Group Project- Outdoor Awards Category

The Outdoor Lions are a set of awards given to recognize creativity in the world outside of our homes. The president of the category, John Petrulis explained that this year, in order to narrow down such a large category, the jury was looking for work that fulfilled a specific criteria. These criteria were that it had to display simple excellence, take advantage of context, be perfect for the brand, and elevate the space that it is in. The Outdoor Lions are separated into 5 sections each with its own set of sub categories. The sections consisted of Billboards, Posters, Digital screens, Ambient and Experimental, and Innovation in Outdoor.  
In the Outdoor Lions category, there were nine Gold Lions presented for different ads in specific categories, one winner of the Gold Lion Campaign Award, and a single Grand Prix winner. In the Displays subcategory, TBWA took home a Gold Lion for their “Signs of Love” pride display for ANZ Bank. Also in the Displays subcategory, Leo Burnett Moscow Russia took home the second award of this group with their “Koshogo” display for Kloop. In the Limited Run Promotional Items and Printed Media subcategory, Marcel Paris was awarded a Gold Lion for their mini souvenir models of Centre Pompidou in Paris. TBWA brought home another Gold Lion in the Limited Run Promotional Items and Printed Media subcategory for their “Billie Jean King Your Shoes” promotion for Adidas. In the Live Advertising and Events subcategory, Lola Mullenlowe brought home their first Outdoor Gold Lion for their “Hidden Flag” advertising to combat the ban of the pride flag in Madrid. Also in Live Advertising and Events, TBWA’s “Fake News Stand” for the Columbia Journalism Review earned its very own Gold Lion for its one-day activation. DDB Chicago USA took home the third Outdoor Gold Lion in the Live Advertising and Events subcategory for their “Broadway the Rainbow” event for Mars, which also earned them another Gold Lion in the Immersive Experiences subcategory. The last individual Gold Lion was presented to Domino’s Pizza for their “Paving for Pizza” campaign, which was the only winner of the Ambient Outdoor subcategory. The Gold Lion Campaign for the Outdoor category was presented to TBWA for their work on Adidas’s “Here to Create Change campaign that featured the ads “Bird’s Eye View”, “Flaming Serve”, “Mountain of Success”, and “Triple Crown”. To round out the Outdoor Lions category, Wieden+Kennedy took home the Grand Prix Award with the “Dream Crazy” ad that they created for Nike, featuring Colin Kaepernick. 
From the winners this year, the main themes were simplicity and work that served a greater cause. In this category it was refreshing to see that agencies from many places in the world are using the advertising outside the home to not only promote a product or idea, but to make change. Simple ideas are what catch most people’s attention, and people are looking for brands and organizations that are making a difference in the world.  In a fast paced world good advertising has to be able to draw attention and make change just with a simple glance, so the agencies that were able to do that are the ones that won big in the Cannes Lions Outdoor category this year.

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