Juniper Park\TBWA closes out Cannes with Gold

The final awards show of Cannes Lions 2022 is over, with Canada winning two more Lions—including a Gold for the life-saving “Signal for Help” from Juniper Park\TBWA.

Originally developed for the Canadian Women’s Foundation, the “Signal for Help” went viral online and has been adopted around the world over the past couple of years, credited with helping several women in life-threatening circumstances.

Canada’s other Lion was a Film Bronze for “Draw Ketchup” from Rethink and Kraft Heinz, a campaign that won two Golds and one Bronze earlier in the week. Aside from the Film Lion, Rethink capped off a very strong week in Cannes by placing third on the Independent Network of the Year list, behind Serviceplan Group and Gut. Rethink also was named Independent Agency of the Year for the Strategy Track Lions.

Also on Friday night, the Sustainable Development Goal Lions were announced (no Canadian work was shortlisted) as were the prestigious Titanium Lions. “Draw Ketchup” was the lone Canadian entry shortlisted, but did not land a Titanium Lion.

With the last Lions handed out, and the closing party now underway, Canadian agencies and brands have lots of reason to celebrate: With 43 Lions in total, the tally equals the best-ever for Canada, set in 2017.

Glass Lions (1 Gold)

Launched for the 2015 Festival, the Glass Lions are for ideas that are “intended to change the world,” and work that “sets out to positively impact ingrained gender inequality, imbalance or injustice.”

Just three Golds and only eight Lions in total were awarded, from 141 total entries.

The Grand Prix was given to DDB Mexico and We Capital for “Data Tienda,” which won a Grand Prix in Creative Data on Thursday.

Film Lions (1 Bronze)

Already one of the top Canadian stories of Cannes 2022, “Draw Ketchup” closed out the week with a Bronze in Film for the minute-long video showing people drawing Heinz when asked to draw ketchup.

The jury awarded a total of 61 Film Lions from 2,028 submissions, the most of any of the Cannes competitions. There were two Grand Prix awarded—one for “Super Human” from the U.K.’s 4 Creative and Channel 4, and the other to Apple and Smuggler for Apple’s “Escape from the Office.”

“Super Human”

“Escape from the Office”


The highly coveted Titanium Lions are reserved for work that is considered “boundary-busting,” and ideas that mark “a new direction for the industry and moves it forward.”

There were six submissions from Canada this year, and only Rethink’s “Draw Ketchup” was among the 24 entries shortlisted.

The jury awarded just six Titanium Lions in total (there are no Gold, Silver or Bronze in Titanium) and the Grand Prix was given to Engine London and the Kiyan Prince Foundation for “Long Live The Prince.”

Kiyan Prince was a rising soccer star in London was he was killed by a knife attack at 15. Engine imagined what could have happened had he not been killed and instead lived on to become the soccer superstar he wanted to be by creating him as a player in the EA Sports video game FIFA 2021.

Sustainable Development Goal Lions

Launched in 2018, the Sustainable Development Goal Lions were created to recognize creativity that contributes to the UN’s 2030 Agenda for Sustainable Development.

The competition had 618 entries, with 19 Lions awarded in total. The Grand Prix went to Leo Burnett Mumbai and P&G Whisper for “The Missing Chapter.”


David Brown