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Results from a further five Cannes Lions sections saw the theme of female empowerment continue, with Procter & Gamble campaigns for Whisper “Touch the Pickle” and Always “#Like A Girl” bounding off with top honors.

Results from a further five Cannes Lions entry sections were revealed last night, midway through the weeklong fest that concludes June 25.

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Eight much-anticipated Glass Lions were presented, including a Grand Prix to BBDO India, Mumbai, for Procter & Gamble Whisper, “Touch the Pickle,” which garnered multiple wins throughout the fest. Jury President Cindy Gallop, Founder and CEO, IfWeRanTheWorld / MakeLoveNotPorn, said judges came to the decision following lengthy discussion, informed by a strong sense of responsibility for what the category represents. “Ultimately we unanimously agreed on work tackling a gender issue that impacts every single woman worldwide; does it in a way that is innovative and disruptive while entertaining and engaging; comes naturally from a brand for whom effecting change in this area is not only its innate social responsibility but of tremendous business benefit; and which has achieved amazing results in one of the most conservative markets in the world.”

In the Outdoor Lions category, 131 trophies were awarded. TBWA/Media Arts Lab Los Angeles and Apple Cuppertino claimed the Grand Prix for the “World Gallery” iPhone 6 integrated campaign, described by Jury President Juan Carlos Ortiz, President & CEO of DDB, as a ground-breaking blend of innovation and simplicity-of-thought that made the jury’s choice easy. “We didn’t choose the Grand Prix – the Grand Prix chose us,” he said.

The Creative Effectiveness Lions saw the continuation of a winning streak for Volvo, with Forsman & Bodenfors receiving the Grand Prix for Volvo Trucks “Live Test Series” which Jury President Wendy Clark, President Sparkling Brands & Strategic Marketing, Coca-Cola North America, emphatically called “a gift to the industry” that demonstrated the power of creative bravery as a conduit to exceptional effectiveness. “This was unapologetic advertising, proud to communicate its message. Every jury member was jealous of the work.” A further 16 Lions were also awarded.

PR Lions Jury President, Lynne Anne Davis, President & Senior Partner Asia Pacific, FleishmanHillard, movingly described discussion amongst the jury that had led to the awarding of their Grand Prix to MSL Group NY and Leo Burnett Toronto for Procter & Gamble, Always “#Like A Girl,” which also stalked off with top honors at Monday’s ceremony. “There were two jury members who had showed it to their children, and they will never know ‘like a girl’ to be a put-down,” she said. “This is a campaign that marries a brand promise with brand purpose and commercial pursuit. It’s not just counting the people reached, but reaching the people who count.” She also highlighted that over half of this year’s 79 PR Lion-winners had come from PR specialists, attributing the increase to the creativity gap having “completely closed” between advertising and PR agencies.

Finally, in Media, 80 Lions were awarded including the Grand Prix to Y&R Team Red, Istanbul for Vodafone, “Vodafone Red Light Application / Between Us,” another pro-female effort. Speaking about the work, Nick Emery, Global CEO, Mindshare, said that it was clever, a good cause and a great media idea. “It embraces the best of both a corporate campaign and the originality of an NGO approach. Technology was at its heart and it also has an adaptable and flexible media approach, personalised to the women of Turkey.”

Earlier in the day delegates heard from Pharrell Williams on unleashing creativity through collaboration; caught a glimpse of the coming AI revolution from visionary pioneer Sir Tim Berners –Lee, explored the creative universe with Professor Brian Cox and got a recipe for purpose-driven innovation from Jamie Oliver.

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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