Creative Data Lions jury president Samantha Hernández Díaz, chief strategy officer, Gut Mexico City, said that with this campaign, playing with data doesn’t have to be boring.
“It speaks in a different language for the product in that category. It brings something fresh. It’s capable of connecting with young people,” she said in a press conference.
Creative Data gold winners
- Chipotle, “Chipotle Doppelganger” by Gale New York
- Show Racism the Red Card, “Fabric of England” by McCann London
Creative B2B Lions
In its second year of the award, the Creative B2B Grand Prix winner went to “Eart4” by AlmapBBDO in Sao Paulo. The creative, which made the Earth into an IPO, was designed for the B3 Stock Exchange in Brazil.
The campaign’s goal was to encourage new signatories to the UN Global Compact. On April 26, in a ceremony that featured the heads of major NGOs and businesses, the Brazilian branch of the UN Global Compact launched an IPO, which transformed Earth into Eart4, or Terr4 in Portuguese. It portrayed the Earth as a global company with 8 billion clients, many of whom are not performing up to task for the planet’s existence. It essentially made the Earth a publicly traded company, and it paralleled the environmental crisis and the financial market to help create a sense of urgency.
Creative B2B Lions jury president Tom Stein, chairman and chief growth officer, Stein IAS, said the idea of turning Earth into an IPO was an “‘Oh my God’ moment” that has stuck with him since first seeing the creative a couple months ago.
“It’s a fantastic idea, beautifully designed, fully integrated. It leaves you with a feeling of what the potential for b-to-b truly is,” said Stein.
Creative B2B gold winners
- Intel, “Certified Human” by Dentsu Creative Chicago
- Workday, “Rock Star” by Ogilvy Los Angeles and Chicago
Paul Hiebert contributed to this story.
Follow all of Adweek’s Cannes Lions coverage here.
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