES GAULOIS

Puteaux

WE ARE SOCIAL

Paris

10

SERVICEPLAN FRANCE

Paris

10

CLM BBDO

Paris

1

MARCEL

Paris

1

MARCELParis

1

LEO BURNETT FRANCE

Paris

2

BETC

Paris

2

BETC

Paris

2

LES GAULOIS

Puteaux

3

TBWA/PARIS

Paris

3

FF PARIS

Paris

3

SID LEE

Paris

4

DDB PARIS

Paris

4

TBWA/PARIS

Paris

4

OGILVY FRANCE

Paris

5

HEREZIE

Paris

5

8.4 PARIS

Paris

5

PUBLICIS CONSEIL

Paris

6

ROSAPARK

Paris

6

YOUNG & RUBICAM PARIS

Paris

6

MARCELParis

7

BUZZMANParis

7

LES GAULOIS

Puteaux

7

CLM BBDO

Paris

8

PUBLICIS CONSEIL

Paris

8

BUZZMANParis

8BUZZMANParis

9

RED FUSE PARIS

Paris

9

DDB PARIS

Paris

9

DDB PARIS

Paris

10

BBDO PARIS

Paris

10

ROSAPARK

Paris

10

BETC

Paris

Agency

City

1

BETC

Paris

Paris

2

DDB PARIS

Paris

3

TBWA/PARISMARCEL

Paris

4

BETC

Paris

5

6

SERVICEPLAN FRANCE

Paris

7

CLM BBDO

Paris

8

AKQA

9

FAMOUS GREY PARIS

10

2019

Rank

2017

2018

Rank

2015

2014

2016

Global Creativity Report 2019
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116

HIGHEST RANKED AGENCIES BY COUNTRYGERMANY

Rank

AgencyCity

AgencyCity

1SCHOLZ & FRIENDS

Berlin1

KOLLE REBBE

Hamburg

2

OGILVY GERMANY

3DDB BERLIN

Berlin2

Jung von Matt

Stuttgart

Hamburg

3

DDB TRIBAL GROUP

Düsseldorf

4
5

OGILVY GERMANY

Frankfurt

4

BBDO GERMANY

BerlinGREY GERMANY

Düsseldorf

5Jung von Matt

Hamburg

6

HEIMAT

Berlin6

HEIMAT

Berlin7

ANTONI

Berlin7

THJNK

Hamburg

Düsseldorf

8

BBDO GROUP GERMANY

Berlin8

SERVICEPLAN

MünichHamburg

9

ELASTIQUE

Cologne9

OGILVY & MATHER BERLIN

BerlinMUTABOR

Hamburg

10

GGH MULLENLOWE

Hamburg

10

GEOMETRY GLOBAL

Frankfurt

1

Jung von Matt

Hamburg

1

Jung von Matt

Hamburg

1

KOLLE REBBE

Hamburg

2

DDB GROUP GERMANY

Berlin2

SERVICEPLAN

Munich2Jung von Matt

Stuttgart

3

SERVICEPLAN GERMANY

Munich3

DDB GROUP GERMANY

Berlin3

DDB TRIBAL GROUP

Düsseldorf

4

GRABARZ & PARTNER

Hamburg

4

OGILVY GERMANY

Frankfurt

4

BBDO GERMANY

Berlin5

DDB GROUP DÜSSELDORF

Düsseldorf

5

BBDO GROUP GERMANY

Düsseldorf

5Jung von Matt

Hamburg

6

HEIMAT

Berlin6

GRABARZ & PARTNER

Hamburg

6

HEIMAT

Berlin7

THJNK

Hamburg

7

BBDO GROUP GERMANY

Berlin7

THJNK

Hamburg

8

Jung von Matt

Berlin8

DDB GROUP DÜSSELDORF

Düsseldorf

8

SERVICEPLAN

Münich9

BBDO GROUP GERMANY

Düsseldorf

9

LEO BURNETT FRANKFURT

Frankfurt

9

OGILVY & MATHER BERLIN

Berlin10

PHILIPP UND KEUNTJE

Hamburg

10

THJNK

Hamburg

10

GEOMETRY GLOBAL

Frankfurt

AgencyCity

1SCHOLZ & FRIENDS

BerlinFrankfurt

2

DDB GROUP GERMANY

Berlin3

GRABARZ & PARTNERANTONI

Berlin4

HEIMAT

Berlin5

6

DDB DÜSSELDORF

Düsseldorf

7

SERVICEPLAN GERMANY

Munich

8BBDO

9PUBLICIS PIXELPARK

10

2019

Rank

2017

2018

Rank

2015

2014

2016

Global Creativity Report 2019
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117

HIGHEST RANKED AGENCIES BY COUNTRY

INDIA

Rank

AgencyCity

1

DENTSU WEBCHUTNEY

Bangalore

2

FCBULKA

3

MINDSHARE

4
5

AgencyCity

AgencyCity

1

OGILVY MUMBAI

Mumbai1

OGILVY & MATHER MUMBAI

Mumbai

Delhi

2

TBWA/INDIA

Mumbai3

FCB INDIA

Mumbai2

McCANN WORLDGROUP INDIA

MumbaiMumbai3

LEO BURNETT INDIA

Mumbai

GREY INDIA

Mumbai

4

LEO BURNETT INDIA

Mumbai5

McCANN INDIA

Mumbai4

TAPROOT DENTSU

Mumbai

DDB MUDRA GROUP

Mumbai5

McCANN HEALTH

New Delhi

6

TBWA\INDIA

Mumbai

7

DDB MUDRA

Mumbai

6

GREY INDIA

Mumbai6

MEDULLA COMMUNICATIONS

Mumbai

7

CHEIL WORLDWIDE

Gurgaon

7

WIEDEN+KENNEDY

Delhi

8

J. WALTER THOMPSON INDIA

9

DENTSU WEBCHUTNEY

Mumbai8

OGILVY

Bangalore

8

BBDO INDIA

MumbaiMumbai

9

CREATIVELAND ASIA

Mumbai9

LAW & KENNETH SAATCHI & SAATCHI

Mumbai10

McCANN INDIA

Mumbai10

BBDO INDIA

Gurgaon10

BBDO INDIA

Gurgaon

2019

Rank

2018

Rank

2017

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

118

HIGHEST RANKED AGENCIES BY COUNTRY

JAPAN

Rank

AgencyCity

1

DENTSU INC.

Tokyo

2

TBWA\HAKUHODO INC.

3

HAKUHODO INC.

456R/GA TOKYO7

HAKUHODO KETTLE INC

Tokyo

8

SHA INC.

Tokyo

9

GREY TOKYO10

AID-DCC INC.

AgencyCity

1

DENTSU INC.

Tokyo

Tokyo

2

HAKUHODO INC.

Tokyo

3

TBWA/HAKUHODO

BEACON/LEO BURNETT

Tokyo

4

PARTY

Tokyo

5

2019

Rank

AgencyCity

1

DENTSU

Tokyo

Tokyo

2

TBWA/HAKUHODO

Tokyo

Tokyo

3

HAKUHODOTokyo

DENTSU Y&R

Tokyo

4

OGILVY & MATHER JAPANTokyo

McCANN TOKYO

Tokyo

5

DRILL

Tokyo

6

OGILVY & MATHER JAPAN

Tokyo

6

PARTY

Tokyo

7

ASTSU-DKTokyo

7

DENTSU Y&R

Tokyo

8

BEACON/LEO BURNETT

Tokyo

7

TOKYU AGENCY

Tokyo

9

MORI

Tokyo

9

PROJECTOR

Tokyo

9

DRILL

Tokyo

10

BEACON/LEO BURNETT

Tokyo

9

HIMAWARI DESIGN

Tokyo

10

J. WALTER THOMPSON JAPAN

Tokyo

2017

Tokyo

2018

Rank

2016

9

INTERBRAND

Tokyo

1

DENTSU INC.

Tokyo

9

BBDO JAPAN

Tokyo

2

HAKUHODO INC.

Tokyo

9

POOL

Tokyo

3

TBWA/HAKUHODO

Tokyo

9

HAKUHODO KETTLE

Tokyo

4

SIX INC.

Tokyo

9

J. WALTER THOMPSON JAPAN

Tokyo

5

OGILVY JAPAN

Tokyo

9

TOKYU AGENCY

Tokyo

6

SHA INC.

Tokyo

7

ASATSU-DK INC.

Tokyo

8

DENTSU ISOBAR

Tokyo

9

HAKUHODO KETTLE INC

Tokyo

10

R/GA TOKYO

Tokyo

10

DRILL

Tokyo

10

WIEDEN+KENNEDY TOKYO

Tokyo

10

TOKYU AGENCY INC.

Tokyo

10

SUN-AD COMPANYTokyoGlobal Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

119

HIGHEST RANKED AGENCIES BY COUNTRY

SOUTH AFRICA

Rank

AgencyCity

1

TBWA\HUNT\LASCARISJohannesburg

2

OGILVY JOHANNESBURG

3KING JAMES GROUP

4
5

AgencyCity

AgencyCity

1

OGILVY CAPE TOWN

Cape Town

1

TBWA/HUNT/LASCARIS JOHANNESBURG

Johannesburg

Johannesburg

2

TBWA/HUNT/LASCARIS

Cape Town

3

KING JAMES GROUP

Johannesburg

2

OGILVY & MATHER JOHANNESBURG

Johannesburg

Cape Town

3

VML

Cape Town

VMLY&R SOUTH AFRICA

Johannesburg

4

NET#WORK BBDO

Johannesburg

5

DDB SOUTH AFRICA

Johannesburg

4

OGILVY & MATHER CAPE TOWN

Cape Town

OGILVY JOHANNESBURG

Johannesburg

5

FCB CAPE TOWN

Johannesburg

6

FOXP2

Cape Town

7

JOE PUBLIC UNITED

Johannesburg

6

JOE PUBLIC UNITED

Johannesburg

6

OPENCO - THE OPEN COLLABORATION

Johannesburg

7

1886

Johannesburg

7

Y&R SOUTH AFRICA

Cape Town

8

FCB AFRICA

8OGILVY CAPE TOWN

Johannesburg

8

HAVAS JOHANNESBURG

Johannesburg

8

DDB SOUTH AFRICA

Johannesburg

Cape Town

9

Y&R SOUTH AFRICA

Johannesburg

9

1886

Johannesburg

1010

M&C SAATCHI ABEL

Cape Town

10

VML

Cape Town

10

GEOMETRY GLOBAL JOHANNESBURG

Johannesburg

DUKE

Cape Town

10

GREY AFRICA

Johannesburg

10

HELLOFCB+

Cape Town

10

CULLINAN

Midrand10

DDB SOUTH AFRICA

Johannesburg

10

GREY AFRICA

Johannesburg

1

Y&R SOUTH AFRICA

Cape Town

2

VML

Cape Town

3

OGILVY & MATHER JOHANNESBURG

Johannesburg

4

FCB CAPE TOWN

Cape Town

5

GREY AFRICA

Johannesburg

6

TBWA/HUNT/LASCARISJohannesburg

7

PUBLICIS MACHINE

Cape Town

8

OPENCO - THE OPEN COLLABORATION

Johannesburg

9

NET#WORK BBDO

Johannesburg

10

GRID WORLDWIDE

Johannesburg

2019

Rank

2018

Rank

2016

2017

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2017 - 2019

120

HIGHEST RANKED AGENCIES BY COUNTRY

SPAIN

Rank

AgencyCity

1

LOLA MULLENLOWE

Madrid2

LEO BURNETT

3DDB SPAIN

4
5=

AgencyCity

AgencyCity

1

LOLA MULLENLOWE

Madrid1

Y&R MADRID

MadridMadrid2

SRA. RUSHMORE

Madrid3

McCANN SPAIN

Madrid2

THE CYRANOS/McCANN

Barcelona

Madrid3

MRM/McCANN SPAIN

MadridPUBLICIS SPAIN

Madrid4

McCANN SPAIN

Madrid5

CHEIL WORLDWIDE

Madrid4

SHACKLETON

MadridDDB SPAIN

Madrid5

LEO BURNETT

Madrid5=

PS21

Madrid6

TBWA\ESPAÑA

Madrid6=

VCCP SPAIN

Madrid6

McCANN MADRID

Madrid6=

GREY SPAIN

Madrid7

LOLA MULLENLOWE

Madrid7

CONTRAPUNTO BBDO

8

MRM//McCANN MADRID

Madrid8

SHACKLETON

Madrid8

OGILVY MADRID

MadridMadrid9

Y&R MADRID

Madrid9

DDB SPAIN

Madrid9
10=

FCB&FIRE

Madrid10=

McCANN BARCELONA

Barcelona

10

GTB

MadridSRA. RUSHMORE

Madrid10=

YSLANDIA

Madrid10=

OFFICER AND GENTLEMAN

Madrid10=

OGILVY MADRID

Madrid

2019

Rank

2018

Rank

2017

Global Creativity Report 2019
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121

HIGHEST RANKED AGENCIES BY COUNTRY

UNITED ARAB EMIRATES

Rank

AgencyCity

1

IMPACT BBDO

Dubai

2

J. WALTER THOMPSON DUBAI

3

TBWA\RAAD

45

AgencyCity

AgencyCity

1

IMPACT BBDO

Dubai

1

MEMAC OGILVY

Dubai

Dubai

2

MEMAC OGILVY & MATHER

Dubai

3

Y&R DUBAI

Dubai

2

Y&R DUBAI

Dubai

Dubai

3

TBWA/RAAD

Dubai

VMLY&R

Dubai

4

THE CLASSIC PARTNERSHIP

Dubai

5

THE CLASSIC PARTNERSHIP ADVERTISING

Dubai

4

IMPACT BBDO

Dubai

LEO BURNETT DUBAI

Dubai

5

J. WALTER THOMPSON DUBAI

Dubai

5

Y&R DUBAI

Dubai

5

FP7/DXB

Dubai

6

TBWA/RAAD

Dubai

6

THE CLASSIC PARTNERSHIP ADVERTISING

Dubai

7

GREY DUBAI

Dubai

7

DDB DUBAI

Dubai

8

COMMONWEALTH//McCANN

8

GREY

Dubai

8

DDB DUBAI

Dubai

8

LEO BURNETT DUBAI

Dubai

Dubai

9

MISFITS

Dubai

9

FP7/DXB

Dubai

10

FP7/DXBDubai

10SPARK* PUBLINET

Dubai

10

MULLENLOWE MENA

Dubai

10

TONIC INTERNATIONAL

Dubai

2019

Rank

2017

2018
1

TBWA/RAAD

Dubai

2

Y&R DUBAI

Dubai

3

GREY MENA

Dubai

4

THE CLASSIC PARTNERSHIP ADVERTISING

Dubai

5

FP7/DXB

Dubai

6

MEMAC OGILVY

Dubai

7

IMPACT BBDO

Dubai

8

HORIZON FCB

Dubai

Rank

2016

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

122

HIGHEST RANKED AGENCIES BY COUNTRY

UNITED KINGDOM

Rank

AgencyCity

AgencyCity

1

AMVBBDO

London1

adam&eveDDB

London2

FCB INFERNO

3

adam&eveDDB

London2

GREY LONDON

LondonLondon3

OGILVY & MATHER LONDON

London

4
5

4CREATIVE

London4

FCB INFERNO

LondonAMVBBDO

London5

WIEDEN + KENNEDY

London6

OGILVY & MATHER

London6

LEO BURNETT LONDON

London7

VALENSTEIN & FATT

London7

R/GA

LondonLondon8

PUBLICIS LONDON

London8

AMV BBDO

LondonLondon9

McCANN LONDON

London9

MOTHER

LondonHAVAS LYNX

Manchester

10

IRIS

London10

LANGLANDWindsor1

adam&eveDDB

London1

adam&eveDDB

London1

adam&eveDDB

London2

AMVBBDO

London2

AMVBBDO

London2

OGILVYONE LONDON

London3

McCANN LONDON

London3

GREY LONDON

London3

TBWA/LONDON

London4

WIEDEN + KENNEDY

London4

OGILVY & MATHER LONDON

London4

AMV BBDO

London5

MOTHER

London5

McCANN LONDON

London5

WIEDEN + KENNEDY

London6

BBH LONDON

London6

SAATCHI & SAATCHI

London6

OGILVY & MATHER LONDON

London7

McCANN BIRMINGHAM

Birmingham

7

CHI & PARTNERS

London7

PUBLICIS LONDON

London8

HAVAS LYNX

Manchester

8

FCB INFERNO

London8

R/GA

London9

BBC CREATIVE

London9

MULLENLOWE GROUP

London9

GREY LONDON

London10

THE&PARTNERSHIP

London10

LANGLANDWindsor

10

BBH

LondonAgencyCity

1

adam&eveDDB

LondonLondon2

SAATCHI & SAATCHI

London3

J. WALTER THOMPSONMcCANN LONDON

London4

MOTHER

London5

6

GREY

London7

DROGA5

London8

J. WALTER THOMPSON

9FALLON LONDON

10

2019

Rank

2017

2018

Rank

2015

2014

2016

Global Creativity Report 2019
Appendices — Highest Ranked Agencies 2014 - 2019

123

HIGHEST RANKED AGENCIES BY COUNTRY

USA

Rank

AgencyCity

1

WIEDEN+KENNEDY

Portland2

McCANN NEW YORK3DROGA54
5Agency

City

1

R/GA

New York

Miami

2

GREY NEW YORKNew York

New York

3

BBDO NEW YORKNew York

DROGA5

New York

4

DROGA5

New York

180LA

Los Angeles

5

WIEDEN + KENNEDY

Portland

6

WIEDEN + KENNEDY

Portland6

THE MARTIN AGENCY

Richmond

7

BBDO NEW YORKNew York

7

LEO BURNETT CHICAGO

Chicago8

THE MARTIN AGENCY

Richmond

8

DAVID

Miami

9

OGILVY & MATHER

Chicago9

WIEDEN + KENNEDY

New York

10

FCB CHICAGO

Chicago10

FCB CHICAGO

Chicago1

GREY NEW YORKNew York

1

WIEDEN + KENNEDY

Portland2

McCANN NEW YORKNew York

2

GREY NEW YORKNew York

3

BBDO

New York

3

DROGA5

New York

4

LEO BURNETT CHICAGO

Chicago4

BBDO NEW YORKNew York

5

DROGA5

New York

5

PEREIRA & O'DELL

San Francisco

6

VENABLES BELL & PARTNERS

San Francisco

6

CREATIVE ARTISTS AGENCY

Los Angeles

7

FCB CHICAGO

Chicago7

DDB NEW YORKNew York

8

WIEDEN + KENNEDY

Portland8

BARTON F.GRAF 9000

New York

180LA

Santa
Monica9

SS+K

New York

10

BBH NEW YORKNew York

AgencyCity

1

McCANN NEW YORKNew York

New York

2

DAVID

New York

3

OGILVY NEW YORKFCB NEW YORKNew York

4

TBWA\CHIAT\DAY

New York

5

6

DAVID

Miami

7

FCB CHICAGO

Chicago

8

AREA 23, AN FCB HEALTH NETWORKCOMPANYNew York

9

VMLY&R

Kansas City

10

TBWA\MEDIA ARTS LAB

Los Angeles

2019

Rank

2017

2015

2014

2016

2018
1

BBDO NEW YORKNew York

2

McCANN NEW YORKNew York

3

TBWA/MEDIA ARTS LAB

Los Angeles

4

OGILVY

Chicago5

SAATCHI & SAATCHI

New York

6

VML

Kansas City

7

DROGA5

New York

8

WIEDEN + KENNEDY

Portland

9

DAVID

Miami

9

10

JOHN X HANNESNew York

10

Rank

GOODBY SILVERSTEIN & PARTNERS

San FranciscoGlobal Creativity Report 2019
Calculations

124

HOLDING COMPANY OF THE YEAR AWARD
1.

Overview and Criteria: The Holding Company of the Year Special Award is given to
the Holding Company whose members, being those Companies which satisfy the Holding
Company Ownership Test, accrue the most total points (according to the allocation of points set
out at Section 2 below).

2.

Points: Members of a Holding Company will be allocated the following number of points foreach of the following Awards:

4.1. If a shortlisted or winning Entry has been credited to more than one Company:
4.1.1. from the same Holding Company, the full points awarded to the Entry will go to that
Holding Company;
4.1.2. from different Holding Companies, the points awarded to the Entry will be sharedequally between both Holding Companies (for example, if Agency A belonging to
Holding Company A wins a Gold Lion co-credited with Agency B, which belongs
to Holding Company B, then the points with be shared equally between both
Holding Companies); and4.1.3. where one of the Companies is an Independent Agency, or is not affiliated with a
Holding Company, then only half of the points awarded to the Entry (or the relevant
equal proportion of points if there are more than two credited Agencies) belonging
to the Company that does belong to a Holding Company will be awarded to that
Holding Company (for example, if Agency A belonging to Holding Company A
wins a Gold Lion and is co-credited with Independent Agency B, then only halfof the total points will count for the purposes of the Holding Company of the YearAward and will be given to Holding Company A).

35 points for a Titanium and Creative Effectiveness Grand Prix
30 points for all other Grand Prix, including Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

4.2. In the event of a Mixed Ownership Company winning or being shortlisted for an Award,
the points which accrue by reason of that Lions Award or shortlist position will be split
equally between all constituent entities which own at least 20% or more of the Mixed
Ownership Company (for example, if a Mixed Ownership Company is owned in equal
proportions by three Companies, each of those three Companies will receive one-third of
the points which accrue).

2.1. All Companies credited with an Idea Creation Role on the Entry form for all shortlisted or
winning Awards are eligible to accrue points towards the Holding Company of the Year
Special Award.
2.2. Companies credited with a PR Role in PR Lions or the PR Medium in Lions Health, andCompanies credited with a Media Placement Role in Media Lions are also eligible toaccrue points towards the Holding Company of the Year Special Award.

5.

5.1. In the case of a tie between Holding Companies, Campaign Points from winning
Campaign(s) are valued higher than regular shortlist points.
5.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro-rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).

2.3. Points accrued by Companies are only assigned to a Holding Company if the Company
satisfies the Holding Company Ownership Test.
3.

Calculation: The winner of the Holding Company of the Year Special Award will be theHolding Company whose members obtain the most points in aggregate, in accordance with theabove allocation of points.
3.1. The total number of points accrued by each Holding Company is calculated by adding:
3.1.1. the total points from Awards awarded to members of a Holding Company; and3.1.2. the total points from the shortlisted Entries of members of a Holding Company.
3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.

4.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Company
with an Idea Creation Role, a Media Placement Role in Media Lions, a PR Role in PR Lions or a
PR Role in the PR Medium within Lions Health, the points awarded to the Entry will be divided
equally among each of the credited Companies (for example, where multiple Companies are
credited as having had (a) a Media Placement Role in Media Lions, (b) a PR Role in PR Lions,(c) an Idea Creation Role in all Lions or (d) the PR Medium in Lions Health).

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.

6.

Total Tied Points: In the case of a tie between Holding Companies in the number of points
accrued, the winner will be determined in accordance with the following formula:6.1. the Holding Company with the highest overall number of Awards is the winner. If there is
still a tie between Holding Companies, then;
6.1.1. the Holding Company with the highest number of highest ranking Awards is thewinner. If there is still a tie between Holding Companies, then
6.1.2. the Holding Company with the most shortlist and Campaign Points is the winner(where Campaign Points are valued higher than shortlist points, per 5.1 above).

Global Creativity Report 2019
Calculations

NETWORK OF THE YEAR AWARD
1.

125
4.

Overview and Criteria: The Network of the Year Special Award is given to the Network Parent
Company of the Network or Independent Network whose members are the most successful overall for
Entries in the Awards (in accordance with the below allocation of points).
1.1.

4.1. If a shortlisted or winning Entry has been credited in the Idea Creation Role to more than one
Company:
4.1.1. from the same Network or Independent Network, the full points awarded to the Entry will goto that Network or Independent Network;
4.1.2. from different Networks or Independent Networks, the points awarded to the Entry will beshared equally between both Networks or Independent Networks (for example, if Agency
A belonging to Network A wins a Gold Lion co-credited with Agency B, which belongs to
Network B, then the points with be shared equally between both Networks); and4.1.3. if one Company is not affiliated to a Network or Independent Network, then only half of thepoints awarded to the Entry (or the relevant equal proportion associated with the Company
that is from a Network or Independent Network) will count for the purposes of the Networkof the Year Award and will be awarded to the relevant Network or Independent Network(for example, if Agency A belonging to Network A wins a Gold Lion and is co-credited with
Independent Agency B, then only half of the total points will count for the purposes of the
Network of the Year Award and will be given to Network A).

If a Network or Independent Network owns by a Health Network or affiliated with a Health
Network through its Legal/Trading Name, the Network or Independent Network will include
the Health Network points in their total. For example, any points accumulated by Ogilvy
CommonHealth will be added to the Ogilvy & Mather Network points total.

1.2. Members of a Network or Independent Network for the Network of the Year Award shall bethose Companies which satisfy either:
1.2.1. the Network Ownership Test; or
1.2.2. the Network Affiliation Test.
2.

Points: Members of a Network or Independent Network will be allocated the following number ofpoints for each of the following Awards:
35 points for a Titanium and Creative Effectiveness Grand Prix
30 points for all other Grand Prix, including Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

4.2. In the event of a Mixed Ownership Company winning or being shortlisted for an Award, the points
which accrue by reason of that Lions Award or shortlist position will be split equally between
all constituent entities which own at least 20% or more of the Mixed Ownership Company (forexample, if a Mixed Ownership Company is owned in equal proportions by three Companies,
each of those three Companies will receive one-third of the points which accrue).
5.

Companies credited with an Idea Creation Role on all shortlisted or winning Awards are eligible toaccrue points towards the Network of the Year Special Award. Points accrued by Companies credited
are only assigned to a Network or Independent Network if the company satisfies the Network
Ownership Test or the Network Affiliation Test.
3.

Calculation: The winner of the Network of the Year Special Award will be the Network or
Independent Network whose members obtain the most points for shortlisted and awarded Entries inaggregate in accordance with the above allocation of points.
3.1. The total is calculated by adding:
3.1.1. the total points from Awards won by members of a Network or Independent Network; and3.1.2. the total points from the remaining shortlisted Entries of members of a Network or
Independent Network, save that a Network or Independent Network member’s points will
only count towards the Network’s overall total if the Company in question was a Network
or Independent Network member on the date that its award-winning or shortlisted Entry orCampaign was initially launched, released, published or aired.
3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer counted.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Company in the
Idea Creation Role, the points awarded to the Entry will be divided equally among the Companies
credited.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
5.1. In the case of a tie between Networks/Independent Networks, the Campaign Points from awinning Campaign are valued higher than regular shortlist points.
5.2. Where different Companies have been credited to separate Executions of an awarded Campaign
of Executions, the points will be divided pro rata. For example, if Agency A is credited with only 1
Execution of a 4-part Campaign of Executions that wins a Silver Campaign Lion, then Agency A
will receive 2.5 points (7 points for the Silver Lion + 3 Campaign Points = 10 points divided by 4).

6.

Total Tied Points: In the case of a tie between Networks/Independent Networks in the numberof points won by their respective Companies, the winner will be determined in accordance with thefollowing formula:6.1. the Network or Independent Network with the highest overall number of Awards is the winner. If
there is still a tie between Networks/Independent Networks, then;
6.2. the Network or Independent Network with the highest number of highest ranking Awards is thewinner. If there is still a tie between Networks/Independent Networks, then;
6.3. the Network or Independent Network with the most shortlist and Campaign Points is the winnerGlobal Creativity Report 2019
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126

MEDIA NETWORK OF THE YEAR AWARD
1.

3.1.2. the total points from the remaining shortlisted Entries of members of a Media Network,
save that a Media Network member’s points will only count towards the Media
Network’s overall total if the Company in question was a Network member on thedate that its award-winning or shortlisted Entry was initially launched, released,published or aired.

Overview and Criteria: The Media Network of the Year Award is given to the Network Parent
Company of the Media Network whose members are the most successful overall for Entries in theAwards for Entries in Media Lions (in accordance with the below allocation of points).
1.1.

Members of a Media Network for the purposes of the Media Network of the Year Award
shall be those Companies which satisfy either:
1.1.1. the Media Network Ownership Test; or
1.1.2. the Media Network Affiliation Test.

3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.
4.

1.2. All Entries in Media Lions with a credited Media Agency in the Media Placement Role are
eligible to accrue points, regardless of the Entrant Company.

4.1. If a shortlisted or winning Entry has been credited in the Media Placement Role to more than
one Company:
4.1.1. from the same Media Network, the full points awarded to the Entry will go to thatMedia Network;
4.1.2. from different Media Networks, the points awarded to the Entry will be shared equally
between both Media Networks (for example, if Media Agency A belonging to Media
Network A wins a Gold Lion credited with Media Agency B, which belongs to Media
Network B, then the points with be shared equally between both Networks); and4.1.3. if one Company is not affiliated to a Media Network, then only half of the points
awarded to the Entry (or the relevant equal proportion associated with the Company
that is from a Media Network) will count for the purposes of the Media Network of
the Year Award and will be awarded to the relevant Network (for example, if Media
Agency A belonging to Media Network A wins a Gold Lion and is co-creditedwith Independent Media Agency B, then only half of the total points will count forthe purposes of the Media Network of the Year Award and will be given to Media
Network A).

1.3. Media Agencies with shortlisted and winning Entries in Media Lions will contribute points toMedia Network of the Year and Holding Company of the Year Award if a Media Agency
has been credited in the Media Placement Role.
1.4. Any Advertising Agency submitting an Entry to Media Lions where the services of an
external media Agency were used MUST credit that Media Agency in the Entry submission.
1.5. Notwithstanding this, Ascential shall have absolute discretion in determining a Media
Network’s eligibility for this Special Award.
2.

Points: The allocation of points used to calculate the Media Network of the Year Special Award is
as follows:
30 points for a Grand Prix
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position
Media Agencies credited with a Media Placement Role on all shortlisted or winning Media Lionsare eligible to accrue points towards the Media Network of the Year Award. Points accrued byCompanies credited are only assigned to a Media Network if the company satisfies the Media
Network Ownership Test or the Media Network Affiliation Test.

3.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Company
in the Media Placement Role, the points awarded to the Entry will be divided equally among the
Agencies and Companies.

4.2. In the event of a Mixed Ownership Company winning or being shortlisted for an Award, thepoints which accrue by reason of that Lions Award or shortlist position will be split equally
between all constituent entities which own at least 20% or more of the Mixed Ownership
Company (for example, if a Mixed Ownership Company is owned in equal proportions by
three Companies, each of those three Companies will receive one-third of the points which
accrue).
5.

Total Tied points: In the case of a tie between Media Networks in the number of points won by
their respective members, the winner will be determined in accordance with the following formula:

Calculation: The winner of the Media Network of the Year Award will be the Media Network
whose members accrue the most points for shortlisted and awarded Entries in Media Lions, inaccordance with the above allocation of points.

5.1. the Media Network with the highest overall number of Awards is the winner. If there is still atie between Networks, then;

3.1. The total points accrued by each Media Network is calculated by adding:
3.1.1. the total points from Media Lions awarded to members of a Media Network; and5.2. the Media Network with the highest number of highest ranking Awards is the winner. If there
is still a tie between Networks, then;
5.3. the Media Network with the most shortlist points is the winner.

Global Creativity Report 2019
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127

AGENCY OF THE YEAR AWARD
1.

Overview and Criteria: The Agency of the Year Award is given to the Agency that obtains themost points overall for Entries in the Awards, according to the below allocation of points.

2.

Points: The allocation of points used to calculate the Agency of the Year Award is as follows:
35 points for a Titanium and Creative Effectiveness Grand Prix
30 points for all other Grand Prix, including Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position
Companies credited in an Idea Creation Role on all shortlisted or winning Awards are eligible toaccrue points towards the Agency of the Year Award. The exact method for points calculation isoutlined in the calculation section below.

3.

Calculation: The winner of the Agency of the Year Award will be the Agency that obtains
the most points in aggregate for shortlisted or awarded Entries in accordance with the above
allocation of points.
3.1. The total is calculated by adding:
3.1.1. the total points from Awards that have been awarded to Agencies; and3.1.2. the total points from the remaining shortlisted Entries of Agencies.
3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.

4.

4.2. In Lions Health, If the same Campaign or Execution is entered more than once within one
Medium and is shortlisted and/or wins more than one Lions Award, only the points for thehighest Lions Award or the highest points scoring Campaign of Executions are counted.
4.3. For the avoidance of doubt the Medium groupings within Lions Health are classed as:• Brand Experience & Activation and Direct• Branded Content & Entertainment• Creative Data
• Digital Craft• Digital• Film Craft• Film• Integrated• Mobile• Print & Publishing, Outdoor and Industry Craft• PR• Product Innovation• Radio & Audio• Use of Technology
5.

Shared Points: If a shortlisted or winning Entry has been credited to more than Company with an
Idea Creation Role, the points awarded to the Entry will be divided equally among the Companies
credited.

6.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.

3.3. The maximum number of points awarded to an Agency for shortlisted Entries is 10. This does
not include Campaign Points, as these are linked to Campaigns of Execution that win anAward.

6.1. In the case of a tie between Agencies, the Campaign Points from the winning Campaign arevalued higher than regular shortlist points.

Multiple Entries: If the same Campaign or Execution is entered more than once within one Lionand is shortlisted and/or wins more than one Lions Award, only the points for the highest LionsAward or the highest points scoring Campaign of Executions are counted.

6.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).

4.1. For example, if a Campaign wins an Award and the same Campaign also wins anotherAward within that Lion, only the highest scoring Lions Award counts. This rule is applied only
within each Lion; that is, if a Campaign wins a Silver Lion and a Gold Lion in Direct Lions,only the Gold points are counted. However, if the same Campaign wins a Silver Lion in
Direct Lions and a Gold Lion in PR Lions, both the Silver and Gold points are counted.

Global Creativity Report 2019
Calculations
7.

Total Tied Points: In the case of a tie between the total number of points won by Agencies, thewinner will be determined in accordance with the following formula:
7.1.

the Agency with the highest overall number of Awards, excluding the shortlist points andCampaign Points, is the winner. If there is still a tie between Agencies, then;

7.2. the Agency with the highest number of highest ranking Awards is the winner. If there is still atie between Agencies, then;128

INDEPENDENT AGENCY OF THE YEAR AWARD
1.

Overview and Criteria: The Independent Agency of the Year Award is given to the
Independent Agency that obtains the most points overall for Entries in the Awards, according to the
below allocation of points.

2.

Points: The allocation of points used to calculate the Independent Agency of the Year Award is asfollows:

7.3. the Agency with the most points, taking into consideration all duplicated Entries is the winner.
If there is still a tie between Agencies, then;

35 points for a Titanium and Creative Effectiveness Grand Prix
30 points for all other Grand Prix, including Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

7.4. the Agency with the highest overall number of Awards, including the shortlist points andCampaign Points, is the winner. If there is still a tie between Agencies, then;
7.5. the Agency with the most shortlist points and Campaign Points, disregarding the cap of 10,
is the winner.

Companies credited with an Idea Creation Role on all shortlisted or winning Awards are eligibleto accrue points towards the Independent Agency of the Year Award. Only independent agencies
as outlined in the Rules for Special Awards are eligible to accrue points towards the Independent
Agency of the Year Award.
3.

Calculation: The winner of the Independent Agency of the Year Award will be the Independent
Agency that obtains the most points in aggregate for shortlisted or awarded Entries in accordancewith the above allocation of points.
3.1. The total is calculated by adding:
3.1.1. the total points from Awards that have been won by Independent Agencies; and3.1.2. the total points from the remaining shortlisted Entries of Independent Agencies.
3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.

4.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Company
in the Idea Creation Role the points awarded to the Entry will be divided equally among theCompanies eligible. For the avoidance of doubt Independent PR Agencies and Independent
Media Agencies are eligible to receive points for Independent Agency of the Year Award.
If a shortlisted or winning Entry has been credited to more than one Company and one is not
an Independent Agency, then only half of the points awarded to the Entry (or the relevant
equal proportion associated with the Independent Agency) will count for the purposes of the
Independent Agency of the Year Award and will be awarded to the relevant Independent Agency(for example, if Independent Agency A wins a Gold Lion and is co-credited with non-independent
Company B, then only half of the total points will count for the purposes of the Independent
Agency of the Year l Award and will be given to Independent Agency A).

Global Creativity Report 2019
Calculations
5.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
5.1. In the case of a tie between Independent Agencies, the Campaign Points from the winning
Campaign are valued higher than regular shortlist points.

129

PALME D’OR
1.

5.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).
6.

Total Tied Points: In the case of a tie between the total number of points won by Independent
Agencies, the winner will be determined in accordance with the following formula:

If a Production Company has more than one office in a country, points from those offices will beaggregated. Points will be aggregated where: (a) the offices share a Legal/Trading Name (e.g.
‘Production Company A, New York’ and ‘Production Company A, Chicago’); or (b) the offices
share the same owner and are different branches of the same company.
2.

Points: The allocation of points used to calculate the Palme d’Or Award is as follows:
30 points for a Grand Prix, including Grand Prix for Good
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

6.1. the Independent Agency with the highest overall number of Awards, excluding the shortlist
points and Campaign Points, is the winner. If there is still a tie between Independent
Agencies, then;
6.2. the Independent Agency with the highest number of highest ranking Awards is the winner. If
there is still a tie between Independent Agencies, then;Production Companies credited in Digital Craft, Entertainment (Section A), Film, Film Craft, Mobile
and Social & Influencer Lions will automatically contribute to the Palme d’Or Award. Productions
Companies credited in the Branded Content, Digital, Digital Craft, Film, Film Craft & Mobile
Mediums within Lions Health will also automatically contribute to the Palme d’Or Award.

6.3. the Independent Agency with the most Entry points, taking into consideration all duplicatedEntries is the winner. If there is still a tie between Independent Agencies, then;
6.4. the Independent Agency with the most shortlist and Campaign Points is the winner;

Overview and Criteria: The Palme d’Or Award honours the Production Company that obtains
the most points overall for Entries in the Digital Craft, Entertainment (Section A), Film, Film Craft,
Mobile and Social & Influencer Lions as well as Branded Content, Digital, Digital Craft, Film, Film
Craft & Mobile Mediums in Lions Health in the Awards according to the below allocation of points.

3.

6.5. the Independent Agency with the highest overall number of Awards, including the shortlist
points and Campaign Points, is the winner. If there is still a tie between Independent
Agencies, then;Calculation: The winner of the Palme d’Or Award will be the Production Company that obtains
the most points in aggregate for shortlisted or awarded Entries in accordance with the above
allocation of points.
3.1. The total is calculated by adding:
3.1.1. the total points from Awards that have been won by Production Companies; and3.1.2. the total points from the remaining shortlisted Entries of Production Companies.

6.6. the Independent Agency with the most shortlist points and Campaign Points, disregarding thecap of 10, is the winner.

3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.
3.3. The maximum number of points awarded to a Production Company for shortlisted Entries is
10. This does not include Campaign
Points, as these are linked to Campaigns of Execution that win an Award.
4.

Multiple Entries: If the same Campaign or Execution is entered more than once within one Lionand is shortlisted and/or wins more than one Lions Award, only the points for the highest LionsAward or the highest points scoring Campaign of Executions Award are counted.

Global Creativity Report 2019
Calculations
4.1. For example, if a Campaign wins an Award and the same Campaign also wins within that
Lion, only the highest scoring Lions Award counts. This rule is applied only within each Lion;that is, if a Campaign wins a Silver Lion and a Gold Lion in Film Lions, only the Gold points
are counted. However, if the same Campaign wins a Silver Lion in Film Lions and a Gold
Lion in Social & Influencer Lions, both the Silver and Gold points are counted.

130
7.

Total Tied Points: In the case of a tie between the total number of points won by Production
Companies, the winner will be determined in accordance with the following formula:
7.1.

the Production Company with the highest overall number of Awards, excluding theshortlist points and Campaign points, is the winner. If there is still a tie between Production
Companies, then;

4.2. In Health Lions, if the same Campaign or Execution is entered more than once within one
Medium and is shortlisted and/or wins more than one Lions Award, only the points for thehighest Lions Award or the highest points scoring Campaign of Executions are counted.

7.2. the Production Company with the highest number of highest ranking Awards is the winner. If
there is still a tie between Production Companies, then;

4.3. For the avoidance of doubt the Medium groupings for the purpose of the Palme d’OrAwards Calculations within Lions Health are classed as:

7.3. the Production Company with the most Entry points, taking into consideration all duplicatedEntries is the winner. If there is still a tie between Production Companies, then;• Branded Content & Entertainment• Digital Craft• Digital• Film Craft• Film• Mobile
5.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Production
Company the points awarded to the Entry will be divided equally among the Companies credited.

6.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
6.1. Shortlist points awarded to Campaign Entries that win an Award will be converted into
Campaign Points and will still be counted towards the Palme d’Or Award total.
6.2. In the case of a tie between Productions Companies, the Campaign Points from the winning
Campaign are valued higher than regular shortlist points.
6.3. Where different Production Companies have been credited to separate Executions ofan awarded Campaign of Executions, the points will be divided pro rata. For example,
if Production Company A is credited with only 1 Execution of a 4-part Campaign of
Executions that wins a Silver Campaign Lion, then Production Company A will receive 2.5
points (7 points for the Silver Lion + 3 Campaign Points = 10 points divided by 4).

7.4. the Production Company with the highest overall number of Awards, including the shortlist
and Campaign Points is the winner. If there is still a tie between Production Companies, then;
7.5. the Production Company with the most shortlist and Campaign Points, disregarding the capof 10, is the winner.

Global Creativity Report 2019
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131

HEALTHCARE NETWORK OF THE YEAR
1.

Overview and Criteria: The Healthcare Network of the Year Award is given to the Healthcare
Network that obtains the most points overall for Entries in the Lions Health Awards, according to
the below allocation of points.
1.1.

2.

3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.
4.

Members of a Healthcare Network for the Healthcare Network of the Year Award shall bethose Companies which:1.1.1. satisfy the Healthcare Network Ownership Test; or
1.1.2. satisfy the Healthcare Network Affiliation Test; or
1.1.3. re formed of a collection of independent Healthcare Agencies that identify themselves
as a global Healthcare Network. Ascential Events reserves the right to seek proof
regarding such asserted Healthcare Network ties.

4.1. If a shortlisted or winning Entry has been credited to more than one Healthcare Agency:
4.1.1. from the same Healthcare Network, the full points awarded to the Entry will go to that
Healthcare Network;
4.1.2. from different Healthcare Networks, the points awarded to the Entry will beshared equally between all the Healthcare Networks (for example, if Healthcare
Agency A belonging to Healthcare Network A wins a Gold Lion co-credited with
Healthcare Agency B, which belongs to Healthcare Network B, then the points withbe shared equally between both Healthcare Networks); and 4.1.3 where one of the
Healthcare Agencies is not affiliated to a Healthcare Network, then only half of thepoints awarded to the Entry (or the relevant equal proportion associated with the
Healthcare Agency that is from a Healthcare Network) will count for the purposesof the Healthcare Network of the Year Award and will be awarded to the relevant
Healthcare Network (for example, if Healthcare Agency A belonging to Healthcare
Network A wins a Gold Lion and is co-credited with Healthcare Agency B, which is
independent, then only half the points will count for the purposes of the Healthcare
Network of the Year Award and will be given to Healthcare Network A).

Points: The allocation of points used to calculate the Healthcare Network of the Year Award is asfollows:
30 points for a Grand Prix, including Grand Prix for Good
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

4.2. If (a) a shortlisted or winning Entry has been credited to more than one Company and only
one is a Healthcare Agency; and (b) that Healthcare Agency is affiliated to a Healthcare
Network; then only half of the points awarded to the Entry (or the relevant equal proportion
associated with the Healthcare Agency) will count for the purposes of the Healthcare
Network of the Year Award and will be awarded to the relevant Healthcare Network (forexample, if Healthcare Agency A wins a Gold Lion and is co-credited with Company B, then
only half of the total points will count for the purposes of the Healthcare Network of the YearAward and will be given to Healthcare Network Agency A).

2.1. Companies credited with an Idea Creation Role on all shortlisted or winning Pharma and
Health & Wellness Lions are eligible to accrue points towards the Healthcare Network of
the Year Award. Points accrued by Companies credited are only assigned to a Healthcare
Network if the Company is a member of the Healthcare Network, as defined at paragraph
1.1 above.
2.2. If a Healthcare Network has a non-healthcare counterpart network, then any points
accrued towards the Healthcare Network of the Year Award will also be counted towards
the affiliated Network’s total points in calculation of the Cannes Lions Network of the YearAward. Ascential will have final discretion in deciding whether a Healthcare Network isaffiliated to a Network.
3.

Calculation: The winner of the Healthcare Network of the Year Award will be the Healthcare
Network whose Healthcare Agencies obtain the most points in aggregate for shortlisted orawarded Entries in the Pharma and Health & Wellness categories in accordance with the above
allocation of points.
3.1. The total is calculated by adding:
3.1.1. the total points from Awards that have been awarded to members of a Healthcare
Network; and3.1.2. the total points from the remaining shortlisted Entries of members of a Healthcare
Network.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Company
in the Idea Creation Role, the points awarded to the Entry will be divided equally among theCompanies.

4.3. If a shortlisted or winning Entry has been credited to one Healthcare Agency that is jointly
owned by two Healthcare Networks, the points awarded to the Entry will be shared equally
between these two Healthcare Networks.
5.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
5.1. In the case of a tie between Healthcare Networks, the Campaign Points from the winning
Campaign are valued higher than regular shortlist points.

Global Creativity Report 2019
Calculations
5.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).
6.

Total Tied Points: In the case of a tie between the total number of points won by Healthcare
Networks, the winner will be determined in accordance with the following formula:132

HEALTHCARE AGENCY OF THE YEAR AWARD
1.

Overview and Criteria: The Healthcare Agency of the Year Award is given to the Healthcare
Agency that obtains the most points overall for Entries in the Lions Health Awards, according to the
below allocation of points.

2.

Points: The allocation of points used to calculate the Healthcare Agency of the Year Award is asfollows:

6.1. the Healthcare Network with the highest overall number of Awards is the winner. If there is
still a tie between Healthcare Network, then; 6.2 the Healthcare Network with the highest
number of highest ranking Awards is the winner. If there is still a tie between Healthcare
Networks, then;

30 points for a Grand Prix, including Grand Prix for Good
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

6.2. the Healthcare Network with the most shortlist points and Campaign Points is the winner.

2.1. Healthcare Agency points contribute to the Healthcare Agency of the Year Award and also:
2.1.1. the Agency of the Year Award; and2.1.2. where the Healthcare Agency is an Independent Agency, the Independent Agency of
the Year Award.

6.3. If a rank can be established on the highest overall number of Awards alone, the shortlist
points and Campaign Points are not taken into consideration

2.2. Companies credited with an Idea Creation Role on all shortlisted or winning Pharma and
Health & Wellness Lions are eligible to accrue points towards the Healthcare Agency of
the Year Award. Only Healthcare Agencies as defined in these Rules are eligible to accrue
points towards the Healthcare Agency of the Year Award.
2.3. The exact method for accruing points for all Special Awards is outlined in the calculation
section below.
3.

Calculation: The winner of the Healthcare Agency of the Year Award will be the Healthcare
Network that obtain the most points in aggregate for shortlisted or awarded Entries in the Pharmaand Health & Wellness Lions in accordance with the above allocation of points.
3.1. The total is calculated by adding:
3.1.1. the total points from Awards that have been won by a Healthcare Agency; and3.1.2. the total points from the remaining shortlisted Entries of a Healthcare Agency.
3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.
3.3. The maximum number of points awarded to a Healthcare Agency for shortlisted Entries is
10. This does not include Campaign
Points, as these are linked to Campaigns of Execution that win an Award.

Global Creativity Report 2019
Calculations
4.

Multiple Entries: In Health Lions, If the same Campaign or Execution is entered more than once
within one Medium and is shortlisted and/or wins more than one Lions Award, only the points forthe highest Lions Award or the highest points scoring Campaign of Executions are counted towards
the Healthcare Agency of the Year Award. For the avoidance of doubt the Medium groupings
within Lions Health are classed as:• Brand Experience & Activation and Direct• Branded Content & Entertainment• Creative Data
• Digital Craft• Digital• Film Craft• Film• Integrated• Mobile• Print & Publishing, Outdoor and Industry Craft• PR• Product Innovation• Radio & Audio• Use of Technology
For example, if a Campaign wins an Award and the same Campaign also wins within that
Medium, only the highest scoring Lion counts. This rule is applied only within each Medium; thatis, if a Campaign wins a Silver Lion and a Gold Lion in the PR Medium, only the Gold points arecounted. However, if the same Campaign wins a Silver Lion in the PR Medium and a Gold Lion in
the Radio Medium, both the Silver and Gold points are counted.
5.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Agency
or company with an Idea Creation Role, the points awarded to the Entry will be divided equally
among the Companies credited.

6.

Campaign Points: Entries will also be awarded Campaign Points.
6.1. In the case of a tie between Healthcare Agencies, the Campaign Points from the winning
Campaign are valued higher than regular shortlist points.
6.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).

133
7.

Total Tied Points: In the case of a tie between the total number of points won by Healthcare
Agencies, the winner will be determined in accordance with the following formula:
7.1.

the Healthcare Agency with the highest overall number of Awards is the winner. If there is stilla tie between Healthcare Agencies, then;

7.2. the Healthcare Agency with the highest number of highest ranking Awards is the winner. If
there is still a tie between Healthcare Agencies, then;
7.3. the Healthcare Agency with the most points, taking into consideration all duplicated Entries
is the winner. If there is still a tie between Healthcare Agencies, then;
7.4. the Healthcare Agency with the highest overall number of Awards, including the shortlist
points and Campaign Points is the winner. If there is still a tie between Healthcare Agencies,then;
7.5. the Healthcare Agency with the most shortlist and Campaign Points, disregarding the cap of
10, is the winner.

Global Creativity Report 2019
Calculations

134

CREATIVE BRAND OF THE YEAR AWARD
1.

Overview and Criteria: The Creative Brand of the Year Special Award is given to the Brand
who is the most successful overall for Entries in the Awards (in accordance with the below
allocation of points).

1.1.

Brands credited in the Brand/Client or Product/Service Field on all shortlisted or winning Awards are
eligible to accrue points towards the Creative Brand of the Year Special Award.
3.

3.1. The total is calculated by adding:
3.1.1. the total points from Awards won by a Brand; and3.1.2. the total points from the remaining shortlisted Entries of a Brand.

A “Brand” is defined as a product or service – or closely linked set of products or services– represented by a single brand name or logo.

1.2. The following categories of person, company or other legal entity is not eligible for thisSpecial Award:
1.2.1. Agencies;
1.2.2. Healthcare Networks;
1.2.3. Healthcare Agencies;
1.2.4. Holding Companies;
1.2.5. Independent Agencies;
1.2.6. Media Networks;
1.2.7. Networks;
1.2.8. Production Companies;
1.2.9. charity, not-for-profit or NGO Brands; and1.2.10. multi-brand organisations whose portfolio of products and services are marketed
under more than one Brand.

1.3. We have absolute discretion to determine eligibility of any Brand for this Award
2.

Points: Brands will be allocated the following number of points for each of the following Awards:
35 points for a Titanium and Creative Effectiveness Grand Prix
30 points for all other Grand Prix, including Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

Calculation: The winner of the Creative Brand of the Year Special Award will be the Brand who
obtains the most points for shortlisted and awarded Entries in aggregate in accordance with the above
allocation of points.

3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.
4.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Brand, the points
awarded to the Entry will be divided equally among the Brands credited.

5.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
5.1. In the case of a tie between Brands, the Campaign Points from a winning Campaign are valued
higher than regular shortlist points.

6.

Total Tied Points: In the case of a tie between Brands in the number of points won, the winner will
be determined in accordance with the following formula:6.1. the Brand with the highest overall number of Awards is the winner. If there is still a tie between
Brands, then;
6.2. the Brand with the highest number of highest ranking Awards is the winner. If there is still a tie
between Brands, then;
6.3. the Brand with the most shortlist and Campaign Points is the winner.

Global Creativity Report 2019
Calculations

135

REGIONAL NETWORK OF THE YEAR AWARD
1.

Overview and Criteria: The Regional Network of the Year Award is given to the Network Parent
Company whose members are the most successful overall for Entries in the Awards within each
Region (in accordance with the below allocation of points).
1.1.

If a Network or Independent Network is owned by a Health Network or affiliated with a
Health Network through its Legal/Trading Name, the Network or Independent Network will
include the Health Network points in their total. For example, any points accumulated by
Ogilvy CommonHealth will be added to the Ogilvy & Mather Network points total.

1.2. Members of a Network or Independent Network for the Regional Network of the Year Award
shall be those Companies which satisfy either:
1.2.1. the Network Ownership Test; or
1.2.2. the Network Affiliation Test.
1.3. For the avoidance of doubt the Regions which are awarded are:
•
•
•
•
2.

Asia Pacific
EMEA
Latin America
North America

Points: Members of a Network or Independent Network will be allocated the following number ofpoints for each of the following Awards:
35 points for a Titanium and Creative Effectiveness Grand Prix
30 points for all other Grand Prix, including Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position
Companies credited with an Idea Creation Role on all shortlisted or winning Awards are
eligible to accrue points towards the Regional Network of the Year Award. Points accrued byCompanies credited are only assigned to a Network or Independent Network if the company
satisfies the Network Ownership Test or the Network Affiliation Test.

3.

3.1. The total is calculated by adding:
3.1.1. the total points from Awards won by members of a Network or Independent Network
located in the relevant Region; and3.1.2. the total points from the remaining shortlisted Entries of members of a Network
or Independent Network located in the relevant Region, save that a Network or
Independent Network member’s points will only count towards the Network’s overall
total if the Company in question was a Network or Independent Network member on
the date that its award-winning or shortlisted Entry or Campaign was initially launched,released, published or aired.

Calculation: The winner of the Regional Network of the Year Award will be the Network or
Independent Network whose members located in the relevant Region obtain the most points for
shortlisted and awarded Entries in aggregate in accordance with the above allocation of points.

3.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.
4.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Company in the
Idea Creation Role, the points awarded to the Entry will be divided equally among the Companies
credited.
4.1. If a shortlisted or winning Entry has been credited in the Idea Creation Role to more than one
Company:
4.1.1. from the same Network or Independent Network, the full points awarded to the Entry
will go to that Network or Independent Network;
4.1.2. from different Networks or Independent Networks, the points awarded to the Entry will
be shared equally between both Networks or Independent Networks (for example, if
Agency A belonging to Network A wins a Gold Lion co-credited with Agency B, which
belongs to Network B, then the points with be shared equally between both Networks);and4.1.3. if one Company is not affiliated to a Network or Independent Network, then only halfof the points awarded to the Entry (or the relevant equal proportion associated with theCompany that is from a Network or Independent Network) will count for the purposes of
the Regional Network of the Year Award and will be awarded to the relevant Network
or Independent Network (for example, if Agency A belonging to Rl Network A winsa Gold Lion and is co-credited with Independent Agency B, then only half of the total
points will count for the purposes of the Regional Network of the Year Award and will begiven to Network A).
4.2. In the event of a Mixed Ownership Company winning or being shortlisted for an Award, thepoints which accrue by reason of that Lions Award or shortlist position will be split equally
between all constituent entities which own at least 20% or more of the Mixed Ownership
Company (for example, if a Mixed Ownership Company is owned in equal proportions by
three Companies, each of those three Companies will receive one-third of the points which
accrue).

Global Creativity Report 2019
Calculations
5.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
5.1. In the case of a tie between Networks or Independent Networks, the Campaign Points from awinning Campaign are valued higher than regular shortlist points.
5.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).

6.

136

AGENCY OF THE YEAR PER TRACK:
1.

Overview and Criteria: The Agency of the Year Per Track Award is given to the Agency thatobtains the most points overall for Entries in the Awards within certain Tracks, according to the below
allocation of points.

2.

For the avoidance of doubt the Tracks that will award an Agency of the Year Per Track Award are:
•
•
•
•
•
•

Total Tied Points: In the case of a tie between Networks/Independent Networks in the numberof points won by their respective Companies, the winner will be determined in accordance with thefollowing formula:6.1. the Network or Independent Network with the highest overall number of Awards is the winner.
If there is still a tie between Networks or Independent Networks, then;3.

6.2. the Network or Independent Network with the highest number of highest ranking Awards is thewinner. If there is still a tie between Networks or Independent Networks, then;Communication
Craft
Entertainment
Experience
Good
Reach

Points: The allocation of points used to calculate the Agency of the Year Award Per Track Award is asfollows:
35 points for a Titanium
30 points for all other Grand Prix, excluding Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

6.3. the Network or Independent Network with the most shortlist and Campaign Points is thewinner.

3.1. Companies credited in an Idea Creation Role on all shortlisted or winning Awards are eligibleto accrue points towards the Agency of the Year Per Track Award. The exact method for points
calculation is outlined in the calculation section below.
3.2. For the avoidance of doubt, the Grand Prix for Good is excluded from the calculation of thisAward. No points allocated in connection with the Grand Prix for Good will be considered forthis Award.
4.

Calculation: The winner of the Agency of the Year Per Track Award will be the Agency that obtains
the most points in aggregate for shortlisted or awarded Entries in accordance with the above
allocation of points.
4.1. The total is calculated by adding:
4.1.1. the total points from Awards that have been awarded to Agencies; and4.1.2. the total points from the remaining shortlisted Entries of Agencies.
4.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.
4.3. The maximum number of points awarded to an Agency for shortlisted Entries is 10. This does notinclude Campaign Points, as these are linked to Campaigns of Execution that win an Award.

Global Creativity Report 2019
Calculations
5.

Multiple Entries: If the same Campaign or Execution is entered more than once within one Lionand is shortlisted and/or wins more than one Lions Award, only the points for the highest LionsAward or the highest points scoring Campaign of Executions are counted.
For example, if a Campaign wins an Award and the same Campaign also wins another Award
within that Lion, only the highest scoring Lions Award counts. This rule is applied only within each
Lion; that is, if a Campaign wins a Silver Lion and a Gold Lion in Direct Lions, only the Gold points
are counted. However, if the same Campaign wins a Silver Lion in Direct Lions and a Gold Lion in
PR Lions, both the Silver and Gold points are counted.

6.

Shared Points: If a shortlisted or winning Entry has been credited to more than Company with an
Idea Creation Role, the points awarded to the Entry will be divided equally among the Companies
credited.

7.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
7.1.

In the case of a tie between Agencies, the Campaign Points from the winning Campaign arevalued higher than regular shortlist points.

137

INDEPENDENT AGENCY OF THE YEAR PER TRACK AWARD
1.

Overview and Criteria: The Independent Agency of the Year Per Track Award is given to the
Independent Agency that obtains the most points overall for Entries in the Awards within certain
Tracks, according to the below allocation of points.

2.

For the avoidance of doubt the Tracks which will award an Independent Agency of the Year Per
Track Award are:
•
•
•
•
•
•

3.

Total Tied Points: In the case of a tie between the total number of points won by Agencies, thewinner will be determined in accordance with the following formula:3.1. Companies credited in an Idea Creation Role on all shortlisted or winning Awards are
eligible to accrue points towards the Agency of the Year Per Track Award. The exact method
for points calculation is outlined in the calculation section below.

8.1. the Agency with the highest overall number of Awards, excluding the shortlist points andCampaign Points, is the winner. If there is still a tie between Agencies, then;
8.2. the Agency with the highest number of highest ranking Awards is the winner. If there is still atie between Agencies, then;
8.3. the Agency with the most points, taking into consideration all duplicated Entries is the winner.
If there is still a tie between Agencies, then;
8.4. the Agency with the highest overall number of Awards, including the shortlist points andCampaign Points, is the winner. If there is still a tie between Agencies, then;
8.5. the Agency with the most shortlist points and Campaign Points, disregarding the cap of 10,
is the winner.

Points: The allocation of points used to calculate the Independent Agency of the Year Award Per
Track Award is as follows:
35 points for a Titanium
30 points for all other Grand Prix, excluding the Grand Prix for Good
30 points for a Titanium Lion
15 points for a Gold Lion
7 points for a Silver Lion
3 points for a Bronze Lion
1 point for a shortlist position

7.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).
8.

Communication
Craft
Entertainment
Experience
Good
Reach

3.2. For the avoidance of doubt the Grand Prix for Good is excluded from the calculation of thisAward. No points allocated in connection with the Grand Prix for Good will be considered
for this Award.
4.

Calculation: The winner of the Independent Agency of the Year Per Track Award will be theIndependent Agency that obtains the most points in aggregate for shortlisted or awarded Entries inaccordance with the above allocation of points.
4.1. The total is calculated by adding:
4.1.1. the total points from Awards that have been won by Independent Agencies; and4.1.2. the total points from the remaining shortlisted Entries of Independent Agencies.
4.2. If an Entry is shortlisted and then goes on to win an Award, the shortlist point is no longer
counted.

Global Creativity Report 2019
Calculations
5.

Shared Points: If a shortlisted or winning Entry has been credited to more than one Company
in the Idea Creation Role the points awarded to the Entry will be divided equally among theCompanies eligible. For the avoidance of doubt Independent PR Agencies and Independent
Media Agencies are eligible to receive points for Independent Agency of the Year Per Track
Award.
If a shortlisted or winning Entry has been credited to more than one Company and one is not
an Independent Agency, then only half of the points awarded to the Entry (or the relevant
equal proportion associated with the Independent Agency) will count for the purposes of the
Independent Agency of the Year Award and will be awarded to the relevant Independent Agency(for example, if Independent Agency A wins a Gold Lion and is co-credited with non-independent
Company B, then only half of the total points will count for the purposes of the Independent
Agency of the Year Per Track Award and will be given to Independent Agency A).

6.

Campaign Points: If a Campaign of Executions wins an Award, Entries will also be awarded
Campaign Points.
6.1. In the case of a tie between Independent Agencies, the Campaign Points from the winning
Campaign are valued higher than regular shortlist points.
6.2. Where different Companies have been credited to separate Executions of an awarded
Campaign of Executions, the points will be divided pro rata. For example, if Agency A
is credited with only 1 Execution of a 4-part Campaign of Executions that wins a Silver
Campaign Lion, then Agency A will receive 2.5 points (7 points for the Silver Lion + 3
Campaign Points = 10 points divided by 4).

7.

Total Tied Points: In the case of a tie between the total number of points won by Independent
Agencies, the winner will be determined in accordance with the following formula:
7.1.

the Independent Agency with the highest overall number of Awards, excluding the shortlist
points and Campaign Points, is the winner. If there is still a tie between Independent
Agencies, then;

7.2. the Independent Agency with the highest number of highest ranking Awards is the winner. If
there is still a tie between Independent Agencies, then;
7.3. the Independent Agency with the most Entry points, taking into consideration all duplicatedEntries is the winner. If there is still a tie between Independent Agencies, then;
7.4. the Independent Agency with the most shortlist and Campaign Points is the winner;
7.5. the Independent Agency with the highest overall number of Awards, including the shortlist
points and Campaign Points, is the winner. If there is still a tie between Independent
Agencies, then;
7.6. the Independent Agency with the most shortlist points and Campaign Points, disregarding
the cap of 10, is the winner.

138

Global Creativity Report 2019
Key Dates 2020, Contact & Services

EMBEDDINGA CULTURE OF
CREATIVITYTHAT DRIVESCOMMERCIAL
SUCCESSDid you know that every former recipient of
our Creative Marketer of the Year Award has
experienced an all-time share price high at thetime they received this highly coveted accolade?
At Cannes Lions we know what it takes to embed aculture that nurtures creativity that ultimately drives
commercial advantage.
We work with world-class consultants and experts
who have contributed to the success of someof our creative marketer award winners. If you
would like to learn more about our CREATIVEEXCELLENCE PROGRAMME contact us for a
consultation.

advisory@cannelions.com

139

KEY DATES FORCANNES LIONS 2020

KEY CONTACTSENTRIES OPEN

Philip Thomas

16 January 2020

FESTIVALCHAIRMANMANAGING DIRECTOR

Simon Cook

22-26 June 2020
GENERAL

info@canneslions.com
AWARDS
Susie Walker

awards@canneslions.com
REGISTRATION & ACCOMODATION

registration@canneslions.com
accommodation@canneslions.com
JURY
Lisa Berlin

lisab@canneslions.com
COMMERCIAL
Ed Davidson

edd@canneslions.com
MARKETING, BRAND & PRESS

press@canneslions.com