First update 22/06/2021
Some few days ago, regarding the success achieved at the El Sol festivalby this campaign, I wrote that David-INGO Stockholm, David Miami and Publicis Bucharest’s Moldy Whopper for Burger King Miami was on its way to becoming the most awarded moldy burger in the world. And I was right, I’m affraid.
The campaign premiered at Cannes Lions 2021 achieving no less than three Grand Prix in the Outdoor category, Retail subcategory. Three posters of the campaign (days 35, 28 and 32) won Grand Prix each, in addition to their correspondent Golden Lion.
At the time of the first update of this post, the campaign has also pocketed four Golden Lions to different pieces of The Moldy Whopper in Print & Publishing (they are grouped in one Gold) and another Golden Lion in Public Relations.
The Outdoor jury has awarded two more Grand Prix totalling five (or three if we concentrate the three bagged by Burger King in one as they were awarded to pieces from the same campaign). Shutter Ads by Publicis Italy for Heineken and Appy, the First Electric Village in France by Publicis Conseil Paris for Renault got the Grands.
Thirteen campaigns have been awarded a Golden Lion in OOH. Silver Lions were bestowed for 21 pieces and 27 received a Bronze Lion. All together make a total of 61 Lions awarded in the category, leaving aside the three Grand Prix.
According to the data provided by Cannes Lions Organizers entries to this category totalled 2,052. This means that just as scarce 3% of the works in competition have achieved one of the coveted Lions.
McDonald’s with Leo Burnett, no Grand but “roared” in Gold
It closely follows Burger King, but at the Golden Lion level its strongest competitor, McDonald’s. The We Deliver campaign by Leo Burnett London, focused on the brand’s golden arches turning them into geo location light beams, marking the wide range of places where quick restaurant chain is able to deliver its products upon request.
Leo Burnett London does not win a Grand Prix in this category, but Publicis Bucharest is covered by the for The Moldy Whopper Grand, and two other agencies of the same French multinational took Grands by their work for Heineken and Renault. This makes of Publicis Group the great winner in the OOH category at Cannes Lions 2021.
To the date of the first update of this post, the campaign has also achieved three Bronze Lions in Print & Publishing (Print) that merge into one as they have been awarded to several pieces of We Deliver.
An OOH advertising platform to support bars closed due to the pandemic
Heineken found a way to support bars, even as they were forced to close due to lockdowns during the COVID-19 pandemic.
Heineken’s Shutter Ads platform, turns the closed shutters of bars into a new means of communication (outdoor advertising space), helping them to overcome the crisis derived from the confinement and other restrictive meassures taken by governments to avoid the contagion of the virus.
Till the date of the first update of this post, this campaign had also achieved a Silver Lion in Media.
Because electric mobility is not just a thing for big cities
93% of French people still believe that they need more infrastructure, more autonomy or living in a big city to switch to electric mobility. To prove them wrong, Renault made of Appy, France’s most remote town, the world’s first 100% electric vehicle town. Because if switching to electric is possible there, it is possible anywhere.
To do that, Publicis Conseil brought in several fully electric Renault ZOEs which would replace every car owned by each and every Appy resident over a period of three years.
This is how a city that no one had heard of before garnered 63 million visits, increased Renault ZOE sales by 50% and helped the ZOE become the number one electric utility in Europe.
Publicis Conseil’s Electric Village for Renault had already won a Graphite Pencil in the Experiential Advertising category at the D&AD Awards 2021.