Uber Eats and Peru’s challenger equal, Uva, each gained Grand Prix for his or her Tremendous Bowl work, whereas the UK took residence its second high prize of the week, the PR Grand Prix, courtesy of Burson and VML’s “Package Kat heist.”
Dentsu’s Carat gained Media Community of the 12 months, with two Omnicom businesses – OMD and PHD – in second and third place. London workplaces of Burson and Golin Ketchum got here first and second in Healthcare Company of the 12 months, with Ninch Buenos Aires in third.
MEDIA LIONS Uber Eats’ “Construct your personal Tremendous Bowl” by Particular LA let followers create their very own large recreation business, securing 3.7m new guests and smashing gross sales information by $36m. Jury president Sindhuja Rai of WPP Media APMEA, mentioned: “That is fashionable advertising and marketing at its most transformative. Relatively than utilizing communications to drive customers to the product, it turned the product itself into the communications platform – seamlessly uniting creativity, media, expertise, expertise, commerce, and personalization right into a single related expertise.”
DIRECT LIONS additionally went to a meals supply platform’s Tremendous Bowl activation. Uva, a challenger app in Puerto Rico, guess on Unhealthy Bunny’s half-time present to drive client motion. Judges known as it “A daring, easy concept that turned uncertainty into disproportionate affect.”
PR LIONS “Package Kat heist” by Burson and VML in London turned disaster PR on its head by getting 2.2m individuals concerned with monitoring 414,000 (genuinely) stolen Package Kats. Judges agreed that it “set a brand new normal for what’s doable when manufacturers belief their instincts and lean into the sudden.”
SOCIAL & CREATOR Le Pub’s “Might have been a Heineken” riffed off the frustration of time wasted listening to lengthy WhatsApp voice notes. Jury President Mihnea Gheorghiu, World CCO at LePub (judges can’t vote for their very own work) mentioned: “An extended voice word is finest delivered in individual. Whether or not you like voice notes or hate them, you may’t actually argue with that. Praised for its “social-first simplicity and iconicity, and for changing a brand new social behaviour into the oldest social behaviour.”
CREATIVE DATA Circus Gray and BCP financial institution in Peru gained Grand Prix for an innovation addressing cell phone theft. Store fee terminals turned emergency account-blocking factors and lowered the sum of money reported stolen by 48%.
