Cannes Lions a Global Brandstand (Updated)

The Oscars of Advertising, the Cannes Lions festival now taking place in France over seven days and 57 sessions, wraps up on Sunday.

At the Cannes Lions 2011, marketing and advertising innovators, communications ninjas, design savants, digital thought-leaders and other big thinkers come together to inspire, debate, and entertain. From outdoor advertising to media to radio to design, almost all forms of communication are covered, judged, applauded and recognized.

Brandchannel joins in the applause — check out the 2011 Cannes Lions Grand Prix winners below, and stay tuned for an update after the final round of winners are announced on Sunday.

DIRECT — GRAND PRIX WINNER

American Rom: The idea behind this campaign was to revamp the public image of Romania’s ROM chocolate bar. Since the younger audience in Romania was more into American candy, the Romanian flag on the wrapper of the chocolate bar was replaced with an American flag. This reminded the public of their patriotism towards Romania, and the traditional Rom bar.

Type of Entry: Strategy
Category: Traffic & Brand Building
Title: AMERICAN ROM
Advertiser/Client: KANDIA DULCE
Product/Service: SNACK
Advertising Agency: BV MCCANN ERICKSON Bucharest, ROMANIA

PROMO & ACTIVATION — GRAND PRIX WINNER

American Rom: Yes, the brand's second Grand Prix win!

PR — GRAND PRIX WINNER

NAB Bank "Breakup": The Australian public perceived that their homeland was dominated by four big banks that worked together, eliminating competition. NAB separated itself from the pack (and hopefully that public perception) by "breaking up" with the other banks, in a very noisy and public manner. This generated tremendous news coverage and social media buzz, including becoming the most tweeted topic in the nation.

Type of Entry: Sectors & Services
Category: Financial Services, incl. Investor Relations and Corporate Finance
Title: BREAK UP
Advertiser/Client: NATIONAL AUSTRALIA BANK (NAB)
Product/Service: BANKING
PR/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA

OUTDOOR — GRAND PRIX WINNER

Microsoft, "Decode Jay Z with Bing": To expand Microsoft's search reach, Bing needed to become more culturally relevant and appeal to a younger audience. By placing every single page of Jay Z's new book, Decoded, into media spaces around the world, younger audiences now had reason to use Bing for their search engine, and maps.

Type of Entry: Ambient
Category: Stunts & Live Advertising
Title: DECODE JAY-Z WITH BING
Advertiser/Client: BING/JAY-Z
Product/Service: DECODE JAY-Z WITH BING
Advertising Agency: DROGA5 New York, USA

MEDIA — GRAND PRIX WINNER

Tesco Homeplus, Subway Virtual Store: Since people are extremely busy, on the go and don't have the most time to shop, Tesco created a virtual shopping experience in the busiest subways stations in South Korea. The merchandise was presented the same was as in stores, except the buyer user his/her phone to scan a QR code instead of actually taking the product. The product is added to their shopping cart, and when the online purchase is complete, the items are delivered right after they get home. (Watch a demo here.)

Type of Entry: Use of Media
Category: Best Use of Outdoor
Title: HOMEPLUS SUBWAY VIRTUAL STORE
Advertiser/Client: TESCO
Product/Service: RETAIL
Advertising Agency: CHEIL WORLDWIDE Seoul, KOREA

RADIO — GRAND PRIX WINNER

Mercedes-Benz (South Africa), "Bud": A 3-part "accident avoidance" radio spot campaign (the other spots: "Love" and "Toby") points out accidental meetings with people, caused by actual accidents, that lead to them saying, "If only I had ___ feature from Mercedes, this wouldn't have happened."

Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: BUD
Advertiser/Client: MERCEDES-BENZ
Product/Service: ACCIDENT AVOIDANCE FEATURES
Advertising Agency: NET#WORK BBDO Johannesburg, SOUTH AFRICA

PRESS — GRAND PRIX WINNER

Samsonite (China), Cosmolite Suitcase print ad: The selling point is its ultra-durability. The creative idea is a vivid contrast between how "heavenly" it is in first class for the passenger but "hellish" down below where the suitcase is being handled. Naturally, the suitcase emerges sparkling after the torture. (Note: this marks the first Grand Prix win for a brand in China.)

Type of Entry: Magazine
Type of Entry: Product & Service
Category: Clothing, Footwear & Accessories
Title: HEAVEN AND HELL
Advertiser/Client: SAMSONITE
Product/Service: SUITCASES
Advertising Agency: JWT SHANGHAI, CHINA

CYBER — GRAND PRIX WINNERS (TIE)

Google, The Wilderness Downtown: Google produced an innovative web experience to promote its Chrome browser in partnership with the band Arcade Fire, which was promoting its 2010 album, The Suburbs. The interactive website, The Wilderness Downtown, was billed as a Chrome Experiment, serving as both an interactive music video for the band and a chance to demonstrate the emerging power of the HTML5 programming technology. By drawing on data from Google Maps and Google Streetview, the site integrated visuals of the viewer’s childhood home into the narrative, creating a unique, emotional experience. Spread across multiple browser windows that opened and closed as the experienced progressed, The Wilderness Downtown redrew our understanding of how the web (and the music video) can makes us feel.

Type of Entry: Websites & Microsites
Category: Publications & Media
Title: THE WILDERNESS DOWNTOWN
Advertiser/Client: GOOGLE
Product/Service: ARCADE FIRE
Entrant Company: GOOGLE CREATIVE LAB New York, USA
Advertising/Web Design Agency: CHRIS MILK SANTA MONICA, USA

P&G, Old Spice: “The Man Your Man Could Smell Like” television spot was a huge success, but we wanted to engage with fans on a deeper, more intimate level. We thus created an interactive experience in which our Old Spice Guy personally responded to fans on the Internet in real time. Instead of using traditional paid media, we leveraged social platforms including YouTube, Facebook and Twitter—ultimately creating an effort that would become one of fastest-growing and most popular interactive campaigns in history.

Type of Entry: Digitally Led Integrated Campaign
Category: Best Digitally Led Integrated Campaign
Title: RESPONSE CAMPAIGN
Advertiser/Client: PROCTER & GAMBLE
Product/Service: OLD SPICE BODY WASH
Advertising/Web Design Agency: WIEDEN+KENNEDY Portland, USA

Pay With a Tweet: "Pay with a Tweet is the first social payment system, where people pay with the value of their social network. We launched Pay With A Tweet with the release of our book Oh My God What Happened And What Should I Do? It’s simple, people who have something to sell simply add the Pay With A Tweet button to their site, and people simply click on the button and tweet about the product. They are then able to download it: a book, album, or whatever. What began as a promotion became a whole new way to trade content online."

Type of Entry: Viral Advertising
Category: Viral Marketing
Title: PAY WITH A TWEET
Advertiser/Client: INNOVATIVE THUNDER
Product/Service: CURRENCY SYSTEM
Advertising/Web Design Agency: R/GA New York, USA

DESIGN — GRAND PRIX WINNER

The Cosmopolitan Las Vegas (hotel) Digital Experience: The goal was to help The Cosmopolitan Las Vegas position itself as a luxury destination, adding an entirely new dimension to the Las Vegas experience. Digital Kitchen approached the portals as digital canvases and the entire resort as a "curated art gallery" — watch it in action here.

Type of Entry: Environmental Design
Category: Hospitality/Leisure
Title: THE COSMOPOLITAN DIGITAL EXPERIENCE
Advertiser/Client: THE COSMOPOLITAN OF LAS VEGAS
Product/Service: HOTEL DIGITAL EXPERIENCE
Design/Advertising Agency: DIGITAL KITCHEN Chicago, USA

FILM — GRAND PRIX WINNER

Nike Football - Write the Future: Every four years, the keys to football heaven are dangled in front of the international elite. One goal, one pass, one game saving tackle can be the difference between fame and forgotten. What happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament. ‘Write the Future’ was a messaging platform that allowed Nike to show how football creates this ripple effect. It allowed us to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them. Our goal was to weave the brand into the conversations around the 2010 FIFA World Cup tournament in a way that celebrated the participating teams and athletes and engaged football fans around the world.

Type of Entry: Product & Service
Category: Clothing, Footwear & Accessories
Title: WRITE THE FUTURE
Advertiser/Client: NIKE
Product/Service: NIKE FOOTBALL
Design/Advertising Agency: WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS

TITANIUM AND INTEGRATED — GRAND PRIX WINNER

Microsoft, "Decode Jay Z with Bing": To expand Microsoft's search reach, Bing needed to become more culturally relevant and appeal to a younger audience. By placing every single page of Jay Z's new book, Decoded, into media spaces around the world, younger audiences now had reason to use Bing for their search engine, and maps. (Jury chairman Bob Scarpelli of DDB explains why the Bing/Jay-Z campaign won this category here.)

Type of Entry: Titanium and Integrated
Title: DECODE JAY-Z WITH BING
Advertiser/Client: BING/JAY-Z
Product/Service: DECODE JAY-Z WITH BING
Design/Advertising Agency: DROGA5 New York, USA

FILM CRAFT — GRAND PRIX WINNER

PUMA - After Hours Athlete: PUMA Social launched in 2010 to attract non-athletes with "Social Club" events, from Los Angeles to Manila. The goal of the event marketing: "to sponsor the largest group of unsponsored athletes out there: the After Hours Athletes. PUMA Social reminds us that we are all athletes, even if the only time we run is to catch a cab home. We know it’s just as difficult to stay out to 6am, as it is to get up at 6am."

Type of Entry: Film Craft
Category: Direction
Title: AFTER HOURS ATHLETE
Advertiser/Client: PUMA
Product/Service: PUMA SOCIAL
Design/Advertising Agency: DROGA5 New York, USA

CREATIVE EFFECTIVENESS — GRAND PRIX WINNER

PepsiCo, Walkers Chips: The creative idea behind this UK campaign: "prove Walkers can make any sandwich more exciting, even the town of Sandwich, Kent. Through a series of surprise celebrity-led events, we turned the sleepy town into the most exciting town in Britain. Timely distribution of content from the events through PR, TV and online channels then created a sustained buzz nation-wide."

Type of Entry: Effectiveness
Category: Creative Effectiveness
Title: SANDWICH
Advertiser/Client: PEPSICO
Product/Service: WALKERS
Design/Advertising Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM

FOR GOOD — GRAND PRIX WINNER

Scope - See the Person: Australia's Scope charity launched this campaign "to make the public see people with disabilities for who they are, and not for their disabilities."

Type of Entry: Grand Prix For Good
Category: Grand Prix For Good
Title: SEE THE PERSON
Advertiser/Client: SCOPE
Product/Service: DISABILITY AWARENESS
Design/Advertising Agency: LEO BURNETT Melbourne, AUSTRALIA