KFC Thailand scores Gold in Cannes Film Lions category for “Let There Be Cake”
Asia has scored a Gold Lion in the Cannes Lions Film category. It has been awarded to KFC Thailand for ‘Let There Be Cake’, created via Bananas Johannesburg and Brains & Brawn Bangkok.
Earlier this evening Innocean Seoul, GIGIL Philippines, YDM Bangkok and Havas Beijing picked up Lions. Interestingly, Wolf BKK’s highly awarded “Uncle KFC’s Rice Bowl” for KFC, which made the shortlist and has been a big winner at other international shows, has not been awarded.
From 1642 entries received, 52 Lions were awarded: eight Gold, 15 Silver, 27 Bronze and two Grand Prix.
One is awarded to ‘Paris Paralympics 2024: Considering What?’ for Channel 4 by Channel 4, London/4Creative, London.
Sixty percent of people watch the Paralympics to see athletes “overcoming disabilities”. UK broadcaster, Channel 4, wanted to challenge audience attitudes towards Paralympians. The film showed how they face the same brutal forces as any elite athlete but also called out the audience on their, at times, condescending view of para-sport. By the end, 79% thought the Paralympics were as exciting as the Olympics.
Jury President Kate Stanners, Chairwoman and Global Chief Creative Officer, Saatchi & Saatchi, said: “Film is where we tell our most human stories. Raw, authentic lived experiences that the audience can feel and connect with at an emotional level. Our Grands Prix are brilliant examples.
“The Paralympic film from Channel 4 is an incredibly powerful, visceral film, using both real and surreal imagery, extraordinary editing and sound to make us truly feel the film and connect us to the message. Its impact is felt in the heart, the gut and the mind.”
The second Grand Prix was won for ‘The Final Copy of Ilon Specht’ for L’Oréal Paris, by McCann, Paris.
Fifty years after “Because I’m Worth It” was written, its meaning had been eroded by time. This 17-minute documentary tells the untold story of Ilon Specht, the 23-year-old copywriter who wrote “Because I’m Worth It” in 1973, the first beauty ad voiced by a woman, turning the slogan into a living statement of self-worth.
Jury President, Kate Stanners commented: “Ilon resonated with us all. A brand telling a very timely story that authenticates and validates its core brand purpose: to champion women. It’s a masterful film that draws us into the wonderful life story of Ilon, the author of the campaign ‘Because I’m worth it’. Its perfect filmmaking keeps us watching, and its humanity lives with us long after the end.”
Click here to see Asia’s Silver and Bronze winners.
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