#CannesLions2016: Direct Lions winners!
The Grand Prix Direct Lion went to Ingo Stockholm for their work on the Swedish Tourist Association's 'The Swedish Number' in the Travel, Transport & Leisure category.
This idea transcended tourism, becoming a demonstration of the country’s 250-year commitment to freedom of speech. “It’s refreshing to see a campaign that unites 9.5 million global brand ambassadors through the most direct form of communication: a one-to-one phone call,” said Mark Tutssel, Direct Lions Jury President.
View the full table of winning work below:
All the 2016 Direct Lions winners
Title | Client | Product | Entrant Company | Country | Prize |
A01 (Food & Drinks ) | |||||
BREWTROLEUM | HEINEKEN NEW ZEALAND | DB EXPORT | COLENSO BBDO Auckland | NEW ZEALAND | Gold Lion |
THE FAIREST NIGHT OF ALL | AB INBEV | ANDES BEER | DEL CAMPO SAATCHI & SAATCHI Buenos Aires | ARGENTINA | Silver Lion |
#LEBIGSWIM | HEINEKEN | KRONENBOURG 1664 | OGILVY & MATHER LONDON | UNITED KINGDOM | Bronze Lion |
A02 (Fast Moving Consumer Goods ) | |||||
ADVICE WIPES | TOMMEE TIPPEE | TOMMEE TIPPEE ADVICE WIPES | McCANN NEW YORK New York | USA | Bronze Lion |
#DADDO | PANTENE | PANTENE HAIR CARE | GREY NEW YORK | USA | Gold Lion |
A03 (Durable Consumer Goods) | |||||
THE BABY STROLLER TEST-RIDE BY CONTOURS | CONTOURS STROLLERS | BABY STROLLERS | FCB CHICAGO | USA | Silver Lion |
A05 (Retail, e-Commerce, Restaurants & Fast Food Chains) | |||||
#OPTOUTSIDE | REI | REI | VENABLES BELL & PARTNERS San Francisco | USA | Gold Lion |
LE BON | LIDL | DISCOUNT FOOD | INGO Stockholm | SWEDEN | Bronze Lion |
BEES CAN FIND SUGAR WHERE YOU LEAST SUSPECT IT | NÁŠ GRUNT | NÁŠ GRUNT - SHOPS WITH HONEST PRODUCTS FROM NATURAL INGREDIENTS | McCANN ERICKSON PRAGUE | CZECH REPUBLIC | Bronze Lion |
SUGAR DETOX | INTERMARCHÉ | INTERMARCHÉ | MARCEL Paris | FRANCE | Gold Lion |
A06 (Travel, Transport & Leisure) | |||||
THE SWEDISH NUMBER | SWEDISH TOURIST ASSOCIATION | TOURISM | INGO Stockholm | SWEDEN | Grand Prix |
VAN GOGH BNB | ART INSTITUTE OF CHICAGO | VAN GOGH "BEDROOMS" EXHIBIT | LEO BURNETT CHICAGO | USA | Silver Lion |
A07 (Media & Publications) | |||||
UNFORGOTTEN SOLDIERS | SKY TELEVISION NEW ZEALAND | HISTORY CHANNEL | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | Bronze Lion |
A08 (Financial Products & Services) | |||||
FAST FORWARD. | GEICO | INSURANCE | THE MARTIN AGENCY Richmond | USA | Bronze Lion |
POCKET MONEY — EQUAL FUTURE | ANZ | ANZ BANK | TBWA MELBOURNE | AUSTRALIA | Bronze Lion |
A09 (Business Products & Services) | |||||
ENDLESS POSSIBILITIES | GETTY IMAGES | GETTY IMAGES | ALMAPBBDO São Paulo | BRAZIL | Bronze Lion |
A11 (Corporate Image) | |||||
THE PAYBACK DINNER | RECLAME AQUI | RECLAME AQUI | GREY BRAZIL São Paulo | BRAZIL | Bronze Lion |
A12 (Public Health & Safety) | |||||
MANBOOBS | MACMA | BREAST CANCER AWARENESS | DAVID Buenos Aires | ARGENTINA | Gold Lion |
A13 (Public Sector & Awareness Messages) | |||||
CHECK IT BEFORE IT'S REMOVED: NAKED BREASTS ON FACEBOOK AGAINST BREAST CANCER. | PINK RIBBON GERMANY | BREAST CANCER AWARENESS | DDB GROUP GERMANY Berlin | GERMANY | Bronze Lion |
REWORD | HEADSPACE | REWORD WEB APPLICATON | LEO BURNETT MELBOURNE | AUSTRALIA | Bronze Lion |
A14 (Charities & Appeals) | |||||
LEGALLY BRIDE | KAFA | WOMEN'S RIGHTS NGO | LEO BURNETT BEIRUT | LEBANON | Bronze Lion |
THE ART HEIST FOR GOOD | WATERISLIFE | CHARITY | DEUTSCH New York | USA | Bronze Lion |
SAVING AFRICA'S LAST WILD RHINOS, BY POISONING THEM. | RHINO RESCUE PROJECT | WILDLIFE CONSERVATION | OGILVY & MATHER VIETNAM Ho Chi Minh City | VIETNAM | Silver Lion |
B02 (Dimensional Mailing) | |||||
THE TEAR-OPEN-MAILING FOR "MEIN KAMPF - AGAINST RACISM" | GESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER | MEIN KAMPF - AGAINST RACISM | OGILVY GERMANY Frankfurt | GERMANY | Silver Lion |
B03 (Use of Ambient Media: Small Scale) | |||||
PROTECTIVE BUCKET | LA FABRIL | PERLA SOFT | GREY BRAZIL São Paulo | BRAZIL | Bronze Lion |
SUGAR DETOX | INTERMARCHÉ | INTERMARCHÉ | MARCEL Paris | FRANCE | Silver Lion |
B04 (Use of Ambient Media: Large Scale) | |||||
UNFORGOTTEN SOLDIERS | SKY TELEVISION NEW ZEALAND | HISTORY CHANNEL | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | Bronze Lion |
GIGA SELFIE | TOURISM AUSTRALIA | SIGHTSEEING | TBWA\HAKUHODO Tokyo | JAPAN | Bronze Lion |
VAN GOGH BNB | ART INSTITUTE OF CHICAGO | VAN GOGH "BEDROOMS" EXHIBIT | LEO BURNETT CHICAGO | USA | Silver Lion |
SURVIVAL BILLBOARD | MICROSOFT | XBOX / TOMB RAIDER | McCANN LONDON | UNITED KINGDOM | Gold Lion |
THE BABY STROLLER TEST-RIDE BY CONTOURS | CONTOURS STROLLERS | BABY STROLLERS | FCB CHICAGO | USA | Bronze Lion |
CALL BRUSSELS | VISIT BRUSSELS | VISIT BRUSSELS | AIR Brussels | BELGIUM | Bronze Lion |
B05 (Use of Broadcast) | |||||
LE BON | LIDL | DISCOUNT FOOD | INGO Stockholm | SWEDEN | Silver Lion |
#DADDO | PANTENE | PANTENE HAIR CARE | GREY NEW YORK | USA | Silver Lion |
B06 (Use of Print or Standard Outdoor ) | |||||
COMING SOON | RAISING THE ROOF | RAISING THE ROOF | LEO BURNETT TORONTO | CANADA | Bronze Lion |
THE DAILY CATCH | METRO | THE DAILY CATCH | SERVICEPLAN Munich | GERMANY | Silver Lion |
MCWHOPPER | BURGER KING | MCWHOPPER | Y&R NZ Auckland | NEW ZEALAND | Gold Lion |
C01 (Use of Digital Platforms) | |||||
DONATION ICONS | OXFAM | DONATION ICONS | RKCR/Y&R London | UNITED KINGDOM | Bronze Lion |
C02 (Use of Mobile ) | |||||
SLOW DOWN GPS | IF INSURANCE | INSURANCE | FORSMAN & BODENFORS Gothenburg | SWEDEN | Silver Lion |
THE SWEDISH NUMBER | SWEDISH TOURIST ASSOCIATION | TOURISM | INGO Stockholm | SWEDEN | Silver Lion |
DONATE THE BARS | ATADOS | BLACK BARS | J. WALTER THOMPSON BRAZIL São Paulo | BRAZIL | Bronze Lion |
IN-A-SNAP | LOWE'S | LOWE'S | BBDO New York | USA | Bronze Lion |
C03 (Use of Social Platforms) | |||||
#COMEONIN | THE SYDNEY OPERA HOUSE | THE SYDNEY OPERA HOUSE | DDB Sydney | AUSTRALIA | Bronze Lion |
THE HASHTAG 500 | NASCAR | MOTOR SPORTS/AUTO RACING | OGILVYONE NEW YORK | USA | Bronze Lion |
CHECK IT BEFORE IT'S REMOVED: NAKED BREASTS ON FACEBOOK AGAINST BREAST CANCER. | PINK RIBBON GERMANY | BREAST CANCER AWARENESS | DDB GROUP GERMANY Berlin | GERMANY | Bronze Lion |
MANBOOBS | MACMA | BREAST CANCER AWARENESS | DAVID Buenos Aires | ARGENTINA | Silver Lion |
C04 (Response / Real-time Activity) | |||||
#COMEONIN | THE SYDNEY OPERA HOUSE | THE SYDNEY OPERA HOUSE | DDB Sydney | AUSTRALIA | Silver Lion |
#WHOISTHEKING | BURGER KING FRANCE | FOOD | BUZZMAN Paris | FRANCE | Silver Lion |
C05 (Co-Creation & User Generated Content ) | |||||
STRAIGHT OUTTA | BEATS BY DRE. | BEATS BY DRE. | R/GA HUSTLE Los Angeles | USA | Gold Lion |
MCWHOPPER | BURGER KING | MCWHOPPER | Y&R NZ Auckland | NEW ZEALAND | Silver Lion |
C06 (Use of New Technology) | |||||
DONATION ICONS | OXFAM | DONATION ICONS | RKCR/Y&R London | UNITED KINGDOM | Bronze Lion |
THE FIELD TRIP TO MARS | LOCKHEED MARTIN | GENERATION BEYOND | McCANN NEW YORK New York | USA | Silver Lion |
D01 (Use of Data) | |||||
SEA HERO QUEST | DEUTSCHE TELEKOM | DEUTSCHE TELEKOM | SAATCHI & SAATCHI London | UNITED KINGDOM | Silver Lion |
THE NEXT REMBRANDT | ING | ING | J. WALTER THOMPSON AMSTERDAM | THE NETHERLANDS | Silver Lion |
DONATE YOUR DATA | WAOO | FIBRE BROADBAND | UNCLE GREY Copenhagen | DENMARK | Bronze Lion |
E01 (Acquisitions) | |||||
BREWTROLEUM | HEINEKEN NEW ZEALAND | DB EXPORT | COLENSO BBDO Auckland | NEW ZEALAND | Gold Lion |
THE SWEDISH NUMBER | SWEDISH TOURIST ASSOCIATION | TOURISM | INGO Stockholm | SWEDEN | Silver Lion |
E02 (Retention) | |||||
THE FAIREST NIGHT OF ALL | AB INBEV | ANDES BEER | DEL CAMPO SAATCHI & SAATCHI Buenos Aires | ARGENTINA | Silver Lion |
HAGGLERS | AB INBEV | ANDES BEER | DEL CAMPO SAATCHI & SAATCHI Buenos Aires | ARGENTINA | Bronze Lion |
E03 (Launch / Re-launch) | |||||
SURVIVAL BILLBOARD | MICROSOFT | XBOX / TOMB RAIDER | McCANN LONDON | UNITED KINGDOM | Silver Lion |
RAINBOWS | DORITOS | DORITOS | GOODBY SILVERSTEIN & PARTNERS San Francisco | USA | Bronze Lion |
MA PLACE EST DANS LA SALLE | PRODISS | ENTERTAINMENT | FRED & FARID PARIS | FRANCE | Gold Lion |
SUGAR DETOX | INTERMARCHÉ | INTERMARCHÉ | MARCEL Paris | FRANCE | Gold Lion |
F02 (Art Direction / Design ) | |||||
LIVE VINES | LOWE'S | LOWE'S | BBDO New York | USA | Bronze Lion |
UNFORGOTTEN SOLDIERS | SKY TELEVISION NEW ZEALAND | HISTORY CHANNEL | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | Silver Lion |
LIFE IS ELECTRIC | PANASONIC | PANASONIC | DENTSU INC Tokyo | JAPAN | Bronze Lion |
F03 (Experience Design) | |||||
THE FIELD TRIP TO MARS | LOCKHEED MARTIN | GENERATION BEYOND | McCANN NEW YORK New York | USA | Silver Lion |
VAN GOGH BNB | ART INSTITUTE OF CHICAGO | VAN GOGH "BEDROOMS" EXHIBIT | LEO BURNETT CHICAGO | USA | Gold Lion |
THE REAL ICE COLD COCA-COLA. | COCA-COLA. | COCA-COLA | OGILVY & MATHER COLOMBIA Bogotá | COLOMBIA | Bronze Lion |
THE BABY STROLLER TEST-RIDE BY CONTOURS | CONTOURS STROLLERS | BABY STROLLERS | FCB CHICAGO | USA | Silver Lion |
LIFESAVER BACKPACK | LUKI | CHILDREN FRUIT SNACK | J. WALTER THOMPSON COLOMBIA Bogotá | COLOMBIA | Bronze Lion |
G01 (Integrated Campaign led by Direct ) | |||||
#OPTOUTSIDE | REI | REI | VENABLES BELL & PARTNERS San Francisco | USA | Gold Lion |
MCWHOPPER | BURGER KING | MCWHOPPER | Y&R NZ Auckland | NEW ZEALAND | Gold Lion |
G02 (Low Budget Campaign) | |||||
PAY WITH A CUPCAKE | ZAPPOS | ZAPPOS.COM | MULLENLOWE Boston | USA | Bronze Lion |
CHECK IT BEFORE IT'S REMOVED: NAKED BREASTS ON FACEBOOK AGAINST BREAST CANCER. | PINK RIBBON GERMANY | BREAST CANCER AWARENESS | DDB GROUP GERMANY Berlin | GERMANY | Bronze Lion |
Click here for a reminder of the Cannes Lions 2016 Direct Lions shortlist in full.