FCB India strikes Gold again in both the Brand Experience & Activation Lions and Creative Business Transformation Lions for “Lucky Yatra”
FCB India has taken the stage twice again tonight to collect Gold Lions in two categories – Brand Experience & Activation Lions and Creative Business Transformation Lions. The agency’s Indian Railways “Lucky Yatra”. campaign continues to shine for India.
69 Lions were awarded in the category, with Leo Mumbai and Ogilvy Bangalore winning Bronze Lions earlier this evening. 2337 entries were received and a total of 11 Gold, 25 Silver, 32 Bronze. were awarded.
The Grand Prix was awarded to FCB Chicago’s “Caption With Intention”.
The campaign has redefined the visual language of accessibility and is now part of the Academy’s official Oscar submission rule book. Through animation, typography and colour, it embeds emotional equity into the film experience for over 433 million Deaf and hard-of-hearing individuals worldwide.
Jury President Tara Ford, Chief Creative Officer, Droga5 London, part of Accenture Song, said: “‘Caption with Intention’ is an idea that will transform the experience of film and video in all its forms. Not only does it make this medium more accessible and immersive for the Deaf and hearing-impaired community, but it has the potential to be applied beyond film to all types of communication and entertainment with other applications in the future. It is a great example of how creativity can be applied beyond communications to solve real-world problems in a compelling way.”
This is the second Grand Prix awarded to this campaign at this year’s Cannes Lions, with it having already won in the Design Lions.
The Cannes Creative Business Transformation jury only gave away 7 Lions. 262 entries were received and the only Gold Lion went to Indian Railways “Lucky Yatra”.
“Lucky Yatra” is one of Asia’s most successful campaigns at this year’s Cannes Lions International Festival of Creativity, having already won one Grand Prix and three Gold Lions before tonight. The Gold Lions in both Brand Experience & Activation and Creative Commerce categories tonight add to their haul.
The Grand Prix in Cannes Creative Business Transformation went to Publicis Council Paris for AXA Insurance’s “Three Words”. This is the second Grand Prix for the campaign, which also won the Direct Lion Grand Prix.
Rooted in a transformative insight, this campaign saw the three words “and domestic violence” being added to AXA’s home insurance contract in France. When a victim calls the emergency number, she is immediately relocated and supported.
Jury President Jane Lin-Baden, CEO APAC, Member of the Global Management Committee, Publicis Groupe, said: “AXA has created a systematic commercial solution for a systemic problem. This purposeful idea resets the category by turning a centuries-old, commoditised product into a driver of brand preference and growth, re-defining the category of ‘home insurance’. This is what Creative Business Transformation is all about: a simple, powerful idea with maximum transformative power for business and people.”