Gold Lions to both Cheil Worldwide Seoul and Leo Burnett Mumbai in Cannes Brand Experience & Activation Lions
Asia has won 2 Gold and 2 Bronze Lions in the Cannes Brand Experience & Activation Lions. Cheil Worldwide Seoul’s ‘Knock Knock’ campaign for the Korean National Police Agency and Leo Burnett’s ‘Airtel 175 Replayed’ for Airtel are the 2 Gold winners.
BBH Singapore, Publicis Italy and LePub Milan’s ‘Heinekicks’ picks up a Bronze.
Dentsu Creative Gurgaon’s ‘Suraksha Ka Teeka’ also scored Bronze.
In the Brand Experience & Activation Lions, honouring creative, comprehensive brand building through experience design, activation, immersive, retail and 360° customer engagement, 2226 entries were received and 69 Lions awarded by the jury: 11 Gold, 25 Silver and 32 Bronze and the Grand Prix was awarded to ‘FIFA 23 X TED LASSO’, for EA Sports & Apple, by Apple, Cupertino / EA Sports, Redwood City.
Brand Experience & Activation Lions Jury President, Ari Weiss, Global Chief Creative Officer, DDB Worldwide, said: “Provide enough value and consumers will go out of their way to spend time with your brand. This idea transcended advertising and became intellectual property. Never mind 6 seconds, fans went out of their way to play with this idea 90 minutes at a time. It also touched on the power of collaboration. Two brands, both genius at doing what they do, came together to create an experience better than either of them could have created alone.”
