Direct Lions winners!
The Cannes Direct Lions award ceremony resulted in 75 awards in total from the shortlist of 293...
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.