Canada wins 14 Lions on Day 2 of Cannes; BBDO wins Gold for “Parkscapes”

by David Brown

The second round of winners from Cannes was announced early Tuesday morning, with 14 Lions awarded to Canada across six competitions.

The big Canadian winners were BBDO Toronto for “Parkscapes,” while FCB and FCB/Six and Rethink won multiple Lions.

The biggest win came in the Social & Influencer competition, with BBDO’s “Parkscapes” for the Regent Park School of Music winning both a Gold and Silver Lion.

Launched in August 2019 (because there was no Cannes Lions competition last year, 2019 work is eligible for this year’s competition), “Parkscapes” consisted of a library of music samples created by students at RPSM as a school fundraiser. Whenever an artist uses one of the compositions, the school receives a licensing fee, royalties and residuals for the life of the song (Taylor Swift used one of the RPSM compositions in her song “Summer in the South”).

“Parkscapes” was the lone Canadian winner in Social & Influencer, a competition that saw two Grands Prix awarded: R/GA San Francisco for “Superb Owl” for Reddit’s first-ever Super Bowl ad; and David, Madrid / David, Miami, for “Stevenage Challenge” for Burger King (see both below).

Meanwhile in the Creative Data Lions, where only 12 Lions were awarded, FCB/Six won two (for those who like data, that works out to 16.6% of the awarded Lions). Both Lions were Silver for two different submissions: #MeToo’s “Me too, Act too,” and for Lifestyle Condoms’ “Publicly Traded.”

The Grand Prix in Creative Data was given to Warner Music Group’s “Saylists” by Rothco, part of Accenture Interactive in Dublin (see it below).

Here’s the rundown of the rest of the Canadian winners:

Direct:

  • FCB Canada and Google also won a Silver and a Bronze for “Project Understood”;
  • Rethink’s “Embarrassing plastic bag” for East West Market in Vancouver won a Silver.

David Madrid / David Miami and Burger King won the Direct Grand Prix (to go with its Social & Influencer Grand Prix) for “Stevenage Challenge.”

Media  

  • Union Toronto’s “Freedom Tampons” for Interval House won a Silver Lion;
  • Rethink’s Montreal office won a Bronze for “Brutal Postings” for Émergence Fondation”; and
  • Taxi won a Bronze for “Shoppable Girls” for Covenant House.

Two Grands Prix were awarded: “Boards of Change’” by FCB Chicago for the City of Chicago, and “Naming the invisible by Digital Birth Registration” by Telenor Pakistan Islamabad / Ogilvy Pakistan, Islamabad, for Telenor Pakistan (see both Grands Prix below).

PR  

The PR jury also awarded two Grands Prix:  FCB Chicago /FCB New York for “Contract for Change” for AB Inbev; and “The Bread Exam” by McCann Paris for Spinneys and the Lebanese Breast Cancer Foundatio (see them below).

Creative Strategy  

  • McDonald’s Canada and Cossette won Silver for “Friends Wanted”; and
  • Union and Interval House won Silver for “Freedom Tampons.”

The Grand Prix was given to “Can’t Touch This” by Goodby Silverstein & Partners, San Francisco for Cheetos.

Grands Prix

R/GA San Francisco and Reddit — “Superb Owl”

 

David, Madrid / David, Miami and Burger King—“Stevenage Challenge”

 

Rothco / Accenture Interactive and Warner Music — “Saylists”  

 

FCB Chicago, for the City of Chicago — “Boards of Change”

 

Ogilvy Pakistan Islamabad and Telenor Pakistan Islamabad —“Naming the invisible by Digital Birth Registration”

 

FCB Chicago /FCB New York and AB Inbev—“Contract for Change”

 

McCann Paris for Spinneys and the Lebanese Breast Cancer Foundation—“The Bread Exam”

David Brown