Effective Creative Quest: Discovery
- Evelyn Chou
- Jun 24, 2024
- 2 min read
Updated: Jul 8, 2024
Possibly one of my favorite parts of the festival was getting to see all the winning submissions for the Lions awards. I am a bit of a nerd so getting to see all projects and campaigns awarded was very interesting and led me to understand the rubric for outstanding work.
I went to two inside the jury rooms (Media & Brand Activations), one tour of the work, and two award shows (Thursday & Friday).
Inside the Jury Room- Media
Tour of the Work- Media
Since I did not go to the award show for Media Lions, I was a bit confused about the structure of the tour. Soon, I realized that the winners were already announced and the jury was just describing their thoughts and critiques for why a submission won. At first, I thought I was being spoiled.
To be brief, they mentioned Barbie winning the Bronze Lion, which surprised me as Barbie was everywhere last summer, I thought they would have earned a higher award. But as they detailed the next awards, it made sense why Barbie was not placed as high.
The winning grand Prix was for Mercado Libre's Handshake Hunt. During the 2023 Black Friday, every time there was a handshake that appeared on the screen, a QR discount would appear, leading to an omnichannel approach from TV to offline shopping. The handshake is referenced to Mercado Libre's logo. I actually think compared to Barbie's campaign, this was genius and deserving of its Grand Prix win.
Since there was no Tour of the Work for Brand Activation , I decided to attend the Media Tour and the jury went into more detail about the works that did not make it and the honorary mentions. Some of my favorites mentioned were PetPace (which won Gold) and NoAd.
PetPace
NoAd
PetPace used dog behaviors to predict if there was an incoming earthquake and NoAd by Pague Menos was a movement to stop video advertisements on medical or first aid videos (CPR) in order to save lives.
Personally, these touched me because these marketing campaigns were not advertising for profit, but for the better good.
Inside the Jury Room- Brand Experience & Activation
Ironically, I did not find Brand Experience to be as engaging compared to Media. All of the submissions for Media were fascinating and had a higher purpose, but the Grand Prix winner for Brand Experience was the funniest. Pop-Tarts won with their edible mascot, the jury mentioned at first they didn't think it was going to be a Grand Prix, but after more discussion, they decided to award it. They chose Pop-Tarts as it was a brand that didn't take itself too seriously. The jury said, "[We need] to make more stupid and funny things."
Pop-Tarts, rest in pieces.
Thursday Award Show- DoorDash's Superbowl Commercial
Friday Award Show
At the award shows, it was fun! But, I wish it went into more detail about each winning submission instead of showing short clips of the winners. Also it was a shame that I could not see Friday's award show in person as the main stage was full.
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