2013 CANNES LIONS 60TH INTERNATIONAL FESTIVAL OF ...

2013 CANNES LIONS 60TH INTERNATIONAL FESTIVAL OF CREATIVITY

2013 CANNES LIONS 2

3. INTRO

4. BRANDED CONTENT & ENTERTAINMENT LIONS

8. CREATIVE EFFECTIVENESS LIONS

9. CYBER LIONS

14. DESIGN LIONS

16. DIRECT LIONS

17. FILM CRAFT LIONS

19. FILM LIONS

26. INNOVATION LIONS

27. MEDIA LIONS

29. MOBILE LIONS

31. OUTDOOR LIONS

33. P.R. LIONS

35. PRESS LIONS

37. PROMO & ACTIVATION LIONS

40. RADIO LIONS

41. TITANIUM & INTEGRATED LIONS

43. U.S. YOUNG LIONS PROGRAM

TABLE OF CONTENTS

2013 CANNES LIONS 3

CONGRATULATIONS!

On behalf of the entire team at USA TODAY, we would like to congratulate the winners from the 2013 Cannes Lions International Festival of Creativity, who celebrated its 60th anniversary this year.

The Festival is the world’s leading celebration of creativity and is internationally recognized as the most prestigious annual advertising and communications awards. USA TODAY is proud to serve as the official U.S. representative to the Festival, a partnership we have enjoyed since 2000. Inspiring creativity is at the heart of Cannes Lions and we are honored to celebrate and further insightful discussions with creative leaders across the U.S.

Cannes Lions sets the benchmark for excellence in creative communications and we recognize the winners’ hard work, dedication and innovative brainpower.

2013 was a record year at the Cannes Lions International Festival of Creativity with more than 9,000 delegates attending, and 35,765 entries from 92 countries. This year, the U.S. continued to bring home the most awards of any country – 175 total. Those included 6 Grand Prix, 29 Gold, 60 Silver, 76 Bronze, 2 Titanium, 1 Innovation Lion and 1 Effectiveness Lion.

USA TODAY is thrilled to have the opportunity to recognize and showcase some of the leading creative work that was produced in the U.S. and honored at this year’s Festival.

Congratulations again to all of the Festival winners, and we invite you to join us as we celebrate by looking back on the winning work.

Sandra MicekSenior Vice President of Marketing

Mary MurckoPresident of Sales

INTRO

2013 CANNES LIONS 4

The Beauty InsideAdvertiser: Intel + TOSHIBA

Product: TOSHIBA Laptop with Intel Inside

Agency: Pereira & O’Dell San Francisco

A Boy and His Atom:

The World’s Smallest Movie

Advertiser: IBM

Product: IBM Research

Agency: Ogilvy New York

Yes, Virginia the MusicalAdvertiser: Macy’sProduct: Department StoreAgency: JWT New York

Double Loop DareAdvertiser: MattelProduct: Hot WheelsAgency: Mistress Venice

Dikembe Mutombo’s 4 ½ Weeks to Save the WorldAdvertiser: Old SpiceProduct: Old Spice ChampionAgency: Wieden+Kennedy Portland

GRAND PRIX

GOLD LION WINNERS

BRANDED CONTENT & ENTERTAINMENT LIONS

2013 CANNES LIONS 5

Prometheus Integrated CampaignAdvertiser: Twentieth Century FOXProduct: Prometheus FilmAgency: Ignition Interactive Santa Monica

The Beetle Shark CageAdvertiser: VolkswagenProduct: VW BeetleAgency: MediaCom New York

Uncle DrewAdvertiser: PepsiProduct: Pepsi MaxAgency: The Marketing Arm Dallas

The Beauty InsideAdvertiser: Intel + TOSHIBAProduct: TOSHIBA Laptop with Intel InsideAgency: Pereira & O’Dell San Francisco


From Shelter to StageAdvertiser: Mars Petcare USProduct: Pedigree®Agency: Starcom Mediavest Group Chicago

GOLD LION WINNERS continued

SILVER LION WINNERS


2013 CANNES LIONS 6

Yes, Virginia the MusicalAdvertiser: Macy’sProduct: Department StoreAgency: JWT New York

Surprising Monsters Calling HomeAdvertiser: American Honda Motor Co.Product: Honda Loves You BackAgency: RPA Santa Monica

Clouds over CubaAdvertiser: The JFK Presidential Library & MuseumProduct: Cuban Missile Crisis 50th AnniversaryAgency: The Martin Agency Richmond

DaybreakAdvertiser: AT&TProduct: AT&TAgency: BBDO New York

8 Million ProtagonistsAdvertiser: Village Voice NewspaperProduct: Village Voice NewspaperAgency: Leo Burnett New York

GT Academy USA Season 2Advertiser: Nissan North AmericaProduct: NissanAgency: TBWA\Chiat\Day Los Angeles

SILVER LION WINNERS continued

BRONZE LION WINNERS


2013 CANNES LIONS 7

ZZ ShockAdvertiser: DiageoProduct: Jeremiah WeedAgency: Creative Artists Agency Los Angeles

Every Beat MattersAdvertiser: Save the ChildrenProduct: Save the ChildrenAgency: BBDO New York

BRONZE LION WINNERS continued

The Last BarfighterAdvertiser: Big Boss Brewing CompanyProduct: BeerAgency: McKinney Durham

Hashtag KillerAdvertiser: Water is LifeProduct: Water is Life (Non-profit)Agency: DDB New York


2013 CANNES LIONS 8

Small Business Gets an Official DayAdvertiser: American Express OPEN®Agency: Digitas / Crispin Porter + Bogusky New York / Digitas New York

WINNER

CREATIVE EFFECTIVENESS LIONS

2013 CANNES LIONS 9

The Beauty InsideAdvertiser: Intel + TOSHIBA

Product: TOSHIBA Laptop with Intel Inside

Agency: Pereira & O’Dell San Francisco

Oreo Daily TwistAdvertiser: Mondelez International

Product: Oreo

Agency: Draftfcb New York

GRAND PRIX

CYBER LIONS

2013 CANNES LIONS 10

Hello AgainAdvertiser: Lincoln Motor CompanyProduct: Lincoln MKZ

Agency: Hudson Rouge New York


GOLD LION WINNERS

Susan GlennAdvertiser: UnileverProduct: AXEAgency: BBH New York

The Challenge LabAdvertiser: PrudentialProduct: Prudential FinancialAgency: Droga5 New York



SILVER LION WINNERS

CYBER LIONS


CYBER LIONS

Muscle MusicAdvertiser: Old SpiceProduct: Danger Zone

Agency: Wieden+Kennedy Portland

FlavorprintAdvertiser: McCormickProduct: McCormick FlavorprintAgency: R/GA New York

ThunderclapAdvertiser: De-DeProduct: Thunderclap – Social Media TechnologyAgency: De-De New York


BuiltAdvertiser: eBayProduct: MotorsAgency: Venables Bell & Partners San Francisco

BRONZE LION WINNERS


CYBER LIONS


Hello AgainAdvertiser: Lincoln Motor CompanyProduct: Lincoln MKZAgency: Hudson Rouge New York

FlavorprintAdvertiser: McCormickProduct: McCormick FlavorprintAgency: R/GA New York


Stripped ScrewAdvertiser: Lowe’sProduct: Lowe’sAgency: BBDO New York

UNICEF Tap Project 2013Advertiser: U.S. Fund for UNICEFProduct: Tap ProjectAgency: Droga5 New York

CYBER LIONS


The Oreo Blackout TweetAdvertiser: Mondelez InternationalProduct: OreoAgency: 360i New York

CYBER LIONS



A Boy and His Atom:

The World’s Smallest Movie

Advertiser: IBM

Product: IBM Research

Agency: Ogilvy New York

CYBER LIONS


Nine SunsAdvertiser: Nine Suns WineryAgency: Landor Associates San Francisco

GOLD LION WINNER

Wee Society BrandingAdvertiser: Wee SocietyAgency: Office San Francisco

Clouds over CubaAdvertiser: The JFK Presidential Library & MuseumAgency: The Martin Agency Richmond

USA TODAY Visual IdentityAdvertiser: USA TODAYAgency: Wolff Olins New York

The Great Tower of FaileAdvertiser: NY BalletAgency: DDB New York

SILVER LION WINNERS

DESIGN LIONS


DESIGN LIONS

Grooming BookAdvertiser: Procter & GambleAgency: BBDO New York

Faile, Art SeriesAdvertiser: NYC BalletAgency: DDB New York

BRONZE LION WINNERS

Think Patent X 20Advertiser: IBMAgency: Ogilvy New York

Igloo Brand CreationAdvertiser: Sky New ZealandAgency: Interbrand New York

WandawagaAdvertiser: Camp WandawagaAgency: Ogilvy & Mather Chicago

RecipeaceAdvertiser: Peace One Day / D&ADAgency: Leo Burnett Chicago

DESIGN LIONS



The Oreo Blackout TweetAdvertiser: Mondelez InternationalProduct: OreoAgency: 360i New York

Oreo Daily TwistAdvertiser: Mondelez InternationalProduct: OreoAgency: Draftfcb New York

SILVER LION WINNERS

The Beauty Inside Advertiser: Intel + TOSHIBAProduct: TOSHIBA Laptop with Intel InsideAgency: Pereira & O’Dell San Francisco

BRONZE LION WINNERS

DIRECT LIONS


Muscle MusicAdvertiser: Procter & GambleProduct: Old SpiceAgency: MJZ Los AngelesProduction Company: MJZ Los Angeles

Whatever’s Comfortable BeachAdvertiser: Southern ComfortProduct: Southern ComfortAgency: Wieden+Kennedy New YorkProduction Company: Biscuit Filmworks Los Angeles

GOLD LION WINNERS

BeachAdvertiser: Brown-FormanProduct: Southern ComfortAgency: Biscuit Filmworks Los AngelesProduction Company: Biscuit Filmworks Los Angeles

Whatever’s Comfortable BeachAdvertiser: Southern ComfortProduct: Southern ComfortAgency: Wieden+Kennedy New YorkProduction Company: Biscuit Filmworks Los Angeles

SILVER LION WINNERS

FILM CRAFT LIONS


FameAdvertiser: CotyProduct: PerfumeAgency: RSA Films New YorkProduction Company: RSA Films New York / Black Dog Films Los Angeles

TruceAdvertiser: LogitechProduct: Logitech – UEAgency: Prettybird Culver CityProduction Company: Prettybird Culver City

BRONZE LION WINNERS

EndangeredAdvertiser: Apes a Project of the Conversation TrustProduct: CharityAgency: Ogilvy & Mather ChicagoProduction Company: The Cartel Los Angeles

FILM CRAFT LIONS


The Beauty Inside: Episode 1: Hello My Name is AlexEpisode 2: LeahEpisode 3: It Has to Be TonightEpisode 4: Help WantedEpisode 5: I’d Like to Show You SomethingEpisode 6: That’s It for MeAdvertiser: Intel + TOSHIBAProduct: TOSHIBA Laptop with Intel InsideAgency: Pereira & O’Dell San Francisco

GRAND PRIX

Whatever’s Comfortable BeachAdvertiser: Southern ComfortProduct: Southern ComfortAgency: Wieden+Kennedy New York

Funeral, Dinner Party, PizzeriaAdvertiser: DIRECTVProduct: TelecommunicationsAgency: Grey New York

GOLD LION WINNERS

FILM LIONS



GOLD LION WINNERS continued

Whisper FightAdvertiser: OreoProduct: Oreo CookieAgency: Wieden+Kennedy Portland

BattleAdvertiser: California Milk Processing BoardProduct: MilkAgency: Grupo Gallegos Huntington Beach

JoggerAdvertiser: NikeProduct: NikeAgency: Wieden+Kennedy Portland

Life RaftAdvertiser: OreoProduct: Oreo CookieAgency: Wieden+Kennedy Portland

SILVER LION WINNERS

FILM LIONS


InspiredAdvertiser: Canon USAProduct: Digital SLR CamerasAgency: Grey New York

Yeah That Kinda Rich, Writers RoomAdvertiser: NY LotteryProduct: Lottery/PowerballAgency: DDB New York


Yeah That Kinda Rich, InvasionAdvertiser: NY LotteryProduct: NY LotteryAgency: DDB New York

PoolAdvertiser: WRAACProduct: Parental Control BarAgency: LatinWorks Austin

BandAdvertiser: FedExProduct: FedEx CupAgency: BBDO New York

MotorcycleAdvertiser: DIRECTVProduct: CableAgency: Grey New York

FILM LIONS


Hawk, Bears, HorsesAdvertiser: DIRECTVProduct: TelecommunicationsAgency: Grey New York

EdAdvertiser: States United to Prevent Gun ViolenceProduct: Gun Control OrganizationAgency: Grey New York


Ship My PantsAdvertiser: KmartProduct: Store to HomeAgency: Draftfcb Chicago

BeachAdvertiser: Southern ComfortProduct: Southern ComfortAgency: Wieden+Kennedy New York

FigurinesAdvertiser: Mars/WrigleyProduct: SkittlesAgency: DDB Chicago

BRONZE LION WINNERS

Miracle StainAdvertiser: P&GProduct: Tide DetergentAgency: Saatchi & Saatchi New York

FILM LIONS


VoicesAdvertiser: NikeProduct:`Agency: Anonymous Content Culver City

BabyAdvertiser: VolkswagenProduct: VW JettaAgency: Deutsch Los Angeles


How to Change Cars ForeverAdvertiser: DodgeProduct: DartAgency: Biscuit Filmworks Los Angeles

Kyrie in the AirAdvertiser: Foot LockerProduct: Foot LockerAgency: BBDO New York

RoamAdvertiser: Land RoverProduct: Land Rover BrandAgency: Y&R New York


FILM LIONS


Team SpiritAdvertiser: ESPNProduct: ESPNAgency: Wieden+Kennedy New York

Photobooth, School PhotoAdvertiser: Fifth Third BankProduct: Identity AlertAgency: Leo Burnett Chicago


Weyland’s 2023 TED TalkAdvertiser: PrometheusProduct: PrometheusAgency: RSA Films New York

Hashtag Killer: First World Problems AnthemAdvertiser: Water if LifeProduct: Water is Life (Non-profit)Agency: DDB New York

Follow the FrogAdvertiser: Rainforest AllianceProduct: The RainforestAgency: Hungry Man Los Angeles


FILM LIONS


Uncle DrewAdvertiser: PepsiProduct: Pepsi MaxAgency: The Marketing Arm Dallas


FILM LIONS


CinderProduct: Software Technology

Agency: The Barbarian Group New York

GRAND PRIX

WINNER

ThunderclapAdvertiser: n/aProduct: Thunderclap – Social Media TechnologyAgency: De-De New York

INNOVATION LIONS


Thank You MomAdvertiser: Procter & GambleProduct: Olympics Campaign; Corporate Image and ReputationAgency: Carat New York

Save 11Advertiser: AllstateProduct: InsuranceAgency: Starcom Mediavest Group Chicago

GOLD LION WINNERS

MeanamorphosisAdvertiser: Procter & GambleProduct: Secret DeodorantAgency: Leo Burnett Chicago


SILVER LION WINNERS

Welcome to Small Business SaturdayAdvertiser: American ExpressProduct: American ExpressAgency: Digitas New York

BRONZE LION WINNERS

Bedtime StoriesAdvertiser: California Milk Processing BoardProduct: MilkAgency: Grupo Gallegos Huntington Beach

MEDIA LIONS


The Beetle Shark CageAdvertiser: VolkswagenProduct: VW BeetleAgency: MediaCom New York

Save 11Advertiser: AllstateProduct: InsuranceAgency: Starcom Mediavest Group Chicago


MEDIA LIONS



GOLD LION WINNERS


Mobile OrchestraAdvertiser: AKQAProduct: Mobile WebsiteAgency: AKQA New York

WWF TogetherAdvertiser: World Wildlife FundProduct: World Wildlife FundAgency: AKQA Washington

Mastercard MiyamoAdvertiser: MastercardProduct: Mastercard MiyamoAgency: R/GA New York

SILVER LION WINNERS

MOBILE LIONS


MirrorworldAdvertiser: Cornelia FunkeProduct: iPad AppAgency: Mirada Los Angeles


WWF TogetherAdvertiser: World Wildlife FundProduct: World Wildlife FundAgency: AKQA Washington

Instagram MenuAdvertiser: ComodoProduct: Comodo MenuAgency: Raul X Mihai X Mihnea Brooklyn

Fly DeltaAdvertiser: Delta AirlinesProduct: Air TravelAgency: AKQA New York

BRONZE LION WINNERS


MOBILE LIONS


Green, Pink, YellowAdvertiser: SharpieProduct: Sharpie Ultra Fine Point MarkerAgency: Draftfcb Chicago

Tundra Endeavour PullAdvertiser: ToyotaProduct: Toyota TundraAgency: Saatchi & Saatchi Los Angeles

GOLD LION WINNERS

The Glad TentAdvertiser: Clorox CompanyProduct: Glad ForceFlexAgency: Alma DDB Miami

SILVER LION WINNERS

Bathtub, Aftermath, BoxerAdvertiser: ConverseProduct: ConverseAgency: Anomaly New York

BRONZE LION WINNERS

Forest, Rock, CliffAdvertiser: Land RoverProduct: Automobiles/CarsAgency: Y&R New York

OUTDOOR LIONS


Converse HighwaysAdvertiser: ConverseProduct: ConverseAgency: La Comunidad Miami

Macy’s Yes Virginia the MusicalAdvertiser: Macy’sProduct: Department StoreAgency: JWT New York


OUTDOOR LIONS


Oreo Daily TwistAdvertiser: Mondelez InternationalAgency: Draftfcb New York

Tundra Space Shuttle Endeavour CampaignAdvertiser: ToyotaAgency: Saatchi & Saatchi Los Angeles

GOLD LION WINNERS

A Boy and His Atom: The World’s Smallest MovieAdvertiser: IBMAgency: Ogilvy New York

Upper Class Park BenchAdvertiser: Virgin Atlantic AirwaysAgency: Y&R New York

SILVER LION WINNERS

Making a New Holiday Tradition: #GivingTuesdayAdvertiser: Inspired by the 92nd Street Y with the Support of the United Nations FoundationAgency: HAVAS PR New York

BRONZE LION WINNERS

Farmers & Ranchers Answer the Tough QuestionsAdvertiser: U.S. Farmers and Ranchers Alliance (USFRA)Agency: Ketchum Los Angeles

P.R. LIONS


McKayla Maroeny is Finally Impressed…

with 7Up TenAdvertiser: Dr Pepper Snapple GroupAgency: Ketchum Washington


P.R. LIONS


Time, Surfer, Wired Magazine, New Yorker, WallpaperAdvertiser: AppleProduct: iPad MiniAgency: TBWA\Media Arts Lab Los Angeles

Theismann Thigh Highs, Promatherapy

Candles, Precious GlobesAdvertiser: Mars Chocolate North AmericaProduct: SnickersAgency: BBDO New York

Balloon, Grenade, MatchesAdvertiser: Procter & GambleProduct: Gillette Fusion ProGlideAgency: BBDO New York

GRAND PRIX

SILVER LION WINNERS

Condom, Chicken, TeethAdvertiser: Water is LifeProduct: Water is Life (Non-profit)Agency: DDB New York

PRESS LIONS


Soccer, Horror Movie, Zombie, RockerAdvertiser: Procter & GambleProduct: Gain with OxiAgency: Lapiz Chicago

CarAdvertiser: Kimberly ClarkProduct: HuggiesAgency: Ogilvy & Mather Chicago

BRONZE LION WINNERS

Clowns, Birdhouses, ElephantsAdvertiser: Foot LockerProduct: Foot LockerAgency: BBDO New York

Craft, Truth be Told, Made in America, The Best WayAdvertiser: Jack Daniel’sProduct: Jack Daniel’sAgency: Arnold Worldwide Boston

Suspect, Journey, Arrival, MistakeAdvertiser: MattelProduct: Scrabble Board GameAgency: Pereira & O’Dell San Francisco

PRESS LIONS


Tundra Space Shuttle Endeavour CampaignAdvertiser: ToyotaProduct: Toyota TundraAgency: Saatchi & Saatchi Los Angeles

GOLD LION WINNERS

The Society of Good TasteAdvertiser: Grey PouponProduct: Grey PouponAgency: Crispin Porter + Bogusky Boulder

Double Loop Dare @ X GamesAdvertiser: MattelProduct: Hot WheelsAgency: Mistress Venice

The Glad TentAdvertiser: Clorox CompanyProduct: Glad ForceFlexAgency: Alma DDB Miami

7-ElectionAdvertiser: 7-ElevenProduct: CoffeeAgency: Ketchum Dallas

SILVER LION WINNERS

PROMO & ACTIVATION LIONS





A Boy and His Atom: The World’s

Smallest MovieAdvertiser: IBMProduct: IBM ResearchAgency: Ogilvy New York



Recalling 1993Advertiser: New MuseumProduct: “NYC 1993: Experimental Jet Set, Trash and No Star” ExhibitionAgency: Droga5 New York

BRONZE LION WINNERS







WifeAdvertiser: MarsProduct: Milky WayAgency: DDB Chicago

BRONZE LION WINNERS

RADIO LIONS


Find Your GreatnessAdvertiser: NikeProduct: Clothing, Footwear & AccessoriesAgency: Nike Comms Team Portland

The Challenge LabAdvertiser: PrudentialProduct: Prudential FinancialAgency: Droga5 New York

TITANIUM LION WINNERS

Find Your GreatnessAdvertiser: NikeProduct: Clothing, Footwear & AccessoriesAgency: Nike Comms Team Portland

INTEGRATED SILVER WINNERS

Proud Sponsor of MomsAdvertiser: Procter & GambleProduct: P&G Corporate BrandAgency: Wieden+Kennedy Portland

GOLD LION WINNERS

TITANIUM & INTEGRATED LIONS



SILVER LION WINNERS

Team SpiritAdvertiser: ESPNProduct: ESPNAgency: Wieden+Kennedy New York

Pardon MeAdvertiser: Grey PouponProduct: Grey PouponAgency: Crispin Porter + Bogusky Boulder

A Long Day of ChildhoodAdvertiser: UnileverProduct: RaguAgency: Barton F. Graf 9000 New York

BRONZE LION WINNERS

TITANIUM & INTEGRATED LIONS


U.S. YOUNG LIONS PROGRAM

USA TODAY hosted the Young Lions competitions in four categories – Cyber, Film, Media and Print. The work submitted for Young Lions this year focused on KaBOOM!, a non-profit dedicated to saving play for America’s children by creating great playspaces through the participation and leadership of communities. All competitors worked from the same creative brief and were tasked with building awareness for KaBOOM! across the nation.

The 2013 U.S. competitions included teams from advertising agencies across the U.S. with 393 teams registering and 232 total entries. The four winning teams represented the U.S. and competed in the Young Lions competitions during the Cannes Lions International Festival of Creativity this June. Forty-two international teams competed in the Cyber, Film and Print competitions, while twenty-eight teams competed in the Media competition.

FILM COMPETITION

Brent Goldman, Tribal WorldwideJoshua McGuire, Tribal Worldwide

Sponsor:

MEDIA COMPETITION

Cammy Keiler, Havas MediaJordan Ng, Havas Media

Sponsor:

PRINT COMPETITION

Tom Mandel, BBDOAlex Martineau, SapientNitro

Sponsor:

CYBER COMPETITION

Korie Park, Grey GroupDana Tiel, Grey Group

Sponsor:

U.S. YOUNG LIONS PROGRAM

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