“With this piece, the craft is undeniable, but when we thought about its impact, we’re not just preserving a culture, but we’re enabling, through design and innovation, an entire culture to create from their point of view,” said Design jury president Quinnton Harris, co-founder and chief executive officer at Retrospect.
Design Gold winners
- Urihi Yanomami Association, “The Cost of Gold” by DM9 Sao Paulo.
- Podher, “The Congregation” by Klick Health Toronto.
- JR Group, “My Japan Railway” by Dentsu Tokyo.
- Aziome, “Aziome Wastecare, Industrial Waste Certified as Skincare” by Serviceplan Munich.
- Koushi Chemical Industry, “Shellmet” by TBWAHakuhodo.
Film Craft Lions
The Film Craft Grand Prix went to Kendrick Lamar’s video for the song “We Cry Together.” The video, from the album Mr. Morale and the Big Steppers, was created by pgLang in Los Angeles, with production assistance from Park Pictures.
The emotional video is cinematic, featuring Taylour Paige, and it chronicles an emotionally abusive romance and how the cyclical presence of trauma exists in relationships. Directed by Jake Schreier, Dave Free and Lamar, with cinematography by Adam Newport-Berra, the film was shot in a single take with live vocals.
The jury found that the film was immaculate, from its camera choreography to the lighting, the production design, which all came together to make something that was brave and shocking and made jury members think and feel.
Film Craft Gold winners
- Apple, “The Greatest” by Somesuch Los Angeles.
- Telefonica, “Shout” by VMLY&R Mexico.
- Sotetsu, “A Train of Memories” by Six Inc. Good Design Company Hakuhodo.
- “We Cry Together” by pgLang.
- I Am Other, “Cash In Cash Out,” Pharrell, 21 Savage and Tyler the Creator by Electric Theatre Collective I Am Other.
Industry Craft Lions
Dentsu’s work for the JR Group, “My Japan Railway,” took the Industry Craft Grand Prix prize. The campaign celebrated the 150th anniversary of the Japan Railway. The country’s first railway opened on Oct. 14, 1872, between Shimbashi Station in Tokyo and Yokohama Station in Yokohama.
Industry Craft Gold winners
- Microsoft, “ADLaM—An Alphabet to Preserve Culture” by McCann NY.
- Stir, “Untangling the Politics of Hair” by FCB India.
- Honda Moto France, “Lap 1,” “Lap 112,” “Lap 559,” “Lap 826” by DDB Paris.
- Skinny, “Phone it In” by Colenso BBDO.
- British Airways, “A British Original” by Uncommon Creative Studio.
