2012 CANNES LIONS 59th INtErNAtIONAL ... - Advertising ??2012 CANNES LIONS 59th INtErNAtIONAL ......

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  • 2012 CANNES LIONS59th INtErNAtIONAL FEStIvAL OF CrEAtIvIty

    Journal presented by

  • I. IntroII. Branded Content & Entertainment LionsIII. Creative Effectiveness LionsIV. Cyber LionsV. Design LionsVI. Direct LionsVII. Film Craft LionsVIII. Film LionsVIV. Grand Prix for GoodX. Media LionsXI. Mobile LionsXII. Outdoor LionsXIII. PR LionsXIV. Press LionsXV. Promo & Activation LionsXVI. Radio LionsXVII. Titanium & Integrated LionsXVIII. U.S. Young Lions Program

    tAbLE OF CONtENtS

    2Presented by USA TODAY

  • CONgrAtuLAtIONS!

    On behalf of the entire team at USA TODAY, we would like to congratulate the winners from the 2012 Cannes Lions International Festival of Creativity.

    The Festival is the worlds 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.

    2012 was a record year at the Cannes Lions International Festival of Creativity with more than 9,000 delegates attending, and 34,300 entries from 87 countries. This year, the U.S. continued to bring home the most awards of any country 182 total. Those included 8 Grand Prix, 32 Gold, 57 Silver, 81 Bronze, 2 Titanium, and 2 Effectiveness Lions.

    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 years 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

    3Presented by USA TODAY

  • Great Paper Airplane ProjectAdvertiser: Pima Air And Space MuseumProduct: Non-Profit Museum/Entertainment & EducationAgency: BBDO San Francisco / BeCore Los Angeles

    MFCeOAdvertiser: K-SwissProduct: FootwearAgency: 72andSunny Los Angeles

    GT Academy USAAdvertiser: Nissan / PlayStationProduct: Nissan / GT-R / Gran Turismo 5Agency: TBwA\ChIAT\DAY Los Angeles / OMD Los Angeles

    brANdEd CONtENt & ENtErtAINmENt LIONS

    Grand PrixCultivate CampaignAdvertiser: ChipotleProduct: Fast FoodAgency: Creative Artists Agency Los Angeles

    Gold Lion Winners

    4Presented by USA TODAY

  • Pom Wonderful Presents: The Greatest Movie ever SoldAdvertiser: Pom wonderful, hyatt, JetBlueProduct: Feature Film Agency: warrior Poets New York

    Wheat Thins & ColbertAdvertiser: KraftProduct: wheat ThinsAgency: Starcom MediaVest Group New

    branded Content & Entertainment Lions continued

    Nature Valley Trail ViewAdvertiser: General MillsProduct: General MillsAgency: McCann Erickson New York

    New York Writes ItselfAdvertiser: Village Voice / New York TypesProduct: Village Voice NewspaperAgency: Leo Burnett New York

    Snoop Doggs Smokable BookAdvertiser: Snoop DoggProduct: King Size Slim Rolling PaperAgency: Pereira & ODell San Francisco

    Gold Lion Winners

    5Presented by USA TODAY

  • Bronze Lion Winners

    24 Hours Of Reality Advertiser: The Climate Reality Project Product: Climate Change Awareness Agency: m ss ng p eces / Fearless Revolution Brooklyn / Electric Pulp Sioux Falls

    Call Of Duty XP 2011 Advertiser: Activision Publishing Product: Call Of Duty: Modern warfare 3 Agency: NCompass International west hollywood

    The Creators Project Advertiser: Intel Product: Intel Agency: Vice Media Brooklyn

    Always Open Advertiser: Dennys Product: Dennys Restaurant Agency: Gotham New York / Dumbdumb Productions west hollywood

    Centennial Films Advertiser: IBM Product: IBM Agency: Ogilvy New York

    Coca-Cola Polar Bowl Advertiser: The Coca-Cola Company Product: Coca-Cola Classic Agency: wieden+Kennedy Portland

    The explosive Game Advertiser: Jordan Product: Carmelo Anthonys M8 NYC Flight Shoe Agency: wieden+Kennedy New York / Klip Collective Philadelphia

    MLB Fan Cave Advertiser: Major League Baseball Product: MLB Fan Cave Agency: hill holliday Boston

    Re: Generation Music Project Advertiser: hyundai Motor America Product: hyundai Veloster Agency: GreenLight Media and Marketing / Innocean USA huntington Beach / RSA Films Los Angeles

    True Origins Of Pizza Advertiser: Mr. Pizza Product: Pizza Restaurant Agency: SS+K New York / Addict Media Films Seoul

    World Gone Sour Advertiser: Kraft Product: Sour Patch Kids Agency: Mother New York New York

    The X Factor USA Digital ecosystem Advertiser: PepsiProduct: Pepsi / Verizon Phones & Services / Sony Electronics Agency: Sony Music New York / SYCO / Fremantle Media Beverly hills / Fox Broadcasting Corporation Los Angeles

    everything To ProveAdvertiser: Gatorade Product: Sports DrinksAgency: VML Kansas City / Fleishman-hillard Chicago / NFL Films Mount Laurel

    GT Academy USA Advertiser: Nissan / PlayStation Product: Nissan / GT-R / Gran Turismo 5 Agency: TBwA\ChIAT\DAY Los Angeles / OMD Los Angeles

    Project Imagin8ionAdvertiser: Canon USAProduct: Digital Slr CamerasAgency: Grey New York / Alliance New York / Mediacom New York

    Silver Lion Winners branded Content & Entertainment Lions continued

    6Presented by USA TODAY

  • Product:

    Creative Effectiveness Winners

    7Presented by USA TODAY

    CrEAtIvE EFFECtIvENESSLIONS

    Breathe Happy Advertiser: P&G Product: Febreze entrant Company: Grey New York

    Born of Fire Advertiser: Chrysler Product: 200 entrant Company: wieden+Kennedy Portland

  • CybEr LIONS

    Grand PrixNike+ FuelBrandAdvertiser: Nike+Product: Nike+ FuelbandAgency: R/GA New York

    Gold Lion Winner

    Small Business Gets An Official DayAdvertiser: American ExpressProduct: American ExpressAgency: Crispin Porter + Bogusky Boulder / Digitas New York

    Silver Lion WinnersBack To The Start Advertiser: Chipotle Product: Fast Food Agency: Creative Artists Agency Los Angeles

    Hilltop Re-Imagined For Coca-Cola Advertiser: Google Product: Display Advertising Agency: Grow Interactive Norfolk / Johannes Leonardo New York

    MFCeO Advertiser: K-Swiss Product: Footwear Agency: 72andSunny Los Angeles

    Project Re: Brief Advertiser: Google Product: Display Advertising Agency: Fi New York / Google New York

    Small Business Gets An Official Day Advertiser: American Express Product: American Express Agency: Crispin Porter + Bogusky Boulder / Digitas New York

    8Presented by USA TODAY

  • Cyber Lions continuedBronze Lion Winners

    Chevy Sonic Integrated Advertiser: Chevrolet Product: Chevrolet Sonic Agency: Goodby Silverstein & Partners San Francisco

    Chip It! Advertiser: Sherwin-williams Product: Paint Agency: McKinney Durham

    Devastating explosions Advertiser: Old Spice Product: Old Spice Agency: wieden+Kennedy Portland

    Dig Deeper Advertiser: hBO Product: True Blood Agency: BBDO New York

    Mano A Mano In el Bno Advertiser: Old Spice Product: Old Spice Agency: wieden+Kennedy Portland

    Manta Claus Advertiser: Old Spice Product: Old Spice Fiji Bodywash and Deodorant Agency: wieden+Kennedy Portland

    One Copy Song Advertiser: Adam Tensta Product: Adam Tensta Agency: R/GA New York

    Slavery Footprint Advertiser: Call + Response / US State Department Product: human Rights Agency: Muh-Tay-Zik | hof-Fer San Francisco / Unit 9 London

    9Presented by USA TODAY

  • dESIgN LIONS

    Google Display LogoAdvertiser: Google Product: Display Advertising entrant Company: Johannes Leonardo New York Agency: Johannes Leonardo New York

    ThinkAdvertiser: IBMProduct: IBMentrant Company: Ogilvy New YorkAgency: Ogilvy New York

    Gold Lion Winners

    Silver Lion Winner

    15th Anniversary PostersAdvertiser: ExpediaProduct: Travel websiteentrant Company: Creature SeattleAgency: Creature Seattle

    10Presented by USA TODAY

  • Silver Lion Winners

    Project Re: Brief Advertiser: Google Product: Display Advertising Agency: Fi New York / Google New York

    Project Re: Brief Advertiser: Google Product: Display Advertising Agency: Johannes Leonardo New York / Grow

    Small Business Gets An Official Day Advertiser: American Express Product: American Express Agency: Crispin Porter + Bogusky Boulder / Digitas New York

    Back To The Start Advertiser: Chipotle Product: Fast Food Agency: Creative Artists Agency Los Angeles

    MFCeO Advertiser: K-Swiss Product: Footwear Agency: 72andsunny Los Angeles

    Small Business Gets An Official Day Advertiser: American Express Product: American Express Agency: Crispin Porter + Bogusky Boulder / Digitas New York

    Devastating explosions

    Bronze Lion WinnersAdvertiser: Old Spice Product: Old Spice Agency: wieden+Kennedy Portland

    Slavery Footprint Advertiser: Call + Response / Us State Department Product: human Rights Agency: Muh-Tay-Zik | hof-Fer San Francisco / Unit 9 London

    Chevy Sonic Integrated Advertiser: Chevrolet Product: Chevrolet Sonic Agency: Goodby Silverstein & Partners San Francisco

    Manta Claus Advertiser: Old Spice Product: Old Spice Fiji Bodywash And Deodorant Agency: wieden+Kennedy Portland

    Mano A Mano In el Bno Advertiser: Old Spice Product: Old Spice Agency: wieden+Kennedy Portland

    Get Your edge Back Advertiser: wrangler Emea Product: Clothing Agency: Stinkdigital New York

    Devastating explosions Advertiser: Old Spice Produ